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What: The market for live-streaming rights is getting even hotter: Verizon just struck a deal with the NBA, while Facebook has hired Eurosport CEO to oversee a multi-billion push into live-streaming of sports events and esport tournaments.
Why it matters: Live sports are the only appointment viewing content category large advertisers still want to spend big chunks of money in. As mobile users increase, platforms need to be quick in their bids to show live sports content online.

A few days before the February 9th deadline for English Premier League streaming packages, Facebook has targeted Peter Hutton, CEO at Eurosport, to oversee the social network’s multi-million live-streaming effort. More than ever, the digital advertising trend pushes major platforms to fight for live sports streaming, and Facebook sure could use the extra help. A few months ago, they pushed a failed US$600 million bid for the rights to cover the Indian Premier League of Cricket.

Even though Hutton is not expected to start his new role until the end of the winter Olympic Games in South Korea, digital streaming rights have a strong presence in the social network’s mind. They’ve been known to partner with Fox Sports to stream Champions League selected matches, as well as some matches from Mexico’s Major League SoccerThere have been reports that Facebook has decided not to bid for NFL streaming, which could mean they will save their efforts for soccer as it is the most-followed sport throughout their network.

Reinforcing sports streaming strategy is one thing, but platforms like Google and Facebook are also looking into expanding their efforts in electronic sports (esports) streaming. Facebook has the advantage here; as the relationship between video games and social media becomes closer, the largest social network has closed a deal with the Electronic Sports League, by which esports fans will be able to follow the Counter Strike: Global Offensive Pro League, and the Electronic Sports League One tournaments.

Verizon in NBA and NFL Deals

In order to compete with Facebook’s video ad business, Verizon has signed an agreement to allow mobile phone users to watch sports for free, but this time with the NBA. Verizon will let users watch up to eight basketball games for free, and viewers who wish to watch games throughout the season can subscribe to the League Pass service for US$99.

Just a few weeks ago, the mobile carrier, owner of Yahoo, closed a US $1.5 billion deal with the NFL to allow users to watch football matches on their mobile phones, through the Yahoo sports app. Verizon’s last deal with the NFL, which runs through the current season, cost the carrier $1 billion over four years. That means Verizon is paying at least 20 percent more per season for the games. With only two more weeks before the Super Bowl, we’ll see what these two media, as well as others like Amazon and Google, decide to do next.

 

[Featured image by Cleeng.]

 

 

 

 

 

 

 

 

 

 

 

 

What: We touched base with key executives of  U.S. and Latin American media properties to know their thoughts on what this latest Facebook algorithm change might mean for traffic referral and content viewership. 5 things to take into account. Interviewees: Iván Adaime, Juan Convers, Henry Pacheco, Juan Romero, Christian Wilkins, Matan Har, and Rafael Urbina.
Why it matters: After Zuckerberg’s announcement, there’s been a buzz around the effect it might have on media properties. Facebook’s reach is unparalleled. Thus, we should get a sense of what the change could mean not only for the general market but also for the multicultural segment in the U.S and the Latin American space.

There’s been an uproar on the web after Mark Zuckerberg announced last week that a new change to the news feed algorithm would prioritize “posts that spark conversations and meaningful interactions between people” over public posts. Opinions are divided among the ones who believe this can be a “Facebookgeddon” and those who see it as a driver of positive change. We talked to a few publishers about the subject and, according to their perspective, it’s not that bad.

1. A Facebook Algorithm Change Shouldn’t Be the End of the World

“I hope we all source our news from multiple outlets and don’t rely solely on FB,” tweeted Marketing and Media professional Marie Casimir on January 17, interacting with Twitter for the first time in 4 months. Even though they know they could lose some traffic, publishers who do not solely rely on Facebook for interactions know their users will stay with them. “No platform will do the work that every publisher should be doing by themselves,” points out Iván Adaime, EVP at ImpreMedia. “It requires effort and work with a lot of data to develop new audiences, but the opportunity is definitely there. As a cautionary tale, publishers might consider not putting all eggs in one basket.”

As to which other “baskets” they could consider, Juan Convers, VP of Strategy & Business Development at Univision, thinks every publisher needs a strong distribution strategy. For Univision, the more distribution channels the better. “We have good SEO, a newsletter, podcasts, a very strong influencer network, and we’ve been experimenting with different messenger platforms. We have used platforms like Instagram; Insta Stories are also important sources of traffic.”

No platform will do the work that every publisher should be doing by themselves.

2. Direct Communication With the Audience Is Crucial

Actually, not everyone spends all their time on Facebook, which is good for publishers who are aware of their target’s preferences. Henry Pacheco, social media manager at La Vida Baseball, explains that Facebook is not the most important social network for Hispanic audiences. “Latinos slightly outnumber whites in percentage terms when it comes to Facebook use. But on Instagram, 34% of Latinos are active against only 21% of whites.” Then, it’s just a matter of getting to know the people at the receiving end. “Latino audiences share content that relates to their identity,” says Pacheco.

Latino audiences share content that relates to their identity

It may seem basic, but publishers need to keep in mind that direct relationships matter more than very good intermediaries. “We work under an ‘Audience First’ notion,” asserts Juan Romero, CEO of Metro Latin America. “We are ready to go where audiences are.” In short, Facebook should be a place where publishers go to listen and learn. As La Vida Baseball’s Pacheco points out, “Publishers that already do this will be the ones who thrive and survive future algorithmic changes.”

 

 

3. The Ultimate Objective Is to Deliver High-Quality Content

The panic after Zuckerberg’s announcement was immediately noticeable. The following morning, Facebook pre-market shares fell 4%, meaning Facebook shareholders were losing US $23 billion. Needless to say, this signals to a need of thinking (and fast) about what to do if the algorithm change is too significant. For Christian Wilkins, sales and marketing manager at newspaper El País, Uruguay, the answer is simple. Want to keep your users? Deliver them good content. “Even if media and audiences change with time, the essence of communication media is the quality of their content.”

The essence of communication media is the quality of their content.

“Sports fans are highly active, passionate communities. Our content is always authentic, interactive and engaging,” says Matan Har, head of content at soccer platform 90 min. As he explains, this is even truer among Hispanic audiences. “They particularly enjoy engaging content; creating content for them is fun and meaningful.” He also shared with us a very interesting statistic. “Among the world’s digital consumers aged 16-24, it’s those in Latin America who are most engaged with social media.” Going where audiences are and offering high-quality content results in engagement and loyalty. Then, even if referrals decrease, “this will be compensated because users will be more loyal,” declares Metro’s Juan Romero.

4. The User Also Has a Part to Play

Not everything is up to the publisher; loyal and engaged users are actively searching for good content. “The new Facebook algorithm change will force users to be much more active,” says Christian Wilkins. “They’ll have to modify their preferences according to which pages they like.” The way to make sure audiences will include publishers in their preferred pages is making sure contents are conversation starters. Rafael Urbina, CEO at Vix, thinks there will be no more room for passive viewing. “Focusing on content that drives sharing and sparks conversations has always been and continues to be of critical importance”.

In the end, it all aligns with Facebook’s renewed ideal of prioritizing quality interactions. Ultimately it is up to the user to decide which contents inspire them to interact. Also, Facebook just announced plans to have users rank news providers according to how trustworthy they are. “The idea is that some news organizations are only trusted by their readers or watchers, and others are broadly trusted across society even by those who don’t follow them directly,” explains Zuckerberg.

The new algorithm will force users to be much more active.

 

5. The Change is Not Really That Surprising

In spite of everything, the Facebook algorithm change isn’t new or unexpected. All the good publishers will know how to face the change because, as ImpreMedia’s Adaime asserts, they don’t put all their eggs in one basket. “We’ve known zero organic reach has been coming for a while now,” says Henry Pacheco. “Publishers who recognized this will likely be OK. Anyone who hasn’t already might be unable to adjust fast enough”.

Then, going back to their roots can really be a good thing, both for Facebook and for content users. In the case of Latinos, their enthusiasm for content, and publishers’ commitment to delivering it to them, indicates everything will be okay.

 

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.

Video experience technology provider Accedo has entered into a partnership with Google Cloud to allow media and entertainment companies to access a unified cloud video platform.

Artificial intelligence is picking up to 75% of the videos you watch on YouTube.

Video ad-serving platform SpotX and Amazon Web Services are joining forces to allow for interoperability on the tech giant’s cloud platform.

JPMorgan Chase has created its own proprietary algorithm that assures that its YouTube ads will not appear next to questionable content.

Video advertising platform Yume released the results of a new study commissioned with Nielsen on U.S. consumers’ connected device ownership: Smart TV ownership nearly doubled since 2013, with an average of three CTV devices owned per household. CTV devices are now more common than tablets, and 74% of people use their CTV device daily.

Online video ads in China increased by 30.7% year-on-year in the third quarter of 2017.

Facebook‘s video chat device, named “Portal,” may be available as early as May 2018.

According to a forecast issued by market intelligence firm Magna, overall U.S. digital media sales will grow by 13 percent in 2018 to reach $237 billion.

 

Hope Solo’s quest to succeed Sunil Gulati as President of the U.S. Soccer Federation shouldn’t be, and likely won’t be, strongly considered.

The United States’ embarrassing failure to qualify for the 2018 World Cup helped trigger Gulati’s decision to not seek re-election for a fourth term, creating a logjam of nine candidates looking to replace him.

However, Solo is not the answer.

The decorated U.S. Women’s goalie took the stance — detailing her passion and qualifications on Facebook — that in order for U.S. soccer to return to prominence, it would need to distance itself from the path of capitalism and elitism that she claimed persisted under Gulati’s reign.

Referencing her own experience as a youth, Solo drilled down on how the USSF must refocus on the development of youth soccer in America. From Solo’s Facebook post:

“The systemic problem in U.S. Soccer starts at the youth level. Soccer has always been a middle-class sport and in more recent times, has become an upper middle-class sport. Some of the best clubs around the country charge each youth player between $3000-$5000 per season. I have personally witnessed young players heartbroken over the financial reality that they could no longer pursue their dream.”

Solo holding up a mirror to the USSF is refreshing, and an unfortunate truth. But her vision to eradicate a pay-for-play culture in American soccer, among other goals, rings hollow, as her personal past makes her unfit to do so.

Solo was arrested in 2014 for allegedly drunkenly assaulting her nephew and half-sister, which is still a pending case according to ESPN. And more recently, she was suspended in 2016 for six months after she called the Swedish team that eliminated the U.S Women from the Rio Olympics, “a bunch of cowards.”

Solo has always been a strong advocate for soccer and was outspoken as a player, but some of her actions off the pitch don’t align with her vision to rebuild American soccer at the youth level, should she be president.

Someone that the USSF could benefit from at the helm is Kathy Carter, who is currently president of Soccer United Marketing.

As one of the several candidates vying to replace Gulati, Carter has a proven track record of promoting and executing the business of soccer in America.

The other seven people in the running, besides Solo and Carter, are former men’s U.S. players Paul Caligiuri, Eric Wynalda and Kyle Martino, USSF vice president Carlos Cordeiro, Boston lawyer Steve Gans, New York lawyer Michael Winograd, and Northeast Conference manager of the United Premier Soccer League, Paul LaPointe.

Should Solo work with the USSF in some capacity? Absolutely. Just not as the president.

The election will be held at the annual general meeting in February.

What: Manchester City has released an interactive online game called “Football Striker,” available exclusively through Facebook Messenger.
Why it matters: Many games have grown in popularity as the use of Facebook Messenger increases, leading to Manchester City deciding to enter the arena.

Manchester City has released an interactive online game called “Football Striker”. The game, available exclusively through Facebook Messenger, gives the club a unique vantage point to interact with fans.

Manchester City is using “Football Striker” in a way where fans can play against each other on their Facebook Profiles. Facebook Messenger is an adjacent property of Facebook that houses all direct messages between profiles. Through the application, users can play a variety of games. Many of these games have grown in popularity as the use of Facebook Messenger increases, leading to Manchester City deciding to enter the arena.

Additionally, fans and players of the game can share their high scores directly to their profile. Because the game is housed through Facebook, the connectivity between the game and the social media site is very strong. Manchester City could reap in the benefits of creating a community of users and fans that all enjoy their team and the online game. Additionally, users on the Messenger App can send an invite to another user in almost no time. This makes sharing the game very easy, and will help it gain traction quickly. In the near future, we could see other clubs use their example as a reason to break into the online game arena.

Because the game is housed through Facebook, the connectivity between the game and the social media site is very strong.

Social Media Connectivity 

When I played the game, I found it almost addicting. The goal of the game is to head or kick the ball with a player who is running forward. Once the ball reaches a small zone next to your player, you then hit the blast the ball away. The game is quick, fun, and gets harder as you go. I thought that it was easy to use on both mobile devices and laptops. Anyone can play the game at anytime on their phone with just a few taps. As a result, the game is accessible, easy to use, and helps keep players engaged over time.

In terms of producing the game, Gamee, a social media gaming platform, partnered with Manchester City to release the game earlier this month. Gamee is also going to benefit greatly from the partnership.  They have now helped a Premier League Team enter a new environment in which both parties can success financially in the future. Also, Manchester City is starting to build up a reputation as one of the most technologically savvy Premier League soccer teams. They started working in Facebook Messenger and even virtual reality in 2016. Soon, we could see Manchester City and other Premier League teams marketing their upcoming games that will also be available in VR.

Overall, it is an exciting time for technology in soccer. The 2018 FIFA World Cup will feature improved replay technology to aid in important goal calls. More and more teams are looking into VR investments. This is a great time to be interested in sports technology, and there are no signs it is slowing down anytime soon.

What: With the tender for the 2019-2022 Premier League rights to go out this month, Netflix was thought to be amongst one of the challengers to traditional broadcasters. Instead it has opted out the bidding.
Why it matters: Not only is this one less challenger for traditional broadcasters to worry about, but it is also one less challenger for Amazon and Facebook to worry about.

A New Frontier?

This season of the National Football League has not only seen Thursday night football games broadcast on the NFL Network, but also on Amazon. The games, available to Prime membership customers, offer a glimpse into the next steps major streaming companies like Amazon, Netflix, and Facebook, are attempting to take as they look to expand their empires. Now they are looking to make a move on English football. Several months ago it was reported that among others, the aforementioned three would be in the bidding process for the 2019-2022 Premier League rights when they came out. However, with the rights set to be released sometime this month, Netflix has decided not to pursue the chance to broadcast English’s topflight football. Why? Simply put: it’s not Netflix’s style.

Subscribe to Portada daily Sports Marketing Updates!

 

If Ain’t Broke, Don’t Fix It

Netflix, one the most notable streaming services, has decided to stick to what it does best and this does not include live sports. It will instead focus its sports operation on original programming rather then live events. Early this past October, the streaming giant secured a deal with Serie A giants and reigning champions Juventus to produce a documentary on the club. The collaboration between Netflix and Juventus will provide viewers around the world with a behind the scenes look of the club during training sessions, preseasons, games and personal stories of the players. Commenting on the partnership with Juventus Erik Barmack, vice president of international original series at Netflix, stated: “Netflix is the home of passionate storytelling, and there are no more passionate fans than those of the Bianconeri.”

“We are excited to have unique, exclusive access to one of the most important squads in the world”

A Sure Thing

Netflix’s deal with Juventus and subsequent withdrawal from the Premier League bidding rights shouldn’t be looked as weakness on Netflix part. Rather, Netflix could be praised for taking on an old directive and shedding new light upon it. Sport documentaries like the one Juventus will have with Netlifx are wildly popular as evidenced by the NFL’s successful look into life in the NFL with Hard Knocks. Additionally, Fox Sports produced a similar documentary mini-series back in 2012 with English football club, Liverpool FC. The series title ‘Being: Liverpool’ was generally received well by fans and critics alike. Netflix is looking to recreate that same exposure with Juventus using the same directives that has grown its business in the first place: storytelling. Netflix is the number one streaming service because of its original programming and adding live sports broadcasting, it feels, seems unnecessary and a deviation to its style of television.

“We want to provide the best video storytelling across all genres, but it won’t encompass live sports broadcasting”

Subscribe to Portada daily Sports Marketing Updates!

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

According to a study by Survata, Instagram, with 22% of the vote, ranked No. 1 among 18- to 24-year-olds for the platform with the best natural ad experience, followed by Google with 21%, Facebook, 17%; Snapchat, 14%; YouTube, 11%; Pinterest, 8%; and Twitter, 7%.

Social Media Marketing Works: A study at University of Oxford, recently found that brands whose social marketing campaigns portrayed the brand as “more personable, emotional and less functional” – essentially more human – had a strong positive effect on brand awareness. There was, however, a difference of up to than 35 percentage points between the most and least effective campaigns, where content and style of the ad made a significant impact.

According to Tubular Intelligence, there are 181 videos from 91 brands that have more than 1 million engagements as well as 5 million views on YouTube. 

A new study conducted by IPG Mediabrands’ intelligence and investment unit Magna, the IPG Media Lab, analytics company Moat and programmatic software company The Trade Desk over the past year found that more viewable campaigns are also more likely to lead consumers to buy, click or register and that related standards achieve similar results.

Almost 80% of marketers said customer communications must include a two-way dialogue between brands and consumers that “more deeply engages customers, address[es] customer questions, resolves issues, influences purchase decisions, improves loyalty and increases transactions,” but that less than half (48%) of marketers thought current two-way communications platforms could meet those needs, including social media, messaging apps and chatbots, according to a study by LiveWorld.

A study by Kantar Millward Brown found no strong correlation between campaign success and factors such as industry category, region, or number of creative types used in a campaign, but that brands who communicate using human language, connecting with people’s emotions and “avoiding more functional words and phrases,” tend to perform better in advertising effectiveness.

A new study from Goldsmiths University and Adobe found that the majority of firms are not taking advantage of how AI can provide improved customer experiences. Almost two thirds (61%) of consumers said they were loyal to brands that tailor their experiences to them, yet less than a third of marketers are using AI to do so (32%).

The “Trust in News” study by Kantar found that traditional print and broadcast media brands are more resilient to accusations of “fake news” than social media platforms and digital news outlets and that news consumers are reading more widely and becoming more sophisticated in their engagement with news content, engaging in activities like “fact checking.”

 Smartling, a translation technology service, released findings of a new study that reveals content localization is a top priority for global brands, with 94 percent of marketers surveyed in the U.S. and Europe citing plans to increase spending on content localization in the coming year.

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.

US/US-HISPANIC MARKET

Spotify presented a new video strategy that involves canceling original video series on the service, as well as shows it hasn’t released.

According to research from eMarketer, programmatic advertising will make up 83% of US display dollars by 2019.

Periscope announced that it will give almost all earnings from “super hearts” left by fans on videos back to the content creators.

According to a study from PQ Media, global advertising & marketing revenues are expected to increase 3.9% to $1.225 trillion in 2017.

Facebook reported a 79 percent profit increase, in part thanks to its push into video advertising.

The Q3 2017 Video Benchmark report from cross-platform advertising solutions specialist Extreme Reach found that click-through rates are down in every single category.

YuMe has launched its People-Based Marketing Suite to enable cross-screen audience targeting, sequential messaging, and attribution for U.S. audiences.

According to a new report by ad sales insights platform MediaRadar, P&G ran ads on 20% fewer sites –1,251 —  between January and August 2017, compared to 1,565 during the same period in 2016. The company also ran ads on just 59 percent of the same sites as they had the previous year.

LATAM MARKET

FD Comunicação, Brazil’s first and oldest PR agency that works only with video games, has launched a news portal where it will cover the Brazilian video games market.

NBCUniversal Telemundo Enterprises is expanding Fluency Studios with the launch of “Fluency Plus,” a new, bilingual digital production studio. 

Clarín and El Cronista found a study about YouTube consumption in Argentina, signaling that 70% of users go on YouTube every day, and that one in three Argentines that are online at any given moment are watching a YouTube video.

After launching a marketplace in Brazil, Amazon is not giving any indications about how and when it will expand into the Brazilian electronics segment.

What: Facebook and Netflix resulted YouGov BrandIndex’s 2017 brands generating the most positive word of mouth among millennials.
Why it matters: Lane Bryant, a plus-size retailer, gained the most in positive word of mouth generation among millennials over the past year.


YouGov BrandIndex has released 2016-2017 WOM (word of mouth) ranking among Millennials in the US.

Taking the first and second spots respectively, Facebook and Netflix resulted YouGov BrandIndex’s two most positive word of mouth brands among millennials.

HEB Grocery Company, LP, also known as HEB Grocery Stores, is an American privately held supermarket chain based in San Antonio, Texas, with more than 350 stores throughout the U.S. state of Texas, as well as in northeast Mexico. Even though HEB may not be known by many people outside Texas, the brand has managed to reach the ranking’s third spot. While much has been made of regional supermarkets, none of their metrics came close to H-E-B with adults 18 to 34.

Massive global retailer Walmart ranked number 4th in the top 10, while Amazon ranked 8th. However, the American electronic commerce and cloud computing company was able to move up two spots since 2016.

Lingerie and womenswear marketer Victoria’s Secret 5th position may be attributed to the company’s dominating social media presence and annual runway showcase.

Beverages & Drins is the least popular sector among Millenials Starbucks and monster Energy Beverages, which signed a global distribution deal with Coca-Cola, came in at number 9 and 10 respectively.

Top WOM Rankings

 

Lane Bryant, a plus-size retailer, gained the most in positive word of mouth generation among millennials over the past year. The brand jumped from 31% to 45% on Word of Mouth, a 14-percentage point hike.

Top WOM Improvers

 

For this ranking, YouGov BrandIndex first screened all of its 1,500 brands for positive Buzz, which asks respondents “Have you heard anything positive about the brand in the last two weeks, through advertising, news, or word of mouth?” Brands with low response volume were eliminated. From those brands, they were then ranked on Word of Mouth scores, which asks respondents “Which of the following brands have you talked about with friends and family in the past two weeks (whether in person, online or through social media)?” All respondents for this research were adults 18 through 34 years old.

featured image: State Farm, Flickr

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

US/US-HISPANIC MARKET

According to a study from Advertiser Perceptions, 78 percent of marketers said that a recent digital or mobile campaign included ads that ran on more than 50 sites.

According to Interbrand‘s new2017 Best Global Brands Report, Apple, Google, and Microsoft are the top brands in the world.

According to a study by 9Honey and Dentsu Aegis Network’s Amplifi, single women gave brands a score of 6/10 when it comes to understanding their needs.

A new report from the CMO Council and Dow Jones reveals that 78 percent of marketers say that the brand safety scandal has hurt their brand’s reputation, and 50 percent that it has impacted brand affinity.

A study by CBD Marketing of more than 12.5 million social media posts and online commentary by millennials over 2016 revealed that millennials prefer healthy and natural foods, to cook and prepare meals, and are in favor of alternative food distribution vehicles like meal delivery and meal services.

Adidas and Jordan brand are the most popular sneakers in the U.S., according to market research firm NPD Group.

According to research from the Content Marketing Institute (CMI) and MarketingProfs, 80 percent of B2B content marketers agree their organization is focused on building audiences for their brand.

According to YouGov BrandIndex’s July release of favorite brands, Facebook and Netflix top the list of favorite brands for the past 12 months, with Facebook receiving a score of 83.5 percent and Netflix receiving 75.8 percent.

LATAM MARKET:

According to a new study from market research firm Euromonitor, mass beauty brands grew by 4.4 percent in 2016 in Brazil whereas luxury products rose 9.1 percent.

McCann Worldgroup was named Network of the Year at the 2ndedition of the Latin American Effie Awards during an awards ceremony at the Cartagena Inspira Festival in Colombia. The agency was the most-awarded network at the Latin American Effie Awards, after winning 21 metals.

J Walter Thompson‘s ‘Brand America’ report revealed that more than 40% of Mexicans have negative attitudes toward the United States.

Oath, the umbrella brand for all of AOL and Yahoo’s media and tech properties, is launching its first South American ad campaign, “#BuildYourBrand,” in Brazil, (as well as the United States, Canada, UK, Germany, France, Taiwan, Singapore & Hong Kong). The campaign includes broadcast, digital, print, social and out-of-home components

What: Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).
Why it matters: The study revealed that 85 percent of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship.Additionally, almost half (44 percent) employ a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.

The study, “Use of Social Media and Advanced Technologies for Sponsorship,” indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:

  • Generate awareness
  • Connect with customers during the event
  • Improve brand perception

“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason,” said ANA CEO Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”

Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason.

Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70 percent, followed by entertainment at 10 percent.

Preferred social media platforms used to activate sponsorship included:

  • Facebook (92 percent)
  • Twitter (87 percent)
  • Instagram (70 percent)
  • YouTube (47 percent)
  • LinkedIn (41 percent)
  • Facebook Live (27 percent)
  • Snapchat (27 percent)
  • Pinterest (13 percent)

The study noted that internal resources are most often used for the management of social media and/or advanced technologies to support a brand’s sponsorship activations; external agency resources are also used (e.g., digital/social agency and sponsorship agency), but to a lesser extent.

In addition, the amount of social media exposure generated was the top choice, by a wide margin, for measuring the effectiveness of a brand’s social media sponsorship activity. For advanced technologies, on-site activity tracked at the sponsorship event and the amount of social media exposure generated were the two top choices for measuring effectiveness.

METHODOLOGY

The survey was conducted in June 2017. In total, 119 ANA corporate members participated. Of those, 55 percent were characterized as “senior marketers” (director level and above) while 45 percent were “junior marketers” (manager level and below). Forty-nine percent of respondents had 15 years or more experience in marketing/advertising. Seventy-seven percent work at organizations with an annual U.S. media budget of less than $100 million; the other 23 percent work at organizations with an annual U.S. media budget of $100 million or more. Those organizations are primarily B-to-C (38 percent) with some B-to-B (20 percent), and B-to-C/B-to-B for the remainder.

For purposes of the survey, the term sponsorship was defined as “a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event, or organization) in return for access to the exploitable commercial potential associated with that property.” A property was defined as “a unique, commercially exploitable entity, typically in sports, arts, events, entertainment, or causes.”

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.

US/US-HISPANIC MARKET

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.

LATAM MARKET

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.

More than 500 years ago, European colonizers got surprised by the richness and beauty of the “New World”. One they hadn’t been aware of because of their erroneous self-centered theories or their lack of courage and imagination to face the dangers and mysteries of the sea, and look further than the skyline in front of their eyes.

by Martin Carniglia , Data & Media Consulting Manager, DBi Latin America (Havas)

We are now close to what seems to be a new inflection point, where the wealth of connected people, and the abundance of business opportunities will surprise the ones who dare to care about Latin America’s Data arouse.

Now more Latin People than ever are connected

In a region that represents almost 8,5% of global population, Internet Users already rise over 10% from world total figures. Internet penetration overcomes 65% over total population in 8 countries across the region: Argentina, Brazil, Chile, Costa Rica, Ecuador, Panama, Puerto Rico and Uruguay. Yes, don’t go back and try to find on the list other big countries in the region, such as Mexico, Colombia or Peru. They are still under that level with forecast figures going up faster in the next few years, followed by the smaller markets.

*Source: US Census Bureau, Nielsen-Online, ITU, Facebook, © Miniwatts Group

Social Media is part of our daily lives

Social networks are also hugged over the region: seven Latin American markets rank among the world’s top 25 for Facebook total amount of users users, close to Europe level.

Some countries such as Argentina, Brazil and Mexico show spend time and daily connection figures that rank in top 5 level worldwide. Facebook penetration rates have an average level over 50%, with some countries even higher than North America level.

Internet penetration overcomes 65% over total population in 8 countries across the region

Mobile technology is araising

The size of the overall market in the region, and its potential for ongoing growth, continues to attract investment from international Telcos (Telefonica, America Movil and Millicom being the leaders across the region) and local cable & Internet service providers that expand their offering.

Improved mobile 4G technology has stimulated the adoption of smartphones among consumers, which in turn has led to increasing mobile data traffic and consequently the ability of network operators to develop revenue growth.

In the fixed-line sector, fibre backhaul networks have proliferated, giving access and broadband highspeed connections to new areas. This has partly been stimulated by regulatory efforts to promote the sharing of network components, but also by the take-up among consumer of bundled packages requiring higher bandwidth. The need to future-proof networks to cope with the demands of digital communities has also encouraged telcos and cable companies to invest more.

Seven Latin American markets rank among the world’s top 25 for Facebook total amount of users users, close to Europe level

More Connected People means More Data Access

It’s logical to deduct that from here to less than five years we could be doubling the amount of connected people, and so the quantity of collected data touchpoints.

We are seeing new technology companies and startups that offer Universal Data Hub approaches to leverage information among Desktop, Mobile, POS, beacons and other IoT sources.

From Data integration, Data Management Platforms, through new Stadistical approaches and Machine Learning models connected to Programmatic Buying technologies. The whole ecosystem is already getting available across the whole region.

Integrating data, being able to learn from it and making smart business decisions will be the biggest challenge for all companies across our region.

Contextual and structural barriers are falling down. Online travelers are already engaged, Mobile Sails are Set, and low connection anchor is already coming out from the depths.

The question is, will we be ready as investors, entrepreneurs, marketers, small, middle or big companies to dare and face this upcoming growth? New skills will be required, new integral ways to gather data needed, and more than anything, new capabilities to transform it into insights and better profile or segment our clients.

Latin America is appearing as a promised land, and we should all be ready to start this amazing journey towards Data-Driven Marketing and Communications. Make sure you count with the right maps and the best sailors to face it!

Martin Carniglia, is a 31-year-old Argentinian with vast experience in Digital and Data consulting across LatAm Region. After obtaining a bachelor’s degree in Business Administration from the University of Buenos Aires he joined Havas Group, where he lead Performance team and launched a new department focused on Digital Data. He is currently part of DBi -Data Business Intelligence- consulting team, where he occupies the role of Regional Data & Media Consulting Manager.

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What: Facebook has unveiled its latest premium video effort called “Watch,”a new platform for shows on Facebook that will be available on mobile, desktop, laptop and in Facebook’s TV apps.
Why it matters: Video consumption is growing at a very high  rate at the expense of traditional broadcast. Amazon, Google (YouTube) are heavily investing in the video (ad) space.  Facebook’s Watch will offer programming and content from more than 30 media partners and also more original programming funded by Facebook that  will revamp its current video tab.

More and more people enjoy Facebook’s video experience, like discovering videos in News Feed. But now, they also yearn a dedicated place they can go to watch videos. For this reason,  the social net launched last year the Video tab in the U.S., which offered a predictable place to find videos on Facebook. Now the comany wants to make it even easier and has officially introduced “Watch,” its much-anticipated push into TV-like content.The company didn’t specify a date for the launch.

Watch, a new platform for shows on Facebook, will be available on mobile, on desktop and laptop, and in Facebook’s TV apps. Shows are made up of episodes — live or recorded — and follow a theme or storyline. To help users keep up with the shows they follow, Watch has a Watchlist to never miss out on the latest episodes.

Watch is personalized to help users discover new shows, organized around what your friends and communities are watching. For example, it has sections like “Most Talked About,” which highlights shows that spark conversation, “What’s Making People Laugh,” which includes shows where many people have used the “Haha” reaction, and “What Friends Are Watching,” which helps users connect with friends about shows they too are following.

Watch will be home to a wide range of shows, from reality to comedy to live sports and platform for all creators and publishers to find an audience and build a community of passionate fans.The new tab will showcase a slew of shows from the likes of BuzzFeed, Tastemade, Condé Nast Entertainment, and ATTN, according to people familiar with the matter.Facebook is also providing a link for those who want to “register” shows for Watch. Although initially it will be introduced to a “limited group of people” and a “limited group of creators.”

At launch, Facebook aims to have several hundred shows on its platform, including the following slate of shows from major partners: A&E’s “Bae or Bail,” All Def Digital ‘s “Inside the Office,” Brit & Co ‘s “Tiny Houses,” Condé Nast Entertainment’s “Virtually Dating,” David Lopez‘s “My Social Media Life,” Golden State Warriors’ “Championship Rewind,” Hearst ‘s “Daily Refresh,” Univision Deportes ‘ “Liga MX,” McClatchy ‘s ” Titletown TX,” MLB ‘s “MLB Live,” MLS and Univision Deportes‘ “MLS en Univision,” National Geographic ‘s “We’re Wired that Way,” Nas Daily, NBA ‘s “WNBA All-Access,” Tastemade ‘s “Kitchen Little,” Time, Inc. ‘s “Celeb Moms Get Real,” WSL ‘s “WSL Surfing Sundays.”

We hope Watch will be home to a wide range of shows — from reality to comedy to live sports,” CEO Mark Zuckerberg said in a Facebook post. “Some will be made by professional creators, and others from regular people in our community.”

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With more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, the social media giant is boosting revenue at a faster pace than expected. An important part  of Facebook’s efforts and investments are going into the creation of a major video advertising platform.

Facebook is on a roll, the company last week reported revenue of US$9.3 billion in the second quarter, while its Monthly Active Users reached 2.01 billion during the same quarter. Facebook, with more than 2 billion active users worldwide, and 80 million monthly active users in Mexico alone, is boosting revenue at a faster pace than expected, turning Facebook into an important video advertising platform.

“Facebook is cornering all of the growth in digital video advertising and traditional ads, as they offer the fastest place to invest in and get good results,” said Brian Wieser, an analyst at Pivotal Research Group.

TV Content

Always a step ahead with their financial results, Facebook is now working on its TV offerings to compete head-on with big names like Netflix, which has 80 million users in Mexico, and Amazon Video (which started its video streaming service in Mexico six months ago). The social network is focusing on TV content and financing of short series programs, and changing the way the series will be launched—the episodes will air once a week, mirroring traditional TV programming. The first set of programs is scheduled to launch in mid-August. Advertising efforts will bring in about US$70 billion annually.

To increase its advertising inventory, Facebook will rely on its Instagram platform. With its more than 700 million users  ̶  20 million of them in Mexico  ̶ , Instagram has a mature advertising business built outside of Facebook. Instagram has been competing with Snapchat’s new audience for the youth demographic.

In Mexico, the average spending on video advertising campaigns is currently around US$ 5,000 a month.

Video ad campaigns have to be targeted to the Facebook audience, working in vertical formats so that the user can get a better mobile experience. In Mexico, the average spending on video advertising campaigns is currently around US$ 5,000 a month, according to Jorge Alcalde, Sales Director of Viewlogic in Mexico. Alcalde recommends budgeting two to five times the aforementioned figure in order to get better results on one of the fastest growing platforms today, with 80 million potential users in Mexico. He also noted that budgets in the US or Europe are 10 times higher than what is invested in Mexico.

Imagen: Freepik.

 

What: We talked to Alyssa Bruno, Marketing Director for the Colorado Rapids, about what strategies are working the best to grow the team within the MLS.
Why It Matters: Founded in 1996, the team sees the young and multicultural audience of Denver, Colorado, as their best bet for growth.

Alyssa Bruno
Alyssa Bruno, Director of Marketing for the Colorado Rapids.

The main objective of Alyssa Bruno, Director of Marketing for the Colorado Rapids, is to get people into the seats at the Colorado Rapids’ stadium, using the live experience to turn them into new fans.

“I’m really in charge of bringing in that single-ticket buyer. Our sales pipeline is the buyer who either has been to a Rapids game, but hasn’t really engaged with the team, or those who haven’t been to a game before or haven’t experienced the brand before, and bring those people in to develop them,” she said.

The team is looking to generate more ticket sales, including season tickets. Dick’s Sporting Goods Park, where the MLS team plays, has 19,680 seats. In November 2016, the Rapids established their own attendance record with 18,759 occupied seats. Even so, the average attendance during its regular season was 16,278.

“As a club our ultimate goal is to sell as much of the stadium [seats] as we can, through season tickets, members, and a fan base that is truly engaged and very passionate, and create that experience in the stadium,” said Bruno.

As a club our ultimate goal is to sell as much of the stadium [seats] as we can.

To sell tickets, the marketing team’s emphasis is on generating brand awareness through 360-degree campaigns, where the brand has an all-around presence—from online media and social networks, to billboards and activations around specific games. “They all have to complement each other,” she said.

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However, Bruno admits that most of the innovation has been in online advertising. Once a week, the marketing team meets with the digital team to update and establish new online strategies. “Once a week, we talk with our digital team about a new idea to advertise to people and how we can target them in a more specific and efficient way.”

Among the main things they’ve discovered is that consumers move around more on their mobiles and tablets, so that is where the team’s brand needs to be. This also allows the team to measure exactly what they see, and to know even which player they prefer.

The perfect target

Keeping in mind how important connectivity and mobility are for their fans, Bruno directs her efforts specifically towards two demographics. “My targeting efforts go towards millennials from the general market and the Hispanic millennial. Denver is a very dense market for millennials.”

My targeting efforts go towards millennials from the general market and the Hispanic millennial. Denver is a very dense market for millennials.

According to Bruno, Denver is one of the cities with the highest number of millennials moving to the city. “We are taking advantage of that opportunity to really grow the fan base with the growing demographic here in Denver,” she explained.

Colorado RapidsA New York Times article, published in July 2016, stated that “according to a Brookings Institution analysis of population movement from 2009-14, Colorado had a net annual migration gain of 12,682 people ages 25 to 34, the highest of any metropolitan area in the United States. That means an average of 12,682 more millennials per year moved here than left, for each of the five years measured.”

Among Hispanic millennials, the Rapids take special care of the target they are looking for, since they do not want to be just another team to the fans of La Liga Espanola, or Liga MX. “We are looking for people whose parents or grandparents did (follow those leagues) and they are now introduced to that soccer culture and are comfortable and knowledgeable about the sport, but they don’t have a personal connection and are able to connect with the Rapids rather than have this match elsewhere,” added Bruno.

CHECK OUT: Houston Dynamo bets on Game Day Experience to Engage Fans

The team seeks to establish their own relationships, ahead of other leagues, and it achieves this through a constant conversation with its followers on social networks, as well as through stadium activations to create an energetic atmosphere that attracts a younger audience.

Currently, the Rapids have 87,700 followers on Twitter, and 220,752 fans on Facebook.

What: We interview Lexie Sidney, Director of Strategic Marketing for the MLS Houston Dynamo, in order to know more about the MLS team’s marketing strategy and how it tries to stand above the crowd in a city with so many sports and entertainment choices.
Why it matters: Founded in 2005, the Houston Dynamo was one of the first teams to join the MLS. It was also the first U.S. team to secure a place in the CONCACAF Champions League, starting in 2008.

Alexis SidneyWithout a doubt, a key factor to a sports team’s growth are its fans. Lexie Sidney, Director of Strategic Marketing for the soccer team Houston Dynamo, explains to Portada that her marketing strategies revolve around the goal of engaging the club’s existing fans while at the same time acquiring new Houstonians as followers.

Our primary focus is to engage our existing fans and members more actively, while expanding our fan base throughout the city. While we are a soccer team, we want consumers to also understand that we are a fun, exciting, and unique entertainment experience,” Sidney noted.

While we are a soccer team, we want consumers to also understand that we are a fun, exciting, and a unique entertainment experience.

One of the challenges facing the team is that its regular season, from March to October, is an especially long oneeven longer than that of Major League Baseball. For that reason, “it’s important to be strategic with our paid and earned media programs. We need to stay relevant throughout the year,” Sidney notes.

To maintain interest around each game, the team spends a tremendous amount of time crafting storylines. “We understand that once we get someone in the doors, they’re likely to become a repeat customer, so we constantly work to improve our game day experience,” she added. In addition, the team also executes strategies aimed at those followers who watch the game on TV, computer, or mobile.

It’s important to be strategic with our paid and earned media programs to stay relevant throughout the year.

Focus on digital marketing

Digital Marketing plays a crucial role for The Houston Dynamo as digital media allows the team to measure the engagement it generates, how the engagement translates into transactions. Digital marketing also allows to segment the audience and customize messaging.

According  to the team’s own metrics, 60% of visitors to the official HoustonDynamo.com site do so through their mobile phone, “so we keep mobile functionality top of mind, ” Sidney states.

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Houston DynamoFacebook has become the main social network for the Houston Dynamo. “Facebook continues to be the best platform from an outbound engagement standpoint. It has the largest reach and has provided the strongest returns on paid promotions,” said Sidney.

Because storytelling is the team’s main strategy, 80% of their content is non promotional content (storytelling),  while the remaining 20% is promotional messaging on social media.

“On our website, it’s probably more like 50/50 and we focus on building our homepage as a functionality tool to help fans find what they are looking for: schedule, tickets, new, information, etc. As with most companies, we see the highest levels of engagement with short videos so we incorporate video content wherever possible.”

We see the highest levels of engagement with short videos so we incorporate video content wherever possible.

Main challenges

The competition is fierce. In a city like Houston, we compete with three local professional sports teams, and it doesn’t stop there. The competition is international within the existing soccer audience, as many fans are supporters of other leagues like EPL or La Liga,” Sidney explains.

Compounding this is the challenge of competing against other forms of entertainment. “We don’t just compete for sports dollars, but for entertainment dollars in general (movies, concerts, etc.).”

We don’t just compete for sports dollars, but for entertainment dollars in general.

For this reason, it’s important for the club to get fans into the stadium—that is where the show really happens and where it’s easier to thrill and engage the audience with the team.

Sidney also asserts that it isn’t necessary for their fans to be exclusive: “We want Houstonians to realize that they can be a Dynamo fan AND a Rockets fan—that they can support their international team AND their hometown Houston Dynamo,” she noted.

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“With Houston being such a large and diverse city, we reach a wide range of fans just by engaging Houstonians. We currently have a roster featuring players from eight countries, so of course we look to grow our fan base within those communities locally and abroad as well,” Sidney said. Additionally, the club is betting on a younger crowd, especially those who already play soccer at school or with an independent team. “We continue to try to engage fans as early as possible,” Sidney concludes.

Six years after Evan Spiegel and Bobby Murphy, CEO and CTO of Snap Inc., respectively, developed their image exchange application at Stanford University, Snapchat has become a mainstay of the millennials’ social life—successfully evolving from a scorned application for sending fleeting photos to a messaging platform with new content formats.

Snapchat recently acquired location analysis firm Placed for approximately US $125 million, according to Bloomberg estimates. This acquisition has several advantages and the potential for good results, such as the ability to measure store visits and offline revenues generated by digital, TV and out of home ads. Placed has its own audience, made up of those who have chosen to share their location with the app as well as third-party audiences.

The company will continue to operate as an independent entity, offering its 100+ employees the chance to stay on with the company if they so wish.

Snapchat is already a familiar name in Latin America, but its users represent a limited demographic.

Last April, Snapchat launched its own online-to-offline measurement product called Snap to Store. Through it, Snapchat can recognize when a person uses the app in a specific location, such as a store, restaurant or movie theater, and then check if the person saw an advertisement for the brand on the platform.

It also invested between US$ 250-350 million in the functionality of ‘Snap Map,’ which allows app users to share their location with their contacts through geolocation. If a user wants to upload photos to their account, their contacts will be able to know from what location they were uploaded.

Snapchat numbers in LatAm

Snapchat is already a familiar name in Latin America, but its users represent a limited demographic. Eighty-five percent of Snapchat’s 158 million daily users are between the ages of 18 and 34. Only 15% of users are 35 years or older. The company’s goal at the moment is to promote the monetization of its users by generating more engagement.

Snapchat has 10 million users in Mexico, with a breakdown of 7 million women and 3 million men. In Colombia, the app has 5 million users: 3 million women and 2 million men. In both countries, the user age is 18-25. In addition, users spend more than 30 minutes a day on the app and open it more than 20 times a day, according to Snap Inc. figures.

Snapchat numbers in the U.S.

Snapchat already concentrates about 70% of its U.S. users in the18-24 age bracket, and about 40% are ages 25-34, according to comScore. (This figure is reduced to 14% for users aged 35 and over).
Some studies show that users over 35 were Snapchat’s fastest-growing segment between 2015 and 2016. However, growth within that age group came from a small base. The percentage of total Snapchat users in the U.S. that is older than 35 is expected to increase only 2%, from 18.3% in 2016 to 20.4% in 2017, according to eMarketer. In comparison, about 88% of Facebook users are over 35 years old, and 45% of Instagrammers are in the same age bracket.

These demographics are mainly due to young people’s familiarity with apps, versus the older population. “The [Snapchat] experience is difficult,” said Tero Kuittinen, chief strategist at app measuring company Kuuhubbs. “It is not easy to learn how to use it. If you’re 18, it’s not a big deal, but if you’re 45, it’s hard to understand it.”

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.

US/US-HISPANIC MARKET

According to YouTube CEO Susan Wojcicki,  1.5 billion logged in viewers visit online video social network YouTube every single month. That’s the equivalent of one in every five people around the world. Average viewers spend over an hour a daywatching YouTube on mobile devices alone. Wojcicki also added that YouTube is working to make Virtual Reality (VR) more accessible and more affordable for viewers and creators.

Olympusat, Inc., a media company specializing in the ownership, distribution, production and technical services of Spanish and English-language networks, announced that Consolidated Communications will roll out the VEMOX™ platform to deliver its new Spanish-language OTT TV Everywhere service.

According to the Ooyala Q1 2017 Global Video Index, for the first time long-form content represents the majority of time spent watching video on every screen.

Accenture Interactive is entering programmatic video, launching a new ad unit that will incorporate programmatic overlay product placements on streaming video content.

Adobe is introducing Adobe Advertising Cloud TV to add new capabilities to its TubeMogul platform. The goal is to accelerate the adoption of data-based automated TV buying, including linear TV, addressable TV, connected TV, VOD and over-the-top TV.

Facebook is releasing a new app for creators, the company announced at the annual online video conference VidCon Friday.

21st Century Fox Inc.‘s sports department is eliminating the writing staff to invest in more-lucrative video production.

Video ad serving platform SpotX and Immersion Corp. (NASDAQ:IMMR), the leading developer and licensor of haptic technology, have joined forces to bring haptic-responsive video advertising opportunities to market at scale on mobile devices. By teaming up, the pair will bring Immersion’s haptic technology across all media owners on SpotX’s platform, empowering advertisers with high-impact, tactile experiences.

More than $4 billion was spent on US mobile video ads in 2016, according to the latest Global Entertainment and Media Global Outlook report from PriceWaterhouseCoopers. That number is expected to nearly quadruple to $16.2 billion spent on digital video by 2021.

LATAM MARKET

OTT measurement firm Conviva closed a $40 million funding round, with investment from Future Fund, New Enterprise Associates, Foundation Capital and Time Warner, for the development of new products in Latin America and Asia.

Last month, AwesomenessTV launched a new season on its Spanish YouTube channel with 2btube. The leading Spanish language digital talent representation agency and content producer will produce and manage all the content for this channel.

Spanish media group AtresMedia announced a deal to buy Smartclip, a video ad platform that works on connecting online and TV ads, to increase operations in Latin America, with a focus on Brazil. In Latin America, the company has 164 million unique viewers, according to comScore.

Ecuadorian channel enchufe.tv, one of the most-watched comedy online video channels in LatAm, is making plans to grow across Latin America and Spain though a commercial agreement with the 2btube multi-channel network (MCN).
VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on digital streaming platforms Roku and Amazon Fire.

What: A week ago, Univision announced its alliance with Juanfutbol to launch an exclusive soccer channel focused on millennials. Now, in an interview with Portada, Juanfutbol founder Miguel Ramírez Lombana tells us about his plans for expanding the business to a second country in Latin America.
Why it Matters: Through its alliance with Univision, Juanfutbol will do live broadcasts on Facebook in an effort to reach bilingual and multicultural Hispanic millennials who are accustomed to consuming multi-screen content, as an additional part of the company’s expansion plans.

Three years ago, Miguel Ramírez Lombana saw an opportunity to create a new sports content platform focused on soccer that would be broadcast on social media. “For many users, social media has become their main source of news,” he explains.

For many users, social media has become their main source of news.

When he launched Juanfutbol, he wanted to anticipate a trend that was already in the making. “Juan[futbol] anticipated a type of consumption (that would be done through social networks),” he adds.

In his experience, the site’s growth has been aided by the fact that it was easier to create something entirely new at the beginning of the trend, adopting new technologies and platforms, than by turning around an already existing medium that needed modernizing.

Juanfutbol was created in 2014 to entertain millennial fans, who have changed the way digital media is used. The brand has grown considerably since its inception and become very popular in Mexico, where it reaches millions of young soccer fans through all of its social and digital platforms.

“We struggled the first few months because nobody was monetizing content through social media,” but it was worth the perseverance and effort, he says.

We struggled the first few months because nobody was monetizing content through social media.

Now, Juanfutbol is a well-recognized outlet among the Mexican public, as well as Hispanic consumers in the United States. Armed with this success, it was time for the entrepreneur to “experiment” with a new project, and Univision turned out to be the right partner.

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juanfutbol“Univision is very invested in soccer. For them, this sport is part of their core (content) strategy”, explains Ramírez Lombana. That is why, through this new alliance, a new sports news unit will be created to reach bilingual and multicultural Hispanic millennials, whose use of mobile devices, digital videos, and social networks exceeds that of the general population.

“Univision has definitely dominated the Spanish-speaking Hispanic market, but the children of this population are bilingual and are accustomed to consuming (content) in English,” says the entrepreneur. Therefore, it was decided that the channel would do live broadcasts on Facebook featuring primarily English content, with a focus on creating original content on social media for soccer fans.

When asked why they decided to use Facebook instead of Univision’s platforms or even Juanfutbol itself, Ramírez Lombana explained that the company was convinced by FB’s strong appeal among young people and especially among Hispanics. In Mexico, for example, Facebook is still the most widely used social network.

Univision DeportesIn addition, thanks to this alliance, a customer can now buy advertising on Univision or delve into social media with Juanfutbol. “Both platforms complement each other very well,” he says.

Now, as part of its expansion, Juanfutbol is preparing to fan out across the Latin American market in partnership with Univision. Ramírez Lombana revealed during the interview that the company will be launching the platform in a third country in the coming months. However, he was not yet able to give specific details about this new market.

As part of its expansion, Juanfutbol is preparing to fan out across the Latin American market in partnership with Univision.

This summer, Juanfutbol will also debut a revamped and improved mobile application.