ONLINE VIDEO ROUND UP: Pongalo, Ooyala, Twitter 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.

US/US-HISPANIC MARKET

AT&T has announced the launch of an online streaming video service, DirecTV Now, with more than 100 premium channels.


AppsFlyer has upgraded its Active Fraud Suite, a brand new technology called DeviceRank, which it describes as "the world’s first solution to identify mobile fraud at the device-level" that will deliver "3x to 12x stronger performance than industry standard anti-fraud solutions such as IP filtering and distribution modeling." It is now enabled for all AppsFlyer customers.

Ooyala has published its Q2 2016 Global Video Index featuring insights from more than 3.5 billion video analytic events per day from 220 million viewers across the world.This quarter, the report focused on 'power users': "customers who visited on more days each month — at least seven days per month but typically many more — and made more frequent visits each day than an average customer." Among other insight, the report claims that on an AVoD news site users visit 37 per cent more during the workweek than on weekends and use computers to consume content for longer periods, compared to the average user who uses a mobile phone.

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.

Apple Inc. and Google made changes to their mobile web browsers to enable video content to play automatically in web pages, provided audio is muted. The adjustment may result in more mobile video consumption, driving new revenue.

Click here to watch Tubular Insight's new webinar: "The State of Online Video 2016."

Josh McFarland, Twitter’s vice president of product, spoke at DMEXCO marketing conference in Cologne, Germany, and presented the following stats on Twitter and video: 93 percent of Twitter videos are watched on a mobile device. In Europe, almost half of people use Twitter while watching TV. He also said that tweets with video are 6x more likely to go viral, and tweets with a photo are 3x more likely than tweets with an animated GIF to go viral.

anatomyAnatomy Media released a report about millennials claiming that two-thirds of millennials use an ad blocker on a desktop or mobile device, and that about 36% block pre-roll ads on short-form videos; and 28% do so for long-form content such as a TV series.
Furthermore, 61% of millennials who stream content used a shared password or cable log-in.
CNET en Español, CNET’s Spanish-language sister site, has announced its annual list of the top 20 most influential Latinos in technology for 2016.  The list, which marks its fourth consecutive year and includes 18 new executives as well as a record number of women (9), is made up of Latinos with a broad range of experience and skills, that are leading teams in high-profile tech companies in the U.S.
VTR, an international telecommunications firm announced that it has reached an agreement with Netflix to offer the streaming platform's content to its clients through its cable programming. This is the second agreement of its kind for Netflix: in July, Comcast announced that it would include Netflix's services on its X1 video system.
Legendary Mexican singer Vicente Fernandez released a video announcing his support for Democratic presidential candidate Hillary Clinton in an effort to rally Latino voters. The video was paid for by the Latino Victory Project, and apparently Fernandez volunteered to do it.

LATAM MARKET

Mexico’s Internet Advertising Bureau (IAB) claims that more than eight in ten Mexican teenagers (between 13-17) come across advertising while watching or downloading videos, films or TV programs, as well as while using mobiles apps. 52% say that brands are important. Music videos are the preferred content to consume online (64% of teenagers do this), followed by concerts (46%), films (44%) and TV series (35%).

The Mexico City Tourism Trust (Fondo Mixto de Promoción Turística del Distrito Federal) has partnered with Marko and Alex Ayling, known online as The Vagabrothers, to develop a four-part video series, launching today, to introduce their millennial audience to Mexico City's charm in ways that appeal directly to their interests.

Brazil’s Ministério Público Federal (MPF) has initiated a civil lawsuit against Google because it believes that YouTube has broken legislation regarding advertising to children: the MPF wants YouTube to warn advertisers that child-related products cannot be advertised in the country.

In Peru, TV consumption habits are changing as online video surges. A study by Nielsen claims that 72% of Peruvians are watching online video through subscription platforms. 72% have cable, 13% have satellite cable, and 13% have an account with an online video provider. But only 24% implied that they would exchange their current provider for a VOD platform.

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.

Latin Everywhere has announced a partnership with Telefónica to offer the mobile carrier’s LatAm customers Pongalo, a content streaming service with a library of more than 50,000 hours of telenovelas and other content.

tipalti_logo_final-nobackgroundAutomized payment provider Tipalti has announced that it is expanding its services to better aid companies in validating tax ID numbers of its providers in Argentina and Brazil. This way, companies can work with providers and partners in these countries to guarantee tax compliance through registering the beneficiaries' tax information and reduce fraud.

Endemol has sold its Argentine affiliate to its local partner, Martín Kweller, who has been a minority shareholder until now. The company's name will be changed to Kuarzo Endemic Argentina. 


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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