Wendy Pérez (@wendyselene)

John Farrell, director de YouTube Latinoamérica

How many of you spend more than 90 minutes a day watching broadcast television? Two hands timidly go up. What about cable TV? Thirty hands are raised. Internet? All hands in the room go up. The rapid-fire questions are coming from John Farrell,

“Everyone is spending more time online, but the percentage of advertising that is allocated there is less than 10%,” says Farrell. Even though online video represents a mass market, 60 to 70% of ad budgets are spent on broadcast TV, for example.


Online video will reach 75% of consumers by 2020, estimates Farrell. Within seven years it could overtake broadcast TV and even pay TV.

“I think that advertisers still invest heavily in TV advertising because video is the best way to connect with consumers. On YouTube, 1 trillion videos were uploaded in 2012 alone. For our company, Mexico ranks fourth in video consumption.”

In an interview with Portada, Farrell talked to us about YouTube’s plans for the year. One of the company’s plans involves experimenting with a channel guide. The channel’s free service will continue, but the user will also be able to choose custom content by subscription only, at a cost of $1 or $2 a month. There will be niche content for all tastes, including music, sports, and movie and cooking videos.

Advertisers still invest heavily in TV advertising because video is the best way to connect with consumers.

— What are YouTube’s goals for 2013?
“We don’t specify, although the main goal is to increase watch time, or the percentage of hours people spend watching online videos. We have seen an increase—last year’s average was over 150% and we expect growth to accelerate to 200%. Online visits basically maintain a proportional relationship, so visits will be a very important metric for this year. And in terms of revenue, as we said at the conference, online video is posting the greatest growth of the entire digital advertising industry. Google has several business lines; search is still very important and almost all companies are using search campaigns time and again. We have a Display Adsense network, but I would say that YouTube represents one of the most attractive opportunities for the Google business group.”

—What percentage of YouTube’s revenues is derived from Latin America?
“We don’t share that information either. But let’s say that search is still the most dominant function for Google, at over 70%. But the biggest platform for Google’s growth in Mexico and Latin America is YouTube.”

Do you buy pan-regional advertising, and if so, in what percentage?
“We have players in each of the countries we operate in. We have business operations in Mexico, Brazil, Argentina, Colombia, Chile and Peru. Our players in each of those countries buy pan-regional or local advertising. We also have an office in Miami for pan-regional purchases, but I have no data on percentages.”

Everyone is spending more time online, but the percentage of advertising that is allocated there is less than 10%.

Which is Latin America’s biggest advertising market?
“Brazil’s market is about $12 billion, compared to $5 billion to $6 billion in Mexico. The overall advertising total in Brazil is more than double, and the percentage of online advertising there is more than 14%, whereas in Mexico it’s between 8% and 10%, depending on the source. Brazil is significantly larger, but Mexico is the fastest-growing market at the moment.”

How much is Mexico growing?
“Over 80%. Search continues to grow a lot. While online advertising is increasing between 20% and 30%, search is over 60%.”

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

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A new soccer news site called has just been launched in San Diego, California. The site focuses on the U.S. market, where the passion for soccer has gradually grown. The site’s notable feature is that, using a single platform, users can instantly become “sports journalists.”

One of the founders of is Miguel Ramirez Lombana (who along with Patricio Villalobos was one of the creators of too) tells Portada the “ambitious plan” is to create a “leading soccer property” in the U.S. market.

“Soccer is the fastest growing sport in the United States at the fan level. [The fan base] is still smaller than that of football or other sports, but that is precisely why it has much more room to grow,” says Ramirez Lombana. “We see an opportunity to create an exclusive soccer property for this market, since most major sports sites in the U.S. do not give soccer a prominent place.”

Sportswriters 2.0

Soccerly seeks to become the leading open platform for the creation of football-related multimedia content. On January 17, the site launched a number of simple, user-friendly tools for visitors to post notes, pictures and videos.

To date, 80 percent of the site’s visitors have been from the U.S. and 20% from Europe and Latin America.

Our goal is to capture the U.S. market, since it offers the particular feature and great advantage of rooting for several teams, such as Galaxy, Barcelona, and the U.S. national team, because they are all from different leagues

So far, the site has had a good response from emerging sportswriters and fans of the sport, which have been sending in their own content. The soccerly staff reviews incoming content for plagiarism, accuracy, typos, etc., says Ramirez Lombana.

“Most of the copy that we’ve received has been very good and we’ve rejected very few items; only a few have been returned for some corrections. In the first four days after going live, we received an average of 25 items a day. And the number is sure to grow with time,” he noted.

“Why write for Soccerly?” asks the new site. The response: “Anyone can report and express their ideas about their favorite sport, adding their own touch and views while engaging in a solid and straightforward discussion.” Technology is the boss in this platform, write the site’s creators.

Within five days of its launch, the site has already garnered 1,600 followers on Facebook. The Soccerly team consists of 19 people in San Diego and also has development offices in Mexico City.

“The goal is to attract significant traffic; this is a soccer year because it is the one prior to the World Cup in Brazil and we have all the qualifiers, the Confederations Cup and there is also the European league,” says Ramirez Lombana. “Unlike other World Cups, it will now be much easier to see the soccer matches from almost anywhere. The market has changed. In America there is a growing soccer market and brands are beginning to recognize this sports fan that perhaps had not really been noticed before.”

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Mercadotecnia: Fútbol escrito por los usuarios

Translated by Candice Carmel

“Can you save the information on a cederrón (CD-ROM)? In a moment, I’m doing zapeo (zapping). Okay, I’ll do it while I eat a sándwich“. The Spanish used in the preceding dialogue is acceptable, according to the new AP Spanish Online Stylebook. However, the use of terms such as “vacunar” for vacuum, or “carpeta” for carpet is not.

Yes to Americanisms and no to Spanglish, says Alejandro Manrique, Deputy Regional Editor for Latin America. “We do not accept words that are not commonly used, which is the case with Spanglish. We consider phrases such as “vacunar la carpeta” to be very bad Spanish and far from common usage”.

Using the term cederrón for CD-ROM, or zapear to refer to changing TV channels, has caused controversy among some Spanish language advocates. However, both of these terms have already been accepted by the Royal Academy of the Spanish Language. The same goes for tuit (tweet), tuitear (tweeting), blog, emoticón (emoticon), and faxear (to fax), all of them terms which technology has now rendered universal.

The idea is for readers or subscribers to view it and see that language is a living thing in constant flux

Manrique says that besides Americanisms —the technical name for these words— the online stylebook has also taken words derived from French and Italian into consideration, some of which appear in a fashion terms section of the stylebook.

To put together the 4,000+ word style guide, various Latin American newspaper style manuals were consulted, in addition to the style guide of the National Association of Hispanic Journalists, the Dictionary of the Royal Academy of the Spanish Language, and the Pan-Hispanic Dictionary of Doubts.

The new AP Spanish Stylebook also includes its own journalism standards and practices, which are the same as those in the AP Stylebook in English, considered the industry bible by many American journalists.

Living Language
The most important thing about this style guide and what sets it apart from others is its interactive nature, says Manrique. The stylebook is only available online and is updated every week with email alerts and interactive updates or browser windows.

“The idea is for readers or subscribers to view it and see that language is a living thing in constant flux, and we are somehow making it a tangible concept through a collective effort,” he says. A team of eight works full-time on the stylebook.

The stylebook was officially launched in November in New York and Mexico City, with launches still pending in Argentina, Colombia, Peru and other Spanish speaking countries.

“It has been well-received by customers because we have a very specific and very clear mission statement on how we do journalism,” says the director. “They’ve also found the interactive aspect very interesting, with the ability to comment, give suggestions and build it together”.

Translation: Candice Carmel

Gizmodo-en-EspanolGawker Media officially launched the new Gizmodo en Español as part of a fierce strategy to enter the U.S. Hispanic, Spain and Latin America markets.

It will be a technology site with “the best up-to-the-minute intelligence, without mincing words or beating around the bush,” says Daniel Mauser, who has been named head of Gawker’s services expansion for the Hispanic market. Mauser, 32, hails from Mexico and is the founder of Guanabee, an entertainment site in English that was acquired a few months ago by Gawker.

The short-term priority is to achieve the same editorial quality of Gizmodo in English, in order to attract more users. As for profits, Gizmodo en Español aims to account for 20 percent of Gawker Media’s annual profits within five years.

Gizmodo en Español aims to account for 20 percent of Gawker Media’s annual profits within five years.

The site will feature better gadgets, better design and better photos, Mauser told Portada, in addition to video games, architecture, space exploration, extraordinary engineering, military gadgets, tricks to improve digital life, toys and more for tech buffs.

Gizmodo en Español already existed under a license belonging to a company in Europe and was specifically published for the Iberian market, even though it also had Latino users. However, as part of its international expansion, Gawker decided to take over the publication and relaunch it from New York in order to work with the U.S. Gizmodo team.

Mauser says that under its previous incarnation in Spain, Gizmodo had at least half a million users and the plan is to grow that figure “much more.” The English version of the site has 20 million unique users. Gizmodo en español

“We also want to work with technology, automotive, and beverages brands, among other categories, and obviously we want to find companies to partner with in presenting the same vision: the best possible content for users.” In the Latin world Gizmodo en español faces the competition of Xataka, a gadget and technology guide launched in 2004 by Madrid, Spain based web publisher Weblogssl.

Kinja: Now open to all

One of the new features of Gizmodo en Español, in addition to gadgets and technology, is that users will now be able to access an online platform called Kinja. In recent years, Gawker has been working on and pouring an enormous amount of resources into the platform.

Users will be able to create their own discussion threads on their blogs and control who can be part of the discussions.

“The new Gizmodo will offer exactly the same spirit as Gizmodo in English. And like the American version, it will not be just pure technology. Not only will it have the best gadgets, but also the best design, the best photography, videogames, architecture, space exploration, extraordinary engineering, military gadgets, tricks to enhance your digital life, rare toys and everything that technology buffs are interested in,” said Mauser.

Working alongside Mauser is Manuel Ángel Méndez, previously technology editor of El País; Ángel Jiménez, a contributing editor who worked for El Mundo newspaper; and Jesús Díaz, founder of the original Gizmodo Español and now Editor Emeritus. One more editor will also be hired to round out the staff. “I’m very excited because I have always been passionate about technology, so having this opportunity is a huge thing for me and I am very happy to put together and work with this kind of team,” added Mauser.

Translated by Candice Carmel