ONLINE VIDEO ROUND UP: Google, YouTube, Stats from Super Bowl 2017 and More

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

US/US-HISPANIC MARKET

Online marketplace operator Rubicon Project has partnered with data tech company Integral Ad Science (IAS) to offer advertisers third-party visibility scores for display and video advertising.

tom-bradyA new study from Alphonso, Inc. reveals that Super Bowl 2017 was the most watched Super Bowl, with 115M viewers tuning in across TV networks (108M viewers) and live streaming (7M viewers).

Mobile app developer Cheetah Mobile has appointed video inventory management platform, SpotX, to help monetize video in its global suite of apps on iOS and Android devices.

Portada's 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

According to Visible Measures, Budweiser's Super Bowl LI story of immigration "Born the Hard Way" had the most online video views as of the morning after the game. "Disruptive World" by Wix.com, and #UnlimitedMovies by T-Mobile came in second and third, respectfully. 

YouTube is launching mobile live streaming for all creators with over 10,000 followers. Soon, they will enable it for all users. YouTube also launched Super Chat, a monetisation feature for live streams enabling viewers to purchase highlighted messages within the chat feed and have them pinned for up to five hours to the top of the chat window.
Influencer video platform Gen.Video releasedState of the Union for Influencer Marketing, Trends, and Best Practices for 2017," which claims that brands are increasing their investment in influencer marketing in 2017. 45.5 percent plan to spend more in 2017 while 4.5 percent plan to spend significantly more. The study also found that 91 percent of the brands it surveyed were already doing influencer marketing.

According to a new Parks Associates report, churn rates for OTT video services are 19% of U.S. broadband households, which would mean that about one in five households have cancelled an OTT service in the past 12 months.

According to Cisco's new Mobile Visual Networking Index for 2017, by 2021, video will make up 78 percent of all global mobile data traffic, compared to 60 percent in 2016.

LATAM MARKET

Digital platform security specialist Irdeto is partnering with Brazilian online video platform Samba Tech to secure delivery of online video content for Latin American operators. The company announced its first joint customer, Universal Church in Brazil, which recently launched its own over-the-top (OTT) video platform for its 12 million global members.

hands-coffee-smartphone-technologyThe Internet Advertising Bureau (IAB) in Mexico released stats from Google's global project for branding and communication. The study found  that mobile is the main device used for viewing video in Latin America, and that ads work better if they ar designed for smartphones and tablets. 

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.

Warc's latest Consensus Ad Forecast claims that global advertising expenditure rose 4.5% in 2016, but is expected to dip to 4.2% in 2017. But in BRIC countries like Brazil, the story will be different: Brazil's global ad spending is expected to grow 2.1% in 2017.

Singaporean dating platform Paktor has announced that it is acquiring Brazilian Groupify, which operates European- and Latin American-based group dating app called Kickoff.

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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