People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s  Career Board!)

For prior Changing Places editions, click here.

bckar4Na_400x400Video ad platform Videology left about 32 staffers jobless (about 8% of its workforce) in January, mainly within its commercialization division. The layoffs did not impact its product and tech teams. Videology did about US$300 million in revenue in 2014, the last time it shared revenue figures publicly.


descargaMedia agency Initiative has hired Kate Bower as global chief strategy officer, a role that will also see her run its U.S. strategic operations. She will report directly to global CEO Jim Elms. Bower comes from Publicis’ Starcom Mediavest Group, where she held the evp of global/U.S. strategy position lead the Samsung account.



362584GroupM, the global media investment management company, has announced that GroupM Multicultural appointed Nelson Pinero as Senior Digital Director, Senior Partner. Pinero’s role will be wholly devoted to digital, representing multicultural interests across all investment and programmatic teams both internally at GroupM and its agencies including Mindshare, MEC, Mediacom, Maxus and Xaxis. Pinero is based in New York, and reports to Gonzalo del Fa, President, GroupM Multicultural.


Jose_De_MierWith presence in Mexico, Ecuador, Santiago de Chile and Buenos Aires (Headquarters), Avatar has opened its new office in Wynwood, Miami’s creative epicenter. Jose Carlos De Mier will lead the new office. Miami’s current team is made up of 5 people who coordinate regional and local efforts. The office already handles 4 new accounts. Marina Ilaria is the account manager and social media and digital marketing consultant in several countries of the region. Avatar is a private company with 130 employees scattered in 5 different locations.

descarga (1)Univision Communications Inc. (UCI), the media company serving Hispanic America, has announced that Jonathan Schwartz has been promoted to the newly created position of chief legal and corporate affairs officer. Schwartz will remain based in New York and will continue to report to Randy Falco, president and chief executive officer.In addition to continuing to serve as UCI’s top lawyer, Schwartz will oversee the newly created Legal and Corporate Affairs Department. Schwartz joined UCI in 2012.Prior to joining UCI, Schwartz served as managing director and general counsel for JPMorgan’s Investment Bank.



imagesAfter 10 years as chief marketing officer, Bruce McColl is retiring from his position at Mars.In his place, chief customer officer Andrew Clarke will assume the newly created role of chief marketing and customer officer.




clarke-andrewClarke will oversee all teams managing media, consumer marketing, customer and sales. Prior to becoming chief customer officer, Clarke was regional president of Petcare for Latin America.




1f802f8Lincoln Strategy Group has announced the appointment of Ulrico Izaguirre as Senior Vice President of Public Affairs. Ulrico will primarily be responsible for corporate and public affairs, business client management, client lobbying, and business development.Ulrico has over 16 years’ experience in federal and state campaigns in Arizona, New Mexico, Maryland, Nevada and Iowa along with corporate development and referendum management in Missouri, Rhode Island, Massachusetts, New York andIowa. In the last 12 years of his career, Ulrico has spent extensive time in corporate government relations, PAC management, labor relations and corporate social responsibility.



descarga (2)Andrea D’Marco, the former Florida Panthers In-Arena Host, is joining WWE NXT as ring announcer, HispanicPRblog reports. At Florida Panthers, she held different roles, among them Latin Market Manager and Reporter.Most recently, she served as the public address announcer for the 2015 NHL Draft and was the first Spanish-speaking female public address announcer in the NHL.




Telemundo Studios has announced the promotion of two executives in its management team:

Perla Farias has been promoted to Senior Vice President, Scripted Development; previously, she was Vice President of Novela Development at Telemundo. In her new role, Farias will be responsible for the overall development of scripted programming for Telemundo Studios. She will supervise and manage the scripted development department, leading a team of writers and development executives.




Additionally, Carmen Urbaneja was upped to Senior Vice President, Scripted Productions, from Vice President, Novela Production, Telemundo Studios. As Senior Vice President, Scripted Productions, Urbaneja will lead the production of scripted projects for Telemundo Studios. She will direct, guide and oversee the talented production teams charged with the realization of both in-house and external scripted projects Urbaneja joined Telemundo in October 2012.


These newly created positions are part of Telemundo Studios’ new senior management structure reporting into Luis Silberwasser, President, Telemundo.

01c6a58Havas Media North America boss Lori Hiltz has been promoted to Havas Media Group chief executive for global brands, according to M&M Global.Hiltz joined Havas Media in 2010 and was named chief executive for North America two years later.In her new role, He will oversee global client relationships with two existing global brands chief executives, Pascal Dasseux in France and Martin Duffy in Spain. All report to Havas Media Group global managing director Dominique Delport.


descarga (3)Hiltz will be succeeded by Colin Kinsella, who comes from Mindshare North America, where he was CEO.

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What:AT&T is about to enter the world of programmatic TV with the launch of automated, self-service private marketplace Video Inventory Platform (VIP), a data-optimized TV and video planning tool.
Why it matters: VIP is one of the first major ad products AT&T has released since its US$49 billion merger last year with DirecTV.

hb_gtkEW_400x400Carrier AT&T is about to enter the world of programmatic TV with the launch of automated, self-service private marketplace Video Inventory Platform (VIP), a data-optimized TV and video planning tool.

What we’ve heard in the marketplace is that you don’t know where your ads are going to run and there is limited access to quality ad inventory. This solves for both of these things.

The service was built in partnership with video advertising/technology platform company Videology to allow advertisers programmatically purchase linear inventory from AT&T U-verse and DirecTV.

Web-based Interface

VIP will work off a web-based interface that aims to simplify targeting and planning for TV advertisers and ad agencies. It “provides advertisers with an automated way to target and plan campaigns using AT&T AdWorks data-informed national TV ad inventory on every cable network/daypart and across 26 million households in all 210 DMAs,” according to AT&T. Targeting is determined using proprietary aggregated and anonymized data and third-party sources, the company adds.

Linear TV is often defined as the more traditional way in which viewers watch a scheduled show at a particular time and on a particular channel. AT&T’s VIP will help to reach advertisers looking for new opportunities in linear TV.

AT&T, however,  is not opening up any new data segments with this launch and it doesn’t support real-time bidding.The difference relies on transparency, as well as the ability to target networks and dayparts. Something not all linear programmatic TV platforms are offering.

The product will be generally available in Q3. VIP is one of the first major ad products AT&T has released since its US$49 billion merger last year with DirecTV.

“What we’ve heard in the marketplace [regarding other “programmatic TV” offerings] is that you don’t know where your ads are going to run and there is limited access to quality ad inventory,” he says. “This solves for both of these things,”said Jason Brown, vice president of national advertising sales at AT&T AdWorks.



What: Videology will integrate Nielsen TV data into its platform for cross-screen planning and buying (UPDATED with comments on multicultural capabilities.)
Why it matters: Videology will use data from the Nielsen Cross-Platform homes panel and Nielsen TV/Online fusion to its platform.

videologynielsenVideo advertising platform Videology has signed a deal with Nielsen to use data to help TV advertisers target young audiences that are watching more digital channels. Videology expects a future in which advertising will not distinguish between traditional television and online video. One in which media planners can launch campaigns and reach targeted demographics across channels. Nielsen has the tools to do that,  as it can provide TV audience data and integrate it into Videology’s database of online audiences. UPDATE: “The Nielsen dataset does allow us to segment Hispanic vs non-Hispanic consumers,”  says Michelle Skettino, Director of Communications at Videology.

According to Videology, the youth demographic between 18-34 year olds, are difficult to reach through traditional TV alone. But now the company has a better understanding of viewers that haven’t been exposed to certain marketing on TV and how to find them online.  UPDATE: Videology’s Skettino adds that “what the Nielsen integration allows us to do is access a common currency between linear television buying and digital video via a single platform so that we can determine the optimal allocation between both to achieve an advertiser’s bottom line objectives.   For instance, this cross-screen planning can be used to increase incremental reach against a given target demo, drive frequency against that demo, reach those underexposed or unexposed to the campaign on television with online video, and even ultimately to measure and drive offline sales.” Through the partnership  brands will be able to  better retarget marketing to online users after they were already exposed to marketing on TV. However, one drawback for Videology is that advertisers can use the data on digital viewing habits to inform their TV ad buys as well.

Marketers can increase their reach to young people by almost 15% when including digital in their media plans.

“Advertisers need the tools to execute seamless, scalable campaigns across television and online video that can be optimized for bottom line results,” said Videology CEO Scott Ferber in a statement announcing the new deal.

Analysis Analysis: Online video  is getting huge in the Hispanic market. Major general market players including Videology, Tremor Video,  AdapTV, Yume, Tube Mogul and video entertainment network Machinima now have dedicated units exclusively targeting the U.S. Hispanic market. Many of these companies focus on video ad delivery across multiple screens (connected TV’s, mobile, tablets and desktops) to target precise consumer segments—at scale—by demographics, psychographics and behavioral segments. But, in the midst of all this sophistication, what about the creative to use in online video ads ? Can TV spots just be repurposed?  Below what several advertising experts think.

One trend is clear and it is that major buying agencies increasingly see video as a channel agnostic vehicle.”We have many online video campaigns live right now. As we wind down the upfront buying season, video was front and center across screens from TV to desktop to tablet to mobile. More than ever before we are approaching video buying with a screen neutral mindset to align with how Hispanics consume and overconsume video across screens and devices,” Marla Skiko, SVP Digital Innovations at SMG Multicultural tells Portada. But should’nt video ads be adapted to the characteristics of the different channels they are used in?

Online video may be a media buy, but at heart it is a creative piece.

The “No way, Do not repurpose School”

Mobile videos
Mobile videos

Xavier Mantilla,  Partner at IPG MediaBrands in Miami notes that  “online video may be a media buy, but at heart it is a creative piece. If media agencies got more together  with creative agencies , these would be much more successful. When we look at video campaigns that have had higher click-through rates we realize that the creative had a very big part, as well as where it was running, so this fusion of art and science needs to grow.  But then, we need to invest in this and not just repurpose videos.” Marla Lopez Knowles, CMO at  Pulpo Media, has a similar view: “I, personally, believe that developing online video ads will drive greater engagement than the mere repurposing of TV broadcast content.  Again, driving more personalized communications drives greater engagement and brand affinity.  We all want advertisers to recognize us as unique. The more they can speak to a consumer as a unique individual, informed by deep knowledge and insights about the individual/audience, the greater the engagement. It’s more than just reach; it’s reach and touch.  TV broadcast content, by its very nature, is meant for more mass consumption and broad reach.”

On the web we can finally spread our wings and practice “storytelling” like never before.

John Trainor, publisher of Hoy Chicago, also appeals to the different characteristics of the channel where the online video ad is shown: “On the web there are no time constraints or space restrictions like there are for TV or print. There are no 2-minute per segment or 700 word limits, meaning that we can finally spread our wings and practice “storytelling” like never before. It is not about adapting TV content for the web nor is it about adapting print content for the web, it is about telling the story in the best possible way, leveraging all the new tools available to our generation. Regarding the question that always comes up on whether ” size matters” we have learned that it’s not about the length of the video, its what’s in the video what matters, therefore we focus on creating engaging content rather than content you can squeeze within limited space constraints.” Trainor sees the biggest opportunity in branded content and cross-channel sponsored opportunities. As an example he cites a branded content series Hoy Chicago did for Loya Insurance which consisted of a series of 4 videos for “auto enthusiasts” which combined print and digital-video.

The “One Creative across screens School”

Make no mistake, for major Hispanic broacasters such as Univision and Telemundo, online video advertising revenues are still small compared to the billions they yearly get out of traditional Spanish-language  TV and cable advertising. However, it is very important to mention that Spanish-dominant Hispanics spend substantially more time (50% more!) than English – dominant Hispanics watching online video content.
The economic power of traditional TV and cable advertising may be a reason for the  one size fits all approach in which the TV creative is  used on all online video channels.

I can not think of a single occasion when the broadcast repurpose does not work for us.

“We use online video in almost every online ad program because we have found it to be three to fours times more effective in un-aided recall. I can not think of a single occasion when the broadcast repurpose does not work for us,” says Robert L. McNeil. President & CEO  of IMAGES USA in Atlanta, where he creates campaigns for the  Center for Disease Control, Nickelodeon and  Brown Foreman. Todd Wilson, until recently SVP Managing Director at Starcom Mediavest Group Latin America  in Miami (he now is SVP Managing Director, P&G Asia at Starcom Mediavest Group China)  says that Starcom has been running Latin American campaigns for P&G and Samsung and that he tends not to differentiate online video usage by campaign, rather seeing online video as another screen for all client products we would normally target across broadcast and cable.


The “It depends School”

Hispanic TV MarketOf course, the characteristics of every brand, the campaign objective, the timing and the channel used  are different. So, it may make sense not to have a clear answer on whether repurposing TV spots or not is the way to go.
SMG’s Skiko notes that “using TV spots for online video creative, is still quite common. We always advocate for messaging that is relevant and will resonate. As we keep planning video across screens it very well may make sense to have the same spot regardless of which screen it is on. That said, we need to be mindful of how behaviors change in digital areas vs. TV and consider how to best utilize TV spots. For instance, if a :30 and :15 are available we would likely suggest use of the :15 online. It is also important to try to capitalize on the nuances of digital and the vast array of creative units and options that exist to match the message format and functionality best to the screen and content in play.
“Ideally, we try not to re-purpose broadcast video for use in digital platforms,” Brett Dennis,  Chief Media Communications Officer at Conill, asserts. Dennis adds that, “while there are certainly production efficiencies that can be gained from using similar assets, we work closely with our creative teams to tailor video content to the medium. We do this for two primary reasons. First, we want to create an emotional connection with people based on the environment they are consuming our message. That might mean different creative approaches, not necessarily different campaign approaches. Second, to drive different behavior based on the channel of video being consumed. We expect a different action from somebody watching video on their big screen TV in the living room versus somebody watching video on their mobile phone while riding the train to work.” According to Dennis, a multi-screen video approach is a consistent part of most campaigns he deploys for clients. “Our current efforts for T-Mobile and Toyota’s Corolla, Camry and Highlander all include video elements across TV.Internet, mobile and social channels. The types of video elements we select are driven by the consumer journey for each brand, the role each media channel plays within that journey and the behavior we want to elicit from consumers.



What: There’s an opportunity for online video to drive Hispanic media, as, on average, Hispanics watch more online videos compared to the U.S. consumer. Cisco forecasts that by 2016 two-thirds of mobile traffic will be video viewing, and approximately 70% of advertising spending targeting Hispanics is spent in television.
Why it matters: There’s such high growth potential in online video – they’re the highest CPM in digital advertising – and Facebook seeks between US $1-2.4 million a day for its in-feed video ad feature. For online video to become a revenue driver for Hispanic media, the content should not be recycled and repurposed – rather, the content needs to be creative in its own way.

The strong growth of online video usage and advertising has interesting implications for the Hispanic market. On average, each U.S. Hispanic person watched 1,176.2 minutes (over 19 hours) of online video in March of this year, according to ComScore data. As importantly, Hispanics watch more online videos per viewer than the average U.S. consumer (270 per month vs. 243 for the U.S. consumer). Mobile communications, so pervasive among Hispanics, are also being driven by video consumption. In fact, Cisco forecasts that by 2016 two-thirds of mobile traffic will be video viewing. Online video offers digital extensions of Hispanic radio, print media and pure play digital properties a chance to level the playing field in the traditionally broadcast advertising oriented Hispanic market. Approximately 70% of advertising expenditures targeting Hispanics goes into TV.

Online Video Advertising Offers Non TV Media a Chance in the Broadcast TV Oriented Hispanic Ad Market.

Online Video CPMs (cost per thousand viewers) are the highest in digital advertising, usually three to four times as high as display advertising CPM’s. This explains why Facebook is seeking between US $1 million and US $2.4 million a day for its new in-feed video ad feature. Because of the high growth prospects of online video advertising, a whole new ecosystem of video advertising placement firms, which also provide comprehensive audience data insights and RTB (Real-Time Bidding) and video content producers, has emerged. It includes companies such as Vevo, Hulu, Google’s YouTube, Machinima, Videology, TubeMogul and Adap.tv.

For online video really to become a revenue driver for Hispanic media properties it is crucial that it does not just become a way to repurpose broadcast content. The key is to invest in creative that is native to the digital medium. “As clients are not investing in creative, but just repurposing video, I believe there is a lost opportunity to make better ads, to connect better with the audience and tell better stories as we are not limited to smaller spots,” says Xavier Mantilla, Partner and Client Manager at UM in Miami.

We Need to Invest in This and Not Just Repurpose Videos.

According to Mantilla, while online video may be a media buy, at heart, it is a creative piece. If media agencies got more together with creative agencies, these would be much more successful. He adds that, “when we look at video campaigns that have had higher click-through rates we realize that the creative played a very big role, as well as where it was running, so this fusion of art and science needs to grow. The next big opportunity is to generate localized video advertising to speak to an audience from its natural point of view.” The local nature of newspapers and radio can make them a particularly good fit for a new wave of localized online video ads. But as Mantilla concludes, “We need to invest in this and not just repurpose videos.”