Portada is glad to announce Jose Bello has been appointed as Director, Multicultural and Latam at Omnicom’s Icon International Inc. Congratulations, Jose!



After three years as Senior Director, Total Market at Hearts & Science, long-time Portada collaborator Jose Bello is moving to another Omnicom company: ICON International Inc. ICON helps clients recover value from their underperforming assets in exchange of media. All media purchases made through ICON are at clients’ benchmark pricing and quality; thus, Jose’s mission will be to identify opportunities for clients to consider corporate barter as an efficient way to fund their media investments in multicultural and in LATAM.

Jose is an accomplished veteran in the industry with more than 25 years of experience in marketing, advertising, and media. At Hearts & Science he led the media team in charge of multicultural work for P&G, including the multi-awarded campaign “The Talk”— an effort against racial bias that received 8 Lion Cannes and a Grand Prix, Effies, Reggies, Festival of Media awards, 4A’s, and a TV Academy Emmy Gold Award for Outstanding Commercial in 2018. Prior to Hearts, he was Managing Partner at Mediacom New York where he worked with clients such as Anheuser Busch, MARS, Volkswagen, Subway, Revlon, and Dell, among others. Jose also spent 6 years at Starcom on different roles in Miami, Latam, and a two-year assignment in Russia to manage the Coca-Cola and Novartis accounts.

On his new role at ICON International, Jose will be based out of the newly-opened satellite office in Fort Lauderdale. We wish him good luck in his new endeavors at ICON!


Text written by Lorena Hure @lorenahure

Which gaming sites do US Hispanics prefer? What is most important to them? How are users spread out within this category? Read on for the answers to these questions, drawn from comScore’s March 2017 ranking.

Forty percent of US Hispanic users visit game sites as part of their online entertainment activities.

Source: comScore Media Metrix, US, Hispanic All, Home and Work, PC/Laptop only, March 2017Total Unique Visitors (000)
    Total Internet:  Hispanic All26.592
1    EA Games – Media Network1.301
3    IGN Entertainment875
4    Curse856
5    GameSpot813
6    Fandom Games, Powered By Wikia659
7    TWITCH.TV605
8    Reddit Games590
9    Gamer Network481
10    Miniclip447

The themes within this category seem to be diverse, with no one predominant activity. Individually, the number of unique users on each of the ranked sites and platforms did not exceed 5% during the reporting period.

Based on the ranking, we can discern that, for US Hispanics, online games are as important as participating in forums where they can comment and find out about their favorite games. Although e-gaming is not new, it is interesting to observe how users are increasingly interested in this mode of content consumption, as well as the response of these platforms to constantly reinvent themselves with new games and monetizing modalities that come from both users and advertisers.

What: Prisa Brand Solutions is introducing a publisher Trading Desk to better monetize its audiences in the U.S. Hispanic market, Latin America and Spain. The new Trading Desk will be operated out of Prisa’s central hub in Madrid, Spain, for Local, National and International campaigns and out of Miami for Latin America and the U.S. Hispanic market, Gonzalo Ochoa Abal, Managing Director Americas at Prisa Brand Solutions tells Portada.
Why it matters: While many global publishers  like Conde Nast, the Washington Post and the Guardian have had their own trading desks for several years, this is the first trading desk established by a media company (publisher)  in the Spanish-speaking world. Trading desks set up by agencies ,e.g. Havas’s Affiperf, and  WPP’s Xaxis)  can often charge high spreads (between the price they buy digital ad inventory for and the price they sell it for). That  is why publishers have an incentive to bypass the middleman.

ezc2aevu_400x400Prisa Brand Solutions is introducing the first Publisher Trading Desk in the  Spanish-speaking world.. The publisher trading desk will enable to scale the digital business of Prisa using enriched data and to strengthen positioning of the group around two pillars of the digital economy: scale and data. The new platform is based on the strategic partnerships with Google and Appnexus, both companies are providing the DSP (Demand Side Platform) technology.

Prisa Brand Solutions will work with its own trading desk from now on, but will continue providing its inventory to major trading desks like Xaxis and Affiperf, Gonzalo Ochoa, Managing Director Americas at Prisa Brand Solutions, tells Portada. “We intend to complement the offering based on propietary data to agencies and brands,” Ochoa adds.

Prisa Brand Solutions, the ad sales unit  in Spain and Miami of Grupo Prisa, which owns digital properties including El País..com, the sports news site As.com and the radio station Los40.com , aims to to enable advertisers and agencies to reach its audience via the new trading desk, within a safe environment and significantly improve the ROI of their campaigns. Prisa Brand Solutions will add media properties, not owned by Grupo Prisa, to the inventory of its own trading desk, Ochoa notes.

“The technological transformation of media and advertising demands a continuous development of new business models that deliver competitive advantages…” says Ignacio Soto, Chief Revenue Officer of Grupo Prisa. “International media groups, like The Guardian, have clearly developed similar models. We are determined to maintain our leadership position in sales innovation and develop new models that yield a more efficient monetization of our audiences”.

This is one more step of the Sales Innovation Strategy initiated in 2015 by Prisa Brand Solutions with a programmatic premium platform, yield management and native advertising.

CHECK OUT: Programmatic with a Latin Twist.

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