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Different aspects of Online Video Marketing were front and center during the first day of #PortadaLat in Miami’s Hyatt Regency Hotel. Major Thought Leaders including Jan Riemens, CEO of ZoominTV, Maya Kosovalic, Digital and Media Communications Manager at L”Oreal Travel Americas, Adriana Grineberg, Head of Operations Miami at Facebook and Carlos Espindola, Gerente eHub Latin America, 3M took the stage.

ZoominTV's Jan Riemens and Kaltura's Juan Carlos Santamaria
ZoominTV’s Jan Riemens and Kaltura’s Juan Carlos Santamaria

Jan Riemens cited a forecast according to which by 2020 50% of Audiovisual Ad revenues are going to be done through TV Everywhere (OTT). That certainly is a promising figure if it is taken into account that major corporations are already putting the majority of their expanding digital advertising dollars to work in online video.

jnowak_yume_headshotYume VP Emerging Market Jorg Nowak (photo on the right), whose company presented  research conducted with IPG MediaLab, during an exclusive VIP breakfast at the kick-off of @PortadaLat, cited another interesting stat: “Procter & Gamble invests 70% of its digital advertising in Online Video”.

Audiovisual Ad revenues are going to be done through TV Everywhere (OTT)

Cutting out the Middle Man

In an interesting on-stage idea exchange between ZomminTV’s Jan Riemens and Juan Carlos Santamaria, VP General Manager at Kaltura, the two executives said that Online Video is already cutting out the middleman in the media business. Redbull was cited as one example. Another one is the currently corruption scandal inmmersed World Soccer Association (FIFA). “In a few years, Fifa will be able to bypass the networks by broadcasting through apps”, Riemens claimed.

Online Video is already cutting out the middleman in the media business

CE.1Disintermediation is also a Trend for 3M’s Carlos Espindola (photo left) who noted that his company is putting a lot of emphasis on e-commerce rather than pure advertising. Espindola cited joint projects with Walmart and Amazon in Mexico.

Will mostly U.S. based Online Video and Advertising Technology providers really be able to deliver the goods when it comes to the Latin American Online Video Market? What are the main challenges ahead? In order to find out more about the evolution of Online Video in LatAm, we asked major experts what online video formats they see growing the most in 2015. Below, their answers.

2a39571

Jorg Nowak, Head of Latin America, YuMe

“Video Advertising has arrived in Latin America and is certainly nothing new. At YuMe, our IAB and MMA Award winning ad units such as “Ngage” and others transform the traditional 30 second TV Spot/Pre-roll into an experience that engages the audience and create the brand recognition advertisers are asking for”.

The enormous opportunities presented by the Latin American and U.S. Hispanic online video landscape will be examined in-depth by major experts of the brand marketing, agency, media and measurement world at Portada’s Latin Online Video Forum on June 3 in Miami (part of #Portadalat.) Check out the evolving agenda and register!

Chris Stanley, CEO, Alcance Media

38859b2“Overall, I expect video to continue its strong growth as more advertisers see the benefits. As for the formats, pre-roll will be number one, but as more offerings become available in mobile pre-roll this should see strong growth as well”.

Mike Downs ‎VP, Hispanic & LatAm at TubeMogul

“Pre-Roll is the format growing most consistently, with the majority of that growth driven by mobile devices, and we believe that both will continue to develop in 2015. We work with advertisers looking for innovative solutions to deliver brand messages and will continue to do what’s best for them”.

Eric Tourtel, SVP and General Manager Latin American, Teads

iWl5-mjI_400x400“Pre-roll within a quality environment will not grow, quite simply because there are not any more inventories available (producing video content is expensive hence why there is not too much availability and it tends to be sold out immediately). Pre-roll within user-generated content may grow if advertisers prefer price over quality. Hope for users and advertisers mid-rolls and post rolls will not grow either since that would have a negative impact on the way people perceive brands (no one likes to be forced to see an ad while consuming video content).
I am convinced, thanks in part to our conversations with many brands and agencies, that Outstream formats will grow, and that inRead will soon be a commoditized format. Finally, 2015 will be the year of mobile! According to eMarketer, Latin America is the second fastest growing region for mobile phone internet user growth, ranked 2nd worldwide behind Central & Eastern Europe. eMarketer predicts Latin America will have 322 Million Mobile Phone internet users by 2018, a jump of 194M from 2014 (a 65%+ increase in 4 years alone).

In Mexico 94.7% of the mobile traffic goes through Wi-Fi

Research firm eMarketer expects  a very high growth rate of  mobile internet ad spending in Latin America, growing to US$2.24 billion  by 2018 from US$334 million  in 2014. One very important point to consider is that since the quality of mobile broadband’s is extremely low, people tend to use Wi-Fi on their devices all the time, to the direct detriment of the broadband quality available on mobile devices. For example, in Mexico 94.7% of the mobile traffic goes through Wi-Fi, which means we can deliver a lot of video on mobile. In our view the major growth in mobile formats will come from inRead and mobile-friendly formats”.

There will be a rapid increse in mobile internet ad spending, growing to US$2.24B by 2018 from US$334M during 2014

Manny Montilla Sales Director at Adap.tv

Manny_0165(1)“Although I think mobile video will grow tremendously in 2015, I think the more compelling growth to keep tabs on will be centered around publishers concentrating their efforts in generating more medium and large player inventory. The saturation of small player inventory and the increasing negative user experiences associated with them are making advertisers more and more prone to targeting away from small pre-roll inventory sources and concentrating their spends toward larger sized pre-roll sources”.

The opinions are manifold. As 2015 moves on, we should have a clear perspective on the format that best meets advertisers’ needs as well as users’ habits.

CHECK OUT:
10 things you need to know about the Latin American Online Video Advertising Market

Will Online Video Take Money Out of the Huge LatAm TV budgets?

The enormous opportunities presented by the Latin American and U.S. Hispanic online video landscape will be examined in-depth by major experts of the brand marketing, agency, media and measurement world at Portada’s Latin Online Video Forum on June 3 in Miami (part of #Portadalat.) Check out the evolving agenda and register!

The Latin America media and advertising markets are almost ruled by huge TV budgets. In this context, non-linear TV properties (e.g.  native digital properties as well as digital properties of magazines and newspapers ) have a tremendous opportunity to capture some of these TV advertising monies.

Lorena Hure contributed to this article.

GC_2008_400x400Guido Conterno, executive director at GDA, a consortium of major Latin American newspapers including Argentina’s La Nacion and Mexico’s El Mercurio,  says that  “newspaper and print based sites are rapidly incorporating video as a substitute of photos; once the processes are in place, and  robust webTV sites set, they will get a share of those investments.”

An important aspect that will greatly contribute to channel TV ad investment to the digital environment, is the technology provided by supply side platforms (SSPs).

2a39571According to Jorg Nowak, Head of Latin America at YuMe “This is certainly a global trend that is an important topic in LatAm as well.  Reason being is that clients request a faster turn around time to measure the ROI of the campaigns and that puts pressure on everyone in the campaign life cycle to work faster, as well as becoming even more detail oriented when it comes to categorizing the inventory by the various demographics. The latter can only be achieved by automating the process”.

An important aspect that will greatly contribute to deriving TV ad investment to the digital environment, is the technology provided by supply side platforms (SSPs).

However in Latin America, not so much in the U.S., it may take a while until traditional TV advertisers decide to transfer their budgets to digital video. For now, other experts tell Portada, most of the growth of online video comes from monies exiting display advertising (banner ads). Free TV ad and Pay-TV ad budgets, while much bigger budgets, are only threatened by online video in the medium and long terms.

066e2d4 As Carly Bellis, Co-Founder & CSO at Impaktu suggests: “I do not see this happening in the short-term, but it is possible that the shift will happen in the medium term, most likely via private marketplaces.  Right now the SSPs with inventory available in Latin America tend to have lower quality, non-local content at lower prices. From recent studies we also know there is a high incidence of fraudulent sites.  Local LatAm publishers with high quality, brand safe content do not want to lump in their content with the existing content and seemingly devalue their inventory.  The same is true in the U.S. with most premium publishers.  However, I do think that private marketplaces will be more readily adopted in the medium term, giving publishers more control over the buyers, the pricing and how their inventory is bought.”

Programmatic Video’s Latin American Infancy

Manny_0165(1)Manny Montilla, sales director at Adapt.tv (photos left), takes a similar position to Bellis: “I do see publishers adopting sell side platforms. However, I think it will happen in the medium term. Programmatic video is still largely in its infancy in Latin American markets. Right now there’s a lot of ‘toe dipping’ happening where publishers are brokering deals for their video inventory with a multitude of 3rd parties (mostly ad networks) who in-turn are trying to activate that inventory across programmatic partnerships and attract significant demand volume. As the comfort and education around transacting video increases and reasonable understanding is attained I think publishers (especially the larger ones) in Latin America will be losing out on major revenue if they don’t consider partnering with programmatic video solutions directly. The advantages of doing so are too compelling to ignore, especially as publishers establish their own private exchanges and start offering buyers more interesting slices of their inventory than would be available in a public market place.”

Major publishers in Latin America will be losing out on major revenue if they don’t consider partnering with programmatic video solutions directly.

What lies ahead?

The fact that implementing this technology would contribute greatly to deriving investment to the digital environment is confronted with the resistance publishers are confronted with.

iWl5-mjI_400x400As Eric Tourtel, General Manager for the Latin American market at Teads.tv (photo), says: “We also see some publishers that are a bit concerned about losing control of their inventory or their pricing, with some people incorrectly thinking that programmatic means ‘bought cheaply’ when in fact it means ‘bought automatically’. It is, however, simply a matter of training and sharing experiences”.

Programmatic does not mean ‘bought cheaply’ but ‘bought automatically’.

In short, even if everything shows TV ad investment will eventually be derived to the digital environment, there are a few challenges to be overcome first. So far, users are giving a positive sign to publishers with regards to their consumption habits; however, the implementation of the right technology to enable digital advertising in lieu of TV, might take some time.

The enormous opportunities and the evolution of the Latin American online video landscape will be examined in-depth by major experts of the brand marketing, agency, media and measurement world at Portada’s Latin Online Video Forum on June 3 in Miami (part of #Portadalat.)

CHECK OUT: 10 things you need to know about the Latin American Online Video Advertising Market

How can we reach millennials through online video? This was the overall theme of the panel moderated by Bob Oliva, business development director of Portada, and made up of Jorg Nowak, Head of Latin America and US Hispanics, YuMe; Maximiliano Vaccaro, Director- Digital Media Latin America – Brazil and US Hispanics, Discovery Networks; and Noel Gladstone, VP Research and Consumer Insights, Viacom International Networks. 

Nowak.YuMe_-156x156Jorg Nowak, Head of Latin America and US Hispanics, YuMe, expressed the view that “you have to follow the audience; you have to be able to serve them in all platforms.” Nowak added that before we know it the “big screen” will surely be part of the digital matrix.

“At YuMe we no longer talk about campaigns for VC video, TV or mobile; we talk about video campaigns,” and “no longer talk about video campaigns in each platform.” Nowak said the time has come, in fact, to pose the question once again: “Which is the ‘first screen?’ Is it still TV?”

mvFor his part, Maximiliano Vaccaro, Director- Digital Media Latin America – Brazil and US Hispanics, Discovery Networks, maintained that when it comes to thinking about the production of video content for millennials, “this has to be done in a way that’s really different from content production for other age groups.” “Millennials are everywhere, but not so much on TV.” “For millennials, technology is organic, they’re not ‘early adopters’,” Vaccaro said.

We seek to create an ecosystem that means a simple experience on multiple screens
 

“The question we ask ourselves is how can we understand the cycle of each video, and not just focus on the production of video content,” Vaccaro added. “Not just creating content – but having tools for looking at the content’s behavior.”

With regard to the production of content, he said “you have to be king” in terms of quality, given that these days everybody can “create quality content on YouTube.”

Creating an ecosystem, creating multi-screen experiences, it’s not about YouTube, or about mobile, it’s how to tell a story and be king in that realm
 

Vaccaro added: “We’re all learning about integrating screens,” but “we’re moving slower than the video market.” “For media companies, as well as metrics companies like Ibope, Comscore, etc.,” he stated, “it’s a challenge to measure up to the development of the market.”

Noel Gladstone, VP Research and Consumer Insights, Viacom International Networks, highlighted the importance of online video, noting that “the way we watch TV is changing, it’s not a novelty.” Gladstone remarked that “The audience still loves TV, so what millennials are looking for is a multi-screen experience.” “The challenge now,” he pointed out, “is to measure video engagement.”

How can we reach millennials through online video? This was the overall theme of the panel moderated by Bob Oliva, business development director of Portada, and made up of Jorg Nowak, Head of Latin America and US Hispanics, YuMe; Maximiliano Vaccaro, Director- Digital Media Latin America – Brazil and US Hispanics, Discovery Networks; and Noel Gladstone, VP Research and Consumer Insights, Viacom International Networks. 

Nowak.YuMe_-156x156Jorg Nowak, Head of Latin America and US Hispanics, YuMe, expressed the view that “you have to follow the audience; you have to be able to serve them in all platforms.” Nowak added that before we know it the “big screen” will surely be part of the digital matrix.

“At YuMe we no longer talk about campaigns for VC video, TV or mobile; we talk about video campaigns,” and “no longer talk about video campaigns in each platform.” Nowak said the time has come, in fact, to pose the question once again: “Which is the ‘first screen?’ Is it still TV?”

mvFor his part, Maximiliano Vaccaro, Director- Digital Media Latin America – Brazil and US Hispanics, Discovery Networks, maintained that when it comes to thinking about the production of video content for millennials, “this has to be done in a way that’s really different from content production for other age groups.” “Millennials are everywhere, but not so much on TV.” “For millennials, technology is organic, they’re not ‘early adopters’,” Vaccaro said.

We seek to create an ecosystem that means a simple experience on multiple screens
 

“The question we ask ourselves is how can we understand the cycle of each video, and not just focus on the production of video content,” Vaccaro added. “Not just creating content – but having tools for looking at the content’s behavior.”

With regard to the production of content, he said “you have to be king” in terms of quality, given that these days everybody can “create quality content on YouTube.”

Creating an ecosystem, creating multi-screen experiences, it’s not about YouTube, or about mobile, it’s how to tell a story and be king in that realm
 

Vaccaro added: “We’re all learning about integrating screens,” but “we’re moving slower than the video market.” “For media companies, as well as metrics companies like Ibope, Comscore, etc.,” he stated, “it’s a challenge to measure up to the development of the market.”

Noel Gladstone, VP Research and Consumer Insights, Viacom International Networks, highlighted the importance of online video, noting that “the way we watch TV is changing, it’s not a novelty.” Gladstone remarked that “The audience still loves TV, so what millennials are looking for is a multi-screen experience.” “The challenge now,” he pointed out, “is to measure video engagement.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

WALT WHITE, meet Walter Blanco. The meth cook/criminal mastermind/chemistry teacher will live again, as Sony and Teleset remake Breaking Bad in Spanish for audiences in Latin American and the United States. Mainstream producers are waking up to something multicultural media have known for quite a while: Hispanics love video. Advertisers are hungry for this audience, and content creators can barely keep up. If you produce premium video that appeals to Hispanics, life is good.

If you can reach Hispanics across multiple devices, life is even better. In October, Telemundo released Telemundo NOW, a digital portal and mobile app that let cable subscribers watch full episodes of Telemundo’s programs in HD on any device. Telemundo NOW is just the latest step in Telemundo’s bold move into digital. Last year, it broke new ground with Mia Mundo, its bilingual web series with brand integrations for Verizon and Chevy.

This year, it upped the digital ante by featuring Mia Mundo content of all kinds on nearly every medium. The novella – along with Chevy car brands – was featured in trailers on Telemundo, as well as on the station’s morning show; and alternative endings were put up for a vote on Telemundo.com and social media, with the winning ending revealed on TV.

In addition to the actual episodes, bonus scenes, actor interview and bios, photo galleries and music packages appeared online and on mobile via Telemundo.com and miamundo.com.

Because Telemundo produces its own programming, “We have a tremendous amount of content that can play out on TV, mobile or gaming devices,” says Peter Blacker, executive vice president of Telemundo Digital Media and Emerging Businesses Division, Telemundo. “It allows us a chance to get our audience even further connected with our content.” It also allows Telemundo to offer custom video content and deep integration across platforms for sponsors like Chevy.

Blacker says, “We are taking our video to market across multiple platforms. We will work with ad partners to sponsor the television show, website video, mobile, VOD, as well as our TelemundoMas video. Consumers can have one consistent relationship with that content.”

Another online video fan is Gabriel Sama, Managing Editor of CNET en Español, the recently launched Spanish-language sister site to CNET, the tech media website that publishes reviews, news and podcasts on technology and consumer electronics. “Video has played a big role at CNET throughout the years and Español is going to leverage that experience, offering the best quality Spanish-language tech reviews and information,” Sama tells Portada®.

Filling the Breach
Content like Telemundo’s and CNET en español is gold for advertisers trying to reach Hispanic consumers. “When it comes to really relevant content, whether in Spanish or English, there definitely has been a lack,” says Marla Skiko, EVP and director of digital innovation for SMG Multicultural, a unit of StarcomMediaVest. “The biggest fact marketers need to realize is that there is such a strong overconsumption of video among these consumers. The indices are astounding – the propensity for not only viewing but also sharing.”

Those 50 million Hispanics living in the United States spend 68% more time watching video on the Internet and 20% more time watching video on their mobile phones than the general population, according to Nielsen. Even better, they are more likely to purchase everything from apparel to stocks using mobile devices, according to Experian.

“Match the dearth of content to the desirability of this audience, and you get premium prices for Hispanic video content,” says Jorg Nowak, head of Latin America and US Hispanic for YuMe. “CPMs are very strong, and I predict they will become even stronger. It’s a great problem to have.”

‘CPM’s on video are going for double the price of traditional banner ads.’

John Trainor, general manager and publisher at Hoy Chicago, agrees: “In very simple terms, CPM’s on video are going for double the price of traditional banner ads however the real business plan comes from building capabilities that enable traditional newsrooms to build engaged audiences through multiple formats with only marginal increments in cost structures by incorporating video into the production flow. It’s not about pre-rolls, its much more than that.”

Market analysis by one automotive company found that perception of three brands was lower among His- panic consumers than among the general population. That hurt, especially since sales of new vehicles grew 28% year-over-year from 2011 to 2012. In June, the auto maker launched pre-roll video campaigns on a custom Hispanic channel on YuMe’s Connected Audience Network, with impressive results. (YuMe isn’t authorized to name the brand.)

“When Hispanics buy a car, it’s a family decision. The entire family comes to the lot and experiences the car. We wanted to replicate that and transfer that to our ad business,” says Nowak. “[The advertiser’s] problem was that the public perceived the brand as being lower in quality, so the campaign objective was to use digital video to create an engaging experience to bring to life the virtues that the car had.”

The video advertising platform created three custom channels for the car maker. On selected sites, video ads for one brand targeted Hispanics aged 25 to 54 with children in the household; second targeted Hispanic consumers aged 18 to 49; the third targeted Hispanics aged 25 to 54. The campaigns garnered a 91% video completion rate, which is 20% higher than the category’s 76% norm, according to YuMe.

Reaching Hispanic consumers is complicated by several things, according to Skiko, including their use of both mainstream and targeted video content, as well as the increasing number of Hispanics for whom English is the preferred or only language. “Because how do I know you’re Hispanic? You know who the user is but how do you know their ethnicity. It’s a bit of a data quandary,” she says.

For example, among the most popular YouTube channels among Hispanics, only one, Machinima, is overtly Hispanic-centric.

Content Targeting
Simply providing content Hispanics will like is one solution to finding them online. Hispanics’ favorite YouTube channel, VEVO, reaches them with a simple, targeted-content approach. It works.

“Music is important to the Hispanic community. Typically we are targeting according to the content itself,” says Jonathan Carson, chief revenue officer. VEVO has a content channel structure that lets brands focus ads on those that skew toward Hispanic audiences; they can also choose to sponsor specific artists.

VEVO also creates custom content tailored to a specific brand’s interests, notably in its Go Shows, which marry live events with digital video. GO Shows are unannounced concert performances in intimate venues; the music video site records the shows for replay on-demand. Its GO Show with Belinda at Los Angeles’ Skybar, sponsored by T-Mobile, drew more than 3 million views between April and June of this year. T-Mobile had a presence at the concert, and its video ads were delivered as pre-rolls when the more than 3 million viewers watch online.

Coors Light sponsored a two-part, behind-the-scenes video promoting Prince Royce’s “Darte un Beso,” while Chivas partnered on a live concert series featuring Café Tacvba. Each garnered more than 1 million views.

These are sold similarly to traditional media sponsorship packages that include a broader media buy across VEVO, according to Carson. “Brands often want to deeply associate themselves with content that means something to consumers. When they try to create that content on their own, it’s often difficult to generate a large audience,” he notes.

YuMe’s targeting is another approach to reaching Hispanics: Its ad network includes 1,500 different sites, including many Hispanic publishers, and its January 2013 acquisition of Crowd Science lets it combine survey, behavioral and contextual data to better understand consumers. YuMe says its Household Targeting solution lets advertisers reach all members of a house- hold across all of their connected screens.

Videology’s Addressable Audience Platform lets advertisers target consumer segments by demographics, psychographics and behavior. It uses contextual targeting technology to determine browser language and the content viewed, mixing that with demographic data from more than 25 data providers to identify users by ethnicity. “Some of them can get as granular as targeting bilingual users,” says Chad Schulte, VP of strategic sales for the Americas.

Most advertisers want to get even more granular, he adds, targeting according to consumers’ diverse interests and buying patterns – and this is another place all those data sources can help. For example, a consumer packaged-goods company might want to reach Hispanic moms with kids under five years old. “We might have one data provider identifying that user as Hispanic, and another that matches that same user as a mother,” he explains.

Crossing Platforms
U.S. Hispanics are 20% more likely to watch video on their mobile phone than non-Hispanics, according to Nielsen. But in search of reach, most advertisers want to be able to use the same creative across devices.

In fact, media planning and buying is increasingly video agnostic. Tapestry’s Lia Silkworth notes that there are substantial changes taking place in the broadcast advertising area. “Many agencies are looking at video agnostic planning and buying. Upfronts are no longer a TV team only affair.” Marla Skiko agreed: “The discussion changed. It starts from a totally different place. It used to be we are buying a 30-second TV spot. Now it’s much more about content and measurability.” The game changer has been the emergence of online video and mobile as well as the increased measurability of digital advertising.

Bob McNeill, CEO of IMAGES USA, says he uses online video in almost every online ad program. “We have found it to be three to four times more effective in unaided recall. I cannot think of a single occasion when the broadcast repurpose does not work for us.”

‘The emergence of online and mobile video and the measurability of digital advertising are game changers.’

Companies including Adobe, Videology, Yume, Adap. TV and Tremor Video provide mathematically driven analyses and allocation of data that allows advertisers to target precise consumer segments – at scale – by demographics, psychographics and behavioral segments through video advertising on multiple screens (connected TV’s, mobile, tablets, PCs).

“If someone starts to engage with more digital properties, it continues to enrich the data set. Maybe they came to the website, filled out a form or visited a retailer with a point of sale card. We can capture all of that, connect it together and create a higher resolution view of any consumer,” says Nate Smith, product marketing manager, Adobe Analytics.

Telemundo is also working to expand its insights across platforms. To better understand Hispanics behavior consuming TV, online mobile and social media, Telemundo and Vision Critical have teamed up to create two “insight communities,” AKA panels. Mi Telemundo, for Spanish-dominant consumers, and Tu Pulso Latino, for bilingual Millennials, will use surveys and consumption tracking to give advertisers a handle on the influences, behaviors and desires of these groups.

More such efforts are needed. As video continues its march to dominance of digital content, the challenge, according to Telemundo’s Blacker, will be for content companies to keep pace with new connected devices and technologies. He says, “Today, it’s tablets and phablets and cell phones. What’s the next frontier? The audience will decide where they want to see our content.” And advertisers will have to follow them.

 

Nowak.YuMeJorg Nowak, Head of Latin America and US Hispanics, YuMe.

Most of us know, US Hispanics are one of the fastest-growing US populations, and they will contribute an even greater share (60% +) of all population growth over the next five years (U.S. Census and Geoscape AMDS Report, 2013).

More Hispanics live in the US than Canadians live in Canada – avoiding that reality it is not even an option anymore if you want to maximize the growth of your business. As this market continues to grow, Hispanics purchasing power will continue to influence and impact the economy – their purchasing power growing by 50% from $1 trillion in 2010 to $1.5 trillion by 2015 (Nielsen, State of the Hispanic Report, 2012).

Major brands and agencies are realizing that US Hispanics are where their future is. Don’t find yourself caught on the sidelines.

yume.multi-screen-engagementWith one medium in particular, digital video, marketers are already seeing the benefits of targeting general audiences. However, with the current growth of Hispanic consumer’s digital video consumption and purchasing power, it is even more vital to engage with this channel.

As we move into 2014, let me offer four recommendations around Hispanic media buys and online video.

Keys to Successful Online Video Hispanic Media Buying in 2014:

1. Hispanics are rapidly consuming content on mobile; plan for all screens 

US Hispanics are leading the market as early adopters of emerging technologies. 60% of Latino households own at least one Internet-enabled cell phone and spend 68% more time watching digital videos than non-Hispanic Whites. Be sure to take advantage of this opportunity to capture Hispanic’s attention on mobile devices in addition to your traditional online buys. (Nielsen, State of the Hispanic Report, 2012).

2. Hispanic content is rare, so make the most of it

As marketers, we face a dilemma – online video for the Hispanic consumer is premium and often scarce. In order to capitalize on this medium, we suggest custom ad units with more interactivity and engagement.

3. Think outside of pre-roll video

There is much more to experience than just pre-roll video, and many consumers are taking notice. Consumers are actively engaging with custom ads via social elements or ‘learn more’ functions, like never before. Why not capitalize on the opportunity to grab a consumer in an interactive and compelling way?

4. Broaden your sights and your network

In the past, ad networks have often gotten a bad rap. That is rapidly changing, especially in the Hispanic space where publishers struggle with unique user numbers that don’t provide the reach and frequency that advertisers desire. Ad networks solve this dilemma with unparalleled reach and the added bonus of allowing interaction with the user vs. exposure only.

I’ll leave you with this:

If you choose to forgot any or all of these 4 points, keep in mind, you may be missing out on a huge opportunity: There are currently 55.5 million (plus 9 million undocumented) Hispanics in the US, 17.4% of the total US population . . . up from 50 million in 2010.(U.S. Census and Geoscape AMDS report 2013). At the same time, online video spend is growing aggressively, outpacing the rest of the market (more than doubling since 2012). (AccuStream Research)

These numbers can no longer be ignored, especially for those looking to win in an increasingly competitive marketplace.

Jorg Nowak is Head of Latin America and US Hispanics  at YuMe, Inc, a provider of digital video brand advertising solutions. Nowak was previously Senior Vice President & General Manager at Univision Interactive Media.