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What: After announcing its integration with Hunt Mobile Ads in early January, Opera Mediaworks is now expanding its reach across the U.S Hispanic population.
Why it matters: Hunt Mobile Ads will bring an additional 1 billion ad impressions a month to the Opera Mediaworks platform out of the total 64 billion impressions under management.

operahuntOpera Mediaworks, the mobile ad platform, announced an expanded reach across the U.S. Hispanic population through the integration with Hunt Mobile Ads, a mobile ad network targeting the U.S. Hispanic and  Latin American space. Opera Mediaworks had already announced its integration of Hunt Mobile Ads in early January.

Opera Mediaworks will now be able  to reach the Hispanic audience across the United States at scale through U.S. and Latin American publishers.

Hunt Mobile has offices in Mexico, Costa Rica, Colombia, Peru, Brazil and Argentina. Its publisher network includes Terra, Argentina’s Infobae, Univision and Mexico’s Grupo Expansion among others, as customers.In all, the company reaches over 90 million mobile consumers a month across more than 500 publishers, in the Latin American market. The company will now bring an additional 1 billion ad impressions a month to the Opera Mediaworks platform out of the total 64 billion impressions under management.

Opera Mediaworks has previoulisly successfully worked on campaigns targeting U.S. Hispanics with global brands such as Syfy and T-Mobile.  Another campaign for a large U.S. retailer reached users from a custom, Hispanic-targeted site list on their smartphones with rich-media, interstitial video and standard banners. This resulted in standard banner click-through-rates (CTR) that were two times the industry average and interstitial video CTRs that were thrice the industry average.

U.S. Hispanics consume more mobile media than the general population and are 20% more likely to own a smartphone than an average mobile subscriber.

Opera Mediaworks offers behavioral targeting to reach those consumers when they are accessing content in English and Spanish. Additionally, it provides a range of custom targeting tools to reach Hispanic consumers, including custom site lists, social trigger targeting and Spanish language content.

gaston.bercun.hunt_.mobile.ads_.opera_“Opera Mediaworks is helping advertisers reach this highly-coveted demographic, while also helping publishers make the most of their inventory in Latin America, the United States and beyond ,” says Gaston Bercun (photo), Co-President for LatAm, Opera Mediaworks.

“Reaching the bi-lingual U.S. Hispanic community effectively is challenging. About 75% of them speak English at home more than half the time,” says Alvaro Bravo, COO of Global Advertiser Services, Opera Mediaworks. “That insight has a lot of implications as to how to effectively approach marketing to Spanish-speaking market, and Opera Mediaworks is now in a position to cover the largest minority audience, with 12% of the buying power in the United States,” he added.

The Mobile World Congress  (MWC)  finished last Thursday in Barcelona, Spain, and Portada talked to several executives in the Latin space present at the MWC  on what the latest innovations and trends mean for Latin markets.


Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet. “That is why for the first time a major focus of the mobile sector is turning towards Brazil. In part, this is also due to the 2014 Soccer World Cup taking place in Brazil.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, agrees that the Soccer World Cup will be an important driver for mobile advertising this year.

Latin America is fully mobile

A woman takes pictures in front of the Mobile World Congress in Barcelona on February 24, 2013, a day before the start of the 2013 Mobile World Congress. The 2013 Mobile World Congress, the world's biggest mobile fair, is held from February 25 to February 28 in Barcelona. AFP PHOTO / LLUIS GENELatin America is one of the regions with the highest percentage of mobile penetration, reaching almost 100%. In some Latin American countries such as Argentina, the penetration rate exceeds 100% because users have more than one mobile phone. In Mexico for instance, IDC consulting group estimates that the market of online Smart Devices this year will grow by 46% reach 30 million devices with connectivity services and access to internet. All experts in the field agree that featured phones are slowly being replaced and this situation helps a continued growth in the market. In Mexico, 6 out of 10 users navigate through their phones and 84% of people over 13 own a cell, according to IAB.

Brazil is among the top 5 global downloads of apps for Angry Birds, Cut the Rope or Draw Something.

mwc.wearableGaston Bercun, Founder & Co –CEO of Hunt Mobile Ads, which recently was acquired by Opera Networks, says that the MWC reflects , without a doubt, the growth of mobile in the World. The U.S. Hispanic market and Latin America will not be an exception. Alejandro Campos, from StartMeApp, told Portada that at the MWC he noticed “a greater and growing perception of Latam as an emerging market due to the increasing amount of smartphones and tablet penetration.”

Alberto Pardo from Adsmovil says that “while no Latin America country is among the top 10 smartphones users, we see Brazil and Mexico as two major powers. Brazil, for example, is already in the top 5 of apps global downloads like Angry Birds, Cut the rope or Draw Something.” “Latin America is blooming, we have a mobile penetration rate of nearly 100% and a low computers penetration, which means that people will browse on their phones,” Pardo concludes.

wmc.huawei-ascendAndrés Arias, SVP Products & Operations at Adsmovil, notes that many low-cost smartphones offerings were present at the MWC, including Firefox’s launch of the US $25 smart phone and an enormous amount of Asian low-cost providers offered their products. This trend will increase and skyrocket penetration and internet connectivity via mobile phones in lower-income parts of the U.S. Hispanic market and, to a larger extent, in Latin American.

Increasing mobile advertising

mwc.samsungs5eMarketer published the mobile advertising investment expectations per region in 2012. An investment of US $259 million in mobile advertising was projected for the Latin America region, by 2014. In regard to this, Campos Carles says that ” eMarketer anticipated metrics for the region, are becoming real and we see a clear upward trend in terms of investment for RTB in Latam by bidders as: global networks , brokers, brands and agencies. ”

ad.spending.mobile

 

The Mobile World Congress  (MWC)  finishes today in Barcelona, Spain, and Portada talked to several executives in the Latin space present at the MWC  on what the latest innovations and trends mean for the Latin markets.

Low-Cost-Smartphones: Andrés Arias, SVP Products & Operations at Adsmovil,  notes that many low-cost smartphones offerings were present at the MWC, including Firefox’s launch of the US $25 smart phone and an enormous amount of Asian low-cost providers offered their products. This trend will increase and skyrocket  penetration and  internet connectivity via mobile phones  in lower-income  parts of the U.S. Hispanic market and, to a larger extent, in  Latin American.
SamsungHigh Growth: Gaston Bercun, Founder & Co –CEO of Hunt Mobile Ads, which recently was acquired by Opera Networks, says that the MWC reflects , without a doubt, the growth of mobile in the World. The U.S. Hispanic market and Latin America will not be an exception.

Soccer World Cup Fever: Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet”. This makes that for the first time the eyes of the sector turn to Latin America, partly also because of the Soccer World Cup.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, also talks about the Soccer World Cup being an important driver for mobile advertising this year.

What: Opera Mediaworks is acquiring Latin mobile ad platform Hunt Mobile Ads.
Why it matters: A major mobile advertising network and platform is expanding into the  Latin America and US Hispanic market as it sees these markets as high growth markets.The transaction also reflects increasing consolidation in the (Latin) mobile advertising sector. Among other transactions last year, Cisneros’ AdsMovil acquired Kontextua and partnered with Millenial Media for Latin America.

 

Mobile MarketingMobile advertising platform Opera Mediaworks, part of Norway’s Opera Software, is acquiring Hunt Mobile Ads,  a Buenos Aires Argentina headquartered mobile advertising company with presence in Latin America (Mexico City, San Jose, Costa Rica; Bogota, Colombia; and Sao Paulo, Brazil)and in the U.S. Hispanic market (Miami). The amount of the transaction has not been disclosed.

Opera will continue to leverage the Hunt Mobile Ads brand because of its recognition in the region, a news release said. “Latin America, from Mexico to Argentina, represent a market of over 600 million consumers that are rapidly adopting the mobile internet,” said Opera Mediaworks CEO Mahi de Silva in a news release. “We are particularly excited about the hundreds of millions of global consumers, whose eyes will turn to the World Cup in 2014 and the Summer Olympics in 2016 – both in Brazil.”Opera estimates that more than 50 million mobile consumers in Latin America already use its mobile browsers. And its ad platform serves thousands of publishers, with billions of ad impressions in the region.Worldwide, the company’s mobile ad platform served 400 million consumers in 2013, Opera said.

Reaching global scale is the only option for any company in the mobile business.
Gastón Bercún
Gastón Bercún

Alejandro Sas and Gaston Bercún, founders of Hunt Mobile Ads, tell Portada that “mobile is growing at a very high rate and that reaching global scale is the only alternative for any company in this business.” They add that “Hunt Mobile’s team will stay exactly the same and the Hunt Mobile Ad brand will be mantained, but we are adding technologies and products that until now were not available in the market.” Sas and Bercún expect their company’s sales to grow by more than 100% thanks to Hunt’s own growth and the fact that they now will be be able to leverage Opera’s technologies.

Based in San Mateo, Calif., Opera Mediaworks serves major media companies, including AOL, News Corp International and Univision, plus top advertisers such as CapitalOne, eBay, Kellogg’s, Marriott, Microsoft and Siemens. Through intelligent ad mediation, targeting, analytics and rich-media ad formats, the company claims to have helped its customers enable more than $400 million in revenue in 2012. Opera Mediaworks includes AdMarvel, a mobile ad server and ad exchange; Mobile Theory, a premium mobile ad network in the United States; 4th Screen Advertising Ltd., a premium ad network in the United Kingdom; and Mediaworks Performance, a results-driven, mobile ad network.

Alejandro Sas
Alejandro Sas

 

Opera’s History

Opera Mobile was launched in 2000 as the first mobile browser to bring the full Web to the small mobile screen. Since 2004 it has been installed on 125 million phones. Opera Software is a public company listed in the Oslo and New York Stock Exchange.
In February 2013 Opera spinned off its advertising business into a brand new entity called Opera Mediaworks. Fully owned by Opera, the new subsidiary will consolidate under one roof multiple recent acquisitions, such as Mobile Theory, 4th screen or Admarvel. The Norwegian-based company claimed at the time that the new entity would  now be the world’s largest mobile ad network. The rationale behind separating these two entities made a potential Opera acquisition much easier. For example, a technology company may be interesting by Opera’s browsers, but not by its very efficient and expansive advertising network. Opera’s mission is to make mobile and connected TV advertising work.

What: Opera Mediaworks is acquiring Latin mobile ad platform Hunt Mobile Ads.
Why it matters: A major mobile advertising network and platform is expanding into the U.S. Hispanic market and Latin America as it sees these markets as high growth markets.The transaction also reflects increasing consolidation in the (Latin) mobile advertising sector. Among other transactions last year, Cisneros’ AdsMovil acquired Kontextua and partnered with Millenial Media for Latin America.

 

Mobile MarketingMobile advertising platform Opera Mediaworks, part of Norway’s Opera Software, is acquiring Hunt Mobile Ads,  a Buenos Aires Argentina headquartered mobile advertising company with presence in Latin America (Mexico City, San Jose, Costa Rica; Bogota, Colombia; and Sao Paulo, Brazil)and in the U.S. Hispanic market (Miami). The amount of the transaction has not been disclosed.

Opera will continue to leverage the Hunt Mobile Ads brand because of its recognition in the region, a news release said. “Latin America, from Mexico to Argentina, represent a market of over 600 million consumers that are rapidly adopting the mobile internet,” said Opera Mediaworks CEO Mahi de Silva in a news release. “We are particularly excited about the hundreds of millions of global consumers, whose eyes will turn to the World Cup in 2014 and the Summer Olympics in 2016 – both in Brazil.”Opera estimates that more than 50 million mobile consumers in Latin America already use its mobile browsers. And its ad platform serves thousands of publishers, with billions of ad impressions in the region.Worldwide, the company’s mobile ad platform served 400 million consumers in 2013, Opera said.

Reaching global scale is the only option for any company in the mobile business.
Gastón Bercún
Gastón Bercún

Alejandro Sas and Gaston Bercún, founders of Hunt Mobile Ads, tell Portada that “mobile is growing at a very high rate and that reaching global scale is the only alternative for any company in this business.” They add that “Hunt Mobile’s team will stay exactly the same and the Hunt Mobile Ad brand will be mantained, but we are adding technologies and products that until now were not available in the market.” Sas and Bercún expect their company’s sales to grow by more than 100% thanks to Hunt’s own growth and the fact that they now will be be able to leverage Opera’s technologies.

Based in San Mateo, Calif., Opera Mediaworks serves major media companies, including AOL, News Corp International and Univision, plus top advertisers such as CapitalOne, eBay, Kellogg’s, Marriott, Microsoft and Siemens. Through intelligent ad mediation, targeting, analytics and rich-media ad formats, the company claims to have helped its customers enable more than $400 million in revenue in 2012. Opera Mediaworks includes AdMarvel, a mobile ad server and ad exchange; Mobile Theory, a premium mobile ad network in the United States; 4th Screen Advertising Ltd., a premium ad network in the United Kingdom; and Mediaworks Performance, a results-driven, mobile ad network.

Alejandro Sas
Alejandro Sas

 

Opera’s History

Opera Mobile was launched in 2000 as the first mobile browser to bring the full Web to the small mobile screen. Since 2004 it has been installed on 125 million phones. Opera Software is a public company listed in the Oslo and New York Stock Exchange.
In February 2013 Opera spinned off its advertising business into a brand new entity called Opera Mediaworks. Fully owned by Opera, the new subsidiary will consolidate under one roof multiple recent acquisitions, such as Mobile Theory, 4th screen or Admarvel. The Norwegian-based company claimed at the time that the new entity would  now be the world’s largest mobile ad network. The rationale behind separating these two entities made a potential Opera acquisition much easier. For example, a technology company may be interesting by Opera’s browsers, but not by its very efficient and expansive advertising network. Opera’s mission is to make mobile and connected TV advertising work.

2014 just started and we say it’s going to be a banner year for Hispanic marketing. GroupM expects U.S. overall advertising expenditures to increase by 2.9% to US $161 billion. eMarketer expects a 3.8% increase to US$ 171.33 billion. We say that Hispanic advertising will grow substantially more than eMarketer’s and Group M projections for the general  market. Below 7 growth drivers, and some challenges, for marketing, advertising and media executives to take into account.

1. Total Market? Yes but with culturally “fluent” Messaging

2014
Photo: Jens Rost – Creative Commons

One thing is clear by now, the “Total Market approach” has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Public is Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes  culturally appropiate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year’s ANA Multicultural Marketing Conference uses the term Cultural Fluency:”Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.” “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals.  “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra said and added that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach, Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.

Brand Managers are now accountable to connect with the Hispanic consumer.

2. The 2014 Soccer World Cup and the Conversation around it

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

Advertising related to the 2014 Soccer World Cup can increase ad-sales of major Hispanic media properties by up to 40% compared to a non-World Cup year, say executives of Hispanic media properties interviewed by Portada. World Cup right holders (English and Spanish-language TV, online and Radio) are working hard to monetize these rights. But the World Cup offers also other media properties plenty of opportunities (see for example special digital and print editions around World Cup matches and or non directly soccer oriented content such as culture and history content around World Cup host country Brazil.)
“World Cup is big, but I think what can be as important is the conversation around the World Cup – teams, players, host cities, stadiums, etc… We are really pushing to make sure that the brands we manage have a strong presence in these conversations and that these brands become fibers within organic conversation,” Yousef Kattan Fernández President/CEO at Dallas based TruMedia, tells Portada.
(Look out for “Portada’s 2014 Soccer Marketing Guide in partnership with Soccer.com” to be published on www.portada-online.com on January 28th!)

3. Focus on the scalability of digital channels

To Marla Skiko, SVP, Digital Innovation at SMG Multicultural, “the greatest challenge facing Hispanic media is to power the growth of digital media.  As those of us in the Hispanic media space are keenly aware, Hispanic consumers are at the forefront of technology and digital consumption.  We need to see growth in scale across channels from video to social to mobile.”

The greatest challenge facing Hispanic media is to power the growth of digital media.

…with programmatic helping to solve native’s scale issue

ALEMANIA TECNOLOGÍAProgrammatic digital advertising buys are an important tool to solve the scalability issue in digital marketing and advertising. A few months ago Skiko told us that the use of programmatic audience buying technologies can be very efficient, particularly when it comes to target segments of the Hispanic demographic.” Several players including Batanga, Alcance Media, Pulpo Media and in the video space Videology, Adap.tv., Yume and others are trying to capitalize on the catch up potential the Hispanic market has versus the general market in this regard.
(Watch out for “Portada’s Latin Audience Buying Guide“, a new custom branded section to be published on Portada’s English and Spanish-language sites in the next few weeks!).

Programmatic Trading can also help solve another important marketing challenge: How to scale native advertising. While the concept of native advertising, or branded content programs that take advantage of the interactivity of the digital medium (see The New York Times recent implementation),  has been the darling of the industry for the past two years, it has yet to truly take off due to its inability to scale. That is poised to change as native will start to be offered programmatically through new technologies that help publishers display sponsored content at scale. For the ‘right ad at the right time’ to finally become the ‘right content at the right time’, content marketing will need to become seamlessly integrated and distributed through advanced targeting technology via ad exchanges and RTB platforms.

Challenge: Finding ways for brands to stand out…

“One of the  greatest challenges marketers face  in 2014 is finding ways to help their brand stand out,”  TruMedia’s Kattan Fernández tells Portada.  “There are so many advertisers saying similar things in similar places. Messaging is important but understanding where your brand fits contextually is as important.  Finding creative media touch points, whether those be digital, social, mobile, offline are key to creating some sort of awareness and developing that engagement with viewers, listeners or online patrollers,” Kattan adds. He notes that “digital and social continues to be a big focus for our agency and growing those 1 to 1 consumer relationships where we can. ”

Understanding where your brand fits contextually is crucial

…it’s all about Content Marketing! (Driver 4)

Content Marketing

Finding the right context and context through digital and social media will continue to be key. In other words, it’s all about Content Marketing. Content Marketing strategies which succesfully integrate paid, owned and earned media are crucial for brand marketers.

Content marketing can particularly benefit brands who invest in creating culturally relevant content and scale it across screens and devices.

SMG’s Skiko says that “because Latinos are super users of technology and digital media, we expect to focus squarely on the digital space as we look to grow our clients’ business in 2014.” According to Skiko, “there is a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.  Another opportunity to make that connection is for marketers to develop content tailored to the Hispanic audience.  Content marketing is a growing arena and can particularly benefit brands who invest in creating culturally relevant content and scaling it across screens and devices. We see a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.”

…and here is where Data comes in (again). (Driver 5)

Customer Insights and Data represent another major driver for Hispanic marketing in the year that just started.  “I think the opportunity is about data. Not only to have it but actually to know how to find insights through it,” says Gonzalo del Fa, president of Group M Multicultural and Portada Editorial Board Member. (Big) Data can not only be used to substantially increase advertising effectiveness but also for content marketing purposes. For brands and agencies the issue is not so much about producing enough content but about creating enough usable content. That is where Data and dynamic content recommendation engines come in. They enable marketers and media to present the right content to the right visitor at the right time without the visitor having to discover it themselves. Machine learning does that discovery for them. The future of content marketing is all about data-driven content origination and curation that are optimized for organic SEO , highly relevant and targeted.

6. Mobile

In 2013 mobile marketing expenditures took off, although perhaps not as much in the Hispanic market. Experts interviewed by Portada note that 2014 will be a very important year for Latam and USH in the mobile industry. Gaston Bercun, Founder & Co-CEO at mobile ad network Hunt Mobile Ads, says  that “a lot of what is going on in the US and Europe will start to be seen in the Latin markets.”  Bercun adds that “we will start to see important growth of investment of brands in their mobile and mobile advertising strategies and this will push the market to a new level. Programmatic and new devices will also help in the process of increasing the smart phone and tablet penetration.” Major platforms like Google, YouTube and Facebook, provide advertisers
access to mobile and don’t need to recreate any mobile platform creative or invest in it. As Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom Media Vest, said during Portada’s 7th Annual Hispanic Advertising and Media Conference last September “not having mobile assets should not be an excuse for not making a mobile campaign.”

7. Digital Video continues to expand

Hispanic Online VideoRelated to the trend of digital expansion and content marketing is the almost explosive growth of digital video in the Hispanic market.  2014 will be the year of video in content marketing and Hispanic advertising. Platforms like Twitter, Instagram and Facebook, are allowing or will soon allow video ads in consumer content feeds. With videos becoming cheaper to produce even small businesses can produce high quality videos. SMG’s Skiko notes that the increased focus on the Hispanic opportunity by mainstream digital publishers is a win for marketers.  Key players such as Google, Facebook and Twitter are ramping up their Hispanic capabilities with dedicated resources and a focus on content creation and improved targeting.  This should help develop more and richer audiovisual media including digital video.  (Join us on June 3rd in Miami when major marketers and digital video experts from the U.S. and Latin America will gather at Portada’s Latin Online Video Forum)