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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Verizon

Verizon premieres two Spanish language commercials for the first time ever. Two Spanish language ads without subtitles will run during Sunday night’s Academy Awards – a first ever for the broadcast. The spots are part of the launch of a new creative approach from Verizon that highlights real customers and their stories about why they chose Verizon. The stories are as diverse as Verizon’s customers and reflect on how Verizon’s technology enables people businesses and society to innovate and make positive change.   The Spanish ad spots feature Hispanic-American customers who stay connected to their families – during life moments both big and small – through Verizon’s network. This will mark the first time Verizon will air a Spanish language ad spot in prime-time television. These are two of the six spots Verizon will air Sunday night to launch the new creative:Susana and Randy – Randy is an emergency first responder and although he is away from home a lot, he stays connected with his wife and four kids and never misses a “buenas noches” video call.Maria – With family members all over the country – and in Mexico – it is important for Maria to be able to connect with them to share important moments in life from dance competitions to new haircuts.

 

 

  • NBCUniversal Entertainment

NBCUniversal Entertainment, the Entertainment division of NBCUniversal, has placed its media business in review. Incumbent GroupM´s Essence, which won the account in 2017, will defend. WPP’s Maxus had been NBC’s media agency of record since winning a 2011 review that followed Comcast’s acquisition of the cable giant and a subsequent 2014 pitch for the digital portion of the business.

 

 

  • Buchanan’s

Buchanan’s Blended Scotch Whisky is proud to announce the release of BUCHANAN’S DeLuxe Blended Scotch Whisky x J Balvin Limited Edition Design. The custom design of the award-winning 12-year-old blend was created by global Latin music artist J Balvin, who has partnered with the brand for its Es Nuestro Momento campaign since 2016. The exclusive release marks the brand’s first-ever product collaboration and represents its commitment to celebrating the greatness of the Latin community.Through the J Balvin limited edition design, the brand toasts the impact of Latin culture on art, music, fashion and beyond, and all those leaving their mark on the world.During the multi-year partnership, the brand and J Balvin have worked to bring the Es Nuestro Momento spirit to life. Together, they have celebrated rising music talent, giving producers and creators a chance to feature J Balvin on a track. BUCHANAN’s Blended Scotch Whisky has also sponsored Balvin’s last two U.S. tours, encouraging fans of legal drinking age to “leave their mark” at the brand’s Casa Buchanan’s tour experience. Most recently, they have spotlighted artistic talent with a national pack design contest.

 

  • Keurig Dr Pepper

Keurig Dr Pepper, a leading producer and distributer of hot and cold beverages to satisfy every consumer need, has appointed Initiative as media agency of record for the U.S. and Canada, according to Adweek. Spark Foundry was incumbent on the business.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Café La Llave

Gaviña & Sons,Inc. makers of the popular Latin-style espresso Café La Llave, and a wide variety of other family-crafted coffees, announced the launch of Café La Llave espresso capsules, compatible with Nespresso® OriginalLine machines. The new line comes in 10-count packs (SRP $5.99) and is available on Amazon.com, with plans to roll out across South Florida supermarkets later this year.Café La Llave has an authentic coffee legacy, which dates back almost 150 years to the Gaviña family’s humble beginnings in the rich coffee-bearing soil of Cuba. Today, it is one of the few Hispanic-owned coffee brands in the U.S., and is still made by the same family who created it 47 years ago.As part of Café La Llave’s espresso capsule launch, the company has enlisted celebrity chef Ana Quincoces to serve as brand ambassador during its first-ever appearance at the star-studded South Beach Wine and Food Festival (SOBEWFF), which draws foodies from all over the country and takes place in Miami from February 20-24. F. Gaviña & Sons, Inc. will be rolling out a variety of other Nespresso® Compatible capsule coffees this year, including several varieties for their Don Francisco’s Coffee flagship brand. All F. Gaviña & Sons, Inc. coffees are blended, roasted and packed in the U.S., right from the company’s state-of-the art facility in Vernon, California. The company also has distribution centers in Florida.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Newell Brands

Newell Brands, a premier consumer goods company, has selected WPP as its communications partner for its portfolio of brands globally following a review. In January, WPP will launch Team Newell to accelerate Newell Brands’ growth globally. Geometry, Mindshare and Eicoff will add their respective expertise in shopper marketing, media investment management and direct response television to Team Newell. Additionally, the former Wunderman (now Wunderman Thompson) has been engaged on the client’s digital marketing work, and VMLY&R on social media. Those agencies join existing Newell agencies, BCW, Superunion and Wunderman Thompson as Team Newell. The team, which will be based in New York, will continue to be led by Eva Ruzicka.Omnicom’s PHD was the global media buying incumbent for the company’s Rubbermaid brand since 2013, and did not compete to defend. Newell’s domestic marketing spend was US$101.5 million in 2017, according to Kantar Media. Global spend this year will be about US$80 million.Newell Brands is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Marmot®, Oster®, Sunbeam®, FoodSaver®, Mr. Coffee®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, and Yankee Candle®.

  • Inspire Brands

Inspire Brands, a multi-brand restaurant company whose portfolio includes more than 4700 Arby’s, Buffalo Wild Wings, and Rusty Taco locations worldwide, has consolidated its national media business under Publicis Groupe’s Zenith. Zenith already handled Sonic, while Interpublic’s Initiative previously serviced the national Arby’s business. Zenith will begin working on the Arby’s national account as of of Jan. 1. Initiative, Arby’s media incumbent for more than 15 years, retains the brand’s local media account.Buffalo Wild Wings moved its media to WPP’s Mindshare in the fall. Arby’s spent about US$140 million on measured media in 2017, according to Kantar Media.

 

  • Hennessy

Hennessy, the world’s best-selling Cognac, celebrates Canelo Álvarez‘s second win of the year as he earns the WBA Super Middleweight World Championship, making him one of a select group of Mexican fighters to become a three-division world champion. The victory marks another chapter in Canelo’s “Never stop. Never settle.” journey as he continues to fight for his family, country and fans. As the pride of Mexico and arguably the best pound-for-pound fighter in the world, Canelo continues to cement his legacy and showcase his relentless passion for being a champion both inside and outside of the ring.Now in its second year, Hennessy’s partnership with Canelo and Oscar De La Hoya’s extensive Golden Boy Promotions roster is intended to encourage others to “Never stop. Never settle.” in their own life pursuits.Hennessy invites consumers across the globe to toast to Canelo’s latest victory with this specialty V.S.O.P Privilège cocktail. Hennessy is imported and distributed in the U.S. by Moët Hennessy USA.

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Verizon

Verizon officially announced its media and advertising division would be rebranded Verizon Media Group, effective on January 8. This means the end of the Oath brand. The change is aimed at representing the brand´s  strong alignment as a core pillar of Verizon’s business.A spokesperson for the company confirmed that an official Verizon Media Group logo is launching alongside the official rebranding on January 8.

 

 

 

 

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Image result for post company logoPost Consumer Brands and Major League Soccer (MLS) signed a multi-year sponsorship program. Starting MLS 2018 season, on March 3, Post will serve as the exclusive cereal sponsor and be visible in stadiums at more than 370 MLS games, including national TV broadcasts.
  • Manchester United finally launched its own YouTube channel. The channel will show original content, including “unique behind-the-scenes access” to its famous Old Trafford ground, as well as exclusive player features, and all the latest goals and match action.
  • Spain’s La Liga will reportedly become Official Football League Partner of the Renault F1 Team. The LaLiga logo will be present on the team’s car as well as on the overalls of Nico Hulkenberg and Carlos Sainz.

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  • LAFC has unveiled its uniforms for its inaugural season with YouTube TV as its jersey sponsor. The Adidas uniforms stick to LAFC’s black-and-gold color scheme, with the large Youtube logo on the front.

  • Copa90 announced a new partnership with Soccer United Marketing (SUM), the for-profit marketing arm of Major League Soccer. Together, the companies will generate new content formats, as well as bilingual content focused on the Mexican National Team, the CONCACAF Champions League and Major League Soccer.
  • Major League SoccerMajor League Soccer launched its 2018 brand campaign, “Our Soccer.” Cornerstone Agency and The FADER are the agencies behind the campaign, to “tell the story of the U.S. and Canada’s most ascendant, progressive and diverse sports league.” MLS national broadcast partners ESPN, FOX Sports, Univision, TSN and TVA Sports, as well as international and regional MLS broadcast partners, will support the campaign.
  • Verizon and CONCACAF signed a multi-platform media rights deal. The deal gives Verizon exclusive English language rights to distribute multiple Confederation Championships, including the Scotiabank CONCACAF Champions League and the CONCACAF League in the US.

What: Verizon and the CONCACAF have agreed to a media rights deal to distribute CONCACAF tournaments across Verizon’s digital platforms.
Why it matters: The deal will give Verizon exclusive rights to distribute multiple championships, adding CONCACAF to Verizon’s sports offering which already includes deals with the NFL and the NBA.

Verizon and the CONCACAF (Confederation of North, Central American and Caribbean Association Football) have agreed to a multi-platform media rights deal to distribute all of CONCACAF competitions across Verizon’s digital media platforms. The deal gives Verizon exclusive English language rights to distribute multiple Confederation Championships, including the Scotiabank CONCACAF Champions League and the CONCACAF League in the U.S., as well as select tournaments in Canada, Mexico, and the Caribbean.

Verizon, including media properties like Yahoo Sports, go90, and Complex, adds CONCACAF to its  digital sports offering with vast reach across platforms. In addition to recent deals with the NFL and the NBA, CONCACAF will join Verizon’s wide soccer portfolio, which includes beIN SPORTS, the National Women’s Soccer League (NWSL), Univision’s Liga MX, Eleven Sports’ Jupiler Pro League and a variety of Leagues within GOL TV.

“As the Scotiabank CONCACAF Champions League continues to gain attention as the region’s most important club tournament, this partnership with Verizon offers a great opportunity for fans who will now be able to follow their favorite teams live as they fight for the Confederation crown,” said CONCACAF CCO Jurgen Mainka.

“Our partnership with CONCACAF is yet another example of how we’re fueling our platforms to become the first screen for live sports. This deal is especially exciting as fans look to us for unique content and experiences in soccer,” added Brian Angiolet, SVP, Global Content & Media at Verizon.

 

What: The market for live-streaming rights is getting even hotter: Verizon just struck a deal with the NBA, while Facebook has hired Eurosport CEO to oversee a multi-billion push into live-streaming of sports events and esport tournaments.
Why it matters: Live sports are the only appointment viewing content category large advertisers still want to spend big chunks of money in. As mobile users increase, platforms need to be quick in their bids to show live sports content online.

A few days before the February 9th deadline for English Premier League streaming packages, Facebook has targeted Peter Hutton, CEO at Eurosport, to oversee the social network’s multi-million live-streaming effort. More than ever, the digital advertising trend pushes major platforms to fight for live sports streaming, and Facebook sure could use the extra help. A few months ago, they pushed a failed US$600 million bid for the rights to cover the Indian Premier League of Cricket.

Even though Hutton is not expected to start his new role until the end of the winter Olympic Games in South Korea, digital streaming rights have a strong presence in the social network’s mind. They’ve been known to partner with Fox Sports to stream Champions League selected matches, as well as some matches from Mexico’s Major League SoccerThere have been reports that Facebook has decided not to bid for NFL streaming, which could mean they will save their efforts for soccer as it is the most-followed sport throughout their network.

Reinforcing sports streaming strategy is one thing, but platforms like Google and Facebook are also looking into expanding their efforts in electronic sports (esports) streaming. Facebook has the advantage here; as the relationship between video games and social media becomes closer, the largest social network has closed a deal with the Electronic Sports League, by which esports fans will be able to follow the Counter Strike: Global Offensive Pro League, and the Electronic Sports League One tournaments.

Verizon in NBA and NFL Deals

In order to compete with Facebook’s video ad business, Verizon has signed an agreement to allow mobile phone users to watch sports for free, but this time with the NBA. Verizon will let users watch up to eight basketball games for free, and viewers who wish to watch games throughout the season can subscribe to the League Pass service for US$99.

Just a few weeks ago, the mobile carrier, owner of Yahoo, closed a US $1.5 billion deal with the NFL to allow users to watch football matches on their mobile phones, through the Yahoo sports app. Verizon’s last deal with the NFL, which runs through the current season, cost the carrier $1 billion over four years. That means Verizon is paying at least 20 percent more per season for the games. With only two more weeks before the Super Bowl, we’ll see what these two media, as well as others like Amazon and Google, decide to do next.

 

[Featured image by Cleeng.]

 

 

 

 

 

 

 

 

 

 

 

 

What: Since the first launch in June 2017, Sprint reminds Verizon customers that they’ll get a whole unlimited year for switching.
Why it matters: Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers.  Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.

 

“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”.

 

Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.

 

The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19.

 

Interestingly, both Verizon and Sprint have targeted Hispanic consumers from up close. Exactly two years ago, Sprint’s Hispanic marketing manager Kymber Umaña spoke to Portada about the firm’s multicultural marketing strategy. Sprint understands that for Hispanics, a mobile phone is their gateway to the content they desire but also a necessary means for staying connected to friends and family,” she said. “A majority of our Sprint stores have bilingual staff and offer Spanish-language materials to meet the needs of the diverse Hispanic segment.”

 

The marketing war against Verizon has to do at least to a certain extent with getting the Hispanic consumer’s attention. Last year, only two months after the first launch of the unlimited year promotion, Verizon used the 2017 MTV Video Music Awards ceremony to show an ad targeting US Hispanics. The ad, titled ‘Date Interrupted’ and featuring Mexican actor Luis Gerardo Méndez, showed a Hispanic couple about to interrupt their dinner at a restaurant to go check on their baby at home. Since the Verizon representative on site doesn’t speak Spanish, it is up to Méndez to introduce Verizon’s unlimited data plans to the couple (and save their date). When we asked Verizon EVP and CMO Diego Scotti about the ad, he explained to Portada that it was “a nod to the bi-cultural Latino audience. We are telling them: We get you. We understand you.” It seems this war will be difficult to win. On the one hand, bicultural users like to feel understood; on the other, what can beat a free year of communication with loved ones? If Verizon has the answer, we’ll surely find out soon.

Update: A Sprint representative has contacted us to clarify that the promotion has been available since June 2017; the firm has neither relaunched it nor revived it, though it is a limited-time-only offer. 

 

 

 

 

 

 

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

Verizon has signed a 2.5B deal with the NFL that will allow Yahoo users (Yahoo is owned by Verizon) to watch football games for free on Yahoo’s app.

More than 58% of video plays globally occurred on mobile devices in the third quarter of 2017, with that figure due to rise to 60% in mid-2018, according to Ooyala.

A new study by 16 programmatic publishers — including Business Insider, The New York Times and The Washington Post — and Google, Amobee and Quantcast found alarming figures around video and display advertising fraud, according to a press release.

According to Ooyala’s Q3 2017 Global Video Index, Connected TV (CTV) mid-rolls had a 98 percent completion rate in Q3, while PC mid-rolls had a completion rate of 97 percent. On each platform, broadcaster mid-rolls had stronger completion rates than did publisher mid-rolls. The highest rate for publisher mid-rolls was 88 percent on PCs.

Alibaba‘s video streaming service, Youku Tudou, has signed content licensing deals with NBCUniversal and Sony Pictures Television.

Redbox is going after the online video market again, launching On Demand service that offers movies and TV shows for purchase or rent.

Amazon Prime Video has begun streaming in HDR10+ on US Samsung QLED and 4K TVs.

LATAM MARKET

It seems like Apple may be about to launch ApplePay in Brazil. 

A report by Magna forecasts that digital ad spend will grow 9.9% in 2018 in Latin America, which is the fastest-growing region compared to other markets.

Digital House, a Buenos Aires, Argentina-based group of schools providing digital skills to young Latin Americans, has raised $20m in funding.

Turner International’s Digital Ventures & Innovation (DV&I) team has launched a new gaming streaming service GLOUD in Latin American countries Argentina and Chile, with plans to launch in other countries in the region soon.

Teads Brazil announced impressive results for 2017, closing out the year by growing its operations by 150%, and achieving 1.2 billion people monthly in their audience reach. This represents 91% of the Brazilian population with internet access, up from 52% of coverage in the beginning of the year.

What: Digital content company Oath announced the incorporation of Felipe Molina to their strategic planning team for the LatAm region.
Why it matters: Based out of Oath’s offices in Miami, digital strategy specialist Felipe Molina will analyze Oath’s entire brand portfolio to develop in the Latin American market.

Oath, the leading digital content company, which encloses the AOL brands and Yahoo!, announced the incorporation of the digital strategy specialist, Felipe Molina, to their strategic planning team for the Latin American region. Molina will bring support to Oath’s strategy to accelerate the growth and development of the company’s business platform in the region.

Felipe Molina has more than 10 years of professional experience in the digital media field, having worked for some of the most important companies in the region, like Unilever, MasterCard and Coca-Cola. Previous to joining Oath, Molina acted as director of digital specialization for IPG MediaBrands, integrating the different digital operations of the company, such as Cadreon, Reprise, McCann (UM WW) and Ansible.

Based out of Oath’s offices in Miami, Felipe Molina will analyze Oath’s entire brand portfolio to develop in the Latin American market.

Oath was born through the acquisition of AOL and Yahoo! by Verizon, which bring together more than 50 brands. The company has a goal of reaching two billion users in the world by 2020.

What: Sprint and T-Mobile continue to drop hints that they will indeed merge, with the latest rumors asserting that T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, with Sprint’s SoftBank Group Corp controlling 40 to 50 percent.
Why It Matters: Aside from reshaping the mobile landscape through combining two of its largest players, how would the merger affect major (and minor) carriers’ ongoing battle for the loyalty of Hispanic consumers?

Rumors about a possible merger between third-largest US wireless carrier T-Mobile and fourth-largest Sprint have intensified as unnamed sources come out to drop hints about how the deal would look.

On Friday, Reuters cited unnamed sources that claimed that while T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, SoftBank Group Corp, which controls Sprint, would come out with 40 to 50 percent ownership.

A brand shaped by its focus on innovation and offering new kinds of value through mobile technology, T-Mobile has been targeted for merger deals by both Verizon and AT&T, the first and second-largest carriers in the country, in the past. With its focus on offering flexible, low-cost plans that appeal to Hispanics, Sprint could offer T-Mobile a deeper reach into this key growth market while the new company chips away at Verizon’s pricing advantage.

For Mobile Carriers, Hispanics Are Key to Growth

The numbers don’t lie: According to Nielsen, there are 56 million Hispanics (and counting) in the United States, and 72% of them own a smartphone (10 percent higher than the national average).

And so it is no surprise that both T-Mobile and Sprint have made Hispanic marketing a priority in their own way. According to Ad Age, as recently as 2013, T-Mobile ranked seventh among the top 10 advertisers to Hispanics, with $98.7 million spent on Hispanic marketing alone in 2013 compared to Sprint, which came in at #18 on the list spending $68.6 million.

But when Bolivian Marcelo Claure took over as CEO of Sprint in 2014, things began to change. It started with him  starring in a Spanish-language Sprint commercial on Univision during the Latin Grammys broadcast that November that opened with him saying “Hola, soy Marcelo Claure.”

From there, Claure went on a hiring spree to create a team capable of leading Sprint’s battle for the Hispanic market. He started by hiring Manuel Campos, the T-Mobile account director at Hispanic agency Conill, as Hispanic marketing director for the company, and a few months later, Claure hired current marketing chief, Spaniard Roger Solé, who came to Sprint from TIM Brasil, Telecom Italia’s mobile operator in Brazil, where he was CMO.

Sprint’s Hispanic marketing strategy was to give the demographic an option that was built for their preferences and behavior: For just $100 a month, a Sprint family plan included 20 gigabytes of data. Sprint’s Boost Mobile division also released rate packages custom-designed for Hispanics: one combined calling and unlimited messaging from the U.S. to Cuba and was offered exclusively at Boost Mobile dealers in the Miami area.

In the meantime, T-Mobile launched Univision Mobile, which offered customers monthly plans that include 100 minutes of international calling to countries in Latin America and unlimited text messaging to phone numbers in more than 200 countries around the world. The service has since been absorbed into the Ultra Mobile service but was the first in a number of ambitious moves by the brand to capture this key demographic.

Merger Will ‘Coalesce Their Hispanic Efforts’

Tru Multicultural’s founder and CEO Yousef Kattan, whose past clients include T-Mobile, added that the mere amount of data they will be combining will “create an environment of intelligence” that will allow the combined company to be “smarter, efficient and ultimately more effective will be sizable.”

We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space.

“We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space,” Kattan added.

Mario Carrasco, Co-Founder and Principal of ThinkNow Research, highlighted that “Sprint has been focusing on targeting the Hispanic market seriously since 2015,” and that “their main rival in this space has been T-Mobile.” As the Hispanic demographic has been key to their battle for the third spot, Carrasco asserted that their unique strengths will complement each other with regard to Multicultural. “This merger will coalesce their Hispanic efforts by combining Sprint’s low-cost plans with T-Mobile’s branding will lead to a more effective Hispanic targeting effort overall,” Carrasco said.

Merger Will Make Space for Minor Carriers, Unconventional Services Popular Among Hispanics

One of the biggest questions surrounding the merger is how reducing the number of major carriers will affect the mobile landscape. With regard to the Hispanic market, experts seem to agree that the merger would create a unique window of opportunity for prepay segment, minor carriers, and unconventional mobile services, all of which are popular among Hispanic consumers.

Carrasco of ThinkNow predicted an increase in the adoption of simple mobile and TracFone, options that are particularly appealing to the Hispanic market. “Adoption of Wi-Fi phones is increasing, and unconventional services such as Google Fi will begin to take more of the market share,” Carrasco said.

Kattan added that prepay will likely continue to evolve and become a focus for major carriers trying to reach growing numbers of Multicultural consumers who prefer non-traditional mobile plans. “This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic,” Kattan said.

This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic.

Carrasco echoed that sentiment: “I believe these nontraditional services and carriers have more appeal to Hispanics who tend to adopt emerging technologies at a faster rate than the general population.”

With so few major carriers in the event that the merger occurs and is approved by US regulatory bodies, data and pricing wars would intensify as the “big three would fight even harder for these gross adds,” Kattan said. “Device offers will also get more competitive to help entice consumers to leave their current carriers.”

In the End, T-Mobile and Sprint ‘Are Going After Very Similar Segments’

Aligning the strategies of two large and complex operations with unique branding and identities like T-Mobile and Sprint is never a simple endeavor. “Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market,” Carrasco said.

Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market.

But their core values may be more aligned than we think. “Both T-Mobile and Sprint and their prepay services MetroPCS and Boost respectfully are going after very similar segments that value price first, but don’t want to sacrifice quality and flexibility,” Kattan explained. Aligning Verizon and T-Mobile’s core values? That would be more complicated, Kattan admitted.

In the end, both brands have unique advantages that should serve each other well as they grow. T-Mobile is a “game changer and innovator in the space; a brand truly built around the consumers’ needs that can provide value,” Kattan said. On the other hand, Kattan pointed to price, devices, and distribution as Sprint’s key claims.

If the deal goes through, an already evolving mobile market will be shaken up yet again, and Hispanic consumers will be key as carriers build strategies to adapt to the demographic’s quick adoption of new, alternative mobile technology and preference for flexible, price-conscious mobile plans.

What: Verizon has launched  AdFellows program, a paid fellowship that will give diverse young marketers internships at companies & agencies.
Why it matters: 20 diverse young marketers will have the chance to work within Verizon & its partner agencies (McCann Worldwide, Momentum, Rauxa, Weber Shandwick, and ZenithOptimedia) over the course of eight months.

Verizon  wants to promote diversity within the marketing industry that is why the company has launched AdFellows program, a paid fellowship that will give 20 diverse young marketers internships to work within the company and at its partner agencies (McCann Worldwide, Momentum, Rauxa, Weber Shandwick, and ZenithOptimedia) over the course of eight months.

Almost a year ago, Verizon’s chief marketing officer Diego Scotti sent letters to 11 of the agencies Verizon works with.

“Verizon is a company that has a long history of diversity, but for us diversity is not just about the right thing to do, it’s critical to our success,” Verizon CMO Diego Scotti, tells Marketing Daily. “For us, when you look at marketing and creativity in particular, the issue around giving diverse talent an opportunity is critical for success.”

Last September, Verizon made public a letter Scotti wrote to his agencies calling for more diversity among the ranks. More diversity would give the company more perspectives into a diverse American public, he said in the letter. He echoed that sentiment when talking about the AdFellows program.

“As an industry, we need to start taking action, and we need to be at the forefront,” Scotti says. “We don’t believe in quotas, we believe in progress, and we have to make that progress.”

Including the agencies among the partners for the fellowships is an important way to show the industry Verizon is committed to encouraging diversity across the board. It also gives potential recruits an opportunity to gain a broader range of experience.

Diego Scotti – “As an industry, we need to start taking action, and we need to be at the forefront”

The paid fellowship will cover housing, and includes a goal to place 90% of the participants in positions at either Verizon or its agencies. Scotti notes the company’s 9-month-old in-house agency is staffed with 50% minorities, and is 52% female.

“It’s not an issue about finding people,” Scotti says. “When you build something from scratch you can do it right from the start.”

But getting recruitment right is only a part of the equation, Scotti says. The next step is creating opportunities and the environment that encourages the diverse workforce to stay for the long-term. He also hopes other companies and organizations take a cue from this program and start their own.

“We want to do something that endures. If you’re going to do that, you’ve got to do it right,” Scotti says. “As an industry, we need to start taking action, and we want to be at the forefront of that.”

 

 

Diego Scotti, EVP and CMO at Verizon Communications, provides exclusive insights into his company”s new mostly Spanish-language spot promoting Verizon’s unlimited data plans. Scotti is responsible for linking the innovations of the company’s product team to the customer-focused operations of the business units to build the Verizon global brand, create consumer awareness and advocacy, and drive customer preference for the brand through all channels.

Verizon aired a mostly Spanish-language spot during last Saturdays’s 2017 MTV Video Music Awards (VMAs). The spot was broadcast through Viacom’s prime-time English-language TV Networks. Why did Verizon decide to broadcast a Spanish-language spot in English-language prime-time TV? “This is a nod to the bi-cultural Latino in the U.S,” Verizon CMO Diego Scotti tells Portada. “Verizon has a long tradition of addressing needs of different multicultural groups. This is a nod to the bi-cultural Latino audience.”  “We are telling them: We get you. We understand you,” Scotti adds.

According to Scotti, Verizon’s new bi-cultural Hispanic foray recognizes the increasing weight of bi-cultural and bilingual Hispanics in the overall composition of the Hispanic population. Until recently, the majority of Verizon’s Hispanic market campaigns targeted the Spanish-dominant part of the Hispanic population.

We are telling bi-cultural Latinos: We get you. We understand you.

Mexican actor Luis Gerardo Méndez teamed up with Verizon to star in the new unlimited data spot. Méndez is known for his role as “Estanislao Shilinsky”; Mario Moreno’s best friend in the movie “Cantinflas” (2012); his starring role as “Javi” in “The Noble Family” (2013); and Co-Producer/Co-Star of “Club de Cuervos” (2015)  Netflix’s first original Spanish production. The choice of a Spanish-language-native actor reflects how much Verizon cares about meeting the needs of the bi-cultural Latino.  “Hispanic audiences often do not like it when the characters in the campaign use English. It is not always tasteful when brands use English-language characters to address the bi-cultural Latino.” “This is an intelligent audience that deserves respect”, Scotti emphasizes.

The new spot, developed by Verizon’s creative agency partner The Community, will be promoted via in in-language media, digital properties – including heavy use  of online video – as well as through guerrilla type of  marketing actions.

CHECK OUT: Into Verizon’s Hispanic Millennial Campaign “Bienvenido a lo Mejor”

The Spot

The new spot, ‘Date Interrupted,’ premiered yesterday (August 27) during the 2017 MTV Video Music Awards (VMAs). In the spot, a Spanish-speaking couple dines in a nice restaurant, enjoying a special evening away from their baby. Just as they begin to relax, the woman realizes she can no longer view their digital baby monitor on her phone, panicking as she urges her partner to eat faster so they can get home.
Almost instantaneously, Middleditch, of HBO’s Silicon Valley fame, swoops in, but realizes he’s never encountered Spanish speakers until now. Luckily, Mexican actor Luis Gerardo Méndez , who looks and dresses like Middleditch, comes to save the day. Middleditch asks “Who are you?” Méndez replies, “Someone like you but en español.” He then smoothly explains to the couple how Verizon has the best network with the best unlimited data in Spanish, while Middleditch is left bumbling because he doesn’t understand what they’re saying.

https://www.youtube.com/watch?v=cQK3S7fnnbA

What: Portada spoke with Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, about how the new brand will position itself in the Latin American and US Hispanic market.
Why it matters: With the merging of nearly 50 products, Oath promises to reach over one billion users worldwide, with a special focus on mobile.

In 2015, Verizon closed a deal to purchase AOL for $4.4 billion. Then, in June of this year, Verizon’s expected purchase of Yahoo was confirmed, in a transaction valued at $4.48 billion.

Oath was formed to group together and manage the company’s new products, with the aim of offering better solutions to end users, as well as to brands and advertising agencies.

Armando Rodriguez
Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath.

The first thing that needs to be understood, explains Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, is that the current brands will not disappear or change names. Yahoo News, Yahoo Mail, Yahoo Sports, and Tech Crunch are just a few examples of sites that will continue to operate as they have been doing so far. The only difference is they will now be managed under Oath.

“What we are doing is combining more than 50 media tech brands that are part of AOL and Yahoo, to allow us to bring scale to brands, [to become] one of only three major companies with a global reach of over 1 billion users,” adds Rodríguez.

Because of each brand’s identification among users, the executives decided not to change their names, but instead reinforce their content and strategies.

Oath is only a couple of months old, so the first priority has been to reorganize the company internally, explains Rodríguez. However, the areas in which the company will concentrate its efforts are already beginning to be drawn.

We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members.

Oath“We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members. As a member, you have affinity, you are more connected and more loyal, and that’s what we want.”

In Latin America, Oath has identified that online users closely resembles those of the rest of the world. “They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web,” he explains.

Oath wants to take advantage of its own presence in mobile to better leverage these users by generating more accurate content, and at the same time offer brands and agencies a more comprehensive marketing proposal.

They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web.

“Oath is a physical mobile company first. Our DNA is mobile, we want to invest and continue to grow through mobile, both on the consumer side but also on the advertising side, to provide the best solutions to reach those consumers,” adds Rodríguez.

The executive promises that the company’s brands offer four features that are very valuable for brands and agencies: scale, reliable content, premium distribution, and data.

For now, in terms of reaching Latin America and the rest of the world, “from the B2B perspective, we will go to the agencies, advertisers, and our partners to help them understand what Oath means, what it stands for, our value proposition for them, and how are we going to achieve our goals for them.”

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What: Oath, the Verizon unit that encompasses AOL and Yahoo,  has defined its leadership structure for the U.S Hispanic market and Latin America. Armando Rodriguez will oversee all sales and operations for the region, Henry Zamarripa,will lead sales for Spanish-speaking Latin America, Andre Izay, will be in charge of overseeing sales and operations in Brazil, and Matthew Harris, will leadsales for the U.S. Hispanic market.
Why it matters: The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America. (Last year Yahoo had closed its operations in the Argentinean and Mexican markets).

Armando Rodriguez

Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America.  Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.

Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.

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Verizon, one of the largest telecom operator in the United States, acquired AOL in 2015, and most recently completed its acquisition of Yahoo for US$4.5 billion in early June. The integration of these two companies, which will operate under the Oath umbrella, should take several months to complete.

 Digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

A global leader in digital and mobile, Oath is a house of more than 50 media and technology brands, including AOL.com, HuffPost, Yahoo Sports, Yahoo Finance, BrightRoll, Flurry, ONE by AOL, TechCrunch and Tumblr, to name a few. Today, the combined properties of Oath reach over 1 billion people worldwide, with a goal of reaching 2 billion people by 2020. Oath is shaping the future of media and building brands people love through scaled audiences, trusted content, premium distribution and differentiated data for thousands of the world’s leading advertisers.

Latin America remains a strong market for growth in digital advertising. According to eMarketer, digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

CHECK OUT: Verizon buys Yahoo: 8 Things You Need to Know

“We are creating a transparent and reliable environment for advertisers that combines relevant and differentiated content with a complete set of data that gives us an in-depth understanding of more than 1 billion people around the globe. This represents a huge opportunity for advertisers in Latin America, where we’re seeing tremendous growth and momentum,” says Armando Rodriguez.

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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Early next year, a new version of Google Chrome will include an ad filter that takes out sites with poor ad experiences. Chrome will then block all ads on offending sites.

YouTube has updated its advertising guidelines for its creator community. Among content that is deemed ineligible for advertising are controversial issues and sensitive events; drugs and dangerous products or substances; harmful or dangerous acts; sexually suggestive content; and violence.

According to AdColony’s Spring 2017 App Install Marketing Survey, 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest is for in-feed, social, and television video ads.

According to Mary Meeker’s Internet Trends Report, Internet ad spending is projected to top TV ad spending within six months

Verizon has completed its $4.48 billion acquisition of Yahoo. Assets will be combined with AOL brands such as the Huffington Post under a new subsidiary called Oath.

Kantar‘s survey of advertising media preferences found that 68 percent of connected adults either like or tolerate advertising. 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse.

The Interactive Advertising Bureau announced Q1 U.S. digital advertising revenue hit $19.6 billion, the highest ever for a first quarter and representing a 23% year-over-year increase.

According to a recent report from Reuters, Facebook is signing deals with companies like BuzzFeed, Vox, and Group Nine for TV-style video with both short clips of about 10 minutes in length and longer shows of 20 minutes or more.

The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market.

A formidable group of media companies including AMC, Amazon, BBC, Twentieth Century Fox, Netflix, NBC Universal, Telemundo, Televisa and Univision have formed the Alliance for Creativity and Entertainment (ACE) to fight online video piracy.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1M investment, television’s lift is consistently seven times better than paid search and five times better than online display advertising across a broad list of advertising categories.

Apple confirmed rumors that its set-top box will be getting an Amazon Prime app for the tvOS platform later this year.

Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen.

NBC News unit has launched a digital video service that targets viewers who get their news on social media. The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet’s YouTube, Facebook, and Instagram.

LATAM MARKET

According to Ooyala’s Q1 2017 Global Video Index, in LATAM, mobile video plays topped 56 per cent—up from 46 per cent last year, with tablets representing 5 per cent, the least of any region.

Research conducted by Dataxis predicts that LTE penetration will grow in Latin America from today’s 21% to 90% by 2022. While 4G penetration varies in the region, Uruguay by far being the most advanced country with a 50% penetration.

VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms.

According to the Advertising Bureau‘s “Always On – A Global Perspective of Mobile Consumer Experience,” smartphone users in South America noted the most progress in their mobile ad experiences, but smartphone users in Brazil saw moderate advancement with mobile advertising relevance.

 According to The Competitive Intelligence Unit (CIU), average mobile data consumption has doubled in Mexico over the past two years, driven by online video viewing.

What: Verizon has made it official, today the tech company announced it has finally closed its acquisition of Yahoo for US $4.5 billion and combined these assets with its existing AOL business to create a new subsidiary: Oath. Marissa Mayer, former CEO at Yahoo, resigned.
Why it matters:
Yahoo Spanish-language edition continues to exist and is marketed by Yahoo’s Latin American and U.S. Hispanic sales team in Miami and by IMS.  A Verizon spokesperson told Portada that it will be providing updates on the Latin American and U.S. Hispanic strategy soon.

The Yahoo transaction was announced in July 2016, but today, after Yahoo shareholder approval last week, Verizon finally made the acquisition official, at an estimated value of US $4.5 billion.

“While reaching this moment has certainly been a long road traveled, it marks the end of an era for Yahoo, as well as the beginning of a new chapter – it’s an emotional time for all of us. Given the inherent changes to my role, I’ll be leaving the company. However, I want all of you to know that I’m brimming with nostalgia, gratitude, and optimism,” former Yahoo CEO Marissa Mayer stated in her Tumblr account today.

Given the inherent changes to my role, I’ll be leaving the company.

The sale of Yahoo is just one more sign of how the online media and content market continues to consolidate, as large companies are trying to bring together audiences, and advertisers all under one big company, in competition with the continuing growth of Google and Facebook.

“The close of this transaction represents a critical step in growing the global scale needed for our digital media company. The combined set of assets across Verizon and Oath, from VR to AI, 5G to IoT, from content partnerships to originals, will create exciting new ways to captivate audiences across the globe,” stated Marni Walden, Verizon president of Media and Telematics.

Tim Armstrong, former CEO of AOL, is now CEO of Oath, which is part of Verizon’s Media and Telematics organization. He has been leading integration planning teams since the Yahoo transaction was announced, and Oath begins operation today as a global leader in digital and mobile.

Portada reached out to Yahoo’s team about how this change will affect Yahoo’s Latin American and U.S. Hispanic operations, but they weren’t ready to comment on that matter.

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What: After merging Aol and Yahoo, both part of Verizon, the new company will be called Oath. Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. Separately, Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America.
Why it matters: On July, Verizon announced Yahoo’s acquisition through a 4.8 billion dollar cash transaction.

After announcing Yahoo’s acquisition on behalf of Verizon last July, speculations were made about how the digital content company would merge with the telecommunications giant.

Today was announced that, after merging AOL and Yahoo, the new company would be known as Oath. By doing this, Verizon hopes to boost Yahoo’s search, mail, content, and ad-tech businesses.

Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. And Marissa Meyer, former Yahoo CEO, will step down from the company.

It hasn’t been announced if Yahoo will keep its name for any of its different business divisions. By now, AOL’s CEO, Tim Armstrong, confirmed the new company’s new name on his Twitter page. “Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017.”

A spokesperson at AOL told Business Insider that Oath would be launched in the summer as a new disruptive company.

Some months back, at the beginning of the year, Yahoo’s acquisition was being questioned after the media company suffered two data breaches affecting 1.5 billion users. Nevertheless Verizon confirmed the transaction was still on, and would be finished during the years second quarter.

The business units from Yahoo which Verizon is not buying, such as 15% of Chinese retailer, Alibaba, and part of Yahoo in Japan will now be known by the name of Altaba.

It seems Yahoo maybe keeping  its name in Latin America and the U.S.-Hispanic market. Today the company announced some changes to its Spanish site.  Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America. The design is now cleaner and more modern. New features increase personalization and sharing of content. The update unifies Yahoo’s homepage with its properties, giving a more consistent experience across devices, said Carolina Casares, Yahoo’s chief of Hispanic media in a blog post.

What: Verizon has hired former Apple exec Andrew McKechnie as their new in-house CCO.
Why It Matters: The telecommunications company has decided to build an in-house agency to boost its brand in a highly competitive market.

Andrew McKechnieLess than a week ago, Andrew McKechnie joined Verizon’s team as the new chief creative officer. Over the past three years, McKechnie had been working at Apple as their global group creative director, where he oversaw their global marketing communications design team. With over 16 years of experience, he will be charged with transforming Verizon from a wireless company into an innovative technology company.

Leading a team of almost 60 people, McKechnie will oversee the company’s marketing efforts from within its new in-house agency and attempt to renovate Verizon’s identity through new cross-platform branding.

Craig Wigginton, Vice Chairman at Deloitte, explained in Deloitte’s 2017 Telecommunications Outlook that some areas with the greatest potential for digital improvement are customer care, sales, and billing, as telecom companies can and should “use the Internet and social media channels to serve customers directly.”

As the telecom market evolves, Verizon needs to step up its marketing strategies. Wigginton explained that “as carriers seek to remain competitive, operations are one area that is ripe for improvement. Many telecoms still rely heavily on manual processes; the availability of new technologies and innovations may make 2017 the year of digital transformation for carriers in both in the US and globally.”

According to Verizon’s CMO, Diego Scotti, the company is also looking to develop products that incorporate smart devices and the connectivity of the Internet of Things.

McKechnie will be leading his tem from Verizon’s new agency-like offices in New York City’s Financial District.

In the age of the total market it is interesting to see how Verizon just introduced a campaign specifically targeting Hispanic Millennials led by actress Gina Rodriguez (Check out the box below for details of the campaign). Portada talked to Stephanie Shannon, Culture and Segment Strategist at Verizon. Shannon is going to be one of the major speakers at our upcoming Annual Conference on Sept. 15  (co-produced with MediaPost).

Isn’t it enough to target a campaign targeting millennials in general? Why is there a specific need to target Hispanics specifically? According to  Stephanie Shannon, who leads Verizon’s cross cultural engagement strategy, “millennials represent the largest consumer group in the U.S. right now, with Hispanic millennials  being a very important and unique sub-segment.  We wanted to go deeper than just translating  a millennial campaign, and focus on passion and touch points that fuel their everyday life.”

Cultural Mobility

SShannon1
Stephanie Shannon, Culture and Segment Strategist, Verizon

To understand how Verizon markets  to  (Hispanic) millennials, it is important to gain an understanding of the concept of “Cultural Mobility”. A key fact here is, according to Shannon, “that Hispanic millennials are dynamic, and identify as more than just Latino.  They influence  mainstream culture and move fluidly through varied passion points, while still having grounding  in their cultural identity.” The Hispanic specific “Bienvenido a lo Mejor” campaign, Shannon notes,  “is a nuanced approach under the “Better Matters” campaign.   Bringing distinct and  unique cultural insights to action.”

Hispanic millennials are dynamic, and identify as more than just Latino.  They influence  mainstream culture and move fluidly through varied passion points, while still having grounding  in their cultural identity.

 

Gina Rodriguez’s Cultural Mobility

Bienvenido a lo Mejor campaign leader, Actress Gina Rodriguez was born in Chicago and is the youngest daughter of Puerto Rican  parents. Rodriguez  embodies Verizon’s principle of “cultural mobility.” She has acknowledged that she does not speak Spanish-perfectly. According to Shannon, Rodriguez”embodies the spirit, personality and lifestyle of our Hispanic millennial  consumer, so it was not surprising that her statement reflected the exact ideology of our  campaign.  Of course, we were strategic in selecting Gina, however her perspective about culture  is not unique to just her – it is something you hear and see across the demographic in general. Gina has pride in being a Latina woman, is highly active on social media to stay in close touch  with supporters and admits that it is incredibly important for her to stay connected to family  which help fuel her both professionally and personally.  She truly represents our target and her added charm and spunky personality makes her an ideal fit for this campaign.”

At #Portada16 on Sept. 14 – 15. Learn  how  to emulate the success of innovative brands that target the Latina Millennial.
• Omnichannel marketing strategies
• Branded video content
• Snackable content marketing
• The latest research and more
with Verizon’s  Stephanie Shannon and Nelson Peña, Vice President Global Foods; Nestlé and other major marketers. Early bird tickets expire this Friday August 5!

Beauty, Music and Cooking as Passion Points…

Asked why the above passion points were chosen by Verizon for the campaign,  Shannon notes that “for the consumer call to action, we focused on these verticals because technology has enabled a  deeper level of engagement that didn’t exist before. Our network is at the core.  With new  digital/social platforms, influencers are not bound by mainstream media to express their  passions and gain a following.   For example, a musician can leverage digital/social platforms to  express and push their music and not rely on a major label and radio to extend their craft to the  masses.”

…and Soccer.

Shannon notes that Verizon has a strong footing and positioning within sports in general  (NFL, Indycar,  NBA) and soccer continues to be one of the most popular sports among Hispanics. For this  program specifically, Verizon chose soccer player  Alejandro Bedoya as it’s main celebrity. In Shannon words, “because, although he plays the most popular sport amongst Hispanics, he is more than that.  As you’ll see in the Facebook campaign, he is an avid fisher and all around active guy.  Once again, representative of our target demographic.”

 

Box: Campaign Details: Paid Media, Agencies and More…

DurationJuly 27 – August 15 Contest. Gina Rodriguez is  asking consumers to share why they want to connect with these individuals via Twitter or Instagram. Consumers can enter via videos, images or text a  for the chance to win an exclusive experience and create videos that will be socially shared with the influencers.
#Bienvenido a lo mejor is a year-long campaign
TargetHispanic Milennials 
ObjectiveGrow overall brand equity, but supporting the new products and plans that are relevant to this  consumer group
StrategyOverall, this is a nuanced approach under the “Better Matters” campaign.  Bringing distinct and  unique cultural insights to action.
Paid ElementsPaid support of all digital channels yearlong to amplify the campaign,  including social with a heavy up on Facebook to give consumers 30 days of unique content  featuring 30 influencers.
Off-linein-store, customer service, CRM, and local grassroots elements. There will be an integration into Univision’s La Banda singing competition broadcast integrations.
Agency PartnerZenith to craft the media strategy and also Moxie to help execute digital .
InfluencersGina RodriguezJuan Manuel Barrientos (Food), Alejandro Bedoya (Soccer), Yasmin Maya (Beauty) and Megan Nicole (Travel)

Own network of 30 curated influencers,  hoping to tell the stories of Hispanic  Millennials  through the lens of relatable, dynamic, and regionally diverse individuals.

MetricsDigital engagement – total social impressions, contest entries, shares, earned  impressions, and eventually conversion.

 

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

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

For prior Sales Leads editions, click here.

  • Famous Dave’s

descarga (2)BBQ chain Famous Dave’s has appointed Minneapolis-based agency Colle+McVoy as its agency of record. The agency will be in charge of strategy, creative, design, media planning and buying, and digital duties in service of revitalizing the brand.

 

 

 

  • Verizon

imagesVerizon and award-winning actress Gina Rodriguez kicked off Bienvenido a lo Mejor, a nationwide campaign to engage Hispanic millennials with experiences and connections that can fuel their fast, varied and always-on lifestyles. For today’s consumers, access to the people and passions that matter most is essential to staying culturally-connected and inspired. Gina and Verizon are asking consumers to share why they want to connect with these individuals via Twitter or Instagram using #LoMejorDeMi and tagging @Verizon starting today through August 15. Consumers can enter via videos, images or simply a written entry for the chance to win an exclusive experience and create videos that will be socially shared.

 

 

 

  • Dasani & Subway 

descarga (3)Dasani, The Coca-Cola  bottled water brand, and sandwich chain Subway are partnering to promote a clean water campaign, MediaPost reports. For every bottle of Dasani sold in 2,200 participating Subways by Aug. 31, the chain will donate 30 cents up to US$125,000 to World Vision, a humanitarian group that is the largest non-governmental supplier of clean water around the world. Subway has posted a video on YouTube that explains the program and is promoting it on social media. Donations can also be made via a special website, www.freshwater4all.com.Donors are being encouraged to tweet their participation using #igavecleanwater. Surveys have found that more and more consumers, particularly millennials, look very favorably on companies that invest in and work for social causes.

 

 

  • Chipotle

imagesMexican Grill Chipotle will open its first burger restaurant in Lancaster, Ohio this fall, Adage reports. The new restaurant will open, under the name Tasty Made.Tasty Made will have a limited menu and the beef will come from cows raised without antibiotics or added hormones, the company said in the statement.The first Tasty Made will be in Ohio because Chipotle culinary manager Nate Appleman and David Chrisman, national training director, are both from the state.

 

 

  • Automotive Internet Media

-mosmFgc_400x400Today many Hispanic auto shoppers look to the web when making a vehicle purchase. However, many dealership websites do not offer a solution for Hispanic auto shoppers.Automotive Internet Media (AIM) creates and manages websites for auto dealers, but recently developed a one-stop dealership website for both auto shoppers who speak English and Spanish without leaving the main dealership site.Many dealer sites have plug-ins that can do a rough English-Spanish translation but that’s not really speaking directly to Hispanic auto shopper. The AIM site pages, content and images are built for a specific audience. With a click the site changes from English to Spanish or vice versa.Many dealerships are intensifying their pursuit of the Hispanic car buyer.  Sales to the Hispanic market is booming. AIM’s responsive website platform was built from the ground up to be a multilingual site. The banners, buttons, images, inventory pages and informational pages are all original content for each language. Because of the nature of changing vehicle descriptions, a language conversation tool is in place to translate every description dynamically only for the vehicle detail pages. This platform can be set up for other languages.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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A summary of the most exciting recent news in online video and adtech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

YouTube Spaces and Telemundo, the #1 producer of Spanish-language content in the U.S., partnered up to bring a YouTube Pop-Up Space to Miami at the Wynwood Warehouse Project from July 26-28, 2016. Telemundo is the broadcast network partner at the three-day event that will bring together YouTube creators and Telemundo stars to generate original content. YouTube creators will then have the chance to enter their original content in a competition sponsored by Telemundo with the chance to win the “Best Novela Scene by YouTube Creators” award at Telemundo’s Premios Tu Mundo 2016 awards in August.

Taboola is acquiring native video advertising company ConvertMedia, a native video provider with a US $50 million annual revenue run rate. The company offers Spanish-language videos for the U.S. Hispanic market, Latin America and Spain. With the acquisition, Taboola is trying to acquire critical mass to rival Google (YouTube) and Facebook, who dominate the video ad market.

SITO Mobile announced the addition of video ad formats to its Real-Time Verified Walk-In (Real-time VWI) products, providing real-time targeting, and data on video advertising campaigns. While the product does not track actual in-store transactions, the one-to-one device-matching technology is able to track whether a device that was served a particular ad ended up at the store being advertised.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

On July 27, Today Verizon and award-winning actress Gina Rodriguez kicked off Bienvenido a lo Mejor, a nationwide campaign to engage Hispanic millennials with experiences and connections that can fuel their fast, varied and always-on lifestyles. For today’s consumers, access to the people and passions that matter most is essential to staying culturally-connected and inspired.

European firm mobile marketing solutions firm Obvious is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures.  Located in Miami, Mobvious’ new office will be led by Isabel Rafferty.  Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy.

flashtalkingFlashtalking, the leading global independent ad server and full-service provider of dynamic creative solutions, announced a partnership with Integral Ad Science, the leader in quantifying digital media quality. The partnership allows Encore by Flashtalking to incorporate IAS data in its algorithmic attribution platform. By leveraging IAS’s unparalleled verification data, Encore’s attribution models will achieve even higher clarity and predictive accuracy in delivering actionable insights to advertisers across the globe.

Google has released a report on the state of programmatic video. Among the highlights are that advertisement on mobile is surging, as DoubleClick Bid Manager video impressions for mobile devices grew 30x in 2015. Larger screens lead to better metrics for brand lift, viewability, and engagement: in Q1 2016, the growth in large players’ ed spending on its DoubleClick Bid Manager beat the growth of all of the other player sizes combined by 17%. Viewability in general is also on the rise: the study claims that 66 percent of all video ads on browsers and apps are viewable.

Out stream video advertising specialists Teads has unveiled inRead 360, the latest addition to its inRead advertising suite. The product offers an interactive and immersive 360-degree ad viewing outstream experience, similar to a Virtual Reality (VR) environment.

AOL has spent a half a billion dollars so far on investing in programmatic TV advertising solutions, demonstrating that digital strategies may work for the small screen as well. AOL has seen incredible increases in revenue from programmatic advertising: from $43.8 million three years ago to $1.264 billion this year.

The very big news is that Verizon announced on Monday that it would be acquiring Yahoo‘s operating business for $4.83 billion in cash. Yahoo will be integrated with AOL under Marni Walden, executive vice president and president of product innovation and new businesses at Verizon.

On Thursday, Scripps Networks permanently closed it syndicated video division, Scripps Lifestyle Network, leading to layoffs in its New York and San Francisco offices.

Global media company Matomy Media Group Ltd. announced the launch of mtmy – a mobile advertising agency offering a fully-managed service in the US and Asian markets. Charged with Matomy’s own Data Management Platform (DMP), mtmy couples targeting of global media with cross-channel optimization to maximize returns on advertising budgets. There are no current plans to expand mtmy to Latin America.

On July 25 Fox Networks Group and Mondelēz International announced they have finalized a partnership which will see Mondelēz International leverage Fox Advanced Ad Formats on streaming and Video On Demand (VOD) platforms. The partnership is centered around ad format innovation and content co-creation, and reflects how advertisers can work with entertainment properties to define new consumer brand experiences through storytelling. Mondelēz International will collaborate with Fox to roll out new ad formats on new screens, all aimed at creating content and ad experiences that work at scale in streaming and VOD environments.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

 

LATAM MARKET

According to the OTT Video in Latin America report, OTT video markets in Latin America are diverse in terms of both demographic and socio-economic lines and adoption of telecom and video services When  Netflix arrived to Latin America in 2011, various SVoD platforms emerged regionally and in each country. While SVoD is more common, there is a combination of SVoD, TVoD and AVoD as well as paid linear and free linear content among service offerings.

Research and Markets released the “Global OTT TV and  netflixVideo Forecasts”report, and reveals that global OTT TV and video revenues [for 100 countries – up from 64 in the previous edition] will reach $64.78 billion in 2021; an increase from $4.47 billion in 2010 and $29.41 billion in 2015. The Global OTT TV & Video Forecasts report estimates that Latin American revenues will nearly triple.

Netflix CCO Ted Sarandos told the Television Critics Association that the company’s Latin American expansion was not so smooth, revealing: “Latin America was a really difficult process for us,” he said, acknowledging the struggles to set up payments and provide adequate bandwidth in some communities. “Now it’s such an important part of our global business, and it’s some of our fastest-growing territories. It was about four years before we turned the corner on it.”

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