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Video took off last year and in 2017 is expected to be used as a content platform that drives customer campaigns, content and even product sales through videos presented on different platforms. That is why Facebook does not want to stay behind, and is taking an active role in video advertising.

By Pedro Labarta. Translated by Candice Carmel
Facebook intends to make videos a core part of its business, and has set forth plans to monetize them more aggressively this year. Profits will be shared with content producers, in the same way it currently does with YouTube.

images-1Instagram will not be far behind, and will also feature more ads on videos published on its platform, which means there will be a radical change in how ads are presented on Instagram.

 It would be the first time that Facebook allows video creators to share revenues from their content on the social network. 

Facebook CEO Mark Zuckerberg wants to adapt to today’s changes and not be left behind in a constantly changing world. For that reason, the social network will be betting even more on video and on those who record, edit and upload such content.

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Facebook is testing ads in half of its posted videos, which will allow video producers to insert advertising as soon as the ad has been viewed for at least 20 seconds. The revenue from these ads will be shared between Facebook and content producers, who would keep 55% of the total ad sales.

Facebook intends to make videos a core part of its business, and has set forth plans to monetize them more aggressively this year.

Not only is this percentage (55%) very high compared to YouTube, but it would also be the first time that Facebook allows video creators to profit from their posts on the social network, something that has not been possible until now.

This new policy will also affect Instagram, Facebook’s sister platform, which has also bet high on video over the last two years. Instagram will likely be testing this new feature in videos uploaded by users in stories.

Dish’s Sling TV promises to “take back TV” for $20 a month through live programming from your computer screen. But when it comes to catering to increasingly important Hispanic viewers, Sling TV is forming a strategy to make sure its advertising targeting capabilities and programming are finely tuned.

We spoke with Jose cuba-max-tvRomero, general manager of Sling Latino, about how the platform will be tailoring its content and ad capabilities to Latino viewers, and the launch of CUBAMAX TV, its curated channel for Cuban American audiences. It is the first American channel of its kind to offer content filmed and produced on the island.

Introducing Addressable Capabilities to Ad Inventory

While Romero asserts that at the moment, Sling does not have its own ad sales force for selling to Hispanic audiences, he says that the company expects “to introduce addressable capabilities to Sling TV ad inventory in the coming months, enabling us to reach individual Hispanic subscribers across a variety of networks.”

The company has admitted that this type of targeting is key to the platform’s business model, as they are more valuable than broadcast ads. And since ads are not exactly popular with viewers, especially on paid content, these targeting capabilities should help the company get closer to its goal: more relevancy, less advertisement.

SlingTV admits that targeting is key to the platform’s business model.

Sling Launches CUBAMAX TV 

One of Sling TV’s latest announcements in the realm of Hispanic targeting is the launch of the CUBAMAX TV channel, which, in Romero’s words, will “create a cultural exchange that will both provide a window into life on the island and connect Cuban-Americans with content from their home country.”

60 percent of CUBAMAX TV’s content is generated by Cuba’s state agency RTV Commercial, while the other content consists of documentaries created by young, independent filmmakers. The channel has acquired the rights to 200 Cuban movies and will be showing two movies and as many as three telenovelas per day. Programming on CUBAMAX TV such as “Sonando en Cuba” and “Vivir del Cuento” will showcase the unique perspective of the people of the island.

The relationship between the United States and Cuba has evolved greatly since President Obama fully restored American diplomatic relations with Havana in December 2014. And the effect of this announcement was as cultural as it was political, encouraging a deeper connection between the countries, who have always been tied by the significant Cuban-American population in states like Florida.

Commenting on the effect of these developments on Sling’s decision to develop content for Cuban-American audiences, Romero says: “Since President Obama’s announcement in late 2014, we, like many companies, have been exploring a greater level of cultural engagement between the U.S. and Cuba.”

He continues to explain that the channel provides an outlet for Cuban voices and talent that had been somewhat stifled due to the previously tense diplomatic relations. “We think normalization has created a tremendous opportunity that is yielding benefits, in this case for our customers, for the Cuban population living in the U.S., and for the entertainers whose work is aired on CUBAMAX TV.”

And while this shift has already undoubtedly created many opportunities for American tourism on the island, channels like CUBAMAX TV will hopefully shed light on the magic of Cuban culture for those that cannot travel there themselves. “While not everyone gets the opportunity to visit the island, our customers can now turn on our TV and get a feel for the culture and entertainment the Cuban people have worked to cultivate,” Romero adds.

Programming for Hispanics: Not So One-Dimensional

Sling Latino has gotten one thing right already: developing programming for Hispanic audiences is no easy task, as those that fall into the ‘Hispanic’ category are by no means uniform in language preferences or taste. For that reason, Romero says that Sling has developed a variety of programming packages: “Sling offers a suite of standalone and add-on Spanish-language programming packages tailored to English-dominant, bilingual and Spanish-dominant U.S. households.”

Best of Spanish TV packages are priced at $5 more per month when combined with either Sling Orange (single-stream) or Sling Blue (multi-stream) services. They are $10 when purchased as standalone packages.

What’s more, the platform is taking regional variations into account: “We recently announced that Sling Latino is the first to launch regionally focused programming packs, beginning with CARIBE, which includes content from Cuba, Puerto Rico, and coming soon, the Dominican Republic.”

And they’re not stopping there. Romero adds: “We plan to add new regional packs in the coming months, and look forward to delivering the regional content that our customers crave in a way that allows for flexibility, mobility and personalization in their entertainment.”

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What: With LiveRail and the Oracle Data Management Platform help, Hulu will start selling ads programmatically across its platforms on desktop, mobile and connected TVs.
Why it matters: Streaming video platform’s LiveRail-powered private ad exchange will let brands target audiences with the Oracle DMP.

fdHeHGpV_400x400From this fall onwards, Hulu will start selling ads programmatically across its platforms on desktop, mobile and connected TVs with Facebook’s video advertising platform, LiveRail, and the Oracle Data Management Platform (DMP) help.

Owned by Fox, NBCUniversal and Disney,the service will add programmatic ad tech in its sales processes. Advertisers will be able to combine their first-party data with third-party data for ad targeting to offer granular personalization coupled with reach and scale.

LiveRail will power the private ad marketplace in which Hulu sales teams will be able to transact direct premium video deals programmatically with real-time optimizations.

“The marketplace has shown that data is overwhelmingly the new currency,” said Peter Naylor, SVP of Advertising at Hulu, in a statement. “With this new offering, Hulu is at the forefront of defining ‘programmatic’ for the digital video ecosystem and will increase efficiency and ROI for marketers.”

What: For the first time,  CBS will livestream, in near real time, every national ad that runs during Super Bowl 50, which the network will broadcast on Feb. 7.
Why it matters: This will also be the first time livestream advertising is pushed with the linear buy. Last Super Bowl XLIX livestream was watched by 2.5 million unique viewers, a 9% increase from the previous year’s game.

q1xoztze_400x400In February, for the first time, Super Bowl audiences will be able to livestream ads during the game, as well as watching them on tv. That’s because CBS will livestream, in near real time, every national ad that runs during Super Bowl 50, which the network will broadcast on Feb. 7.

This will also be the first time livestream advertising is pushed with the linear buy. Super Bowl advertisers, however, have previously been able to purchase ads separately as part of the game’s livestream.

This effort will definitely help raising the cost of Super Bowl 50’s ads past the US$4.5 million per 30-second spot that NBC charged this year. CBS Corp. is selling spots in the US$4.6 million to US$4.7 million range and only 20 to 25 of the 30-second spots remain for sale.

However, livestreaming ads in near real time might not signify a big change to viewers who already watch many of the ads online leading up to the game. But CBS’ big Super Bowl livestreaming move is the latest indication of streaming’s increasing importance to the NFL, its fans and advertisers.

This will also be the first time livestream advertising is pushed with the linear buy.NBC’s livestream of Super Bowl XLIX this year was watched by 2.5 million unique viewers, a 9 percent increase from the previous year’s game.

Following this line, on Oct. 25, Yahoo will host the first-ever livestream of an NFL game, when the Jacksonville Jaguars and Buffalo Bills play in London.

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