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What: According to Zenith’s Online Video Forecast, viewers will spend an average of 47.4 minutes a day watching videos online this year, up from 39.6 minutes in 2016. This is partly driven by a 35% increase in viewing on mobile devices, for a total of 28.8 minutes a day. We spoke to industry experts from The Story Room, Walton Isaacson, Havas Media, and the community about how they are tackling video.
Why It Matters: Zenith predicts that by 2019, 72% of all online viewing will occur on mobile devices. In contrast, viewing on desktop PCs, laptops, and smart TVs will only increase by 2% to 18.6 minutes a day, and then shrink by 1% in 2018 and 2% in 2019. 

What does this mean for how brand marketers and media buyers will be distributing their ad spend? And how is the United States leading the global marketing industry in shifting budgets from fixed devices and television to mobile?

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The United States Accounts for 44% of Global Mobile Expenditure

U.S. ad spend has reacted more strongly to this trend than other global markets: The U.S. accounts for 44% of all global mobile expenditure this year, while its share of overall global ad market is just 35%.

To those in the industry, this isn’t such a surprise. Jacqueline Hernandez, Digital and Social Media Strategist at the community, said, “The U.S. has had a tendency to be a trendsetter in social and digital behaviors and, as a result, has also led the charge in how we approach those behaviors as marketers.”

Hernandez attributed this greatly to the large numbers of younger users pushing US mobile adoption: “While all age groups are watching more online video, the younger the demographic, the greater the propensity for online video consumption.” She added that “generation Z, which will be a key adult target in 5-10 years, already shows a significant preference for watching longer format video (even feature length films) on handheld devices.”

The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.

Diego Prusky, Co-Founder and Chief Strategist of digital marketing agency The Story Room agreed, noting that the United States is driving US mobile video growth because US consumers were early smartphone and video adopters, and also because “smartphone penetration in the US is now over 80% and the millennial plus generation Z digital natives account for over 40% of the population.”

Albert Thompson, Digital Strategist at Walton Isaacson, also reminded us that American content is not heavily censored: “You must remember, content is less censored here than in other countries so consumption is endless with very little constraints and often, as a result, there is an over-abundance of it.” 

Fixed Devices Vs. Mobile: Which Is More Effective?

While trends indicate that mobile video is the future, the study argued that fixed devices are still “more effective at conveying brand messages, and so command a price premium from advertisers” due to fact that fixed devices are displayed on larger screens, in less distracting environments, than those viewed on mobile devices. Not everyone agrees here.

Jessica Richards, EVP, Managing Director of Socialyse at Havas Media argued that mobile has its own advantages: “The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.”

The sheer number of variables involved in measuring the effectiveness of a mobile ad means that standardization will be important, Richards argued, in order to determine “the value of a view with so many disparate factors to manage for: decrease in attention, distinct mechanisms for content delivery (i.e. a Snap, Messenger, Roku), and differing measurement solutions across platforms.” She pointed to the challenges associated with getting a “true read on performance” as a major roadblock, and admitted that in the end, “it is difficult to state that one channel/size truly delivers the best performance across all audiences, especially younger demographics.”

Prusky of The Story Room also noted the ways that younger generations’ habits and preferences are forcing marketers to adjust their strategies. “Younger generations will much rather interact with a digital video or an influencer video than watch a 30-second commercial,” Prusky explained.

Prusky highlighted the importance of user experience, and delivering the right content to customers on the devices they are using: “When our foodie / Food Network consumer is on the subway checking Instagram, we need to have a quick Food Hack video or a review, and when they are leaning back on their sofa checking Facebook we need to have a hands and pans video or an influencer video that will entertain them and drive them to try our recipes.”

Richards of Havas Media agreed that the device is secondary to adjusting content to consumer needs. “Most smart advertisers have started to evolve their marketing approach to more naturally align to how the consumer behaves.” Brand marketers must think like their customers and anticipate not only what their needs are and when those needs are most urgent, but also the devices that consumers will use to resolve them.

“This means brands/agencies are beginning to take a stance that video content should be delivered agnostic of device/channel,” Richards elaborated, “using data to segment appropriate audiences, which leads to an increase video distribution in digital environments, primarily mobile.”

Regardless of whether mobile is less effective than fixed video, it is important to recognize that consumers interact with mobile differently than they do with a fixed device. “Remember, video displayed on mobile devices are often consumed while in transit, minor stopping points again while in transit, or while multi-tasking,” Thompson of Walton Isaacson explained. “Video content via mobile devices has to take into account the ‘mobility’ of the consumer.”

Global Budgets Set to Shift Toward Video

If Zenith’s predictions are any indication, the industry is starting to embrace the power of video. According to the study, fixed video ad spend is estimated to reach $15.2 billion this year, while mobile ad spend is still only at $12 billion. But next year, mobile video ad spend will surpass fixed video ad spend at $18 billion compared to $15 billion. 

There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.

Andy Amendola, Senior Director of Digital Strategy and Media at the community, argued that “mobile is the first screen now” because “the mobile device is the distraction so if can reach your target there you win.” Aside from the fact that many of us spend the majority of our days looking at our phones is the fact that the phone adds an added element of personalization because you speak directly to an individual through the screen.

Amendola added: “There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.”

Limited by Time, Lack of Creative Development, but Rich Source of Marketing Data

Despite its popularity among consumers, mobile video is still an imperfect tool for marketers in many ways. Richards of Havas Media noted that “limitations on creative/content development (time to create, number of pieces available, etc.) lead to a lot of brands and advertisers still using a limited or single piece of content or creative across multiple platforms, without variation in message, testing of content (length, animation, imagery), or pure understanding of consumer interest on platform.” This leads to the “oxymoron” that native ads really aren’t so native at all. “Additionally,” Richards continued, “while measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.”

While measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.

But others embrace the alternatives that video presents. Prusky from The Story Room said that digital video was “the highest priority for our clients due to the consumption and possibilities across the digital ecosystem.” He mentioned that The Story Room created a mix of pre-produced, on-site, 360, live and real time video that is distributed through Facebook, Instagram, Twitter, YouTube, website, and an app. “These add up to millions of video views, but also to valuable marketing data that allows us to segment consumers and better understand who they are and what they are interested in,” Richards said in defense of the new marketing format.

Despite the roadblocks, Richards, at least, is optimistic that the industry will work out the kinks: “Video will continue to being a growing market because technology, brands, advertisers and platforms are investing heavily in solving the core challenges in media delivery, content and measurement.”

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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.

  • Johnny Rockets

PR agency ROX United has been named public relations agency of record (AOR) for California global restaurant chain  Johnny Rockets. ROX United will provide strategic public relations and communications services to help the restaurant chain reach consumers nationally by increasing awareness of the overall brand. ROX United will also help Johnny Rockets positioning around their tagline “Stay Original.”ROX United is part of UNITED COLLECTIVE, a culturally attuned communications group consisting of five specialty agencies. In addition to ROX United, UNITED COLLECTIVE includes creative agency GALLEGOS United, business planning consultancy POLY United, content creation and post production offering LUNA United, as well as digital agency CANVAS United. UNITED COLLECTIVE was formed to help brands capitalize on today’s evolving consumer landscape. ROX United’s current client roster includes: Nike, Domino’s and the California Milk Processor’s Board (got milk?), among others.

 

  • Pinterest

Design App Pinterest has hired independent agency Giant Spoon as its media agency of record, in what is considered “its first move into U.S. paid marketing.” Pinterest will not be a huge media spender, and in fact the company dedicated less than US$200,000 to measured media in the U.S. in 2016 according to Kantar Media, but it has more than 175 million active users.

 

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!

  • Treasury Wine Estates

Independent cross-cultural agency BARÚ has been selected to handle Treasury Wine Estates’ media business in the U.S., AgencySpy reports.

 

 

 

 

  • Perry Ellis

Perry Ellis International (PEI) has appointed Media Storm as its media AOR to handle all media planning, buying and analytics for the fashion company’s portfolio of brands including Perry Ellis, Original Penguin by Munsingwear, Laundry by Shelli Segal, Rafaella, Cubavera, Ben Hogan, Jantzen,  Callaway, PGA TOUR and Jack Nicklaus.PEI spent US$5.88 million on advertising in the U.S. in 2016, down from US$6.65 million in 2015, according to Kantar Media.The incumbent agency was PGR Media.

 

  •  CONCACAF

Digital marketing agency The Story Room announced that it will handle brand strategy and digital marketing services for the 2017 CONCACAF Gold Cup, the continental championship that will be played throughout July in 14 venues across the United States. The Story Room will be responsible for planning and implementing an integrated digital marketing strategy as well as developing the content program for the Gold Cup, targeting both English and Spanish-speaking soccer fans in the region of the Federation which is made up of 41 countries in North America, Central America and the Caribbean. In addition, the agency will generate a comprehensive digital audience research study on soccer fans across the CONCACAF region.The account will be run out of The Story Room’s Miami office, with additional support coming from the agency’s outposts in Los Angeles, Buenos Aires, Mexico City, and Montevideo.

  • The California Milk Processor Board

The California Milk Processor Board (CMPB) has unveiled its’ latest campaign that integrates creative storytelling with advertising, digital, social, public relations, retail activation, and even virtual reality to encourage Hispanic consumers to rethink how they consume milk.The Atrévete “Mega Dares” campaign, from GALLEGOS United, seeks to create new nontraditional occasions for consumers to drink milk by daring them to try unexpected food and milk pairings with an additional twist – such as a wind turbine. Digital assets include teaser, :15, :30 and :60 second Mega Dares vignettes that will appear on websites popular with the Hispanic female target, such as Hoy, Telenoticias and Huffington Post ES among others. Additional behind the scenes footage will live on the tomalache.com website.GALLEGOS United created a series of consumer activations to take place at select retail locations throughout the state of California. The “Mega Dares” campaign will also include in-store POS, social media initiative and a public relations influencer campaign led by ROX United. The campaign begins on May 15 and will run through June 30.

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.

Join us at PORTADA Mexico!

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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Diageo

prog-2-11Diageo, owner of brands like Smirnoff, has decided to retain Dentsu Aegis Networks’ Carat in North America (including in the U.S.), Europe, Latin America and Southeast Asia, WPP’s Mindshare in India and South Africa, and Publicis Media’s Mediavest in Australia. The brand concluded a global review of its US$2.3bn that began last May.Diageo spent US$105 million on measured media in the U.S. last year, down from US$147 million in 2014, according to Kantar Media. The firm indicated that its advertising remained focused on Cîroc, Crown Royal, Smirnoff, Captain Morgan, and Johnnie Walker and increased on Don Julio and Bulleit.

  • The Story Room

vvvvAntoinette Zel and Diego Prusky have joined to create The Story Room, a new digital, content and performance marketing company specializing in the US Hispanic and Latin American markets.The Story Room will leverage Zel’s unique experience heading content-centric media businesses and Prusky’s digital expertise into a one-stop shop of digital services for brands targeting 700 million US Hispanic and Latin American online audiences.Clients roster includes BBC Worldwide Latin America, Scripps Interactive/Food Network Latin America, Mattel / Barbie & American Girl, Sony Music, NBC Universal, Syfy, E! Entertainment Latino, Anheuser-Busch Presidente, Los Tigres del Norte, Marc Anthony, Gente de Zona and Marco Antonio Solis.Based in Miami, The Story Room has a staff of 50 employees across offices also in Mexico City, Buenos Aires and Montevideo.

  • Holiday Inn

descarga-3InterContinental Hotels Group is opening the 108-room Holiday Inn Express Mexico Toreo hotel, located in Naucalpan in greater Mexico City’s north-western area.This hotel opens following an investment made by its franchisee of more than US $2 million dollars.The Holiday Inn Express Mexico Toreo hotel provides easy access to great tourist attractions such as Inbursa Aquarium, Soumaya museum, Chapultepec Park or Auditorio Nacional.

 

 

  • Back Forty Beer Co

descargaLatin America is the latest target for Alabama trade leaders seeking growth markets for state businesses.Representatives of a dozen companies are participating in a trade mission this week that started Sunday in Mexico and continues Wednesday in Chile. For Gadsden’s Back Forty Beer Co., the trade mission is an opportunity to expand a new focus on international sales.Back Forty, regarded as one of the pioneers of craft beer in Alabama, is currently exporting several of its beer varieties — including Naked Pig, Truck Stop Honey and Freckle Belly – to China and Canada. The company is expanding its global effort in Mexico, the No. 3 market for Alabama exports, and Chile. In 2015, state exports to the country were valued at US$95 million, and this year’s numbers are outpacing last year’s by 21 percent.Along with Back Forty, other Alabama companies participating in the trade mission include Alabama Roll Products Inc., The Dixie Group Inc., Giles & Kendall Inc., Induron Coatings LLC, Knox Kershaw Inc., Process Barron, RMCI Inc., SEPCO, Smarter Services LLC and Warren Manufacturing.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • KFC

descarga-1After more than a decade with WPP’s MEC, the KFC chain has launched a media agency review. Los Angeles consultancy Select Resources International will be in charge. Incumbent agency has opted not to defend the business. According to Kantar Media, KFC spent just over US$55 million on measured media during the first quarter of 2016.

 

 

  • Diageo

prog-2-11Diageo, owner of brands like Smirnoff, has decided to retain Dentsu Aegis Networks’ Carat in North America (including in the U.S.), Europe, Latin America and Southeast Asia, WPP’s Mindshare in India and South Africa, and Publicis Media’s Mediavest in Australia. The brand concluded a global review of its US$2.3bn that began last May.Diageo spent US$105 million on measured media in the U.S. last year, down from US$147 million in 2014, according to Kantar Media. The firm indicated that its advertising remained focused on Cîroc, Crown Royal, Smirnoff, Captain Morgan, and Johnnie Walker and increased on Don Julio and Bulleit.

 

  • Sun-Maid Growers of California

descargaFarmers’ cooperative Sun-Maid Growers of California has selected Meredith Xcelerated Marketing (MXM) as its Agency of Record (AOR), including media duties, Mediapost reported. The appointment follows a formal review. MXM, in partnership with LA-based media agency MBMG, will run the account from its’ office in Los Angeles.

 

 

 

  • Ram Truck

descarga-2The Ram truck brand launches a new Spanish-language multicultural and multinational campaign celebrating hard working people who are their own bosses and get the job done day after day. The “Boss” television and digital campaign focuses on many of the class-leading and class-exclusive innovations of the Ram 1500 Limited, while emphasizing values such as hard work and determination shared by the brand and Latin cultures. The ads also promote Ram brand’s ‘America’s Longest-lasting Pickups’ title. A 60-second anthem “Boss” spot and two 30-second “Boss” product feature commercials, one focusing on strength and capability and the other on power and efficiency. The campaign will run in the United States and Mexico. In addition, FCA markets in South America plan to run their own customized versions of the campaign.Ram teamed up with independent Venezuelan rock band La Vida Bohème for the campaign soundtrack with their song, “La Bestia” (The Beast).All spots will be available for viewing on the Ram Trucks brand’s YouTube channel, www.youtube.com/RamTrucks.The “Boss” campaign was created in partnership with Houston-based Lopez-Negrete Communications.

https://youtu.be/7JsfD5svxL4

  • Dos Equis

descarga-3Dos Equis released a feature-film style trailer, titled “Cantina,” revealing a glimpse of the new Most Interesting Man in the World.  This October, Dos Equis will release a full-length commercial that will illuminate how interesting has changed and how the new character continues to embody the legendary status.Actor Augustin Legrand is the new face of one of the campaigns, bringing a contemporary twist to the legendary character. The new Most Interesting Man is a man of our times, and in this first glimpse, he shares hints of being a resourceful, rough and tumble guy, who remains a jack-of-all-trades hero that one would expect from the man bearing this infamous title. Viewers get a quick preview of his latest adventures and new friends including his love of sports, as he emerges from a well, ball in hand to save a game of soccer.The campaign was created by Havas New York, Dos Equis’  creative partner. On October 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new Most Interesting Man with their classic vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, October 22.

  • The Story Room

vvvvAntoinette Zel and Diego Prusky have joined to create The Story Room, a new digital, content and performance marketing company specializing in the US Hispanic and Latin American markets.The Story Room will leverage Zel’s unique experience heading content-centric media businesses and Prusky’s digital expertise into a one-stop shop of digital services for brands targeting 700 million US Hispanic and Latin American online audiences.Clients roster includes BBC Worldwide Latin America, Scripps Interactive/Food Network Latin America, Mattel / Barbie & American Girl, Sony Music, NBC Universal, Syfy, E! Entertainment Latino, Anheuser-Busch Presidente, Los Tigres del Norte, Marc Anthony, Gente de Zona and Marco Antonio Solis.Based in Miami, The Story Room has a staff of 50 employees across offices also in Mexico City, Buenos Aires and Montevideo.

 

INTRODUCING 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 Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!