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According to our just-released survey “What Brand Marketers Need from MarTech in 2020″, advertising technologies for audiovisual media (Addressable TV, Video, Digital Audio and Display, and Programmatic) are the main investments items for the brand marketing community in 2020.

On average, marketing technology now accounts for almost one-third of marketing budgets. Marketers will increase their investment in marketing technology by 27% over the next four years, spending more than US $122 billion on marketing tech by 2022 according to Gartner Research.

The Portada Survey What Brand Marketers Need from MarTech in 2020″ sheds light on the structure of the growth of MarTech expenditures. Based on a poll of 100 brand marketers who are members of the Portada Council System, conducted in the fourth quarter of 2019, Addressable TV, Video, Display and Programmatic, and Digital Audio are pre-eminent investment areas in 2020. They are included in the overall category of Advertising & Promotion, which was chosen as the main overall MarTech expenditure priority by more than 56% of the surveyed brand marketers (see table below).

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Contents of “What Brand Marketers Need from MarTech in 2020” 

1. Background: MarTech’s Relentless Rise

2. Main MarTech Expenditure Types per Category in the Survey

3. Survey Results: Brands are Planning to Invest in the Following MarTech Categories in 2020

  • Within Advertising & Promotion, Ad-Tech for Audiovisual Media Plays a Crucial Role
  • Customer Experience: Optimization & Personalization & Testing Leads
  • Social & Relationships. Brands are planning to invest in the following sub-categories of marketing technologies during 2020:
    • Commerce & Sales: Social Media Related Expenditures Lead
    • Data: investment Focus lies on Audience Marketing & Attribution

4.1. Brand/Media Buying Agencies

4.2. Advertising & Promotions: Marketing Budget Weighted Outcome

4.3. Advertising & Promotions: Marketing Budget Weighted Outcome 

Get the Survey

If you are a brand marketer, please click here.

If you are a Marketing Services Supplier, please click here.

Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘Innovative Approaches to Property and Media Rights Evaluation’, sheds light on how brand marketers can better evaluate and implement sponsorships and partnerships. 

 

Even though most brands know the value of a good sponsorship, most companies struggle to align their partnerships with the brand’s objectives. Negotiations tend to be complicated, and success measurement a great deal more so. In spite of this, sponsorships spending has increased steadily in the latest years. Brands everywhere partner up with all sorts of properties, from sports and entertainment to arts and social causes, but it’s still a challenge to truly measure ROI and know where the value is.

Portada is thrilled to announce its newest insights report titled Innovative Approaches to Property and Media Rights Evaluation’, which offers a fresh perspective into sponsorship evaluation and gathers insights from Portada’s Council System of Brand Marketers.

The report includes:

  • Data showing growth of sponsorships per property in North America
  • Data showing the challenge of ROI measurement
  • Challenges and opportunities as seen by brand marketers
  • Practical examples and lessons learned
  • Solution approaches

Fresh Out of the Oven, Download Now

If you are a brand marketer, download here.

If you are a marketing services vendor, download here.

 

 

 

Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘How Brands Engage U.S. Hispanics: New Segmentation Approaches’, sheds light on how brand marketers can better reach this multicultural segment.

 

Even though Hispanics account for about 17% of the U.S. population, and in spite of their demonstrated buying power and high indexes of technological adoption, most companies still struggle to come up with appropriate multicultural marketing strategies. The need to implement new, more efficient segmentation approaches to engage and retain the U.S. Hispanic consumer is becoming more pressing.

Consequently, Portada has compiled a series of insights that shed light on how brand marketers can face the new multicultural reality. The new Portada Insights report, titled How Brands Engage U.S. Hispanics: New Segmentation Approachesprovides a fresh perspective on the media advertising expenditures reaching Latinos in the U.S. In addition, it shares the results of research conducted throughout the year at closed doors with the Portada Council System members.

“As the United States get more diverse and more complex from a consumer behavior perspective it has become an imperative for brand marketers to develop new segmentation approaches to target multicultural consumers; particularly the U.S. Hispanic consumer. This Portada Insights report is an example of how our knowledge-sharing and networking platform, the Portada Council System, works on innovative approaches for brands to engage consumers in the multicultural United States,” says Marcos Baer, president of Portada.

 

The Portada Insights report How Brands Engage U.S. Hispanics: New Segmentation Approaches includes:

  • Thought Starters
  • Data reflecting the new Hispanic reality, including Hispanic-targeted English-language and Spanish-language media expenditures and forecasts based on research by Portada.
  • Challenges and opportunities in deriving new segmentation approaches as seen by brand marketers
  • Practical examples of why the changing identity features of Hispanics can be a major challenge for marketers
  • Solution Approaches

 

Fresh Out of the Oven, Download Now

If you are a brand marketer, download here.

If you are a marketing services vendor, download here.

 

 

What: Portada’s 2019-2020 Panregional Marketing and Media Report explores the influence of certain territories over panregional marketing. These panregional marketing hubs influence the purchase of marketing services ranging from production, PR and creative to paid media.
Why it matters: Influence over Panregional Marketing Decision Making in Latin America exceeds US $2 billion. For information on all the issues regarding Panregional Marketing, refer to the complete report by Portada.

According to Portada’s 2019-2020 Panregional Marketing and Media Report, influence over the purchase of panregional marketing services is a wide concept that covers the area of influence marketers have over purchasing decisions “in-country”. The panregional marketer can influence (e.g. veto) in-country marketing services purchases. However, she may not be able to buy those services from her location. Thus, while the decision making is regional, the buying is local. The volume of influenced purchases will always be larger than the one of the actual purchases because the former includes the latter.

We believe that Miami and Mexico City have a larger degree of influence than the other locations. This is because both cities have a substantial amount of media agencies who buy panregionally, as well as a larger amount of panregional marketing headquarters on the brand marketer side. 

Influence over Panregional Marketing Decision Making in Latin America exceeds US $ 2 billion.

 

“Influence” on Purchases by Different Panregional Marketing Hubs


In order to obtain the estimate of overall US $2,100 million of “influence” over decision-making related to panregional marketing purchases in 2016, Portada takes an overall market value for Marketing Services in Latin America of US $40 billion. (For more detailed methodology and assumptions, please buy the report). The below chart shows the dollar volume of marketing services purchases from top panregional marketing hubs, including Miami, Mexico City, New York and others.

This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report, which includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the 7 below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

 

 

 

 

 

 

 

 

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3.Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4.What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

7. What else does the report provide?

The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Coordinator Michelle Lopez.