What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets. Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.
According to an AlphaWise/MorganStanleysurvey, about 40% of U.S. consumers think Netflix has the best original programming among premium TV and over-the-top (OTT) subscription video services, up 1% year-over-year (YoY). The next highest ranked service was HBO, with 11% saying it had the best original content, down from 14% last year. Hulu ranked third, with 6% saying it had the best originals, versus 4% last year.
Medline Remedy® Dermatology Series announced the results of a survey meant to find out what U.S. consumers know about their skincare products. The results show 74% lack confidence that they’re using the right moisturizer for their skin; 84% aren’t knowledgeable about the ingredients in their moisturizer; 73% think the more you moisturize the more hydrated your skin will be (False); and 61% believe that using a moisturizer can prevent wrinkles (False).
According to Hub Research’s Best Bundle survey of 1,631 U.S. consumers ages 16 to 74, 24% of consumers feel they have too many online TV subscriptions, up from 14% in 2018. One-third of respondents said they would drop at least one service they have now before adding a new subscription, but 64% said they would keep all current subscriptions even if they add a new TV service.
A recent survey of consumers from the U.S. & U.K. by Globalwebindex found 42% of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47% to 59% in seven years. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago.
Findings from MRI’s Survey of the American Consumer show that one-quarter of Hispanic Millennials agree that speaking English is “a priority” in their homes. That is 16% higher than the overall Hispanic average. Also, 42% of Millennials agree completely that “being part of American culture is important to me” (10% above average).
Dentsu Aegis Network (DAN) has promoted Dick van Motman to global CEO, creative. Van Motman, who was previously the global and Asia Pacific president of Dentsu’s creative agencies, will work closely with Gordon Bowen, co-founder and chairman of mcgarrybowen, who steps into the new role of chief creative officer.
Sabra is naming Jason Levine as its Chief Marketing Officer, pulling the marketer away from Oreo. Levine has spent 19 years at Mondelez International and its predecessors, Kraft Foods Group and Nabisco. He was most recently Global Head of Marketing Transformation and Excellence.
Uber has announced the appointment of Taj Alavi as Senior Director and Global Head of Marketing Communications. Alavi wrote on her LinkedIn account that she is helping the company “to tell the next chapter of the Uber story.” She served as Head of Global Brand Marketing at Instagram until December 2018.
Netflix Head of Global Marketing Stephen Bruno has exited his post for MGM, where he now fills the role of Chief Marketing Officer. According to reporting by Adweek, Netflix’s entire marketing team was dissolved around the same time that CMO Kelly Bennet announced his retirement.
The United States Hispanic Chamber of Commerce (USHCC) has appointed Ramiro Cavazos as its next president and CEO. Cavazos is currently President and CEO of the San Antonio Hispanic Chamber of Commerce.
Kristen O’Hara has joined Snapchat as vice president of US Global Business Solutions. She joins from WarnerMedia where she held the role of chief marketing officer for over seven years.
Mark Read has been appointed chief executive officer by WPP. Prior to this, he held the role of global chief executive of Wunderman.
Robyn Tombacher has been named chief operations officer for the region by Wunderman. Tombacher’s previous role was head of operations for North America for the agency.
Netflix has hired Vernā Myers as vice president of inclusion strategy. Myers will help devise and implement strategies that integrate cultural diversity, inclusion and equity into all aspects of Netflix’s operations worldwide.
Shawn O’Neal has joined Gain Theory to lead its North American operations. Prior to this, he was serving as vp of global data marketing and analytics at CPG giant Unilever.
Butler, Shine, Stern & Partners has hired Matthew Curry as its new chief creative officer. He joins from 72andSunny where he was group creative director.
André Fernandez has joined the executive leadership team of tech company NCR as chief financial officer. He previously worked at CBS Radio where he led the effort to prepare the company for a potential IPO.
Latino Food Industry Association (LFIA) has a new President, Lilly Rocha, founder of the Sabor Latino Food Industry Trade show. Her mission will be to lead the nation’s first national association representing Latinos involved in every aspect of the food industry.
Tim Ellis has joined the National Football League as their new CMO. Ellis joins from Activision where he held the role of chief marketing officer for the past seven years.,
Vikrant Batra has been named chief marketing officer by HP. He will be succeeding Antonio Lucio who is departing HP on August 31. Batra’s prior role was global head of marketing for HP’s $19bn Imaging and Printing group.
Netflix has hired Rachel Whetstone as chief communications officer. Whetstone joins the company after a year at Facebook. Prior to Facebook, Whetstone led comms and policy at Omnicom Media Group (Uber.
Omnicom Media Group has named Guy Hearn chief product officer in the APAC region. He will be in charge of the strategy for the agencies within the group.
What: Netflix has announced a deal with FMG studios to co-produce 5 shows in Spanish and English. Why it matters: El Chapo boosted Sunday-night viewership for Univision and was one of the most binge-watched shows on Netflix. Both firms will capitalize on the success of the show’s theme in five more “narcoseries”.
A couple of weeks ago, Netflix announced intentions to continue collaborating with Latin American producers after the positive reception of shows like Club de cuervos and Sofía Niño de Rivera Exposed. The streaming giant partnered up with Univision in 2017 to produce El Chapo, which quickly became a great success and was reportedly the most binge-watched show in Mexico a couple of months after its US release. El Chapo was co-produced with Fusion Media Group Studios, and now they will get together again with Netflix to produce five more shows. Univision will launch each one in the US, while Netflix will release them worldwide.
Netflix and FMG Studios will begin producing Tijuana, a Spanish-language fiction series, next month. The objective of the show will be exposing power corruption networks through the story of a murdered presidency candidate, apparently based on the true story of Luis Donaldo Colosio. The creators of Tijuana are Zayre Ferrer and Daniel Posada, El Chapo‘s showrunner. After this show, the two companies will produce two more fiction series in Spanish, as well as two documentary series in English.
“Tijuana matters because this is a critical time to be talking about what journalists around the world face every day in the pursuit of the truth, particularly in Mexico,” said Camila Jimenez Villa, president and CEO of FMG Studios. “This expansion of our relationship with Netflix re-affirms the value of the content we’re producing. We will be increasing investment in production and expect to have nearly 200+ hours of programming by 2020 across scripted and unscripted in English and Spanish.”
Among Netflix’s most successful original series is crime drama Narcos, which is in production for a fourth season. For Univision, the news comes just over a week after Jessica Rodríguezwas named president and COO of UCI Networks.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Energy giant Shell has launched a global review of its creative and media business, after working with WPP-owned agencies JWT and MediaCom for decades. Incumbent MediaCom built ‘Team Media for Shell’ designed to handle planning and buying for the firm’s global retail business as well as its corporate and recruitment advertising when it won the global account. Shell is estimated to spend around US$200m on marketing each year.
TurboTax®, the nation’s leading online tax preparation service from Intuit Inc., announced the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund. The integrated program includes TV, radio and digital advertising, community events and social media activations, in both English and Spanish, to ensure relevancy among acculturated and unacculturated consumers. The Hispanic marketing campaign kicked off with “No hay por que tener miedo” (There’s Nothing to Be Afraid Of) advertising theme. The TV spot creative was concepted by Multicultural agency GALLEGOS United in collaboration with TurboTax’s AOR Wieden+ Kennedy. The Spanish language spot is running on Univision, Telemundo and Azteca America among others and will air through the end of tax season.Through key media integrations on the leading networks and Spanish-language programming including Univision’s “Despierta América” and Telemundo’s “Don Francisco Te Invita”, the brand will be providing insight into the benefits of filing taxes with TurboTax. These are being executed in partnership with GALLEGOS United and Hispanic public relations agency, Havas FORMULATIN.
Netflix has announced its quarterly results, and they plan to increase their ad spend from US $1.3 billion to $2 billion in 2018. Netflix is a major global advertiser, particularly in the digital category. The ad spend is producing a positive ROI: “We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise, ” Netflix Q4 earnings release says.
Domino’s has appointed The Community as its U.S. Hispanic agency of record, following a review.The Community will be tasked with creating campaigns encompassing traditional, social, digital, and mobile advertising for the U.S. Hispanic market. Its first work is expected to launch in mid-2018.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Dennis Holt’s independent media agency USIM has been named print and broadcast media agency of apparel retailer Modell’s Sporting Goods, Mediapost has reported. USIM was selected following a formal review.Omnicom’s Zimmerman Advertising was the incumbent.USIM will be in charge of providing insights, strategy, planning and execution, and the business will be managed out of USIM’s New York City office.
Fort Worth-based PAVLOV Advertising has been named agency of record for San Antonio International Airport (SAT) and the San Antonio Airport System (SAAS), according to a news release. The US$4 million contract covers an initial three-year term, with the option to extend for two additional one-year periods.The provided services include: advertising creative, graphic design, traditional and digital media planning and placement, public relations and interactive to promote SAT’s service offerings from new routes and in-airport concessions to the SAT “Meet Me” loyalty program and parking.
HSBC, the British banking and financial services company, has launched a review of its global media account.The incumbent on the account is GroupM’s Mindshare. ID Comms, the U.K.-based media consulting company, will be running the pitch. It is thought the bank spends about US$400m a year on media but the bank does not disclose its spend.
Procter & Gamble Co., one of the world’s biggest ad spender, Procter & Gamble Co., It’s moving more media planning and buying in-house, according to Chief Financial Officer Jon Moeller.P&G has already cut agency and production costs by US$750 million annually in recent years, and looks to cut another US$400 million in the future.The firm will automate more media planning, production and distribution, bringing more of it in-house and more likely affecting its’ North American media shops: Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat.
Tecate, the Mexican growth engine inside the Heineken USA portfolio, announced an evolution to their award winning “Born Bold” campaign introduced in 2015 called “We Are Bold.” The new campaign is built around four friends’ brotherly bond while emphasizing the camaraderie, rivalries and unspoken, yet understood inside jokes during their regular barbecues (BBQ). The “We Are Bold” campaign is rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling occasion or Carne Asada, as literally translated by this group, plays culturally as a social forum to grow closer to their friends and as a key consumption occasion.The campaign will launch on national Hispanic and English television with two 30-second spots created by Tecate with Nómades including “CHILL” and “GYM” with a third, “COMPETITION,” debuting closer to May.Tecate will increase their investment in paid media by five-fold in 2018 with the campaign running for 52 weeks, up from 17 in 2017, across online video, broadcast, digital, social, PR and out-of-home. Billboards will start appearing in select Sun Belt states (AZ, CA, NM, NV and TX) in the coming weeks and expanding to 30 key markets including New York, Chicago, Atlanta, Orlando and others by early Spring.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
What: Netflix has announced its quarterly results, and they plan to increase their ad spend from US $1.3 billion to $2 billion in 2018. Why it matters: Netflix is a major global advertiser, particularly in the digital category. The ad spend is producing a positive ROI: “We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise, ” Netflix Q4 earnings release says.
After a successful 2017, or as Netflix itself announced in its latest earnings release, after a “beautiful Q4”, the OTT giant is boosting ad spend in 2018 to hit US $2 billion. “We believe our big investments in content are paying off,” Netflix informed to its stakeholders. “Big hits result from a combination of great content and great marketing. We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise.” Approximately US $8 billion will be spent on original content alone this year.
Once upon a time, Netflix was virtually the only video streaming provider. Now that new competitors seem to appear every day and formerly partner firms such as Disney and Televisa have decided to move their content to their own platforms, Netflix has decided to stay on top no matter what. With about new 80 original films and 30 anime series, Netflix originals could amount to 50% of their content this year. Even though they have not disclosed their marketing strategy, Netflix is expected to devote most of its budget to digital and especially programmatic. Netflix recommends content to users based on what they watch, a functionality that it sees as built-in marketing for shows.
For the case of slightly older demographic segments, or people who still prefer traditional TV, Netflix has not taken its sight away from them. Most TVs today are “Smart”, meaning they have built-in access to Netflix. “[We are] making it super easy for them to sign up by just actually adding Netflix to their bill,” said Chief Product Officer Greg Peters, “or even more what we’re looking at now is packaging Netflix into one of those operator offerings so they just get it as part of a bundle that they’re purchasing for the operator.” However, Netflix knows those Smart TVs often also include access to their competitors’ platforms (like Hulu, HBOgo, and Amazon), another reason to do their best to stay on top.
Netflix is an Acquired Taste for Latin Americans
In terms of what this means for Latin America, Netflix does not disclose regional numbers. However, we know that they have delivered international content from Mexico, such as Club de Cuervos and The Day I Met El Chapo, or even stand-up comedy shows like the one of successful comedian Sofía Niño de Rivera. They have also produced an Argentinian thriller, Edha, and a Brazilian sci-fi series titled 3%. For 2018, they plan to add more Latin American subscribers than ever with 50 original productions from this region. “A good story told well is a global product”, said Ted Sarandos, Chief Content Officer at Netflix.
A good story told well is a global product.
But Netflix was not always well received. When they introduced the website in Latin America in 2011, online streaming was pretty new and they had to compete heavily with traditional pay TV. In 2013, Netflix was the biggest digital advertiser in Latin America. In March that year, they surpassed Procter & Gamble in Mexico with over 463 million ad impressions, and they had about double the amount in Brazil. This number went way up by 2016: According to Portada’s 2017 video marketing guide, Netflix had 322 billion Youtube ad impressions in Mexico and 642 billion in Brazil.
Netflix ad impressions and spending in November 2017
Display Ad Impressions (000)
Display Ad Estimated Spending (000)
Source: ComScore Ad Metrix
Now, Mexico and Brazil are among Netflix’s biggest markets, right behind UK and Canada. Though we don’t know how many subscribers out of the 6.3 million international users they acquired last year are Latin Americans, analysts believe there are around 5 million subscribers in Brazil alone. And this number might soar if Netflix keeps its promise to include telenovelas in its original content, filling a hole left by Televisa when they moved all their soap operas to Blim (Televisa’s OTT platform) in 2016.
A summary of the most exciting recent research in brand marketing in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
More than half of consumers age 54 and younger surveyed by Hubspot claimed to want to see more videos from brands they support. Some 47% of consumers age 55+ also want to see more videos from brands they support.
According to a study from YouGov Brand Index, the top 10 best-perceived brands of 2017 were: Amazon, Netflix, Amazon Prime, YouTube, Google, Nike, Dawn, M&Ms, iPhone and Apple. The brands with the highest ad awareness of 2017 are GEICO (repeating as number one), McDonald’s, Verizon, Walmart, AT&T, T-Mobile, Subway, DirecT, Progressive and Home Depot. The five brands with the biggest ad awareness gains in 2017 were Amazon Alexa, SlingTV, Lyft, Hulu and Blue Apron.
A survey from Sprout Social of 1,000 US internet users last September found that two-thirds want brands to take a stand on social and political issues.
According to marketing consultancy Vennli, more than one in three agencies (36%) say they’re always re-thinking the client’s entire strategy when developing a pitch during the review process, yet only 7% of marketers reported seeing this happen in all pitches. 34% of agencies say they think one of the most common reasons they win a pitch is because their “brand is recognized and respected in the market,” but only 15% of marketers asserted that this played a role when selecting an agency partner.
A new report fromBI Intelligence, Business Insider‘s premium research service, found that influencer marketing ad spend is poised to reach between $5 billion and $10 billion in 2022. Taking the midpoint of $7.5 billion as a base case, this represents a five-year compound annual growth rate (CAGR) of 38%. Nearly 40% of influencers believe that overly restrictive content guidelines are one of the biggest mistakes brands and agencies make when working with them.
According to new research from digital research firm L2, only 94 of 2,303 — or 4% — earned their “genius” moniker, a term reserved for brands that “leverage tech and data to personalize not just marketing but also products; render content like blogs and lookbooks shoppable; partner with e-retailers (and not just Amazon) to boost search and reach; evolve desktop display to mobile display and desktop video; and integrate online and store experience.”
What: With the tender for the 2019-2022 Premier League rights to go out this month, Netflix was thought to be amongst one of the challengers to traditional broadcasters. Instead it has opted out the bidding. Why it matters: Not only is this one less challenger for traditional broadcasters to worry about, but it is also one less challenger for Amazon and Facebook to worry about.
A New Frontier?
This season of the National Football League has not only seen Thursday night football games broadcast on the NFL Network, but also on Amazon. The games, available to Prime membership customers, offer a glimpse into the next steps major streaming companies like Amazon, Netflix, and Facebook, are attempting to take as they look to expand their empires. Now they are looking to make a move on English football. Several months ago it was reported that among others, the aforementioned three would be in the bidding process for the 2019-2022 Premier League rights when they came out. However, with the rights set to be released sometime this month, Netflix has decided not to pursue the chance to broadcast English’s topflight football. Why? Simply put: it’s not Netflix’s style.
Netflix, one the most notable streaming services, has decided to stick to what it does best and this does not include live sports. It will instead focus its sports operation on original programming rather then live events. Early this past October, the streaming giant secured a deal with Serie A giants and reigning champions Juventus to produce a documentary on the club. The collaboration between Netflix and Juventus will provide viewers around the world with a behind the scenes look of the club during training sessions, preseasons, games and personal stories of the players. Commenting on the partnership with Juventus Erik Barmack, vice president of international original series at Netflix, stated: “Netflix is the home of passionate storytelling, and there are no more passionate fans than those of the Bianconeri.”
“We are excited to have unique, exclusive access to one of the most important squads in the world”
A Sure Thing
Netflix’s deal with Juventus and subsequent withdrawal from the Premier League bidding rights shouldn’t be looked as weakness on Netflix part. Rather, Netflix could be praised for taking on an old directive and shedding new light upon it. Sport documentaries like the one Juventus will have with Netlifx are wildly popular as evidenced by the NFL’s successful look into life in the NFL with Hard Knocks. Additionally, Fox Sports produced a similar documentary mini-series back in 2012 with English football club, Liverpool FC. The series title ‘Being: Liverpool’ was generally received well by fans and critics alike. Netflix is looking to recreate that same exposure with Juventus using the same directives that has grown its business in the first place: storytelling. Netflix is the number one streaming service because of its original programming and adding live sports broadcasting, it feels, seems unnecessary and a deviation to its style of television.
“We want to provide the best video storytelling across all genres, but it won’t encompass live sports broadcasting”
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
AdYouLike and mobile creative DSP Tabmo have announced a partnership that they hope will better bring native ads to mobile devices.
Adobehas launched a 100% programmatic ad campaign, the largest cross-media ad campaign implemented solely through a programmatic platform to-date.
Oracle announced that its enterprise software Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organization consisting of trade bodies representing brands, media agencies, publishers and tech outfits.
YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.
Publisher SSP PubMatic has announced a fraud-free program for demand-side partners that includes a money-back guarantee where, if fraud is detected on PubMatic’s platform, demand partners won’t have to pay for it.
Converged TV and video ad software provider Videology released its Q3 2017 U.S. TV & Video Market At-A-Glance report, which found that spending on linear TV campaigns in the Videology platform using advanced data grew 60% for the first three quarters of 2017, compared to the same time period last year.
OTT video service Sling TV and video ad serving platform SpotX have launched private marketplaces that let advertisers target two audiences: a) Black Friday/Cyber Monday shoppers and b) luxury shoppers — for the holiday buying season.
The Association for Online Publishing launched their ad quality charter ad their recent digital publishing convention to ” involve more industry players in making the advertising ecosystem more transparent, brand-safe, and less fraud-prone.”
MMW has just announced a new partnership with Adobe Advertising Cloud that gives advertisers and agencies access to premium ad inventory across all formats and devices for multichannel campaigns.
AppNexus has launched a programmable DSP called ‘AppNexus Programmable Platform’ (APP) with the goal of helping traders set up, manage and deliver campaigns more efficiently.
Rodrigo Bonilla, Americas director for the World Association of Newspapers and News Publishers (WAN-IFRA), spoke at the Knight Center, asserting that this year, many of the newspapers in Latin America are coming to terms with the fact that money from online digital advertising is not enough.
A recent study from Googlerevealed that Netflix now has more demand than its competition — pirated streaming services and apps — in Brazil.
A study by analytics firm GlobalWebIndex revealed that globally, the highest number of social media accounts per user can be found in Latin America (8.8), followed by Asia (8.1).
A study by Mailjetrevealed that engagement with Halloween marketing increases by 74% when the show Stranger Things is mentioned.
According to New York-based global communications firm Cohn & Wolfe, Google is the most authentic brand in the country, followed by Microsoft, Amazon, Maruti Suzuki and Apple.
Coca-Cola announced that it wants to release more alcohol mixers and smaller-batch beverages to adapt to people’s changing tastes, which are moving away from mass-produced sodas.
Cuties, a brand of mandarin oranges grown by Pasadena, California-based Sun Pacific Inc., came in on top of the lists of parents’ most preferred mandarin and favorite healthy snack brand according to the 2017 Brand Love Study, released by youth research firm Smarty Pants LLC. The brand saw a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands.
According to a study by Brand Keys, United States consumers feel the most loyalty toward Amazon and Google.
A study by The Ehrenberg Bass Institute (EBI) revealed that most of us take less than 10 seconds to arrive at a decision, while online purchases take 15 seconds or less.
Twitter announced in a company blog post that it’s bringing more transparency into advertising on its platform via an online Transparency Center, along with improving user controls over ad preferences and adopting stricter ad policies. At the same time, the company has agreed to have the industry watchdog the Media Rating Council (MRC) independently audit its ad measurements in order to appease brands, according to Marketing Land.
According to a new study published by Market Research Hub, “Hard Luxury Goods Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2022,” with the rising presence of branded products among consumers, fueled by the significant increase in their disposable income, the hard luxury goods market is likely to continue perceiving strong growth over the next few years.
According to a new survey by marketing research center Ipsos and beauty brand Sally Hansen, most women wear makeup because they want it. 84 percent of women say beauty can be empowering, 69 percent say they wear nail polish for themselves, and 49 percent saying having a manicure gives them more confidence.
Facebook announced that it is allowing advertisers to match the most appropriate images and videos with the settings in which the ads will appear for more customized creative in ad placement.
In a new Morning Consultsurvey, 91 percent of respondents said they’d pay up to $10 per month for Netflix.
Affluencers, a powerful grouping of Affluent consumers who also influence others’ shopping and buying behaviors, represent 71% of all Affluents, according to the Fall 2017 Ipsos Affluent Survey released this month. The Survey defines “Affluent” as adults living in households with at least $125,000 in annual household income, a group that reflects the top 16% of American households.
Cint, an Insight Exchange, today announced a strategic partnership with eCGlobal Research Solutions, a marketing technology solutions provider, to gain significant reach into the Latin America (LATAM) market.
The World Trademark Review’s Country Data Report ranked Mexico among the top countries for trademark registration activity and noted its huge potential in economic growth, alongside other key Latin America jurisdictions.
Emerging technology investment hub VelocityTXis planning a new fast-track program to help companies go international with its Brazilian partner Outsource Brazil.
What: Facebook and Netflix resulted YouGov BrandIndex’s 2017 brands generating the most positive word of mouth among millennials. Why it matters:Lane Bryant, a plus-size retailer, gained the most in positive word of mouth generation among millennials over the past year.
Taking the first and second spots respectively, Facebook and Netflix resulted YouGov BrandIndex’s two most positive word of mouth brands among millennials.
HEB Grocery Company, LP, also known as HEB Grocery Stores, is an American privately held supermarket chain based in San Antonio, Texas, with more than 350 stores throughout the U.S. state of Texas, as well as in northeast Mexico. Even though HEB may not be known by many people outside Texas, the brand has managed to reach the ranking’s third spot. While much has been made of regional supermarkets, none of their metrics came close to H-E-B with adults 18 to 34.
Massive global retailer Walmart ranked number 4th in the top 10, while Amazon ranked 8th. However, the American electronic commerce and cloud computing company was able to move up two spots since 2016.
Lingerie and womenswear marketer Victoria’s Secret 5th position may be attributed to the company’s dominating social media presence and annual runway showcase.
Beverages & Drins is the least popular sector among Millenials Starbucks and monster Energy Beverages, which signed a global distribution deal with Coca-Cola, came in at number 9 and 10 respectively.
Top WOM Rankings
Lane Bryant, a plus-size retailer, gained the most in positive word of mouth generation among millennials over the past year. The brand jumped from 31% to 45% on Word of Mouth, a 14-percentage point hike.
Top WOM Improvers
For this ranking, YouGov BrandIndex first screened all of its 1,500 brands for positive Buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?” Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?” All respondents for this research were adults 18 through 34 years old.
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Ampere Analysis’ Top Online Video Services Barometerhas revealed that YouTube is the most watched online video service by a longshot, with 68.7 percent of global internet users claiming to have visited the website at least once in the last month.
Google is opening up more intent data for targeting on YouTube and introducing more services through its Custom Affinity Audiences offering.
Video ad serving platform SpotX announced today an exclusive agreement to power the programmatic monetization of Vudu’s Movies On Us advertising-supported content catalog.
Netflix is raising the prices of its US-based streaming plans to support the costs of its popular original programming.
Video monetization company FreeWheelhas released its Q2 2017 Video Monetization Report, revealing that mid-rolls on full episode premium content enjoy a 97 percent completion rate.
GoPro on Thursday released improved models of its mini-cameras and Karma drone to bolster the efforts of creators sharing videos online at a media event in San Francisco.
Adobe Sparkhas launched new features for creating and sharing branded stories in all three Spark formats: Post (for graphics), Page (for web pages), and Video (for video stories).
comScorehas launchedActivation, a product suite that helps advertisers, agencies, and media companies efficiently reach the right audiences at the right time using data from comScore’s planning and measurement products.
Executives from OTT platforms analyzed strategies for the Latin American region at the Next Series Mexico & Central America, an event organized byDataxis in Mexico City from Oct 3-4.
Telefonica and Logan have united to integrate their Big Data with mobile ads in Latin America to enable more effective personalization of mobile ad campaigns.
The IOT Grouphas engaged consumer electronics sales representative company Maximum Export Import LLC to manage the market development of its ROVA Selfie Drone and AirSelfie products in Latin America.
Next week, 300,000 video game fans, developers and publishers like Sony, Ubisoft, Activision and Microsoft will head to Sao Paolo, Brazil for the Brasil Game Show, Latin America’s largest gaming convention, where the role of YouTube and Twitch in democratizing gaming will certainly be discussed.
Broadband satellite solutions company Hughes Network Systems announced the launch of HughesNet® high-speed satellite Internet service in Colombia beginning on September 28, the company’s second international deployment of its award-winning consumer service beyond North America.
According to the Tecnología residencial 2017 report, published by Carrier y Asociados, the number of connected devices per household in Argentina has increased over the last year, currently at 6.3 devices per home, increasing from an average 5.8 last year.
According to a study by 9Honey and Dentsu Aegis Network’s Amplifi, single women gave brands a score of 6/10 when it comes to understanding their needs.
A new report from the CMO Council and Dow Jones reveals that 78 percent of marketers say that the brand safety scandal has hurt their brand’s reputation, and 50 percent that it has impacted brand affinity.
A study by CBD Marketing of more than 12.5 million social media posts and online commentary by millennials over 2016 revealed that millennials prefer healthy and natural foods, to cook and prepare meals, and are in favor of alternative food distribution vehicles like meal delivery and meal services.
According to a new study from market research firm Euromonitor, mass beauty brands grew by 4.4 percent in 2016 in Brazil whereas luxury products rose 9.1 percent.
McCann Worldgroup was named Network of the Year at the 2ndedition of the Latin American Effie Awards during an awards ceremony at the Cartagena Inspira Festival in Colombia. The agency was the most-awarded network at the Latin American Effie Awards, after winning 21 metals.
J Walter Thompson‘s ‘Brand America’ report revealed that more than 40% of Mexicans have negative attitudes toward the United States.
Oath, the umbrella brand for all of AOL and Yahoo’s media and tech properties, is launching its first South American ad campaign, “#BuildYourBrand,” in Brazil, (as well as the United States, Canada, UK, Germany, France, Taiwan, Singapore & Hong Kong). The campaign includes broadcast, digital, print, social and out-of-home components
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Comcast Corp.is no longer funding its standalone over-the-top (OTT) service, Watchable, which was launched in September 2015.
The Trade Deskis debuting its connected TV-buying capabilities on its demand-side platform. Buyers will be able to use first- and third-party audience data and measure video ad buys on mobile, desktop and TV.
Marketplace JustPremiumhas launched new advertising units with the goal of increasing viewability on desktop and mobile devices by 80%.
Multimedia development company Viuly is pleased to announce the world’s first blockchain-based decentralized video sharing platform. Founded by a team with established credentials in corporate management, blockchain business development, marketing, promotional strategy, and more, and backed by a seasoned fintech advisory: Viuly is on a mission to revolutionize the online video industry.
Salon Media Group, Inc. announced today that it has redesigned its website Salon.com (Salon.com) with new features and technology designed to enhance its user and commercial experiences across all digital platforms.
Facebook has announced that that it will make changes to its automated ad systems after it was discovered that slurs and offensive language were being used to target users. COO Sheryl Sandberg, said it was “totally inappropriate” and “a fail” but that the feature had been generated automatically.
According to eMarketer, digital video ad spend will soon surpass TV ad spend by 2021. It was also predicted that overall digital ad spend in China will reach US$50.31 billion by the end of this year with 72.0% spent on mobile channels.
A study by TiVo Corp. based on 8,500 interviews conducted online with pay TV and over-the-top (OTT) subscribers across seven countries, including 2,500 in the U.S., found the average person consumes 4.4 hours of video content daily.
Googlehas launched a cloud region in Latin America with the opening of a data center in Sao Paulo, Brazil, its first region in South America.
According to Ooyala’s Global Video Index for Q2, in Latin America, mobile plays topped 56 percent, boosted by access to premium content as the price of smartphones and mobile bandwidth declines.
Netflixhas reached a deal for Mexican crime-drama The 4th Company (La 4ta Compania), an acclaimed drama about members of a 1970s inmate American football team who participate in a crime ring while serving their prison sentences.
Tigo Colombiahas announced the launch of an OTT platform called One TV that combines linear pay-TV and over-the-top (OTT) services.
MercadoLibre Inc., Argentina’s largest company according to market value, is considering listing itself in its home market.
A study from Tivo Corp. found that only 32% of pay-TV subscribers in Latin America have had the same provider for four years or more.
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Video ad serving platform SpotX today announced a new header bidding suite built specifically for video, featuring a server-side wrapper and an advancement of the company’s shift from tag-based integrations. The new suite of solutions complement SpotX’s advanced ad serving tools to execute unified auctions in a more effective and efficient manner than header bidding alone.
T-Mobile is teaming up with Netflix to provide the streaming service’s basic subscription at no extra cost for those who subscribe to T-Mobile One family plans.
According to reports, Facebook is “offering music publishers hundreds of millions of dollars to retain the rights to music featured in videos uploaded by users and page owners” to appease copyright holders.
Video streaming service Roku has filed paperwork Friday to list its shares on the Nasdaq stock exchange.
Amazonhas launchedBrown Sugar, a subscription-video-on-demand service featuring African-American movies.
Facebook’s Ads Manageris apparently inflating the numbers regarding the reach that ads can have on the platform, claiming that ads can reach a potential of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.
Google is allowing the public and developers to test a feature through which users can mute the sound on video ads through experimental browser Chrome Canary.
Streamroot, pioneer in distributed over-the-top (OTT) video delivery solutions, announced that the company has secured an additional $3.2 million in funding, bringing the company’s total financing to $6 million. Contributions in this round came from premier international firms including Partech Ventures, Techstars Venture Capital Fund, Verizon Ventures and R/GA.
San Francisco ad tech firm RhythmOnehas acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.
From 2016 to 2017, ad spend on online video increased by 200% in Mexico, and small and medium-sized businesses represent 25% of that ad spend, according to a study by DynAdmic.
HubSpot‘s The State of Inboundreport revealed that 58% of LatAm businesses are investing in Facebook video ads, compared to 50% in 2016.
According to Buenos Aires, Argentina-based Observatorio Web, Google results for the word “Jew” come up with more antisemitic results in Spanish than in English, and 484 Spanish-language videos denying the Holocaust have received nearly 1.7 million views collectively during 2016 alone.
What: Multicultural market research firm ThinkNow Research revealed its latest study, the ThinkNow Media™ Report 2017, which found that TV viewing habits among multicultural consumers are dramatically shifting. Why It Matters: The study found that 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015) and that one-third of total market anticipates streaming most or all TV shows in near future.
Multicultural market research firm ThinkNow Research’s latest study, the ThinkNow Media™ Report 2017, spoke to 1,261 consumers ages 18-64 (including a representative sample of U.S. Hispanics, African- Americans, Asians and non-Hispanic whites) regarding media habits, consumption, preferences and delivery methods.
According to Mario Carrasco, cofounder and principal at ThinkNow, there are “three main assumptions” that brands need to let go of: “that Spanish language broadcast is the golden ticket to Hispanic audiences; that millennials don’t consume Spanish content, and that cultural connections are more relevant than acculturation or generation.”
The report found that Hispanics, particularly Millennial Hispanics, are turning to streaming services for their TV viewing. According to the study, 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015). Additionally, Hispanics prefer to binge watch TV programs, with 60% viewing an entire season in one weekend.
How Surprising Are The Study’s Findings?
Interestingly, Millennials are increasingly selecting Spanish-language programs via OTT services. This may come as a surprise to many brand marketers. “We’re seeing this trend as a result of more options with Spanish language original series like Club de Cuervoson Netflix,” Carrasco said.
Lionsgate and Hemisphere Media have picked up on this trend, and recently announced a premium Spanish-language streaming service called PANTAYA. “This trend will continue and other content leaders need to get on board to provide Hispanic consumers with a way to connect with their culture and language,” argued Carrasco.
What do these changing preferences mean for brands that have traditionally invested significant ad spend in networks like Telemundo and Univision under the assumption that they are safe bets for reaching Spanish-dominant Hispanics? According to Carrasco, as streaming services become more popular among Hispanic audiences, marketers will likely begin putting more of their budgets into streaming services and online video for Spanish-language campaigns.
For brands, Carrasco argued, it will be key to begin advertising with Spanish-language programs before it gets expensive: “Getting in now is cost effective as prices have yet to reflect the ROI they represent and you can establish yourself now on streaming as an advertiser before it becomes more competitive,” he said.
This is not to say that Telemundo and Univision do not have their place in Hispanic targeting strategies: “Telemundo and Univision are both great at creating content and can partner with streaming services to provide Spanish language or culturally relevant content to be streamed exclusively on a platform,” Carrasco said.
Paying for access to digital content is nothing new for users; the popularity of Netflix and Spotify has paved the way in that regard. What is a novelty is that Argentine newspaper Clarín has joined the bandwagon, spearheading a trend that will surely be joined by other media in that country and the region. How does this news impact users, advertisers, and the media outlet itself? In this article, I share my experiences as a user, written from the point of view of a digital world insider.
I still remember that day. It was a Sunday in May of this year. I began my day with my usual digital media rounds, a ritual that begins with Facebook, followed by reading Clarín and La Nación, and ending with LinkedIn. In that order.
To my great surprise, Clarín did not allow me to access its content (or rather, it would have, had I be willing to pay for it). What a shock. Right away, I wrote to Portada’s editorial team to give them the scoop, only to be told they had already published this news a month earlier (click on it for a link to the article).
“How behind I am,” I thought. “In the end, I am still one more user,” I consoled myself. Thousands of (professionally subjective) questions suddenly flooded over me like a tsunami. Since I am naturally curious, I decided to contact Pitu (Gabriela Pinto), a dear colleague and friend who was in charge of executing this project, via an informal Facebook message.
(Here is the conversation/interview we conducted via email.)
Why did you implement the paywall now?
The person who can best explain why we launched digital subscriptions is Ricardo Kirschbaum. The transformation in how media content is accessed has been constant and forced us to adhere to the changes in the industry, where the paid subscription model is used to support a commitment to quality journalism (which requires a major investment of economic and professional resources). And this requires a mixed model of advertising revenue and paid a subscription to support it. It means joining the trend followed by major international news sites such as NYT, Washington Post, Folha de Sao Paulo, and O’Globo (among others), whose audiences recognize the value of quality journalism. Plus, here is another bit of international data: 78% of newspapers with the highest circulation have some kind of paywall model.
What percentage of Clarín’s regular users signed up for a paid digital subscription?
We opted for a “porous” subscription system; therefore the impact is on Clarín’s most faithful users. You have to read a lot to need to sign up for a subscription.
How does it work?
The Home page still offers complete free access, as do the cover pages of each section and services. In addition, you can access 10 articles per month for free. Once the 10 articles have been accessed, the user can easily register for free to access an additional 30 articles per month. That is a total of 40 free monthly articles. One thing to note: the 40 free articles a month available to each user are NOT cumulative across devices. That is, you have access to 40 articles on your desktop, 40 articles on your mobile, 40 articles on a tablet, and 40 articles through the native app. That’s a lot of content! The article count resets every month. Each calendar month begins with zero articles read. The impact on our total audience is small because it only affects the sites heaviest readers. In addition, subscribers to the print edition will continue to have unlimited access to all content from any device.
What was the impact on the number of monthly users and other metrics related to site visits?
Regarding the numbers, we were able to verify in a few weeks (we launched on April 24th) that our readers support the paid subscription model. Projections indicate that in just one month we approached the goal set for an entire year. We are very satisfied with the results!
Will subscribers continue to see ads? Or is one of the benefits of paid content not receiving any more advertising? (For example, like with a paid Spotify subscription.)
Both users and paid subscribers see the same advertisements.
What was the impact on advertisers?
For advertisers, the role of digital subscriptions in advertising is a benefit, as it gives them the possibility of audience segmentation and personalization. It opens a new space not yet explored for the sale of digital advertising space.
Thanks for your support, Pitu! If I ever write a book on the history of digital media in LatAm, I will mark April 24, 2017 as one of the milestones in the timeline. And give you credit for it, obviously.
Just a heads up to let you know I’m back, in case you missed me (?). The early part of the year saw me occupied with personal and business trips, and I’m now catching up on everything. A lot has happened in the LatAm media world in these past three months, some of which I share below.
By Lorena Hure, Digital Media Correspondent
Mobile World Congress – Next time, let me know
At the end of February I traveled to Madrid, which coincided with the trip to Barcelona by many of my fellow colleagues and friends from the region (including the MMA bunch, which is always present). It seems that while I was on vacation, the Mobile World Congress took place in Barcelona, and everyone was there. There were so many photos and comments posted by contacts in my social media newsfeeds, that I was about to jump on the AVE (the fast train that takes you from Madrid to Barcelona in less than three hours), but then I reminded myself that I was on vacation, so I will have to wait until the next one.
At the end of March, IMS’s business teams met in Montevideo, Uruguay. At least, that’s what I saw posted on the Facebook newsfeeds of dear industry friends who are currently working at IMS. It seems that they did not deprive themselves of anything: beach, soccer, drinks, and (probably) a lot of work—even if a husband or wife here or there claims otherwise. Believe me; we work on those trips (although that’s not what we usually publish). No one can take that away from us.
Netflix releases #Ingobernable
Dale Piceno (founder of Spotlight Media) told me that the release party for Netflix’s Mexican series #Ingobernable was held on March 22, in Mexico City. The series covers the life of the First Lady of Mexico and her relationship with the President. The event was apparently attended by actors and actresses, talents, influencers, and the production and corporate teams that traveled from Los Angeles, including José Calderoni, VP of LatAm Marketing, Netflix.
Globant – Think Big Sessions
Globant’s Think Big Sessions are talks about innovation, technology, and design—a kind of “TED“-style talk with the “Globant” touch. Their last event was held on March 28, and the theme was The Use of Digital Platforms for a Consumer-Centric Approach. I missed it this time, but I will sign up for the next one.
Social Media Week
Pau Cutuli is busy putting the final touches on the annual Social Media Week Mexico event, which will take place simultaneously in Mexico City, Los Angeles, and Milan. I won’t be able to grace (?) the event with my presence this year, although I will surely ask Pau for a copy of the presentations because I love the topic.
A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
US/US HISPANIC MARKET
Netflix has now made it possible to download videos from its streaming service to smartphones and tablets for offline viewing.
AT&T is launchingDirecTV Now on Monday, and people are wondering whether Apple TV, Amazon’s Fire TV and CBS will be included as content partners.
Akamaihas launchedCommon Media Application Format (CMAF) support for its cloud transcoding service. It is meant to aid OTT video players in delivering their content through segmenting media delivery, and is under review by the Moving Picture Experts Group (MPEG).
According to a report by Activate, 53% of American internet users will subscribe to at least two streaming video services. And by 2020, that percentage will climb to 62%, with 43% opting for two subscriptions and 19% subscribing to three or more.
Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.
Hulumay become the first online video service to offer live television broadcasts along with a large library of on-demand programming.
DMP Lotame has launched the first-ever TV DMP, connecting digital audience data to local broadcast television and giving media companies the ability to leverage online behavioral data to identify when prospective advertisers’ key audiences are watching during particular days or times.
WPP’s media agency group, GroupM, has announced the global launch of [m]PLATFORM, an advanced technology suite with media planning applications, data analytics and digital services.
VidaPrimo, a multi-platform network that distributes Latin Rhythm music, has named Stephen Brooks as Executive Vice President and General Manager. The announcement was made by GoDigital Media Group Chairman and VidaPrimo CEO Jason Peterson. Brooks will help expand the music network so that it can be accessed on any device and through any service, uniting both music fans and interested brands in the process.
Video experience pioneer Accedo and Digiflareannounced a merger with the goal of creating the world’s leading video experience company. Michael Lantz will act as CEO of the merged company, which will remain under the Accedo brand, while Fredrik Andersson, David George and Mano Kulasingam will all take on senior leadership positions within the merged organisation.
TV ad management software provider SintecMediahas acquired ad-tech firm Operative Media in a transaction that’s valued at almost $200 million, according to the companies.
Digital video technology and services provider CastLabswill be providing multi-platform video playback technology and DRM licence management to Mexico’s Cinepolis so that it will be able todeliver high-quality video on its Cinepolis Klic video-on-demand service.
Brazil is expected to have raked in more than R$2bn (£468m) in sales during this year’s Black Friday, according to Camara E-net. This would be 342% higher than a regular Friday’s sales.
PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 millionby 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.
Brazilian publisher Abril Grouphas bought stake in the local operations of German Guiato, a web and mobile e-commerce platform for physical retailers.
O3b Networks has announced that it is partnering with Ozonio to bring high-speed broadband connectivity to the Amazonian city of Tabatinga, Brazil, marking the second Amazonian city that the company has connected: it recently brought connectivity to the city of Tefé.