Tag

Mobile marketing

Browsing

What: We talked to Adsmovil’s Alberto Pardo about the main challenges and recommendations to reach Hispanics effectively through mobile.
Why it matters: Hispanics are a hugely important part of the U.S. population, and communicating successfully with them demands a holistic understanding of the consumer’s identity and behavior.

You would have to be living under a rock not to know that Hispanics are an important part of the U.S. population. In fact, 18% of Americans are of Hispanic origin, and about 38 million speak Spanish at home. Nielsen expects Hispanic buying power to reach US 1.8 trillion by 2021, and it continues to rise in the FMCG market.

It is also no secret that Hispanics over-index in smartphone ownership, mobile usage and data consumption, which is why mobile marketing is an important tool to reach them, even if sometimes it can sound challenging. We talked to Alberto Pardo, founder & CEO of Adsmovil, and member of Portada’s Council of the Americas, about the key challenges of mobile marketing to Hispanics, and the ways in which new technologies can help…, or complicate things even more.

New Technologies Have Greatly Changed the Ways to Reach Hispanics

With the advent of new technologies surrounding the era of mobile phones and apps, it’s crucial to have access to the right tools, such as an SDK or Software Development Kit. An SDK is a set of tools that allow the creation and enrichment of applications.

“With an SDK we can tell the app ecosystem of a device. It allows us to create audience segments based on the apps a user has installed on his/her phone and target ads accordingly,” comments Alberto Pardo. “Also, with a diversity of Hispanic mobile web publishers and content, we can fully build custom audiences, derived entirely from mobile behavior, personalization, and intelligence.”

You Should Look at a Holistic Picture of the Consumer, but How Will You Know They Are Hispanic?

“Looking at a holistic picture of consumer context is key,” asserts Pardo. “The content they love, ads engaged with, places they go, keyword searched, content category frequented, app or site name domain, the app installed, language preference, etc.” As he explains, there are a number of ways of finding out if a consumer is Hispanic:

  1. If the language settings are in Spanish and if they have Hispanic apps installed on their phone. Based on the Spanish language content the user is consuming via mobile web or in-app.
  2. The location also plays a part: “We can determine that a Hispanic has been to a Latin supermarket, for example, and how often she frequents the location,” explains Pardo.
  3. “We can predict who is a Hispanic mom if she has been to an elementary school twice a day, 5 days a week (Monday to Friday). Adsmovil can analyze where the person has been (instead of where they are),” he adds.

Challenges of Reaching Hispanics Through Mobile

The first issue when trying to reach Hispanic at scale, says Pardo, is the lack of variety when it comes to high-quality Hispanic publishers in the U.S. “That’s why it’s so important to work with partners that count with a huge portfolio of publishes in the Spanish language, with the technology to properly target the right audience and an understanding of the Hispanic market.”

Not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.

Moreover, he explains, it’s important to understand that Hispanics have a very strong cultural identity, with many variations according to each region. “We have an amazing team who truly understand this market because they came from this market, and being able to reach each sub-Hispanic subgroup is essential when it comes to targeting Hispanics.”

The last challenge he mentions is protecting the brand’s image as advertising gets increasingly difficult in the U.S. “Many brands resort to blocking keywords that are an exact translation from English to Spanish, but that doesn’t necessarily work; not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.”

Remember: Not All Hispanics Are Created Equal

It’s important to target Hispanics according to their country of origin, and there are also a number of ways to do this. “We can target based on the content they are reading and consuming,” explains Pardo. “Hispanics frequently read Spanish content on sites and apps from their country of origin, such as Televisa or Tv Azteca for Mexicans, El Tiempo, Caracol or RCN for Colombians, etc.”

Another thing Adsmovil does is looking at the keywords they search. “Young Hispanics usually speak Spanish with their parents or text keywords of specific Hispanic ingredients or food. For example, the word “Beans” can be spelled very different based on the country of origin: caraotas in Venezuela, frijoles in Colombia and Mexico, chicharos in Republica Dominicana, porotos in Argentina and Chile, etc.” Then, according to the word they search, there’s a way of knowing where they’re from.

Finally, as Pardo mentions, it is necessary to adapt creatives according to level of acculturation as well as country of origin. “For example, we’d target second-generation Hispanics in English, an unacculturated Hispanic with a Spanish ad; or we’d add some Mexican flavor and keywords to an ad that will be targeting Mexicans, but we would never use the same ones for a campaign targeting Argentineans.”

What: Mobile engagement leader announced aUS$47 million Series D round of financing led by Norwest Venture Partners with participation from existing investors Canaan Partners, Kleiner Perkins Caufield & Byers, and Shasta Ventures.
Why it matters: The funding will be used to fuel Leanplum’s global expansion, hire world-class talent, and build the next-gen marketing cloud.

Leanplum, a leader in mobile engagement, announced a US$47 million Series D round of financing led by Norwest Venture Partners with participation from existing investors Canaan Partners, Kleiner Perkins Caufield & Byers, and Shasta Ventures.

Scott Beechuk, partner at Norwest and former SVP of product management at Salesforce Service Cloud, which he led to US$2.3 billion in annual revenue, will join the Leanplum board of directors. Leanplum is building the marketing cloud of the future, leveraging the power of mobile to help brands drive deep and meaningful customer relationships. This investment will accelerate product innovation in key areas such as machine learning, cross-channel automation, and one-to-one personalization. In addition, it will fuel international expansion to meet growing demand from marketers around the world.“Mobile has changed the face of marketing, and the industry is undergoing a major transformation. Legacy marketing clouds are built for web and lack the real-time infrastructure to respond to customer needs across channels and devices,” said Scott Beechuk, partner at Norwest Venture Partners.

“Leanplum is designed from the ground-up to deliver this value. One of their secret weapons is a world-class A/B testing solution that’s fundamental to their platform, allowing customers to optimize campaigns and generate higher ROI than competing solutions. Not only has Leanplum become the fastest growing mobile engagement platform, tripling revenue year over year for the past three years, but they’ve built an amazing work culture and are poised for continued growth in 2018.”

Capturing more than 16 billion mobile data points daily across its end-to-end platform, Leanplum provides the insights and capabilities to help marketers deliver in-the-moment engagement across each user’s journey — at volume. This personalization at scale is the holy grail of marketing, which is why clients such as Tinder, Grab, Red Bull, Topshop, and Zynga are turning to Leanplum to harness the one-to-one value that only mobile can deliver.Leanplum has made several strategic hires to fuel global demand.

Jim Lightsey joined Leanplum as its first Chief Financial Officer, with a focus on scaling the company’s global finance, human resources, business operations, and legal capabilities. Other key hires include Oliver Stein and Julio Bermúdez, both formerly of Optimizely. Stein leads European sales operations and is based in Amsterdam, while Bermúdez leads Asia Pacific operations out of Singapore.

“Marketing is relationship-driven by nature, but over time, digital has optimized for reach versus meaningful connections,” said Momchil Kyurkchiev, Leanplum CEO and Co-Founder. “We’re excited to partner with Norwest because they share our long-term vision and realize that Leanplum is uniquely positioned to help marketers deliver in-the-moment engagement across every user’s journey. Leanplum is building an engagement platform that will transform the industry and take us to true relationship marketing, and in early December, we’ll unveil the next chapter in this journey.”

Content marketing, mobile marketing, multi-screen and programmatic buying were the biggest highlights of 2015. Here, we share the reflections of Denisse Guerra, Diego Reck, Martín Frontini, Eugenia Denari, Jeremy Piotraut, John Mafoutsis, Martin Jones, Carlos Espindola and Borja Beneyto.

Content Marketing: Integration with Social

According to Denisse Guerra, Regional Marketing Director for Latin America at The Estée Lauder Companies Inc., “banners are a thing of the past, and now brands are looking for ways to engage, which makes much more sense in today’s consumer environment. For that reason, it has been very imDenisse Guerraportant for brands to develop native ads, editorial integration and that kind of communication since ad blocking is more and more of a danger to them. It’s also an opportunity to be much more creative with our content.”
Diego Reck
Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America, has a similar opinion, indicating that “one of the most noticeable trends in the marketing and advertising industry in 2015 was a more organic integration of  brands into agnostic content for each platform.”

The same trend was observed with respect to audiovisual content. Martin FrontinniAccording to Martín Frontini, Managing Director Latam & US Hispanics at MCN Zoomin.TV, “native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.”

Finally, as much as social networks are an entity in themselves, what is true is that they tend to be included in content marketing strategies. As Denisse Guerra indicated, “there is no doubt that companies’ social network and CRM campaigns have been the most relevant in 2015. The development of advertising campaigns that are 100% focused on social networks and brands’ e-commerce traffic are what have grown the most in the advertising industry this year.”

Native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.

Mobile Marketing: Geolocation and Transactional Advantages

Eugenia Denari, Director of Marketing at Google in Argentina, Chile and Perú, stated that “without a doubt, mobile was a huge protagonist this year.”

Jeremy PiotroutAnd  Jeremy Piotraut, Managing Director at Teads.tv Cono Sur, expressed that “today, users spend more and more time on mobile than in front of the television or other devices.”

Everything indicates that mobile marketing, as much as it was one of 2015’s trends, is here to stay.

In the words of Martín Jones, Multibrand Digital Manager at L’Oréal: “Today, everything is about staMartin Jonesrting with mobile: geolocalization and transactional experiences are the motor for a deepening presence in the mobile world.”

Multi-Screen: PC and Smartphones Media Consumption Jump

As Jeremy Piotraut reminded us, “while television is still an important media outlet, laptops and smartphones now surpass them in consumption time.”

John MafoutsisJohn Mafoutsis, SVP for Advertising Sales and Brand Solutions at Viacom International Media Networks Américas noticed a similar trend, stating: “In 2015 we saw the way that the consumer finds his or her favorite content  not just on linear television, but on multiple platforms. thanks to this evolution, advertisers have seen the benefit of offering a combination of paid TV with digital, mobile and live media as a part of a media ‘mix’.”

Martín Jones also sustains that “the video ad forms part of the agenda of any advertiser as an extension of his or her TV campaign, but more than anything for productions that are designed for the digital world (at a lower cost than that of generating a larger volume of content).”

According to Martín Frontini, “without a doubt, there has been an explosion of new formats and advertising channels with the rise of Youtubers, influencers and talents that reach the millennial cluster that is so coveted by brands. In this sense, there is an infinite amount of companies trying to group personalities and channels together with a captive audience that permits the brand to complement its traditional presence in the media, offline as much as online.”

Finally, Eugenia Denari commented, “In 2015, our most important project was to work on speaking to the multi-screen consumer that is constantly interacting with different devices. Our focus was on helping to generate even more integral and effective marketing strategies for new forms of consumption.”

According to Carlos Espíndola, Head of Latin America Digital Center  at 3M, “the most noteworthy aspect of 2015 was espindolathe adoption of programmatic buying for many advertisers, which continues to be an under-used practice, but which still helped to impact the right audiences and also prioritize the issue of where advertising money is invested. There is still much work to be done, but it is important for us to continue to communicate, evangelize and train technical market teams to understand the impact that this can have on not only audiences but also the efficiency of investments, not only digitally, but also on TV.”

Borja BeneytoSimilarly, Borja Beneyto, VP & Digital Regional Director in Latin America for Starcom MediaVest Group, commented that 2015 “was the year in which disciplines like programmatic buying were implemented, and in which we saw the appearance of new commercial data models oriented towards performance marketing.”

These were the most important trends of 2015 according to those we interviewed. Soon, we will be previewing 2016 with a look at everything those in the advertising industry should keep in mind in the new year.

 

In Latin America, as in most of the world, phones have stopped being devices to exclusively make phone calls to become “everyday problems solvers.”  We talked to Juan Carlos Göldy, who leads the Argentinian Education Program at the Mobile Marketing Association (MMA),  Gaston Fonzo, Co-Founder & CSO of StartMeApp and Fernando Acinapura of KickAds, who provided their views on the evolution of the Latin American mobile marketing landscape in 2015.

celulares.ministerio.TIC_.colombia1Mobile phones have become “everyday problems solvers” and hardly anybody is willing to leave home without carrying theirs.In addition to their original functionality, which is basically to facilitate communications with others, these devices have become an essential tool to perform various activities we do every day. Smartphones not only allow us to consume content and information, but also make our purchasing decisions easier and allow us to carry out an infinite number of operations (such as bookings, transactions, payments, etc.)

Considering that the penetration of smartphones in Latin America continues to grow, it is not surprising that brands are interested in reaching users particularly through these devices.

YYeRMprU_400x400-250x250To shed light on the current state of mobile marketing in Latin America, we talked to Juan Carlos Goldy, from the Argentinian  Mobile Marketing Association (MMA), Gaston Fonzo, Co-Founder & CSO of StartMeApp and Fernando Acinapura of KickAds.

Portada: How do you perceive the current state of mobile marketing in Latin America?

Juan Carlos Göldy: “Since 2012, mobile marketing in Latin America is constantly growing and changing. The first advertisers who began to use mobile marketing tools were those of performance (content aggregators and application developers) which boosted investment greatly. Then in 2013, branding advertisers joined this trend experimenting with tight budgets. Thanks to the results achieved, mobile marketing turned into a “must” in digital media strategy.

This shift was made after advertisers realized that:

  1.  Consumers changed their pattern of media consumption. According to the latest study by Millward Brown,  the average time spent per user of smartphones in Argentina exceeds the time spent watching television with 166 minutes vs. 104 minutes respectively.
  2. Consumers are “multiscreen” and the main screen that is being consumed simultaneously with the rest is that of mobile devices.”

Portada: How do you perceive the current state of mobile marketing in Argentina?
Juan Carlos Göldy: “The situation in Argentina is not different from what we are experiencing in the region. At this stage of the evolution of advertisers it is no longer about evangelizing the market, there is no need to convince anyone that mobile is one of the main channels to reach customers, everybody knows that. Towards the end of 2014, there were more than 12 million smartphones in Argentina , which account for almost 36% of the population.”

Key Mobile Media Decision Makers and global Brand Marketers will provide actionable insights and the latest intelligence on Mobile Marketing in Latin America at Portada’s upcoming #Portadalat: The Latin American Advertising and Media Summit and the Latin Online Video Forum on June 3-4 in Miami. Tickets are going fast. Early Bird Tickets expire tomorrow Tuesday April 21 COB.

Portada: How do you think mobile marketing will evolve in Argentina particularly and Latin America in general in 2015?
Juan Carlos Göldy: “Brands are moving and expecting a year of exponential growth in mobile advertising investment and consolidation in the region.

Brands are moving and expecting a year of exponential growth in mobile advertising investment and consolidation in the region

Regionally, there is no company that does not have digital marketing as one of its top priorities for this year. Also to build a multiplatform strategy maximizing opportunities to reach consumers with advertising on multiple channels simultaneously, amplifying their message and improving disclosure, and in this way increasing their return on investment in relation to advertising spending.

motorola.mobileNever before have marketing professionals been in the presence of such a powerful communication tool, as is mobile phone, allowing them to personally influence the behavior of their current or potential consumers.”

Gaston Fonzo, Co-Founder & CSO of StartMeApp, considers that: “Latin America is one of the regions with the greatest growth potential regarding mobile marketing; in fact, it is already beginning to have its own metrics and ceasing to be an emerging region within the industry. Latin America has evolved in terms of market and global presence within the mobile ecosystem; specifically, Brazil, Mexico and Argentina are leading countries in this regard.”

Regarding 2015 landscape, Fernando Acinapura of KickAds, predicts that “in Latin America, m-commerce (making payments via mobile phone) will have greater relevance, while mobile applications will remain in the spotlight. Mobile Video will continue to be one of the best engagement strategies. We are facing a wide range of options for mobile advertising to keep on growing and create lasting bonds with audiences.”

It seems that advertisers should start putting forward their mobile strategies from the very beginning, instead of simply adapting ideas originally intended for other media or devices. As they suggest from the MMA, is not about being “mobile friendly”, but to be “mobile first.”

What: According to eMarketer, global mobile ad spending increased 105.0% to total US $17.96 billion.
Why it matters: Facebook and Google accounted for most of that increase with an ad revenue that rose US $6.9 billion.

mobile-app-600-304Last year, mobile advertising spending grew by 105 %, reaching US $ 17,960 billion from US $8.8 billion in 2012, according to eMarketer. The fast growth rate was mainly due to ad revenue growth at Facebook Inc. and Google Inc.These companies mobile ad revenue rose US $6.9 billion.

Facebook experienced an incredible increase in the percentage of net revenues from mobile ads: they grew from 11 % to 45 % in just a year.

By the end of 2014, mobile is expected to account for nearly a quarter of total digital advertising expenditures.

Mobile continues to develop as a channel for brands, and its growth shows a potential threat even to television. By the end of this year, eMarketer expects mobile to account for nearly a quarter of total digital ad spending, which is estimated to reach US $137.5 billion. That’s up from 15 percent of theUS $119.8 billion digital ad spending total in 2013. By 2016, the same report anticipates that the fee that television plays in ad spending will fall to 23.1% and mobile’s will reach 26.3%.

Source: eMarketer
Source: eMarketer

 

 

 

 

 

 

 

 

 

Facebook’s share of the mobile ad market is likely to grow to 21.7 percent this year from 17.5 percent in 2013.Google occupied the the No.1 position, with half of the mobile advertising market in 2013.

Mobile advertising is expected to be the main digital channel by 2017.

2012

2013

2014

Google

52.6%

49.3%

46.8%

Facebook

5.4%

17.5%

21.7%

Twitter

1.5%

2.4%

2.6%

Pandora

2.6%

2.1%

1.7%

YP

2.9%

2.1%

1.6%

Millennial Media

0.8%

0.8%

0.7%

Other

34.2%

25.8%

24.9%

Total Mobile  internet ad revenues (billions)

US$ 8.76

US$ 17.96

US$ 31.45

Net Mobile Internet Ad Revenue share Worldwide,by company,2012-2014.Source: eMarketer

Tablet media may turn out to be a big help for newspapers and magazines. A recent comScore study shows that “in the case of online newspapers, tablets are now driving 7% of total page views, an impressive figure considering the relative infancy of the tablet space” says Mark Donovan, comScore SVP of Mobile. Donovan adds that “Publishers that understand how these devices are shifting consumption dynamics will be best positioned to leverage this platform to not only drive incremental engagement among current subscribers but also attract new readers.”
The study found that nearly 2 in 5 U.S. tablet owners read newspapers and/or magazines on their device in August, with 1 in 10 reading publications almost daily. Analysis of readership activities across platforms revealed that Kindle Fire users displayed the strongest propensity for reading newspapers and magazines on their device.
In the three-month average period ending August 2012, 37.1% of tablet owners read a newspaper on their device at least once during the month, with 11.5% of tablet owners reading newspapers almost every day. Kindle Fire users demonstrated the greatest tendency to read newspapers, with 39.2% doing so in August, slightly edging out iPad at 38.3%. Nook Tablet owners boasted the greatest % of high-frequency newspaper readers with 13.4% doing so on a near daily basis.
Magazines/periodicals showed even higher readership rates than newspapers with 39.6% of tablet owners reading
magazines on their device during the month. Kindle Fire owners once again showed the highest readership rate at 43.9%, followed by iPad users at 40.3 %.

ON-DEVICE READERSHIP DRIVEN BY CONSUMERS AGE 25-44
Analysis into readership demographics revealed that newspaper and magazine tablet audiences closely resembled one another in gender, age and household income distribution. Across both newspapers and magazines, readers were significantly more likely to be male. Newspaper audiences were 17% more likely to be male compared to an average tablet owner (index of 117), while magazine audiences were 11% more likely to be male (index of 111).
People between the ages of 25-34 represented the highest share of readers, accounting for 27.4% of newspaper
consumers and 28.2% of magazine/periodical consumers, while people age 35-44 accounted for 1 in 5 readers in both categories. More than half of readers had a household income of $75k or greater, while those in the highest income segment of $100k or greater skewed most heavily toward readership. .