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

::: Multiplica – Sandra Valencia ::: Gravity4 – Jorge Hernan Rodriguez, Xavier Mantilla  :::  Axis Communications – Francisco Ramirez ::: Santiago Martinez – McCann Spain ::: John Korman – BBDO Argentina ::: Havas Worldwide – Matt Howell, Toygar Bazarkaya :::

Click here for previous Latam Changing Places editions

Multiplica announces the hiring of Sandra Valencia as Business Development Director. Having previously served as Senior Vice President of New Business at Ariadna, she now brings her skills to Multiplica, the Digital Experience Agency. Sandra holds a BA in Business Administration and MA in Marketing; together with her broad knowledge and extensive background in marketing, sales and advertising project management, she joins forces with a marketing team known for its distinctive expertise in the areas of Conversion Optimization and User Experience.Multiplica focuses on proficiency in message integration based on key consumer insight to deliver highly impactful impressions, in addition to offering services such as media planning and buying. Over the past 15+ years Multiplica has launched campaigns for great brands such as Burger King, HBO, Celebrity Cruises, LAN Airlines, Occidental Hotels & Resorts, Santander Bank, Desigual and Camper, among others.

 

35e0952 Gravity4 has announced that Jorge Hernan Rodriguez, based in Los Angeles, is its new VP for Latin America. Patricia Almeida is Gravity4’s Country Manager Brazil based in Sao Paulo.

 

 

descargaXavier Mantilla has left the company.

 

 

 

descarga (1)Axis Communications has announced the appointment of Francisco Ramirez, as the new Country Manager for Mexico, the Caribbean and Central America.Ramirez, who will be replacing Fernando Esteban (who is taking over a new position in the United States) will lead the team from Mexico’s headquarters. Francisco Ramirez has more than 25 years’ experience in Sales, Marketing and Operations areas in various industries, mainly in the telecommunications sector. He graduated from the Universidad Iberoamericana.

descarga (2)Santiago Martinez is the new director of the Coca-Cola account at McCann Spain. He will lead and coordinate the strategy of brands such as Coca-Cola TM, Fanta, Nestea and Powerade both for national and international projects. Martinez will report directly to Gonzalo Sanchez-Taiz, general director of the agency. He will replace Marta Carreras.

 

 

2bb0169John Korman is the new digital head of BBDO Argentina. Korman will be responsible for the agency digital services development. He joined BBDO just as director of social media almost a year ago.Prior to BBDO Argentina, he served as associate director of the Mobile & Social Platforms department from R/GA Buenos Aires.

 

Havas Worldwide has added two executives to bring Havas shops from around the world closer together:

 

descarga (4)Matt Howell, an R/GA alum and former global chief digital officer for Arnold Worldwide and Havas Creative Group, as Havas Worldwide’s new global chief digital officer.

 

 

 

 

descarga (5)Former BBDO New York executive creative officer Toygar Bazarkaya as its new chief creative officer for the Americas. Bazarkaya joins the team after six years at BBDO, where he spearheaded major work for Visa, Mercedes, Gillette, Campbell’s and MLB. At Havas, he will be in charge of brining together North American and South American offices in a newly created role for the agency, designed to get more agencies across the network working together on projects and campaigns.

Paid Social or Social Advertising is becoming a key media type for marketers to engage Latin American audiences. Below, an in-depth analysis on Paid Social market’s high rate, its growth and reasons of that growth. The new key actors of this sector, the wide array of Social Ad types and more…

Social Advertising, or Paid Social, is the fastest growing Ad-Category in Latin America. ” Social advertising has a much larger share in our Latin American budgets compared to our U.S. advertising budgets,” Agustin Chacon, VP Marketing Americas, at Epson tells Portada.

redes.sociales-285x200Social Advertising typically involves investments in Facebook, Twitter, Snapchat or Instagram as well as in technologies for reorienting and refining messages to this social networks users and other social media properties. MagnaGlobal, IPG’s forecasting unit, expects Social Advertising to be the fastest growing category in Latin American advertising until 2019, with an annual growth of 34,4% between 2012 and 2019 and with a total value of more than US $4.8 billion.

A Force to be Taken into Account

201420152016201720182019
Total Social Advertising1,1041,5842,1052,7793,6584,844
• Annual Growth / Decline67.3%43.4%32.9%32.1%31.6%32.4%
• Share of Total Internet18.3%21.9%23.5%25.0%26.4%27.7%
• Share of Total Media2.5%3.2%3.7%4.3%4.9%5.5%

Source: Magna Global
Note: In million US $

“By ‘social’ we are referring to any format carried by social media networks like Facebook,Twitter, and LinkedIn. We do not include peer-to-peer video networks,” says Shaffia Sanchez, President, MAGNA Global, World Markets.

One of the reasons why Social Advertising is such an important marketing tool in Latin America is the fact that Latin Americans are much heavier Social Network users compared to U.S. users. Another reason, according to Maria Jose Ezquerra, SVP Head of Media at Havas,  is that  there have been improvements in the establishment and measurement of KPI’s (Key Performance Indicators) of Social Media Campaigns. Xavier Mantilla, Global CRO at Gravity4, agrees:  “I believe that growth could be attributted to “the moment” that social media is going through. Better Facebook audience data in its DPA platform allows better messages to serve users.”

Video, in all formats, will be the privileged ad-unit in the next 5 Years. This is true for Social Media as well as for other digital channels.

New Players…

Relatively new Social Media platforms and Ad-Tech players are entering the region. These include Versy, the former Myriad which has a particularly strong presence in Mexico, as well as San Francisco headquartered start-up Gravity4. A Versy spokesperson tells Portada that they are operating a “social media platform which is growing fast.  With billions of impressions everyday we are introducing a new Chat Promotion,  our own proprietary format for brands to reach audiences in a conversational manner.” According to the spokesperson, “brands and content partners can use Versy to create content channels and start engaging their audience with content that is relevant to them. This content can then be shared and discussed with their groups of friends on Versy, or shared on other social media platforms such as Twitter, Facebook or What’sapp.”

Paid Social Media Development in Latin America will be one of the key themes to be discussed by major brand marketers and agency executives at Portada’s Foro Mexico on October 13 in Mexico City. (#PortadaMex)

…and Ad Formats

According to the Versy spokesperson, currently the company carries out marketing packages to sponsor channels and promote chat messages. Sponsorships are similar to a TV format whereby specific channels will be ‘brought to you by [brand X]’ and the brand secures exposure through integrated branding within the channel and any content later shared. Promoted Chat Posts are specifically targeted promotional messages which are inserted at specific times into specific Channels.Specific conversations ,with specific CTA, are designed to share internally within Versy and externally to other communication platforms.”

According to Gravity4’s Xavier Mantilla,  there is no doubt that “mobile’s massive consumption in Latin America is bringing a strong growth to the mobile formats, where video and apps formats are powerful and are growing a lot.” Mantilla notes that in Brazil, more than 60% of those who use Facebook do so through mobile applications. “So, in the Brazilian Market, if you don’t consider Facebook you are missing the largest and most defined audience in the digital space. ”

An executive at a major Latin American newspaper tells Portada  that his team creates brand talks “with our fan pages and communities. These talks include two posts a day, during the campaign period (day, week or two weeks). This is an organic solution, and the talks are being developed on Facebook wall.” He adds that they are introducing the possibility of selling the campaign to boost posts and Facebook ads. So, we are trying to mix between organic conversations and pay ads, to increase the customer’s results.”
According to Santiago Duran, Media Strategy Lead – Spanish LATAM, at  Google, “The ad-unit that will grow the most is mainly Video. Video in all formats will be the privileged ad-unit in the next 5 Years. This is true for Social Media as well as for other digital channels.”

More M&A in the Latin American Ad-Tech sector. Gravity 4 has acquired EzLike, a Facebook paid advertising platform, making this Gravity4’s 8th acquisition in only 9 months. The acquisition of EzLike makes Gravity4 a key player in the Latin American paid social space.

CgCh2W6-_400x400descargaGravity 4 just acquired EzLike, a Sao Paulo, Brazil, based Facebook paid advertising platform. This is Gravity4’s  8th acquisition and makes it a dominant player in the Latin American paid social space. Gravity4 recently hired Xavier Mantilla as its General Manager for Latin America.

According to Mantilla, “EzLike has worked with the largest retailers in Brazil. This experience with performance social media is huge for us, as the performance model will allow us to operate a similar model in Mexico.” Gravity4 intends to use best practices across markets. Its   product management for social is in Belo Horizonte, where it now has 12 employees  and 7 in Sao Paulo. “We can service clients across the region, by the Belo Horizonte team,” Mantilla adds.

Player in Facebook Ads

Ezlike is a three-year old company, which became a leader of Facebook advertising across Latin America by offering a fully automated self-service platform for Native Ads Optimization, DPA, and Custom Audiences for agencies and Fortune 500 brands. “It was ExLike’s Facebook advertising management that brought them to the picture.”We know that last year EzLike did over US $35 million in Brazil and they were the market leader,”says Mantilla. EzLike will be integrated within Gravity4’s existing native advertising platform.

We know that last year EzLike did over US$  35 million in Brazil and they were the market leader.

Social Paid is an important element in the fast growing Content Marketing discipline.  According to Mantilla, “Paid social allows you to start that seeding and amplification, so we believe that any business considering content development needs to have a paid model to amplify and distribute the content, as we know its only great content if people can get to it. ”

Paid social allows you to start that seeding and amplification, so we believe that any business considering content development needs to have a paid model to amplify and distribute the content.

Fit with Triggit

Last week Gravity4 announced that it acquired Triggit, the native retargeting firm which also has a seat in Facebook exchange.  Triggit’s platform complements EzLike and the Gravity 4 system. Mantilla claims that the Gravity 4 platform will enhance social overall in a very real way and with a data-rich model that benefits clients and agencies.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

kraft koolaidA nice brand mix and media clout, for sure. But will accounts go back for another round of reviews?

Two food giants are merging to form The Kraft Heinz Company. The merger likely means brand expansion into Latin America, tighter screws on media agencies, and account reviews.

According to the press release, the newly combined company will have eight brands each worth more than $1 billion, as well as five brands worth between $500 million and $1 billion. Berkshire Hathaway and 3G Capital, engineers of the deal, promise “substantial opportunity for synergies, which will result in increased investments in marketing and innovation.”

Basil T. Maglaris, director of corporate affairs for Kraft Foods Group, tells Portada, “This is a transformative deal that brings together a powerful combination of iconic brands and great talent. We are excited about the opportunity that this new company can offer for our consumers and customers. However, we can’t speculate on any changes after the transaction is completed. In the meantime, it’s business as usual at Kraft.”

Kraft Heinz says the synergy potential could add up to an estimated $1.5 billion in annual cost savings implemented by the end of 2017 from increased scale, the sharing of best practices and cost reductions.

There will certainly be economies of scale when it comes to media buying. But there are also interesting ways that the new company can get more bang out of its creative and media bucks, according to Xavier Mantilla, GM Latin America for Gravity4. For example, two brands can go in together, splitting a 30-second TV spot.

Mantilla worked on the Heinz business while he was at Universal McCann, and found significant lift for both brands when advertising Heinz Ketchup and Ore Ida together.

“In people’s minds, ketchup goes with potatoes. It was a smart way of buying a spot for Heinz but having two brands showcased,” he says – and the pairing created better brand lift. “With this acquisition, I think there’s the possibility to do more of that.”

In this regard, 3G Capital could be a big help, according to Marcelo M. Bicudo, CEO of Brand Union, Brazil. Bicudo says, “Traditionally, companies owned by 3G Capital are successful marketing across all disciplines. Tactics such as implementing integrated communication projects and maintaining a strong presence in traditional media, digital, brand activations and sponsorships are important. As leaders in the industry, they are great strategists when it comes to sales channels and point of sales.”

Agencies put to the test

When Berkshire Hathaway and 3G Capital acquired Heinz in 2014, it shifted its global media account, worth $250 million, to OMG, and gave U.S. media to IPG’s Universal McCann, shutting out incumbent Cramer-Krasselt. Also last year, Kraft consolidated its agencies, narrowing them down to four: mcgarrybowen, Leo Burnett, Taxi and Crispin Porter + Bogusky.

“All companies bought and administered by 3G face similar cost-reduction processes and need to find operational synergies, financial and marketing,” says Bicudo. “In marketing, they usually review projects, services and global strategy to strengthen and improve the presence of their brands along consumer journey. After a merger like this, 3G Capital often change marketing agencies or look for their own culture in service providers.”

When clients merge, they do take the opportunity to pit agencies against each other.

Mantilla, who left a post as SVP for UM in New York last month to join Gravity4, says that, in his experience, when clients merge, they do take the opportunity to pit agencies against each other. There’s danger here for both the incumbent and the wannabees. During the creative phase, it’s all glamor and excitement. But, during the procurement phase, he says, “Sometimes agencies promise great stuff, but they can’t deliver because they’ve cut their margins or don’t have enough people to service the account.”

Mantilla has seen his own agencies lose out in account reviews by being undercut on price. “We lost … when it came to the procurement phase, because, as incumbent, we came with a very real proposal. Our competition said, ‘We believe this is what it would take.'”

When it comes to reaching Hispanic consumers, Mantilla sees Kraft and Heinz as pioneers and leaders in the space. He also gives kudos to LatinWorks, Heinz’s multicultural agency. LatinWorks did not respond to a request for comment. Mantilla says, “The creative executions at LatinWorks have been great. The tactical work and content development by Kraft is great. When you have two good pieces that can come together and create a bigger whole, that’s what should happen in this merger.”

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WHAT: Xavier Mantilla has been appointed as General Manager of Gravity4 in Latin America. He will lead the operation out of Sao Paulo, Brazil. Until recently Mantilla worked as SVP at UM in New York.Gravity4  last week acquired display ad retargeter Triggit and is on an acquisition spree to fulfill its vision to become the World’s First High Frequency Marketing OS.
WHY IT MATTERS: Gravity4 is the latest Ad-Tech company expanding into Latin America. It is in the closing negotiation rounds to acquire another FBX leader, that will make it the largest FaceBook paid ad partner in Latin America. Mantilla tells Portada that his plan is to be a game changer by adding transparency to the Latin American digital ecosystem as well as making it innecessary to need volume deals in order to get efficient programmatic buys.

xavier.mantillaDigital Media and Agency executive Xavier Mantilla (photo) has just been appointed as General Manager Latin America of Gravity4, and will lead the company’s expansion into Latin America.

“My role is aiding the acquisitions in-country, managing the client relations and most importantly – making the business grow in a healthy and solid manner by sidestepping the use of resellers or brokers that only make products more expensive and do not provide complete clarity to their clients,” Mantilla tells Portada.
Gravity4 is a San Francisco headquartered  company that was launched last year by former Radium ONE CEO  Gurbaksh Chahal, and is rapidly acquiring players in the ad-tech sector pursuing its vision of creating the World’s first High Frequency Marketing OS. Just last week Gravity4  announced the acquisition of Triggit, a financially distressed firm that enables advertisers to build, run, measure and optimize retargeting-driven display campaigns from a single platform. Triggit also has a seat at the coveted Facebook private exchange.

Opening Brazil and soon in Mexico, Colombia, Chile and Argentina

“We are opening our offices in Sao Paulo this month. Because of the Triggit acquisition we start already with a solid client base and growth, and we are in the closing rounds of another FBX leader, that will make us the largest FaceBook paid advertising partner in Latin America,” Mantilla tells Portada. He adds that “because of Triggit we will be one of 15 global companies that partner directly with Facebook, so this gives us a huge advantage in comparison to agencies or re-sellers that use their DSP/SSP model to buy through to the FBX (Facebook Exchange).”
Triggit’s current office in Brazil will be Gravity4’s first office in Latin America. Mantilla notes, that “with their staff and the second acquisition we are making we will have a dozen Gravity4 employees on the social front from day one in Brazil. Then across the other digital verticals I plan to hire in SP digital sales and a strong strategic planning executive with digital/data background because coming from the agency side – my time at IPG, Publicis and WPP- I know that strategy drives media, and so we want to cross-sell the platform from not only a business perspective, but also from a strategic framework as we will be able to use data in a very powerful way, and this will be Business Intelligence that agencies and clients will be able to use from the first campaigns.”

We will sidestep the use of resellers and brokers that only make products more expensive and do not provide clarity to clients.

“Once Sao Paulo is fully operational – we hope within 60 days as final legal issues will be finished in 10 to 20 days – that will be start of full operation at our regional headquarters, and from there Mexico is our next target for opening offices. The idea is that by Q3 we will be operating not only in Brazil and Mexico but also in Chile, Colombia and Argentina, a true pan-regional play.”

Game Changer: New Open Practices for the Region?

Gravity4’s plan is to be a game changer. Mantilla says that  “the luxury of having worked at the 3 largest communications groups” allows him to know how the agency world works, and how to help them in order to change the old AVB, markup, broker model, without bundling or adding any costs. “Our idea is simple – a great operating system that is a managed service platform, with all the information and data for clients to use.”

According to Mantilla Gravity4’s model is completely open: “Our model is totally open as we work across digital verticals that create data, and we will give this data to our clients, as their budget will be used for them to learn about their audience. Not to re-sell data to or for other audiences. Our clarity will be one of our biggest assets in the data business.”

Agencies in the region will benefit from having access to programmatic without needing the high volumes to get a good deal.

Gravity4 claims to be disrupting two industries at once: Programmatic advertising and enterprise software:  “I believe we will be adding a level of clarity that does not currently exist with the programmatic players in the region. And because our platform is created in an enterprise model, we believe that any company that has invested large sums of money to get the sophistication they require, will benefit from our open API that will let them take all the first party data we create through the campaigns, and they can model this data in a rich and powerful way. Imagine CRM that is powered through the first party campaign data along with social and mobile data points…now you are talking true shopper marketing, geo messaging in a potent way, to your existing base, and then using data to grow by the model you choose to use – attribute modeling, regression modeling or however you want to slice the information. And the important fact: It is  your data, we do not use or re-sell to others like most vendors, so it makes your budget much more efficient. I believe this will make the programmatic a real day-to-day campaign vertical, as in a real way you are creating many mini-private exchanges for clients. A value proposition that does not have any competition in Latin America, as the regional model is the antiquated AVB, mark-up or bundle model. We will bring value and I think that is what is most disrupting to the way business was done in the region.

Gravity4 is led by Entrepreneur and Investor Gurbaksh Chahal who previously in his career launched and sold Internet companies ClickAgents (sold to ValueClick), BlueLithium (sold to Yahoo!) and multichannel-DSP RadiumOne, a company of which he was ousted while he was the CEO.

Last week’s Triggit’s acquisition was Gravity4’s seventh, which suggests Chahal may be sweeping up distressed firms for the incremental revenue, customer base and publicity benefits those transactions generate.

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 new Career Board!)

For prior Changing Places editions, click here.

Xavier.MantillaIPG.Portraits4738.607x405Xavier Mantilla has been appointed as General Manager of Gravity4 in Latin America. He will lead the operation out of Sao Paulo, Brazil and manage the launch of operations in Mexico, Colombia, Argentina and Chile. Gravity4 intends to be a game changer in Latin America  by adding more transparency to the advertising ecosystem and eliminate the volume discounts for programmatic buying. Until recently Mantilla worked as SVP at UM in New York.

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Romina Bongiovanni is the new  Director of Earned Media at Sensis. Sensis announced the newly created department, which already serves about a dozen clients and combines traditional PR, social media, content marketing and experiential capabilities. The new unit is fully integrated with the agency’s digital, creative, strategy planning and paid media services.

Ernesto Sanchez has been named Editor in Chief of Variety Latino , based in Los Angeles. He previously worked as the Editor in Chief of LatinTimes.com

Independent Advertising Agency  Grupo Gallegos hired Sebastian Garin as Executive Creative Director. Garin is a veteran creative director known for bringing creative distinction and recognition to Latin American offices of international agencies like Leo Burnett, Grey and Publicis. As Executive Creative Director, Garin will report to Chief Creative Officer Marty Orzio and will lead creative responsibilities for several key accounts at the agency.

ST HeadshotSebastian Trujillo joins the Fútbol de Primera team as President of Sales and Business Development.He brings more than 20 years of experience in media sales, marketing consulting, operational management, linear broadcast and digital experience to our organization.Trujillo will lead the Fútbol de Primera’s sales force as it continues to move forward with its offering of FDP’s exclusive soccer opportunities including this summer’s Upcoming Copa America from Chile, CONCACAF ‘s Gold Cup 2015, 2016 Copa America Centenario to be played in the US; 2017 FIFA Confederations Cup, 2018 FIFA World Cup Qualifying and all the games of Mexican National Team. This as FDP prepares the groundwork to broadcast its 5th consecutive FIFA World Cup in Russia2018. Prior to joining FDP, Trujillo managed both client and agency partner relationships while at Univision Communications serving as Vice President of Business Development.

Rafael E. Hernandez has been appointed Digital Director U.S. and Latin America at Televisa Publishing and Digital.

For the third time in a little over a month, the Los Angeles Times has announced a top-level management appointment or initiative involving a journalist of color, the Root reports. Angel Rodriguez was announced as the new sports editor of the Los Angeles Times. Rodriguez covered Major League Baseball and the NBA for Spain’s EFE news service. He was part of the team that launched ESPNdeportes.com, the Spanish-language sports website. He was an online sports producer (and later home page manager) for the Arizona Republic, and as sports editor of the Cincinnati Enquirer, he helped the staff make strides in its digital journalism.

“Times Editor Davan Maharaj and Managing Editor Marc Duvoisin have announced that Angel Rodriguez is The Times’ new sports editor,” Deirdre Edgar reported Friday for the Times. “Rodriguez comes to The Times from the Washington Post, and previously was sports editor of the Cincinnati Enquirer and home page manager of the Arizona Republic. And as a member of ESPN, he helped launch the Spanish-language ESPNdeportes.com.

Telemundo MediaTelemundo 52 Los Angeles / KVEA announced that Lizette Carbajal has been named Vice President of Community Relations. In this role, Carbajal will be responsible for spearheading the station’s community relations initiatives with Los Angeles-area community organizations to foster awareness about issues of importance to the station’s viewers and continue KVEA’s commitment to the Hispanic communities it serves. Carbajal will also be responsible for executing the station’s public relations efforts. In addition,  Telemundo 47 New York / WNJU announced today that Nilda Rosario has been named Anchor for Noticiero 47 Fin De Semana on weekends at 5:30 PM and 11 PM. She will join Co-Anchor Yaima Crespo, Weather Anchor Janice Bencosme and a dynamic team of reporters to deliver local breaking news and the latest information about issues affecting Spanish-language viewers in the New York Tri-State area. Additionally, Rosario will work as a General Assignment Reporter to support Noticiero 47 Telemundo on weekdays at 5:30 PM, 6 PM and 11 PM.

Join us at PORTADA Mexico!

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

 ::: Xavier Mantilla – IPG MediaBrands :::  Roberto Lago – Publicitas ::: Gabriel Vázquez – J. Walter Thompson ::: CNN International – Petra Malenicka  ::: Unilever – Jay Altschuler  :::  British Airways (BA) – Sara Dunham ::: Yahoo – Prashant Fuloria ::: Rafael Carranza- MSN Latino at Microsoft :::

327b4afXavier Mantilla has left IPG MediaBrands. Mantilla joined IPG Mediabrands in January 2014 to serve as SVP Multicultural.Prior to this, he was Partner – LATAM Client Manager at UM Latin America for almost two years.

 

 

descargaRoberto Lago has been appointed as Digital Director LatAm and U.S. Hispanic at Publicitas in Miami. He previously worked as Associate Director Digital at StarcomMediaVest in Miami.

 

 

 

gabriel-vázquez-Argentinian Gabriel Vázquez is the J. Walter Thompson creative department new leader in Mexico. Vazquez worked for agencies like Young & Rubicam, DDB, Vegaolmosponce and Ogilvy, where he worked together with Gustavo Taretto. One of his most recognized and an awarded campaign was “Las cosas como son” for Sprite. In 2007, the duo was called by Dario Straschnoy at Y & R, to join as creative directors for Quilmes account. In 2009, they were both part of SCPF launch in Latin America.

B7-jxTtIMAAPuwLCNN International has promoted Petra Malenicka to senior vice president, advertising sales, Europe and the Americas.In her new role, which she assumes immediately, she will expand on her previous responsibility for Western Europe advertising sales.She will be tasked with combining the leadership of CNN’s Western Europe advertising sales operations with additional responsibility for CNN International sales for North America, as well as oversight of global advertising opportunities generated from the LatAm region.

Photo_on_2011-07-18_at_18.24__2_copy_400x400Unilever’s media boss Jay Altschuler joins Samsung to handle its global media planning and buying.Altschuler joined Unilever in 2006 and most recently worked as director of global media innovation.Altschuler started work at Samsung this month and is based in New York.

 

 

ayDTWoOJ_reasonably_smallBritish Airways (BA) has promoted Sara Dunham to the new role of head marketing, retail and direct.Currently BA’s head of retail and direct, Dunham will be responsible for the creation of a global marketing strategy, as well the carrier’s Executive Club loyalty scheme.The restructure follows the departure of BA’s top marketer, managing director for brand and customer experience Frank van der Post, who departed to join Dutch telecommunications firm KPN in November.Earlier this month, BA kicked off a review of its global digital agency arrangements. It comes less than a year after the brand consolidated its advertising and loyalty accounts with long-time ad agency partner BBH.

589a34585aa0b474778ce42646fe8d6b_400x400Yahoo has appointed Prashant Fuloria as its global ad product chief, six months after he joined the company as part of Yahoo’s acquisition of mobile ad analytics start-up Flurry.Fuloria has been made senior vice president, advertising products, with a remit overseeing the development of ad products across display, native, video and mobile, as well as Yahoo Ad Manager Plus, Yahoo Gemini, and BrightRoll.He will report directly to Yahoo chief executive Marissa Mayer, with the firm’s ad tech boss Scott Burke reporting to him.Prior to his role as chief product officer at Flurry, he held product management roles at Google and Facebook.

00-profile Rafael Carranza has been promoted to Executive Producer for MSN Latino at Microsoft. He will report to Javier Viroomal, Regional Director MSN Spain & Latam, and will be based in  Microsoft’s headquarters in Bellevue, WA.In this new position, he will be mostly be in charge of leading the Information and content experiences operation and strategy for the U.S. Hispanic market and supervising the Spanish-language content production hub.Read more.

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 new Career Board!)

Chip WeinsteinChip Weinstein is taking over the helm at Multicultural Agency Prime Access, where he has been appointed CEO. Chip specializes in building and deepening relationships between brands and customers through a meaningful and strategic integration of marcom vehicles–from eCRM loyalty programs to persona-led interactive digital experiences.Formerly, Chip was President of Whittman-Hart (rebranded as Band Digital in 2010), one of the largest digital agencies in the U.S., where he is credited with developing the agency’s social media capability, program analytics, mobile, and transmedia offerings. “I am genuinely excited to add to the agency’s past successes in order to catapult Prime Access to places that may have seemed previously out of reach,” Weinstein tells Portada.  Prime Access also intents to expand into other opportunities outside Health and Pharma: “Our Cultural Catalyst approach is applicable not only in pharma and health care but in broader wellness categories as well, ” says Weinstein. There is a hunger right now among marketers to understand the best ways to deepen relationships between their brands and diverse cultures. We’ll help satisfy the need with proprietary research and content, and through unique strategic partnerships.” Prime Access clients include,Novartis Pharmaceuticals, Merck & Co., Novo Nordisk and Genentech Inc.

SteveMillerman_Prime.AccessWeinstein succeeds Steven Millerman who now leads his own own agency called Emcay. “My focus will continue to be within the multicultural space with primary focus on health,” Millerman tells Portada. “I currently have 5 clients, which is a pretty good start, 3 pharma companies and 2 agencies,” he adds.

 

Roberto Lago has been appointed as Digital Director LatAm and U.S. Hispanic at Publicitas in Miami. He previously worked as Associate Director Digital at StarcomMediaVest in Miami.

seanoneill2015Meruelo Media, a Southern California’s minority-owned media group, has announced that media executive, Sean O’Neill, will lead the company as Senior Vice President, Revenue Integration and New Business. In addition to maximizing sales opportunities, developing current revenue channels and creating new revenue integration for Meruelo-owned KDAY 93.5 radio Los Angeles, MundoFox 22 TV- Los Angeles, MundoFox 34 TV-Houston, and Super 22 TV- Los Angeles, O’Neill will oversee the continued development of digital media strategies and non-traditional event revenue streams across all platforms to address the continued evolution and consistent growth of Meruelo Media.Most recently, O’Neill oversaw sales, programming and all other aspects of operations as Vice President, General Manager of Radio Centro 93.9 in Los Angeles. O’Neill also served as Sales Manager for Estrella TV Channel 62 with LBI Media. He also led as Market Manager for Salem Media of New York. Prior to that, O’Neill was General Sales Manager for CBS Radio’s KFWB and the Dodger’s Radio Network.

images (3)Rachel Glasser, former partner at GroupM agency MEC,has been promoted to director of privacy, a newly created position. Glasser will make, along with GroupM Interaction COO John Montgomery, the “privacy department” at the agency which was founded in 2008. Glasser will focus on what’s going on at the across GroupM agencies (Mindshare, MEC, MediaCom and Maxus) along with clients so they can keep up with the marketplace, focusing on education and communicating with GroupM internal teams so they know what’s happening with legislation, new information coming out of the Digital Advertising Alliance and the Adchoices program. She will be also in charge of reviewing new tech partners to make sure that clients are going to be well protected.

descarga (1)Jay Altschuler has joined Samsung, where he will oversee global media planning and buying. Prior to this, Altschuler was director of global media innovation at Unilever. He has extensive media agency experience; before Unilever he served as VP, group director at PHD, and before that was an associate media director at Starcom.

 

 

327b4afXavier Mantilla has left IPG MediaBrands. Mantilla joined IPG Mediabrands in January 2014 to serve as SVP Multicultural.Prior to this, he was Partner – LATAM Client Manager at UM Latin America for almost two years.

 

 

00-profile Rafael Carranza has been promoted to Executive Producer for MSN Latino at Microsoft. He will report to Javier Viroomal, Regional Director MSN Spain & Latam, and will be based in  Microsoft’s headquarters in Bellevue, WA.In this new position, he will be mostly be in charge of leading the Information and content experiences operation and strategy for the U.S. Hispanic market and supervising the Spanish-language content production hub.Read more.

 

john-patroulis-051811BBH New York has promoted former Chief Creative Officer John Patroulis to the newly created post of creative chairman. In his new role, Mr. Patroulis will oversee all creative output of the agency, internal PR and all future creative capabilities.

 

 

 

32ccbdcExecutive Creative Director Ari Weiss has also been promoted to CCO at BBH New York. At BBH, Mr. Weiss has created award-winning campaigns for PlayStation and AXE as well as work for UNICEF, Sprite and The Weather Channel. In the CCO role, he will be in charge of building out the agency’s creative team among other duties.

 

When it comes to mobile marketing campaigns, it is recommended to reach the Multicultural Consumer first. That is what Isabel Rafferty – VP of USA Sales, Adsmovil, Marla Skiko – EVP, Director of Digital Innovation, SMG Multicultural,Scott Kellstedt – GM, Appsnack, an Exponential division, Xavier Mantilla – SVP Multicultural Media, Identity, Mediabrands and Stacey Abreu – Group Planning Director, Mindshare established during a panel held a the MobileMediaSummit during NYC’s Advertising Week. The panel was moderated by Jon Suarez-Davis – VP, Global Media & Digital Strategy, Kellogg Company.

Due to the over-indexing of Hispanic and African American consumers in both the usage and engagement with mobile media, Mindshare’s Stacey Abreu recommends marketers to initiate their mobile marketing campaigns by targeting the multicultural consumer first.Hispanic and African American consumer targeted mobile campaigns is where advertisers should see the biggest bang for their buck.

Mobile Marketing

Adsmovil’s Isabel Rafferty noted that mobile is particularly important when it comes to reach out to the Hispanic consumer, because a substantial part of the Hispanic population uses mobile as their only access point to reach the Internet. SMG Multicultural’s Skiko added that communications with Hispanics should be anchored in mobility.  One of the challenges for marketers, according to Skiko, is that there is not enough content that is culturally relevant. That is why agencies and brands have to start content marketing campaigns targeting the Hispanic population almost from scratch by creating the content.

Communications with Hispanics should be anchored in mobility.

Latin America presence at NYC’s Adweek

Members of the audience at the Mobile Media Summit asked whether there are substantial differences between Latin American (south of the border)  and the U.S. Hispanic attitudes toward mobile media. According to Skiko, the characteristics of the audiences in Latin America are relatively similar to the U.S. Hispanic market. The only major difference is that the U.S. Hispanic consumer straddles between two worlds in a sort of balance between the Hispanic and “general market” cultures. As Identitity’ Mantilla put it, in Latin America “Spanish or Portuguese are the general market.”
To Mantilla in the Latin American mobile market, which currently has an approximately US $250 million annual spend, there is more SMS and text messaging used for advertising that in the U.S. due to the less advanced features of the mobile phones the majority of the population owns . In addition, the length of videos is shorter in Latin America.
According to Mantilla, mobile amounts to 20% of digital budgets in Latin America.
Latin American marketing, media and advertising professionals were definitely present during NYC’s advertising week with more than 25 Brazilian executives present during the MIXX conference and also many others from other countries, including Mexico and Argentina.

What: Facebook launched the  Facebook Audience Network, a mobile advertising network that provides the ability to target users across the applications they use while targeting them based on the information they have shared with Facebook. The new product will allow brands to advertise on third-party apps using Facebook’s detailed targeting data.
Why it matters: This allows to engage U.S. Hispanics across the social sphere  in a mobile setting without the need of having mobile specific landings. An increasing amount of campaigns will be able to be extended to Hispanics with these mobile extensions.

Facebook launched the  Facebook Audience Network, a mobile advertising network that provides the ability to target users across the applications they use while targeting them based on the information they have shared with Facebook.  Facebook’s new mobile network will let advertisers use both standard banner ads and custom units.

This news gives us more leverage to what has been already done in social for the General Market.

The new ad network  will compete with companies like AdMob, InMobi, and Twitter, which has taken a similar approach to mobile advertising since acquiring the ad network MoPub last year.  The number of Facebook’s mobile-only users number is around 341 million. 59% of Facebook ad revenues now comes from mobile and these revenues are growing at a high rate. To satisfy the increased number of mobile users, the company has been attempting to become a “mobile-first” company and improving its tools to advertise to mobile audiences. The Facebook Audience Network is a part of this development.

What does FB’s new mobile ad network mean for the U.S. Hispanic market?

“I would think that this new audience platform plays well to marketers that want to use the mobile “killer app” which we now know is FB,  in a way to reach audiences through better, more targeted means,”  Xavier Mantilla, SVP Multicultural at UM, tells Portada. Mantilla adds that for “U.S. Hispanics this allows us to engage across the social sphere in a mobile setting without the need of having mobile specific landings, but leveraging the FB ecosystem for brands. I think it’s smart thinking on behalf of FB to push forward with the mobility piece as it will probably be a great add-on to mobile search and maybe grow budgets in the mobile space as we over index in both usage, as well as social through mobile devices. In the U.S. Hispanic role, this news gives us more leverage to what has been already done in social for General Market, and extend all campaigns to Hispanic with these mobile extensions and possibilities.”

Mary Zerafa, VP of Sales, at Multicultural Mobile Network Briabe Mobile notes that “Hispanics are very active on social media, even more so than the general market.  Facebook recognizes that and has been increasing its commitment.   On the one hand the Facebook Ad Network means more options for advertisers, on the other hand it means  more folks competing for Hispanic budgets, hoping to loosen the grip that traditional players have on the market.”

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

Xavier Mantilla – UM Worldwide ::: Luciana Rodrigues – Turner Latin America ::: Claudia Márquez / Diego Felices – Nissan ::: Rick Osterloh – Motorola Mobility :::

xavier.mantillaXavier Mantilla has been appointed as SVP Multicultural Media at UM Worldwide in New York.  Also, Mantilla will continue to service the Sony Pictures client for the Latin American market.

Mantilla will manage Multicultural clients across IPG Media Brands agencies (UM, J3, Initiative, BPN etc) to reach multicultural segments through a Total Market approach. Previously Mantilla worked as Partner-LATAM Client Manager//UM Latin America.

luciana rodrigues -Turner Latin America has named  Luciana Rodrigues VP of Innovation. The executive will be in charge of the sales in Brasil, Argentina, Colombia, Venezuela and Mexico in Latin America. She will also be in charge of the sales in Miami and LA as well as panregional sales in Latin America.

 

Claudia Marquez -

Claudia Márquez is the new marketing director of Nissan Mexico.  She will report to Airton Cousseau, president and general director.

Also, Diego Felices has been promoted to subdirector of strategic marketing for NLAC  (Nissan Latin America and the Caribbean). He will report to José Román, general director for NLAC.

Rick-Ostertloh -Motorola has appointed Rick Osterloh as president and COO of Motorola Mobility. He will report to the Operations Council in Google until Levono finishes the purchase of Motorola.

Xavier Mantilla is the new SVP Multicultural at UM. Mantilla will work across all UM clients and also work at Identity across all IPG agencies. Portada interviewed Mantilla, a veteran in both the U.S. Hispanic and Latin American advertising and media markets, about his new position and the challenges ahead.

Portada: What will your main function be as SVP Multicultural at UM?
Xavier Mantilla, SVP Multicultural.: “The position is to work across all UM clients and also work at Identity across all IPG agencies to create best practices, more coordination and research support and most importantly best practices across all our clients for more in-depth work on the Multicultural arena in all media types with a focus on Digital.”

Portada: What accounts will you be working on both at UM and Identity (plus we understand that you will continue servicing Sony Pictures for Latin America)?

Xavier Mantilla, SVP Multicultural, UM
Xavier Mantilla, SVP Multicultural, UM

X.M.:  “As my position is not only a UM position but part of Identity, our charge is to be the Multicultural layer across all IPG agencies. So from a UM side, it’s every UM client in North America, but from Identity it opens the door to work with clients at Initiative, BPN and every media agency in the IPG family (ID Media and others in that space). My work will be directly with Deidre Small-Landau who heads Identity and so it’s really about making sure every IPG company is thinking about Multicultural and being best-in-class. This is very exciting and I am happy to be a part of Identity.”

How will you develop Identity’s multicultural (digital) business?
X.M.:  “Identity is a layer of rich experience within IPG. What our aim has become from the digital side is to enhance the bases, strengthen the knowledge and work seamlessly with partners that we are already engaging across the various agencies. We are finding out what national partners have strength in Multicultural, as well as test and learn to make sure we have best in class across every IPG agency. The days of single, stand-alone partnerships will not do as we want to increase efficiency and work across the partner sphere and find the sweet spots in each relationship, and develop these relationships that better serve our clients. In a true sense it’s a win-win for everyone.”

it’s really about making sure every IPG company is thinking about Multicultural and being best-in-class.

Mediabrands’ Magna Group has made inroads into programmatic trading how, if at all, is multicultural media buying being integrated?
X.M.: “As my role with Identity is a MediaBrands role, our first order of business has been to work with the Magna team, our Audience Platform and our programmatic solutions to be able to have the best in class. There has been a great start of conversations as well brining in the IPG MediaLab that allows us to test and find solutions to every agency in the IPG family. This is strength in numbers, and our clients benefit, plus benchmarking and excellence, so Magna’s role is crucial in this endeavor.”

Will Mediabrands Magna Group also include a group of Hispanic media properties in its automated media buying program ? (Last year it announced a partnership with some English-language cable channel, radio and TV networks in order to develop a “programmatic buying approach”.)
X.M.:
 “As I mentioned before, Magna is part of our structure and along with the IPG MediaLab the ultimate goal is to include properties that can give us concrete results and scale. And this would be reflected across all our planning and buying and so it would be across the multiple media types, but again, this is a process so we are in the early stages to get there. This is the start of something that we believe will be very different from what other media agencies are doing and we plan to really research, and showcase our findings. J3 has started their research and we are a part of it, so folks like Liz Medina at J3 are what make this exciting from a research and results level, as well as all the great research that Deidre and the Identity team already have in place and are currently working on -more news will come on this front from her soon.”

You are very experienced in both the Latam and USH markets: Where do you see the main differences between the Latin American – Miami marketplace and the U.S. Hispanic marketplace?
X.M.::”
I think the differences are marked between both markets. Tony Ruiz would always say – in Latam, that is the general market, while here we an integral part of the general market, not a sub-market. I always agreed in that description as work in the region can be focused on a particular country and all the media is “general market” so there is no question of acculturation or if the ad has to have Latin insights or not. Also the Miami marketplace is very much a re-seller market, in difference with Multicultural that you work with the partners themselves. This is because of the strong relationships that the re-sellers (companies that represent and sell media from various entities) have had with the ad agencies. This is an interesting model as it really does not work in-country (in countries of Latin America we buy directly from media properties who are our partners) but Miami has always had this interesting wrinkle. So it is an unusual market and I think as programmatic grows and we become more interconnected – it will be interesting to see how the Miami market will evolve, it’s definitely worth watching!”

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

Xavier Mantilla, SVP Multicultural, UMXavier Mantilla has been appointed as SVP Multicultural Media at UM Worldwide in New York. Mantilla will manage Multicultural clients across IPG Media Brands agencies (UM, J3, Initiative, BPN etc) to reach multicultural segments through a Total Market approach. Previously Mantilla worked as Partner-LATAM Client Manager//UM Latin America.

Alex SanchezAlex Sanchez Sobrino has been appointed VP, General Manager, at Telemundo in Orlando (a ZGS Communications station). Sanchez previously worked at multicultural advertising placement firm EPMG and before that at Hearst Media Services as vice president of advertising and marketing for the Houston Chronicle Media Group and as publisher and general manager for La Voz.

oscar castroOscar Castro (photo) joined Alcance Media Group as the Northeast Account Executive. He will be based in AlcanceMG’s corporate world headquarters in San Francisco. Castro has over 15 years’ experience in technology & digital media sales,in companies including Message Bus, Vidi Emi and Resilience Corporation.

Claudia MercadoClaudia L. Mercado has joined Alcance Media Group as an Account Executive for the West Coast Region.She has an MBA from the Lorry I. Lokey Graduate School of Business and seven years of Sales and Business Development experience in the technology sector.

jose martinezJose Andres Martinez Rodriguez is joining Listen Up Español, the Spanish language call center for the U.S. Hispanic market, as their new General Manager. In his new role, Martinez will lead call center operations from the Hermosillo, Mexico location. In addition, he will work with upper management and oversee hundreds of call center agents. He counts with many years of experience in both customer service and contact center technology, working for companies such as Banamex, Prosa Carnet, Scotiabank,and Teletech among others.

rmAfter 8 years, Rachel Strauss Muniz (photo)is leaving Time Inc. April 11th was her last day at People en Español.

 

 

jasonJason Shulman (photo) was named senior Vice President of sales at mobile video advertising company Vdopia. In his new role, he will be responsible for North America media and programmatic revenue. Shulman was most recently head of sales at marketing platform Spotzot. Prior to that, he was VP, digital brand development for Billboard. He also worked on the startup of video ad exchange Adap.tv.

0329-Velasco-AznarWhitney Velasco-Aznar (photo)has been named Vice President of Marketing at GO Veggie!, formerly Galaxy Nutritional Foods. Velasco-Aznar has more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat.In her new position, Velasco-Aznar will direct all marketing and communications and report into GO Veggie!’s CEO, Rick  Antonelli.

Read prior Changing Places weekly editions.

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.”

 

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