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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.

  • Spotify is going gangbusters on podcasting. The streaming platform developed by Swedish company Spotify AB has announced plans to purchase the narrative podcasting company Gimlet Media for US $230 million as well as Anchor, a platform for creating and distributing podcasts. Spotify’s expansion is fueled by a purchasing budget up to US $500 million year, according to reporting by Yahoo Finance.

 

  • The South American dairy company Conaprole has announced it’s the first business in Uruguay to launch a marketing campaign on Snapchat. A campaign to promote Yoprole yogurt product Banatilla on Snapchat targeted youths between the ages of 13 and 20. Snapchat offers the dairy products company the opportunity to build brand recognition among younger consumers, according to Alejandra Miranda, director of the Snapchat initiative.

 

  • Advertising technology giant Taptica has announced its intention to create a new, more powerful and independent video advertising company with the acquisition of RhythmOne. The programmatic video capabilities of RhythmOne, plus its expertise in connected-TV devices will be combined with Taptica’s subsidiary company Tremor Video DSP which specializes in TV retargeting.

 

  • San Francisco-based mobile and marketing analytics leader AppsFlyer predicts that investment in mobile apps will grow 65% worldwide by 2020. Their growth forecast foresees a 34% annual increase in spending on mobile apps each year.

 

  • A survey of 501 marketing and branding decision-makers by Bynder reveals marketers struggle most with deciding which technologies to invest in. Marketers also reported relying more on social media while they said they struggle with the threat of algorithm changes to online brand engagement.

 

  • Who’s more likely to click on your paid internet ads? A lot depends on your ad viewers’ ages and the search engine they use, according to an analysis by Clutch. Baby boomers (38%) were found to be the most prone to click on branded paid search ads, while Google users (36%) were more likely to click on paid search ads related to their searches. Viewers of ads on YouTube and Amazon (33%) were more likely to click if the ad featured a familiar brand.

 

  • Marketers are in love with influencer marketing, according to survey results performed by SocialPubli.com and published in the 2019 Influencer Marketing Report. More than 90 percent of marketers surveyed said they were using influencers to promote their brands, and 60 percent said they expect to increase spending on influencers this year.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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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.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Publicis Groupe chief data officer Jason Kodish has announced he’s stepping down after 13 years. Kodish first joined Publicis-owned Digitas in 2006, where he most recently served as global chief data scientist before he was repositioned last year as chief data officer.

 

 

 

 

 

Dentsu Aegis Network announced the appointment of Annette Warring to the role of Executive Client President for the General Motors (GM) account. Warring has more than 25 years of industry experience and a proven-track record for successfully taking top global brands to the next level.

 

                                                                                                                                                                                                                                                                                                                                                                                                                                          

 

Mike Tasevski has been promoted to VP, Market Development at Mastercard.

 

 

 

 

 

Christine Removille has joined Dentsu Aegis Network’s Carat as global president.  She will be responsible for supporting clients looking to re-position and boost digital interaction with consumers.

 

 

 

 

Havas Creative North America has appointed Kiran Smith as chief executive for Boston-based creative agency Arnold. Smith comes from  Brookstone where she held the role of chief marketer and prior to that, was vice president of marketing at Stride Rite.

 

 

 

 

 

 Sam Luchini has been appointed by FCB Chicago senior vice president-executive creative director to work on the Michelob Ultra business. Luchini joins FCB from Goodby Silverstein & Partners, where he was a creative director.

 

 

 

 

 

Matt Armitage, CEO of media company St Ives, will retire by the end of the current financial year to be succeeded by chief digital officer J Schwan. Armitage first joined St Ives as chief financial officer back in 2007 and was promoted to CEO by 2014.

 

 

 

 

 

Spotify has appointed Dawn Ostroff as chief content officer. Ostroff joins from Condé Nast and will lead all aspects of Spotify’s content partnerships across music, audio, and video.

 

 

 

 

Chief Creative Officer Vann Graves will leave J. Walter Thompson Atlanta to become director of VCU Brandcenter. Previously, Graves founded agency FL&G and was a creative director at McCann WorldGroup.

 

 

 

 

 

R/GA Chicago hired creative directors Sue Kohm and Lizette Morazzani. Previously. Kohm was a creative director and copywriter at Grey/Toronto and Morazzani joins from McCann Puerto Rico.

 

 

 

CEO Victoria Fox departs from M&C Saatchi Group. Fox is leaving the business after five years to pursue new opportunities in the industry, according to a statement.

 

 

 

 

 

dataxu has appointed TV Veteran Gary Savoy as Vice President of Media. Savoy brings nearly 30 years of experience in television and interactive advertising sales, business and product development from companies including Comcast, NBCUniversal, and AT&T.

 

 

 

 

 

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.

US/US-HISPANIC MARKET

Spotify presented a new video strategy that involves canceling original video series on the service, as well as shows it hasn’t released.

According to research from eMarketer, programmatic advertising will make up 83% of US display dollars by 2019.

Periscope announced that it will give almost all earnings from “super hearts” left by fans on videos back to the content creators.

According to a study from PQ Media, global advertising & marketing revenues are expected to increase 3.9% to $1.225 trillion in 2017.

Facebook reported a 79 percent profit increase, in part thanks to its push into video advertising.

The Q3 2017 Video Benchmark report from cross-platform advertising solutions specialist Extreme Reach found that click-through rates are down in every single category.

YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

According to a new report by ad sales insights platform MediaRadar, P&G ran ads on 20% fewer sites –1,251 —  between January and August 2017, compared to 1,565 during the same period in 2016. The company also ran ads on just 59 percent of the same sites as they had the previous year.

LATAM MARKET

FD Comunicação, Brazil’s first and oldest PR agency that works only with video games, has launched a news portal where it will cover the Brazilian video games market.

NBCUniversal Telemundo Enterprises is expanding Fluency Studios with the launch of “Fluency Plus,” a new, bilingual digital production studio. 

Clarín and El Cronista found a study about YouTube consumption in Argentina, signaling that 70% of users go on YouTube every day, and that one in three Argentines that are online at any given moment are watching a YouTube video.

After launching a marketplace in Brazil, Amazon is not giving any indications about how and when it will expand into the Brazilian electronics segment.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

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  • Spotify

Spotify has awarded IPG Mediabrands’ UM its’ global media planning and buying business following a competitive review. Spotify is already working with UM, which beat out finalists including Dentsu’s Vizeum and Publicis Groupe’s Zenith Optimedia. Omnicom’s Hearts & Science did not pitch for the business. The review began in late 2016 and ended several weeks ago. Spotify spends US$40 million to US$50 million on measured media around the world each year. According to the latest numbers from Kantar Media, approximately US $16.6 million of that total was for U.S. campaigns last year. Spotify handles some media marketing duties internally.

 

 

 

  • Sanofi

Sanofi, a French pharmaceutical company, has awarded WPP creative duties and GroupM’s Mindshare its’ global media business, including ad planning and buying duties for more than 60 countries around the world. In the U.S., Havas Media will run media buying on the prescription side of the business and planning for consumer health care. Incumbent independent New York agency KWG will continue to serve as media buying agency of record for consumer products. Each agency plays a critical role in supporting all integrated marketing services, including digital, consumer advertising, healthcare communications and public relations. Sanofi, based in Gentilly, France, is the world’s fifth-largest pharmaceutical company in terms of total sales. Publicis, which won Sanofi’s business in a 2003 review, did not retain any of the client’s global media work.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Coors Light

Coors Light and New York City-based bachata artist Kewin Cosmos announced a partnership for a campaign highlighting the song “Puedo Ser,” from Kewin Cosmos’ recently released album “EPISODES.”The partnership will promote Kewin Cosmos throughout the month of August in Coors Light’s “My Climb. My Music.” program, which features artists around the country, their music, and their stories through documentary-style videos about how their climb has defined them as artists. The music and videos will be distributed through streaming services, top FM radio stations and social media.This provides a unique opportunity for Coors Light to connect with New York City’s passionate community of music fans.Music Audience Exchange (MAX) provides the underlying data and technology powering this partnership. The MAX Platform™ identified a significant correlation between Coors Light’s target audience in New York and fans of bachata music, then built a program that allows Coors Light to promote “Puedo Ser” to bachata fans on audio, video, social, and more. MAX handled all the media buying for this campaign, which is part of a larger campaign that is focusing on 10 key markets across the US, according to people familiar with the campaign. However, Publicis Media was awarded Molson Coors’ US media account last February. The US business is handled by a bespoke unit called ‘Connect’ which is powered by Zenith in the UK & Ireland and Publicis Media in the US.

  • American Century Investments

American Century Investments,  a privately controlled and independent investment management firm, has named Figliulo & Partners its U.S. agency of record, focusing on strategy, creative and media planning and buying, Adage reports. The shop expects to launch its first work for the 60-year-old finance company in the fourth quarter of this year.

 

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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What: FC Bayern Munich signed a deal with Apple Music as its official music streaming service.
Why it matters: The German football club hopes to bring their fans closer to the team and players through music and exclusive videos available on the platform.

Finally Apple has decided to add sports marketing as part of its general marketing strategies. A couple of days ago, German soccer club FC Bayern Munich signed an agreement with Apple Music as the team’s official music and video streaming service.

Apple Music will provide the team and fans with special playlists, and also with exclusive videos such as what happens in the locker rooms before and after a game, and interviews with some of the players.

According to the team, music inspires the players to train harder. Now fans will be able to train to the same beats as their favourite soccer stars. FC Bayern Munich’ first official playlist is already available on Apple Music.

But Apple isn’t the first music brand to sign a deal with a soccer team. Deezer and Spotify have already sponsorship deals with Borussia Mönchengladbach, and Manchester United, respectively.

It’s also been announced that Beats, by Dr. Dre, will continue to be the official sound partner of FC Bayern Munich providing the club with music equipment, such as headphones and speakers.

A summary of the most exciting recent news in online video in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Rubicon Project, which operates one of the largest advertising marketplaces in the world, and Screenvision Media, a national cinema advertising leader, made known that  they have formed a strategic alliance under which Screenvision Media will, for the first time ever, make select inventory available to automated buyers via Rubicon Project’s leading Guaranteed Orders platform.

Netflix and CBS Studios International announced a landmark international licensing agreement for the new “Star Trek” television series. Netflix will be the exclusive premiere home of “Star Trek” in 188 countries (excluding the US and Canada). Each episode of the new series will be available globally within 24 hours of its U.S. premiere.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

clickdealerClickDealer and MobAir announced the formation of Global Digital Marketing Group (GDM Group), a digital performance marketing company. Focused on online solutions that empower the world’s leading brands and agencies seeking to more effectively engage global audiences, GDM Group’s offerings include a mobile monetization and user acquisition platform, performance marketing, media buying and video advertising.

Spotify has officially enabled programmatic buying across their audio ads globally. Partnering with three of the largest and most established platforms in the programmatic space – AppNexus, Rubicon Project and The Trade Desk— Spotify will give buyers access to over 70 million music fans on Spotify Free. Spotify has also launched Private Marketplaces for their audio advertising platform on mobile, allowing programmatic access to :15 and :30 second audio spots.

Social-media marketing firm Sprinklr has raised $105 million, to bring its valuation to a total of $1.8 billion. The round was led by Singapore-based investment firm Temasek.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 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 kelley@portada-online.com.

LATAM MARKET

A recent report by AppsFlyer on Pokémon Go use in Latin America has been released by AppsFlyer. Among other things, the report found that in Latin America, the average spending on the app is US $4.61 per month, but that only 2.4% of users buy a product or service at all.

thqyouTV everywhere company The QYOU is partnering with Mexican-based triple-play TotalPlay to open its content subscribers in Mexico through an IPTV service.

Netflix has revealed that 17 out of 20 countries with the largest catalogue are from Latin America. Panama, Mexico, Nicaragua and Costa Rica are in the lead in Latin America, followed by El Salvador, Honduras, Guatemala, Paraguay and Argentina.

A new Reuters study revealed that users are more interested in short, emotional clips than news. Brazilian users came in third on the list of 26 countries when asked how many watched online news video over the past week.

A Brazilian judge blocked Facebook’s WhatsApp messaging service briefly on Tuesday for failing to co-operate in a criminal investigation. The Supreme Court quickly overturned the decision.

What types of content are associated with entertainment? What are the preferred platforms in Latin America? Where do they come in on the rankings? The responses to these questions and more, according to comScore’s 2016 classifications.

87% of Latin American users visited entertainment platforms in April 2016.

Source: comScore Media Metrix, Latin America, Total Audience, Home and Work, PC/Laptop only, Abril 2016Total Unique Visitors (000)
    Total Internet : Total Audience194.872
    Entertainment170.368
1    YOUTUBE.COM132.670
2    MSN Entertainment19.439
3    Globo Entretenimento18.540
4    UOL Entretenimento18.536
5    R7 Entretenimento18.105
6    Netflix Inc.17.605
7    Webedia Sites17.250
8    Spotify11.227
9    Terra Entertainment11.004
10    MUSICA.COM10.994

YouTube, the Google video platform, led the rankings, coming in far ahead of the others: during the informed month, 78% of the users in this category chose to consumer audiovisual content on this platform. This is no small detail, as online video is the principal activity that users engage in when looking for entertainment online.

The rest of the platforms that appear on the rankings come in far below YouTube (in terms of unique users per month).

The “entertainment” section for the MSN, Globo, UOL and R7 portals (together and individually) received 11% of users, while Terra attracted 6%.

Netflix, the paid movie and series platform, received 10% of users in the region in April 2016 that tend to seek entertainment online. This reveals a certain tendency for LatAm users to consume legal audiovisual content, which they are willing to pay for.

Webedia, (the global network of leisure services: movies, video games and e-sports, cooking, glamour and travel), received 10% of the users interested in entertainment topics.

13% of users chose musical consumer content as part of their online entertainment activities. This is observed through the presence of Spotify and Musica.com on the rankings, with 7% and 6% of the visitors, respectfully.

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.

U.S./US-HISPANIC MARKET

SUPER BOWL FEVER: We’d be silly not to start our re-cap of online video in the US-Hispanic super bowlmarket with anything other than Super Bowl 50 stats. We did a nice little review of pre and post-season stats here, but some of the highlights included the top-three performing spots according to organic views and social actions: Hyundai’s ‘First Date,’  with 79.5k social actions and 269mm organic views, Mountain Dew’s ‘Puppymonkeybaby’ with 244.6k social actions and a total of over 272mm impressions and Hyundai’s ‘Ryanville’ – starring Ryan Reynolds – earning over 2 million organic views and generating over 31.4k social actions (Hats off to you, Hyundai).

HISPANICS TUNED IN AS WELL: YuMe also conducted a pre-game survey focusing on US Hispanics’ plans for watching the game. Highlights included the fact that Hispanic viewers were excited about the game’s other major attraction: the ads. 79% of respondents cited advertisements as a major draw, with 34% planning to re-watch ads after the game on their smartphone.

SPOTIFY LAUNCHES VIDEO CONTENT: Spotify announced that it is releasing its first video content this week for its Android playback app, which will feature short video clips in a sample of markets such as the United States, the UK, Germany and Sweden. 

NBC UNIVERSAL’S NEW MIAMI HQ  TO CHURN OUT MULTIPLATFORM VIDEO: NBCUniversal Telemundo Enterprises recently announced that it is to build a new  450,000 square-foot global headquarters in Miami-Dade County, unifying Telemundo Network, Telemundo Studios, Telemundo International and cable network NBC UNIVERSO under one roof. The huge investment is part of NBC Universal’s strategy to churn out more compelling Spanish-language programming across different platforms, including digital, to the US Hispanic and LatAm markets.

Mediabong, a global network for video advertising, announced the launch of its new product, Syncroll, a video advertising platform that guarantees 100% attention and viewability standard. Volvo, Wal-Mart and Chrysler have already adopted the tool to design more effective video campaigns. The technology measures real-time viewer behavior, measuring their interest in the ad displayed (the interest trend coefficient) to adapt the way the ad is displayed based for each user.

WELCOME, GOORU: We were alerted to the February 9 launch of Gooru, a new white-label, B2B video platform designed to enrich the exchange and use of ideas among colleagues and constituents through customized, branded video (both live streaming and on-demand) sharing for select audiences. Clients include Yale University, Banco Santander and Diario las Américas. 

RICKY MARTIN AND UNIVERSAL TEAM UP: Univision Digital, the digital division of Univision Communications Inc. (UCI), announced its new official parenting channel, “Papás y Mamás,” a collaboration with Ricky Martin’s parenting website, Piccolo Universe. The content will be in both English and Spanish and include video content for both kids and adults.

LATAM MARKETS:

BRAZIL  TOPS LATAM VIDEO VIEWING: According to comScore, Brazil is home to the largest online video viewing population in Latin America, as  65.5 million unique online video viewers from December 2014 were in Brazil, which is the highest penetration rate in the region. Another fun stat: In September 2014, Brazil’s ad completion rate was almost 41% higher than the worldwide average, at 87.1%.

The Mobile Marketing Association (MMA) released a study stating that the majority of advertising budgets would be directed at mobile. This focus is impulsed largely by the rapid development of mobile video content, and suggests that agencies are paying more attention to developing video content that people will be more inclined to watch from a smartphone, as opposed to larger devices like laptops, PCs or television.

OTT TO SURGE IN LATAM:  Enterprise-class subscription billing platform Vindicia and vindiciavideo, analytics and advertising technology innovator Ooyala released data implying that OTT is set for big growth in Argentina, Brazil and Mexico, as many industry participants believe that these key markets will double in size by 2018 from $45m to $115m in Argentina, $180m to $460m in Brazil, and from $240m to $450 million in Mexico. Challenges to delivering OTT in the region will include poor broadband infrastructure, strong local TV providers, piracy and the complexity of processing payments.

NETFLIX OUTPERFORMS PIRATE VIDEO SITES IN LATAM OTTs: According to the new BB Business Bureau study, Netflix is the most popular OTT service in LatAm. While we will miss Cuevana 2, Cuevana Storm, Pop Corn Time and Series Yonkies (mostly because of their ridiculous names) when they’re gone, we think this is a good thing. Some factors that influence users’ choices are the site navigability, accuracy of subtitles and speeds at which content loads.

What: Spotify has revealed it has partenered with Katz Radio Group for sales representation.
Why it matters: Katz will exclusively represent Spotify’s geo-targeted audio inventory throughout the U.S., starting immediately.

descargaSpotify anounced it has partenered with Katz Radio Group for sales representation. Katz will exclusively represent Spotify’s geo-targeted audio inventory throughout the U.S., starting immediately.

The radio representation company’s digital division, Katz Digital, will oversee Spotify’s DMA-targeted audio solutions, allowing the streaming service to focus on broader brand offerings across the platform.

The addition of Katz’s digital audio network to the Spotify free monetization effort, will help drive incremental audio revenue and allow Spotify direct sales team to focus efforts on brand partnerships, network audio and the digital ad community.Katz Radio Group is the self-proclaimed largest aggregator of audio streams in the market, reaching a reported 130-million monthly unique listeners.

Spotify announced the creation of its geo-targeted ad platform, in partnership with Triton Digital, last December.So this partnership with Katz Digital, comes back by metrics as Spotify cites 44-million monthly unique users (in comScore metrics), and notes that its free ad-supported service tier continues to grow in the U.S.

Spotify had already been active in selling ads targeted using DMA and Metro Survey Areas, but it has seen increasing demand beyond what its in-house team prefers to handle.

By outsourcing its geotargeting to Katz, Spotify is looking to let a specialist take over, allowing the streaming service to focus on serving large holding companies and big brands.

“We are getting growing in-bound demand for geotargeted audio inventory from large, mid-sized and smaller agencies across the country,” said Les Hollander, ‎global head of audio monetization at Spotify.

By outsourcing its geotargeting to Katz, Spotify is looking to let a specialist take over, allowing the streaming service to focus on serving large holding companies and big brands. Still, geotargeted ads is a small part of Spotify’s business. Advertisers who buy geotargeted campaigns tend to use that data to drive higher CPMs, and are willing to pay higher CPMs based on that granular targeting,which drives up its value for Spotify.

The streaming company is also incorporating this geotargeting into its growing video advertising, launched last year.

Brian Benedik, Global Head of Ad Sales at Spotify, emphasized not only the direct monetization effort, but also an efficiency gain in resource management. “Katz is the most respected national representation firm in the media business with leadership, audio expertise and access second to none,” Benedik said. The addition of Katz’s digital audio network to the Spotify free monetization effort, will help drive incremental audio revenue and allow our Spotify direct sales team to focus efforts on brand partnerships, network audio and the digital ad community.”

Hollander described the partnership as the move of a growing company in an evolving sector of the ad world.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • Heineken USA

descargaThis year, Heineken USA’s “Beers of Mexico” seasonal Fiesta pack will include Dos Equis AZUL, a limited edition blend of signature golden wheat lager and blue agave. The variety pack will also contain Dos Equis Lager, Tecate and Sol.Beers of Mexico will be supported by seasonally relevant cross-merchandising offers (where legal) revolving around Cinco de Mayo and other occasions. Channel-specific initiatives include IRCs (instant redeemable coupons) and MIRs (mail in rebates). Custom POS and a 10-case cross-merchandising stacker will provide shoppers with convenient, one-stop shopping and give retailers handy, out-of-section merchandising solutions. Ryan Thompson, brand director for Dos Equis, Heineken USA, says Beers of Mexico satisfies consumers’ growing interest in Mexican brews. According to Nielsen, variety packs have more than doubled retailer profits over the last five years, with Beers of Mexico growing three times faster than the variety pack segment and faster than any other Top 10 Variety Pack on the market.The Beers of Mexico program runs February through July 2015.

  • Wells Fargo

N5L2uOTF_400x400According to a recent Wells Fargo & Company survey (PDF)*, 78 % of Americans want to learn more about money management with 53% of respondents specifically wanting to learn more about credit. To help fulfill this need, the company today announced the launch of Path to Good Credit, a series of interactive websites that offer consumers information about building and improving their credit. Path to Good Credit allows consumers to navigate through quizzes, videos, tips, and infographics that illustrate how good credit can help them succeed financially.The new Path to Good Credit websites are free and offer:Interactive videos, tips, infographics and quizzes, in English and Spanish, that allow consumers to test their knowledge and learn ways to build and rebuild their credit.User-friendly content available via mobile devices for on-the-go lifestyles.Key topics and tips on how to build and rebuild credit, like making minimum payments on time for every account and the importance of reviewing their credit report regularly to check for any incorrect information.Clarity on common misconceptions about rebuilding credit, including the need to keep using credit even if a person has had credit trouble in the past.The new sites join an existing Path to Good Credit site, launched in late 2014, that was designed to help millennials understand credit.

  • ADT-Doner

descarga (2)In June, chief marketing officer Jerri DeVard moved ADT’s creative business back to Doner after only eight months with Arnold. Now Doner’s first work for the security mammoth has been released, featuring actor Ving Rhames as the brand’s first spokesman. The new campaign, which has three spots so far, leans on Rhames’ tough-guy image seen in films like the Mission Impossible series and Pulp Fiction. One spot in particular shows Rhames guarding a home in all sorts of weather conditions. The ads’ messaging also focuses on the technological advances that the Boca Raton, Fla.-based brand has made. The 140-year-old security brand had a 16-year relationship with Doner as its lead creative shop before moving to Arnold.ADT’s annual media spending is estimated at US$75 million.Below, one of the spots:

https://www.youtube.com/watch?v=jVJI2cB43cY

  • Spotify

9jWq0noU_reasonably_smallSpotify has hired Dentsu Aegis digital shop 360i to handle its entire U.S. media account, including planning and buying.The music-streaming service is shifting the business from incumbent Starcom, owned by Publicis Groupe. However, Starcom will continue to support buying in France and the U.K. The move goes along with a digital-oriented strategy for the popular music site.Spotify spent under US$10 million on domestic measured media in 2013, according to Kantar Media.media clients include the entire media account for Pernod Ricard.

  •  Hard Rock

F3IbyfA-_reasonably_smallHard Rock International has selected New York-based agency The Fearless Group as its media-buying agency of record for 2015.The Fearless Group will provide strategic analysis and implement advertising buys in the digital and mobile media space for the brand, including both its cafe and hotel businesses.Hard Rock spent about us$19 million on ads in 2013 and approximately US$13.3 million in the first nine months of 2014, according to Kantar. Hard Rock International operates 198 venues in 63 countries, including 152 cafes, 21 hotels and 10 casinos.The addition of The Fearless Group rounds out an agency team that includes The Zimmerman Agency, which handles global public relations efforts for the Hard Rock Hotel and Casinos and Coyne PR, which handles global public relations efforts for the brand and Hard Rock Cafes.

  •  Chrysler

u9dltiHF_400x400Automotive giant Chrysler has begun a digital agency review.In May 2010,the company named Sapient Corp.’s SapientNitro its digital agency of record, overseeing interactive duties for Chrysler, Dodge, Ram Truck and Jeep. The scope at the time included services such as interactive experiences, online advertising and site design and development, in addition to support for international websites, Chrysler corporate content and dealer initiatives.Sapient was acquired by agency holding company Publicis Groupe earlier this month, creating a Publicis.Sapient network overseeing other Publicis digital agencies. The network will defend the business.London-based Fiat Chrysler Automobiles, or FCA, owns Ram Truck, Dodge, Chrysler, Jeep and Fiat brands. It took shape in January 2014 after Fiat S.p.A., the automaker based in Turin, Italy, acquired 100% ownership of Michigan-based Chrysler Group. In regulatory filings, it said it spent US$2.79 billion, or 3.86% of worldwide net revenue, on global advertising in 2013.In the U.S., the Chrysler includes Chrysler, Dodge, Jeep and Ram. The company spent US$1.97 billion on total U.S. advertising in 2013, according to the Ad Age DataCenter’s last full year of available spending data. The company has also appointed independent shop Ignite to support social.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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What: Music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014.
Why it matters:The deal gives Deezer the opportunity to spur its U.S. music business, specially among U.S. Latinos as well as expand its Latin American business.

descargaFrance-based music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014 for US$1.2 billion, and it will now partner with AT&T to sell Deezer music services to Cricket subscribers. The Terms of the deal have not yet been disclosed.

Following this deal, Deezer will be migrating Muve user data, specifically playlists and songs. The assets that Deezer is acquiring do not automatically include the Muve customer base, which is estimated to be over 2 million users, all of whom paid for their service as part of their Cricket tariffs.

Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now.

Broadening customers’ demographic

Cricket has a strong Latino user base, and the music service was customized to them, both in terms of the app itself (which had a Spanish language option) and the content. This is an area where Deezer is well positioned to deliver better results than Muve did.

“Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now,” said Tyler Goldman, Deezer’s North America CEO. Deezer is in almost 180 markets and offers users 35 million songs and 30,000 radio stations. Goldman told Gigaom that the industry has been ignoring the typical Cricket customer, who tends to be lower-income and is more likely to be Hispanic. He argued that catering to this audience is consistent with Deezer’s approach to online music, which is about segmenting the market.

Deezer has made an agreement with AT&T to offer Cricket LTE customers 45 free days of Deezer before giving them the option to switch to Deezer subscriptions, which will cost US $6/month. All Muve users are authorized for 2 months and customers who also migrate to the new Cricket GSM-based network can receive an additional trial period of up to two months. After the free trial those customers will also be automatically billed just US $6/month unless cancelled.

Muve was provided at a US $45/month all-in package that also included talk minutes, text and web access. Now its customers will pay a separate monthly rate of around US $35 for their phone services, music, if they choose it, for US $6/month on top of that.

In addition to pricing, Deezer is a streaming service that works across a range of devices including Bose and Sonos audio equipment to give customers unlimited options on how to play music. A further advantage is that Muve was Android-only, but now options Cricket users of iPhone and Windows Phone devices will have access to the music services.

This is Deezer’s second acquisition in the U.S. and its first deal with a carrier in the country. In October 2014, the company bought podcasting and talk radio network Stitcher.

“Customers are demanding more compelling services from both their music and wireless providers. This agreement illustrates our ongoing commitment to deliver the best value in prepaid wireless and satisfy our customers’ growing need for an unparalleled premium music experience,” said Jennifer Van Busk irk, president of Cricket Wireless, in a statement.

The deal gives Deezer, which has 16 million users total, 6 million of which pay, the opportunity to spur its U.S. music business, of which it has been part since September 2014.

What: Music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014.
Why it matters:The deal gives Deezer the opportunity to spur its U.S. music business, specially among Latinos, a demographic where Deezer may be better positioned to deliver results than Muve did.

descargaFrance-based music streaming service Deezer, which competes with Spotify, has acquired the assets of Muve music from Cricket, the wireless carrier acquired by AT&T in 2014 for US$1.2 billion, and it will now partner with AT&T to sell Deezer music services to Cricket subscribers. The Terms of the deal have not yet been disclosed.

Following this deal, Deezer will be migrating Muve user data, specifically playlists and songs. The assets that Deezer is acquiring do not automatically include the Muve customer base, which is estimated to be over 2 million users, all of whom paid for their service as part of their Cricket tariffs.

Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now.

Broadening customers’ demographic

Cricket has a strong Latino user base, and the music service was customized to them, both in terms of the app itself (which had a Spanish language option) and the content. This is an area where Deezer is well positioned to deliver better results than Muve did.

“Muve has a large Latino customer base, and Deezer is large in Central and South America, and we will leverage some of that catalogue in the U.S. now,” said Tyler Goldman, Deezer’s North America CEO. Deezer is in almost 180 markets and offers users 35 million songs and 30,000 radio stations. Goldman told Gigaom that the industry has been ignoring the typical Cricket customer, who tends to be lower-income and is more likely to be Hispanic. He argued that catering to this audience is consistent with Deezer’s approach to online music, which is about segmenting the market.

Deezer has made an agreement with AT&T to offer Cricket LTE customers 45 free days of Deezer before giving them the option to switch to Deezer subscriptions, which will cost US $6/month. All Muve users are authorized for 2 months and customers who also migrate to the new Cricket GSM-based network can receive an additional trial period of up to two months. After the free trial those customers will also be automatically billed just US $6/month unless cancelled.

Muve was provided at a US $45/month all-in package that also included talk minutes, text and web access. Now its customers will pay a separate monthly rate of around US $35 for their phone services, music, if they choose it, for US $6/month on top of that.

In addition to pricing, Deezer is a streaming service that works across a range of devices including Bose and Sonos audio equipment to give customers unlimited options on how to play music. A further advantage is that Muve was Android-only, but now options Cricket users of iPhone and Windows Phone devices will have access to the music services.

This is Deezer’s second acquisition in the U.S. and its first deal with a carrier in the country. In October 2014, the company bought podcasting and talk radio network Stitcher.

“Customers are demanding more compelling services from both their music and wireless providers. This agreement illustrates our ongoing commitment to deliver the best value in prepaid wireless and satisfy our customers’ growing need for an unparalleled premium music experience,” said Jennifer Van Busk irk, president of Cricket Wireless, in a statement.

The deal gives Deezer, which has 16 million users total, 6 million of which pay, the opportunity to spur its U.S. music business, of which it has been part since September 2014.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Panasonic System Communications- Latin3 ::: G6 Hospitality-Motel 6 -Studio 6- Latin America ::: Spotify-Omnicom ::: OLX-Buenos Aires  ::: FIAP-Mexico ::: Andy Awards – Wieden + Kennedy :::

Panasonic System Communications

eiERukd-_reasonably_smallLatin3 has become the Latin American agency of record for Panasonic System Communications Company of North America.The agency will handle Panasonic’s digital marketing, media planning and media buying for its Toughbook ® rugged mobile computers and Toughpad ® rugged tablets for the Latin American region.Read more.

  • G6 Hospitality

G6 Hodescarga (4)spitality, known in the US and Canada for its iconic brands, Motel 6 and Studio 6, has announced the expansion of its portfolio to include these two brands in Latin America. As part of the strategy  of the company to introduce these brands in the Latin American market, G6 Hospitality has announced an agreement with LatinaPromohoteles, a Promodesa organization’s division , headquartered in Mexico. Latina Promohoteles America is planning to open 55 properties of Hotel 6 / Studio 6 towards the end of 2020, which will be located in several cities in Mexico and will be built using “Phoenix” design elements , which are offered in the Motel 6 and Studio 6 properties in US and Canada.

  • Spotify

descarga (5)Omnicom Group media division in Mexico has announced a partnership with free online music platform Spotify. Spotify will bring Omnicom’s customers a new way to reach consumers (article in Spanish).

 

  • OLX

descarga (6)OLX, the global platform that offers online classified service, support and development , has opened new offices in Buenos Aires, from where it offers support, service and development globally. The building is located in the porteño neighborhood of Belgrano, where more than 250 professionals provide comprehensive global services to the entire company. Agustin Garicoche is OLX’s Country Manager in Argentina.

  • Andy Awards

descarga (8)Andy Awards organizers have launched a 365 campaign for social media developed by Wieden + Kennedy. In this campaign, three people with the most difficult professions in the world explain why they do not have what it takes to endure the demands that advertising creative faces. The campaign consists of three spots with the same message: “Donde solo los más valientes son recompensados” (“Where only the bravest are rewarded”) .These three pieces are called: Especialista en desactivación de municiones explosivas (EOD Specialist), Cirujano (Surgeon) y and Bombero (Firefighter.)

What: Spotify and Uber have inked a first-of-its kind agreement that will allow users to chose the music they hear during their ride.
Why it matters: Through the agreement, Spotify’s music streaming service will be integrated into Uber cars.The launch will  include a global celebration across 10 cities and 4 continents featuring artist ride-alongs and exclusive live sessions.

descargaSpotify and Uber are teaming up to create a personilazed soundtrack that to allow passengers to choose the music for their ride. Through the agreement, Spotify’s music streaming service will be integrated into Uber cars.

The service will be launched in compatible cars starting from November 21, in 10 cities initially – London, San Francisco, Los Angeles, New York, Mexico City, Nashville, Singapore, Stockholm, Toronto and Sydney- and land in other international markets in the weeks that follow.

To kick off the new partnership, both companies are also giving fans a chance to connect with some of their favourite artists in the 10 global launch cities.The artist include: Andrew W.K., The Sam Willows, Ximena Sariñana, Ansiktet, Professor Green, Diplo, Matt and Kim, Ricki Lee, Kevin Drew and Jake Owen.

The new Uber and Spotify integration will be available to all Uber and Spotify Premium users on iOS (and Android with a limited feature set.)

“For Uber we’re trying to always create a highly-evolved experience, the opposite of course which is the taxi world that came before us,” said Uber CEO Travis Kalanick on a global press call.

An partnership with Uber is significant for Spotify, at a time when the streaming service’s main competitors Pandora and iHeartMedia are doubling  in-car dashboard app deals with major auto manufacturers.

“The world is moving to having cars on demand, and Spotify is all about having music on demand.Having Spotify available in your Uber car, we think, takes Spotify to the next level. Imagine you’re going to a party on a Friday night, you can choose which music is playing to get you in the mood,” says Spotify’s Daniel Ek.

So, how does it work?

Users must connect their Spotify account via the Uber app, request a ride, and when they get matched up with a Spotify-enabled Uber, they have to simply select music from any one of Uber’s featured playlists or one of their own Spotify playlists within the Uber app.

Users can also jump to the Spotify app and select music from within the Spotify catalogue.When their ride arrives, the user’s tunes will be playing on the speakers.

One can also change what’s playing during the journey right through the Spotify and Uber mobile apps.

The tie-up is no surprise since Spotify has been increasingly adding support for cars for a while already. The agreement brings added value for Spotify subscribers and it also means that Uber subscribers have more control over their in-car experience.

Meanwhile, the official promo parody below:

What: Spotify and Uber have inked a first-of-its kind agreement that will allow users to chose the music they hear during their ride.
Why it matters: Through the agreement, Spotify’s music streaming service will be integrated into Uber cars.The launch will  include a global celebration across 10 cities and 4 continents featuring artist ride-alongs and exclusive live sessions.

descargaSpotify and Uber are teaming up to create a personilazed soundtrack that to allow passengers to choose the music for their ride. Through the agreement, Spotify’s music streaming service will be integrated into Uber cars.

The service will be launched in compatible cars starting from November 21, in 10 cities initially – London, San Francisco, Los Angeles, New York, Mexico City, Nashville, Singapore, Stockholm, Toronto and Sydney- and land in other international markets in the weeks that follow.

To kick off the new partnership, both companies are also giving fans a chance to connect with some of their favourite artists in the 10 global launch cities.The artist include: Andrew W.K., The Sam Willows, Ximena Sariñana, Ansiktet, Professor Green, Diplo, Matt and Kim, Ricki Lee, Kevin Drew and Jake Owen.

The new Uber and Spotify integration will be available to all Uber and Spotify Premium users on iOS (and Android with a limited feature set.)

“For Uber we’re trying to always create a highly-evolved experience, the opposite of course which is the taxi world that came before us,” said Uber CEO Travis Kalanick on a global press call.

An partnership with Uber is significant for Spotify, at a time when the streaming service’s main competitors Pandora and iHeartMedia are doubling  in-car dashboard app deals with major auto manufacturers.

“The world is moving to having cars on demand, and Spotify is all about having music on demand.Having Spotify available in your Uber car, we think, takes Spotify to the next level. Imagine you’re going to a party on a Friday night, you can choose which music is playing to get you in the mood,” says Spotify’s Daniel Ek.

So, how does it work?

Users must connect their Spotify account via the Uber app, request a ride, and when they get matched up with a Spotify-enabled Uber, they have to simply select music from any one of Uber’s featured playlists or one of their own Spotify playlists within the Uber app.

Users can also jump to the Spotify app and select music from within the Spotify catalogue.When their ride arrives, the user’s tunes will be playing on the speakers.

One can also change what’s playing during the journey right through the Spotify and Uber mobile apps.

The tie-up is no surprise since Spotify has been increasingly adding support for cars for a while already. The agreement brings added value for Spotify subscribers and it also means that Uber subscribers have more control over their in-car experience.

Meanwhile, the official promo parody below:

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Tecate –  Saatchi & Saatchi New York ::: BlackBerry – Gyro Global ::: Claro – Social Snack Argentina ::: Ford – Blue Hive Argentina ::: Personal y Spotify – Argentina ::: 361 – Avantrip Argentina :::

  • Tecate – Global

Tecate Light -O-Five months after losing the Miller Lite account, Saatchi & Saatchi New York won another beer brand. The Publicis Groupe firm has become Tecate’s, a brand owned by Heineken USA,  agency of record .The agreement includes Tecate and Tecate Light imort from Mexico, plus all potential brand extensions.

The assignment came after a formal review that lasted three months. The agency in charge of Tecate was Inspire, from Dallas, who had won the account in March 2013. Inspire handled all Olabuenaga Chemistri efforts in USA , which controlled the account in Mexico. But Heineken chose Saatchi & Saatchi to “accelerate brand growth and solidify its place as the fastest growing premium light beer in United States southern markets”.

  • BlackBerry – Global

blackberry-BlackBerry has hired top B2B agency Gyro, to lead its change strategy. BlackBerry chose that firm after a pitch to promote the Passport model, the first device produced under CEO John Chen management. The agency will also be responsible for communicating the new company focus on software and business services.

BlackBerry previously worked with BBDO New York and London. Gyro , which has developed  campaigns for HP and SAP, will extend its work to BlackBerry across six offices that operates worlwide.

  • Claro – Argentina

claro-Claro Argentina has chosen Social Snack, a member of the IMS Group, as its digital agency responsible for the strategy, creativity and digital production. Havas remains its offline media agency, while SohoSQ is the creative agency.The telcos strategy, which has over 20 million clients in Argentina, is to work with specialized agencies in each category.

  • Ford – Argentina

Blue_Hive-Blue Hive, a WPP Group unit created to handle Ford Corp. communications in the world, has officially started operations in Argentina, under the leadership of Eduardo Parapugna  as general manager and Sebastián Castañeda as chief creative officer.

A Detroit-based agency with offices in Europe and Asia, it has reached Latin America months ago with an office in Sao Paulo. Now in Argentina, the company will bring together professionals from various companies within the British group in a new operation of around 70 people that combines all communication disciplines apply by Ford in this market.

  • Personal – Argentina

personal spotify-Personal and Arnet clients from now on will have, among other benefits, the ability to access Spotify Premium service through their mobile account or broadband services, due to an agreement between the three companies.

The exclusive partnership will operate only in Argentina, where clients and users will have promotional rates in pesos, special bonuses and preferential benefits, including the ability to access the Spotify Premium account through their Personal mobile service bill and Arnet broadband, even if they do not have an international credit card. The co-marketing agreement will be effective from October.

  • 361 – Argentina

avantrip-Travel agency Avantrip joins the clients’ portfolio of 361 Argentina, led by Pablo Abadie and Coco Mujica. Avantrip is Argentina’s first online travel agency and characterizes for accompany clients throughout their journey, through a reliable technological platform that Argentina 361 will work on to improve its development.

Agencies are paying attention to internet radio services, thanks to the move to mobile and the demand for consumer choice. Research firm eMarketer estimates there will be 159.8 million digital radio listeners in 2014, and that figure will grow to 183.4 million in 2018. That doesn’t mean, however, that they’ll grab ad dollars away from terrestrial radio. Rather, digital listening in all its permutations will become part of the multi-channel and multi-media marketing mix. How to do a multiplatform (Hispanic Audio Buy).

Digital RadioInternet radio, aka streaming audio aka digital radio, comprises digital-native services, as opposed to the digital offerings of terrestrial radio stations. As such, they’re true hybrids, marrying audio with the tools for delivering, tracking and analyzing consumption.

Putting together an audio campaign is a collaboration between digital and audio planning teams.

Most have similar ad models: audio pre-rolls, display ads on the interface, branded custom stations and playlists. And they’re eager to work with agencies to develop custom programs, according to Mina Kamarasheva, associate managing director, audio and promotions, for Horizon Media.

“They understand this is the future and are now beginning to offer custom promotion opportunities. For Pandora, that’s limited to national campaigns versus local. But this is an area they see tremendous growth to come,” Kamarasheva says.

Stacking up the stations

radioNielsen’s purchase of Arbitron last year is expected to lead to industry-standard audience measurement of audio content, letting internet radio stack up, apples-to-apples, against terrestrial radio. Until that day comes, media buyers must rely on the services’ own audience reports delivered via press release or SEC filing. Pandora is the top service, in terms of audience and brand — and the only one that responded to requests for comment.

  • Pandora: 73.4 million active users
  • iHeartRadio: 40+ million registered users
  • TuneIn Radio: 40+ million active users
  • Spotify: 6+ million paying users; 24 million active users

Getting the Hispanic ear

Reaching Hispanic consumers means being as device-agnostic as possible, and this is an area where Kamarasheva gives Pandora high marks. “Pandora has invested in proprietary cross-platform targeting using psychographics and behavioral attributes, in addition to registration data. That means we are following our target demographic online regardless of what they are listening to,” she says.

Pandora likes to start an advertiser relationship by identifying the target audience. “From there, we can provide counsel on both their media buy and the creative solutions that will reach their target audiences,” says Mike Reid, executive director of multicultural sales at Pandora.

In fact, according to Reid, Pandora now offers more than 100 targeting points. “In the case of Hispanic targeting, we have been able to build even more robust models, based on registration information and public sources, which also help us tie music preferences to our Hispanic audience.” This also lets the service reach Hispanics regardless of their musical taste. Pandora estimates that one out of four Hispanics in the United States listens to it.

“Looking back on my previous experience in the Hispanic media business, advertisers traditionally had to go to Spanish radio to reach Hispanics or try radio stations with a Hispanic leaning. With Pandora, advertisers can reach Hispanics more directly through our targeting capabilities,” Reid says.

One campaign for T-Mobile used Pandora Premieres, which provides an exclusive pre-release of a new album every week. In June 2013, the sixth Premieres featured “Vives En Mi,” by La Maquinaria Nortena, an emerging banda/chichuaha group from Mexico. Mexican electronics manufacturer Famsa recently joined the roster of national and local brands working with Pandora to target Hispanics.

Horizon’s Kamarasheva says the ability to create custom stations or sponsor categories or genres is important. “It presents a unique opportunity to customize an audio campaign. You can’t do that with terrestrial radio.”

Complex buy

Buying streaming audio is a bit more complex than buying digital or radio, simply because it’s a bit of both, and also because of the ability to add display or branding to the interfaces. Horizon has merged the buying of every kind of audio ad, including terrestrial and internet radio. Says Kamarasheva, “We believe the way consumers consume audio these days is across multiple platforms. Therefore, putting together our campaigns is collaboration between digital and audio planning teams.”

“We purchase these platforms similar to the way we evaluate other digital properties, but there are some differences,” says Jamie Snider, associate director of digital media at Lowe Campbell Ewald. “Of course, we want to make certain that they deliver the audiences most important to us, both in total and within key geographic markets, and we must make certain that consumers are engaging with the brand.”

Lowe Campbell Ewald has run a number of successful Hispanic campaigns on internet radio, including work for Kaiser Permanente. The agency likes to incorporate video as well as audio advertising, either as pre-rolls or combined with custom stations. Video ads usually run automatically when a listener changes stations — and all creative is optimized for both Android and iOS devices.

Agencies can take advantage of robust tracking and analytics provided by each station. Again, they need to take a hybrid approach, says Snider, looking not only at clicks but also the number of station downloads and the number of minutes listened.

Future of radio

Alain Levine - CC
Alain Levine – CC

Late last year, Clear Channel bought iHeartRadio, which lets people listen to live radio or custom stations, or create their own, offers pre-roll ads, as well as the ability to create branded custom stations. Horizon recently inked a partnership deal with Clear Channel that includes some customized shows at iHeartRadio Theaters in New York and Los Angeles. The national media owner and the agency also plan to fuse their research: The two companies believe that Horizon’s proprietary audience research and analytics tools combined with Clear Channel Media’s music and consumer research can help them develop new models for media.

This kind of consolidation could be in the future for most or all internet radio stations. Having an owner with deep pockets, wide audiences and integrated advertising capabilities could let streaming music services thrive, while traditional media companies expanded their reach even more. There’d be a bit of irony to the digital natives being gobbled up by old-timers but also a lot of sense — and possibly a lot of cents.

What? The streaming music provider Rdio launched its services in 20 new countries, reaching 51 new different international markets.
Why it matters? 57% of new users come from outside US.

Licensed: Creative Commons
Licensed: Creative Commons

Streaming music provider Rdio has launched its services in 20 new countries, reaching 51 new different international markets. The new countries in that group of 20 include much of Latin America, as well as parts of Europe and Africa.

Among the list of new countries are : Argentina, Bolivia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Hungary, Israel, Liechtenstein, Luxembourg, Monaco, Nicaragua, Panama, Paraguay, Peru, South Africa, Uruguay, and Venezuela.

New users in those markets that sign up as new members will get free access to Rdio on the web for six months, and two weeks free trial on mobile. The service also provides instant access to Rdio’s library, which features new releases every week. Rdio also launched improved Rdio radio stations, which can be created from an artist, genre track or based on your collection.

Rdio’s active users growth by 30% from countries outside the US at the start of 2013, to 57 percent by the end of the year.

With this new launch, Rdio will outnumber its rival Spotify, which used to rival Rdio by one after launching in four new countries back in September, for a total reach of 32 global spots. International growth appears to be a key element to Rdio’s future success.
Source: Techcrunch

Spotify 265x188On-demand music subscription service Spotify officially launched operations in Mexico on Tuesday with advertising support from Coca-Cola, which locked an exclusive 15-day deal to run its soft drink spots on the service.

Spotify also arrives with the clear goal of gaining ground against music piracy in the Mexican market, where 6,000 songs are downloaded illegally every year, according to figures from the Mexican Association of Phonogram Producers (Amprofon).

The Swedish service hopes to accomplish this with a catalog of 22 million songs that grows by 22,000 daily, allowing it to compete head to head with iTunes, which has been in Mexico since August 2009 and offers the largest catalog of music for sale.

“We have an offer and a product that people love, and we believe that our main competitor is piracy,” said Bahigh Acuña Shaadi, head of New Markets at Spotify and Director of its Mexico office, which is the first Latin American country the company will have operations in.

Spotify offers Mexican consumers an on-demand music service that can be played online from any device with an Internet connection and comes with three service options:

Free: Unlimited access to music through a computer, with the service monetized through advertising
Unlimited: Ad-free content at a monthly subscription of 49 pesos
Premium: Unlimited access to Spotify’s catalog from any desktop computer or mobile device for 99 pesos a month. It also allows downloading playlists to a mobile device without an internet connection.

Spotify also offers a social media experience that allows users to follow artists, celebrities and friends, and share their favorite songs or playlists.

You can follow and see what music the President of the United States listens to.

Mexican market facts:
• Only 36% of Mexicans use the Internet.
• There are 26 companies in the digital music business.
• In 2012, the sector generated revenues of 1,058 million pesos—an increase of 35% over 2011, according to Amprofon.
• Mexico’s low fixed broadband penetration — only 11.37% of households have broadband access and mobile broadband access is 9.62% per inhabitant — represents a challenge for digital content platforms.

About Spotify
• Arrived in Mexico as the 27th company in the digital music business.
• Mexico is its gateway to Latin America.
• It is the second most important company in Europe.
• Has a presence in 27 countries.
• 20% of users subscribe to its Premium service.
• Has 24 million active users worldwide, of which six million are paid subscribers.
• In 2013, it will pay record companies more than $500 million in royalties for playing their artists’ songs.
• Employs over 700 people worldwide and is valued at $4 billion dollars.

Spotify will become a household word, just like Google or Facebook, and I believe Spotify will become the benchmark for music.

The Coca-Cola ‘spark’

Just after its arrival in Mexico, Spotify inked an exclusive advertising deal with Coca-Cola to run the soft drink maker’s ads — as the sole advertiser on the service — through May 1st.

More options for digital advertising could open up after that date.

Spotify’s man in Mexico

Bahigh Acuña Shaadi, head of New Markets, has helmed the Mexico project since January. Prior to that, he oversaw teams at companies such as Monster (job portal), Pepsico and Publicis. He is confident that the team he will be working with in Mexico will be mainly composed of sales executives and social media campaign coordinators.

Our focus is to grow big in the region. We hope to be in the Top 10 list of countries with the most active users within a year, and after that have a great run and make the top five.
Translated by Candice Carmel.