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Facebook announced the release of Slideshow, a new ad format that combines interactive static images to provide advertisers with an effective way to reach corners of the world with slower Internet connections. The slideshow will be up and rolling by December 25 in Latin America. Industry analysts tell Portada, that the news should help expand online video in areas of Latin America that have no broadband and where mobile data plans are too expensive.

Facebook’s press release on October 29 implied that they released the new feature to increase online video imagesconsumption and engagement, stating: “We found that a 15-second slideshow can be up to 5x smaller in file size than a video of the same length,” and that the Slideshow was a “new way to tell brand stories to people everywhere.” The Slideshow will be up and rolling by December 2015, including in the Latin American and Caribbean region.

It is important to understand that there are emerging markets in Latin America that are still experiencing a slow broadband penetration and high costs for mobile data plans.
Humberto Cruz, Head of Socialyse Miami, Havas Group

“It is important to understand that there are emerging markets in the LAC Region that are still experiencing a slow broadband penetration and high costs for Mobile Data Plans. This has been diminishing user experience, especially with video platforms and ad formats,” says Humberto Cruz, Head of Socialyse (the social media unit at Havas Group).

Aside from reaching larger audiences, the Slideshow will be game-changing for those with smaller advertising budgets. “It is important to keep in mind that the investment required to shoot and edit a video, regularly is often beyond the reach of advertising budgets. Slideshow reduces the need for video production time and resources, and because of its smaller file size, it extends eye-catching ads to people on basic devices or with poor connectivity,” says Cruz.

Some categories, like Entertainment and FMCG are taking advantage of video ads for broadband segments across the region, but not considering slow conection segments because of Telecom infrastrucure issues.

Opening Markets with Infrastructure Issues

Cruz also believes that all sectors and categories will benefit from this development, although local markets may have specific needs. “Generally speaking, relevant sectors like Entertainment and FMCG (Fast Moving Consumer Goods) could directly benefit from this format across all LAC. Because of their business nature, they are taking advantage of Video Ads for Broadband segments, but not considering slow connection segments because of Telecom infrastructure issues on the Region.”

Reaching the developing world is key to Facebook’s goal of bringing in the next billion users to its social media platform, which currently has 496 monthly active users in the Asia-Pacific region. That region raked in $623 million in sales for the company in the second quarter alone. Facebook’s Internet.org, whose mission is to expand internet access across the globe, has brought 15 million people online in 29 countries so far, and 50 million people currently use the company’s Android app, “Lite,” which gives people with low bandwidth connections access to the social network.

Coke Already Tried in Kenya

The Coca-Cola company was one of the first companies to use the Slideshow, testing it in Kenya with great success: the campaign for the brand’s new show, “Coke Studio Africa,” reached two million people and increased ad awareness by ten points in the country.

 

 

In the span of a week, Facebook announced the release of the Slideshow, a new ad format that combines interactive static images to provide advertisers with an effective way to reach corners of the world with slower Internet connections, and reported stellar third-quarter financial results.

Facebook’s press release on October 29 implied that they released the new feature to increase online video imagesconsumption and engagement, stating: “We found that a 15-second slideshow can be up to 5x smaller in file size than a video of the same length,” and that the Slideshow was a “new way to tell brand stories to people everywhere.” The Slideshow will be up and rolling by December 2015, including in the LAC region.

Th news was followed up with the company’s reports of financial results for the third quarter on Wednesday, November 4th, which saw a revenue increase of 41% from the same period a year before, exceeding the expectations of Yahoo’s poll of industry analysts.

We found that a 15-second slideshow can be up to 5x smaller in file size than a video of the same length.

Reaching the developing world is key to Facebook’s goal of bringing in the next billion users to its social media platform, which currently has 496 monthly active users in the Asia-Pacific region. That region raked in $623 million in sales for the company in the second quarter alone. Facebook’s Internet.org, whose mission is to expand internet access across the globe, has brought 15 million people online in 29 countries so far, and 50 million people currently use the company’s Android app, “Lite,” which gives people with low bandwidth connections access to the social network.

Humberto Cruz
Humberto Cruz

The Coca-Cola company was one of the first companies to use the Slideshow, testing it in Kenya with great success: the campaign for the brand’s new show, “Coke Studio Africa,” reached two million people and increased ad awareness by ten points in the country.

“It is important to understand that there are emerging markets in LAC Region that are still experiencing a slow broadband penetration and high costs for Mobile Data Plans. This has been diminishing user experience, especially with video platforms and ad formats,” says Humberto Cruz, Head of Socialyse (the social media unit at Havas Group).

Aside from reaching larger audiences, the Slideshow will be game-changing for those with smaller advertising budgets. “It is important to keep in mind the investment required to shoot and edit a video, regularly is often beyond the reach of advertising budgets. Slideshow reduces the need for video production time and resources, and because of its smaller file size, it extends eye-catching ads to people on basic devices or with poor connectivity,” says Cruz.

Cruz also believes that all sectors and categories will benefit from this development, although local markets may have specific needs. “Generally speaking, relevant sectors like Entertainment and FMCG could be directly benefit from this format across all LAC. Because of their business nature, they are taking advantage of Video Ads for Broadband segments, but not considering slow connection segments because of Telecom infrastructure issues in the Region.”

 

What: Samsung is the biggest smartphone maker worldwide and also the sales leader of affordable smartphones in emerging markets.
Why is it important: Samsung’s sales and marketing strategies have proven to be market-specific, meeting customer’s needs and possibilities.

Samsung’s third-quarter operating profit rose to about 10.1 trillion won (US $9.4 billion), beating analysts’ expectations on sales of cheap handsets in emerging markets. As it turns out, its aggressive sales strategy of making its smartphones available at every price point has proven to be quite accurate.

HTC Corp., on the other hand, one of Samsung’s biggest competitors –despite its revival of flagship One handset and a US $12 million marketing deal with actor Robert Downey Jr.–, posted a net loss of US $101 million in the same period, as its global smartphone market share plunged by more than half.

Samsung has expanded its range of mid-priced smartphones such as the Galaxy Golden and S4 Mini to capture sales in blooming markets such as China and India. The company has also benefited from rising prices for the memory chips it makes for customers such as Apple Inc.

“Samsung’s identity is all about speed, which is something that no one can easily mimic. The market is changing extremely fast”, said Lee Seung Woo, a Seoul-based analyst at IBK Securities Co.

Samsung sells at least 40 smartphone models, according to its U.S. website, thus satisfying the market’s constant demand for high-end devices. That compares to about 25 HTC devices.

“HTC needs to figure out if it just wants to focus on the high-end market or the mid- to low-end segment, and right now it is missing out on both,” said Wang Wanli, a Taipei-based analyst at CIMB Securities Ltd.

Source: Bloomberg.

What: Samsung is the biggest smartphone maker worldwide and also the sales leader of affordable smartphones in emerging markets.
Why is it important: Samsung’s sales and marketing strategies have proven to be market-specific, meeting customer’s needs and possibilities.

Samsung’s third-quarter operating profit rose to about 10.1 trillion won (US $9.4 billion), beating analysts’ expectations on sales of cheap handsets in emerging markets. As it turns out, its aggressive sales strategy of making its smartphones available at every price point has proven to be quite accurate.

HTC Corp., on the other hand, one of Samsung’s biggest competitors –despite its revival of flagship One handset and a US $12 million marketing deal with actor Robert Downey Jr.–, posted a net loss of US $101 million in the same period, as its global smartphone market share plunged by more than half.

Samsung has expanded its range of mid-priced smartphones such as the Galaxy Golden and S4 Mini to capture sales in blooming markets such as China and India. The company has also benefited from rising prices for the memory chips it makes for customers such as Apple Inc.

“Samsung’s identity is all about speed, which is something that no one can easily mimic. The market is changing extremely fast”, said Lee Seung Woo, a Seoul-based analyst at IBK Securities Co.

Samsung sells at least 40 smartphone models, according to its U.S. website, thus satisfying the market’s constant demand for high-end devices. That compares to about 25 HTC devices.

“HTC needs to figure out if it just wants to focus on the high-end market or the mid- to low-end segment, and right now it is missing out on both,” said Wang Wanli, a Taipei-based analyst at CIMB Securities Ltd.

Source: Bloomberg.