foro méxico 2016

PATROCINADOR DEL DESAYUNO

PATROCINADOR BRONCE

PATROCINADOR DE MESA DE EXHIBICIN

PATROCINADORES DE #PORTADAMX 2016

PRESENTACIN DEL FORO

9:00 AM 9:10 AM(SALN UXMAL)PRESENTA: XIMENA CASSAB, Editor and Writer, PORTADA @XCassab

DE CONTENIDO A PERFORMANCE: CMO AMBOS SE INTERCONECTAN

9:10 AM 10:10 AMPRESENTADO POR: JUAN CARLOS VALDS, Sr. Manager, Head of LATAM Media Sales, TABOOLA@taboolaDESAYUNO PATROCINADO POR:

Descubrimiento de Marca: Donde el contenido respalda al e-commerceJuan Carlos Valds | Head of Media Sales LATAM

Ese momento cuando descubres algo por primera vez

Think back to when you first realized you could find pretty much anything across the web using a search box. We started Taboola 8 years ago with a vision to do that, only in reverse. We began with video because we thought that was the most challenging format (and btw our founder couldnt find anything to watch on TV after spending 7 years in the army and thought there has to be a better way).

This has allowed us to create moments of discovery for all types of content in every country around the world by connecting people with information they may like, yet never knew existed.. just waiting to be discovered.

[TRANSITION] and everyone has something they want to be seen

Volver a DescubrirAlgo FamiliarTodos Tenemos Algo Que Descubrir

The internet has allowed you to create virtually anything..

Your personal blogNews storyBrand wanting to connect with a new customerNew mobile appPolitical campaign

and, in doing this for more than 8 years, weve realized the need for that moment of discovery

La poblacin mundial gasta 20% de su tiempo consumiendo contenidoFuente: ComScore and Nielsen.19%Comunicacin22%Social 13%Multimedia21%Search

20%Consumiendo Contenido

5%Compras

As you can see, we consume content around the web voraciously and are in this unique discovery mode at least 20% of our time online;

We spend as much time consuming content as we do searching, on social networks, and communicating with our friends, and far more than shopping and multimedia.

This is a previously untapped audience for brands and we are leading the charge to define this category.

Quiero encontrar informacin sobre un tema en especficoSearch

Quiero consumir contenidoDiscovery

Quiero interactuar con mis amigosSocialEstado de nimo

So how does Discovery work?

Discovery taps into a unique mindset that allows brands to access a massive new audience that is completely open to learning about new ideas, messages, products and services.

While search is very intent driven and keyword based, social is very friend and interest based, Discovery a category where ideas are surfaced to you at the moment when you are most open to engage with them;

It is truly pull based marketing, and choice based, where messages and information find you in a seamless and integrated way!

Nos Ha Visto Antes

Discovery: Search a la inversa

El posicionamiaento de Taboola combate esa ceguera de los banners

El CTR promedio de una publicidad de Taboola es 10x ms que el de display

Publishers and advertiser love our performance.

Users actually engage with our ads instead of tuning them out.

We drive a 10x higher CTR than display ads and drive superb engagement rates and actions that other forms of media on-site.

Permitiendo a los usuarios en la web a descubrir contenido en ese momento donde son ms propensas a participar

1. Distribuya y amplifique su contenido hacia la audiencia de publicaciones que ms lo deseen. 2. Dirija la audiencia a su contenido

Ejemplo de experiencia del usuarioDescubrimiento de contenido para trfico

Conduzca a los consumidores de sitios web de primera calidad a paginas que requieran una accin (conversin)Taboola puede rastrear y optimizar hacia conversiones con un pixel de conversin1. Clic2. Consume3. Convertir

Trayecto del Consumidor

Alcance a usuarios en Mxico en sitios web que visitan con frecuencia

La teconologa de Taboola automticamente posiciona su contenido en los sitios web ms relevantes en nuestra red de ms de 1,000 publicaciones premium y continua optimizando para servirle su contenido a los usuarios y pginas ms potenciales en el transcurso de la campaa. 900MMVisitas Mensuales de Usuarios en Mxico

Descubriendo Una Nueva Marca

Take the example of Blue Apron. Did you ever just find something new/ innovative and your reaction was wow, how did I not think of that? Something so simple yet so revolutionary!

EMEGING BRAND - Blue Apron lets you cook without shopping for ingredients, making cooking fun without the hard work. When I tried it I was instantly hooked.

There are many new and DISRPUTIVE BRANDS like this - dollar shave club, harrys, plated, esalon, wealthfront - many more - using Disocvery to introduce us to new products, services and information - new ways of experiencing things we never new existed before.

ESTABLISHED BRAND RE-DISCOVERY - Intel is a brand that I grew up with, as a company that built solid chips and microprocessors in PCs (not too exciting but important)!

Fast forward today, and Intel is powering all these wonderful technologies and tell stories about it across so many innovative fields, such as art, science, and healthcare.

They publish Intel IQ to tell them, a robust website in 23 languages worldwide. with local staff on the ground in many many cities around the world. The topics span music, entertainment, gaming, lifestyle, fashion, technology and innovation = all enabled by technology powered by Intel.

Intel also sponsors ten-pole events like the Creators Project, that inspire, educate and entertain a new, diverse generation of customers who are discovering Intel in a whole new light!

All through the power of discovery!

Anunciantes que utilizan Taboola

GENERACION DE LEADS

CONOCIMIENTO DE MARCAE-COMMERCECOMUNICACION COORPORATIVA/PRDESARROLLO DE AUDIENCIA

And Brands have responded. We work with most of the major Fortune 500 brands, from IBM to Coca Cola, and everyone in between.

The beauty of what we do is we touch all different parts of the funnel for marketers, from brands awareness, to pr/communications, audience development, lead gen, and we power sales for leading retailors.

One of the unique elements of discovery is we can touch all the parts of the funnel.

How a Simple Story Can Improve Your Business

Finanzas

AMEX Visitas al Blog

FinanzasBank of America Visitas al Hub de Contenido

Finanzas

CHASE Solicitud a Tarjeta de Crdito

Finanzas

Capital One Uso de Contenido para solicitud de Tarjeta de Crdito

Concesionarios de autos localesPruebas de manejoArmar su propio plan de costo

Auto

MINI

AwarenessConversion / Lead GenerationDecisionLoyalty

Auto

TOYOTAVideos educativos sobre la seguridad de manejo entre adolescenntes


Auto

BMWAmplificando comerciales hechos para TV


Auto

FORDAmplificando coberturas en los medios

Viajes

ExpediaAmplificacin de hub de contenido

Expedia is a massive online travel booking company who has built a content website called Viewfinder.

They have hundred of pieces of content covering topics around travel, and creative articles such as Best Places to Cross Country Ski in 2016 content which inspires people to travel more.

Its a top of the funnel tactic that attracts new potential users to Expedia and bring them further into their funnel.

Expedia has links in the content which drives users to book through Expedia, as well as they retarget users that has visited Viewfinder

They view us as a full platform that can help build brand awareness, drive engagement, and drive leads and ultimately booking for them.

We touch all the part of the funnel for Expedia.

Viajes

Delta







AFM cre Mi Avo Club como estrategia de awareness para crecer su base de usuarios inscritosIncrementar el awareness y generar conversiones a un 70%+ ObjetivoResultados

Subscripcin

Avocados From Mexico

Subscripcin

Dollar Shave Club

Subscripcin

PlatedCobertura en medios







Subscripcin

Utilizar cobertura positiva en los medios para impulsar las ventas

Ves el creativoLees el contenidoRetargeting con anuncio directoConvertirDirigir a usuarios interesados directamente a pginas de productos

Subscripcin

Retargeting

Usuarios descubren contenido que les puede gustarAlgunos se suscribenTaboola mide el rendimiento/xito y optimiza la campaaLuego ven avances de pelculas y shows en Netflix.com2

34

Subscripcin

Netflix

Educacin

Babbel

Babbel is a disruptive online language course; it couldnt compete with Rosetta Stone and other bigger player on the serach, so used content thats converting at a much better CPA than other forms of media, and at massive scale generating over 100k leads/ month.

Because of our global scale, we we able to quickly replicate this outside of English and turn on new languages such as French, Spanish, German and many new markets.

CASE STUDYAuto

Mvil

Lyft /UberAwareness Conversin Generacin de Leads

CASE STUDYAutoAwareness

Conversin / Generacin de Leads

Decisin

Lealtad

Mvil

Zip Car

eCommerce

Sephora







Taboola dirige a usuarios a guas de compra en Macys.com con el objetivo de generar ventas.

eCommerce

Macys

ObjetivosConversin a travs de contenido editorial

eCommerce

Macys

Cuestionario interactivo redireccionando a ventas

eCommerce

Just Fab

eCommerce

ZulilyBrand Awareness + Generacin de leads a travs de contenido editorial

RESULTS

eCommerce

Wayfair

Taboola delivers users to content pages and email sign up pages.

Key Trends & Takeaways:Contextual campaigns scale with Wayfairs audience.Wayfair employs external retargeting efforts and Taboola provides a growing pool of interested consumers to Wayfair, fueling their own lower funnel efforts with great success.

[Brand Awareness + Lead Gen

eCommerce

Cobertura de Prensa

We can drive to any press articles, new or old, and add or supplement pages throughout the campaign

eCommerce

Retargeting

We can track and optimize towards video views, using our tracking pixelWe deliver unmatched CTRs and post-click engagement metrics and often see 2-4 additional video views per click

RESULTS

Entretenimientto

A&E

We deliver unmatched CTRs and post-click engagement metrics and often see 2-4 additional video views per click

RESULTS

Entretenimientto

Lifetime

OUR STRATEGYExtend beyond the walls of existing social platforms and allow Taboola to help amplify your social content on Pinterest, Tumblr, Facebook or Instagram

RESULTS

Entretenimientto

MTV

OUR STRATEGYOur behavioral predictive engine will place branded or unbranded original content in front of users who have previously engaged with similar content or are lookalikes to users who have engaged with similar content

ROICampaas diseadas y optimizadas para conversinCompleta transparencia y control de contenido y sitios webCALIDADTECHTecnologa de alto rango generando altos CTRSERVICIO Servicio de alto nivel y acceso a expertosALCANCEPlataforma de descubrimiento ms grande alcanzando a ms usuarios en ordenadores que Facebook.

Cinco Razones para Aliarse con Taboola

Quality - transparency

Technology

Service,

ROI reach.

Gracias

MERCADOTECNIA DEPORTIVA: LO LTIMO SOBRE CMO ALCANZAR AL CONSUMIDOR MEXICANO CON CONTENIDO DEPORTIVO

10:10 AM 10:50 AMMODERADOR: JUAN IGNACIO BLANCO, Managing Director, BRC GROUP@JUGO_tvCONVERSACIN ENTRE DOS EXPERTOS:MAURICIO PALLARES COELLOBBVA BANCOMERDirector Corporate Marketing@BBVABancomerEMILIO TRABULSEGRUPO MARTICMO@etrabulse

VIDEO: LO LTIMO EN SOCIAL VIDEO/LIVE STREAMING Y OTROS HITOS10:50 AM 11:25 AMMODERADOR: OMAR MEDINA, CEO, PLUSMEDIA@Plusmedia1PANELISTAS:REBECA RICOYAVONDigital Strategies Sr. Manager NoLA@rebecoyJOS ANTONIO VIESCA ZOOMIN. TVDirector Comercial@zoomintvnativeRAUL AGUILARNURUNCEO@Nurun

Los usuarios revisan el mvil 194 veces al da en promedio, el 30% de esas veces es para ver video

Foro Video IAB 2016

As video ad monetization continues to grow across the board, marketers and agencies are increasingly focusing on social venues such as Facebook, Snapchat and Periscope

Los anuncios Nativos en Vdeo captan 3 veces ms la atencin en contenido Premium vs los formatos tradicionales

Estudio Yahoo & The Halo Effect

Branded Content tiene 59% mayor recordacin que los anuncios tradicionales y nativos de Display

IPG MediaLab-led study

Consumers are 14 percent more likely to look for additional content from a company after a single impression of branded content.Showing a 17 percent improvement in brand recall vs 2013A strong majority of US marketers plan to spend money on social videoboth on ads in general and on placements to boost content

Para 2018 el 82% de la inversion en Display en E.U.A. ser programtica, principalmente usando mobile y video.

eMarketer

Branded Content:

RECESO Y REFRIGERIO

11:25 AM(A LA ENTRADA DEL SALN UXMAL)

DE SOCIAL MARKETING A COMERCIO ELECTRNICO: OPORTUNIDADES Y DESAFOS11:50 AM 12:30 PMMODERADORA JULIANA SARRIA, Gerente de consumer Engagement - Gepp, PEPSICO BEVERAGES@sarria_julianaPANELISTAS:ALEJANDRO SALAZARSOJERNDirector Comercial, Amrica Latina@SojernREGINA MORENO VOLARISHead of Digital Marketing @viajaVolarisCARLOS SALDIVARIPROSPECTDirector de Estrategia y Desarrollo de Negocio@iProspect

MXICO: PERSPECTIVAS PARA 2017 DE ANUNCIANTES Y AGENCIAS12:30 PM 1:15 PMMODERADOR: CARLOS TOMASINI, Periodista Independiente@carlostomasiniPANELISTAS:LYDIA SUAREZDENTSU AEGIS NETWORK MEXICOHead of Media@dentsuaegisALEJANDRO CARDOSO MENDOZAPUBLICISPresidente y CEO Latinoamrica@PublicisMexELIA BALTAZARPeriodista @eliabaltazarMARTHA GONZALEZ GREGORIO3MConsumer Health Care - LATAM@3Mmexico Luis Fernando Preciado NestleCommerce Manager@Nestl

DESPEDIDA1:15 PM