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What: Discovery Communications announced an investment in and strategic partnership with digital media company Batanga Media.
Why it matters: This is the first investment of a major media company in Batanga Media. Discovery will now provide Batanga Media consumers with short-form video. Discovery will also gain access to Batanga’s’ millennial audience in the U.S. Hispanic and  Latin American markets. Traditionally off-line media companies like Discovery have  over the last few years made substantial investments in a new breed of digital media companies like Batanga Media.

Discovery Communications announced it has made an investment in and formed a strategic partnership with Batanga Media, the largest independent digital media and content company for Latin America and the U.S. Hispanic market. The amount of the investment and the size of Discovery’s stake was not disclosed.

Batanga Media is prominent across all platforms, having attained a monthly social reach of 215+ million, with an increasing fan base:
· 40+ million Facebook followers
· 90+ million uniques across Batanga Media’s owned-and-operated properties and social channels, which include: Vix, Batanga, iMujer,and Bolsa de Mulher
· 780+ million video views in November 2016
· 8+ billion social impressions in November 2016

More Viewers Across More Screens

Building on its long term strategy to engage more viewers across more screens than ever before, the deal will enable Discovery to give consumers improved access to a new and exciting range of Discovery content, attracting young passionate enthusiasts that advertisers want to reach, through Batanga Media’s strong base of millennial audiences.

batanga logoBatanga Media’s proven expertise in creating content that engages audiences across social and mobile platforms, will support Discovery’s efforts to super-serve its audiences throughout Latin America and enable advertisers the opportunity to reach their desired audience cross-platform via linear, digital and social. The new partnership will also allow Discovery to leverage Batanga Media’s data-driven content creation process.

 

Commercial Agreement

The partnership between Discovery and Batanga Media will include a commercial agreement that will enable advertisers to reach their desired audience via true 360 opportunities across linear, digital, and social platforms.

Enrique R. Martínez, President and Managing Director of Discovery Networks Latin America/US discoveryHispanic highlighted this deal as the start of a strong new partnership with incredible brands, reach and scale. “Our investment in the largest independent digital content company in Latin America shows Discovery’s commitment to grow even further within the region, to build our presence across new platforms, and provide an unmatched service for superfans across all screens, engaging new audiences with best-in-class content and providing our advertisers unique branded content opportunities in a digital and social environment.”

Rafael Urbina, CEO, Batanga Media said “This is a winning scenario for us, allowing our company the opportunity to remain independent and build our own future, while at the same time, having the support of one of the best media and entertainment companies in the world. Together, we will have more influence; we will be better partners to our advertisers; and most importantly, we will be able to make an even bigger impact and continue to stay ahead of the market.”

Martinez and Michael Bremer, CFO & COO of Discovery Networks Latin America/US Hispanic will be joining the Batanga Media Board. In addition to Discovery, Batanga Media’s other major investors include HarbourVest Partners, H.I.G. Ventures and Tudor Ventures.

The deal follows a US $ 100 million investment by Discovery in November, which led to the formation of Group Nine Media, one of the world’s largest digital first, social video companies, with brands including The Dodo, NowThis, Seeker and Thrillist.

Major Multi Channel Networks (MCN’s), or Multiplatform Networks (MPN’s) like some want to be called, are expanding into Latin America. Latin America is a region which is almost a natural extension for those who are already present in the U.S. Hispanic market. MiTú Network is one of the main platforms entering the Latin American market. Portada talked to Adeline Cassin, Head of International Revenue at MiTú Network, about the platform’s expansion into Latin America.

cassinAdeline Cassin’s  (photo) professional growth reflects the evolution from linear TV to digital TV. Formerly an executive at Discovery Communications, where she was Head of Commercial Strategy & Sales for Digital Platforms & TV, Cassin now heads International Revenue for MiTú Network out of Miami.
Cassin notes that in her previous role at Discovery, just as importantly as her TV roles, she “was responsible for leading the strategy and revenue growth across Latin America and US Hispanic for all of the digital platforms.”
Cassin explains that “Mitú is the leading MPN (Multiplatform Network) of Latin Talent, Social Influence, & Content Creation. Latin America is a key region for us, and we have a strong team strategically focused on continuing to expand our footprint of talent, production, partnerships and client services.” Ultimately Mitú’s mission is to lead Latin social influence on a global scale.

From MCN to MPN…

Asked on whether MCNs now want to be called MPN (Multi platform networks), because they want to depend less on Youtube, Cassin answers that MiTú’s network of talent and original productions lives wherever the audience is. “MPN is a more accurate way of describing who we are, as our talent and our content live everywhere from YouTube to Facebook, Twitter, Instagram, Pinterest, Snapchat, Vine, platforms that are just emerging, and even TV. At the end of the day we are about great content and great talent. And when you have a great story, people will tune in, no matter what screen or platform they access from.”

Collaborative Integrations

MituberoOne of the main trends currently in the Online Video World is the emergence of branded entertainment as one of the main vehicles to monetize audiences. Asked on how important branded entertainment, compared to pre-roll video advertisin is in Mitú’s LatAm offering, Cassin states that branded entertainment, “or as we refer to as collaborative integration, is key to capturing the audience’s attention, engagement, and perspective of a product or brand. It allows the brand to tell their story beyond the scope of a 30 second commercial, and connect with the hearts and minds of their consumers in true collaboration with talent and content creation that already has high affinity, engagement, and loyalty with the audience.”

Collaborative Integration allows the brand to tell their story beyond the scope of a 30 second commercial, and connect with consumers in true collaboration with talent and content creation that already has high affinity, engagement, and loyalty with the audience.

Lack of Online Video Ad Inventory

Major industry observers have noted that Online Video Inventory Scarcity is one of the major challenges to the growth of the Latin American online video sector. Cassin notes that, “there is certainly some pressure on key segments for in stream ad inventory, but at Mitú, not only do we have a solid capacity of in stream inventory available, additionally, and perhaps more importantly, we have standardized content and influencer marketing which affords our partner brands the opportunity to maximize their reach across the LatAm social ecosystem.”

No Geographic Barriers…

The digital world has brought down geographic barriers, markets are now much more a function of common language and culture. “The beauty of digital is, social talent and leading content is present wherever the audience can access the internet, from the enormous cities of Mexico D.F. and São Paulo to the most remote town in Patagonia,” says Cassin.  As an example she notes that her network includes “leading talent from the U.S. Hispanic market, and we see audience tuning into them from Latin America”

…for the new Celebrities.

“Today’s social talent are from all over the world. Social influencers are no longer the alternative to celebrities, they are the new celebrities. When they have a story to tell, and are passionate about how they tell that story, they can gain worldwide renown regardless of their country of origin. In fact, some of the leading talent in the Mitú network are top ranked globally.”

More articles about Latin MPNs targeting the Latin World:
One more Latin MCN: FAV Network launches with Emiliano Saccone
Spain based MCN conquers the Latin World
Newfronts: Liquidthread and Condé Nast Bet on Millennial Latinos

More major additions to the already impressive speaker roster at our Latin Online Video Forum and Portada Latam Summit in Miami on June 3 and 4 (#Portadalat)!

summit

Starcom’s new SVP/Managing Director for Latin America Diego Fernandez-Martin will be participating at the Latam Summit and provide his views on whether Latin markets are really ready to embrace Real-time Marketing and Advertising.

In addition, Discovery’s   Maximiliano Vaccaro, Director – Digital Media Latin America  Brazil and US Hispanic,  as well as Viacom’s VP Research and Consumer Insights Noel Gladstone will be participating in a panel called” Multiscreen Video; Millennials and younger” at the Latin Online Video Forum. They will explain how the multiscreen Latin future looks like and what marketers and media need to do to profit from it. Topics they will address include:

-What are the media consumption habits of today’s kids and teenagers?
– How can media properties thrive by monetizing their content and not relying only on ad sales?
– Beyond Theory. Find proven roots to success.

The super #PortadaLat Hotel deal is expiring this Friday May 2!

Attend the Latin Online Video Forum and  the Latam Summit for only US $699 and get 2 free hotel nights at the amazing InterContinental Hotel Miami!  

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

More major additions to the already impressive speaker roster at our Latin Online Video Forum and Portada Latam Summit in Miami on June 3 and 4 (#Portadalat)!

 

Starcom’s new SVP/Managing Director for Latin America Diego Fernandez-Martin will be participating at the Latam Summit and provide his views on whether Latin markets are really ready to embrace Real-time Marketing and Advertising.

In addition, Discovery’s   Maximiliano Vaccaro, Director – Digital Media Latin America  Brazil and US Hispanic,  as well as Viacom’s VP Research and Consumer Insights Noel Gladstone will be participating in a panel called” Multiscreen Video; Millennials and younger” at the Latin Online Video Forum. They will explain how the multiscreen Latin future looks like and what marketers and media need to do to profit from it. Topics they will address include:

-What are the media consumption habits of today’s kids and teenagers?
– How can media properties thrive by monetizing their content and not relying only on ad sales?
– Beyond Theory. Find proven roots to success.

The super #PortadaLat Hotel deal is expiring this Friday May 2!

Attend the Latin Online Video Forum and  the Latam Summit for only US $699 and get 2 free hotel nights at the amazing InterContinental Hotel Miami!