Latin America


What: Startup Spotlite has raised  US$10 million from Sequoia Capital China and BlueRun Ventures.
Why it matters: The funding will be used to construct out the product, make key hires and develop its advertising and marketing and promoting efforts, particularly in LatAm and Asian markets.

Startup Spotlite has raised US$10 million from Sequoia Capital China and BlueRun Ventures. The funding will be used to construct out the product, make key hires and develop its advertising and marketing and promoting efforts.

Spotlite is a direct-to-fan music platform for artists who need to make money and have direct entry to their followers, according to TechCrunch. The app combines video, reside streaming, messaging know-how and gifting to set up an enterprise mannequin that permits aspiring artists to make money.

Through Spotlite’s partnerships with publishers like Sony/ATV and Universal Music Group, customers have access to a wide range of songs to carry out covers to. Listeners can then reward digital cash that is redeemable for actual money, to their favorite artists. Spotlite has completely different tiers of revenue-shares with publishers.

According to founder Ke Tang, with Spotlite, the thought is to “create a new gifting model that may fit different countries.”

Spotlite, which launched simply a few months in the past on each iOS and Android, at the moment has 250,000 lively customers. In the following 12 months, the plan is to develop into the Latin American and Asian markets. The app at the moment sits at No. 32 on the Apple App Store’s prime free music apps chart.

“Currently our focus is increasing users and perfecting the product,” Spotlite VP of Marketing and Content Gina Juliano mentioned. “We expect to generate income via different model,s including virtual gifting, memberships and advertising sponsorships, etc.”


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.


Verizon has signed a 2.5B deal with the NFL that will allow Yahoo users (Yahoo is owned by Verizon) to watch football games for free on Yahoo’s app.

More than 58% of video plays globally occurred on mobile devices in the third quarter of 2017, with that figure due to rise to 60% in mid-2018, according to Ooyala.

A new study by 16 programmatic publishers — including Business Insider, The New York Times and The Washington Post — and Google, Amobee and Quantcast found alarming figures around video and display advertising fraud, according to a press release.

According to Ooyala’s Q3 2017 Global Video Index, Connected TV (CTV) mid-rolls had a 98 percent completion rate in Q3, while PC mid-rolls had a completion rate of 97 percent. On each platform, broadcaster mid-rolls had stronger completion rates than did publisher mid-rolls. The highest rate for publisher mid-rolls was 88 percent on PCs.

Alibaba‘s video streaming service, Youku Tudou, has signed content licensing deals with NBCUniversal and Sony Pictures Television.

Redbox is going after the online video market again, launching On Demand service that offers movies and TV shows for purchase or rent.

Amazon Prime Video has begun streaming in HDR10+ on US Samsung QLED and 4K TVs.


It seems like Apple may be about to launch ApplePay in Brazil. 

A report by Magna forecasts that digital ad spend will grow 9.9% in 2018 in Latin America, which is the fastest-growing region compared to other markets.

Digital House, a Buenos Aires, Argentina-based group of schools providing digital skills to young Latin Americans, has raised $20m in funding.

Turner International’s Digital Ventures & Innovation (DV&I) team has launched a new gaming streaming service GLOUD in Latin American countries Argentina and Chile, with plans to launch in other countries in the region soon.

Teads Brazil announced impressive results for 2017, closing out the year by growing its operations by 150%, and achieving 1.2 billion people monthly in their audience reach. This represents 91% of the Brazilian population with internet access, up from 52% of coverage in the beginning of the year.

What: Saudi property developer Fawaz Alhokair is considering a bid to own A.C. Milan.
Why it matters: Arab investors continue to make forays into football ownership due to the brand power of top clubs, and it may be sooner rather than later that they look control South American teams as well.

Milan’s Main Man?

Saudi billionaire Fawaz Alhokair is reportedly planning to take control of A.C. Milan, one of Italy’s premiere football clubs valued at US$802 million, the 13th highest valuation in the world. This potential move would follow another recent attempt to salvage one of the world’s most well-known sporting organizations in the world.

One would think that Alhokair is approaching this opportunity with the mindset that has brought him success in his background as a property developer: buy a valuable yet run-down property, fix it up, and either use it to grow revenue long-term or flip it for a profit.

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This Season So Far: False Hope

Entering the 2017-2018 Serie A season, the great Italian football club A.C. Milan was surrounded by optimism. Chinese investor Li Yonghong bought the club from embattled former Prime Minister of Italy Silvio Berlusconi, and almost €200 million was used on signings in the transfer window. Skip forward a few months, and the forecast looks much grimmer: Yonghong may default on a US$354 million loan from American hedge fund Elliott Management, and the club sits in an unacceptable 7th place. Failure to improve qualify for European competition and the massive revenue doing so would generate from television rights deals would add further insult to injury.

A Logical Fit For The Future

One would think that Alhokair is approaching this opportunity with the mindset that has brought him success in his background as a property developer: buy a valuable yet run-down property, fix it up, and either use it to grow revenue long-term or flip it for a profit. A.C. Milan still has plenty of advantages, including broadcasting revenues that approach $300 million annually and broad international appeal.

…if such a South American club starts slipping into financial difficulty, a magnate such as Alhokair may decide to pounce on a bargain reclamation project.

On the other hand, glaring issues include -50 million in operating income and the club’s shared occupancy of San Siro stadium with its rival Inter Milan. Alhokair could be an ideal fit to solve this latter issue for the club, and his group Fawaz Abdulaziz Alhokair Group has stated that it is already working on a plan to construct a new, modern stadium that will have a greater capacity to generate revenue from luxury suites and fan engagement.

If At First You Don’t Succeed, Try Again

Though A.C. Milan employees and followers may be skeptical of a new foreign owner after Yonghong’s failure, Arab ownership has proven fruitful for clubs such as Manchester City and PSG. Though these clubs do not have the rich history of AC Milan, their approach to ownership would likely provide added long-term stability to the club and would be a step towards major European trophies once again being hoisted by Milan’s beloved “Rossoneri.”

A Glimpse of the Future in South America?

As valuable yet struggling football European properties continued to get snatched up by oil-rich ownership, one has to wonder when such investors will turn their eyes towards similar projects in South America. Though football does not generate the same level of revenue on this side of the Atlantic, it still represents an area ripe with the potential. Teams such as Boca Juniors and Corinthians have brands that carry tremendous weight in Latin culture, and if such a South American club starts slipping into financial difficulty, a magnate such as Alhokair may decide to pounce on a bargain reclamation project.

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What: Adsmovil, in conjunction with the Mobile Marketing Association (MMA) LATAM, has published the e-book “Brand Safety and Mobile”.
Why it matters: The playbook provides a complete guide to verification, viewability, best practices, and case studies on brand management in the digital environment.

Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017, according to projections developed by the Association of National Advertisers (ANA). This is only one of the reasons why Brand Safety has been pegged as one of the top concerns for brand managers and company CMOs, thus making viewability crucial to ensuring greater transparency in the media audit process. In an effort to nurture discussion on this topic, Adsmovil, a company specialized in technology, data and advertising solutions for mobile devices, has published the e-book “Brand Safety and Mobile” in conjunction with the Mobile Marketing Association (MMA) LATAM.

Advertisers could lose approximately US$ 6.5 billion in bot-driven advertising fraud in 2017.

The playbook can be downloaded for free and offers a complete guide on viewability metrics in the mobile environment, and how that measurement can guarantee a return on investment in digital media. In addition, it provides information on viewability and verification, best practices, case studies, and a glossary of terms related to brand safety and viewability.

The book also features  testimonias of executives who are pacesetters in the digital ecosystem, including: Maria Fernanda Paba, Media Leader for Foods Category, Unilever; Pedro Travesedo, VP, Latin America at Sizmek; Leo Scullin, VP, Industry Programs at MMA; Carlos Pitchu, CEO, Salve Tribal Worldwide; and Alberto Pardo, CEO and Founder of Adsmovil; among other experts.

For Pardo, despite the fact that many agencies and brands are very serious about brand safety and viewability, there is still the challenge of ensuring that the entire digital ecosystem understands the importance of these issues. “Adsmovil was the first company in the region to seriously incorporate brand safety and viewability. We decided to implement a strategic plan 18 months ago to combat advertising fraud, and to that end, we signed alliances with technology platforms such as Moat and Sizmek. The goal was very clear: to help our advertisers perform in safe environments,” said the Adsmovil CEO.

According to Maria Fernanda Paba, Media Leader for Unilever’s Foods Category in Brazil, viewability is one of the two most relevant topics in digital marketing, both globally and in the different markets in which the company operates. “A few years ago, we understood that paying attention to viewability meant taking care of our investments, and paying for what consumers actually see, in a clear and transparent way,” she noted.

For Paba, the biggest challenges in Latin America are the difficulty with transparency and open data, the monitoring of these metrics in mobile, and working with certified partners to ensure getting the necessary measurements in a more fluid and integrated way from within the companies and the advertising market. “Tracking, tracking, tracking: this is the best practice. We cannot leave this issue exclusively in the hands of agencies. Verification means investment and efficiency, and is essential for digital to grow within advertising,” she added.

Despite the fact that many agencies and brands are very serious about brand safety and viewability, there is still the challenge of ensuring that the entire digital ecosystem understands the importance of these issues.

The e-book has a chapter dedicated to best practices, which addresses different cases of brand management success in the digital environment, in industries such as mass consumption, food and tourism, among other sectors.

Among some of the playbook’s highlights:

  • Discussions about viewability began approximately four years ago, with large advertisers questioning the true impact of impressions on real consumers.
  • Viewability and efficiency are two different concepts. The first constitutes a metric that allows validating the exposure to an impression.
  • Only 18% of video impressions met GroupM standards in 2014; by the middle of last year, the percentage had risen to 55%.
  • comScore studies show that the global viewability rate is close to 50%, with small variations depending on the market.
  • Verification and standards compliance are gaining more importance now in emerging regions. In terms of viewability, ads that are not seen by people and do not meet operational standards are being combated.
  • Sophisticated invalid traffic represented 86% of total invalid traffic detected in the 4th quarter of 2016.


What: Global eCommerce market will grow at an average of 11% over the next five years with Latin America leading the way, according to new data from leading payments company Worldpay.
Why it matters: Latin American eCommerce market is set to grow at a CAGR of 19% over the next five years, rising from US$59bn today to US$118bn in 2021 – the biggest rise of any region.

The global eCommerce market will grow at an average of 11% over the next five years with Latin America leading the way, according to new data from leading payments company Worldpay.

In its annual Global Payments Report, Worldpay found that the Latin American eCommerce market is set to grow at a CAGR of 19% over the next five years, rising from US$59bn today to US$118bn in 2021 – the biggest rise of any region.

The research also found that the three fastest-growing countries for eCommerce are Colombia, Nigeria, and Argentina. These “CAN countries” are forecast to lead the world with annual rises in eCommerce of 31, 30 and 24% respectively.

Worldpay’s research also examined the growth in mobile commerce, and found that total mCommerce penetration is set to rise from 38% in 2017 to 47% in 2021, driven by increased smartphone ownership and faster mobile networks. Latin America is set to be in the vanguard of mCommerce growth, with Colombia seeing a 64% rise, and 45%  in Argentina – putting them in first and fifth position globally.

With its incredibly strong growth in both eCommerce and mCommerce, Argentina provides a fascinating case study that illustrates the rapidly rising Latin America market. In spite of a difficult economic history in recent years, Argentina benefits from an Internet penetration rate of over 80%, and the largest proportion of mobile Internet users of all Latin American countries. The country is now on track to become an eCommerce powerhouse, on par with Brazil as early as 2024.

Strong connectivity is helping to power the Argentinian eCommerce revolution, as the country’s recovery has taken hold thanks to the greater integration with world markets and economic deregulation that followed President Macri’s election in 2015.

Latin America is set to be in the vanguard of mCommerce growth, with Colombia seeing a 64% rise, and 45%  in Argentina – putting them in first and fifth position globally.

According to the PEW Research Center, Argentina also benefits from a population with higher spending power and a larger middle class compared to its regional neighbors. These factors help to explain Argentina’s outstanding predicted growth in both eCommerce and mCommerce, and demonstrate the investment and growth opportunities for the world’s retailers and other merchants.

Shane Happach, Chief Executive Officer – Global eCom at Worldpay explained: “No-one can predict the global economic climate over the next five years, but we can be sure that consumer appetite for online and mobile shopping will continue to see extremely strong growth. The rise in smartphone adoption and the continued improvement in mobile networks have important implications for merchants looking to take advantage of an increasingly well-connected middle class with greater disposable income.

“However, it’s important for retailers to understand the idiosyncrasies of each territory. No two markets are the same in terms of the population’s preferred payments methods, and each has different regulatory requirements, mobile penetration and banking practices. That is why it’s so important that merchants do their homework before they invest in new countries to ensure that they make the right strategic decisions.

“With the right support, however, retailers can seize a unique opportunity to take a lead in these emerging eCommerce markets,” Happach concluded.

Worldpay’s Global Payment Report 2017 report also highlighted how the payments landscape is continuing to fragment, with options such as bank transfers, cash on delivery and pre-paid cards stealing market share from more traditional methods like credit and debit cards. The research found that bank transfers are set to overtake both credit and debit cards as the second most popular global payment method behind e-wallets, adding an additional factor for retailers to consider when planning their eCommerce strategies.

What: According to comScore’s Digital Future 2017 report, Latin America’s desktop audience is now as large as that of the United States, at 196 million users. And while the use of desktop has decreased by 1.1% globally (and by 5.2% in North America) since last year, in Latin America, it grew by 0.5%.
Why It Matters: Simply creating desktop campaigns for the region is not enough: This large audience must be monetized through precise targeting that reflects the complexity of the region. Marketers must understand and appreciate that the content a Latin American user consumes — and the device he or she consumes it on — varies depending on geography, category, and other cultural variables.

According to comScore’s Digital Future 2017 report, Latin America has finally caught up to the United States in terms of desktop audiences. As of February of this year, the number of desktop users in Latin America had hit 196 million users.

Mexico is driving digital trends in the region: It is the country with the highest consumption of video in Latin America with users consuming about 280 minutes of video a month, followed by Chile with 270, and Argentina with 240. Consumption of mobile minutes in Mexico grew more than 400% between 2016 and 2017 alone.

But the region is as complex as it is large. Will marketers be able to adapt their strategies to the diverse and untraditional Internet consumption patterns observed among Latin American audiences?

Will Marketers Pay Attention to the Growth of Desktop in LatAm?

Nobody debates that mobile, which many major advertisers are prioritizing in order to reach the region’s many younger, mobile-only users, will play a vital role in shaping the future of the digital landscape.

But the data in comScore’s recent report sheds a light on an interesting phenomenon: Desktop is growing in Latin America, defying global trends and creating an interesting opportunity for marketers that pay attention. Desktop grew 0.5% in Latin America between June 2016 and 2017, while it went down 1.1% last year globally. In other countries, the move to mobile is even more pronounced: In the United States, desktop use has gone down a whopping 5.2% since last year.

As Latin American users incorporate digital products and devices into their daily routines, marketers that focus exclusively on mobile are missing a significant opportunity to speak to the particularities of the Latin American Internet user’s preferences, which appear to increasingly include desktop.

It’s not that mobile isn’t growing in the region. For example, 76% of Mexican digital users are now multi-platform or using mobile exclusively, and that number jumps to 93% among Millennial Mexican users.

But Rodrigo Cerón, Senior Manager of Corporate Marketing at comScore, warns that marketers may be focusing too heavily on mobile, commenting that “mobile is growing a lot in terms of advertising investments, even though desktop is still strong in terms of user preferences.”

“The most advisable thing is to mix the best of desktop with the effectiveness of mobile ads,” Cerón said. “The marvel that the Internet represents is exactly that.”

Latin America Still Home to “Different Levels of Maturity” When It Comes to Internet Use

It is careless to generalize when discussing a region as heterogynous as Latin America in terms of Internet consumption patterns and rates of adoption of new technology and platforms.

Cerón commented that in Latin America, “there are different levels of maturity” when it comes to Internet use. He pointed to the monetization of video as an example. “We observe, for example, that there are categories that are more monetized than other, depending on the country.”

The most advisable thing is to mix the best of Desktop with the effectiveness of mobile ads. The marvel that the Internet represents is exactly that.

Marketers must understand the idiosyncrasies of the region and appreciate how they generate different patterns when it comes to Internet consumption. In Mexico, for example, a higher percentage of total video minutes is dedicated to ads than in Argentine videos, but Argentine sports sites dedicate more video minutes to ads than Mexican sports sites do. Understanding these subtle nuances is key to reaching target audiences effectively in the region.

Marketers Must “Understand the Digital Biorhythm” of a Diverse Region

Based on comScore’s data, a few general conclusions can be reached about Latin American Internet use: Latin American audiences dedicate 20% of their desktop minutes to social media, compared to North America’s 11%, the EMEA region’s 17%, and the APAC region’s 6%. Latin Americans also showed slightly more interest in entertainment-related content than the other regions studied, dedicating around 350 minutes a month on the category.


But in other ways, the region shows striking diversity. For example, in video categories, Mexican Internet users stand out for dedicating 140 minutes/month to video content on social media, compared to 45.7 minutes in Colombia, 37.2 in Argentina, 35 in Brazil, and 32.4 in Chile. In another example, Argentina and Colombia demonstrate far more interest in news and current events than Brazil, Mexico, and Chile.

Deep diving into the preferences and behavior of specific countries in the region, the report reveals how varied Latin American consumption preferences are.

It is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.

Marketers seeking to reach audiences on desktop must think about when, and for what type of content, LATAM audiences prefer desktop: In Argentina, over 80% of news, trips, cars, and government-related content happens on desktop, while the same is true of education in Brazil, and real estate in Mexico.

Cerón added that “depending on where my brand is positioned, I can focus my advertising efforts in a very precise way.” He cautioned marketers that “it is important to understand the digital biorhythm and know that there are some devices that enjoy higher preference depending on the time of day, and the category of content they are visiting.”

The report provides no easy answers for marketers looking to capitalize on a growing and active digital audience. But there are boundless opportunities and significant rewards for marketers that can cater to the region’s evolving and particular digital landscape.

What: OTT TV app VEMOX™ will host a media mixer between the local press and the Hispanic superstar, Chyno Miranda, at the Olympusat Corporate office.
Why it matters: Miranda’s new tour as a soloist will take place in different stages including Miami, Lima, Santiago and Orlando, among other cities in the U.S. and Latin America. The press conference will take place on October 13th at the Olympusat Corporate office in City Place, West Palm Beach.

VEMOX™, the OTT TV Everywhere app that offers the ultimate entertainment experience for the Hispanic family, will host a media mixer between the local press and the Hispanic superstar, Chyno Miranda, at the Olympusat Corporate office in City Place, West Palm Beach. The internationally-known artist will take this opportunity to answer questions about his solo career and his upcoming international tour.

Chyno Miranda is currently one of the most recognizable personalities in the Latin music industry. Known for major hits such as Andas En Mi Cabeza ft. Daddy Yankee, Me Voy Enamorando ft. Farruko, Niña Bonita, Tu Angelito, Lo Que No Sabes Tú, El Poeta, Regálame un Muack¸ among others musical hits that earn him over 2.5 billion views and over 20 million social media followers.

As a solo artist, Chyno offers an original repertoire that includes popular hits, such as Quédate Conmigo ft. Wisin and Gente de Zona which is also popular in a salsa version, and Tú Me Elevas¸as well as successful collaborations, including Bailar Contigo ft. 3BALLMTY & El Jova, and Vamo’ A La Calle Remix ft.Carlos Baute.

Events such as the media mixer sponsored by VEMOX, serve as a platform to inform Chyno’s loyal fans more details about his upcoming international tour. During his stay, the artist will record a special presentation for Ultra Fiesta, hosted by Luis Jairala, in which he will answer questions regarding his career and upcoming performances. His new tour as a soloist will take him to some of the biggest stages including Miami, Lima, Santiago and Orlando, among other cities in the U.S. and Latin America. The press conference will take place on October 13th at the Olympusat Corporate office in City Place, West Palm Beach.

Chyno has performed in some of the most iconic stages throughout the world, including the Madison Square Garden, the Staples Center, the American Airlines Arena, the Fillmore and House of Blues, the Quinta Vergara in Chile, the TROXY in London and Palacio Vista Alegre in Madrid. Hi last tour, as part of Chino y Nacho, sold-out over 100 venues in Latin America, the United States and Europe.

Critically-acclaimed throughout his career and as part of the tropical pop duo Chino y Nacho, he received multiple accolades, including the Latin Grammy, in 2010, for Best Urban Music Album, the Antorcha de Oro and Antorcha de Plata at the Viña del Mar Music Festival, four Billboard awards, five Premios Lo Nuestro, two Premios Tu Mundo, among other recognitions at Premios Juventud, Premios Heat and the BMI Latin Awards. The artist also performed on multiple occasions at several awards shows and ceremonies.

His single, Quédate Conmigo, already has over 44 million hits, and topped the popularity charts in Venezuela and Ecuador a week after its release. The songs have also been streamed millions of times, placing in the Top 5 sales on iTunes, the # 2 spot in the U.S. and the # 4 spot on Spotify’s Global Viral chart.




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.


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.


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.

What: Promotional Tech Agency PrizeLogic  brings on Mexico-based industry expert John Trainor to spearhead growth of global footprint.
Why it matters: Trainor will connect with new potential clients based throughout Latin America including Mexico, Central and South America.

PrizeLogic, one of America’s leader in results-driven promotions, is announcing the company’s first commitment to international expansion. Leon, Mexico-based industry expert John Trainor has joined PrizeLogic’s growing team as a Vice President of Business Development responsible for extending PrizeLogic’s expansive, all-inclusive service offering to Latin American clients.

While PrizeLogic has launched several multi-national promotions in the past, the addition of Trainor to the team represents the company’s first official global resource for clients outside of the United States. Trainor will connect with new potential clients based throughout Latin America including Mexico, Central and South America.

Trainor’s diverse background includes nearly 30 years’ experience in marketing, business development and technical solutions aimed at improving the bottom line. He has founded multiple media companies and was responsible for launching consumer product marketing and incentive programs for household names including Valassis, Johnson & Johnson and Orville Redenbacher, into the Mexican marketplace. Born and raised in Mexico, Trainor spent nearly two decades of his adult life living and working in the United States and has since returned to Mexico. He is fluent in Spanish and English, and offers unique perspective and insight into the way North American and Latin American companies can successfully work together toward lucrative and culturally adept initiatives.

“We are extremely excited about John’s leadership as we embark on our next phase of growth in Latin America. John’s experience providing marketing solutions to brands in the Spanishspeaking world and passion for the types of consumer engagement programs that the PrizeLogic platform supports is such an exciting development for our team,” said Gary Shuman, Executive Vice President of Business Development for PrizeLogic. “We look forward to supporting these new markets with the same high-performance strategies that have fueled PrizeLogic’s tremendous growth here in the U.S.”

“I’m excited and honored to lead the charge for what will be the next significant leap forward for PrizeLogic,” said John Trainor. “Consumers across the Latin American region are digital, social and connected. Currently, there are very few companies helping brands harness and drive that engagement in the digital world the way PrizeLogic does.”

PrizeLogic closed 2016 with more than 43 percent revenue growth, marking the company’s 9th consecutive year of double digit growth. Donning a long list of industry accolades, PrizeLogic has appeared five times on the Inc. 5,000 and is also one of Chief Marketer’s Promo Top Shops.Having repeatedly partnered with some of the most recognized Fortune 100 brands in the world including Pepsi, MillerCoors, Subway, Samsung and Disney, the PrizeLogic team is enthusiastic about expanding its roster to include Latin American-based brands, to ideate and execute promotions engaging consumers beyond the prize.


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

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

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

Now more Latin People than ever are connected

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

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

Social Media is part of our daily lives

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

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

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

Mobile technology is araising

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

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

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

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

More Connected People means More Data Access

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

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

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

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

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

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

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

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

Join us at PORTADA Mexico!

What: Digital ad sales and media buying company IMS Internet Media Services (IMS) will acquire a majority stake in Httpool, an international cross channel ad network.
Why it matters: The deal will create one of the largest digital marketing and ad sales companies in the industry, with a combined operation supporting more than six thousand agencies and brands worldwide.

IMS Internet Media Services (IMS), a subsidiary of Sony Pictures Television Networks and one of the largest digital ad sales and media buying companies in Latin America, announced it has reached an agreement to acquire a majority stake in Httpool, an international cross channel ad network, with a presence in Central and Eastern Europe and Asia.

Subject to regulatory approval, the deal will create one of the largest digital marketing and ad sales companies in the industry, with a combined operation supporting more than six thousand agencies and brands worldwide, and exclusively representing Twitter, LinkedIn, Spotify and more than five thousand global and local publishers across 30 countries in Latin America, Central and Eastern Europe, and the Asia Pacific regions.

“This acquisition will enable IMS to develop some of the highest-potential geographies across Europe and Asia, and create a truly global company. IMS and Httpool together can offer an end-to-end solution in digital marketing campaign delivery, helping partners with our deep knowledge of local markets, and empowering local publishers, advertisers and thousands of digital professionals and entrepreneurs,” said Gastón Taratuta, CEO and founder of IMS.

“Bringing together IMS and Httpool will create a one-stop solution for advertisers launching local or international campaigns, as well as networks and publishers looking to monetize content across many of the world’s fastest-growing emerging markets,” said Andy Kaplan, president, worldwide networks, Sony Pictures Television.

“IMS and Httpool share the same vision, so we couldn’t imagine a more appropriate partner. This deal represents a major milestone for Httpool and an important recognition for all our past achievements. Teaming with IMS will fuel our increasing growth, and enable us to expand our proprietary solutions on a global scale,” said Aljosa Jenko, CEO and founder of Httpool.

“Httpool and its team established an amazing international position, developed complementary ad technologies and share the same entrepreneurial values as IMS. By joining forces, the two groups can make a lasting impact on the broader digital ecosystem through continuous innovation, openness, creativity and partnerships,” added Taratuta.

Headquartered in Miami, IMS also has offices in Brazil, Mexico, Argentina, Colombia, Costa Rica, Chile, Guatemala, Panama, Peru, Ecuador and Uruguay.<

Httpool’s 18 offices include India, Hong Kong, Albania, Austria, Bosnia and Herzegovina, Bulgaria, Czech Republic, Croatia, Greece, Hungary, Kosovo, Macedonia, Poland, Romania, Serbia, Slovenia, Ukraine and Russia.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

What: BODEN launches Escucha®, a social listening command center, in Latin America.
Why it matters: Escucha® will enable brands to listen to and engage with consumers and influencers seamlessly in real time, while building advocacy and improving brand perception.

BODEN announces the launch of its proprietary platform Escucha®, a social listening command center designed to build advocacy and improve brand health, in Latin America.

Escucha® provides rapid-response mechanisms to engage with current trends, consumers and influencers in real time. The novel service delivers consumer insights and analytics to inform social content strategies, and influencer activity to identify conversation drivers and opportunities across multiple countries.

“Influential voices in social media are affecting consumers’ purchase decisions and brand perceptions more than ever. Escucha® allows brands to listen in on collective conversations and trends, garner insights in real time, and identify engagement opportunities to ignite advocacy and increase brand loyalty across key consumer segments,” said Natalie Boden, president and founder at BODEN.

Latin Americans are the most avid social media users, spending more of their online time on social platforms than their counterparts anywhere else – five times the world’s average. Furthermore, with 336 million people online representing 60% of the population, the region exhibits an internet penetration 16.6% over the world’s average and the highest growth rate of any continent.[1]

“Latin American millennials are digitally connected and will continue to significantly impact and drive mainstream culture and social conversation over the next decade. The opportunity to analyze, capture, and plan content around their interests and conversations is paramount,” states Valerie Barbosa, director at BODEN.

Latin Americans are the most avid social media users, spending more of their online time on social platforms than their counterparts anywhere else.

Recently, Escucha® won a 2017 PR News Social Media Award for Use of Technology and a 2017 Bronze WOMMY Award for Technology Implementation. It was also shortlisted to the 2017 North America Innovation and Insights SABRE Awards in the Digital Newsrooms category. With this unique, best-in-class service, BODEN reaffirms its position as a leading PR and social agency at the forefront of the industry, continuing to provide cutting-edge solutions for driving conversations and connecting communities. Find BODEN on Facebook, Instagram, Twitter & LinkedIn.

[1] Internet World Stats (2016, June 30). Internet Usage Statistics for all the Americas. Retrieved from http://www.internetworldstats.com/stats2.htm.




Latin America’s largest newspaper and news site launches a paywall as a new way to monetize its quality journalism. It’s a sign of the times as more Latin American news publisher will launch paywalls in the coming year.

Clarin, Argentina’s most circulated newspaper, with a weekly circulation of 190,789 and weekend circulation of 433,525 has experienced a drop of 158,000 paid newspapers since 2013 when the weekly sales number was at 348,000. Clarin is the first Publisher in Argentina, with a population of 43,833,328 and internet penetration of 34,785,206 (79.4%), to launch a paywall, as well as Spanish-speaking Latin America, excluding Brazil.

ClarínOn Monday, 24th of April, Clarin launches a metered paywall on their main site, www.clarin.com.ar, where users will be able to access 40 free articles per month, before being asked to subscribe to one of the two introductory offers, ARS$19,90 p/m or ARS$49,90 p/m.

According to Argentina’s newspaper association, ADEPA, for the past two years, Clarin has been tracking 1,3 million users on their reading behavior to determine the meter limit. However, in an article published by Clarin in 2016 it stated that the average user consumed 31 articles per month — so it seems that Clarin is clearly targeting the top 1% of its site visitors to convert them into paying subscribers — a very successful model that has worked for many publishers.

Folha de S.PauloBrazil’s Folha de São Paulo, which launched the 1st paywall in 2012 in the Latin American region, originally launched with a meter limit of 20 articles, but quickly moved to limiting access to 15. Today, users can navigate and consume articles anonymously but are required to register after the 5th article with a cap on an additional 10 articles when registered/logged in, before being asked to buy a subscription. Folha has 150,000 digital subscribers and close to 400,000 print, digital or digital-only subscribers.

O Globo, another Brazilian news publisher launched their paywall in late 2013, had a meter limit of 30 articles for anonymous readers, with another 20 articles for registered users. O Globo has also moved to smaller meter limit of 5 and an additional of 10 articles for registered users. Additionally, if a user navigates in incognito mode, all articles are blocked. O Globo hasn’t recently released its number subscribers, but it’s less than 100,000 digital subscribers.

Latin American publishers are finally re-evaluating their digital business model.

If Latin America’s largest news properties can not build sustainable adtech business models, how will smaller publishers in the region make the adtech economics work for them? It’s a trend we have seen in the North American and Europe and it seems that Latin American Publishers are reaching the same conclusion — you can not compete and win against the Duopoly of Google/Facebook.

If Latin America’s largest news properties can not build sustainable adtech business models, how will smaller publishers in the region make the adtech economics work for them?

Being one of Latin America’s most visited News site, with 36.6 million unique browsers, Clarin’s launch of a Paywall is a strong indication that more newspaper groups in Argentina and Latin America will be launching digital subscription models, as people continue to consume news online, at the expense of paid print versions and low CPM’s that are controlled by Google and Facebook.

The EconomistThe next main challenge for Clarin will be to convert 1% of their traffic into paid subscribers in the following year or two, which would be 360,000 digital subscribers. Depending on their success, Clarin would then quickly move to grow their paid audience to 3% if not 4%, the key number to make the digital newspaper operation profitable.

One way to achieve the acquisition rate is to test and optimize the meter limit — something that the UK’s The Economist does extensively, even launching a 3 articles limit per week, a model that is proving to be very successful in moving from it’s 303,500 paid subscribers to its goal of doubling it’s paid subscribers profits in the next 5 years.

Text writen by Billy D. Aldea-Martinez, head for Latin America and Brazil for Piano, the world’s leader SaaS Platform that allows media companies to launch Direct Monetization models, such as metering and paywall solutions for digital content and user data analysis.

What: Waze opened its first office in Latin America a few weeks ago, with a team of eight led by Luis Ita, country manager for Mexico.
Why it matters: Waze will sell advertising space within its app, allowing brands to generate a connection with drivers.

In an effort to expand its presence in Latin America, Waze recently opened its first offices in Mexico. Luis Ita, Waze country manager for Mexico, and his team of eight will be in charge of implementing the company’s strategies in the region.

Through its analysis of collected data, the Waze mobile app offers drivers from different countries alternative routes to reach their destination, with the promise that they will be the least trafficked.

Samuel Keret
Samuel Keret, head of sales, Waze. (Photo: LinkedIn)

Samuel Keret, Waze’s head of sales, said that their traffic platform has worked since its inception to facilitate movement of people in urban areas and help them avoid traffic, from the moment people leave their homes in the morning until their return at night.

According to information on the app, users have 636 minutes of time at their disposal per month, in which the app seeks to facilitate their driving experiences by providing users with relevant and contextual information to help them find a functional service that fits their needs.

One of Waze’s objectives for Latin America is to develop a location marketing application, in order to offer a brand experience that is meaningful to users.

Ben Crowell
Benjamin Crowell, U.S. head of product marketing, Waze (Photo: LinkedIn)

According to Benjamin Crowell, Waze’s head of product marketing for the U.S., this app seeks to develop what he calls “the right experience.” This refers to how the application benefits other user activities outside of the digital world.

In line with its expansion plan, Waze introduced a new feature in its app for the Mexican market that integrates real-time advertising. To prevent possible car accidents when launching an ad, the app measures speed indexes in order to add additional information that can be read by the user when he/she is able to without putting the driver at risk.

Among the new features, the user will now be able to find a parking lot before starting a trip or, when approaching the destination, the app will help you locate the nearest parking spot.

Since the app knows the exact location of the user, Waze can offer its advertisers branding pins. This helps brands to flag their locations within the area where potential consumers are moving.

Globally, 1.3 million people are killed in traffic accidents, and Waze’s goal is to help prevent such incidents, added Keret, who confirmed that the company’s focus will remain in the automotive area for now.

What: Fandango, the digital network for moviegoers, is significantly expanding its presence in Latin America with a new global brand strategy. Ingresso.com, acquired by Fandango in 2015,  is launching new cinema-focused ticketing platforms in Brazil this April. In Spanish-speaking Latin America Fandango (www.Fandango.lat) debuts in Peru, Colombia, Argentina, Mexico, Chile, Ecuador and Bolivia. Last year Fandango acquired Mexican movie ticket site Cinepapaya.com.
Why it matters: Fandango’s expansion into Latin America has a strong consumer marketing aspect.  But in the U.S. Fandango is also a digital advertising network as well as  player in the coveted “data market”. In fact, it entered into a partnership with national theater network NCM; Fandango will provide data about moviegoers to NCM in exchange for Fandango in-theaters movie promotions at NCM theaters. It will be interesting to see what advertising and data strategy Fandango implements in Latin America.

What: Advertising on Pinterest comes to the Asia-Pacific market.
Why It Matters: With Pinterest’s arrival in Australia, New Zealand and Ireland through third-party platforms, the social network can begin selling advertisements in the Asia-Pacific market. This is exciting news for marketers in Latin America who are awaiting Pinterest’s arrival in the region.

Pinterest’s mission is to help people discover and do things they like. With over 100 million pins seen by more than 150 million people daily, and more than 10 billion daily suggestions delivered within the platform, Pinterest’s advertising impact is enormous. That is why every country in this region of the world eagerly awaits the big opportunity to join its advertising platform.

People visit Pinterest to find products to buy, ideas for cooking recipes, places to travel and more. This makes the platform an ideal place for brands to quickly and easily reach a highly segmented consumer market.

When will Pinterest arrive in LatAm? Pinning down the exact date is not easy, as Pinterest is still in still in a trial and error period to determine which of its customers, partners, and companies are willing to take risks, which in LatAm is sometimes complicated as companies are not prepared to invest in market testing.

According to sources close to Pinterest, the platform plans to land in LatAm by the end of 2017.

Although it sounds very far away, the truth is that regional brands need to learn from what is already being done in other markets, so that when the platform arrives they can be ready to achieve outstanding results.

One such example is the campaign run by Target on Pinterest’s U.S. site, which achieved incredible results. Adding cost-per-click (CPC) to cost-per-engagement (CPE), Target posted a click-through-rate (CTR) that was 200% higher than any other campaign running on the platform.

While these results speak to the success that advertisers in the US and the UK have had with Pinterest (for brands such as John Lewis, B&Q, Bloom & Wild, Nestlé’s Nescafe Azera, and Tesco), advertisers in Australia, New Zealand and Ireland now have the opportunity to add the social network to their pool of commercial platforms. More countries will soon be joining the platform, with Latin America at the top of the list.

What: According to a recent study by comScore and social content analytics firm Shareablee, video content on social media grew by 67 percent in Latin America between 2015 and 2016.
Why It Matters: Is the reflection of a global trend, or is LATAM experiencing a unique evolution? Industry experts from digital agencies Socialyse and iProspect give us their takes.

A recent comScore and Shareablee study revealed that Latin America saw an average of 12 million interactions between users and content on Facebook, Instagram and Twitter in 2016, resulting in a 67 percent growth in branded video on social media and a 39 percent growth in interactions between brands and users compared to the previous year.

The study also revealed that in LATAM, Facebook statuses with video saw almost twice as many comments as those that do not. Brands in Argentina increased their video content by 150 percent, Peru by 116 percent, and Colombia by 88 percent.

To what factors can we attribute this growth? Cristian Figoli, a digital account director at digital marketing agency iProspect, believes that global audiences have wanted video for some time, and that this, coupled with the fact that brands are struggling with old advertising models, resulted in a worldwide shift toward video. “Content grew because more content was pushed, not because people did not want it before,” Figoli said. “Brands face a deep challenge now that the old model of banner advertising is in a crisis (due to fraud, viewability, you name it), but they also know online is where people are most of the time.”

Content grew because more content was pushed, not because people did not want it before. But the consumer in LATAM has definitely become more demanding, and they react positively to these type of innovative pushes.

Figoli also explained that while the trend may not be unique to the region, “the consumer in LATAM has definitely become more demanding” and that “they react positively to these type of innovative pushes.”

Humberto Cruz, the head of Miami-based social media marketing agency Socialyse, asserted that much of this shift was pushed by “constant improvement on Social Media channels.” Since launching video in Latin America in 2015, Facebook has made great improvements to the platform, Cruz said, and advertisers today “have more ways to generate value from every single video view, buying on a ten-second or complete view, for example.”

Cruz also mentioned that YouTube and Twitter began to offer 100 percent Viewability (full-screen view) on mobile devices in the region, and that “adding a layer of extended In-App Audiences has improved their product offering.” In the case of Snapchat, he said that bringing vertical video back to business was key, moving the platform “out of a territory already explored by actual players with global partnerships for Data Intelligence and Content Creation.”

“Video is a dynamic, friendly format that is very effective in the communication between brands and audiences, especially in the Millennial target,” said Alejandro Fosk, Senior VP of comScore Latin America. “This explains the predominance of social networks as well as the other ad support that companies choose.”

Cruz also pointed out that “video is a practical format to rely on, especially when most advertisers invest already in TV Content Production, where post production adaptations for Social Channels can be an easy content solution.” But as the demand for Social video content grows, Cruz said, brands are already creating exclusively Social content using innovative 360 and Virtual Reality formats.

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.


Online marketplace operator Rubicon Project has partnered with data tech company Integral Ad Science (IAS) to offer advertisers third-party visibility scores for display and video advertising.

tom-bradyA new study from Alphonso, Inc. reveals that Super Bowl 2017 was the most watched Super Bowl, with 115M viewers tuning in across TV networks (108M viewers) and live streaming (7M viewers).

Mobile app developer Cheetah Mobile has appointed video inventory management platform, SpotX, to help monetize video in its global suite of apps on iOS and Android devices.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

According to Visible Measures, Budweiser‘s Super Bowl LI story of immigration “Born the Hard Way” had the most online video views as of the morning after the game. “Disruptive World” by Wix.com, and #UnlimitedMovies by T-Mobile came in second and third, respectfully. 

YouTube is launching mobile live streaming for all creators with over 10,000 followers. Soon, they will enable it for all users. YouTube also launched Super Chat, a monetisation feature for live streams enabling viewers to purchase highlighted messages within the chat feed and have them pinned for up to five hours to the top of the chat window.
Influencer video platform Gen.Video releasedState of the Union for Influencer Marketing, Trends, and Best Practices for 2017,” which claims that brands are increasing their investment in influencer marketing in 2017. 45.5 percent plan to spend more in 2017 while 4.5 percent plan to spend significantly more. The study also found that 91 percent of the brands it surveyed were already doing influencer marketing.

According to a new Parks Associates report, churn rates for OTT video services are 19% of U.S. broadband households, which would mean that about one in five households have cancelled an OTT service in the past 12 months.

According to Cisco’s new Mobile Visual Networking Index for 2017, by 2021, video will make up 78 percent of all global mobile data traffic, compared to 60 percent in 2016.


Digital platform security specialist Irdeto is partnering with Brazilian online video platform Samba Tech to secure delivery of online video content for Latin American operators. The company announced its first joint customer, Universal Church in Brazil, which recently launched its own over-the-top (OTT) video platform for its 12 million global members.

hands-coffee-smartphone-technologyThe Internet Advertising Bureau (IAB) in Mexico released stats from Google‘s global project for branding and communication. The study found  that mobile is the main device used for viewing video in Latin America, and that ads work better if they ar designed for smartphones and tablets. 

In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Warc‘s latest Consensus Ad Forecast claims that global advertising expenditure rose 4.5% in 2016, but is expected to dip to 4.2% in 2017. But in BRIC countries like Brazil, the story will be different: Brazil’s global ad spending is expected to grow 2.1% in 2017.

Singaporean dating platform Paktor has announced that it is acquiring Brazilian Groupify, which operates European- and Latin American-based group dating app called Kickoff.

Join us at PORTADA Mexico!

What: Technology-based marketing company Headway has introduced NativeWay, the first marketplace for native ads on Spanish-language sites.
Why It Matters: As programmatic in LatAm heads into what Headway’s VP of Product & Strategy Dario Diament calls its “second phase of evolution,” NativeWay will help advertisers connect their messages with targeted Spanish-speaking audiences.

Technology-based marketing company Headway, which has a significant presence in Latin American and US-Hispanic markets alike, recently introduced NativeWay, the first marketplace for native ads on Spanish-language websites. The platform makes it possible for advertisers to incorporate the concept of content marketing into Spanish-language advertising for the first time.

NativeWay allows advertisers to place highly customized ads into editorial space on Spanish-language websites, adapting each ad to the structure of the publishers’ sites. Advertisers can access Headway’s long list of publishing partners, i.e. sites and content creators, to make sure that their ads are placed on sites whose content is relevant and engaging to their target audiences. In this sense, the advertisement is both organic and interesting to the reader, and more likely to generate clicks and drive revenue.

Latin American Programmatic Entering ‘Second Phase’ of Evolution Driven by Native Ads

The concept of native advertising has been shaking up the US advertising market for some time now, as advertisers have embraced it as a way to transmit marketing messages through storytelling as opposed to traditional advertising distributed through standard banners and videos.

Dario Diament, Headway’s VP of Product & Strategy, explained that “Latin American programmatic is entering the second phase of evolution, past the basic understanding of

Dario Diament, VP of Product and Strategy at Headway Digital
Dario Diament, VP of Product and Strategy at Headway

networks and audiences.” Nonetheless, he says, there is a “gap” in native advertising that has left clients searching for better ways to communicate with particular audiences. Headway decided it was the right time to “invest in developing a marketplace and find the right partners through contacting and educating the owners of websites and content creators,” Diament said.

To use the platform, advertisers can create one or various standard images with editorial intro texts. Then, Headway’s technology distributes the ads to hundreds of sites, where they are placed within the structure of the website. “Instead of banners, you are seeing a sponsored article or link to an interactive experience or video: something relevant in a relevant context,” Diament said.

Latin American programmatic is entering the second phase of evolution, past the basic understanding of networks and audiences.

Another plus is that the advertisers do not have to design a new set of ads for each site: NativeWay adapts the template ads to each advertising space as needed, cutting out the extra work associated with creating different ads for different formats and sites.

Educating Publishers on Native Advertising a ‘Process’

One of the most important factors behind NativeWay’s success will be educating the publishers of the Spanish-language sites so that they understand the benefits of partnering with Headway and venturing into the universe of native advertising.

“Publishers are used to creating sites with spaces for banners that they monetize, but when you offer them the opportunity to show content automatically, the biggest challenge is to change the paradigm of leaving spaces open on the site for advertisers,” Diament explained.

To use NativeWay, publishers do not have to modify their existing pages, but they do have to make the few technical changes necessary for any ad campaign and select where on the page they want the ad to appear. Another benefit is that publishers are not forced to pick traditional or native: they can use NativeWay while maintaining traditional ads like banners.

Publishers are used to creating sites with spaces for banners that they monetize, but when you offer them the opportunity to show content automatically, the biggest challenge is to change the paradigm of leaving spaces open on the site for advertisers.

And since the publishers sometimes feel a lack of quality control when it comes to whose ads end up on their sites, Headway goes out of its way to make sure that all of their advertisers are “first-class,” and assured us “there won’t be anyone selling some magic hair cream.”

NativeWay Compatible with DSPs 

Headway works with trading desk and advertisers to help each client to find the most adaptable sites for its ads. In this sense, the platform is as versatile as it is exact. Diament highlighted that clients can target as specifically as they want: “When clients plan for programmatic, they can use various signals through segmentation, lifting or selecting sites where you want to appear or filtering by audience.”

It is also notable that advertisers can place their native ads using any programmatic platform. This is innovative because “the trend is to use traditional formats for programmatic: typically, programmatic does facilitate native ads,” Diament said. NativeWay ads can we bought programmatically through most DSPs.

Native Advertising Surpasses CTR Standards, Delivers Relevant Content 

So far, Headway is more than confident in the effectiveness of NativeWay, confirming that the ads consistently surpass CTR standards while ensuring that they are seen by people that care about them in a relevant context.

When done right, native ads have proven to generate high click levels and traffic because the reader is drawn into the experience offered through highly relevant content. “This is a very rich experience for publishers and advertisers to incorporate,” Diament concluded.

Diament says that Headway has “coordinated campaigns in the automobile, mass consumption and women’s categories,” and that the roll-out of NativeWay has been very encouraging.

With vast experience in both international and Spanish-speaking regions of Latin America, Headway is more than qualified to blaze trails when it comes to offering continuing innovation to the region and connecting Spanish-speaking audiences with relevant and engaging ads.

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