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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Click here for previous Latam Changing Places editions

nnnnnnMarriott International, Inc. has named Kerstin Sachl as Director of Public Relations and Social Media for the Caribbean and Latin America (CALA) region. In this role, Sachl is part of the CALA Marketing and Digital leadership team and responsible to develop and lead public relations and social media strategies that integrate into Marriott International Caribbean and Latin America’s overall development and marketing plans. In her most recent position, Sachl flexed her entrepreneurial muscle founding a boutique public relations agency – Daddy PR. A native of Germany, Sachl currently resides in South Florida, where Marriott International Caribbean and Latin America maintains their regional headquarters in Plantation.

 

 

qporoa1w_400x400Microsoft named Fabio Scopeta leader of the DX (Developer Experience) for Latin America. Prior to joining Microsoft Latin America, the executive served in various positions at IBM.

 

 

 

cvvjcgzwaaackzgAntonio Martins has been appointed President and General Manager of IBM Mexico. The Brazilian executive will succeed Salvador Martinez Vidal. Prior to this appointment, Martins served as Vice President of App Development Consulting unit in IBM for Latin America.

 

 

 

svlj0hlb_400x400JeffreyGroup announced the appointment of Diego Campal as Market Leader of its’ Buenos Aires office and Regional Director, specializing in public affairs. He will be responsible for business development in Argentina, where the company already advises clients like Airbnb, Airbus, Johnson & Johnson, Hotels.com, Miami Tourist Office (Greater Miami Convention & Visitors Bureau) and Food Network, among others.

 

 

 

descarga-10Havas Group confirmed Lorena Ochera is the new Managing Director of Forward Media. Ochera joined Havas Group in 2000. Havas Group is organized into two main areas: Havas Media Group, which gathers media agencies Havas Media, Arena Media, Forward Media and Havas Sports & Entertainment; and Havas Creative Group, which integrates advertising agency Havas and Havas Health.

 

 

 

Latin American publisher-owned multiplatform media company Medula has been managing Microsoft’s commercial representations in LatAm for almost a year now. Portada spoke to Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin (a Medula shareholder), to discuss why this kind of collaboration is so important in today’s global economy.

Medula Positions Itself as Rep for Premium Global Publishers

Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft
Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft

Medula offers media buying, content, programmatic, mobile and video services, with a special focus on the premium audiences and content that make Latin America unique. Javier Chanfreau was appointed CEO of Medula in July 2015, and among other deals, he immediately secured a partnership with Microsoft to manage its ad sales in the region. Medula’s properties include Grupo Clarin from Argentina, Grupo Copesa from Chile, Grupo Opsa from Honduras, and PAL (Periodicos Asociados de Latinoamerica).

Gaining Microsoft as a client helped secure the company’s place as a top representative company for premium worldwide publishers.

As Latin America has become increasingly attractive to dynamic businesses looking to expand their global reach, Medula’s goal is to become their go-to media partner in the region, leveraging its local expertise and longstanding relationships with local commercial ventures. Microsoft has its own impressive set of properties and brands (Skype, Bing, MSN and XBox, to name a few), and is ambitiously pursuing opportunities to reach global audiences as it develops its business model.

Microsoft Turns to Medula for Support in New Ad-Driven Revenue Model

One would be hard-pressed to think of a more global or dynamic company than Microsoft. The company has recently switched from a business model focused on selling its products and operating system, Windows, to offering those products for free, working with a revenue model based on advertising to subsidize its users’ free experiences.

Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin
Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin

“Microsoft Advertising has free consumer assets that millions of people use every day, but the principal revenue stream is through advertising. We are constantly evolving how we provide those to agencies and brands, and have a longstanding relationship with Medula in Latin America,” says Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft.

Microsoft has been partnering with AppNexus to run its programmatic operations for a year now, and getting Medula in on the action meant that Medula and AppNexus could form a symbiotic relationship, the former making use of its tight relationships with agency trading desks, buying from an audience perspective, and the latter working with big advertisers on sponsorships and branding opportunities in the region to reach mass audiences.

Medula shows and demonstrates the values that are important to Microsoft. We invest in these partnerships and hold them to high standards. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional demand as well as programmatic.

Microsoft is happy to leave this hard work in such capable hands, freeing up its own resources for other aspects of its business in the region that do not require such local expertise.

Medula Eyeing U.S. Hispanic Market

On top of its impressive performance in Latin America, Medula has also a strong focus on the US-Hispanic market, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin says that Microsoft is giving the company the scale that it needs to succeed in this venture.

Mondrzak asserts that Medula knows how different Latin American and US Hispanic markets are, and that there are practically two companies, one dedicated to each market. “The US-Hispanic market is truly a huge opportunity, and as much as it is different from Latin America, we have unique abilities and capabilities and a regional reach that we can adapt to the US market,” he says. “It’s a learning process with a curve, but we are doing our best to understand it.”

Microsoft Properties Offer High Visibility, Flexibility

In terms of specific properties, “MSN is seeing a strong level of engagement with the content experience, and Skype is hugely relevant in the communications space. We want to make more native advertising opportunities there to immerse people in advertising while they are reading content,” Andrew says. Bing is also a key property, as search has become “so ubiquitous throughout the user experience, evolving from allowing you to find information to enabling you to take action and gain knowledge at the same time,” says Andrews. Search is also very profitable, and serves as a platform through which many applications can be integrated.

Companies like Microsoft are ultimately looking for “the best in breed, with local insight and knowledge and excellent sales people,” Andrews explains. “Medula shows and demonstrate the values that are important to Microsoft. We invest in these partnerships and hold them to high quality. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional reserve demand as well as programmatic.”

What are the most popular sites and platforms among Latin American users? What activities do those sites and platforms enable? What are the similarities and differences between the different countries’ lists? The answers to these questions and more, according to comScore’s May 2016 rankings.

I Google, Therefore I Am

Users’ favorite activity in the covered countries is performing Google searches and interacting on social networks. Google is the access door to mass media consumption, which gives it a high spot on the list.

Facebook, the Social Control Board

The second favorite activity among Latin American users is connecting with friends and acquaintances through the technology provided by Facebook. The “Latest News” section, located on the homepage of the platform, is the place from which users “monitor” the activity of their friends and acquaintances before interacting with them.

YouTube Leaves TV in the Dust

The third most preferred activity among Latin American users is consuming online audiovisual content on YouTube: the devices, as well as respecting TV’s imposed scheduling, are irrelevant.

Bloggers Prefer Blogspot.com

Bloggers in Argentina, Brasil, Chile, México, Uruguay and Venezuela use the Google blogging platform. In Colombia and Peru, it seems that users aren’t as interested in expressing themselves on blogs (or at least they don’t place it among the most important online media consumption habits).

Whatever Google Doesn’t Know, Wikipedia Does

Except in the case of Brazil, Latin American users look to Wikipedia for answers to diverse questions about general topics. This way, Wikipedia works as a type of search motor specialized in encyclopedic knowledge, and is one of the most popular online destinations in the region.

E-Commerce

Users in Argentina, Uruguay and Venezuela are the only ones interested in online shopping (or making online inquiries before going to a physical store to buy a product); when this happens, the platform they choose is Mercado Libre. The other countries aren’t as interested in e-commerce (or don’t assign it a high priority).

Yahoo Isn’t Dead

After the close of their LatAm offices, it is interesting to observe the importance that the informed countries (except Uruguay and Venezuela) assign the news and e-mail portal provided by this company.

Microsoft Stands Out

As much as Google and Facebook are the undeniable leaders in each of their categories, we can’t forget about Microsoft, and that Live.com and MSN.com belong to that group (which, in terms of the amount of monthly visitors, places Microsoft at the top of the list in each ranking).

Source: comScore Media Metrix, Argentina, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience26.676
    Top 10 Web Domains
1    GOOGLE.COM.AR23.879
2    FACEBOOK.COM20.231
3    YOUTUBE.COM18.800
4    GOOGLE.COM14.647
5    LIVE.COM12.692
6    MERCADOLIBRE.COM.AR11.947
7    BLOGSPOT.COM.AR10.976
8    YAHOO.COM.AR9.355
9    WIKIPEDIA.ORG8.504
10    MSN.COM8.463
Source: comScore Media Metrix, Brazil, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience80.073
    Top 10 Web Domains
1    GOOGLE.COM.BR69.904
2    FACEBOOK.COM58.518
3    YOUTUBE.COM50.985
4    GOOGLE.COM48.844
5    UOL.COM.BR47.876
6    LIVE.COM38.986
7    GLOBO.COM38.563
8    BLOGSPOT.COM.BR36.268
9    YAHOO.COM.BR30.791
10    MSN.COM29.932
Source: comScore Media Metrix, Chile, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.567
    Top 10 Web Domains
1    GOOGLE.CL6.672
2    FACEBOOK.COM4.568
3    GOOGLE.COM4.560
4    YOUTUBE.COM4.473
5    LIVE.COM3.412
6    MSN.COM3.229
7    YAHOO.COM2.639
8    BLOGSPOT.CL2.441
9    BANCOESTADO.CL2.265
10    WIKIPEDIA.ORG1.837
Source: comScore Media Metrix, Colombia, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience16.438
    Top 10 Web Domains
1    GOOGLE.COM.CO15.003
2    FACEBOOK.COM11.961
3    YOUTUBE.COM11.813
4    GOOGLE.COM10.485
5    LIVE.COM9.460
6    WIKIPEDIA.ORG6.378
7    YAHOO.COM5.300
8    MSN.COM4.928
9    MICROSOFT.COM3.398
10    SLIDESHARE.NET3.207
Source: comScore Media Metrix, México, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience42.366
    Top 10 Web Domains
1    GOOGLE.COM.MX37.177
2    FACEBOOK.COM31.077
3    YOUTUBE.COM29.421
4    LIVE.COM22.853
5    GOOGLE.COM22.420
6    MSN.COM19.710
7    BLOGSPOT.MX16.285
8    YAHOO.COM.MX14.888
9    WIKIPEDIA.ORG14.232
10    MICROSOFT.COM9.235
Source: comScore Media Metrix, Perú, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.283
    Top 10 Web Domains
1    GOOGLE.COM.PE6.579
2    FACEBOOK.COM5.829
3    YOUTUBE.COM4.967
4    LIVE.COM4.637
5    GOOGLE.COM4.167
6    MSN.COM3.547
7    YAHOO.COM2.751
8    ELCOMERCIO.PE2.693
9    SLIDESHARE.NET2.250
10    WIKIPEDIA.ORG1.935
Source: comScore Media Metrix, Uruguay, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience2.043
    Top 10 Web Domains
1    GOOGLE.COM.UY1.780
2    FACEBOOK.COM1.475
3    YOUTUBE.COM1.389
4    GOOGLE.COM1.269
5    BLOGSPOT.COM.UY962
6    MERCADOLIBRE.COM.UY924
7    WIKIPEDIA.ORG711
8    LIVE.COM693
9    ELPAIS.COM.UY547
10    MSN.COM470
Source: comScore Media Metrix, Venezuela, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience13.169
    Top 10 Web Domains
1    GOOGLE.CO.VE11.720
2    FACEBOOK.COM9.581
3    YOUTUBE.COM8.370
4    GOOGLE.COM6.899
5    LIVE.COM5.775
6    BLOGGER.COM5.396
7    MERCADOLIBRE.COM.VE5.136
8    MSN.COM3.854
9    WIKIPEDIA.ORG3.846
10    BANCODEVENEZUELA.COM3.357

PEOPLE CHANGE POSITIONS, GET PROMOTED OR MOVE TO OTHER COMPANIES. PORTADA IS HERE TO TELL YOU ABOUT IT.

CLICK HERE FOR PREVIOUS LATAM CHANGING PLACES EDITIONS

descargaDynAdmic,  a private marketplace specialized in online video ads, began operations in Miami last June to reinforce presence in Latin America. The new office, the second in the USA, is responsible to support regional clients and increase the company’s participation in global contracts negotiated throughout the Latin America region. Under coordination of Lara Krumholz, General Manager of LATAM, and the newly hired Sales Manager Kara Bogard, the new operation supports all of the Latin America region. The office has the mission to accompany regional clients as well as coordinate the operation within the local teams to reinforce the company’s service quality.The regional expansion contributes to the company’s growth performance in countries their already developed markets for example, Brazil and Mexico. DynAdmic has already been working with important clients from the region, like Coca-Cola, Unilever, Toyota, Nestlé, Fiat, Microsoft, Samsung, Warner Bros, L’Oréal, HP, Intel, Foz, Natura, Disney, IBM, MasterCard, Nivea, Teletom Chile, and others.

7jW2S_tpLourdes Berho of IWF Mexico was named CEO of the Mexico Tourism Board. She was previously the CEO of Conde Nast for Mexico and Latin America from 2004 to 2008, and she also served as vice president of commercialization for Grupo Banamex. She will assume the role of CEO for the Mexico Tourism Board on July 1st. She brings 25 years of experience in management, marketing, luxury travel, publishing and sustainable tourism to the role.

 

 

descarga (1)MediaCom Chile has appointed Monica Diaz as head of knowledge and Rodrigo Sánchez Zenteno as account director.

Diaz studied sociology and has an MBA in sociological research from the University of Essex (England). Her experience is based on the creation and analysis of data, communication strategies and positioning.

Zenteno has over ten years of experience in executive positions serving customers of different industries such as retail, entertainment, financial and educational.

descarga (5)Emilio Yacon and Gustavo Sucri are the new Creative Directors of Don.

Yacon started as editor at Ponce, and throughout his career he worked for Publicis, DDB and Young & Rubicam.

Gustavo Sucri began his career in Grey as art director and continued in Cornicelli, La Comunidad, Del Campo Nazca Saatchi & Saatchi and finally at Young & Rubicam, from where he joined Grey.

 

 

descarga (4)Colin Mitchell has left Ogilvy & Mather after 16 years to join McDonald’s as global vice president of brands.Mitchell, who has worked with brands including Coca-Cola, IBM and BlackRock, will move from New York to Chicago with his family to take on the new role.

 

 

 

 

descarga (3)Viacom’s Jeff Lucas is Snapchat´s new vice president and global head of ad sales. At Viacom Media Networks, he will be replaced by Sean Moran, who assumed the position of head of marketing and partner solutions at Viacom Ad Sales.

 

 

 

descarga (2)Javier Perales Bernabé has joined Grey Spain as director of customer service. He will have the responsibility of strengthening the relationship with Madrid office clients and collaborate in developing digital and CRM projects managed by the agency.Perales has a degree in advertising and public relations from the Universidad Complutense de Madrid and an MBA in business management and marketing from the la Escuela Superior de Administración y Dirección de Empresas of Barcelona.

 

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

US/US-HISPANIC MARKETS

Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.

According to a study released by Comcast, advertising agencies are using Instagram more frequently than Twitter for social media ad campaigns, fueling Twitter’s advertising technology woes.

Digital marketing firm Impact Radius is buying fraud prevention service Forensic, to create the “first trusted system of record” for marketers running digital campaigns.

snapchatSnapchat is launching ads between stories, and has launched a new advertising API (application programming interface) that is key  to monetization.

The Association of National Advertisers’ (ANA) media transparency transport is intensifying the debate over how advertisers and trading desks function, highlighting not-so-transparent practices at agencies.

Mike Villalobos has joined FuelX, a video distribution platform that runs DR video campaigns delivered in 2-4x ROI, as their VP of Sales. FuelX has raised 2.5MM from Angel investors and has worked with companies like HP, and Sun Basket.

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide 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.

Beijing-based Spearhead Integrated Marketing Communication Group is aiming to acquire San Francisco-based Smaato, a real-time advertising platform for mobile publishers and app developers, for $148 million, through an M&A fund.

The browser Opera, has launched built-in ad-blocking technology on mobile platforms iOs and Windows Phone.

LATAM MARKET

Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Grupo Estado, one of the largest communication companies in Brazil. The collaboration will see Estadão utilize Taboola Native, a white-labeled native advertising solution that empowers sales teams to directly sell and promote both on-site and off-site sponsored content campaigns.

Sizmek, the open ad management company for multiscreen campaigns, today announced the appointment of Alfredo Sanchez as country manager for Sizmek in Mexico. In this role, Sanchez is responsible for expanding local market business and driving key partnerships in the region.

Ad-tech firm Adform has hired two former Rubicon Project executives to help expand the company’s global reach. Jay Stevens is the company’s first chief revenue officer, and Oliver Whitten will fill the role of chief operating officer, focusing on Latin America and Asia-Pacific.

Join us at PORTADA Mexico!

What: Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.
Why it matters: Microsoft gains a very strong social offering for B2B. (See interview below with digital marketing expert Xavier Mantilla.

descarga (1)Microsoft Corp. and LinkedIn Corporation have entered into a definitive agreement under which Microsoft will acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion, inclusive of LinkedIn’s net cash.

LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft. Reid Hoffman, chairman of the board, co-founder and controlling shareholder of LinkedIn, and Weiner both fully support this transaction. The transaction is expected to close this calendar year.

The transaction has been unanimously approved by the Boards of Directors of both LinkedIn and Microsoft. The deal is subjected to approval by LinkedIn’s shareholders, the satisfaction of certain regulatory approvals and other customary closing conditions. Morgan Stanley is acting as exclusive financial advisor to Microsoft, and Simpson Thacher & Bartlett LLP is acting as legal advisor to Microsoft. Qatalyst Partners and Allen & Company LLC are acting as financial advisors to LinkedIn, while Wilson Sonsini Goodrich & Rosati, Professional Corporation, is acting as legal advisor.

LinkedIn is the world’s largest and most valuable professional network and continues to build a strong and growing business.The network is active in over 200 countries and has 105 million monthly active users, with 433 million registered overall. Over the past year, the company has launched a new version of its mobile app that has led to increased member engagement; enhanced the LinkedIn news feed to deliver better business insights; acquired a leading online learning platform called Lynda.com to enter a new market; and rolled out a new version of its Recruiter product to its enterprise customers.

The LinkedIn acquisition brings great professionals into the Microsoft sphere; like Ana Moises and Osvaldo Barbosa de Oliveira that are giants in the ad business in Brazil.

LinkedIn will give Microsoft a bigger reach in terms of social networking services and professional content and a potential sales channel to sell more of its products.

“The LinkedIn team has grown a fantastic business centered on connecting the world’s professionals,” Nadella said. “Together we can accelerate the growth of LinkedIn, as well as Microsoft Office 365 and Dynamics as we seek to empower every person and organization on the planet.”

Users do see LinkedIn as a property for growth and learning. So its  “time invested” rather than “time spent” which makes them more valuable.

Microsoft will finance the transaction primarily through the issuance of new debt. Upon closing, Microsoft expects LinkedIn’s financials to be reported as part of Microsoft’s Productivity and Business Processes segment. Microsoft expects the acquisition to have minimal dilution of ~1 percent to non-GAAP earnings per share for the remainder of fiscal year 2017 post-closing and for fiscal year 2018 based on the expected close date, and become accretive to Microsoft’s non-GAAP earnings per share in Microsoft’s fiscal year 2019 or less than two years post-closing.

Xavier Mantilla, SVP Multicultural, UMPortada spoke with digital marketing expert Xavier Mantilla, on this latest acquisition:

Portada: Can you please give us your overall view of the Linked In acquisition by Microsoft? What will Microsoft (MSFT) gain?

X.M: “MSFT acquiring LinkedIn is a very interesting move. Last year, LinkedIn brought into its technology teams the folks from Triggit and this opened up  within the LinkedIn environment a strong social advertising team, and more than that, a great team that built one the best social platforms (working with Facebook, Instagram, Twitter and others) that focuses on performance so this brings a new wrinkle into MSFT’s playbook.The acquisition also puts MSFT on the map in regards to social dollars, and thinking that they could add a Talent Acquisition module that would work with Dynamics (their data platform), this could be a game changer for the Talent segment as most companies rely on the subscription to LinkedIn to recruit candidates –world wide companies like Manpower, Michael Page, Hedrick and Struggles among other powerhouses, and this puts MSFT square in the middle of this world.”

Portada: How does this alignment impact other alliances/ mergers (Verizon/AOL, Faceboook ecosystem?

X.M: “For MSFT – they become hugely important in the FB ecosystem as the LinkekIn capacity and technology works so well with FB, so this would make them a strong candidate to be used for ad dollars flowing across MSFT and FB, and so MSFT can now have a strong social offering for B2B, and with Dynamics as a strong platform competing with Oracle and Watson, there is definitely an upside with the public relations they will get from this acquisition. I don’t think this impact Verizon/Aol much other than MSFT will be a stronger B2B player.”

Portada: Any other thought you may have on how it impacts U.S. Hispanic or Latin America

X.M: “For Latin America –LinkedIn is seen as an investment of time for people in the region, this is mirrored for U.S. Hispanics, so users do see LinkedIn as a property for growth and learning, rather than seen as just “time spent” but as “time invested” which makes them more valuable from an investment point of view. As MSFT has streamlined the team in Latam, the LinkedIn acquisition brings great professionals like Ana Moises and Osvaldo Barbosa de Oliveira that are giants in the ad business in Brazil, but Ana comes from spending time at Microsoft, so you have executives that can do the regional sales, rather than using rep firms to resell their ad space. This will continue the shift to companies buying directly from vendors and jumping representatives in various countries, so better deals will be made.  For U.S. Hispanic, the Talent Acquisition piece can become hugely important with the need to be more diverse continue, and so Microsoft could have the best pool of candidates for companies to look for experienced talent with a diverse background (Latinos).”

Join us at PORTADA Mexico!

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

US/US-HISPANIC MARKET

Open ad management company Sizmek announced a partnership with sponsored data experts Datami to expand the spend reach of emerging and low-spend markets through Sizmek’s open ad management platform, MDX-NXT. Datami helps brands and agencies engage consumers on mobile video through subsidizing users’ mobile data usage and consequently lower use of ad blockers.

Comcast has acquired French ad video tech company StickyAds.tv, a SSP, for an undisclosed amount that is said to be more than $100 million. StickyAds specializes in helping publishers and broadcasters sell video advertising inventory for digital and television.

Technology Business Research conducted a study of ad tech buyers in France, Germany, North America and the UK, and found that in North America, 36% of respondents manage their DMPs internally, and that more than a quarter use a tech vendor’s app. More findings can be found in this link.

Cadent Technology, which was formed by last year’s merger between BlackArrow and Cadent Network, is going to be presenting its addressable linear platform at the INTX Conference currently being held in Boston. The company recently added its live linear targeting capacity to its VOD solutions for QAM set-tops, IP-based devices and OTT apps.

Adobe presented its new advertising capabilities for its marketing cloud at the Adobe Summit EMEA. The tools make it easier to create more personalized ads for multiple platforms and includes analytics to form a better understanding of ads’ effectiveness.

YuMe has announced its improved capabilities for brand safety and view ability standards on its programmatic video ad platform, YuMe for Advertisers (YFA). The technology is integrated with Integral Ad Science’s Bid Expert, and can use YuMe’s native SDK-driven brand safety technology to create efficient ads and block suspicious traffic.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!

LATAM MARKET

The Brazilian government’s shutdown of WhatsApp, the second time a digital service was shut down by a court in the country, has sparked debate about how to appropriately intervene in digital communication services to prevent similar events in the future. Brazilian congressmen want to pass a law to regulate the blockage of website and apps that disseminate illegal content.

European mobile attributes and analytics firm Adjust announced adjustthe opening of a Brazilian office in Sao Paulo, following its global expansion into Latin America. Apparently, they already have clients like Microsoft, Rovio and Loovo.

Mexican data company Mundoejecutivo conducted a study of Twitter use in the region and found that Brazilians use the social network most, reaching 40.7 million users in the country Q4 2015. Mexican use came in second in the region with 35.3 million users, and Argentina came in third with 11.8 million.

But eMarketer showed lower estimates: for the same period, its results showed 24.6 million users in Brazil, 21.3 million in Mexico and 7.1 million in Argentina. Argentina was found to have the highest increase in its user base, with 20.9% growth last year and an expected 12.8% growth rate for 2016.

On Tuesday, German mobile performance marketing firm glispa announced that it is acquiring Mobils, a mobile digital agency based in Sao Paulo. All of Mobils’s 10 employees will stay with glispa, and will bring their publishing partners and Brazilian clients like online car sales portal Webmotors, sporting goods company Netshoes and iFood (Brazilian, similar to Grubhub).

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Saatchi & Saatchi Mexico –  Gabriela Fenton , Luis Elizalde, Gabriela Gonzalez, Paula Tapia, Adrián Ponce ::: Emanuel Aldrey, Franco Luca –  Starcom MediaVest Group Argentina  ::: IAB Chile – Gonzalo Parra, Mauricio Otegui, Phillipe Lapierre, Pamela Zúñiga ::: IPG Mediabrands – Chad Stoller ::: Publicis One – Erasto Freytes, Julio Toro, Tero, Isabelita Ortiz, Cristina Echevarria ::: AOL – Joe Strolz, Brad Cressman :::

Click here for previous Latam Changing Places editions

3Gabriela Fenton is Saatchi & Saatchi Mexico new CEO. Analú Solana, who held that role, is taking a new direction in her professional career.Luis Elizalde will continue in his role as CCO.

Gabriela Gonzalez assumes full responsibility as VP Customer Service; Paula Tapia joins the team as VP of Strategic Planning and Adrián Ponce, will take the position of CFO.

 

Emanuel Aldrey and Franco Luca have joined Starcom MediaVest Group Argentina.

AAEAAQAAAAAAAAizAAAAJDI4OGQzYjEwLWRiY2YtNDczMS1iZTU3LWJkYzNjYzkyYmYwYgAldrey is the new digital regional director at Starcom for Mondelēz International Latin American hub. In this position, he will report directly to Guillermo Bonmati, VP and managing director of Starcom MediaVest Argentina and Chief Integration Officer of Publicis in that country. Aldrey will lead the account digital media team, running campaigns for brands Oreo, Beldent, Social Club, Halls, Tang and others, for all Latin America.

 

271b01bLuca joins as director of LiquidThread Argentina, Starcom’s digital agency.  Luca will lead this business unit and will be in charge of the implementation and amplification of advertising campaigns in new media. Luca began his career at Wunderman ten years ago.

 

 

Directiva2016_2IAB Chile has selected new directors for the 2016-2017 period at the first board meeting of the year.

Gonzalo Parra, head of middle office at Havas; as president of IAB Chile;

Mauricio Otegui, commercial manager at Cooperativa.cl; was elected first vice president;

Phillipe Lapierre, general manager of Blue Digital, as second vice president

and Pamela Zúñiga, assistant manager of business development at Chilevisión; as secretary of the association.

Chad Stoller HeadshotIPG Mediabrands, a division of Interpublic Group, has promoted Chad Stoller to the newly created role of evp, global innovation director. Stoller has been with the IPG media network for five years, serving as managing partner of its Media Lab. Prior to joining IPG Media Lab in 2011, Stoller spent two years as executive vp of digital strategy at BBDO New York and nearly three years as executive director of emerging platforms at Omnicom’s Organic. He will report to John Sintras, president of business development and product innovation for IPG Mediabrands.

descargaPublicis One has announced its local leadership in San Juan, Puerto Rico:

 

 

descarga (1)At a local management level, Erasto Freytes has been named Chief Executive Officer of Publicis One. Freytes has had a successful career in the industry with over 40 years of experience and is one of the most accomplished and celebrated strategic and creative leaders in Puerto Rico. For the last 31 years, he has been part of the team that has made Badillo Saatchi & Saatchi one of the leading agencies in the market.

In addition, Julio Toro joins the Publicis One board as Media Chairman. Toro has over 40 years experience and was a pioneer in media when he founded the Medianet agency, which later became ZenithOptimedia. In his new role, Toro will focus on leveraging the combined scale of all Publicis One’s media assets with the aim of driving value for our clients.

Tero Leon joins the Publicis One board as Chief Financial Officer of Publicis One. Leon has over 18 years of experience in managing finance, 13 of them as Finance Director of Badillo Saatchi & Saatchi.

Isabelita Ortiz will continue in her position as Managing Director of Starcom.

Finally, Cristina Echevarria assumes the role of Chief Talent Officer of Publicis One. Echevarria has over 18 years of experience and is a key leader in the human resources area and within Saatchi & Saatchi Badillo. Echevarria will ensure Publicis One attracts and develop the best talent in the industry.

All of the above newly-appointed leaders of Publicis One are already in their new roles and are fully operational in their respective markets.

Aol.black_copyVerizon-owned AOL is officially launching in Brazil with two new executives to head operations in the Americas, following the opening of its first LatAm office in Sao Paulo in October 2015.

 

strolzAOL Canada general manager and head of partner media for Microsoft Joe Strolz will take on the role of head of Americas, overseeing the strategy for the region outside of the US to build the brand in LatAm.

 

 

 

cressmanHead of business operations Brad Cressman has also been promoted to AOL Canada managing director, defining local strategy based on global objectives.

They will both report to AOL’s head of international Graham Moysey.

@AOL@PublicisOne@IABChile @wwsaatchi @smglatam

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Facebook – Marcos Angelini ::: Cellwize – Marcelo Alvarenga ::: La comunidad Buenos Aires – Rodrigo Greco, Mariano Gamba ::: Mariana Iesulauro – Young & Rubicam Buenos Aires ::: Rubicon Project -Harry Patz, Jr., Rob Deichert, Jr. :::

Click here for previous Latam Changing Places editions
size_810_16_9_marcos-angeliniFacebook has hired former Unilever executive Marcos Angelini as the new head for its operations in Brazil.With a background that includes 20 years of experience at Unilever, more recently as vice president for home care products in Latin America, Angelini will start at Facebook in May.Angelini’s marketing and sales experience will be useful to the social media company as it widens its presence within digital advertising with its Facebook and Instagram platforms.But the new Brazil head will also have to be able to balance court demands with the company’s pledge to protect the privacy of its users.

1459495773-speakerCellwize, the Self-Organizing Network (SON) solutions provider, announced that it has appointed Marcelo Alvarenga as General Manager of Latin America to support its rapid growth in the region. Cellwize’s appointment of Marcelo Alvaranga to head the regional offices, combined with the support from its local business partners, will further strengthen Cellwize’s rich SON solution offering, including SON-as-a Service (SONaaS) and SONCloud to the Latin American market.

 

Rodrigo Greco and Mariano Gamba have joined agency La Comunidad Buenos Aires as Creative Directors.

057ee1aRodrigo began his career as a copywriter at Grey Argentina. He also worked for Ogilvy and agency Don, where he served as Creative Director along with Mariano Gamba.

 

 

 

 

2713524Mariano spent his entire career at agency Don.

They have both worked for clients such as FiberTel, Cablevision, EASY, Coca Cola, P & G, Playboy, YPF and Schneider, among others.

 

 

 

 

 

descarga (7)Mariana Iesulauro is the new Accounts General Director of Young & Rubicam Buenos Aires. She joined Young & Rubicam in 2008 as Account Director, a position she held until 2014 when she was appointed Accounts Group Director. Throughout her career, she worked for brands such as Petrobras, Schneider, Plan Rombo , Answer Seguros online, Kelloggs, Unilever, Banelco, Esso, Quilmes, Danone, OLX, among others .

 

 

 

 

descargaRubicon Project has announced the addition to its senior leadership team of Harry Patz, Jr. as Chief Revenue Officer and Rob Deichert, Jr. as Head of Global Revenue Operations. The new executives will lead Rubicon Project’s newly formed global revenue organization, charged with scaling and supporting the company’s continued rapid growth around the world.

 

descargaAs the company’s global Chief Revenue Officer, Patz will lead the newly reorganized global revenue team including sales execution and strategy, sales team organizational design, sales enablement and training, as well as client and account services, for both the existing Buyer and Seller Sales and Account teams globally.Harry joins Rubicon Project with over 20+ years of experience at Microsoft where he rose to the prestigious position of “Partner”, leading a team in excess of 300 sales.

As Head of Global Revenue Operations, Mr. Deichert will be responsible for managing revenue and sales ad operations across the global organization as well as optimizing company wide processes. Rob comes to Rubicon Project with more than 15 years of relevant operational experience in the digital advertising space, most recently serving as Managing Director of North American Operations at Criteo Corporation.

What were the biggest highlights of  January 2015 vs. January 2016? How did users interact with certain sites and platforms? What trends are repeated across the different countries? comScore’s latest report gives us the answers.

Google, Facebook and Microsoft

  • Google, Facebook and Microsoft hold the top three spots in almost all of the rankings except Argentina’s and Uruguay’s (where Microsoft is in fourth place).
  • In the general Latin America rankings, Google and Facebook’s views increased between 2015 and 2016, while Microsoft stayed stable.

Grupo Clarín and Mercado Libre Battle Microsoft

  • The unique cases in which Microsoft loses its spot in the rankings of most-visited sites belong to Argentina and Uruguay. In Argentina, Grupo Clarín holds third place, while in Uruguay third place goes to Mercado Libre.

Yahoo!

  • With the exception of Chile and Venezuela, all countries saw a low number of unique users on Yahoo! sites. This tendency was also observed in the general Latin American rankings (with an 8% decrease since last year).

LinkedIn

  • LinkedIn is only on the rankings in Peru and Mexico, and in both countries there was a lower number of unique users in January 2016 than in January 2015.
  • LinkedIn is not on the general Latin American rankings of most-visited sites.

Mercado Libre

  • Mercado Libre made the top ten in all countries except Chile and Peru.
  • There were more users in January 2016 than in January 2015 in all countries except for Argentina and Colombia.
  • Mercado Libre’s visits increased by 6% between January 2016 and January 2015.

Terra

  • While Terra holds tenth place in the general Latin American rankings, that traffic comes primarily from Brazil, Chile and Mexico.
  • In general, the site’s number of unique users is going down (with a 25% decrease in 2016 compared to 2015, according to the Latin American rankings).

Wikimedia

  • The Wikimedia sites appear on all the countries’ rankings except those of Argentina, Brazil and Chile.
  • The general tendency is for the number of unique users to go down (as its visits went down 12% between 2015 and 2016, according to the rankings).

Latin America

 

Source: comScore MMX, Latin America, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+171.739183.5807
1    Google Sites161.367171.2616
2    Facebook131.898141.3627
3    Microsoft Sites116.012116.5490
4    Yahoo Sites97.15889.043-8
5    MercadoLibre47.80450.5446
6    Wikimedia Foundation Sites48.76042.983-12
7    UOL41.03040.303-2
8    R7 Portal38.73538.7030
9    Globo40.04138.527-4
10    Terra – Telefonica49.49637.265-25

Argentina

Source: comScore MMX, Argentina, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+
1    Google Sites17.72017.512-1
2    Facebook15.08514.990-1
3    Grupo Clarin12.86612.491-3
4    Microsoft Sites12.34511.377-8
5    Yahoo Sites11.40311.317-1
6    MercadoLibre8.1497.310-10
7    Grupo La Nacion7.9017.033-11
8    TARINGA.NET6.5785.693-13
9    INFOBAE.COM4.9014.9371
10    CMI Digital3.6564.44121

Brasil

Source: comScore MMX, Brazil, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+62.88868.4209
1    Google Sites60.79965.6008
2    Facebook52.61557.5979
3    Microsoft Sites45.84247.1563
4    UOL40.40839.779-2
5    R7 Portal38.05437.841-1
6    Globo39.45137.542-5
7    Yahoo Sites36.40931.101-15
8    MercadoLibre22.43525.58014
9    Terra – Telefonica32.87822.897-30
10    IG Portal22.69720.737-9

Chile

Source: comScore MMX, Chile, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+6.6477.32510
1    Google Sites6.0906.5688
2    Facebook4.5584.8436
3    Microsoft Sites4.7674.514-5
4    Yahoo Sites3.8464.28912
5    Grupo Copesa2.6072.296-12
6    Terra – Telefonica2.4691.995-19
7    Banco del Estado de Chile1.7041.96515
8    Canal 131.2161.62734
9    Empresa El Mercurio S.A.P.2.0021.626-19
10    Red Televisiva Megavision1.3991.4906

Colombia

Source: comScore MMX, Colombia, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+12.73213.6227
1    Google Sites12.16413.0087
2    Facebook10.36811.1468
3    Microsoft Sites7.6357.357-4
4    Yahoo Sites5.9205.155-13
5    Wikimedia Foundation Sites4.3674.077-7
6    El Tiempo Casa Editorial3.8083.590-6
7    MercadoLibre3.3792.900-14
8    ICCK Net S.A.3.2232.664-17
9    FRIV.COM1.7122.32636
10    Grupo Pera Digital2.3891.839-23

Mexico

Source: comScore MMX, Mexico, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+25.90026.6463
1    Google Sites23.52824.7035
2    Microsoft Sites18.34219.9879
3    Facebook17.97119.6059
4    Yahoo Sites18.32817.930-2
5    Wikimedia Foundation Sites7.6917.6630
6    Gobierno De La República De México5.8147.56930
7    Linkedin5.2665.232-1
8    MercadoLibre4.4884.8518
9    Terra – Telefonica4.1294.3987
10    TARINGA.NET4.8304.283-11

Perú

Source: comScore MMX, Peru, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+6.5187.27012
1    Google Sites6.2066.7579
2    Facebook5.4545.9579
3    Microsoft Sites4.9594.667-6
4    Grupo El Comercio3.7573.425-9
5    Yahoo Sites3.4073.023-11
6    Grupo RPP2.4442.048-16
7    Grupo La Republica1.9981.974-1
8    Grupo Epensa2.1401.744-19
9    Wikimedia Foundation Sites1.6761.414-16
10    Linkedin1.6171.337-17

Uruguay

Source: comScore MMX, Uruguay, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+1.5311.6478
1    Google Sites1.4971.5785
2    Facebook1.3321.4086
3    MercadoLibre8719125
4    Microsoft Sites1.049899-14
5    BLOGSPOT.COM.UY657
6    EL PAIS S.A.771627-19
7    Wikimedia Foundation Sites5305422
8    Yahoo Sites570510-10
9    Antel3814015
10    El Observador392340-13

Venezuela

Source: comScore MMX, Venezuela, January 2015 vs January 2016, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)% Change
Jan-2015Jan-2016
    Total Internet:  Persons: 15+10.88413.03420
1    Google Sites10.22812.08818
2    Facebook7.89610.02527
3    Microsoft Sites5.4525.7626
4    MercadoLibre4.5385.18214
5    Yahoo Sites4.4594.6564
6    Wikimedia Foundation Sites3.6353.8787
7    BANCODEVENEZUELA.COM2.1663.33654
8    Grupo Santander1.9743.06955
9    Banesco Banco Universal2.5962.427-7
10    Twitter2.259

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Alexandre Hohagen, Pedro Cabral – Nobox ::: Scripps Networks Interactive – Eduardo Hauser ::: Barbara Miller – FLUVIP  ::: Facebook – Alejandro Zuzenberg, Carla Lanzillotta  ::: Alejandro Fishman – Yahoo! ::: Pablo Armagni – Telefónica Group  ::: McCann Buenos Aires – Rafael Quijano, Darío González, Enrique Gray, Soledad López, Luisa Goldaracena, Constanza Brigante ::: General Electric Latin America – Rafael Santana ::: Laura Zubeldia – Microsoft :::

Click here for previous Latam Changing Places editions

descargaAlexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency to continue developing its strong Latin America business, as CEO and Partner. Hohagen will bring his experience with advertising and technology in these markets with the goal to further enhance the agency’s relevancy and footprint for its marquee clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen.Read more.

In addition to Hohagen, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, will become the new Chairman and Investing Partner.

descargaScripps Networks Interactive has announced the appointment of media and technology veteran Eduardo Hauser to the position of Managing Director, Latin America and the Caribbean. Hauser joins the company on March 7 and will be based in Miami.Read more.

 

 

Barbara 1Barbara Miller has accepted a new position as VP, Sales and Marketing at FLUVIP, a programmatic platform for Influencer Marketing in the U.S. Hispanic and Latin American markets. Previously Miller worked at Latina.

 

 

 

vvvAfter having served as Director for the Southern Cone at Facebook for 4 years, Alejandro Zuzenberg has announced that he is leaving the corporate world to start a career as an entrepreneur.

 

 

mmmmAfter nearly 4 years at Facebook, Carla Lanzillotta has left her position as commercial director of vertical technology market to joined OLX as director of ad sales and operations.

 

 

 

vbvbvAlejandro Fishman, former country manager of Yahoo! Argentina, told Portada editorial team “after more than 20 years working as an employee for big companies, this is a unique moment I wish to truly enjoy as it won’t probably happen again. It is important for me to take the time necessary to figure out what I really want do and where do I want to go, so I can choose what it is best for me, personally and professionally.”

 

descargaPablo Armagni will head the Communications and Images Board of Telefónica Group, reporting to Alejandro Lastra, director of Communication and Institutional Relations. In this new role, Armagni will define Internal and External Communications policies, Brand Management, Advertising, Sponsorships and Media of all companies within Telefónica Group in Argentina.

 

 

arg.McCann_StaffRafael Quijano and Darío González have joined McCann Buenos Aires as creative directors.They will report directly to president and DGC, Juan Manuel “Chavo” D’Emilio, according to Adlatina. They will handle the accounts portfolio that includes brands such as Nestlé, MasterCard, Beauty Team L’Oréal París and Zurich Seguros, among others.

Enrique Gray joins the finances area as the agency new CFO.

In addition, Soledad López, Luisa Goldaracena and Constanza Brigante have been appointed Account directors. Lopez will handle MasterCard, Nestlé, and Zurich Seguros; Brigante L’Oreal Paris Beauty Team; and Goldaracena will take over a new client.

santanaGeneral Electric Latin America has chosen Rafael Santana, an executive with over fifteen years of experience in the company, to consolidate its position in LatAm. Santana comes from heading Turbomachinery Solutions, part of GE Oil & Gas. The executive will be based in San Pablo, Brazil. Prior to joining GE, Santana held leadership positions in ExxonMobil and British American Tobacco.

 

descarga (1)Laura Zubeldia is Microsoft new Marketing Director for Argentina and Uruguay.The executive has over 22 years of experience in the area and has been in Microsoft for 9 years. Zubeldia will be in charge of implementing strategic coordination and marketing plans in different segments of the LatAm market.

A summary of this week’s most exciting news in online video in the U.S. and Latin American markets. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S./HISPANIC MARKET:

ADOBE ANNOUNCES DIA FOR MPEG-DASH: The Mobile World Congress is under way, and of course the acronyms are the real stars of the event, because marketing wizards love to use them. Through its Primetime multiscreen video platform, Adobe will be offering dynamic ad insertion (DAI)  in MPEG-DASH video, complementing the already-implemented DAI-HLS stream features. If you didn’t understand any of that, this basically makes for more smooth TV transitions between content and advertising (no buffering). So that’s a good thing.

FRAUD GOES DOWN ON VIDEO ADS: Advertising technology company Integral Ad Science has released its Q4 2015 Media Quality Report, and apparently fraud for video ads (and display) purchased through networks and exchanges decreased in every quarter of the year. Video ad fraud decreased by a total of 28.6 percent throughout the year. Some types of video fraud plummeted: programmatic display saw a 33.3 percent decline. We can thank all of that new fraud prevention technology for that.

NEW LEADERSHIP AT THE INTERACTIVE ADVERTISING BUREAU: Leading and advising the digital advertising industry is no walk in the park, so we’re glad a strong woman is being put in charge to do it.  Lauren Weiner,  president of buyer platforms at video advertising software firm Tremor Video, is taking over as the new chair of its board of directors. Good luck, Lauren!

HACKERS VS. XBOX: In a possible declaration of war on gamers everywhere, online group New World Hackers, known for taking down services and websites, has claimed responsibility for recent online outages affecting Xbox Live. Apparently, they did it because they want to show these big servers that they have no protection in place, and even said they could  “honestly knock Xbox off the face of the Earth” if they wanted to.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is going to bring together all the big players in online video in the Americas including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more. Get your early bird tix!

LATIN AMERICAN MARKET

imagesCLARO TESTS 4G LIVE VIDEO SIGNAL FOR SAMSUNG IN BRAZIL: For the first time,  Claro‘s 4G network distributed a live video signal in a test for Samsung S5 and S6 smartphones. The América Móvil company carried out the test in conjunction with Net, Qualcomm, Ericsson, Globosat and Samsung. The companies reported that mobile HD signal had a three-second delay compared to Sportv‘s pay-TV feed, but the team was generally pleased with the results, as they consider the best ways to broadcast to large audiences in the region.

FACEBOOK LAUNCHES LIVE VIDEO FOR LATAM:  Facebook has launched their internal app Live Video, which Facebook-Live-Videoallows users to publish live video broadcasts on personal walls and fan pages, in Latin America. The transmissions cannot exceed 30 minutes and are only compatible with iPhones (sorry, Samsung fans).

TELEVISA TAKES A SECOND CRACK AT VIDEO-ON-DEMAND: Mexico’s Televisa, Veo, is hoping that the second time is a charm as they re-launch a streaming strategy in LatAm. Veo is releasing its VOD platform, blim, which has an extensive content portfolio of its own production houses’s content as well as films and series from all over the world. The platform will be available on iOS and Android devices, smart TVs and computers, as blim’s team hopes to make it the most-watched video platform in the region.

Guillermo AbudBATANGA HAS A NEW HEAD OF GLOBAL BUSINESS & PROGRAMMATIC: Regional digital publisher Batanga Media has named Guillermo Abud as Head of Global Business & Programmatic and Alexandre Jordao as CRO. Both are newly created positions and form a part of Batanga’s focus on branded content programs and programmatic partnerships.

FREDERATOR GOES AFTER LATAM: Federator Networks, owner of the animated network giant Channel Frederator, is teaming up with Latin American animation studio Ánima Estudios to create a Spanish-language animation network, The Átomo Network. And that’s not all – it will also offer translating and dubbing services to help Frederator channels reach Spanish-speaking audiences.

IMS Internet Media Services (IMS) and gamer community and video platform Twitch announced a partnership in which they will start selling advertising in LatAm.  Twitch allows gamers to watch and protagonist their own video game content and has a monthly audience of 100 million members and more than 1.7 million user submissions of content.  IMS will represent Twitch’s ad inventory in the region, focusing especially on Mexico and Brazil.

Related Articles: ONLINE VIDEO ROUND UP:  Spotify Goes After Video, NBC Universal And Latin Video, Piracy, Ad Blocking Trends In LatAm

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Audio.Ad – Nestor Perinot ::: Matt Neidl  – UFC ::: JeffreyGroup – Cristina Iglecio and Mariana Villarreal ::: Teradata – Fabio Fernandez ::: Karisma Hotels & Resorts – Heather Krasnow  ::: McCann Bolivia – Samuel Torres, Ruben Sanjinés,  Julio Gallegos, Jorge Marín, Alejandra Ortega ::: Marcio Borges – WMcCann Rio de Janeiro ::: WPP’s MEC – Stuart Bowden ::: CNN International – Rani Raad ::: McGarryBowen Brazil- Renata Valio :::

Click here for previous Latam Changing Places editions
descarga (3)Audio.Ad, a provider of digital audio advertising solutions in Latin America, has announced its commercial expansion into in the U.S. Hispanic market. The company will be based in Miami, Florida. Nestor Perinot, a veteran advertising executive with more than 12 years of experience in the digital industry, was appointed Vice President of Sales and will head Audio. Ad’s operations in the United States.Before joining Audio.ad, Mr. Perinot was Vice President of Sales during his 11-year tenure at Orange Advertising.

 

h8h5fjmf_400x400Matt Neidl has been appointed Head of U.S. Multicultural and Latin American Sales at UFC (Ultimate Fighting Championship), Neidl tells Portada that his new position will entail the offering of sponsorship and media sales opportunities for brands targeting the U.S. Hispanic segment as well as companies wanted to leverage UFC properties in Latin America. UFC properties include fighting championship live events, including UFC, UFC Fight Night and UFC Fight Pass, as well as “The Ultimate Fighter: Latin America” Reality Show, In Studio Show “UFC Ahora” and “UFC Golpe a Golpe.”

JeffreyGroup, the Latin America marketing and corporate communications agency, has named Cristina Iglecio and Mariana Villarreal to the newly-created positions of regional executive directors. Both will serve on the agency’s executive management committee, along with CEO Brian Burlingame and founder/chairman Jeffrey Sharlach.

cristina_iglesioIglecio, currently managing director of JeffreyGroup Brazil, has been named president of the operation and will oversee offices in São Paulo, Rio de Janeiro and Brasilia.

 

 

Mariana-Villareal_AboutVillarreal, who had been MD of Mexico, was also named chief strategy officer for Spanish-speaking markets.

 

 

 

descarga (2)Karisma Hotels & Resorts, a luxury hotel collection which owns and manages properties in Latin America, the Caribbean and Europe, has announced the appointment of Heather Krasnow to Director of Marketing. In her new role, Krasnow oversees advertising, marketing, public relations, social media and partnerships across each one of its brands, including El Dorado Spa Resorts & Hotels, Azul Hotels & Villas, Generations Resorts, Allure Hotels, and the new Nickelodeon Hotels & Resorts.

Teradata has appointed Fabio Fernandez as an account manager for Teradata Argentina, according to Ebizlatam. Prior to this appointment, Fernandez worked at Prisma Medios de Pago (ex Banelco), Informix and NCR Argentina.

5McCann Bolivia has announced the appointment of four creative directors:

Samuel Torres, former editor of TBWA Colombia; Ruben Sanjinés, former DGC at Lola Bolivia, and Art Directors duo of O&M Colombia, Julio Gallegos and Jorge Marín.

In addition, the agency has promoted Alejandra Ortega as new General Account Director.

imagesMarcio Borges is the new CEO of WMcCann Rio de Janeiro. Borges will continue as executive VP and report to Martin Montoya, chairman of W McCann Brazil. In 2011, Borges worked as regional director of the Coca Cola LATAM account.

 

AC07CE45-CCBD-9974-34FE8E2B3D530445WPP’s MEC agency has appointed Stuart Bowden global chief strategy officer.Bowden was previously Co-CEO MEC UK.

 

 

descargaCNN International has appointed executive vice president and chief commercial officer Rani Raad as president of CNN International Commercial. Raad will continue to handle commercial functions outside of the US, as well as developing Turner International’s programmatic trading strategy. Raad has been leading CNN International Commercial group since 2013.

 

descarga (1)McGarryBowen Brazil has announced the appointment of Renata Valio as vice president of media, according to Adlatina. Valio will lead a team of over 50 professionals who handle clients like Bradesco, Intel, Microsoft, Even, Syngenta, Embratur, Grupo Center Norte. Valio left her position as head of media at W+K Brazil to join McGarryBowen. Prior to this, she worked at J. Walter Thompson, AGE, F / Nazca Saatchi & Saatchi.

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of Outstream video and just what makes Latin American audiences unique.

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored offerings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Chappaz described native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

 

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry, and Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats.

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of outstream video and just what makes Latin American audiences unique.

By Gretchen Gardner

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored pierreofferings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Some observers claim that in-article outstream ads will become a commodity and run the same fate as banners and display advertising. Chappaz disagrees, describing native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry. Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats. It’s a novel concept – perhaps the first of many we will see from this innovative company.

Just as we saw in the unique user rankings published in mid-November, Google and Facebook are in first and second place, respectively, in the “video” category in Latin America (with the exception of Mexico, where Facebook is third, behind VEVO).

In general terms, as much as these rankings show the transmission of audiovisual content as a common denominator, it is interesting to observe certain particular characteristics:

  1. Some sites only permit a passive participation by the user, in the sense that the user can only consume content from the site without adding his or her own (aside from commenting or sharing). Examples of this are Grupo Clarín, Globo, Grupo Televisa and ABC Digital, whose video content is exclusively controlled by the media editor through a clear communications strategy. This way, on these sites, the user cannot make decisions related to, for example, topics, duration or location (on a particular section of the site) of the videos that he or she consumes.
  2. Other sites do permit active participation from users, allowing the user to operate like a content editor (deciding to upload his or her own content, choosing topics, uninstalling, determining in which section of the site it will be published, etc.). Facebook and YouTube are examples of this.
  3. Regarding distribution, when it comes to websites that allow active participation as well as passive, users have functionalities that allow them to share content with friends and acquaintances.
  4. Another phenomenon that we observed is that in the majority of cases, the sites and platforms on the rankings use technology provided by YouTube or Facebook. in other words, as much as the other sites and platforms may have made the top 10, that content still belongs to YouTube and Facebook. Some of these platforms are Maker Studios, Fullscreen, Machinima Entertainment, QuizGroup, ZEFR and ZOOMIN.TV. Of course, they have particularities that differentiate them from each other and that have allowed them to climb into the rankings. But it is important to highlight the role that distribution has for YouTube and Facebook (which explains why both platforms appear in the first two spots of the rankings).
  5. Finally, with respect to the quality of the material presented on the sites and platforms on the rankings, there are two noteworthy trends: on the one hand, premium content, and on the other hand, content generated by the user. In the context of this article, anything produced professionally with the objective of illustrating, positioning or reinforcing the ideology of the media outlet that has produced it can be called premium content. This type of content appears on the sites mentioned in the first point. In contrast, content generated by the user is anything “homemade” ( including anything that has been produced by a professional, using high-quality resources). In other words, we understand that content generated by the user, even when it is high-quality, loses its ideological power when it is published in an isolated context among many other homemade videos of different quality. This is the case of the sites and platforms that occupy the second spot in the rankings.

We also see that when the first-ranked sites publish audiovisual content generated by the user, the context of the publication configures the premium treatment that is given to the piece, with which, only in this case, the content generated by the users acquires characteristics of premium material, since it illustrates a certain alignment that the media outlet controls according its own discretion.

We can see these concepts reflected in the rankings from the participating countries here:

Source: comScore Video Metrix, United States, Hispanic All, October 2015, PC/Laptop OnlyTotal Unique Viewers (000)
    Total Internet:  Hispanic All25.120
    Top 10 Video Properties
1    Google Sites22.398
2    Facebook11.496
3    VEVO6.811
4    Yahoo Sites6.382
5    Maker Studios Inc.6.148
6    Warner Music5.720
7    Vimeo5.388
8    ABC Digital4.484
9    Microsoft Sites3.941
10    Fullscreen3.859
Source: comScore Video Metrix, Argentina, September 2015, PC/Laptop OnlyTotal Unique Viewers (000)Total Unique Viewers (000)
    Total Internet : Total Audience17.191
    Top 10 Video Properties
1    Google Sites16.379
2    Facebook12.335
3    VEVO10.123
4    Warner Music8.726
5    Maker Studios Inc.8.252
6    Grupo Clarin5.994
7    Machinima Entertainment5.910
8    QuizGroup5.188
9    Fullscreen4.653
10    ZEFR3.756
Source: comScore Video Metrix, Brazil, September 2015, PC/Laptop OnlyTotal Unique Viewers (000)Total Unique Viewers (000)Total Unique Viewers (000)
    Total Internet : Total Audience68.063
    Top 10 Video Properties
1    Google Sites55.937
2    Facebook50.956
3    Maker Studios Inc.23.650
4    Warner Music21.865
5    VEVO21.680
6    Globo18.938
7    ZOOMIN.TV16.349
8    Fullscreen15.519
9    Machinima Entertainment12.803
10    QuizGroup12.611
Source: comScore Video Metrix, Mexico, September 2015, PC/Laptop OnlyTotal Unique Viewers (000)Total Unique Viewers (000)
    Total Internet : Total Audience25.992
    Top 10 Video Properties
1    Google Sites17.216
2    VEVO17.151
3    Facebook17.060
4    Warner Music13.923
5    Maker Studios Inc.11.019
6    Machinima Entertainment8.240
7    QuizGroup7.867
8    ZEFR6.489
9    Fullscreen6.282
10    Grupo Televisa5.288
Source: comScore Video Metrix, Chile, September 2015, PC/Laptop OnlyTotal Unique Viewers (000)
    Total Internet : Total Audience5.970
    Top 10 Video Properties
1    Google Sites3.960
2    Facebook3.959
3    VEVO3.923
4    Warner Music3.530
5    Maker Studios Inc.3.163
6    Machinima Entertainment2.622
7    QuizGroup2.176
8    Fullscreen1.775
9    ZEFR1.578
10    ZOOMIN.TV1.445
Source: comScore Video Metrix, Colombia, September 2015, PC/Laptop OnlyTotal Unique Viewers (000)
    Total Internet : Total Audience14.256
    Top 10 Video Properties
1    Google Sites9.292
2    Facebook9.199
3    VEVO6.619
4    Warner Music5.206
5    Maker Studios Inc.4.666
6    Machinima Entertainment3.285
7    QuizGroup3.076
8    Vidaprimo2.822
9    Fullscreen2.368
10    ZEFR2.115

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Manuel Aguilera – Hispanopost.com ::: Red Hat, Inc. – Carlos Bustos ::: Guido Righetti  – Carat and Vizeum ::: Starcom  MediaVest Group Argentina – Guillermo Bonmatí  ::: Renata Lena and André França –  WMcCann Brazil  :::

Click here for previous Latam Changing Places editions

2d991a7Spanish Journalist Manuel Aguilera, former Director of Spanish-language newspapers El Mundo.es/America, Univisión.com and Diario las Américas, will lead the new editorial project Hispanopost.com: an emerging online platform distributing editorial and multimedia information, based on investigative and citizen journalism that provides relevant, rigorous and quality content, highlighting the main topics Spanish-language audiences around the globe feel concerned about. By his side stand Mark Wieting, Chief Editor of Hispanopost.com and Juan Pablo Herranz, Business Development Director of HispanoPost Media Group, among a large net of worldwide correspondents willing to report ” the other side of news.”

Carlos Bustos_01Red Hat, Inc., provider of open source solutions, has announced the appointment of Carlos Bustos as Country Manager of Red Hat in Chile. In this role, Burns will be in charge of all operations in Chile and will help to develop Red Hat presence regionally. He will report to Germán Soracco, regional director for South America, Central America and the Caribbean Region. Carlos comes to Red Hat with an extensive experience in the technology industry, after having  worked in companies like Novared, Microsoft and AT&T Latin America.

q9W9p93n_400x400As a result of Dentsu Aegis Network growth in Argentina, Guido Righetti has been appointed Chief Operating Officer of Carat and Vizeum. Guido will lead operations of both agencies, with the aim of maintaining identity and independence of each of them. Prior to this appointment, Guido was Managing Director at Vizeum.

 

 

descarga (1)Following Guillermo Tafets departure last November, Starcom  MediaVest Group Argentina has announced the appointment of Guillermo Bonmatí as CEO of the company. Bonmatí will be based in Buenos Aires, where he will direct operations and report to Monica Gadsby, CEO US Multicultural and LatAm. Bonmatí has been part of SMG since 2008. Most recently, he was director of the Coca-Cola account for Latin America.

descargaRenata Lena and André França are the new media directors at WMcCann Brazil.

Lena will head Nlab, a partnership between WMcCann and FLAGCX, which acts as an integrated media and business intelligence team to boost strategies for the Nestlé brand. With over 15 years of experience, Lena comes from DM9DDB. She will focus on Nestlé.

França will be media director for Latam Airlines and MasterCard accounts. Prior to LOV, he served as VP of digital media. He also served in Nestlé Brazil, where he was responsible for leading the brand communication of the company.

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.

By Gretchen Gardner

U.S./U.S.-Hispanic Markets

NEW ARRIVALS: Cross-screen data management platform (DMP) Lotame announced the appointment of Mike Woosley as Chief Operating Officer. Woosley has more than 15 years of experience in the tech industry, having served as the CFO of Advertising.com from its beginning until it was sold to Time Warner in 2004, and has plans to help the company expand its international presence and increase sales.

PERION BUYS UNDERTONE. Israeli marketing software company Perion Network Ltd. has acquired American digital advertising company Undertone for US $180 million. Undertone creates digital advertising solutions for brands, and will give Perion, which has focused on partnering with software companies to driving traffic to search engines, a bigger bite of the U.S. digital advertising market. Undertone earlier this year announced the acquisition of argentinian start-up Sparkflow,

UdiseaUNIVISION BRINGS SPANISH-SPEAKING INFLUENCERS TO MILLENIALS: On Wednesday December 2, Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “Udisea,” a digital video platform catering to multicultural, Spanish-speaking millennials. It is already accessible through Univision.com a YouTube channel. Content will also be broadcasted on social media channels. The content will include short videos and original web series featuring Hispanic and Latin American influencers.

HISPANICS TO ROCK THE VOTE IN 2016: Recode.net put together a fascinating report on the vital role that Hispanic voters will play in the 2016 elections because of their significant digital video and mobile consumption. There are 58 million Hispanics in the US, and while that number rises, it is expected that they will make up 10 percent of the vote in 2016. A Nielsen report reported that Latinos account for an average of 10 million mobile video views per month. And the average Latino spends eight hours every month watching online video — 90 minutes longer than the U.S. average. So what will campaigns do? Reach out via data-driven, programmatic advertising, and anti-ad blocking to reach be sure their messages reach this key demographic.

GRAVITY4 GOES MORE GLOBAL High-frequency marketing cloud Gravity4 has acquired a 93.7% ownership stake in Pixels, an acclaimed multi-screen advertising technology company from Hong Kong, helping Gravity4 enter the coveted South East Asia and Hong Kong markets.  

MADAME PRESIDENT: U.S. Hispanic agency LatinWorks is promoting Christy Kranik to President-CCO after the  departure of Sergio Alcocer. Kranik will have big shoes to fill, but as she was already in charge of account management, media and new business, taking on the creative and planning departments should be a natural fit.

SPANISH SELLS: According to a study by the Association of Hispanic Advertising Agencies, Spanish-language advertisements contribute more to the growth of the automotive sector than English-language ads. Less money needed to be spent on Hispanic media than English media to achieve the same growth in total market annual revenue.

LatAm Markets

APPNEXUS EXPANDS LATAM RELATIONSHIP WITH MICROSOFT: Microsoft has announced that it will be increasing its use of AppNexus‘ publisher suite for programmed ads, expanding from 39 to 58 global markets including many Latin American countries. AppNexus bought Real Media Latin America as a part of that effort in June of this year. With the announcement, AppNexus becomes Microsoft’s technology and programmatic sales partner in Bolivia, Costa Rica, the Dominican Republic, El Salvador, Guatemala, Honduras,  Paraguay, Uruguay, Venezuela and Vietnam. AppNexus will exclusively represent and be the ad tech platform (programmatic) for Microsoft display and Microsoft app-based ad inventory on MSN, Outlook, Skype, and Xbox, as well as third-party Windows, Windows phone, and Xbox apps inventory within these markets.Additionally, AppNexus will work with local sales units to direct Microsoft ad inventory in Argentina, Chile, Colombia, Ecuador, Peru. In July, Microsoft Advertising announced that it will outsource its advertising sales to Verizon/AOL in most major global markets, including Brazil, and use direct sales and AppNexus in Spanish-speaking Latin America. The latest announcement expands the amount of Latin American countries where AppNexus will be selling programmatically. Portada has also heard that the panregional direct sales team out of Fort Lauderdale will be mostly dismantled.

INFLUENCER MARKETING INVESTMENT: Fluvip
, a Colombian startup that connects brands with relevant influencers for digital advertising campaigns, has received $2.5 million from investors led by Cisneros Interactive and Velum Ventures to expand operations in Brazil and the United States. Fluvip was launched in 2013 with an initial investment of $50,000, which implies that they’ve made quite a bit of headway in just two years…

SPEAKING OF HEADWAY: Latin American media headwayprogrammatic platform Headway Digital celebrated its fifth anniversary in Buenos Aires last week. The company, which exclusively represents MediaMath in Spanish-speaking Latin America,  was the first of its kind in the region, and has now developed its own technology, operations in 14 countries and taken on more than 120 employees from 25 different countries. Congratulations!

LATAM EARLY ADOPTERS PAY OFF: Cisneros Interactive mobile ad company Adsmovil released information indicating that their programmatic advertising, which they began offering in July, accounts for 8% of the company’s revenue in Latin America. Alberto “Banano” Pardo, CEO, attributed much of this to Brazil and Mexico, which are early tech adopters. 

MORE SALES IN BRAZIL: The world’s second-largest advertising company, Omnicom Group Inc, will pay one billion reais ($270 million) for its DDB Group to buy Brazil’s Grupo ABC, which provides branding services and content in its home country.

 

In which four Latin American countries does LinkedIn make the top 10 list? Which countries have a particularly large number of local players among the leading sites? And what country has no less than three financial institutions among its top 10 players? Find out below as we analyze the September ComScore rankings in nine Latin American countries. (Check out the rankings below!)

As expected, Google continues to lead the lists of the 10 most-visited sites in different Latin American countries, according to comScore in September 2015. Facebook and Microsoft found themselves in second and third place, respectively. With a total of 65,783,000 users, almost three-times more than in Mexico, Brazil is the country with the largest number of Internet users in Latin America.

In the majority of the countries that comScore covered for the September 2015 survey (Argentina, Brasil, Chile, Colombia, México, Perú, Puerto Rico, Uruguay and Venezuela), one thing doesn’t change: Google, Facebook, Microsoft and Yahoo are all in the top four positions on the lists of the 10 most-visited sites, with a few exceptions.

Another constant is the presence of LinkedIn in Chile, Colombia, Mexico and Peru. This is an interesting statistic, and the fact that the professional network is present in the ranking of 4 of the 10 countries analyzed reveals that in these countries, there is a notable interest in networking in professional activities – even more so if we keep in mind that Twitter, which has very high traffic, doesn’t even appear in the rankings.

Latin America – The “Big Four” Lead Overall

Source: comScore MMX, Latin America, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+179.147
1Google Sites169.198
2Facebook138.651
3Microsoft Sites121.432
4Yahoo Sites101.148
5Wikimedia Foundation Sites54.684
6MercadoLibre49.886
7Terra – Telefonica47.774
8UOL46.440
9R7 Portal45.154
10Globo43.613

COMMENT: Google leads the ranking of the 10 most-visited sites in Latin America with a market share of 23.6%. Facebook, Microsoft and Yahoo, which hold the second, third and fourth places, respectively, hold a total of 50.3% of the market share. As an observation, it is interesting to note the presence of R7Portal and Globo on the list of the 10 most-visited sites in Latin America. The presence of Mercadolibre is also noteworthy, not only because it is on the general LatAm ranking, but also because it is in sixth place! This is a clear indicator of a certain level of maturity in the region with respect to electronic commerce (which is no small feat, considering the cultural resistance to online shopping in the region).

Argentina: Local News Sites are Big

Source: comScore MMX, Argentina, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+18.890
1Google Sites18.501
2Facebook15.185
3Yahoo Sites13.350
4Grupo Clarin13.214
5Microsoft Sites13.025
6MercadoLibre7.494
7Grupo La Nacion7.356
8TARINGA.NET6.663
9Wikimedia Foundation Sites5.263
10INFOBAE.COM5.214

COMMENT: In the case of Argentina, Grupo Clarin takes the fourth place away from Microsoft, which shows that the country continues to choose traditional media when looking for news and general information. Google leads the ranking with a market share of 17.57%, while Facebook, Yahoo and Grupo Clarin, all together, hold 39.65% of the market share. Along with Grupo Clarin, we see other traditional media like La Nacion and Infobae on the list, which indicate that Argentina has a particular tendency to consume informative media. On the other hand, Taringa‘s presence on the list is noteworthy, because its content is generated by users. Here we see a contrast between more “serious” and “fun” news.

Brazil: Many Local Players

Source: comScore MMX, Brazil, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+65.783
1Google Sites62.846
2Facebook54.714
3Microsoft Sites50.047
4UOL45.871
5R7 Portal44.233
6Globo43.124
7Yahoo Sites36.473
8Terra – Telefonica32.089
9Grupo NZN26.625
10MercadoLibre25.035

COMMENT: In Brazil, UOL returns to  the fourth place and takes Yahoo to seventh place, which also occurred in the ranking of unique users from July of this year. Google keeps the first spot with a total market share of 14.92%. Facebook, Microsoft and UOL, together, hold 35.77% of Brazil’s market.

Chile: LinkedIn Lovers

Source: comScore MMX, Chile, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+7.092
1Google Sites6.439
2Facebook4.934
3Microsoft Sites4.719
4Yahoo Sites4.516
5Grupo Copesa2.692
6Terra – Telefonica2.229
7Linkedin2.105
8Banco del Estado de Chile1.868
9Wikimedia Foundation Sites1.844
10TARINGA.NET1.674

COMMENTS: In the trans-Andean country, Google continues to lead the ranking with a market share of 19.5%. The other three giants Facebook, Microsoft and Yahoo, all together, hold 42.91% of the market share. Grupo Copesa, local player holding magazines, newspapers and radio stations, was able to reach fifth place. The presence of LinkedIn in the Chilean ranking is notable if we remember that the presence of the Internet is much smaller there than it is in Argentina and Brazil (in fact, LinkedIn doesn’t appear on these countries top-ten lists). This may indicate a strong interest in professional development from the Chileans.

Colombia: El Tiempo Enters the Top 10

Source: comScore MMX, Colombia, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+13.317
1Google Sites12.776
2Facebook11.310
3Microsoft Sites7.718
4Yahoo Sites6.660
5Wikimedia Foundation Sites6.207
6El Tiempo Casa Editorial4.190
7Linkedin3.566
8ICCK Net S.A.3.173
9MercadoLibre2.980
10WORDPRESS.COM2.840

COMMENTS: Wikipedia, which was in fourth place in July’s rankings, is ranked fifth in September 2015. Google leads with a market share of 20.8%, and Facebook, Microsoft and Yahoo (which is now in fourth place) hold a total of 25.6% of the market share of the 10 properties. El Tiempo Casa Editorial and the digital portal ICCK Net S. A entered the list as local players.

Mexico: Government Is in the Top 6!

Source: comScore MMX, México, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+26.312
1Google Sites25.841
2Facebook20.175
3Microsoft Sites19.345
4Yahoo Sites18.997
5Wikimedia Foundation Sites9.485
6Gobierno De La República9.397
7Linkedin7.872
8TARINGA.NET5.155
9MercadoLibre4.790
10Ask Network4.745

COMMENTS: Google leads with 20.54% of the market share of the ten properties in Mexico. Facebook, Microsoft and Yahoo share 46.51% of the market share. Like in Colombia, Wikipedia holds the fifth place. Local player Gobierno de la República achieves a remarkable sixth position.

Peru: Three Local Publishers Among Top 10

Source: comScore MMX, Perú, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+7.258
1Google Sites6.627
2Facebook5.743
3Microsoft Sites4.770
4Grupo El Comercio3.777
5Yahoo Sites3.628
6Grupo RPP2.397
7Linkedin2.383
8Grupo Epensa2.258
9Wikimedia Foundation Sites2.182
10Grupo La Republica1.700

Notes:  In first place, Google obtained 18.68% of the market share of the top 10 properties, and Facebook, Microsoft y Grupo El Comercio obtained 40,29% of the total.  As a local player, Grupo El Comercio was notable, as it took Yahoo out of its “typical” fourth place.

Puerto Rico: Microsoft, Amazon and Apple Come Out Strong

Source: comScore MMX, Puerto Rico, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+1.723
1Google Sites1.535
2Microsoft Sites930
3Facebook762
4Yahoo Sites730
5Grupo Ferre Rangel548
6Wikimedia Foundation Sites343
7Amazon Sites288
8eBay281
9Apple Inc.272
10Dropbox Sites245

COMMENT: Other players that don’t appear on the top  10 lists of other countries, like Grupo Ferre Rangel, Amazon sites, Apple Inc. and Dropbox Sites. Google leads with 25.86% of the total, and Microsoft (which in this case, holds second place and knocks Facebook down a spot), Facebook y Yahoo hold 40.81% of the total market.

Uruguay: Clarin Makes the List in a “Foreign” Country

Source: comScore MMX, Uruguay, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+1.607
1Google Sites1.538
2Facebook1.332
3Microsoft Sites1.030
4MercadoLibre833
5EL PAIS S.A.728
6Wikimedia Foundation Sites611
7Yahoo Sites597
8BPS.GUB.UY378
9El Observador376
10Grupo Clarin345

COMMENTS: It is interesting to note that Mercadolibre continues in fourth place, just as in July 2015. Facebook, Microsoft and Mercado Libre lead with almost 41.13% and Google, in first place, holds 19.79% of the total market. The presence of Clarin is noteworthy too, as an Argentine media outlet in a foreign country.

Venezuela: Strong Financial Institutions and Social Media Properties

Source: comScore MMX, Venezuela, September 2015, Home and Work, PC/Laptop OnlyTotal Unique Visitors (000)
Total Internet:  Persons: 15+12.274
1Google Sites11.309
2Facebook9.398
3Microsoft Sites5.331
4MercadoLibre5.043
5Yahoo Sites4.638
6BANCODEVENEZUELA.COM3.059
7Wikimedia Foundation Sites2.769
8Grupo Santander2.733
9Banesco Banco Universal2.288
10Twitter2.004

COMMENTS: Information related to banking is notably present on Venezuela’s list, as 3 of the 10 properties in the ranking are banks: Banco de Venezuela, Grupo Santander and Banesco Banco Universal.  Just like in Uruguay, Facebook, Microsoft and Mercadolibre lead (interesting that an electronic commerce company is so popular in a country with significant conflict in internal/external commerce) with 40.7% of the total market share; and Google is in first place with 23.28%.  Just like the case of Mercadolibre, it is noteworthy that Twitter is so popular in Venezuela. Venezuelans clearly feel strongly about communicating in the open, not only through Facebook but also on Twitter, as the rankings demonstrate. This is not a minor factor, considering the political reality of the country today.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: NCR Corporation – Cristian Ojeda ::: Gustavo Maggi – Latamkey ::: Fernando Lopez Forero – Westcon Group Mexico   ::: Fanny Garcia – MEC Mexico ::: Ana Stramucci  and Victoria Wolcoff – Carat Argentina :::

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AAEAAQAAAAAAAAcUAAAAJDQxMGM4NDg4LTA2N2UtNDk4Ni05Yzg2LTNiMWQxNDhlNGNjZQNCR Corporation has appointed Cristian Ojeda CEO of NCR Chile, in addition to his role as General Manager. Ojeda has over 25 years of experience in the technology field. He previously served in management positions in the Customer Services area for Oracle, Hewlett Packard and IBM and he was manager of consultancy and professional services for Compaq Computer.

 

gmaggiGustavo Maggi joins Latamkey as general manager for the Southern Cone. Maggi has previously handled key positions in industry leading companies such as Cisco, Microsoft, Symantec and Novell.

 

 

 

Fernando_Lopez-Westcon-351x185Fernando Lopez Forero is the new CEO of Westcon Group Mexico.He will be in charge of expanding the business  to various regions of the country, most notably the north, as the ability to do business in Mexico (and not only in certain regions) , will be part of Westcon Group’s strategy for the coming year.

 

DavzwNqj_400x400Fanny Garcia is the new managing director at MEC Mexico and director of transformation for Latin Latina.García will manage and lead the digital and data change of the company regionally.

 

 

 

56447574967dd__838x390Ana Stramucci  and Victoria Wolcoff have joined Carat Argentina. Stramucci joins as strategic planning director and Wolcoff as research coordinator. They will both complement the creative work for brands and report to Marcelo Delbarba, CEO of the subsidiary.

Stramucci comes from Mindshare, where she worked for four years handling various accounts categories as Kimberly Clark, HSBC, Nestlé, LatAm and Telefonica, among others.

Wolcoff has experience in agencies like Midios and OMD Argentina, where she handled accounts like Bridgestone, Johnson & Johnson and Volkswagen.