WWW.PORTADA-ONLINE.COM THE LEADING SOURCE LATIN MARKETING AND MEDIA

MARKETERS DESPERATELY Portada’s 2014 Soccer Marketing SEEKING LATINA Guide! HOUSEWIVES

It’s not that Hispanic housewives are desperate, as in the ABC TV show, but rather that marketers and media properties are desperately seeking them. Many digital media start-ups have been betting on reaching and engaging Hispanic women, even more if they are in the sweetspot age bracket of 25-45 years old when they take major purchasing decisions for their households. Daniel Vi- llaroel, Director Multiethnic Marketing at Maybelline New York and Garnier brands emphasizes the importance of digital content tar- geting Hispanic women. “We have fully robust Spanish language web and mobile sites. We utilize a variety of tools at our disposal to reach Latinas digitally that include standard display, branded content and video among other tactics.” “There is a lack of Spanish sites/info for US-based Lati- nos/Hispanics, but more so in the useful/factual information . Information people can use in their day-to-day lives,” says Mogul- dom Media Group’s CRO Christian Gonzalez. “Engaging women by generating interesting, current and evergreen topics that cater to varying demographics and their immediate/long term needs is of CHECK OUT the 28 page importance to us,” he adds. Moguldom Media Group recently laun- ched LatinaMadre.com a bicultural site targeting acculturated His- supplement and become a panic moms. Soccer Marketing Expert! Continued on page 3.

www.portada-online.com | Q2 2014 | 1 SECOND QUARTER 2014 I YEAR 12 I ISSUE 54 2 | Q2 2014 | www.portada-online.com SEEKING LATINAS

MARTHA KRUSE targeted properties across the Americas. In 2012 Ba- Senior Multicultural tanga Media acquired lifestyle publisher Crovat and Marketing Director, Rooms To Go with it several lifestyle web properties such as iMujer. com, lasmanualidades.com, vivirsalud.com and others. “With the acquisition of the lifestyle properties, in addi- tion to our own lifestyle property LolaSabe.com, our strategy became to consolidate the vast volume of women’s lifestyle content into one premier women’s li- festyle destination for Latinas in the United States and When it comes to targeting Latin America,” says Rafael Urbina, CEO of Batanga Hispanic women digitally, no one Media. Each channel on iMujer pays homage to some owns it yet. of the original Crovat sites for each topic. Urbina adds that “iMujer.com became the natural web property for this consolidation.”

“DIGITAL MEDIA CAN NOT ONLY BE Demographic Research supports Hispanic media exe- CONSUMED BUT SHARED, TAGGED, PINNED AND COMMENTED ON.” cutives’ eagerness to reach Latinas: Hispanic women are the growth engine of the U.S. female population and Since early 2013, Batanga has been working to are expected to represent 30% of the total female po- consolidate all its efforts under the iMujer brand. Ba- pulation by 2060, while the non-Hispanic white female tanga has an editorial staff that creates over 2,000 pie- population is expected to drop to 43% according to a ces of content on everything from cooking to hobbies, recent Nielsen study. relationships to parenting, beauty to entertainment. Hispanic women oriented content plays a ma- It is focused on creating content specifically for US jor role in the content production of online video start- Hispanic Latinas, in addition to editors creating con- up MiTú. “Women-focused or “female-friendly” content tent for Latin America. While the lifestyle topics and represents 70% of the networks overall reach,” says themes are universal, regional nuances are critical for Doug Greiff, Chief Creative Officer at MiTú. Here he in- relevance and authenticity. cludes Parenting, Beauty and Health related content. Batanga’s goal for 2014, is to continue to crea- Overall, the MiTú network has more than 132,000 vi- te content that is not only relevant to all Latinas, but deos across all these different categories of production. to develop and publish locally relevant content in each The type of Latina oriented video advertising MiTú sells region. According to Urbina, the strategy has been ex- the most is in-stream video advertising, Greiff notes. tremely successful with global daily page views now “We have also been experiencing a healthy uptick in exceeding 3 million a day and on average 20 million demand for branded entertainment,” he adds. unique visitors a month. Advertisers who have built “The offerings to reach out to Hispanic wo- custom content solutions on iMujer.com include Slim- men via digital media have evolved over the last few Fast, Ziplock, Kleenex and Walmart. years by enabling Hispanic women a voice in which to communicate their day-to-day activities as well as im- MAGAZINES, THE CLASSICAL PLATFORM… portant issues that resonate with them locally and glo- Magazines are traditionally an important ve- bally,” says Sergio Carrera, General Manager, U.S and hicle marketers use to target women. Over the last Puerto Rico at Televisa Publishing and Digital. Televisa decade magazine publishers have been transforming publishes several women targeted Hispanic magazines themselves into multimedia brands. Says Madelin and websites. According to Carrera, “Digital media is Bosakewich, Regional Sales Manager at Televisa Pu- not only content that can be consumed by them, but blishing and Digital: “For the last year and a half, Te- also shared, tagged, pinned and commented on with levisa Publishing has made a conscious decision to their friends and family. It also allows them a medium present ourselves as a multi- platform content provi- to create open discussions where their opinions and der in order to reach our consumer in the U.S. and in beliefs are open to the public to be heard; it offers them Latin America. Our content lives via our publications, a voice they may not have had in the past.” the websites, our mobile content and apps plus via Batanga Media is perhaps the digital media company that most heavily has invested in women Continued on page 18.

www.portada-online.com | Q2 2014 | 3 ENTERING THE REAL-TIME MARKETING AGE #PortadaLat Latam Advertising and Media Summit JUNE 3-4, MIAMI SPECIAL InterContinental Hotel EARLY BIRD OFFER INCLUDING KEY TOPICS 2 HOTEL > Pay-TV: Will Pay-TV remain a key panregional vehicle to reach the Latin American middle class? NIGHTS! > Sports Marketing: A week before the 2014 Soccer World Cup hear ONLY from leading practitioners about the next big thing. > US$699!!!! Mexico: A top financial services marketer talks about her digital Register here: marketing strategy. What works and what doesn't. > CMO Panel: What major marketers have to say about Latin America http://www.portada-online.com/events/summit/register/ going forward. Advertising and Media? or call: 1-800-397-5322 > Data and Analytics: Is programmatic already shaping of Latin American Marketing and Media. MAJOR MARKETERS > Mercedes Lopez Arratia, of Digital Marketing and Premium LATIN Marketing, Banamex ONLINE > Caio del Manto, Brand Planning Lead Latin America / Global Brand VIDEO Strategist, Mondelez International > Annika Blockstrand Regional Media Director,Mondelēz International FORUM KEYNOTE SPEAKER JUNE 3, 2014 MIAMI ANNOUNCED InterContinental Hotel Miami Bronze Sponsor

SCOTT DADICH EDITOR-IN-CHIEF, WIRED MAGAZINE FIND OUT HOW EMERGING TECHNOLOGIES WILL 4 | Q2 2014 | www.portada-online.comAFFECT CULTURE, THE ECONOMY AND POLITICS! ENTERING THE REAL-TIME CONTENTS Second Quarter 2014, Year 12, Issue 54 MARKETING AGE #PortadaLat

FEATURES 1

DESPERATELY SEEKING LATINA HOUSEWIVES: Pro- 1 perties that reach and engage Hispanic women are going to be the big winners in the U.S. media space to Latam Advertising come. The crucial role of digital contentv.Plus, why no one has successful reached the acculturated Latina yet and what media buyers have to say. and Media Summit 16 INNOVATION AND ENTREPRENEURSHIP: The secrets of Hispanic Business Success for Don Salazar, presi- dent and CEO of Creative Times, Inc. and USHCC Board JUNE 3-4, MIAMI SPECIAL Member. EARLY BIRD SPECIAL SUPPLEMENT-2014 SOCCER MARKETING InterContinental Hotel I GUIDE: All you need to know about the all-important OFFER INCLUDING role of Soccer Marketing to target the Hispanic and KEY TOPICS 2 HOTEL general U.S. population. The upcoming 2014 Soccer > Pay-TV: Will Pay-TV remain a key panregional vehicle to reach the World Cup in Brazil: The 5 most marketable players in NIGHTS! the World, The top media properties, detailed informa- 2014 Soccer Latin American middle class? tion on key sponsorships and much more… > Sports Marketing: A week before the 2014 Soccer World Cup hear ONLY Marketing Guide in partnership with from leading practitioners about the next big thing. US$699!!!! > Mexico: A top financial services marketer talks about her digital and Register here: DATA AND ANALYSIS TO HELP YOU Special marketing strategy. What works and what doesn't. Issue COMPETE IN THE MARKETPLACE Highlights Premium Partners > CMO Panel: What major marketers have to say about Latin America http://www.portada-online.com/events/summit/register/ Penalty Level going forward. Advertising and Media? or call: 1-800-397-5322 : The gist of Thought The World’s 5 > SOUNDING OFF most marketable soccer players, > Data and Analytics: Is programmatic already shaping of Latin Leadership Columns by page III American Marketing and Media. Alain Portmann, Dr. Felipe Korzenny, Marketer Interview: Martin Kogan and Daisy Expósito-Ulla. Panini America’s VP of Marketing Jason Howarth, page VIII (page 8) National Team MAJOR MARKETERS Sponsors: > Nike and lead the pack, Mercedes Lopez Arratia, Head of Digital Marketing and Premium LATIN > NEWS AND TRENDS: AT&T to charge content page XIV Marketing, Banamex providers for mobile data, Comcast to buy rival Time ONLINE Warner Cable, will the FCC allow it? Total Market FIFA’s World Cup > Caio del Manto, Brand Planning Lead Latin America / Global Brand sponsorship revenue pie, page XII VIDEO approach: Do we risk oversimplification? Hemisphe- The most coveted Strategist, Mondelez International re Media buys 3 Hispanic Cable TV Networks, Online soccer properties in the U.S., page XVIII > Annika Blockstrand Regional Media Director,Mondelēz International FORUM Video Market gets hotter: MiTú , partners with AOL, Turn raises US $80 million. RadioShack repositions Activations: Who is doing what brand, Global Digital Media Agency expands into Latin and why? page XXII

markets (page 10). 2014 World Cup Schedule JUNE 3, 2014 MIAMI page XXIV KEYNOTE SPEAKER This editorial product has been produced by Portada’s editorial team in cooperation with AC&M Group. InterContinental Hotel Miami > RESEARCH: Why Marketers are still www.portada-online.com | I ANNOUNCED very far from using mobile effectively Bronze Sponsor (page 21)

REGULAR SECTIONS 6 OUR VIEW ...... 7 EVENT CALENDAR SCOTT DADICH ...... EDITOR-IN-CHIEF, WIRED MAGAZINE 22 ADVERTISER INDEX FIND OUT HOW EMERGING TECHNOLOGIES WILL AFFECT CULTURE, THE ECONOMY AND POLITICS! www.portada-online.com | Q2 2014 | 5 OUR VIEW A GOOD PLACE TO BE

WWW.PORTADA-ONLINE.COM For a Latino, living in the United States THE LEADING SOURCE ON is the place to be. The opportunities for U.S. LATIN MARKETING AND MEDIA Print, Online, Newsletters, Conferences, Research residents of Latin origin – Latin America PORTADA EDITORIAL BOARD and the Iberian Peninsula, are enormous. Dawn Marie Gray, Senior Manager Multicultural The bicultural experience brings a wealth Marketing, CVS Gonzalo del Fa, Managing Director, MEC Bravo of perspectives into play and can open María Cristina Rios, National Director of many doors. Statistics reflect this: “Hispanic Multicultural Marketing and Media Strategy, Macy’s Rodolfo Rodriguez, Senior Director Multicultural entrepreneurs are starting businesses Marketing, MillerCoors at three times the national average,” Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go says Don Salazar, CEO of Creative Times, Inc. (CTI), a design-build construction company based in Ogden, Utah, in an interview on page 16 of this issue. Hispanic women are even PUBLISHER Marcos Baer more entrepreneurially engaged as they outnumber Hispanic men in creating businesses EDITORIAL - RESEARCH nationwide, with start-ups at six times the national averages. According to Salazar, Hispanic Carolina Re, Director Content Management / Research entrepreneurs tend to be younger, more tech-savvy, and able to leverage their multicultura- Raul Ramirez Riba, Editor at Large lism and multilingualism toward their own competitive advantage. Celeste Martorana, Researcher/Writer Debora Montesinos, Researcher/Writer Of course, things can get even better: The approval of the DREAM act, a bill that would TRANSLATION Candice Carmel provide conditional permanent residency to undocumented immigrants who graduate from

CORRESPONDENTS U.S. high schools, or arrived in the United States as minors would provide opportunities to Jose Cervera, Global Correspondent many more Hispanics. Undocumented immigrants would live up to their fullest potential Susan Kuchinskas, Digital Media Correspondent and contribute to the economic growth of the U.S. SALES AND MARKETING 1-800-397-5322 How does this world of opportunity apply to the U.S. Hispanic and Latin American marke- Bob Oliva, Senior Sales and Business Development Director ting and media sectors? Commonalities in language and culture combined with the border- Kelley Eberhardt, Sales and Marketing Manager less world enabled by technology, have certainly created larger and more accessible Latin Andrea Sánchez, Event Sales Supervisor - Director Latin America markets in the Americas and the Iberian Peninsula. One example is the passion for soccer Armando Gutierrez, Online Sales Manager (Fútbol). That Hispanic passion certainly is reflected in the price tag of soccer sponsorships. Alessandro Criollo, Intern Matthew Eberhardt, Intern Take the Mexican National Soccer Team’s matches in the United States. Due to the economic OFFICE MANAGER Susan Cameron clout of tens of millions of Mexican American fans in the U.S., the Federacion Mexicana de Fútbol (FMF) is able to obtain much higher sponsorship revenues for matches in the U.S. DESIGN Dario J. Pantosin than on Mexican home soil. (For an in-depth analysis of this and other Soccer Marketing AUDIT BY related issues, read the “2014 Soccer Marketing Guide”, a special collectible supplement inserted in this Portada issue which is also available digitally on www.portada-online.com/ soccer.) Copyright: Portada®2014 No part of Portada® may be copied, reproduced or Advertising Technology (Ad-Tech) and Marketing Technology, referred to as software broadcast in any form without prior permission. used for delivering, controlling and targeting marketing communications, helps to expand Comments by sources cited in Portada® have been directly obtained from them, unless its is explicitly- marketers messages in the Latin world. To reflect the emergence of the Ad-Tech ecosystem, noted otherwise. Portada® is not affiliated with any Portada just launched a new custom branded digital section in English and Spanish: the other publication, media group, advertising agency or any other institution. Latin Audience Buying Guide (check out the description on page 15 of this issue) show- Portada® is published by Contenido LLC in New York City. Portada® is an integrated media com- casing the companies that are taking the U.S. Hispanic and Latin American marketing and pany that informs its audience via audited print (4 media space to the next level. x a year), online vehicles (web-site, e-newsletters, webinars) and conferences. Premium content avai- The opportunities presented by some of these new advertising technologies (e.g. lable for individual purchase or through an annual Addressable TV, Programmatic Buying, RTB etc..) are going to be analyzed in-depth at our subscription includes: Databases of Corporate Mar- keters/Media Buyers targeting U.S. Hispanic and/ Latin Online Video Forum in Miami on June 3, the Forum is going to precede the Latam or Latin American Consumers, Research Reports and ConferenceTickets. To order premium content, Advertising and Media Summit. We are very happy to have Wired’s Editor-in-Chief Scott please call us at 1-800-397-5322. Dadich-as one of the main speakers at the Summit. Dadich will provide key insights on how To notify about address changes, please write to Portada, 315 Fifth Avenue, Ste. 702, NY, NY emerging technologies will impact marketing, culture and politics in decades to come. What 10016. a great way to unite the very best of U.S. Tech and Media with hundreds of U.S. Hispanic and MISSION Latin American marketing and media executives that will gather at our events in early June Portada®’s mandate is to help Executives in Business and Media understand and reach Hispanic and in Miami! Latin American consumers. Portada strives to put At Portada we are delighted to contribute to move Latin Marketing and Media forward. We its audience ahead of the curve so it can navigate change in the digital age. thank our readers and sponsors for making it possible!

6 | Q2 2014 | www.portada-online.com OUR VIEW WHAT’S HOT AND COLD IN LATIN MARKETING, MEDIA AND BUSINESS

> Addressable TV > Online Video CPM’s > Creative Media Plan: despite being one of the 10 Olympic partner sponsors, Samsung did not buy any NBC CALIENTE Olympic TV time slots (NBC had the exclusive Olympic Broadcast rights). Instead, it bought airtime just about everywhere else on ABC, CBS, Fox, TNT, ESPN and CNN, and even on NBC during non-Olympic coverage.

> Where is NYC’s Bill De Blasio’s Latino Media and Entertainment Commissioner? > Rumors that Facebook will put ads on WhatsApp > Marketers still did not use mobile media effectively during the 2014 Super Bowl FRIO > CNN Latino closes in the U.S.

10 MOST READ ARTICLES ON PORTADA-ONLINE.COM (January 1 – February 24, 2014) 1. Google sites ranked first in online Video Content 6. Hulu presents its 2014 lineup 2. Univision and HSN partner to launch boutique Univision 7. Target’s Juan Galarraga we do more than embrace diffe- una tienda de HSN rences, we seek them out 3. Breaking: CNN Latino closes down U.S. programming 8. Valassis sold to Harland Clarke, no major changes expected 4. 2014 Soccer Marketing Guide 9. Hispanic Content Marketing: Is it set to explode? 5. 7 Key Growth Drivers that will propel 2014 Hispanic 10. Sales Leads: Tommy Hilfiger, Magicjack, Goya Foods, REI, marketing Subway EVENT CALENDAR INDUSTRY CONFERENCES OF INTEREST TO Portada READERS

14th ANNUAL MULTICULTURAL MEDIA FORUM, DIGITAL HOLLYWOOD SPRING CONFERENCE TRANSCENDING MULTICULTURALISM 1 May 5-8, 2014 8 March 20, 2014 Digital Hollywood, Ritz Carlton, Marina del Rey, Los Angeles, CA Horowitz Associates, Inc., The Edison Ballroom, New York City ...... PORTADA’S LATIN ONLINE VIDEO FORUM RETHINK 2014 - ARF ANNUAL CONVENTION June 3, 2014 9 March 23-26, 2014 2 Portada, InterContinental Hotel, Miami, FL The Advertising Research Foundation, Marriott Marquis, NYC ...... PORTADA’S 6TH ANNUAL LATIN AMERICAN USHCC 2014 LEGISLATIVE SUMMIT ADVERTISING & MEDIA SUMMIT March 25-27, 2014 June 3-4, 2014 10 United States Hispanic Chamber of Commerce, Capital Hilton, 3 Portada, InterContinental Hotel, Miami, FL Washington, DC ...... DMA INTEGRATED MARKETING WEEK AD:TECH SAN FRANCISCO 2014 June 3-4, 2014 11 March 26-27, 2014 4 Direct Marketing Association, Metropolitan Pavilion, NYC ad:tech, Moscone Center West, San Francisco, CA ...... PORTADA’S HISPANIC MUSIC & ENTERTAINMENT CUSTOM CONTENT CONFERENCE 2014 MARKETING FORUM April 8-10, 2014 September 17, 2014 12 Custom Content Council, Naples Beach Hotel and 5 Portada, Scholastic Auditorium & Greenhouse, NYC Club, Naples, FL ...... PORTADA’S 8TH ANNUAL HISPANIC BILLBOARD LATIN MUSIC CONFERENCE AND AWARDS ADVERTISING & MEDIA CONFERENCE 13 April 21-24, 2014 6 September 18, 2014 Billboard Latino, Miami, FL Portada, Scholastic Auditorium & Greenhouse, NYC ...... 2014 AHAA ANNUAL CONFERENCE April 28-30, 2014 7 AHAA, Eden Roc Renaissance Miami Beach, FL ......

www.portada-online.com | Q2 2014 | 7 While the notion of finding a common denominator may be appealing for the good reason of realizing eco- nomies of scale and having a great reach, the brand connection may be lost. Cultural marketing is about A summary of Thought Leadership columns on connecting the consumer at the level of their cultural portada-online.com, as compiled by Carolina Ré. To traditions and archetypes. Culture is more than in- submit article ideas for consideration, please contact teresting idiosyncrasies. Culture is the passed on set her at [email protected]. of tools for living that humans have found to work in different social contexts. A “total market” approach HOW MONEYBALL REMINDS ME should not be an excuse for not attempting to establish OF ONLINE MEDIA a strong long lasting link with culturally diverse consu- mers. It can be detrimental. Cultural marketing is the ALAIN PORTMANN new marketing. It goes beyond ethnicity to encompass Co-Founder, Web Liquid the many different lifestyles that consumers hold dear.

While not a follower of , I was intrigued by the THE NEW BUYING JOURNEY: SIX DIGITAL TRENDS FOR 2014 impact that systematic data analysis had - and con- tinues to have - on both America’s favourite pastime MARTIN KOGAN and the world of Digital Advertising I joined in 1996. Co-Founder and Co-CEO The real lesson is about continually informing the de- Headway Digital cision making process we undertake to generate re- turn from marketing investments. Real Time Bidding There are plenty of trends emerging that can help you has magnified the challenge of good storytelling and reach and engage your consumers in the coming year. informing investment decisions in our industry. The Here are 6 that I believe will advance digital marketing most important challenge, though, comes from the in 2014. ability to transform, interpret and visualize data to 1. Cross-Screen Marketing. make better decisions. The democratization of infor- 2. Big Data and Data Management Platforms. mation, the demand for interoperability and the chan- 3. Rise of Mobile. ges in structures, resourcing, skills and culture, forces 4. Programmatic Growth and Programmatic Premium. us to continually learn and challenge ourselves - not 5. Private Exchanges. through our past experience but with our ability to an- ticipate behaviour. THE U.S. MULTICULTURAL MAR- KET: THE PLURICULTURAL NATION Issues still remain: while we have access to more data, questions about who owns the data are yet to DAISY EXPÓSITO-ULLA be addressed; audience data is not easily transfera- Chairman and CEO of d expósito & ble between Data Management Platforms and Dyna- Partners, LLC, The New American Agency mic Creative Optimization platforms; a large portion of audience data is U.S based (a concern when dealing We all know that the United States is experiencing an with global clients); no standardisation of data (classi- unparalleled demographic shift, a shift of major pro- fication and taxonomy) across multiple data sets, and portions that affects everything. But this shift also there is limited social media audience data at hand. In- affects us on a level that questions who we are as creased access to quality audience and inventory data Americans with this fusion and influences of cultures provides us with two fundamental benefits - the abi- that make up the New America. lity to generate new data and inform decision making It’s a cultural revolution, and marketers can no longer about investments. just change with the tide, they have to be ahead of the curve. The old days and ways of forecasting are over. We are creating a framework for marketing to a plu- CULTURAL MARKETING, ricultural nation. The terms “bicultural” or “ambicul- TOTAL MARKET, HOW AND WHY? tural” are descriptors that limit the influence on con- DR. FELIPE KORZENNY sumers’ mindsets, behaviors and lifestyles to two Hispanic and Multicultural cultures; one being the culture of one’s ethnic heritage Marketing Researcher and Analyst and the other being American. Pluricultural opens the sphere of influence to more than just one. This has been the year of the debate over the “Total Your job as a leader is to constantly challenge your cir- Market” approach. The idea is to find a common deno- cle of leadership to new and bigger heights. This is the minator that different cultural groups can all relate to. only way that would allow us to continue being That makes some sense at first glance. visionaries •

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mundofox.comfoxhispanicmedia.com www.portada-online.com | Q2 2014 | 9 Source: The Nielsen Company, NTI, Live+SD data. 12/30/13-1/26/14 vs. 12/31/12-1/27/13; 7-8P, M-F; Based on Adults 18-49 IMP (000). The Nielsen Company, NTI, Live+SD data; 12/30/13-1/26/14 vs. 12/31/12-1/27/13; Primetime M-F 7-10P; Based on Adults 18-49 IMP (000). mundofox.com

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mundofox.com SI AUN NO LO TIENES LLAMA AL 1-855-TU CANAL NEWS AND TRENDS Through this consolidation, Comcast AT&T TO CHARGE CONTENT would become the main cable channel, phone services and Internet connec- PROVIDERS FOR MOBILE DATA tions provider in one in three Ameri- an uninterrupted viewing experience can homes, a total unmatched by any when streaming movies and TV shows. other distributor. Comcast already has Separately, a federal appeals court in about 23 million television subscribers Washington struck down the Federal in markets like Philadelphia, where it Communications Commission’s ru- is headquartered. With the addition of les for net neutrality. The 2-1 ruling Time Warner Cable subscribers, Com- upheld the FCC’s right to regulate bro- cast will strengthen to face negotiations adband access, but the court called into with cable channel owners like The question the FCC’s authority to impose Walt Disney Company. John Berg- rules that dictate how broadband provi- mayer, a Senior Staff Attorney at Public Creative Commons - Elif Ayiter. ders manage traffic on their networks. Knowledge, is against this deal as he is convinced that an enlarged Comcast AT&T launched a new billing program would be able to keep others from inno- called Sponsored Data Monday. The ca- WHY IT MATTERS: vating, while facing pressure to improve rrier said that it plans to let businesses AT&T’s billing program is con- its own service. New equipment, new and developers cover the cost of data troversial because it could make services, and new content would have consumers gravitate to the websites, charges for specific apps and videos to meet with the new conglomerate’s so customers can access these services apps and videos from the big internet brands that will pay the bill. The approval to stand any chance of succee- for free. The program enables to shift ding. According to Bergmayer, this will mobile data costs from the consumer broader issue is whether the FCC has the right to regulate in favor of net all lead to raising costs for consumers, to the content provider. Under the neutrality and the judiciary power’s who ultimately pay the bills. However, program a content or service provi- stance on it. the two companies are likely to point der would pay AT&T to exempt their out that they don’t directly compete. app, websites or even specific bits of The Justice Department and other fe- content from consumers’ mobile data deral agencies will certainly line up to plans. Anytime someone consumed COMCAST TO BUY RIVAL TIME scrutinize the proposed combination. such exempted content on the mobile WARNER CABLE, WILL THE network, AT&T customers wouldn’t FCC ALLOW IT? see it deducted from their data buckets. Comcast Corp. acquired Time Warner WHY IT MATTERS: Instead, AT&T would subtract that Cable Inc. for about US $44 billion. The deal creates a company that con- data from a kind of universal data pool The proposed deal will be intensely trols three-quarters of the U.S. cable bought by the content provider. AT&T scrutinized by the U.S. government, industry and has substantial clout in gave several examples about how this including the Justice Department, Internet communications, challenging model could be used not only to spare which will address antitrust con- regulators. From an advertising and media buying perspective, Comcast its customers’ data plans, but also give FCC cerns, and the (Federal Com- belongs to the U.S. largest adverti- developers more opportunities to expo- munications Commission), which is se their content to the public. AT&T sers with US $1.7 billion in 2012 charged with ensuring that the deal advertising (measured media) can track and charge for almost any serves the public interest (see rela- spending according to WPP’s Kantar kind of content through its policy en- ted article above: “AT&T to charge Media. Time Warner Cable spent US gines. According to an AT&T spokes- content providers for mobile data”.) $224.3 million in 2012 to advertise man, a proxy server in AT&T’s net- Comcast owns NBC Universal which in major media. There are doubts works matches content requests from in turn owns Spanish-broadcast net- about whether Comcast will be able the phone or tablet against sponsored work Telemundo and English-lan- to expand its cable footprint or not. In the U.S., a rule that banned a requests from content provider in real- Mun2. guage cable network Time single cable company from controlling time and then bills accordingly. AT&T Warner Cable does own several local hasn’t announced any specific content more than 30% of the market has news and sports channels in addi- been enforced by regulators. provider customers for Sponsored Data tion to its powerful distribution net- Comcast Netflix yet, but and agreed work. It also owns Time Warner in a separate deal that Netflix will pay Cable Media, which sells video and di- Comcast for a direct connection to the gital ads on cable systems, channels like cable operator’s broadband networks to NY1 and web sites like Road Runner. ensure that Netflix customers receive

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www.portada-online.com | Q2 2014 | 11 To see what Al Día can do for you, contact us at 469-977-3720 or [email protected] NEWS AND TRENDS TOTAL MARKET ONLINE VIDEO MARKET APPROACH: DO WE RISK GETS HOTTER: MITÚ WHY IT MATTERS: OVERSIMPLIFICATION? PARTNERS WITH AOL There is a risk that the popular Total Market Approach gets misunderstood MiTú, a multi-channel network and oversimplified. Hispanic and (MCN) exclusively dedicated to La- multicultural insights have to be ob- tino content, announced that it has tained and these insights should some- closed a content licensing agreement times lead Total Market campaigns. with AOL across all of its digital plat- forms, including The Huffington Post, AOL and its Hispanic content network, Voces. The agreement will Holly McGavock, Head of Planning allow MiTú to syndicate its original at Wing, put her finger on a crucial HEMISPHERE MEDIA BUYS 3 and partner produced content to AOL issue at the Multicultural TV Sum- CABLE TV NETWORKS in both English and Spanish. AOL, mit that took place in New York City Hemisphere Media Group announced particularly after the purchase of Adap. in early February. When her panel that its subsidiary company Hemisphere TV has strengthened substantially its on “Attracting Multicultural TV Au- Media Holdings will acquire three Spa- position in the online video adverti- diences: An Advertising Perspective” nish-language cable television networks sing market with its video ads reaching turned to the all-important topic of from Media World, which is owned more than half of all Americans online the Total Market strategy, Mc Gavock by Hispanic content and service pro- (comScore Video Metrix – Ads only). noted that there is a risk of oversim- vider Imagina US.The deal was closed Regarding the type of content verti- plification when the term “Total Mar- at US $102.2 million in cash, subject cals that MiTú will be providing video ket” is used. “There still is a need for to eventual post-closing adjustments. content to AOL, Charlie Echeverry, relevant insights to connect with a The transaction will close in the first Chief Revenue Officer at MiTú tells particular audience,” she added. Mc- quarter of 2014. As a result of the Portada that they will be “Lifestyle Gavock said that Wing currently tries transaction, the networks acquired are: and male variety as well as a variety of to solve this challenge with two CPG Pasiones, dedicated to showcasing te- subcategories, from Food to Health to clients that are leading their Total Mar- lenovelas and series and distributed to Home, etc…”. According to Eche- ket Approach with Hispanic insights. approximately 3.8 million subscribers verry, “The content may be available Creative Services Specialist Valerie in the U.S. and 7.2 million subscri- on other properties and is available as Graves noted that the “good news” bers in Latin America; Centroameri- of last month on Univision’s digital about the Total Market Approach is ca TV, featuring news, entertainment verticals as well.”Echeverry adds that that “everyone is considered from the and soccer programming from Central while the AOL deal is international beginning of the process.” However, America with over 3.3 million subs- the main emphasis will be put on the she also pointed out that the Total cribers in the U.S.; TV Dominicana, U.S.. Echeverry says that “both AOL Market Approach has also originated the network featuring news, enter- and MiTú will benefit from broad dis- many confusing ad creatives. There tainment and baseball programming tribution of the content and the asso- is racially ambiguous casting in many from the Dominican Republic, with ciated monetization that occurs around TV spots, where characters are often a over 2.2 million subscribers in the that distribution.” He adds that either hybrid of different ethnicities but do U.S. Together these assets are expected AOL or MiTú may sell advertising into not identify themselves physically with to have generated approximately US the content with certain provisions. any of them.” Michael Finn, SVP $12.2 million of EBITDA in 2013. of Sales & Marketing, El Rey Net- work said that the newly launched El WHY IT MATTERS: Rey Network tries to execute the Total WHY IT MATTERS Online Video is one of the hottest The transaction reflects what Alan Market Approach by creating Ameri- inventory pieces in the overall and Sokol, CEO of Hemisphere Media can content with Hispanics in it. The U.S. Hispanic ad market. Different Group told Portada last year, when panel was moderated by Saul Gitlin, players are positioning themselves Hemisphere Media Group went pu- EVP-Strategic Services & Managing to best provide advertisers relati- blic: The Hispanic cable market is Director, Kang & Lee Advertising still very fragmented and players such vely scarce online video inventory. and also included Craig A. Geller from as Hemisphere Media are consolida- NuvoTV and Carol Hinnant, SVP, ting assets. Economies of scale in mar- National Television Sales, Rentrak. keting, programming and distribution can be obtained through this process.

12 | Q2 2014 | www.portada-online.com 2014 Soccer Marketing Guide in partnership with

and

Special Issue Highlights Premium Partners Penalty Level The World’s 5 most marketable soccer players, page III Marketer Interview: Panini America’s VP of Marketing Jason Howarth, page VIII National Team Sponsors: Nike and Adidas lead the pack, page XIV FIFA’s World Cup sponsorship revenue pie, page XII The most coveted soccer properties in the U.S., page XVIII Activations: Who is doing what and why? page XXII

2014 World Cup Schedule page XXIV This editorial product has been produced by Portada’s editorial team in cooperation with AC&M Group www.portada-online.com | I II | www.portada-online.com Portada’s 2014 Soccer Marketing Guide Marketing the Stars The 5 most marketable Soccer Players Player sponsorship deals are a very lucrative aspect of soccer, as the top brands recruit the world’s biggest superstars to promote their products in hopes of attracting the attention of fans. These big money contracts include anything from food and beverages, lifestyle and beauty products, electronics and videogames to clothing and footwear deals. They assure a brand can count on the player’s image to be used in advertising and promotional events.

For top players, some of these deals report up to seven figures a year, usually depending not only on a player’s success and talent on the field, but also their “marketability”. This includes not only their quality as a player, but the team they play for, their on and off-field antics, personality, looks and much more. Here is our top five of the current most marketable players in soccer.

and charisma have made him stand out. Nike has helped by treating him to special collections and cleat designs year after year, making him the brand’s top player for al- most every ad campaign. Cristiano Ronaldo is not only the world’s best paid soccer player thanks to his salary at Real Madrid, but also adds another estimated $22 Million 1 thanks to sponsorships from Nike, Castrol, Clear Sham- poo and more. His nickname, CR7, is a profitable trade- marked brand that includes an apparel and underwear line.

Cristiano Ronaldo 2 Real Madrid / Portugal

Despite being constantly overshadowed by Lionel Messi in terms of trophies and personal accolades, many still consider Cristiano Ronaldo to be the best player in the world. The FIFA World Player of the Year in 2008 transfe- rred to Real Madrid for a then-record fee of $130 million after winning the Champions League with Manchester United the year before. Since then, he has amassed a to- tal of 227 goals in 219 games for the Merengues, leading them to a La Liga title in 2011–12. Lionel Messi FC Barcelona / Argentina Apart from his personal achievements, his good looks

www.portada-online.com | III Portada’s 2014 Soccer Marketing Guide Marketing the Stars

The debate around Barca’s Lionel Messi is not whether quickly became the face of Brazilian football, a national he is the best player in the world, as his four consecuti- superstar and one of Nike’s biggest names. His image ve FIFA Ballon d’Ors (2010, 2011, 2012 and 2013), three soon became too big to remain in the Brazilian league, Champions League titles and six La Liga titles –among prompting a move to Spanish giants FC Barcelona this other achievements- make him the most successful pla- past summer valued at €57 Million. yer in modern soccer both individually and team-wise. If In fact, Nike was rumored to be an instrumental part he can lead Argentina to a World Cup title this summer, of his move to Barcelona –one of their top clubs- over he will solidify his case to be considered alongside Pelé rivals Real Madrid this past summer. At his young age, and Maradona as one of soccer’s best players ever. Neymar’s salary is not even in the top 10 among soccer players, but his deals with Konami, Red Bull, Lupo, Banco Santander, Unilever, Volkswagen and many more propel Brazil’s Neymar is one of him to the list of top earners in recent years. Apart from Nike’s biggest names. his talent on the field, Neymar is known for his extrava- gant hairstyles and outgoing personality. After being this Despite his incredible skills, it can be argued that his low year’s 2013 FIFA Confederations Cup best player, a great profile and quiet personality have hurt his marketabi- start in his first year as a Blaugrana and the World Cup lity to some extent. As the main face of Adidas, he ba- coming up, Neymar’s stock is quickly rising and he is ex- rely cracks the top 3 in sponsorship deals, and has only pected to be considered as the number one in this list in recently made contract negotiations with Barcelona to only a few years. match CR7’s earnings. Leo also works with Pepsi, Sam- sung, EA Sports and Head & Shoulders among others, but even at #2 it is questionable how much more he could earn if his off-field appeal matched his skill on it. 4 3

Gareth Bale Real Madrid / Wales

Neymar Gareth Bale’s transfer to Real Madrid was the biggest FC Barcelona / Brazil story of this past summer. The Spanish giants were deter- mined to bring on the Premier League Player of the Year in the 2012–13 season, which led them to shell out an After debuting for Santos at the age of 16, Neymar be- undisclosed fee rumored to be between $124 and $136 came a regular in the Brazilian National team at only 18 million. If the latter is to be believed, that would make years old. By the time he was 19, he was voted as the Bale break the world record transfer fee above Cristiano South American Footballer of the Year after leading Ronaldo’s transfer back in 2009, also to the Merengues. Santos to their first Copa Libertadores title since Pelé´s era at the club. In a country desperate for a new idol, he Continued on page VI.

IV | www.portada-online.com Partner Message

makes the upcoming event broadcasts.” 2014 World Cup dis- tinct ?. Q: What advertising opportunities ”Our sales team star- do you still have available?. ted the sales process “We are very fortunate that the way in advance, which World Cup is very well sold, and puts us in a great spot many categories are closed. That and has allowed us said, we have other packages that to really have time to include remaining game inventory develop a strong offe- and “surround” opportunities using ring. From the exclusive FIFA content.” content standpoint the difference will be the Q: Please explain other Univision Juan C. Rodriguez depth and the amount, Deportes soccer properties. and the ways to ac- “Four properties come to mind: Liga President of Univision Deportes cess all that content; MX, the Mexican National Team, the from the commercial U.S. National team, and MLS. Liga perspective, the big MX is America’s most watched soc- difference is the op- cer league and a year-round, wee- Q: How do you think the 2014 portunity to connect with viewers kly basis product that allows our World Cup editorial coverage by across different platforms through partners to permanently connect Univision Deportes will be diffe- this content to achieve different with our audience that follows diffe- rent to what Univision Deportes levels of engagement.” rent teams. The Mexican National did for the 2010 World Cup?. Team caters to a broader audience “Without a doubt, there will be much Q: What campaign are you particu- and brings different fans together greater depth to our coverage. The larly proud of in terms of what the by creating “moments of truth” amount of resources we will de- Univision Deportes platform has or emotional spikes throughout ploy in Brazil to fully immerse our done for its advertisers?. the year. Along the same line, the viewers into everything that is hap- “There are many things we have U.S. National Team creates similar pening will allow us to deliver true done in the last 18-24 months that spikes or moments, but for a more 360 degree coverage. Also, now have made us proud, but there “acculturated” audience that is in- that we have our 24/7 sports net- are a couple I would point out: the creasingly adopting the team as its work Univision Deportes Network, first one is the “Fanáticos del Frío” own. Finally, MLS is the domestic this will allow us to really deliver all show. The show is a weekly 1 hour League, one that is growing and the content and information that our preview show of Liga MX- the most increasingly becoming more and viewers are looking for. Now we’ll watched soccer league in the U.S. more relevant with our audience. “ be able to completely surround our Two things make it unique: on one viewers with everything going on in hand, it provides our viewers with in Q: What sports other than soccer Brazil. Our multi-channel, multi- depth news, analysis and features do you think have the most poten- platform approach will allow us ahead of the next round of action; tial going forward? to cater to every fan’s needs, from on the other, it is a co-branded effort “Other sports, events or athletes the casual viewer who is only in- with Liga MX sponsor and Univi- that resonate strongly among His- terested in watching a few games, sion partner Coors Light, which is panics include . It is impor- to the hard core fan who wants all a first for U.S. soccer media cove- tant for us to follow Hispanic or the analysis, data and commentary rage. With a laid back and youthful Latin American athletes or “heroes” around the clock. The fact that the style, plus large amounts of audien- and what they do in their respec- event is in Brazil and that in addition ce interaction via social media, this tive sport in the U.S. and around to the host, there are 9 more teams show is the “must watch” for fans of the world. Finally, the big domestic from the Americas (including the Liga MX, and a solid marketing vehi- Leagues such as the NFL, NBA and US), makes this edition of the tour- cle for one of our key clients. The MLB have a growing interest from nament even more appealing to our other is our strategic alliance with our audience.” audience. With that in mind, we will Publicidad Virtual which expands go even further in our coverage of our existing inventory and allows us Partner Message content provided these teams.” to provide advertisers seamless in- by Univision Deportes. Q: In terms of offerings for adver- tegration into the action of our live- tisers by Univision Deportes, what

www.portada-online.com | V Portada’s 2014 Soccer Marketing Guide Marketing the Stars

Continued from page IV. Another big question mark to close off this ranking: Ma- rio Balotelli. At only 23 years old, the Italian striker has Back when NBC signed a record fee to the Premier Lea- become one of soccer’s most talked about players. His gue broadcasting rights, they famously made Bale the talent is unquestionable, breaking into Inter Milan’s first star of a giant poster at New York’s famous Times Squa- team at the age of 18 and quickly transferring to Man- re. Now, his move to Real Madrid and his record-breaking chester City for almost $30 million at only 20 years old. transfer puts him at the forefront of the soccer marke- Two years ago, he led to the EURO 2012 final and has ting picture. continued to be one of the Azzurri’s main players ahead of the 2014 FIFA World Cup in Brazil. Before moving back to Italy to play for his ex-club’s big rivals, AC Milan, he Ballotelli is a marketing built a name for himself due to his crazy antics over in machine and a trend-setter England. like no other player in modern soccer. Messi’s low profile and quiet personality have hurt his marketability to some extent.

Super Mario, as he is widely known, does not shy away 5 from controversy, but feeds off of it. He once famously celebrated a key goal for City by displaying a t-shirt rea- ding “Why Always Me?” as a response to what he consi- dered very unfair newspaper reports, quickly becoming a hit with soccer fans and starting a new trend in soccer fashion. Whether it’s setting his house on fire by playing with fireworks –which he blamed on his brother-, sco- ring an incredible brace against Germany, converting to Buddhism, driving a camouflage Bentley, or storming off the field due to abuse from racist fans, Balotelli is always Mario Balotelli a topic of discussion. For some, he is a loveable rebel, a misunderstood bad boy. For others, he is a rich idiot and AC Milan / Italy a selfish, reckless player. But for brands willing to be on him such as , who have snapped him from Nike for His newfound superstar status could boost him to beco- a reported figure of around $6.8 million a year, he is a me a main piece of some top brands looking to invest marketing machine and a trend setter like no other pla- in soccer. His deal with EA Sports has already expanded yer in modern soccer. • to make him the face of FIFA 14 in the UK and Middle East, while Adidas is rumored to raise his profile due to their status as Real Madrid’s technical sponsors, where Nike’s Cristiano Ronaldo has recently been an uncomfor- table poster boy for the German brand’s presence in Spain. However, his lack of success on the international level with Wales –who have failed to qualify for a major tournament since 1976- and the questions regarding his future success in La Liga could keep him from being con- sidered in this top 5 in years to come.

VI | www.portada-online.com www.portada-online.com | VII Portada’s 2014 Soccer Marketing Guide Marketer Interview

“ We will have a Hispanic and non-Hispanic World Cup Strategy.”

The Panini Group was established more than 50 years ago in Modena, Italy, and with its subsidiaries throughout Euro- pe and Latin America, is the world leader in the published collectibles sector. Panini is also the leading multi-national publisher of comics and children’s magazines in Europe and Latin America. We interviewed Jason Howarth, VP of Marke- ting, Panini America who provided an interesting perspective PANINI’S on the marketing of sports trading cards. JASON HOWARTH

Q.: Your activities in the U.S. seem the launch of the 2014 FIFA World sampling.“ to be centered around Hockey, Ba- Cup Sticker Collection as well as the seball, Football and . introduction of two World Cup tra- Q.: Which campaign that you have Can you explain why this is the ding card offerings – Adrenalyn and done related to the above sports case? World Cup PRIZM which will feature are you particularly proud of? “Panini entered the U.S. market in autographs of current and legen- “There are quite a few, so this makes 2009 after being named the Ex- dary World Cup stars.” it a very tough choice – but I would clusive Trading Card and Sticker say our efforts to engage collectors Collection of the NBA. Shortly af- Q.: How does Panini support its and sports fans on Twitter with our ter securing that license, Panini involvement in the above cited #PaniniWildCard promotions which purchased the assets of Donruss sports, particularly as it relates to get sports fans and collectors enga- Trading Card Company from Arl- above the line and below the line ged during sporting events. We en- ington, TX. Since then Panini has marketing? courage them to do creative things secured the licensing rights of the “In the U.S. and Canadian market- with their Panini trading cards, take and NFL place we build a multi-tiered mar- pictures of themselves with Pani- Players Association, Major League keting approach that is geared ni trading cards, you name it for a Baseball Players Association, Na- towards both the hobby business chance to win Panini prizes. It crea- tional Hockey League and National and mass retail audience. The mar- tes a lot of excitement and interac- Hockey Players Association. While keting efforts vary based on the tion – but more importantly gets co- the Panini global business of stic- product – in some cases it may be llectors and sports fans to have fun ker collections is a key element to supported by television advertising with our products. We will extend our product offerings in the United or radio – but at the core is about #PaniniWildCard to our FIFA World States – our primary product offe- engaging collectors in meaningful Cup efforts this year and are really ring in the U.S. are the more than 70 dialogue with product reviews, pre- looking forward to that.” trading card products we produce views and behind the scenes foota- per year across all of our sports. In ge like the building of a trading card Q.: What role do you see for soc- addition to sports we are also acti- or player signings that we highlight cer in the U.S and Panini America’s vely engaged in entertainment pro- on The Knight’s Lance, The Official growth strategy? perties many of which are also part Blog of Panini America or through “Futbol will continue to play an im- of Panini’s global portfolio including social media such as Facebook, portant role in the U.S. marketplace Disney, Hello Kitty and One Direc- Twitter, Instagram or YouTube. and will be a key element to Panini tion. We have also introduced on a Other key elements are working America’s continued growth smaller scale various Futbol pro- with athletes for player appearan- ducts and we are looking forward to ces, grass roots marketing and Continued on page XX.

VIII | www.portada-online.com Partner Message

Felix Sención CEO & Founder of The Mundial Group

Q: What are the main features of Q: Why do you think it makes sen- duction itself. Then the brand beco- the Mundial Sports Network? se for a publisher to be part of the mes a seamless part of the story “We are the market leader Mundial Sports Network? and the advertiser’s message is de- in reaching Latino sports fans. Mun- “We create a winning com- livered most effectively.” dial Sports Network both produces bination for our clients and part- and licenses original branded con- ners. Our original branded content Q: What do you think is an tent across its owned and operated integrates an advertiser’s brand interesting package you are sites, and syndicates that content to message naturally, combining it offering to advertisers for the over 250 leading sports pages ser- with the passion and excitement of upcoming World Cup (in terms of ving the U.S. Hispanic market.” sports. That message is delivered its innovation and originality)? to millions of Latino sports fans via “We have many original Q: You also produce magazines, our market-leading platform.” and innovative World Cup packages. how do these magazines integra- Q: What role do you see online vi- One that is in development which te/complement MSN digital offe- deo playing in the upcoming World we are particularly excited about rings? Cup, what solutions are you offe- is our new World Cup “Social Media “Our print publications Fút- ring marketers? Mission Control Panel” on our bol Mundial and Béisbol Mundial “A critical one. Online and website FutbolMundial.com. It is are inherently forms of branded mobile video will be a big player cutting-edge technology. The Mis- content -- think of them as “con- in the upcoming World Cup. The sion Control Panel will enable our tent widgets” in printed form. They usage and relative importance of millions of visitors to interact across enable our advertisers to reach US online and mobile consumption of all major social media channels in Hispanic sports fans offline to fur- sports content grows daily. Mundial one location, all at once and in real ther complement their online and Sports Network will offer a full ran- time. Like the famous words from mobile campaigns. Through the in- ge of original branded video sports the movie Top Gun: It’s classified. I tegration of print and online our ad- content specifically produced for could tell you, but then I’d have to vertisers can truly reach the Latino our advertisers. We will tie the ad- kill you.” sports fan anytime, anywhere and vertiser brand message and visual in any format.” elements into the video content pro- Partner Content provided by Mundial Sports Network

www.portada-online.com | IX Portada’s 2014 Soccer Marketing Guide Marketer Interview

Continued from page VIII. particular product line marketing/ each year across all of our sports advertising wise? and our sticker strategy in World Cup and non- “The 2014 FIFA World Cup Collec- collections.” World Cup years. The game con- tion is great, because it is the same tinues to grow in the U.S. market- product all over the world – we Q.: Can you explain the newspaper place with a lot of the emphasis don’t alter to cater to the U.S. or any promotion activity within your li- focused on the overseas Leagues other market. The limited language censing unit. and games we expect that to con- elements are tri-lingual. I can’t go “In the U.S. marketplace, we have tinue to grow the game. As for Pa- into too much detail on our marke- worked over the last three years nini America, we were very excited ting strategies – but we will have to develop a number of newspaper about the FIFA World Cup Sticker both a Hispanic and Non-Hispanic promotions with both English and Collection’s performance in 2010 strategy.” Hispanic media outlets. The pro- and we are excited for what the cess has evolved to create a more 2014 FIFA World Cup Collection to Q.: Will you introduce a publis- efficient and meaningful effort to the marketplace with wider distri- hing division in the United States ( drive sales and we are seeing the bution opportunities in the U.S., etc.” you have one in Europe and Latin results. We are anticipating that we America). will have a number of Hispanic me- Q.: Regarding the “World Cup 2014 “Right now we are very focused dia outlets that we will engage du- Sticker Collection”, is there a Spa- at growing the U.S. and Canadian ring the upcoming 2014 FIFA World nish or English-language element marketplace with our more than 70 Cup.” • in them? How do you support this trading card products we produce

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X | www.portada-online.com Golazo /gō-’la-(,)sō/ noun. The combination of original branded content with your brand message delivered to a massive ¡Un Golazo!audience to maximize results.

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fm-Portada-ad-7.875x10.875.indd 7 2/26/14 12:32 PM Portada’s 2014 Soccer Marketing Guide The World Cup Revenue Pie A Sponsor Pecking Order WORLD CUP OFFICIAL Cup South AfricaTM and reinforce 1 SPONSORS Top tier sponsors the ways in which Visa enhances the fan’s World Cup experience. The World Cup accounts for the majority of the Zurich-based ruling COMPANIES THAT body’s annual revenue of $1.2 2 LEVERAGE THE WORLD billion. CUP THROUGH MEDIA There are three partnership BUYS categories: While the above official spon- sors will receive significant expo- 1a The highest tier contri- sure during games and on FIFA’s butes 50 percent of sponsorship official materials and website, revenue. FIFA Partners are: http://www.fifa.com other companies will leverage the Adidas, Coca Cola, Hyundai/Kia • Acknowledgement of their World Cup through media buys Motors, Emirates, Sony and Visa. support through an extensive FIFA around World Cup broadcasts, pla- World Cup sponsor recognition yer sponsorship or national teams 1b The second level genera- program. local sponsorships. tes 35 percent. World Cup • Ambush marketing protection Examples of companies that are sponsors are: • Hospitality opportunities traditionally active during the World Budweiser, Continental, • Direct advertising and promotio- Cup include: Johnson & Johnson, Mc Donald’s, nal opportunities and preferential Oi, Seara and Yingli. access to FIFA World Cup™ broad- • Pepsi: As the official Sponsor of cast advertising. the U.S. National team, Pepsi gets 1c 15 percent comes from brand visibility in the U.S. during National Supporters or host-na- ACTIVATION the National team preparation tion companies. They are: Most official sponsors activate games. Globally, Pepsi usually Fifa.com, Apex Brasil, Centauro, their partnership with aggressive assembles an impressive group Garoto, Itau, Liberty Seguros and advertising campaigns during the of players that are featured on TV Wise Up. tournament. commercials, online videos and • In 2010 Coca-Cola’s “History promotions. In 2010 Pepsi created FIFA recently announced that the of Celebration” went the history the “Oh África” campaign featuring third tier will be revised following lesson route, tying the brand to the singer Akon - and players like the World Cup in Brazil with natio- deep traditions of goal celebrations. Henry, Messi, Drogba, Arshavin, nal sponsors being replaced by 20 The campaign featured K’naan’s Lampard & Kaká. “regional supporters,” split into five Waving Flag. territories: North America, South • Adidas created a World Cup 2010 • Nike: Nike usually leverages America, Europe, Middle East & South Africa Comercial “The Quest” its impressive line-up of players Africa and Asia. This change in the featuring Lionel Messi, Kaka, David to create great commercials and structure is expected to increa- Villa, Shinsuke Nakamura and online videos, Nike players include se revenue from the third tier by Zinedine Zidane. Cristiano Ronaldo, Wayne Rooney, about 30%. • In 2010 Visa launched its first- Neymar, Ribery, Javier “ Chicharito” ever global FIFA-themed marketing Hernandez, among others. • • FIFA’s standard rights package campaign – Go Fans – the cam- includes: paign was developed to connect • The use of the Official Marks with football fans worldwide to • Exposure in and around the drive preference for and usage of stadium, in all official FIFA publi- Visa products, promote Visa’s as- cations and on the official website sociation with the 2010 FIFA World

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Watch our video and learn more at www.impremedia.net www.portada-online.com | XIII Portada’s 2014 Soccer Marketing Guide Brands Top Sportswear Brands will battle it out in Brazil The World Cup is the perfect time for big companies to capitalize on the global exposure of soccer during the summer. With 32 teams and 763 players available to wear their products, this is a key battle for sportswear brands such as Nike, Adidas and Puma. Here’s what you need to know about the brands and their efforts ahead of the next World Cup.

Team Jersey Sponsors: Nike leads the pack

Brands Teams sponsored Teams Nike Brazil, Netherlands, France, Portugal, Australia, South Korea, 10 United States, Greece, Croatia and England.

Adidas 8 Spain, Germany, Argentina, Colombia, Russia, Mexico, Japan and Nigeria. Puma 8 Italy, Switzerland, Uruguay, Chile, Ghana, Ivory Coast, Cameroon and Algeria. Lotto 1 Costa Rica 1 Honduras Marathon 1 Ecuador Legea 1 Bosnia-Herzegovina 1 Iran Burrda 1 Belgium

Adidas As FIFA’s long-time partner, adidas has been providing the official World Cup match ball since 1970, and recently announced that they will be extending their partnership until 2030. This year, they released a new match ball for Brazil 2014, the Brazuca, but will also be official pro- viders of all the referee equipment among other initiatives. As far as teams go, adidas boasts a very strong lineup compromised of long-lasting partners- hips with top contenders and big-sellers. They will have a total of 8 teams this World Cup, down from 12 in 2010. Their biggest loss has been France, who switched to Nike back in 2011 after 40 years together, and the appeal of outfitting the host country, as in the case of South Africa four years ago. Their number one team is current World Champions Spain, who they have outfitted since 1991 to now enjoy the benefits of their recently found success. Adidas also holds the longest lasting partnership in International Football thanks to their deal with the German National Team, with whom they celebrated two World Cups, but only one (1990) in the modern era of branded kits and replica sales. Another top contender outfitted by the three stripes

XIV | www.portada-online.com Portada’s 2014 Soccer Marketing Guide Sportswear Brands will be Argentina, who will go into their fourth consecutive World Cup wearing adidas branded shirts. Completing the adidas team we have a mixture of exciting new generations looking to make a stand this summer in their re- turn to the big stage such as Colombia and Russia, along with World Cup regulars like Mexico, Japan and Nigeria. In terms of players, Adidas will be just as strong. Lionel Messi, the world’s best player, will be looking to lead the “Albiceleste” to their first title since Maradona while wearing a pair of F50 adiZero cleats. Other stars include English veterans Steven Gerrard and Frank Lampard; Van Persie and Arjen Robben for the Oranje; Spain’s Xavi, Iker Casillas, Fernando Torres and France’s Karim Benzema and Samir Nasri. They also outfit most of the Ger- man squad including Mesut Özil, Podolski, Schweinsteiger, Lahm, Neuer and Thomas Müller, as well as one of the tournament’s deadliest striker partnerships, Uruguay’s Suarez and Cavani.

Nike Despite being a relatively newcomer to the soccer world, Nike has expanded greatly since they first made a big push in USA 1994. This summer, they will be the number one brand in Brazil with a total of 10 teams, up from 9 in the last World Cup. Nike’s biggest team will be Brazil, who are not only soccer’s most successful team with 5 World Cup wins, but will also be the host of the 2014 FIFA World Cup edition. Other top teams will include Netherlands, France and Portugal, all bringing world class players and a promising projection in terms of sales. Despite lacking the same level of talent as the previous teams, Australia, South Korea and the United States National Teams –all wearing Nike for at least three consecutive World Cups- are very important pieces in Nike’s strategy due to the potential of said markets. Completing this list, Croatia will play their third World Cup wearing the swoosh, while Greece will debut wearing Nike in a World Cup after switching from Adidas this past year. Apart from outfitting great teams, Nike has what is widely considered as the strongest player portfolio. With Portugal’s Cristiano Ronaldo and Brazil’s Neymar as their main stars, the American brand adds top players such as Andrés Iniesta (Spain), Franck Ribery (France), Andrea Pirlo (Italy), Wesley Sneijder (Netherlands), Didier Drogba (Ivory Coast), Gonzalo Higuain (Argentina) and Wayne Rooney (England). They also sponsor some of the tournament’s most of exciting youngsters such as Romelu Lukaku (Belgium), Isco (Spain), ‘Chicharito’ Hernandez (Mexico) and Alexis Sanchez (Chile).

Puma While Adidas and Nike are the unquestioned two top brands in modern soccer, there is no other brand close to competing with Puma for the third spot. This summer in Brazil, 8 teams will wear the German brand, a slight improvement from the 7 teams they outfitted in South Africa back in 2010 but down from 12 in 2006. Puma’s biggest contract is Italy, who gave them their first ever World Cup title with their victory in the 2006 edition. Along with the Azzurri, Switzerland is the only other European team wearing Puma to make it to Brazil for the 2014 World Cup. Puma complements that with two of the most exciting teams in South America, Uruguay and Chile, both expected to potentially upset many top contenders this summer. Meanwhile, the African continent has been dominated by the German brand for quite a while now, having outfitted 13 out of the last 16 CAF participants in the last three World Cups (missing South Africa and Nigeria twice, both to adidas). This edition, Ghana, Ivory Coast, Cameroon and Algeria will all be wearing the feline logo on their shirts, all representing the German brand in back to back World Cups. Puma has been known to plan for strong World Cup presences in terms of teams, and in recent years they have also done a good job to strengthen their player portfolio as well. Puma’s top players for this upcoming World Cup include: Italy’s Mario Balotelli and Gianluigi Buffon, Argentina’s Sergio Agüero, Colombia’s Radamel Falcao García, Spain’s Cesc Fàbregas, Ivory Coast’s Yaya Touré, France’s Olivier Giroud and Germany’s Marco Reus. As far as the smaller brands go, the number one surprise will be to see Umbro miss out after losing long-term partners England to Nike last year. The English brand claims to have outfitted Brazil’s first World Cup team back in 1958 –in times of unbranded shirts-, as well as 15 out of the 16 teams that participated in the 1966 World Cup in England. 2014 will mark their first absence in World Cups since 1970.

www.portada-online.com | XV Portada’s 2014 Soccer Marketing Guide Sportswear Brands

Kappa Another brand that missing this World Cup is , who last appeared in a World Cup back in 2002 with Italy. The fitted shirts worn by the Azzurri back in Korea-Japan and classics like the 1998 Jamaica and South Africa Home Kits will always be a part of long-time soccer fan’s memories. Nowadays, the Italian brand has reduced its International Teams sponsors- hips considerably and their chances to return to the big stage smaller and smaller every qualification cycle. Lotto Once boasting a portfolio of brands including AC Milan, Juventus and the Dutch National team, Lotto now has lost a lot of terrain to the ‘’. For Brazil 2014 they will only outfit Costa Rica, who already wore their logo back in 1990. This is a small improvement for the Italian ma- nufacturer, who had Ukraine and Serbia & Montenegro in 2006 but missed out on South Africa 2010 without any qualified teams.

Joma The Spanish brand will outfit Honduras for the second consecutive World Cup. They had pre- viously sponsored fellow CONCACAF team Costa Rica in 2006 and 2002, which marked their debut on the big stage.

Marathon Another returning one-team brand will be Marathon. The Ecuadorian brand will enjoy their third World Cup finals appearance thanks to Ecuador, who wore the brand in 2002 and 2006, but failed to qualify four years ago.

Legea This little known Italian brand already had their debut in 2010 thanks to a curious late nego- tiation with North Korea. Now, they will outfit Bosnia Herzegovina in their World Cup debut, although some rumors point to a potential late switch to other minor manufacturers.

Uhlsport This World Cup will mark the return of Uhlsport as a World Cup kit manufacturer thanks to Iran. The German brand is no newcomer to soccer but has usually been limited to Goalkeeper gloves and accessories, except for sponsoring Slovenia in their World Cup debut back in 2002.

Burrda Finally, the only brand debut this summer will be Burrda. The Swiss manufacturer landed Belgium back in late 2010, before they became such a hot commodity. Their bet could pay off big in Brazil, as the Red Devils are expected to advance late into the finals thanks to a young and talent filled squad.

CHECK OUT www.portada-online.com and search for these 2014 Soccer World Cup related stories:

- Mexico and U.S underdog status bodes well for marketing - How much will the U.S and Mexico get paid for a pre-World Cup friendly?

XVI | www.portada-online.com Partner Message

Roaldo Moran, John Trainor, Publisher & GM, Hoy Los Angeles GM, Hoy Chicago

Q: What role does soccer play with the latest sports coverage Brazil will provide special behind- for the Hoy brand in terms of the which includes news on major soc- the-scenes footage and photos as editorial coverage in the different cer tournaments such as the Con- well as live-chat sessions from the platforms (digital, including mobi- federation Cup, Liga MX, La Liga, host country with Hoy viewers. In le, print, events)? Premier League and MLS. Based in addition to Hoy’s exclusive covera- “Hoy shares Hispanic’s passion key sports markets like Los Ange- ge from Brazil, we will have con- for soccer and this is reflected in les and Chicago, Hoy is very present tests, photo galleries and videos our in-depth coverage of internatio- in the action of MLB (Dodgers, An- dedicated to the World Cup on Hoy’s nal, national and local soccer. Most gels, Cubs, White Sox), NBA (Lakers, websites, Facebook and Twitter pa- of our coverage focuses on Latin Clippers, Bulls) and NFL (Bears) ges. Hoy will experiment with digi- American soccer leagues, especia- teams. We also have extensive co- tal tools to help us aggregate social lly Liga MX and MLS, as well as the verage of contact sports such as bo- media content for readers online top-level European Leagues such xing and MMA and we take pride on and in print.” as the Premier League and La Liga. the way we cover them.” Our editorial content extends to our Q: Describe a package you are digital and mobile products with Q: What type of editorial content offering that is particularly creative? video coverage by our experienced will you be using? “Hoy is offering many print and di- team of sports journalists.” “Our editorial content will be ori- gital opportunities for advertisers at ginal since we will have one of our various price points to fit their bud- Q: What specific products do you journalists, Eduard Cauich, trave- get. Some unique offerings include have in store regarding the upco- ling to Brazil to cover the Mexican the Complete Tournament Bracket ming 2014 Soccer World Cup? National Team, as well as the Uni- centerfold (also available online) “Hoy will have extensive World ted States National Team. This co- and Hoy’s back cover countdown. Cup coverage leading up to the tour- verage will be complemented with For our digital audience Hoy is nament as well as exclusive cove- stories and content from our sports creating a fully interactive tourna- rage from Brazil during the tourna- desks, wire services, as well as lo- ment bracket and a “Greatest of All- ment. We’ve also grown our digital cal stories and original commen- Time” bracket where users choose products by providing sports enthu- tary from our own sports writers. amongst the best soccer players in siasts with a dedicated website, Ho- In addition, we will showcase how history to determine who is the best ydeportes.com, where fans will find the various Hispanic communities of all time. Hoy is focusing on digi- smart debates between our experts in Los Angeles and Chicago partici- tal ideas that reach soccer fandom and World Cup historical content.” pate in the World Cup excitement.” and play to the enthusiastic nature of our audience. The potential for Q: What other major tournaments Q: What will the role of social and these pieces to go viral creates ex- does Hoy cover which are particu- mobile media be? tended value.” larly liked by the advertising com- “This World Cup will be, without munity? a doubt, the most active in terms of Partner Message content provided “Hoy strives to bring our readers social networks. Our journalist in by Hoy.

www.portada-online.com | XVII Portada’s 2014 Soccer Marketing Guide Main Soccer Properties in the U.S. ¡Nos Vamos al When Americans shout Gooooool! Mundial! Covering the World Cup from Brazil, Hoy will place your brand

MLS Official MLS Partners Comment in the hands of more than 1.7 million fans every week.

Adidas El Jimador Panasonic The league will start its 19th Allstate G Pepsi season this March. Even Aquafina Home Depot Quaker Oats though the league is by far the AT&T Jeldwen RedBull youngest professional sport Budweiser Makita Visa league in the U.S., it has de- Bimbo XBoxOne Volkswagen veloped an impressive list of Castrol Wells Fargo official partners. Continental

U.S. National Team U.S. NT Partners Comment

Allstate DePuySynthes McDonalds Nike recently renewed their AT&T G Nike partnership through 2022, just Budweiser El Jimador Panasonic a few months after Mondelez Castrol Marriott Pepsi became latest U.S. Soccer Centry 21 Oreo Visa commercial partner. Continental (General Mills Vingu Solar Chevy brands)

Mexico National Team Mexico NT Partners Comment

Adidas El Jimador The Mexican Federation sells Allstate Makita the commercial rights for the AT&T Nature Nutrition National Team for the U.S. Behr Napa territory separate from the BudLight The Home Depot Mexican territory. A few spon- Castrol Unilever sors like Adidas and Coca Cola Coca Cola Visa have been long-term partners Frito Lay Wells Fargo in both countries. Thanks to this model, Mexico has been The leading Spanish language able to sell sponsorships to companies competing in the paper in the Los Angeles DMA, same category, for example Chicago DMA and in the Nation. P&G, Comex and Corona are official sponsors in Mexico while Unilever, Behr and Bud- light are official sponsors in For more information please contact: the U.S. Sandra Alvidrez – 213.237.6761 [email protected]

XVIII | www.portada-online.com 1.769 million+ weekly combined circulation = Hoy Los Angeles, Fin De Semana Los Angeles, Hoy Chicago and Fin de Semana Chicago AAM/CAC Audited ¡Nos Vamos al Mundial! Covering the World Cup from Brazil, Hoy will place your brand in the hands of more than 1.7 million fans every week.

The leading Spanish language paper in the Los Angeles DMA, Chicago DMA and in the Nation.

For more information please contact: Sandra Alvidrez – 213.237.6761 [email protected]

www.portada-online.com | XIX 1.769 million+ weekly combined circulation = Hoy Los Angeles, Fin De Semana Los Angeles, Hoy Chicago and Fin de Semana Chicago AAM/CAC Audited Portada’s 2014 Soccer Marketing Guide Activations 60% of Sports Marketing dollars are spent in Soccer Sponsorship of sports events is a tolli®, Breyers® and Popsicle®. big line item in marketing budgets The marketing concept has been of many corporations. Particularly, expanded to include food and em- Edge Soccer Marketing is soccer oriented ones, which accor- brace the idea of celebrating foot- the agency in charge of the ding to some estimates make up ball match parties at home and en- soccer insights and spon- more than 60% of global sport mar- joying food products. Tu Selección, sorship strategy and ma- keting budgets. Companies levera- refers to the Mexican National Soc- nagement. Charlotte ba- ge their consumers’ passion and cer Team but also to Food selection sed agency AC&M Group emotional connection with soccer (choice). Russel Lilly, the director of worked on the creative. by associating their brands with the multicultural marketing at Unilever, Retail agency Integrated sport. said: “Unilever is thrilled to tap into handles retail activations, Every company has specific ob- its brands to bring forth new expe- while PR agency Edelman jectives that they want to achieve riences in Hispanic homes, espe- does Public Relations. with their soccer programs. Due to cially during soccer game viewing Online Marketing Agency soccer’s cross cultural appeal, most parties. Our partnership with the Captura Group develo- companies use soccer marketing to Mexican National Team and crea- ped the TuSeleccion.com target both the Hispanic consumer tion of Tu Selección brings these site. GroupM’s Mindshare as well as the overall U.S. popula- moments to new heights through handles media buying and tion. Below are the examples of a exclusive insider access, even brin- planning for Unilever. financial and a consumer product ging legendary players closer to goods company. their fans.” Unilever’s campaign includes Unilever: A bet on sweepstakes at TuSeleccion.com, Wells Fargo: A Total events, retail activations and digital Market Strategy the game watching advertising to drive traffic to Tu- experience Seleccion.com. TuSeleccion.com is Wells Fargo is the sponsor (ex- Unilever partnered with the Mexi- hosted within Unilever’s Hispanic’s clusive for the financial category) can National team and launched Content Marketing platform Vive of the Mexican National Team for TuSelección, a multi-brand cam- Mejor. The deal also includes hos- the team’s annual U.S. Tour. In paign focused on the game wat- pitality and player appearances as addition it is a national sponsor of ching experience. As part of the well as pitch side LED branding for (MLS) exclu- campaign, Unilever launched TuSe- all Mexico games broadcast on Uni- sive retail banking and commercial leccion.com, a website where fans vision and ESPN in the US. lending sponsor of Major League can find party planning tips and re- Soccer (MLS). Both agreements run cipes. Unilever expanded its deal through 2016. with the Mexican National Soccer “We believe this is an incredible team for three more years until The Deal opportunity to connect with lo- 2015. Soccer United Marke- cal communities and soccer fans Since 2009 the Mexican National ting (SUM) sold the rights across the country to share Wells Soccer Team has been sponsored of the Mexican National Fargo’s passion for their financial exclusively by Unilever deodorant Soccer Team to Unilever success, as well as the sport of brand Degree Men. Perhaps becau- in a deal that according soccer,” said Jamie Moldafsky Chief se of budget reasons, several food to Sports Business Daily Marketing Officer of Wells Fargo. brands have been now added to the was likely to be worth a Through its sponsorship of the roster: Hellmann’s®, Best Foods®, mid-seven figure sum.Gilt Ragú®, Knorr®, Country Crock®, Ber- Continued on page XXII.

XX | www.portada-online.com Universal Ideas. Cultural Connections.™

Hispanic • Social • Soccer Connecting Brands with the Fastest Growing Consumer Segments.

Cultural Insights + Targeted Strategy + Flawless Execution www.portada-online.comwww.acmc o| nXXIne ct.com Portada’s 2014 Soccer Marketing Guide Activations

Continued from page XX. customer segments – Millennial Other Examples and Hispanics. “With our coast-to- Below are other examples of re- Mexican National Team, Wells Fargo coast presence, the time was right cent soccer campaigns in the U.S.: secures a second national soccer for Wells Fargo to invest in a natio- platform to introduce and stren- nal sports marketing sponsorship gthen the Wells Fargo brand in the that allows us a unique platform for AT&T minds of the 90 million soccer fans engaging new and existing custo- One of the few companies that across the U.S. The agreement also mers, increasing our overall brand have a sponsorship deal with MLS allows Wells Fargo and the Mexican consideration and continuing to and the Mexico and US National National Team to work together on support community initiatives in the teams. In 2013, AT&T leveraged its philanthropic and community pro- communities where we have custo- partnership with the Mexican na- grams during the team’s annual mers and team members.” tional team to create Corazon De U.S. Tour. Campeon. The campaign also included a song from the Jesse y Joy, a Mexi- “A national can pop duet who created a song to platform for Media Plans support the team. AT&T integrated Wells Fargo, MLS and the song into its activation at Mexico brand, product Mexican National Team games and also received significant and community activations include use coverage on blogs and social media. of the LED Field Boards, marketing to 90 other in-stadium adver- tising and participation million U.S. fans, in the MLS WORKS COM- including MUNITY MVP AWARD ce- remony during half times. Milennials and Annual activation and me- Hispanics.” dia plans are determined year to year throughout Mariela Ure, SVP Hispanic Seg- the course of the agree- ment Strategy Manager at Wells ment. Wells Fargo works Fargo tells Portada that “Wells Far- with its Hispanic media go is seeking to reach all soccer fans buying and planning across the United States. Soccer is agency Acento to very popular worldwide and now best execute on one of the fastest growing sports important in the U.S. This is a great opportu- nity to introduce and strengthen the Wells Fargo brand in the minds of soccer fans. These fans are passio- nate, loyal and community oriented qualities that Wells Fargo and our initiatives like its team members share and embody sponsorships of MLS everyday as we seek to help our and FMF (Federacion customers succeed financially.” Mexicana de Futbol). In According to Ure, the MLS spon- this case, Wells Fargo ne- sorship provides a national platform gotiated the terms of the for brand, product and community agreement directly with marketing to the estimated 90 mi- Soccer United llion U.S. soccer fans, including not Marketing/FMF, with input only fans of soccer across all com- from their agencies. munities but also two important

XXII | www.portada-online.com Portada’s 2014 Soccer Marketing Guide Activations

El Jimador Makita Chevrolet The tequilamaker sponsors both In 2013 Makita’s activation of its In addition to its high profile spon- the Mexican and US National teams Mexico National team sponsorship sorships of Manchester United and created a promotion that ap- went beyond traditional marketing and US Soccer, Chevrolet supports peals to fans of both teams. Jimi and activation at Mexico games. In youth soccer clubs. The Chevrolet Cup was a promotion in which the April of last year Makita announced Youth Soccer Program is a gras- winners got to travel and spend a the launch of the one-of-a-kind bla- sroots initiative that establishes a few days with Mexican and U.S. na- de for Hispanic contractors who fo- positive relationship between local tional team former players in Mexi- llow FMF soccer. The campaign for dealers and the communities they co. The VIP experience includes a the launch of the new product fea- serve. As part of its commitment to game between the retired stars of tured the popular TV host Fernando youth soccer, Chevrolet became the both teams. Fiore. jersey sponsor of one of the largest clubs in the country. •

www.portada-online.com | XXIII Portada’s 2014 Soccer Marketing Guide World Cup Schedule Brazil 2014: Let the matches start!

Group Match Date and Time (ET) Venue Game 1 June 12 at 4 p.m. Sao Paulo Brazil vs. Croatia 2 June 13 at noon Natal Mexico vs. Cameroon A 17 June 17 at 3 p.m. Fotaleza Brazil vs. Mexico 18 June 18 at 3 p.m. Manaus Cameroon vs. Croatia 33 June 23 at 4 p.m. Brasilia Cameroon vs. Brazil 34 June 23 at 4 p.m. Recife Croatia vs Mexico

Group Match Date and Time (ET) Venue Game 1 June 13 at 3 p.m. Salvador Spain vs. Netherlands 2 June 13 at 6 p.m. Cuiaba Chile vs. Australia B 17 June 18 at 6 p.m. Rio de Janeiro Spain vs. Chile 18 June 18 at noon Porto Alegre Australia vs. Netherlands 33 June 23 at noon Curitiba Australia vs. Spain 34 June 23 at noon Sao Paulo Netherlands vs. Chile

Group Match Date and Time (ET) Venue Game 5 June 12 at 4 p.m. Belo Horizonte Colombia vs. Greece 6 June 13 at noon Recife Ivory Coast vs. Japan C 32 June 17 at 3 p.m. Brasilia Colombia vs. Ivory Coast 33 June 18 at 3 p.m. Natal Japan vs. Greece 37 June 23 at 4 p.m. Cuiaba Japan vs. Colombia 38 June 23 at 4 p.m. Fortaleza Greece vs. Ivory Coast

Group Match Date and Time (ET) Venue Game 7 June 14 at 3 p.m. Fortaleza Uruguay vs. Costa Rica 8 June 14 at 9 p.m. Manaus England vs. Italy D 23 June 19 at 3 p.m. Sao Paulo Uruguay vs. England 24 June 20 at noon Recife Costa Rica vs. Italy 39 June 24 at noon Natal Italy vs. Uruguay 40 June 24 at noon Belo Horizonte Costa Rica vs. England

XXIV | www.portada-online.com Portada’s 2014 Soccer Marketing Guide World Cup Schedule Brazil 2014: Let the matches start!

Group Match Date and Time (ET) Venue Game 9 June 15 at noon Brasilia Switzerland vs. Ecuador 10 June 15 at 3 p.m. Porto Alegre France vs. Honduras E 25 June 20 at 3 p.m. Salvador Switzerland vs. France 26 June 20 at 6 p.m. Curitiba Honduras vs. Ecuador 41 June 25 at 4 p.m. Manaus Honduras vs. Switzerland 42 June 25 at 4 p.m. Rio de Janeiro Ecuador vs. France

Group Match Date and Time (ET) Venue Game 11 June 15 at 6 p.m. Rio de Janeiro Argentina vs. Bosnia 12 June 16 at 3 p.m. Curitiba Iran vs. Nigeria F 27 June 21 at noon Belo Horizonte Argentina vs. Iran 28 June 21 at 6 p.m. Cuiaba Nigeria vs. Bosnia-Herzegovina 43 June 25 at noon Porto Alegre Nigeria vs. Argentina 44 June 25 at noon Salvador Bosnia-Herzegovina vs. Iran

Group Match Date and Time (ET) Venue Game 13 June 16 at noon Salvador Germany vs. Portugal 14 June 16 at 6 p.m. Natal Ghana vs. United States G 29 June 21 at 3 p.m. Fotaleza Germany vs. Ghana 30 June 22 at 3 p.m. Manaus United States vs. Portugal 45 June 26 at noon Recife United States vs. Germany 46 June 26 at noon Brasilia Portugal vs. Ghana

Group Match Date and Time (ET) Venue Game 15 June 17 at noon Belo Horizonte Belgium vs. Algeria 16 June 17 at 6 p.m. Cuiaba Russia vs. Korea Republic H 31 June 22 at 6 p.m. Rio de Janeiro Belgium vs. Russia 32 June 22 at noon Porto Alegre Korea Republic vs. Algeria 47 June 26 at 4 p.m. Sao Paulo Korea Republic vs. Belgium 48 June 26 at 4 p.m. Curitiba Algeria vs. Russia

www.portada-online.com | XXV Portada’s 2014 Soccer Marketing Guide World Cup Schedule Final Rounds Round of 16 Match Date and Time (ET) Venue Game 49 June 28 at noon Belo Horizonte 1A vs. 2B 50 June 28 at 4 p.m. Rio de Janeiro 1C vs. 2D 51 June 29 at noon Fortaleza 1B vs. 2A 52 June 29 at 4 p.m. Recife 1D vs. 2C 53 June 30 at noon Brasilia 1E vs. 2F 54 June 30 at 4 p.m. Porto Alegre 1G vs. 2H 55 July 1 at noon Sao Paulo 1F vs. 2E 56 July 1 at 4 p.m. Salvador 1H vs. 2G

Quarterfinals Match Date and Time (ET) Venue Game 57 July 4 at 4 p.m. Fortaleza W49 vs. W50 58 July 4 at noon Rio de Janeiro W53 vs. W54 59 July 5 at 4 p.m. Salvador W51 vs. W52 60 July 5 at noon Brasilia W55 vs. W56

Semifinals & Final Match Date and Time (ET) Venue Game 61 July 8 at 4 p.m. Belo Horizonte W57 vs. W58 62 July 9 at 4 p.m. Sao Paulo W59 vs. W60 64 July 13 at 3 p.m. Rio de Janeiro W61 vs. W62

XXVI | www.portada-online.com Portada’s 2014 Soccer Marketing Guide World Cup Schedule

RIGHT HOLDERS

Univision: Spanish-language rights for TV, Online and Mobile.

ESPN & ABC: English-language rights for TV, Radio and Online.

Fútbol de Primera: Spanish-language rights for Radio.

Partner Program

Hoy Los Angeles & Hoy Chicago Doubletruck in Deportes/Sports Section Daily photo highlight/Centerfold Includes Half Page Vertical ad & (Dates of publication: June 13 – July 11) Round quarter page ad World Cup Stars Poster Complete Tournament Bracket/Centerfold (Dates of Publication: May 19 – June 7) (Date of publication: May 30) Digital Weekly Player/Team Profile - World Cup Interactive Bracket sponsorship Includes Half Page ad - Greatest Soccer Player of All-Time interactive bracket sponsorship

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XXVIII | www.portada-online.com MORE LIVE EVENTS & NEWS COVERAGE THAN ANY SPANISH-LANGUAGE NETWORK www.portada-online.com | Q2 2014 | 13 FOXHISPANICMEDIA.COM NEWS AND TRENDS TURN GETS US $80 MILLION RADIOSHACK REPOSITIONS GLOBAL DIGITAL AGENCY Ad-Tech company Turn announced BRAND GOES LATIN that it has raised US $80 million in Se- Interactive Marketing Agency Sapient- ries E funding, reaching a total inves- Nitro acquired Miami-based La Co- tment of more than US $135 million. munidad. Founded in 2001 by brothers The round counted with participation Jose and Joaquin Molla, La Comunidad of new backers ClearBridge Inves- is renowned for its multicultural cam- tments, Firsthand Technology Value paigns for many brands. It has about Fund, Northport Investments, and 75 employees in its Miami office and Pine River Capital Management, as 35 in Buenos Aires. José Mollá & Joa- well as previous investors Norwest Ven- RadioShack announced its new positio- quín Mollá, Co-founders and Co-chief ture Partners, Trident Capital, Shasta ning under the “Do It Together” line. Creative Officers of La Comunidad, Ventures, and Focus Ventures.Turn The campaign started in February in tell Portada that the “alliance opens was reported to be raising a round at general market media and Hispanic up many possibilities when it comes to a valuation of “up to US$700 million” TV, digital and print media outlets. Ja- emerging technologies and in the inno- for an initial public offering this year. vier Figueroa, Director of Integrated vation we will offer our clients, as well “I don’t have a crystal ball. Our focus Marketing at RadioShack, tells Portada as the possibility of interacting with is on building a great company. Ob- that the “Do It Together” brand posi- other global brands.” They add that, viously, a fund raise like this allows us tioning campaign, is meant to inspire “La Comunidad is going to have all the to have more flexibility about when consumers to think big when it co- technological support of SapientNitro, we go public,” said Turn CEO Bill mes to technology because RadioSha- but it is going to continue working as Demas regarding any possible IPO. ck can help bring those ideas to life. always, with José and Joaquín in char- “When we think about post-ad-tech, We want consumers to recognize that ge of the day-to-day decisions and the we mean that the marketing world is RadioShack is their neighborhood te- direction of the agency.” Sapient Nitro moving much more towards enterprise chnology resource -- here to help you is present in most major cities of North software and services model,” Demas get it done with the best products, America, Europe, Asia and Australia. It added. According to Demas, his goals friendly experts and solutions for every also has a presence in San Paolo, Brazil. for 2014 include further investment budget. Ultimately, we want to en- The acquisition of La Comu- in Turn’s machine learning algorithms courage exploration and collaboration nidad will accelerate Sapient Nitro’s and in its DSP and DMP products, to help connect consumers with the expansion into Latin America and the as well as continued global expansion tech solutions to suit their lifestyle.” U.S. Hispanic market. In 2012 Sa- since Turn has recently launched in Figueroa adds that the Spanish-trans- pientNitro had billings of US $497 Brazil and Japan. He also foretold that lation he will be executing for“Do It million, a 10.3% increase versus 2012. the company’s “programmatic pre- Together” is “Juntos es Mejor”. Ra- mium” (automated buying of premium dio Shack had “four 15-to-30 second ad inventory) business will continue ads dedicated to the general mar- growing. Turn functions both as a de- ket, plus two additional ads targeted WHY IT MATTERS: mand-side platform (allowing ad bu- specifically to the Hispanic market. The acquisition of U.S. Hispanic yers to manage ad exchanges and data GSD&M, based out of Austin, is and Latin American agencies can sources in one place) and as data mana- RadioShack’s advertising agency for help global agencies accelerate their gement platform (allowing those buyers both the Hispanic and General Mar- growth. There have been similar to use their data to target audiences). ket. LatinWorks is the media agency. transactions to Sapient Nitro’s acqui- sition of La Comunidad in the past. In 2012 global digital agency Pro- WHY IT MATTERS: fero, recently acquired by Lowe & WHY IT MATTERS: Investors continue to put substantial Partners, bought New York based amounts of money in companies that After being part of the American retail Hispanic agency Vox Collective. • belong to the Advertising-Technology landscape for more than 90 years, the sector ecosystem. Ad-Tech companies iconic brand is struggling to survive use advanced technologies to collect due to substantial market losses in the and structure data so that it can be wireless business and the tech retail used by advertisers to better target arena, which, in turn, are the result consumers. Ad-Tech companies are of huge changes in consumer electronics also increasing automation of the di- retailing as new players like Amazon gital advertising purchasing process have aggressively entered the market. as well as of marketing in general.

14 | Q2 2014 | www.portada-online.com NEWS AND TRENDS

www.portada-online.com | Q2 2014 | 15 ENTREPRENEURSHIP & INNOVATION “WE NEED TO TAKE ADVANTAGE OF THE ASTRONO- MICAL GROWTH OF THE HISPANIC DEMOGRAPHIC”

Don Salazar exemplifies the Hispanic self-made entrepreneur. Salazar is the president and CEO of Crea- tive Times, Inc. (CTI), a design-build construction company based in Ogden, Utah. As president of CTI, Salazar has directed its growth into a multi-million dollar company. Salazar is also a Board member of the U.S. Hispanic Chamber of Commerce. He is a Business Transformation graduate from the Tuck School of Business at Dartmouth University. We thought that tapping into Salazar’s knowledge and experience, would be a great way to start our coverage of Hispanic Business. (Look out for Portada’s new E-letter on Entrepreneurship and Innovation!)

Portada: You earned a Master’s Degree in Organizational Mana- their own competitive advantage. What makes the Hispanic business gement. As your company has grown, how have you managed to community truly special is their vibrant entrepreneurial spirit. Hispanic change and optimize the structure of your organization? entrepreneurs are starting businesses at three times the national ave- Don Salazar, CEO of Creative Times Inc.: “CTI and I were very for- rage. Additionally, Latinas outnumber Latinos in creating businesses tunate, indeed. When we began CTI, it was developed as a Manage- nationwide, with start-ups at six times the national average.” ment Team driven company. This model of organization is based on the theory that multiple heads are better than one, which allows our mis- In what aspects do you think there is room for improvement for sion statement and core values to be maintained, and allows the com- Hispanic entrepreneurs? pany to grow at an expediential rate while maintaining its standards. D.S.: “We need to communicate our value more tenaciously to earn We have been fortunate to have only made rudimentary adjustments more contracts with major U.S. companies and federal agencies. The using this model.” Hispanic demographic is growing astronomically and we need to take advantage of this influential position. We need to work hard, educate As an entrepreneur what is more important intelligence or ourselves, and ultimately get into the business of creating jobs and persistence? giving back to a country that has given us every opportunity.” D.S.: “I would argue that both are equally important. I am of the belief that hard work isn’t enough; it takes a combination of working towards You are in the construction sector. What makes you proud a goal that will yield the most benefit, and having the intelligence to about the work you do in that regards? know how to direct successful efforts. When CTI started we were con- D.S.: “We are federal contractors, and it is CTI’s belief that we do the tinually encountering the trucks of a company that was once our bi- best that can be done on all of our projects. The projects we do are ggest competitor. They followed us everywhere we worked! I informed for the American people and their exceptional military and federal our folks that if we kept going in the right direction, it would be CTI’s workers. We view this sacred duty as a tremendous honor, especially name on those trucks. The response was some eye-rolling, but three when you have the privilege of building facilities that directly impact short years later, it was our name on all those trucks and we were our veterans.” working on those projects.” “HARD WORK ISN’T ENOUGH, IT TAKES A COMBINATION OF FOCUS What role does technology play in your entrepreneurial life? AND INTELLIGENCE TO DIRECT SUCCESFUL EFFORTS.” D.S.: “Freedom and flexibility! Technology allows me to complete my required tasks while traveling to our projects and offices in various You represent the Mountain West Region at the USHCC Board, parts of the country. Technology also enables my team to think more what is specific to entrepreneurship in this part of the country? creatively about future business ventures.” D.S.: “The culture of the region is the following: hard working, finishes the job, and does what it takes without complaining. This culture is What would you advice a young Hispanic who wants to be an woven into our business community. The entrepreneurial spirit is alive entrepreneur? and well here in the Mountain West region.That is why I am thrilled D.S.: “Find your passion and be the best at what you’ve chosen to do.” that the United States Hispanic Chamber of Commerce (USHCC) has chosen to host its 2014 National Convention in Salt Lake City, Utah. For What positive attributes do you think Hispanic entrepreneurs three consecutive years, Forbes has named Utah as the best state for have that are not shared by other entrepreneurs in the U.S? businesses. There are more than 10,000 Hispanic-owned businesses D.S.: “Hispanic entrepreneurs tend to be younger, more tech-savvy, in Utah, contributing over $1.3 billion to the American economy each and able to leverage their multiculturalism and multilingualism toward year”

16 | Q2 2014 | www.portada-online.com ENTREPRENEURSHIP & INNOVATION

HOMETOWN BOY TYPICAL WEEKEND MEDIA DIET “Ogden is a unique area. “I usually spend time with “Wall Street Journal, Nestled in the mountains, it my family, and time at the Newsweek, insurance gives a person the gym. However, on most information, and Federal opportunity to ski in the weekends I spend some Contracting Regulations. morning and play golf in the time in the office catching I also read Golf Digest. I afternoon. What could be up on business.” read every evening. I like to better?” watch National Geographic, The History Channel, ESPN, Golf Channel, and sporting events.”

Favorite publication: The Wall Street Journal

Online: “When I am on the internet I am catching up ROOTS on email, or managing the “My parents were both finances on my bank’s web raised in New Mexico. site.” My mother is of Mexican descent and my father is of Favorite TV/Cable shows: Spanish descent.” ESPN, Golf Channel, Outdoor Channel, CNN

DON SALAZAR CEO of Creative Times Inc. HOBBIES Being outdoors, fishing and golfing.

TYPICAL WEEKDAY “When I am not in meetings, I spend most of my time dealing with the fiscal aspects of the business. That means FAVORITE FOOD FAVORITE HOLIDAY spending time reading a lot Eggs, potatoes, red chili, and of contracts and bonding DESTINATION fresh homemade tortillas. Paris and Alaska. information.”

www.portada-online.com | Q2 2014 | 17 SEEKING LATINAS

DAISY TERRAZAS-COLE, red within the audience’s social network of choice. The Multicultural Media Strategist, Haworth Marketing and Media editorial staff for the magazine needs to have a digital editor that is constantly and consistently providing this kind of content and that has a pulse on the digital world in order to make sure that the content is engaging and exciting to keep the audience tuned in.”

When it comes to digital ACCULTURATED LATINAS: media reaching out to the bicultu- THE NEW ELDORADO? ral Latina, very few sites update their What about English-language content targe- content often enough, particularly if ting acculturated Latinas? Despite investment of me- you compare it to general dia properties targeting this segment, or perhaps be- cause it is not sufficient, the jury about the viability/ market sites success of sites targeting Hispanic women in English is still out. What have the all-important media buyers at corporations and agencies have to say? Are sites with acculturated English-language content for Latinas Continued from page 3 women good enough? Is English-language content tar- our Facebook pages and Twitter accounts. Knowing geting Hispanics still too scarce? Daisy Terrazas-Cole, that our readers are highly social, the editorial teams is a Multicultural Media Strategist working at Haworth of our publications are responsible for the engagement Marketing and Media in Minneapolis, MN. with their reader/friends of the magazine. For instan- She works on the multicultural strategy for ce, Vanidades has social media editors in Miami, New Target whose main objective is to reach bilingual Hispa- York and Mexico interacting daily. Our fans and friends nic women that are millennials and navigate between follow our magazines because of the superior content both cultures. Terrazas-Cole notes that some sites do a we have provided for over half a century, in the case of good job, including some Spanish-language sites who Vanidades.” provide international news and sites targeting the ge- Enedina Vega-Amaez,Vice President/Publis- neral market in “pure” English, but that “there seems her at Meredith Hispanic Ventures Group, a publisher of to be a big gap when it comes to content targeting the women and parenting media, contends that “Spanish bicultural Latina.” language websites have recognized that they need to Maybelline’s Daniel Villaroel says that for the provide lifestyle content relevant to Hispanic women general market, there continues to be a growth trajec- and have attempted to either create or license that con- tory for digital content. “In comparison to the Hispanic tent, often from companies such as Meredith Hispanic market, some content produced in English is meeting Media which was already creating lifestyle content in the needs of some Latinas. However, I think more con- language for this audience. On English language sites tent that’s of better quality is necessary for Latinas in the strategy has been one of identifying the audience both English and Spanish. I’m seeing a huge appeti- traffic vs content creation.” te for Spanish language/bilingual content.” In Martha Kruse’ opinion, “there is a good amount of content tar- …GO SOCIAL AND MULTIMEDIA. geting women depending on the category you can find Technology has enabled to spread and ampli- from well-established publishing houses to bloggers, fy content continuously through different platforms. etc.” However, the Senior Director of Multicultural Mar- Televisa’s Sergio Carrera asserts that for a magazine keting at Rooms to Go notes that “as for content targe- publisher with several women oriented pubs putting ting Hispanic women, digitally, I think no one owns it yet.” up content digitally is facilitated by all the tools that publishers have at their disposal. “From CMS (Con- THE COSTLY NEED TO UPDATE tent Management Systems) to Social Media Fan pages, “When it comes to digital media reaching out maintaining synchrony with the printed content as well to the bicultural Latina, very few sites update their con- as providing refreshed digital content on an hourly ba- tent often enough, particularly if you compare it to ge- sis is an effort that needs to be delivered across various neral market sites,” says Haworth’s Terrazas-Cole. It is platforms and needs to be in a format that can be sha- a typical Catch 22 issue: If digital properties do not have

18 | Q2 2014 | www.portada-online.com SEEKING LATINAS DANIEL VILLAROEL, sufficient good quality and frequently updated content Director Multiethnic Marketing, they may not attract enough advertising dollars to fi- nance the editorial operation. Meredith’s Vega-Amaez Maybelline, agrees: “Frequent updating is a question of resources and having the staff necessary to respond to what is current and trending since the web is so immediate. In the magazine publishing world you are publishing for a monthly or a weekly, on the web it’s daily, if not hourly.” • More content that is of better quality is necessary for Latinas in both English and Spanish. I’m seeing a huge appetite for Lion Heart Digital introduces parenting con- Spanish bilingual content. tent site MamayFamilia.com

Check out www.portada-online.com and search for the story!

GENERAL MARKET SITES LEAD WHEN IT COMES TO TARGET ACCULTURATED LATINAS

Properties Total Unique Note Visitors (In. Th.) Lifestyles-Beauty-Fashion 6,914 The table on the left shows that Glam Style 1,067 English-language (general mar- Stylelist Sites 875 ket) sites in the beauty, lifestyle, TotallyHer-TheFashionSpot 626 fashion and style categories are ComplexStyle 481 most visited by Hispanic women rather than sites that specifically Hearst Beauty & Fashion Network 468 target acculturated Latinas. It will Livingly: Style 378 be interesting to see if in the next Enfemenino.com Sites 297 10 years this pecking order can be POPSUGAR Fashion Beauty 292 changed by new start-ups within Refinery29 280 media that exclusively targets ac- culturated Latinas. Glo 266 SOURCE: comScore - December 2013

FRENCH PUBLISHER LEADS IN SPANISH-SPEAKING LATIN AMERICA Total Unique Properties Visitors (000) Note Lifestyles-Beauty-Fashion (Total) 19,033 Enfemenino.com, published by Enfemenino.com Sites 6,858 French publisher Aufeminm.com Televisa Women Content 1,728 (majority owned by German pu- ENTREMUJERES.COM 1,065 blishing House Axel Springer) is MujerHoy 906 the leader in Spanish-speaking Latin America with an audience DE10.COM.MX 694 of almost 7 million uniques per ACTITUDFEM.COM 678 month, followed by Televisa owned REVISTAOHLALA.COM 573 sites. The ranking does not include Trendencias Sites 534 Portuguese sites (Brazil). Belcorp Sites 439

SOURCE: comScore - December 2013

www.portada-online.com | Q2 2014 | 19 AMERICA’S BUSINESS FUTURE

March 25-27 capital hilton washington, d.c. rEgistEr todaY 20 | Q2 2014 | www.portada-online.com www.ushcc.com/legislative RESEARCH 2014 WAS SUPPOSED TO BE THE SUPER BOWL OF (HISPANIC) MOBILE. The 3 main reasons, as experts told Portada, behind this were: 1 2 3

The first Hispanic More Mobile High Impact Ad Units Superbowl Awareness An explosion of brands loo- The game between the Den- Marketers and advertisers king for high impact ad units. ver Broncos and the Seattle were much more mobi- More engaging advertising Seahawks was the first rea- le aware than in previous that takes advantage of mo- lly Hispanic Super Bowl as years. They knew that mo- bile specific formats. Brands Fox Deportes broadcast and bile devices are much more and agencies should build streamed the game in Spa- than a second screen and their ad campaigns in mo- nish for the first time. FOX they become a source of an bile around rich media that sold the mobile ads separa- important conversation that allows for an amazing mix of tely from TV, so streamers happens in parallel to the assets in one package from saw mobile ads presented Big Game whether it is the image galleries, videos, geo- only on mobile devices. Super Bowl, Winter Olym- location and interactive ads pics and most certainly the calling for users to physica- World Cup this summer. lly engage with the ad unit through swiping and drag- ging.

NOTE: AND WHAT HAPPENED? Observers did caution that Major marketers continue to struggle with very high the most attractive feature mobile load times of mobile media, its ability According, to research firm Keynote, advertisers continued to struggle with to track a user’s location and connecting to consumers beyond the television screen, especially on the mo- direct advertising messages bile devices most consumers have at hand. to them, would not be a ma- - The average load time for advertiser sites on smart phone was nearly 20 jor factor in the Super Bowl seconds with only 6 sites coming in at less than 10 seconds. as location-based adverti- - Desktop and tablet sites performed much better than mobile. sing is still in its infancy.

Data Downloads According to Keynote, Advertisers often delivered sites that are not optimi- Site Type Bytes (avg.) zed for viewing on smartphones. The reason for this was that the amount of Mobile 882,369 data delivered was very large, especially from sites using Responsive Web None 1,681,507 Design (RWD) techniques. 50% of the sites Keynote monitored used the RWD RWD 3,288,855 approach. SOURCE: Keynote According to Keynote, 58% of the brands took to social platforms like Twitter and YouTube for cross-screen engage- ment. By using hashtags, advertisers chose to interact through Twitter as opposed to doing it from their websites. Still, viewers turned to mobile sites for more information about the companies in ads.

www.portada-online.com | Q2 2014 | 21 RESEARCH

Of all the sites Keynote monitored: to load the visible part of the site). content onto a phone. Content needs • Kia’s had the lowest availability • SodaStream, came in at a lean to be adapted for the size of the de- at just 91%, with server errors from 216KB, with a solid performance un- vice both in terms of network latency 5:55pm PT until 6:30 pm PT. til after the game started. After its ad and the size of screen. Underestima- • Pepsi’s site on smart phones was ran, the site “hung up” for 5 to 10 mi- ting the value of preparing a site for close to 90% success rate. Pepsi nutes at around 6:36pm PT. high traffic surges, won’t produce a downloaded a 19 MB of data while successful outcome. Users want to viewing its page, more than many WHAT NEEDS TO BE DONE? connect with brands on their terms desktop sites. Pepsi put content but Keynote advices marketers to do and for doing so they need a respon- did not make it immediately visible much more and better testing ahead sive mobile Web experience. • so that delays didn’t impact the core of time, and when optimizing for mo- page (which takes only 6 to 8 seconds bile not trying to squeeze desktop ADVERTISER INDEX COMPANY PAGE WEBSITE PHONE EMAIL ADDRESS

El Latino 2 www.ellatinoonline.com (619) 426-1491 [email protected]

Mundo Fox 9 www.foxhispanicmedia.com - -

Al Dia Texas 11 www.aldiatx.com (469) 977-3720 [email protected]

Fox Deportes 13 www.foxhispanicmedia.com - -

USHCC 20 www.ushcc.com/legislative - -

CVC 22 www.cvcaudit.com (800) 262-6392 [email protected]

ad:tech 24 www.ad-tech.com 214-915-8800 -

PRINT / ONLINE / MOBILE / DIGITAL

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