What: Batanga Media is allocating more resources to its content offerings, particularly to expand its Portuguese brands to the rest of Latin America, primarily Mexico and Argentina. Batanga Media is also spinning off its Performance Advertising Business into a new unit called Groovit Digital.
Why it matters: As Batanga Media CEO Rafael Urbina tells Portada, “It is now our owned and operated inventory that is the key business opportunity in the region.”

Batanga Media LogoBatanga Media is expanding its content offerings to Spanish-speaking Latin America.“The idea is to expand the content-first strategy into the rest of Latin America. iMujer.com and Batanga.com continue to be the media properties and the markets are primarily Mexico and Argentina,” Batanga CEO Rafael Urbina tells Portada. Additionally, a Portuguese version of Batanga.com will be launched in Q1 2015.

“With the growth of our owned and operated properties in the region, it is now our owned and operated inventory that is the key business opportunity in the region,’ Batanga Media’s Urbina tells Portada. With the reorganization, Alexandre Jordao, currently General Manager of Brazil, will be taking on an expanded role, overseeing all of the company’s Latin American business out  Media’s Sao Paulo office as EVP/GM of Latin America.

Mexico and Argentina will be key markets for the new content offerings.

“Since our acquisition of Bolsa De Mulher, this content-first model has yielded extraordinary results for us in Brazil, where we have grown our audience three-fold and are seeing strong revenue growth as a result, says Alexandre Jordao, EVP/GM of Latin America for Batanga Media. “We are now poised to execute the same strategy across the rest of Latin America with the audience growth that we have achieved through iMujer and Batanga.com,” adds Batanga Media CEO Rafael Urbina.

“On both iMujer.com and Batanga.com, we will be adding to the content offerings. On iMujer we are working on adding local content features in each of the key markets, as well as adding new finance and career content. As for Batanga.com, the content team has been working on launching an array on new categories including, tech, celebrity and general entertainment content. Since its launch in 1999, Batanga.com has strived to deliver Latin music and entertainment content that is above all authentic and rich with Latin culture. As the property’s audience grows and we invest heavily in additional content, authenticity and Latin American culture continues to be key,” says Urbina.

The reorganization comes at a time when Batanga Media is shifting more resources to its core content brands, Batanga.com, iMujer.com, and BolsadeMulher.com. Combined, they have grown over 100% in the past twelve months, thanks to mobile and social distribution fueled by Batanga Media’s over 13 million Facebook fans and with these steps the Company’s sales organization will be better aligned to monetize this growing reach.

In 2015, Batanga Media will launch Batanga Entertainment product in Brazil, introduce more content categories across all its properties and expand video, branded content, and more mobile app offerings. This combination of fast-growing mobile and social properties, growing video product, and a powerful branded content solution positions the company for even larger growth in 2015 and beyond.

Spinning off Performance Unit

Rafael Urbina, CEO, Batanga Media
Rafael Urbina, CEO, Batanga Media

Batanga is also reorganizing its business units. Effective immediately, the formerly known Batanga Performance will become Groovit Digital. Groovit Digital will incorporate all of the company’s performance network business, most of which was acquired in 2011 from Adfunky. Overseeing Groovit Digital will be Augusto Valente, Groovit Digital’s extensive inventory of well over 10 billion monthly ad impressions will continue to be accessible through AppNexus seat #1800.
Batanga Performance, the new Groovit Digital is not to be confused with Batanga Network. Rafael Urbina, CEO of Batanga Media, tells Portada that “about 16 months ago we began the process of transferring all of our inventory, both on our properties and on the Batanga Network to a new platform that would allow our advertisers to connect programmatically. In doing so, Batanga Network became the Batanga Media Exchange (BMX) and the inventory from AdFunky became Batanga Performance. Therefore the piece being spun-off is not Batanga Network, now known as Batanga Media Exchange.”

“Our new organizational structure will allow us to invest more in content, having over half of our workforce dedicated to creating content and the technology that supports it, said Rafael Urbina, CEO of Batanga Media. “This will also allow us to invest more into building our brands in key markets and driving even faster audience growth.”

Read related article: Is the Pendulum swinging back to Content?


Portada Staff

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