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What: WPP has made a strategic investment in 88rising, a US-based producer of digital content catering to the Asian millennial market.
Why it matters: The investment completes WPP’s other multicultural investment in companies such as Woven Digital, which creates content for the millennial male market in the US, and Mitú, the digital media company focused on developing content for Latino youth.

WPP announced that it has made a strategic investment in 88rising, Inc. (“88rising”), a US-based producer of digital content catering to the Asian millennial market.  Terms of the investment were not disclosed.

88rising has branded and sponsored content deals with companies such as adidas, Maybelline and Revolve, an online fashion and cosmetics retailer. It employs approximately 15 people. It is based in New York with an office in Los Angeles, with plans to open an office in Shanghai. It was founded in 2015.

88rising is a multi-platform digital media company that focuses on content about Asia and Asian culture. To date, 88rising has produced over 500 hours of original content that has generated over 80 million total video views on Facebook and YouTube. More than half of 88rising’s 16-34-year-old viewers are in the Asia Pacific region.

The investment continues WPP’s strategy of focusing on three key areas that differentiate the Group’s offering to clients: technology, data and content. The Group has invested in multiple specialized digital content companies like Russell Simmons’ All Def Digital, a leader in producing and distributing music and digital content for the important-to-reach, urban-centric youth culture, and Refinery29, a fashion and lifestyle media company that provides content, shopping solutions and social networking opportunities in the fashion, shopping and beauty categories targeted towards millennial women.

WPP has also invested in Woven Digital, which creates content for the millennial male market in the US, and Mitú, the digital media company focused on developing content for Latino youth in the US and worldwide. The Group has also strategic investments in Fullscreen, Indigenous Media, Imagina (a content rights and media company based in Spain), MRC and VICE.

WPP’s digital assets also include companies such as Acceleration (marketing technology consultancy), Cognifide (content management technology), Conexance (data cooperative), Salmon (e-commerce), and Hogarth (digital production technology). WPP also has investments in innovative technology services companies such as Globant and Mutual Mobile, as well as ad technology companies such as AppNexus, comScore (data investment management), Domo, mySupermarket, Percolate and ScrollMotion.

WPP’s roster of wholly owned digital agencies include AKQA, Blue State Digital, Essence, F.biz, Mirum, POSSIBLE, Triad Retail Media, VML and Wunderman.

WPP’s digital revenues were over US$7.5 billion in 2016, representing 39% of the Group’s total revenues of US$19.4 billion. WPP has set a target of 40-45% of revenue to be derived from digital in the next four to five years. In North America, WPP companies (including associates) collectively generate revenues of US$7.5 billion and employ almost 29,000 people.

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What: Five-a-side soccer group Goals Soccer Centres is in merger talks with its main rival company Powerleague.
Why it matters: Merging both Scottish companies would create one of the world’s biggest five-a-side football operators, bringing together close to 100 sites over the world, including countries like the U.S., Ireland, the UK and the Netherlands.

According to recent conversations between Goals Soccer Centres and Powerleague, both leaders in the UK are thinking about a possible merger. This would mean creating a five-a-side soccer giant globally, with presence in Europe, but also in the US.

There is no specific agreement on commercial or financial terms yet. But their significant combined presence in the UK has already triggered some thoughts regarding regulations. The UK’s Competition and Markets authority will look at the deal closely if both companies come to an agreement.

Nominate your candidates! Call for Entries: 2018 Golazo International Soccer Award!

This is not the first time the Scottish firms talk about a merger. They considered it back in 2012, but never came to sign anything. If the merger works this time, Goals has said it would likely become the majority shareholder of the combined company.

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(Feature image: www.softsurfaces.co.uk)

We recently published articles about the plans of key buy side executivesmedia honchos  and sports marketers for the year that just started.  Now here is what Portada is planning  for 2017 in order to meet the growing demand of our audience in traditional and new content areas. Below the exciting expansion we are planning with our valued partners.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data MarketingProgrammatic Marketing (with the advice of  our character “Programatico Lopez”), and Influencer Marketing.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.
– Publication of additional premium research reports
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting U.S. Hispanic and Latin American Marketing.

 

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board with key brand marketers targeting the U.S. consumer through sports in 3 weeks!).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in late-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major events, customized events, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

We just published articles about the plans of key brand, agency and media executives for the next year. We also want to let our audience and marketing partners know what Portada is planning  for 2017,  the second year of our investment and expansion phase initiated earlier this year with the launch of new websites and new hires.  To fine-tune our strategy we asked our readers and advertisers what they want to see more of. And below is what we are planning.

1. What Portada’s 2017 Expansion Means for our Audience…

-Increased coverage of the digital marketing (r) evolution throughout the Americas and what it means for brand marketers. We hired additional reporters and analysts so that our audience gets the intelligence and insights it needs on the below topic areas:

Video Marketing (btw: check out our recently published 2017 Video Marketing Guide!)
– Adoption of Marketing Technologies from a brand marketers perspective.
Data Marketing and Programmatic Marketing (with the advice of  our character “Programatico Lopez”).
Social/Influencer Marketing and Native/Branded Content.
Retail MarketingTravel Marketing, E-Commerce and  Conversion
– Publication of additional premium research reports early next year.
– Interactive Databases of Marketers targeting the U.S. and Latin American consumers. (separate databases).
– Of course Portada will continue to be the destination of choice covering all news and insights impacting Hispanic and Latin American Marketing.

More content on Innovation and Entrepreneurship on our Entrepreneurship and Innovation channel.

2. Launch of the Sports Marketing Platform

SoccerLaunch of Portada’s Sports Marketing Platform in mid-february, more defining content on what moves marketers to invest in the exciting sports space (with particular emphasis on soccer). The new sports marketing platform complements the  annual sports marketing guide as well as the Sports Forum in September. (Watch out for the announcement of our Sports Marketing Board in January).

3. Benefit from Portada Events

Portada events provide inspiration, fresh thinking and practical focus on the topics that matter as well as enviable networking opportunities.   Attend our landmark events in Miami (PortadaLat), New York City (#Portada16  which includes the 11th Annual Hispanic Marketing and Media Conference and the Sports Marketing Forum, Mexico City and the  U.S. West Coast.).

4. What our Growth Means for Our Advertising/Marketing Partners

  • Direct Contact with Brand Marketers. More Brand Marketers involvement than ever (watch out for announcement of our expanded editorial Board as well as the Sports Marketing Board to be announced in mid-January!). One to one Interaction with major brands at our landmark annual events in Miami, New York City and Mexico City. Customized events and more…
  • Lead-Gen through White Papers and Webinars using the Portada platform to connect with an audited audience of more than 140,000 marketing and business professionals around the Americas.
  • Partnership with the ANA Association of National Advertisers for Special Multicultural Thought Leadership Supplement to be included in Portada’s Annual Print Issue (Pub Date. March 28,2017).
  • Expanded native marketing offering. Many marketers have partnered with us to integrate their messages in our editorial through partner messages (examples here and here). This provides an organic way for our partners to be part of Portada’s highly regarded content.
  • 360 approach: Major Event, customized event, digital and print integrations.
  • Expansion of the Entrepreneurship and Innovation Vertical

 

To learn how Portada can help your brand reach its marketing objectives in 2017, please contact Business Development Director Bob Oliva bob@portada-online.com  or call him at (305) 546-15-15.

Codoon, the largest social sports platform in China, is pushing into the United States market after closing a $50M funding round. One of its apps, Runtopia, has 40M active users in the country, and Codoon has turned to Israeli mobile advertising platform Taptica to push it in the American market, driving user installs through Facebook. Could this be a sign of increased Chinese interest in breaking into the US digital market, and a continuing trend of Israel serving as a bridge between the East and West?

Runtopia connects users with an app that tracks runs, shares exercises and helps running enthusiasts meet each other, and contains a GPS and sensor for tracking. And there are plenty of running enthusiasts in the U.S.: in 2015, there were an estimated 60 million active joggers and runners in the country, with thousands of marathons and half-marathons taking place each year.
And while running apps are nothing new to Americans, Codoon is hoping to impress the American market with what they believe is superior technology. “The love of running knows no cultural barriers – we are targeting all running enthusiasts to enjoy Runtopia, who generally tend to be young professionals and smart device users,” said Xiaoyun Wu, Head of Sales and Operations for the APAC region at Taptica.

But for that to happen, the company needed a partner capable of providing a wide range of traffic sources. Enter Taptica and its proprietary technology, which leverages big data to enable targeting at scale so that brands can engage with mobile audiences, and has worked with companies like Amazon, Disney, Facebook, Twitter, OpenTable, Expedia, Lyft and Zynga.

Sports platform Codoon has the majority market share in China, and wants to expand in the U.S.

James Si, a vice president at Codoon, explained that Taptica’s acquisition of AreaOne, a long term Facebook Marketing Partner badge holder, made the company very attractive to them, as the company is “equipped with both the ad technology platform that fully automate Facebook advertising and its powerful DMP, which is fueled by the repository of big data from billions of impressions driven from the mobile campaigns.”

Codoon was also attracted to the fact that “Taptica has a truly international team, the perfect mixture of the West and the East,” and that “Taptica’s Beijing local office in Beijing provides warm, timely service to us, while Taptica’s American and Israeli team help us to understand the consumer habits acodoonnd the marketing techniques of the West.”

Wu added: “With our headquarters in Israel, along with offices in San Francisco, New York, Beijing and Seoul – we are truly an international company and we’ve localized in China so there is a blend of cultural and business similarities that help us work well together.”

Israel Serves As Tech Hub, Bridge Between East and West 

Israel has long been held in “high esteem as a hub of innovation,” said Wu. He also explained that China is taking advantage of Israel’s access to innovation to learn as much as possible to “position itself in an innovation economy,” while Israel also takes advantage of the relationship to learn about opportunities in the East.

China had long sowed the seed for innovation in the digital era.

“Israelis are more culturally similar to the Chinese than to the Americans, which facilitates negotiations and ongoing business relationships. We’ve heard over and over from our Chinese partners that the Israeli ‘can do’ attitude is something they can easily identify with.” Wu added. taptica

According to Si, Codoon has wanted to build up the Runtopia app for the American market from the get-go, signaling increased Chinese interest in the Western market. “We designed a totally different product for the American users,” Si said, based on the understanding that running habits are different in the United States than in China, “where the population is much more dense and concentrated in the cities.”

To these ends, Taptica’s proprietary technology leverages big data and machine learning to provide quality media targeting at scale, and designed full sets of creative based on the core audience of American runners, combined with automated keyword optimization, “which has nicely given us the best bang for our marketing dollars,” Si added. “In the future, we may develop further specialized applications: for example, we may even enhance the user experience by designing wearable devices for seniors that are less used to smartphones.”

Encouraged By Innovation, Chinese Will Push Into American Digital Market

According to Si, “going into the West is an important strategic move” for Codoon, and Runtopia plays a large role in that strategy for expansion: taking advantage of American users’ enthusiasm for running. “We are on the way to build one of the most interesting product in the world. We will keep on updating our product to meet American users’ needs,” Si elaborated.

Chinese development and innovation is moving at a very fast pace – they are leading the way in mobile – and it will be interesting to see how their globalization efforts change the mobile landscape in the years to come.

But why are companies like Codoon pushing into the United States now? The answer is simple, in Codoon’s case: the company has the majority market share in China, and wants to expand. “This is a trend that we’re seeing from lots of innovative Chinese companies that are exporting superior mobile apps and sharing them globally,” Wu said.

In general, Wu asserted that the Chinese tech industry is focused on figuring out how to crack into Western markets.“They are not only becoming more comfortable with expansion, but they are becoming very good at globalization,” he said. While there are still cultural barriers that “can’t be overcome solely through technology,” partnerships like that between Codoon/Runtopia and Taptica are critical “because cracking culture is about working with people who have unique local knowledge.”

“Chinese development and innovation is moving at a very fast pace – they are leading the way in mobile – and it will be interesting to see how their globalization efforts change the mobile landscape in the years to come,” Wu said, expressing excitement for what could be to come.

Si agreed that “there is a lot of brain power in China, making promising products at an astonishing speed.” And since China has a huge population base, applications are updated by users constantly, and consequently, Chinese developers are very skilled. “China had long sowed the seed for innovation in the digital era,” Si concluded.

What: The North American SVOD sector is by far the most mature in the world, with 81.81 million SVOD subscribers by end-2015. The number is expected to reach 109.59 million by 2021.
Why it matters: Advertising on OTT sites (AVOD) will become the main OTT revenue source in 2018. Advertising on OTT sites will generate revenues of US$10.98 billion in 2021.

OTT TV and video revenues in Canada and the US will reach US$24.39 billion in 2021; up from US$2.67 billion in 2010 and US$15.39 billion in 2015, according to the North America OTT TV & Video Forecasts report.

The North American SVOD sector is by far the most mature in the world, with 81.81 million SVOD subscribers [for movie and TV services only – excluding sports, for example] by end-2015. The SVOD total is forecast to climb to 109.59 million by 2021.

OTT-TV-and-video-revenues-by-country

Simon Murray, report author and Principal Analyst at Digital TV Research, said: “It is important to stress that these figures are gross – some homes take more than one SVOD platform – especially in the US. We do not believe that 86% of US TV households or even 97% of US fixed broadband households will be SVOD subscribers by 2021. From the 101 million US total in 2021, we forecast that 25 million will be secondary SVOD subscriptions. Therefore, the average US SVOD user will pay for 1.33 subscriptions. Putting it another way, there will be 76 million US primary SVOD users by 2021.”

He continued: “We have included half of the Amazon Prime fee as an SVOD subscription to homes that we estimate take Amazon Video (about 70%), even though homes are not directly paying for Amazon Video.”

The North American SVOD sector is by far the most mature in the world

Canadian and US SVOD revenues will soar from US$0.58 billion in 2010 to US$6.26 billion in 2015 and onto US$9.16 billion in 2021.

Online rentals will continue to suffer as SVOD grows. OTT TV and video rental revenues climbed from US$708 million in 2010 to US$2,022 million in 2014. However, revenues will fall from then on – to US$1,744 million in 2021 as SVOD is seen as a more attractive substitute to rentals.

Download-to-own (also known as electronic sell-through or EST) buying will not be as badly affected by SVOD as rentals. DTO revenues are forecast to be US$2,505 million in 2021, up from US$279 million in 2010 and US$1,493 million in 2015.

Advertising on OTT sites (AVOD) will become the main OTT revenue source in 2018 as the SVOD sector matures. Advertising on OTT sites generated revenues of US$5.65 billion in 2015; quintuple the US$1.11 billion in 2010. Rapid growth will continue; reaching a total of US$10.98 billion in 2021.

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Entertainment and media spending will hit US$720 billion by 2020, up from US$603 billion in 2015, while internet advertising will overtake broadcast advertising in the U.S. for the first time, according to the finding from PwC’s annual Global Entertainment and Media Outlook report, the company’s five-year economic forecast for media and entertainment industry revenue and ad spending.

livestream-ondemand

The US to remain the leading internet advertising market in the world

Internet advertising will advance double-digits over the next five years(2016-2020) and will remain a hotspot for media industry growth and business model shifts,  according to the US entertainment and media outlook. In 2015, internet advertising generated revenues of US$59.6 billion and that number is projected to rise to US$93.5 billion by 2020 (9.4 percent CAGR).

internet-ad-1

US internet advertising revenue will continue to surge forward, with mobile seeing the most rapid growth–all forms of mobile advertising will continue to grow in the coming years.

One key driver is the shift in search from laptops to mobiles, with mobile paid search internet advertising having seen tremendous recent growth. Also of note is video internet advertising revenue, which is among the fastest-growing sub-components of the US Internet advertising market.

The biggest advertising gains are expected in mobile advertising, which was responsible for 34.7 percent of total internet ad revenue in 2015 at US$20.7 billion and is projected to rise to 49.4 percent by 2020.

EMC-Stay-Mobile_V3

Mobile video internet ad revenue will increase from US$3.5 billion in 2015 to US$13.3 billion in 2020 (a 30.3 percent CAGR).

However, while internet advertising continues to grow at an increased rate, there are some headwinds brewing, triggered by challenges such as transparency, ad fraud, and privacy.

In today’s media landscape, can anyone be a “media company?”

EMC-Outlook-US-web-TV-and-Video-OTT_new_normalAccording to the US entertainment and media outlook, the next five years will hold major changes for how people watch TV and video.

As consumer wants and expectations continue to change, so too does the TV and video industry. Today’s and tomorrow’s definition of what it means to be a “media company” will continue to evolve, as companies — not just entertainment and media companies — invest in content and direct customer media relationships.

EMC-Outlook-US-web-TV-and-Video-Operators_fight_for_eyeballsWe will continue to see a rapid increase in new entrants and competitors in the space as subscriber-based businesses continue to consolidate. Operators are also attempting to target cord-cutters and cord-nevers by marketing their OTT streaming and download services–two areas that will represent tremendous growth potential for this industry’s foreseeable future.

U.S. TV advertising revenue is forecasted to increase from US$69.9 billion to US$81.7 billion in 2020, at a compound annual growth rate (CAGR) of 3.2 percent.

US video gaming hits the next level—what’s driving the growth?

video-games-2According to the US entertainment and media outlook: 2016-2020, the video games industry thrives over the next five years. Total Video Games revenue is epected to grow by 3.6% up to US$20.3 billion in 2020.

The shift to digital is well under way in the US video games sector, but physical persists–the industry as a whole will see solid growth over the next five years. Video games advertising revenue will continue to grow over the forecast period, more so than in other markets given the mature nature of both gaming and advertising the US.

Virtual reality marks another exciting area of growth in this space, with US companies at the forefront of driving the VR platforms, developing camera technology, and building compelling content. Competitive gaming–known as eSports–is also an area of particular interest and growth, and one that will continue to grow in prominence as local awareness grows here in the US. eSports has the potential to drive significant direct and indirect revenue over the forecast period.

 

What: Programmatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014.
Why it matters: In adition, programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

descargaProgrammatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014, according to a just-released study from IPG Mediabrands’ Magna Global.

The report suggests programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015, per the Magna study. The U.S. represents 54% of the global programmatic market. Programmatic transactions will represent 43% of total display and video dollars this year in the U.S., growing to 62% by 2019.

The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015

Real-time programmatic will represent 81% of total programmatic this year, per the study, with most transactions occurring on open exchanges or through invite-only exchanges with additional constraints but ultimately auction-based pricing.

The largest markets in programmatic dollars are the U.S., UK, Japan, China and Germany.  In the U.S. and UK, programmatic spend already represents nearly half of total banner display and video dollars spent.

Programmatic markets are developing in significantly different ways. In North America, Western Europe and Australia, established premium digital sales channels were already in existence when programmatic trading was introduced. As a result, publishers in these markets typically introduce premium inventory through their own controlled environments such as publisher cooperatives, a concept that originated in France.

By format, Programmatic is still dominated by display. In 2015, display formats will represent 74% of total programmatic spend. By 2019, however, video dollars will represent 55% of total programmatic dollars, up from today’s 26% share.By device, programmatic is still dominated by desktop formats. In 2015, Magna expects 72% of programmatic dollars to be spent on desktop platforms. By 2019, however, desktop and mobile will be evenly split, each claiming half of the total programmatic spending pie.

 

What: Fronteras Ventures has established as a new, US based licensing agency for the famous animated Latino personality “Condorito.” The character identified as “Ours” by more than 85% of Hispanics when compared with Mickey Mouse.
Why it matters: In light of brand licensing becoming a growth business, Fronteras Ventures has big plans in store to help US manufacturers find new consumers through their affinity with ‘Condorito and Friends.’In addition to Condorito’s merchandising license, Fronteras has a  motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile.)

descarga (1)On a written interview with Portada, Milka Pratt, Co-Founder, Licensing Director Fronteras Ventures, said that although the newspaper Fronteras is still coming out, it is not part of Fronteras Ventures . “We choose that name, since both companies began with Kent Kirschner’s idea, same founder and our friend. Besides, we like that name.”

Portada: Didn’t Condorito already have a LatAm presence?

Milka Pratt: Yes, Condorito has licensees agents in virtually each country in Latin America, but we must bear in mind that this is the most important and known cartoon character in the industry, which has also a strong presence on social networks like Facebook and Line with millions of followers. Now, what we aim from the US, which is home to the headquarters of many global companies, is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

 Milka Pratt-What we aim from the US is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

Portada: What is Fronteras Ventures realm and what other properties represent?

Milka Pratt: In addition to Condorito’s merchandising license, we also have a motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile) and additionally, we have the rest of the characters that are also very popular: Coné, Yayita , Yuyito, and the rest of his family and friends from Pelotillehue.

Portada: Which type of client may be interested in licensing Condorito?

Milka Pratt:  All manufacturers of products for Hispanic families and service companies that want to reach this market because , as mentioned earlier, the character is extremely popular in Latin America. There are even studies in USA which position this character as the second most recalled Latin American brand in this audience.We should keep in mind that the vast majority of Latinos who immigrated to USA grew up reading and laughing with Condorito. Therefore are very fondof him. If companies want to reach the Hispanic market, what better way to do it than having Condorito as their ‘Brand Embassador.’ Especially now that there are several projects in the pipeline, which include films and television series, among others.

What: Fronteras Ventures has established as a new, US based licensing agency for the famous animated Latino personality “Condorito.” The character identified as “Ours” by more than 85% of Hispanics when compared with Mickey Mouse.
Why it matters: In light of brand licensing becoming a growth business, Fronteras Ventures has big plans in store to help US manufacturers find new consumers through their affinity with ‘Condorito and Friends.’In addition to Condorito’s merchandising license, Fronteras has a  motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile.)

descarga (1)On a written interview with Portada, Milka Pratt, Co-Founder, Licensing Director Fronteras Ventures, said that although the newspaper Fronteras is still coming out, it is not part of Fronteras Ventures . “We choose that name, since both companies began with Kent Kirschner’s idea, same founder and our friend. Besides, we like that name.”

Portada: Didn’t Condorito already have a LatAm presence?

Milka Pratt: Yes, Condorito has licensees agents in virtually each country in Latin America, but we must bear in mind that this is the most important and known cartoon character in the industry, which has also a strong presence on social networks like Facebook and Line with millions of followers. Now, what we aim from the US, which is home to the headquarters of many global companies, is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

 Milka Pratt-What we aim from the US is to start managing businesses that include not only the market in this country, but also of all countries in Latin America.

Portada: What is Fronteras Ventures realm and what other properties represent?

Milka Pratt: In addition to Condorito’s merchandising license, we also have a motion comic/digital version of Condorito for all digital platforms (web, tablets and mobile) and additionally, we have the rest of the characters that are also very popular: Coné, Yayita , Yuyito, and the rest of his family and friends from Pelotillehue.

Portada: Which type of client may be interested in licensing Condorito?

Milka Pratt:  All manufacturers of products for Hispanic families and service companies that want to reach this market because , as mentioned earlier, the character is extremely popular in Latin America. There are even studies in USA which position this character as the second most recalled Latin American brand in this audience.We should keep in mind that the vast majority of Latinos who immigrated to USA grew up reading and laughing with Condorito. Therefore are very fondof him. If companies want to reach the Hispanic market, what better way to do it than having Condorito as their ‘Brand Embassador.’ Especially now that there are several projects in the pipeline, which include films and television series, among others.

Join us at PORTADA Mexico!

 

What: ComScore has announced a strategic alliance with WPP’s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S. The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million giving WPP a total ownership of between 15% and 20%.
Why it matters: WPP will have a significant stake in ComScore.nComScore is the second audience-measurement firm that WPP has recently taken a stake in, last year the global ad conglomerate  took a 16.7 percent stake in Oregon-based Rentrak, It remains to be seen what reaction major WPP competitors such as Havas, Publicis etc, have towards these audience measurement firms WPP has a stake in.

0P3GbWrt_400x400Reston-based company ComScore, whose measures of Web, mobile and other digital consumer behavior are often used to track how ad campaigns perform, has announced a strategic alliance with WPP‘s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships – to provide world class cross-media audience and campaign measurement capabilities.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships

The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million, according to The Financial Times. Under the terms of this agreement, comScore will issue 4.45% in shares in exchange for the benefits of the strategic alliance, and acquisition of certain European Internet audience measurement assets. WPP will also purchase up to 15% shares of comScore at US $46.13 a share, giving WPP a total ownership stake in comScore of between 15-20%. The transaction is subject to customary regulatory approvals and is expected to close in the second quarter of 2015.

In addition, as part of the deal, comScore will get Kantar’s audience measurement business covering some markets in Europe. In these markets, Kantar and comScore will continue to provide the same level of seamless integration and data services.

As long as WPP’s tender offer is successful, it is expected to be accretive to comScore’s non-GAAP earnings per share in 2015. Following this deal, ComScore would maintain its independence and WPP executives would not play leadership roles or have a spot on ComScore’s board.

“This long-term, strategic alliance will simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry. The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement,” said comScore CEO Serge Matta. “We look forward to working together with Kantar to deliver new measurement products based on our complementary offerings in these markets.”

Kantar CEO Eric Salama commented, “By partnering with comScore and combining our respective strengths, we will integrate data and expertise to give our clients a new standard in measuring audiences and campaigns across multiple platforms. This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do.”

ComScore is the second audience-measurement firm that WPP has recently taken a stake in, as last year, the firm took a 16.7 percent stake in Oregon-based Rentrak, a company that measures viewing behavior of movies and television.The alliance will certainly help comScore compete against rival Nielsen, which launched a partnership with Adobe last October to measure all digital content consumption—including online TV and video—across the Web and apps.To the WPP, it means bolstering the digital and data services it offers to its clients.

What: ComScore has announced a strategic alliance with WPP’s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S. The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million giving WPP a total ownership of between 15% and 20%.
Why it matters: WPP will have a significant stake in ComScore.nComScore is the second audience-measurement firm that WPP has recently taken a stake in, last year the global ad conglomerate  took a 16.7 percent stake in Oregon-based Rentrak, It remains to be seen what reaction major WPP competitors such as Havas, Publicis etc, have towards these audience measurement firms WPP has a stake in.

0P3GbWrt_400x400Reston-based company ComScore, whose measures of Web, mobile and other digital consumer behavior are often used to track how ad campaigns perform, has announced a strategic alliance with WPP‘s data investment management division, Kantar to boost the companies’ cross-platform audience and ad measurement capabilities outside of the U.S.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships – to provide world class cross-media audience and campaign measurement capabilities.

The alliance establishes a framework for the parties to bring the best of breed together from the two companies – their products, technology, data assets, research panels and relationships

The agreement follows the intended acquisition by WPP of a substantial equity stake in comScore, worth about US$300 million, according to The Financial Times. Under the terms of this agreement, comScore will issue 4.45% in shares in exchange for the benefits of the strategic alliance, and acquisition of certain European Internet audience measurement assets. WPP will also purchase up to 15% shares of comScore at US $46.13 a share, giving WPP a total ownership stake in comScore of between 15-20%. The transaction is subject to customary regulatory approvals and is expected to close in the second quarter of 2015.

In addition, as part of the deal, comScore will get Kantar’s audience measurement business covering some markets in Europe. In these markets, Kantar and comScore will continue to provide the same level of seamless integration and data services.

As long as WPP’s tender offer is successful, it is expected to be accretive to comScore’s non-GAAP earnings per share in 2015. Following this deal, ComScore would maintain its independence and WPP executives would not play leadership roles or have a spot on ComScore’s board.

“This long-term, strategic alliance will simplify the deployment of global measurement capabilities and accelerate the creation of new services for the industry. The emerging mediascape points to a massive global opportunity waiting to be unlocked by cracking the code on cross-media audience and campaign measurement,” said comScore CEO Serge Matta. “We look forward to working together with Kantar to deliver new measurement products based on our complementary offerings in these markets.”

Kantar CEO Eric Salama commented, “By partnering with comScore and combining our respective strengths, we will integrate data and expertise to give our clients a new standard in measuring audiences and campaigns across multiple platforms. This continues our strategy of combining survey, panel and census data and putting digital at the heart of all we do.”

ComScore is the second audience-measurement firm that WPP has recently taken a stake in, as last year, the firm took a 16.7 percent stake in Oregon-based Rentrak, a company that measures viewing behavior of movies and television.The alliance will certainly help comScore compete against rival Nielsen, which launched a partnership with Adobe last October to measure all digital content consumption—including online TV and video—across the Web and apps.To the WPP, it means bolstering the digital and data services it offers to its clients.

Join us at PORTADA Mexico!

 

What:The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks.
Why it matters: The global alliance of T-CAAN and SJN will allow member agencies and their respective clients in Canada, US, and Latin America to meet the challenges of an increasingly global marketplace with strategic and actionable solutions.

descarga (3)The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks. T-CAAN is the one of the largest Canadian independent agency network with 27 member agencies and SJN is the largest MARCOM group servicing cultural convergent markets in the U.S. and Latin America.

The alignment will create a significant footprint of expertise in the Americas that spans every significant market in the U.S., Latin America and Canada, with a combined network of 44 agencies in over 20 countries. The networks total US $950+ million dollars in combined global billings.

Executives from both networks met to formalize the alliance and develop plans for leveraging their combined footprint to bring greater opportunities to their members and clients. The global alliance of T-CAAN and SJN will allow member agencies and their respective clients to meet the challenges of an increasingly global marketplace with strategic and actionable solutions.

All members of both networks are independent agencies, highly regarded in their respective markets. Clients who engage the networks for marketing programs in multiple Canadian markets can centralize all activity through T-CAAN and SJN, instead of having to work with multiple agency partners around the world. The member agencies operate as branch offices, providing fast, top-quality and dependable service for all member agencies.

“This alliance is truly a game-changer for today’s brands and will provide expertise, local knowledge and insight into economically important regions and cultures,” stated Bill Whitehead, Managing Director of T-CAAN. “Some of our members were looking to tap into the growing Latin American markets, and SJN delivered the best model to achieve that objective. Joining forces enhances all of our members’ expanded reach and capabilities,” he added.

“While the world has become smaller, media fragmentation and consumer sophistication have grown exponentially.  This alliance allows our affiliates and members to converge our diverse marketing and channel expertise, from traditional advertising, to the full spectrum of digital and public relations, to better serve our clients throughout the Americas”, said George L. San Jose, President & COO of SJN.

“As Bill and I first started talking, we quickly realized that we shared the same objective: To provide our clients with the kind of powerhouse talent, spirit, innovation and agility that you can only find in best-in-class independent agencies,” he added.

T-CAAN (Trans-Canada Advertising Agency Network) has been Canada’s local connection for marketing communications since 1963.

The San Jose Network (SJN) was established in 1992 and is one of the largest marketing communications group servicing multicultural convergent markets in the U.S. and Latin America. Made up of 17 independently owned agencies, SJN offers clients access to local expertise in countries via a centralizedmanagement approach.

 

What: Blogalicious , a community of multi-cultural digital influencers and publishers, has partnered with mobile software and advertising technology firm PadSquad for Multi-Cultural bloggers to maximize their mobile experiences.
Why it matters: PadSquad will use its  mobile software to create mobile-friendly versions of Blogalicious publisher websites, while connecting brand advertisers to their mobile audiences.This move comes at a time when smartphone adoption in the U.S.  has been experiencing a 9% growth ,out of which Hispanics represent  77%.

blogalicious-logo2Blogalicious, a community of multi-cultural digital influencers and publishers, has announced a strategic partnership with mobile software and advertising technology firm PadSquad.

Through this partnership, PadSquad will use its proprietary mobile software to create mobile-friendly versions of Blogalicious publisher websites, while connecting brand advertisers to their mobile audiences. The partnership will kick off at the sixth annual Blogalicious Weekend in San Antonio, Texas on November 6-8, 2014 with live demonstrations and a panel discussion including PadSquad’s CEO & Founder, Daniel Meehan.

Blogalicious’ B-Link Marketing Network brings together almost 700 digital publishers made up of African-American, Latina, Asian-American and Caucasian influencers. In the past few years, this community has witnessed how their audiences, which use mobile devices as they browse their sites, have exploded in growth.

“Many of our multi-cultural bloggers and publishers have mega followings and are very active on social media. Since mobile, social, and blogging are all so interconnected, it really made sense to offer our network a solution to help grow their business by leveraging their huge mobile audiences that already exist. PadSquad’s mobile publishing software has proven to be super easy to use, will help them drive more mobile revenue, and gets our network into mobile publishing very quickly,” comments Stacey Ferguson, Chief Curator of Blogalicious and owner of JusticeFergie.com.

“There are so many advertisers saying similar things in similar places. We are tremendously excited about the partnership with Blogalicious because it’s a perfect match between influential multi-cultural publishers, content that connects to deeply passionate and tech savvy audiences, using leading mobile technology. This is a huge opportunity for brands who are committed to making an impact on mobile in the multi-cultural market, ” PadSquad CEO & Founder, Daniel Meehan, states.

Hispanic multicultural consumer

Smartphone ownership grew to 68 percent between November and January 2014, up 9 percent from the start of 2013 and Multicultural consumers have led the growth in smartphone penetration, as they’re adopting smartphones at a higher rate than the U.S. average, Nielsen reported.

Hispanics are ahead of the curve in adopting digital devices, including smartphones, as over three-quarters (77%) of Latinos in the U.S. use smartphones.

Hispanics are ahead of the curve in adopting digital devices.Over three-quarters (77%) of Latinos in the U.S. use smartphones.

This segment, which represents 47 million traditional TV viewers in the U.S., has rapidly adopted multiple-screens into their daily video viewing routines. Hispanics watch more hours of videos online (6:41) and on their mobile phones (5:48) than the average American(8:21 and 6:22 respectively.)

Digital-consumer-hispanics

 

 

What: The New York Times is introducing T México, a Mexican version of its U.S. New York Times T Style Magazine Two editions  will be published in 2014 and  it will turn to bimonthly in 2015.
Why it matters: This is a new brand extension of the New York Times in Latin America where it publishes weekly sections in several South Americans and Central American countries. This type of publication mostly targets to the thriving Latin American luxury goods consumer category. Recently the Wall Street Journal introduced The Wall Street Journal Magazine Brazil and The Wall Street Journal Magazine Latin America targeting a similar demographic and ad category.

cq5dam.thumbnail.624.351The New York Times Style Magazine is arriving to Mexico to celebrate its’ 10th anniversary. The official launch was held on October 30th, 2014, at the The St. Regis Mexico City, at an event that gathered important personalities of  the Mexican economic and political elite and various representatives of the New York Times. The highlight of this evening of celebration was the unveiling of the inaugural cover of T México, featuring the fashion designer and icon Carolina Herrera.The Spanish-language magazine combines local and regional features  with topical in-depth coverage, photographs and commentary from the flagship edition of T Magazine.

Sources at the New York Times told Portada that T Mexico initial distribution will be of 5,000 carefully controlled by a curator list and will be directly shipped to influential members of the Mexican community. It will also be available at various hotels, restaurants, galleries and boutiques throughout the country.Two editions to be published in 2014 and  it will turn to bimonthly in 2015.For the time being, the publication will only come out in print, but in the future there  a website as well as reaching new audiences and countries in Latin America is a possibility. There are other T magazines which already have presence in other countries like Qatar since 2010. The main ad-categories for this publication may expand on other ad categories like  Luxury watch, Jeweley, Fashion, Real State , Travel (hotels/ airlines), Design and more.

“More and more people want to know  what is going on in the world when it comes to trends,”said Sagrario Saraid.

Luxury Category play

Cesana Media will be the exclusive representative for this title in the U.S. market. This is a new brand extension of the New York Times in Latin America where it publishes a weekly edition in many South Americans and Central American countries. This type of publication mostly targets to the thriving Latin American luxury goods consumer category. Recently the Wall Street Journal introduced The Wall Street Journal Magazine Brazil and The Wall Street Journal Magazine Latin America targeting a similar demographic and ad category.

What: Major League Soccer (MLS) and U.S. Soccer have closed an 8-year agreement with sports and entertainment powerhouse IMG to market and distribute international media rights.
Why it matters:The deal includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles but leaves out media rights of MLS, U.S. Soccer in the United States and Canada. IMG will market the rights across all platforms including digital and gaming.

mlsMajor League Soccer (MLS) and U.S. Soccer have partnered with sports and entertainment powerhouse IMG to market and distribute international media rights for the two soccer organizations for the next eight years. The deal was closed between IMG and Soccer United Marketing (SUM), which represents MLS and U.S. Soccer’s commercial rights.

The long-term agreement, from 2015-2022, includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles. It does not affect the media rights of MLS, U.S. Soccer in the United States and Canada. The rights to MLS and U.S. Soccer matches were already picked up by ESPN, Fox, and Univision through a deal early this year.

IMG, a company that specializes in events and media licensing, will market the rights across all platforms including digital and gaming. Since 1999, the IMG Academy has become a factory for developing quality MLS and US Soccer players under the program “Project 2010.” Despite Project 2010 no longer exists, the IMG Academy is still used to house U.S. U-17 residency program as well as provide the training grounds for Generation Adidas.

“With two new expansion clubs in New York and Orlando, global stars like David Villa, Frank Lampard and Kaka set to join the league, and players representing almost 60 countries, 2015 will be an exciting year for MLS. IMG’s expertise and unique position in the global marketplace make them the right partner for us and together we’ll grow the league’s global footprint.” said Gary Stevenson, President and Managing Director, MLS Business Ventures.

Ioris Francini, President of IMG Events and Media, said: “Football in the U.S. is very much on an upward curve following the U.S. Men’s National Team’s excellent showing in the World Cup in Brazil and the continued expansion and development of MLS.MLS is experiencing vast growth in attendance, investment, stadia infrastructure, TV audience and domestic and international player transfers. This is unlike any other league today.”

Longtime partners

This is not the MLS and US Soccer’s first partnership. The organizatons are tied since the MLS’ formation in 1994 for developing both club football and the National Team. This partnership was recently brought up by MLS Commissioner when criticizing U.S. Men’s National Team Coach Jurgen Klinsmann.Currently the MLS regular season runs from March to October with 19 teams – 16 from the U.S. and three from Canada – taking part in the Eastern and Western Conferences. The top ten teams compete in the post-season MLS Cup Playoffs in November, culminating in the championship game, MLS Cup, in December.

In 2015, the league will increase to 21 clubs with New York City FC and Orlando City SC joining MLS. Both teams have announced marquee signings with Chelsea’s record goal scorer Frank Lampard and Spain’s leading marksman David Villa joining NYCFC, and Brazilian Ballon’Dor winner Kaka signing for Orlando City. In 2017, Atlanta will take the number of clubs to 22.

 

What: Major League Soccer (MLS) and U.S. Soccer have closed an 8-year agreement with sports and entertainment powerhouse IMG to market and distribute international media rights.
Why it matters:The deal includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles but leaves out media rights of MLS, U.S. Soccer in the United States and Canada. IMG will market the rights across all platforms including digital and gaming.

mlsMajor League Soccer (MLS) and U.S. Soccer have partnered with sports and entertainment powerhouse IMG to market and distribute international media rights for the two soccer organizations for the next eight years. The deal was closed between IMG and Soccer United Marketing (SUM), which represents MLS and U.S. Soccer’s commercial rights.

The long-term agreement, from 2015-2022, includes both MLS and U.S. Men’s and Women’s National Team matches played on American soil, as well as qualifying games for two World Cup cycles. It does not affect the media rights of MLS, U.S. Soccer in the United States and Canada. The rights to MLS and U.S. Soccer matches were already picked up by ESPN, Fox, and Univision through a deal early this year.

IMG, a company that specializes in events and media licensing, will market the rights across all platforms including digital and gaming. Since 1999, the IMG Academy has become a factory for developing quality MLS and US Soccer players under the program “Project 2010.” Despite Project 2010 no longer exists, the IMG Academy is still used to house U.S. U-17 residency program as well as provide the training grounds for Generation Adidas.

“With two new expansion clubs in New York and Orlando, global stars like David Villa, Frank Lampard and Kaka set to join the league, and players representing almost 60 countries, 2015 will be an exciting year for MLS. IMG’s expertise and unique position in the global marketplace make them the right partner for us and together we’ll grow the league’s global footprint.” said Gary Stevenson, President and Managing Director, MLS Business Ventures.

Ioris Francini, President of IMG Events and Media, said: “Football in the U.S. is very much on an upward curve following the U.S. Men’s National Team’s excellent showing in the World Cup in Brazil and the continued expansion and development of MLS.MLS is experiencing vast growth in attendance, investment, stadia infrastructure, TV audience and domestic and international player transfers. This is unlike any other league today.”

Longtime partners

This is not the MLS and US Soccer’s first partnership. The organizatons are tied since the MLS’ formation in 1994 for developing both club football and the National Team. This partnership was recently brought up by MLS Commissioner when criticizing U.S. Men’s National Team Coach Jurgen Klinsmann.Currently the MLS regular season runs from March to October with 19 teams – 16 from the U.S. and three from Canada – taking part in the Eastern and Western Conferences. The top ten teams compete in the post-season MLS Cup Playoffs in November, culminating in the championship game, MLS Cup, in December.

In 2015, the league will increase to 21 clubs with New York City FC and Orlando City SC joining MLS. Both teams have announced marquee signings with Chelsea’s record goal scorer Frank Lampard and Spain’s leading marksman David Villa joining NYCFC, and Brazilian Ballon’Dor winner Kaka signing for Orlando City. In 2017, Atlanta will take the number of clubs to 22.

 

What: Globally, media owner advertising revenues are forecast to grow by 6.4% in 2014 to US$516 bn, according to a report by Magna Global.
Why it matters: Following this forecast, Latin America will have  a 15% increase driven by the digital media strategies related to the Soccer World Cup, especially mobile platforms which account for 27% of market share.

Brasil 2014 - mascota -Of the US $31bn of additional advertising expenditures expected in 2014, almost 60% (US $10bn) will come from North America and Emerging Asia (US $8.5bn),according to Magna Global, IPG mediabrands´ global media strategy unit.

In terms of individual markets, US and China markets will provide nearly 50% of the world market’s growth (US $9.5bn and US $5.5bn respectively) followed by Brazil and Indonesia (US $4.5bn combined).

Global advertising growth (2006-2019)

Magna global 1 -

Key findings

  • The combination of a improved economic outlook and record incremental spend generated by several non-recurring events will boost marketing activity ( mid-term elections cycle,  The Winter Olympics, The Soccer World Cup) will be key in generating the strongest annual advertising growth since 2010 (8.4%).
  • Advertising revenues will grow by double digits again (15.4%) in 2014, mostly driven by higher-than-expected economic inflation -especially in Argentina- and by soccer madness as the World Cup returns to Latin America for the first time in 30 years.
  • In the US, media owners advertising revenues are forecast to grow by +6.0% this year, to US $168bn- an increase from December 2013 forecast of +5.5%- thanks to an improved economic outlook and non-recurring events: 2014 mid-term elections,sports events worldwide and the implementation of the Affordable Care Act.
  • Non-recurring 2014 sport events will contribute to global TV growth (+7.2%) compared to 2.7% growth in 2013.

Advertising growth by major geographical regions (2013-2014)

Magna global 2 -

  • Digital media continues to grow by double digits globally, although the growth rate will slow-down slightly due to the maturity achieved in many markets. Still, digital spend will increase by %16 this year to nearly US $140bn and 27% global market share (2013: 25%).
  • Of that US $20bn in additional spend, the bulk will come from social media formats (US $4.5bn), search (US $10bn) and video (US $2bn), while non-social, non-video display formats (e.g. banners) are stagnant globally and experiencing a steep decline in several mature markets.
  • Mobile media (campaigns on smartphones and tablets) is now capturing the bulk of digital media growth. In 2014 it will grow by US $10bn to US $27bn, a growth rate of 61% compared to just 9% for non-mobile formats, and -1% for non-mobile display.
The advertising economy in Latin America continues to grow, and according to our report is the only region that will have a growth rate of double digits, reaching 15% by the end of 2014.

“Although inflation plays an important role, there is no doubt that the eyes of advertisers are set on the Soccer World Cup in Brazil which has just started. This event is the key driver of the advertising industry in Latin America this year,” said Shaffia Sánchez, President, World Markets, Magna Global.

Advertising growth in LatAm and U.S.

Latin America advertising revenues will grow by double digits again (+15.4%) in 2014.

This growth is  mostly driven by higher-than-expected economic inflation (especially in Argentina, following the peso devaluation earlier this year) and by soccer madness as the World Cup returns to Latin America for the first time in 30 years.

This is despite an economic environment that is anything but buoyant: the IMF recently cut its real GDP growth forecast from 2.9% to 2.5%, thus predicting further slow-down compared to the already-sluggish 2012-2013.

Argentina

Argentina -Driven by inflation of media costs, ad spending is expected to grow by 28% to 35.5 billion pesos (US $ 6.3 billion approximately according to the official exchange rate in 2013 of 15.46) this year , even though the economy is in a period of downturn about to enter recession (0.5% of real GDP growth forecast by the IMF).

The advertising market in Argentina has also experienced a big boost because of the World Cup to be played in Brazil, its neighbor and rival country.

TV  is expected to grow advertising revenues by 30%. Spending on digital media will have an increase of 35% taking into account the relatively low market share of 8.5% driven by social and mobile formats.

Brasil
Brasil, uno de los mercados con mayor crecimiento en América LatinaBrazil will be at the center of the media and marketing world in the summer of 2014 when the FIFA World Cup returns to the land of soccer for the first time since 1950. Advertising spending was strong during the first months of this year and TV prices had a sharp increase, which led to raise the annual growth forecast to 15.8%.

This is bound to bring incremental spending from domestic and international advertisers and drive media inflation well above general inflation despite the sluggish economic environment (1.8% real GDP growth) and social discontent, relieving economic hardship.

Although there was a cutback in the long-term growth forecast, the high single-digit growth between 2015-2019 and 2016 Rio Olympic Games should help Brazil to leave the # 6 position as the largest advertising market in 2013 to be located at # 4 position towards 2019.

Chile

Chile efeservicios 188Chile is some kind of economic stability oasis in South America. Reflecting a growing economy, the advertising market will increase 2.6% in 2014 reaching US $ 1.4 bn and reaching 5.1% in 2015, which is a decent growth if taken into account the low inflationary environment.

Television and newspapers are the major media categories in Chile with 49% and 22% market share respectively.

Colombia

Colombia Digital 265Colombia has shown a robust growth in recent years. Advertising spending had a higher growth than GDP growth for five consecutive years.

An optimistic outlook for 2014 forecasts a 7.6% advertising growth reaching almost COP 9,700 million (US $ 5.2 billion), slightly above the nominal GDP growth of 7.0%.

Ad growth will be driven by an expansion in the economy (4.5% growth in real GDP with moderate inflation of approximately 3% per year) and strong consumer confidence.

Television is the leading category in media, accounting for two-thirds of total advertising spending.

México

méxico bandera -The advertising market in Mexico is valued at more than 72 billion pesos (US $5.7 bn).

Despite a slow start this year, the market grew 5.0% in 2013, which was even faster than economic growth (nominal GDP growth of 3.1%). Amid an economic acceleration (+6.2% of nominal GDP) advertising spending will have an additional growth of 8.5% in 2014.

The market is controlled by television with 60% market share.

Television will get the greatest benefits of the World Cup 2014 because TV ad spending will grow by 7.0%. As a result of soccer popularity in Mexico, its’ ad spending is expected to increase by US $ 35 million this year just by the presence of Mexico in the World Cup.

North America
In the US, media owner advertising revenues will grow 6,0% in 2014,reaching US $ 168 bn.This shows an increase compared to December 2013 forecast of +5.5%.

Sochi 2014 - 1 -The main growth drivers are the improved economic outlook and record incremental spend generated by several non-recurring events. The biggest of those events is the mid-term elections cycle followed by the Winter Olympics.

The soccer World Cup will be make a modest boost at the scale of the entire market, but a significant one in the Hispanic television sector. Another one-off spending driver this year is from insurance companies, healthcare institutions and local governments communicating around the implementation of the Affordable Care Act.

As always, US television will benefit the most from the non-recurring drivers of 2014, with advertising revenue growth of +8.3%, following 2013’s stagnation (-0.6%). National TV benefitted from the Olympics in the first quarter. Local TV will gain from political and health-related campaigns throughout the year. Hispanic TV will be boosted by the soccer .

What: Latin America Audience Marketplace DataXpand has selected data management platform Lotame to power its marketplace.
Why it matters: Lotame will help bring Dataxpand audience data and drive ROI for brands targeting audiences in Latin America, Europe and the US.

lotameDATADataXpand, the Latin American Audience Data Marketplace has selected   Lotame,the independent data management platform (DMP), to power its data marketplace.

This partnership will enable DataXpand to offer its audience data for Latin America, Europe and the US, where it already has a relationship with publishers, through Lotame to help drive ROI for brand and performance campaigns.

Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as DataXpand.DataXpand´s audience groups are based on demographic , language and online behavior, including how consumers browse, search and demonstrate interest in products and services.

Thanks to this partnership, Lotame DMP clients can access DataXpand`s audience segments for their branding and performance campaigns.
 

DataXpand´s audience data will most probably help brands innovate and improve brand recognition, response rates and conversion.

“Through DataXpand’s exclusive relationships with publishers, our clients are able to access high-quality, hyper local audience data through the DataXpand Audience Data Marketplace for better targeting,” said Kevin Kohn, CRO at Lotame.

What: Latin America Audience Marketplace DataXpand has selected data management platform Lotame to power its marketplace.
Why it matters: Lotame will help bring Dataxpand audience data and drive ROI for brands targeting audiences in Latin America, Europe and the US.

lotame DATADataXpand, the Latin American Audience Data Marketplace has selected   Lotame,the independent data management platform (DMP), to power its data marketplace.

This partnership will enable DataXpand to offer its audience data for Latin America, Europe and the US, where it already has a relationship with publishers, through Lotame to help drive ROI for brand and performance campaigns.

Buyers can also build rich profiles of the user by purchasing demographic and psychodemographic datasets from leading data providers such as DataXpand.DataXpand´s audience groups are based on demographic , language and online behavior, including how consumers browse, search and demonstrate interest in products and services.

Thanks to this partnership, Lotame DMP clients can access DataXpand`s audience segments for their branding and performance campaigns.
 

DataXpand´s audience data will most probably help brands innovate and improve brand recognition, response rates and conversion.

“Through DataXpand’s exclusive relationships with publishers, our clients are able to access high-quality, hyper local audience data through the DataXpand Audience Data Marketplace for better targeting,” said Kevin Kohn, CRO at Lotame.