Tag

E-Marketing News – More News and Insights

Browsing

Diego Osuna, Sr Manager, Integrated Marketing Strategy at T-Mobile, will be one of the key speakers at our upcoming Portada Live – in New York City and virtual – on Thursday, September 29 next week. Check out the six steps you need to take into account for successful segment marketing, according to Osuna.

In 2021, T-Mobile spent approximately 2.2 billion U.S. dollars in advertising in the U.S, according to Statista -this figure likely includes non-advertising related marketing expenses-, making the telecommunications giant one of the top advertisers in the U.S. With Hispanics over-indexing in telecommunications services, T-Mobile directs a substantial part of the overall marketing budget to engage the Hispanic consumer.
As a leader in T-Mobile’s postpaid Integrated Marketing Strategy team, Osuna works with channel partners across marketing and beyond, to build a common vision and develop an actionable marketing strategy. His responsibilities include Hispanic, Military, 55+, and emerging segments. Segment Marketing is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. To Osuna Segment Marketing,  “is fundamentally a process of discovery and distillation of deep consumer needs, which the marketer bridges with product or service messages and channel strategy selection. In that sense, it isn’t a dissimilar process to a general marketer.”

Segment Marketing Steps:  1. Develop Specific Marketing Muscles

According to Osuna, to do this process right as a segment marketer  “you need to overdevelop a few specific marketing muscles. First, you become a student of the segment, the company, and the brand. The second muscle is persistence and cross-functional capabilities. Segment markets are ongoing efforts, they aren’t solved by a one-and-done effort, and as such, they require extreme cross-functional alignment in focus and intent, so the effort becomes muscle memory for the organization.”

As a segment marketer, you need to overdevelop a few specific marketing muscles, like studying/researching and persistence.

2. Build Fundamental Insights about the Segment and the Context of the Brand

Diego Osuna, Sr Manager, Integrated Marketing Strategy, T-Mobile
Diego Osuna, Sr Manager, Integrated Marketing Strategy at T-Mobile,

Osuna starts with the premise that he needs to build a foundation of fundamental insights that impact this segment. “Alongside developing a full-view picture of the segment, you want to understand the context of the brand and where it stands in relation to the segment. Finally, I also want to assess the organization’s readiness to market to the segment effectively, considering that marketing is just one lever in go-to-market success,” Osuna notes.

Osuna emphasizes that “the thing is that every time you dig in beyond the surface, like what we face in Hispanic marketing where we can divide the population in a number of ways, these other segments are very complex and diverse. Take for example what we call 55+. Well, 55 plus in the US is about 90 million people encompassing 4 Generations from GenXers, to Boomers to Silents to the Greatest Generation. As much as we want to build a marketing plan that encompasses all the segments, there is a huge difference if you’re 55 vs. 85, if you’re retired or still working, married, or living alone, if credit is high, or if your financial situation is shaky.”

As a segment marketer, you need to overdevelop a few specific marketing muscles, like studying/researching and persistence.

Portada ConferencesJoin us at Portada Live on Sept. 29 where we will delve deeper into Segment Marketing in the session:
THE ONE-MILLION-DOLLAR-QUESTION: Engaging the Evolving Hispanic Consumer
Speakers: Diego Osuna, Sr. Manager Integrated Marketing Strategy, T-Mobile and Guillermo Pérez, Chief Creative Officer and Brand Strategist, Digo.

And the thing is that every time you dig in beyond the surface, like what we face in Hispanic marketing where we can divide the population in a number of ways, these other segments are very complex and diverse.

3. Segment Marketing: Combine Qualitative and Quantitative Research

Osuna is a big fan of combining quantitative and qualitative research to get a feel for the segment. He notes that when he was working at  General Mills, he used to spend a lot of time in ethnographies going into people’s houses to observe empty nester couples having breakfast and talking about how they approach their daily breakfast ritual. “You can internalize so much in a couple of home visits that are difficult to absorb, at least for me, by just reading research decks. More importantly, the qualitative can help you formulate better questions to make the most of your investment in bespoke quant research,” Osuna asserts.

You can internalize so much in a couple of home visits that are difficult to absorb, at least for me, by just reading research decks.

4. Understanding the Brand and the Company’s Go-to-Market Capabilities

According to Osuna, “as fun as the challenge of understanding the segment can be, I think marketers need to be very realistic about the position of the brand and the company’s capabilities in relation to the segment. Your CMO may aspire of going into a new segment and dominating it immediately, but you might be advised to ask for patience in terms of building something that is sustainable over time.” Osuna notes that he once did some work for an insurer that was very interested to grow with Hispanic customers; “I spent a lot of time with their marketing team on the ground building a marketing plan. To their credit they understood that without distribution, that is having Hispanic agents in their sales network, they were going to be limited in making an impact, no matter how much they spent on the marketing side.”

Marketers need to be very realistic about the position of the brand and the company’s capabilities in relation to the segment.

5. Articulate the Capability Gap 

Once you have assessed the position of the brand and the company’s capabilities in relation to the segment, Osuna says that it is important to “articulate the capability gap against yourself and against competitors and empower cross-functional channel partners so they can work on their own capabilities and plans. In other words, you need to work through others.”

“It takes patience, consistency, and a spirit of continuous tweaking and improving to win in Segment Marketing. I like to say segment marketers are the marathoners of the marketing world,” Osuna concludes.

Segment markets are ongoing efforts, they require extreme cross-functional alignment in focus and intent, so the effort becomes muscle memory for the organization .

6. Segment Marketing Activations:  Examples

In terms of the current post-Covid environment and how he is activating against the heterogeneous Hispanic segment, Osuna notes that it needs to be understood that many of our consumers have had a one-two punch of pandemic and inflation.  Osuna adds that “these have been trying times and as such consumers are more interested in products that win on value without trade-offs and brands that offer a straightforward value proposition and treat the customer right.”  One of the things Osuna takes a lot of pride in at T-Mobile is “that its most popular plans pack tremendous value with features like taxes and fees which are already included in your bill and price lock where we guarantee the price of your rate plan will not go up. We also feel very strongly that customers, and specifically Latinos do not want to make trade-offs for the quality of the network. Hispanic wireless customers have blessed us with their preference because at T-Mobile we offer a benefit-packed product offering at an incredible price and with a superior quality experience. In fact, our quality goes beyond the service that connects our phones, our quality is also measured in the experience: the retail experience and the customer experience.” The recently introduced Coverage Beyond campaign is an example of T-Mobile’s offering and marketing in this regard. In addition, the recently announced partnership with TelevisaUnivision. through which T-Mobile customers get a free subscription to VIX+ is an example of an initiative targeting a specific subsegment of the Hispanic population; Spanish-dominant Hispanics. ViX+ includes more than 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports.

The initiative through which T-Mobile customers get a free subscription to VIX+ is an example of an initiative targeting a specific subsegment of the Hispanic population; Spanish-dominant Hispanics.

Secondly, Osuna maintains, this is a segment that has a lot of pent-up demand for travel; “You have all heard the stories of the crazy travel season. We have added tremendous value to customers that fly or drive. For flyers, and specifically for our international flyers, we offer seamless plans that accommodate your needs. Most of our plans just work when you arrive, no setup is required. To that extent, T-Mobile’s plans have always been very international and national travel friendly. With our Magenta plan, you get High-Speed data in 11 European countries, with our Magenta Max you get 5GB of High-Speed data in more than 215 countries, including 23 in LATAM. Calling to Mexico has also been included for many years now. If you travel this fall, make sure you check out the free Wi-Fi on select airlines as well as unique travel benefits that include tremendous high-speed data in many countries around the world. For drivers, we now offer a free year of AAA in the US.”

By ShowHeroes

The arrival of Hispanic Heritage Month this fall is an invitation for the US media industry to examine why Hispanic consumers are routinely underserved by content and advertising solutions – and what can be done to reverse the trend.

Latino Americans comprise 18% of the population, according to the latest US Census; a vast, multiracial and influential demographic that has grown at five times the rate of the non-Hispanic population in recent years. 

Wielding enormous political and consumer clout, the annual spending power of US Hispanics is predicted to soon exceed $2.5 trillion, in a market that is defined largely by young, ambitious, digitally savvy consumers (over 60% of US Hispanics are aged under 36).

Yet, as the Hispanic Marketing Council reports, Hispanic communities make up just 6% of overall US ad spend – a woeful statistic that mirrors the “invisibility” and misrepresentations of Latinos in wider media culture. 

With diversity, equity and inclusion values becoming hardwired into corporate decision-making, however, agencies and publishers across the digital landscape are ramping up efforts to engage with minority groups  – including a growing linchpin of Latino voices. 

With the booming Hispanic population fast reshaping America’s economic contours, here’s how media players on both sides of the ecosystem can further bridge the gap. 

Storytelling at Scale

With video content firmly on the front line of audience engagement efforts for 2022, the realities of producing good-quality inventory is nonetheless challenging for publishers battling a trinity of tight budgets, limited resources and spiraling costs

Typically, media companies in high Latino population states such as California, Florida and Texas are focusing closely on Hispanic audiences, with raw storytelling materials (news, images, text) available to connect. Yet, they lack the ability to translate these resources into a scalable video strategy. 

That’s where the help of a specialized partner such as ShowHeroes comes in, with the mainstay of an in-house studio to deliver premium content that is closely scoped to the demands of ethnically and culturally diverse communities. 

For publishers, joining forces with a third-party service is a great way of leveraging the kind of long-form original video storytelling on which powerful engagement rests; particularly when that content is customized precisely to the needs of a particular audience. 

Because the reality is, America’s Hispanic population is no monolith. Instead “US Hispanic” is a catch-all term for a huge, multidimensional canvas of people, led by those of Mexican origin but encompassing many other groups, including fast-growing populations from Venezuela, Guatemala and Honduras. Different states and areas of the country are home to different kinds of Hispanic influences, too – each with their own linguistic and cultural nuances. 

Added to which are various “unheard” demographics, such as the five million US adults who identify as Afro-Latino. Angel Jones, an Afro-Latina assistant professor at Southern Illinois University, tells Insider that people like her, as well as indigenous Latinos, are “left out” of Hispanic heritage  month advertising and celebrations. “Our identities are not valued or even considered,” she says. Curated content may be one small step toward changing this kind of damaging oversight. 

The drive for tailored content

A good partner can help publishers’ to augment their diversity strategies with bite-sized videos around heritage education or the history of Hispanic independence, for example. But that is just the starting point. The real beauty of building inclusive video content from scratch comes from its ability to speak the many different cultural inflections of a particular community; be that Florida-based Puerto Rican women or Dominican teenagers of New York. 

This then creates a filter-down effect of great, dynamic video inventory for advertisers to choose from. It’s all too easy in media narratives to reduce a large, multi-identity group into a single mold. But with tailored video storytelling, marketers can engage directly with specific communities via quality content. 

In a similar vein, ShowHeroes can use its sophisticated technology to understand the cultural semantics and sentiment of video content in detail. This allows brands to place ads alongside highly compatible content across verticals such as soccer, cooking, family life, music and more. Using advanced semantic targeting – a privacy compliant approach fit for the cookieless future marketers can tailor their campaigns to reach particular audience segments across the Hispanic community; closing the circle to better monetize original content.

Incisive Solutions in a Multifaceted Age

This razor-sharp level of customization applies to formatting, too. Latinos use social media, mobile apps and other digital platforms at higher rates than the general US population, including a weekly average of 279 minutes on social media. Marketers looking to target this demographic, particularly with younger age groups, should be looking to utilize snackable, mobile-friendly pieces of video content.

By 2026, 27% of American under-30s will be Hispanic, with Latinos accounting for nearly 70% of US population growth. This new generation nevertheless faces “an epidemic of invisibility” in film and other areas of popular culture, along with systemic discrimination (62% of Hispanic adults say having a darker skin color hurts their ability to get ahead in the United States). 

Media leaders, however, can do their part to course-correct. By creating original content that resonates with different Hispanic communities, we can tap into a powerful and lucrative audience segment – as well as advancing the vision of a fairer future for all.

 

Read our recent interview with Ilan Zenghin, CEO of Showheroes Group.

Partnership between the Arizona Coyotes & the Arizona Hispanic Chamber of Commerce to Shine Spotlight on Thriving Hispanic Businesses Throughout the Season.

The Arizona Coyotes, the only NHL team with a Latino ownership group as well as Latino President & CEO, announced today robust plans to commemorate Hispanic Heritage Month.  In partnership with Dignity Health, the team will host a Hispanic Heritage Month kick-off event on Wednesday, Sept. 14 at Ice Den Scottsdale, where it will unveil details to engage the local community, shine a spotlight on thriving Latino businesses from the greater Phoenix area, announce its major sponsorship of the U.S. Hispanic Chamber of Commerce Annual Convention, unveil its new season long partnership with Latino marketing agency Chemistry Cultura, and celebrate Latino culture with enhanced “Noche con los Yotes” game activations.

This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.
Hispanic Sports Marketing
Xavier A. Gutierrez, President & CEO Arizona Coyotes Hockey Team

“On behalf of our Owner, Alex Meruelo, and the entire Arizona Coyotes organization, we’re excited to take our Hispanic Heritage Month plans to the next level this year,” said Coyotes President & CEO Xavier A. Gutierrez. “Alex and I are very proud of our Latino heritage and look forward to amplifying support of Hispanic leaders, businesses and non-profit organizations that lead with positive impact. This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.”

The team will convey details of its enhanced “Noche con los Yotes” home game program, taking place monthly during the 2022-23 season, and featuring recognition of a Latino business on the same night each month. The small business program aptly named “Estrella of the Month,” is a partnership among the Coyotes, Univision Arizona, and the Arizona Hispanic Chamber of Commerce. Businesses must be a member of the Arizona Hispanic Chamber of Commerce and will be selected in consultation with Chamber and Univision leadership. Each month’s winner will receive up to four tickets to a “Noche con los Yotes” home game during which they will be recognized on the videoboard at the ASU’s Mullett Arena, new temporary home of the Coyotes.

The Coyotes will visit each winning business to announce their selection and present the owner of the company with a jersey and invitation to attend the game as a special guest. Winning businesses will also form part of a Coyotes promotional campaign, being recognized across the team’s various digital media platforms.

Arizona Coyotes & Univision

In addition, Univision Arizona will create video and audio content to promote the campaign and distribute the content across its media channels (radio, TV, digital), while also promoting and marketing the winning businesses throughout the season.

The Arizona Coyotes and Univision Arizona are proud to announce an extended partnership that includes the Coyotes broadcasting two Spanish radio games per month throughout the regular season. Spanish Radio Play-by-Play Announcer Luis Hernandez will be back to call all the action on KHOV 105.1 FM.

Further highlighting the Coyotes’ commitment to Hispanic-owned businesses, the Coyotes will be one of the main sponsors of the United States Hispanic Chamber of Commerce Annual Convention, taking place October 2 through 4 at the Sheraton Downtown Phoenix. The Coyotes along with the Meruelo Group will sponsor the opening reception for the event titled, “La Gran Bienvenida,” expected to draw more than 2,000 participants and visitors from across the country.

Constant engagement

Throughout the year, the Coyotes rely on the support and guidance of a Latino Advisory Council comprised of multiple Hispanic representatives of local and national companies, nonprofits and media. The council is led by chair, Gary Trujillo, Southwest Harvard Group and co-chairs, Monica Villalobos of the Arizona Hispanic Chamber of Commerce (AZHCC) and David Adame, Chicanos Por La Causa (CPLC).

One of our guiding principles is that individual results can never match the efforts from a true team approach.

To amplify the team’s community work and engage Latino fans, the Coyotes have retained award-winning multicultural marketing firm, Chemistry Cultura. The agency recently opened an office in Arizona and works with clients including Coca-Cola, Comcast, Heineken, Microsoft, NFL and T-Mobile.

“One of our guiding principles is that individual results can never match the efforts from a true team approach,” added Gutierrez. “With that in mind, we’re so grateful to our partners at Univision, at the Chamber, and in the community for helping us commemorate this important month.”

To learn more about all Hispanic Heritage Month initiatives in advance of the new Coyotes season, visit www.ArizonaCoyotes.com/HHM.

 

Subject matter experts from JP Morgan Chase and Century 21 talked about how to create and communicate diversity equity and inclusion initiatives to internal stakeholders and consumers at a recent Portada Live knowledge-sharing event for brand marketers. (Watch the VIDEO at the end of the article!).

This article is presented by El Tiempo Latino*

Diversity Equity and Inclusion is not only a moral imperative, it can also increase innovation at organizations and make perfect business sense. But how can Diversity Equity and Inclusion initiatives best be communicated and implemented? Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21 Real Estate LLC, and Ron Bautista, VP Lower Mass Segment Marketing for Chase Consumer Banking led a conversation about how their teams create and execute strategies to communicate diversity equity and inclusion initiatives to internal stakeholders and consumers.

How to Approach the Wealth Gap and Opportunity Across Diverse Communities for the Financial Industry? 

Diversity Equity and Inclusion
Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21

Portada Live participant Janina Delloca-Pawlowski, Vice President, Customer Inclusion at Fidelity Investments, asked Bautista and Lostaunau about how to best approach the wealth gap and opportunity when communicating with diverse communities.  Real estate agency franchise company Century 21 created its own inclusion program. “We lead with education. We arm our 50,000 agents with the information and knowledge they need to reach first-time home buyers and get their message in front of diverse communities. We reach out to community centers and schools so that many people understand that home ownership typically is the foundation of wealth in the U.S, ” Lostaunau explained.

We reach out to community centers and schools so that many people understand that home ownership is the foundation of wealth in the U.S.

Chase’s Bautista agreed that education is key, and added that having an educational approach “has different aspects, including digital so that people can access information before seeing a banker. And, of course, in-person by meeting the community where the community is at and also through the partners that already have those relationships. This way we build confidence from the client side.”

In addition, Bautista mentioned that Chase opened more than 200,000 low-cost checking accounts with no overdraft fees. “We have opened 12 community center branches, and branches for community partners and entrepreneurs to meet and get support.”

Diversity Equity and Inclusion: Using the Right Data

Diversity Equity and Inclusion
Ron Bautista, VP Lower Mass Segment Marketing, Chase Consumer Banking

One challenge companies face when developing programs specific to underserved communities is to use the right data. Both Chase and CENTURY 21 have large teams of experts to make sure they have the insights they need about diverse demographics.

“We have team members who are specialists in working with various communities, including Black, Latino, LGBTQ, and people with disabilities. It is about having different support groups with insights and programs to work on. It’s about adapting depending on the audience,” Bautista explained.

It is key to have different support groups with different insights and programs to work on. We micro-target depending on the situation.

Lostaunau added Century 21  “has Employee Resource Groups, e.g. where we gain a lot of experience from realtors. Lastly, we leverage our relationship with external diversity partners e.g. with NAHREP who once a year publishes the ‘State of  Hispanic Homeownership’. This way we make sure we are impacting the industry; whether it is the consumer or the wealth lens to community insight when developing programs specific to those communities as well as when integrating insights into general market work if applicable.”

Local Community Efforts

To figure out how they can help their customers and try and make an impact, Chase and CENTURY 21 have specific teams and initiatives. “The initiatives that are most successful are where there is an interest in first-time home buying, launching a career, or advancing an economic level. At the national level, we build relationships with organizations that drive diverse communities through assertive marketing in some of our local offices,” explained Lostaunau.

At the national level, we build relationships with organizations that drive diverse communities through assertive marketing in some of our local offices.

“Our community managers are the ones who manage local community efforts. We have 150 across the country. Their full role is to engage the community with financial health workshops, hosting guest speakers on home lending and more.” adds Bautista. “My personal mantra is that there is growth in solidarity. My job is to demonstrate that this is possible.”

My personal mantra is that there is growth in solidarity. My job is to demonstrate that this is possible.

(VIDEO) Watch the Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21 Real Estate LLC, and Ron Bautista, VP Lower Mass Segment Marketing for Chase Consumer Banking, here:

 

* This article is presented by El Tiempo Latino – National news provider in Spanish from Washington, DC for millions of Latinos in the U.S.

Albizu University, an accredited educational institution with three locations in Puerto Rico and South Florida, announced two key milestones for growth. Dr. Nelson Soto has been newly appointed to assume the position of President of the university, which also revealed the inauguration of a large new annex on its South Florida campus.

By Alex de Carvalho, Portada Miami correspondent.

Founded in 1966, Albizu University is a private, non-profit higher education institution with an enrollment of over 3,000 students, 80% of which have Hispanic origins. Dr. Carlos Albizu, founder of the university, was recognized for his groundbreaking work in training in culturally sensitive psychology and the institution has pioneered professional training that is oriented to the mental health needs of multicultural communities.

Albizu University

The educational programs are designed to train professionals capable of serving minorities, as well as the general population in the United States, Central and Latin America. Accredited by the Middle States Commission on Higher Education, Albizu University offers bachelor’s, master’s, and doctoral programs and certificates in Psychology, Speech and Language, Human Services, English as a Second or Foreign Language (ESOL), and a master’s degree in Health Care.

The vision of Dr. Carlos Albizu Miranda was all about giving back to the community. One way he gave back was to prepare psychologists.
Albizu University
Dr. Nelson Soto

The newly appointed President, Dr. Soto previously served as executive vice president for academic affairs at Union Institute & University in Cincinnati. According to Dr. Soto, “The vision of Dr. Carlos Albizu Miranda was all about giving back to the community. One way he gave back was to prepare psychologists, not just on the island of Puerto Rico and not even just in Miami, but he also wanted to focus on growing and expanding throughout South America. With this new annex, we think about the broader impact Albizu will have on the community. We know the growth of Latinos in this area, we understand the growing need for services, and we look forward to continuing to provide these services.”

Albizu University’s marketing efforts are centered around online marketing, media relations, advertising, and social media on the major platforms. Their communications office is staffed by a team skilled in communicating to Hispanic and Latino markets through traditional, digital, and social media marketing. Beyond Puerto Rico and South Florida, the university attracts students from Central and South America and from the Caribbean.

There are a lot of Hispanic students and Albizu provides them with a great opportunity to come study and move their careers forward here in the United States.
Juan Carlos Bermudez, Mayor of the City of Doral, and Commissioner for Miami-Dade District 12.

“We are proud of Albizu’s contribution to the community. There are a lot of Hispanic students and Albizu provides them with a great opportunity to come study and move their careers forward here in the United States,” says Juan Carlos Bermudez, Mayor of the City of Doral, and Commissioner for Miami-Dade District 12.  “Many residents have become students, both on the undergraduate and graduate sides, and several Albizu students have in return found jobs here in Doral and in Miami-Dade County. As the one University that has been headquartered in Doral the longest, we hope they will continue to grow with more degrees.”

Dr. Soto further spoke about the top priorities for the university. Topmost is the objective to continue to expand globally, especially in Latin America. Mental health is unfortunately a growing issue, and the university wants to continue educating and training counselors and psychologists who are empathetic and can maintain the cultural competency of understanding their community.

Albizu University’s Priorities: Global Expansion, Scholarships and Continuing Education

Another priority is providing grants and scholarships for individuals that want to continue their education. Thirdly, the institution will move more into professional development and continuing education for the psychologists, counselors, school educators, and community activists that want to learn more about mental health and get credentialed.

Albizu University

The main priority is continuing to make sure that Albizu is focused on growing services for clinical mental health and just overall for mental health awareness.

“This addition is a major milestone for this campus. This new student space is momentous, and we will now have a significant presence in the community and in South Florida. The main priority is continuing to make sure that Albizu University is focused on growing services for clinical mental health and just overall for mental health awareness, so we want to make sure we are providing the continued steady force of psychologists and mental health counselors,” says Dr. Soto. “Job placement is unfortunately great because there’s a growing need. We know in places like Mexico and other Latin American countries, there is a lack of professionally trained psychologists and counselors at the Master’s and Ph.D. level.”

Written by Alex de Carvalho, Miami Correspondent

TECATE® announced its newest culture platform, Tecate ALTA Presents: ALTA Sinfónica, a reimagined approach to classical music led by Mexican-American conductor and founder of the San Francisco Philharmonic, Jessica Bejarano, and featuring collaborations with some of today’s hottest Latin artists including Snow Tha Product, Oscar Cortez and Los Rakas. ALTA Sinfónica will celebrate and bring audiences a convergence of classic and contemporary sounds.

It’s fitting that this groundbreaking, one-night-only performance take place in a city like San Francisco on October 1st — one known for many firsts and being a magnet for America’s counterculture and human rights movements. San Francisco proudly boasts one the highest percentages of LGBTQ+ adults of any major metropolitan area in the U.S., steeped in the arts, music, food and architectural scenes with roots in Mexican-American history and nuance.

Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all.
Tecate Sr. Brand Director, Oscar Martinez.

“As with any other cultural expression, we believe music has no borders. To demonstrate the beauty of cross-cultural convergence, the San Francisco Philharmonic will merge with urban artists to create a whole new musical expression. Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all,” said Tecate Sr. Brand Director, Oscar Martinez. “Tecate ALTA is all about blurring lines, welcoming unique perspectives and embracing what makes us different.”

Artists forming part of the ALTA Sinfónica experience and collaborating on original, exclusive musical pieces include:

  • Jessica Bejarano, a Mexican-American conductor from East Los Angeles and founder and music director of the San Francisco Philharmonic who has guest conducted in Russia, Italy, Romania, Bulgaria, Czech Republic, Spain, Venezuela and throughout the United States. She has also held motivational speaker engagements for numerous companies, schools and arts organizations.
  • Snow Tha Product from San Jose, California, proudly represents being Mexican-American in her music. Before becoming a Latin Grammy-nominated rapper, Snow sang mariachi music and then found her voice through freestyle rap and hip-hop.
  • Oscar Cortez a native of Los Angeles, California, is known for his signature “callejero” style blending regional Mexican corridos with urban sounds, enriching both genres with his unique vista.
  • Los Rakas are an Afro-Latino, Grammy-nominated duo comprised of cousins Raka Rich and Raka Dun who are Panamanians by way of the Bay Area who create Latin-urban music blending hip-hop, plena, reggae and dancehall sounds.

A special docuseries capturing behind-the-scenes interviews, rehearsals and an introduction to conductor Jessica Bejarano will be posted to official Tecate social media channels after the live in-person event on October 1st. Fans can purchase tickets soon by visiting https://tecatebeerusa.com/altasinfonica with all proceeds from ticket sales directly benefitting the San Francisco Philharmonic.

ALTA Sinfónica forms part of the brand’s latest “Bring your All” creative campaign, appealing to a new generation of consumers that is as unique and unconventional as the brand itself. (Check out our recent interview with Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, on Tecate Alta’s marketing strategy.

A bicultural beer without borders, Tecate ALTA is the lightest brew in the brand’s lineup of beers that include Tecate Original, Tecate Light, and Tecate Michelada. For more information on Tecate ALTA and the brand’s wide variety of other beer products, visit tecatebeerusa.com/tecate-alta. Find the latest news on Facebook @CervezaTecateUS, Instagram @Tecate, Twitter @Tecate and YouTube www.youtube.com/user/USATecate and use the hashtag #AltaSinfonica.

What is the effectiveness of influencer marketing? How have conversion rates evolved? Is influencer marketing really helping brands to convert or is it more of an upper funnel awareness tool? We talked to Julia Estacolchic Sr. Director, Brand Marketing at Match and other brand marketers in the Portada network to find out.

When asked how the relationship between influencer marketing investment and conversion has evolved over time,  Julia Estacolchic Sr. Director, Brand Marketing at dating sites Match and Chispa, answers that “influencer marketing has been a key channel for Chispa for many years, and we constantly activate influencer campaigns.”  Estacolchic, asserts that she has “found good value through the built-in distribution, the ability to hyper-target and tailor our brand and seasonal messages based on the specific creator and their audiences, and the opportunity to expand that organic reach via paid efforts and performance marketing. It constantly provides a diverse and fresh pool of creative assets and content that we can leverage across channels.”

Effectiveness of Influencer Marketing: Declining Conversion Rates

For Chispa, Estacolchic explains, influencer marketing supports multiple objectives, from increasing brand relevance to user acquisition.  “However, we have seen the impact on direct conversion soften over the last year or so, where it’s forced us to reevaluate and pivot our strategies.”

We have seen the impact on direct conversion soften over the last year or so, where it’s forced us to reevaluate and pivot our strategies.
For influencer marketing campaigns of all lengths, a commonly agreed-upon good conversion rate is 3% and above, but that really depends on factors such as industry, your website layout and how marketing campaigns normally convert, and the average sales cycle. “In the last few months, we have seen a consistent downward trend in converting from influencer marketing,” Jeff Byer, CEO at Jeff Byer Inc., a Redondo Beach, CA, based web design and promotion company, told Business.com. While Byer does not consider the data conclusive at this point, he does note a marked change in consumer behavior.
Effectiveness of Influencer MarketingMatch’s Estacolchic, attributes lower conversion rates of influencer marketing to changes in algorithms of some of the social platforms which have had direct implications on the reach and exposure of sponsored/partner content. “There could also be some audience fatigue, with more creators posting sponsored content more often and coming across as inauthentic, less organic, and uninteresting to their followers. In our case, we’ve already collaborated with many of the macro, micro and even nano influencers for U.S Hispanic audiences and the pool of creators with the right audience is somewhat limited, particularly for a dating product that targets 18+ segments,” Estacolchic maintains.

Does Influencer Marketing Work? A Good Tool for Upper Funnel Marketing

Effectiveness of Influencer Marketing
Julia Estacolchic Sr. Director, Brand Marketing at Match

Estacolchic expects influencer marketing to “continue to be a good tool for upper funnel/brand affinity efforts, to leverage trends, and to generate fresh creative assets we can use to impact the lower funnel and performance.” However, she adds that she is “not confident we’ll see again the type of direct return we used to see when we first started activating influencers years ago, unless we continue to innovate and find new creative ways to activate this channel.”

Changes in algorithms of some of the social platforms have had direct implications on the reach and exposure of sponsored/partner content. I’m not confident we’ll see again the type of direct return we used to see when we first started activating influencers years ago, unless we continue to innovate and find new creative ways to activate this channel.

Intersection With Experiential Marketing

The effectiveness of influencer marketing can increasingly be seen when it comes to amplifying experiential marketing initiatives (events, sweepstakes etc) via influencers. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, recently told Portada that she is identifying influencers that best align with her target audience. “We are in the process of partnering with influencers to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on September 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” Pamukoff asserts that during the event, “these influencers will be bringing the experience to followers that are not going to the event. This way, the event sponsorship investment can be scaled beyond people going to the event over that particular- weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

Influencers will be bringing the experience to followers that are not going to the event. This way, the event sponsorship investment can be scaled beyond people going to the event.

Match’s Estacolchic sees influencers becoming celebrities in the offline world and in real life. “I’m seeing influencers being leveraged for promotions, sweepstakes, and partnerships that crossover from online to offline and in-person events. I see influencers who a few years ago only had an online presence, and are now creating their own line of products – from candy to cosmetic lines to fashion capsules – and increasing the value of their own brands in a way that transcends the digital world but still engages in this intimate and personal way that influencers manage to do so well.” “It’s about evolving our relationship with the channel and the creators,” Estacolchic concludes.

MENOMONEE FALLS, Wis.–(BUSINESS WIRE)–Kohl’s (NYSE: KSS) today announced that Christie Raymond has been named Kohl’s Chief Marketing Officer, reporting directly to CEO Michelle Gass.

Raymond joined Kohl’s in 2017 as senior vice president, media and personalization, and was promoted to executive vice president, customer engagement, analytics & insights in June 2020. She has been acting as the interim Chief Marketing Officer since May 2022.

“I’m thrilled to have Christie step into the role of Chief Marketing Officer for Kohl’s. She joined Kohl’s several years ago bringing her tremendous experience and customer-driven leadership approach to the marketing organization,” said Gass. “She has been an asset to our senior executive team and she will be instrumental in our continued path forward as we deliver great value, a compelling brand portfolio and an inviting omnichannel experience to our millions of customers nationwide.”

Raymond will lead the Marketing organization including our overall marketing strategy, brand and creative, media, loyalty, customer analytics, corporate communications, and Kohl’s philanthropic efforts. To support the company’s strategy to be the retailer of choice for the active and casual lifestyle, she will drive customer engagement, leverage our leadership in loyalty, accelerate customer traffic, scale Kohl’s Media Network, and continue to build the Kohl’s brand.

Prior to Kohl’s, Christie held progressive roles at The Walt Disney Company. She has more than 20 years of marketing, retail industry and leadership experience.

About Kohl’s

Kohl’s (NYSE: KSS) is a leading omnichannel retailer. With more than 1,100 stores in 49 states and the online convenience of Kohls.com and the Kohl’s App, Kohl’s offers amazing national and exclusive brands at incredible savings for families nationwide. Kohl’s is uniquely positioned to deliver against its strategy and its vision to be the most trusted retailer of choice for the active and casual lifestyle. Kohl’s is committed to progress in its diversity and inclusion pledges, and the company’s environmental, social and corporate governance (ESG) stewardship. For a list of store locations or to shop online, visit Kohls.com. For more information about Kohl’s impact in the community or how to join our winning team, visit Corporate.Kohls.com or follow @KohlsNews on Twitter.

Contacts

Jen Johnson, (262) 703-5241, jen.johnson@kohls.com

“We are the first-ever conservative radio and TV platform in Spanish. It has not happened in the world before,” Jorge L. Arrizurieta, President of Americano Media, tells Portada. With a potential target market of more than 500 million Spanish speakers, Americano Media is a new multimedia platform for conservative Latinos, producing 18 hours of original programming for an under-represented audience.

The streaming and app content is available across all major platforms including Apple, Android, SiriusXM and Roku, providing information to Hispanic Americans looking to make informed choices ahead of the mid-term election season and beyond. Headquartered in Miami, Americano Media has about 80 team members including international correspondents and hosts in countries including El Salvador, Colombia and Israel.

We view ourselves as a place where there can be a republican coexistence from the center to the right. A place where Bush supporters and Trump supporters get along.
Conservative Media
Jorge L. Arrizurieta, President of Americano Media

The first priority for Americano Media is to engage the U.S. Hispanic market. While there are a wide array of conservative vehicles in English, there is none in Spanish. “There is very little quality conservative content in the U.S. in Spanish-language,” Jorge L. Arrizurieta adds. With the mid-term elections just months away, Hispanic Americans represent nearly 20 percent of the electorate. That number is growing, and with it, the diversity of the demographic’s political leanings. “Now being available on over-the-top video allows us to share real content that echoes our core values. At the end of the day, these are All-American values.” The new service will feature exclusive TV programming hosted by conservative personalities including:

• Lourdes Ubieta, Dania Alexandrino Nelson Rubio – all previously with Radio Mambi, a conservative media Miami talk radio station recently acquired by financier George Soros – and Emmy-award winning journalist Lucia Navarro.

• “Battleground Americano” – A war of values and principles is being waged in the United
States, and “Battleground Americano” is at the frontline, led by show host Jesús Márquez.

• “Buenos Dias Americano” (“Good Morning Americano”) – “Buenos Días Americano”
places the world’s news at your feet before you leave home each morning!

• “Así está el Mundo” (“This is the World”) – When you are wanting to know, “What is
happening?”, Lourdes Ubieta tells “Así está el Mundo,” a mid-day prime program in
which she covers the most important news so far and interviews the key characters of
each day, with emphasis on international politics.

Americano MediaWith the objective of increasing awareness among the U.S. Hispanic population, Americano Media will be releasing an advertising campaign in the next few weeks. soon. “We will be aggressively advertising in key metropolitan areas with a high Hispanic density. The campaign will include digital and also traditional media. Advertising creative will be in Spanish,” says Arrizurieta.

Conservative Media: A Place for Republican Coexistence from the Center to the Right

“We view ourselves as a place where there can be a Republican coexistence from the center to the right. A place where Bush supporters and Trump supporters get along.” Arrizurieta notes. He adds that conservative means something very different today than a few years ago, as the political spectrum has shifted to the right.

Americano Media is a business, not a political organization.

According to Arrizurieta, the Republican world today is very clouded by the Trump viewpoint, although some of the issues Trump espouses are more popular than conservative. “We will keep working hard to invite all spectrums of the Republican world to work together to beat the Democrats,” he asserts.

Advertising and Content Revenues with Fox as a Model

“Americano Media is a business, not a political organization,” Arrizurieta states. “During the election cycle candidates and PACs (Political Action Candidates) are going to be very significant advertisers. There is also room for traditional corporate and consumer goods advertisers,” he adds. Americano Media is currently building an advertising sales team led by Andrew E. Bazner,  Vice President of Sales at Americano Media Group. Another revenue source, Americano Media Jorge L. Arrizurieta president notes, are content sales to other radio and TV, and video properties.

Arrizurieta says that many observers have asked him if Americano Media is a Spanish version of Fox. “We are far from it, but we identify with the Fox model,” he asserts. In his view, Fox’s quality programming and news are a great content mix.

The Miami Cuban community is a very important constituency for Americano Media.  According to Arrizurieta,  Spanish-language newspaper and website el El Nuevo Herald never has embraced the local South Floridian Hispanic community and is very antagonistic to its basic values. Diario las Americas,  Arrizurieta notes, is more representative of conservative media as it is owned by a conservative Venezuelan family. Diario las Americas is a natural ally for Americano Media according to Arrizurieta.

Americano Media is the brainchild of Arrizurieta and Iván García-Hidalgo, CEO/Founder of Americano Media. Both Ivan and Jorge are experts on the Hispanic voter base. They have decades of expertise consulting on Presidential campaigns and working with publicly-traded media companies and have now come together to launch an exciting new platform.

 

Cookie Deprecation has been delayed by Google once again. Google has pushed back its self-imposed deadline of the end of 2023 for the deprecation of third-party cookies. It will now “begin” to phase them out in the second half of 2024.

In January 2020, Google announced that they’ll deprecate third-party cookies over the next two years. Google announced it will no longer support third-party cookies on its Chrome web browser. Later the tech and advertising giant pushed back the deadline to the end of 2023.  Now it just decided to delay to the second half of 2024. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” wrote Anthony Chavez, VP of Google’s Privacy Sandbox in a blog post last Wednesday July 27.

(BTW: Apple’s Safari browser and Mozilla’s Firefox already don’t support third-party cookies, so the Chrome initiative would make cookies functionally useless).

The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.

Of course, we all know that Google does around $200 billion per year in advertising, so it stands to lose a lot if by closing web tracking.

Cookie Deprecation: James Colborn’s Take 

James Colborn, Global Senior Director, Data, Teads

This is James Colborn, Global Senior Director, Data, Teads take on the news:

“It’s 6:30am. You know you’ve got to get up but the press of the snooze button allows you to drift off to sleep again. 6:45am, you press snooze again but when the alarm sounds a third time you’ve got 30 less minutes to get ready and not miss your train. Now you are rushed, you’ve got mismatched socks on and you barely make your train. Sound familiar?

It’s fair to say that Google has hit the snooze button again and if we’re not careful we’re all drifting off to sleep again. It’s time to wake up to the fact that it really doesn’t matter how long the 3rd party deprecation delay is, the reality of cookieless is that it’s here and more important to your business than ever!

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookie for a little while longer. With a lack of viable Sandbox alternatives and September 2023 approaching quickly, it’s fair to say this next delay was inevitable.

If behavior is consistent with the last delay it will mean a large percentage of the advertising community will take a huge sigh of relief and hit their snooze buttons. Cookieless readiness programs will be paused and advertisers, agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

Let’s repeat that last statement; 1 in every 2. In many Global markets (US, UK and France as examples), ~50% of impressions operate today without a 3rd party cookie. Said another way… the iPhone, Safari, Firefox and Edge users will continue to be underutilized as long as Google allows 3rd party cookies to operate.

These cookieless audiences are reported to spend more, travel more* and from our research** their audiences convert better. So, our position at Teads is clear, keep cookieless readiness a top priority for your business and take advantage of the most lucrative audiences by using Teads’ cookieless solutions.

We recommend that the advertising ecosystem continues to prioritize cookieless today and stop focusing on what Google is doing. For those who embrace the new solution, opportunity is abundant so any delay is not only ignoring the inevitable but potentially costing your business.

So don’t hit snooze again. Wake up to the reality that cookieless isn’t near; it’s here and Teads is perfectly placed to help you.”

Read more:
Rules for Brands in the Post Cookie Era

Contextual Targeting is More Efficient than Behavioural

 

GoDigital Media Group (“GoDigital”), the owner of mitú, announced the acquisition of NGL Collective with the backing of MEP Capital, a media and entertainment-focused investment firm. The new entity will retain the name of NGL Collective.

8/4/2022 Update/Correction:
This article previously mentioned that reVolver podcasts is part of the Latido platform (owned by mitu), however reVolverpodcasts is not in anyway included in, or a part of the NGL /mitu transaction. reVolver and Latido parted ways amicably last year, Jack Hobbs, president reVolver podcasts, tells Portada.

mitú acquires NGL

As part of the acquisition, NGL Collective (“NGL”), a leading New Generation Latinx digital-first media and entertainment company co-founded by actor and activist John Leguizamo and industry leader David Chitel, is merging with GoDigital’s mitú.  The new entity will retain the name of NGL Collective. It claims to be the largest 100% Latino-focused digital-first Latinx media company in the country helping advertisers connect with this coveted audience regardless of age or language preference. NGL will cater to a network of Latinx creative and media partners, reaching U.S. Latinx communities via an array of social media and editorial sites, in-person and virtual community events, and published research. Digital media in all its facets, including influencer marketing, social media and CTV, has become the prevalent way to target and engage the GenZ consumer(check out our recent interview with Tecate’s Belen Pamukoff).

This unprecedented business combination solidifies our mission of being the #1 New Generation Latinx digital-first media and entertainment company in the U.S.

“Latinx media consumption is exploding. NGL’s expertise in Latinx media solutions and our shared commitment to culturally relevant creativity makes it a great addition to GoDigital’s portfolio,” said Jason Peterson Chairman and Chief Executive Officer of GoDigital Media Group. “This acquisition cements our foothold in the U.S. Latino media space.”

Mitú, a heavily funded former multi-channel Youtube Network 

Mitú, started as a multi-channel YouTube network targeting the LatinX consumer in 2012.  The company got more than US $50 million in funding by investors including the Chernin Group. In February 2020 mitu  was bought  by Latido Networks, a subsidiary of GoDigital. Latido Networks owns the Latin music-focused YouTube multi-channel network VidaPrimo. “It’s very much a “zipper” concept, meaning they provide much of what our other brands (most specifically Latido) were seeking to build, and we have the infrastructure and media impressions that will help mitú get even more out of its brand reach”, a source at Latido Media told Portada at the time.

mitú Acquires NGL Collective: Consolidation in the Hispanic Digital Media Sector

mitú’s acquistion of NGL Collective is a further step in the consolidation of the Hispanic digital media sector.  The consolidation in the Hispanic digital media sector includes recent transactions like MyCode’s purchase of Impremedia and TelevisaUnivision’s acquisition of Vix, the former Batanga,  in February 2021.
NGL’s premium Latino video, on web, mobile, social, and connected television and the #1 comScore ranking, coupled with mitú’s community of more than 13 million social followers and web visitors, will provide an unmatched video-driven experience for consumers and advertisers. With the combined market presence of mitú brands, comprising wearemitú, somosmitú,  FIERCE, crema, and Things That Matter, and NGL brands, consisting of Latina Moms, Hispanic Kitchen, and Hispanicize, the new NGL community will constitute the largest gathering of Latinx influencers, content creators, entrepreneurs, trendsetters, and media and entertainment innovators in the world. NGL’s in-house Emmy®-nominated production team will also join forces with mitú’s social content and brand studio team, which operates mitú Studios, a 14,000-square-foot studio in Eastside Los Angeles.

Digital media in all its facets, including influencer marketing, social media and CTV, has become the prevalent way to target and engage the GenZ consumer.

“Latinos are the largest ethnic group in the U.S., accounting for 11% of the buying power, and yet their contribution is consistently excluded in media and entertainment,” said John Leguizamo, Co-founder and Partner of NGL Collective. “With NGL Collective and mitú’s shared commitment to amplifying the voices of the Latinx community, our platforms and reach will expand. We will create more opportunities for Latinos in front of and behind the camera to speak directly to our community and influence how America sees us and how we see ourselves.”

“For ten years, mitú has built its legacy through creating communities and ensuring Latino voices are heard. Joining forces with NGL enables mitú to continue to build brands, cultural content and experiences that resonate with and represent the diverse U.S. Latino community,” said Vanessa Vigil, Chief Brand Officer, NGL Collective (former General Manager at mitú) . “It’s exciting to bring these companies together in a shared mission, with complementary solutions, and be part of leading mitú and NGL brands into the next decade.”

NGL will be helmed by current Chief Executive Officer and Founder David Chitel, with the creative support of Partner John Leguizamo. Vanessa Vigil will be elevated from General Manager of mitú to Chief Brand Officer of NGL. Ben Leff, NGL’s Chief Operating Officer, Ben DeJesus, President of NGL Studios, and Joe Bernard, NGL’s Chief Revenue Officer, will remain in the same capacities. Stephen Brooks, President of mitú and Latido Networks, will oversee the integration of the two companies, focusing on strengthening GoDigital’s investments in Latinx media.

“This unprecedented business combination solidifies our mission of being the #1 New Generation Latinx digital-first media and entertainment company in the U.S.,” concluded David Chitel, Chief Executive Officer of NGL Collective. “The power and influence of U.S. Latinos merits a company like NGL exclusively focused on connecting advertisers with our coveted audience in-language, in-culture and in-context. The depth of our newly expanded offering inclusive of mitú makes us far and away the leader in our space.”

 

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
process.”
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

 

 

Televisa Univision’s ViX and and T-Mobile announced an agreement that substantially impacts the Hispanic streaming and video space. T-Mobile and Metro by T-Mobile are giving their new and existing customers a free subscription to ViX+, the premium SVOD tier of ViX, for a full year. ViX+ has more than 10,000 hours of exclusive sports, news and entertainment not available on ViX, the ad-supported streaming service that TelevisaUnivision launched earlier this year.

With 80 percent of Hispanics in the U.S. watching digital video the impact of the T-Mobile and VIX partnership can not be stressed enough.  At a time when inflation is driving up prices on just about everything, ViX+ is a completely free way for T-Mobile and Metro by T-Mobile customers to be entertained whenever and wherever they go. ViX+  will be available in “mid-August” to T-Mobile postpaid and T-Mobile Home Internet customers (including T-Mobile for Business customers) on eligible plans and Metro by T-Mobile (prepaid service), the former MetroPCS, customers with unlimited plans.

Annie Garcia, VP of Branded Channels- Metro by T-Mobile
Annie Garcia, VP, TMobile Branded Sales & Distribution for South and East Region

“We are so proud of our 5G Network and we are very happy to support the community by bringing this programming.  We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos. We are very proud of this partnership and we are working hard to keep prices where they are and bringing more value,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region tells Portada.

T-Mobile and ViX Partnership: Premium Content

ViX+ is loaded with 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports, just in time for the World Cup later this year. ViX+ has programming for everyone in the family. Shows like María Félix, La Doña, La Mujer del Diablo and Mi Vecino El Cartel will be available on July 21 with exclusive film premieres throughout the rest of the month that can only be found on ViX+, including Mirreyes contra Godinez 2:El Retiro’and Enfermo Amor.

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

Sports also plays an important role in Vix+ content roster. There’s more than 7,000 hours of exclusive LIVE soccer games, so fútbol fanatics can follow all the action on the pitch from any device. In addition to featuring live Liga MX matches, ViX+ is the only Spanish-language streaming service in the U.S. with coverage of the UEFA Champions League, Europa League and Conference League matches. ViX+ will also stream Mexico’s 2022 soccer world cup games.

Vix - T-Mobile Partnership“As the top wireless provider for Spanish-speaking customers in the U.S., we understand what they care about, and today we’re bringing them a whole new way to enjoy the news, TV shows, movies and live sports that matter the most, and completely for free,” said Mike Sievert, president and CEO of T-Mobile. “While AT&T and Verizon are actually raising prices on their longtime customers, we’re doing things the Un-carrier way and giving our customers more without the added cost.”

And with more than 70 original movies and series produced for its first year, there’s no shortage of new shows and movies led by A-list talent. ViX+ exclusives include the Salma Hayek-produced romantic fantasy feature “Quiero tu Vida” (“I Want Your Life”), romantic series “Travesuras de la Niña Mala” (Bad Girl) adapted from the acclaimed 2006 novel written by Mario Vargas Llosa and the youngadult action-horror-comedy series “Pinches Momias” produced with Propagate Fuego. From comedy series and romantic features to docuseries and unscripted shows, ViX+ Originals span genres and formats. If 10,000 hours of live and classic programming still aren’t enough, ViX+ customers also get access to everything on ViX, the first large-scale global streaming service created specifically for the Spanish speaking world, which launched in March. ViX has more than 120 channels, 40,000 hours of video-on-demand and 24/7 news and sports.

T-Mobile’s Hispanic Customer Base

“Hispanics in the U.S. watch more video on their smartphones than anyone else but until ViX and ViX+ came along we had very few options to stream Spanish-language programs, and they were expensive on top of that. ViX+ is the latest in a long line of truly unique benefits from T-Mobile that connect our Spanish-speaking customers to their world, like free international texting and data and Mobile without Borders,” said Jorge Martel, vice president of T-Mobile’s Consumer Group. As of the first quarter of 2022, T-Mobile has more than 109 million subscribers, of which 88 million are postpaid customers. While T-Mobile does not disclose how many subscribers are specifically Hispanic, it can be inferred that the figure lies in the tens of millions. In addition, “Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region, tells Portada.
With a total population of 62 million Hispanics in the U.S, it is safe to say that at least a third of the total Hispanic population will have their content streaming options substantially impacted by the just announced Vix-T Mobile partnership.

Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space.

With ViX+, customers can create up to five profiles for tailored viewing habits and get recommendations on binge worthy shows that are completely ad-free. Up to three devices can be streaming ViX+ at the same time and customers can download shows to watch later or on the go. And ViX+ works on any device, like smartphones, tablets, laptops, desktops and TVs.

A limited-edition Fanta lineup of mysteriously flavored beverages will leave fans asking, “What the Fanta?! (WTF)”. 

Radiating in gleaming colors of blue, green, peach and orange, the beverages were formulated to fool senses and challenge tastebuds with opposite flavor notes. Different flavors will be available in different formats across retail and restaurant channels—including 20-oz. bottles, Coca-Cola Freestyle fountain dispensers and frozen formulations.

The “What the Fanta” campaign is anchored by the mystery “Blue” zero-sugar flavor in 20-oz. bottles, which will be available through February 2023. Others will only be available through August, and more enigmatic flavors will roll out in retail stores and restaurants over the coming months.

We’ve created a campaign that has given our fans an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game.
Limited-Edition Fanta
Dane Callis, Senior Brand Manager, Fanta North America.

“Teens today are always looking for new experiences to engage in with their friends, but we know that they haven’t found much worth sharing about when it comes to soft drinks at convenience stores,” says Dane Callis, Senior Brand Manager, Fanta North America. “With ‘What the Fanta’, we’ve created a campaign that not only gives our fans new bold flavors to try—we’ve given them an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game.”

Fanta is encouraging fans to join the conversation and guess the flavors by using #WhatTheFanta on Twitter, Instagram, Facebook and other social media channels. The brand will reveal the mysterious flavors in fun, to-be-determined ways.

 

AVOD (Advertising Video on Demand) got a shot in the arm with the announcement that Microsoft has been named Netflix’s technology and sales partner to help power Netflix’s first ad-supported subscription offering.

Earlier this year Netflix told its employees that it was going to introduce an ad-supported, lower-priced subscription tier during the fourth quarter of 2022. With the announcement that Microsoft will be Netflix’s technology and sales partner in this initiative, Netflix is showing that it is working according to plan.

Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. Microsoft has been strengthening its advertising technology itself: in January of this year, the software giant bought global programmatic advertising market Xandr from AT&T.
All ads served on Netflix will be exclusively available through the Microsoft platform. The announcement also endorses Microsoft’s approach to privacy, which is built on protecting customers’ information. Microsoft is now excited to offer new premium value to their ecosystem of marketers and partners while helping Netflix deliver more choice to their customers.

Netflix’s intention to start monetizing its content with advertising with the help of Microsoft is a first for the streaming giant and will help accelerate the already high growth of the AVOD sector. According to a recently released report by Research and Markets, U.S AVOD will grow by $19 billion to $31 billion by 2027 – remaining the largest country by far. The US has the world’s most sophisticated advertising industry by some distance, plus AVOD choice is greater in the U.S. than anywhere else. The US will account for 46% of the global total by 2027, up from 39% in 2021.

AVOD: Netflix’s New Lower Priced Ad Supported Offering 

Here is what Netflix COO Greg Peters said:

Netflix Microsoft
Netflix COO Greg Peters.

“In April we announced that we will introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ads-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.

Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering.

“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.

“It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”

 

Gen Z Marketing, particularly when it comes to Hispanics, is not anymore about the Univisions and Telemundos of the world. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, uses mostly CTV advertising. The executive shares her views about the “Bring your All” advertising campaign started earlier this month as Tecate Alta is entering two new markets.

Gen Z Marketing

“We are laser-focused on the 21-34 years old demographic, with emphasis on the 21-29; the Gen Z market. This generation is glued to their phones,” Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USAk, tells Portada.
Gen Z is the key demographic Tecate Alta’s recently launched  “Bring your All” campaign is aimed at. The campaign seeks to attract a new generation that is as unique and unconventional as the Tecate Alta brand itself, Pamukoff notes. It also wants to refresh the high-growth ultra-light beer category led by competitor Michelob Ultra (Anheuser Busch).
Heinekens new Tecate Alta beer campaign also intends to lift the overall Tecate franchise, which includes the Tecate Light and Tecate Original beers. “Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate,” says Pamukoff.  So far the results are positive. In the markets Tecate Alta was launched last year (California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley) retailers like Kroger, Walmart and independent Hispanics are requesting between 3 to 5 cases (12 cans per case) per month on average, a much higher amount than the average 1.5 cases new beer brands fetch on average. Tecate Alta is also expanding into the Houston and Dallas markets. According to Pamukoff, both Texan cities are markets where 60-70 percent of the population is composed of multicultural consumers who over-index in light beer consumption.
Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate. 

Gen Z Marketing: Inspiring a Generation to Embrace Complex Perspectives

Tecate Alta Marketing
Belen Pamukoff, Brand Director, Tecate Tecate Light at Heineken USA

Compared to the launch campaign last fall, the current “Bring Your All” campaign (see video below) is “more emotional”,  Pamukoff mantains. To successfully do gen Z marketing you “need an emotional message to create more impact,” she adds. “Particularly in order to compete with Michelob Ultra, who has 3 or 4 times our budget. Tecate Alta’s target consumers are a mix of Mexican and Americans, but it goes beyond that. They don’t want to be labeled or be put in a box. They don’t want to be told how to look. We want to break all these stereotypes. That is what resonates with GenZ. Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly,” Pamukoff asserts. Heineken’s Tecate Alta obtained consumer insights through research by strategic creative and brand design agency Pearlfisher.

Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly.”

 

Going in a New Way: Connected TV

Traditionally beer marketing has used mass media like TV and in the Hispanic market broadcast companies like Univision and Telemundo. When it comes to Gen Z Marketing, this may not be the most efficient media buy anymore. “We are going in a new way. Not through traditional TV anymore. We do CTV, which is were young people are,” says Pamukoff.  Pamukoff notes that both connected TV and social media have had favorable results in media effectiveness studies commissioned by Tecate.

We do CTV, which is were young people are.

In the media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. “We are not using traditional TV with the exception of a Tecate Alta spot in the Campeon de Campeones match, which was played last night Sunday June 26 in Los Angeles. (Tecate brands are also the sponsor of LigaMX in the U.S). Additionally, influencer marketing, plays an important role in Pamukoff’s Gen Z marketing for Tecate Alta. “This generation is glued to their phones. They are following people. We are identifying influencers that best align with our target audience. We are in the process of partnering with them to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on Sept. 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” During the event, these influencers will be bringing the experience to followers that are not going to the event. This way, the  event sponsorship investment can be scaled beyond people going to the event over that particular  weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

T-Mobile marketing is kicking into high gear. Right as travel is on the rebound and inflation is on the rise, the Un-carrier (T-Mobile) is taking action to help people get back out there and save money. T-Mobile is kicking off its Coverage Beyond initiative and campaign on Tuesday June 21. T-Mobile’s latest Un-carrier move, Coverage Beyond, includes free high-speed data in 210+ countries and destinations as well as free in-flight connectivity and streaming all flight long on the biggest U.S. airlines.

Jorge Martel, Vice President of T-Mobile’s Puerto Rico region.

Portada spoke to Jorge Martel, Vice President of T-Mobile’s Puerto Rico region where he oversees Marketing, Sales, Finance, Customer Service, Human Resources, IT and Engineering. Martel is also responsible for profitable customer growth and retention, and full P&L accountability for the region.
Martell tells Portada that starting Tuesday June 21, the official start of Summer, T-Mobile is kicking off Coverage Beyond with three major parts:   Free high-speed data worldwide in 210+ countries and destinations, “including most Latin American countries, inclusive of Mexico,  as well as most European countries.”:
In addition, T-Mobile will be providing free in-flight connectivity with streaming, where available, across some of the biggest US airlines  starting with Delta, Alaska Airlines and American Airlines, and with United Airlines to come soon. Martel, notes that “for qualifying plans free-in-flight connectivity will be provided for 4 flights per year for the whole flight and, beyond that,  one hour per flight. Qualifying plans include Magenta MAX and Business Unlimited Ultimate. Sprint customers will get similar benefits. Sprint was acquired by T-Mobile in 2020. According to Martel, U.S. travelers pay US $1.5 billion a year for in-flight connectivity. “People are spending 28% on flights this year and ticket prices are going up. We want to make it fun to fly,” Martel asserts.

U.S. travelers pay US $1.5 billion a year on in-flight connectivity. T-Mobile customers will now be able save that expense.
Mike Sievert, CEO, T-Mobile.

“Our mission is to be the best in the world at connecting customers to their world, and that means making sure your phone just works wherever you go – even if you travel beyond our signal,” says Mike Sievert, CEO, T-Mobile. “We pioneered coverage in-flight and abroad, and today we’re going full throttle to change the game again. This is what the Un-carrier does – hunts down pain points, smashes them, and changes the game for good,” Sievert adds.

We pioneered coverage in-flight and abroad, and today we’re going full throttle to change the game again.

In addition, T-Mobile for Business customers will soon get the Secure Wi-Fi mobile app, included at no extra cost with Business Advanced and Ultimate plans. Secure Wi-Fi is a set-and-forget app that, when connected to public Wi-Fi, automatically helps protect customers’ data and enhance their experience on their smartphone – anywhere in the world.
Finally, the new Un-carrier move also includes benefits such as a full year AAA membership (AAA on Us) for a full year a  25 cents off per gallon of gas at Shell this summer through July. An additional perk is T-Mobile TRAVEL with Priceline – through which customers can get up to 40% off select hotels, rental cars, flights and more.  T-Mobile  customers can get these benefits through the T-Mobile Tuesdays app.
T-Mobile marketing and advertising is kicking into high gear, according to Martel: “All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital.” In 2021, T-Mobile spent approximately 2.2 billion U.S. dollars in marketing  in the United States, according to Statista.

All major media will be supported to promote the Coverage Beyond campaign including  TV, Out of Home and Digital.

T-Mobile Marketing: New Research Helps Substantially

T-Mobile’s new marketing push is helped by independent research which underscores the company’s leadership position in mobile network experience, performance and customer experience. Independent research firm Opensignal just published the Opensignal report of the Puerto Rico Mobile Network Experience. T-Mobile 5G Network collected the most #1 spots for mobile network experience. The Un-Carrier’s 5G Network leads the market in both performance and consumer experience. The study measured mobile network operators on Overall Experience, 5G Experience, Coverage, and Consistency – and T-Mobile ranked #1 in 14 of the 15 categories and won it all in Overall as well as 5G Experience. These results underscore T-Mobile’s 5G Network leadership position in the market.

 

 

 

In a historic first for sports, fans can stream every single MLS match through the Apple TV app, without any local blackouts or restriction.

Apple and Major League Soccer (MLS) announced that the Apple TV app will be the exclusive destination to watch every single live MLS match beginning in 2023. This partnership is a historic first for a major professional sports league, and will allow fans around the world to watch all MLS, Leagues Cup,1 and select MLS NEXT Pro and MLS NEXT matches in one place — without any local broadcast blackouts or the need for a traditional pay TV bundle.

From early 2023 through 2032, fans can get every live MLS match by subscribing to a new MLS streaming service, available exclusively through the Apple TV app. In addition to all of the match content, the service will provide fans a new weekly live match whip-around show so they never miss an exciting goal or save, and also game replays, highlights, analysis, and other original programming. This live and on-demand MLS content will provide in-depth, behind-the-scenes views of the players and clubs that fans love. A broad selection of MLS and Leagues Cup matches, including some of the biggest matchups, will also be available at no additional cost to Apple TV+ subscribers, with a limited number of matches available for free. As an added benefit to fans, access to the new MLS streaming service will be included as part of MLS full-season ticket packages.

The MLS live and on-demand content on the Apple TV app will be available to anyone with internet access across all devices where the app can be found, including iPhone, iPad, Mac, Apple TV 4K, and Apple TV HD; Samsung, LG, Panasonic, Sony, TCL, VIZIO, and other smart TVs; Amazon Fire TV and Roku devices; PlayStation and Xbox gaming consoles; Chromecast with Google TV; and Comcast Xfinity. Fans can also watch on tv.apple.com.

No fragmentation, no frustration — just the flexibility to sign up for one convenient service that gives you everything MLS.
Eddy Cue, Apple’s senior vice president of Services.

“For the first time in the history of sports, fans will be able to access everything from a major professional sports league in one place,” said Eddy Cue, Apple’s senior vice president of Services. “It’s a dream come true for MLS fans, soccer fans, and anyone who loves sports. No fragmentation, no frustration — just the flexibility to sign up for one convenient service that gives you everything MLS, anywhere and anytime you want to watch. We can’t wait to make it easy for even more people to fall in love with MLS and root for their favorite club.”

It’ll be incredibly easy to enjoy MLS matches anywhere, whether you’re a super fan or casual viewer.
Don Garber, MLS’s commissioner.

“Apple is the perfect partner to further accelerate the growth of MLS and deepen the connection between our clubs and their fans,” said Don Garber, MLS’s commissioner. “Given Apple’s ability to create a best-in-class user experience and to reach fans everywhere, it’ll be incredibly easy to enjoy MLS matches anywhere, whether you’re a super fan or casual viewer.”

At launch, all MLS and Leagues Cup matches will include announcers calling the action in English and Spanish, and all matches involving Canadian teams will be available in French. Apple and MLS will also provide enhanced league and club coverage for fans to easily follow the league or their favorite clubs in Apple News, with the ability to watch highlights right in the News app.

Complete details for the new service, including when fans can sign up, subscription pricing, specific details about the new MLS programming, an improved match schedule, broadcast teams, production enhancements, and pre and postgame coverage — as well as all the ways fans will be able to enjoy MLS content across the Apple ecosystem — will be announced in the coming months.

Major League Soccer is one of the fastest-growing soccer leagues in the world, more than doubling in size to 29 clubs over the last 15 years. The momentum will continue as soccer will grow throughout North America on the road to the 2026 FIFA World Cup hosted by the US, Canada, and Mexico. With players representing 82 countries, MLS has the most global player pool in all sports, and its fan base is one of the youngest, most diverse audiences in North American sports.

GetApp research finds strong interest among marketers to experiment with emerging technologies, but 49% have faced implementation challenges.

STAMFORD, Conn.–(BUSINESS WIRE)–Emerging technologies such as blockchain, AI, and IoT platforms are exciting for marketers, but new GetApp research shows that many businesses aren’t getting the ROI they had hoped for…at least not yet. In this survey of 301 marketers, 65% say emerging martech inspires them to do their best work, but nearly half (49%) admit they have faced challenges with these much-hyped technologies, including integration issues, governance complications, and cost.

It can be risky to invest in emerging technologies—this research unpacks how these new technologies stack up against more well-established technologies by measuring ROI and identifying benefits and challenges.

The ROI timeline can vary significantly, so businesses should plan their investments accordingly. These emerging technologies were rated the highest among marketers for generating ROI within two years: chatbots (69% of marketers report ROI in under two years), virtual reality/augmented reality (60%) and AI/machine learning (59%). Conversely, positive returns on blockchain technology take the longest: 42% of marketers using this technology say it takes 2-5 years to generate positive ROI.

Marketers are adopting emerging technologies, even if it takes time to generate ROI. The most popular emerging technologies are voice search (59% of marketers investing in this technology in the past 12 months), IoT platforms (53%), and chatbot technology (49%). Overall, marketers say that emerging technologies can help enhance the customer experience, offer a competitive advantage, and create improved products and services.

Despite the interest in emerging technologies, 58% of marketers still believe that there are realistic alternatives to new, emerging, or disruptive technologies that should be considered. Surveyed marketers say that well-established technologies like social media management, customer relationship management, and marketing automation platforms are more valuable in meeting marketing objectives compared to emerging technologies.

“Emerging martech is exciting, as it could provide marketers with a great competitive advantage,” says Meghan Bazaman, senior marketing analyst at GetApp. “However, it’s important to take a step back, set expectations, and evaluate business priorities before jumping in. Businesses should also be prepared to play the long game as a positive ROI for these investments takes time.”

Visit www.getapp.com to read the full report and explore martech software recommendations to grow and scale your business.

About GetApp

GetApp is the recommendation engine small businesses need to make the right software choice. GetApp enables SMBs to achieve their mission by delivering the tailored, data-driven recommendations and insights needed to make informed software purchasing decisions. For more information, visit www.getapp.com.

Contacts

Media Contact
Cindy Lien

PR@getapp.com

MMA audience growth: Combate Global, the premier Hispanic Mixed Martial Arts (MMA) sports franchise, posted the second-highest television viewership in company history with its latest tentpole event on Univision and TUDN USA on Sunday, May 29 from Miami, Fla. Portada talked to Combate Global CEO Campbell McLaren.

Despite a late start of 11:52 p.m. ET for the program, the Combate Global event averaged 884,000 P2+ viewers, including 414,000 viewers in the A1849 demographic, marking the second largest Combate viewership ever for both demographic groups, with a huge following among Hispanics due to Combate Global’s partnership with Univision and TUDN USA. In addition, Combate Global is broadcast through Paramount+. According to Campbell McLaren, CEO of Combate Global, the MMA company’s “Paramount+ English language audience is one-third Hispanic. Our big audience in Spain that watches us on Eurosport is 100 percent Hispanic, and our growing French audience on RMC Sport is probably 0% Hispanic.”

The performance is bested by that of only one other previous Combate Global show, which took place on August 1, 2021, and garnered an average of 1,097,000 Univision viewers. According to Nielsen data, Combate Global is the number one-viewed Spanish-language program in late-night television. 

On July 28, 2021 – Combate Global, LLC and Univision Communications Inc. announced that Univision had acquired a significant equity stake in the premier Hispanic Mixed Martial Arts (MMA) sports franchise. The transaction formally aligned Combate Global’s world-class talent and deep connection to the MMA community with Univision’s promotional and production capabilities, positioning the fight organization for international expansion.

Once again, Combate has put on an amazing show for a massive, new audience that we have introduced to MMA giving this audience exactly what it loves – much more action.”

The Combate Global viewership figure for its latest tentpole event represents an increase of nearly 79 percent from the average number of viewers (494,000 P2+ viewers, including 258,000 A1849 viewers) that watched its previous tentpole show on March 24. 

Last Sunday’s Combate Global event, which aired in over 70 countries worldwide, was headlined by the return of reigning Combate Global World Bantamweight (135 pounds) Champion David “The Black Spartan” Martinez (7-1) of Mexico City.  Martinez scored a thunderous, first round (2:08) TKO on Arturo “El Makako” Vergara in a non-title bout.

David Martinez vs Francisco Rivera Jr

The number two sport

Combate Global is rapidly becoming the number two sport after soccer for Spanish speaking fans worldwide. It is the only MMA property regularly airing on broadcast television in both the U.S. (Univision) and Mexico (Televisa).  In 2021, Combate Global partnered with CBS Sports to distribute its live shows in English in the U.S. on Paramount+.  The company’s programming is available in over 70 countries in Europe, Africa and elsewhere globally.

There is a great deal of crossover between the Combate Global Hispanic MMA audience and the Hispanic soccer audience, with the big difference being that Combate has a very large female audience, as well as a younger audience,” McLaren told Portada.

Nielsen research indicates that an astounding 91 percent of Combate Global viewers in the U.S. are not regular viewers of other MMA content, demonstrating that Combate Global has garnered a new MMA audience with its World Cup-style, country vs. country-style competition. Each year of Combate Global action culminates with “COPA COMBATE,” the toughest event in sports, and the most coveted destination for representing one’s country.

Campbell McLaren. with Cristian Perez.

Sponsorships and advertising to the MMA audience

McLaren tells Portada that Combate Global has had an “incredible response at Univision ypfronts.” “Several high-profile sponsors will be announced over the course of the next few weeks. Moving forward, every ad category seems as a good match, too. We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global,” McLaren, said.

We see every category that values Gen-Z and millennials – both male and female – as being perfect partners for Combate Global.

What’s next for Combate Global?

With such an impact and success among the American and Hispanic market, Combate Global is looking to grow their audience in Europe, beyond Spain.

“Combate is doing exceptional ratings in Spain and France, and we are anticipating similar growth in Italy and Portugal.  We are also pleased to have donated our live programming to Xsport in Ukraine, hoping to provide some entertainment to the war-torn country,” McLaren noted.

We are anticipating similar growth in Italy and Portugal.

Combate Global CEO Campbell McLaren, also the co-founder and creator of the Ultimate Fighting Championship (UFC), has been described by New York Magazine as “the marketing genius behind the UFC,” while Yahoo Sports has said he “knows more about the sport than just about anyone in it today.”  Under his direction, the growth of Combate Americas’ television footprint and worldwide audience triggered a re-branding in 2021 to Combate Global.

 

Get our e-letters packed with news and intelligence!