ONLINE VIDEO ROUND UP: 32% of Latam Digital Media Investments Go to Mobile

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

Sling TV has added HISTORY en Español to its “Best of Spanish TV” service, bringing Spanish-speaking customers popular HISTORY® programs in Spanish as well as docuseries and programs that spotlight Latin roots and culture for $10 per month.

According to new research from Global Web Index, over 50% of global internet users report watching sports coverage or highlights online. 25-34s are the biggest online sports viewers (60%), while men (64%) have a substantial lead over women (40%).

According to “The Changing TV Experience: 2017,” a new study from the Interactive Advertising Bureau (IAB), 50 percent of U.S adults streaming video to their TV sets prefer watching commercials over paying for subscriptions. 58 percent said they’re more likely to stream video because of the lighter commercial load compared to broadcast, but don't mind advertisements. 44 percent say streamed commercials are less disruptive than traditional TV commercials, and 34 percent say streamed commercials are better than traditional TV commercials.

YouTube saw a dip in ad revenue for top creators after revealing concerns about brand safety earlier this year. MediaRadar found that in April, Google Preferred (the top tier of YouTube’s ad inventory) saw a five percent drop in the number of advertisers.

YouTube is also turning to stars like Kevin Hart, Rhett and Link, Ellen DeGeneres, Katy Perry, The Slow Mo Guys, Demi Lovato and Ludacris for new ad-supported shows premiering exclusively on the platform.

Facebook is working on a TV service to rival Netflix and may launch by mid-June.

Trusted Media Brands Inc. (former Reader's Digest) surveyed 310 agency and client-side marketers and found that 68 percent of those surveyed chose social channels as the most preferred distribution partner, coming in before video sharing sites for the first time. The seven options given were: social networks (such as Facebook and SnapChat), video sharing sites (such as YouTube and Vevo), demand-side platforms (such as Videology and Tremor Video), premium sites (such as Hulu and broadcast or cable online properties), ad networks, online publishers (such as BuzzFeed and Vice), and multichannel networks (such as Maker Studios and Awesomeness TV).

Platform Communications, the media and technology communications expert, today announced the results of its second Platform Media Index, identifying the hottest topics reported on by the press at NAB Show 2017 (Las Vegas, April 24-27, 2017). ‘Online Video’ (28%) and ‘High Resolution Video’ (20%) came in at the top, while ‘Data Analytics’, ‘Workflow and Media Asset Management’ and ‘Virtualization’ each pulled in around 10 % of media coverage.

The Interactive Advertising Bureau (IAB) released its fourth annual video ad spend study this week, finding that advertiser investment in original digital video programming has nearly doubled over the past two years, with 80% of brand and agency executives planning to spend even more on original digital video this year. Original digital video is gaining a greater share of total digital video budgets, reaching 47% in 2017, and native advertising is a key part of the original digital video buys, accounting for 42% of investment. 53% of the marketers and media buyers surveyed said expanding budgets was a reason for the rise in original digital video spend.

LATAM MARKET

According to Logan's latest report, 32% of investments in digital media in Latin America is put in mobile media. Full-screen banners on mobile media took 36% of market share, and pre roll took 15.52%. 60% of the Latin American traffic in videos come from mobile media. Rich media completes the top-three digital formats, in terms of investment, with 11.74% of share.

Video platform TVxtender announced four new formats for its portfolio Brazil: out stream, pre-roll, post-roll, and mid-roll ads, all both in desktop and mobile platforms.

Brazil’s audiovisual agency Ancine has presented guidelines for a national video-on-demand (VOD) regulation that would affect every over-the-top (OTT) player delivering video in the country, recommending the creation of a specific VOD law, a regulation encompassing systems and platforms that deliver OTT video. The agency has also said that online video services such as YouTube should be included in the future regulation


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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