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Shazam, one of the world’s most popular apps, recently closed an exclusive partnership with US Media Consulting to be the company’s advertising reseller in Latin America. Portada interviewed Bruno Almeida, CEO US Media Consulting.

Portada: How many Shazam  users are there in Latin America?
B.A: “Shazam has almost 13 million monthly active users in Latam. Mexico and Brazil account for more than 3 million MAUs in each market, while Chile, Colombia and Argentina have about 1 million MAUs each. Then there’s Peru and Costa Rica, with almost half million MAUs apiece.”

According to eMarketer, the total ad spend in Latam will grow by 7.3% in 2017: 38.3% in digital media and 63.3% in mobile marketing.

Portada: What is the current volume of the Latin American in-app advertising market and its growth prospect?
B.A: “According to eMarketer, the total ad spend in Latam will grow by 7.3% in 2017: 38.3% in digital media and 63.3% in mobile marketing. The challenge for media companies is to reinvent their products and be very creative in order to compete for a percentage of the pie that is concentrated mainly on few companies. In that respect, Shazam has developed the technology to engage and interact with users in the digital world through in-app media solutions. On the most innovative side, Shazam’s Connect feature uses its “identification” technology to identify TV commercials, print ads, OOH ads, and more – bringing consumers to their phones to deliver an augmented reality, 360 or interactive experience, such as #thenewshazam. These are really powerful measurement and engagement tools and over 50% of our advertisers are already using them.”

Portada: What ad categories is the Shazam product particularly well suited for?
B.A: “Shazam had over 60 advertisers in Latam during 2016. Most of them are in the CPG, auto and luxury categories. Shazam is an audio and visual recognition app that has been downloaded more than 1 billion times. It helps users to discover music and the most innovative brands experiences. Our main categories are Auto, Travel, Beverages, Health and Beauty.”

Join us at PORTADA Mexico!

Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted  nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?

This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:

Felix Palau, VP at Tecate, Heineken
Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman
Vicente Navarro, Business Development Director, ACM Connect
Andres Polo, VP Digital Marketing, Visa

Shortlisted Golazo Award Candidates

The 4 Latin American Finalists

  • Mastercard / Universal McCann (72 votes)*
    Represented by:
    Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region
    * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists).
    Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
  • Scotiabank/F.C. Barcelona (12 votes)
    Presented by: Arturo de la Fuente,
    director of New Business, Americas, FC Barcelona.
    Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
  • Suicide Squad / Minute Media (27 votes)
    Represented by: Lynelle Jones,
    Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
  • Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes)
    Represented by: Carlo Espinoza
    , Sr. Marketing Manager, PepsiCo Latin America Beverages
    Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.

The 6 U.S.  Semifinalists

  • “My Inter Jersey” / Gravity (30 votes)
    Represented by: Evgenia Novikova,
    Managing Director of Gravity Europe and an account lead for Inter.
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC (29 votes)
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
  • Johnson & Johnson/MLS/U.S. Soccer (28 votes)
    Presented by: TBA
    Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
  • AT&T/MNT/The Marketing Arm (24 votes)
    Presented by: Roberto Saucedo,
    VP Integration, and Andres Reyes, President Multicultural.
    Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes)
    Presented by: Juan Convers,
    head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision.
    Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
  • Lifeline of Ohio/Os Group Sports (12 votes)
    Presented by: Francisco Terreros, Principal ŌS Group
    Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.

How it works

After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:

      • Campaign’s originality
      • Campaign’s results
      • Innovation
      • Connection/engagement with fans through campaign
      • ROI

Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).

The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.

Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549).
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
Secure your spot and start the PortadaLat journey!

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

A Barclays report claims that viewers in older age demographics over indexed to TV are starting to gravitate toward OTT services. Currently, more than 54% of U.S. households have SVOD access and 31% of the population has two or more subscriptions.

parselyIn a recent report, Parse.ly looked at the performance of four types of posts – long-form, short-form, video, and slideshows – on 700 sites. Video posts received 30% less engaged time than the average post, the study found. Long-form articles (more than 1,000 words) have an average engaged time of 1.8 times higher than normal.

A new report from eMarketer suggests that, by the end of 2017, 2.15 billion people online video “viewers.” This would mean that 62% of all Internet users be using online video by the end of the year.

Former Shine Americas CEO Emiliano Calemzuk, Luis Balaguer, founder of Latin World Entertainment and Modern Family star Sofia Vergara have relaunched Raze as a digital media platform focused on Latino millennials.

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.

Alphabet has announced fourth quarter results: this quarter, the company reported 22% year-on-year growth in revenues for a total of $26.04 billion. The company also announced that PC search ads, mobile search ads and YouTube ads contribute over 60% to the firm’s value.

Ooyala announced its Ooyala Solutions Partner Programme, which allows its video technology and reseller partners to use Ooyala technologies and is built on a three-tier system comprised of referral partners, associate resellers and premier resellers.

LATAM MARKET

Outstream video advertising platform Teads has announced the expansion of its presence in Latin America with the launch of its new office in Peru. This market will be lead by former Fox Latin America and RedMas executive, Josué Cardenas, who joins Teads as the Business Director for its office in Lima.

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 million by 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.

ihsAccording to IHS Technology’s Media & Technology Digest, Mexico’s SVOD and TVOD digital video market grew by 39% in 2016, which means Mexico was Latin America’s second-biggest online video content distribution market. Total online video consumer level spending in Mexico last year came in at 3.5 billion pesos ($218 million).

Kantar IBOPE Media announced that it will start to release data on TV-related Twitter activity in Argentina and Colombia. Starting in February, the Kantar Twitter TV Ratings will release metrics about social TV activity. The company said that it plans to make the solution available in Peru before summer.

Join us at PORTADA Mexico!

#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.

What: MediaPost and Portada are working together to make an even better 10th Annual Hispanic Advertising and Media Conference (Sept 15) and Sports Marketing Forum (Sept. 14)!
Why it matters: Both companies will be jointly producing, marketing and programming these major annual events. Sponsors will benefit from MediaPost’s unique reach among U.S. brand, agency and media execs as well as of Portada’s strong multicultural market penetration.

Multicultural is part of the new mainstream. Nowhere is that more true than in the marketing, media and technologies sectors. That is why MediaPost, the preeminent media group in the U.S. marketing, media and technology sector and Portada, the leading source on Latin marketing and media, are partnering to jointly produce the 10th Annual Hispanic Advertising and Media Conference in New York City on September 15 and the preceding Sports Marketing Forum on September 14.

MediaPost and Portada are working together to make an even better 10th Annual Hispanic Advertising and Media Conference (Sept 15) and Hispanic Sports Marketing Forum (Sept. 14)! Both companies will be jointly producing, marketing and programming these major annual events. Benefit from MediaPost's unparallelled penetration in U.S. marketing and media and of Portada's unique positioning in Multiculticultural marketing.

“MediaPost has taken the position for years now that ‘multicultural’ or ‘Hispanic’ marketing are misnomers. All of the issues raised by these fields, from complex ethnic and cultural identification to cross-cultural media influences and generational shifts, must be central to any marketing to a more diverse America. Multicultural marketing in 2016 is perfecting disciplines that will be fundamental to all U.S. marketing by 2021. By partnering with Portada for this 10th Annual Hispanic Advertising and Media Conference and Hispanic Sports Marketing Forum, we are helping to put our readers ahead of the cultural curve,” says Kenneth Fadner, Chairman and Publisher of MediaPost.

Multicultural marketing in 2016 is perfecting disciplines that will be fundamental to all U.S. marketing by 2021. By partnering with Portada for this 10th Annual Hispanic Advertising and Media Conference and Hispanic Sports Marketing Forum, we are helping to put our readers ahead of the cultural curve.

“MediaPost has a great reputation for unbiased high quality content and we are thrilled to partner with them for the 10th Annual Hispanic Advertising and Media Conference and Hispanic Sports Marketing Forum. Multicultural is the new mainstream and this is the spirit this ideal partnership exemplifies. This marquee annual events is going to reach even new highs in 2016,” says Marcos Baer, Publisher of Portada.

Already confirmed participants at the Sept. 14-15 events include representatives of Kellogg Corporation, Heineken, Mbuy, 22 Squared, Horizon Media, Group M and Milner Butcher Media Group. Exciting news on keynote speakers and innovative sessions will be announced in coming weeks.

Key topics and themes that will be explored include:

  • Multicultural Shopper Marketing: What are the Big Ideas?
  • A Major CPG and a Big Box Retailer Provide Key insights on the Shopper Marketing Discipline
  • Short Sweet and Extremely Filling: How a Major Marketer Produces Snackable Content for Hispanics
  • Marketing to the Latina Millennial: What you Need to Know to Emulate the Success of Innovative Brands
  • Political Marketing in a Crucial Year: New Technologies to Capture Voter Preferences
  • Using Data-Marketing to reach the Hispanic Consumer: Art or Science?
  • What Media Agency Should You Choose? Best Practices in Multicultural Media Buying Marketing Financial Services to Hispanics

Register at the Early Bird Rate Now!

Already Confirmed Sponsors of #Portada16:

Roof-Top Party Sponsor

Platinum Sponsor

Gold Sponsor

Bronze Sponsor

Official Wire Sponsor

For information about how to align your brand with the Hispanic Sports Marketing Forum on Sept. 14 or the 10th Annual Hispanic Advertising and Media Conference on Sept. 15, please contact Kelley Eberhardt, Director of Sales and Marketing at kelley@portada-online.com.

Dear Portada Friends,
Today we are soft launching our new site for our audited audience of more than 100,000 marketing, tech and media professionals throughout the Americas. In order to meet and exceed the expectations of our audience and advertising partners, over the coming weeks you will see major improvements to both our content and product range as well as the design including the following:

  • Easier Site Navigation: On the top left column, you will see the 6 top news items you need to know about (“6 Things to Know”). In addition, the main news article on the middle column will dissect a key topic or news item impacting the Marketing, Content and Media Industries as only Portada’s Editorial team can do it. Furthermore, hot topics section as well as special features and issues will round up Portada’s offering.
  • Sophisticated and effective offerings for Native Advertising and Branded Integration Programs to meet the needs of Portada’s long-standing and growing stable of partners and sponsors.
  • The new sites are 100% mobile and tablet compatible.
  • More use of Images and visualization
  • Increased Integration with Social Media Platforms
  • Soon to be introduced: New Research Reports and Interactive Database Sections
  • 100% redesigned event pages
  • Higher visibility for Portada’s Key Offerings:
    – The main conferences on the U.S. Hispanic and Latin American Marketing, Media and Digital Innovation
     – Our acclaimed digital and print editorial products,
     Proprietary Research and Interactive Databases,
    White Papers/Webinars (Lead Gen)
    – Career/Jobs Section
  • Strengthened Editorial Coverage of Multicultural Marketing, Brand Marketers, Online Video Marketing, Sports Marketing, Travel Marketing and more…

Funding and New Additions to our Team

The investment in technology and personnel increase is funded via our continued growth as well as through a substantial investment by a financial institution. We are very proud of this vote of confidence in our offerings.
Our Team of proven Editorial, Database, Marketing, Sales and Event Management professionals based in New York, Miami, Mexico City and Buenos Aires (Argentina) is being strengthened with the following hires:

Ximena Cassab. An experienced journalist, Ximena will provide key insights and breaking news on the Multicultural and Latin American Marketing space, including Sports and Travel Marketing.

Gretchen Gardner. Gretchen will be complementing to Portada’s Existing Ad-Tech and Online Video Marketing coverage.

Daniela Landa, based in Mexico City, Daniela will support our Sales and Event Logistics Team.

Paula Gaviria, Digital Marketing Correspondent., will provide her unique expertise and experience on the fast-changing Digital Marketing landscape.

Content distribution is key for the monetization ambitions of Multichannel Networks (MCN’s). Opera TV just closed deals with Pan Latin MCN Fav Network and Brazilian NWB to make their content accessible to viewers on its destination for connected TVs.

Juliana Psaros, Senior Manager, Content Acquisition, TV & Devices Latin America at Opera TV tells Portada that Opera is now distributing five channels from the FAV network.  “By the end of the year, we will be adding more of their channels on our platform. Through our app creation tool, Opera TV Snap, any content provider can integrate their videos and create their own channel on connected TVs in a few minutes and at no cost. FAV! Network, like many other networks we are partnering with,  integrate their channels directly from their Dailymotion account.”

Opera_TVAccording to Psaros, MCNs in the United States have been launching their OTT content on the biggest screen in the living room, and MCNs in the U.S. Hispanic market and Latin America are no exception. “FAV! is doing a great job on the internet environment, working with great LatAm talents and expanding their presence on the web and we are now pleased to bring them into millions of living rooms.”
Opera also just closed a deal with NWB Network Brasil and is starting to distribute their channel Desimpedidos, which has more than 1 million subscribers and is a funny show about football. Says Psaros, “We are partnering with Rede Snack and currently distributing six channels from them. The LatAm webTvs FWTV and WANZ (WeAreNotZombies) is currently distributed worldwide on Opera TV. We have direct deals with channel’s owners such as Manual do Mundo (a Brazilian sensation), Marinando (cooking channel – hosted by the Brazilian actress Marina Person) and Petiscos (beauty-channel, hosted by Julia Petit).”

Opera TV attempts to offer content providers an easy and affordable way to get their videos onto millions of connected TVs worldwide.

Opera’s main Goal

Opera TV’s – which is part of the same company as Opera Media Works (which bought Hunt Mobile two years ago), main goal is to offer to content providers in Latin America and the U.S. Hispanic market, an easy and affordable way to get their videos onto millions of connected TVs worldwide. “From major broadcasters to small production companies and distributors, VOD services, MCNs and publishers, we want to bring great Latin American content to audiences on the biggest screen in the home. In addition to partnerships with local MCNs, we are also distributing brand channels such as Coca-Cola FM; several channels from broadcasters through our partnerships with Telesur and TV Cultura; VOD service such as local SVOD providers Qubit TV and Netmovies; Free VOD services such as CinemArgentino and Filmes Que Voam, “Psaros concludes.
Opera TV’s main assets are:

 Opera TV Store – An HTML5-based storefront of exciting web apps optimized for TV. Opera TV Store apps run from the cloud and suits any screen size or resolution.

Opera TV Snap – An industry-first, end-to-end solution that allows content publishers to create and submit a Smart TV app into the Opera TV Store quickly and easily, for free.

Opera Devices SDK – An extensible TV platform that enables OEMs to build HTML5 and CE-HTML rendering, together with adaptive streaming and HbbTV capabilities, into their devices.

Content distribution is key for the monetization ambitions of Multichannel Networks (MCN’s). Opera TV just closed deals with Pan Latin MCN Fav Network and Brazilian NWB to make their content accessible to viewers on its destination for connected TVs.

Juliana Psaros, Senior Manager, Content Acquisition, TV & Devices Latin America at Opera TV tells Portada that Opera is now distributing five channels from the FAV network.  “By the end of the year, we will be adding more of their channels on our platform. Through our app creation tool, Opera TV Snap, any content provider can integrate their videos and create their own channel on connected TVs in a few minutes and at no cost. FAV! Network, like many other networks we are partnering with,  integrate their channels directly from their Dailymotion account.”

Opera_TVAccording to Psaros, MCNs in the United States have been launching their OTT content on the biggest screen in the living room, and MCNs in the U.S. Hispanic market and Latin America are no exception. “FAV! is doing a great job on the internet environment, working with great LatAm talents and expanding their presence on the web and we are now pleased to bring them into millions of living rooms.”
Opera also just closed a deal with NWB Network Brasil and is starting to distribute their channel Desimpedidos, which has more than 1 million subscribers and is a funny show about football. Says Psaros, “We are partnering with Rede Snack and currently distributing six channels from them. The LatAm webTvs FWTV and WANZ (WeAreNotZombies) is currently distributed worldwide on Opera TV. We have direct deals with channel’s owners such as Manual do Mundo (a Brazilian sensation), Marinando (cooking channel – hosted by the Brazilian actress Marina Person) and Petiscos (beauty-channel, hosted by Julia Petit).”

Opera TV attempts to offer content providers an easy and affordable way to get their videos onto millions of connected TVs worldwide.

Opera’s main Goal

Opera TV’s – which is part of the same company as Opera Media Works (which bought Hunt Mobile two years ago), main goal is to offer to content providers in Latin America and the U.S. Hispanic market, an easy and affordable way to get their videos onto millions of connected TVs worldwide. “From major broadcasters to small production companies and distributors, VOD services, MCNs and publishers, we want to bring great Latin American content to audiences on the biggest screen in the home. In addition to partnerships with local MCNs, we are also distributing brand channels such as Coca-Cola FM; several channels from broadcasters through our partnerships with Telesur and TV Cultura; VOD service such as local SVOD providers Qubit TV and Netmovies; Free VOD services such as CinemArgentino and Filmes Que Voam, “Psaros concludes.
Opera TV’s main assets are:

 Opera TV Store – An HTML5-based storefront of exciting web apps optimized for TV. Opera TV Store apps run from the cloud and suits any screen size or resolution.

Opera TV Snap – An industry-first, end-to-end solution that allows content publishers to create and submit a Smart TV app into the Opera TV Store quickly and easily, for free.

Opera Devices SDK – An extensible TV platform that enables OEMs to build HTML5 and CE-HTML rendering, together with adaptive streaming and HbbTV capabilities, into their devices.

 

 

descarga (1)Roberto Ricossa worked for many years as Marketing Director for Avaya.  Earlier this year Ricossa moved to Aruba Networks, where he now is VP & Managing Director for Latin America. Portada interviewed Ricossa to learn about Aruba Networks marketing objectives in  Latin America as well as his own position.

Portada: Can you describe your new position at Aruba Networks?
Roberto Ricossa: “I am VP & Managing Director for Aruba Networks in Latin America. I am responsible for all operations, sales, marketing and basically all business. This is a business that has been growing rapidly in recent quarters and we are strongly capitalizing on WLAN’s (Wireless Local Area Networks) market growth, which IDC expects to be over 30%, according to IDC.”

Portada: What is Aruba Networks’ marketing strategy for Latin America and how it is being implemented?
Roberto Ricossa: “Our Business strategy, which includes marketing and sales, is to position ourselves in the market as mobility solutions technology leaders and as the customer experience changes radically because of it. We are generating demand generation campaigns ranging from traditional email marketing, specific events; follow-up leads in telemarketing to thought leadership positioning strategy through social networks.On the other hand, and because most of Aruba’s  business in Latin America Aruba is through channels, we also do activities together with the channels to generate new opportunities by supporting their initiatives in different countries.”

Portada: What is the main target audience of this marketing effort?
Roberto Ricossa: “Unlike traditional technology sales initiatives focused on the CIO or systems-related people, Aruba solutions are mainly positioned in areas of business and marketing. They are the main benefactors to accomplish converting WiFi networks and physical location investments with push notifications, into a revenue-generating tool for the company and not a cost. Several studies suggest that by 2017 business and/or marketing areas are expected to have more budget for technology investment than even these CIOs, so we have to learn to leverage that and provide solutions with a proven return, always focused on generating a different experience to  customer client.”

In many cases, customers have much more information than sales people do, even before having them in front of them.

Portada: Is it a centralized or rather a localized strategy?Roberto Ricossa: “This is a strategy we are aiming primarily at some segments such as Retail, Hospitality, Universities and Health. These segments showing growth the most in wireless networks investment in Latin America.”

Portada: You have been part of Latam marketing field for many years, how this sector has changed over the last 15 years? What are the prominent features of that change?Roberto Ricossa:“The Latin American market has changed dramatically in the last 15 years. One of the key differentiators is that people now have access to all the information that was previously only available to certain manufacturers or sellers. In many cases, customers have much more information than sales people do, even before having them in front of them. Also, about 43% of customers have already decided which manufacturer or brand will buy before the seller introduce himself, so now we have to influence customers in various ways. The same study suggests that 85% of customers use social media as a source of information for making decisions before selecting any supplier, and 60% of them use forums and blogs for advice. All this has changed the tactics and strategies that suppliers use to reach customers significantly. The market is no longer the traditional in which we made commercials or advertisements, and wait for the customer to buy. Now, we have to work much earlier in order to connect with the client, changing the experiences the client goes through to take decisions.”

Join us at PORTADA Mexico!

In the ranking of the 20 most visited sites by Hispanics living in the U.S., Google and Facebook take the first and second positions, respectively. Professional content destinations as opposed to user generated content sites as well as lifestyle and how-to properties are very popular among Hispanics.

While this may be obvious to many, what really calls the attention about the below ComScore rankings are certain habits of U.S. Hispanics  that would differentiate these users’ behaviors from those living in Latin America.

Preference for third party content destinations, as opposed to user generated content sites, and a strong audiovisual bias are features of the digital consumption behaviors of Hispanic audiences.  This is reflected by the presence of recognized TV and cable companies among the most visited websites such as Comcast NBC Universal, CBS Interactive and Turner Digital. In addition, Hispanics like to consume content that provides answers to everyday questions related to lifestyle, religious beliefs, and the development of different personal skills (particularly strong among Millennials), as the shown by the presence of Mode Media (former Glam), Ask Network and About.com  in the below ranking.

Total Unique Visitors (000)
Source: comScore Media Metrix, U.S. Hispanic All, Home and Work, Top 20 propertiesMay-14May-15% Change
   Google Sites26,03726,0490
   Facebook19,03319,0740
   Microsoft Sites22,91718,189-21
   Yahoo Sites22,61518,020-20
   Amazon Sites10,29011,59113
   AOL, Inc.11,44710,967-4
   Mode Media9,6319,134-5
   eBay7,0057,6049
   Wikimedia Foundation Sites6,3017,59220
   Apple Inc.8,2377,063-14
   Comcast NBCUniversal5,9206,2455
   Turner Digital7,7526,181-20
   CBS Interactive6,1305,887-4
   Ask Network7,3665,531-25
   craigslist, inc.4,7025,37114
   About5,7434,706-18
   Wal-Mart3,1354,52744
   TWITTER.COM4,4984,288-5
   Linkedin4,4924,156-7
   Adobe Sites2,9724,06937

Comment: The first four properties lead the ranking with a total  of 43.66% of unique users – in relationship to the  total amount of unique users of the top 20 sites – in the month of May 2015 (2.5% less compared to May 2014) .Google ranks first with nearly 14% of users in 2015. Facebook and Microsoft follow, with about 10% and 9.7% respectively. Yahoo ranks fourth with almost 9.5% of users that year.

Fernando-Monedero-colorPortada interviewed #Portadalat Speaker Fernando Monedero, Head of Digital Latin America, at MEC. Ad-Tech will be an important part of the great content at #Portadalat (Miami June 3-4) , with key topics represented like RTB, Programmatic Buying as well as Online Video Technologies. Major Ad-Tech related speakers will include Erich Wasserman, Founder and CRO, MediaMath and Dr. Shay David, CRO and Co-Founder, Kaltura. We thought it would be good to talk to Fernando Monedero so he could share his thoughts on Ad-Tech’s adoption in Latin America and other topics.

Portada: At what stage do you think is the adoption of Ad-Tech in Latin America?

Fernando Monedero, Head of Digital Latin America, MEC: “LatAm it’s definitely following the path of more mature markets like the U.S. or the UK but their level of tech development and adoption depends on each category, for instance Luxury brands are still finding their way to programmatic buys, trying to guarantee their brand quality requirements (ie. 100% SOV & viewability) and at the same time Travel is very digital savvy and communicating based on very detailed audience analysis and cookies segmentation.”

LATAM it’s definitely following the path of more mature markets as US or UK

Portada:What are the main challenges when it comes to accelerate this adoption?

F.M: “The fear of testing and the political and economic instability in some LatAm countries.”

Portada: You mentioned that the creation and distribution of content is one of the main challenges in Latin American marketing right now. Can you please ellaborate?

F.M: “With the evolution of social media, we are able to understand the consumers interest and needs, the challenge is now how to build our communication strategies based on that and develop new content for them, go from story-telling strategies to story-building approach.”

Portada: What is your view of Brazil, how is the country’s slower economic growth impacting Brazilian marketing and media?

F.M: “With more than 100MM internet users, Brazil is the biggest market with a lot opportunities to reach. Adverting investment will continue growing in the coming years and media will be improving their capabilities day per day.”

 CHECK OUT other interviews with #PortadaLat Speakers
Tomás Salvagni (Clarin): “Ad-Tech Picked Up Fast in Latin America”
Genomma Lab’s Ruben Leo Sarmiento on the Strategy of one of LatAm’s largest Advertisers

Portada’s Audience all across the Americas has nominated more than 90 Candidates in 10 different categories for the Latin American Advertising and Media Awards. Now it’s time to vote and recognize your peers! Cast your vote by Friday May 8!  The finalists, the 3 most voted nominees per category, will be announced on May 13. Portada’s Award Jury of 5 top-notch brand marketers then will cast the final votes to get the final tally. Winners will be announced at the Award Ceremony on June 4, 2015 during #Portadalat in Miami’s Hyatt Regency Hotel. Check out the Nominations below!

IMG_7651

Top Marketer

Andrea Padilla, Marketing Director, CELISTICS
Adrián Fariña, Senior Vice President – Marketing, Latin America & Caribbean, Visa
Anita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis
– Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
– Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
Tony Guzman, Latin America Regional Marketing Director, Hasbro
Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
Wilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products
Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe
– Amarilys Rivera, Head of Marketing, Samsung Electronics
 Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
– Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

Top Content Marketing Campaign

-The Latin Recording Academy®
-Peugeot/Havas Media International
-Havas Media International/ 212 VIP Rose
-Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
-Havas Media Group Argentina/ Sab Miller/7 Copas Warsteiner
-Corona
-Campaign To Brazil with John & Visa.
-Tang y Nickelodeon Kids´Choice Awards 2014 – Viacom
-Nickelodeon/Kellogg’s: “Agents of Change” Campaign
– Cerveza Victoria
-Novartis Pharmaceutical Corporation – EXFORGE US Hispanic Campaign

Top Digital Innovator

-CNET en español
-Adap.tv
-Teads
-Pulpo Media
-Lyris
-DynAdmic
-Audio.ad
-Wellclever
-MoBrain™

Top Digital Media Agency

– Likeable Media México
– BPN
– UM
-Initiative
-Wikot
– Latin Medios
– Ariadna

Top Media Buying Agency

-Havas Media International
– BPN
– UM
– Magna Global
– Initiative
-Starcom Media Vest Latin America
– OMD LATIN AMERICA

Top Online Video Campaign

– Volaris
– The Latin Recording Academy®
– Havas Media Group Argentina/ Philips/La casa Philips
– Havas Media Group Argentina/Philips/Día de la madre
–  Jump Out From Your Confort Zone
– Boletos Calientitos (Hot Tickets) / Visa
– Nissan/UEFA’s Champion’s League/The Perfect Orchestra
– Stella Artois
– L’Oreal / Havas Media International
-Honda/Wellclever
– Curacao/ONAC Pictures
-Havas Media Group Argentina/L’oreal/Matrix

Top Panregional Advertising Campaign

The Latin Recording Academy®
Havas Media International/ 212 VIP Rose
Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
Merck & Co. Inc
Toshiba/GigaSavvy

Top Panregional Integrated Advertising Campaign

Sandoz Latin America and VIVA Partnership Agency
Sony/Havas Media International
Havas Media Group Argentina/L’oreal/Color show
Peugeot/Havas Media Group
Mattel/Nickelodeon
Kellogg/Nickelodeon
Havas Media Group Argentina/Garbarino/Mother day

Top Panregional Marketing and Media Professional

George Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword
Shawn McDonough – Strategic Thinking Director Omnicom Media Group Mexico
Eric Tourtel, Managing Director Latin America, Teads
Sebastian Yoffe, Founder y Managing Director de DataXpand
Victor Kong, President, Cisneros Interactive
Pablo Rodriguez, President Latam, Initiative, UM & BPN at Mediabrands
Ulises Vazquez, Founder and CEO, Matomy Latam
Regina Vertiz, Director of Global Content Strategy, Skyword

Top Social Influencer

Hernan Tagliani
Eder Holguin
Lorraine C. Ladish
Lynn Ponder
Ana Flores
Rachel Matos
Jose Resendez, @JoseResendez
Keith Sanderson
Jeannette Kaplun, @JeannetteKaplun
Annie Vazquez, @TheFashionPoet
Daniela Ramirez, Nany’s Klozet, @NanysKloset
Joanna Rohrback, Prancercise
THE WORDY GIRL, @MariaTettamanti

VOTE HERE!

________________________________________
CALENDAR AND PROCEDURE
MARCH 16-APRIL 10: Nomination Period
Nominations for the 11 categories are open for submission until April 10th.
For assistance with any questions or comments about submissions, please email: Awards@portada-online.com
APRIL 22-MAY 8: Voting Period
MAY 13: Finalists are announced

Portada’s Editorial Board Members (Award Jury):
-Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
– Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
– José Ruiz, Director, LAD Advertising & Online, Oracle
– Raquel Solórzano, Directora de Medios Regionales, Diageo

JUNE 4: Award Ceremony
Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!
Register here to the premier event on Latin American Marketing, Advertising and Media!

ALREADY CONFIRMED PREMIUM SPONSORS OF #PORTADALAT

LATIN ONLINE VIDEO FORUM, Hyatt Regency Miami June 3, 2015

Silver Sponsor:

YuMe 

Bronze Sponsor

Kaltura 

Online Video Talent Development Sponsor
2Btube  

LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT, Hyatt Regency Miami, June 3 afternoon and June 4

Distinguished Sponsors:

Alcance Media Group 

Efe News Services 

MD Latino

Zoomin.TV 

Lyris 

Attendee Bag Sponsor:

Latcom  

WiFi Sponsor:

Teads 

Official Wire Sponsor:

Marketwired 

More exciting news about #PortadaLat will be disclosed by Portada in the coming weeks!

For information about sponsorship opportunities, please contact Kelley Eberhardt, Director of Sales Marketing at 212-685-4441 (kelley@portada-online.com)

Portada’s Audience all across the Americas has nominated more than 90 Candidates in 10 different categories for the Latin American Advertising and Media Awards. Now it’s time to vote and recognize your peers! The finalists, the 3 most voted nominees per category, will be announced on May 13. Portada’s Award Jury of 5 top-notch brand marketers then will cast the final votes to get the final tally. Winners will be announced at the Award Ceremony on June 4, 2015 during #Portadalat in Miami’s Hyatt Regency Hotel. Check out the Nominations below!

IMG_7651

Top Marketer

Andrea Padilla, Marketing Director, CELISTICS
Adrián Fariña, Senior Vice President – Marketing, Latin America & Caribbean, Visa
Anita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis
– Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
– Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
Tony Guzman, Latin America Regional Marketing Director, Hasbro
Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
Wilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products
Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe
– Amarilys Rivera, Head of Marketing, Samsung Electronics
 Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
– Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

Top Content Marketing Campaign

-The Latin Recording Academy®
-Peugeot/Havas Media International
-Havas Media International/ 212 VIP Rose
-Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
-Havas Media Group Argentina/ Sab Miller/7 Copas Warsteiner
-Corona
-Campaign To Brazil with John & Visa.
-Tang y Nickelodeon Kids´Choice Awards 2014 – Viacom
-Nickelodeon/Kellogg’s: “Agents of Change” Campaign
– Cerveza Victoria
-Novartis Pharmaceutical Corporation – EXFORGE US Hispanic Campaign

Top Digital Innovator

-CNET en español
-Adap.tv
-Teads
-Pulpo Media
-Lyris
-DynAdmic
-Audio.ad
-Wellclever
-MoBrain™

Top Digital Media Agency

– Likeable Media México
– BPN
– UM
-Initiative
-Wikot
– Latin Medios
– Ariadna

Top Media Buying Agency

-Havas Media International
– BPN
– UM
– Magna Global
– Initiative
-Starcom Media Vest Latin America
– OMD LATIN AMERICA

Top Online Video Campaign

– Volaris
– The Latin Recording Academy®
– Havas Media Group Argentina/ Philips/La casa Philips
– Havas Media Group Argentina/Philips/Día de la madre
–  Jump Out From Your Confort Zone
– Boletos Calientitos (Hot Tickets) / Visa
– Nissan/UEFA’s Champion’s League/The Perfect Orchestra
– Stella Artois
– L’Oreal / Havas Media International
-Honda/Wellclever
– Curacao/ONAC Pictures
-Havas Media Group Argentina/L’oreal/Matrix

Top Panregional Advertising Campaign

The Latin Recording Academy®
Havas Media International/ 212 VIP Rose
Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
Merck & Co. Inc
Toshiba/GigaSavvy

Top Panregional Integrated Advertising Campaign

Sandoz Latin America and VIVA Partnership Agency
Sony/Havas Media International
Havas Media Group Argentina/L’oreal/Color show
Peugeot/Havas Media Group
Mattel/Nickelodeon
Kellogg/Nickelodeon
Havas Media Group Argentina/Garbarino/Mother day

Top Panregional Marketing and Media Professional

George Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword
Shawn McDonough – Strategic Thinking Director Omnicom Media Group Mexico
Eric Tourtel, Managing Director Latin America, Teads
Sebastian Yoffe, Founder y Managing Director de DataXpand
Victor Kong, President, Cisneros Interactive
Pablo Rodriguez, President Latam, Initiative, UM & BPN at Mediabrands
Ulises Vazquez, Founder and CEO, Matomy Latam
Regina Vertiz, Director of Global Content Strategy, Skyword

Top Social Influencer

Hernan Tagliani
Eder Holguin
Lorraine C. Ladish
Lynn Ponder
Ana Flores
Rachel Matos
Jose Resendez, @JoseResendez
Keith Sanderson
Jeannette Kaplun, @JeannetteKaplun
Annie Vazquez, @TheFashionPoet
Daniela Ramirez, Nany’s Klozet, @NanysKloset
Joanna Rohrback, Prancercise
THE WORDY GIRL, @MariaTettamanti

VOTE HERE!

________________________________________
CALENDAR AND PROCEDURE
MARCH 16-APRIL 10: Nomination Period
Nominations for the 11 categories are open for submission until April 10th.
For assistance with any questions or comments about submissions, please email: Awards@portada-online.com
APRIL 22-MAY 8: Voting Period
MAY 13: Finalists are announced

Portada’s Editorial Board Members (Award Jury):
-Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
– Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
– José Ruiz, Director, LAD Advertising & Online, Oracle
– Raquel Solórzano, Directora de Medios Regionales, Diageo

JUNE 4: Award Ceremony
Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!
Register here to the premier event on Latin American Marketing, Advertising and Media!

ALREADY CONFIRMED PREMIUM SPONSORS OF #PORTADALAT

LATIN ONLINE VIDEO FORUM, Hyatt Regency Miami June 3, 2015

Silver Sponsor:

YuMe (http://www.yume.com/)

Bronze Sponsor

Kaltura (http://www.kaltura.com/)

Online Video Talent Development Sponsor
2Btube  (http://www.2btube.com/)

LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT, Hyatt Regency Miami, June 3 afternoon and June 4

Distinguished Sponsors:

Alcance Media Group (http://alcancemg.com/)

Efe News Services (http://www.efe.com/)

MD Latino (http://www.mdlatino.com/)

Zoomin.TV (http://corporate.zoomin.tv/)

Lyris (http://www.lyris.com/)

Attendee Bag Sponsor:

Latcom  (http://www.latcom.com/)

WiFi Sponsor:

Teads (http://teads.tv/)

Official Wire Sponsor:

Marketwired (http://www.marketwired.com/)

More exciting news about #PortadaLat will be disclosed by Portada in the coming weeks! For

information about sponsorship opportunities, please contact Kelley Eberhardt, Director of Sales

Marketing at 212-685-4441   (kelley@portada-online.com)

Salvagni.2In the second of our series of interviews with #Portadalat Speakers (the Latin American Advertising and Media Summit and the Latin Online Video Forum in Miami on June 3-4), we talked to Tomás Salvagni, Commercial Manager at Grupo Clarin’s AGEA.  Salvagni explains how he sees the development of Ad-Tech in Latin America and describes the main challenges he sees in order to accelerate its adoption.


Portada: First of all, what is your Current role at Agea and what is Agea?
Tomás Salvagni, Commercial Manager at Agea: “AGEA is a company of Grupo Clarín which manages the newspapers, magazines, printing and digital business of the Clarín Group. The Group ranks among the top five per audiences reached by Argentina’s Grupo Clarin. It is the leader in Argentina in Print, Digital and Mobile. Grupo Clarín has other companies, which lead in the businesses of Cable Distribution, TV, Radio and Content Production. I am the Commercial Manager at AGEA, reporting directly to the General Manager and responsible for the commercial strategy and execution, including marketing and sales, for every platform and brand.”

Portada: Can you tell us a bit about your career and how and where you learned the skills for your current role?
Tomás Salvagni: “I have a degree in Business Administration from Argentina and a Master at Thunderbird Arizona. I started my career as a product manager at Molinos, the main food company in Argentina,  and migrated to Clarín 15 years ago, where I began managing the marketing of the Classified Business. There I started to get involved with Digital, buying and developing portals for Automotives, Real Estate and Employment. Today we are leaders in Real Estate and have an important presence in Automotive and Employment. I started by selling digital at Clarín.com for a short period in the year 1999. Later, after an integration of the business, I was promoted to Commercial Manager and started to commercialize our main portals: Clarín, Ole, GranDT; and we developed Entremujeres among other sites. I am constantly learning in this fast-moving industry and trying to keep up the company not only in leading audiences, but also in technology and commercialization.”

When it comes to mobile we are standing behind.

Portada: At what stage is the adoption of Ad-Tech in Latin America?
Tomás Salvagni: “Ad Tech came in fast to Latin America. We are used to see new developments coming to LatAm some years later than to most developed markets, but with digital this has changed very fast. However, the development of the mobile infrastructure is slow and when it comes to mobile we are standing behind. We are a relevant and well-known Publisher in Latam, and different technology suppliers contact us very often in order to offer us their solutions for online advertising. These suppliers are mostly interested in increasing our inventory, providing tools of Big Data, advertising data manager, native ads platforms, programatic platforms, etc.”

Native Advertising and Content is a topic of conversation between us and the newsroom.

Portada: What are the main challenges when it comes to accelerate this adoption?
Tomás Salvagni: “The challenges are the scarce human resources and Argentina’s weak currency. People in Argentina work for the rest of the world and we are all competing to hold that know how. The good part of it, is that there is a really advanced digital cluster in Argentina that helps to speed the developement. We try to learn every day by testing different tools and comparing the results.We are very curious and open-minded when we explore opportunities, and we are constantly evaluating new projects.”

Portada: Native Advertising and Content Marketing is growing a lot. How does Agea reflect this in its product offerings?
Tomás Salvagni: “We are not where we would like to be in native and content marketing yet, but I believe it´s going to be a really important portion, we need to keep improving all the revenue sources. Native Advertising and Content is a topic of conversation between us and the newsroom, in the last 3 months. We are constantly working to promote this kind of formats in the market.

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!

 

056657b6d0f08e25d73208c88e727b02_400x400Agency MEC has appointed José Miranda in the role of Regional Director for Analytics & Insights. Portada talked with Miranda on his appointment.

José Miranda will be based in Miami and will report directly to Michael Jones, CEO, MEC Latin America.

Jose Miranda_MECIn his new position, José will play a key role in  advancing the skills across the region’s A&I discipline. He will be responsible of developing new data and digital solutions for the region’s existing clients as well as new business. His responsibility covers nine markets in the region, and he will be part of the LatAm EXCO team.

Miranda talked to Portada about his recent appointment and new role at MEC:

Portada: Do you think the analytics and insights industry is working side by side with the growing digital marketing market in Latin America?

 Jose Miranda: “One of the biggest challenges for the analytics and insights industry around the world is giving business value to clients. At MEC Latin America we are definitely leaning on our global network to both inspire and help us make the data and digital revolution in Latin America a smooth and efficient one. One such proprietary tool is CookieCutter. Despite grandiose claims by digital attribution vendors that they can translate full-pathway attribution into media optimization, we have found their generic recommendations simplistic, rarely addressed our business needs, and failed to deliver the control, transparency and the results we expected to see on behalf of our clients.”

One of the biggest challenges for the analytics and insights industry around the world is giving business value to clients.

Portada: What metrics do you think that are missing in Latin America regarding the digital ecosystem?

Jose Miranda: “The digital ecosystem helps to spread the messages out in better communication conditions than traditional media for consumers. Therefore, there is necessary to give companies metrics that meet the needs of their business results along the consumer pathway in terms of Visibility, Engagement and Business Conversion.”

Is necessary to give companies metrics of Visibility, Engagement and Business Conversion

Portada: Could you tell us about your plans in terms of developing new data and digital solutions for the clients in the region? Are you thinking in technology for RTB?

Jose Miranda: “I am a member of the global A&I Exco. Analytics and Insight (A&I) is the global research, data and analytics division of MEC, we have behind us the power and investment of GroupM and we also work closely with Kantar companies. We put a lot of focus on data and technology, and RTB is just one example of this.Working closely together with the experts in our global network, I will implement the decision making tools and technology that has put MEC in the forefront of digital and data in the last years. Among these we have our ground-breaking study MEC Momentum, MEC Momentum is our proprietary approach to understanding and quantifying how consumers make purchase decisions, and fundamentally changes the way we approach planning for brands.”

Video  Campaigns 

Portada: Cynthia Evans said at our LatAm Summit last June that the problem now is how to measure frequency video campaign. What do you think?

Jose Miranda: “And she is right. We are developing a tool which we hope will answer this question. Stay tuned.”

Portada: Also, Josh Chasin, Chief Research Officer of comScore said that “We are in the Wild West” talking about metrics related to video. What is your opinion? How can we work for measuring engagement and interactions in video?

 Jose Miranda: “Analytics are very important for a long-term video strategy, and our clients need metrics to help them make sure that they reach their marketing objectives. To do this efficiently, we need not only to embrace new technology, but also to be the best data experts in the business.​”

Miranda has a solid experience in marketing and data analytics, working at Carat Expert, Zenith Media, and lastly as Data & Analytics Director with Havas Media Spain. He has led projects for clients across a variety of categories and also published several articles as well as a book on digital publication, “Publicidad On-line: Las claves del éxito en Internet”.

 

Today we present the new 2014 Portada Buzz Barometer for Latin America. Each month, we will be publishing three studies on the behavior of the main advertisers in the U.S. Hispanic market, Mexico, and Latin America. Below is the Portada Barometer for the Latin American market.

Translated by Candice Carmel

In this edition of the Barometer, Coca Cola, Netflix and Google top our list of advertisers generating the most Buzz during the month of February in the Latin American market. Of the 13 brands measured, these are the only ones to score a buzz higher than 8 points. Toyota and McDonald’s were the only two other brands getting positive buzz in February. American Express was the brand that generated the least buzz, with a decrease of 3 points, followed by Dell with a 2-point drop.

The Buzz change in February for the top 15 advertisers in the Latin American market was the following:

latam

Interpretation

In the case of Netflix, the new season launch of House of Cards tied in with the agreement between Netflix and Comcast. Similar Buzz was generated by the joint project between Netflix and Disney to create Marvel series and the Netflix spoof on Amazon drones. Coca-Cola generated news with the drop in its share price on the NYSE, reporting falling profits of up to 8.3% in various media that also impacted local partners such as Coca-Cola Femsa in Mexico. As for Google, February was full of news related to its Google Glass product, its Tango (3D mapping technology) project, its mobile payments platform in the cloud, and the expansion of its ultrafast Internet to 34 cities in the United States. Facebook’s acquisition of Whatsapp also received significant Buzz, since various media reported that Google had also angled to buy the mobile messaging company.

Methodology and figures

The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.

The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.

The list of advertisers for the Latin American market has been culled from several existing studies on the major advertisers for each of the markets studied. The markets studied as a representative sample for Latin America are the region’s three main economies by GDP: Brazil, Mexico, and Argentina. The Buzz for each month, shown below, is the average of each country’s buzz rounded to whole numbers. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).

Below are the figures obtained with this tool for the Latin American market, which were used to calculate the Buzz points on our barometer.

BRANDFEBRUARY 2013JANUARY 2014FEBRUARY 2014BUZZ
McDonalds5454552
Toyota6474723
GM524949-1
Kraft302425-2
Walmart476454-2
Kellogg’s1210110
Netflix5586809
Microsoft363233-1
Google8198989
American Express616761-3
Dell332929-2
Coca Cola36404710
Nestle433941-1

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