The Kraft Heinz Company has appointed Miguel Patricio as CEO effective July 1, 2019. Patricio will succeed Bernardo Hees. Patricio will join the company after a successful career spanning two decades at Anheuser-Busch InBev, where he most recently served as Global CMO.
Digital trading platform Gumtree has announced the appointment of newly-installed CMO Claire Howard-Jones, who has assumed responsibility for marketing across Gumtree’s full product portfolio. She has two decades of experience with brands such as eBay, Amazon, Sainsbury’s, and British Airways.
Snapchat has named former McDonald’s marketer Kenny Mitchell as its first CMO. Mitchell will report directly to founder Evan Spiegel. He will be tasked with leading all consumer and product marketing for the business and its flagship app.
Amazon has hired Andrew Saunders to head its entertainment marketing division. Saunders has been tasked to educate customers by “building meaningful connections for them across entertainment and culture”. The marketer previously served as head of global brand strategy and marketing at Tastemade, a digital food and travel publisher.
LatinWorks, one of Austin’s most recognized advertising firms, announced that it is changing its name to Third Ear as part of a rebranding effort aimed at expanding its market capabilities. The decision is is not being directed by LatinWorks’ parent company, Omnicom Group, according to co-founder and CEO Manny Flores.
Omnicom Group media agency OMD USA is cutting five senior executive positions. The jobs being eliminated are: OMD East President Patty Sachs; OMD West President Greg Castronuovo; OMD Midwest President Lisa Bradner, CMO Laurel Rossi; and a managing director role at OMD Create, the agency’s innovation and prototyping unit, now held by Kerry Perse. The regional teams will report directly to OMD USA CEO John Osborn.
Media Global Group is proud to announce Vanessa Wallin as the new Director of Sales. Wallin will be responsible for the sales team.
Our bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.
Email is preferred by 85% of GenZ members for communicating with customer service reps, according to a study by SendGrid and as reported by MediaPost. A minority of those polled—just 41%–said they preferred live chat. A preference for social media came in at 36% while 48% of the Gen Zers said they plan to use email more over the next five years.
Advertising on TVs connected to the internet—known as Connected TV Devices—is better received by viewers than ads on regular non-connected TVs, according to a new study by Magna and IPG Media Lab. The study measured viewers’ unconscious responses to ads on both and found ads on connected TVs created higher retention rates. More positive emotions were also seen among viewers watching ads on connected TVs.
Media measurement and analytics company comScore and the global market research and a consulting firm Ipsos have announced the creation of a shared data platform for 27 cities in Mexico. The new platform will offer media companies and agencies a powerful new tool for measuring consumer’s consumption of both off-line and on-line communications.
The creative agency Social Snack has been named as “Lens Studio Partner” for Snapchat in all of Latin America by Internet Media Services (IMS) and Sony Pictures Television Networks. An announcement of Social Snack’s selection cited its expertise in creating augmented reality messaging on the Snapchat platform. “The certification is the result of the Partners Program launched by Snapchat that recognizes the leading companies in the industry that provide creative technology solutions to the advertisers of the platform,” the announcement noted.
Amazon Echo and Google Home smart speaker owners are hooked on the new technology, according to a study by Edison Research as reported by Search Engine Land. According to Edison, 65% of the smart speaker owners say they can’t see themselves getting along without the new devices. The same report noted that voice commerce sales hit $1.8 billion in the US in 2018 and are predicted to grow to $40 billion by 2022.
Internet video company Accedo has announced an infusion of US $17 million in equity for the company’s future growth. “Accedo has built a leading position in a very dynamic and rapidly changing industry. The market trends are moving in the right directions and we expect to see continued rapid industry evolution over the coming years,” investor SEB Private Equity said in an announcement of the funding.
Salesforce is predicting a 50% increase in the use of data by media company marketing departments in 2019. The prediction is based on a survey of 4,100 marketing professionals across the globe, according to reporting by Media Post.
Mary Ritti is leaving her position as vice president of communications at Snapchat. Ritti joined Snap six years ago and will stay on at the company until the end of the year until a replacement is found.
Saatchi & Saatchi has hired Guillermo Vega as its new chief creative officer (CCO) in London. He joins from 72andSunny New York where he held the role of executive creative director.
Former Carat global digital and data chief James Harris has been appointed global chief strategy officer by Mindshare. At Carat, he oversaw the agency network’s digital capabilities and drove digital strategy and solutions.
Elias Pour has been named chief marketing officer by Zalora. He previously worked at Red Bull as head of digital and will relocate to South East Asia from Australia.
Tremor Video DSP just announced the appointment of Tal Mor as their Chief Technology Officer. Mor comes to this position with over 20 years of experience in business and technology, including as CTO at Tremor Video DSP’s sister company, Taptica.
Verizon Communications has named K. Guru Gowrappan as Oath’s CEO replacing Tim Armstrong. Gowrappan previous role was president and chief operating officer (COO)
Wunderman has appointed Mel Edwards as its global chief executive. Edwards will be responsible for realising Wunderman’s vision of creating a ‘Creatively Driven. Data Inspired’ message to brands.
Sara Larsen has been appointed chief marketing officer by Brightcove. Larsen prior role was vice president, Americas marketing and communications at Dassault Systèmes.
Uber has hired Rebecca Messina as its global chief marketer. Messina joins from Beam Suntory where she held the same role. Prior to this, she spent 22 years at Coca- Cola.
Imran Khan is leaving his position as chief strategy officer at Snapchat to “pursue other opportunities”. Khan joined the company in 2015.
Vinayak Hegde has been hired by Airbnb as lead of ‘global growth marketing and traffic platform’. Hedge joins from Groupon where he was the e-commerce company’s senior vice president and global CMO.
Vevo has named Alan Price as chief executive officer (CEO). Price joined the company nine years ago as chief finance officer.
Twitter has hired Sarah Personette as its new head of global Twitter Client Solutions. Personette joins from Refinery29 and will oversee all of the global regional TCS leaders, Client Solutions Development and Global Brands.
MDC Partners announced that Scott Kauffman is stepping down as chairman and CEO. Kauffman previously served as presiding director of the board, beginning in 2006.
Chief marketing officer Seth Farbman will leave Spotify at the end of this month to “pursue other opportunities”. Farbman joined from Gap in 2014.
The IAB today announced that Michael Texidor has been promoted to Vice President, Learning and Development, and Breda O’Reilly has been named Vice President, Investment and Relations.
The United States Hispanic Chamber of Commerce (USHCC) has appointed Ramiro Cavazos as its next president and CEO. Cavazos is currently President and CEO of the San Antonio Hispanic Chamber of Commerce.
Kristen O’Hara has joined Snapchat as vice president of US Global Business Solutions. She joins from WarnerMedia where she held the role of chief marketing officer for over seven years.
Mark Read has been appointed chief executive officer by WPP. Prior to this, he held the role of global chief executive of Wunderman.
Robyn Tombacher has been named chief operations officer for the region by Wunderman. Tombacher’s previous role was head of operations for North America for the agency.
Netflix has hired Vernā Myers as vice president of inclusion strategy. Myers will help devise and implement strategies that integrate cultural diversity, inclusion and equity into all aspects of Netflix’s operations worldwide.
Shawn O’Neal has joined Gain Theory to lead its North American operations. Prior to this, he was serving as vp of global data marketing and analytics at CPG giant Unilever.
Butler, Shine, Stern & Partners has hired Matthew Curry as its new chief creative officer. He joins from 72andSunny where he was group creative director.
André Fernandez has joined the executive leadership team of tech company NCR as chief financial officer. He previously worked at CBS Radio where he led the effort to prepare the company for a potential IPO.
Latino Food Industry Association (LFIA) has a new President, Lilly Rocha, founder of the Sabor Latino Food Industry Trade show. Her mission will be to lead the nation’s first national association representing Latinos involved in every aspect of the food industry.
A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
Monster Energyextended its partnership with Swedish events and production company DreamHack for two more years, as the Global Strategic Partner through 2019 along with sponsoring each festival and esports tournament produced by DreamHack. According to a 2014 Think Now Research study, Hispanics express more interest in watching others play video games compared to Non-Hispanics.
MetroPCSsigned a multi-year partnership with Texas Motor Speedway. MetroPCS have publicity presence during April’s O’Reilly Auto Parts 500 NASCAR doubleheader weekend and November’s AAA Texas 500 NASCAR Playoffs tripleheader. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.
Facebookannounced a partnership with UK based esposrt company Gfinity, to exclusively stream Gfinity Elite Series esports tournaments throughout 2018. The arrangement covers the UK and extends to new territories which are part of Gfinity’s global expansion plans.
Razerannounced a two-year deal with Spanish Team Queso, the first mobile-only esports team.
Major League Baseball and Barbasolannounced a new sponsorshipagreement that extends across ballparks, media and retail. Starting during the 2018 season, Barbasol will highlight its product launches with integrated branding across Baseball’s broadcast and digital platforms such as MLB Network and MLB.comit will also sell products featuring MLB branding at retail locations across the U.S.. 31% of MLB players are Latino, according to ESPN.
NASCAR and Anheuser-Busch announced a multi-year agreement that welcomes the beer brand back as an Official Partner and the “Official Beer of NASCAR,” replacing Coors Lite sponsorship. The deal includes sponsorship of the Monster Energy NASCAR Cup Series Busch Pole Award, rewarding the driver with the fastest qualifying time each week.
Kingsford extended its official partnership of MLB, promoting Opening Day March 29 with Vin Scully, Johnny Bench, Dominican American David Ortiz and Noah Syndegarrd presenting a multimedia campaign.
Formula One signed a multi-year extension of its partnership with Snapchat to bring ten races to the platform. Snapchat’s production team will curate snaps posted by drivers, teams, journalists and fans, and add race footage. According to Omnicore, 30% of US Millennial Internet Users use Snapchat regularly.
Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!
Six years after Evan Spiegel and Bobby Murphy, CEO and CTO of Snap Inc., respectively, developed their image exchange application at Stanford University, Snapchat has become a mainstay of the millennials’ social life—successfully evolving from a scorned application for sending fleeting photos to a messaging platform with new content formats.
Snapchat recently acquired location analysis firm Placed for approximately US $125 million, according to Bloomberg estimates. This acquisition has several advantages and the potential for good results, such as the ability to measure store visits and offline revenues generated by digital, TV and out of home ads. Placed has its own audience, made up of those who have chosen to share their location with the app as well as third-party audiences.
The company will continue to operate as an independent entity, offering its 100+ employees the chance to stay on with the company if they so wish.
Snapchat is already a familiar name in Latin America, but its users represent a limited demographic.
Last April, Snapchat launched its own online-to-offline measurement product called Snap to Store. Through it, Snapchat can recognize when a person uses the app in a specific location, such as a store, restaurant or movie theater, and then check if the person saw an advertisement for the brand on the platform.
It also invested between US$ 250-350 million in the functionality of ‘Snap Map,’ which allows app users to share their location with their contacts through geolocation. If a user wants to upload photos to their account, their contacts will be able to know from what location they were uploaded.
Snapchat numbers in LatAm
Snapchat is already a familiar name in Latin America, but its users represent a limited demographic. Eighty-five percent of Snapchat’s 158 million daily users are between the ages of 18 and 34. Only 15% of users are 35 years or older. The company’s goal at the moment is to promote the monetization of its users by generating more engagement.
Snapchat has 10 million users in Mexico, with a breakdown of 7 million womenand 3 million men. In Colombia, the app has 5 million users: 3 million women and 2 million men. In both countries, the user age is 18-25. In addition, users spend more than 30 minutes a day on the app and open it more than 20 times a day, according to Snap Inc. figures.
Snapchat numbers in the U.S.
Snapchat already concentrates about 70% of its U.S. users in the18-24 age bracket, and about 40% are ages 25-34, according to comScore. (This figure is reduced to 14% for users aged 35 and over). Some studies show that users over 35 were Snapchat’s fastest-growing segment between 2015 and 2016. However, growth within that age group came from a small base. The percentage of total Snapchat users in the U.S. that is older than 35 is expected to increase only 2%, from 18.3% in 2016 to 20.4% in 2017, according to eMarketer. In comparison, about 88% of Facebook users are over 35 years old, and 45% of Instagrammers are in the same age bracket.
These demographics are mainly due to young people’s familiarity with apps, versus the older population. “The [Snapchat] experience is difficult,” said Tero Kuittinen, chief strategist at app measuring company Kuuhubbs. “It is not easy to learn how to use it. If you’re 18, it’s not a big deal, but if you’re 45, it’s hard to understand it.”
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Warner Music Latina and Natcom Global have entered an agreement to collaborate on the production and distribution of online video. Warner Music Latina and its artists will share in the advertising revenue generated by the video on third-party platforms. The content will be regionally focused, with Latin American and US Latin artists, as well as international performers visiting the region.
The Azteca America network announced two new strategic partnerships with digital/TV programmatic and OTT platform providers, Videology and Zype. Azteca is the first Hispanic network to the market using the Ideology platform, and will be able to plan advertising campaigns using Videology’s proprietary software to gain access to Azteca’s inventory and optimize their buying plans programmatically for better targeting.
Sling TV expanded its Spanish-language offering with the addition of Estrella TV, Vme Kids and El Financiero|Bloomberg TV, to “Best of Spanish TV.” Additionally, Sling TV introduced its SHOWTIME premium, marking the first time an OTT service has offered content from the four leading premium networks.
Video streaming startup PhenixP2Pannounced on Monday that it has closed a $3.5 million Series A round of funding. KB Partners led the round, in which all of the startup’s existing investors also participated. Phenix will use the funding to support the continued development of its streaming platform, and to scale its sales and marketing efforts.
Alibaba Group Holding Ltdsaid that online video could continue to be the main “influencing factor” in the estimates for the next six quarters, Bernstein’s Bhavtosh Vajpayee said in a report.
Verizon Digital Media Services today announced that it will soon launch the Verizon Media Xperience Studio, a cloud-based content intelligence system (CIS), which will automate and simplify the online video production and distribution pipeline for broadcasters, OTT providers and online video distributors, all while offering timely and accurate performance, revenue and cost insights that are essential to building a profitable OTT business.
ChannelMeter, Inc., the leading online video analytics platform, has unveiled the ChannelMeter Creator and Influencer Management Suite. This new SaaS platform allows multi-channel networks (MCNs), digital media companies, creator networks, agencies, and now brands to automate large portions of their creator operations.
Googlehas announced more details about its launch of Programmatic Guaranteed, stating that it will provide support for audience lists, and grant media buyers improved targeting capabilities for desired audiences and sponsorships, meaning publishers can sell premium inventory via DFP on a flat-fee sponsorship basis.
Interpublic Group’s Magna announced that it expects global advertising to grow at 3.7% and reach $511 billion this year. Search and social video are expected to grow significantly, MediaPost reports.
Rocket Fuel, a predictive marketing platform, today announced, in partnership with Integral Ad Science, research showing that within a particular set of video impressions, up to 70% labelled as ‘in-stream’ were actually misrepresented as in-banner.
Snapchat is turning its data on location- and theme-based user-generated snaps into a searchable library.
Google has announced a deal with ComScore to provide independent verification that its inventory is brand safe.
Ooyala and the Digital Production Partnership (DPP) launched the industry’s first report analyzing the benefits of adopting Internet Protocol (IP)-based processes and technologies in video production.
Yahoohas redesigned its homepage and updated its Yahoo Finance and Yahoo Sports pages for its Spanish-speaking audiences in the U.S. and Latin America. The new design encourages sharing, adds personalization and gave the site a more modern look.
Google and the Lemann Foundation, an education nonprofit in Brazil, announced an initiative that will send lesson plans directly to the cellphones of Brazilian elementary school teachers.
The Brazilian digital ad market grew significantly in 2016, as digital ad expenditure reached R$11.8bn (£3bn). This is a 26% year-on-year growth, far higher than the expected 12%, according the the most recent report unveiled by IAB Brazil, “Digital Ad Spend 2017”.
Él Gráfico, Torneos‘s sports site, has joined the publisher co-op Real Premium Audiences Media (RPA Media Place), which already counts Clarín, Infobae, La Nación, Perfil, and Telefe among its members.
Data from Criteo’s “Ecommerce in a Cross Device Era” shows that in 2015, 45% of online retail transactions in Brazil happened after the user had browsed in two devices. 23% of transactions started on smartphones, and 44% of mobile purchases started on desktop. Criteo also reveal that almost 25% of online purchases in Brazil happen via mobile, a 26% growth.
What: The Internet Media Services (IMS) and Snapchat representation deal in Brazil is being extended to Mexico, Argentina, and Colombia. Why it matters: IMS will be responsible for commercializing Snapchat’s platform in these 3 new markets.
The deal between Internet Media Services (IMS) and Snapchat in Brazil was expanded to Mexico, Argentina, and Colombia. The contract establishes that IMS is responsible for trading ads on Snapchat’s platform.
IMS brings to those three new markets different ad formats: snap ad, a vertical full-screen video with audio up to 10 seconds; sponsored lenses, asking users to apply visual and audio branded filters; and sponsored geo filters, which are enabled in certain locations.
During the tests months in Latin America, IMS has managed 80 campaigns in Latin America from 50 advertisers, such as Unilever and Coca-Cola in Brazil, and Samsung in Mexico.
In a press statement, even though IMS did not disclose numbers, the company mentioned that reports are “impressive” and the results were exciting to the team, emphasizing engagement and mentioning that, when users activate filters, they are actively interacting with brands.
What: Tinder has announced an agreement to acquire Snapchat-style video startup Wheel. Why it matters: With 1.7 million paying users, Tinder is attempting to break into the world of short, Snapchat-stype videos.
Tinder has announced that it is acquiring Wheel, an L.A.-based start up launched in 2015 whose app a.lows users to create and share short videos, not unlike the very successful social media app Snapchat.
It hasn’t been confirmed if Tinder will be introducing video chats to its 1.7 million-paying-users through the app, but it would be a bold move from an increasingly popular platform.
For the moment, the dating app (which forms part of the Match Group, which is composed of 45 different dating services including Match, OkCupid and OurTime) will welcome some of Wheel’s executives. Paul Boukadakis, Wheel’s CEO, will become Tinder’s VP of special initiatives, and Chris Shaheen, former Wheel CTO, will join the engineering team.
“We are always exploring new ways to innovate while helping our users make connections on Tinder,” Brian Norgard, head of product and revenue at Tinder, said when announcing the Wheel deal. “I’m excited Paul is joining our product team to drive special initiatives that leverage his experience connecting people around innovative content.”
Details on how much Tinder will be paying for the transaction have not been revealed yet.
Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week. If you’re trying to keep up, consider this your one-stop shop.
Google, PayPal and WhatsAppwere named the most Meaningful Brands 2017 in Havas’s global study, which covers 33 countries, 300,000 respondents and 1,500 brands –which looks at brand performance and wellbeing. The study also found that 84% expect brands to produce content but they think 60% of all content created by brands is poor, irrelevant or fails to deliver. Only 40% of the world’s leading 1,500 brands produced content that meets requirements.”
Global brand strategy, design and experience firm Siegel+Gale announced the findings of the seventh annual Global Brand Simplicity Index. Among the findings: 64 percent of consumers are willing to pay more for simpler experiences and 61 percent of consumers are more likely to recommend a brand because it’s simple.
Googlehas been named the world’s most valuable brand by the Brand Finance global 500 report. This puts last year’s most valuable brand, Apple, in second place.
According to a report from digital platform Agency Spotter, agencies and design firms’ typical projects now range between $50,000 and $250,000 with the typical annual deals up to $20 million. 30% of decision makers at brands say they typically hire a partner within two to three months, 31% hire an agency within a month, and 39% say it takes them four or more months.
Makeup line bareMineralshas launched a new campaign to highlight the expansion of its foundation range to include 12 new shades, allowing the brand to better cater to a more diverse consumer base.
The National Association of Minority Automobile Dealers (NAMAD) and IHS Markithonored American Honda with the “Top Overall Ethnic Vehicle” DVL Award for automotive brands dedicated to driving sales leadership with Asian, Native American, Hispanic and African American car buyers.
An Oracle survey found that 34% of brands claim that their sales, marketing and customer service teams work completely independently of each other, leading to a lack of customer insight. 33% blame it on their current systems and technologies, while 30% say their corporate culture makes it tricky for sales and marketing teams to align priorities.
Facebook’s Q4 and full year earnings report found an 18% year-over-year increase in daily active users reaching 1.23 billion. 84% of Q4 advertising revenue came from mobile ads, up from 80% the same quarter last year. The tech giant’s mobile daily active users in December hit 1.15 billion, a 17% year-over-year increase.
L2‘s fourth annual intelligence report on social platforms found that Snapchat’s brand adoption rate grew by 50% between January and October in 2016, and that 64% of brands are now on the app.
Clutch’s survey, ‘Content Marketing Survey 2016, which spoke to 300 content marketers in the US about their objectives, strategies and metrics, found that 49% say brand awareness is the main goalof content marketing strategies followed by search engine visibility (30%) and lead generation (21%).
The MBLM Brand Intimacy 2017 Report, which looks at how brands resonate with consumers on an intimate and emotional level, ranked Apple, Disney and Amazon as the top-ranked intimate brands.
According to Millward Brown Digital’s2016 Hispanic American Auto Buyers Report, Hispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people.
What: Snapchat is changing it’ ad sales revenue model with media agencies. Why it matters: Snapchat wants to pay content partners a flat license fee up front and keep the ad money for itself, instead of sharing ad revenue.
The messaging app Snapchat, now known as Snap, is planning to make some adjustments to the way it works with media companies by changing its revenue model.
Since its launch in 2015, publishers were able to sell ads in their own channels and then split revenues with the app.Whereas, Snapchat sold ads against the same content using its own sales team. Now, splits have varied depending on the deal and who sell the ads, Re-code has reported.
Snapchat wants to pay content partners a flat license fee up front and keep the ad money for itself, instead of sharing ad revenue. This resembles TV networks model to buy programming.
Snapchat Discover is only open to around 20 publishers, including BuzzFeed, Cosmopolitan, The Wall Street Journal, Food Network, and the NFL. Around 100 million of Snapchat users visit the Discover section every month, with the top-performing channels averaging view time of between 4 to 6 minutes.
Sources told Business Insider that those top-performing channels average around 10 million monthly users a month — far fewer than the amount of visitors they get to their sites — so an upfront payment may be seen as preferential to a risky advertising revenue share that requires time investment for their sales teams.
Media outlets have been selling “packages” to marketers that include Snapchat inventory, as well as ads on their other platforms like television or their websites, according to Business Insider. But now that terms have changed, it is uncertain whether media outlets would continue offering such deals or adjust to Snapchat’s new sales model while they accept money from it.
The move of the company may seemed to be aimed at having full control over its ad inventory to be ready for a public offering that could value the firm at US$25 billion or more.
Other digital platforms like Facebook and Apple, have offered similar programs to publishers that provide them content.
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.
U.S./U.S. HISPANIC MARKET
Time Warnerannounced on Wednesday that had acquired a 10% stake in the streaming television service Hulu.
A new study from Advertiser Perceptions and Trusted Media Brands claims that marketing executives believe social media platforms like Facebook and Twitter are more successful online video platforms than those that focus specifically on video, like YouTube and Vevo.
Google has announced Smart Bidding on DoubleClick Search, which covers all automated bidding and allows clients to manage bids and bid adjustments automatically, further refining its “machine learning” capabilities.
Tumblrannounced a new advertising program that will allow its regular users to earn money with their blogs and make all bloggers eligible for ad space, regardless of the blogger’s following or site traffic.
Rubicon Project is teaming up with SuperAwesome, a digital marketing platform for kids, to launch REX, a COPPA and GDPR-compliant advertising private exchange aimed at kids advertising. Rubicon is managing SuperAwesome’s private exchange, which will give marketers access to Rubicon’s automated tools to buy advertising that is targeted at children under the age of 13 online.
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 millionby 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.
UK-based native advertising platform Adyoulike has been busy in the past year. After launching a programmatic native exchange with AppNexus and integrating solutions with MediaMath and AOL, the London startup has now recorded 200% growth for their UK native advertising revenue in H1 2016. The European group as a whole is currently at a $20m (£15m) run rate for 2016.
Integral Ad Science and Flashtalking have announced a partnership expanding the scope of Flashtalking’s attribution offering ‘Encore’ to include viewability measurement. The ad serving, tracking and technology provider is incorporating data by Integral Ad Science – which may improve attribution forecasts used by advertisers as a basis for campaign planning.
VideoAmp, a screen optimization platform for TV and video, has announced a partnership with programmatic advertising agency Varick Media Management through which it will use VideoAmp’s video demand-side platform, Screen Optimization Platform, for cross-screen campaigns.
The eSports Advertising Bureauhas been formed by a group of organizers including Turner, Twitch, and Major League Gaming to develop an advertising marketplace and trade practices around a popular new genre of competitive video gaming.
Snapchatannounced a partnership on Tuesday with customizable emoji creation tool Bitmoji.
Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at email@example.com.
Totalplay, a Mexican pay TV operator, will be entering the online gaming market through an innovative video game system available to all pay TV subscribers.
A new survey commissioned by Teads that analyzes the media consumption habits of soccer fans in Mexico, Brazil, Colombia and Argentina using the Argentina vs. Chile Copa America Final Game that took place this past June 26. 85% of the respondents saying they were looking forward to the soccer matches at the Olympics. 96% of regional soccer fans watched the Argentina vs. Chile game live. 80% of the respondents claimed to have consumed online content on their phones while watching the Copa America final on TV.
The New York Timeshas launched a free Spanish-language app targeted at Latin America. The site, which features original articles as well as 10 to 15 translated articles from the English edition, also includes crónicas (narrative journalism), investigations, opinion columns, reviews, videos and more. Check out here our feature on the New York Times launch of a Spanish-language edition earlier this year.
According to an October 2015 study from GlobalWebIndex, 93% of Latin Americans surveyed used YouTube in the month leading up to Q3 2015 polling.
AppNexus reports that the Rio Olympics 2016 will be the most watched and spoken about in history thanks to second screens. It is expected that 33.9 million followers on social media will use multiple devices to watch the games, for a total of more than two billion impressions on Facebook, Twitter, and Instagram.
A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Microsofthas entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.
According to a study released by Comcast, advertising agencies are using Instagram more frequently than Twitter for social media ad campaigns, fueling Twitter’s advertising technology woes.
Digital marketing firm Impact Radiusis buying fraud prevention service Forensic, to create the “first trusted system of record” for marketers running digital campaigns.
Snapchatis launching ads between stories, and has launched a new advertising API (application programming interface) that is key to monetization.
The Association of National Advertisers’ (ANA) media transparency transport is intensifying the debate over how advertisers and trading desks function, highlighting not-so-transparent practices at agencies.
Mike Villalobos has joined FuelX, a video distribution platform that runs DR video campaigns delivered in 2-4x ROI, as their VP of Sales. FuelX has raised 2.5MM from Angel investors and has worked with companies like HP, and Sun Basket.
Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.
Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at firstname.lastname@example.org.
Beijing-based Spearhead Integrated Marketing Communication Group is aiming to acquire San Francisco-based Smaato, a real-time advertising platform for mobile publishers and app developers, for $148 million, through an M&A fund.
The browser Opera, has launched built-in ad-blocking technology on mobile platforms iOs and Windows Phone.
Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Grupo Estado, one of the largest communication companies in Brazil. The collaboration will see Estadão utilize Taboola Native, a white-labeled native advertising solution that empowers sales teams to directly sell and promote both on-site and off-site sponsored content campaigns.
Sizmek, the open ad management company for multiscreen campaigns, today announced the appointment of Alfredo Sanchez as country manager for Sizmek in Mexico. In this role, Sanchez is responsible for expanding local market business and driving key partnerships in the region.
Ad-tech firm Adformhas hired two former Rubicon Project executives to help expand the company’s global reach. Jay Stevens is the company’s first chief revenue officer, and Oliver Whitten will fill the role of chief operating officer, focusing on Latin America and Asia-Pacific.
What: Photo-messaging app Snapchat Inc. keeps growing its business and expanding its shareholder base. The company raised US$1.8 billion with a Series F funding round, according to an SEC filing from Thursday. Why it matters: The Venice based company expects the business to grow by a lot more in 2017, to somewhere between US$500 million and US$1 billion.
The photo-messaging app Snapchat Inc., which has more than 100m daily active users, keeps growing its business and expanding its shareholder base with 120 investors and US$1.3 billion in cash to its fold since last May.
The social net has now about 200 distinct investors and has raised more than US$2 billion from them.
The Venice based company expects the business to grow by a lot more in 2017, to somewhere between US$500 million and US$1 billion. Snapchat is targeting revenue of US$250 million to US$350 million in 2016. In 2015, It reached US$57 million in revenue.
Growth expectations are quiet appealing for investor, who just invested US$1.8 billion into the company’s Series F funding round, according to an SEC filing from Thursday.
Snapchat is targeting revenue of US$250 million to US$350 million in 2016
Some of the more recent investments valued Snapchat at over US$17 billion, according to Techcrunch, which cited anonymous sources. New investors include Sequoia Capital, General Atlantic and T Rowe Price, with participation from existing investors in the round.Existing investors in Snapchat include Silicon Valley venture capitalists Kleiner Perkins and Benchmark Capital, tech companies Alibaba and Yahoo, and fund manager Fidelity.
The latest Snapchat investors are paying approximately US$30 per share, but they’re hoping that they will be worth much more when Spiegel takes Snapchat public.
Money from the round will be investing in hiring (approaching 1,000 employees across a handful of countries), buying and investing in smaller start-ups (about eight deals) and researching and developing new offerings (smart glasses among the rumors). In addition, the funding allows the social net to challenge stong existing social media rivals such as Facebook and Twitter, specially now the app has expanded beyond its initial 10-second snaps to include 24-hour stories and a section for publishers to show news stories and videos, called Discover.
A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
APP NEXUS RELEASES DIGITAL ADVERTISING INDEX FOR Q4 2015:App Nexus‘s index for Q4 2015 revealed that average CPMs rose from below 20 cents last summer to $1.60 in the span of a few months as part of the company’s anti-fraud efforts against invalid traffic. Impression transactions went down more than 90% from December to September. The company says that this drop came from getting rid of the single impressions that were sold multiple times before being served to a real person.
R3 RELEASES TRENDS IN AD-TECH: Global marketing consulting firm R3 put together a report, Adtech 40, with the best examples of ad-tech across the globe. Asia and North America were responsible for 30% of the winning examples, 47% leveraged technology to increase engagement, a fifth of the winners incorporated a mobile component, and in general, marketers were found to be moving away from AORs to collaboration with other agencies, vendors.
SNAPCHAT DEVELOPING API? Maybe, according to sources. The move would open huge opportunities for advertising on the platform, as advertising options are currently limited to ‘Snapchat Stories’. Insiders also claim that Snapchat is making a general move towards large-scale advertising, and will allow ad tech companies to connect with Snapchat users through micro targeting similar to that of Facebook and Twitter.
VERIZON INVESTS IN DATA MINING: The telecommunications giant has invested $5.5 million in Qualia, which focuses on mining intent data. The move suggests that telecommunications firms are looking for ways to acquire cross-screen data and increase revenue through revenue streams other than mobile subscriptions.
MORE ACQUISITIONS: Time Inc. has reportedly acquired Viant, an ad-tech company that also owns MySpace, the advertising cloud product Vindico, Specific Media and Xumo. As a part of the deal, Time will run Viant as an independent business and create a Big Data-driven advertising operation using Viant’s first-party data and programmatic capabilities. Time Inc. Chairman and CEO Joe Ripp says that through the move, Time ” will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.”
TELENOR ACQUIRES TAPAD: Multinational telecommunications company Telenor has acquired NY-based cross-device retargeting startup Tapad, for $360 million, covering 95% of the company. Tapad focuses on cross-device marketing tech, and tracks billions of data points on multiple screens for mobile, PC and TV to understand consumer behavior online.
OPERA RECEIVES BUYOUT OF US$1.2 BILLION: A consortium of Chinese companies, including investment fund Golden Brick Silk Road, Kunlun Tech (a gaming company), Qihoo 360 (anti-virus and browser software) and Yonglian (Yinchuan) Investment Co., Ltd., bought Opera Mediaworks, the subsidiary for Opera’s desktop and mobile browser products.
WIDESPACE SECURES €15.8m IN GROWTH CAPITAL INVESTMENT: Mobile ad tech firm Widespace secured millions in investment to solidify its strategic position in Europe and invest in automation and data visualization.
APPLE CHANGES APP STORE PRICING IN MEXICO: Bad news, Mexico, New Zealand, Israel, Russia, Singapore and South Africa – Applehas informed developers that the App Store pricing will change slightly, including prices for in-app purchases. These changes come from fluctuations in exchange rates, and it is not the first time Apple has made similar moves.
ISOBAR ANNOUNCES NEW VP OF TECH:Alexandre Santoswill take over as vice president of technology and operations out of ad agency Isobar‘s Sao Paulo office as part of the agency’s efforts to incorporate disruptive communications into its ad-tech strategy. Santos was previously the technology and project director at Isobar, and will be working on accounts for SKY, Fiat, Jeep, Whirlpool and Nivea.
COMSCORE RELEASES DATA ON DIGITAL ADVERTISING IN LATAM: comScore released its report, “Lessons in Digital Advertising,”which contained a few valuable insights into the industry in Argentina, Brasil, Chile, Colombia and Mexico. Clicks and traffic were revealed to have less of a direct relation to the effectiveness of an advertisement (measured through increases in sales), targeting with cookies is effective for precise messages and obtaining data on demographics and behavior, but 29% of Latin American users eliminate them from their websites. And last but not least, the report revealed that audiences consume more and more content from different platforms and devices.
YOUNG & RUBICAM ARGENTINA HIRES A NEW HEAD OF PLANNING: Gonzalo Fonseca, ex director of planning and integration at Havas,will take over as head of planning at Y&R, where he will expand the agency’s planning and brand development efforts. His more than 25 years of experience at agencies like BBDO, McCann Ericsson, Grey, Casa Matriz, APG Argentina and J. Walter Thompson assure us that he is fit for the job.
OGILVY BRAZIL ACQUIRES NEW DIGITAL AGENCY: The WPP Groupacquired majority participation in the agency 3yz, which specializes in online marketing. WPP is comprised of Ogilvy & Mather, Ogilvy One, Ogilvy PR, Ogilvy Salud, David, Etco Ogilvy, 9ine, Foster and Jussi Intention Marketing, but 3yz will function as a part of Ogilvy Brazil. The move is a part of WPP’s efforts to expand digital revenue, and 3yz’s clientele – Tramontina, Reebok, Shopping Iguatemi and Grenadine are clients – gives us reason to believe that they will be pleased with the results.
MEDIAMATH TEAMS UP WITH DYNADMIC: MediaMath, the company behind the TerminalOne marketing platform, and DynAdmic, dedicated to programmatic online video, are collaborating so that the latter’s premium online video inventory, which is based on an audio-recognition technology that classifies the videos being watched on the Internet at any given time, can be used to connect with consumers more efficiently. Through the deal, MediaMath can offer clients a better, more transparent way to buy inventory on Ad Exchanges.
A summary of the most exciting recent news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.
ONLINE VIDEO GROWS:ZenithOptimediahas come out with a study indicating that programmatic advertising will account for 60% of digital display in 2016, and that Internet advertising will outspend television by 2018. Online video plays a large role in that, as it offers some of the most targeted, customized messaging options.
WE’RE IN FOR MORE NETFLIX AND CHILL IN 2016: Netflix Head of Content Ted Sarandos has made an announcement that will keep many of us sitting on the couch in our pajamas for most of next year: as compared to its 16 original series in 2015, Netflix will be producing 31 new original series in 2016! The online streaming service will also be releasing 10 full-length feature films, 30 children’s shows and 12 documentaries. Whelp, there goes my new year’s resolution to get out more in 2016…
SNAPCHAT TRIPLES ITS VIEWS SINCE LAST MAY: Snapchat has stated that its messaging platform receives six million views a day, a statistic that should confirm the importnace of short form video and in general, online video, as an advertising platform for the 60% of 13-34 year old smart phone owners in the US that are also Snapchat users. Just last May, Snapchat CEO Evan Spiegel claimed that the platform had two billion daily views.
HAS ANVATO DEFEATED AD-BLOCKERS FOR GOOD? OTT video supply chain company Anvatois claiming that its Media Content Platform (MCP) technology customers are not affected by ad blocking technology. As programmers and media brands worry about the popularity of ad-blocking, Anvato offers Dynamic server-side, frame-accurate, broadcast-quality ad insertion. If Anvato is right about its technology, this could be the million-dollar ticket for brands that want to ensure the deliverability of their messages on online video.
AT&T ABANDONS HISPANIC STREAMING SERVICE YAVEO, BUT NOT VIDEO: AT&T has quietly discontinued its Hispanic Yaveo streaming service, which it launched through DirecTV (AT&T acquired DirecTV earlier this year) in 2014 in an effort to attract more customers through online video channels. Apparently, the company’s next move is to release another video service for DirecTV subscribers in January 2016. AT&T also announced that AT&T will become the “corporate brand” for its television products, including DirecTV and its AT&T U-Verse cable service.While DirecTV’s logo will change in January, AT&T will keep the DirecTV brand name “for the forseeable future,” a spokeswoman said.
GOOD INTENTIONS, BAD RESULTS:Coca-Cola Mexicohad to issue an apology and take down a YouTube ad featuring goodwilled white teenagers bringing Cokes and a big, pretty Christmas tree to a group of indigenous Mixes in Oaxaca. Coca-Cola’s #OpenYourHeart campaign was supposed to be aimed at ending prejudice, but it ended up reinforcing some pretty bad racial and colonial stereotypes. Oops.
VALUABLE MONETIZATION TOOLS BREED MORE PARTNERSHIPS: Global Demand Side Platform (DSP) company MediaMath (represented by Headway Digital in Latin America) has teamed up with video outstream advertising firm and monetization support platform Teads to offer MediaMath clients access to Teads’s premium video programming in Latin America through Deal ID, a function that connects ad buyers and sellers through filters like price, ad placement and format.
ESPN EN ESPANOL, BUT BETTER: Those visiting ESPN.com in Argentina, Chile, Colombia, Mexico and Venezuela will be greeted with an improved version of the sports platform, with the same technology and design as that of the site that was launched in April, but with better audio and video content that covers more sporting events with better speed and performance. It will also be responsive, as mobile-friendliness is a must with any digital product.
MEXICANS GO MOBILE: Programmatic advertising software company TubeMogul released a study on the Mexican online video advertising market and found that more pre-roll video ad impressions occur on mobile devices in Mexico than in the United States: 33% versus 23.9%. The study also found that while 30-second ads conform 70% of mobile ads in said country, 15-second ads are more effective, as they were found to have a higher completion rate.
ARGENTINA DEVOURED ONLINE VIDEO IN 2015: According to a new study, video downloads and consumption increased by 66% in 2015, as more than three billion videos were viewed in October 2015 alone. Argentines spend 11 hours a week watching videos on their smartphones and SmartTVs, and the amount of mobile video consumption grew 7%.
REACHING LATAM: WORTH MERGING FOR?: Video compression company Thomson Video Networks (TVN)is rumored to be considering an offer from delivery infrastructure company Harmonic to acquire 100% of its assets for $75 million. The purchase would give TVM greater reach, scale and resources while Harmonic is attracted to TVN’s strength in regions like Latin America as well as its content and service provider relationships.
LATAM DIGITAL VENTURES DEBUTS FULLSCREEN: José Valverde Padilla, co-founder and CEO of Fullscreen spoke with Portada about the newly-created venture that Latam Digital Ventures opened seven months ago in an effort to provide multi-screen, integral online video advertising solutions for a variety of platforms. The agency will offer formats like pre-roll, mid-roll, post-roll, pre-home, in-banner, rich media and rising stars, to name a few. Their network of premium sites already has 4.6 million unique viewers, and is planning to reach the US-Hispanic market by 2016.
VIACOM BRINGS ONLINE VIDEO TO LATAM:Viacom International Media Networks The Americashas launched an app suite for TV Mobile Viacom Play Plex. All of Viacom’s Latin American distribution partners the opportunity to offer clients with smartphones and tablets access to all of Viacom’s international television content like MTV Play, Comedy Central Play and Nick Play anywhere, anytime.
What:App SnapChat raises US$537.6 million, reaching an estimated US$16 billion valuation which makes the company one of theworld’s most valuable startups. Why it matters: Snapchat is growing fast internationally, including in parts of Latin America. Snapchat still has to face competence from big players like Whatsapp and Facebook own chatting service , which have led the company to consider a possible IPO in the nearest future in order to get more financing.
Photo-messaging app Snapchat has raised around US$537.6 million, after the US$200 million it had already raised in March.These numbers suggest that Snapchat might pull in another US$112.3 million in funding, bringing its total for this year alone to US$850 million.
With this latest funding, the company would be valued at a US$16 billion, making it one of the world’s most valuable startups, behind Uber and smartphone maker Xiaomi.This valuation would also place Snapchat firmly in the company of a select handful of apps that have ridden virality to stratospheric valuations.
“Snapchat is growing fast internationally in parts of Latin America and in Saudi Arabia. The emerging world, however, has not adopted the service. “It’s not data-light”, you have to afford to pay for the data,” Emily White, COO of Snapchat, recently told Wired. However, she offered no update on how many people are using the service overall.
Snapchat is growing fast internationally in parts of Latin America and in Saudi Arabia. The emerging world, however, has not adopted the service.
Snapchat, which was founded in 2011, allows users to take photos and videos that self-destruct after a set time.The app has seen a rapid rise in its popularity, powered especially by a key advertising demographic: teenagers and millennials in the developed world. According to research firm ComScore in March, 71 percent of its US users are 18 to 34 years old.That is why the app is hard for third-party services to measure because so many of its users are under age 18, an age beneath which many services don’t track. The company has offered no official update since May, when it confirmed that 700 million photos were shared daily, and stories were being viewed 500 million times a day.
Messaging services are becoming some of the most highly valued startups in the industry. Last year, Facebook paid US$19 billion for WhatsApp.
Evan Spiegel,Snapchat’s 24-year-old CEO,disclosed publicly for the first time that the company has been considering going public. It is clear the app knows hor to raise money but not how to make it.
A report in January concluded that 200 million people actively use Snapchat, up from 100 million users last August. That’s still far less than WhatsApp’s 800 million active users or even the 600 million people who use Facebook’s own chatting service called Messenger.Snapchat has helped the company raise cash from some big names in Silicon Valley. Venture capital firm Kleiner Perkins Caufield & Byers invested US$20 million within the last year and Chinese e-commerce giant Alibaba made a US$200 million investment in the company in March that valued the company at US$15 billion.
The company has generated little revenue, despite various efforts to attract advertisers. In January, it launched Discover, a feature that allows delivering videos created by major companies such as CNN, Yahoo News, National Geographic, the Food Network and ESPN, among others.
What: Snapchat Inc. is seeking a new round of funding that would value the company as high as US $19 billion. Why it matters: This latest valuation, a huge increase for Snapchat, could make it the third-most valuable venture-backed company in the world. The high valuation also shows that Social Media platforms like Snapchat that are very popular among Milennials and Teens, are very coveted by investors who expect them to continue to grow at a very high rate.
Snapchat Inc.is in the midst of raising a new round of funding that would value the company between US$16 billion and US$19 billion, making it the third-most valuable venture-backed company in the world.
Photo sharing company Snapchat aims to raise as much as US $500 million in this new round. Those numbers would place Snapchat behind only mobile car-booking application Uber Technologies Inc. and Chinese smartphone maker Xiaomi Corp. in the top three startups backed by venture capital firms, according to researcher CB Insights. Xiaomi is valued at US $45 billion, while Uber’s latest round pegged its value at US $40 billion.
A valuation of US$ 19 billion would place Snapchat among the top three startups backed by venture capital firms.
As Julie Diaz-Asper writes in a recent Portada Sounding Off Column, Marketers should keep their eyes on messaging app Snapchat, which is extremely popular with the under 18 crowd, over 100 million monthly users and 71% under 25.” I haven’t seen great numbers on Hispanic users but given the percentage of teens that are Hispanic it’s fair to assume that we’ll begin to see more adoption,” Asper notes. “Snapchat’s, appeal to teens can be attributed to fast video and image sharing in a mostly a “parent free zone”, with the extra protection that messages disappear after being viewed”, she adds.
Snapchat’s, appeal to teens can be attributed to fast video and image sharing in a mostly a “parent free zone”, with the extra protection that messages disappear after being viewed.
This latest valuation is a huge increase for the company, which Facebook offered to buy for US $3 billion in late 2013. Snapchat’s previous funding round, completed late last year, valued the company at more than US $10 billion. The valuation of Snapchat is also close to the US$22 billion Facebook Inc. paid last year for WhatsApp Inc.
Since it was founded back in 20122, Snapchat’s valuation hasincreased considerablu. That increase goes hand in hand with a surge in venture spending to the highest level in more than a decade.Specially, as Snapchat continues to add to its active user base and extends its service. Last month it added videos (Discover, a kind of short-form television) and articles by mainstream media outlets such as CNN and ESPN, bringing Snapchat into closer competition with Facebook and Twitter.
Snapchat lets people take and draw on photos, then send them to select friends or add them to a public “story.” The photos and videos disappear seconds after the recipient views them. The company says its users — the app is popular among teens — send more than 700 million disappearing “snaps” and view more than 500 million stories daily.
Unlike competitors like Facebook or Twitter, the company does not use any demographic information to target information to individuals.
Snapchat raised US$485.6 million from 23 investors last year, including Yahoo! Inc. and venture capital firm Kleiner Perkins Caufield & Byers. Previous investors include Lightspeed Venture Partners, Benchmark and Institutional Venture Partners.
In the first of two Thought Leadership Articles, Julie Diaz-Asper, Founding Partner & CEO at Social Lens Research, explores the dynamic development of Social Media properties and how marketers should best take advantage of them. Today she looks at Twitter and Snapchat.
A new generation of highly social and mobile users has been reinventing the ways social media and messaging tools are used. Marketers targeting younger audiences (almost anyone under 35) need to rethink how to build effective campaigns that will reach this audience. Given an estimated 61% of Hispanics are under 35 (Census), understanding shifts in social usage among younger social media users is critical for Hispanic marketers.
While Facebook continues to dominate the social space with 71% of all online users and 73% of Hispanic users (Pew), its growth has stalled at 73% over the last year. Other platforms are gaining traction among Hispanic users, especially younger ones. Hispanic social marketers who have focused mostly on Facebook have begun to extend efforts to other channels.
In this article, I take a look at Twitter and Snapchat and what marketers can expect in the role they’ll play in reaching Hispanic audiences in 2015.
Twitter: Need to Add a Hashtag!
Twitter has started to tout their multicultural numbers. They even hired multicultural strategist, Nuria M. Santamaría, in November 2014 to lead efforts to target black, Hispanic and Asian-American users.
Twitter represents 23% of online users and has experienced strong growth among Hispanic users up from 16% in 2013 to 25% in 2014. Most Hispanic social campaigns now involve a hashtag and are promoted on Twitter. Hispanic marketers are engaging influencers, mostly Latina bloggers with sponsored post campaigns and Twitter parties with prizes and celebrity guests. A good example of the Twitter party trend are the parties hosted by the Latina Mom Bloggers team who frequently offer weekly parties with top brands trying to reach Latina moms.
Live events are also big opportunities on Twitter to engage Hispanics. Take a look at the #latinGrammy for a recent example. Inviting top influencers to attend and cover events has become standard practice. You can usually find Lynn Ponder of Web City Girls on the red carpet or at press events.
Twitter has added more robust ad formats that make it possible for marketers to more effectively target Hispanic audiences. You can expect to see more brands opting to include Twitter in their social campaigns.
Snapchat: Reach a Younger Audience
Marketers should also keep their eyes on messaging app Snapchat, which is extremely popular with the under 18 crowd, over 100 million monthly users and 71% under 25. I haven’t seen great numbers on Hispanic users but given the percentage of teens that are Hispanic it’s fair to assume that we’ll begin to see more adoption.
Snapchat’s, appeal to teens can be attributed to fast video and image sharing in a mostly a “parent free zone”, with the extra protection that messages disappear after being viewed. Love these quotes from a Pew focus group:
Female (age 13): “And [Snapchat] it’s really fast like if you sent it over a text it takes like two minutes to load.” Female (age 16): “Yeah, [Snapchat] it’s faster. And you can use Snapchat at school with the school’s website – because I have the basic phone, I use my iPod.” Female (age 13): “[Snapchat] It’s really great. I have to admit, it’s better because I could pick the most embarrassing photo, and know that they’ll [the recipient will] see it for 10 seconds, and then I’m done.” Female (age 17): “ And it’s just kind of fun. Because it’s like texting, but you get to use your face as the emoticon instead of an actual emoticon.” Female (age 16): “Well, because Facebook, everyone sees what I’m doing. But Snapchat is just to one person, unless they’re a jerk and they screenshot it and post it on Facebook. But mostly it’s just the person that you’re sending it to, so it’s like a conversation.
The platform makes sense for brands trying to reach the tween and teen segments. However, one big challenge with the network is that most communication occurs one to one and requires building content that will work in that context. A few brands have successfully reached users organically with behind-the-scene looks, content creator partnerships and contests. 12 Great Example of Brands using Snapchat, includes one of my favorites from General Electric who uses Snapchat to make science cool with a broadcast from Buzz Alrin and flashbacks to its role in the first landing on the moon.
The first ad ever to appear on Snapchat was in October 2014 for a 20 second movie trailer for Ouija as covered by Adage.
Recently Snapchat received some backlash from outlets like Techcrunch for charging what many feel to be an exorbitant cost at $750k an ad.
Snapchat also just launched a new feature that will offer advertisers and brands a new way to reach its audience. Discover offers an entertainment hub from big media companies with content packaged for millennials with pre-rolls. Some of the partners include ESPN, Comedy Central, Daily Mail, Food Network, People, Yahoo News, National Geographic and Warner Music Group.
Given that ads are so expensive and are limited in targeting and metrics for now, it’s not surprising that most brands are opting for collaborations with top content developers or investing in creating their own Snapchat-specific content. Snapchat is growing and evolving fast so it’s definitely a platform that needs to be monitored closely by marketers.
Julie Diaz-Asper is the founder of Social Lens Research. Social Lens has a proven track record of using a mix of social marketing techniques and sound research methodologies to better engage and gain deeper insights (mobile optimized research exercises, focus groups, social contests).Julie has over two decades of experience helping large organizations to innovate and pursue new market opportunities including American Express, AARP, Google Multicultural, Univision, Consumer Reports en Español, Cabot Cheese, Mobile Future, CX Act, HITN, Immersive Youth Marketing and Inspire Agency.