ONLINE VIDEO ROUND UP: AT&T, Verizon Pull Ads from Google and YouTube, 70% of Millennials Find Mobile Ads ‘Irrelevant’

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

Vice Media announced that it will be doing scripted video programming through a partnership with digital media studio Blackpills. All of the content will be made for mobile viewing and distributed exclusively through Vice’s online video channel.

AT&T, Verizon, Johnson & Johnson and other leading U.S. advertisers are pulling hundreds of millions of dollars in ads from Google and YouTube due to worries that their ads appear next to extreme, hateful content. AT&T will halt all ad spending on Google except for some search ads.

Adobe has revealed two new “clouds,” Experience Cloud, which includes an extensible platform, data, and content systems, and Advertising Cloud, which "rings performance and brand advertising data together so advertisers can see it all in one place, and view their campaigns in a cohesive way."

Instagram announced that users will now be able to save live videos to re-watch later. At the end of a live video, a 'Save' button will now appear in the upper right corner.

Comcast Technology Solutions has entered into an international channel deal with broadcasting and media technology systems architect Qvest Media to offer Tier-1 broadcasters, telecommunication operators and pay-TV companies tools that simplify the publishing, distribution and monetisation of online video content.
Altice N.V. announced that it has entered into an agreement to acquire advertising marketplace Teads, which has an audience of more than 1.2 billion unique visitors including 720 million via mobile.
 MGID, a provider of native advertising and marketing solutions, announced that its user dashboard is now available in Spanish. The launch is the first in a series of localized user interface rollouts, and will provide a more streamlined experience for MGID's Spanish-speaking clients.
 DMP Lotame announced the general availability of Lotame Onboarding -- a people-based marketing service powered by LiveRamp™ IdentityLink -- following a successful beta testing period.

Deloitte's latest study, the “Digital Democracy Survey” asserts that 80% will skip digital TV/video commercials, and that over 70% of Millennials and younger Gen Z viewers find mobile ads to be “irrelevant.”Ad-blocking software is a big part of Millennials' digital media usage: 45% use ad blocking software, with 89% saying that they use it to avoid all advertising. 40% of these respondents use ad-blocking software on their smartphones.

A study of Kellogg Co. brands by Nielsen Catalina Solutions found that when online video ads that meet the Media Rating Council standard saw higher sales lift than those that did not. Ads deemed "likable" by panelists for copy testing firm Ace Metrix had the strongest sales lift of all – a 172 index where 100 is the average for people exposed to ads in the study.

Akamai Technologies announced it has a new technology, Akamai Media Acceleration, to improve the viewing experience for people who watch over-the-top video services.

The Association of National Advertisers has called on digital “walled gardens” -- platforms that intermediate their users’ identities with advertisers who target them through the platform’s closed ecosystem -- to “allow independent audits” by industry audience ratings self-regulatory watchdog, the Media Rating Council (MRC). The ANA issued an advisory calling on the platforms and explicitly citing the likes of “Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter,” following a member survey, which found that 90% favored independent audits by the MRC.

LATAM MARKET

AT&T's operations in Mexico have been successful, partly thanks to their online video efforts, as the service saw 1.3 million wireless net subscribers in 4Q16. In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, with weak performance in Brazil. The total number of Latin American subscribers for the company now stands at 12.5 million.

The Brazilian ad tech company Predicta has entered into an agreement with video ad platform YContent, whose products allow publishers to attach video to any form of content on websites.

New research from Interact and the Argentinian Association of Digital Agencies reveals that 60% of respondents professionals forecast positive results by the end of the year, with uninterrupted growth, despite a surrounding changing environment.


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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