@PortadaLat: Documenting the Relentless Ascent of TV Everywhere
Different aspects of Online Video Marketing were front and center during the first day of #PortadaLat in Miami's Hyatt Regency Hotel. Major Thought Leaders including Jan Riemens, CEO of ZoominTV, Maya Kosovalic, Digital and Media Communications Manager at L"Oreal Travel Americas, Adriana Grineberg, Head of Operations Miami at Facebook and Carlos Espindola, Gerente eHub Latin America, 3M took the stage.
Jan Riemens cited a forecast according to which by 2020 50% of Audiovisual Ad revenues are going to be done through TV Everywhere (OTT). That certainly is a promising figure if it is taken into account that major corporations are already putting the majority of their expanding digital advertising dollars to work in online video.
Yume VP Emerging Market Jorg Nowak (photo on the right), whose company presented research conducted with IPG MediaLab, during an exclusive VIP breakfast at the kick-off of @PortadaLat, cited another interesting stat: "Procter & Gamble invests 70% of its digital advertising in Online Video".
Audiovisual Ad revenues are going to be done through TV Everywhere (OTT)
Cutting out the Middle Man
In an interesting on-stage idea exchange between ZomminTV's Jan Riemens and Juan Carlos Santamaria, VP General Manager at Kaltura, the two executives said that Online Video is already cutting out the middleman in the media business. Redbull was cited as one example. Another one is the currently corruption scandal inmmersed World Soccer Association (FIFA). "In a few years, Fifa will be able to bypass the networks by broadcasting through apps", Riemens claimed.
Online Video is already cutting out the middleman in the media business
Disintermediation is also a Trend for 3M's Carlos Espindola (photo left) who noted that his company is putting a lot of emphasis on e-commerce rather than pure advertising. Espindola cited joint projects with Walmart and Amazon in Mexico.