What: A summary of the most relevant consumer insight research in the US, US 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.
A study from data analytics firm Consumer Intelligence has found that over 40% consumers say they would be put off applying to a bank that has technical issues. The research showed that technical problems such as security issues have led to consumers being more vigilant, with more than 45% saying that they have changed their behavior.
After surveying more than 4,000 European respondents about influencer marketing, a report by Bazaarvoice shows that consumers are tired of the repetitive nature of the content and decreasing quality of posts. According to the study, 63% of online audiences feel that influencer content has become “too materialistic” and “misrepresenting real life,” and 49% of consumers believe there’s a need for effective regulation to define stricter rules as well as best practices for content.
According to new data from Splitit, 87% of online shoppers will abandon their carts during the checkout process if it is too long or too complicated. In addition to abandoning their carts, 55% of consumers would never return to that retailer’s site. Cart abandonment rates hover at about 70% overall, and older shoppers are the least patience. 90% of those aged 55 and older would not complete a long or complicated checkout process, and only 7% would exit a lengthy checkout but return to the site later, compared to 12% of millennials.
Periscope has announced the findings of its research on consumer actions, attitudes, and behavior during Amazon Prime Day 2018. The research, conducted in the US, UK, France, and Germany, found that consumers are spending more, on more items, and online shopping behavior continues to grow in sophistication. The survey of 3,000 consumers found over 80% awareness with the exception of France at just 63%. All countries reported that a mix of online and offline was their dominant way to shop but an average 16% stated they mostly shop online.
While chatbots and voice assistants are gradually being adopted by consumers, 65% of shoppers in the U.S. and Europe say they are either not very important or not at all important, based on a new survey conducted by Bazaarvoice. In the same vein, 61% of retailers say it is of no or minimal interest to shoppers. The study comprised an online survey of 2,000 adults the U.S., U.K., France and Germany, and 400 brand and retail clients.
PERQ has released new analysis of consumer call-to-action (CTA) data with key learnings for websites of brick and mortar businesses who sell (or lease) high-consideration, big-ticket items. The research, which looks closely at click-to-conversion behavior as well as the overall online experience, found 77% of car shoppers on dealership websites are actually at the beginning or middle of the process and are interested in tools that help them make a decision rather than immediately completing a purchase.
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.
Spotifypresented a new video strategy that involves canceling original video series on the service, as well as shows it hasn’t released.
According to research from eMarketer, programmatic advertising will make up 83% of US display dollars by 2019.
Periscope announced that it will give almost all earnings from “super hearts” left by fans on videos back to the content creators.
According to a study from PQ Media, global advertising & marketing revenues are expected to increase 3.9% to $1.225 trillion in 2017.
Facebookreported a 79 percent profit increase, in part thanks to its push into video advertising.
The Q3 2017 Video Benchmark report from cross-platform advertising solutions specialist Extreme Reach found that click-through rates are down in every single category.
YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.
According to a new report by ad sales insights platform MediaRadar, P&G ran ads on 20% fewer sites –1,251 — between January and August 2017, compared to 1,565 during the same period in 2016. The company also ran ads on just 59 percent of the same sites as they had the previous year.
FD Comunicação, Brazil’s first and oldest PR agency that works only with video games, has launched a news portal where it will cover the Brazilian video games market.
NBCUniversal Telemundo Enterprisesis expanding Fluency Studios with the launch of “Fluency Plus,” a new, bilingual digital production studio.
Clarín and El Cronistafound a study about YouTube consumption in Argentina, signaling that 70% of users go on YouTube every day, and that one in three Argentines that are online at any given moment are watching a YouTube video.
After launching a marketplace in Brazil, Amazon is not giving any indications about how and when it will expand into the Brazilian electronics segment.
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.
Univision Communications Inc. (UCI) announced that it will be live streaming select matches from Univision Deportes’ portfolio of Liga MX in English via Facebook Live this season.
Digital audio ad network TargetSpotannounced an exclusive network partnership with Spanish Broadcasting System, Inc. (SBS) (SBSAA), the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. Targetspot will be the exclusive third party sales network for SBS’s entire Spanish Radio streaming inventory.
Amazonannounced the launch of Chime, a new online VoIP call and video messaging platform aimed at business users that offers video conferencing and chat messaging and allows users to host or join virtual meetings, share content and screens across multiple platforms, including Mac, Windows, iOS and Android devices.
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.
Market research and consulting company Parks Associates’ 360 View: Digital Media & Connected Consumers report that claims that 29 per cent of US broadband households get most of their news from social media platforms such as Facebook and Twitter, and that the majority of broadband consumers feel that television is more authentic than online video.
Twitter’s recently launched “Explore” sectionwill now feature live videos sourced from Periscope within its “Top Trends,” the company announced yesterday. The move will further integrate Twitter’s standalone live streaming app into its main platform, leaving even fewer reasons to keep a separate app dedicated to live streaming video around.
Facebook revealed plans to launch a Facebook Video app for TV sets. Also, video will automatically play with sound on if a person’s device is not in silent mode, and users can minimize videos while browsing, watching videos while scrolling through their feeds.
Comcast is launching a new app called Xfinity Stream which will be available to all Xfinity subscribers for free on February 28th. The app is an overhaul of the Xfinity TV app and will be replacing it as the tool for subscribers to access live channels, DVR content, and on-demand titles on the go.
Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc., the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. SBS and TargetSpot agreed today that TargetSpot will be the exclusive third party sales network for all of SBS’s Spanish Radio streaming inventory.
AT&Tis growing in Mexico, adding 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15. Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.
Mexico’s Grupo Salinashas signed an agreement with Google for the online distribution of TV Azteca content to increase reach and awareness through the most popular online video services. Through the agreement, TV Azteca will also integrate YouTube’s player into its own digital platforms, aiming to improve users’ experience and video quality.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Mirum Mexico – Rodrigo Perez Ochoa ::: Liz Ross – Periscope ::: The Community – Ana Bermudez ::: Walter Thompson Chile – Quino Oneto Gaona ::: Lew’Lara TBWA – Felipe Luchi :::
Click here for previous Latam Changing Places editions Mirum Mexico has announced the appointment of Rodrigo Perez Ochoa as managing director. Rodrigo will lead the agency operations in Mexico and supervise the Planning, Creativity, Social, Production, Development and Media groups work .Pérez Ochoa was founder and director of Foo Studio. He worked with clients such as Volkswagen, SAB Miller and Brown Forman, among others. He began his career at Unilever, where he spent 10 years and was brand manager for Axe, Rexona and Dove.
Liz Ross has joined full-service agency Periscope as president and CEO.She succeeds Greg Kurowski. The move follows Ms. Ross’ departure in May from Mediabrands, Interpublic Group of Companies’ media agency network, where she most recently served as CMO.Her goal is to grow the agency, which does about US$65 million in revenue, into a US$100 million shop within five years. The international presence is the result of an investment over the last couple of years in offshore production operations. She’ll plans to expand the shop’s domestic footprint as well, but the first order of business will be to find a chief creative officer and ramp up on new business.
Agency The Community, part of SapientNitro, has appointed Ana Bermudez as their new account director. She will report directly to Luis Montero, president of the agency. She will be responsible for increasing the effectiveness and managing communication solutions for th agency clients.Prioir to joining The Community, Bermudez was group account director of Alma DDB.
Walter Thompson Chile has announced the appointment of Quino Oneto Gaona as creative director. Quino led creativity at agency FWK in Argentina since 2005. He previously worked as an editor at Agulla & Baccetti, Ogilvy and FCB Argentina.
Lew’Lara TBWA has announced the appointment of Felipe Luchi as CCO. Manir Fadel will replace Luchi. Throughout his career, Luchi has created campaigns for clients such as P&G, Santander, Nivea, Natura, FIAT, BR Foods, Nissan, Adidas, Heineken, Alpargatas, TIM, Banco Real, Nokia, Tigre, Embratel and Grupo Estado, among others. Luchi began his career as an art director in Rio de Janeiro and then moved to San Pablo.
What: Twitter-owned app Periscopehas reached 10 Million users who watch 21 million minutes a day. Why it matters: Livestreaming appears to be growing quickly among consumers and Twitter seems to have a leading edge compared to other providers (e.g. Youtube) in that battle.
Twitter-owned Periscope has revealed that it has reached more than 10 million users in just four and a half months since the mobile livestreaming app was launched.
In a blog post, the company noted that approximately 40 years worth of livestreaming footage is being watched every day on Periscope. That equates to 21 million minutes every 24 hours.
Periscope uses “time watched” as its chief metric instead of daily average users or monthly average users.
Periscope’s team spent more than 300 words explaining why it’s using “time watched” as its chief metric instead of daily average users or monthly average users:
“It’s most reflective of the value we’re creating for people and the world. Success for broadcasters means more time watched on their broadcasts. Success for the audience (viewers who are watching and participating in a Periscope) means more high quality broadcasts in their feeds that they want to watch and participate in. Success for broadcasters and their audience means success for Periscope.”
Periscope’s competitors in the livestreaming app space include Meerkat, Hang w/, Beepcast and Eyetok, among other startups.The app has attracted a vast list of celebrity users like Jimmy Fallon, Tyra Banks and Al Roker.
Avocados from Mexico, (AFM) the not-for-profit organization that markets the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, has an original digital marketing profile. To target both the overall U.S. population and the Hispanic population AFM has used relatively new digital media vehicles such as Periscope and iBeacon Technology. Additional projects include two soon to be launched Content Marketing platforms as well as digital and off-line integrations. We talked to Ivonne Kinser, head of Digital Media and Strategy for AFM.
The Digital Marketer, the Brand and its Agencies
Kinser, joined Avocados from Mexico in 2014 as the Head of Digital Media and Strategy. At AFM she oversees the strategy on all things digital keeping the company on the cutting edge of the Web across the organization’s four business segments: Hispanic market, general market, retail and food service. She has a cross-market approach. Kinser works with Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. “Inspire is our Hispanic AOR agency, including traditional media planning and buying, and we will announce very soon a new partnership with a group that will become our digital AOR,” she says.
The profile of the Avocado Consumer: The “Nueva Latina”
Kinser notes that AFM targets the “Nueva Latina”, who falls into two groups based on acculturation, demographics and psychographics. The Nueva Latina is ambitious, optimistic and enthusiastic about their chapter in life. She is progressive and has big dreams and a “can-do” attitude. In my space (digital), this Nueva Latina is a heavy mobile user, always connected, and very social. They use internet daily and is more likely to research and purchase products online, so when it goes to our media mix, digital is definitely a very important piece of it.” Kinser adds that Hispanics are heavy consumers of avocados because avocados are part of their roots and their heritage. It is not a novelty for them but more a tradition. Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots by adding some avocado to the dishes they like the most, no matter what they are. The versatility of the avocado is the perfect attribute to support that message as one that is genuine, honest, credible, and well supported.”
Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots.
4 Content Marketing Platforms: Retail and Food Services to be Launched
AFM has 4 marketing platform, (websites), and multiple social platforms. Kinser notes “”Regarding our marketing platforms, we have one for each of our four market segments: The Hispanic market website AguacatesdeMexico and the general market website Avocados from Mexico were launched at the beginning of this year and at the end of last year respectively, and the retail and the food service websites will be launched within the next couple of weeks.” Kinser believes that catering to each segment with customized and relevant content to address the specific needs of each of them” is a key component of a successful content marketing effort. “Although some information such as avocado nutritional benefits and avocado uses is consistent across all platforms, there are some sections and specific content within each website that is developed for each of the segments based on the unique insights of each. In fact, the platform that we built for the Hispanic market is a dual language platform because our target, (the New Latina, is for most part bilingual and bi-cultural). Those are the kind if insights that we took in consideration when we developed the platforms strategy.
Off-Line and Online Integrations: The Super Bowl Ad
How does AFM integrate its online marketing (paid, owned and earned) with its off-line marketing efforts? According to Kinser, “The keyword is “consistency”. We have a digital strategy in its own, which is based on digital intelligence and data gathered from the millions of interactions with our users across our multiple owned and earned platforms, but as part of our holistic plan we also support offline messages across our four segments: retail, food service, Hispanic and general market.”
A relevant example that comes to Kinser’s mind is the digital platform that AFM created around its TV spot during the Big Super Bowl Game in February. “We leveraged an event of such magnitude to create a 360 digital platform around it, which not only increased the reach of that TV message, but that it also ranked our brand as the top #2 among the top 10 (digital) performers of the Big Game. A significant accomplishment considering that we are a relatively new organization competing in that category with pretty big players in the digital space such as Toyota, Nissan, Dove and Anheuser-Busch, among others.” She adds that The Beacons platform, explained below, is another example of digital and off-line integration. “We leveraged our capability to communicate directly with our customers while they are shopping in-store in any of our retail partners, to support the POS, print and radio messages.”
AFM recently became the first produce brand that leveraged the iBeacon technology to establish a permanent communication channel with millions of shoppers in 250 locations across the U.S. Kinser explains that “Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps. Beacons are typically powered by a coin cell battery that can last for up to two years. The signals only work with apps designed for specific beacons.” She adds that “AFM deployed 280 (branded) store displays equipped with a battery powered iBeacon to grocery stores throughout the US, and launched our beacon app iAvocado. So customers with the AFM iAvocado Mobile Application (both Android and Apple) can receive targeted recipes, videos, or coupons delivered directly to their phone when they walk within 50-feet of an AFM grocery store display. The content that is delivered to the customer is managed through a Content Management System that is hosted on Amazon Web Services. Our media agency can monitor resulting analytics including when a customer download the app, is near a beacon enabled grocery store display, visited an AFM webpage from the application, watched a video, or redeemed a coupon.”
Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps.
To drive iAvocado app downloads AFM partnered with Inmobi, a mobile-first customer engagement platform to launch a geo-fenced mobile campaign. “Through our retail division, we partnered with some of our clients including Superfresh, Pathmark, A&P, Food Basics, Best Cellars, Waldbaums and Food Emporium to deploy our Beacons platform in-store, in specific locations within their chains. This initiative is part of our long-term mobile strategy that aims to strengthen our communication with our consumers by providing them the information and offers that they want, where and when they want them and need them”, Kinser says
In April , Avocados From Mexico, by the hand of its agency of record Arnold Wordwide (Havas), became the first produce brand to engage their fan base and the world using Twitter’s new Periscope live-video streaming platform. When asked on whether there was a Hispanic specific targeting component in the Periscope campaign, Kinser answers that “when we experiment with new platforms we take a market agnostic approach. In those cases our segmentation is a behavioral one. We target communities of early-adopters with high affinity with the platform we are testing, whether they fall into the Hispanic segment or the General Market segment.”