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Gretchen Gardner @gardnergretchen

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Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Nearly one-third (32%) of the marketing professionals surveyed by Bloglovin’ and Marketing Dive said that influencer campaigns are essential to their strategies and 41% said they have seen more success in influencer campaigns than in more traditional advertising efforts.

A survey by Bynder found that the top priority for brand marketers in 2017 is new customer acquisition. 34% of those surveyed revealed that this new customer acquisition would take precedent, with 21% of them saying brand awareness closely followed. 65% said they would not invest in any technology at all. 

A study for Channel 4 by Cog Research and Dr. Amanda Ellison at Durham University found that the true cost of TV VOD is around 20% cheaper than YouTube and a third of the cost of Facebook. In 73% of minutes spent watching YouTube ads, videos were hidden from view.

According to a study by Cotton Incorporated, nearly seven in 10 consumers say they don’t feel an emotional connection to any apparel brand. 47 percent admit they’re less loyal to apparel brands than they were just a few years ago.

According to a study by  the Reputation Institute, Rolex is the company with the best reputation among consumers worldwide, followed by The Walt Disney Company was third, followed by Canon, Google, Bosch, Sony, Intel, Rolls-Royce, and Adidas. 

SaaS platform Podium released a study revealing that 93 percent of respondents said that online reviews have an impact on their purchase decisions; almost 60 percent of consumers look at local reviews on a weekly basis; and more than two-thirds of consumers (68 percent) are willing to pay up to 15 percent more for the same product or service if they’re assured they’ll have a better experience.

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.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

– A new Google study on Millennials done in partnership with Flamingo and Ipsos Connect revealed interesting insight for marketers: 40 per cent of Millennials are parents; on YouTube, more millennial dads watch parenting-related videos than mothers; and Millennial parents rely on guidance from multiple sources, and are fine accepting advice from companies through branded content.

– Burger King was named Marketer of the Year at the Cannes Lions International Festival of Creativity.

– The 2017 North American Camping Report, supported by Kampgrounds of America, Inc. (KOA), found that 45% of Hispanic campers overall and 46% of Hispanic millennials indicating they would increase their camping trips in 2017; and that Millennials comprise 31% of the adult population, yet account for 38% of campers.

– Starbucks released a letter refuting claims that brand perception dropped after the company vowed to hire 10,000 refugees in response to President Trump’s travel ban order.

– Branding firm Vivaldi and the consultancy CMB released a report called “The Power of Social Currency” with insight on quick service restaurants. Subway came out as the top brand, followed by Olive Garden, Wendy’s, Chili’s and Cinnabon. 

– In a study with Google’s Art, Copy & Code project, Lyft compared the effectiveness direct response ads to a brand ad using Shaq disguised as a driver. The Shaq ad had 2x the branding lift that the direct response ads did, an 8% higher click rate and a similar conversion rate.

– A new report by  The Partnership suggests that the global cost of advertising fraud may have been undervalued: previous estimates were $7.2bn globally each year, but the real cost of ad fraud may have been as high as $12.48bn in 2016.

– Hitwise has revealed that Michael Kors, Ralph Lauren and Coach are the most searched-for luxury brands, receiving 63.5% of the share of online visits to the luxury apparel industry as a whole. Versace, Tom Ford and Yves Saint Laurent are very popular with Millennials.

– Visual IQ announced the results of a Facebook pilot program for telecommunications company O2 and its agency partner Havas: VO2 and Havas’s conversion rates increased from 16% to as high as 123% when Facebook Custom Audience ad placements were used in combination with other digital channels.

– DMA’s Marketer email tracker 2017 revealed that marketers find it increasingly difficult to make their messages interesting or relevant.

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

Research by eMarketer claims that total numbers of U.S. digital video viewers will increase from 221.8 million in 2017 to 239.2 million in 2021 and that the penetration rate among internet users will increase from 81.2% to 83.5%.

Vimeo has added a 360° feature with tutorials for creators, support for 8K files, offline viewing, and bespoke apps for specific mobile headsets.

Google has expanded its image recognition AI tools into the realm of video, announcing that users will be able to search through video content that is automatically assigned tags by an AI system.

According to new research from Ooyala, mobile represented 54% of all online video viewing in Q4 2016 and is tipped to hit nearly 60% in Q1 2017.

According to the NFL, their investment in online video platforms paid off: video-on-demand (VOD) starts grew by 76% over the previous year; mobile was up 235%. The average viewing session was 65.6 minutes, up 43%; and streaming across all devices was up 43%.

Google’s YouTube and Daydream groups are introducing the equi-angular cubemap (EAC), a new projection technique that increases the practical level of detail for 360-degree footage.

Ericsson’s annual ConsumerLab TV and Media Report reveals that a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device – with reasonable video quality and without having to ration data – is of great interest to 40% of consumers globally. Millennials are the most interested group at 46%. 40% of consumers globally are “very interested” in a mobile data plan that includes unrestricted video streaming.

Facebook has signed a broadcasting agreement with Major League Soccer (MLS) and Univision Deportes that will see the social giant live stream at least 22 matches of the upcoming 2017 MLS season, beginning March 18, Mashable reports.

Ooyala has released its Q4 2016 Global Video Index, finding that pre-roll mobile impressions for broadcasters grew to 47 percent, up from 44 percent in Q3. Both smartphone and tablet percentages increased, taking share from computers, which dropped to 39 percent from 44 percent in Q3. For publishers, mobile pre-rolls showed a slight decline, falling from 39.7 percent in Q3 to 38.4 percent in Q4.

Outbrain released its ‘State of Global Content Marketing’ Report, revealing that 52% of all Outbrain pageviews were mobile in 2016.

LATAM MARKET

Discovery platform Taboola announced an exclusive strategic alliance with Televisa, who will integrate Taboola’s high-impact content recommendation platform with the goal of increasing revenue through sponsored content and video as well as driving engagement through on-site personalization.

Facebook has arranged distribution deals for both Mexico’s and Spain’s top soccer divisions, Liga MX and La Liga.

According to Ericsson’s annual ConsumerLab TV and Media Report claims that in Colombia 60% of consumers would be very interested in a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device.

According to the new Irdeto Global Consumer Piracy Survey, almost three-fifths of consumers who watch pirated content in Latin America stated they would watch less or stop watching pirated video content after learning that piracy results in revenue loss from studios, affecting investments in future content creation.

Outbrain’s ‘State of Global Content Marketing’ Report revealed that in Brazil, social and video are particularly popular, and that mobile advertising generates 12.5% of awareness for brands in the country, 8.9% more than the average generated by desktop.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Valassis announced the results of its annual 2K17 Coupon Intelligence Report: “Influencing Consumers Along the Path to Purchase.” Overall, the study found that coupon use is holding steady with 90 percent of consumers obtaining them from a variety of online and offline sources.

CGC (Consumer Generated Content) solution provider Bazaarvoice, Inc. released its annual CGC Index, an in-depth analysis of how CGC influences shopper behavior across different industries worldwide, reporting that best-in-class performing brands and retailers experienced more than 90-106 percent lift in conversion and more than 101-116 percent lift in revenue per visitor (RPV) in 2016 when consumers interacted with CGC during the shopping process.

Econsultancy and Adobe’s new 2017 Digital Trends report revealed that 29 percent of marketers say content marketing will be one of their top three most important activities in the coming year, 28 percent of all marketers say they want to boost engagement in social channels, and 25 percent said they will be attempting to make their marketing more personalized and targeted.

NetBase today released its 2017 NetBase Airline Report, which analyzes the top social trends and overall social performances of 60 select airline brands across social channels in 2016. According to this year’s report, Jet Blue, United and American Airlines scored the highest overall on Social Rank, whereas Korean Air, Aeromexico and Asiana Airlines scored among the lowest amongst all brands.

Sprout Social’s latest Q1 Index Report  revealed that over 60 percent of people follow a brand on social media before they purchase from that brand, making social media a crucial channel for marketers. 30 percent of Millennials engage with a brand on social at least once a month, while for Baby Boomers the number comes down to 14 percent.

 IT market research company Gartner has found that just 10 percent of households currently have any connected home solutions.

A study by Research Now and Qualtrics for Zebra Technologies that surveyed 1,700 executives across multiple retail segments found that almost three-quarters (70%) of executives said they plan to use beacons for location-based marketing by 2021, according to the study.

MarketingSherpa released research that revealed that asked satisfied and unsatisfied customers of a chosen brand how reliable said brand’s products and services are. 43% of satisfied customers responded “very reliable,” or a five out of five on the scale of reliability. The most frequent response from unsatisfied customers (34%) was “fairly reliable,” or a three out of five on the scale of reliability.

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

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.

LATAM MARKET

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.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

Media agency UM’s Wave 9 social media tracker found that 85% of consumers globally use instant messaging to stay in touch with family and friends (compared with 69% in last year’s survey), and that instant responses are expected.

BBC StoryWorksstudy ‘Science of Engagement’ says no emotion is a bad emotion when it comes to creating content-led marketing campaigns. When you trigger serious emotions – puzzlement, fear and sadness – a deeper subconscious relationship with the brand occurs.

A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.

AT&T has overtaken Verizon as the world’s most valuable telecoms brand, and Nokia‘s brand value has reached $4.9bn on the back of newfound momentum following the revival of the 3310.

A satisfied customer is more than twice as likely to subscribe to a brand’s email marketing when compared to unhappy customer, according to the MarketingSherpa Customer Satisfaction Research Study.

Gartner released its periodic update to the Gartner Magic Quadrant for Application Security Testing, which analyzes vendors’ Static, Dynamic and Interactive Application Security Testing capabilities. IBM maintained its position in the “Leaders” Quadrant for Application Security Testing in a report that spanned 18 total vendors.

Research from Adgooroo revealed that Amazon came in at the top of the list of US paid search advertisers last year, generating 471.4m clicks in 2016, with Weather.com coming in second with 245.6m clicks. Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks.

PointSource’s latest study reveals that 48% of organizational leaders report that they aren’t sure they’re accurately addressing their audiences’ needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.

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

AT&T is accelerating the roll out of its 5G wireless networks, amid an effort to drive sales and subscriber growth by cross-selling bundles that include a combination of wireless and video services.
Sporty Heroes announced the launch of its video-marketplace, where brands and media can discover real stories and co-create content with up-coming rising creator-athletes. With a freemium pay-as-you-go model, marketers can search and get videos from 400$ with unlimited legal rights.
YouTube said that a billion hours of video are being watched daily on the platform.

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.

YouTube also announced its own streaming TV service, which will mix live-streams of broadcast and cable television programming with online video from YouTube.

It was recently confirmed that Samsung will introduce the Galaxy S8 at a Special New York Event on March 29 and Ship in April.

Netflix announced that it is using artificial intelligence techniques to analyze each shot in a video and compress it without affecting the image quality in order to reduce the amount of data consumed.

LATAM MARKET

Marketing technology Headway has launched ScrollerAds for desktop and mobile in Latin America, which allows video and image-based ads to be inserted into the user experience without interrupting what they are reading.

The recent IMS Mobile in Latam Study by ComScore looked at smartphone and app use in the region and found that 56.1 percent of the LATAM population has internet connection, 93 percent connect via mobile and only 7 from a computer, and that Latinos spend an average of five hours a day connected.
Ecuador’s telecom authority released stats that claim that fewer than one in 100 people go online to watch video. Nonetheless, over 55.63% of Ecuadorians now have access to the Web, compared to 25% in 2008.

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.

In a recent interview with Reuters, the new head of Twitter in Brazil Fiamma Zarife claimed that “Brazil is a motor of growth for Twitter, both in users and in revenue,” supporting her argument with the claim that the country saw a 30 percent rise in ad revenue in the country.

What: According to a recent study by comScore and social content analytics firm Shareablee, video content on social media grew by 67 percent in Latin America between 2015 and 2016.
Why It Matters: Is the reflection of a global trend, or is LATAM experiencing a unique evolution? Industry experts from digital agencies Socialyse and iProspect give us their takes.

A recent comScore and Shareablee study revealed that Latin America saw an average of 12 million interactions between users and content on Facebook, Instagram and Twitter in 2016, resulting in a 67 percent growth in branded video on social media and a 39 percent growth in interactions between brands and users compared to the previous year.

The study also revealed that in LATAM, Facebook statuses with video saw almost twice as many comments as those that do not. Brands in Argentina increased their video content by 150 percent, Peru by 116 percent, and Colombia by 88 percent.

To what factors can we attribute this growth? Cristian Figoli, a digital account director at digital marketing agency iProspect, believes that global audiences have wanted video for some time, and that this, coupled with the fact that brands are struggling with old advertising models, resulted in a worldwide shift toward video. “Content grew because more content was pushed, not because people did not want it before,” Figoli said. “Brands face a deep challenge now that the old model of banner advertising is in a crisis (due to fraud, viewability, you name it), but they also know online is where people are most of the time.”

Content grew because more content was pushed, not because people did not want it before. But the consumer in LATAM has definitely become more demanding, and they react positively to these type of innovative pushes.

Figoli also explained that while the trend may not be unique to the region, “the consumer in LATAM has definitely become more demanding” and that “they react positively to these type of innovative pushes.”

Humberto Cruz, the head of Miami-based social media marketing agency Socialyse, asserted that much of this shift was pushed by “constant improvement on Social Media channels.” Since launching video in Latin America in 2015, Facebook has made great improvements to the platform, Cruz said, and advertisers today “have more ways to generate value from every single video view, buying on a ten-second or complete view, for example.”

Cruz also mentioned that YouTube and Twitter began to offer 100 percent Viewability (full-screen view) on mobile devices in the region, and that “adding a layer of extended In-App Audiences has improved their product offering.” In the case of Snapchat, he said that bringing vertical video back to business was key, moving the platform “out of a territory already explored by actual players with global partnerships for Data Intelligence and Content Creation.”

“Video is a dynamic, friendly format that is very effective in the communication between brands and audiences, especially in the Millennial target,” said Alejandro Fosk, Senior VP of comScore Latin America. “This explains the predominance of social networks as well as the other ad support that companies choose.”

Cruz also pointed out that “video is a practical format to rely on, especially when most advertisers invest already in TV Content Production, where post production adaptations for Social Channels can be an easy content solution.” But as the demand for Social video content grows, Cruz said, brands are already creating exclusively Social content using innovative 360 and Virtual Reality formats.

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Video advertising marketplace Teads announced findings from a new study performed with neuroscience-based research group Neuro-InsightPremium editorial content was found to be 16% more personally relevant, or engaging, than social news feeds.

>Research from comScore showed that 49% of US smartphone owners downloaded zero apps in the last month caused concern in the app marketing ecosystem.

Digiday‘s recent Beat report found that 32 percent of agencies report a significant 2016 investment in in-house production, signaling that they are turning in-house for marketing needs.

Maru/Matchbox found that Millennials are much more likely to value features such as “GMO free” and “locally sourced” compared with their older counterparts. And more than three-fifths said they are willing to pay more for organic, natural, sustainably and locally sourced food.

L2’s Digital IQ Index Financial Services report claims that time spent on mobile has increased 62% in the last three years, but that most Financial Services brands have taken a reactive approach to integrating mobile payment methods.

According to a study by Rhythm One, brands that implemented an Influencer Marketing program in 2016 received $11.69 in Earned Media Value (“EMV”) for every $1.00 of spend on average, which is a 4.4% increase over the full year 2015 EMV average of $11.20.

International testing, inspection and certification organization TÜV Rheinland‘s market forecast claims that more than 75% of the brand representatives interviewed at the Spielwarenmesse International Toy Fair in Nuremberg were optimistic about the future growth of the market for toys and other children’s products.

What: AppsFlyer has released the 2017 Mobile World Congress Edition of The AppsFlyer Performance Index, which presented a ranking of the top media sources in mobile advertising.
Why It Matters: Facebook, Google AdWords and Vungle rounded out the top three on the rankings, whose results were based on analysis of six billion app installs and 22 billion app sessions/app opens.

Facebook, Google AdWords and Vungle are the top media sources in mobile advertising, at least according to AppsFlyer’s 2017 Mobile World Congress Edition of The AppsFlyer Performance Index.

The study generated some interesting results, and it was the first time that the company took a deeper look into regional variations in North America, Latin America, Western Europe, Eastern Europe, Southeast Asia, North Pacific Asia and the Indian subcontinent.

Facebook held the top spot across regions on both Android and iOS, while Google held the second spot everywhere on Android, and most regions on iOS.

Twitter, which came in at #5 globally, climbed three places to hit the #3 spot in the global Android Power Ranking because of their first place retention score, and also performed well in delivering volume and valuable users on iOS.

Mobile video was found to engage potential gamers with a 23% higher retention score than the global median retention score, and comparing iOS with Android, despite Android’s far larger market-share, the top 30 media sources on iOS delivered roughly half of all gaming app installs driven by paid media. But their average Power Rankings and retention scores on both iOS and Android were roughly the same.

Mobrain delivered particularly impressive results in Latin America, while Taptica and StartApp also showed growth.

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

Entravision Communications Corporation announced that it has become a member of the Interactive Advertising Bureau (IAB) trade association.
Accedo today revealed that it is behind the Watch AFL™ video streaming service that FOX SPORTS launched globally in early February across mobile iOS and Android devices, as well as Chromecast or AirPlay on Apple TV.

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.

Facebook announced an update to WhatsApp that allows users to share photos and videos through the app’s status area that is also protected by end-to-end encryption.
According to Headway, advertisers utilizing their mobile advertising platform, Mobrain, are noting higher performance as well as greater protection against mobile app fraud with Mobrain’s Genius tool.
YouTube confirmed that it will stop supporting 30-second unskippable ads starting in 2018 so that it can focus on more engaging commercial formats.
Online video company Ooyala has laid off about 14% of its total workforce amid a restructuring that will open up jobs focused on new product areas.

Cloud-native idea management and licensing company Wazee Digital announced a technology partnership with Paladin, the enterprise platform for next-generation media companies, through which they will will use Paladin’s Rights Monitor toolset to strengthen digital rights management (DRM) services on YouTube for key rights holders and content partners, including major college sports organizations.

According to AdColony in association with Millward Brown, videos that include subtitles were found to perform 9.9% better in brand awareness than those without.

Tinder announced an acquisition of Wheel, a video startup whose primary offering resembles Snapchat’s Stories.

LATAM MARKET

Zoomin.TV announced that their Multiplatform Network (MPN) is now available in Brazil, including 500 digital influencers in the country on YouTube. According to the company, they sum up more than 30 million subscribers and 300 million monthly views.
Zoomin.TV also announced the launch of Zoomin Studios, a new division that will create innovative content for a global audience.
According to Kantar Ibope Media’s latest research, R$5.7bn (£1.47bn) was invested in digital media advertising in Brazil in 2016, while total ad spend in Brazil had decreased by 1.6% in 2016 compared to 2015.
According to Hootsuite, Brazilians and South Africans spend more time than any other country’s population surfing the web. Both spend about 5 hours per day online.

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.

Software-defined video solutions company Elemental Technologies has announced that Brazilian Globo.com has selected its video processing solutions to power its new 4K video-on-demand (VOD) services.

What: Miami-based music production company Animal Music has expanded its presence with a new studio in Los Angeles, California.
Why It Matters: Advertisers and marketers looking to connect with young Multicultural audiences are looking for new creative vendors to add flavor and authenticity to their campaigns. We spoke to Animal Music’s Executive Producer Alberto Farinas and Creative Producer Agustin Mas about how West Coast agencies are experimenting as they work hard to connect with Multicultural audiences.

 Multicultural Vendors in Demand at West Coast Agencies

As Multicultural Millennials become the hot target, agencies across the US are struggling to inject authentic diversity into their Total Market campaigns. As a result, some creative production houses are finding an opportunity for growth in Los Angeles, where agencies are particularly open to experimentation.

Production house Animal Music, which offers customized commercial composition, sound design, audio post-production, and full music supervision and third party licensing services, was originally launched in Buenos Aires, Argentina in 1986, successfully entering the U.S market through opening a Miami office in 2000. Now, they enter new territory again as they open their first office in Los Angeles to meet the growing need for Multicultural-inspired content.

Animal’s team of composers and producers, the majority of which are of Latin American descent, has worked with a broad range of global clients like Saatchi & Saatchi LA, BBH LA, Designory, BBDO NY, Ogilvy Mexico, LatinWorks, Dieste, and Zubi. They have traditionally focused is on providing music for creative productions, collaborating mostly with agency creatives and producers.

Agustin Mas, Creative Producer at Animal Music
Agustin Mas, Creative Producer at Animal Music

But around 2015, Executive Producer at Animal Alberto Farinas remembered noticing a shift beginning to occur in the advertising industry: “Some of the agencies we had been working with were hiring talent from Hispanic agencies, taking productions abroad, filming with multi-media production companies, and we noticed that the Total Market approach was taking off.” By the beginning of 2016, Farinas started to notice “actual movement” at agencies.

Some of the agencies we had been working with were hiring talent from Hispanic agencies, taking productions abroad, filming with multi-media production companies, and we noticed that the Total Market approach was taking off.

Today, the multicultural consumer has gradually taken center stage as America’s demographics began to shift, and consumers are starting to expect and embrace more diverse depictions of American life. With such deep roots in Latin culture, production houses like Animal are uniquely equipped to take on this growing need for Multicultural collaborators in the advertising world.

LA a Breeding Ground for Digital Experimentation

Animal’s decision to open a studio in Miami in 2000 proved to be smart: business started booming as they found that having operations in two timezones and international networks of talent allowed music to “keep up to the beat of our clients,” Farinas explained.

Alberto Farinas, Executive Producer at Animal Music
Alberto Farinas, Executive Producer at Animal Music

As Animal now enters a third time zone with LA, they feel confident that their hybrid approach, infused with a “less produced” South American sound, will satisfy what Farinas described as agencies desire for a “different flavor.”

While Animal has traditionally focused on music, West Coast agencies today are turning to collaborators like them to help infuse all aspects of their campaigns with Multicultural authenticity. This way, production houses like Animal Music are now able to transition from providing mainly music-related services to participating in the more general creative strategy: “Now they see us not only as a music house but a creative house, and music just happens to be how we communicate it,” Mas explained.

The growing influence of the Multicultural Millennial is intimidating to many marketers who feel that they do not have the resources or backgrounds to connect effectively with this diverse demographic. Mas and Farinas insist that in their case, all they had to do was be themselves (they do happen to be Multicultural Millennials themselves, which doesn’t hurt), and in return, the agencies have demonstrated complete trust in their visions. “The Multicultural approach that we have had is very organic and was never forced,” Mas said.

There are so many angles from which to attack a production in Los Angeles. We were used to a method of procedure where the agency contacts vendors and gets it done, but here it comes from everywhere.

Mas added that while most of their staff was trained at similar US institutions like Berklee School of Music, they originally come from all over Latin America and infuse their own culturally-driven backgrounds into their work. That kind of authenticity is priceless to agencies today.

LA’s ‘Open Artistic Community’ is the ‘Perfect Storm’ for Creatives

In Los Angeles, traditional advertising models like 30-60-second commercials are being pushed aside as agencies are encouraging production houses like Animal to break paradigms through digital experimentation. For example, Mas explained that when they worked with Walton Isaacson for a Lexus campaign, they were blown away by the way that Lexus “let us jump on board, go to the shoots — things that we would never get to do if we followed a different, less collaborative model.”

The city has proven to be a breeding ground for experimentation that creative producers like those at Animal are diving into. “There are so many angles from which to attack a production in Los Angeles,” Mas said. “We were used to a method of procedure where the agency contacts vendors and gets it done, but here it comes from everywhere.”

“People here love to exchange ideas and play,” Mas continued. “It’s an open artistic community.”  For creative professionals with a unique and authentic vision, it is the perfect storm,” Mas said.

What: Facebook recently agreed to an audit of the information it provides to marketers and announced new and improved measurement tools for reachability.
Why It Matters: While the announcement was welcome in the industry, it seemed overdue to some. Just how much it will impact media plans across the board is yet to be seen. What executives at Walton Isaacson, Zubi Advertising and MBMG Media Group have to say.

The announcement was made less than two weeks after Procter & Gamble’s chief brand officer, Marc S. Pritchard, advocated for more transparency on the part of digital ad platforms. But this seems overdue to many in the industry, as an ongoing debate over the accuracy of the platform’s data (and that of other platforms as well, for that matter) ensues.

Worries were justified: last year, Facebook had to admit inaccuracies in its ad measurement tools. Now, the nonprofit Media Rating Council will conduct an audit to “verify the accuracy of the information” Facebook is providing for marketers, and will also be working with 24 third-party measurement companies.

At the Interactive Advertising Bureau’s January 29 conference, Pritchard went as far as to say that online marketing was “crappy” and that the platforms need to “grow up,” when it comes to reporting on viewability and ad performance.

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The new measurement tools may be more exciting than the third-party auditing to some. In the same blog, Facebook announced that it would be releasing a tool in the ad creation flow that shows advertisers the number of users they can expect to reach with potential ad campaigns.

Albert Thompson, a digital strategist at full service marketing agency Walton Isaacson, was interested in the tools’ appeal to those who doubt Facebook’s reach in terms of generating meaningful engagement: “Seems FB has taken one step further in an attempt to ‘jump the shark’ through promoting its estimated reach tool to support the reassurance that the social giant’s value lies in buying ‘people’ and their engagements and not just pages (noted by digital impressions).”

Others are cautiously optimistic: “I think it will be interesting to see what the results of the audit will be, and how Facebook compares to other large media outlets on key metrics, especially video completions and viewability,” said Zach Rosenberg, the president of MBMG Media Group.

Buyers will now have the option of holding Facebook to the same standards as other partners on our plans and optimize or adjust accordingly as a result.

Marian Lozano, Associate Media Director at Zubi Advertising, said that while she agrees that the move was overdue, the important development is that “buyers will now have the option of holding Facebook to the same standards as other partners on our plans and optimize or adjust accordingly as a result.”

She recognized that while she agreed that the move was overdue, it will inevitably have an impact: “Particularly as it relates to targeting Hispanics online, ad measurement and audience validation is critical for all of our clients’ digital campaigns,” and that “platform updates like this will be key to restore whatever degree of skepticism has crept into the minds of today’s media buying circles.”

Check out our new round up for brand marketers, where you’ll find the week’s most relevant insight and research.  If you’re trying to keep up, consider this your one-stop shop

SaaS firm Snaplytics released its quarterly metrics report for Q4 2016: 54.8% of followers will open brand stories and 87.5% will complete the full story after opening. Thirteen stories are posted monthly on average per brand with 11 snaps per story, of which 61% are videos.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

 Nielsen released report A Fresh Look at Multicultural Consumers to help retailers understand the influence multicultural consumers wield across the meat, produce, seafood, deli, and bakery categories. Results: Multicultural households spend a higher share on Fresh as a percentage of their total food spend compared to non-Hispanic White households.

According to a new Accenture study, new “languages of loyalty” are driving customer relationships in the digital age, especially among millennials. The firm argued that marketers should provide digital-driven incentives through tokens of affection, personalization, exciting experiences, the use of influencers and brand partnerships.

Market-research agency MBLM released its 2017 Brand Intimacy Report. The report reveals that the top brands must build deep relationships with consumers through strong and personal engagement. Apple, The Walt Disney Company, Amazon, Harley-Davidson, Inc. and Netflix came in at the top.

Technavio has announced the top six leading vendors in their recent global personal luxury goods market report. This market research report also lists 14 other prominent vendors that are expected to impact the market during the forecast period. Estée Lauder, L’Oréal, LVMH, Richemont and Swatch Group came in at the top of the list.

According to a new report published by Allied Market Research, titled, “Confectionery Market by Type: Global Opportunity Analysis and Industry Forecast, 20142022 the global confectionery market was valued at $184,056 million in 2015, and is projected to reach $232,085 million by 2022. The chocolate confectionery segment dominated the market in 2015 with more than one-third revenue share.

Market research firm TrendForce reports annual tablet shipments worldwide dropped by 6.6% to 157.4 million units in 2016. However, total shipments from branded tablet vendors surpassed expectations because of the robust year-end holiday sales.

According to research firm Gartner, global smartphone sales to end-users hit 432 million units in the fourth quarter of 2016 — a seven per cent increase over the like period in 2015, and  smartphone sales to end-users totalled nearly 1.5 billion units in 2016, an increase of five per cent from 2015.

NPD Group reported that sales of prestige products climbed 6% last year for a total of $17 billion spent in the third year of consecutive growth. Color cosmetics sales climbed 12% and represented 82% of all growth, sales of skincare products gained by 2%, and luxury fragrances grew by 1%.

Danish toy manufacturer Lego was named the Most Powerful Brand in the World by consulting firm Brand Finance. Ferrari came in second.

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

Univision Communications Inc. (UCI) announced that it will be live streaming select matches from Univision Deportes’ portfolio of Liga MX in English via Facebook Live this season.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc. (SBS) (SBSAA), the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. Targetspot will be the exclusive third party sales network for SBS’s entire Spanish Radio streaming inventory.

Amazon announced the launch of Chime, a new online VoIP call and video messaging platform aimed at business users that offers video conferencing and chat messaging and allows users to host or join virtual meetings, share content and screens across multiple platforms, including Mac, Windows, 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.

Market research and consulting company Parks Associates’ 360 View: Digital Media & Connected Consumers report that  claims that 29 per cent of US broadband households get most of their news from social media platforms such as Facebook and Twitter, and that the majority of broadband consumers feel that television is more authentic than online video.

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Twitter’s recently launched “Explore” section will now feature live videos sourced from Periscope within its “Top Trends,” the company announced yesterday. The move will further integrate Twitter’s standalone live streaming app into its main platform, leaving even fewer reasons to keep a separate app dedicated to live streaming video around.

Facebook revealed plans to launch a Facebook Video app for TV sets. Also, video will automatically play with sound on if a person’s device is not in silent mode, and users can minimize videos while browsing, watching videos while scrolling through their feeds.

Comcast is launching a new app called Xfinity Stream which will be available to all Xfinity subscribers for free on February 28th. The app is an overhaul of the Xfinity TV app and will be replacing it as the tool for subscribers to access live channels, DVR content, and on-demand titles on the go.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc., the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. SBS and TargetSpot agreed today that TargetSpot will be the exclusive third party sales network for all of SBS’s Spanish Radio streaming inventory.

LATAM MARKET

AT&T is growing in Mexico, adding 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15. Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.

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.

Mexico’s Grupo Salinas has signed an agreement with Google for the online distribution of TV Azteca content to increase reach and awareness through the most popular online video services. Through the agreement, TV Azteca will also integrate YouTube’s player into its own digital platforms, aiming to improve users’ experience and video quality.

What: Multicultural marketers are regrouping (and doing some soul searching) as Donald Trump gets comfortable in the Oval Office.
Why It Matters: Will brands embrace shy away from or embrace controversy in the Trump era? And will Multicultural marketers be able to protect their seat at the table, or will brands shift toward Total Market?

Donald Trump’s victory came as a surprise to many, and especially surprising was the fact that left-leaning Hispanic voters were unable to tip the election in favor of Hillary Clinton. Hispanic marketers, in particular, were left wondering what this meant about the demographic they thought they understood so well. With Trump in the White House, an already fragile industry is entering unexplored territory.

Trump Won. What Now? 

In hindsight, it seems clear that marketers, the media, and the general population alike were too confident that Hillary Clinton would win the presidency. And as the shock wears off, we are left wondering why and how it happened, and whether Latino demographics are as predictable as we thought they were.

Republican presidential candidate Donald Trump, left, brings a supporter up on stage because he liked her sign as Trump speaks during a campaign rally Saturday, March 19, 2016, in Tucson, Ariz. (AP Photo/Ross D. Franklin)
AP Photo/Ross D. Franklin

Latinos did not turn out to vote as many predicted they would, and a higher percentage voted for Trump than most anticipated. His anti-immigration talk was met with resistance, but in a country where a significant percentage of Latinos has been living legally in the country for generations, many did not necessarily feel that Trump was speaking ill of them when he talked about the danger of bad hombres. Others were drawn to him because of his opposition to abortion or a belief that he was less corrupt than Clinton.

Regardless of the true explanation, for marketers, the important question is: How does behavior in the voting booth translate into consumer behavior? Multicultural marketers may need to admit that in this case, they don’t have all the answers. What is certain is that Trump has not become any less controversial since assuming office, and many Americans are demanding to know where their favorite brands stand in such a heated political climate. Brands cannot hide for the next four years.

The fact that Trump won despite his openly aggressive tone toward the country’s largest minority group has many wondering how much Americans have truly embraced diversity. Multicultural marketers must take the lead in guiding brands that want to elevate Multicultural perspectives, but this starts with some soul-searching.

Unease in an Already Fragile Business 

With a president whose rhetoric suggests a rejection of diversity, will brands pump the breaks on including Multicultural themes in their messaging? Speaking to Portada, a marketing professional from a multinational food manufacturing company that preferred not to be named predicted that depending on brands’ shoppers and how traditional they are, many may not wish to attract the attention that comes with political statements.

The insider continued to say that a Trump presidency would reveal brands’ true colors, and “separate the companies that are really serious about Multicultural from the ones that are not.” And many of the brands that embrace Multicultural will keep the tone positive instead of combative, she asserted, aiming for inclusive messages, “while the latter will probably keep some Multicultural in-market activation, but will back away from controversial messages.”

Multicultural is more fragile because its harder to demonstrate success, and there is less precision in metrics and more diseconomies of scale. Any major change in the mindset of brands, companies or the general environment has a greater impact on what we do.

As Multicultural agencies look for answers, one senses a general sense of unease in the industry. Roberto Siewczynski, the SVP and Group President at global marketing company Epsilon, explained that Multicultural “is more fragile because it’s harder to demonstrate success, and there is less precision in metrics and more diseconomies of scale.”

CHECK OUT: Trumped? How the Election could impact Multicultural Marketing

Any major event, including a polemic presidential administration, can affect the attitudes of brands enough to shift budgets towards other market activations and put agencies in a precarious position. Siewczynski continued: “Any major change in the mindset of brands, companies or the general environment has a greater impact on what we do.”

Education, Advocacy Are Essential

But others in the industry seem to be more optimistic, pushing for a continued effort to educate brands and colleagues alike on the importance of speaking to a variety of unique audiences and demographics. The marketing industry has made slow but steady progress in terms of prioritizing Multicultural audiences and themes, and those that have been working in this fragile industry do not want to see any of their work undone.

Suggesting that the industry should take an active role in encouraging brands to invest in Multicultural, Executive Vice President of Advertising Sales at Hemisphere Media Group, Inc. Lucia Ballas-Traynor highlighted the importance of continuing education, including a need for policy advocates within the industry, saying, “Our industry needs to get involved.”

The content, images, and rhetoric that our industry promotes must celebrate Latin culture and people and we must continue to educate everyone (and ourselves) on the issues and policies that affect the Latino community before we enter the discussion and take action.

Beyond considering Latinos as consumers, Multicultural professionals need “to be able to speak intelligently about them and to be part of an organization that focuses on advocating for our community.” Ballas-Traynor, who is on the Board at the Hispanic Federation, emphasized that the industry as a whole “must educate itself on the issues and policies that affect the Latino community before we enter the discussion and take action.”

In this sense, even the brands that want to steer clearer of controversy can “contribute to the conversation that Trump’s Presidency and his policies have generated on issues that affect the Latino community such as immigration and border security…in a way that is unified, productive and positive,” Hemisphere Group’s Ballas-Traynor said.

‘Be a Beacon or Go Into the Shadows’

If the Super Bowl was any indication, 2017 will see many brands embrace the opportunity to connect with Multicultural audiences feeling threatened by President Trump’s rhetoric. Companies like Budweiser, Google, Audi, and Airbnb all took clear stances on issues that have become central in President Trump’s first days, like the border wall with Mexico and gender equality.

Brands (and companies) are at crossroads, they have to decide if they want to be a beacon or go into the shadows when it comes to building meaningful and emotional connections with multicultural consumers.

“The Super Bowl was an interesting point in time when you think about what has happened,” Epsilon SVP Siewczynski argued. “Brands (and companies) are at crossroads, they have to decide if they want to be a beacon or go into the shadows when it comes to building meaningful and emotional connections with Multicultural consumers.”

Siewczynski added that we should wait and see how President Trump’s policies actually affect key demographics like Hispanics. In a recent piece, he argued that after Trump’s election, “labor-intensive segments that have large Latino participation” rallied. If Trump follows through on keeping jobs in America, the Hispanic American could end up with more disposable income and greater prosperity.

As Multicultural marketing professionals regroup after this unprecedented election, positivity is a welcome sentiment. And with sheer numbers on their side, Hispanic marketers will play a vital role in protecting Multicultural’s seat at the table.

Check out our new round up for brand marketers, where you’ll find the week’s most relevant insight and research.  If you’re trying to keep up, consider this your one-stop shop.

A report released Wednesday by Forrester Research said 42% of U.S. online adults have never heard about VR headsets and that an additional 46% said they don’t see a use for VR in their lives.

A marketing services outfit Yes Lifecycle Marketing report says only 8% of marketers are currently using VR in their advertising. Thirty-five percent of those surveyed said they either have no intentions or have reservations about using the tech, while 57% said it does not apply to them.

A report by L2 research claims that while more and more advertising dollars are being dedicated to social and digital, the segment is experiencing maturation.

Demandwave’s 2017 State of B2B Digital Marketing revealed that in terms of priorities, most firms are shifting from quantity of leads to quality of leads. Whitepapers drive the most leads and revenue and email is the most effective channel for driving leads.

digitalAccording to a new report by Nielsen Social, the heavy social media user group isn’t Millennials: Generation X (ages 35-49) spends the most time on social media: almost 7 hours per week versus Millennials, who come in second, spend just over 6 hours per week. Females spend 25% of their time online on social media vs.19% of males.

A report by brand strategy consultancy Spencer Brenneman claims that over the next five years, 81.3% of business-to-business (B2B) companies expect to invest more in their brand strategies. 86.7% cited an increase in spending over the past five years.

According to Brand Keys, Inc. 22nd annual 2017 Customer Loyalty Engagement Index® (CLEI), soaring customer expectations are a constant challenge in the retail category, where expectations have increased 24% over 2016.

A recent study conducted by Persistence Market Research projects that the global data management platform market, which is presently worth over US$ 1.2 billion, will grow at 14.5% CAGR to generate an estimated US$ 3.7 billion revenues by the end of 2024.

Merkle‘s fourth edition of its Digital Bowl Report looked at

The 2009 US Air Force Thunderbirds fly over Superbowl XLIII in Tampa, Fla., Feb. 2. (RELEASED)
Superbowl XLIII in Tampa, Fla., Feb. 2. (RELEASED)

how well Super Bowl television advertisers did on digital marketing channels such as search, social and video. Buick, Google, KFC, Mercedes-Benz, and National Geographic tied for No. 10 in Merkle’s list for paid search rankings. Kia came in at No. 12 for SEO, followed by WeatherTech at No. 11, H&R Block and Tide tied for No. 10. Bai scored well in paid search — tying at No. 4 along with Bud Light, T-Mobile Lexus, Mr. Clean, and Wendy’s.

EyeforTravel‘s Understanding the Travel Consumer’s Path to Purchase white paper tracked consumers who made a purchase on an airline, hotel or Online Travel Agency (OTA) brand in Brazil, Germany, India, the UK and US, finding that social media sites were visited in at least 15% of the cases, rising to just under a quarter of those booking on OTAs in the UK and US. 6% to 12% of consumers visited YouTube in their pre-purchase path, pushing the usage of social media up further.

A report by Deutsche Post unit DHL Express claims that the gross merchandise value (GMV) of cross-border ecommerce is expected to continue growing at a healthy 25% per year through 2020, about twice the rate of the domestic market, and hit $300 million in 2015.

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.

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