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At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

On Wednesday, during the 9th annual PortadaLat convention in Miami, which started on June 8th, the winners of the Top Digital Innovator, Top Latin Online Video Campaign, Top Video Creator, and  Top Panregional Mkt Professional awards were revealed. Find out who they are!

Top Digital Innovator

Companies, including start-ups, belonging to the marketing-tech spaceInnovative SSPs, DSPs, DMPs, Ad-Exchanges in Latin America and the U.S., including Online Video content/advertising providers and Mobile Media Technologies including App-Providers.

Congratulations Sociomantic Labs

Top Latin Online Video Campaign

Advertising agencies and clients (brands) that have created, planned and executed Online Video Marketing Campaigns in the U.S. Market and Latin America over the last 12 months. The campaign achieved high ROI for advertisers. In addition, the campaign distinguished itself by a high degree of creativity and originality.

Congratulations RAM 1500/UM/LatinOn

Top Panregional Marketing and Media Professional

Advertising, marketing and media professionals that have made an outstanding contribution to the expansion of media and advertising targeting Latin American audiences. Award candidates should contribute to the growth of the Latin American-panregional advertising and media sector (as opposed to a more national-local approach).

Congratulations Victor Lopez, Head Of Digital Media, HAVAS

Top Video Creator

Nominations are accepted from influencers and vloggers that nominate a video campaign targeting the U.S or Latin American consumer due to its originality and creativeness.

Congratulations Sandra Cires

Join us at PORTADA Mexico!

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.

 

What is the present and future of the South Florida based Panregional Advertising and Media sector? Our just published  2015 Panregional Marketing and Media Report addresses many of the answers to the above key question.

Miami is frequently nicknamed as the “capital of Latin America”. The South Floridian Metropolis, has been a major center of the Latin American Advertising and Media markets over the last decades. Major Latin American agency, marketing and media decisions were and are taken out of South Florida. But, wait a moment, is this still the case? Haven’t there been structural changes in the last few years that threaten Miami’s place as the capital of Latin American Marketing and Media? 8 key questions and their answers.

1.Is Miami still the Capital of LatAm Advertising and Media?

miamiIs the South Florida based Advertising and Media  sector still a vibrant growing and innovative community? Most experts will answer this question with a resounding yes. Look for instance at the wide array of new LatAm targeted digital media and Ad-Tech ventures that have recently established major operations in Miami to target Latin American markets including YuMe, MediaMath, Outbrain, Teads.TV, Skyword as well as digital media giants Facebook and Google/YouTube.

2. But wait…haven’t many major companies transferred their Miami headquarters to LatAm countries?

Most observers will tell you so. While they still think that Miami is an important Latin American media buying and decision center, the marketing budgets directly depending on Miami based agencies or clients have been reduced compared to where they were a decade ago.Why?

2015 Panregional Advertising and Media ReportOver the last five to ten years many major multinational companies have relocated their Latin American headquarters, and with them their central marketing and media operations to Latin America (Brasil, Mexico, Argentina and Chile). However, as WorldCity Research points out, there are more than 40 multinationals that are based  in South Florida, with each of them overseeing US $1 billion in annual sales mostly in Latin America,  and countless companies more with sales of less than US $1 billion.

3. Will the panregional marketing volume increase or decrease over the next few years?

We expect the market to grow at a compounded annual growth rate of 4.2% during the 2014 to 2018 period. Below are the projections as published in our Panregional Advertising and Marketing Volume Projections (2014 – 2018).

201220132014e 2015e2016e2017e2018e
Total Volume
(in US$ mill)
415.53438.27465.20477.61517.89551.89611.06
Y/Y Growth (excl. Content Marketing)4.24%3.70%4.39%1.00%6.70%4.89%9.00%

 

4. What role will  Cable and Print Media have going forward?

tv.ratingPay-TV (Cable and Satellite) and print have historically been the two largest panregional media vehicles, particularly cable, which continues to be the main media type in terms of ad-dollars, as it offers mass-media reach to the LatAm middle and upper classes,  but Pay-TV’s leadership is increasingly being threatened by the growth of digital. Protectionist regulations in Brazil and other Latin American countries, particularly for off-line media, establish that media buying has to be done from within the country the media is consumed in and not from other countries (e.g. Miami).

5. So is Digital Media leading the Growth as it relates to panregional Marketing?

The enormous growth of programmatic audience buying technologies does increase the centralization  media buying through platforms like the ones provided by SSPs (Supply Side Providers) or DSP’s (Demand side Providers)  or the major agency trading desks including Accuen (OMG), Xaxis (Group M), Cadreon (IPG-Mediabrands) and Affiperf (Havas). The main Latin American units of most of these trading desks are based in Miami. Digital media buoyed by the high growth rate of programmatic and online video can reestablish Miami as the major panregional Advertising and Media sector.

6. How does the growth of the Content Marketing discipline bode for the role of Miami??

Content MarketingIn our just published 2015 Panregional Report, we asked client side marketers what percentage of their panregional media buying projects is interdependent with a content marketing activity (e.g. they do paid media buys to drive traffic to owned digital properties.)
Weighting the respondent’s answers, on average, 28.8% of their panregional media-buying activity is connected to some sort of Content Marketing. Most respondents noted that Content Marketing amplifies paid, earned and owned media messages and increasingly is an important complement to panregional media buying. For more in-depth insights and details you will have to buy the report 🙂!

7. What Ad-Categories are going to grow?

GrowthThe IT Electronics category will continue to be the strongest category, amounting to almost a third of overall panregional Advertising by 2018. This is because the adoption of all types of Consumer Technologies and Brown Goods is going to continue to be front and center for the Latin American consumer with these types of products being increasingly offered to the Latin American lower and lower middle classes.
CPG (Consumer Packaged Goods) will continue to be a major Ad-Category throughout the 2014-2018 period with major CPG Companies such as General Mills or Procter & Gamble having decision-making centers in South Florida.

8. How does Brazil’s current economic weakness play into the forecast?

brazil.flagThe overall growth rate of panregional advertising as well as the growth rate of categories including IT/Electronics, CPG, Telecom , Financial Services, Beverages and Automotive will be impacted by relatively low consumer demand in Brazil in 2014 and 2015 which will somewhat depress growth rates. Of even bigger significance is the taking place of mega marketing events such as the 2014 Soccer World Cup, the 2016 Olympics in Rio de Janeiro and the 2018 World Cup. Major companies and brands, particularly in the above cited categories, plan marketing around these events in a panregional and sometimes global fashion.  In those cases Miami based media, brand marketers and agencies will play an important role in decision-making. For more in-depth insights and details you will have to buy the report below 🙂!

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