United States


Six years after Evan Spiegel and Bobby Murphy, CEO and CTO of Snap Inc., respectively, developed their image exchange application at Stanford University, Snapchat has become a mainstay of the millennials’ social life—successfully evolving from a scorned application for sending fleeting photos to a messaging platform with new content formats.

Snapchat recently acquired location analysis firm Placed for approximately US $125 million, according to Bloomberg estimates. This acquisition has several advantages and the potential for good results, such as the ability to measure store visits and offline revenues generated by digital, TV and out of home ads. Placed has its own audience, made up of those who have chosen to share their location with the app as well as third-party audiences.

The company will continue to operate as an independent entity, offering its 100+ employees the chance to stay on with the company if they so wish.

Snapchat is already a familiar name in Latin America, but its users represent a limited demographic.

Last April, Snapchat launched its own online-to-offline measurement product called Snap to Store. Through it, Snapchat can recognize when a person uses the app in a specific location, such as a store, restaurant or movie theater, and then check if the person saw an advertisement for the brand on the platform.

It also invested between US$ 250-350 million in the functionality of ‘Snap Map,’ which allows app users to share their location with their contacts through geolocation. If a user wants to upload photos to their account, their contacts will be able to know from what location they were uploaded.

Snapchat numbers in LatAm

Snapchat is already a familiar name in Latin America, but its users represent a limited demographic. Eighty-five percent of Snapchat’s 158 million daily users are between the ages of 18 and 34. Only 15% of users are 35 years or older. The company’s goal at the moment is to promote the monetization of its users by generating more engagement.

Snapchat has 10 million users in Mexico, with a breakdown of 7 million women and 3 million men. In Colombia, the app has 5 million users: 3 million women and 2 million men. In both countries, the user age is 18-25. In addition, users spend more than 30 minutes a day on the app and open it more than 20 times a day, according to Snap Inc. figures.

Snapchat numbers in the U.S.

Snapchat already concentrates about 70% of its U.S. users in the18-24 age bracket, and about 40% are ages 25-34, according to comScore. (This figure is reduced to 14% for users aged 35 and over).
Some studies show that users over 35 were Snapchat’s fastest-growing segment between 2015 and 2016. However, growth within that age group came from a small base. The percentage of total Snapchat users in the U.S. that is older than 35 is expected to increase only 2%, from 18.3% in 2016 to 20.4% in 2017, according to eMarketer. In comparison, about 88% of Facebook users are over 35 years old, and 45% of Instagrammers are in the same age bracket.

These demographics are mainly due to young people’s familiarity with apps, versus the older population. “The [Snapchat] experience is difficult,” said Tero Kuittinen, chief strategist at app measuring company Kuuhubbs. “It is not easy to learn how to use it. If you’re 18, it’s not a big deal, but if you’re 45, it’s hard to understand it.”

What: NBC UNIVERSO has acquired from AMC the exclusive television rights to air the hit apocalyptic series “The Walking Dead” in Spanish in the United States.
Why it matters: The Walking Dead is television’s #1 Series Among Adults 18-49.This will mark the first time the series will air in Spanish on U.S. television and other platforms.


237654LOGO descarga (1)NBC UNIVERSO, the entertainment and sports cable channel for Latinos, has announced it has acquired from AMC the exclusive television rights to air the hit apocalyptic series “The Walking Dead” in Spanish in the United States. This will mark the first time the series will air in Spanish on U.S. television and other platforms*.

“The Walking Dead” has been television’s highest-rated series among adults 18-49 for the past three years. NBC UNIVERSO will begin airing episodes from seasons one through three dubbed in Spanish beginning in early 2016.

In addition to enjoying the episodes on TV, subscribers of NBC UNIVERSO on participating cable, satellite, and telco services also will be able to view episodes of “The Walking Dead” on Video on Demand, as well as on nbcuniverso.com and the NBC UNIVERSO NOW app by entering the subscriber’s log-in information.

descarga (2)“The Walking Dead” will be one of several new compelling entertainment options for NBC UNIVERSO viewers. Additional programming NBC UNIVERSO will be debuting soon include the hit series “Prison Break”, which will premiere on Tue., Oct. 20 at 10pm ET/PT; and the highly popular, award-winning animated series “South Park”, which will premiere on Mon., Oct. 26 at 10pm ET/PT.

“Very few series in television history have so thoroughly captivated young adult audiences like ‘The Walking Dead.’ It has been a blockbuster mainstream hit, and there’s a tremendous appetite for Latinos to fully enjoy this series in Spanish for the very first time in the U.S.,” said Ruben Mendiola, President, NBC UNIVERSO. “Adding ‘The Walking Dead’ to our primetime programming lineup is a clear demonstration of our commitment to bringing the most provocative and best-quality entertainment to U.S. Hispanics in Spanish.”

NBC UNIVERSO is currently available to 40 million households across the U.S. The network is telecast in HD nationwide on DirecTV; Western U.S. markets served by Comcast Xfinity TV; throughout Bright House Networks’ cable television footprint; and select Cox Communications markets.

Currently in its sixth season on AMC, new episodes of “The Walking Dead” air (in English) on Sundays at 9:00pm ET/PT.


What:Pregnancy and parenting web BabyCenter®, owned by Johnson&Johnson, has partnered with  Nestlé NIDO, the early childhood powdered milk brand, to introduce the nutritional drink product to bicultural Hispanic moms in the United States.
Why it matters: Priscila Stanton, Marketing Manager, Nestlé NIDO will be one of the key speakers at #Portada15 on Sept. 16 and 17 in New York City. The program will include Sponsorship of a special Hispanic Families Resource Center on BabyCenter U.S. and a “Blog de BabyCenter” series of sponsored posts on BabyCenter Espanol.

descargaBabyCenter®, the pregnancy and parenting web and mobile destination, and Nestlé NIDO, the early childhood powdered milk brand, are working together to introduce the nutritional drink product to bicultural Hispanic moms in the United States on the U.S. site. In tandem, NIDO is being promoted on BabyCenter Espanol to reach its longtime core audience of primarily Spanish-speaking Latina moms in the U.S.

Sponsorship Elements

• Sponsorship of a special Hispanic Families Resource Center on BabyCenter U.S., showcasing editorial content that focuses on a range of Hispanic parenting concerns, from a portrait of a bicultural marriage to myths about raising a bilingual child.
• A “Blog de BabyCenter” series of sponsored posts on BabyCenter Espanol about picky eating during early childhood, featuring well-known Latina bloggers such as Mayra Elisa Buitrón of Te Cuento un Pokis, Danielly Lara de Acevedo of Un Dulce Hogar, and Victoria Infante of SerMamáLatina.com, as well as NIDO’s own nutritional expert Emily Dauer, MS, RD.

Other aspects of the digital campaign began to roll out earlier, including sponsorship of both the BabyCenter U.S. descarga (1)and Hispanic desktop and mobile sites’ Toddler Feeding and Concerns Resource Center, native advertising, email promotions targeted to moms of toddler-age children, and pre-roll advertising across BabyCenter’s video library.

AAEAAQAAAAAAAALYAAAAJGVmNTZiZmI0LTNiNmItNGYxYy05M2Y5LWM0MTE0Zjk0YjM4OQ“As the Hispanic population grows in the U.S., a new generation of Latina moms is emerging,” said Priscila Stanton, Marketing Manager, Nestlé NIDO. “Our nutritional milk drink has long been embraced by Hispanic mothers the world over, but we recognize that this new bicultural Latina American mom might need to be introduced to the health benefits that come with feeding your young one NIDO. BabyCenter has been a driving force in helping parents navigate through the stages of their child’s development, and we are confident that their trusted voice will help not only increase our brand awareness among our core audience, but expand it to a new, dynamic set of Hispanic moms.”

Nestle’s Priscila Stanton and Yussef Kuri  New Emerging Consumers, Marketing Manager, The Hershey Co. will be participating in a panel on the Latina Millennial on September 17 during #Portada15. #Portada15 comprehends the Hispanic Sports Marketing Forum on Sept. 16 and the 9th Annual Hispanic Advertising and Media Conference on Sept. 17. Both events take place in New York City’s Yotel.

“While the digital world is important for all moms in the coveted millennial age group, our research has shown that it is particularly so for those who are Hispanic,” said Julie Michaelson, Head of Global Sales, BabyCenter. “Acculturated Latina millennial moms in the U.S. and their Spanish-preferred counterparts are more likely than the average mom to notice ads on desktop and mobile screens. That fact, combined with our strong audience of mothers with toddler-age children, makes BabyCenter’s U.S. and Hispanic sites an ideal environment for NIDO to reach Latina moms at the right place and time.”

The partnership between Nestlé NIDO and BabyCenter was initiated by the brand’s media agency, Metavision.

“The partnership between NIDO and BabyCenter evolved very naturally,” said Leyda M. Reyes-Rodriguez, Partner, Multicultural Director, Metavision. “BabyCenter is one of the few digital environments where you can actually do that, with their ability to reach Hispanic moms in both English and Spanish. This allows NIDO the flexibility to continue speaking to its core Spanish-speaking consumer, while attracting a new audience of bicultural moms.”

What: Latin American broadcasters Brazil’s Globosat and Colombia’s Caracol TV have signed a Memorandum of Understanding to launch a Spanish-language pay-TV channel in the United States in 2015.
Why it matters:The new joint venture will air existing content from Globosat and Caracol and will also develop new  fiction programming aimed at the US market. (Caracol competitor RCN, also Colombian, provides content to the MundoFox network.)

descargadescarga (1)Brazil’s Globosat and Colombia’s Caracol TV. Two major Latin American  broadcasters, have signed a Memorandum of Understanding to launch a Spanish-language pay-TV channel in the United States in 2015. This will be Globosat’s most ambitious international expansion to date.

This will be Globosat’s most ambitious international expansion to date.

The new joint venture will air existing content from Globosat and Caracol and will also develop new high-quality fiction programming specifically aimed at the US market, which is one of the fastest growing markets in the US. Globosat will provide its know-how and library of Portuguese-language fiction, which can be dubbed into Spanish or adapted as formats. The operating budget and programming details of the new channel will be unveiled in October.

Both networks believe that their new pay-TV channel will be able to compete with Univision and NBCUniversal’s Telemundo over the audience, as they have gained increasing control over this market with popular telenovelas and new Spanish-language shows for US viewers.

Globosat, part of the privately controlled Globo group, is the biggest pay-TV operator in Latin America, with 34 Brazilian channels – spanning news, fiction, sports, culture, education and live entertainment – including 15 HD channels, 10 PPV channels and 6 VOD channels.The network already has partnerships in the US, including with MGM, NBC-Universal, Fox and Playboy. To tap into the US Hispanic market,the company  needed strategic partnerships given that it’s core programming is in Portuguese.

Caracol TV, part of the publicly-listed Valorem Group, is Colombia’s largest free-to-air broadcaster, producing 5,200 programming hours per year, and is one of Latin America’s largest producers of telenovelas, including titles such as “El Cartel”.Caracol has offices in Miami, Madrid and Bogota and has maintained an production deal with Televisa (which owns about 38% of Univision).Caracol also operates its own US Hispanic pay-TV channel, Caracol TV International, launched in 2003, that focuses on news, entertainment and sports, and has over 2.1 million subscribers.

“Globosat, with almost 23 years of existence, has accumulated major experience in launching pay TV channels in collaboration with leading international groups. For us it’s a natural step to look carefully at the fastest growing sector in the US – the Spanish-language pay TV market,” said Globosat’s CEO, Alberto Pecegueiro.

Caracol’s CEO, Gonzalo Córdoba Mallarino commented that Globosat, “is the partner that we all wanted in this long-term project, which aims to strengthen our existing presence in the Hispanic market in the USA. This is a recognition of the quality of Colombian TV production and reaffirms our dedication to innovation and expansion into new sectors and markets, with new and refreshing content in a market we know and that is increasingly demanding.”

After Friday’s World Cup Finals Draw in Costa do Sauipe in Bahia (Brazil) sports marketers continue to look into ways to best leverage the mega event: Nike and Adidas  are getting ready for their next marketing battle. The Draw placed Mexico and the United States in groups with very strong opponents. Does their underdog status bode well for marketing strategies and ad creatives?

Once Mexico qualified for the 2014 Soccer World Cup to the relief of the sports marketing world two weeks ago, all eyes focused on Friday’s World Cup Draw in Costa do Sauipe (Brazil, Bahia). Both the Mexican and the U.S. National Soccer Teams were placed in challenging groups.  Starting on June Seleccion Mexicana de Futbol13,2014 Mexico will face Brazil, Croatia and Cameroun in Group A. The U.S.A will play Germany, Portugal and Ghana in Group G starting on June 16. Germany, Brazil and Portugal are among the 2014 World Cup’s top favorites. What are the implications of the Draw in sports marketing terms? Is the underdog role the U.S. and Mexico will play in their groups something marketing strategists can take advantage of ? Gustavo Dominguez, owner of Los Angeles based sports marketing agency, PrimeTime Sports and Entertainment, does thinks so. “The role of the underdog can be expressed very well in the creative of sports marketing campaigns. It can be an effective concept to engage the fans,” Dominguez tells Portada. He adds that in, any case, soccer marketing campaigns have to be an extension of the passion of soccer fans.

(Read a related article on how much Mexico, the U.S. and other National Soccer Teams get paid to play pre-2014 Socccer World Cup friendlies)

The Official Ball, the Brazuca

On the eve of Friday’s World Cup finals draw, Adidas unveiled the official ball of the tournament. The ‘brazuca’ has been named after a local slang term to describe the Brazilian way of life.The official ball is at the centre of Adidas’ marketing plans for the Fifa World Cup. Adidas last month agreed a deal to continue its relationship with Fifa until 2030. Adidas has made every Fifa World Cup ball since 1970. The company has also established a Twitter account for the ball. Its marketing activities will form part of the company’s wider ‘All In or Nothing’ World Cup campaign. Retail plans have also been launched, with the ‘brazuca’ available from selected Adidas outlets around the world starting this week. In the last World Cup, the company sold 13 million balls worldwide, including miniballs and replicas. The brazuca’s U.S. $160 match ball also comes in a miniball and replica versions starting at U.S. $13. It is expected that Adidas will obtain ‘brazuca” ball sales of approximately US $650 million. Patrik Nilsson, CEO of Adidas North America. told Time that he  expects a big chunk of that business to be in the U.S. “Our retail partners were surprised by how many balls they could sell last time,” says Nilsson. With the World Cup played in the same time zone this summer, fans will find it even easier to follow the games.  And see for themselves whether brazuca flies true.”

The Adidas-Nike battle

SoccerThe battle for being the world’s largest sport brand between Nike and Adidas rages on. Adidas has for more than 40 years decorated soccer kit and shoes with its distinctive parallel lines logo. It has strong partnerships setting it up well for the challenge against Nike: a close relationship with German club Bayern Munich, of which it owns 9%, and with FIFA. Nike entered the soccer market relatively late  in 1994. But it already  has several major partnerships with clubs, including English champions Manchester United.

According to Euromonitor data, Nike currently owns 14.6% of the global sporting goods market to Adidas’ 11.4%, and is challenging Adidas No. 1 position in Europe. Adidas 13.2%  of the western European sporting goods market in 2012 compared to Nike’s 12.4%.