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We recently published articles about the plans of key buy side executivesmedia honchos  and sports marketers for the year that just started.  Now here is what Portada is planning  for 2017 in order to meet the growing demand of our audience in traditional and new content areas. Below the exciting expansion we are planning with our valued partners.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data MarketingProgrammatic Marketing (with the advice of  our character “Programatico Lopez”), and Influencer Marketing.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.
– Publication of additional premium research reports
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting U.S. Hispanic and Latin American Marketing.

 

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board with key brand marketers targeting the U.S. consumer through sports in 3 weeks!).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in late-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major events, customized events, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

We just published articles about the plans of key brand, agency and media executives for the next year. We also want to let our audience and marketing partners know what Portada is planning  for 2017,  the second year of our investment and expansion phase initiated earlier this year with the launch of new websites and new hires.  To fine-tune our strategy we asked our readers and advertisers what they want to see more of. And below is what we are planning.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data Marketing and Programmatic Marketing (with the advice of  our character “Programatico Lopez”).
Social/Influencer Marketing and Native/Branded Content.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– Publication of additional premium research reports early next year.
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting Hispanic and Latin American Marketing.

More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board in January).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the  U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in mid-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major Event, customized event, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

Portada is today publishing the 2017 Online Video Marketing Guide. The Guide provides intelligence, forecasts and dissects key trends by key brand marketing, agency and media executives who are shaping the video marketing space.

The Guide can be downloaded here (FREE)

“Video has become a crucial marketing and advertising tool and Portada’s 2017 video marketing guide is one more example of how Portada and its partners are providing editorial thought leadership to drive the Marketing, Tech and Media sector forward,” says Marcos Baer, publisher of Portada.

BRAND AND AGENCY EXECS CONTRIBUTING IN PORTADAS 2017 ONLINE VIDEO MARKETING GUIDE

  • Claudia Moreno-Escobar, Senior Manager for Multicultural Strategy, Kellogg
  • Edwin Hincapie, Multicultural Marketing Manager, Heineken
  • Ed Carias, Senior Brand Manager, El Jimador Tequila North America Region
  • Javier Delgado Granados, Group Director Multicultural, Coca Cola
  • Jeremy Gilbert, Director of Strategic Initiatives at The Washington Post.
  • Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media
  • Janina Delloca-Pawlowski, Brand Manager Multicultural Marketing, Dunkin’ Brands
  • Marla Skiko, EVP, Director of Digital & Data Solutions, Publicis Media
  • Jennifer Weiss,VP, Connections Director, MediaVest
  • Sergio Barrientos, ‎Chief Strategy Officer, M8 (Miami, U.S.)
  • Maria Carrasquillo, Senior Marketing Manager- Latin America, Jarden Consumer/Sunbeam-Oster, (Miami, U.S.)
  • Humberto Cruz , Head of Socialyse, (Miami ,U.S.)
  • Jorge Rocha, Digital Lead-Latin America, Publicis (Miami, U.S.)
  • Andrés Mociulsky, Head of Programmatic Buying , Havas Media (Buenos Aires, Argentina)
  • Gerardo Arce, Director General Havas Entertainment (Buenos Aires, Argentina)
  • Rosanna Saenz, Digital Director,  Mindshare Latin America, Mexico City
  • Luiz Schmidt, Head of Marketing, Latin America & Caribbean, Brown Forman, Miami
  • Mauricio Pallares Coello, Director Corporate Marketing en BBVA Bancomer (México D.F.)
  • Martha Gonzalez Gorgonio, e-Marketing Leader en  Consumer Health Care para LaTAm de 3M (México D.F.)
  • José Luis Pérez, Manager de  performance marketing, Volaris (México, D.F.)
  • Luis Fernando Preciado, E-commerce manager, Nestlé México (México D.F.)
  • Emilio Trabulse, director de Marketing en Grupo Martí (México D.F.)

KEY TOPICS OF THE 2017 ONLINE VIDEO MARKETING GUIDE:

– Are marketers ready to increase online video ad expenditures?
– Portada video ad forecasts plus key stats

– Video audience development: How the Washington Post learned from its mistakes.

– Video ad buyers speak out on opps, challenges and more..

– Sports: The allure of User Generated Video Content

– Vloggers: Brands use talent south of the border.
-Latin America: What key players say

A look at Netflix’s Latin American video advertising

The Guide can be downloaded here (FREE)

ONLINE VIDEO FORUM at PortadaLat 2017

Video marketing will be a key content track at the 9th Annual Edition of PortadaLat in Miami on June 7-8, 2017. #PortadaLat is the prime event for marketers, media and tech executives targeting Latin consumers throughout the Americas.

PREMIUM SPONSORS OF THE 2017 ONLINE VIDEO MARKETING GUIDE

Admetricks 

Azteca America  

Brandnetworks  

CNN  

JugoTV/BRC Group 

LatinOn   

La Voz Media Group  

Mundial Sports Network 

Motivate  

NGL Media Group 

SlingTV Latino 

Taboola   

 

issue-61-digital

CONTENT HIGHLIGHTS  (52 pages annual issue!)

  • What is keeping multicultural marketing leaders up at night? Mike Valdes-Fauli (Pinta), Marla Skiko (Tapestry), Sergio Barrientos (M8), Carla Eboli (Dieste), Marina Filipelli (Orci), Jaime Clausen (LatinWorks), Rob Douglas (Gravity)…
  • Cross-cultural perspectives: What the U.S. can learn from Latin Business Culture.
  • Two Takes: Entravision’s Jeffery Libermann vs. Hemisphere TV’s Alan Sokol
  • A QSR goes Hispanic
  • Will multicultural audiences love ad-supported mobile phones?

#Portada16 on Sept. 14-15 in New York City’s Yotel, coproduced with MediaPost, will discuss why and how multicultural audiences are driving the growth of the U.S. economy.

“The engagement of multicultural consumers is crucial for Corporate America’s future. The agenda of #Portada16, which we are co-producing with MediaPost, is designed so that attendees get insights and valuable contacts in multicultural sports marketing, social media, shopper marketing and much more,” says Marcos Baer, publisher of Portada.

Check out the AGENDAS!
Sept. 14: Hispanic Sports Marketing Forum
Sept. 15: 10th Annual Hispanic Advertising and Media Conference

A  highlight of #Portada16 will be the session “view from the corner office”, where the below thought leaders will discuss why “Multicultural is the New Mainstream”:

  • Dabo Che, Executive Creative Director, Spike, DDB
  • Jose R. Costa, Driven Brands, Group President
  • Sandra Howard, AVP-Advertising, AT&T
  • Lisa Torres, President Multicultural, Publicis Media

REGISTER: Get your Ticket at the online Promotion.

Other Brand and Agency Thought Leaders Participating at #Portada16

  • Javier Delgado Granados, Group Director Multicultural, Coca Cola
  • Shimah Akrami, Senior Media Services Manager Multicultural Marketing, Comcast
  • Mariel Llenza, Director Diversity Advertising, AT&T Entertainment Group
  • Nelson Peña, Vice President Global Foods, Nestlé
  • Stephanie Shannon, Culture and Segment Strategist, Verizon
  • Janina Delloca-Pawlowski, Multicultural Marketing Manager, Dunkin’ Brands
  • Leyda Reyes-Rodriguez, Partner and Multicultural Director, Maxus
  • Ed Carias, Senior Brand Manager, El Jimador Tequila
  • Maria Cristina Rios, Director Multicultural Strategy, Macy’s
  • Leonor Palao, Brand Marketing & Advertising, Oppenheimer Funds
  • Maria Teresa Garcia Rosell, Senior Marketing Director, Anheuser-Busch
  • Stephanie Borges, VP North America Strategic Marketing and Partnerships, Six Flags
  • Annalia Benedetti, Director Shopper Marketing and Multicultural, Kellogg Companies
  • Tracy Galindo, Marketing Specialist, Jewel Osco
  • Gonzalo del Fa, President, GroupM Multicultural
  • Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners
  • Nakesha Holley, VP, Integrated Communication, Uniworld
  • Ronald Mendez, Managing Partner, Multicultural Lead, Mediacom
  • Zachary Rosenberg, President, Milner Butcher Media Group
  • Eduardo Perez, Partner, PM3
  • Neha Misra, Vice President, Strategy and Analytics, Mbuy
  • Karina Dobarro, VP Managing Director of Multicultural Brand Strategy, Horizon Media
  • Darren Marshall, Executive VP, Consulting & Research, rEvolution
  • César Taveras, Online Marketing Manager – U.S. Hispanic Market, Rosetta Stone

TOPICS they will explore

  • Live – Sports: Where Tech Meets Marketing (Sports Forum, Sept. 14)
  • Soccer Marketing and Content engaging Multicultural Audiences (Sports Forum, Sept. 14)
  • E-Sports and Multicultural Audiences (Sports Forum, Sept. 14)
  • Multicultural Shopper Marketing: The state of the art (10th Annual Hispanic Advertising and Media Conference, Sept. 15)
  • Multicultural Lead Generation and Conversion (Sept. 15)
  • Do Multicultural Media Buying Agencies have a reason to exist? (Sept. 15)
  • Cross-Device: Using Data Marketing to Close the Gap in the Mobile World (Sept. 15)
  • Media and Tech Innovators Speak Out (Sept. 15)
  • Speed networking Function (Sept. 15)

Check out Video Highlights of the 2015 Edition #Portada15
9th Annual Hispanic Advertising and Media Conference

– Hispanic Sports Marketing Forum

Already Confirmed Sponsors of #Portada16:

Roof-Top Party Sponsor 
Batanga Media

Platinum Sponsor
MaxPoint 

Gold Sponsor
Taboola
Hola 

Bronze Sponsor
H Code Media
Hemisphere Media Group, Inc.
Audio.ad
Zoomin.TV

Attendee Badge Sponsor
Adsmovil

Hispanic Sports Marketing Forum (Sept. 15)

Golazo Sponsor
Mundial Sports Network

Penalty Sponsor

PM3

Official Wire Sponsor
PR Newswire 

For information about how to align your brand with #Portada16, please contact Kelley Eberhardt, Director of Sales and Marketing at kelley@portada-online.com.

A Personalized Future – Adam Singolda, Taboola’s Founder/CEO, at #PortadaLat:

The 3 V’s of Big Data -GroupM’s Mebrulin Francisco at #PortadaLat 2016:

Carlos Orta, Vice President of Corporate Affairs, Carnival Corporation & plc

Adriana Grineberg, Head of Operations at Facebook Miami

Guillermo Morrone, MasterCard’s Vice President, Head of Global Content Strategy

#PortadaLat Awards Winners!

Portada´s team would like to say thank you to all attendees, sponsors and speakers for another great edition of #PortadaLat. We are very proud of contributing with quality content and top panelists, to the development of the marketing, media and technology industries throughout the Americas. See you all next year (June 7-8)! Check out the editorial coverage with pics and videos below!

 

 

Winners in 12 different categories were announced during the Award Ceremony at PortadaLat. Check out all the winners and pics below!

Top Marketer To Latin American Audiences

  • Edgardo Tettamanti

 Top Latin Online Video Campaign

  • Palace Resorts

Top Panregional Advertising Campaign

  • Mastercard

 Top Latin American Digital Innovator

  • Sociomantic Labs

 Top Content Provider To Latin American Audiences

  • BBC Worldwide Latin America & US Hispanic And Zed USA

Top Latin American Digital Media Agency

  • Ariadna

Top Latin American Media Buying Agency

  • Initiative

 Best Use Of Data In A Marketing Campaign

  • Posthaus/SocioMantic Labs

Top Panregional Marketing And Media Professional

  • Fernando Monedero 

Top Travel Marketing Campaign

  • CVC And Sociomantic Labs

Top Panregional Integrated Advertising Campaign

  • Nikon

 Top Latin Content Marketing Campaign

  • BBC Worldwide Latin America & US Hispanic And Zed USA

Grand Winner

  • Sociomantic Labs

Martín-Kogan-CEO-y-Cofundador-de-Headway-Digital-250x250Martin Kogan, CEO & Co-Founder at Headway Digital , provides Portada the 8 key trends for 2016 in the Latin American digital market.By 2016, users are expected to spend 3.15 hours on average using apps and the number of users with smartphones is expected to rise to 2 billion.

“Although the most significant part of year – the Holiday Shopping Season – has yet to arrive, it’s not too soon to safely say that for digital marketers, 2015 has been a great year. We’ve seen programmatic go mainstream and viewability improve. Numerous brands have taken control over their first-party data, and are putting it to good use in reaching their exact audiences at scale. And large swaths of the industry have and finally figured out how to reach consumers effectively on their mobile devices,” said Kogan.

Programmatic buying represented 35% of the total advertising display in 2014, and it will command 61% of display spend in 2018.

So what’s in store for 2016? Here are eight trends we’re putting our money on:

  1. Brands will focus on promoting their mobile apps. You’ve read the stats: m-commerce will top $252 million US by 2020 (Forrester Research), and in 2016, consumers will spend three-plus hours a day using mobile apps (eMarketer). More importantly, consumers who download apps are willingly giving up valuable screen real estate to a favored brand, and to many experts, downloading an app is a reliable proxy to brand loyalty. It can be no surprise that brands will focus on driving app downloads in 2016, and will spend time, energy and resources to increase their profile and ranking within the app stores. Of course, managing SDKs to support advertising opportunities will be challenging, and we can expect to see the mobile providers invest in ways to streamline that process in order to alleviate the burden of resubmitting apps to app stores each time an advertising unit within an app is updated.
  2. Social media will lead the visual web. Thanks to visually oriented social media sites (e.g. Periscope, Snapchat, Instagram and Pinterest) marketers will have more options to reach and engage consumers via social media channels. More importantly, they’ll shy away from slick professional shoots and stock photography which no longer resonate with consumers, and rely on consumer-generated content created by brand enthusiasts and brand ambassadors to tell and promote their brand story. Pinterest is now one of the biggest conversion sites – a fact that’s not lost on savvy marketers.
  3. A hybrid approach to connected IDs will arrive. Advertisers have long wanted to track users across their myriad devices and in 2016, they just may get their wish. While marketing-tech providers have spend the past few years debating the merits of a probabilistic versus a deterministic approach, the industry will coalesce against such demarcations and opt for more of a hybrid solution. For those who missed it, connected IDs (aka universal IDs), link the device identifiers to individual users so that marketers can do cross-device tracking and targeting. Deterministic methodologies use known attributes to associate multiple devices to a specific consumer (e.g. a user who logs into theNew York Times via a laptop, tablet and smartphone. While accurate, it’s difficult to attain massive scale. Probabilistic methodologies solve the scale problem by using advanced algorithms to link devices make educated guesses and then link it to the Connected ID. As brands bring data management in-house, most will use a hybrid approach, incorporating their first- and third-party data to the effort.
  4. Vast improvements in data accuracy. As mentioned above, numerous brands are opting to manage some or all of their data directly via data management platforms (DMPs). Internal first-party data will be leveraged to increase accuracy and build lookalike models for targeting purposes, while third-party data will allow them to target the right audiences at scale.
  5. Native video becomes top choice for marketers. The visual web is rapidly changing the way we consume content, and video is on the forefront of that trend (as evidenced by the 5.5 hours a day we spend watching it). Native video – which seeks to enhance the consumer’s experience by complementing the content and design of a website – is poised to become the most desired video format. But it’s not enough to simply purchase native video ad units; marketers should employ the industry-tested best practices for engaging consumers via video. For instance, attention span is short, so get your message across within the first three seconds. And forget about auto-sound, which annoys users (and besides, many opt to mute their devices as they scroll).
  6. Micro moments and customization. Although old news, micro moments are still highly relevant for marketers, and their importance demands real-time personalization in mobile advertising. Mobile devices allow consumers to act on any impulse, and when we do, we demand relevance. In fact, our preferences going forward are highly influenced by our experiences in these micro moments. The same technology that will power cross-device ID will allow marketers to track consumer preferences, and respond with relevant messages during the critical micro moments. The result? One step closer to 1-to-1 marketing.
  7. descargaProgrammatic mainstreaming. Programmatic advertising has continued its upward trajectory through 2015, and is certain to do so in 2016. That trajectory is the result of many factors, including the new formats (e.g. rich media), buying models (programmatic direct) and inventory sources (native, mobile, video, social media). Tech providers have focused significant resources in automating direct deals, and publishers are comfortable offering their most premium inventory via programmatic channels. As a result, programmatic spending will leap from US$9.33 billion in 2015 to US$14.89 in 2016.
  8. Latin America will continue to boom. Latin America is one of the most thriving regions for advertising investment, and will continue to be so for the foreseeable future. Case in point: 2015 saw significant growth in smartphone penetration, and by 2019, some 57% of consumers will own one. Moreover, 95% of all Internet users are active on at least one social media site. And by 2018, programmatic marketing will account for 61% of total display ad spend. For marketers seeking new markets, audiences and opportunities, LatAm is an attractive option.

Portada, the leading Source on Latin Marketing and Media, is pleased to announce the release of our 2015 Soccer Marketing Guide. The Guide can be DOWNLOADED for free (Log-In/Reg. required) at https://www.portada-online.com/soccer/.

Soccer-2The publication of the Guide kicks off the countdown to #Portada15, the Sept. 17  Portada Annual Conference and the preceding Hispanic Sports Marketing Forum on Sept. 16 in New York City.  Due to its high quality content and path-breaking networking opportunities, Portada’s Annual Conference is the most important gathering of brand marketers, agency executives, media and PR professionals targeting the burgeoning Hispanic marketplace.

“Soccer and Sports Marketing is a major opportunity marketers have to engage Hispanic audiences, that is why the first day of #Portada15 will be dedicated to an in-depth exploration of best practices by thought leaders and key marketers from Fortune100 companies,” says Marcos Baer, publisher of Portada.

Brand Marketers who have already confirmed their participation at #Portada15 include:

  • Kymber Umana, Hispanic Marketing Manager, Sprint
  • Analia Benedetti, Senior Marketing Director, Kellogg Company
  • Pattie Falch, Director, Sponsorships & Events, Heineken USA
  • Juan Pablo Gonzalez, Sr. Brand Manager, U.S. Hispanic Marketing, The Coca-Cola Company
  • Manuel Campos, Hispanic Marketing Director, Sprint
  • Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo.

More major Speakers to be announced soon!

Already confirmed Sponsors of #Portada15 include:

2015 SOCCER MARKETING GUIDE CONTENT

– The Top 2015 Soccer Marketing Properties and how Marketers can benefit from each of them!
– Ranking of the World’s Top Selling Soccer Clubs
– Anatomy of a Soccer Influencer Campaign
– Marketer Interviews
– How Soccer Retail Brands battle it out!

DOWNLOAD THE GUIDE!  (Log-in/Free Registration required)

For information about how to align your brand with this major event, please contact Kelley Eberhardt, Director of Sales and Marketing, 212-685 4441, kelley@portada-online.com.

Join us at PORTADA Mexico!