E-LatAm-More News and Insights


Song Exploder is launching a new Spanish-language spin-off called Cancion Exploder, a podcast targeting Spanish-language speakers worldwide.   The new podcast series takes listeners “deep into the process and art of writing a song, and thereby reveals something essential and true about the artist telling their story in their own words.” Cancion Exploder is hosted and co-executive produced by Martina Castro, with Song Exploder creator Hrishikesh Hirway serving as Executive Producer.

Martina Castro tells Portada that  the Cancion Exploder, Song Exploder’s Spanish-language spin-off, is the first to really delve deep into the Latin identity of both the artists and the creative process itself. According to Castro, Cancion Exploder takes listeners “deep into  the process and art of writing a song, and thereby reveals something essential and true about the artist telling their story in their own words.”  Back in 2018 Martina Castro was introduced to Hrishikesh Hirway to make a Song Exploder Spanish-language spin-off version. Created by Hrishikesh Hirway, Song Exploder is an award-winning podcast and Netflix series  where musicians take apart their songs, and piece by piece, tell the story of how they were made.

Martina Castro
Martina Castro, host and co-executive producer, Cancion Exploder

Castro, a Uruguayan-American, notes that Cancion Explorer’s content reflects the fact that many of the artists live in one country but have roots in other countries. The podcast series is a testament to how speaking “Spanglish”, or having a multicultural identity, influences music and, at the same time, the interest in and consumption of Latin music. “Cancion Explorer dispels the idea that you have to speak perfect Spanish to be a Latino. In fact, many of the artists perhaps are not that comfortable in Spanish.”

Cancion Explorer dispels the idea that you have to speak perfect Spanish to be a Latino

The first season of Canción Exploder will feature an eclectic array of award-winning and chart- topping Latin Music artists, including Nathy Peluso, Jorge Drexler, Mon Laferte, Silvana Estrada, José Gonzalez, iLe & Adrian Quesada, and Ibeyi. The first episode is available now and features Bomba Estéreo breaking down their song “Deja” from their critically acclaimed album of the same name.

Canción Exploder is produced and distributed by Adonde Media in partnership with Radiotopia from PRX. Adonde Media is the multilingual and global podcast production company behind podcasts including “Duolingo Spanish,” “TED en Español,” “El Verdadero Robo del Siglo”, “Emprendedores con Luis Von Ahn,” “The Last Days of Maradona,” “Vivo Songbook,” and “Después de Ayotzinapa.”

Song Exploder’s Spanish-language Spin-Off: Partnership with Hrishikesh Hirway

Cancion Exploder is partnering  Hrishikesh Hirway to bring this type of artful audio storytelling to listeners en español”.  The series has featured some of the biggest artists in the world––Fleetwood Mac, U2, Billie Eilish, Solange, Metallica, The Roots, Dua Lipa, and more––breaking down the sounds and ideas that went into their writing and recording. Song Exploder has been celebrated as “warm, deep, and illuminating” by “The New Yorker” and deemed as “probably the best use of the podcast format ever” by “Vulture.” In addition, “The New York Times” praised the show as “filled with serious lines of honesty, cinematic production, and peeks inside the creative
New episodes of Canción Exploder will be released every two weeks, on Wednesdays, and will be available free on-demand to listeners around the world across all major podcast platforms, including Spotify, Apple Podcasts, Google Podcasts, Amazon Music, and iVoox.

We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos.

Podcast Marketing of Cancion Exploder

Castro says that there is an enormous growth in the Spanish-speaking podcast space and yet, many “Spanish-speakers don’t know what a podcast is. Adonde Media will be launching a TikTok channel, as well as Instagram and Twitter accounts. Extra content will be provided on these channels.” There are two weeks between each podcast episode giving Cancion Exploder time to build up the universe in different countries. Gonzalo Castro, COO of Adonde Media, is leading the podcast marketing initiative for Cancion Explorer. The target number of listeners will be established after the current initial phase. 

Cancion Exploder’s business model relies on monetization through advertising, either through the (CPM-cost per thousand listeners model or through branded integrations. According to the Latino Podcast Listener Report  by Edison Research, U.S. Latinos show an affinity for brands advertised on Latino podcasts — 75% say they are likely to purchase a brand on a podcast hosted by Latinos. Music content certainly plays an important role in marketing, and even more so in the Latino market. Other monetization options include integrated interviews or 30 second ads.

Growth in Latino Podcast Listening

The above cited Latino Podcast Listener Report shows that there is a big opportunity to bring diverse and inclusive content to Latino audiences. “Podcasting is easily accessible but not intuitive. CancionExploder has all the ingredients to bring audiences to podcast for the first time”, Martina Castro asserts. The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.
One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).  Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.







Cancion Exploder



The 2022 Cannes Advertising Festival is over. The last hangover of the approximately 10,000 delegates has been cured, the latest deals have been cut, and the most impressive award winners have been celebrated.  Portada asked a few Cannes insiders about how the 2022 Cannes Festival went. Here is a somewhat irreverent assessment. 

Despite very high travel costs (e.g. US $5,000 economy class trips from New York City to Nice) and many observers forecasting low attendance due to COVID, between 8,000 and 10,000 delegates attended Cannes this year. In 2019, pre-Covid, more than 12,500 industry delegates gathered in Cannes. “I saw less clients than three years ago, but still a good amount,” Eric Tourtel, CEO Latin America at Teads tells Portada. Tourtel adds that more executives from the creative side of the business as usual attended the festival this year. Among Latin Americans there were surprisingly large amounts of Central Americans, Colombians and Mexicans attending, and of course many Brazilians.

For the client side (brands) of the business and the sell side media platforms and tech platforms, the festival is, first and foremost, about developing and closing business. This is not so much the case for the creative side of the advertising industry, insiders tell Portada. Creatives want to win awards; it’s not so much about business but about having fun (remember Publicis pulling out of Cannes in 2018 because it thought it could make a better use of its money?).

To be “in” Cannes You Need More than a Ticket Purchase 

Even when you are on the festival grounds because you purchased a ticket you are not really “in”. A ticket to the Cannes Advertising Festival does not guarantee you that much access to interesting networking and meetings. Companies need to invest much more to gain access to buyers. (In the media world ‘buyers’ mean brand marketers.)
Below is the access and power pecking order media and tech companies invest in (from high to low cost):

1. Beach Takeover (e.g. Meta, Google). Companies take over beaches, with massive beachfronts installations to showcase their concepts and products (e.g. Meta’s Metaverse) and provide impressive presentations and fun meeting space. In 2022, and signaling the enormous rise of retail media, Amazon took over a portion of the beach front with the “Amazon Port,” its biggest showing at the Cannes Advertising Festival yet and a sign of the growing significance of industry relationships to its business.

2. Yacht: At a cost of approximately US$ 250,000 for the four days Cannes Advertising Festival rental, major ad-tech and other players rent a yacht. They then pack the yacht with senior brand marketing executives for client meetings and entertaining. (e.g. Teads, Taboola).

3. Rooftop rental in a Cannes Apartment Building:
Apartment building and hotel rooftops are close to the area of the festival and are a less expensive option compared to a beach takeover or a yacht rental.

4. The Villa rental. Villas surrounding Cannes are a bit further away from the epicenter of the festival and parties and meetings there are a bit less prone to be attended by delegates.

5. Tickets: Entry fees to conferences and award functions lie between 600 and 2,500 euros (US $600 to US $ 2,500 euros) depending on type of event to be attended.

(Another option is to fly in major music and show biz talent for exclusive performances. This is an alternative often used by Spotify who easily will spend more than US$ 3 million in this initiative.)

Cannes Advertising Festival: A Day on the Teads Yacht

The Teads Yacht at Cannes Advertising FestivalTead’s Eric Tourtel tells Portada that his company held 220 meetings in 4 days during the 2022 Cannes edition. Three years ago, pre COVID, the figure reached more than 300. The figures provided by Tourtel reflect how yachts turn into meeting and deal-making machines during the Cannes Advertising Festival. “Throughout the four days, we had 2,000 people in our yacht. Never more than 100 at a time,” says Tourtel. Yacht meetings are substantially better than other types of meetings (e.g. office meetings or virtual meetings). Teads executives can make presentations to brand marketers in a relaxed environment with a rosé wine in hand. After the meeting held in the largest room of the yacht, they will be able to have more informal conversations on the deck.
Sales executives of companies who don’t have the means to rent a yacht are often seen waiting on the dock close to the yacht entrance where they can approach the brand marketers entering or exiting the yacht.

Throughout the four days, we had 2,000 people in our yacht.

Cannes Advertising Festival: What is Keeping Delegates Up at Night

  • The Macro Situation:  Brand marketers representing CPG, automotive and other sectors, are reporting supply chain issues (e.g. chips for cars or computers) that imperil their production processes, which, in turn, make their ability to market and promote their products more unpredictable. Supply chain issues, coupled with the current inflationary scenario and high geopolitical risks arising out of the war in Ukraine, do not bode well for growth in marketing and advertising during the second half of 2022. Overall, insiders maintain, advertising initiatives will become more outcome and performance based.
  • Valuation Implosion at Ad-Tech Companies. Publicly quoted advertising technology firms like Roku, The Trade Desk or Integral Ad Sciences have lost more than 50% of their stock market capitalization over the last 6 months. No wonder this development had a negative influence on the mood of ad-tech executives in Cannes, industry observers asked by Portada assert. The huge valuation decline also has an impact on the price and funding prospects of smaller non-publicly quoted ad-tech companies.
  • DE&I: Lots of Talk but no Walk (?)
    At Cannes, there were some presentations about the importance of Diversity Equity and Inclusion, yet while DE&I has become a major buzzword, insiders tell Portada that all the talk does not seem to be backed by real spending to communicate and promote DE&I objectives. Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricard, notes that she would have liked to have seen a more diverse speaker base, certainly on the main stages of the festival. She adds, however, that Cannes Lions Titanium awards did have a diverse winner base  (e.g. India).
    I would like to have seen more diversity, certainly on the main stages. 
  • Attention as the new Currency
     “Attention is the new viewability”, Teads’ Tourtel notes.  Attention measures the difference between an ad being visible and an ad actually be seen by the consumer. According to Tourtel, this turns the advertising conversation from an efficiency focus (cheapest option) to a focus on effectiveness (what works). Teads claims to be the first platform that has attention metrics integrated into its analytics.
  • Carbon Responsible Advertising, Online media is responsible for 4% of total carbon dioxide emissions. It is clear that soon there will be regulations to limit carbon emissions. Some advertisers including Chanel are starting to measure emissions.
  • Identity Solutions. The cookieless world – 60% of U.S. Internet traffic is already cookieless compared to between 15%-20% in Latin America – continues to be a crucial topic. In this context, CTV (Connected TV) and its contextual targeting solutions were highlighted as a viable option by several Cannes Advertising Festival participants.

ShowHeroes Group, one of Europe’s top Ad-Tech companies, is expanding in the U.S. and Latin American markets. Portada talked to Ilhan Zengin, CEO of ShowHeroes Group, and Joseph Lospalluto, Country Manager U.S,  about their company’s expansion in the Americas and their views on the future of video advertising and omnichannel marketing.

ShowHeroes Group, Europe’s leading independent provider of video solutions for digital publishers and advertisers, has a global presence employing more than 380 persons in 28 major cities throughout Europe, the Nordics, Latin America and the U.S. The company’s mission is to provide marketers optimal video solutions for omnichannel marketing. Media consumption trends are providing tailwinds to ShowHeroes’ expansion plan. Video marketing is growing in leaps and bounds. CTV advertising amounts to between 6%-7% of the advertising pie in the U.S. with many forecasts expecting the share to grow to over 10% until 2025. In terms of dollar volume, advertising spent on CTV is expected to grow from approximately US $20 billion in 2022 to US $ 40 billion in five years. These growth trends are being also followed in other regions, like Latin America.  A key growth driver for video is the expansion of AVOD (Advertising Video on Demand) due to subscription fatigue at paid services (SVOD).

ShowHeroes Group recently launched a native CTV platform incorporating new formats based on the latest user video experience insights. “The trends we are seeing in CTV have been observed in other channels before, for instance in mobile or online video.  Coming from an old video angle, CTV opens up many opportunities to increase the effectiveness and impact of advertising on the big screen and to utilize the content that appears natively in an appealing form. In addition, we try to be as standardized and as scalable as possible,” says Ilhan Zengin, CEO of ShowHeroes Group.

ShowHeroes Group US Expansion
Ilhan Zengin, CEO, ShowHeroes Group

According to Zengin,”native advertising should be a smooth vehicle that prepares a user to actually being exposed to an ad. There are many options that can be utilized from upper funnel to more performance-oriented ads like QR codes. For instance if an advertiser wants to promote a certain type of insurance, the native content piece would be more educational and less transaction oriented, preparing the user for a certain topic in a more seamless way.”

Zengin adds that ShowHeroes Group will be publishing a research study on CTV based on consumer eye-tracking in order to provide a thorough understanding of the impact of CTV advertising on consumer behavior and consumer purchase intent.

ShowHeroes U.S. Expansion: Multicultural 

Show Heroes Group“We are expanding ShowHeroes’ products into one of the largest markets in the world. Advertisers need to substantially invest in video content and distribution and benefit from the strength of our studio and our targeting capabilities in order to reach consumers with relevant messages. That is our value proposition,” Zengin asserts. “Publishers and advertisers working with ShowHeroes can benefit from a whole new suite of capabilities, including a substantial video library to increase video views on top of our semantic targeting technology capabilities. since they work together with global tier 1 brands and major agencies.”

“We create new video inventory by leveraging our semantic targeting technology without a need for third party cookies. This way both publishers and advertisers will see incremental video views.”

We create new video inventory by leveraging our semantic targeting technology without a need for third party cookies.

ShowHeroes U.S. expansion already has an office in Miami which mostly caters to advertisers targeting the Hispanic market. “We think that the Hispanic and multicultural markets are very important as U.S. multicultural audiences are very desirable for brands who are looking to diversify their consumer base,” says Joseph Lospalluto, U.S. Country Manager based in New York City.

Lospalluto emphasizes that ShowHeroes’ U.S. expansion unique value proposition lies in providing brand suitability. “We empower both publishers and advertisers to preselect the pieces of content that get delivered in order to ensure brand suitability,” Lospalluto says.

We empower both publishers and advertisers to preselect the pieces of content that get delivered in order to ensure brand suitability.

The Age of Video: CTV and Omnichannel Advertising

According to CEO Zengin, Linear TV is the latest piece of the media puzzle being digitalized, but the implications of the digitalization of linear TV advertising are very significant and broad. “It is ultimately about omnichannel marketing and advertising and an audience everywhere approach (mobile, desktop, digital out of home etc). This enables cross media measurement, very fast reporting and is a very different approach compared to the old school medium by medium approach,”Zengin asserts. “In this environment advertisers need a partner who understands omnichannel on the audience side but also provides the right creative and content depending on the device,” he adds.

Linear TV is the latest piece of the media puzzle being digitalized, but the implications of the digitalization of linear TV advertising are very significant and broad. It is ultimately about omnichannel marketing and advertising and an audience everywhere approach.

Growth in Latin America 

In addition to ShowHeroes U.S. expansion, the group is also betting heavily on Latin America. Show Heroes Group recently acquired SmartClip Latam.  Over the next few weeks, the business will be rebranded to the ShowHeroes brand at launch events in Brazil and Mexico. “We are investing in Latin America and just increased our headcount by 100% to 100 employees in the region. In addition, we are realizing many synergies with the acquisition and want to make sure that we cater to the needs of every market with the attention each market deserves.  We are also adding a strong suite of services to the ones SmartClip already had, so that both publishers and advertisers can distribute and buy video content in an omnichannel way,” Zengin maintains.

Advice for Digital Marketing Entrepreneurs

Zengin and the ShowHeroes Group’s executive team have done an exceptional job in scaling their business, which was started less than 6 years ago and now has revenues of more than US$ 100 million, a global presence and more than 380 employees. What advice does Zengin provide to entrepreneurs in digital marketing and media? “First and foremost, You should have a product that is needed by the market,” he says.  “If you don’t have that don’t try”, Zengin adds. “You also need to think globally and act locally. The media business is a very local business, but you need to be global in order to scale it. Therefore, You should try to build a local business but aim to become a global player with a  global scale. Then you  can run campaigns in multiple markets. Finally, provide best-in class services with easy to use solutions that are offered by teams who are easy to work with”, Zengin concludes.


DR-ONE is DigitalReef’s  recently introduced software platform that integrates mobile advertising, marketing, and app engagement tools for mobile operators, OEMs, and application developers. Portada talked to Maurizio Angelone, CEO of Digital Reef, who states that DR-One can provide marketers a reach as deep as Google or Facebook in some markets.

DigitalReef, a leading global mobile advertising and marketing technology company, announced the availability of its integrated mobile advertising and marketing platform, DR-ONE. Through this platform, mobile operators, OEMs, and app developers can now implement and optimize their marketing strategies to reach, engage, and retain their users while optimizing their application business monetization goals.

DR-One can be an important tool for advertisers but also telco carriers, OEM’s and publishers.  “This is a big opportunity for carriers to leverage their massive user base. big operators and original equipment manufacturers in markets like Brazil, have the same reach as Google and Facebook, ” Maurizio Angelone, CEO of Digital Reef tells Portada.

Maurizio Angelone On How Dr-One Solves Marketing Challenges

DR-One is a 360 degrees MarTech innovation that solves marketer challenges including potential client discovery, acquisition, retainment and engagement and ultimately monetization, via third party advertising. This is a “platform with a very powerful intelligence behind the user base, about who the consumers are and what they do,” Angelone adds.

DR-One solves marketer challenges including client discovery, acquisition, retainment and engagement and ultimately monetization, via third party advertising.

DR One’s technology is embedded in each device (app) and OEMs (e.g. Motorola, Samsung) and carriers (e,g, Claro, Telefonica) can use it for their own purposes, e.g. map and track the consumer journey, but also monetize it via advertising. For advertising monetization they can also use DR salesforce. Between 30% to 40% of a carrier user base has an app.

DR-One driven technology has been able to obtain clickthrough rates as high as 9% and response rates as high as 20%. The initial release of DR-ONE has been implemented by Brazilian mobile virtual network operator, Veek. As part of this partnership, DR-ONE has provided Veek with the full capability to operate an adv-based offer for their user base across DR-ONE’s multiple solutions. “Because of its broad reach, better user engagement and monetization possibilities DR-ONE is an important resource for our expansion throughout the Brazilian market, and we see DigitalReef as a key partner in our growth strategy,” said Pablo Asenjo, Head of Business Development at Veek. “We are going to be able to offer a better experience to both our users and advertisers by using this technology.”

DR-ONE is a software platform that enables highly optimized device experiences combining notification, messaging, and rich media content with the interactivity of the smartphone experience enabling mobile operators, OEMs, and application developers to deliver relevant messaging and marketing experiences to their customers in the form of CRM messaging advertising, brand, and marketing support.

In addition to targeted rich media advertising and marketing, DR-ONE supports a suite of customer data platform tools that leverages DigitalReef’s sophisticated artificial intelligence engine to profile audience behavior. Audience intelligence and consumer insights provide advertisers with the ability to understand, profile, target, and engage any DR-ONE-enabled device. As part of the DR-ONE suite of tools, DigitalReef audience profiling tools is an indispensable tool that offers improved advertising and marketing relevance along with high conversion media opportunities.

Maurizio Angelone
Maurizio Angelone, DigitalReef CEO.

“The launch of DR-ONE is a breakthrough for the MarTech and AdTech industries, and more specifically, our carrier and publisher customers,” Angelone notes. “Through this integrated platform, our customers now have a single, integrated, end-to-end platform to help them accomplish their mobile advertising and marketing business objectives. It is also an important milestone for DigitalReef as DR-ONE will rapidly accelerate and scale the growth of DigitalReef across the Americas in terms of user growth and monetization.”

Scalable Big-Data SaaS Cloud Platform

Available in English, Spanish, and Portuguese, DR-ONE is a proven, scalable, and big-data SaaS cloud platform that delivers on four key monetization and engagement attributes that are important to our customers:

  • Mobile Advertising:  more than 10 premium formats including on-device, notification-based and in-app messaging providing support for display, video, app install and interstitial content, allowing direct content curation and high conversion while providing tools to optimize campaign budgets on the fly.
  • Mobile Marketing:  Directly manage mobile marketing KPIs and mobile application engagement goals by creating one-to-one or one-to-many custom marketing campaigns, identifying and personalizing messaging that is catered to a specific audience behavior, or optimizing messaging automatically with DR-ONE’s messaging suite.
  • Mobile Engagement:  Leverage DR-ONE’s analytical tools to understand customer behavior, user journey management, and click analytics, along with improving your mobile application user metrics.
  • SIM App Push:   One of the world’s first SIM-based messaging capabilities that provides on-device marketing and advertising support through a device’s SIM card or e-SIM technology. DR-One’s SIM App Push suite can be deployed over the air and has been fully tested and validated by the leading SIM Card Vendors globally.
DR-ONE will rapidly accelerate and scale the growth of DigitalReef across the Americas in terms of user growth and monetization.

Digital Reef is the result of the merger of five companies who offer a gateway to mobile targeting in Latin America.

LATAM Airlines Group is planning to deploy over 40 AI products on the Iguazio MLOps platform in the upcoming weeks, paving the way for other airlines that are choosing AI innovation as their strategy for 2022

NEW YORK–(BUSINESS WIRE)–#AIIguazio, the MLOps (machine learning operations) platform provider, today announced that LATAM – the leading airline group in Latin America – has selected its MLOps platform for a large scale, cross-company AI innovation project.

The project will span the entire organization and will include use cases such as optimizing and safeguarding the company’s popular frequent flyer program from fraud, improving pilot training through better understanding of the factors that create un-stabilized approaches to landing, and intelligent route planning to reduce CO2 emissions.

“The airline industry needs to rethink its strategy post-COVID”, commented Juliana Rios, IT & Digital Vice President at LATAM. “We chose the Iguazio MLOps platform to operationalize data science, fueling more efficient and environmentally-friendly operations, enhanced safety and better customer service”.

LATAM Airlines Group works extensively with GCP, utilizing tools like Google Big Query, Google Cloud Storage and Google Workload Identity. Iguazio is fully compatible with GCP and has a strong partnership with Google. LATAM airlines is planning to deploy its AI products on GCP using Iguazio.

“LATAM is leading the way for other Airlines in their vision, and how they are using AI to create business value and plan for the post-pandemic future”, said Asaf Somekh, Co-Founder and CEO at Iguazio. “They have a top-notch team of data scientists and engineers who are very knowledgeable and forward-thinking. They understand the importance of taking a production-first approach to AI in order to generate real business value across the organization”.

About Iguazio

The Iguazio MLOps Platform enables enterprises to develop, deploy and manage AI applications in an efficient, scalable and repeatable way. Using Iguazio, enterprises can generate business value faster with AI, by accelerating the path to production and continuously rolling out new AI services in a fraction of the time and resources. Iguazio empowers organizations to run AI applications in real time, deploy them anywhere (multi-cloud, on-prem or edge), and bring to life their most ambitious AI-driven strategies. Enterprises spanning a wide range of verticals, including financial services, healthcare, manufacturing, smart mobility, telecoms and entertainment use Iguazio to solve the complexities of MLOps and create business impact through a multitude of use cases such as real-time fraud prediction, predictive maintenance and recommendation engines. Iguazio is backed by prominent investors such as Bosch, Samsung, Dell, Verizon Ventures, Pitango VC and INcapital Ventures. Iguazio brings data science to life. Find out more on www.iguazio.com.


Press Contact
Sahar Dolev-Blitental


Show Heroes Group Buys smartClip Latam, Chemistry Cultura launched, last but not least (:-) Televisa and Univision create Televisa Univision Inc … companies are bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Show Heroes Group Buys smartclip Latam

Show Heroes Group buys smartclip LATAMsmartclip LATAM has been acquired by ShowHeroes Group, a leading European company in digital videos for publishers and advertisers. Show Heroes Group, a multinational company headquartered in Berlin, is betting on Latin American and U.S. growth with smartclip LATAM, a Connected TV (CTV) pioneer and specialist. Together with smartclip Latam,  ShowHeroes Group, will offer effective video solutions, both in terms of visibility and format innovation, while continuing to provide a safe and reliable environment for brands. smartclip LATAM has 50 employees operating from offices in Argentina, Brazil, Chile, Colombia, Mexico, Perú and Miami.

With this acquisition, ShowHeroes Group will launch its portfolio of In-stream contextual and CTV video solutions in the U.S and Latin American markets, while incorporating smartclip’s Connected Tv experience into its worldwide product list and know-how.  “Joining the ShowHeroes Group will allow us to offer a powerful combination of programmatic video platform and content production through ShowHeroes Studios. Few video technology companies provide semantic segmentation with world-class content production. Now, we can offer a 360-degree monetization plan for publishers and a high-quality repertoire of content and inventory for advertisers”, said Angel Pascual, smartclip´s Regional LATAM Director.

Show Heroes Buys smartclip LATAM
llhan Zengin, founder and CEO, ShowHeroes Group

According to llhan Zengin, founder and CEO of ShowHeroes Group, ”Going global and launching the ShowHeroes Group in the U.S. and Latin American region will be an important, if not the most important step thus far in the company’s history, and the acquisition of smartclip LATAM is a strategic move for our growth and positioning. On behalf of the ShowHeroes Group, I am delighted to welcome the entire smartclip team into our family. The next two years will be marked by investments in technology and new products”. The purchase of smartclip will be the entry point for ShowHeroes Group in Latin America and the U.S. The company currently has offices in Berlin, Hamburg, Riga, Moscow, Amsterdam, Vienna, Paris, London, Milan, Florence, Madrid and Tel Aviv.

According to Estefanía Agüero, Managing Director of smartclip Latam in the Miami office, the merger will allow the growth of business volume through new technologies and to differentiate the products offered. “We will continue delivering the best results for our customers, and bring new and more opportunities for advertisers.” Since its inception, ShowHeroes Group has grown both, organically and through mergers and acquisitions. According to Deloitte, Show Heroes Group is one of the 50 fastest-growing technology companies in Germany.

Chemistry Launches Multicultural Practice Chemistry Cultura (former Pinta) 

Chemistry announced the launch of Chemistry Cultura™, a new practice which will concentrate on helping Fortune 500 brands meaningfully engage with Latin markets. Chemistry Cultura™ comes from the completion of Chemistry’s investment in Pinta, a leading cross-cultural marketing firm whose clients include Comcast,

Chemistry Cultura

Coca-Cola, Heineken, Microsoft, the National Football League, and T-Mobile. Along with its rebrand from Pinta to Chemistry Cultura™, the new practice will operate under the Chemistry umbrella—which includes four offices nationwide—but will remain a Hispanic-owned, minority-certified agency (recently renewed for 2022) with Mike Valdes-Fauli serving as President of Chemistry Cultura™.  “Today it’s less about language and more about culture. The country is evolving rapidly and rather than ‘one Hispanic market,’ we’re seeing a beautiful mosaic comprised of Anglo, Latino and other cultures interacting fluidly together,” said Valdes-Fauli. “As we envision the next decade of evolution, our team will reflect this new reality and help our clients ignite cultural reactions and deeply engage with consumers.”

Chemistry Cultura™, launched its rebrand at a thought leadership event last week, where Valdes-Fauli hosted a discussion with Marissa Solis, SVP, Global Brand & Consumer Marketing for the NFLDomenika Lynch, Executive Director of Latinos & Society, Aspen Institute and Adrian Carrasquillo, lead multicultural reporter for Newsweek (see all on photo above).

Televisa and Univision Create TelevisaUnivision

TelevisaUnivisionGrupo Televisa and Univision Holdings II, Inc. (together with its wholly owned subsidiary, Univision Communications Inc., “Univision”) announced the completion of the transaction between Televisa’s media content and production assets and Univision. The new company, which is named TelevisaUnivision, Inc. creates the world’s leading Spanish-language media and content company. TelevisaUnivision will produce and deliver premium content for its own platforms and for others, while also providing innovative solutions for advertisers and distributors globally.
According to a press release, the transaction brings together the most compelling content and intellectual property with the most comprehensive media platforms in the two largest Spanish speaking markets in the world (Mexico and the U.S.). Televisa’s four broadcast channels, 27 pay-TV channels, Videocine movie studio, Blim TV subscription video-on-demand service, and the Televisa trademark, will be combined with Univision’s assets in the U.S., which include the Univision and UniMás broadcast networks, nine Spanish-language cable networks, 59 television stations and 57 radio stations in major U.S. Hispanic markets, and the PrendeTV AVOD platform. “The close of our transaction marks a historic moment for our company and our industry,” said TelevisaUnivision CEO Wade Davis. “We are combining two iconic and market-leading companies that have a rich, shared history and an incredible portfolio of assets. This combination will create a business without comparison in the global media landscape. Over the past year both companies have transformed themselves, reaching levels of financial performance and audience resonance that has not been seen for years. The power and momentum of the transformed core business is truly unique and will be a springboard for the upcoming launch of the preeminent Spanish-language streaming service. The new trajectory of our company is supported by our new ownership group, which is well positioned to amplify the efforts of one of the best leadership teams in the world.”
“The combination of content assets from Televisa and Univision, the two leading media companies from the two largest Spanish-speaking markets in the world, has created a company with tremendous potential,” said Alfonso de Angoitia, Executive Chairman of the TelevisaUnivision Board of Directors. “With our attractive financial profile and history of innovation, TelevisaUnivision is ready to revolutionize the industry by delivering the most comprehensive Spanish-language content offering to audiences around the world.”
TelevisaUnivision remains on track to launch its previously announced unified global streaming service in 2022, which will include both a free and a premium subscription tier. The service will have the largest offering of original Spanish-language content in the U.S. and Latin America, including dramas, comedies, docuseries, game shows, reality shows, variety programs, movies, musical and cultural events, children’s and educational programs, sports and special events, as well as trusted news programming.

Playmaker Futbol Sites Acquires Cracks

Playmaker Capital Inc., the company that recently bought Latin American digital media group Futbol Sites, announced the acquisition of Mexico-based video-first sports platform, Cracks. Cracks is a soccer-centric collection of digital media assets that has a total audience across all channels in excess of 12.6 million subscribers worldwide, including the most followed Spanish-language sports news channels on YouTube (Cracks Global EditionCracks MexicoCracks Colombia, and Cracks Argentina). Cracks, originally founded by Guadalajara-native Manuel Bravo, one of the most prominent YouTuber’s in Mexico and Latin America, also significantly increases Playmaker’s social media following across other key social channels. Cracks reaches 2.9 million followers on Facebook, 1.1 million followers on Instagram, 203,000 followers on Twitter, 818,000 followers on TikTok, and 46,000 followers on Twitch. According to Playmaker, the acquisition of Cracks establishes video production and monetization as a new center of excellence for Playmaker, complementing its existing robust in-house editorial expertise across its multiple web properties, social media channels, mobile apps, and fan pages.

Teads, the global media platform founded by Pierre Chappaz and Bertrand Quesada and owned by Altice, announces a reorganization of its leadership team.

Teads has announced a reorganization of its leadership team:

Pierre Chappaz is stepping down as Executive Chairman of the businesses while remaining Chairman of the Board of Directors. He explains: “At 62, it’s time for me to take a step back after dedicating the past 16 years to building a global alternative to Google and Facebook for advertisers. I am very proud of the work our teams have done all over the world. We have succeeded in bringing together the vast majority of major European, Asian, North and South American publishers to offer advertisers access to nearly 2 billion internet users via our platform. Teads still has very significant room for growth, and I trust our teams will continue to develop our technologies and our trusted relationships with advertisers, agencies and major publishers. Teads has the potential to become the world leader in adtech. In agreement with Patrick Drahi, I will remain as Chairman of the Board of Directors, and I will continue to advise and “coach” the teams. Bertrand Quesada my partner remains in charge of Teads as CEO.”

Bertrand Quesada, Co-Founder and CEO of Teads said: “After 11 years of collaboration with Jeremy Arditi I am pleased to announce his appointment as Co-CEO. Jeremy’s experience will allow us to continue to accelerate our development.”

Jeremy Arditi, Co-CEO of Teads comments: “I am very excited to take on this new responsibility and to work alongside Bertrand Quesada. After 11 years at Teads, I’m convinced we’re just getting started. We have exceptional talent in the company that I am proud to guide in this new phase.”

Patrick Drahi, Owner and Founder, Altice adds: “I would like to thank Pierre Chappaz, a remarkable entrepreneur, who has allowed Teads to become this incredible success story. With Pierre, now Chairman of the Board of Directors, we have made choices to ensure continuity for the leadership of Teads. Bertrand Quesada, CEO, Jeremy Arditi, co-CEO, and the entire management, have all my confidence to continue the strong growth of Teads, and to build and develop the company into the future.”

Felix Antelo CEO of Viva Air, tells Portada how the Colombian ultra-low-cost airline is expanding into new markets, including the United States. Antelo also provides interesting insights into how low-cost airlines are marketed in Latin America vs. the U.S. and more.

The global low-cost carrier market is expected to grow at a compounded annual rate of 8.6% to US $247 billion in 2025. A substantial amount of that growth will be coming from Latin America. Colombia’s ultra-low-cost Viva Air is part of a new breed of carriers that are democratizing travel in Latin America. Viva Air intends to open fifteen new routes in the 2022 – 2025 time frame, including new flights from its hub in Medellin to Buenos Aires, Sao Paulo, Curacao and Aruba. Other new destinations are also planned out of Bogota. In North America, Viva Air has been flying for four years to Miami and has a four-month-old route to Orlando. The airline expects to add flight routes to New York and Toronto.


Aligned with Viva Air’s expansion plans is the company’s rebranding. Formerly known as Viva Colombia, in May 2021, the company rebranded as Viva Air to facilitate its development throughout the region, while inviting consumers to “Fly More”. The company also recently got its newest Airbus A320neo airplanes and expects to close 2021 with 19 airplanes and 2022 with 31. “We invested US $2 million in a new website, as well as in a new app and even a new yellow-based uniform for our crew,” Viva Air CEO Felix Antelo tells Portada
Key elements of the rebranding are the tag line  “vuela mas”  (“Fly More”) as well as the use of the color yellow. “Yellow is a color that relates to optimism, it is also cheerful, modern, and young.”  In addition, for the Latin American region, only the word Viva is used; without the “Air”.

The regionalization of the brand also plays an important role in Viva Air’s rebranding. “The rebranding is aligned with the regionalization of our brand, our previous brand was very Colombia oriented and included the Colombian flag in the logo,”   Antelo adds. “We are replicating on a regional basis what we have been doing in Colombia and are introducing the ‘Viva effect’ by reducing the fares between 30% and 50% vs. traditional airlines.”

We are replicating on a regional basis what we have been doing in Colombia and introducing the ‘Viva effect’ by reducing the fares between 30% and 50% vs. traditional airlines.

Viva Air’s Marketing

Felix Antelo, CEO, Viva Air

Antelo tells Portada that 80% plus of Viva Air’s marketing investment is in online marketing. (European ultra-low-cost carriers like Easy Jet or Ryanair invest a similar proportion in online marketing.) It includes online advertising as well as social media.  SEO and SEM play an important role with 10%-15% of sales attributed to these marketing disciplines.
Overall, though, Antelo notes that his company does not depend much on Google, and mostly uses its own e-mail database.
Viva Air also will be launching a loyalty program, based on discounts for 5 to 8 trips.  The company also recently hired a consultancy to implement a more developed CRM program. “Airlines are with banking the industries that have most data about their customers. We are in the very early stages of maximizing the use of that data. We are working on a project to maximize the use of predictive data,” Antelo remarks.

10% to 15% of Viva Air’s sales can be attributed to SEO and SEM.

Viva Air: Applying the Ryanair Model in Latin America

Ryanair, the ultra-low-cost Irish carrier, is the majority owner of Viva Air and wants to replicate the Ryan Air model in Latin America. According to Felix Antelo, CEO of Viva Air, there are “key differences that need to be taken into account to adapt the Ryan Air model to our reality.”  One of these differences is that Ryan Air takes cash payments: “Approximately 20% of sales are in cash, many of our customers do not have a credit card. We integrated cash payment methods for our customers in our offering,” Antelo notes.  Another key difference is that 20% to 25% of Viva Air’s sales come from OTA’s (online travel agencies), versus approximately 10% for Ryan Air, which sells 90% of its tickets directly through its own website. “We sell more than 70% of our tickets on our website, that is a very high number for Latin America, but we do need the OTA’s,” Antelo asserts.

Cash sales and more reliance on OTA’s differentiate the Latin American low-cost market from the U.S. and Europe.




Fabrizio Luna’s incorporation reinforces Worldcom OOH’s commitment to its global expansion as it continues to strengthen the company by generating new business out of Europe.

Worldcom OOH, the company that specializes in global Out of Home advertising solutions reinforces its global commitment through the appointment of Fabrizio Luna as his new Managing Director for Europe. After 21 years at JCDecaux, 4 years in Paris, and 17 years heading its corporate international sales division out of London, Fabrizio Luna has become a well-known figure within the outdoor industry.

Fabrizio LunaLuna is based in the Madrid office and is responsible for leading growth and expansion in the European region and globally. In addition to day-to-day functions, Fabrizio will also be responsible for developing WorldCom OOH Content and Smart Alliance companies.

Luna’s addition reinforces Worldcom OOh’s commitment to expanding globally as it continues to strengthen its footprint by generating new business out of Europe.

Worldcom OOH provides  360º OOH media buying solutions on a worldwide basis across all outdoor activities such as: roadside, large format, public transport, underground, train stations, shopping malls, airports, digital screens, as well as cinema and mobile advertising. Worldcom OOH delivers a global service with local execution, offering bespoke automated tools for OOH media planning, campaign deployment and real-time tracking posting for all launched campaigns.

The company has 10 years of experience in the European market, 170+ international clients, 180+ professionals, and 20 offices strategically distributed in 16 countries around the world.

Fabrizio Luna

Smart Alliance, is a company specialized in advertising and experiential activations in airports around the world.

With a global reach and a dedicated focus on Travel Retail and Luxury brands, Smart Alliance is the largest marketer where the local operators are not vendors but partners. The company is the right point of contact helping brands to interact with their airport shoppers.

CAS (Content Advertising Solutions) is specialized in content activation, implementing special campaigns, experiential executions, as well as guiding advertisers to optimize their ad messages, ensuring the right message will be delivered to the right audience.

Flexibility and experience are some of Worldcom OOH’s key features. They offer the company the opportunity to   reinvent itsel by adapting to the needs of advertisers, agencies and embracing the new challenges posed by the evolution of the Out of Home medium.

A pioneer in the use of technological platforms, Worldcom OOH has created and developed several in-house digital tools in order to enrich client servicing, such as automated planning tools, tailor-made inventory selection, support content management, campaign tracking control, as well as a dedicated and personalized client access portal.

With its global coverage and local knowledge, Worldcom OOH provides media planning expertise with fully integrated OOH/DOOH asset solutions, bespoke financial flexibility and an exclusive central point of access delivering outcomes for advertisers around the globe.


After the success of test cookieless campaigns in Mexico, similar strategies were rolled out across campaigns throughout South America, beginning with Chile and Argentina.

Teads announced the results of the first test of a cookieless campaign for Mastercard in Mexico, in partnership with media agency Carat. As the digital ecosystem transitions away from the use of third-party identifiers in Chrome, the most used browser worldwide, brands are looking to tech partners to deliver media effectiveness whilst following the need for more consumer privacy. This digital activation is the first of its kind for this brand in Latin America.

Through this campaign, carried out from May 1st to 31st of this year, Mastercard sought to position itself among debit card users as a safe and easy-to-use tool. A segmentation of two groups of audiences with similar banking interests, finances and demographic characteristics was implemented; the only difference between them was the use of cookies in one group and the cookieless segmentation in the other. The campaign reached over 10 million people in total.

Teads was in charge of selecting these audiences and carried out the analysis in both segments, which were exposed to three Mastercard ads in video and display formats.

In general, both audiences showed very similar results, with slightly improved results from the cookieless segmentation. Longer in-view time was achieved, with an average of 11.41 seconds vs. 11.37 seconds, as well as a click-through rate (CTR) of 0.39% in the cookieless ad vs. 0.38% in the ad with cookies.

The parity in metrics between both audiences is a practical demonstration of the trend foreseen by Teads: digital campaign effectiveness won’t be negatively impacted by the removal of third-party cookies, in fact, the results from cookieless campaigns are slightly better compared to worldwide standardized industry benchmarks. In this cookieless test, it was also remarkable that the effective cost per 1 million impressions (CPM) was lower for the cookieless audience, which shows a cost efficiency through the implementation of these new methodologies.

Likewise, the video ads had a 79% completion rate, 19 percentage points above the market average in Mexico. Meaning that 79% of users watched through the entirety of the ad. Meanwhile, the viewable time of the video ad reached 81.78% versus the industry benchmark in LATAM, which is 71%.

Cookieless Campaigns
Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

“We know that nowadays, both users and brands have gained a deeper sense of how personal data should be used in digital channels. At Mastercard, we are committed to adopting new technologies that allow us to increase security measures for the purpose of handling our consumers’ privacy. This has made us carefully assess alternative platforms that do not rely on the use of third-party cookies or device IDs for building our audiences. For this reason, we are proactively developing pilot tests in partnership with companies such as Teads to gain a better understanding on the best way to navigate this transition to a “cookieless” world, putting respect for privacy first and foremost, while optimizing the quality and efficiencies of our amplification plans”, commented Luis Araujo, VP Consumer and Experiential Marketing, Mastercard Latin America and Caribbean.

Cookieless Campaigns
Andrés Castillo, Regional Client Lead at Carat.

“Placing artificial intelligence and media platforms such as Teads’ at the center, which evolve with the purpose of activating campaigns beyond cookies, triggers powerful insights that are at the centerline of the patterns that we are identifying, understanding and executing in each one of our results. It is possible to live without cookies, but we need to start testing audiences identified under other methods and we need to be better prepared in order to shift this situation in our favor”, commented Andrés Castillo, Regional Client Lead at Carat.

As a global media platform that acts as a liaison among brands, advertisers and content platforms, Teads has analyzed and implemented new tools for measuring and monitoring the efficiency of campaigns, which segment users without third-party cookies and, in this case, has tested the successful implementation of a campaign aimed at debit and credit card users.

cookieless campaigns
Eric Tourtel, CEO Latin America at Teads

“Today, we have planned cookieless tests with over 50 advertisers worldwide who want to check the effectiveness of these types of campaigns and who will be transforming the future of the digital advertising landscape with us”, commented Eric Tourtel, CEO Latin America at Teads. “Mastercard has been agile in putting this new way of audience segmentation to the test, proving that the cookieless era will not wait until 2023, but instead, it is here already, and it has the same efficiency as traditional segmentation, and in some cases better results”.

Thanks to the results in this first campaign, Mastercard has announced the implementation of the same type of campaign in other Latin American countries in partnership with Teads. New tests are currently underway in other South American countries.

Teads makes public offering. The global media platform announced today that it has filed a registration statement on Form F-1 with the U.S. Securities and Exchange Commission (“SEC”) relating to the proposed initial public offering of its Class A common stock.

The number of shares of Class A common stock to be offered and the price range for the proposed offering have not yet been determined. Teads intends to list its Class A common stock on the NASDAQ Global Select Market under the symbol “TEAD.” The offering is subject to market conditions, and there can be no assurance as to whether or when the offering may be completed, or as to the actual size or terms of the offering.

Goldman Sachs, Morgan Stanley and JP Morgan are acting as lead bookrunners for the offering. BNP PARIBAS and Citigroup are acting as additional bookrunners for the offering. JMP Securities, Raymond James and William Blair are acting as co-managers for the offering. The proposed offering will be made only by means of a prospectus. A copy of the preliminary prospectus, when available, may be obtained from: Goldman Sachs & Co. LLC, Attn: Prospectus Department, 200 West Street, New York, New York 10282, telephone: 1-866-471-2526, facsimile: 212-902-9316 or by emailing prospectus-ny@ny.email.gs.com or Morgan Stanley & Co. LLC, 180 Varick Street, 2nd Floor, New York, New York 10014, Attn: Prospectus Department.

A registration statement on Form F-1 relating to these securities has been filed with the SEC but has not yet become effective. These securities may not be sold nor may offers to buy these securities be accepted prior to the time the registration statement becomes effective.

This press release shall not constitute an offer to sell or the solicitation of an offer to buy, nor shall there be any sale of these securities in any state or jurisdiction in which such offer, solicitation or sale would be unlawful prior to registration or qualification under the securities laws of any such state or jurisdiction.


Cultural relevance is of prime importance for media to engage its target audience.  El Nuevo Dia Puerto Rico is an example of a culturally relevant media property, particularly for the more than 5 million Puerto Ricans living in the U.S. mainland. Portada talked to several executives at El Nuevo Dia to understand how it serves as a bridge between the local community in Puerto Rican and the diaspora in the U.S.

This Thought Leadership article is presented by Digo Hispanic Media.

An estimated 5.6 million Hispanics of Puerto Rican origin lived in the United States mainland in 2017, according to a Pew Research Center analysis of Census Bureau’s American Community Survey. An additional 3.4 million people live in Puerto Rico. After Mexicans, Puerto Ricans are the second-largest population of Hispanic origin living in the United States, accounting for about 10% of the U.S. Hispanic population in 2017.

The Puerto Rican population is concentrated in Florida (20% of Puerto Ricans in the U.S and 5,4% of the Floridian population ), New York (20%, 5.7%), New Jersey (8%, 5.3%) and Pennsylvania (8%, 3.7%). There are also sizable Puerto Rican populations of at least 200,000 in Connecticut (8.2%, of the overall population), Massachusetts (4.9%), Illinois and California. Puerto Ricans living in the U.S. tend to have a higher income than the rest of Hispanics, with the median annual personal earnings for Hispanics ages 16 and older at US $25,000, compared with $28,600 for Puerto Ricans.

An estimated 5.6 million Hispanics of Puerto Rican origin live in the U.S. mainland.

Cultural Relevance: A Bridge Between the Local Community and the Diaspora

Maria Eugenia Ferre Rangel
María Eugenia Ferré Rangel, Chairwoman of the Board of Directors, GFR Media

El Nuevo Dia is the digital media property with the largest reach in Puerto Rico. In 2020 it had 7 million unique users on average on a monthly basis, from which 38% were from Puerto Rico and 34% from mainland United States.  What role does cultural relevance play in the way El Nuevo Dia caters to the Puerto Rican diaspora in the U.S?
María Eugenia Ferré Rangel, Chairwoman of the Board of Directors, GFR Media & Chief Communications Officer, Grupo Ferré Rangel, tells Portada that her team is “ strongly committed to offer a journalism that informs, educates and gives a voice to those that are not heard. Being part of the history, on events such as the hurricanes, earthquakes, pandemic and the elections, comes also with a great responsibility of being a credible and reliable source of information for Puerto Ricans on the Island and around the globe.” Rafael Lama, Managing Editor of  El Nuevo Dia Puerto Rico, adds that his publication tries to work as a bridge between the local community and the diaspora. “Anything that is geared towards nostalgia or products or brands that Puerto Ricans do not get in the U.S. has a very strong impact on our audience.” As an example he cites that when they published news related to the expansion of Puerto Rican beer Medalla into the U.S. he saw that that content works very well for El Nuevo Dia Puerto Rico’s audience in the United States. “We clearly see a hunger for content that deals specifically with sports heroes of Puerto Rican origin like Puerto Rican baseball players or entertainment stars like Jennifer Lopez,” Lama claims.

We clearly see a hunger for content that deals specifically with sports heroes of Puerto Rican origin like Puerto Rican baseball players or entertainment stars like Jennifer Lopez.

As another example Lama cites that recently, after the passing of Mexican clown Cepillín, his team put out a story about his last appearance in Puerto Rico back in 2010, and his impact on the kids that grew up in the 80’s. The content was one of the top performing stories of the day. 

How Brands can Best Leverage Media with Cultural Relevance

Cultural Relevance
Joseph Kiwanuka, ‎VP, Partner, Cultural Connections & Strategy,‎UM Worldwide

Joseph Kiwanuka, ‎VP, Partner, Cultural Connections & Strategy, UM Worldwide, where he plans and buys media for Fortune 100 brands, asserts that “a culturally relevant brand is one that aligns well with cultural identity and values, supports social issues, integrates seamlessly with cultural events, and promotes trends that shape today’s culture.”

Chairwoman Ferré Rangel recommends that brands leverage editorial content in their marketing strategies.  “We’re interested in being a trusted partner that will add value through synergies and strategic alliances, maximizing technology to reach their audiences in a more efficient and effective way. For example, we’ve been very successful with content marketing and audience segmentation efforts that have increased campaign performance and optimization to local brands, ” Ferré Rangel claims.

A culturally relevant brand is one that aligns well with cultural identity and values, supports social issues, integrates seamlessly with cultural events.

How the Biden Campaign Targeted Puerto Ricans

President Biden and Vice President Harris gave exclusive interviews to El Nuevo Dia before the presidential election. El Nuevo Dia was the only local media that had access to them reflecting its cultural relevance when it comes to engage Puerto Ricans. Managing Editor Rafael Lama says that he knew that the Biden campaign wanted to target Puerto Ricans in Florida, New York and Pennsylvania as 35% of the traffic of ElNuevodia.com comes from the United States, particularly those regions. According to Lama, while Puerto Ricans in Puerto Rico can not vote for president of the U.S., they have an important role in conveying to the U.S. based diaspora that they should vote for an administration that cares for the problems of the island. Without going into politics, we know that there was a lot of friction between the Trump administration and Puerto Rico about the hurricane relief. In our exclusive interview we asked Biden and Harris what their plans for Puerto Rico are,” says Lama.

During the 2020 Elections season, while El Nuevo Día was producing specific content for its audience around the topic, there was a substantial spike in audience engagement, asserts Janette Robles, Audience Intelligence Manager at GFR Media: “There was an increase of users in the island of +2.82% when comparing average traffic from previous months. We also saw an increase in the average session duration of +2.40% during the same period of comparison, so we can say people were more engaged with the content and were visiting our site to get more information regarding the elections, that was developed and published in a relevant way and in context for Puerto Ricans.” Robles emphasizes that if the same exercise is done for  Puerto Ricans living in the U.S. she saw an increase in page views of almost 2% during that period vs previous months. “But what is just outstanding was the increase we saw in the average session duration of the diaspora. It increased by 5.6% during that period vs previous months,” Robles concludes.

Election specific content increased average session duration of the diaspora by 5.6%.


As CTV advertising is clearly on the rise  there is still a lot of confusion in the brand marketing and media buying community about what CTV really means and what its key features are. What are its advantages? Is it interactive? How do you buy it? 6 key questions and their answer according to executives from Mastercard, Innovid and Portada’s editorial team.

1. What is CTV Advertising?

Connected TV advertising (CTV) is advertising placed on any TV that can be connected to the internet. These TVs, also called Smart TVs, either directly access the Internet or do it via devices like Roku, Amazon Fire, or Google Chrome. The key for the definition of CTV is the large TV screen, which allows advertisers to engage audiences in a linear TV-like environment, a one-to-many relationship enabled by co-viewing and higher engagement due to the large screen,  compared to other types of digital advertising that tends to be based on a one-on-one relationship between content and user.

What is CTV Advertising
Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada.

Advertisers are taking notice: “CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used in our campaign,” Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada. Another advantage, Luque says, is that it is a less saturated channel and, therefore, brands will have a better exposure.

CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used.

And What CTV Advertising is Not

CTV advertising is not OTT Advertising. OTT (Over the top) advertising is a more inclusive term which includes CTV advertising and advertising over laptops, desktops, smartphones, ipads and other non TV-screen devices.  In other words, CTV advertising is a subset of the larger OTT advertising sector.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

2. Is CTV Advertising Interactive?….

Let’s say it depends.  CTV by and large does not yet allow for bidirectional interactivity between consumers and advertisers (although check out question 3 for a new initiative that makes it really bidirectional). Brands can, however, use a myriad of data triggers and provide customized ads – by making a reference to the closest retail store, provide messaging according to the weather were the audience is based etc. – in order to make the ad experience much less standard than it usually is on linear TV. For instance Kellogg’s Pringles Super Bowl 2019 campaign greeted consumers with a “Hey Chicago” or “Hey New York,” depending on the user’s location. 

….with help from other media (multichannel marketing).

A way to make CTV advertising bidirectional is to have consumers use another media in addition to Smart TV.  In fact in the above referenced Pringles Super Bowl campaign the ad featured an overlay promoting a QR code which, once scanned with a mobile phone, directed viewers to an e-commerce site.  According to Verizon Media, a whopping 71% of CTV viewers use their mobile devices to look up related content while watching TV, providing advertisers the ideal setup to make meaningful connections with audiences.

71% of CTV viewers use their mobile devices to look up related content while watching TV.

Other options include to use omnichannel marketing based on the users response to the CTV ad. For instance, a national lawn care company, recently ran a four-week, nationwide CTV campaign originally designed to build upper sales funnel awareness. By adding the ability to know who watched the OTT/CTV ad to completion and then serve them retargeted ads on their other digital devices, they were able to generate over 20,000 visits to the client’s site. This ultimately was attributed down the funnel to US $2.1 million in sales, and with offline conversion attribution, they were able to deliver an astounding 3,000 : 1 return on investment.

3. What needs to happen so that CTV is really interactive?

Stephanie Geno
Stephanie Geno, CMO, Innovid

For CTV to be really interactive, or bidirectional, a SDK (software development kit or a collection of software development tools in one installable package) needs to be embedded on hardware solutions (e.g. Roku devices) as well as in dozens of publishers, Stephanie Geno, Chief Marketing Officer, at Innovid tells Portada.
Geno adds that “a really interactive industry first execution piloted on the Apple TV App of the above cited Pringles 2019 Super Bowl ad featured an interactive overlay that allowed viewers to swipe through an engagement carousel featuring various flavor stacking combinations. The carousel played in ad only.” (Viewers who watched the game through other apps/providers were served standard pre-roll ads.)

To make CTV 100% interactive Innovid, DSP The Trade Desk and SSP Magnite came together and looked at all places where interactive SDK’s are present in the U.S. The three companies partnered to create a unified marketplace to power advanced creative buying programmatically across the connected TV ecosystem.
Innovid’s proprietary software development kit (SDK) powers personalized and interactive experiences in CTV through direct integrations across over 50 publisher apps. The SDK is central to Innovid’s offering, enabling brands to take advantage of a 360 approach to connecting with consumers across channels.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

4. How CTV Can Earn Additional Time with the Target Customer

What else is CTV Advertising? Innovid’s Geno also notes that real interactive CTV allows advertisers the opportunity to earn additional time with their target customer. In its global omni-channel benchmark report Innovid analyzed over 200 billion display and advertising impressions served on its platform during 2020. A key result is that while compared to standard video pre-roll advanced creative video formats overall generated an average of 34 additional seconds earned, interactive CTV generated an additional 63 seconds earned.

Compared to standard video pre-roll interactive CTV generated an additional 63 seconds earned with the consumer.

5. Why On-Demand TV is better suited than Live TV for the user Experience with CTV Advertising

On demand TV, as opposed to live TV, is particularly well suited to extend the interactive CTV experience. According to Innovid’s Geno, this typically happens by having an interactive overlay popping up out of the pre-roll video through which the  consumer is taken out of the ad and taken into a 1:1 experience. For Live TV, like the Super Bowl, continuing the interaction on the Smart TV would have disrupted the experience as users likely would have wanted to continue to watch the football game. That is why, for live TV, it is better for the user experience to extend the interaction through an additional media vehicle,  like the mobile phone, instead of over the Smart TV.

6. How do you buy CTV?

What is CTV Advertising’s purchase process? Historically, CTV has been mostly bought through the upfront process. And then activated programmatically.  However, over the last six months growth in CTV Advertising has been spurred by programmatic real time bidding (RTB). CPMs (Cost per thousands) for CTV advertising will tend to be between 2 and 3 times higher than traditional linear TV ads, but overall budgets will be significantly lower as CTV allows advertisers to move away from a blanket approach to much more customized media buy and, thereby, eliminate waste.

CPMs for CTV advertising are between 2 and 3 times higher than traditional linear TV ads, but the needed CTV campaign budget will be substantially lower.



CNN en Español and CNN Audio announced the addition of the new podcast GloboEconomía, thus expanding the news network’s multiplatform content offering. 

In this new audio product as in his does in his show GloboEconomia every Saturday, from 8-9 pm (Hora Miami) on CNN en Español, José Antonio Montenegro and his guests will analyze every week the current issues and trends that shape the economic, political and social news.

Among CNN en Español and CNN Audio’s original podcasts are “Coronavirus: Reality vs. Fiction with Dr. Elmer Huerta”, “Desafíos Globales with José Levy”, “Zona Pop CNN” and “CNN 5 cosas”. Audiences can also listen to the audios of the network’s programs such as “Aristegui”, “Conclusiones” and “Oppenheimer”, among others.


In the first episode of GloboEconomy, “Inclusive Globalization”, José Antonio Montenegro spoke with Professor Álvaro Santos, from Georgetown University, about the need to find global economic policies that provide a more generalized benefit to the entire population.

Montenegro, a lawyer, economist and communications expert, has directed and hosted the weekly program GloboEconomía on CNN en Español since October 2004. For 17 years he has been an executive in different financial institutions in Europe and the United States, before dedicating himself full time to the world of economic information from New York, where he has lived since 1990.  Montenegro is also editor-in-chief of DesdeWallStreet.com.

GloboEconomía podcast will be available every Saturday starting this week at cnn.com/globoeconomia  and on all podcast platforms. A new 30-minute episode will be released every Saturday.

Premium content and brand safe media are key for brand advertising ROI, Kevin Rehberg, VP, Client Development, Alliance for Audited Media (AAM) and Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, tell Portada.

This Thought Leadership article is presented by Digo Hispanic Media.

In all too recent U.S. history we have seen the harmful role social media can play by spreading entirely fabricated content.  The brand marketing community can play a crucial role by advertising in media properties practicing professional journalism and thereby supporting a repluralization of media and a commitment to facts as a public good. While investing in premium content and truth based media is very important for corporate social responsibility  reasons, it is also crucial in order for brands to avoid ad fraud, achieve ROI and brand safety.

In fact, the costs of not investing in professional media properties are huge.  Digital ad fraud, according to different industry estimates, costs marketers anywhere between U $6 billion and US $42 US billion annually. So on average there are US $24 billion a year stolen from marketers.  Yet, there only have been a handful of global  arrests because of digital ad fraud; so ad fraud is a very low risk high reward way to steal money and unfortunately that money is coming from brand marketers and quality publishers.

  On average there are US $24 billion a year stolen from marketers. That money is coming from brand marketers and quality publishers.

What is Premium Content?

Kevin Rehberg
Kevin Rehberg, VP, Client Development,Alliance for Audited Media (AAM).

“From a verification standpoint, premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience. This allows the marketing partners of premium publishers to invest in their advertising inventory with confidence,” says Kevin Rehberg, Vice President, Client Development at the Alliance for Audited Media (AAM). AAM is a media industry non-for profit organization. Our mission is to connect marketers with quality publishers. That is more important now than it has ever been. 

As a way to work with quality publishers, Rehberg recommends brands to check out the list of AMM clients “which gives buyers an excellent indication of who the quality publishers are.” Another useful resource for buyers are Digital Publisher Audits, “  where marketers can find publishers that can be added to their inclusion lists with confidence,” Rehberg adds.

  Premium content comes from publishers who invest the most resources into their content – and who go above and beyond regarding transparency and verification of their audience..

All platforms and all quality publishers should subject themselves to transparency for the benefit of the marketer. It’s up to the marketer to demand what gets audited.  Ultimately the pressure to be audited should come from brand marketers.  There are 4 cornerstones to use an audit to get ROI, Rehberg notes:

  • Support best practices for digital advertising from (TAG Trustworthy Accountability Group)
  • Build your inclusion list with AAM audited publishers
  • Buy from authorized resellers via ad.txt
  • Use MRC (Media Rating Council) accredited technology.”

To Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico, premium content means “content that you cannot get anywhere else. Whether it comes from in-depth reporting, investigative pieces, analysis or fact checking, we at El Nuevo Día consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.”

  We consider premium all content that requires going further to tell a story, to uncover facts, to give multiple perspectives on a single subject.

“Production quality, duration and relevance of the story are certainly part of the equation,”  Lama notes. But he adds that premium content can also be based on quick response: “We also produce quick response premium content.  As an example, Lama notes that during last year’s local election for the governor of Puerto Rico and the last debate, “we did a live fact checking for all six candidates. That was produced on the spot and quite quickly, but it was premium content, as we dedicated seven journalists to the project during the two-hour debate, and we planned and prepared about three weeks ahead.”

Joseph Kiwanuka, VP, Partner, Cultural Connections & Strategy, UM Worldwide, an agency that buys media for clients including Coca-Cola, ExxonMobil, Fitbit, GoPro and Spotify, notes that from “an advertiser perspective, premium content has a significant role in catalyzing a brand’s marketing success. Today, brands need customized and bespoke messaging and placements that deliver value and quality to engaged audiences across many of the mass and niche online destinations. Brand safety is vital as brands must deliver trusted placements to the right authenticated audiences and be able to report on accurate engagement activity on trusted platforms.”

How El Nuevo Dia Puerto Rico Works with Advertisers

Rafael Lama
Rafael Lama, Deputy Director at El Nuevo Día Puerto Rico

How can brands and publishers best work together to allow brands to reach their target audience and objectives without crossing the editorial line and/or impacting the user’s experience?  According to AAM’s Rehberg, when it comes to multicultural and Hispanic specific marketing “what you want to do as an advertiser is to buy as directly as possible to the quality publishers who deliver high percentages of Hispanic audiences. The more you go into quantity and further away from quality, you run a much higher risk of not serving impressions to the audience you want to deliver those impressions to and not reach your business outcomes,” notes Rehberg.

El Nuevo Dia Puerto Rico’s Lama says that a lot of planning and a lot of communication between editorial and commercial teams is needed. “As an example with the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers. For instance, in September and October we worked on a documentary about COVID deaths and about families not being able to say goodbye to their loved ones. Surprisingly, we got great feedback also from our sales team. We got a lot of health insurance companies and hospitals who wanted to be part of the content and who ended up designing copy and creatives that were very proactive in terms of telling the audience to take care of themselves and be healthy. In the end, the project had both great journalistic and commercial results.”

With the pandemic we have worked on projects that have proven to be great journalistically speaking but also have proven to be a great venue for advertisers.

About Digo Hispanic Media


NUMATEC, a holding company focused on media and Martech ventures across the globe, announced the launch of EKN, a data-driven omni-channel buy-side media company that provides access to digital advertising inventory for display, video, social, mobile, native, and more.

NUMATEC established EKN by acquiring selected assets from Eikon Digital that are focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. and Pan-regional markets.

EKN is an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider.

EKN uses a number of leading platforms (such as DSPs, SSPs, and DMPs) to help clients achieve their goals through the EKN trading desk. EKN delivers effective results through its omni-channel buying capabilities, partnerships with the largest data providers, and best-in-class reporting, with solutions including:

  • Data—Data enrichment, Mapping, and Privacy
  • Media—Programmatic display, Connected TV and OTT, Mobile and desktop video, Search and Social
  • Reporting—Data integration, Custom dashboards, and Insights Analysis

Regarding the place EKN will be taking in the MarTech  and Ad-Tech ecosystem, Alejandro Leon, CEO Caribe – Centro America – Peru at EKN. tells Portada that EKN “is not a DSP, rather we are an answer to challenges  market participants have. We are technology agnostic, more of a consultant than a technology provider. We work with different DSPs, DMPs, SSPs and ad-serving technologies to optimize our clients  media buys and campaigns.”

“Our new and existing clients are able to run campaigns in every online media channel, while executing
on multiple strategies to influence consumer behavior. We use the marketing cloud through display, e-mail, SMS in a real omnichannel way. Best of all, our insightful reporting means continuous optimization and unmatched insights,” Leon notes.

Adding Value to the Media Buy

According to Leon, EKN has invested in a strategic team that adds value to the media buy and recommends strategies  and provides insights for campaign optimization. “We are partners for agencies, we do not sell any products, we sell a strategy and results for brands.  In the U.S. we work with brands and in Latin America more with agencies,” Leon adds.

EKN’s Approach to Trading Desks

Leon notes that EKN uses a traditional trading desk but adds data insights and graphs to provide a very professional reporting . “For reporting we use Datorama, which was acquired by Salesforce a few years ago. Datorama also includes historical data and other references and provides richer data.”

Alejandro Leon, CEO Caribe – Centro America – Peru at EKN Solutions

Regarding the up-coming cookieless world, Leon notes that
“cookies are not disappearing but being transformed into something that is not 100% clear. Brands are more and more able to get their own data . At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.”

At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.

EKN Clients

Leon notes that EKN works with  U.S. Hispanic clients but also has a specialized practice for Travel and Tourism in the U.S. which includes train lines, car rentals and airlines. “In Latin America we work with the top 500 global brands including Unilever, Procter & Gamble, Pizza Hut and many others.”

Recently created NUMATEC, of which EKN is a holding company,  comprehends more than 300 employees in 22 countries, in Europe and U.S. and Latin America,  and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. Check out our recent interview with NUMATEC’s CEO Giuliano Stiglitz!


CNN 5 Cosas brings listeners the day’s top headlines. The news brief is CNN en Español‘s most popular audio product to date, with more than  1.5 million monthly downloads  on average, and strong listener populations in Latin America, the USA, and Spain,  amongst others.

CNN 5 Cosas
Juan Muñoz, CNN en Español’s Digital and Social Media Director.

The show is released hourly Monday through Friday, from 6am to 6pm (ET), and once on Saturday and Sunday.

The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it.

“Our news briefing has a long history and it will continue to serve our CNN en Español Radio affiliates in the U.S Hispanic markets as well as in Latin America. This year, we will bring it into closer alignment with CNN’s much-loved 5 Cosas brand. The podcast and the newsletter will work collaboratively to bring users the news they need, however, and whenever they need it”, explained Juan Muñoz, CNN en Español’s Digital and Social Media Director.

CNN 5 CosasYou can find the show at cnn.com/5cosaspodcast or in your favorite podcast app.

The CNN en Español business unit is responsible for several multi-media platforms geared towards Spanish-speaking audiences around the world reaching 62 million households. These platforms include CNN en Español, a 24-hour cable news network for Latin America, Mexico and the U.S., as well as CNNEspanol.com and CNN en Español Radio, and CNN en Español on Twitter, Facebook and Instagram. The CNN en Español brand offers multiple platforms to Spanish-speaking audiences of the Americas.

Remi Cackel, Chief Data Officer, Teads tells Portada that Teads has built deep capabilities to understand how people consume and engage with premium editorial content. “We have taken a privacy-first approach in using this unique knowledge to deliver non-intrusive personalization capabilities to our clients. This is why we believe that most of the targeting needs can still be effectively covered today without cookies and have developed cookieless solutions with proven effectiveness.” Below is an article by Cackel on Google’s recent announcement on ad-targeting on the open web.

This announcement from Google is not a surprise as it comes a few weeks before the release of the Chrome v89 containing their initial proposed alternative part of the Privacy Sandbox and called the FLoCs.

To be successful in this new era we will continue following the same strategy of smartly combining the most relevant cookieless initiatives. Among others, we keep on supporting the adoption of unique IDs by publishers and are participating in these initial tests of the Privacy Sandbox.

Understanding what Google Just Announced

What Did Google Just Announce?

That their buying platforms (DV360, Ad Manager) will not be leveraging cookie alternatives, other than their own, for targeting on the open web.

Why are so many people talking about this?

Some corners of the industry had speculated that the Google tech stack might support Email/Login based initiatives on the open web for personalized 1-1 targeting. They have just confirmed that they will not.

Is this new news?

Not really. They have been emphasizing their Privacy Sandbox which would not allow individual-level targeting but rather cohorts of at least 1000 people as the preferred alternative they will be focusing on for targeting in the open web. These cohorts (so-called FLoC) will be rolled out over the next few weeks as part of the new Google Chrome 89 version.

Are unified IDs the solution for open web targeting?

Unified IDs are a part of the solution but will not be compatible with the Google buy-side stack and will have a limited scale.

What are the solutions then for open web targeting?

To target effectively, advertisers will use a combination of contextual, predictive audiences, browser APIs (including the Chrome Privacy Sandbox), unified IDs, publisher 1st party data. Over-reliance on one approach is not healthy.

How does this impact publishers?

Google accounts for an important share of publishers’ ad revenue. Google’s willingness to monetize open web publisher revenue will likely be negatively affected in favor of Google’s own properties. This is not a new trend but accelerating in light of their recent announcement.

What does this mean for programmatic buying?

Heavy OX-based strategies will be severely challenged for both buyers and sellers. By limiting 1-1 precision marketing capabilities within Chrome, the value of long-tail publishers will be reduced. Quality contexts and content should see higher demand.

How does this impact advertiser 1st party data?

Advertisers will need intelligent solutions to action their 1st party data outside of the walled gardens.

Is Google Really looking out for user privacy or their business interests?

You decide.

Teads Position

What are Teads unique assets in this context?

Our direct technical integration with premium editorial publishers gives us an edge compared to buy-side platforms both for technical access to browser-APIs and deep experience around content consumption.

The historical data analysis and predictive models around content consumption allowing precise audience profiling without cookies.

Multiple years of building, measuring and optimizing various targeting cookieless approaches.

How do we solve for cookieless audience targeting today?

As a result of these unique assets, we can already combine several cookieless strategies and make it actionable at scale for clients:

Predictive audiences. For several years we have been activating cookieless audience targeting leveraging our knowledge of premium editorial content consumption.

  • FLoC and others new Browsers’ API such as the Privacy Sandbox.
  • Unique IDs.
  • Publishers’ 1st party data.

What role does contextual targeting play for Teads?

Contextual targeting delivers outstanding media effectiveness. It should be tested and adopted alongside cookieless audience targeting strategies.
Our unique catalogue of 500+ segments can be used to truly amplify the marketing message of brands by finding the highest moments of receptivity, right in the core of the articles.

How do cookieless solutions perform?

20% of our current audience targeting is already delivered without using any cookies. Using our cookieless solutions to activate demographic targeting, we have delivered an accuracy of at least 30% above cookie-based industry benchmarks.

When will these cookieless solutions be available?

The audience and contextual targeting solutions we described are already available now. It can be used across all buying channels (MS, PRG DID and directly in our self-serve interface TAM), as well as TFP Suite for publisher direct sales.

What about precision marketing needs?

Precision marketing often goes with the 1o1 targeting of individuals which contributed to the diminution of trust from the end-user.

Approaching precision marketing in a responsible way is possible using our proprietary tool called ‘Teads cookieless translator’ which turns any custom audiences into the most relevant cookieless activation strategy.

Among others, we expect the Google Turtledove/Fledge proposal to be rolled-out this year and extend the ability to cover 1o1 targeting needs in a privacy-compliant way.

Any other points to consider beyond targeting?

Campaign planning, frequency capping or measurement have been relying on cookies for the past decades. Browser APIs, identified traffic or probabilistic methods can already cover the related needs and functionalities.

How can I accelerate my cookieless transformation?

  • Get in touch to participate in:
  • Teads cookieless bootcamp (education)
  • Teads cookieless readiness program (test & learn activation program)
  • Self-serve cookieless media buying using Teads Ad Manager

How Teads supports publishers in their cookieless transformation

We help publishers seamlessly monetize their cookieless inventory with our Teads demand. We provide them access to our latest cookieless functionalities (including enablement of first-party data and support for unified IDs) for their direct-sold campaigns within our Teads For Publishers suite.

– Remi Cackel, Chief Data Officer, Teads

According to data presented by Finaria, global search advertising revenues, the largest segment of the digital ads industry, rose by 6.7% year-over-year to US $152.6bn in 2020. The trend is set to continue in 2021, with the entire market reaching US $171.6bn value, US $19bn more than a year ago.

The year 2020 was a challenging year for the entire digital advertising industry, with even the largest players like Google witnessing significant revenue drops amid the COVID-19 crisis.

However, as millions of consumers shifted from brick-and-mortar stores to webshops, the entire market bounced back by the end of the year showing strong growth across all regions.

Mobile Search Ad Revenues to Jump by 16% YoY to US $86B

Thousands of companies, especially the big ones, have been hit hard by supply chain disruptions and customer challenges caused by the pandemic. To cope, many of them stopped their digital ad campaigns and reduced search advertising bids in the first half of 2020. As a result, cost per acquisition (CPA) and cost per click (CPC) were down across verticals and markets.

The shutdown in the travel industry, which spent most of its advertising budget on search ads before the COVID-19, caused another major hit.

Global Search Ad

Global Search Ad

In 2019, brands and media buyers spent US $142.9bn on search engine advertising worldwide, more than social media, video, and banner ads combined, revealed Statista Digital Market Outlook. In 2020, this figure jumped by almost US $10bn, despite the sharp fall in ad spending in the first two quarters of the year.

Brands and media buyers spent US $142.9bn on search advertising worldwide, more than social media, video, and banner ads combined.

Statistics show the global search advertising revenues are expected to jump by 12.4% in 2021. The increasing trend is set to continue in the next few years, with search ad revenues reaching US $211.4bn by 2025.

Mobile search engine advertising revenues are forecast to jump by 16% and hit US $86bn this year. By 2025, this segment of the search advertising market is expected to hit a US $120.2bn value.

Ad spending in the desktop search advertising segment is forecast to witness modest growth in the next few years, with the figure rising from US $85.5bn in 2021 to US $91.1bn in 2025.

Search Engine Advertising: The United States to Generate 40% of Global  Revenues

Analyzed by geography, the United States represents the world’s leading search advertising market, expected to hit US $67.74bn value in 2021, or almost 40% of total spending this year. Statistics show the US search ad revenues jumped by nearly 20% amid the COVID-19 crisis. By 2025, the entire market is expected to hit US $82.2bn value.

As the second-largest market globally, search ad spending in China is expected to grow by 11.3% YoY to US $37.4bn in 2020. The United Kingdom follows with a 14% year-over-year growth and US $12.3bn in ad spending.

Japan and Germany ranked as the fourth and fifth-largest markets globally, with US $6.7bn and US $5.1bn in search ad revenues, respectively.

Statistics show the combined ad spending in the five largest markets is expected to jump by 22% YoY and hit US $157.2bn value by 2025.

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company tells Portada how the beverage giant is pivoting to a more direct-to-consumer oriented strategy through owned media platforms, digital retail partnerships and more…

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, is an Ecuadorean executive, who recently took over the reigns of Latin American marketing at Coca Cola out of Atlanta, Georgia, although, as he says, “he lives on the plane.” 

These are times of change,  also for the Coca Cola Company as the company recently announced a reorganization in nine operating units, Latin America being one of them, in order to streamline the organization and better enable the Coca-Cola system to pursue its “Beverages for Life” strategy. These newly created operating units focus on regional and local execution that will work closely with five marketing category leadership teams that span the globe to rapidly scale ideas. According to Meza, this is  a new way of working “with more emphasis on global coordination.”

Coca-Cola Marketing in Latin America: Direct-to-Consumer

Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company
Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company

Direct-to-consumer relationships have become crucial for The Coca-Cola Company in order to ensure its brands are “within a click’s reach of desire” as online shopping continues to surge due to COVID-19. “We are  doing a lot in that realm,” Meza notes.  “Covid-19  has accelerated our conviction in direct-to-consumer investments,”  he adds. As one example, he mentions CocaCola en tu Hogar, a direct-to-consumer platform that lets consumers order beverages and groceries for home delivery available in Mexico, Chile, Colombia, Central America and other parts of Spanish-speaking Latin America.  A launch of the platform in the Brazilian market is also planned.

Covid-19  has accelerated our conviction in direct-to-consumer investments.

Another element of Coca Cola’s e-commerce strategy is Wabi, in the words of James Quincey, Chairman & Chief Executive Officer of The Coca Cola Company, “a  multi-platform venture available in 23 cities across five continentsthat connects Coca Cola’s system and other consumer-products companies to store owners and end consumers through an ecosystem of digital apps.”

The Coca-Cola Company is also partnering with multi-vertical company Rappi as well as with other Latin American e-commerce players like native third party marketplaces Amazon and Mercado Libre as well as working with brick and mortar retailers who have a substantial e-commerce presence.

Coca Cola is pivoting its marketing and advertising from a more traditional approach to one that incorporates e-commerce marketing elements. “We are shifting toward a more performance/transaction oriented marketing approach with click to purchase as a key objective,” Meza notes.

Social Selling and Expansion in Owned Media

Overall, the number of CPG and beverage companies, selling directly on Instagram and other social media properties has increased substantially over the last year. According to Meza, Instagram selling is particularly interesting when it comes to offering new products and product innovations. “Generally, Instagram can help to drive awareness and click-trough rates tend to be higher for innovative products,” he claims.

The increase in Direct-to-consumer efforts and the need to acquire first-party data is also guiding The Coca-Cola Company’s expansion into owned and operated media platforms.  “The need to obtain more first party data is definitely one key aspects of our marketing going forward. Our answer to that is to create our owned media platforms like  Coke Studio globally and “Coca Cola en tu Hogar” in Latin America.  This priority is also guiding Coca-Cola’s Marketing Technologies investments. “Owned media platforms will help us achieve scale and more efficiency,” Meza says. “Owned Media Platforms and Customer development platforms (CDPs) will help us capture, maintain and leverage data”, he concludes.


Read about Coca Cola Latin America’s recent advertising campaign  in today’s Sales Leads Latam.

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