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What:  Media agency GroupM is leading the New Majority Ready™ Coalition which also includes Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom.
Why it matters: The coalition’s aim is to help brands adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly. The ultimate ambition of the coalition is to increase brand relevance, business growth and create a seismic cultural shift.

The coalition will collaboratively develop tools and solutions to help brands get “ready” to engage the new majority, including:
• A benchmark tool – Multicultural Maturity Framework – that will help assess a brand’s “readiness” for this demographic shift across audience, investment, culture, content and more;
• Cross-platform content solutions based on the framework assessment and inspired by brand need
• A communications program to drive better understanding of America’s population transformation and to assist in driving adoption of new majority-first media strategies that reach, engage and authentically connect to these consumers.

Gonzalo del Fa, President of Multicultural, GroupM (photo), tells Portada that “the multicultural demographic in America isGonzalo del Fa, GroupM increasingly fueling the economy  (they currently represent 40% of the U.S. population) yet the ad dollars committed to them are disproportionately low at just 5%. In addition to that, 2020 will be the first year that a large demographic group (individuals under 18 years old) will be ethnically and racially diverse.”

2020 will be the first year that a large demographic group -individuals under 18 years old – will be ethnically and racially diverse.

Facebook (including Instagram) is not part of the new coalition. Asked why this is the case,  Gonzalo Del Fa, President of GroupM, Multicultural, tells Portada that “this first phase represents a handful of media partners across multiple disciplines such as video, print, audio and social media. A really exciting start. Our hope is that we will be able to welcome other leaders to join this movement”. According to del Fa, The New Majority Ready (NMR) coalition was initiated by GroupM to help brands better adapt to the changing of the U.S. demographic. In order to achieve that goal, GroupM is bringing together industry-leading companies across media, technology and publishing”.

The Challenge of Accurate Multicultural Measurement

The need for a more unified measurement of multicultural audiences is a major challenge that has hindered growth of investment in media targeting multicultural audiences. Asked about how the newly formed coalition will approach this particular challenge, del Fa says that “our benchmark tool (Multicultural Maturity Framework) will assess a brand’s “readiness” for the New Majority. This assessment includes brand’s growth potential, audience strategy, consumer perception, resource allocation and corporate impact among others. Based on that assessment, communication strategies and cross-platform content solutions that reach, engage and authentically connect to these audiences will be created to address challenges and opportunities. We will work with each client’s marketing team as well as our own analytics team to accurately measure the level of success of these initiatives.”

What: Google Flights, with its dominant search engine positioning, has turned the competition for online airline ticket sales upside down.
Why it matters: Airlines are scrambling to keep up and compete in new ways in response to what Ernesto Echeverri, Director of Marketing for North America, the Caribbean & Asia for LATAM Airlines Group, says is Google Flights’ complete disruption of the business of directing consumers to the best flights online.

It isn’t easy to compete with Google. In fact, Google’s owner, Alphabet, Inc., finds itself under intense scrutiny by governments and regulators. In these instances, Institutions have accused Google and in some cases won court judgments for antitrust violations. Now, airlines are discovering Google’s entry into the online ticket advertising and sales market has both good and bad consequences.

First launched in 2011, Google’s airfare search tool has become a dominant player among travel booking sites. The San Francisco Chronicle’s Thrifty Traveler columnist Jared Kamrowski says Google Flights is “leaps and bounds better than any other flight searching tool.”Google Flights

“Google Flights is the most powerful flight search tool,” Kamrowski wrote in a recent column. “[It] should be your go-to flight search engine.”

A Matter of SEO

But the tool’s success is turning out to be a double-edged sword for airlines. Since it directs users to the best fares, brands have to compete harder —and spend more— for first-page search-engine results.

“No one else has as much access to online flights information as Google. That means Google can outperform any other online flight aggregator,” Ernesto Echeverri, director of marketing for North America, the Caribbean & Asia for LATAM Airlines Group, and a member of Portada’s Travel Marketing Board, told Portada. “It makes it a little bit uneven because they have a tremendous advantage.”

Google Flights is the most powerful flight search tool. It should be your go-to flight search engine.
Ernesto Echeverri

As a result, it makes it more difficult for brands like LATAM to ensure top positioning on search engine results, especially on mobile platforms where appearing on the first page is even harder due to the smaller screens on mobile.

To compete with Google Flights’ dominant positioning in search results, LATAM will have to spend more money on purchasing first-page positioning, increasing its digital advertising costs, Echeverry said.

Competing with Google

Portada typed the words “flight to Paris from Boston” into Google recently and the following results popped up:

The first four search engine results were paid positioning by companies including Expedia, Cheap Flights, and Opodo.com. Google Flights took the fifth spot, the first unpaid position.

“We see players like Kayak and Priceline or Expedia who are also struggling to remain relevant with Google Flights,” shared Echeverri. Competing with Google for first-page search results is going to cost LATAM more. “What I think is going to start happening is that this will start increasing my costs.

A Silver Lining

The consequences of Google Flights’ entry into online flight search haven’t been all bad, however.

Echeverri declared that LATAM ticket sales tied to searches on Google have increased as a result of Google Flights directing consumers to LATAM flights. “Google Fights is increasing our sales. The multiple is probably ten-fold per year in the category of metasearch.”

Google Flights’ dominance on Google search has also forced LATAM to compete harder for other ways to win customers, including making improvements to its mobile application, frequent flyer program, and CRM.

We see players like Kayak and Priceline or Expedia who are also struggling to remain relevant with Google Flights.

A Better Deal for Consumers

Another consequence of Google’s disruption of flight search has been the possibility to break down the geographic barriers that allow airlines to sell tickets on the same routes at different prices, based on the market where the ticket is purchased.

According to Echeverri, the same round trip ticket between Mexico and Chile may cost more or less, depending on whether the purchase is made, in Chile or Mexico.

LATAM faces tough competition against Google flightsGoogle’s massive database of online information means Google Flights looks at fares from all over the world, so consumers can find a cheaper price on the same route, depending on where they choose to pay. It’s great for the consumer, but it will force airlines to adopt single pricing. “It’s hard on the airlines that used to have geographic barriers to manage their markets,” Echeverri asserted.

As a company you can do two things: start crying right now, or start doing stuff. LATAM has started doing stuff.

Here to Stay

“As a company, you can do two things: start crying right now, or start doing stuff. LATAM has started doing stuff. You don’t want all your eggs in one basket,” Echeverri warns.

Google Flights is “dominant and they are leveraging that dominance, which is good in the short term,” but could produce consequences that will have to be examined over the long term, according to Echeverri. “Google Flights is here to stay.”

 

What: WeWork’s Ana Rivadeneyra reveals to Portada how WeWork “humanizes” its outreach to potential customers in order to grow its market in Mexico and Latin America.
Why it matters: WeWork is leveraging the power of its own members’ experiences as told by them on social and other digital media to fuel its rapid growth in Latin America. 

“Our community is our most valuable marketing tool.” That’s how Ana Rivadeneyra, Marketing Manager México at WeWork, describes WeWork’s strategy for continuing its rapid growth in Mexico and Latin America.

WeWork first entered the Latin America market in 2016 starting in Mexico City and has since grown its presence in the region to 50 locations and 11 cities in six countries, including Mexico City, Buenos Aires, Sao Paulo, Bogota, Río de Janeiro, Lima, Monterrey, Santiago de Chile, Medellin, Guadalajara and Belo Horizonte.

“This region is of utmost importance globally for WeWork since it is the fastest-growing region, taking into account that we have only spent a little more than two years in this territory,” Rivadeneyra tells Portada.

Today, WeWork has 32,000 members in Mexico, and 450,000 members worldwide.

Portada: How does WeWork see itself operating worldwide and in Mexico? Is it a real estate, services, or software company?

AR: Our growth in Latin America—and the world—is on all of those fronts. We provide a 360-degree solution that simplifies space installation and maintenance. We are a single point of contact for an architect, designer, construction professional, landlord, and attorney. Here, workers and companies have the space, technology, services and experience to help them focus on what’s most important to them. Beyond just the physical space, our network of members and our application create a worldwide community of professionals and businesses.

WeWork has 32,000 members in Mexico, and 450,000 members worldwide.

Portada: What are the traditional marketing tools WeWork is using to grow its market in Mexico and Latin America?

 AR: Our community of members is our most important marketing tool. For that reason, we have developed our “member stories” which are case studies of success that tell how WeWork has contributed with its growth, expansion and connections. To distribute these messages and to amplify their content, we use multiple channels such as social media, print, radio, videos and events. By the same token, we place a lot of importance on our referral program where our employees and members are awarded for recommending someone who is interested in a work space.

Our most valuable marketing tool is our own community. There is no one better than our members to explain what WeWork is and how we can help.

Portada: What are some of the newer marketing tools that WeWork is using to grow in Mexico and the region?

 AR: At WeWork we are constantly looking to innovate in all areas, and our marketing is no exception. Our strategy is highly focused on digital (Social Media, Google Ads, Search, Website, Email Marketing, etc.), but without losing the real experiences and the value of real connections with people. Therefore, we like to define our strategy as “humanized marketing.” Another one of our very valuable tools is our WeWork application. With it we have managed to materialize loyalty tactics like discount benefits for members, direct communications, push notifications, a referral program, etc.

Portada: Among the new digital marketing tools that WeWork is using, which ones are proving to be the most important?

 AR: Organic content on the Facebook and Instagram platforms works well for us in order to promote our mission and generate awareness of what we offer. We add to that strategic segmentation on the same social networks that allows us to talk about our products to a new market and grow the community. We also use tools like LinkedIn that work to connect with a specific target in a more direct way.

Portada: What is an example of a tool or technology that is making a big difference in your Latin America marketing?

 AR: We use the “WeWork experience” that our members have when working in our spaces, including events and experiences that can be posted on Instagram. This has proven to be one of the 360-degree tools where people can learn more about trends, well-being, and different themes that interest them. For this reason, we focus many of our efforts and actions to invite more people to enter our buildings and experience and live the spaces within.

What: WPP and Waze have announced a collaboration that will make it easier for retail brands to run campaigns on Waze.
Why it matters: This partnership will allow WPP’s clients to directly reach and target drivers via the in-car platform, driving store footfall and product sales.

WPP and Waze just announced they are partnering to make it simpler for retail brands to run campaigns on Waze, the social navigation app owned by Google, which has over 100 million monthly active drivers globally.

This collaboration will direct drivers to retail locations via in-route messaging and will launch in Canada, France, Italy, the United Kingdom, and the United States this year.

“We are excited about the opportunity to collaborate closely with WPP and its global client base, sharing best practice and creating optimal solutions to drive in-store foot traffic for WPP’s many consumer product clients,” said Samuel Keret, Global Director of Waze Ads.

“WPP already brings the most creative, technology-led ideas to our clients to generate growth. Through our innovative partnership with Google, we’re now able to give clients exclusive access to Waze software that puts them in the driving seat to influence the shopping habits of the future,” added Stephan Pretorius, Chief Technology Officer at WPP.

 

Feature image created by vectorpocket – www.freepik.com

What: Including information from over three million consumers, BrandZ, a consumer-focused source of brand equity knowledge and insight, has released the 2019 Top 100 Most Valuable US Brands report.
Why it matters: All brands could learn a thing or two about how the most valuable brands create meaningful relationships with consumers in order to stay relevant.

On its second year, the study conducted by BrandZ stands on a divided land and delves into the benefits and consequences of the social and political scenario in North America. Last year, the report ended by prophesizing that the one certain thing about the year 2018 in the US would be uncertainty. The statement has proven true, but amidst the uncertainty shines a beacon of solidity. On the one hand, albeit boosting the economy of the 1% with massive tax breaks, the Trump administration has famously sunken the nation in a climate of political turmoil which creates such polarization that there’s no space left for middle grounds and half measures.

On the other hand, America finds economic stability by hosting some of the largest, most beloved brands in the entire world. The thing about those brands is that they’ve managed to remain anchored in the US by positioning themselves roots-deep in other parts of the world. They’re so international, so widespread, so deeply intertwined in people’s lives, that they now belong to everybody, becoming a place of their own.

The Middle: No Brand’s Land

Looking at Apple, the #1 brand in the ranking, now worth a net US $316 billion (followed closely by Google with $313) getting on board a major brand seems to be the only lifeboat on the social maelstrom the US is up against. Big business is booming so much that Chipotle, the #100 brand this year, is 32% more valuable than its counterpart last year. Huge businesses have been betting on applying technology to interact with their consumers and create massive yet customized experiences to make an emotional connection. Thriving small businesses interact with their consumers in person, focusing on filling very specific niches and remaining at the heart of their local clients. But, as mentioned earlier, there’s no longer room for the middle ground. Brands target the middle class less and less since it just hasn’t been able to keep up with the inflation resulting from the erosion of their economic power, squeezed as education, health services, and housing prices soar. This is reflected by the fact that the list includes Costco, a warehouse retailer that focuses heavily on the upper end of the spectrum, and Tesla, a notoriously luxurious car maker. But perhaps it hasn’t been necessary to focus on the middle since the middle doesn’t behave like it. One of the ruling behavioral tokens of the American middle class is that their market is fully aspirational: no matter how bad the economy is, they’ll still buy iPhones and brand apparel.

The Name is Bond, Emotional Bond

One of the most significant revelations of the ranking this year are the findings of “the Vitality Quotient”, or vQ; a measure invented by BrandZ to calculate the “health” of a brand by combining five key indicators into a single score. By this measure, the average score of all brands is 100. Its five components are Brand Purpose, Innovation, Communications, Brand Experience, and Love, and they all have to do with one thing: the emotional bond the brand builds with consumers. The study found innovation is no longer the main driver of growth, but only half the ingredients of the formula. In order to remain relevant, companies must master a mixture of innovation and experience; the successes of the past combined with the foresight of tomorrow’s consumer needs. Named “brand experience” by Brandz, it’s all about how well a brand meets consumers’ needs when they arise.

The goal is simple: creating a special consumer experience that’s both engaging and fulfilling. The connection must be special in many ways now that more and more consumers are rewarding brands not just for making great products but for promoting human values. Nike’s endorsement of controversial celebrities known for taking a stand, such as tennis player Serena Williams and quarterback Colin Kaepernick, has helped reinforce the consumers’ strong emotional connection with Nike. This year, the brand gained 37% in value and moved up the ranking to #18. In Mexico, the Juntas imparables (“unstoppable together”) campaign resonated strongly by advocating female unity while facing the ever-stressful pace of hectic Mexico City.

 

In short, the brands that continually innovate customer experience by giving customers the social empowerment they crave for are winning, growing 200% more than those that don’t. This year, Uber has been an example of the value of combining experience and innovation by snatching the #1 place in the brand health vQ by taking small but greatly effective measures, like equipping its on-demand cars with car seats and venturing into the food delivery business.

Great experiences and enduring emotional bonds translate into the term “meaningful difference”. Brands who innovate while sensibly catering to their customers’ wishes grew 2.4 faster. Amazon (up 69%), one of the three fastest growing brands along with Netflix (up 93%) and PayPal (up 88%), scored 181 on the meaningful difference chart, a solid 81 points above average. However, here comes one of the most mind-blowing fact from the study: if the iPhone alone were a brand, it would beat every brand in the top 100 for meaningful difference with a score of 187. This tremendous difference is one of the reasons why Apple increased its brand value by 13% in the last year to $316.1 billion. Another reason is its continued innovation across an entire ecosystem of services such as Apple Pay, iCloud and Siri that wrap around its key devices including the new Apple Watch and iPhone X, an example of how to own and transform user experience under the same roof.

A Big Bet on Big Data

Technologies like big data have been major for mobile payment and entertainment ventures. Netflix, PayPal, and several other e-payment, e-commerce, and entertainment companies have been profiting from the consumer data they get from advertising platforms to know the real motivators of consumers to pinpoint down to their most whimsical quirks where they economize and where they splurge. The mind-bending popularity of apps has served at least two highly valuable purposes aside immediacy and convenience. One, they ensure customer loyalty by inserting themselves on what has become the most intimate object in their lives: their smartphones. By being user-friendly, tidy, and enjoyable, they’ve become the most effective loyalty program evre invented. Two, they also give brands data and insight into when, where, and how people engage with a brand. Combined, these two elements can help turn casual customers into devoted community members.

A team effort

With meaning and difference as the key drivers of growth, today’s largest and fastest-growing brands need to push their company’s agenda by looking at the bigger picture and making sure all talent throughout the organization is on board with the plan. The talent must have a mind of its own driven by the wish of leading the company to the top by relentlessly and honestly pursuing customer satisfaction. Any company who manages to remain meaningful and democratic can play the game, and the only way to level the playing field comes down to how they manage passive engagement, active service, and friendly follow up of their customers by offering personalization, meaningfulness, and differentiation. Only then can brands become truly unforgettable and essential.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • According to the NFL, the consumption of games on digital platforms has jumped 65% from 2017 through week four of the new season, with an average minute audience of 326,000 viewers per game window across different platforms. The biggest growth has come from fans streaming games on their phones, where the average audience is up 147%. TV ratings are also up on last season. NFL viewership among Hispanics has increased by 28% in the past five years alone, according to a 2016 Nielsen report.

 

  • AT&T Mexico has announced an agreement to become the official sponsor of Mexican Pacific League baseball team Tomateros de Culiacan. The current 2017-18 champion has close to half a million followers on social networks. The deal includes AT&T’s logo to be added to the front of the official Tomateros jersey and the team’s players will take part in a number of AT&T events.

  • Google has expanded its partnership with MLB. The deal will see Google Assistant, a virtual assistant powered by artificial intelligence, become the presenting sponsor of the American League and National League Championship Series. The tech company already has similar deals with YouTube TV and the MLB World Series. 31% of MLB players are Latino, according to ESPN.

 

  • Sugarlands Distilling Company is teaming up with NASCAR and Talladega Superspeedway, as the “Official Moonshine of NASCAR”. As a part of the five-year agreement, Sugarlands will gain rights to promote its moonshine at retail, on packaging and will host key customers and distributors at-track. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Subscribe to Portada daily Sports Marketing Updates!

  • Under Armour locked a five-year deal with NBA player Joel Embiid. ESPN reports that the deal will make him the highest-paid center for this type of partnership, and will see Embiid and Under Armour partner on branded footwear and apparel in addition to charitable initiatives in and around Philadelphia and in Cameroon.

  • ESPN is planning on launching espnW in Mexico. espnW Mexico will serve as the brand umbrella and power content initiatives to engage and inspire women across ESPN’s linear, digital and social platforms.

 

  • The Houston Rockets locked in a partnership with Bilibili, the leading online entertainment platform for younger audiences in China. The Rockets are looking to expand their presence in esports, with Bilibili’s esports team, Bilibili Gaming and the Rockets’ esports squad Clutch Gaming taking part in a friendly game and Bilibili will become the official partner of CG.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • Walmart

Walmart has announced it is acquiring Cornershop, a leading online marketplace for on-demand delivery from supermarkets, pharmacies and specialty food retailers in Mexico and Chile.Walmart will pay US$225 million for Cornershop, which has seen its number of unique users double in the past 12 months. Closing of the transaction is subject to regulatory approval and is expected by the end of the year.As part of the agreement, Cornershop will remain an open platform.

 

 

 

  • MoneyGram

MoneyGram customers in Mexico have thousands of new locations to choose from when they need to pick up money sent from family and friends around the globe. The company’s money transfer receive service is now available at more than 17,000 OXXO convenience stores in the country.When picking up at an OXXO store, consumers can receive up to 2,000 pesos in cash. All additional funds, up to 11,600 pesos, can be transferred into a bank account from the OXXO location, or put on Saldazo, a debit card co-branded between OXXO and CitiBanamex. Remittances are one of Mexico’s top sources of foreign income. According to the World Bank, more than US$30 billion flowed into the country in 2017.

 

 

  • PepsiCo

Pepsico announced the expansion of its global relationship with its´marketing execution partner HH Global in Latin America beginning with implementation in Brazil and with the commitment to expand throughout the region.Under the terms of the agreement, HH Global will provide a suite of marketing execution services and proprietary HHub technology to support PepsiCo’s creative production and procurement requirements for print and point of sale materials. The implementation extends HH Global’s agreement with PepsiCo which originated in 2009 in France and the Benelux countries and has since expanded to Russia, Turkey, and the United Kingdom. Yamile Elias, Director of Business Innovation & Marketing, Pepsico is a member of Portada´s Brand Star Committee LatAm.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

 

  • Google

Google will invest around US$140 million to expand its data center in Chile, the company’s only infrastructure of its kind in Latin America, which houses the information of millions of its users, the tech giant announced. The complex, built in the Santiago suburb of Quilicura, is part of a group of 15 data centers that store and transmit information generated by applications like Gmail, Google Maps, YouTube, Waze and Uber, Efe reported.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • LaLigaLa Liga has extended its partnership with Microsoft. The deal will see La Liga’s content made available to Microsoft News users and on other products including Windows, Microsoft Edge, Xbox Live and Bing. This is the first global alliance signed by Microsoft with a major sports league.

 

  • OTT DAZN has purchased the qualifying matches for 2020 Uefa European Championships, as well as the European qualifiers for the 2020 Fifa World Cup broadcast rights in Germany, Austria, and Switzerland. The deal also includes the same rights to the 2018/19 and 2020/21 editions of the new Nations League, which began on Thursday night. However, DAZN won’t provide live coverage of any matches involving Germany, Austria or Switzerland in their respective home markets.

 

  • Major League Soccer locked in its schedule and format for the Audi 2018 MLS Cup Playoffs. The 2018 MLS Cup will be broadcast on FOX and UniMas, and across more than 170 countries worldwide via MLS’s network of international broadcasters.

Subscribe to Portada daily Sports Marketing Updates!

  • CONMEBOL.comMediapro has signed a four-year deal with the South American Football Federation (Conmebol) as a production hub. The Spanish agency will provide the international signal for the region’s three major club competition’s internationally and will take care of producing and distributing the Copa Libertadores.

 

  • David Beckham’s new MLS expansion team in Miami has unveiled its name, crest, and colors. The club will be called Club Internacional de Fútbol Miami, as a statement to the Latin American roots of Miami. The Spanish name is expected to be informally shortened to Inter Miami.

 

  • Juventus has extended and expanded its licensing deal with international agency IMG to include the US and Canada. As part of the new multi-year deal, the IMG will develop the Serie A club’s licensing business through its network of Asian, American and Canadian offices, coordinated by its team in Milan.

Subscribe to Portada daily Sports Marketing Updates!

  • French soccer team Paris Saint-German announced Socios.com as their official branded cryptocurrency partner. The multi-year deal will see the company work with the team to develop their blockchain strategy to enhance and evolve their fan engagement.

 

  • GoogleSpanish La Liga has partnered with Google in an effort to protect the league’s media rights portfolio from illegal streaming websites. The league is working with Google to block search results that include pirate services.

 

  • The German Football Association (DFB has extended its longstanding partnership with Adidas for another four years. The deal will see the German sportswear giant continue to supply kits to the country’s national soccer teams until 2026.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Whistle Sports has appointed Joyce Parente, as the company’s new SVP of marketing brand partnerships. Under her guidance, Whistle Sports aims to ramp their branded content efforts with existing clients like Nike, Marriott and Gatorade and expand the companies client roster.

 

 

 

 

 

VaynerMedia has hired Aaron Kovan, former executive vice president and head of integrated production at McCann Worldgroup, as its first-ever chief production officer. As VaynerMedia’s chief production officer, Aaron has oversight over production there, as well as its studio, VaynerProductions.

 

 

 

 

 

Anne Hoffer has been hired by Marketing technology and services company Adaptly as senior vice president of revenue. She wove her career through some of the world’s best training grounds, such as Viacom, ESPN, Apple, and Snapchat.

 

 

 

 

 

 

UM has announced  Jason Rosenbaum as its latest global financial officer. Rosenbaum will manage the global profit and loss statement, build relationships with regional and global UM leaders and serve as a business partner for UM capabilities.

 

 

 

 

 

 

Kathleen Donald has been appointed the new chief marketing officer at Laser Spine Institute. Donald will lead all aspects of brand development, including direct marketing, advertising, internal communications, public relations, stakeholder engagement and strategic planning.

 

 

 

 

Nathan Woodman has been hired by Havas Media as their new U.S. chief data officer. Nathan was the GM of demand and SVP strategic development at IPONWEB for the past three years.

 

 

 

 

 

 

MXM, the New York-based digital agency that was acquired by Accenture Interactive this year, is taking Bill Hughes as creative operations director. Hughes will be responsible for all aspects of the agency’s creative operations, including talent acquisition, management and retention.

 

 

 

 

 AppLift, a leading mobile ad tech company, has just welcomed Tim Kelly as vice president, demand, West. Kelly will oversee business development and account management of the West Coast teams, while working with team members and clients at an international level.

 

 

 

 

 

AppLift has also announced Marcus Imaizumi as the Head of the LATAM Team.  With more than 17 years of leadership experience, Marcus will focus on the development of the mobile app economy growth across LATAM.

 

 

 

 

 

Debra Lee, chairman, and CEO of BET Networks is leaving the company after 32 years.

 

 

 

 

 

 

Chloe Gottlieb, the co-U.S. chief creative at Interpublic Group of Cos.-owned agency R/GA, is leaving the agency to become a director of user experience at Google.

 

 

 

 

Former Xerox executive Kevin Warren has been hired by UPS as chief marketing officer. Warren will handle product development, pricing, communications, loyalty and PR among other business functions.

 

 

 

 

 

Lowe’s has announced  JCPenney CEO Marvin Ellison as its new chief executive. He will start at Lowe’s on July 2, replacing retiring CEO Richard Niblock.

 

 

 

 

 

Kimberly Evans Paige has been appointed the new chief operating and brand-building officer by the Amityville-based hair care and skin care company, Sundial. Kimberly had previously worked at Coty, Coca-Cola and Procter & Gamble and will run Sundial’s operations, including the supply chain, marketing, and sales.

 

 

 

 

Univision has hired former Media General top executive Vincent Sadusky as the company’s new CEO, replacing Randy Falco. Vincent is scheduled to start the new job on June 1.

 

 

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Latcom has announced that Mauricio Torres Quiroz has joined the firm as general manager for Mexico and Central America. His arrival will help potentiate Latcom’s business strategy.

 

 

 

 

 

 

Verónica Álvarez Iturre has started a new role at Philips, reported AdLatina. Previously manager of digital marketing of the health division, she is now marketing director of the UltraSound & Patients Monitoring for the South America region.

 

 

 

 

Tomás Muro is the new manager of commercial operations at Logan Argentina. In his new role, he will lead the agency’s expansion into mobile marketing.

 

 

 

 

 

 

Pablo Beramendi has been named the new general director of Google in Argentina. He had previously worked for the company as head of branding and later as head of product solutions for Spanish-speaking countries.

 

 

 

 

Danone Waters has appointed Juan Garibaldi as new CEO for Latin America. He will be based in Buenos Aires and Argentina.

 

 

 

 

 

Attachmedia has announced the arrival of Marco García as Mexico’s Country Manager.

 

 

 

 

 

 

José Carlos Pestana has joined Publicis One as the new CEO for the Peruvian region. He’ll replace Maribel Mesía.

 

 

 

 

 

 

Waze has announced the appointment of Anasofía Sánchez Juárez as new General Manager for Mexico. In her role, she’ll be in charge of monetizing the Waze platform in order to provide brands with better mobility solutions.

 

 

 

 

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.

 

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

AdYouLike and mobile creative DSP Tabmo have announced a partnership that they hope will better bring native ads to mobile devices.

Adobe has launched a 100% programmatic ad campaign, the largest cross-media ad campaign implemented solely through a programmatic platform to-date.

Oracle announced that its enterprise software Moat has been certified by verification provider ABC for the principles of video viewability measurement, as prescribed by JICWEBS – a cross-industry organization consisting of trade bodies representing brands, media agencies, publishers and tech outfits.

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

Publisher SSP PubMatic has announced a fraud-free program for demand-side partners that includes a money-back guarantee where, if fraud is detected on PubMatic’s platform, demand partners won’t have to pay for it.

Amazon continues to deny that it is working on a free, ad-supported streaming service.

Converged TV and video ad software provider Videology released its Q3 2017 U.S. TV & Video Market At-A-Glance report, which found that spending on linear TV campaigns in the Videology platform using advanced data grew 60% for the first three quarters of 2017, compared to the same time period last year.

OTT video service Sling TV and video ad serving platform SpotX have launched private marketplaces that let advertisers target two audiences: a) Black Friday/Cyber Monday shoppers and b) luxury shoppers — for the holiday buying season.

The Association for Online Publishing launched their ad quality charter ad their recent digital publishing convention to ” involve more industry players in making the advertising ecosystem more transparent, brand-safe, and less fraud-prone.”

MMW has just announced a new partnership with Adobe Advertising Cloud that gives advertisers and agencies access to premium ad inventory across all formats and devices for multichannel campaigns.

AppNexus has launched a programmable DSP called ‘AppNexus Programmable Platform’ (APP) with the goal of helping traders set up, manage and deliver campaigns more efficiently.

According to the latest Cisco Visual Networking Index (VNI) Complete Forecast, there will be nearly 1.9 billion Internet video users by 2021, up from 1.4 billion in 2016.

LATAM MARKET

Rodrigo Bonilla, Americas director for the World Association of Newspapers and News Publishers (WAN-IFRA), spoke at the Knight Center, asserting that this year, many of the newspapers in Latin America are coming to terms with the fact that money from online digital advertising is not enough.

A recent study from Google revealed that Netflix now has more demand than its competition — pirated streaming services and apps — in Brazil.

A study by analytics firm GlobalWebIndex revealed that globally, the highest number of social media accounts per user can be found in Latin America (8.8), followed by Asia (8.1).

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.

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 the Annual Auto Reliability Survey, Cadillac is the least dependable car brand, followed by GMC, Ram, Dodge, and Volvo. 

A study by Mailjet revealed that engagement with Halloween marketing increases by 74% when the show Stranger Things is mentioned.

According to New York-based global communications firm Cohn & Wolfe, Google is the most authentic brand in the country, followed by Microsoft, Amazon, Maruti Suzuki and Apple.

Coca-Cola announced that it wants to release more alcohol mixers and smaller-batch beverages to adapt to people’s changing tastes, which are moving away from mass-produced sodas.

Cuties, a brand of mandarin oranges grown by Pasadena, California-based Sun Pacific Inc., came in on top of the lists of parents’ most preferred mandarin and favorite healthy snack brand according to the 2017 Brand Love Study, released by youth research firm Smarty Pants LLC. The brand saw a 43-point increase from the 2016 study, placing it at number 13 on the list of top 50 parent-preferred brands.

According to a study by Brand Keys, United States consumers feel the most loyalty toward Amazon and Google.

A study by The Ehrenberg Bass Institute (EBI) revealed that most of us take less than 10 seconds to arrive at a decision, while online purchases take 15 seconds or less.

Twitter announced in a company blog post that it’s bringing more transparency into advertising on its platform via an online Transparency Center, along with improving user controls over ad preferences and adopting stricter ad policies. At the same time, the company has agreed to have the industry watchdog the Media Rating Council (MRC) independently audit its ad measurements in order to appease brands, according to Marketing Land.

According to a new study published by Market Research Hub, “Hard Luxury Goods Market – Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2017 – 2022,” with the rising presence of branded products among consumers, fueled by the significant increase in their disposable income, the hard luxury goods market is likely to continue perceiving strong growth over the next few years.

According to a new survey by marketing research center Ipsos and beauty brand Sally Hansen, most women wear makeup because they want it. 84 percent of women say beauty can be empowering, 69 percent say they wear nail polish for themselves, and 49 percent saying having a manicure gives them more confidence.

Facebook announced that it is allowing advertisers to match the most appropriate images and videos with the settings in which the ads will appear for more customized creative in ad placement.

In a new Morning Consult survey, 91 percent of respondents said they’d pay up to $10 per month for Netflix.

Affluencers, a powerful grouping of Affluent consumers who also influence others’ shopping and buying behaviors, represent 71% of all Affluents, according to the Fall 2017 Ipsos Affluent Survey released this month. The Survey defines “Affluent” as adults living in households with at least $125,000 in annual household income, a group that reflects the top 16% of American households.

LATAM MARKET

Cint, an Insight Exchange, today announced a strategic partnership with eCGlobal Research Solutions, a marketing technology solutions provider, to gain significant reach into the Latin America (LATAM) market.

The World Trademark Review’s Country Data Report ranked Mexico among the top countries for trademark registration activity and noted its huge potential in economic growth, alongside other key Latin America jurisdictions.

Emerging technology investment hub VelocityTX is planning a new fast-track program to help companies go international with its Brazilian partner Outsource Brazil.

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

Ampere Analysis’ Top Online Video Services Barometer has revealed that YouTube is the most watched online video service by a longshot, with 68.7 percent of global internet users claiming to have visited the website at least once in the last month.

Google is opening up more intent data for targeting on YouTube and introducing more services through its Custom Affinity Audiences offering.

Video ad serving platform SpotX announced today an exclusive agreement to power the programmatic monetization of Vudu’s Movies On Us advertising-supported content catalog.

Netflix is raising the prices of its US-based streaming plans to support the costs of its popular original programming.

Video monetization company FreeWheel has released its Q2 2017 Video Monetization Report, revealing that mid-rolls on full episode premium content enjoy a 97 percent completion rate.

GoPro on Thursday released improved models of its mini-cameras and Karma drone to bolster the efforts of creators sharing videos online at a media event in San Francisco.

Adobe Spark has launched new features for creating and sharing branded stories in all three Spark formats: Post (for graphics), Page (for web pages), and Video (for video stories).

comScore has launched Activation, a product suite that helps advertisers, agencies, and media companies efficiently reach the right audiences at the right time using data from comScore’s planning and measurement products.

LATAM MARKET

Executives from OTT platforms analyzed strategies for the Latin American region at the Next Series Mexico & Central America, an event organized by Dataxis in Mexico City from Oct 3-4.

Telefonica and Logan have united to integrate their Big Data with mobile ads in Latin America to enable more effective personalization of mobile ad campaigns.

The IOT Group has engaged consumer electronics sales representative company Maximum Export Import LLC to manage the market development of its ROVA Selfie Drone and AirSelfie products in Latin America.

Next week, 300,000 video game fans, developers and publishers like Sony, Ubisoft, Activision and Microsoft will head to Sao Paolo, Brazil for the Brasil Game Show, Latin America’s largest gaming convention, where the role of YouTube and Twitch in democratizing gaming will certainly be discussed.

Broadband satellite solutions company Hughes Network Systems announced the launch of HughesNet® high-speed satellite Internet service in Colombia beginning on September 28, the company’s second international deployment of its award-winning consumer service beyond North America.

According to the Tecnología residencial 2017 report, published by Carrier y Asociados, the number of connected devices per household in Argentina has increased over the last year, currently at 6.3 devices per home, increasing from an average 5.8 last year.

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

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.

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

Kenshoo‘s recent study, “Amazon: The Big E-Commerce Marketing Opportunity for Brands,” spoke to 3,100 consumers in the United States, Germany, United Kingdom and France, and 85% said that Google is a top resource for product discovery and research, while 72% of shoppers said the same of Amazon. 56% of customers check Amazon first when researching merchandise.

According to Zenith’s Advertising Expenditure Forecasts, between 2016 and 2019, social media in-feed ads, online video, and other digital formats, such as paid content and native advertising will drive 14% annual growth in total display advertising. Total display expenditure will rise from USD$84bn to USD$126bn, and by 2019, total display will account for 50.4% of internet advertising expenditure, passing the 50% mark for the first time.

A new study by PlaceIQ, “State of Integrated Marketing 2017: Mapping the Journey to Success,” found that 47% of marketers say developing a unified cross-channel customer experience was one of their top three priorities this year. 37% of marketers cited the ability to accurately measure cross-channel results as the most pivotal factor for successful integrated marketing, and 81% ranked location data as the first or second most important element.

According to a study by On Device Research, 47% of consumers state that seeing fewer ads than they do watching linear TV is an incentive to subscribe to paid on-demand TV. 87% of the survey respondents are using mobile apps for more than two hours per day, and 75% of respondents claiming to shop online at least once a month.

According to a study by The Values Institute, Amazon is America’s most trustworthy brand, followed by Marriott, Microsoft, Hilton and Southwest Airlines.

64% of marketers surveyed by Bazaarvoice and Ad Age said that they are not fully clear on the origins of their data sources.

According to a recent study from Deloitte on Millennials and luxury, American millennials spent far less on luxury spending than other markets. Over 25% of the American Millennials report no luxury purchases of $500 or more in the last 12 months, while the survey average across global markets was only 16%.

A Goldsmiths University study found that 61% of respondents preferred a tailored approach when it came to marketing engagement by brands. 53% claimed that they appreciate when a brand is able to use their data to provide a personal experience, but 76% want to know how their data is being used.

A survey by Forrester Research has found that four in 10 teen users aged 12-17 say there are too many ads on YouTube.

LATAM MARKET

According to a study from the Internet Association of Mexico, online activity and interactions among Mexican internet users increased from 20.2% to 70% between 2006 and 2016.

Starting in January 2018, the Argentinean Trivento brand will become the first official wine of the MLS until 2020. Trivento will be allowed to use any of the 20 MLS clubs in its advertising campaigns and create new MLS-branded packaging for its products.

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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

Video ad serving platform SpotX today announced a new header bidding suite built specifically for video, featuring a server-side wrapper and an advancement of the company’s shift from tag-based integrations. The new suite of solutions complement SpotX’s advanced ad serving tools to execute unified auctions in a more effective and efficient manner than header bidding alone.

T-Mobile is teaming up with Netflix to provide the streaming service’s basic subscription at no extra cost for those who subscribe to T-Mobile One family plans.

According to reports, Facebook is “offering music publishers hundreds of millions of dollars to retain the rights to music featured in videos uploaded by users and page owners” to appease copyright holders.

Video streaming service Roku has filed paperwork Friday to list its shares on the Nasdaq stock exchange.

Amazon has launched Brown Sugar, a subscription-video-on-demand service featuring African-American movies.

Facebook’s Ads Manager is apparently inflating the numbers regarding the reach that ads can have on the platform, claiming that ads can reach a potential of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.

Google is allowing the public and developers to test a feature through which users can mute the sound on video ads through experimental browser Chrome Canary.

Streamroot, pioneer in distributed over-the-top (OTT) video delivery solutions, announced that the company has secured an additional $3.2 million in funding, bringing the company’s total financing to $6 million. Contributions in this round came from premier international firms including Partech Ventures, Techstars Venture Capital Fund, Verizon Ventures and R/GA.

San Francisco ad tech firm RhythmOne has acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.

LATAM MARKET

From 2016 to 2017, ad spend on online video increased by 200% in Mexico, and small and medium-sized businesses represent 25% of that ad spend, according to a study by DynAdmic.

HubSpot‘s The State of Inbound report revealed that 58% of LatAm businesses are investing in Facebook video ads, compared to 50% in 2016.

According to Buenos Aires, Argentina-based Observatorio Web, Google results for the word “Jew” come up with more antisemitic results in Spanish than in English, and 484 Spanish-language videos denying the Holocaust have received nearly 1.7 million views collectively during 2016 alone.

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