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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

Flurry from Yahoo just released a new report that shows the substantial impact mobile apps had on this year’s Olympic games. Comparing mobile app usage during the games to an average day in July, Brazil saw an 24x increase in sessions compared to the increase in the rest of LATAM. Brazil’s mobile app usage grew by 8 million sessions a day on average during the Olympics.

Another indication of the rise of online video, video communications platform-as-a-service, Video PaaS (Platforms-as-a-Service), which builds real-time video communications applications to make it easy for developers to embed real-time video into mobile apps, web sites, or business processes, claims that it will grow revenues from $60 million in 2016 to $1.7 billion in 2020. This represents a 130% compound annual growth rate.

gfkA new GfK study claims that the majority of consumers has never rented or bought a digital copy of a movie or TV show, and that the average digital media collection is much smaller than physical disc collections or VHS collections, on average.

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.

A new Nielsen Media Lab Study, commissioned by HIRO Media, makes predictions on how to get the best visibility out of your online video ads, and introduces a few new factors that are “more influential than traditional KPIs.” Download the report following this link.

The recently-released Live Streaming Video Report claims that 2016 will be the year of live streaming. Among other insights, the report refers to a Trusted Media Brands survey in which 88% of agency respondents stated that they “might” or “definitely will” invest in live stream video advertising over the next six months.

LATAM MARKET

DataXpand, an international data and audience management platform, announced the launch of its new digital audience profile for Pokemon, available in pre-launch on Aug 25 on MediaMath, and on a later date on more than 40 programmatic buying and DSP platforms.

mobrainHeadway’s in-house mobile marketing platform, MoBrain, was ranked 5th on AppsFlyer‘s 2016 Performance Index for mobile app promotion. Also on the list were Facebook, Google, Twitter and ChartBoost.

Headway Digital, a demand-side platforms (DSPs) in Latin America, has also opened new international offices in San Francisco and Tel Aviv.

Paraguay announced at the Center for the Study of Development of Telecommunications in Latin America that it is preparing a new law to regulate the country’s growing Internet-based TV services, specifically targeting the taxation of over-the-top (OTT) operators. It won’t be a traditional media regulation, but will try to level the playing field between pay-TV operators and online service providers.

More on Rio 2016: global programmatic media company Digilant released new on-line behavior data analysis on US sports fans of the Rio Olympics, revealing some unique and interesting insight. For example, that consumers who are rugby fans and skiers are 154.23% more likely to be fans of targeted and less mainstream Olympic sports.

What: Yahoo released its Q4 2014 earnings report, posting revenues of US$1.18 billion and earnings of 30 cents, and a 6% decline in revenues versus the same period of 2013. Mobile revenues showed a 23% sequential growth rate to US $254 million while display ad revenues  were down 4% to US$532 million. In addittion, Ads sold increased 17%, while the price per ad decreased 20%.
Why it matters: Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors, in an effort to revamp its slumping business.She also suggested investors should focus on Yahoo’s growth in mobile, native, social and video, a segment that, albeit less than 30% of overall revenues is growing at a high rate.

3fab1a175e2a87010f23435e0aea0f61_400x400Yahoo reported its fourth-quarter financial performance, including full-year revenue but excluding traffic acquisition costs of US $4.618 billion and full-year adjusted EBITDA of US $1.362 billion.

The company posted net revenues of US$1.18 billion and earnings of 30 cents. This means it almost missed what was estimated, sepecially with Wall Street expecting Yahoo to earn 29 cents per share with US $1.19 billion in revenue.Yahoo´s overall revenue fell 6 % in the last three months of the year and company’s shares were down 3.7 percent at US $36.82 in after-hours trading.

Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network.

Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors.

Mayer also commented on Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network. As almost 600,000 apps have the Flurry SDK, which are installed on 1.6 billion devices, if Yahoo can get even a small percentage of these apps to add in monetization via Flurry, it could deliver strong returns.

Mobile and Display

Yahoo reported mobile revenues of US $254 million during the quarter, up from US $200 million in the same period last year and a 23% sequential growth rate. This “Transformative Group,” according to Yahoo, that mobile is part of, along with social, video and other products, has produced US $380 million during the quarter.

Yahoo’s display ad revenues continued to decrease in the Q4 of 2014, down 4% to US$532 million compared to same period in 2013. Total revenues for the quarter, excluding traffic acquisition costs, were US$1.2 billion.Native ads contributed US$100 million in revenue, a 20% increase. Both new ad formats and better targeting were key factor to that increase, boosting the price-per-click.While programmatic ads, contributed to the overall drop of 4% in its display ad business.

In addition, Ads sold increased 17%, while the price per ad decreased 20%.

Search revenue came to US $467 million, with a single percent. Search has been a key revenue source for the company as its deal with Microsoft’s Bing technology, a growing driver of the company’s top line.

Alibaba spin-off

Separately, Yahoo announced its plans for a tax-free spin off of its remaining, multi-billion dollar Alibaba Group stock holdings, which account for the majority of Yahoo’s value, into a newly formed company.

Following the spin-off, the Alibaba stake will become part of a new publicly-traded holding company called SpinCo, which will absorb all of Yahoo’s 384 million Alibaba shares, worth US$40 billion and later distribute them in a pro-rata formula to Yahoo shareholders.

The move will safeguard Yahoo shareholders from the immense taxes they would’ve paid through an outright sale of the assets. Still, Yahoo will continue to operate its core business and hold its 35.5% interest in Yahoo Japan.

In a conference call with investors, Mayer said the spin-off would save shareholders nearly US$16 billion in taxes. The transaction “maximizes value for shareholders,” she said.SpinCo will own a 15.4% stake in Alibaba.

Investors should focus on Yahoo’s efforts in mobile, native, social and video

descargaMayer suggested investors should focus on Yahoo’s efforts in mobile, native, social and video, the fast-growing areas in digital advertising that she wants Yahoo to be a part of.

“Our investment businesses – mobile, video, native, and social – collectively delivered more than US$1.1 billion in GAAP revenue [in full-year 2014], up 95% year-over-year. These growth drivers have really focused our investments and energy on the future of digital advertising.”

“I’m pleased to report that our performance in Q4 and in 2014 continues to show stability in our core business,” she added. “Our mobile strategy and focus has transformed Yahoo and yielded significant results.”

 

What: Yahoo released its Q4 2014 earnings report, posting revenues of US$1.18 billion and earnings of 30 cents, and a 6% decline in revenues versus the same period of 2013. Mobile revenues showed a 23% sequential growth rate to US $254 million while display ad revenues  were down 4% to US$532 million. In addittion, Ads sold increased 17%, while the price per ad decreased 20%.
Why it matters: Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors, in an effort to revamp its slumping business.She also suggested investors should focus on Yahoo’s growth in mobile, native, social and video, a segment that, albeit less than 30% of overall revenues is growing at a high rate.

3fab1a175e2a87010f23435e0aea0f61_400x400Yahoo reported its fourth-quarter financial performance, including full-year revenue but excluding traffic acquisition costs of US $4.618 billion and full-year adjusted EBITDA of US $1.362 billion.

The company posted net revenues of US$1.18 billion and earnings of 30 cents. This means it almost missed what was estimated, sepecially with Wall Street expecting Yahoo to earn 29 cents per share with US $1.19 billion in revenue.Yahoo´s overall revenue fell 6 % in the last three months of the year and company’s shares were down 3.7 percent at US $36.82 in after-hours trading.

Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network.

Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors.

Mayer also commented on Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network. As almost 600,000 apps have the Flurry SDK, which are installed on 1.6 billion devices, if Yahoo can get even a small percentage of these apps to add in monetization via Flurry, it could deliver strong returns.

Mobile and Display

Yahoo reported mobile revenues of US $254 million during the quarter, up from US $200 million in the same period last year and a 23% sequential growth rate. This “Transformative Group,” according to Yahoo, that mobile is part of, along with social, video and other products, has produced US $380 million during the quarter.

Yahoo’s display ad revenues continued to decrease in the Q4 of 2014, down 4% to US$532 million compared to same period in 2013. Total revenues for the quarter, excluding traffic acquisition costs, were US$1.2 billion.Native ads contributed US$100 million in revenue, a 20% increase. Both new ad formats and better targeting were key factor to that increase, boosting the price-per-click.While programmatic ads, contributed to the overall drop of 4% in its display ad business.

In addition, Ads sold increased 17%, while the price per ad decreased 20%.

Search revenue came to US $467 million, with a single percent. Search has been a key revenue source for the company as its deal with Microsoft’s Bing technology, a growing driver of the company’s top line.

Alibaba spin-off

Separately, Yahoo announced its plans for a tax-free spin off of its remaining, multi-billion dollar Alibaba Group stock holdings, which account for the majority of Yahoo’s value, into a newly formed company.

Following the spin-off, the Alibaba stake will become part of a new publicly-traded holding company called SpinCo, which will absorb all of Yahoo’s 384 million Alibaba shares, worth US$40 billion and later distribute them in a pro-rata formula to Yahoo shareholders.

The move will safeguard Yahoo shareholders from the immense taxes they would’ve paid through an outright sale of the assets. Still, Yahoo will continue to operate its core business and hold its 35.5% interest in Yahoo Japan.

In a conference call with investors, Mayer said the spin-off would save shareholders nearly US$16 billion in taxes. The transaction “maximizes value for shareholders,” she said.SpinCo will own a 15.4% stake in Alibaba.

Investors should focus on Yahoo’s efforts in mobile, native, social and video

descargaMayer suggested investors should focus on Yahoo’s efforts in mobile, native, social and video, the fast-growing areas in digital advertising that she wants Yahoo to be a part of.

“Our investment businesses – mobile, video, native, and social – collectively delivered more than US$1.1 billion in GAAP revenue [in full-year 2014], up 95% year-over-year. These growth drivers have really focused our investments and energy on the future of digital advertising.”

“I’m pleased to report that our performance in Q4 and in 2014 continues to show stability in our core business,” she added. “Our mobile strategy and focus has transformed Yahoo and yielded significant results.”

 

What: Yahoo is buying mobile app analytics and advertising startup Flurry to jump-start its’ mobile Business. Financial terms of the deal weren’t disclosed but it is believed the price could be anywhere between US $200 and US $300M.
Why it matters: While the market for mobile ads is set to grow nearly 85% this yearFlurry could not only boost Yahoo’s  mobile advertising revenues, but give this company a more central role in how to use and monetize mobile, while it builds out its own apps and app inventory, and advertising to run across them.

3fab1a175e2a87010f23435e0aea0f61_400x400descargaTo jump-start mobile Business, Yahoo is buying Flurry, the mobile app analytics and advertising startup. Financial terms of the deal weren’t disclosed but it is believed the price could be anywhere between US $200 and US $300M.

In CEO Marissa Mayer’s words, Yahoo is a “mobile first company.” With 450 million monthly active users and search and display mobile ad revenues growing 100% , no wonder why the company was pushing hard into mobile advertising. However, one week before the acquisition , Yahoo reported its’ revenues fell 3% in the second quarter and its’ display ads dropped 7% leaving a big question mark over Yahoo’s ability to take a share of the growing mobile advertising market.

According to Mayer, the deal is one of the largest acquisition in the mobile advertising business, a US $32.7 billion market dominated by Google Inc. and Facebook Inc, the WSJ reported.

The deal is one of the largest acquisition in the mobile advertising business, a US $32.7 billion market dominated by Google Inc. and Facebook Inc
 

Flurry, one of the largest mobile ad firms, was founded in 2005 and is headquartered in San Francisco. Flurry builds tools that help marketers in determining which mobile ad works best with both iPhone and Android users. It works with 8,000 mobile publishers , who sell banner ads within apps.Although Yahoo has begun to sell ads insisde some of its’ app, flurry’s acquisition will give the company a bigger mobile footprint and opportunities for advertisers to boost revenues in this area.

Flurry has been supposedly on the market for some time, and “racing toward a sale”. Amazon was another potential buyer but Yahoo seemed like the most likely buyer so far, with a sale made public by the end of the summer. To Yahoo, Such an acquisition means boosting its’ ambitions to be a “mobile first” company, after it has struggled to match the growth of mobile ad revenues at rivals Facebook and Google.
“With Yahoo, we will have access to more resources to speed up the delivery of great products that can help app developers build better apps, reach the right users for their apps and more importantly, make money from ads that look great and blend into the app experience,” Flurry’s CEO and founder Simon Khalaf said.

It’s an area that has seen some consolidation. For instance, Onavo was acquired by Facebook. Distimo was acquired by AppAnnie. And Twitter has also made a number of acquisitions to boost its mobile analytics capabilities.

Flurry has improved how apps make money by using data, for example, to power its advertising platform, which is used by brands to target specific audiences on apps in Flurry’s network, and by developers to monetize their apps with more relevant inventory. In Flurry’s own words, “Since the launch of the smartphone, Flurry has helped grow the app economy into a $100+ billion industry.” By that, means it works with around 170,000 developers, picking up data from at least 150 billion app sessions every month and that information is provided to app publishers about their audiences, app usage and app performance, providing insights to improve how apps work.The company has raised around US $74 million, with backers including Borealis Ventures, Crosslink Capital, DFJ, Draper Richards, First Round, InterWest Parnters, Menlo Ventures and Union Square Ventures.

What Flurry could give to Yahoo precisely is not just a boost in mobile advertising revenues, but, a more central role in how others are monetizing and using mobile, while it builds out its own apps and app inventory, and advertising to run across them.

What Flurry could give to Yahoo precisely is not just a boost in mobile advertising revenues, but, a more central role in how others are monetizing and using mobile.
 

“Flurry draws in more behavioral data from mobile apps than any other company, and we put it to work to help app marketers build a high quality audience,” Flurry notes on its site. “Flurry serves video, banners and interstitial ads using the most advanced targeting technology in mobile today to increase installs, campaign ROI and retention. Cross promoting your own apps is always free with Flurry.”

mmAccording to Mayer, mobile search is another place where Flurry’s mobile app analytics could also come in usefully. “We really believe that the mobile search experience to be completely different than that of traditional desktop search,” she said. “There is a clear opportunity here and we are continuing to look at ways to deliver more innovative, more intuitive search experiences on mobile phones.”Since she took over as CEO in 2012, there have been 30 known acquisitions either directly or indirectly related to mobile products without counting IntoNow, a social TV app Yahoo acquired in 2011.

 

What: Yahoo is buying mobile app analytics and advertising startup Flurry to jump-start its’ mobile Business. Financial terms of the deal weren’t disclosed but it is believed the price could be anywhere between US $200 and US $300M.
Why it matters: While the market for mobile ads is set to grow nearly 85% this yearFlurry could not only boost Yahoo’s  mobile advertising revenues, but give this company a more central role in how to use and monetize mobile, while it builds out its own apps and app inventory, and advertising to run across them.

3fab1a175e2a87010f23435e0aea0f61_400x400descargaTo jump-start mobile Business, Yahoo is buying Flurry, the mobile app analytics and advertising startup. Financial terms of the deal weren’t disclosed but it is believed the price could be anywhere between US $200 and US $300M.

In CEO Marissa Mayer’s words, Yahoo is a “mobile first company.” With 450 million monthly active users and search and display mobile ad revenues growing 100% , no wonder why the company was pushing hard into mobile advertising. However, one week before the acquisition , Yahoo reported its’ revenues fell 3% in the second quarter and its’ display ads dropped 7% leaving a big question mark over Yahoo’s ability to take a share of the growing mobile advertising market.

According to Mayer, the deal is one of the largest acquisition in the mobile advertising business, a US $32.7 billion market dominated by Google Inc. and Facebook Inc, the WSJ reported.

The deal is one of the largest acquisition in the mobile advertising business, a US $32.7 billion market dominated by Google Inc. and Facebook Inc
 

Flurry, one of the largest mobile ad firms, was founded in 2005 and is headquartered in San Francisco. Flurry builds tools that help marketers in determining which mobile ad works best with both iPhone and Android users. It works with 8,000 mobile publishers , who sell banner ads within apps.Although Yahoo has begun to sell ads insisde some of its’ app, flurry’s acquisition will give the company a bigger mobile footprint and opportunities for advertisers to boost revenues in this area.

Flurry has been supposedly on the market for some time, and “racing toward a sale”. Amazon was another potential buyer but Yahoo seemed like the most likely buyer so far, with a sale made public by the end of the summer. To Yahoo, Such an acquisition means boosting its’ ambitions to be a “mobile first” company, after it has struggled to match the growth of mobile ad revenues at rivals Facebook and Google.
“With Yahoo, we will have access to more resources to speed up the delivery of great products that can help app developers build better apps, reach the right users for their apps and more importantly, make money from ads that look great and blend into the app experience,” Flurry’s CEO and founder Simon Khalaf said.

It’s an area that has seen some consolidation. For instance, Onavo was acquired by Facebook. Distimo was acquired by AppAnnie. And Twitter has also made a number of acquisitions to boost its mobile analytics capabilities.

Flurry has improved how apps make money by using data, for example, to power its advertising platform, which is used by brands to target specific audiences on apps in Flurry’s network, and by developers to monetize their apps with more relevant inventory. In Flurry’s own words, “Since the launch of the smartphone, Flurry has helped grow the app economy into a $100+ billion industry.” By that, means it works with around 170,000 developers, picking up data from at least 150 billion app sessions every month and that information is provided to app publishers about their audiences, app usage and app performance, providing insights to improve how apps work.The company has raised around US $74 million, with backers including Borealis Ventures, Crosslink Capital, DFJ, Draper Richards, First Round, InterWest Parnters, Menlo Ventures and Union Square Ventures.

What Flurry could give to Yahoo precisely is not just a boost in mobile advertising revenues, but, a more central role in how others are monetizing and using mobile, while it builds out its own apps and app inventory, and advertising to run across them.

What Flurry could give to Yahoo precisely is not just a boost in mobile advertising revenues, but, a more central role in how others are monetizing and using mobile.
 

“Flurry draws in more behavioral data from mobile apps than any other company, and we put it to work to help app marketers build a high quality audience,” Flurry notes on its site. “Flurry serves video, banners and interstitial ads using the most advanced targeting technology in mobile today to increase installs, campaign ROI and retention. Cross promoting your own apps is always free with Flurry.”

mmAccording to Mayer, mobile search is another place where Flurry’s mobile app analytics could also come in usefully. “We really believe that the mobile search experience to be completely different than that of traditional desktop search,” she said. “There is a clear opportunity here and we are continuing to look at ways to deliver more innovative, more intuitive search experiences on mobile phones.”Since she took over as CEO in 2012, there have been 30 known acquisitions either directly or indirectly related to mobile products without counting IntoNow, a social TV app Yahoo acquired in 2011.