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Social media plays an ever-changing role for marketers. The strategy’s strength is in the ability to humanize your brand by engaging with the consumer. And engagement leads to conversions. How to stay current as social media changes is a key discussion point at Portada Council System meetings. Learn how Portada Council System’s leading brand marketers offer solutions to keep ahead of social media’s evolving role.

Kick-off Facts 

  • SMS or messaging apps are on the rise with 41% of travel marketers planning on implementing this in the near future. (Sojern)
  • Three out of five travel companies are using chat for customer service with 28% actively using or experimenting with AI technology. (Phocuswright)
  • The majority of marketers (77%) are using one or more social media platforms but only 48% have a positive ROI from these strategies. (Impact

Three Social Media Challenges for Portada Council System Members

1. Managing Brand Reputation and Trust

Related comment: “Your customers don’t necessarily trust Influencers (since most know they are being paid). It is better to win them over organically.”

Social media make it easier to discredit a brand. Companies should try to turn these experiences into something positive.

2. Training Staff to Provide Consistent Customer Service

Related comment: “Right now, the front line staff is composed by people who are not prepared enough for the job.” 

We have to make all messages coincide across roles in spite of the emphasis of each area.

3. Increased Complexity and Cost of Social Media Strategies

Related comment: “It is vital to understand the way each platform works.”

Even though the reach is there, it’s getting gradually more expensive.
Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Social Media Opportunities Identified by Portada Council System Members

1. Don’t Forget About Traditional Marketing Channels

Globally, travel marketers see Facebook (30%) and Instagram (28%) as the most effective tools for targeting new audiences contrasted with only a 4% rate in connecting with loyalty members. (Sojern)

Related comment: “We are losing sight of traditional communication channels that are still alive and reaching a more traditional target.”

A recent eMarketer study shows a 122% median email marketing ROI, a number 4x higher than other digital marketing channels. (LYFE Marketing)

2. Humanize the Brand Voice and Keep it Consistent

Related comment:Every role matters, and each one can influence the whole in a different way.” 

Practical example: The CEO could humanize the message and community managers should have a “tone of voice” that coincides with the company’s values.

When the head of the company is an activist, this helps the brand’s reputation.

3. Give Staff the Skills to Handle All Types of Social Media Feedback 

Related comment: “Strive for accuracy and timely answers when addressing customers’ comments on social media.” 

Practical example: Provide appropriate training to the social media team so they know how to handle messages with different objectives: communicating, positioning, selling, etc. 

Make sure the whole organization has the same culture and train staff to deal with social media’s evolving role.

4. Use AI to Boost Your Customer Service 

Research from Salesforce shows an anticipated 143% increase in the use of AI for customer service teams over the next 18 months. (Salesforce)

Practical example: Using an algorithm that answers immediately on social media without the customer noticing it’s a chatbot. Instead of having hundreds of people answering, a company could hire less high-profile employees to do it right.

When the algorithm can’t solve an issue, there’s a seamless transition to a human specialist.

Portada, Council System

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

 

What: IAB Mexico has presented the results of its 11º Study of Media and Device Consumption, based on a survey of 1297 Mexican internet users.
Why it matters: The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

 

In a private event held in Mexico City this week, IAB Mexico presented the results of its 11º Study of Media and Device Consumption, developed by Kantar with sponsorship from Televisa Digital. In this edition, the study explores the habits of Mexican internet users and their relationship with digital advertising by dividing their behavior into four areas that correspond to the different devices, platforms, and activities related to the online world: digital, social, entertainment, and e-commerce.

In order to find out how consumers’ online habits have changed in the last 10 years, 1297 people between the ages of 13 and 70 were surveyed (49% women; 51% men), and their answers revealed that the percentage of connected population in Mexico grew from 30% to 67% (about 75.8 million internet users).

 

Digital Devices Continue to Rise

According to the study, there’ll be about 29 billion connected devices by 2022. Today, 90% of Mexican internet users own a smartphone, and 7 in every 10 declare owning a complementary device such as Smart TVs and speakers, wearables, streaming devices, etc. As explained in the report, “accurate understanding of all the different types of internet users provides the industry with tools to segment them according to their needs.

 

Social Media: Your New Best Friend?

A big majority (84%) of Mexican internet said they use an average of 4 different social media every day, and even though most of the social networks that were predominantly used 10 years ago have disappeared, two of them (Facebook and Twitter) are still on the top three.

As the study shows, users go to social media both to consume (86%) and to create content (94%), and 61% say they follow their favorite brands in order to keep themselves informed about news, discounts, and other consumers’ opinions. “In the last ten years, social media have evolved from a social communication space to a key ally for brands,” says the report.

 

Online Streaming Gives Consumers Freedom to Choose

From music to TV and videogames, 83% of surveyed respondents declared having access to online streaming services. The video platforms with more sustained growth are Netflix, Claro Video and Prime Video; Spotify leads the music category; and Xbox and Twitch are the videogame streamers with more users.

According to the report, advertisers have an opportunity to gain consumers’ attention provided that they take into account what really matters to them. Only 18% of viewers say they “always pay attention” to online ads, and the main reasons why the remaining respondents pay attention “sometimes” or “never” is that ads are simply not attractive, or that they feel their experience is being interrupted in an annoying way.

 

A Majority of Respondents Have Tried E-Commerce

Even though the growth has been slow, the study reports that e-commerce is gaining relevance among Mexican internet users, as 67% declares having completed an online purchase recently. Among the main reasons why they decided to buy online, they said “there was a special offer”, “it was quick and easy”, or “it was cheaper”. One of the things that have favored this growth, as said in the report, is the increase of connectivity both in and out of the store that allows consumers to compare prices. In average, consumers completed 3.5 e-commerce activities, with the top 5 categories being bank transactions, payment of services, clothes, electronic devices, and music.

However, it is still difficult to get the remaining 33% to make purchases online. Among those who declared not completing any transactions online recently, the main reasons were not having a credit card (42%), distrust when asked to share personal information (36%), and a wish to see the product before buying it (29%).

 

All images except feature image by Freepik.

Feature image by IAB Mexico / Kantar 

What: Zenith’s Advertising Expenditure Forecasts, published today, expect two-thirds of growth in advertising expenditure by 2020 to come from paid search and social media ads.
Why it matters: Paid search has undergone important changes in recent years. More sophisticated intelligence is necessary to compete in the next step, which is voice search.

According to Zenith’s Advertising Expenditure Forecasts, search and social media will be the biggest contributors to ad spend growth by 2020. In recent years, search platforms, agencies, and brands have begun to apply ever more sophisticated artificial intelligence techniques to improve targeting, messaging and conversion. Both online and offline, search is becoming more integrated with commerce, as retailers use location and store inventory data to match active shoppers directly with the products they’re searching for. All this attracts higher performance budgets from brands.

Even though the natural next step is voice search, there has been little direct advertising through voice assistants so far. When users make a voice search, smart speakers usually present only the first organic result. Smartphones may present more results, but still not as many as a manual search. Therefore, brands need to identify the real keywords in order to produce content that puts them among organic results. Zenith believes brands need to concentrate on voice SEO.

Brands will need to focus more on content and SEO to secure first-place organic results for their most important keywords.

To a great extent, explains Zenith, social media advertising has grown so quickly because static ads have been replaced with more engaging video ads that have acted as complements to TV ads rather than as competitors, but platforms are now competing with television. Overall, Zenith expects social media adspend to grow by an average of 16% a year to 2020, twice the rate of paid search.

“Better use of AI and integration with retail is driving continued strong growth in paid search,” said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. “As voice search becomes more important, though, brands will need to focus more on content and SEO to secure first-place organic results for their most important keywords.”

“Voice search is just one way in which AI is transforming the way consumers search for information and entertainment, and the way brands communicate with consumers,” added Vittorio Bonori, Zenith’s Global Brand President. “By linking media investment with commerce, and broad awareness with personalisation at scale, technology is giving brands new tools to create growth.”

We are introducing a 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.

Meltwater has announced it is opening up its AI platform, Fairhair.ai, to give developers and data scientists the tools to: connect and organize internal and external data by a knowledge graph; access pre-trained, configurable AI models; and create real-time insights to make forward-looking, data-driven decisions. According to Meltwater, Fairhair.ai makes it easier for businesses to gain a real-time pulse on everything from market research to risk management.

Equity investor Beringea sees a bright future for Popular Pays model of helping brands create content for social media. Beringea will invest US $5.5M investment in the Popular Plays platform that provides workflow management tools and integration with a community of content creators.

Consumers are snapping up smart speakers in the US faster than any other device since the smartphone, according to new research by eMarketer. Sales of smart speakers in the US are projected to increase by 47.9 percent between 2016 and 2020—from 16 million to 76.5 million units, eMarketer says.

Investors have ponied up US $20M in additional funds for Eyeview, the video technology company that personalizes video ads for TV, desktop, mobile and Facebook. Top brands using Eyeview’s technology-driven platform for creating one-to-one videos include Lowe’s, Walgreens, Honda, BMW and Uber.

Owners of so-called “smart TVs” connected to the internet are eight percent more likely to view a view an ad to its finish (38 percent), compared to mobile users (30 percent), according to a new report by Extreme Reach. The report looked at billions of video ad impressions in the second quarter of this year across multiple devices. The Video Completion Rate for desktop, mobile (smartphones) and tablets, all increased.

Initial success has propelled Pandora to expand its programmatic ad-buying service on its music platform. The platform is powered by AdsWizz which Pandora acquired this year. According to DMNews, 92 percent of Pandora’s audience is ad-supported, vs. 56 percent for Spotify.

A survey of 433 decision-makers in Europe and the US by Forrester Consulting showed that almost half plan to make major AI spends within the next year. eMarketer reports a YouAppi survey of 425 digital marketers globally found 36 percent reporting AI investments this year.

What: Manchester City has released an interactive online game called “Football Striker,” available exclusively through Facebook Messenger.
Why it matters: Many games have grown in popularity as the use of Facebook Messenger increases, leading to Manchester City deciding to enter the arena.

Manchester City has released an interactive online game called “Football Striker”. The game, available exclusively through Facebook Messenger, gives the club a unique vantage point to interact with fans.

Manchester City is using “Football Striker” in a way where fans can play against each other on their Facebook Profiles. Facebook Messenger is an adjacent property of Facebook that houses all direct messages between profiles. Through the application, users can play a variety of games. Many of these games have grown in popularity as the use of Facebook Messenger increases, leading to Manchester City deciding to enter the arena.

Additionally, fans and players of the game can share their high scores directly to their profile. Because the game is housed through Facebook, the connectivity between the game and the social media site is very strong. Manchester City could reap in the benefits of creating a community of users and fans that all enjoy their team and the online game. Additionally, users on the Messenger App can send an invite to another user in almost no time. This makes sharing the game very easy, and will help it gain traction quickly. In the near future, we could see other clubs use their example as a reason to break into the online game arena.

Because the game is housed through Facebook, the connectivity between the game and the social media site is very strong.

Social Media Connectivity 

When I played the game, I found it almost addicting. The goal of the game is to head or kick the ball with a player who is running forward. Once the ball reaches a small zone next to your player, you then hit the blast the ball away. The game is quick, fun, and gets harder as you go. I thought that it was easy to use on both mobile devices and laptops. Anyone can play the game at anytime on their phone with just a few taps. As a result, the game is accessible, easy to use, and helps keep players engaged over time.

In terms of producing the game, Gamee, a social media gaming platform, partnered with Manchester City to release the game earlier this month. Gamee is also going to benefit greatly from the partnership.  They have now helped a Premier League Team enter a new environment in which both parties can success financially in the future. Also, Manchester City is starting to build up a reputation as one of the most technologically savvy Premier League soccer teams. They started working in Facebook Messenger and even virtual reality in 2016. Soon, we could see Manchester City and other Premier League teams marketing their upcoming games that will also be available in VR.

Overall, it is an exciting time for technology in soccer. The 2018 FIFA World Cup will feature improved replay technology to aid in important goal calls. More and more teams are looking into VR investments. This is a great time to be interested in sports technology, and there are no signs it is slowing down anytime soon.

What: Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).
Why it matters: The study revealed that 85 percent of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship.Additionally, almost half (44 percent) employ a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.

The study, “Use of Social Media and Advanced Technologies for Sponsorship,” indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:

  • Generate awareness
  • Connect with customers during the event
  • Improve brand perception

“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason,” said ANA CEO Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”

Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason.

Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70 percent, followed by entertainment at 10 percent.

Preferred social media platforms used to activate sponsorship included:

  • Facebook (92 percent)
  • Twitter (87 percent)
  • Instagram (70 percent)
  • YouTube (47 percent)
  • LinkedIn (41 percent)
  • Facebook Live (27 percent)
  • Snapchat (27 percent)
  • Pinterest (13 percent)

The study noted that internal resources are most often used for the management of social media and/or advanced technologies to support a brand’s sponsorship activations; external agency resources are also used (e.g., digital/social agency and sponsorship agency), but to a lesser extent.

In addition, the amount of social media exposure generated was the top choice, by a wide margin, for measuring the effectiveness of a brand’s social media sponsorship activity. For advanced technologies, on-site activity tracked at the sponsorship event and the amount of social media exposure generated were the two top choices for measuring effectiveness.

METHODOLOGY

The survey was conducted in June 2017. In total, 119 ANA corporate members participated. Of those, 55 percent were characterized as “senior marketers” (director level and above) while 45 percent were “junior marketers” (manager level and below). Forty-nine percent of respondents had 15 years or more experience in marketing/advertising. Seventy-seven percent work at organizations with an annual U.S. media budget of less than $100 million; the other 23 percent work at organizations with an annual U.S. media budget of $100 million or more. Those organizations are primarily B-to-C (38 percent) with some B-to-B (20 percent), and B-to-C/B-to-B for the remainder.

For purposes of the survey, the term sponsorship was defined as “a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event, or organization) in return for access to the exploitable commercial potential associated with that property.” A property was defined as “a unique, commercially exploitable entity, typically in sports, arts, events, entertainment, or causes.”

More than 500 years ago, European colonizers got surprised by the richness and beauty of the “New World”. One they hadn’t been aware of because of their erroneous self-centered theories or their lack of courage and imagination to face the dangers and mysteries of the sea, and look further than the skyline in front of their eyes.

by Martin Carniglia , Data & Media Consulting Manager, DBi Latin America (Havas)

We are now close to what seems to be a new inflection point, where the wealth of connected people, and the abundance of business opportunities will surprise the ones who dare to care about Latin America’s Data arouse.

Now more Latin People than ever are connected

In a region that represents almost 8,5% of global population, Internet Users already rise over 10% from world total figures. Internet penetration overcomes 65% over total population in 8 countries across the region: Argentina, Brazil, Chile, Costa Rica, Ecuador, Panama, Puerto Rico and Uruguay. Yes, don’t go back and try to find on the list other big countries in the region, such as Mexico, Colombia or Peru. They are still under that level with forecast figures going up faster in the next few years, followed by the smaller markets.

*Source: US Census Bureau, Nielsen-Online, ITU, Facebook, © Miniwatts Group

Social Media is part of our daily lives

Social networks are also hugged over the region: seven Latin American markets rank among the world’s top 25 for Facebook total amount of users users, close to Europe level.

Some countries such as Argentina, Brazil and Mexico show spend time and daily connection figures that rank in top 5 level worldwide. Facebook penetration rates have an average level over 50%, with some countries even higher than North America level.

Internet penetration overcomes 65% over total population in 8 countries across the region

Mobile technology is araising

The size of the overall market in the region, and its potential for ongoing growth, continues to attract investment from international Telcos (Telefonica, America Movil and Millicom being the leaders across the region) and local cable & Internet service providers that expand their offering.

Improved mobile 4G technology has stimulated the adoption of smartphones among consumers, which in turn has led to increasing mobile data traffic and consequently the ability of network operators to develop revenue growth.

In the fixed-line sector, fibre backhaul networks have proliferated, giving access and broadband highspeed connections to new areas. This has partly been stimulated by regulatory efforts to promote the sharing of network components, but also by the take-up among consumer of bundled packages requiring higher bandwidth. The need to future-proof networks to cope with the demands of digital communities has also encouraged telcos and cable companies to invest more.

Seven Latin American markets rank among the world’s top 25 for Facebook total amount of users users, close to Europe level

More Connected People means More Data Access

It’s logical to deduct that from here to less than five years we could be doubling the amount of connected people, and so the quantity of collected data touchpoints.

We are seeing new technology companies and startups that offer Universal Data Hub approaches to leverage information among Desktop, Mobile, POS, beacons and other IoT sources.

From Data integration, Data Management Platforms, through new Stadistical approaches and Machine Learning models connected to Programmatic Buying technologies. The whole ecosystem is already getting available across the whole region.

Integrating data, being able to learn from it and making smart business decisions will be the biggest challenge for all companies across our region.

Contextual and structural barriers are falling down. Online travelers are already engaged, Mobile Sails are Set, and low connection anchor is already coming out from the depths.

The question is, will we be ready as investors, entrepreneurs, marketers, small, middle or big companies to dare and face this upcoming growth? New skills will be required, new integral ways to gather data needed, and more than anything, new capabilities to transform it into insights and better profile or segment our clients.

Latin America is appearing as a promised land, and we should all be ready to start this amazing journey towards Data-Driven Marketing and Communications. Make sure you count with the right maps and the best sailors to face it!

Martin Carniglia, is a 31-year-old Argentinian with vast experience in Digital and Data consulting across LatAm Region. After obtaining a bachelor’s degree in Business Administration from the University of Buenos Aires he joined Havas Group, where he lead Performance team and launched a new department focused on Digital Data. He is currently part of DBi -Data Business Intelligence- consulting team, where he occupies the role of Regional Data & Media Consulting Manager.

Join us at PORTADA Mexico!

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 women and 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.”

What: Fullscreen’s latest research conducted by Leflein Associates  investigated media preferences and trends of Gen Z and millennials and how both generations significantly differ.
Why it matters: Millennials present a higher preference for traditional platforms (including “traditional digital”) than their Gen Z counterparts. Gen Zers are shifting away from text-based online content in particular, in favor of streaming content – especially video.

Fullscreen, an entertainment platform and content creator network, partenered with Leflein Associates to conduct an strategic research to achieve an even deeper understanding of how the youth audiences we engage with on a daily basis feel about themselves, the content they consume, and their relationships with brands.

Leflein Associates  investigated media preferences and trends, passions and values, influencer fandom, consumer journeys, and brand love –– and perhaps most significantly –– where Gen Z and millennials differ in these areas. For brands trying to reach Gen Z, results reveal several critical strategies:

Mind the Generational Gaps

Youth audiences are an important target for many brands, but not all brands recognize that there are actually two very different generations: millennials (18-34) and Gen Z (13-17). Both have very different sets of social media habits and brands should be aware that they cannot target both groups in the same way.

Millennials are relatively old school, with a higher preference for traditional platforms (including “traditional digital”) than their Gen Z counterparts. Gen Zers are shifting away from text-based online content in particular, in favor of streaming content – especially video.

Generation Brand Engagement

When marketers talk about how brands can best reach and engage with “young people”, they usually mean millennials. Or at least they used to. As it turns out, Gen Z is even more receptive to engaging with brands through social channels. In fact, they’re adept at fueling brand conversations by spreading the word throughout their social circles.

Top brand social brand engagement activities include:

Gen Z view digital video and short form clips almost six times as much as they read traditional digital publishers/blogs

Influencers

Influencers play a significant role in defining what youth audiences like, view, and buy.

Social Media

Gen Z uses Facebook and YouTube for entertainment; Facebook, Snapchat and Instagram for socializing; and Facebook, YouTube, Twitter and Pinterest for utility.Despite its reputation as a social home for older folks, Facebook still dominates for entertainment, socializing and utility for Gen Z.

Video

Gen Z prefers to watch, rather than read. They view digital video and short form clips almost six times as much as they read traditional digital publishers/blogs.

“Gen Z, the first generation born into a post-Google and social media world, is not only the most diverse generation yet, but also the generation with the greatest global perspective,” said Pete Stein, General Manager, Fullscreen. “Their continued inclination towards social content on their mobile phones – first seen in millennials – is changing the way that content is consumed, shared, and even created. Growing up in a completely digital world, they expect to have direct access to friends, celebrities and brands – and they expect all three to interact and share content in a way that’s relevant to their own personal interests and passions.”

 

What: UM, part of the IPG Mediabrands, launched the results of their annual ‘Wave’ study for the ninth year, revealing interesting data on social media use worldwide and highlighted the importance of captivating consumers’ attention through listening to their emotional needs and understanding micro-moments.
Why It Matters: The ‘Wave9’ study surveyed 52,000 people in 78 countries, and found that in Latin America, social media and digital platforms are increasingly influencing popular opinion, shaping purchasing patterns, and becoming means of self-promotion. The study also revealed significant growth of smart TVs in the region.

UM has released its annual Wave study for the ninth year in a row, this time looking at 60 billion online interactions and surveying 52,000 people in 78 countries. The study seeks to identify opportunities for brands to develop effective messaging for consumers through determining how they are using social media and momentsdigital platform use.

According to the study, consumers’ expectations of brands are higher than ever thanks to the fact that they place a high premium on immediacy in their lives: 85 percent of global respondents say they use instant messaging to be immediately connected with family and friends. Brands that prioritize convenience and bringing consumers immediate solutions like Netflix, Amazon, Spotify and Uber have found success this way. The study also found that consumers’ desire to share content related to brands has grown by 15 percent.

LATAM Users Increasingly Connected to, Influenced by Social Media 

The study found that in Latin America, 51 percent of social media users confirmed that they are influenced by opinions shared online. This number reached 55 percent in Mexico and Colombia.

81 percent of LATAM users primarily use Facebook to stay connected with friends compared to 60 percent worldwide, and 70 percent say that the platform affects their opinions.

But YouTube is catching up: in Chile 51 percent of consumers claimed that it influences their opinion, and 56 percent say that it enriches conversation. 67 percent of Latin American respondents said that to them, YouTube is a new way of watching television.

84 percent of the Latin American social media users spend most of their time actively administering their profiles, and compared to seven years ago, people are 40 percent more likely to consider social media as a space for fun and entertainment, and 30 percent more likely to see them as a page to promote themselves. 59 percent also reported feeling anxiety when they cannot connect to Internet.

Mario Mejía, Comms Strategist Lead at MB LATAM, added that “apart from being fun, social media platforms are sources of content that can generate conversations among friends and differentiated terrain, meaning that they are increasingly important in strategies for connecting with consumers.”

Smart TVs Making their Mark in the Region

67 percent of Latin American users affirmed that they would be happy if they could start watching television primarily through their social media platforms. Among digital users, there is a 51 percent penetration of smart TVs in the region (53 percent in Argentina).

“We knew that online TV was growing, but we were surprised that so many already have a smart TV in their homes,” Mejía said.

‘Why’ Moments Help Brands Understand Why People Share

To better understand why and when people buy and what drives stronger connections between consumers and brands, the Wave study looked at “why” moments. Mejía explained: “We started to connect the information from our study to understand the moments that matter most: moments in family, breakups, the formation new relationships, financial achievements, hobbies — significant moments in different categories. We looked at all of them to understand how they made people share online.”

Wave’s goal was to understand the moments that consumers associate with purchasing and the emotions that drive them. In Latin America, the two emotions associated with purchasing are ‘intrigue’ and ‘happiness.’ The study also found that in moments associated with purchasing, 17 percent of LATAM respondents said that they will spend more time researching products, and 18 percent of them use social media to build their weekly purchases, indicating just how important a role social media plays in Latin American consumers’ daily lives.

“With respect to intrigue, there is a great communications opportunity for brands to use their content to awaken that very emotion in customers. It’s not only an opportunity in the points of contact, but also for the content and messaging that brands are developing. It helps us prioritize and understand our consumers,” Mejía said.

What: Mobile Ads & Social Media can trigger purchase interest and aid product discovery, according to IAB’S latest “Mobile Commerce: A Global Perspective,” a mobile users survey carried out in 19 Countries.
Why it matters: Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.

captura-de-pantalla-2016-09-29-a-las-11-19-57-a-m
Mobile shopping and purchasing have become the norm across the globe, according to“Mobile Commerce: A Global Perspective,” an in-depth survey of mobile users from 19 countries around the world, released by the Interactive Advertising Bureau (IAB) at the IAB MIXX Conference.

Three-quarters (75%) of smartphone and tablet users said they have purchased a product or service on their smartphone or tablet in the past six months. Among these recent mobile purchasers, nearly a quarter (23%) buy on mobile devices on a weekly basis.

Overall, 57 percent of the mobile purchasers surveyed say that they have been buying on mobile for over a year. More than a quarter (28%) made their first mobile purchase in the last six months.

Austria, Peru, and Colombia are key new adopter markets, with significantly more consumers making their first purchase on mobile within the past year, followed by Mexico, France, Turkey, and Chile.

The mobile shopping experience, enhanced by the combination of convenience, time saving, and price, won high marks from the majority (80%) of those polled. Sixty-two percent plan to purchase more products and services via their smartphone or tablet in the next six months. Mobile purchasers in the U.K., Brazil, France, Ireland, and Peru expressed the greatest propensity for increasing their mobile shopping activities.

Seventy-six percent of mobile purchasers said that they had engaged with a mobile ad in the last six months. On average, 33 percent clicked on the ad to find out more information, while 28 percent clicked to visit the advertisers’ websites, and 21 percent clicked to purchase. Brazil, Canada, Colombia, the U.K., and the U.S. reported the highest levels of clicking to purchase.

 

 

Mobile purchase

The leading destinations of mobile purchases include retailer sites/apps, auction sites/apps, and brand sites/apps.

Consumers purchase a wide range of products and services on mobile.

  • From mobile apps (43%)
  • fashion items (41%)
  • tickets (36%)
  • household items (25%)

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It should be noted that in South America, public service payments is also key product areas for the region. Cross-channel research and purchase is becoming the new norm. Mobile devices serve not only as a platform for direct purchase, but also aid consumers in their purchase journey, driving multiplatform purchase behavior. Both ‘showrooming’ and ‘multiscreening’ are taking place – 44% of mobile purchasers have purchased a product on their mobile device after checking it out in store, 38% have done the same after researching via laptop/PC. On the flip side, research conducted on mobile devices leads to purchase via other channels – both digital and non digital.

80% of mobile purchasers are satisfied with their purchase experience to date. Consumers indicate a positive momentum of their future purchases on mobile. 62% plan to purchase more products and services via their smartphone/tablet in the next six months. This appetite for future purchase is seen across all markets – although it should be noted some may require greater attention than others in order to capitalise upon this momentum.

  • Convenience (49%) and time saving (46%) are the key drivers of mobile purchases.
  • Price (34%) also plays an important role.
  • 44% of mobile purchasers cite ‘trust’ as a barrier for purchasing more via their smartphone/tablet
  • while 31% feel they have no need.

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In terms of trust, security and privacy are the key concerns. In order to win back the hearts of those who are dissatisfied with their experience, proving value, reducing cost of transaction and improving purchase experience is a must.

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Mobile & Social media

Social media plays an important role. Sixty percent of mobile purchasers from around the world saying they often discover products and services to buy on social platforms. More than one-third (36%) of mobile purchasers leverage social media to share their mobile purchase experience.

76% of mobile purchasers have engaged with a mobile ad in the past six months:

  • On average, 33% clicked on the ad to find out more information
  • 28% clicked to visit the advertisers websites
  • 21% clicked to purchase!

Social media plays a key role in product and service discovery. 60% of mobile purchasers often find new products and services to buy via this channel.

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The influence of social media in product discovery is most pronounced in South America. And it also offers consumers a channel to share their mobile purchases and experiences. 36% indicate they like to share mobile purchases and experiences online. Given the strong levels of satisfaction consumers display with their mobile purchase experience, there are opportunities for digital merchants and retailors to encourage and motivate consumers to share their positive sentiment via social media.

 

“Pressing the ‘buy’ button on mobile devices is now a regular occurrence the world over,” said Anna Bager, Senior Vice President, Mobile and Video, IAB. “Marketers and media agencies need to fully embrace smartphones and tablets as a critical pathway for all shopping activities and increase investment if they want to build meaningful relationships with mobile consumers, driving them from discovery to purchase.”

The report shows that credit/debit cards on mobile web and online payment services are the most popular payment methods (40% and 37%, respectively).

Mobile wallet users

Mobile wallet users are the most heavily engaged in mobile commerce, purchasing more frequently on mobile (36% weekly vs. 23%) than average mobile shoppers. In addition, they are more likely to engage with mobile ads (82% interacted vs. 76%). Driven by the ease of purchase, 18 percent have used a mobile wallet for mobile purchases in the past six months. At 47 percent, mobile wallet usage for purchases on smartphones and tablets is strongest in China, followed by Norway (42%), the U.K. (24%), and Japan (20%). Online and off, mobile wallet users have leveraged the technology to pay for a range of items, including:

  • Mobile app downloads or updates (43%)
  • Digital content, such as films and music (42%)
  • Physical products ordered from a website or app (41%)
  • Food or drink in a shop, cafe, or bar (40%)

 

What: OTAs take advantage of social networks to motivate their followers to travel around the world and, finally, acquire products through their sites. How Despegar, Expedia Booking.com and others are taking advantage of the opportunity.
Why It Matters: According to Phocuswright, 30% of travelers use social networks to search for promotions. This makes digital platforms the perfect allies for OTAs.

Three out of four travelers recur to social networks to search for information, products and services for their trips, and 30% search, specifically, travel promotions, according to a study conducted by Phocuswright.

Online travel agencies create their Facebook and Twitter social media accounts to transmit experiences that inspire others to travel.

Maria Aguayo
María Aguayo, marketing manager at Expedia.mx

“A trip doesn’t start when you purchase it. A  trip begins when you imagine it, when you see an image that inspires you, when you are motivated to share time with family or friends. In reality, there is always a before, during and after, and through social media, we can accompany consumers in the entire process, whether it’s inspiring with an article on our blog, or inspiring them to dream with a picture of scenery, giving them tips on our promotions, facilitating their purchases with our tools and sharing their travel experiences,” explains María Aguayo, marketing manager for Expedia LatAm & Mexico.

To Expedia.mx, each social network has a specific objective and reason for which it has decided to dive into the Internet, first with Facebook and Twitter.

“We want to understand how our consumers interact with us, to be able to respond to their expectations and generate value. I believe that when you respond to their expectations and generate value, and when you enter a social network without clear objectives, you can become a part of the scenery very quickly,” says Aguayo.

Social networks have proven to be valuable tools for maintaining communication with audiences, promoting your company and generating leads, but it’s important to highlight that they can also be used as mechanisms for direct sales.

cynthia evans
Cynthia Evans, directora de Insights GroupM Latinoamérica.

Despegar has built a great Facebook community. It has videos from charming places to visit, posted by both the community and company. This is a great meeting place for sharing experiences that bring you to their website.

Booking.com, on the other hand, uses Facebook as a type of application where participants can search for travel options directly. They have different objectives and execution strategies,” says Cynthia Evans, the insight director at GrupoM Latin America.

Furthermore, the information collected through social media plays a very important role in achieving strategic objectives like client satisfaction or increasing reservations.

Social Networks can also be used as mechanisms for direct sales.

>What’s important to keep in mind is that having a presence on social networks is not an objective in itself, and that you need a strategy behind it that is measurable. Metrics will vary according to objectives. For example, the number of visits, newsletter subscriptions, leads or friends.

According to Martín Solar, marketing director at the World Independent Hotel Promotion (WIHP), you have to consider investing in social media a long-term project that builds communities and exchanges experiences.

What are the most notable habits of Latin American Internet users? What are their priorities when it comes  to consuming different media? What categories do they prefer? The answers to these questions and more, according to comScore’s December 2015 rankings.

Source: comScore MMX, Latin America, December 2015, Home and Work, Top Categories, PC/Laptop OnlyTotal Unique Visitors (000)% ReachTotal Minutes (MM)Total Visits (000)
Total Internet : Total Audience182.473100,0217.8698.224.576
1    Services178.15797,635.5815.310.178
2    Social Media166.13791,065.0323.917.516
3    Search/Navigation164.68890,36.8013.058.071
4    Portals164.10189,927.0053.439.753
5    Entertainment163.89489,842.9962.781.671
6    News/Information120.57366,17.3471.211.204
7    Directories/Resources119.48565,53.135718.511
8    Retail119.24965,45.718854.644
9    Technology104.37557,21.415440.690
10    Lifestyles102.19256,02.765519.385

E-mail, Download Sites and Web Hosting Among the Top Activities

97,6% of resident users in Latin America tend to use services like e-mail, downloads and web hosting as a part of their primary online activities. The total number of visitors in this category puts it in first place in the rankings, even above social networks and search engines.

Social Networks Before Search Engines

While the difference is less than a percentage point, social networks are ranked above search engines. This is interesting, as Google sites typically occupy the first stop in comScore rankings (although if we only considered the search engine, Google would probably be ranked lower in those rankings0. Of course, the classification analyzed in this article, within the category of Google “search engines,” Google is not the only in the region, although it is the most emblematic and visited of the group.

In this ranking, when it comes to the amount of visitors, there is almost no difference between social media platforms and search engines. Nonetheless, inequality appears with respect to the amount of time users stay on the page: the minutes that users spend on search engines represents 10% of those spent on social networks. There is a reason for this: generally, search engines resolve users’ consultations in seconds, while social networks generate an engagement that is reflected in the total number of minutes spent on these platforms.

Similarities in Portals and Entertainment

It is interesting to observe how portals and entertainment sites are visited by the same percentage of users. While they appear individually on the rankings (due to their particularities), what is certain is that portals also tend to satisfy certain entertainment needs by the users.

When it comes to visitor behavior, certain difference are observed: while the amount of minutes on portals is less than that of entertainment sites, the number of visits to portals is larger than that of entertainment sites. In this sense, portals observe “less time on the site and more visits,” while entertainment sites observe “more time on the site, and less visits.”

Another interesting point is that the amount of unique users in each category is similar to that of visitors in the social media category (which should not be ignored when evaluating the reach of the “portal” and “entertainment” categories, individually).

News and Information in Sixth Place

Only some Latin American countries prioritize news and information sites. This is reflected in the rankings, in which this category comes in sixth with 66% of the visitors, below the entertainment category.

Inquiries for Useful Data, Visited by 65.5% of Users

65.5% of users use directories, maps and wikis to resolve everyday problems (according to the rankings for Directories/Resources on the rankings).

Retail, Technology and Lifestyle

In the last three spots are retail (65.4%), technology (57.2%) and lifestyle (56%). What’s interesting is the connection between the three categories: some technology sites have a direct connection to retail sites, and both categories are very associated with lifestyle.

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What: NASCAR unveiled a massive marketing and social media platform surrounding Sunday’s Daytona 500 which will continue afterwards.
Why it matters: The integrated effort included activation on Twitter and Snapchat and gave fans a chance to win prized race-used memorabilia by “racing” each other in the Hashtag 500.

imagesNASCAR unveiled a massive marketing and social media platform surrounding Sunday’s Daytona 500 that included activation on Twitter and Snapchat and gave fans a chance to win prized race-used memorabilia by “racing” each other in the Hashtag 500.

In an integrated marketing campaign titled Ready. Set.Race, combining television creative and social engagement, NASCAR seeked to highlight the racers in all of us.

WATCH HIGHLIGHTS FROM PORTADA’S 2015 SPORTS MARKETING FORUM:
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Nascar Driver Daniel Suarez (VIDEO)
Total Market or Hispanic Market? Who cares, only Gooolaaazos matter (VIDEO)
Gustavo Aguirre Associate Brand Manager Coors Light at MillerCoors (VIDEO)
Fernando Fiore – Interview (VIDEO)

“When you’re a kid riding a bike and racing the other kids in the neighborhood,” says Jill Gregory, NASCAR senior vice president, marketing and industry services. “Or when you’re at the gym on the treadmill, and you’re trying to secretly race the person next to you.

“To us, all that just reinforces that love of racing, and what better way to get your racing fix than watching or attending a NASCAR race. We’re absolutely focused on that in our television creative, but this digital and social component, where we’re encouraging fans to race each other during one of our events, is a new and innovative way to make that love of racing come to life.”

Social Media Activation

descargaDuring the Daytona 500, fans who wish to compete for race-used memorabilia and were watching the FOX broadcast (pre-race coverage starts at noon ET) and/or  follow@NASCAR on Twitter,  received a custom hashtag for each of 10 memorabilia items.Once each hashtag was unveiled, the 500th person to tweet that hashtag in concert with #DAYTONA500 won that race and the prize that goes with it.

That’s not the only aspect of Twitter’s expanded support around the Great American Race. Other activations include the use of Vine and Periscope; Twitter Moments; @NASCAR tweets featuring such celebrities as John Cena, Florida Georgia Line and Ken Griffey Jr.; Twitter Mirror, a tablet based application where celebrities pose for their own photos; and infield branding in Daytona International Speedway.

To help tell the story of what it’s like to attend a NASCAR race, Snapchat doubled its Live Story coverage of NASCAR events in 2016, beginning with last Sunday’sDaytona 500.

The thousands of submitted Snaps from each event will be curated and packaged by Snapchat into a video stream that is shared globally with Snapchat’s more than 100 million daily active users right on their mobile devices. Each NASCAR Live Story will be available to view on Snapchat for 24 hours.

Daytona’s recent  US $400-million Rising project has facilitated the social media engagement,as it has transformed the Birthplace of Speed into the first true motorsports stadium. One of the many benefits of Daytona Rising includes enhanced WiFi capability designed to heighten social media engagement of fans at the races.

In addition, broadcast partner FOX is asking fans to submit video content fromDaytona 500 week for inclusion in a crowd-sourced documentary titled “100,000 Cameras,” to air on FS1 in late February.

NASCAR also offers a full range of digital and mobile products offering fans everything from in-car cameras to driver audio to social feeds and fantasy scoring. Last year, NASCAR set a record with 1.1 billion page views across its NASCAR.com website and digital platforms, a 20-percent increase over 2014.

 

 

 What are the ten most-visited sites and platforms in Latin America? How do they factor into users’ social media priorities? How are views distributed? Here, you’ll find the answers to those questions based on the December 2015 comScore rankings.

Translated by Gretchen Gardner

Users choose different social media platforms based on each one’s available functions (which allow people to post, share, debate and relate with each other), as well as how each platform facilitates and solves these needs.

In this article, the comScore report shows the total amount of unique visitors in the social media category, distributed among 10 different platforms. Given that users, in many cases, utilize more than one of them, the total sum of unique users for each platform indicates the amount of duplicate users in the social media category.

Source: comScore MMX, Latin America, December 2015, Home and Work, Social Media Category, PC/Laptop OnlyTotal Unique Visitors (000)
 Total Internet:  Persons: 15+182.473
 Total Social Media166.137
1    Facebook140.553
2    Blogger61.231
3    Linkedin22.836
4    Twitter18.312
5    WORDPRESS.COM*17.746
6    TARINGA.NET17.650
7    NAMETESTS.COM12.966
8    TUMBLR.COM*10.967
9    Google+8.004
10    PINTEREST.COM7.372

85% of Visits Are on Facebook, 5% Google+

85% of users in Latin America that use social media platforms prefer Facebook, while Google+ receives 5% of the visits.

Both platforms are on extreme ends of the rankings: Facebook in first, and Google+ in ninth.

Similar but different, while Facebook proposes a more connected world, Google+ serves as the social network of Google products.

Blogger Sites Receive 54% of Visits

54% of Latin American users in the social media category visit BloggerWordPress and Tumblr. This is no small detail, as an almost equal percentage are visiting Facebook. When it comes to Pinterest, while it’s not really a blog, it has functions that are compatible with those types of formats (which increases the visits in this category by 4%).

Entertainment: Taringa and Nametests

Almost 20% of unique users relate to each other through entertainment. According to this ranking, Taringa (an Argentine social network with a large following in Spanish-speaking countries) receives 11% of the visits, while Nametests is visited by 8% of the users in the region.

LinkedIn Takes 40% of Visits

While LinkedIn is a niche site (given that it caters to users that have strictly professional interests), it is interesting to observe how users put it among the top spots in the ranking.

Twitter Receives 11% of Visits

Apparently, Twitter did not end well in 2015: the company suffered a decline in users in the third trimester of 2015, and according to this comScore ranking, the percentage of visits that it received in Latin America comes out to 11% of unique visitors in the social media category. While it is below LinkedIn, what is certain is that it is among the top spots, coming in fourth in the ranking.

A point in favor of this platform is the repercussion of its publication in diverse media (online as much as offline), and its popularity among users. These factors are variables that could contribute to a quick recovery from the decline in users.

 

What: Cision and PR Newswire announced intent to combine, creating a leading global communications platform. UBM, the British business-events organizer, has agreed to sell the news-release distribution service PR Newswire to Cision for $841 million.
Why it matters: With proposed acquisition of PR Newswire, Cision further expands its PR, social media and analytics offerings. The transaction is expected to close late in the first quarter of 2016. UBM will mostly focus on the event business.

295893LOGO 295894LOGOCision, a global media intelligence company, has announced an agreement to acquire PR Newswire for US$ 841 million, a provider of multimedia communications, from UBM plc. Cision also owns PR Group Gorkana.

The transaction, which requires approval by the shareholders of UBM plc as well as regulatory approvals, is expected to close late in the first quarter of 2016.

PRN is a global leader in public relations (“PR”) and investor relations (“IR”) communications and related services, connecting over 30,000 customers to their target audiences through the largest distribution network of its kind in the world. Customers spanning Fortune 2000 multinationals, small businesses, public relations agencies and government entities rely on PRN to target, reach and engage the most relevant media outlets and audiences with impactful and timely content.

The combination of Cision and PRN resources would result in a seamless and integrated communications tool for intelligence gathering, distribution, monitoring, and analytics platforms. Enhanced scale from the combination of the two companies would enable significant investments in R&D to support continued technology innovation.

“Bringing Cision and PR Newswire together will enable communicators to turn data into actionable insights — the necessary link between communications and business outcomes,” explained Peter Granat, Cision CEO. “We are serious about building a comprehensive platform to help our clients manage the entire lifecycle of communications – from influencer discovery and content distribution to engagement and campaign analysis.”

“We are very excited about the transaction and the opportunities it would provide for our clients, partners and employees,” said Robert Gray, CEO of PR Newswire. “PR Newswire helps PR, IR, Marketing and Compliance professionals maximize the impact of their communications programs through best-in-class solutions and the combination with Cision would further enhance that capability.”

Deutsche Bank Securities Inc., Barclays and RBC Capital Markets are providing debt financing to Cision.While the regulatory and shareholder approvals are sought it will be business as usual for both firms.

What: 20% of agencies are likely to allocate between 11-25% of their ad budgets to paid social media, a 24% increase from the previous quarter.24% of agencies are allocating 6-10% to paid social, according to an agency survey conducted by STRATA.
Why it matters: The rise in social media ad spend has created a more complicated media planning picture for agencies. Media mix comes as the biggest challenge facing 40% of agencies.

8583949219_f55657573e_mSocial media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA,  a media buying and selling software firm with over US$50 billion in ad transactions passing through its systems each year.

The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social.

  • Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns
  • followed by YouTube (57%)
  • Twitter (52%)
  • LinkedIn (29%).

The rise in social media ad spend and newer advertising mediums has created a more complicated media planning picture for agencies. Media mix surpassed client attractions and comes in overwhelmingly as the biggest challenge facing 40% of agencies, marking an 85% increase from the same time last year. Following media mix was client attraction (24% of agencies) and client spending (11%). Similarly, 22% of agencies expect their clients to make minor budget cuts from last year.

“There’s an undeniable correlation between the rise in social media advertising with mobile device behavior,” said Joy Baer, President of STRATA. “Agencies and advertisers are going to follow their audience. Mobile users are checking Facebook and Twitter throughout the day. So when you consider that around 60% of digital media time spent in the US is on smartphones and tablets, then it makes perfect sense to reach the audience in the apps that they’re already accessing.”

46% of agencies report they are still unsure if they trust programmatic to execute their ad buys.

Programmatic buying

A key technology many advertisers are increasingly turning to is programmatic buying, which has been steadily gaining the confidence of agencies.

  •  46% of agencies report they are still unsure if they trust programmatic to execute their ad buys
  • 20% do trust programmatic(a 49% increase from last quarter)
  •  only 11% say they do not trust it(a drop of 32% compared to a year ago)
  • 244% more say they are using programmatic to carry out between 20-40% of their business (17% of agencies overall)
  • Thirty-nine percent use programmatic for 10-20% of their ad buys(an 18% increase from a year ago)

The biggest remaining concern regarding programmatic, however, is transparency into inventory sources (54% of agencies) followed by quality of inventory (50%).

Other key findings

  • 22% are more interested in spot cable than they were a year ago (up 55% from last quarter), while 22% are less interested (down 13% from last quarter).
  • 20% are more interested in advertising on spot TV than they were last year.
  • 66% are more interested in advertising on streaming/online video than they were last year (up 45% from a year ago).
  • 39% expect their growth in the second half of the year to better than the first. 52% say they expect their future growth to be the same as it was in the first half of the year.

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It’s not a simple question of Spanish vs. English. Marketers must understand levels of acculturation – and who the influencers are.

latin grammmieMaria Lopez-Knowles, CMO of Entravision, has seen some marketers shy away from speaking to bilingual audiences in Spanish out of concern it might be misinterpreted or be unwelcome. In focus groups across the country, she’s found, Spanish-dominant consumers will say they are okay with brands speaking primarily in Spanish with a few English words thrown in; that’s how they speak to their kids.

While the majority of Hispanic millennials say they’re bicultural, biliterate and bilingual, Lopez-Knowles says, “You have to be careful of how much you are putting in Spanish, because they may not understand it.”

Indeed, “bilingual” does not necessarily mean equally fluent in two languages. Gonzalo del Fa, president of GroupM Multicultural, says that for many workers, knowing enough English to operate at their jobs counts as bilingual. But this doesn’t mean that English marketing messages will resonate. “There’s not just one way of being bilingual.”

Even though the original tweets were in Spanish, language use among consumers responding was highly mixed, with people getting the message in one language and responding or retweeting in the other.

Finding the sweet spot

Oscar Padilla“Be aware that acculturation will drive language,” says Oscar Padilla, vice president of strategy for Luminar Insights, the Entravision-owned provider of data solutions for digital and traditional media.

Luminar likes to talk about Hispanic generational audiences on a scale of one to three. Hispanics 1.0 came to the United States as adults and are heavily Spanish-speaking. The 1.5 Hispanics immigrated to the U.S. as children, and very likely, both parents are Hispanic 1.0. The 2.0 generation was born here, and it’s likely that at least one parent was born in the United States.

Because the 1.5 and 2.0 generations are much more acculturated, Padilla says, “To reach them you would start reaching them in English with culturally relevant messaging.”

The other important thing about these generations is that they’re also often going online to do research or transactions for their Spanish-dominant parents. If 1.0 Hispanics are the marketer’s target, Padilla says, television is still the prime medium. The trigger to go online may be a TV spot that creates interest and directs viewers to a website. But the person who closes the loop on the transaction may not be the recipient of the original ad. “You have to find the optimal mix of offline and online media,” he says.

Maria Lopez KnowlesLopez-Knowles notes that marketers who want to reach the general Hispanic market can use those more acculturated consumers as influencers. Moreover, because they spend so much time online, “You can use your general market assets and change a couple of words into Spanish. You do not have to start from the bottom up.”

Switching around

Gonzalo del FaThere’s still another tricky thing: Even those highly acculturated 1.5 and 2.0 Hispanics may use both English and Spanish depending on the context. Using himself as an example, the Argentina-born del Fa says, “Soccer is in Spanish for me. My mindset is in Spanish and I curse, scream and enjoy it from a Latino angle. When I watch American football — which doesn’t’ make any sense in Spanish — I enjoy it and feel it and curse in English.”

A study of Hispanic women done by GroupM bore this out. In the multiethnic and multigenerational households of today, the majority of them spoke Spanish 50 percent of the time and English the other 50 percent.

For many workers, knowing enough English to operate at their jobs counts as bilingual. But this doesn’t mean that English marketing messages will resonate.

A case in point was a social media campaign that GroupM did for a client during the Latin Grammy Awards. The agency decided to do the campaign in Spanish because it aired on a Spanish network. It found that, even though the original tweets were in Spanish, language use among consumers responding was highly mixed, with people getting the message in one language and responding or retweeting in the other. Says del Fa, “That is the dynamic of the Hispanic consumer.”

Padilla insists that choosing the right language for social media campaigns is not that hard. “If you want to be part of the conversation, you have to do your homework and understand those channels. Social monitoring is a widely available practice to get a pulse on the content being consumed, whether it’s Spanish, English or a mix. It’s not much different from any other social media strategy.”
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Skyword has expanded its offerings to include paid amplification of social media content. Andrew Wheeler, senior vice president of strategic services, calls the new offering “a natural extension that enables us to continue to help our clients expand their reach and build audiences.”

Skyword provides a cloud-based software platform that lets brands identify content creators and subject matter experts to produce brand content, and then manage the workflow through to distribution into social media. Last year, it introduced the ability for clients using the platform to organically distribute their content via Facebook, Twitter and LinkedIn.

Portada Skyword 1

The new paid amplification program is a managed services offering in which specialists employed by Skyword manage and optimize promotions across the three social networks. For example, by taking advantage of Facebook’s improved targeting capabilities, Wheeler says, brands that want to target Hispanic consumers “can cover U.S. Spanish-speaking consumers, Hispanics in the U.S. who speak English, bilingual Hispanics in the U.S. and more.”

What we typically manipulate most is headlines.
Andrew Wheeler, Skyword
Andrew Wheeler, Skyword

Paid amplification specialists who run initiatives for clients use analytics to see what is and what isn’t working. “Based off that data, they will make decision to adjust content via headlines or budget accordingly. You need an ample amount of data to make decisions, so could be tested daily weekly or whenever based on how much data we collect,” Wheeler says. Skyword specialists working with brands using Skyword’s paid amplification services have several ways to optimize social media promotions. They may shift the targeting if there is not the right level of engagement, or they may shift budget to better-performing channels.

“What we typically manipulate most is headlines,” Wheeler says, “trying to capture that particular audience’s attention.

The content marketing software field is fragmented and crowded, according to a new report from Altimeter Group. “Growing channel and media complexity, as well as increasing adoption of content marketing, has given rise to a large, complex, and highly disparate content marketing software landscape,” wrote Rebecca Lieb, Altimeter Group analyst and lead author of the report.

The report identified more than 110 vendors in the space, and asked each of them to identify the top three use cases they supported. Skyword reported its most important use case was content creation, followed by workflow and then optimization.

In addition to the fragmentation and overlap in content marketing software, the ongoing emphasis on content marketing and social media could be seen as blurring the lines between public relations and marketing.

Programmatic buying for Time print; Adidas explains how to really align IT and marketing; and SMBs turn to social media marketing while luxury brands are wary.

Time screen shotTime’s print goes programmatic

Time Inc. has jumped on the programmatic bandwagon, allowing advertisers to buy print audience segments in an automated marketplace. The offering comes with post-campaign measurement powered by AdMeasure, and Target, via media agency Haworth, is executing a multi-title print ad campaign.

According to Folio, when advertisers browse Time’s private ad exchange, they now see a “print” tab that leads to the selection of audience segments. Available segments include Women, Men, Lifestyle, Luxury, Business/Finance and Rapid Scale, with audience sizes ranging in size from 5 million to 89 million readers.

Andy Blau, senior vice president and group general manager of ad sales at Time Inc., told Folio that ad sales reps are trained to sell programmatic, too, and they don’t mind if a deal is closed in front of a monitor instead of face-to-face.

Adidas CIO aligns with digital marketing

At Adidas Group, an alliance between tech and marketing let the sports gear manufacturer create a social-media powerhouse for the 2014 World Cup. In an interview with IDG News service, Adidas CIO Jan Brecht outlined the social media strategy, which included a newsroom shared with Google. “We played on every relevant social media platform, certainly not just Facebook and Twitter, but anything we can do to connect, and we didn’t just send messages, but we listened,” he said.

According to Brecht, his IT team acknowledged that it didn’t have the creativity to drive marketing, so the decision was made to fully integrate IT and marketing as the “digital experience team.” IT is even involved in agency selection, as a way to make sure that creative can be successfully and quickly implemented.

photo: Caroline Gagne
photo: Caroline Gagne

Miami digital companies could teach tech about creating a hub

With Miami already a media center, The “Hispanic Hollywood” already knows how to create a healthy ecosystem, media and entertainment executives said at a Miami Finance Forum event. The Miami Herald reports that folks from Cisneros Group, Telemundo, SapientNitro and Imagina USA explained how their community had gathered a critical mass of large and small players to build a thriving local industry.

Now, the city wants to create another hub for technology startups. Maybe – but it will take time. According to the Herald, “Building a tech hub is a long-term play that could take 10 or 20 years, said Bradley Harrison, founder of New York venture capital firm Scout Ventures. He’s bullish though; Scout recently located its first office outside New York in Miami and has made two investments, including one to Rokk3r Labs, a Miami Beach-based co-building company, that was announced at the event.

Social SMBs

Hispanic entrepreneurs are turning to social media to promote their small businesses, according to ABC/Bakersfield. They may start out small, handling their social media presences on their own. But they could turn into a new business source for local and/or regional agencies after that first growth spurt. Meanwhile, Pew Research found that Instagram is more popular with Latino and African American consumers, while Pinterest is more used by whites. However, Facebook still rocks it – seven out of 10 internet users Facebook.

The Guardian: Luxury brands should rethink ROI calculations

There’s a clear trend away from print media for luxury brands, but many top-tier marketers don’t get how to measure ROI. At a panel discussion hosted by The Guardian, marketers were advised to look at return on interaction.

Chris Moody, creative director at brand consultant Wolff Olins, said, “You are building a relationship with people who may continue to use your product for the next 25 years. Those interactions that you have, particularly through social streams that you can get through digital, are super valuable. It would be a shame not to invest in that.”

Click through to the story for many interesting campaign examples, plus more insights.

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