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

For prior Sales Leads editions, click here.

  • Toyota

Today’s generation of Latinos in the U.S. are noticeably expressive, straightforward and determined – just like the all-new Corolla sedan. Toyota launches the “Greater Than” campaign for the world’s best-selling nameplate, the sleek, all-new 2020 Toyota Corolla. The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying. A series of 30-second and 60-second broadcast and digital spots were created using multicultural insights aimed at a transcultural mainstream audience. . The “Greater Than” TV spots will air across high-profile prime programming including NBC, CBS, FOX, ABC, BET, Telemundo and NBA Draft; interactive video units with Hulu, Freeform and YuMe; integrated media partnerships with Billboard Latin Music Awards, Hola Mexico Film Festival, MTV Video Music Awards, ComplexCon, ComicCon, KCON and Gaana Music Festival; print media includes Conde Nast properties, People en Español; digital content includes Eater, CBS This Morning, Hulu, Vevo, Hulu Latino and Fusion Media Group. Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.In a creative twist for out-of-home (OOH), Toyota crafted market-specific “Greater Than” messaging. A time-specific digital OOH billboard placed in 10 key markets features different messages across six dayparts.



  • Comcast

On behalf of client Comcast’s XFINITY, the nation’s largest video and high-speed Internet provider, creative agency GALLEGOS United, together with sister content production agency LUNA United, will showcase “Storytellers” at CAAMFest Film Festival 37.  The video will be shared with festival attendees on opening night May 9th, prior to film screenings, as part of Comcast’s sponsorship package. A first-time collaborative effort with world-renowned artist Kim Jung Gi, “Storytellers” recognizes the many contributions of Asian Americans to the film and TV industries, both in front of and behind the camera.CAAMFest, an annual festival from the Center for Asian American Media, celebrates the world’s largest showcase for new Asian American and Asian film, food and music programs and honors Asian Americans of all backgrounds, from Korean and Chinese to Filipino, Vietnamese and Indian. “Storytellers” furthers Comcast’s commitment to the Asian American community.  The company offers a specially curated content collection of Asian American shows, movies, music and podcasts, available to all Xfinity X1 customers across platforms. The video shorts, available in a variety of formats including 30 and 60-second, will be available online beginning May 9.


  • Century 21

Century 21 Real Estate LLC, in partnership with the Hispanic Heritage Foundation, presented yesterday the 40 newly-licensed real estate agents of the “Empowering Latinas” program, which awards scholarships to help Latina entrepreneurs earn a real estate license. The Houston winners were selected from more than 285 local area applicants seeking to achieve their dream of a career in real estate.  Among the new licensees are sales executives, personal trainers, accountants, housewives, and legal assistants. Each honoree received a scholarship to cover the 180-hour real estate academy course tuition fees as well as the fees to take the Texas real estate agent exam. In addition, each awardee was paired with a Houston-area CENTURY 21 affiliated broker as a mentor offering them the opportunity to hone their craft with a trusted industry professional. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.


2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Sharing Services Global Corporation

Sharing Services Global Corporation, formerly Sharing Services Inc., announced a new Hispanic marketing plan to increase the customer and distributor base of its wholly owned Elepreneurs subsidiary.The new marketing campaign is directed toward the Hispanic community in the United States and Elepreneurs plans to create Spanish versions of its websites and key marketing materials to empower its independent sales force to target the fast-growing Spanish-speaking community throughout the U.S.A 2017 survey found that people of Hispanic origin make up more than 18.1% of the United States population, in addition to being the second largest ethnic group. The number of states with a population of 1 million or more Hispanic residents in 2017 included: Arizona, California, Colorado, Florida, Georgia, Illinois, New Jersey, New Mexico, New York and Texas, according to a United States Census report.Sharing Services continues to gain traction in the direct selling industry, taking interest and/or ownership in companies that offer services ranging from health and wellness to energy, technology, insurance services, training, media and travel benefits.Since its inception in late 2017, the Company has taken several steps to support its expansion pursuits, establishing a new corporate headquarters to accommodate growth and bringing on experienced talent to help drive momentum on a grand scale. The Company has also announced global expansion plans, which it is implementing throughout 2019.

What: Get your tickets to #PortadaNY, Sept. 25 and learn about the best (and the not so great) consumer engagement practices during the 2018 FIFA World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships, Allstate and Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation will dig deep into the matter.
Why it matters: The world soccer tournament is arguably the most important sports event for advertisers, as a myriad of companies looks for the chance to increase brand health. Experts discuss the gist of the Russia 2018 opportunities.

After 2014’s FIFA World Cup in Brazil reached an audience of 3.2 billion people, with over one billion of viewers of the final match between Argentina and Germany alone, the expectations for this year’s tournament were pretty high. For instance, US $600 million bought Telemundo the exclusive rights to broadcast the 2018 and 2022 cups, leaving Univision out of the question. By the way, Telemundo reached 57% of the U.S. Hispanic population during the Russia 2018 World Cup, and Telemundo Deportes’ digital presentation reached 15.5 million unique users, generating a record-setting 130 million livestreams and 1.96 billion live minutes viewed.

Therefore, advertisers are usually enthusiastic about showing their products and services to an audience that has the huge passion point of soccer in common. And this year was more special: it was the most connected World Cup ever. In the cord-cutting era, digital disruption promised an array of ways for advertisers to reach consumers effectively; from in-app real-time push notifications celebrating a goal to interactive content on social media, every brand knew people would be watching in multiple screens, so what could be the best way to engage them? 

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Allstate’s Daniel Keats

As it turns out, FIFA has revealed that Russia 2018 is now the most-engaged World Cup in history, just as previously predicted by all those ready to display an omnichannel marketing arsenal. FIFA managed 7.5 billion engagements across FIFA digital platforms during the World Cup, over 580 million interactions on social media, and extended the number of followers to more than 128 million.

On September 25, you’ll have the chance to learn first-hand from two experts about what went right and what went slightly off during this year’s World Cup. Daniel Keats, Director Consumer Marketing at Sponsorships Allstate and member of Portada’s Sports Marketing Board, will join a conversation with Alejandro Solorio, Hispanic Marketing Director at Comcast Corporation, on what lessons we can all learn about consumer engagement around the most important soccer event.

Comcast’s Alejandro Solorio

Now that the joint bid between the USA, Canada and Mexico has won the right to host the 2026 World Cup, we should be aware of what went wrong this year and start preparing for the opportunities soccer will bring in the future. Don’t miss the chance to get ahead and join the conversation at #PortadaNY. Click on the banner below now!





What: American TV broadcaster Comcast has offered US $31 billion for British company Sky.
Why it matters: This bid directly competes with 21st Century Fox’s Rupert Murdoch’s offer, which was provisionally blocked by the British Competition and Markets Authority (CMA) in January.

Comcast Corporation, owner of CNBC and Universal Pictures, has announced in a press release that the firm has presented a US $31 billion offer to acquire Sky. At £12.5 per share, Comcast’s offer exceeds Murdoch’s £10.75 by 16%.

“Sky has been a consistent innovator in its use of technology to deliver a fantastic viewing experience and has a proud record of investment in news and programming. It has great people and a very strong and capable management team,” said Brian L. Roberts, CEO of Comcast Corporation.

Bob Iger and Rupert Murdoch, photo by Disney©

The news is an interesting turn of events for Disney, whose CEO Bob Iger has a pending arrangement with Fox, which was announced after Murdoch’s offer got blocked by the CMA. Will Disney be content with acquiring Fox without Sky? Probably not, especially if we remember Iger said Disney would not be forced to bid should Fox fail to acquire the totality of Sky, which he called “a crown jewel” among Fox’s assets.

Will Iger be satisfied by the agreement with Fox if Comcast’s bid prevails over Murdoch’s, or will he engage in a bidding war with the American broadcaster? We’ll see.

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


Comcast Corp. is no longer funding its standalone over-the-top (OTT) service, Watchable, which was launched in September 2015.

The Trade Desk is debuting its connected TV-buying capabilities on its demand-side platform. Buyers will be able to use first- and third-party audience data and measure video ad buys on mobile, desktop and TV.

Marketplace JustPremium has launched new advertising units with the goal of increasing viewability on desktop and mobile devices by 80%.

Multimedia development company Viuly is pleased to announce the world’s first blockchain-based decentralized video sharing platform. Founded by a team with established credentials in corporate management, blockchain business development, marketing, promotional strategy, and more, and backed by a seasoned fintech advisory: Viuly is on a mission to revolutionize the online video industry.

Salon Media Group, Inc. announced today that it has redesigned its website Salon.com (Salon.com) with new features and technology designed to enhance its user and commercial experiences across all digital platforms.

Facebook has announced that that it will make changes to its automated ad systems after it was discovered that slurs and offensive language were being used to target users. COO Sheryl Sandberg, said it was “totally inappropriate” and “a fail” but that the feature had been generated automatically.

According to eMarketer, digital video ad spend will soon surpass TV ad spend by 2021. It was also predicted that overall digital ad spend in China will reach US$50.31 billion by the end of this year with 72.0% spent on mobile channels.

According to Ooyala‘s study, Q2 2017 Global Video Index, video consumption on mobile devices did not increase in Q2 2017.

A study by TiVo Corp.  based on 8,500 interviews conducted online with pay TV and over-the-top (OTT) subscribers across seven countries, including 2,500 in the U.S., found the average person consumes 4.4 hours of video content daily.


Google has launched a cloud region in Latin America with the opening of a data center in Sao Paulo, Brazil, its first region in South America.

According to Ooyala’s Global Video Index for Q2, in Latin America, mobile plays topped 56 percent, boosted by access to premium content as the price of smartphones and mobile bandwidth declines.

Netflix has reached a deal for Mexican crime-drama The 4th Company (La 4ta Compania), an acclaimed drama about members of a 1970s inmate American football team who participate in a crime ring while serving their prison sentences.

Tigo Colombia has announced the launch of an OTT platform called One TV that combines linear pay-TV and over-the-top (OTT) services.

MercadoLibre Inc., Argentina’s largest company according to market value, is considering listing itself in its home market.

A study from Tivo Corp. found that only 32% of pay-TV subscribers in Latin America have had the same provider for four years or more.

TOTAL MARKET – WTF?  Will be an Interactive Whiteboard Session with Agency and Brand Stars at our upcoming Portada17 Conference in NYC’s Yotel on Sept. 13 and 14. Stephen Paez, VP, Director Multicultural at Mediavest | Spark, Jose Velez Silva, ‎VP  Multicultural Marketing Communications at Comcast , Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands, Brown Forman will be participating. The session is designed to provide a high quality setting for attendees and panelists to listen, reflect and gather insights on the main trend facing the multicultural marketing industry.

Portada is readying a program with uniquely curated content, best-in class networking opportunities and even comedy sketches! Plus a wonderful space and rooftop, ideal for two days out of the office!

REGISTER  for only US $549! (Early Bird ends Friday August 4!)

TOTAL MARKET – WTF will be a highly interactive session where the above brand marketing and agency executives will answer attendees questions on the opportunities and challenges presented by the Total Market approach, (from a marketing, strategy and media perspective) and discuss the viability or not of alternative approaches. Attendees will be prompted to ask questions on an interactive whiteboard.

Confirmed Participants at #Portada17 Include:

Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
Jorge Inda Meza, Marketing Director Region West,  Anheuser Busch
Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Jill Leccia, Marketing Director, Gatorade
Daniel Keats Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
Sherwin Su, Director Social Activation, Essence
Dan Donnelly, EVP, Managing Director at Publicis Media Sports Publicis Media Sports
Gonzalo del Fa, president GrouM Multicultural GroupM
David Chitel, CEO/Founder NGL Media
Maria Albrecht, Hispanic Marketing Manager Rent A Center
Cynthia Hudson, VP, General Manager CNN en Español
Pedro Rodriguez, Director, Co-Lead Multicultural Social Strategy Social: Horizon Media
Brian Quarles, SVP of Creative rEvolution
Rachel Strauss Muniz, Comedian Room 28
Stephen Paez, VP, Director Multicultural Mediavest | Spark
Jose Velez Silva, ‎VP Multicultural Marketing Communications at Comcast
Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands Brown Forman
Peter P. Snitzer Jr. CEO Conffianz
Jose Manuel Montenegro SVP, Group Partner, Multicultural Planning UMJ3
Nelson Pinero Senior Digital Director, Senior Partner GroupM-MEC
Eduardo Perez Partner PM3    Hundreds of additional executives will register in the next 7 weeks!

Join us at PORTADA Mexico!

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


Univision Communications Inc. (UCI) announced that it will be live streaming select matches from Univision Deportes’ portfolio of Liga MX in English via Facebook Live this season.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc. (SBS) (SBSAA), the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. Targetspot will be the exclusive third party sales network for SBS’s entire Spanish Radio streaming inventory.

Amazon announced the launch of Chime, a new online VoIP call and video messaging platform aimed at business users that offers video conferencing and chat messaging and allows users to host or join virtual meetings, share content and screens across multiple platforms, including Mac, Windows, iOS and Android devices.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

Market research and consulting company Parks Associates’ 360 View: Digital Media & Connected Consumers report that  claims that 29 per cent of US broadband households get most of their news from social media platforms such as Facebook and Twitter, and that the majority of broadband consumers feel that television is more authentic than online video.

Subscribe to Portada VIdeo Marketing Updates!

Twitter’s recently launched “Explore” section will now feature live videos sourced from Periscope within its “Top Trends,” the company announced yesterday. The move will further integrate Twitter’s standalone live streaming app into its main platform, leaving even fewer reasons to keep a separate app dedicated to live streaming video around.

Facebook revealed plans to launch a Facebook Video app for TV sets. Also, video will automatically play with sound on if a person’s device is not in silent mode, and users can minimize videos while browsing, watching videos while scrolling through their feeds.

Comcast is launching a new app called Xfinity Stream which will be available to all Xfinity subscribers for free on February 28th. The app is an overhaul of the Xfinity TV app and will be replacing it as the tool for subscribers to access live channels, DVR content, and on-demand titles on the go.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc., the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. SBS and TargetSpot agreed today that TargetSpot will be the exclusive third party sales network for all of SBS’s Spanish Radio streaming inventory.


AT&T is growing in Mexico, adding 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15. Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.

In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Mexico’s Grupo Salinas has signed an agreement with Google for the online distribution of TV Azteca content to increase reach and awareness through the most popular online video services. Through the agreement, TV Azteca will also integrate YouTube’s player into its own digital platforms, aiming to improve users’ experience and video quality.

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


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

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

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

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

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

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

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


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

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

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

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

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



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


Michael Villalobos until recently at Virool, is the new Vice President of Sales with a focus on agency partnerships at AmpLive, an audience acquisition platform for live video. Since February 2015, AmpLive has run hundreds of campaigns for live content marketers from every industry with strong delivery in North America, UK and Latin America. The new company helps its clients build, segment, and retarget to an audience based on viewer interest and attention. “At it’s simplest form, AmpLive, is out stream video for live stream content in real time, with a targeted audience, and with the ability to dynamically retarget based on attention,” Villalobos notes. AmpLive is a self-funded company and is looking to close a round of financing over the next few quarters.

Comcast is buying Dreamworks Animation for $3.8 billion at $41 a share. Dreamworks CEO Jeffrey Katzenberg is pushing to dreamworksexpand the business into TV and online video, and, it is suspected, compete with Disney.

The FCC has approved Charter Communications’s purchase of Time Warner Cable and Bright House Networks, which will make the medium-size company the second-largest home Internet provider in the United States, and #3 in video. The Justice Department is forbidding Charter (and sending a message to Time Warner) from restricting what media companies make online to maintain competition in online video services.

YouTube and AdWeek Europe have released a study claiming that online video units deliver 50% more ROI when compared to those of TV. They worked with Data2Decisions (owned by the Dentsu Aegis Network) to apply complex modeling techniques  to look at how YouTube performs, and released findings on how to optimize spending claiming that media budgets should invest between five and 25% of total AV budgets.

Google is also claiming that advertising invested in YouTube is more effective than that spent on television 80% of the time.

Fullscreen has launched an online video subscription service with content starring YouTube influencers like Grace Helbig and Shane Dawson. The service will be ad-free, free for the first month and then $4.99 per month for those that subscribe.

Ad platform Videology has announced that it will be using Nielsen data to inform its TV ad buying to complement its same approach for online ads. This suggests that more platforms will be integrating data from online users and TV viewers to better target their audiences.

Turner Networks looks like it is set to launch a few online video services very soon. It will be partnering with Criterion Collection for a SVOD platform, FilmStruck, and recently signed with Canvs to analyze its engagement on social media.

Audience measurement tool Video Pulse, which is owned by Microsoft, has been opened to preview. Existing Pulse customers will be able to collect data on reactions to recorded videos, paired with the video’s time code. The tool was originally presented at the SXSX Festival in Austin, Texas.

Comcast Wholesale and its online video publishing form thePlatform have announced the VideoPlatform, which will serve as a unified system of broadcast and digital video for multiple screens. This development will help the company compete with platforms like MLB Advanced Media and Verizon Digital Media Services.

The Univision Creator Network (UCN) has signed new talent expanding its network to more than 180 creators across multiple genres. Recent additions to the network include makeup maven Rosy McMichael, style expert Alejandra “Ale” Rodriguez, beauty influencer Nicole Guerriero and singer-turned-nail-art-enthusiast Sandra Cires. A curated network of leading content producers from YouTube, Vine, Snapchat and other platforms, UCN garners hundreds of millions of views across platforms each month. These four creators have amassed large followings, with YouTube subscribers ranging from 400,000 to more than two million.

BitTorrent Incis launching a video streaming service with linear programming sports, news, political and entertainment channels, having reached licensing agreements with different branded content channels.


E-commerce firm YuuZoo has signed a franchise agreement with Mexican digital entertainment agency Media Rock. This deal will give YuuZoo access to 33.4 million Mexican gamers through Media Rock’s client, Busca Corp, which owns the online video game site www.levelup.com.

Global content creator, producer and distributor, Endemol Shine Group, announced that AwesomenessTV is now officially launched in the UK, Spain, France, Germany, and Brazil. Endemic Shine Beyond is unveiling local language versions of the leading Gen Z brand with new and original content in each country.

The telecommunications company Claro is offering a one-year free trial of its Video On Demand app Claro Video for postpaid dataxissubscribers. The app costs US$4.80 per month, and offers Pay-Per-View content for around a dollar per item.

Dataxis TV tracker, an online database tool, claims that the top 25 TV networks reach 70% of Pay-TV subscribers in LatAm through analog, digital and HD signals, as well as TV Everywhere platforms.

What: Comcast will release a video service called “Watchable”, which will feature content coming from websites like Vice Media, The Onion and Vox Media.
Why it matters:With YouTube currently dominating the streaming video platform arena, Comcast’s Watchable could mean a game-changing move for anyone working in video production. New video platform “Watchable” is said to be aimed at matching YouTube as well as other companies such as Facebook that are rumoured to be starting a video platform as well.

descargaLast week, Comcast Corp.’s NBCUniversal said it made a US$200 million equity investment in Vox Media, the online publisher of The Verge, Eater and Re/code. That deal, valued Vox at US$1 billion. And BuzzFeed just announced that it is raising US $200 million from NBC Universal. Vox Media, BuzzFeed , The Onion and Vice Media are going to be the likely content and distribution partners for “Watchable”.

From that moment on, many industry analysts speculated that the company is planning to build its own online video service.In fact, Comcast indeed revealed it will release a video service called “Watchable”, which will feature content coming from websites like Vice Media, The Onion and Vox Media.

Comcast is currently the largest seller of video ads in the United States. As platforms shift to digital, Comcast doesn’t want to lose market share, but they’re losing it to YouTube and Facebook.

With YouTube currently dominating the streaming video platform arena, Comcast’s Watchable could mean a game-changing move for anyone working in video production and marketing. To spice things up, Facebook has been also considering to start a video platform as well.


New video platform “Watchable” is said to be aimed at matching YouTube as well as other companies such as Facebook that are rumored to be starting a video platform as well.

Even though the name of the video platform is still subject to change, the service looks sure to be rolled out in one way or another.

Vox Media is one of the partners for the new service along with some major-name players like BuzzFeed. Some partners will provide content and others, like The Onion, Vice, NBC Sports, Mic, AwesomenessTV and Refinery29 will also be taking part in what Comcast is calling “a widespread digital-video platform. However, Comcast’s deal with the teen-oriented channel owned by DreamWorks Animation called AwesomenessTV and Internet-based new media company BuzzFeed are still in negotiation. Comcast says that these deals will last “a few years” and see partners provide unlicensed, original videos to users of Watchable. The content will be available to stream on demand, according to Business Insider.

“Comcast is currently the largest seller of video ads in the United States. As platforms shift to digital, Comcast doesn’t want to lose market share, but they’re losing it to YouTube and Facebook,” a source at Comcast said.

Watchable is also aimed to rival the rumored video platform from Verizon. When released, watchable videos will be released on Comcast’s Xfinity X1 box owners. The service will be made available on the mobile platform such as iOS and Android.Currently, Comcast has its own smart-TV service called Xfinity. The service allows subscribers to stream unlimited number of movies and TV shows on demand directly to their TV sets and mobile devices. The new online service will simply expand the content coverage of an already established cable platform.

As Comcast is already a major player in the digital video market, this move is meant to consolidate market share in the face of competition from emerging video platforms.

Join us at PORTADA Mexico!

What: Comcast and Univision Communications Inc.  have reached a long-term agreement for Comcast to distribute Univision Deportes Network (UDN) to XFINITY TV customers.
Why it matters: XFINITY TV customers will begin receiving channel in October.

descargaComcast and Univision Communications Inc. have announced they have reached a long-term agreement for Comcast to distribute Univision Deportes Network (UDN) to XFINITY TV customers who subscribe to its Digital Preferred or XFINITY Latino levels of service.UDN is expected to begin airing next month for XFINITY TV customers.

Launched in April 2012, UDN is a 24/7 all-sports network that provides viewers access to Liga MX soccer matches and daily sports coverage of the league’s teams and athletes. The Spanish-language sports network also covers top sporting events, including international friendly matches, U.S. and Mexican national soccer team matches, Major League Soccer, CONCACAF Champions League, Copa MX, Formula 1 races, boxing, NFL, NBA, MLB, and other sports leagues.

UDN will be available in standard definition and Comcast’s largest Hispanic markets, which include New York, Miami, Houston, Chicago, San Francisco, Sacramento, Albuquerque, Fresno, Denver and El Paso, will begin receiving the channel in HD by year-end.

“Comcast is already the nation’s largest provider of Latino packages and we’re excited to add UDN’s wide range of sports programming for our XFINITY TV customers,” said Marcien Jenckes, Executive Vice President, Consumer Services, Comcast Cable

“We are pleased to expand the reach of UDN and our popular sports content through this deal with Comcast. This partnership speaks to the growing influence of Hispanics and underscores Univision’s position as the gateway to a growing and increasingly influential consumer base,” said Juan Carlos Rodriguez, President of Sports, Univision Communications Inc.

What: AT&T and The Chernin Group have spent around US $500 million to create a new venture focused on acquiring, investing in and launching online video and OTT video services. The initiative´s main goal is to invest in advertising and subscription VOD channels in addition to streaming services which will be ad-supported in some cases and  subscription-based in others.
Why it matters: Niche online programming could lead  TV operators to compete directly with streaming services in a near future.

attcherninAT&T along with The Chernin Group, which manages and invests in media businesses around the world, have announced the formation of a venture to acquire, invest in and launch over-the-top (OTT) video services. Both companies have jointly invested over US $500 million in funding to the venture.

This association positions AT&T and The Chernin Group to take advantage of the rapid growth of online video and OTT video services, with each party bringing significant and complementary strengths. The strategic goal of this initiative will be to invest in advertising and subscription VOD channels as well as streaming services. Some of these services will be ad-supported, while others will be subscription-based.

On one hand, the Chernin Group contributed its majority stake in Crunchyroll, a subscription video on demand service, to the new venture. Crunchyroll , a service for Japanese anime content in the US, offers anime fans ad-supported episodes as well as a subscription tier. Subscribers can watch episodes of their favorite anime shows through a variety of apps for mobile and connected devices. Crunchyroll plans to expand into other content niches as well and also highlights how content is oftentimes much cheaper than the TV shows Netflix and Amazon are competing for, while still highly valuable to certain audiences.The same could be done with domestic content that hasn’t gotten enough traction on cable. Audiences could include Spanish-speaking viewers or other minorities underserved by traditional broadcast programming.

On the other hand, AT&T’s network resources bring greater opportunities for this alliance to create compelling offerings for consumers. AT&T has invested more than US $119 billion in the United States over the last six years to stay ahead of the consumer demand for wireless and wireline broadband data consumption, with more than 50% of global Internet traffic driven by video. The company has over 110 million wireless subscribers and more than 16 million total broadband subscribers. AT&T operates its own TV service as part of its Uverse offering. However, Uverse network still isn’t available in all markets, and it often competes with TV and triple-play offerings from Comcast and other cable companies. With niche video services, it could reach every consumer, regardless of their broadband provider, and even use its wireless service for marketing and payment services.

“AT&T and The Chernin Group are combining our skill sets to address the growing consumer demand for accessing content how and when they want it. Combining our expertise in network infrastructure, mobile, broadband and video with The Chernin Group’s management and expertise in content, distribution, and monetization models in online video creates the opportunity for us to develop a compelling offering in the OTT space,” said John Stankey, Chief Strategy Officer at AT&T.

“joining forces with AT&T only further underscores our strategic commitment in online video area as operators, investors and programmers. Consumers are increasingly viewing video content on their phones, tablets, computers, game consoles and connected TVs on mobile and broadband networks. AT&T’s massive reach on those platforms across mobile and broadband and their commitment to the online video space make them the perfect fit for this venture with us,” said Peter Chernin, Chairman and CEO, The Chernin Group.

TV operators may one day move beyond their physical footprint and compete directly with streaming services.They may be looking to the niche online programming to make that happen.

According to gigaom sources, as AT&T, DirecTV has also been investigating niche online programming, and there have been rumors that Comcast is looking to launch niche online offerings as well.

Sources: gigaomventurebeat

PR Experts and Marketers pay attention! We are Introducing the Portada Buzz Barometer. Each month we will be highlighting the companies among the main marketers targeting the U.S. Hispanic consumer which  make the most buzz.

Translated by Candice Carmel

In this edition of the Buzz Barometer, State Farm and Comcast are the advertisers with the most improvement in their own performance, each earning eight Buzz points. Also noteworthy among the 15 advertisers measured are AT&T and Toyota, each earning over three Buzz points. Kraft and Kellogg’s had negative Buzz, each of them registering a three- point Buzz drop.

Below are the Buzz scores for February for the top 15 advertisers in the U.S. Hispanic market:



State Farm’s increase seems to come from its plans – announced in February – to return to the Florida insurance market and its growth in Georgia, where the company announced it would be creating more than 3,000 new jobs. Comcast generated Buzz in February with its announcement of a joint service agreement with Netflix and its purchase of Time Warner Cable. Netflix may have had an influence on the uptick in AT&T’s Buzz. In February, there was a lot of noise about talks between AT&T and Netflix to accelerate service (similar to the Comcast agreement). For its part, Toyota introduced its Highlander SUV in February and celebrated a decade of entering NASCAR.

Methodology and figures

The figures in our barometer show the monthly change in Buzz points as measured from the traffic generated in Google searches. The scale measures monthly readings from 2004 to today, recording changes and comparisons for each brand’s performance. It is important to note that our barometer does not measure brands against each other, but rather measures only the performance of each brand with respect to itself. Buzz points are derived from the average of the difference between the Buzz measured in the current month of 2014 with the Buzz recorded in the same month in 2013, and the difference between the Buzz measured for the current month of 2014 and the Buzz of the previous month. The formula is: ((AB)+(AC))/2, where A is the Buzz of the current month in 2014; B is the Buzz for the same month in 2013; and C is the Buzz of the month immediately preceding the current month.

The Buzz is a number that can go from 0 to 100 and is measured by the Google Trends tool, which allows us to see the search trend of any term since 2004. A score of 100 denotes the moment when a term has generated the most searches to date since 2004. In some cases, the highest score is recorded in a distant year (such as General Motors, which achieved this score in 2005). In other cases, the highest score has been recorded recently (like Walmart in November 2013). What is important for our study are not the Google Trends scores, but the average changes (arc change) that each brand has achieved with respect to itself within a defined period (the month of the study) compared with the same period last year and the month immediately preceding the current one.

The list of advertisers for the US Hispanic market has been culled from several existing studies on the major advertisers for each of the markets studied. For technical reasons we have left out some advertisers whose names do not appear as a main part of their marketing materials, i.e.: those whose advertising is focused on selling its branded products, but not on generating buzz about their own name (such as P&G).

Below are the figures obtained with this tool for the US Hispanic market, which were used to calculate the Buzz points on our barometer.

Brand100 ScoreFebruary 2013January 2014February 2014BUZZ
State FarmJUL/20138494978
General MotorsJUN/20051616182

What: Comcast has confirmed a deal to acquire Time Warner Cable for about US $44 billion. The proposed deal will be intensely scrutinized by the U.S. government, including the Justice Department, which will address antitrust concerns, and the FCC (Federal Communications Commission), which is charged with ensuring that the deal serves the public interest. As part of the deal, Comcast is expected to extend its commitment to follow the FCC’s open-Internet rules.
Why it matters: The deal creates a company that  controls three-quarters of the US cable industry, challenging regulators. From an advertising and media buying perspective, Comcast belongs to the U.S. largest advertisers with US$ 1.7 billion in 2012 advertising (measured media) spending according to  WPP’s Kantar Media. Time Warner Cable spent $224.3 million in 2012 year to advertise in major media.

comcastComcast Corp. has acquired Time Warner Cable Inc. for about US $44 billion. The company has agreed to pay about US $159 per share of Time Warner Cable stock. The deal will combine the largest two US cable companies.

Time Warner Cable had asked for US $160 in mid-January, when Comcast rival Charter offered to buy it at about US $130 per share. The sum Time Warner had suggested is very close to what Comcast ultimately offered, beating Charter Communications Inc. to what is the second-largest cable-television acquisition by equity value according to data compiled by Bloomberg.
Comcast owns NBC Universal which in turn owns Spanish-broadcast network Telemundo and English-language cable network Mun2.  Time Warner Cable does own several local news and sports channels in addition to its powerful distribution network. It also owns Time Warner Cable Media, which sells video and digital ads on cable systems, channels like NY1  and web sites like Road Runner. Comcast belongs to the U.S. largest advertisers with US$ 1.7 billion in 2012 advertising (measured media) spending according to  WPP’s Kantar Media. Time Warner Cable spent $224.3 million in 2012 year to advertise in major media, according to the Kantar Media division of WPP.

The merged company would account for almost three-quarters of the cable industry, according to the National Cable Television Association.

Through this consolidation, Comcast would become the main television channels, phone services and Internet connections provider in one in three American homes, a total unmatched by any other distributor. Comcast already has about 23 million television subscribers in markets like Philadelphia, where it is headquartered. With the addition of Time Warner Cable subscribers, Comcast will strengthen to face negotiations with cable channel owners like The Walt Disney Company.Time Warner lost 217,000 residential video subscribers in the fourth quarter of 2013, against strong competitosr such AT&T Inc., Verizon Communications Inc. and Netflix Inc. Comcast has added 43,000 subscribers in the same period.

Is it too dangerous for the nation’s telecommunication system to be in the hands of just one provider?

Will Comcast really be able to expand its footprint?

There are doubts about whether Comcast will be able to expand its cable footprint or not. In the US, a rule that banned a single cable company from controlling more than 30% of the market has been enforced by regulators.  As part of the deal, Comcast is expected to extend its commitment to follow the FCC’s open-Internet rules.

jbJohn Bergmayer (photo), a Senior Staff Attorney at Public Knowledge, advocates for the public interest before courts and policymakers. Bergmayer is convinced that Comcast cannot be allowed to purchase Time Warner Cable and that it should be stopped by Antitrust authorities and the FCC (Federal Communications Commission). The attorney is against this deal as he is convinced that an enlarged Comcast would be able to keep others from innovating, while facing pressure to improve its own service. New equipment, new services, and new content would have to meet with the new conglomerate’s approval to stand any chance of succeeding. According to Bergmayer, this will all lead to raising costs for consumers, who ultimately pay the bills. From his point of view, it is dangerous for a large proportion of the nation’s communications infrastructure to be in the hands of just one provider.

“If Comcast takes over Time Warner Cable, it would yield unprecedented gatekeeper power in several important markets. An enlarged Comcast would be the bully in the schoolyard, able to dictate terms to content creators, Internet companies, other communications networks that must interconnect with it, and distributors who must access its content,” Bergmayer said. “Fortunately, the regulators and law enforcement agencies who must approve a deal between Comcast and Time Warner Cable are empowered to promote the public interest, not Comcast’s interest in empire-building. We call on them to protect the public and stop this deal,” He added.

However, The two companies are likely to point out that they don’t directly compete. The Justice Department and other federal agencies will certainly line up to scrutinize the proposed combination.


armindaAt the 7th Annual Media and Advertising Conference Portada 2013, moderator Arminda Figueroa, President and Founder of Latin2Latin Marketing and Communications, challenged panelists to evaluate their companies to determine how “Latin ready” they are on a scale of 0 to 50, ranging from “Not-Latin Ready” to “Latin Ready.”

Arminda Figueroa and Jill D. Kaplan, CEO of Hudson Holland Global, have recently written for Portada two articles of our Sounding Off series: “Why Urgent Care Centers are A Viable Solution?” and “Understanding the Changing Face of America: A Matter of Health

Her questions centered around how companies can begin to engage with the Latino market? How many times have companies launched initiatives to reach the Latino market and failed? Do marketing teams or advertising agencies take the blame?

Among problems identified were a lack of bilingual staff, lack of C-level support and a lack internal readiness to launch a campaign. The organization usually isn’t ready internally financially, emotionally.

llanoManny Llano, CEO of Fort Lauderdale Hospital, said his company which owns three hundred hospitals and is largest mental health provider in the world, is “striving to be Latin-ready. One of the biggest challenges is to prepare for health care reform (Obamacare), since they will have access to many more clients than they’ve ever had before.

Five million Hispanics are uninsured. The biggest challenge in the health care system is a lack of information, including understanding reimbursements. Furthermore, the need to determine contracting relationships with managed care companies, HMO’s, and new contractors. Since Medicaid clients will now be enrolled in health care programs, the health care system needs to be prepared for new Hispanic clients.

Emotionally, his company is looking at sensitivity in treating Latin populations.


How will they use Internet and how will they track business in the digital sphere?

In addition, they are planning to create “literature in Spanish for print and digital, as well as revamping intake forms in English and Spanish. Their staffing will undergo sensitivity training to treat Hispanics. Since Hispanics involve family when they choose health care services, staff will need to be prepared to deal with both clients and families.

alanizElvia Alaniz, Director of Marketing at Modern Insurance Group, was recently hired to develop a Hispanic marketing plan in Cincinnati. She said her company recently begin creating a Hispanic marketing plan.

She said, “the Latino market the market is ripe.” Her company has a product portfolio that is diverse with an ability to create products catered to consumers” since Hispanic customers have unique, culturally specific habits.” Therefore, Identifying segment can provide growth opportunities.

Currently, her company is strengthening its operations to meet the needs of Hispanic consumers. They want to ensure they have an appropriate infrastructure by augmenting current staff with bilingual staff, creating a bigger brand presence, and taking steps locally by engaging with the chamber of commerce. “This is a marketing-driven initiative,” she said. “We believe in customer segmentation. We engaged with C-level suite which will provide her team with support to reach the Hispanic market.

adrianoAdrian Adriano, VP, Multicultural Casting at Comcast said Comcast is Latin-ready.

It starts with people. Support of leadership and a team of Hispanic market experts. “At Comcast, the CEO speaks Spanish. That helps in campaigns and advertising

Every city has a director or VP of Hispanic marketing. In the major cities, Comcast has Hispanic marketing managers. On the product side, Comcast strives to create products that cater to the Hispanic market.

Among suggestions to attendees, Figueroa said, “top-down buy is critical. The demographic is changing. Are you ready? Hire multicultural experts to lead and manage resources accordingly.”

jose pabloJosé Pablo Rodríguez (left) has been appointed Group Account Director at Huntington Beach, CA.-based Grupo Gallegos. Rodríguez, formerly at WPP’s Bravo, will serve as a member of the Grupo Gallegos management team with the primary responsibility of leading the agency’s Comcast account.

“We are excited to have JP join the Grupo Gallegos team,” said John Gallegos, CEO of Grupo Gallegos, in a prepared statement.

Prior to joining Grupo Gallegos, Rodríguez worked at WPP’s Bravo where he served as Group Account Director, responsible for managing their business with CVS/pharmacy, Best Buy and Mondelez (formally Kraft Foods.) He previously worked at Dieste, where he spent a few years working with clients including José Cuervo, PepsiCo. and Hewlett Packard.

Grupo Gallegos earlier this year was appointed Latin American AOR for Toshiba, an account previously held by Acento Advertising. In addition to Toshiba and Comcast, Grupo Gallegos does creative work for The Clorox Company, JC Penney, Valvoline and the California Milk Processor Board.

Comcast announced that it will buy General Electric (GE)’s entire 49 percent common equity stake in NBCUniversal for approximately $16.7 billion, according to Reuters.

The deal, which is expected to close at the end of the first quarter, will be funded with $11.4 billion of cash on hand, $4 billion of subsidiary senior unsecured notes to be issued to GE, $2 billion of borrowings under Comcast and/or bank credit facilities, and $725 million of subsidiary preferred stock to be issued to GE.

Comcast revenues climbed 5.9 percent to $15.9 billion from $15 billion a year ago on growth in its video, broadband and TV businesses. Operating income rose nearly 13 percent to $3.3 billion.  Comcast also increased its dividend by 20 percent to 78 cents per share on an annualized basis and will repurchase $2 billion in stock in 2013.

GE, meanwhile, said the sale will allow it to return more cash to shareholders. GE’s board increased the size of its share repurchase plan to $35 billion, with $23 billion remaining. GE plans to buy back about $10 billion in shares this year.

Source: Reuters and CNBC

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