ONLINE VIDEO ROUND-UP: Time Warner Buys 10pc of Hulu, NYT App, Invodo, Rio and More…

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you're trying to keep up, consider this your one-stop shop.

U.S./U.S. HISPANIC MARKET

Time Warner announced on Wednesday that had acquired a 10% stake in the streaming television service Hulu.

A new study from Advertiser Perceptions and Trusted Media Brands claims that marketing executives believe social media platforms like Facebook and Twitter are more successful online video platforms than those that focus specifically on video, like YouTube and Vevo.

Google has announced Smart Bidding on DoubleClick Search, which covers all automated bidding and allows clients to manage bids and bid adjustments automatically, further refining its “machine learning” capabilities.

tumblrTumblr announced a new advertising program that will allow its regular users to earn money with their blogs and make all bloggers eligible for ad space, regardless of the blogger's following or site traffic.

Rubicon Project is teaming up with SuperAwesome, a digital marketing platform for kids, to launch REX, a COPPA and GDPR-compliant advertising private exchange aimed at kids advertising. Rubicon is managing SuperAwesome’s private exchange, which will give marketers access to Rubicon’s automated tools to buy advertising that is targeted at children under the age of 13 online.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

UK-based native advertising platform Adyoulike has been busy in the past year. After launching a programmatic native exchange with AppNexus and integrating solutions with MediaMath and AOL, the London startup has now recorded 200% growth for their UK native advertising revenue in H1 2016. The European group as a whole is currently at a $20m (£15m) run rate for 2016.

Integral Ad Science and Flashtalking have announced a partnership expanding the scope of Flashtalking’s attribution offering ‘Encore’ to include viewability measurement. The ad serving, tracking and technology provider is incorporating data by Integral Ad Science – which may improve attribution forecasts used by advertisers as a basis for campaign planning.

Invodo, the visual commerce experts, today announced the release of 2016 Omnichannel Outlook: Why Online Shoppers Want Video. This in-depth report, based on research conducted by the e-tailing group, details how and why video has become an integral part of omni-channel shopping.

VideoAmp, a screen optimization platform for TV and video, has announced a partnership with programmatic advertising agency Varick Media Management through which it will use VideoAmp’s video demand-side platform, Screen Optimization Platform, for cross-screen campaigns.

The eSports Advertising Bureau has been formed by a group of organizers including Turner, Twitch, and Major League Gaming to develop an advertising marketplace and trade practices around a popular new genre of competitive video gaming.

Snapchat announced a partnership on Tuesday with customizable emoji creation tool Bitmoji.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada's Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

LATAM MARKET

Totalplay, a Mexican pay TV operator, will be entering the online totalplaygaming market through an innovative video game system available to all pay TV subscribers.

A new survey commissioned by Teads that analyzes the media consumption habits of soccer fans in Mexico, Brazil, Colombia and Argentina using the Argentina vs. Chile Copa America Final Game that took place this past June 26. 85% of the respondents saying they were looking forward to the soccer matches at the Olympics. 96% of regional soccer fans watched the Argentina vs. Chile game live. 80% of the respondents claimed to have consumed online content on their phones while watching the Copa America final on TV.
The New York Times has launched  a free Spanish-language app targeted at Latin America. The site, which features original articles as well as 10 to 15 translated articles from the English edition, also includes crónicas (narrative journalism), investigations, opinion columns, reviews, videos and more. Check out here our feature on the New York Times launch of a Spanish-language edition earlier this year.
According to an October 2015 study from GlobalWebIndex, 93% of Latin Americans surveyed used YouTube in the month leading up to Q3 2015 polling.
AppNexus reports that the Rio Olympics 2016 will be the most watched and spoken about in history thanks to second screens. It is expected that 33.9 million followers on social media will use multiple devices to watch the games, for a total of more than two billion impressions on Facebook, Twitter, and Instagram.

Get ready for #Portada17 on Sept. 14 in New York City! The Hispanic Sports Marketing Forum on September 13, and the 11th Annual Hispanic Advertising and Media Conference on September 14 will provide you with the best content and unparalleled networking opportunities to succeed in Multicultural America.


Gretchen Gardner @gardnergretchen

Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.
Gretchen is a communications specialist and owner of GMG Strategic Communications. She currently lives in Buenos Aires, Argentina, where she works with Argentine and international ventures on shaping their content, branding and marketing strategies to position them for success in global markets. She is also a lover of all things information and has worked consistently in journalism since college, most recently as a writer at Portada and as the deputy editor of The Bubble, the first informal, English-language news portal in Buenos Aires. She hails from Washington, D.C. and has a bachelor's degree in history and Hispanic studies from Hamilton College as well as a master's in international relations from the Argentine university Universidad Torcuato Di Tella.

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