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Registration 8:30 AM
October 21, 2015
#PortadaDH #digitalhollywood
Media Partner
Presented by: Marcos Baer, Publisher, Portada
8:55 AM
Introduction/Overview
Presenter: Andre Swanston, CEO, Tru Optik
9:30 AM – 9:50 AM
USING OTT MEDIA CONSUMPTION DATA TO TARGET HISPANICS
21 October 2015
WHO WE ARE
FEATURED ON:RECOGNITION:
Northeast Start Up of the Year
201 5 Product of the Year
Tru Optik is a digital media intelligence company providing audience insight andadvertising solutions that enable media companies to fully monetize content and viewers
5
WHAT IS OTT?
Delivery of media to an end-user’s device without involving a multichannel video programming operator (like Charter, Time Warner or Dish) via internet connection.
6
WHO ARE MILLENIALS?
• Born 1980-2000• ages 15-35• 100 million in
North America
ESTIMATED GLOBALSPENDING POWER
7
TARGET LATINO: Market Intelligence Blog. 2015
MORE THAN 1 IN 4 US MILLENNIALS ARE HISPANIC
27%of all US
Millennials
58%of Latinos in 20-
29age group
are US born
8
HISPANICS AND OTT
HOROWITZ RESEARCH: MULTIPLATFROM CONTENT & SERVICES: MULTICULTURAL EDITION, 2015
Hispanics are
20%more likely to
useOTT services
9
71%of Hispanics use OTT
weekly
ADROIT DIGITAL: POWER OF HISPANIC SHOPPERS ONLINE
10
HISPANICS MILLENNIALS AND ADS
92%of Hispanics 18-34 say they are more likely to respond
to marketing displayed in English
Tru Optik captures, stores, and analyzes P2P activity in real time at the census level
Peer-to-peer sharing is the exchange of digital content—often media files – across adecentralized network of digital devices using specialized file-sharing software
WHAT IS PEER-TO-PEER FILE SHARING?
11
HOW DO THE CONSUMERS ACCESS P2P CONTENT
THEN NOW
Usage of P2P usage is widespread, and growing rapidly
P2P NETWORKS FORM THE WORLD’S LARGEST MEDIA “CHANNEL”
10
US HISPANICS ARE IN FACT HEAVY USERSOF P2P NETWORKS
• Spend 27% more on media and entertainment than non-P2P users1
• More likely to subscribe to OTT TVservices
• Tech savvy, forward-leaning media consumers
• More likely to access entertainment,stream live content on mobile devices
• Hispanics are 30% more likely to be P2P users2
• Nearly 25M US Hispanics consume P2P content in 20151TheAmericanAssembly–ColumbiaUniversityStudy“CopyCulture”2013
2Quantcast.com,10/20/15
14
• To access content that is otherwise unavailable to them
• To augment subscription and ad-supported platforms
• Prefer the P2P user experience - P2P is faster/more convenient• To sample content/services before buying• Because it’s free / commercial content is prohibitively expensive
15
WHY DO CONSUMERS USE P2P NETWORKS?
1TheAmericanAssembly–ColumbiaUniversityStudy“CopyCulture”2013;AustraliaDepartmentofCommunications,2015
OTT AVAILABILITY OF SPANISH LANGUAGE TC CONTENT IN US IS
LOW
1. P2P DEMAND CAN BE A LEADING INDICATOR OF
CONTENT PERFORMANCE IN COMMERCIAL SVOD
ENVIRONMENTS• Linear TV ratings are poor predictors
of on-demand performance
• P2P is a level playing field – demand not affected by release timing, distribution gaps, or time-slots
• P2P users more likely to subscribe to commercial OTT services
17
2. FULLY VALUE HISPANIC BRANDED ENTERTAINMENT INITIATIVES
• US #1 branded entertainment market- $34.5 billion expenditure in 2014
• Branded entertainment especiallyimportant tactic in Hispanic/MC mktg
• Branded entertainment growing as countermeasure to digital ad blocking (+7.3% in 2014)
• 25% or more of views for professionally- produced long-form video views can occur on P2P networks
• Total audience measurement essential to fully valuing branded entertainment
Viewers (MM)TV 1.250
TV + P2P 1.800
18
3. INTERESTS & BEHAVIOR KEY TO OTT
Directly target Hispanic consumers at scale based on demonstrated language, content, and even title preferences
• Not all Hispanics the same
• 90% of Millennial Hispanics prefer to consume English-language content
• Older, less acculturated prefer Spanish
• Country of origin a factor
• And of course, personal preference• All of which makes demo and language-based targeting of Hispanics imprecise at best
Demo and cookie-basedBehavior-based media consumption
19
COOKIE-LESS IP-VERIFIED CROSS-CATEGORY
The largest global source of media & entertainment interest and behavior
P2P MEASUREMENT & TARGETING AVAILABLE IN150+ COUNTRIES
20
CONTACT US
WWW.TRUOPTIK.COM203.816.8499
ANDRE SWANSTON
DAVID WIESENFELD
CHIEF STRATEGIST DAVID@TRUOPTIK .COM
21
Moderator: Andre Swanston, CEO, Tru Optik
Panelists: Christina Igaraividez, Digital Associate Director, Starcom MediaVest Max Goldenberg, Chief Creative Officer, FAV! Networks Luiza Ricupero, VP StyleHaul Mundo, StyleHaul Lateef A. Sarnor, CEO/Founder, KollideTV
9:50 AM – 10:30 AM
THE LATIN ONLINE VIDEO OPPORTUNITY
A conversation between Paul Mendoza, Brand Manager, Taco Bell and Roberto Orci, President, Acento Advertising
10:30 AM – 11:30 AM
MARKETING TO HISPANIC MILLENNIALS: QSR AND BANKING
Roberto Orci, CEO, AcentoDigital Hollywood, Marina del Rey, October 21, 2015
0
The Wells Fargo Total Market Journey
1
There are currently 25 Majority- Minority cities in the U.S., each has more than half a million population.
2
Majority-Minority cities
Source: U.S. Census, 2010
NEW YORK
LOS ANGELES
CHICAGO
DALLAS
SAN FRAN
HOUSTON
PHILLY
BOSTON
TAMPA
NEW ORLEANS
BUFFALO
CLVLND
MLWKEE
PHOENIX
SAN JOSE
ST. LOUIS
BLTMORE
CHLTTE
SAN ANTONIO
SAN DIEGO
DETROIT
MEMPHIS
D.C.CINCY
EL PASO
3
Majority is being redefinedBy 2043, the entire U.S. is projected to become majority-minority.
Currently Majority-Minority<60% Non-Hispanic White Formerly Majority-Minority
4
Our Total Market Approach
TotalMarke
t
5
•Our view of Total Market is•inclusive of Non-Hispanic White, Hispanic, African•American, Asian, and LGBT•consumers. Marketing campaigns should reflect the•increasing diversity of the U.S.•population as well as the impact of multiculturalism on•American culture.
Case Studies
6
1. Convenience / Done2. Mobile App in Spanish3. Small Business
CREATIVE SHOWCASEFirst Paycheck Bilingual TV Spot
Television
Click to Play7
7
CREATIVE SHOWCASEMillennial Done Campaign Bilingual
Television
Click to Play8
8
CREATIVE SHOWCASESpanish Mobile App TV Spot
Television
Click to Play9
9
CREATIVE SHOWCASESmall Business English & Spanish TV Spots
Television
Click to Play10
10
Thank you
11
Presenter:Herb Payan, SVP Digital, Sony Music
11:30 AM – 11:50 AM
MARKETING LATIN MUSIC THROUGH DIGITAL MEDIA
Moderator: José Xicohtencatl, Manager Social Engagement, MXM
Panelists: Alix Gucovsky, Talent Agent-Commercial Department, Williams Morris Endeavor
Rochelle Newman Carrasco, Chief Hispanic Strategist, Walton Isaacson
JR de Souza, Head of Licensing-Americas, Dreamworks
Ray Olmeda, Director Client Strategy, Woven
11:50 AM – 2:00 PM
PRODUCT INTEGRATION IS THE NAME OF THE GAME
Moderator: Zach Rosenberg, EVP Chief Growth Officer, Horizon Media
Panelists: Lala Castro, Social Media Director, GigaSavvy
Xochitl A. Leon, VP Enterprise Marketing Hispanic Segment Marketing Manager, Wells Fargo
Sarah Robertson, SVP, Managing Director, Horizon Media
Natalie Ruvalcaba, GM Spanish-language Media, Freedom Communications
2:00 PM – 3:10 PM
MARKETING TO MULTICULTURAL MILLENNIALS
A Tandem Presentation By: Jaime Gamboa, CEO, SodaCreative
Erika Anaya, Head of Multicultural & International Creative, AV Squad
3:10 PM – 3:30 PM
TARGETING THE ENTERTAINMENT CONSUMER IN THE U.S. HISPANIC MARKET
Moderator: Etiene Hernandez-Medina, President/CEO, H + M Communications
Panelists: Rudy Lopez Negrete, Manager of Music and Content Development, Lopez
Negrete Communications Jaime Gamboa, CEO, Soda Creative
Erika Anaya, Head of Multicultural & International Creative, AV Squad
3:30 PM – 4:30 PM
MARKETING MOVIES TO MULTICULTURAL AUDIENCES
Adjournment
4:30 PM