Valentín Bueno


At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

What: We talked to Valentín Bueno, CEO at Latcom, about why out-of-home advertising is growing more than any other advertising media.
Why it matters: Out-of-home advertising has always been important, but technological advancement creates more and better opportunities for engaging consumers, which means the industry needs to adapt just as other advertising media.

Latcom’s Valentín Bueno

According to Magna Global’s 2017 Media Economy Report, out-of-home advertising attracts 6% of advertising spending globally. It is the only traditional medium that has been growing ad sales consistently over the last 10 years, and this is expected to continue. Predictions indicate OOH will grow by 4% per year in the next five years to reach US $33 billion by 2021.

Consumers spend 70% of their time out of home, which translates into endless possibilities to reach their attention. Valentín Bueno, CEO of Latcom, knows just how to mix all those possibilities in an appropriate way depending on consumer, market, and product, and he shared with us a few key insights for successful OOH advertising.


The Technological Revolution Boosts OOH

Latcom’s Campaign of Fox and TNT’s partnership received 15% of mobile CTR

Magna’s Global Report shows that although digital is only 5% of the global inventory, it already accounts for 14% of advertising revenues. In fact, DOOH already accounts for 22% of revenue in some markets like the UK and the global share is predicted to grow to 24% by 2021. For Valentín Bueno, the best way to describe how digital has influenced the growth of OOH is by calling it “an explosion, it’s the best term we can use. It was an explosion that boosted communication among consumers. In the last decade, digital technology, LED technology, interactivity, connectivity… it all advanced communication through out-of-home media.” As he points out, it is the only conventional media that has grown, while all the others have fallen. “It has also become the ideal complement of the digital world, and this combination increases the media’s relevance.”

“OOH will go on growing because it’s the only system that allows you to go outside to segment consumers,” declares Bueno when asked about the future of the industry. “People have less and less time for conventional media… They consume only what they need in terms of information and media, and out-of-home advertising puts you right in front of the consumer. This will never change; as long as the media allows us to find consumers where they are, OOH will keep on growing.”

Consumers Engage Democratically with OOH Media

As Valentín Bueno explains, in OOH advertising there is a combination that needs to be well planned in order to work. “Our system is the only one that works in the exact opposite way as other systems,” he says. “People consume this media because they wish to do so; it’s amazing, it’s a combination between imposition and democracy because consumers look at it only if they want to.” It is just as he explains: no one is obligated to look at a billboard, but you look at it when it calls your attention with the right message. “Remembrance is directly related to design, the elements should be appropriate in terms of aesthetics, you should have the right images and the right text.”

[OOH] advertising is a combination between imposition and democracy.

Beware: Challenges Ahead

During the Santander Río campaign, Latcom made sure tourists were intercepted throughout their whole stay

As Bueno explains, the main challenge of OOH advertising is and always be “to provide the right mix of graphics through the right media.” In other words, if what you show is well-planned and where you show it makes sense with the message, the “explosion” takes place. However, the industry’s challenges are more related to growth, to consolidating the media as an important system and to “going beyond global 5% participation, and going back to the historical 20%.” The way to do this, as he explains, is “by investing in research, and investing in evolving through digital platforms.”

“We at Latcom spend 24 hours a day trying to understand consumers’ needs and finding out how to do alchemy with the different available media within each market. We are at an advantage there, and we want to continue interpreting consumers’ habits in such a way that affects those consumers to align them with the message we’re sending.”

Successful OOH Advertising in a Nutshell

“The first step is understanding what your consumers are doing,” asserts Bueno. “This is a system that allows you to go find your consumers, so you have to find them first. Then, you need to take consuming and circulation habits and turn them into the best possible mix of media. Finally, you need striking creativity that makes consumers democratically choose to look at your ad.” In a world where media are increasingly more fragmented than before and people can choose what and when to consume content, you can’t launch a campaign without understanding perfectly each media and consumer, and you can’t dream of it being successful if it’s not appropriately designed. Out-of-home ads are there whether consumers want them or not, so make sure they choose to look at them when they’re facing yours.