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Target, We Transfer, Pernod Ricard, T-Mobile, White Castle  … and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.


  • T-Mobile

T-MobileT-Mobile is conducting a review of its media assignment, the company has confirmed. The Bellevue, WA-based telecom company acquired Sprint in April for about  US$ 26 billion. T-Mobile spent $1.624 billion on measured media in the U.S. last year according to Kantar. The client has retained media and marketing consultant ID Comms to help manage the review process. Incumbents include Publicis Groupe and WPP agencies as well as Horizon Media. All are expected to participate in the review. Peter DeLuca, senior vice president of brand & marketing communications at T-Mobile issued a statement: “We continually review agency relationships to ensure our innovative and disruptive storytelling reaches consumers in the right, relevant ways.”With the acquisition of Sprint, he added, “we’re operating at a much bigger scale – and also taking on bigger and bolder goals. We look forward to ensuring we have the best partners to help us tell the story of this supercharged Un-carrier.”

  • White Castle

White CastleHamburger restaurant chain White Castle will harness artificial intelligence to improve the customer experience. That comes in the form of a drive-through system that recognizes license plates, as Nation’s Restaurant News reports. In early October, up to three White Castle locations will test technology introduced by Mastercard that can read license plates of customers who opt into the program via the White Castle app. Knowing who has arrived can help to customize menu offerings and alert restaurant staff that someone is there to pick up an order.

  • Verizon

Verizon and the National Hockey League landed exclusive, multi-year deal that designates Verizon as the League’s Official 5G Partner, Official Wireless Services Partner and Official Mobile Edge Computing Partner in the U.S. Verizon also becomes an Official Technology Partner for the League. Additionally, as a Season-Long Fantasy Partner of the NHL, Verizon owned Yahoo Sports will now have the opportunity to offer game highlights and other official NHL-produced content to its fantasy players. Yahoo Sports will also receive an Official Sports Betting Partner designation and associated promotional rights for use in connection with its strategic partnership with BetMGM.

  • Bud Light Seltzer

Bud Light Seltzer is tapping the LA Galaxy and Javier “Chicharito” Hernández for an agreement that makes the brand the exclusive hard seltzer of the LA Galaxy with Chicharito serving as an official ambassador of the beverage.

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To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.


  • Target

    Target’s Hispanic Heritage Month (HHM) campaign includes in-store activations curating and showcasing products made for – and created by – Latinos to ensure guests feel a sense of belonging. These products – and their Latino founders – are being highlighted in much of Target’s creative campaign. Online activation is done via Target.com/MasQue, which will serve as the digital destination for all content.  Although this online hub will go live during HHM, its content will be available year-round to continue to engage and build meaningful connections with our Latino guests and team members.  Target’s Hispanic Heritage campaign activations also include a celebration of team members who are at the center of its HHM efforts, all of which were planned in conjunction with the company’s Hispanic Business Council. Target is also contributing back to the community through contributions to the Hispanic Scholarship Fund and the Hispanic Heritage Foundation’s 33rd Hispanic Heritage Awards. The company is also spotlighting the positive contributions and inspirational stories of Major League Soccer pro, Osvaldo “Ozzie” Alonso – a Cuban soccer star with the Minnesota United Football Club and Mexican artist and muralist Armando Silva who is currently working to create a soccer pitch mural through Target’s partnership with the U.S Soccer Foundation.


  • Paradise Herbs, CDPH, SiteOne Landscape Supply
    GALLEGOS United, a creative agency epanded its client portfolio with three new brands across nutrition, public health and consumer industries. The full-service agency, part of communications group UNITED COLLECTIVE, has been selected by Paradise Herbs®, the California Department of Public Health (CDPH) and SiteOne Landscape Supply® to lead their strategy, marketing and advertising efforts in both traditional and digital environments.
  • We Transfer

Computer file transfer service WeTransfer is launching its largest integrated global media campaign. The ads reinforce how the brand helps move big ideas forward thanks to its full suite of digital creative tools, says Julia Shapiro, senior director of marketing at WeTransfer.  The effort, themed “Doubt. Create. Repeat,” is from lead agency Preacher. Strategy and execution was handled by independent media agency Noble People. WeTransfer’s product portfolio includes collaborative presentation tool, Paste; popular sketching app, Paper, and inspiration gathering app Collect.  60-second and 30-second spot versions will run online and with streaming partners like Hulu, along with 15-second cuts specific to each part of the featured products. A second 30-second spot will run Hulu as part of a placement where viewers can choose their own ad experience — to watch the final spot, or a version on how it was brought to life using individual WeTransfer tools. Videos and high-impact takeovers will also run across creative communities, and sites like Genius, HighSnobiety, VICE and Soundcloud. 

  • Pernod Ricard

Pernod RicardPernod Ricard USA’s flagship premium vodka brand, Absolut, is launching a nonpartisan, integrated campaign that delivers the message “Vote First, Drink Second.” The effort, “Drink Responsibly. #VoteResponsibly,” includes a new TV spot, the brand’s first broadcast TV commercial in three years, breaking Sept. 29 before the first Presidential debate. The campaign, led by global advertising agency BBH, will also feature out-of-home, digital and social. Pernod Ricard USA is giving all employees paid time off on Nov. 3 to vote. In an effort to ensure all voices from America’s spirits industry are heard at the polls, Chairman and CEO of Pernod Ricard North America, Ann Mukherjee, is calling for industry leaders and peers to do the same for their employees.




A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Verizon

Verizon premieres two Spanish language commercials for the first time ever. Two Spanish language ads without subtitles will run during Sunday night’s Academy Awards – a first ever for the broadcast. The spots are part of the launch of a new creative approach from Verizon that highlights real customers and their stories about why they chose Verizon. The stories are as diverse as Verizon’s customers and reflect on how Verizon’s technology enables people businesses and society to innovate and make positive change.   The Spanish ad spots feature Hispanic-American customers who stay connected to their families – during life moments both big and small – through Verizon’s network. This will mark the first time Verizon will air a Spanish language ad spot in prime-time television. These are two of the six spots Verizon will air Sunday night to launch the new creative:Susana and Randy – Randy is an emergency first responder and although he is away from home a lot, he stays connected with his wife and four kids and never misses a “buenas noches” video call.Maria – With family members all over the country – and in Mexico – it is important for Maria to be able to connect with them to share important moments in life from dance competitions to new haircuts.



  • NBCUniversal Entertainment

NBCUniversal Entertainment, the Entertainment division of NBCUniversal, has placed its media business in review. Incumbent GroupM´s Essence, which won the account in 2017, will defend. WPP’s Maxus had been NBC’s media agency of record since winning a 2011 review that followed Comcast’s acquisition of the cable giant and a subsequent 2014 pitch for the digital portion of the business.



  • Buchanan’s

Buchanan’s Blended Scotch Whisky is proud to announce the release of BUCHANAN’S DeLuxe Blended Scotch Whisky x J Balvin Limited Edition Design. The custom design of the award-winning 12-year-old blend was created by global Latin music artist J Balvin, who has partnered with the brand for its Es Nuestro Momento campaign since 2016. The exclusive release marks the brand’s first-ever product collaboration and represents its commitment to celebrating the greatness of the Latin community.Through the J Balvin limited edition design, the brand toasts the impact of Latin culture on art, music, fashion and beyond, and all those leaving their mark on the world.During the multi-year partnership, the brand and J Balvin have worked to bring the Es Nuestro Momento spirit to life. Together, they have celebrated rising music talent, giving producers and creators a chance to feature J Balvin on a track. BUCHANAN’s Blended Scotch Whisky has also sponsored Balvin’s last two U.S. tours, encouraging fans of legal drinking age to “leave their mark” at the brand’s Casa Buchanan’s tour experience. Most recently, they have spotlighted artistic talent with a national pack design contest.


  • Keurig Dr Pepper

Keurig Dr Pepper, a leading producer and distributer of hot and cold beverages to satisfy every consumer need, has appointed Initiative as media agency of record for the U.S. and Canada, according to Adweek. Spark Foundry was incumbent on the business.


2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.


  • Café La Llave

Gaviña & Sons,Inc. makers of the popular Latin-style espresso Café La Llave, and a wide variety of other family-crafted coffees, announced the launch of Café La Llave espresso capsules, compatible with Nespresso® OriginalLine machines. The new line comes in 10-count packs (SRP $5.99) and is available on Amazon.com, with plans to roll out across South Florida supermarkets later this year.Café La Llave has an authentic coffee legacy, which dates back almost 150 years to the Gaviña family’s humble beginnings in the rich coffee-bearing soil of Cuba. Today, it is one of the few Hispanic-owned coffee brands in the U.S., and is still made by the same family who created it 47 years ago.As part of Café La Llave’s espresso capsule launch, the company has enlisted celebrity chef Ana Quincoces to serve as brand ambassador during its first-ever appearance at the star-studded South Beach Wine and Food Festival (SOBEWFF), which draws foodies from all over the country and takes place in Miami from February 20-24. F. Gaviña & Sons, Inc. will be rolling out a variety of other Nespresso® Compatible capsule coffees this year, including several varieties for their Don Francisco’s Coffee flagship brand. All F. Gaviña & Sons, Inc. coffees are blended, roasted and packed in the U.S., right from the company’s state-of-the art facility in Vernon, California. The company also has distribution centers in Florida.


What: Verizon and the CONCACAF have agreed to a media rights deal to distribute CONCACAF tournaments across Verizon’s digital platforms.
Why it matters: The deal will give Verizon exclusive rights to distribute multiple championships, adding CONCACAF to Verizon’s sports offering which already includes deals with the NFL and the NBA.

Verizon and the CONCACAF (Confederation of North, Central American and Caribbean Association Football) have agreed to a multi-platform media rights deal to distribute all of CONCACAF competitions across Verizon’s digital media platforms. The deal gives Verizon exclusive English language rights to distribute multiple Confederation Championships, including the Scotiabank CONCACAF Champions League and the CONCACAF League in the U.S., as well as select tournaments in Canada, Mexico, and the Caribbean.

Verizon, including media properties like Yahoo Sports, go90, and Complex, adds CONCACAF to its  digital sports offering with vast reach across platforms. In addition to recent deals with the NFL and the NBA, CONCACAF will join Verizon’s wide soccer portfolio, which includes beIN SPORTS, the National Women’s Soccer League (NWSL), Univision’s Liga MX, Eleven Sports’ Jupiler Pro League and a variety of Leagues within GOL TV.

“As the Scotiabank CONCACAF Champions League continues to gain attention as the region’s most important club tournament, this partnership with Verizon offers a great opportunity for fans who will now be able to follow their favorite teams live as they fight for the Confederation crown,” said CONCACAF CCO Jurgen Mainka.

“Our partnership with CONCACAF is yet another example of how we’re fueling our platforms to become the first screen for live sports. This deal is especially exciting as fans look to us for unique content and experiences in soccer,” added Brian Angiolet, SVP, Global Content & Media at Verizon.


What: The market for live-streaming rights is getting even hotter: Verizon just struck a deal with the NBA, while Facebook has hired Eurosport CEO to oversee a multi-billion push into live-streaming of sports events and esport tournaments.
Why it matters: Live sports are the only appointment viewing content category large advertisers still want to spend big chunks of money in. As mobile users increase, platforms need to be quick in their bids to show live sports content online.

A few days before the February 9th deadline for English Premier League streaming packages, Facebook has targeted Peter Hutton, CEO at Eurosport, to oversee the social network’s multi-million live-streaming effort. More than ever, the digital advertising trend pushes major platforms to fight for live sports streaming, and Facebook sure could use the extra help. A few months ago, they pushed a failed US$600 million bid for the rights to cover the Indian Premier League of Cricket.

Even though Hutton is not expected to start his new role until the end of the winter Olympic Games in South Korea, digital streaming rights have a strong presence in the social network’s mind. They’ve been known to partner with Fox Sports to stream Champions League selected matches, as well as some matches from Mexico’s Major League SoccerThere have been reports that Facebook has decided not to bid for NFL streaming, which could mean they will save their efforts for soccer as it is the most-followed sport throughout their network.

Reinforcing sports streaming strategy is one thing, but platforms like Google and Facebook are also looking into expanding their efforts in electronic sports (esports) streaming. Facebook has the advantage here; as the relationship between video games and social media becomes closer, the largest social network has closed a deal with the Electronic Sports League, by which esports fans will be able to follow the Counter Strike: Global Offensive Pro League, and the Electronic Sports League One tournaments.

Verizon in NBA and NFL Deals

In order to compete with Facebook’s video ad business, Verizon has signed an agreement to allow mobile phone users to watch sports for free, but this time with the NBA. Verizon will let users watch up to eight basketball games for free, and viewers who wish to watch games throughout the season can subscribe to the League Pass service for US$99.

Just a few weeks ago, the mobile carrier, owner of Yahoo, closed a US $1.5 billion deal with the NFL to allow users to watch football matches on their mobile phones, through the Yahoo sports app. Verizon’s last deal with the NFL, which runs through the current season, cost the carrier $1 billion over four years. That means Verizon is paying at least 20 percent more per season for the games. With only two more weeks before the Super Bowl, we’ll see what these two media, as well as others like Amazon and Google, decide to do next.


[Featured image by Cleeng.]













What: Since the first launch in June 2017, Sprint reminds Verizon customers that they’ll get a whole unlimited year for switching.
Why it matters: Telcos are among the largest marketing categories, particularly when it comes to reaching Hispanic consumers.  Both Verizon and Sprint target Spanish-dominant Hispanics and bilingual Millennials.


“Keep your Verizon phone and save $900 in the first year,” Sprint’s website proclaims. “Stop feeling ripped off by Verizon.” This promotion, available to anyone who brings an eligible phone and switches to Sprint, has been available since last year. At the time, it was deemed “the most aggressive promotion in the history of the U.S. wireless industry”.


Back in June 2017, the promotion had a positive effect on Sprint’s quarterly results. Though a similar outcome can be expected from this revival, the promotion coincides with Sprint removing two of its pricing offers, which will result in a bigger monthly bill for some Sprint customers.


The offer is available for both individuals and families, and while it doesn’t include international calls, it includes data and text messaging outside the U.S. Users only have to bring their phone and buy a new SIM card. If they sign up for the promotion, they’ll begin paying monthly fees (starting at US$60) after the free year has been completed, on 1/31/19.


Interestingly, both Verizon and Sprint have targeted Hispanic consumers from up close. Exactly two years ago, Sprint’s Hispanic marketing manager Kymber Umaña spoke to Portada about the firm’s multicultural marketing strategy. Sprint understands that for Hispanics, a mobile phone is their gateway to the content they desire but also a necessary means for staying connected to friends and family,” she said. “A majority of our Sprint stores have bilingual staff and offer Spanish-language materials to meet the needs of the diverse Hispanic segment.”


The marketing war against Verizon has to do at least to a certain extent with getting the Hispanic consumer’s attention. Last year, only two months after the first launch of the unlimited year promotion, Verizon used the 2017 MTV Video Music Awards ceremony to show an ad targeting US Hispanics. The ad, titled ‘Date Interrupted’ and featuring Mexican actor Luis Gerardo Méndez, showed a Hispanic couple about to interrupt their dinner at a restaurant to go check on their baby at home. Since the Verizon representative on site doesn’t speak Spanish, it is up to Méndez to introduce Verizon’s unlimited data plans to the couple (and save their date). When we asked Verizon EVP and CMO Diego Scotti about the ad, he explained to Portada that it was “a nod to the bi-cultural Latino audience. We are telling them: We get you. We understand you.” It seems this war will be difficult to win. On the one hand, bicultural users like to feel understood; on the other, what can beat a free year of communication with loved ones? If Verizon has the answer, we’ll surely find out soon.

Update: A Sprint representative has contacted us to clarify that the promotion has been available since June 2017; the firm has neither relaunched it nor revived it, though it is a limited-time-only offer. 







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.


Verizon has signed a 2.5B deal with the NFL that will allow Yahoo users (Yahoo is owned by Verizon) to watch football games for free on Yahoo’s app.

More than 58% of video plays globally occurred on mobile devices in the third quarter of 2017, with that figure due to rise to 60% in mid-2018, according to Ooyala.

A new study by 16 programmatic publishers — including Business Insider, The New York Times and The Washington Post — and Google, Amobee and Quantcast found alarming figures around video and display advertising fraud, according to a press release.

According to Ooyala’s Q3 2017 Global Video Index, Connected TV (CTV) mid-rolls had a 98 percent completion rate in Q3, while PC mid-rolls had a completion rate of 97 percent. On each platform, broadcaster mid-rolls had stronger completion rates than did publisher mid-rolls. The highest rate for publisher mid-rolls was 88 percent on PCs.

Alibaba‘s video streaming service, Youku Tudou, has signed content licensing deals with NBCUniversal and Sony Pictures Television.

Redbox is going after the online video market again, launching On Demand service that offers movies and TV shows for purchase or rent.

Amazon Prime Video has begun streaming in HDR10+ on US Samsung QLED and 4K TVs.


It seems like Apple may be about to launch ApplePay in Brazil. 

A report by Magna forecasts that digital ad spend will grow 9.9% in 2018 in Latin America, which is the fastest-growing region compared to other markets.

Digital House, a Buenos Aires, Argentina-based group of schools providing digital skills to young Latin Americans, has raised $20m in funding.

Turner International’s Digital Ventures & Innovation (DV&I) team has launched a new gaming streaming service GLOUD in Latin American countries Argentina and Chile, with plans to launch in other countries in the region soon.

Teads Brazil announced impressive results for 2017, closing out the year by growing its operations by 150%, and achieving 1.2 billion people monthly in their audience reach. This represents 91% of the Brazilian population with internet access, up from 52% of coverage in the beginning of the year.

What: Digital content company Oath announced the incorporation of Felipe Molina to their strategic planning team for the LatAm region.
Why it matters: Based out of Oath’s offices in Miami, digital strategy specialist Felipe Molina will analyze Oath’s entire brand portfolio to develop in the Latin American market.

Oath, the leading digital content company, which encloses the AOL brands and Yahoo!, announced the incorporation of the digital strategy specialist, Felipe Molina, to their strategic planning team for the Latin American region. Molina will bring support to Oath’s strategy to accelerate the growth and development of the company’s business platform in the region.

Felipe Molina has more than 10 years of professional experience in the digital media field, having worked for some of the most important companies in the region, like Unilever, MasterCard and Coca-Cola. Previous to joining Oath, Molina acted as director of digital specialization for IPG MediaBrands, integrating the different digital operations of the company, such as Cadreon, Reprise, McCann (UM WW) and Ansible.

Based out of Oath’s offices in Miami, Felipe Molina will analyze Oath’s entire brand portfolio to develop in the Latin American market.

Oath was born through the acquisition of AOL and Yahoo! by Verizon, which bring together more than 50 brands. The company has a goal of reaching two billion users in the world by 2020.

What: Verizon has launched  AdFellows program, a paid fellowship that will give diverse young marketers internships at companies & agencies.
Why it matters: 20 diverse young marketers will have the chance to work within Verizon & its partner agencies (McCann Worldwide, Momentum, Rauxa, Weber Shandwick, and ZenithOptimedia) over the course of eight months.

Verizon  wants to promote diversity within the marketing industry that is why the company has launched AdFellows program, a paid fellowship that will give 20 diverse young marketers internships to work within the company and at its partner agencies (McCann Worldwide, Momentum, Rauxa, Weber Shandwick, and ZenithOptimedia) over the course of eight months.

Almost a year ago, Verizon’s chief marketing officer Diego Scotti sent letters to 11 of the agencies Verizon works with.

“Verizon is a company that has a long history of diversity, but for us diversity is not just about the right thing to do, it’s critical to our success,” Verizon CMO Diego Scotti, tells Marketing Daily. “For us, when you look at marketing and creativity in particular, the issue around giving diverse talent an opportunity is critical for success.”

Last September, Verizon made public a letter Scotti wrote to his agencies calling for more diversity among the ranks. More diversity would give the company more perspectives into a diverse American public, he said in the letter. He echoed that sentiment when talking about the AdFellows program.

“As an industry, we need to start taking action, and we need to be at the forefront,” Scotti says. “We don’t believe in quotas, we believe in progress, and we have to make that progress.”

Including the agencies among the partners for the fellowships is an important way to show the industry Verizon is committed to encouraging diversity across the board. It also gives potential recruits an opportunity to gain a broader range of experience.

Diego Scotti – “As an industry, we need to start taking action, and we need to be at the forefront”

The paid fellowship will cover housing, and includes a goal to place 90% of the participants in positions at either Verizon or its agencies. Scotti notes the company’s 9-month-old in-house agency is staffed with 50% minorities, and is 52% female.

“It’s not an issue about finding people,” Scotti says. “When you build something from scratch you can do it right from the start.”

But getting recruitment right is only a part of the equation, Scotti says. The next step is creating opportunities and the environment that encourages the diverse workforce to stay for the long-term. He also hopes other companies and organizations take a cue from this program and start their own.

“We want to do something that endures. If you’re going to do that, you’ve got to do it right,” Scotti says. “As an industry, we need to start taking action, and we want to be at the forefront of that.”



What: Oath, the Verizon unit that encompasses AOL and Yahoo,  has defined its leadership structure for the U.S Hispanic market and Latin America. Armando Rodriguez will oversee all sales and operations for the region, Henry Zamarripa,will lead sales for Spanish-speaking Latin America, Andre Izay, will be in charge of overseeing sales and operations in Brazil, and Matthew Harris, will leadsales for the U.S. Hispanic market.
Why it matters: The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America. (Last year Yahoo had closed its operations in the Argentinean and Mexican markets).

Armando Rodriguez

Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America.  Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.

Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.

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Verizon, one of the largest telecom operator in the United States, acquired AOL in 2015, and most recently completed its acquisition of Yahoo for US$4.5 billion in early June. The integration of these two companies, which will operate under the Oath umbrella, should take several months to complete.

 Digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

A global leader in digital and mobile, Oath is a house of more than 50 media and technology brands, including AOL.com, HuffPost, Yahoo Sports, Yahoo Finance, BrightRoll, Flurry, ONE by AOL, TechCrunch and Tumblr, to name a few. Today, the combined properties of Oath reach over 1 billion people worldwide, with a goal of reaching 2 billion people by 2020. Oath is shaping the future of media and building brands people love through scaled audiences, trusted content, premium distribution and differentiated data for thousands of the world’s leading advertisers.

Latin America remains a strong market for growth in digital advertising. According to eMarketer, digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

CHECK OUT: Verizon buys Yahoo: 8 Things You Need to Know

“We are creating a transparent and reliable environment for advertisers that combines relevant and differentiated content with a complete set of data that gives us an in-depth understanding of more than 1 billion people around the globe. This represents a huge opportunity for advertisers in Latin America, where we’re seeing tremendous growth and momentum,” says Armando Rodriguez.

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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.


Early next year, a new version of Google Chrome will include an ad filter that takes out sites with poor ad experiences. Chrome will then block all ads on offending sites.

YouTube has updated its advertising guidelines for its creator community. Among content that is deemed ineligible for advertising are controversial issues and sensitive events; drugs and dangerous products or substances; harmful or dangerous acts; sexually suggestive content; and violence.

According to AdColony’s Spring 2017 App Install Marketing Survey, 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest is for in-feed, social, and television video ads.

According to Mary Meeker’s Internet Trends Report, Internet ad spending is projected to top TV ad spending within six months

Verizon has completed its $4.48 billion acquisition of Yahoo. Assets will be combined with AOL brands such as the Huffington Post under a new subsidiary called Oath.

Kantar‘s survey of advertising media preferences found that 68 percent of connected adults either like or tolerate advertising. 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse.

The Interactive Advertising Bureau announced Q1 U.S. digital advertising revenue hit $19.6 billion, the highest ever for a first quarter and representing a 23% year-over-year increase.

According to a recent report from Reuters, Facebook is signing deals with companies like BuzzFeed, Vox, and Group Nine for TV-style video with both short clips of about 10 minutes in length and longer shows of 20 minutes or more.

The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market.

A formidable group of media companies including AMC, Amazon, BBC, Twentieth Century Fox, Netflix, NBC Universal, Telemundo, Televisa and Univision have formed the Alliance for Creativity and Entertainment (ACE) to fight online video piracy.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1M investment, television’s lift is consistently seven times better than paid search and five times better than online display advertising across a broad list of advertising categories.

Apple confirmed rumors that its set-top box will be getting an Amazon Prime app for the tvOS platform later this year.

Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen.

NBC News unit has launched a digital video service that targets viewers who get their news on social media. The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet’s YouTube, Facebook, and Instagram.


According to Ooyala’s Q1 2017 Global Video Index, in LATAM, mobile video plays topped 56 per cent—up from 46 per cent last year, with tablets representing 5 per cent, the least of any region.

Research conducted by Dataxis predicts that LTE penetration will grow in Latin America from today’s 21% to 90% by 2022. While 4G penetration varies in the region, Uruguay by far being the most advanced country with a 50% penetration.

VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms.

According to the Advertising Bureau‘s “Always On – A Global Perspective of Mobile Consumer Experience,” smartphone users in South America noted the most progress in their mobile ad experiences, but smartphone users in Brazil saw moderate advancement with mobile advertising relevance.

 According to The Competitive Intelligence Unit (CIU), average mobile data consumption has doubled in Mexico over the past two years, driven by online video viewing.

What: Verizon has made it official, today the tech company announced it has finally closed its acquisition of Yahoo for US $4.5 billion and combined these assets with its existing AOL business to create a new subsidiary: Oath. Marissa Mayer, former CEO at Yahoo, resigned.
Why it matters:
Yahoo Spanish-language edition continues to exist and is marketed by Yahoo’s Latin American and U.S. Hispanic sales team in Miami and by IMS.  A Verizon spokesperson told Portada that it will be providing updates on the Latin American and U.S. Hispanic strategy soon.

The Yahoo transaction was announced in July 2016, but today, after Yahoo shareholder approval last week, Verizon finally made the acquisition official, at an estimated value of US $4.5 billion.

“While reaching this moment has certainly been a long road traveled, it marks the end of an era for Yahoo, as well as the beginning of a new chapter – it’s an emotional time for all of us. Given the inherent changes to my role, I’ll be leaving the company. However, I want all of you to know that I’m brimming with nostalgia, gratitude, and optimism,” former Yahoo CEO Marissa Mayer stated in her Tumblr account today.

Given the inherent changes to my role, I’ll be leaving the company.

The sale of Yahoo is just one more sign of how the online media and content market continues to consolidate, as large companies are trying to bring together audiences, and advertisers all under one big company, in competition with the continuing growth of Google and Facebook.

“The close of this transaction represents a critical step in growing the global scale needed for our digital media company. The combined set of assets across Verizon and Oath, from VR to AI, 5G to IoT, from content partnerships to originals, will create exciting new ways to captivate audiences across the globe,” stated Marni Walden, Verizon president of Media and Telematics.

Tim Armstrong, former CEO of AOL, is now CEO of Oath, which is part of Verizon’s Media and Telematics organization. He has been leading integration planning teams since the Yahoo transaction was announced, and Oath begins operation today as a global leader in digital and mobile.

Portada reached out to Yahoo’s team about how this change will affect Yahoo’s Latin American and U.S. Hispanic operations, but they weren’t ready to comment on that matter.

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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.


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.


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.

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.


TiVo just released the 16th edition of its quarterly Video Trends Report, covering key topics across Pay-TV, VOD, PPV, OTT and TV, and found that Q4 of 2016 had the highest percentage of cord-cutters in a single quarter since their Q4 2015 survey. In Q4 2016, 83.0% of respondents had a pay-TV provider. Of the 17.0% without a pay-TV provider, 19.8% of this segment of respondents cut service in the last 12 months.

Entravision Communications Corporation announced that it has acquired Headway, a provider of mobile, programmatic, data and performance digital marketing solutions primarily in the U.S., Mexico and Latin America.

In the US, Nielsen has partnered with video ad platform YuMe to launch what the pair say is the first programmatic platform-based/campaign-based audience measurement solution for connected TV (CTV) campaigns

Vimeo has launched Vimeo 360, a new hub that will spotlight 360-degree filmmaking while offering numerous creative resources to its users.

VuduWalmart’s online video rental and purchase service — will be available as an app for the fourth-generation Apple TV.

Facebook Messenger is starting to roll out Messenger Day globally on Android and iOS. Messenger Day allows users to snap a quick selfie or take a photo or video of what’s around you, add art and effects and share the clip with friends.

Targeting Indian film and Bollywood fans in the US, Amazon has launched Heera, a curated on-demand video channel subscription through which users will able to watch over 100 on-demand channels without a cable connection.

Optimizely has launched Optimizely X OTT as a part of its “Experimentation Platform” to support experiments in over-the-top (OTT) video.

According to new research from the Consumer Technology Association, for the first time ever, the percentage of free or paid streaming video subscribers in the U.S. (68 percent) has caught up to the number of paid TV subscribers (67 percent).

AdRoll‘s recent research found that more than 70 percent of marketers are running programmatic ads on social media, more than one-half employ it on mobile and almost 40 percent use it for video marketing.

Video advertising platform Latin On has partnered with Cinesa Soluciones Audiovisuales to offer digital and audiovisual services to global brands the US-Hispanic market.

AOL Inc. revealed that it had sought a deal with Google and Facebook  before agreeing to a buyout by Verizon Communications Inc.

The New York Times opened  its video inventory to programmatic ad buyers for desktop and mobile web with mobile in-app on the way, per Adexchanger.


Verizon Digital Media Services and Pontis Technologies announced a multi-year partnership that will make over-the-top (OTT) and content delivery network (CDN) services on the leading end-to-end digital media platform from Verizon Digital Media Services available to broadcasters and content publishers throughout Latin America.

Mobile ad company Adsmovil has announced an alliance with Sizmek that will allow advertisers, agencies, and trading desks to combat fraud in programmatic buying on mobile. 

The Global OTT TV & Video Forecasts report estimates that Latin American OTT, TV and Video revenues will nearly triple in the next year.

Amazon has launched its Prime membership program in Mexico, according to a new report.

During the Mobile World Congress in Barcelona, GSMA revealed data showing an increase by 121% in 4G connections in Latin America. The Latin American growing rates are twice as fast as the global average, summing up 113 million connections — 60 million of them in Brazil.

comScore revealed its latest data in Brazil: 81 million people browse the internet via desktop and 75.5 million do it through smartphones, which account for 71% of users’ time online. 105.7 million people have access to the internet.  Google had 88 million unique visitors, and Facebook 79 million. Facebook and YouTube represent half of the videos streamed in Brazil.

The streaming ad management company AdStream claims that revenue grew by 123% last year in Brazil, and  also closed a deal with Globo for ad streaming in the country.

Batanga Media announced a full rebrand, changing its corporate name and identity to Vix. Effectively immediately, Batanga Media will be known as Vix, a digital media company dedicated to generating curiosity and leaving a positive influence for audiences across the Americas.

What: Verizon has hired former Apple exec Andrew McKechnie as their new in-house CCO.
Why It Matters: The telecommunications company has decided to build an in-house agency to boost its brand in a highly competitive market.

Andrew McKechnieLess than a week ago, Andrew McKechnie joined Verizon’s team as the new chief creative officer. Over the past three years, McKechnie had been working at Apple as their global group creative director, where he oversaw their global marketing communications design team. With over 16 years of experience, he will be charged with transforming Verizon from a wireless company into an innovative technology company.

Leading a team of almost 60 people, McKechnie will oversee the company’s marketing efforts from within its new in-house agency and attempt to renovate Verizon’s identity through new cross-platform branding.

Craig Wigginton, Vice Chairman at Deloitte, explained in Deloitte’s 2017 Telecommunications Outlook that some areas with the greatest potential for digital improvement are customer care, sales, and billing, as telecom companies can and should “use the Internet and social media channels to serve customers directly.”

As the telecom market evolves, Verizon needs to step up its marketing strategies. Wigginton explained that “as carriers seek to remain competitive, operations are one area that is ripe for improvement. Many telecoms still rely heavily on manual processes; the availability of new technologies and innovations may make 2017 the year of digital transformation for carriers in both in the US and globally.”

According to Verizon’s CMO, Diego Scotti, the company is also looking to develop products that incorporate smart devices and the connectivity of the Internet of Things.

McKechnie will be leading his tem from Verizon’s new agency-like offices in New York City’s Financial District.

In the age of the total market it is interesting to see how Verizon just introduced a campaign specifically targeting Hispanic Millennials led by actress Gina Rodriguez (Check out the box below for details of the campaign). Portada talked to Stephanie Shannon, Culture and Segment Strategist at Verizon. Shannon is going to be one of the major speakers at our upcoming Annual Conference on Sept. 15  (co-produced with MediaPost).

Isn’t it enough to target a campaign targeting millennials in general? Why is there a specific need to target Hispanics specifically? According to  Stephanie Shannon, who leads Verizon’s cross cultural engagement strategy, “millennials represent the largest consumer group in the U.S. right now, with Hispanic millennials  being a very important and unique sub-segment.  We wanted to go deeper than just translating  a millennial campaign, and focus on passion and touch points that fuel their everyday life.”

Cultural Mobility

Stephanie Shannon, Culture and Segment Strategist, Verizon

To understand how Verizon markets  to  (Hispanic) millennials, it is important to gain an understanding of the concept of “Cultural Mobility”. A key fact here is, according to Shannon, “that Hispanic millennials are dynamic, and identify as more than just Latino.  They influence  mainstream culture and move fluidly through varied passion points, while still having grounding  in their cultural identity.” The Hispanic specific “Bienvenido a lo Mejor” campaign, Shannon notes,  “is a nuanced approach under the “Better Matters” campaign.   Bringing distinct and  unique cultural insights to action.”

Hispanic millennials are dynamic, and identify as more than just Latino.  They influence  mainstream culture and move fluidly through varied passion points, while still having grounding  in their cultural identity.


Gina Rodriguez’s Cultural Mobility

Bienvenido a lo Mejor campaign leader, Actress Gina Rodriguez was born in Chicago and is the youngest daughter of Puerto Rican  parents. Rodriguez  embodies Verizon’s principle of “cultural mobility.” She has acknowledged that she does not speak Spanish-perfectly. According to Shannon, Rodriguez”embodies the spirit, personality and lifestyle of our Hispanic millennial  consumer, so it was not surprising that her statement reflected the exact ideology of our  campaign.  Of course, we were strategic in selecting Gina, however her perspective about culture  is not unique to just her – it is something you hear and see across the demographic in general. Gina has pride in being a Latina woman, is highly active on social media to stay in close touch  with supporters and admits that it is incredibly important for her to stay connected to family  which help fuel her both professionally and personally.  She truly represents our target and her added charm and spunky personality makes her an ideal fit for this campaign.”

At #Portada16 on Sept. 14 – 15. Learn  how  to emulate the success of innovative brands that target the Latina Millennial.
• Omnichannel marketing strategies
• Branded video content
• Snackable content marketing
• The latest research and more
with Verizon’s  Stephanie Shannon and Nelson Peña, Vice President Global Foods; Nestlé and other major marketers. Early bird tickets expire this Friday August 5!

Beauty, Music and Cooking as Passion Points…

Asked why the above passion points were chosen by Verizon for the campaign,  Shannon notes that “for the consumer call to action, we focused on these verticals because technology has enabled a  deeper level of engagement that didn’t exist before. Our network is at the core.  With new  digital/social platforms, influencers are not bound by mainstream media to express their  passions and gain a following.   For example, a musician can leverage digital/social platforms to  express and push their music and not rely on a major label and radio to extend their craft to the  masses.”

…and Soccer.

Shannon notes that Verizon has a strong footing and positioning within sports in general  (NFL, Indycar,  NBA) and soccer continues to be one of the most popular sports among Hispanics. For this  program specifically, Verizon chose soccer player  Alejandro Bedoya as it’s main celebrity. In Shannon words, “because, although he plays the most popular sport amongst Hispanics, he is more than that.  As you’ll see in the Facebook campaign, he is an avid fisher and all around active guy.  Once again, representative of our target demographic.”


Box: Campaign Details: Paid Media, Agencies and More…

DurationJuly 27 – August 15 Contest. Gina Rodriguez is  asking consumers to share why they want to connect with these individuals via Twitter or Instagram. Consumers can enter via videos, images or text a  for the chance to win an exclusive experience and create videos that will be socially shared with the influencers.
#Bienvenido a lo mejor is a year-long campaign
TargetHispanic Milennials 
ObjectiveGrow overall brand equity, but supporting the new products and plans that are relevant to this  consumer group
StrategyOverall, this is a nuanced approach under the “Better Matters” campaign.  Bringing distinct and  unique cultural insights to action.
Paid ElementsPaid support of all digital channels yearlong to amplify the campaign,  including social with a heavy up on Facebook to give consumers 30 days of unique content  featuring 30 influencers.
Off-linein-store, customer service, CRM, and local grassroots elements. There will be an integration into Univision’s La Banda singing competition broadcast integrations.
Agency PartnerZenith to craft the media strategy and also Moxie to help execute digital .
InfluencersGina RodriguezJuan Manuel Barrientos (Food), Alejandro Bedoya (Soccer), Yasmin Maya (Beauty) and Megan Nicole (Travel)

Own network of 30 curated influencers,  hoping to tell the stories of Hispanic  Millennials  through the lens of relatable, dynamic, and regionally diverse individuals.

MetricsDigital engagement – total social impressions, contest entries, shares, earned  impressions, and eventually conversion.


Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Famous Dave’s

descarga (2)BBQ chain Famous Dave’s has appointed Minneapolis-based agency Colle+McVoy as its agency of record. The agency will be in charge of strategy, creative, design, media planning and buying, and digital duties in service of revitalizing the brand.




  • Verizon

imagesVerizon and award-winning actress Gina Rodriguez kicked off Bienvenido a lo Mejor, a nationwide campaign to engage Hispanic millennials with experiences and connections that can fuel their fast, varied and always-on lifestyles. For today’s consumers, access to the people and passions that matter most is essential to staying culturally-connected and inspired. Gina and Verizon are asking consumers to share why they want to connect with these individuals via Twitter or Instagram using #LoMejorDeMi and tagging @Verizon starting today through August 15. Consumers can enter via videos, images or simply a written entry for the chance to win an exclusive experience and create videos that will be socially shared.




  • Dasani & Subway 

descarga (3)Dasani, The Coca-Cola  bottled water brand, and sandwich chain Subway are partnering to promote a clean water campaign, MediaPost reports. For every bottle of Dasani sold in 2,200 participating Subways by Aug. 31, the chain will donate 30 cents up to US$125,000 to World Vision, a humanitarian group that is the largest non-governmental supplier of clean water around the world. Subway has posted a video on YouTube that explains the program and is promoting it on social media. Donations can also be made via a special website, www.freshwater4all.com.Donors are being encouraged to tweet their participation using #igavecleanwater. Surveys have found that more and more consumers, particularly millennials, look very favorably on companies that invest in and work for social causes.



  • Chipotle

imagesMexican Grill Chipotle will open its first burger restaurant in Lancaster, Ohio this fall, Adage reports. The new restaurant will open, under the name Tasty Made.Tasty Made will have a limited menu and the beef will come from cows raised without antibiotics or added hormones, the company said in the statement.The first Tasty Made will be in Ohio because Chipotle culinary manager Nate Appleman and David Chrisman, national training director, are both from the state.



  • Automotive Internet Media

-mosmFgc_400x400Today many Hispanic auto shoppers look to the web when making a vehicle purchase. However, many dealership websites do not offer a solution for Hispanic auto shoppers.Automotive Internet Media (AIM) creates and manages websites for auto dealers, but recently developed a one-stop dealership website for both auto shoppers who speak English and Spanish without leaving the main dealership site.Many dealer sites have plug-ins that can do a rough English-Spanish translation but that’s not really speaking directly to Hispanic auto shopper. The AIM site pages, content and images are built for a specific audience. With a click the site changes from English to Spanish or vice versa.Many dealerships are intensifying their pursuit of the Hispanic car buyer.  Sales to the Hispanic market is booming. AIM’s responsive website platform was built from the ground up to be a multilingual site. The banners, buttons, images, inventory pages and informational pages are all original content for each language. Because of the nature of changing vehicle descriptions, a language conversation tool is in place to translate every description dynamically only for the vehicle detail pages. This platform can be set up for other languages.


We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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


YouTube Spaces and Telemundo, the #1 producer of Spanish-language content in the U.S., partnered up to bring a YouTube Pop-Up Space to Miami at the Wynwood Warehouse Project from July 26-28, 2016. Telemundo is the broadcast network partner at the three-day event that will bring together YouTube creators and Telemundo stars to generate original content. YouTube creators will then have the chance to enter their original content in a competition sponsored by Telemundo with the chance to win the “Best Novela Scene by YouTube Creators” award at Telemundo’s Premios Tu Mundo 2016 awards in August.

Taboola is acquiring native video advertising company ConvertMedia, a native video provider with a US $50 million annual revenue run rate. The company offers Spanish-language videos for the U.S. Hispanic market, Latin America and Spain. With the acquisition, Taboola is trying to acquire critical mass to rival Google (YouTube) and Facebook, who dominate the video ad market.

SITO Mobile announced the addition of video ad formats to its Real-Time Verified Walk-In (Real-time VWI) products, providing real-time targeting, and data on video advertising campaigns. While the product does not track actual in-store transactions, the one-to-one device-matching technology is able to track whether a device that was served a particular ad ended up at the store being advertised.

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.

On July 27, Today Verizon and award-winning actress Gina Rodriguez kicked off Bienvenido a lo Mejor, a nationwide campaign to engage Hispanic millennials with experiences and connections that can fuel their fast, varied and always-on lifestyles. For today’s consumers, access to the people and passions that matter most is essential to staying culturally-connected and inspired.

European firm mobile marketing solutions firm Obvious is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures.  Located in Miami, Mobvious’ new office will be led by Isabel Rafferty.  Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy.

flashtalkingFlashtalking, the leading global independent ad server and full-service provider of dynamic creative solutions, announced a partnership with Integral Ad Science, the leader in quantifying digital media quality. The partnership allows Encore by Flashtalking to incorporate IAS data in its algorithmic attribution platform. By leveraging IAS’s unparalleled verification data, Encore’s attribution models will achieve even higher clarity and predictive accuracy in delivering actionable insights to advertisers across the globe.

Google has released a report on the state of programmatic video. Among the highlights are that advertisement on mobile is surging, as DoubleClick Bid Manager video impressions for mobile devices grew 30x in 2015. Larger screens lead to better metrics for brand lift, viewability, and engagement: in Q1 2016, the growth in large players’ ed spending on its DoubleClick Bid Manager beat the growth of all of the other player sizes combined by 17%. Viewability in general is also on the rise: the study claims that 66 percent of all video ads on browsers and apps are viewable.

Out stream video advertising specialists Teads has unveiled inRead 360, the latest addition to its inRead advertising suite. The product offers an interactive and immersive 360-degree ad viewing outstream experience, similar to a Virtual Reality (VR) environment.

AOL has spent a half a billion dollars so far on investing in programmatic TV advertising solutions, demonstrating that digital strategies may work for the small screen as well. AOL has seen incredible increases in revenue from programmatic advertising: from $43.8 million three years ago to $1.264 billion this year.

The very big news is that Verizon announced on Monday that it would be acquiring Yahoo‘s operating business for $4.83 billion in cash. Yahoo will be integrated with AOL under Marni Walden, executive vice president and president of product innovation and new businesses at Verizon.

On Thursday, Scripps Networks permanently closed it syndicated video division, Scripps Lifestyle Network, leading to layoffs in its New York and San Francisco offices.

Global media company Matomy Media Group Ltd. announced the launch of mtmy – a mobile advertising agency offering a fully-managed service in the US and Asian markets. Charged with Matomy’s own Data Management Platform (DMP), mtmy couples targeting of global media with cross-channel optimization to maximize returns on advertising budgets. There are no current plans to expand mtmy to Latin America.

On July 25 Fox Networks Group and Mondelēz International announced they have finalized a partnership which will see Mondelēz International leverage Fox Advanced Ad Formats on streaming and Video On Demand (VOD) platforms. The partnership is centered around ad format innovation and content co-creation, and reflects how advertisers can work with entertainment properties to define new consumer brand experiences through storytelling. Mondelēz International will collaborate with Fox to roll out new ad formats on new screens, all aimed at creating content and ad experiences that work at scale in streaming and VOD environments.

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.



According to the OTT Video in Latin America report, OTT video markets in Latin America are diverse in terms of both demographic and socio-economic lines and adoption of telecom and video services When  Netflix arrived to Latin America in 2011, various SVoD platforms emerged regionally and in each country. While SVoD is more common, there is a combination of SVoD, TVoD and AVoD as well as paid linear and free linear content among service offerings.

Research and Markets released the “Global OTT TV and  netflixVideo Forecasts”report, and reveals that global OTT TV and video revenues [for 100 countries – up from 64 in the previous edition] will reach $64.78 billion in 2021; an increase from $4.47 billion in 2010 and $29.41 billion in 2015. The Global OTT TV & Video Forecasts report estimates that Latin American revenues will nearly triple.

Netflix CCO Ted Sarandos told the Television Critics Association that the company’s Latin American expansion was not so smooth, revealing: “Latin America was a really difficult process for us,” he said, acknowledging the struggles to set up payments and provide adequate bandwidth in some communities. “Now it’s such an important part of our global business, and it’s some of our fastest-growing territories. It was about four years before we turned the corner on it.”

Verizon Communications Inc is purchasing global  iconic, but stalling Internet company, Yahoo for U S$4.83  billion. The transaction helps Verizon to add scale to its already impressive digital media and ad-tech assets. 8 things marketing and media professionals need to know….

descarga (1)

1. What is Verizon buying?

Verizon Communications Inc has finally closed a deal to buy Yahoo Inc core business, including Yahoo’s operating business and patents except Yahoo’s valuable stake in Chinese firm Alibaba.

2. With which Verizon properties will Yahoo be combined with?

Yahoo will be combined with AOL, which Verizon bought last year.By adding Yahoo’s core internet business, with more than a billion Internet users a month,  to AOL, Verizon becomes a global digital media player. Verizon (AOL), gains access to Yahoo’s advertising technology tools, as well other assets such as search, mail, messenger and real estate.

3. Will Yahoo cease to exist?

The Yahoo brand will very likely survive as part of Verizon/AOL, but the sale marks the end of Yahoo as an operating company, leaving it only as the owner of a 35.5 percent stake in Yahoo Japan, as well as its 15 percent interest in Chinese e-commerce company Alibaba Group Holding Ltd. When the transaction is closed, in the first quarter of 2017, Yahoo will change its name and become a publicly traded investment company, the company said.

4. What strategy is Verizon following with the Yahoo purchase?

“Combining Verizon, AOL and Yahoo will create a new powerful competitive rival in mobile media, and an open, scaled alternative offering for advertisers and publishers,” said Tim Armstrong, AOL chief executive, in a statement. A key word Armstrong is using is “open”, with that he stresses the contrast between Verizon/AOL/Yahoo;s approach with the so-called “walled garden” approach of Facebook and other social media properties as well as Google, which for a long time has built a whole digital ecosystem around it. Through the scale Verizon’s digital media properties have gotten through the Yahoo and AOL acquisitions, Armstrong attempt to compete with Google (including Youtube) and Facebook, which in many sectors of the digital ad market have a share higher than 75% (e.g. online video). (Note also that AOL last year signed a global ad monetization agreement with Microsoft for its MSN network.) Another important word in Armstrong’s statement is “mobile“: As one of the largest wireless and cable companies in the world, Verizon opens the door to extensive distribution opportunities of Yahoo content.

5. Does Verizon’s foray into the digital media business hide something?

It is no secret that market forces are not shaping up to be kind to traditional wireless carriers like Verizon. The explosion of third-party messaging apps severely dented one of wireless carriers’ biggest revenue streams – text messaging. WiFi expansion projects by Google and other third parties makes it much easier to go with a smaller data plan. Perhaps one day the idea of paying for wireless data will be a relic. Verizon needs to diversify in the face of a changing economy. Perhaps’s ad supported mobile phones will prove to be a good alternative to declining revenues coming from data plans.


6.Who will be in charge of integrating AOL and Yahoo?

Verizon executive Marni Walden is likely to be in charge of mashing together Yahoo and AOL — which Verizon acquired last year — and make hay out of two old tech giants, Business Insider reports. As Verizon’s executive vice president and president of product innovation, Walden is in charge of evolving Verizon from an analog business into a firm that can battle with the digital media giants and explore new technology like the Internet of Things and telematics. Marissa Mayer, chief executive of Yahoo, said that she was “planning to stay” in the company.

7. Does the word “synergies” also mean headcount cuts?

No doubt, the merger between Verizon/AOl and Yahoo comes associated with cost saving opportunities in several areas (back office, ad operations and even sales). “Synergies” can be an unnerving word for employees of both acquirers and acquisition targets because it almost always involves the closing and combining of offices, which also means the reduction of headcount. Yahoo reported that active headcount stood at 8,800 at the end of the quarter, down from 11,000 a year ago. This is the lowest level in a decade. Analysts have attributed Yahoo’s better-than-expected earnings to such cost-cutting measures.

8. What implications does it have for the U.S. Hispanic market and Latin America?

Yahoo has U.S. Hispanic specific products and sales teams, while AOL has folded most of the Hispanic specific properties into its larger general market websites (e.g. Huffington Post). It will be interesting what strategy the combined AOL/Yahoo will follow. In Latin America, Yahoo recently closed its Argentina and Mexico offices only clearly betting on Brazil. AOl, which in the early 2000s had Spanish-Speaking U.S. Hispanic and Latin American units,  has followed a similar strategy. The big questions are whether the combined AOL will expand into Spanish-speaking Latin America (Colombia, Mexico, Argentina etc) and whether there will  more of a total market (millennial) strategy for the U.S. Hispanic market or not.


Join us at PORTADA Mexico!

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


RBC Capital Markets and Advertising Age research found that 78% of respondents believe that ad blocking technology has a negative effect on programmatic advertising, with 20% of the surveyed marketers saying the effect was “significantly negative.”

Cowen and Company‘s recent research found that American senior ad buyers believe that multi-device measurement is the biggest problem with programmatic, followed by fraud and ad blocking.

advrtasOutlyer Technologies has released its Advrtas platform, which enables interactive, 360-degree, virtual reality ads.

Verizon is looking like it may actually try to acquire Yahoo after CEO Marissa Mayer and Chairman Maynard Webb stated that they were listening to offers. This move would come after Verizon acquired AOL in May 2015 for $4.4 billion, and would help further develop the company’s ad-tech portfolio.

An Equinix report revealed that 60% of marketing and ad-tech professionals believe it is very important to detect fraud before impressions are sent to be traded. One-third said they would move applications to a new data center for a reduction in latency time in order to reduce fraudulent activities.

Results International‘s latest figures show that 2016 was the third-highest quarter for ad tech/martech deal activities ever, with transactions adding up to $2.4 billion during the period in 108 deals (75 in martech and 33 in ad tech).

Sony has announced its new advertising solution called “break-free advertising,” which features only five ads per episode of every Crackle Original show. The same five advertisers will be featured in each episode, where they can develop a story (through a “story-arc”) over the course of the ads.

DON’T MISS PORTADALAT:  PortadaLat’s two-day LatAm and U.S. Hispanic marketing, advertising, media and digital conference will be held on June 8-9, 2016 in Miami, and will feature several sessions on the OTT revolution, Marketing Technologies and Programmatic in Latin Markets. Register now to hear about monetization, view ability, YouTube, from key brands. Get your tickets at the early bird price now! (expiring next Friday April 29).


MediaMath is opening a new branch of its New Marketing Institute (NMI) in Sao Paolo two years after opening a local office and teams. The NMI provides training and courses in ad tech and has already trained 60 people. NMI also has branches in London, New York, City of Mexico, Buenos Aires, Singapore, and Chicago.

In other MediaMath news, the company is restructuring its business, replacing its single product architecture with new sales and engineering processes. This meant small rounds of layoffs and the creation of product business units to not only build the products, but also implement them, like Google, Amazon and Oracle. The deal will give the regional offices, including those in Latin America, more autonomy and resources.

accentureAn Accenture study on ad blockers revealed interesting data on Latin America. The study, which involved 28,000 consumers across 28 countries discovered that four in 10 (42%) said they would pay to eliminate ad interruptions. Ad-blocker awareness was extremely high in Latin America, with 78%. And the study found that consumers in emerging markets like LatAm were more likely to pay for ad blockers than those in mature markets (47% vs 34%).

eMarketer has released data on advertising investments in LatAm. In Mexico, advertising investments increased 20% since 2015. And budgets for mobile ads are increasing as well – one out of every 10 dollars will go to mobile in Mexico this year. By 2020, that will increase to one out of every four dollars. This year, Brazil‘s advertising investments will increase by 3.2% compared to those of 2015, and by 2020, 19.1% of all advertising investments will be made in mobile. Argentina is slightly behind, as only 4% of its advertising investments are made in mobile, although that is still double the percentage allocated to mobile in 2015. But that number should increase to 17.2% by 2020.

From April 14-15, IAB Day 2016, the Interactive Advertising Bureau‘s event that gathers managing directors and presidents of the IAB in Argentina, Peru, Mexico, Chile, Uruguay and Colombia, was held in Bogotá, Colombia. The event is meant to stimulate and develop digital business in the region through debating topics like education, research, and problems like ad blocking and fraud. Highlights can be found in this link.



What: Verizon Hearst Media Partners and Hearst have entered into an agreement to jointly acquire Complex (the “Company”) in a 50/50 ownership structure.
Why it matters: The deal follows Verizon and Hearst’s agreement in March to form Verizon Hearst Media Partners to develop new digital video channels as well as recent investments in AwesomenessTV.

J_kELH0x_400x400Verizon Hearst Media Partners, a joint venture between Verizon Communications and media conglomerate Hearst have entered into an agreement to jointly acquire Complex (the “Company”) in a 50/50 ownership structure. Rich Antoniello, Complex CEO & Co-Founder, will continue to lead the Company.

The Complex announcement comes on the heels of Verizon and Hearst’s recent investments in AwesomenessTV (each owns 24.5% with DreamWorks Animation owning the rest) and their agreement in March to form a 50/50 joint venture to build new multiplatform digital video channels targeting the mobile millennial audience.

The venture, Verizon Hearst Media Partners, is debuting two initial channels: RatedRed.com for millennials from the heartland who crave a brand of their own, and Seriously.TV, for viewers who want digital video comedic news updates throughout the day instead of waiting for late-night programming for their take on world events.In addition to the joint acquisition, Complex will develop premium video content for distribution across Verizon digital platforms, including go90, AOL.com and more.

Complex will develop premium video content for distribution across Verizon digital platforms

Founded by entrepreneur and Chief Brand Officer Marc Ecko in 2002, Complex is one of the fastest growing networks of sites focused on American popular culture—from entertainment news, sneakers and hip hop music to food, fashion, sports and technology––geared at the millennial male. The Company has seen a profit since 2010, excelling at providing advertisers with this targeted and attractive demographic.

“The decision to acquire Complex is certainly a continuation of our media strategy, which is focused on disruption that is occurring in digital media and content distribution, and involves building a portfolio of the emerging digital brands of the future for the millennial and Gen-Z audience,” said Brian Angiolet, Verizon’s senior vice president of consumer product and marketing. “When we look at Complex and how well they’ve built audiences by championing the digital convergence of cultures for well over a decade, it pairs well with our strategic vision and current shifts in content consumption.”

“Complex will turn up the volume on our growing portfolio with Verizon, complementing the audiences targeted with our other channel investments,” said Neeraj Khemlani, co-president of Hearst Entertainment & Syndication. “

Over the last two years, Complex has adopted a video-first approach, reaching over 50 million unique monthly visitors and seeing consumption spike to 300 million monthly views––a 415% percent growth year over year.In transitioning from print to the video-first digital powerhouse it is today, Complex has become one of the top 10 publishers in the U.S. when it comes to social interaction and engagement on channels like Facebook, YouTube and Twitter.

LionTree Advisors acted as advisor to Complex on this transaction. The transaction is subject to customary closing conditions. The parties currently expect that the transaction will be completed within the next 60 days.