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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.

U.S./U.S. HISPANIC MARKET

TWITTER MADE A BIG ACQUISITION: It’s been reported that Twtwitteritter paid $479.1 million to acquire ad-tech firm TellApart earlier this year, with $395 million of that recorded as goodwill. This is $52 million less than the original price tag, thanks to the company’s declining stock value. The real dollar amount of the acquisition only got reported in the last filing of Twitter with financial regulators.

Former commercial director at Pandora Jon Stubley is now directing the Australian office of LA-based, in-image ad start-up GumGum. The digital marketing platform mixes display and native advertising through patented algorithms that look for tags and keywords and scan visuals to create campaigns for clients.

NATIVEX ACQUIRED BY MOBVISTA: Mobile game and app startup NativeX is being acquired by Chinese mobile ad platform Mobvista for about $24.5 million. NativeX has more than a billion users on 1,000 publishing networks, and Mobvista claims to have 10 billion daily impressions and a user database covering two billion devices.

WPP has announced that its operating network Millward Brown, which specializes in communications and research, has acquired market research firm Analytics Quotient, which uses data to help clients define their advertising strategies through data visualization tools and analysis. The firm has 400 employees and works with large commercial and hotel brands.

Japanese e-commerce firm Rakuten‘s marketing department has acquired ad-tech startup Manifest Commerce Inc. in its effort to increase their ad targeting and serving capabilities on social media. Manifest helps retailers advertise their products online through Facebook and Google, and has worked with companies like Neiman Marcus Group Inc., Gilt Groupe Inc., One Kings Lane and Living Social, Inc.

LAT-AM MARKET:

FROM FACEBOOK TO NOBOX: Alexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency, to develop its Latin America business as CEO and Partner. One of his main goals will be enhance the agency’s relevancy and footprint for its clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen. 

cisneros-chLeading Brazilian DMP (data management platform) and Behavioral Data firm Tail Target and Cisneros Interactive, Cisnero‘s digital advertising investment branch, has announced a joint venture launching Tail Target Latino, which will operate in both the U.S. and Latin America. The deal will help the two companies offer better DMP solutions, data on navigational behavior and support in clients’ native languages.

ADTZ BUYS GLOW DIGITAL: Latin America and Europe-based social media advertising firm ADTZ has acquired Glow Digital Media, a London-based paid media firm. The combined entity, which will operate under the name ADGLOW, will offer its services through an extensive network of offices in Barcelona, Bogotá, Hong Kong, London, Milan, Mexico DF, New York, San Francisco and Singapore, with its headquarters in Madrid.

BRAZIL TO SURPASS MEXICO IN OTT REVENUE: Apparently, Brazil will surpass Mexico in OTT revenue by 2018. eMarketer claims that Brazil’s OTT market should grow by 33% annually, and that while Mexico’s OTT revenue should jump from $276 million in 2015 to $454 million by 2018, Brazil’s should increase from $180 million to $462 million. Argentina‘s should increase from $45 million to $113 million in that time span.
 

What: Cisneros Interactive’s RedMas will exclusively sell advertising into Demand Media’s eHow en español in 17 Latin American countries. Both companies will also work together to monetize eHow en español’s U.S. Hispanic traffic, where it has 1.5 million visitors.
Why it matters: The deal reflects a trend towards specialization in the Latin Interactive markets. Both Demand Media and Cisneros Interactive are important players in the digital media market. However, Demand Media’s specialty is content production and Search Engine Optimization, while Redmas is mostly focused on sales.

cirsneros mediaDM_Reg_RGB_DarkblueContent company Demand Media announced a digital advertising partnership with Cisneros Interactive’s RedMas. Under the agreement, RedMas will be awarded exclusive representation for branded digital advertising solutions available on Demand Media’s site, eHow en Español, in the following Latin American  countries:Argentina, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, Panama, Paraguay, Peru, Uruguay, and Venezuela.

VICTOR-KONGVictor Kong, president of Cisneros Interactive, tells Portada that “RedMas, a company of Cisneros Interactive, will sell exclusively into these markets since Demand Media has no local sales force in these countries.”

eHow en español has over 1.5 million  U.S. Hispanics on its site.

Latin Interactive WorldKong adds that the U.S. Hispanic market is not covered through the agreement, “but with our presence in the U.S. Hispanic market, we will work closely with Demand Media’s saleforce to make sure we both tap into this growing market. eHow en español has over 1.5 million  U.S. Hispanics on its site.”

 

Customized packages

RedMas will sell traditional advertising, but also specialized and customized packages for each advertiser. “With so much content for each very specific topic, we can create special eHow sections for advertisers.”

“Our international sites are experiencing explosive growth, particularly eHow en español, which has increased its unique visitors nearly six-fold from the previous year and now attracts more than 25 million monthly uniques[1]. Our partnership with RedMas significantly expands our digital advertising footprint in the fast-growing Latin American market. The biggest brands and advertisers in the region will now have access to premium, affluent and intent-driven audiences ready to take action on advertisers’ contextually relevant messages,” said Stewart Marlborough, executive vice president of media at Demand Media.

Demand Media will provide training to RedMas’ sales force across the territory to assist them in offering eHow en Español’s array of digital advertising solutions – custom content, branded sponsorships and high impact, rich media units – to brands in the region that want to connect with consumers who are looking for practical, actionable content for real life.

 

What: Cisneros Interactive’s RedMas will exclusively sell advertising into Demand Media’s eHow en español in 17 Latin American countries. Both companies will also work together to monetize eHow en español’s U.S. Hispanic traffic, where it has 1.5 million visitors.
Why it matters: The deal reflects a trend towards specialization in the Latin Interactive markets. Both Demand Media and Cisneros Interactive are important players in the digital media market. However, Demand Media’s specialty is content production and Search Engine Optimization, while Redmas is mostly focused on sales.

cirsneros mediaDM_Reg_RGB_DarkblueContent company Demand Media announced a digital advertising partnership with Cisneros Interactive’s RedMas. Under the agreement, RedMas will be awarded exclusive representation for branded digital advertising solutions available on Demand Media’s site, eHow en Español, in the following Latin American  countries:Argentina, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, Panama, Paraguay, Peru, Uruguay, and Venezuela.

 

VICTOR-KONGVictor Kong, president of Cisneros Interactive, tells Portada that “RedMas, a company of Cisneros Interactive, will sell exclusively into these markets since Demand Media has no local sales force in these countries.”

eHow en español has over 1.5 million  U.S. Hispanics on its site.

Latin Interactive WorldKong adds that the U.S. Hispanic market is not covered through the agreement, “but with our presence in the U.S. Hispanic market, we will work closely with Demand Media’s saleforce to make sure we both tap into this growing market. eHow en español has over 1.5 million  U.S. Hispanics on its site.”

 

Customized packages

RedMas will sell traditional advertising, but also specialized and customized packages for each advertiser. “With so much content for each very specific topic, we can create special eHow sections for advertisers.”

“Our international sites are experiencing explosive growth, particularly eHow en español, which has increased its unique visitors nearly six-fold from the previous year and now attracts more than 25 million monthly uniques[1]. Our partnership with RedMas significantly expands our digital advertising footprint in the fast-growing Latin American market. The biggest brands and advertisers in the region will now have access to premium, affluent and intent-driven audiences ready to take action on advertisers’ contextually relevant messages,” said Stewart Marlborough, executive vice president of media at Demand Media.

Demand Media will provide training to RedMas’ sales force across the territory to assist them in offering eHow en Español’s array of digital advertising solutions – custom content, branded sponsorships and high impact, rich media units – to brands in the region that want to connect with consumers who are looking for practical, actionable content for real life.

 

What: Cisneros and Bungalow Media + Entertainment partner to produce Latin Content.
Why it matter: The partnership will develop Latin-based entertainment content for world audiences across multiple platforms including television, digital media and live events.

Cisneros today announced it has formed a strategic partnership with Bungalow Media + Entertainment, LLC, a private integrated entertainment and media company recently founded by media and entertainment executive Robert Friedman.

Cisneros media reaches nearly 550 million viewers in more than 100 countries with television, digital, music and consumer products focused on the vibrant Hispanic and Latin markets in the Americas, Europe and Asia.

“With our rich and successful history in television that spans more than five decades, we have established a brand recognized the world over for its Latin soap operas and dramatic series; and in keeping with our current business plan encompassing an aggressive expansion strategy, we are partnering with one of the industry’s most talented minds and dealmakers to ensure our growth in prime markets with great potential for Latin-based content,” emphasized Adriana Cisneros, CEO of Cisneros. “Our media and entertainment division, Cisneros Media, led by its President Jonathan Blum, looks forward to working closely with Bungalow Media + Entertainment to assess and exploit all viable business opportunities and ventures in the world of entertainment.”

The partnership will develop Spanish- and English-language series and content geared to Latin audiences and identify and channel key strategic relationships for the company, as well as advertiser and branded content partnerships. Bungalow Media + Entertainment will collaborate with Cisneros business units across multiple platforms including television, digital media and live events, working in conjunction with top creative agencies, independent producers, cable networks and global media companies for all regions of the world.

“The Spanish and English speaking markets have become key growth components for media companies and talent in the U.S. and abroad,” said Robert Friedman, CEO, Bungalow Media + Entertainment. “The U.S. Hispanic population has grown almost 50 percent in the last decade and represents avid consumers of both content and consumer products in all forms. As their buying power and influence continues to increase, this partnership creates a great opportunity to deliver great content across platforms including TV, digital, mobile and e-commerce.”

What: Juan Carlos Sosa has been appointed as Executive Vice President of Operations of Venevision Studios.
Why it matters: He will be in charge mostly of United states and Venezuela’s Cisneros’ Media companies.

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Cisneros Media, the corporate division that encompasses the Cisneros’ media and entertainment businesses,announced the appointment of Juan Carlos Sosa as Executive Vice President of Operations of Venevision Studios, which incorporates all of the company’s production units. Sosa will report directly to Cisneros Media President Jonathan Blum.

Among his responsibilities, Juan Carlos will administrate the state-of-the-art production studios, located in Medley, Florida, and supervise all production operations to optimize the utilization of its resources. In addition, he will spearhead the standardization of the production process by Cisneros’ Media companies in United States and Venezuela. Along with Blum, He will also manage the relationships with broadcasters and networks .

“Juan Carlos has a proven track record and has excelled in all the positions he has held at Cisneros; I’m confident he will be mayor force in improving productivity and efficiency at the studios,” assured Jonathan Blum, President of Cisneros Media.

Juan Carlos worked at Venevision Studios alongside Peter Tinoco, its former President and CEO, taking over the operations of the studios and productions companies upon Tinoco’s retirement, which was announced on November 5th.

Juan Carlos Sosa joined the Cisneros in April of 1994, distinguishing himself in such positions as Marketing and Sales Manager, General Manager, and ultimately Director of Telecommunications.

In 2010, he was transferred to the Cisneros’ corporate offices in Miami as Director of Marketing & Communications of Venevision International. He was then promoted to Vice President of Marketing & Business Development of Cisneros. In that position, Sosa made valuable contributions to various projects and began to get involved with the company’s content and production operations.

He earned his BS in Business Administration from the Universidad Santa María in Caracas, Venezuela. He also has a Marketing Specialization, and completed the IESA business school’s Advanced Management Program (PAG). In September of 2012, he participated in Harvard Business School’s Program of Effective Strategies for Media Companies.

 

What: Juan Carlos Sosa has been appointed as Executive Vice President of Operations of Venevision Studios.
Why it matters: He will be in charge mostly of United states and Venezuela’s Cisneros’ Media companies.


bbCisneros Media, the corporate division that encompasses the Cisneros’ media and entertainment businesses, announced the appointment of Juan Carlos Sosa as Executive Vice President of Operations of Venevision Studios, which incorporates all of the company’s production units. Sosa will report directly to Cisneros Media President Jonathan Blum.

Among his responsibilities, Juan Carlos will administrate the state-of-the-art production studios, located in Medley, Florida, and supervise all production operations to optimize the utilization of its resources. In addition, he will spearhead the standardization of the production process by Cisneros’ Media companies in United States and Venezuela. Along with Blum, He will also manage the relationships with broadcasters and networks .

“Juan Carlos has a proven track record and has excelled in all the positions he has held at Cisneros; I’m confident he will be mayor force in improving productivity and efficiency at the studios,” assured Jonathan Blum, President of Cisneros Media.

Juan Carlos worked at Venevision Studios alongside Peter Tinoco, its former President and CEO, taking over the operations of the studios and productions companies upon Tinoco’s retirement, which was announced on November 5th.

Juan Carlos Sosa joined the Cisneros in April of 1994, distinguishing himself in such positions as Marketing and Sales Manager, General Manager, and ultimately Director of Telecommunications.

In 2010, he was transferred to the Cisneros’ corporate offices in Miami as Director of Marketing & Communications of Venevision International. He was then promoted to Vice President of Marketing & Business Development of Cisneros. In that position, Sosa made valuable contributions to various projects and began to get involved with the company’s content and production operations.

He earned his BS in Business Administration from the Universidad Santa María in Caracas, Venezuela. He also has a Marketing Specialization, and completed the IESA business school’s Advanced Management Program (PAG). In September of 2012, he participated in Harvard Business School’s Program of Effective Strategies for Media Companies.

What? Victor Kong is the new president of the interactive unit of Cisneros Group.
Why it matters: The appointment formalizes the establishment of a corporate division encompassing all of the organization’s ventures and businesses in the digital world. Kong will be in charge of the operations of RedMas and Adsmovil.

victor.kongCisneros announced the appointment of Victor Kong as President of Cisneros Interactive, a division incorporating the organization’s initiatives and developments in the digital world, including its mobile and online advertising networks, Adsmovil and RedMas, respectively, serving the U.S. Hispanic and Latin American markets. Victor will report directly to Adriana Cisneros, CEO of Cisneros, and be based, along with his team, at the corporate headquarters in Miami, Florida.

“In addition to undertaking the leadership of Cisneros Interactive, Victor will retain his responsibilities as Chief Digital Officer, a position he has excelled at during the past two years, boosting the company’s digital capabilities, while establishing thought leadership positioning in the digital space and greatly contributing to the Cisneros’s digital business development,” emphasized Adriana Cisneros.

“In just a couple of years we significantly grew our digital advertising business, and both RedMas and Adsmovil have become leading brands in our territories; in addition, our YouTube business has also grown to the tune of 30 million views a month. Besides digital advertising, we made some targeted investments in E-commerce, such as Cuponidad, a daily deals business, and Mobly, the leading furniture retailer in Brazil,” pointed out Victor Kong.

“I am proud to have led this development for Cisneros, and I’m looking forward to working with Adriana in expanding our overall interactive business. These businesses and the entrepreneurs we have partnered with are a great fit with Cisneros’s strategic focus.”

Victor Kong began his professional career in 1991, working for several renowned organizations, among them: Global Director of E-commerce for Terra Networks; Vice President, Growth Strategy/Vice President, New Media Sales and Business Development of MTV Networks Latin America. Subsequently, Victor became Vice President & Managing Director of MySpace Latin America, and later, he joined Time Warner as Vice President & General Manager of CNN Radio. Victor also has experience in management consulting, having worked for McKinsey & Company and Booz Allen. Victor obtained a Master in Business Administration (MBA) at the University of Chicago (1997), and a Bachelors of Arts (BA) degree in Economics and International Relations at Stanford University (1991).

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