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Joaquín Colino has been promoted to CEO of Condé Nast Mexico and Latin America. Colino most recently served as digital director of Condé Nast Mexico and Latin America.His appointment is effective on Aug. 1.He succeeds Eva Hughes, who has moved to Miami for “personal reasons.”

 

 

 

IMS names Cristian Cores as VP Partner Manager of Twitter for Latin America.In his new role, leveraging his experience in the media industry, Cristian will be in charge of Twitter business in the countries where IMS operates: Argentina, Uruguay, Chile, Peru, Ecuador, and Colombia.

 

 

 

 

DynAdmic, a company specialized in programmatic advertising for online video and private Marketplace, reinforces its operation in the region of Americas with the expansion of its offices, as operations center, in Miami, Florida, USA, under the leadership of Lara Krumholz, executive who assumes the role of Vice President for Latin America.

 

 

 

With the transfer of Lara Krumholz to Miami and its regional performance, Brazilian executive Marcio Figueira was assigned as head of DynAdmic in Brazil, reporting directly to Lara Krumholz.

 

 

 

 

 

In the office located in Mexico City, and operating throughout nationwide, the leadership is carried by the executive Valérie Behr, Head of Sales at DynAdmic.

In coordination with the New York office, the Miami unit will provide support to consolidate business development and increase the company’s presence in the United States.

 

 

 

 

Mindshare Argentina has announced the appointment of Mariela Jaimes as head of trading. Jaimes will replace Yanina Sabha, who in March of this year took the same position at GroupM, and will report directly to CEO Pablo Iesulauro. He will lead the agency’s trading area, which is coordinated by Belén Valeiras and Jimena Montes.The executive has worked for agencies like Zenith and Havas Media.

 

 

 

IBM appointed Ana Paula Assis as General Manager for IBM Latin America.Assis succeeds Rodrigo Kede, who has been appointed general manager of IBM’s Global Technology Services for North America, a region that comprises United States and Canada. Kede will be based in New York. Assis joined IBM in 1996.

 

 

 

Leo Burnett Tailor Made Brazil announced the appointment of two executives in the team led by Denis Gustavo, Digital Integration Director.

 

 

 

Marcela Grandino and Thalles Freitas are both new Project Managers.

 

 

 

 

 

SonicWall has appointed Douglas Rivero as Sales Director for Latin America. Arley Brogiato (Brazil), Pedro Castro (South America) and Eustolio Villalobos (Mexico and Central America) will be under Rivero’s leadership. Douglas has more than 25 years of experience in the IT market.

 

 

 

 

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

US-US/HISPANIC MARKET

Digital publishing company Playwire Media has signed video inventory management platform SpotX to manage their video ad deals across owned-and-operated (O&O) sites as well as their syndication partners. Playwire Media, which is a digital representation firm as well as an online video platform (OVP), will employ SpotX’s ad server and programmatic infrastructure to monetize its video inventory across its portfolio, including flagship partners CinemaBlend.com, BleedingCool.com and SuperCheats.com. One of SpotX’s key features that Playwire Media will utilize is the predictive viewability targeting tool within its ad server, which enables the publisher to pre-emptively meet the differing viewability requirements of buyers.

Popular gossip and news site MailOnline announced that its programmatic revenue has increased by 48% through selling its display inventory through header bidding.

Multiscreen audience technology company YuMe company released its Publisher’s Guide, which highlights consumer survey results focused on understanding the relationship between video viewing habits and ad receptivity. The guide revealed, among other interesting data, that users are more receptive to ads in the morning, that they prefer a single long ad over multiple short ads, that content quality matters, and that ad receptivity on tablets is higher than on smartphones in the morning, though ad receptivity is higher on smartphones in the evening.

Twitter's Jack Dorsey
David Paul Morris | Bloomberg | Getty Images Twitter’s Jack Dorsey

The CW and Ford signed Twitter Amplify upfront deals to place videos in CW Twitter accounts. The Twitter Amplify program allows brands to run their ads in different categories of content.

DashBid announced DashBid360, a 360-degree video ad unit that runs on almost all platforms and screens. Users can move their phones or mouse to see ads from different angles.

Spanish Broadcasting System, Inc. announced the addition of a full video channel line-up to its LaMusica music streaming app. It is available now and builds on its immersive mobile music offering with bi-cultural/bi-lingual, short-form vertical video content highlighting the world of Latin music, entertainment and pop-culture, created specifically by and for Hispanic millennials.

The Interactive Advertising Bureau (IAB) released its international mobile report, “Mobile Commerce: A Global Perspective,” revealing new insights about purchases on smartphones and tablets from users across 19 different countries. The study revealed that 76% of mobile purchasers have engaged with a mobile ad in the last six months and on average, and 33% clicked on the ad to find out more information. 60% of mobile purchasers from around the world discover products and services to buy on social platforms.

GumGum, a computer vision platform for marketers, announced its renewed partnership with Wenner Media, publisher of gumgumRolling Stone, Us Weekly, and Men’s Journal brands, to deliver GumGum’s premium In-Image and In-Screen ad units to Wenner Media’s leading publications. The partnership first began in August of 2015.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

In reaction to Facebook’s announcement that it was misreporting the average viewing time on its video platforms, Bob Liodice, president and CEO of the ANA (Association of National Advertisers) said the news was “troubling” in his ANA blog posting on Sept 29. He also said that Facebook “not yet achieved the level of measurement transparency that marketers need and require.” GroupM issued a similar statement. 

LATAM MARKET

Mexican broadcaster Televisa announced that it has signed content distribution deals with NBCUniversal and its Spanish-language unit Telemundo to add films and series to its roster and improve its recently launched streaming video service. The deal also included expanding Televisa’s existing contract for free-to-air television and blim, its streaming video service.

According to eMarketer, in Latin America, 32% of the population will use smartphones in 2016, and Latin America is projected to spend 69.8% of its digital ad budget on mobile by 2020.

jussiThe Brazilian digital agency Jüssi announced that it will be integrating its programmatic media buying area with its media planning department to improve measurement of campaigns’ impact and efficiency.

The video ad tech company DynAdmic announced its Weather Sync solution in Brazil, giving advertisers the ability to segment campaigns according to the weather in each user’s area.

Brazilian publisher iG and the local marketplace Apontador will be working with targeted content to offer online-to-offline (O2O) spaces to advertisers.

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

US/US HISPANIC MARKET

Sling TV has debuted a new multimedia marketing campaign, “Who’s Bad?!,” featuring award-winning Hollywood actor Danny Trejo. The national campaign spans across television, digital, mobile, social, print and new media platforms, and positions Sling TV as a solution to traditional pay-TV pain points. The campaign, produced in both English and Spanish, targets both general market and Latino audiences.

VEVO started to publish videos of the MTV Video Music Awards early this week, available for streaming on its own website, apps and YouTube, as well as VEVO’s distribution partner sites and services. This is the first time MTV and its parent company Viacom has partnered with VEVO.

WesternUnion.com – #BeFutbol Sweepstakes Virtual Reality Short Film, d expósito & Partners for Tajín and We’re going to Walt Disney World with Jeannette Kaplun are the three finalists of the Top Online Video Category of the #Portada16 Awards to be announced at the Award Ceremony during #Portada16, co-produced with MediaPost,  in New York City on Sept. 14-15.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. 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.

Follow this link for Tubular Insight‘s list of Top Online Video Creators of July 2016, which highlights the most watched video creators across YouTube, Facebook, Vine, and Instagram. UNILAD, The Lad Bible and Tasty rounded out the top three.

Mux, Inc., a performance analytics provider for video developers and media publishers, has secured $2.8 million in seed funding. The funds will further Mux’s mission to use data to improve on-demand and live video performance.

goodcatchEndemol Shine Group has announced the launch of Good Catch, a video game studio through which games will be branded by Endemol’s creative partners and online video personalities.

Virgin Media is launching a new broadband tier, “VIVID 200 Gamer,” an optional upgrade for its VIVID 200 tariff. For around $5 a month, you can see your upload speeds increased from 12 to 20Mbps. This is targeted at gamers, but can be used by anyone who uploads large files to the internet or use demanding services.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Australian streaming service Guvera had to pay its creditors almost $1 million by last Wednesday August 31. Ever since the Australian Securities Exchange rejected the company’s proposal to list its shares, Guvera has been racing to raise capital to pay off debt. If it cannot make the payment, the company will be placed into liquidation.

Flipboard has launched a private premium ad network thanks to its new alliance with Rubicon Project, the operator one of the largest ad networks in the world. The company is now allowing the purchase of its inventory in real time by invitation only, giving advertisers access to Flipboard’s 90 million active users with high participation levels from all demographics.

LATAM MARKET

 DynAdmic announced a deal with Latin Interactive (LIG) to expand their business to Central America, Colombia, and Ecuador with the support of Latin Interactive. “These new offers will allow us to effectively segment video and sync offline TV ads with online video ads”, said Gustavo Ortiz, CEO and co-founder, Latin Interactive.

huffpostThe Huffington Post has launched HuffPost Mexico, the 15th edition outside of the U.S. The news aggregator and blog pointed to the fact that “Mexico’s population is one of the most connected in the world, with 80 percent of its online audience on social media and 75 percent consuming video online.”

The Brazilian Association of Online to Offline (ABO2O) and Spanish company Netquest published a study through which they analysed data from 1.500 mobile apps and found that Brazilians are not loyal to mobile apps brands, and that they are always on the lookout for new and better ones.

An article about local telecom companies Claro and Movistar battling Netflix for the OTT market in Colombia revealed that the country’s National Television Authority has indicated that advertising budgets could reach $11.7 billion in the next decade, thanks to factors like online video.

LatAm-based DMP platform DataXpand and MediaMath launched its new Pokemon audience profile, meant to inform brands about how to reach different segments and audiences through the game. Among other interesting insight, the profile found that it is the most downloaded game in the history of the App Store; that it is the mobile app with the largest profit accumulated in its first month, with a total of $206.5 million; and that it is currently at the top of the list of most used apps in 70 countries.

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What: DynAdmic, a video technology firm/ad platform, has raised US$3 million in a Series A funding from XAnge Private Equity.
Why it matters: With its cookie-less contextual/targeting solution, DynAdmic is planning to use the funding to roll out in the U.S. and Canada as well as Latin America  and continue expanding in Europe.

descargaVideo technology firm/ad platform DynAdmic has announced that it has raised US$3 million in a Series A funding from XAnge Private Equity to roll out in North and South America and continue expanding in Europe.
DynAdmic sells tailored branding campaigns using an advertising technology solution based on video content recognition to help identify viewers’ interests to serve the right ad to the right person. DynAdmic’s targeting platform runs advertisers’ content only on videos most relevant to their brand. Through its proprietary technology, it gains a deeper understanding of consumers’ video interests and is able to offer a superior contextual targeting. DynAdmic’s technology helps advertisers use Ad-Exchanges without impacting quality, transparency, confidence and accuracy.

The company is known for its cookie-less contextual/targeting solution but also, its brand safety technology providing a new level of transparency in digital video advertising now available for all media buyers. DynAdmic currently works like clients such as BMW, RedBull or Peugeot already use this technology.

For Stephane Bonjean and Bruno Champion, co-founders : “DynAdmic has set the standard for innovation in contextual Real-time bidding video advertising. Our technology currently analyses more than 1 billion video ad impressions per day in 18 countries. This fundraising by XAnge will enable us to accelerate our geographical expansion and focus on providing world-class technology and services to our clients.”

Nicolas Rose, partner at XAnge says : “DynAdmic, already present in most European markets, can now accelerate in the US and Brazil, both large video ad markets, as well as contribute to the programmatic buying revolution, which represents already 40% of total online media purchase globally.”

DynAdmic is a Private marketplace for online video advertising that uses audio recognition technology to support the programmatic video buying. “With this technology we help marketers reach their exact audience based on what they are watching”, says Camila Masetti, international marketing director of DynAdmic. DynAdmic recently set up an office in New York City, thereby entering the U.S. market. In addition, it currently  is expanding into Latin America with an office in Sao Paulo, Brazil, which handles opperations in Brazil and Mexico. They are also planning to expand into Chile, Peru and Colombia. In Brazil and Mexico their main clients are: L’Oréal, Red Bull, Pepsico, Chevrolet, Fox, Warner Bros, among others.

camila.masettiCamila Masetti (photo), explains that the audio technology was developed in house: “It makes use of concepts such as signal processing and machine learning to detect ambiences (gunshots, music, screams, etc.), transcribe speech-to-text, understand semantics, identify keywords and ultimately categorize the videos. The technology is in constant evolution. Today, it can identify 15 languages and understand 8 of them, including Portuguese and Spanish. We scan inventory from all the main ad-exchanges (YouTube, Adapt Tv, Dailymotion, SpotX, Liverail, etc)”.

DynAdmic targets viewer’s real-time interest: what they are watching at that moment. We identify the video content and push the right ad in front of the right content.

Major clients

DynAdmic works in Latin America with L’Oréal, Red Bull, Pepsico, Chevrolet, Accor Group, C&A, Fox, Warner Bros, Camisaria Colombo, Cloralex, Yázigi and Microlins. “Around the world we got almost every car brand: Peugeot, Citröen, BMW, Audi, Nissan, Seat. We also got other major brands like Adidas, Axa, Beats, Diageo, Disney, Garnier, IKEA, Kellogg’s, Lego, Lindt, Nintendo, Nivea, Orange, Pringles, Pyrex, Samsonite, Total, just to name a few”, says Masetti.

LatAm expansion

digital.latino1-285x188DynAdmic has opperations in the Brazilian and Mexican market in the Latin American region at the moment, and they are planning to expand their activities in Chile, Colombia and Peru.

Masetti tell us that Dynadmic has three pillars for its expansion:

  • “The first pillar are our clients. We build strong partnerships with key brands and their agencies across regions. We are constantly gathering their feedback to develop products to fit their market, create more effective integrated cross-device campaigns and at the end improve results.
  • Second is the Market. We invest a lot in education in the form of events, agencies workshops and university  courses. We want to help the actual and future generation to  be more aware of what is programmatic the good and the bad.
  • Third is publishers and ad networks. We are constantly developing and updating our partnerships with local publishers and ad networks to increase the quality and volume of our sources and reinforce our position as as  premium video inventory provider.”

Portada: Why do you think now is the right moment for the expansion in the region?


Camila Masetti:
 “Latam is a huge market for online video advertising. It is the second fastest growing market for Youtube in revenue and it has one of the best video consumption and engagement rates around the globe.

Latam is a very young market in terms of knowledge in the digital advertising landscape.

Even though the potential and growth rates are enormous, the Latam is a very young market in terms of knowledge in the digital advertising landscape. Most advertisers still fear programmatic and are waiting for someone to lead first. We decided to be a pioneer in the region, knowing it would give us more work but that we could establish real partnership relations with our clients. We work side-by-side with them to educate the market, bring the best practices we have seen abroad and provide them with anything they might need to help in this conversion”.

We decided to be a pioneer in the region, knowing it would give us more work.

Portada: Which Latin American countries are the stronger ones in the video advertising market?

Camila Masetti: “The first country is  Brazil. Alone, Brazil has more audience than all other Latam countries united. Second place would go to Mexico. And if we look only at South America then Colombia would be second. It is interesting to notice that this top three countries are also the top three in population size”.

Pre- roll is the king

videoidMasetti assures that ” In Brazil as in any other country we work in, the king of video ad types is definitely the pre-roll”. “The best working formats independent of the regions, are those with more volume. The bigger the volume, the more options we have so we can extract better inventory at a lower cost”, she adds.

Regarding expectations for the Latin video market, Masetti tell us that “eMarketer predicted a 80% growth in programmatic for 2014 and 60% in the two following years. Video and mobile are the two fastest growing segments in programmatic with respectively 65% and 109% globally and it will definitely have an impact on the Latin America video advertising landscape”.

Video and mobile are the two fastest growing segments in programmatic.

A piece of advice

Portada: If you have to give an advice to video advertisers in Latin America, What would it be?

Camila Masetti: “First and foremost: “invest in the education of your teams (media buyers and creatives)”. You cannot make the best decisions if you are not aware of all your options. Media buying is as responsible for your campaign results as the creatives. No need to say that new media buying technologies also generate awesome creative ideas to grab your viewer’s attention.
Second liquid-gold advice would be: “do not be afraid of this “new” market”. In Latam we have the benefit of having the U.S. and Europe test first. Marketers here should be glad to know what pitfalls not to fall into and feel confident of implementing good practices that already have been proven in other markets.”

Second liquid-gold advice would be: “do not be afraid of this “new” market”.

More  advice:

  • “Do not focus on only few portals, diversify your publishers to diversify your audience. Today, programmatic is the best way to run across device campaigns on various publishing platforms, compared to only one platform.
  • Stop thinking in terms of 1st and second screens because your audience is everywhere. Especially when in most countries TV is no longer the first screen.
  • Creating specific content for each device and video format pays off.
  • Contextualize your targeting efforts  to enhance user experience and increase campaign results.
  • Always dedicate a portion of your budget to test and try new platforms and technologies. This is the only way to find what best suits your strategy and to keep innovating.”