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What: Portada spoke with Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, about how the new brand will position itself in the Latin American and US Hispanic market.
Why it matters: With the merging of nearly 50 products, Oath promises to reach over one billion users worldwide, with a special focus on mobile.

In 2015, Verizon closed a deal to purchase AOL for $4.4 billion. Then, in June of this year, Verizon’s expected purchase of Yahoo was confirmed, in a transaction valued at $4.48 billion.

Oath was formed to group together and manage the company’s new products, with the aim of offering better solutions to end users, as well as to brands and advertising agencies.

Armando Rodriguez
Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath.

The first thing that needs to be understood, explains Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, is that the current brands will not disappear or change names. Yahoo News, Yahoo Mail, Yahoo Sports, and Tech Crunch are just a few examples of sites that will continue to operate as they have been doing so far. The only difference is they will now be managed under Oath.

“What we are doing is combining more than 50 media tech brands that are part of AOL and Yahoo, to allow us to bring scale to brands, [to become] one of only three major companies with a global reach of over 1 billion users,” adds Rodríguez.

Because of each brand’s identification among users, the executives decided not to change their names, but instead reinforce their content and strategies.

Oath is only a couple of months old, so the first priority has been to reorganize the company internally, explains Rodríguez. However, the areas in which the company will concentrate its efforts are already beginning to be drawn.

We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members.

Oath“We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members. As a member, you have affinity, you are more connected and more loyal, and that’s what we want.”

In Latin America, Oath has identified that online users closely resembles those of the rest of the world. “They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web,” he explains.

Oath wants to take advantage of its own presence in mobile to better leverage these users by generating more accurate content, and at the same time offer brands and agencies a more comprehensive marketing proposal.

They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web.

“Oath is a physical mobile company first. Our DNA is mobile, we want to invest and continue to grow through mobile, both on the consumer side but also on the advertising side, to provide the best solutions to reach those consumers,” adds Rodríguez.

The executive promises that the company’s brands offer four features that are very valuable for brands and agencies: scale, reliable content, premium distribution, and data.

For now, in terms of reaching Latin America and the rest of the world, “from the B2B perspective, we will go to the agencies, advertisers, and our partners to help them understand what Oath means, what it stands for, our value proposition for them, and how are we going to achieve our goals for them.”

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What: Oath, the Verizon unit that encompasses AOL and Yahoo,  has defined its leadership structure for the U.S Hispanic market and Latin America. Armando Rodriguez will oversee all sales and operations for the region, Henry Zamarripa,will lead sales for Spanish-speaking Latin America, Andre Izay, will be in charge of overseeing sales and operations in Brazil, and Matthew Harris, will leadsales for the U.S. Hispanic market.
Why it matters: The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America. (Last year Yahoo had closed its operations in the Argentinean and Mexican markets).

Armando Rodriguez

Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America.  Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.

Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.

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Verizon, one of the largest telecom operator in the United States, acquired AOL in 2015, and most recently completed its acquisition of Yahoo for US$4.5 billion in early June. The integration of these two companies, which will operate under the Oath umbrella, should take several months to complete.

 Digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

A global leader in digital and mobile, Oath is a house of more than 50 media and technology brands, including AOL.com, HuffPost, Yahoo Sports, Yahoo Finance, BrightRoll, Flurry, ONE by AOL, TechCrunch and Tumblr, to name a few. Today, the combined properties of Oath reach over 1 billion people worldwide, with a goal of reaching 2 billion people by 2020. Oath is shaping the future of media and building brands people love through scaled audiences, trusted content, premium distribution and differentiated data for thousands of the world’s leading advertisers.

Latin America remains a strong market for growth in digital advertising. According to eMarketer, digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

CHECK OUT: Verizon buys Yahoo: 8 Things You Need to Know

“We are creating a transparent and reliable environment for advertisers that combines relevant and differentiated content with a complete set of data that gives us an in-depth understanding of more than 1 billion people around the globe. This represents a huge opportunity for advertisers in Latin America, where we’re seeing tremendous growth and momentum,” says Armando Rodriguez.

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What: After merging Aol and Yahoo, both part of Verizon, the new company will be called Oath. Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. Separately, Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America.
Why it matters: On July, Verizon announced Yahoo’s acquisition through a 4.8 billion dollar cash transaction.

After announcing Yahoo’s acquisition on behalf of Verizon last July, speculations were made about how the digital content company would merge with the telecommunications giant.

Today was announced that, after merging AOL and Yahoo, the new company would be known as Oath. By doing this, Verizon hopes to boost Yahoo’s search, mail, content, and ad-tech businesses.

Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. And Marissa Meyer, former Yahoo CEO, will step down from the company.

It hasn’t been announced if Yahoo will keep its name for any of its different business divisions. By now, AOL’s CEO, Tim Armstrong, confirmed the new company’s new name on his Twitter page. “Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017.”

A spokesperson at AOL told Business Insider that Oath would be launched in the summer as a new disruptive company.

Some months back, at the beginning of the year, Yahoo’s acquisition was being questioned after the media company suffered two data breaches affecting 1.5 billion users. Nevertheless Verizon confirmed the transaction was still on, and would be finished during the years second quarter.

The business units from Yahoo which Verizon is not buying, such as 15% of Chinese retailer, Alibaba, and part of Yahoo in Japan will now be known by the name of Altaba.

It seems Yahoo maybe keeping  its name in Latin America and the U.S.-Hispanic market. Today the company announced some changes to its Spanish site.  Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America. The design is now cleaner and more modern. New features increase personalization and sharing of content. The update unifies Yahoo’s homepage with its properties, giving a more consistent experience across devices, said Carolina Casares, Yahoo’s chief of Hispanic media in a blog post.

Which are the most popular video platforms among U.S.-Hispanics? What type of content do they prefer? What is their order of priorities? We give you the answers to these questions according to comScore‘s December 2016 report.

84% of Hispanic users who consumed video content at the end of 2016 did so through Google sites, which put Google in first place.

Source: comScore Video Metrix, U.S., Hispanic All, Home and Work, December 2016, Video Type: TotalTotal Unique Viewers (000)
Total Internet: Hispanic All31.313
Top 10 Video Properties
1Google Sites26.246
2SpotX Video Advertising Platform16.834
3AOL, Inc.14.347
4BrightRoll Platform13.930
5Facebook9.889
6Tremor Video8.925
7Yahoo Sites8.689
8Teads8.501
9Viant8.489
10VEVO7.183

There is a strong presence of specialized online video advertising platforms on the list: so many, in fact, that they could have their own ranking. In terms of unique visitors, this is how each of them performs:

  • SpotX (54% unique visitors)
  • BrightRoll (44% unique visitors)
  • Tremor Video (29% unique visitors)
  • Teads (27% unique visitors)
  • Viant (27% unique visitors)

Although these aren’t the only platforms within the ranking that provide online advertising services, they are different because they were built to connect media and advertisers (while other platforms focus on the user and his content-consuming experience).

Users’ favourite sites are AOL and Yahoo (during December 2016 they attracted 46% and 28% of all unique visitors, respectively.).

Facebook, which came in at number five, was chosen by 32% of users when watching online video.

Finally, VEVO, the platform for music videos managed by Universal Music and Sony Music, attracted 23% of the unique visitors.

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

What: Verizon and AOL are helping advertiers reach consumers by integrating Verizon’s Precision Market Insights”  into AOL’s ad targeting, optimization and measurement system.
Why it matters: PMI integration to AOL is aimed to enhance AOL’s layers of data already used by advertisers with  information about segments of consumers.

descarga (1) descargaWith more and more people living their lives on mobile, advertisers are seeking more effective ways to reach those consumers with messages about products and services.

Verizon and AOL are helping advertisers in doing so by offering various data sets like one of their latest Precision Market Insights.” PMI data will be added to AOL’s ad targeting, optimization and measurement system.

PMI from Verizon introduced new, privacy-safe solutions designed to help address those challenges faced by marketers. This division uses location data generated by Verizon Wireless-enabled devices to determine demographic and other information about people in certain locations and connect it to other places those people visited.

The anonymized data, which could easily be the percentage of an audience segment that attended a basketball game and then visited a restaurant, can be used to reach the right audiences on mobile through demographic, interest and geographic targeting and enables advertisers to use their own data to reach target audiences on their mobile devices. It help brands deliver impact-driven marketing and drive ROI in mobile without any personally identifiable information being shared outside of Verizon and without the use of any Verizon-collected web browsing information.

PMI integration to AOL is aimed to enhance AOL’s layers of data already used by advertisers with  information about segments of consumers.

The PMI data is now available in a closed beta to select AOL advertiser clients, according to Adage.

PMI will remain as an independent  division within Verizon.

What: Mark Connon has been appointed Global Chief Mobile Officer of AOL Platforms & Advertising and  Zac Pinkham  VP, International Mobile.
Why it matters: AOL is announcing this new leadership to drive global mobile strategy, growth and innovation.

AOL has announced that Mark Connon has been appointed Global Chief Mobile Officer of AOL Platforms & Advertising. In this newly-created position, Connon will lead the company’s progressive mobile strategy to ignite innovation and grow revenue for the company’s global mobile offerings. ConnonI will report directly to Tim Armstrong, CEO of AOL.

Additionally, AOL is announcing the appointment of Zac Pinkham to VP, International Mobile. Zac joined AOL through the company’s acquisition of Millennial Media, where he served as Managing Director, EMEA and oversaw regional expansion and revenue. In this new role, Zac will build and lead AOL’s international mobile strategy, supporting the mobile growth of the company’s global agency and client partners. Zac will report directly to Mark Connon and Head of Global Demand Philip Duffield.

With Verizon’s deep expertise and investment, and bolstered by our recent acquisition of Millennial Media, AOL is uniquely positioned to lead the global mobile revolution.

“With Verizon’s deep expertise and investment, and bolstered by our recent acquisition of Millennial Media, AOL is uniquely positioned to lead the global mobile revolution,” said Armstrong. “Mark’s deep industry expertise will ensure mobile continues to be innovative and at the forefront of AOL’s platforms, products, and media properties.”

Connon said: “The ways in which we consume content and generate revenue have made drastic shifts toward mobile. Audiences and advertisers alike seek a connection to drive relevancy and reach. I am excited to take on this role and help accelerate AOL’s powerful mobile opportunity.”

In 2015, AOL was acquired by Verizon in June and acquired leading mobile advertising platform Millennial Media in October. With rich audience data, an open platform, and dynamic media properties, AOL sits at the center of mobile consumption and transactions, and connects creators with consumers across the globe. AOL’s international reach, scale, and infrastructure enables advertisers and publishers to truly unlock their mobile potential.

 

 

What: AOL and Taboola announced that they closed a strategic partnership with discovery platform Taboola to deliver better content and advertising experiences for AOL’s and Taboola’s global users. As part of the agreement AOL is also buying a stake in Taboola. The size of the stake and the amount of the investment have not been publicized.
Why it matters: Part of the rationale of the deal, according to AOL and Taboola, is to offer audiences an alternative to social media platforms who have an increasingly “closed ecosystem.” Taboola’s discovery platform will be integrated across all brands under the AOL umbrella including AOL.com, The Huffington Post, TechCrunch, Engadget, AutoBlog, AOL Mail and MapQuest in the United States, United Kingdom and Canada.

7-PSe3y0_400x400 Aol.black_copyAOL has announced a strategic partnership with Taboola with the aim of delivering better content and advertising experiences for AOL’s more than 500 million and Taboola’s more than 750 million global users*. AOL expects to take an equity stake in Taboola, evidencing the desire of the parties for close collaboration on this long-term strategy.

Taboola’s leading discovery platform will be integrated across all premium brands under the AOL umbrella including AOL.com, The Huffington Post, TechCrunch, Engadget, AutoBlog, AOL Mail and MapQuest in the United States, United Kingdom and Canada. This will enable major brands and content marketers to reach consumers across AOL properties through high-impact sponsored content recommendations. The partnership includes desktop, tablet, mobile web, and mobile apps.

“The AOL partnership will be rolled out at first in US, UK and CA, which should include the hispanic US traffic, but no concrete LATAM editions are currently planned. There will be many opportunities to expand our partnership globally and into strategic market such as LATAM, but that’s not something that’s currently rolled out,” sources from Taboola told Portada.

AOL and Taboola plan to advance the partnership through new data initiatives, which will offer greater insight into user-intent, as well as collaborate on mobile-first content experiences that leverage the publisher network of AOL and Taboola. Additionally, AOL expects to take an equity stake in Taboola, evidencing the desire of the parties for close collaboration on this long-term strategy.

We’re entering a new era where social platforms are growing to become very powerful, asking users to consume content within their closed ecosystems and never leave. This is a long-term risk to journalism as we know it and publishers’ underlying business.

Taboola raised US$117 million in venture funding almost a year ago and another US$3 million from DailyMail.com in June, according to the WSJ. The company brought its total fund raising to about US$160 million. The investment valued the company at about US$700 million, says the WSJ.

“We’re entering a new era where social platforms are growing to become very powerful, asking users to consume content within their closed ecosystems and never leave. This is a long-term risk to journalism as we know it and publishers’ underlying business,” said Adam Singolda Founder and CEO at Taboola. “In 2016 and the years ahead, building audience and gathering better data will become key to enabling publishers to defend their future, and we’re excited to embark on new initiatives in this area, leveraging the combined global scale of AOL, Verizon, and Taboola.”

“Beyond the traditional native advertising business, this is a strategic partnership with a big and long term vision to solve together some of the publisher issues around off-network consumption of content,” said Jimmy Maymann, EVP and President, AOL Content and Consumer Brands at AOL. “To fully be able to collaborate on that for the long term, we have the opportunity to take a stake in Taboola, which we’re excited about.”

* Source: comScore Multi-Platform Worldwide Audience Custom Entity Report, Nov’15
** Source: Taboola

 

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The Copa America Centenario will be a huge success, AOL will buy Batanga, major firms will learn from Sprint’s CMO choice, Univision will not IPO…This is how Portada’s Editorial team sees the year unfolding from a marketing and media perspective. We make some predictable bets as well as some more gutsy ones…but only time will tell if we were right!

More Fortune 500 Companies Will Promote their Hispanic Advertising Directors to CMOs

Sprint just promoted its Head of Hispanic Advertising, Roger Solé, to CMO. More CEOs, like Sprint’s Marcelo Claure, will be gutsy and bright enough to name executives who are very experienced in multicultural/Hispanic to their companies’ top marketing roles. It makes all the sense in the world for major corporations whose future largely depends on having a successful Hispanic marketing strategy. This includes the telecommunications, automotive and financial services categories.

The Copa America Centenario Will Become a World Cup-Level Success

SoccerThe 2014 Soccer World Cup in Brazil was yet a new high in the passion U.S. fans have for soccer. This summer’s Copa América Centenario, to be played in the U.S. June 3-26, could bring the passion for soccer to new heights.

The competition is a celebration of the centenary of Conmebol, the South American Football Confederation, and Copa América, and is to be the first Copa América hosted outside of South America. The tournament will feature global soccer heavyweights like Brazil, Argentina, Uruguay and Chile as well as Mexico and host United States. (The only unfortunate thing here is Fifa’s corruption morass).

Univision Will Not Go Public in 2016 Either

The Hispanic media behemoth Univision Communications intends to go public in 2016. In fact, it tried to do so in 2015, but adverse market conditions stopped it from doing so. Will 2016 be the year in which public equity investors will be ready to pay for the US$20 billion valuation sought by Univision backers (led by Thomas H. Lee Partners, Providence Equity Partners, Madison Dearborn Partners, TPG Capital and Saban Capital Group)? We will see. Low valuations of traditional media companies due to cord-cutting, audience fragmentation and low growth in Spanish-language media advertising do not bode well…

Efforts to Target Hispanic Millennials Exclusively in English Will Vanish

Tin Can Phone Spanish and English ConversationDisney’s intention to sell its stake in Fusion highlights how difficult it has been for most media companies to create compelling offerings in English that exclusively target Hispanic Millennials that are compelling to both audiences and advertisers. More examples? NuvoTV all but closed last year, folding into urban TV network Fuse.

English-language digital property Voxxy closed as well, and Viacom’s Mtr3s is out of business. A myriad of web, TV and even print properties have tried to carve a niche by reaching out to Hispanic Millennials in English, yet the results have been mediocre. Is there enough of a differentiation factor between Hispanic Millennials and the general Milennial when the Spanish language is taken out of the picture? Perhaps the Multichannel networks, some of whom are Latino-exclusive (MiTu, 2btube, FAV Networks), will be the exceptions to the rule.

 

AOL Will Buy Batanga Media

handshake behind a corporative building.Great for any design.This is a gutsy one. But why not? It would make sense. Acquisitive AOL/Verizon needs a stronger foothold in the U.S. Hispanic and Latin American digital media markets. Private equity backed Batanga Media, present in both markets with content properties and sales teams, may just fit the bill. Of course, the bill itself (the acquisition price) is one of the big question marks. (Check out Batanga Media’s CEO Rafael Urbina’s answer to this particular prediction and his other thoughts on what will happen in 2016).

 

Platform Marketing Will Become Even Stronger

For Mass Consumer Marketing and Media, a strong presence on social media platforms is paramount (i.e. Facebook, Youtube, Twitter and Instagram, among many others). Check out what Jason Riveiro, Multicultural Marketing Manager at Big Lots, told us about his online video strategy and how it relies on social media platforms: “We have created numerous online videos primarily distributed through programmatic, paid media, YouTube and our Big Lots Latino Facebook page.”

CPGs Will Move Away from Processed Foods and Create New Opps

While the move away from processed foods is a few years old, the pace of current change is unprecedented, says Ken Powell, General Mills’ CEO and a 36-year food industry veteran. “I’ve been doing this a long time, and I’ve never seen it this fast,” Powell said. With consumers souring on certain ingredients, General Mills got rid of the gluten in Cheerios and banished artificial colors and flavors from all of its cereals, which constitute the company’s largest source of revenue in the US.

With organic and natural foods booming, General Mills is on the prowl for more acquisitions like its buyout of Annie’s, the macaronie and cheese producer that is popular with millennial moms. These changes bode well for marketing and advertising as these new products need to be positioned in front of consumers’ changing tastes.

What: Verizon-owned AOL will start managing and selling Microsoft‘s display advertising inventory across several platforms including MSN, Outlook.com and Skype following a 10-year search-and-advertising partnership. The deal includes all major markets, including the US (U.S. Hispanic), the UK, Canada, France, Germany, Spain, Japan, Italy and Brazil, which stands for more than 60% of Microsoft’s ad revenue.For the next ten largest markets, many of them in Western Europe, Microsoft says it will go “all in” on programmatic through its key ad tech partner, AppNexus.. In addition, AOL will end its search distribution relationship with Google in order to accept Bing,
Why it matters: While Microsoft wants to stay in the content business including the MSN properties, it wants to outsource the monetization of that content to third parties.

EfWdfyI3_400x400 R2CkTs2S_400x400Thanks to 10-year search-and-advertising partnership, Verizon-owned AOL will start managing and selling Microsoft‘s display advertising inventory across several platforms including MSN, Outlook.com and Skype.

Around 1,200 Microsoft employees will get offer letters from AOL, most of them in ad sales, under the deal.In addition, AOL will end its search distribution relationship with Google in order to accept Bing, Microsoft’s web search engine unveiled in 2009, on all its mobile and desktop properties – giving Microsoft an additional 1-2% of search market share carved directly from Google’s lunch. That part of the partnership kicks off in January 2016.

Following this deal, AOL will be responsible for all of Microsoft’s entire media portfolio including display, mobile and video advertising on MSN, Windows, Outlook.com, Skype and Xbox and in nine markets including the US, the UK, Canada, France, Germany, Spain, Japan, Italy and Brazil, which stands for more than 60% of Microsoft’s ad revenue.For the next ten largest markets, many of them in Western Europe, Microsoft says it will go “all in” on programmatic through its key ad tech partner, AppNexus. Nearly all media supply Microsoft controls in those countries will become traded programmatically, not merely the remnant portions.

For the next ten largest markets, many of them in Western Europe, Microsoft says it will go “all in” on programmatic through its key ad tech partner, AppNexus.

Microsoft’s deal-making process estimated AOL could receive between 20% and 30% of ad revenues generated by sales of Microsoft inventory.For AOL, which was recently purchased by Verizon in a US$4.4 billion deal ,the deal represents an opportunity to increase its digital advertising clout at a time when considerable power is accruing to Google and Facebook.

“We believe this is a scale play to become another alternative to our competitors,” said AOL president Bob Lord. “A lot of this deal is frankly getting to the younger demo, and not just programmatic platform offerings but also programmatic content offerings. That’s what they’re asking for: not just a campaign platform but a content platform.”
Microsoft has also confirmed that it will no longer collect its own map data but will continue to offer Bing Maps.Microsoft will similarly sell some of its technology to the ride-sharing company and 100 workers will transition to Uber. No finances regarding the deal were disclosed.

Microsoft’s key ad tech partner:AppNexus

AppNexus, Microsoft’s key ad tech partner until now and a company in which it holds significant equity via a 2010 investment, will remain the technology platform in the top nine markets where AOL has taken the rein,which means its position is secured for the time being.
Even though AOL offers a sell-side platform of its own, it’s unclear whether it has the technology chops to process the high volume of bid activity that Microsoft’s inventory brings in.AppNexus and Microsoft issued a press release to announce a “multi-year” extension of their technology agreement, to avoid any misunderstanding. AppNexus traffics Microsoft inventory in 39 markets.

“From our side we don’t think we have an unprofitable sales force. We’ve run our business pretty efficiently,” said Rik van der Kooi, corporate VP at Microsoft and the most senior executive in charge of Microsoft’s ad platforms business.”Irrespective of any deal, the move towards programmatic allows us to reexamine [how we structure our media sales]. It’s a focus on the opportunity we have.”

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Verizon just announced the purchase of AOL for US $4.4 billion. The deal definitely does not value AOL the same way Time Warner did 15 years ago: Remember the US$ 162 billion merger between AOL and Time Warner in 2000, at the height of the dot-com bubble? But it definitely is more than what most analysts valued AOL at 3 or 4 years ago. There have been many interpretations of the deal, including:
– AOL’s abundant online video capabilities (foremost Adap.TV) will substantially help Verizon’s mobile offerings
– AOL data assets are a great complement to Verizon’s vast mobile subscriber related data trove. With Verizon hooked into 1.5 billion connected devices across the world now is the time to match user identity across those devices and that is where AOL’s skills comes in.
– Verizon-AOL will likely shed AOL’s content assets including The Huffington Post and Tech Crunch
But, more importantly, what does the deal mean for Hispanics? More Broadband Access, Expanded Products and Services and more Mobile Video. (UPDATED with Comments from Mike Cano, see below)

More Hispanics will move from dial up to Broadband Fios

Verizon_AOLFusion’s Rob Wyle cites 2013 Census data that found 40% of African-American households, and 34 percent of Hispanic ones, didn’t have high-speed Internet at home, although these groups have compensated with mobile use. AOL still has 2.1 million dial-up subscribers. Under the new Verizon ownership it is likely that Verizon will accelerates the winding down of AOL dial-up subscribers and convert some of those customers to its FiOS broadband service. So the adoption of broadband access of Hispanics will accelerate.

Will Verizon’s Hispanic Marketing change?

It is too early to tell and even make predictions on whether Verizon’s Hispanic Marketing will change. The telco giant spent US $71,311 million in Advertising targeting the Hispanic population in 2013 (-23.9% compared to 2012), according to Kantar data. The telco category is one of the most important ones for Hispanic and Multicultural Marketing with AT&T, Sprint, T-Mobile, Metro PCS all vying for the Hispanic consumer. Yousef Kattan Fernández, Founder/President/CEO TruMulticultural, the agency that buys media for MetroPCS, tells Portada that “Time will tell what it really means to Verizon’s business, but they’ve automatically become one of the smartest companies with this acquisition. As part of this new influx of information and data, which includes important competitor data that they are sure to use in marketing. Something to watch will be their ability to create and innovate additional products that potentially don’t exist in the category.”

I would think that Verizon will want to leverage AOL to expand their services and product offerings for Hispanic consumers.

Mobile Video will be a major Marketing Option now

Hispanics over index both in online video consumption and mobile video usage. The AOL purchase by Verizon will make mobile video a priority and Hispanics will be a key target for the combined company. eMarketer estimates spending on video ads served to PCs and mobile devices will reach US $4.14 billion this year, more than twice 2011 levels. By 2017, spending will more than double again, to $9.06 billion. Much of that growth is coming from mobile, including tablets.

Something to watch will be their ability to create and innovate additional products that potentially don’t exist in the category.

Mike Cano, President at AP&P Solutions, tells Portada that the “purchase of AOL creates an opportunity for Verizon to increase their overall marketing efforts to Hispanics. As Hispanics, we over index in just about every mobile category. I would think that Verizon will want to leverage AOL to expand their services and product offerings for Hispanic consumers.”

Verizon needs to become more like the companies that successfully have created core digital content and ad businesses. The AOL platform will help.

“The legacy telecom companies realize that as they try to develop new avenues for growth—in Verizon’s case via digital content such as video delivered through FIOS, Verizon Wireless, and as an over-the-top service available via any broadband connection—effectively monetizing those services will be a critical part of the profit equation,” Bill Menezes, an analyst with Gartner, told Ars. “Verizon needs to become more like the companies that successfully have created core digital content and ad businesses—Google and Facebook notably—and the AOL platforms are a part of what they need to make that happen,” Menezes concludes.

What: AOL has bought Content Syndicator Vidible for approximately US $50 million to strenghthening  its online  video strategy.
Why it matters: Vidible, a marketplace for video creators to sell content, allows AOL to  take a position in  the buying and selling of the actual video content instead of just serving and selling online video advertising.

1gfIJvZJ_400x400Expanding on its strength in the online video space, AOL has now bought San Francisco start-up Vidible. Vidible owns technology that simplifies the process of syndicating online video.

With Vidible AOL gains a video distribution tool which expands  video inventory for its network of publishers.

AOL is said to have paid around US $50 million for Vidible, which had raised less than us $5 million in the last two years. Of that amount, most came through a US $3.5 million round led by New York City based venture capital firm Greycroft Partners in 2013.

The purchase adds to previous AOL acqusitions that acquired companies such as Adapt.tv in 2013, as well as Convertro and 5Min in 2010. These companies  helped AOL to increase its’ presence in the online video sector. The Adapt.tv deal gave the AOL a platform to get into the market for automated video ads.

AOL is the third most-visited destination domestically for online videos right behind Facebook and just ahead of Yahoo, according to Comscore.All major digital media players (Facebook, Twitter, Google, Yahoo and AOL)  have been buying up video-related companies in the last year with the aim of challenging Google/YouTube for the No. 1 spot (or mantaining that spot in Google’s case).

Vidible helps people buy and sell video content across multiple platforms and provides analytics to content producers.The company deals with 150 publishers, and generates more than two billion video views a month.

 

 

What: AOL has bought Content Syndicator Vidible for approximately US $50 million to strenghthening  its online  video strategy.
Why it matters: Vidible, a marketplace for video creators to sell content, allows AOL to  take a position in  the buying and selling of the actual video content instead of just serving and selling online video advertising.

1gfIJvZJ_400x400Expanding on its strength in the online video space, AOL has now bought San Francisco start-up Vidible. Vidible owns technology that simplifies the process of syndicating online video.

With Vidible AOL gains a video distribution tool which expands  video inventory for its network of publishers.

AOL is said to have paid around US $50 million for Vidible, which had raised less than us $5 million in the last two years. Of that amount, most came through a US $3.5 million round led by New York City based venture capital firm Greycroft Partners in 2013.

The purchase adds to previous AOL acqusitions that acquired companies such as Adapt.tv in 2013, as well as Convertro and 5Min in 2010. These companies  helped AOL to increase its’ presence in the online video sector. The Adapt.tv deal gave the AOL a platform to get into the market for automated video ads.

AOL is the third most-visited destination domestically for online videos right behind Facebook and just ahead of Yahoo, according to Comscore.All major digital media players (Facebook, Twitter, Google, Yahoo and AOL)  have been buying up video-related companies in the last year with the aim of challenging Google/YouTube for the No. 1 spot (or mantaining that spot in Google’s case).

Vidible helps people buy and sell video content across multiple platforms and provides analytics to content producers.The company deals with 150 publishers, and generates more than two billion video views a month.

 

 

acquisition.
Why it matters: BrightRoll is a strong competitor of Yahoo in terms of video ads volume and appealing publishers and advertisers.The acquisition of Brightroll would  help Yahoo  accelerate its programmatic video capabilities. This would be Yahoo CEO Marissa Mayer’s second largest acquisition after Tumblr.

descarga (1)Yahoo is in talks to acquire digital video advertising service provider BrightRoll for around US$700 million, TechCrunch reports.  The term sheets have been already signed, and if the deal is closed, could fall anywhere around that sum, although it could be valued as much as US$1 billion.

San Francisco-based BrightRoll, an 8-year-old company,is a programmatic video advertising platform that reaches audiences across web, mobile and connected TV. The company reportedly raised over $40 million from investors and had over $100 million in revenue in 2013.

Were this acquisition to take place, it would Marissa Mayer’s, Yahoo CEO, second largest acquisition of her tenure, coming 16 months afterYahoo bought Tumblr for US $1.1 billion.

Mayer is said to be currently under pressure from activist shareholder Jeff Smith, since he has called for dramatic changes to the company. Smith, of Starboard Value, has written an open letter saying that Mayer should quit making acquisitions altogether, find tax efficiency to monetize its Asian assets, and sell to AOL. In a way, this deal would serve as a way for Yahoo to counter AOL’s acquisition of the Web video exchange company Adap.tv last year, which has already begun to pay off for AOL.

This new move could have an impact on negotiations, as Tim Armstrong, CEO of AOL, which is Starboard Value target for a merger, said  that Yahoo is not  part of AOL’s future plans.n the short term, BrightRoll’s purchase would help to appeal publishers and advertisers who are looking to get their ads featured on more platforms, hence reaching wider audiences and generating more sales. It could also mean greater revenue for video publishers from ads being displayed as well.

Business Insider points out three ways in which an acquisition of Brightroll might help Yahoo

-BrightRoll’s algorithms might be able to help Yahoo match advertisers to videos more efficiently, thereby allowing it to sell the video ad inventory it already possesses for higher prices.

-If Yahoo wants to  turn Tumblr into a YouTube competitor. It needs video-hosting and ad-serving technology to be able to do that.

-BrightRoll generates $100 million in revenue each year, and it will immediately help Yahoo’s top line start growing again.

 

What: Online search and advertising company Yahoo Inc. is said to be in talks with video ad platform BrightRoll about a possible US$700 million acquisition.
Why it matters: BrightRoll is a strong competitor of Yahoo in terms of video ads volume and appealing publishers and advertisers.The acquisition of Brightroll would  help Yahoo  accelerate its programmatic video capabilities. This would be Yahoo CEO Marissa Mayer’s second largest acquisition after Tumblr.

descarga (1)Yahoo is in talks to acquire digital video advertising service provider BrightRoll for around US$700 million, TechCrunch reports.  The term sheets have been already signed, and if the deal is closed, could fall anywhere around that sum, although it could be valued as much as US$1 billion.

San Francisco-based BrightRoll, an 8-year-old company,is a programmatic video advertising platform that reaches audiences across web, mobile and connected TV. The company reportedly raised over $40 million from investors and had over $100 million in revenue in 2013.

Were this acquisition to take place, it would Marissa Mayer’s, Yahoo CEO, second largest acquisition of her tenure, coming 16 months afterYahoo bought Tumblr for US $1.1 billion.

Mayer is said to be currently under pressure from activist shareholder Jeff Smith, since he has called for dramatic changes to the company. Smith, of Starboard Value, has written an open letter saying that Mayer should quit making acquisitions altogether, find tax efficiency to monetize its Asian assets, and sell to AOL. In a way, this deal would serve as a way for Yahoo to counter AOL’s acquisition of the Web video exchange company Adap.tv last year, which has already begun to pay off for AOL.

This new move could have an impact on negotiations, as Tim Armstrong, CEO of AOL, which is Starboard Value target for a merger, said  that Yahoo is not  part of AOL’s future plans.n the short term, BrightRoll’s purchase would help to appeal publishers and advertisers who are looking to get their ads featured on more platforms, hence reaching wider audiences and generating more sales. It could also mean greater revenue for video publishers from ads being displayed as well.

Business Insider points out three ways in which an acquisition of Brightroll might help Yahoo

-BrightRoll’s algorithms might be able to help Yahoo match advertisers to videos more efficiently, thereby allowing it to sell the video ad inventory it already possesses for higher prices.

-If Yahoo wants to  turn Tumblr into a YouTube competitor. It needs video-hosting and ad-serving technology to be able to do that.

-BrightRoll generates $100 million in revenue each year, and it will immediately help Yahoo’s top line start growing again.

 

What: Facebook, Inc. has agreed  to acquire video ad tech startup LiveRail for an undisclosed sum, to boost its revenues from video advertisements.Liverail is the third-largest video ad seller in the U.S.. Its´ acquisition will help Facebook  expand its influence in digital advertising and move ahead of Google and AOL  on the video ad business.
Why it matters: While Facebook has stated that it wants to keep both companies separate. Experts interviewed by Portada claim that in the medium term LiveRail could be used to integrate Facebook’s video offerings with those of its partner publishers.

imagesSocial networking giant Facebook has agreed to acquire the video ad seller LiveRail , to boost its’ video ad business. Financial terms of the deal were not disclosed,but TechCrunch reported that Facebook paid from US $400 million to US $500 million for LiveRail. 

In a similar way to the recently launched Facebook Audience Network which allows publishers to push adds to app installs and engagement ads to mobile, Facebook might offer the LiveRail technology to enable publishers to get video ads through FB.

California-based LiveRail was founded seven years ago by Andrei Dunca and Mark Trefgarne. The platform helps publishers monetize their video content, control who accesses their inventory, and drive higher revenue and fill rates with access to hundreds of demand partners. It basically offers a complete advertising solution for video publishers by helping them find and serve the best ads possible through premium video inventory for them to decide where to show their ads. it currently automates the sale of video ads for publishers like Major League Baseball, ABC Family and Dailymotion.At present, Liverail is the country’s third-largest video ad seller, behind BrightRoll and Specific Media and in front of AOL and Google.In May, it served video ads to 37.2% of people in the U.S., according to ComScore.

The acquisition positions Facebook on the same level as Google and AOL, on top of the digital video ad food chain. The social network plans to keep LiveRail’s existing business of selling ads for non-Facebook publishers in operation, a Facebook spokesman said. He declined to comment on any plans to sell Facebook’s own video ad inventory through LiveRail.

With television increasingly being replaced by the Internet, social media companies are directing their efforts to boost their online advertisement platform to appeal to both broadcasters and advertisers.

Strategic Acquisition

“It’s too early to tell but this is definitely a strategic acquisition. It is not a merger. Programmatic solutions and platforms for monetizing Video have been around for a while but the fact is that they are not that common,” says Santiago Duran Mejia, Strategy & Digital Group Director at Havas Media in Mexico City. Duran adds that “LiveRail is primarily a technology based company with technological solutions. Facebook is trying to conquer two of the most wanted realms in the digital world: Mobile (Whatsapp) and Video. As many of you know Facebook launched the Facebook Audience Network (mobile ad network) in May and this allows publishers to push adds to app installs and engagement ads. Guessing FB wants to grow it’s advertising revenue they might offer the LiveRail technology to do a similar thing to those publishers pushing video through FB. But this also allows FB to better harness their own video platform that so far lives primarily as a service for users to upload and share their own content. The battle for digital advertising management technologies is on as Twitter has had it’s fair share of acquisitions this year also; mostly in the field of mobile advertising (remarketing, and  a mobile ad exchange). For FB this is another stepping stone into a more robust closed ecosystem. For LiveRail, my guess is Christmas.”

According to Duran the LiveRail acquisition by Facebook has particularly interesting implications in markets where TV advertising clearly leads in the ad pie: “Latin America is well-known for its superior rate of online video consumption. (Mostly Mexico) At the same time Social media (Facebook) has an enormous penetration within the internet users also.  The synergy of the two companies could be basically aiming to retain a bigger part of the TV advertising investment that still has the largest share of investment in Latin America.”

Twitter, Inc acquired a New York-based advertising technology start-up Tap Commerce for reportedly US $100 million last Monday. Last summer AOL acquired video ad exchange Adap.tv, which pushed the portal to become one of the top video ad sellers and in June Google introduced a new video-only ad exchange exclusively for premium advertisers to sell their video inventory. The market for digital-video advertising in the U.S. will grow 42 per cent this year to US $5.96 billion, according to researcher EMarketer.

“We believe that LiveRail, Facebook and the premium publishers it serves have an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month,” said Brian Boland, VP-ads product marketing at Facebook, in a company blog post announcing the deal. We realized that by joining forces we’d be able to draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future,” LiveRail CEO Trefgarne wrote in a blog post.

What: Facebook, Inc. has agreed  to acquire video ad tech startup LiveRail for an undisclosed sum, to boost its revenues from video advertisements.Liverail is the third-largest video ad seller in the U.S.. Its´ acquisition will help Facebook  expand its influence in digital advertising and move ahead of Google and AOL  on the video ad business.
Why it matters: While Facebook has stated that it wants to keep both companies separate. Experts interviewed by Portada claim that in the medium term LiveRail could be used to integrate Facebook’s video offerings with those of its partner publishers.

imagesSocial networking giant Facebook has agreed to acquire the video ad seller LiveRail , to boost its’ video ad business. Financial terms of the deal were not disclosed,but TechCrunch reported that Facebook paid from US $400 million to US $500 million for LiveRail. 

In a similar way to the recently launched Facebook Audience Network which allows publishers to push adds to app installs and engagement ads to mobile, Facebook might offer the LiveRail technology to enable publishers to get video ads through FB.

California-based LiveRail was founded seven years ago by Andrei Dunca and Mark Trefgarne. The platform helps publishers monetize their video content, control who accesses their inventory, and drive higher revenue and fill rates with access to hundreds of demand partners. It basically offers a complete advertising solution for video publishers by helping them find and serve the best ads possible through premium video inventory for them to decide where to show their ads. it currently automates the sale of video ads for publishers like Major League Baseball, ABC Family and Dailymotion.At present, Liverail is the country’s third-largest video ad seller, behind BrightRoll and Specific Media and in front of AOL and Google.In May, it served video ads to 37.2% of people in the U.S., according to ComScore.

The acquisition positions Facebook on the same level as Google and AOL, on top of the digital video ad food chain. The social network plans to keep LiveRail’s existing business of selling ads for non-Facebook publishers in operation, a Facebook spokesman said. He declined to comment on any plans to sell Facebook’s own video ad inventory through LiveRail.

With television increasingly being replaced by the Internet, social media companies are directing their efforts to boost their online advertisement platform to appeal to both broadcasters and advertisers.

Strategic Acquisition

“It’s too early to tell but this is definitely a strategic acquisition. It is not a merger. Programmatic solutions and platforms for monetizing Video have been around for a while but the fact is that they are not that common,” says Santiago Duran Mejia, Strategy & Digital Group Director at Havas Media in Mexico City. Duran adds that “LiveRail is primarily a technology based company with technological solutions. Facebook is trying to conquer two of the most wanted realms in the digital world: Mobile (Whatsapp) and Video. As many of you know Facebook launched the Facebook Audience Network (mobile ad network) in May and this allows publishers to push adds to app installs and engagement ads. Guessing FB wants to grow it’s advertising revenue they might offer the LiveRail technology to do a similar thing to those publishers pushing video through FB. But this also allows FB to better harness their own video platform that so far lives primarily as a service for users to upload and share their own content. The battle for digital advertising management technologies is on as Twitter has had it’s fair share of acquisitions this year also; mostly in the field of mobile advertising (remarketing, and  a mobile ad exchange). For FB this is another stepping stone into a more robust closed ecosystem. For LiveRail, my guess is Christmas.”

According to Duran the LiveRail acquisition by Facebook has particularly interesting implications in markets where TV advertising clearly leads in the ad pie: “Latin America is well-known for its superior rate of online video consumption. (Mostly Mexico) At the same time Social media (Facebook) has an enormous penetration within the internet users also.  The synergy of the two companies could be basically aiming to retain a bigger part of the TV advertising investment that still has the largest share of investment in Latin America.”

Twitter, Inc acquired a New York-based advertising technology start-up Tap Commerce for reportedly US $100 million last Monday. Last summer AOL acquired video ad exchange Adap.tv, which pushed the portal to become one of the top video ad sellers and in June Google introduced a new video-only ad exchange exclusively for premium advertisers to sell their video inventory. The market for digital-video advertising in the U.S. will grow 42 per cent this year to US $5.96 billion, according to researcher EMarketer.

“We believe that LiveRail, Facebook and the premium publishers it serves have an opportunity to make video ads better and more relevant for the hundreds of millions of people who watch digital video every month,” said Brian Boland, VP-ads product marketing at Facebook, in a company blog post announcing the deal. We realized that by joining forces we’d be able to draw upon our respective strengths to move even faster towards our shared vision of creating the advertising platform of the future,” LiveRail CEO Trefgarne wrote in a blog post.

 

What:  AOL and Sizmek  Q1 2014 revenues were US $186 million (55% growth) and  US $38.4 million( a 13% year-over-year increase) respectively.
Why it matters: Both companies Q1 revenues were mainly driven by programmatic products, video and mobile, reflecting a high growth rate in these segments of the digital media market.

Both AOL and Sizmek announced strong  2014 first quarter revenues, reflecting a high demand for programmatic products, video and mobile.

AolAOL´s ad platform business revenue grew 55% during the first quarter 2014 to US $186 million. Display grew 4% driven by improved inventory pricing.

– Its´combined programmatic products ,which includes  Adap.tv, AdLearn Open Platform (AOP), and AOL Marketplace ,  grew at over 100% year over year.

  • Mobile also tripled year over year.
  • Global advertising revenue grew 16% year-over-year. Third Party Platform Revenue grew 18% excluding Adap.tv.

Despite the strong overall revenue growth, the company has also experienced  a 3% decline in global display revenue , a 2% decline in its´ properties revenue and a  1% decline in global search revenue owed to a decline in AOL core search queries.

According to AOL CEO Tim Armstrong, within two years, 70% of all ad spending will be programmatic, and 30% will channel through direct partnerships with content companies:” To capture as much of that 70% as possible,we are mechanizing media and advertising and our strategy is narrowing based on where we see significant opportunities.”

In order to accelerate sales of its ad tech product set,  AOL has created an enterprise sales organization to launch its unified ONE by AOL stack into agencies and advertisers, to platform advantages.

High mobile revenue growth at Sizmek

Ad tech company Sizmek Q1 2014 revenues were US $38.4 million, a 13% year-over-year increase.

  • Mobile revenue has increased 90% year over year. The company  keeps on investing in this channel with its latest  Device Intelligence launching  , to enable accurate identification and targeting across handsets, tablets and desktops.
  • Video online advertising only accounts for roughly 10% of Sizmek’s revenue.However,  revenues grew 132% year over year . That is why Sizmek has recently rolled out a beta version of its Video Verification solution, which  is intended to reduce wasteful spend for advertisers who often pay for premium video inventory that isn’t delivered as promised. Interesting, Extreme Reach, which purchased Sizmek’s video ads business last August, has just acquired BrandAds to provide video ads verification services designed to fight that problem.

Neil Nguyen, president and CEO, emphasized that the company is changing its direction,  expanding and strengthening key areas with an emphasis on mobile and video offerings. its´ main goal now is to offer a platform through which clients can optimize the delivery of contextual ads across devices.

“We view this as a key component of our platform and mobile strategy,” Nguyen said.

Source: Adexchanger

What:  AOL and Sizmek  Q1 2014 revenues were US $186 million (55% growth) and  US $38.4 million( a 13% year-over-year increase) respectively.
Why it matters: Both companies Q1 revenues were mainly driven by programmatic products, video and mobile, reflecting a high growth rate in these segments of the digital media market.

Both AOL and Sizmek announced strong  2014 first quarter revenues, reflecting a high demand for programmatic products, video and mobile.

AolAOL´s ad platform business revenue grew 55% during the first quarter 2014 to US $186 million. Display grew 4% driven by improved inventory pricing.

– Its´combined programmatic products ,which includes  Adap.tv, AdLearn Open Platform (AOP), and AOL Marketplace ,  grew at over 100% year over year.

  • Mobile also tripled year over year.
  • Global advertising revenue grew 16% year-over-year. Third Party Platform Revenue grew 18% excluding Adap.tv.

Despite the strong overall revenue growth, the company has also experienced  a 3% decline in global display revenue , a 2% decline in its´ properties revenue and a  1% decline in global search revenue owed to a decline in AOL core search queries.

According to AOL CEO Tim Armstrong, within two years, 70% of all ad spending will be programmatic, and 30% will channel through direct partnerships with content companies:” To capture as much of that 70% as possible,we are mechanizing media and advertising and our strategy is narrowing based on where we see significant opportunities.”

In order to accelerate sales of its ad tech product set,  AOL has created an enterprise sales organization to launch its unified ONE by AOL stack into agencies and advertisers, to platform advantages.

High mobile revenue growth at Sizmek

Ad tech company Sizmek Q1 2014 revenues were US $38.4 million, a 13% year-over-year increase.

  • Mobile revenue has increased 90% year over year. The company  keeps on investing in this channel with its latest  Device Intelligence launching  , to enable accurate identification and targeting across handsets, tablets and desktops.
  • Video online advertising only accounts for roughly 10% of Sizmek’s revenue.However,  revenues grew 132% year over year . That is why Sizmek has recently rolled out a beta version of its Video Verification solution, which  is intended to reduce wasteful spend for advertisers who often pay for premium video inventory that isn’t delivered as promised. Interesting, Extreme Reach, which purchased Sizmek’s video ads business last August, has just acquired BrandAds to provide video ads verification services designed to fight that problem.

Neil Nguyen, president and CEO, emphasized that the company is changing its direction,  expanding and strengthening key areas with an emphasis on mobile and video offerings. its´ main goal now is to offer a platform through which clients can optimize the delivery of contextual ads across devices.

“We view this as a key component of our platform and mobile strategy,” Nguyen said.

Source: Adexchanger

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Chevrolet

la-cueva-de-la-fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. The first-ever reality digital exclusive series produced by Deportes Telemundo,is supported by a 360° degree promotional campaign.The weekly episodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon. On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.Viewers will be shown challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team. Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera.”

  • Novo Nordisk

prime accessNew York-based Prime Access has been appointed agency of record for the US Hispanic market for Novo Nordisk, a global health company focused on diabetes care. The agency will be in charge of branded and unbranded strategy development and execution as well as digital and traditional media planning and buying. It will also lead strategic development of Novo Nordisk’s diabetes franchise across other US multicultural markets.Both firms aim helping to improve diabetes prevention, care, and control for Hispanic health care consumers by addressing the psychosocial cultural aspects of the disease.

  • Electronic Arts

eaWK Media will no longer handle Electronic Arts media business. The agency had been holding the company´s media business since 2005.Now Electronic Arts is in search for an agency. Resources International in Santa Monica, Calif. is managing the search expected to be finished in March, Adweek reports.. A’s relationships with its creative agencies and MediaCom, its media shop in overseas markets, remain in place. The company´s game titles include Madden NFL, The Sims, FIFA Soccer, Need for Speed and Battlefield.

 

  • Nationwide

ntwideNationwide is launching this month a new TV Spot in which a leather-clad insurance pitchwoman is sneaking into a new dwelling: an apartment. The new ad, which will debut Thursday, was made by McKinney, Durham, N.C. Nationwide intends to transmit the company’s shift for the insurer as it puts more emphasis on selling renter’s insurance in addition to home insurance. The company´s goal is to sign up more young-adult customers who continue to delay home-buying in favor of renting and who are still truly not covered.However, while Nationwide is targeting renters, the insurer wanted the ad to also resonate for potential homeowners-insurance customers.The lead character, played by country singer Jana Kramer, replaces fire-damaged appliances like a toaster and coffee maker with new versions. As opposed to last year´s ad, the spot, which will get heavy play during March Madness, is set in an urban apartment rather than a home.

Here is the ad:

[youtube https://www.youtube.com/watch?v=V5dhEala7xs&w=560&h=315]

 

  • MilleCoors

millercoorsAOL has signed a native ad pact with MillerCoors, which is worth about US $5 million, according to what industry sources have told Mediapost. Through this deal, audience data will be fielded from both social media channels and proprietary data from AOL Advertising, according to AOL Advertising’s CMO Erika Nardini. AOL has agreed to produce about 350 pieces of original content — including 100 videos -before the end of the year. At Miller’s request, each piece will appeal to male millennials, and plug Miller Lite, Coors Lite, Blue Moon, or Redd’s Apple Ale.The editorial content series, “Brew Pub Newsroom,” will extend to AOL properties including Huffington Post, Huff Post Live and the male-focused Mandatory.com.Among other integrations, Miller Lite is sponsoring a segment on HuffPost Live titled “Huff Bros Live,” which will feature millennial men and their thoughts on dating, sports and pop culture.

  • Ashley Furniture

ashley fAshley Furniture is looking for a new creative and media agency. The Wisconsin-based chain’s search is in the early stages and the retailer is offering up US$ 50 million of its annual media spending, according to what sources have told Adweek. Pile + Co., a Boston-based consulting firm, is managing the review.Zimmerman, a unit of Omnicom Group and Ashley Furniture´s current agency, has been working as its´ creative and media shop since April 2009.The agency intends to participate in the review process.

  •  Trulia

truliaTrulia has launched its first national campaign called ´The Moment of Trulia´, in an attempt to draw the attention of home buyers, sellers, and renters to the online marketplace. According to Mediapost, US $45 million were invested in this campaign, which targets women ages 25 to 44. It will run across TV, radio, outdoor, online and mobile. The company´s goal is to get home buyers and sellers to download Trulia’s mobile app.

The campaign was created by FCB San Francisco with media strategy and planning by Initiative Media .It kicks off with “Look,” an ad showing a couple’s journey to find a home and how Trulia turns a moment of confusion into clarity:

[youtube https://www.youtube.com/watch?v=eJCP3oNvSpM&w=560&h=315]

  • AT&T,State Farm®, Kohl’s, Chrysler , Universal Orlando Resort

lavozkidsTelemundo Media announced a 360° degree sponsorship initiative in support of season two of Telemundo’s singing competition “La Voz Kids,” which premiered this Sunday on Telemundo. AT&T, State Farm, Kohl’s Department Stores, Chrysler and Universal Orlando Resort have been secured as Telemundo’s advertising partners for its’ reality program.“La Voz Kids” follows the journey of young Hispanic contestants aged seven and fifteen years of age on their road to stardom, beginning with Blind Auditions and followed by the Battle Rounds as celebrity music coaches Natalia Jimenez, Prince Royce and Roberto Tapia develop them as music stars of the future.

attAT&T returns as the official wireless and voting sponsor that will present a US $50,000 prize in support of Winner’s education. The brand will sponsor a branded Friends and Family Room throughout the first six episodes and will offer fans informative and entertaining custom video content featuring Roberto Tapia and “La Voz Kids” season one winner, Paola Guanche. AT&T integrations will feature devices from the Friends & Family Room with show hosts Daisy Fuentes and Jorge Bernal during various moments within the first six episodes of the Blind Auditions and again when featuring the “La Voz Kids” Digital Reporter, Paola Pedroza, on the AT&T section of www.telemundo.com. Its’ sponsorship also extends to zeebox with the following features: Spot Sync, numerous custom zeetags for each show, sponsored content driving to the “La Voz Kids” homepage and sponsored polling and voting within the platform.

statefarmState Farm ,the insurance sponsor for “La Voz Kids,” will bring its “Get to a Better State” messaging to life featuring thematic integrations, branded out-of-show content and a branded video channel. From two branded lounges, one during the battle rounds and one during the final stage of the competition, the brand will offer viewers a different perspective of the action within the show. A State Farm branded video channel will host the on-air interviews as well as digital interviews and content on the best coaching advice contestants have received during their time on the show. In addition, blind auditions´ content will be shared on State Farm’s Latino Facebook page. Prior to the announcement of the season two winner of “La Voz Kids,” State Farm will bring viewers a custom recap featuring the most inspiring highlights from the season. The brand will also sponsor some airings of “Quiero Tu Voz,” a daily highlight on the competition, as well as promotional segments in the daily newsmagazine show “Al Rojo Vivo.”

kohl´sKohl’s will feature a broadcast and online content series with host Daisy Fuentes, titled “Ritmo En Moda.” During the Blind Audition and Live Performance episodes, viewers will be able to visit the La Voz Kids Style Clubhouse, where Daisy Fuentes and show’s stylist will discuss the looks and trends from the show featuring Kohl’s apparel and home décor items. A custom Kohl’s hub on Telemundo digital platforms will host extended versions of the content and a “Shop the Look” photo gallery.

chryslerChrysler, the auto partner for “La Voz Kids,” will unveil the 2015 Chrysler 200 through broadcast and online integrations that provide viewers with a detailed look into the contestant’s “journeys” and moments during Battles and Live Performances featuring “La Voz Kids” hosts Daisy Fuentes and Jorge Bernal.

uorUniversal Orlando Resort will be “La Voz Kids,” new home .In addition, it will build the momentum leading in to the new season with weekly “Watch & Win” tune-in promos reminding viewers about upcoming episodes and to participate in the “La Voz Kids Question of the Week” to win weekly prizes or the grand prize: a trip to Universal Orlando Resort and its two theme parks, Universal Studios Florida and Universal’s Islands of Adventure. As part of their prize package, the season two winner of “La Voz Kids” will receive a four day, three night family vacation for four to Universal Orlando Resort.

 

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