Tag

linkedin

Browsing

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKETS

Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.

According to a study released by Comcast, advertising agencies are using Instagram more frequently than Twitter for social media ad campaigns, fueling Twitter’s advertising technology woes.

Digital marketing firm Impact Radius is buying fraud prevention service Forensic, to create the “first trusted system of record” for marketers running digital campaigns.

snapchatSnapchat is launching ads between stories, and has launched a new advertising API (application programming interface) that is key  to monetization.

The Association of National Advertisers’ (ANA) media transparency transport is intensifying the debate over how advertisers and trading desks function, highlighting not-so-transparent practices at agencies.

Mike Villalobos has joined FuelX, a video distribution platform that runs DR video campaigns delivered in 2-4x ROI, as their VP of Sales. FuelX has raised 2.5MM from Angel investors and has worked with companies like HP, and Sun Basket.

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Beijing-based Spearhead Integrated Marketing Communication Group is aiming to acquire San Francisco-based Smaato, a real-time advertising platform for mobile publishers and app developers, for $148 million, through an M&A fund.

The browser Opera, has launched built-in ad-blocking technology on mobile platforms iOs and Windows Phone.

LATAM MARKET

Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Grupo Estado, one of the largest communication companies in Brazil. The collaboration will see Estadão utilize Taboola Native, a white-labeled native advertising solution that empowers sales teams to directly sell and promote both on-site and off-site sponsored content campaigns.

Sizmek, the open ad management company for multiscreen campaigns, today announced the appointment of Alfredo Sanchez as country manager for Sizmek in Mexico. In this role, Sanchez is responsible for expanding local market business and driving key partnerships in the region.

Ad-tech firm Adform has hired two former Rubicon Project executives to help expand the company’s global reach. Jay Stevens is the company’s first chief revenue officer, and Oliver Whitten will fill the role of chief operating officer, focusing on Latin America and Asia-Pacific.

Join us at PORTADA Mexico!

What: Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.
Why it matters: Microsoft gains a very strong social offering for B2B. (See interview below with digital marketing expert Xavier Mantilla.

descarga (1)Microsoft Corp. and LinkedIn Corporation have entered into a definitive agreement under which Microsoft will acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion, inclusive of LinkedIn’s net cash.

LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft. Reid Hoffman, chairman of the board, co-founder and controlling shareholder of LinkedIn, and Weiner both fully support this transaction. The transaction is expected to close this calendar year.

The transaction has been unanimously approved by the Boards of Directors of both LinkedIn and Microsoft. The deal is subjected to approval by LinkedIn’s shareholders, the satisfaction of certain regulatory approvals and other customary closing conditions. Morgan Stanley is acting as exclusive financial advisor to Microsoft, and Simpson Thacher & Bartlett LLP is acting as legal advisor to Microsoft. Qatalyst Partners and Allen & Company LLC are acting as financial advisors to LinkedIn, while Wilson Sonsini Goodrich & Rosati, Professional Corporation, is acting as legal advisor.

LinkedIn is the world’s largest and most valuable professional network and continues to build a strong and growing business.The network is active in over 200 countries and has 105 million monthly active users, with 433 million registered overall. Over the past year, the company has launched a new version of its mobile app that has led to increased member engagement; enhanced the LinkedIn news feed to deliver better business insights; acquired a leading online learning platform called Lynda.com to enter a new market; and rolled out a new version of its Recruiter product to its enterprise customers.

The LinkedIn acquisition brings great professionals into the Microsoft sphere; like Ana Moises and Osvaldo Barbosa de Oliveira that are giants in the ad business in Brazil.

LinkedIn will give Microsoft a bigger reach in terms of social networking services and professional content and a potential sales channel to sell more of its products.

“The LinkedIn team has grown a fantastic business centered on connecting the world’s professionals,” Nadella said. “Together we can accelerate the growth of LinkedIn, as well as Microsoft Office 365 and Dynamics as we seek to empower every person and organization on the planet.”

Users do see LinkedIn as a property for growth and learning. So its  “time invested” rather than “time spent” which makes them more valuable.

Microsoft will finance the transaction primarily through the issuance of new debt. Upon closing, Microsoft expects LinkedIn’s financials to be reported as part of Microsoft’s Productivity and Business Processes segment. Microsoft expects the acquisition to have minimal dilution of ~1 percent to non-GAAP earnings per share for the remainder of fiscal year 2017 post-closing and for fiscal year 2018 based on the expected close date, and become accretive to Microsoft’s non-GAAP earnings per share in Microsoft’s fiscal year 2019 or less than two years post-closing.

Xavier Mantilla, SVP Multicultural, UMPortada spoke with digital marketing expert Xavier Mantilla, on this latest acquisition:

Portada: Can you please give us your overall view of the Linked In acquisition by Microsoft? What will Microsoft (MSFT) gain?

X.M: “MSFT acquiring LinkedIn is a very interesting move. Last year, LinkedIn brought into its technology teams the folks from Triggit and this opened up  within the LinkedIn environment a strong social advertising team, and more than that, a great team that built one the best social platforms (working with Facebook, Instagram, Twitter and others) that focuses on performance so this brings a new wrinkle into MSFT’s playbook.The acquisition also puts MSFT on the map in regards to social dollars, and thinking that they could add a Talent Acquisition module that would work with Dynamics (their data platform), this could be a game changer for the Talent segment as most companies rely on the subscription to LinkedIn to recruit candidates –world wide companies like Manpower, Michael Page, Hedrick and Struggles among other powerhouses, and this puts MSFT square in the middle of this world.”

Portada: How does this alignment impact other alliances/ mergers (Verizon/AOL, Faceboook ecosystem?

X.M: “For MSFT – they become hugely important in the FB ecosystem as the LinkekIn capacity and technology works so well with FB, so this would make them a strong candidate to be used for ad dollars flowing across MSFT and FB, and so MSFT can now have a strong social offering for B2B, and with Dynamics as a strong platform competing with Oracle and Watson, there is definitely an upside with the public relations they will get from this acquisition. I don’t think this impact Verizon/Aol much other than MSFT will be a stronger B2B player.”

Portada: Any other thought you may have on how it impacts U.S. Hispanic or Latin America

X.M: “For Latin America –LinkedIn is seen as an investment of time for people in the region, this is mirrored for U.S. Hispanics, so users do see LinkedIn as a property for growth and learning, rather than seen as just “time spent” but as “time invested” which makes them more valuable from an investment point of view. As MSFT has streamlined the team in Latam, the LinkedIn acquisition brings great professionals like Ana Moises and Osvaldo Barbosa de Oliveira that are giants in the ad business in Brazil, but Ana comes from spending time at Microsoft, so you have executives that can do the regional sales, rather than using rep firms to resell their ad space. This will continue the shift to companies buying directly from vendors and jumping representatives in various countries, so better deals will be made.  For U.S. Hispanic, the Talent Acquisition piece can become hugely important with the need to be more diverse continue, and so Microsoft could have the best pool of candidates for companies to look for experienced talent with a diverse background (Latinos).”

Join us at PORTADA Mexico!

April was the month of moves and appointments: with a clear panorama of the first half of the year, it’s important to put together the ideal team to put together a play. In this article, I share how some of the digital teams fared in region.

The Move of the Year (or the Decade)

Nico MasloA few days ago I received a “bomb” in my Facebook inbox. It was a press release that Nico Maslo had sent me particularly (with his PR agency involved). Oh how I love those surprises.

The release announced Maslo’s move to Virketluego almost 10 years after establishing Resultics in Mexico. Later, he told me about it in person, as you can see in this link. The only constant in this life is change. Good luck, Nico!

Former Yahoo Mexico to Sizmek

alfredo sanchezIn mid-April, Alfredo Sanchez (a living legend at Yahoo Mexico) started a new campaign at Sizmek as country manager after closing Yahoo’s operations in the region. Good luck, Alfredo!

From Primia.Digital to Adsmovil

Nestor IslavaAt the end of March, Nestor Islava announced on Facebook that he would be leaving after six years as country manager at Prima.Digital. While he didn’t give any details about his new direction (so intriguing!), we quickly found the information through LinkedIn: Nestor will be working as country manager at AdsMovilMexico. Good luck, Nestor!

From Headway to Teads

Luciana SalazarOn the last day of March, Luciana Salazar‘s Facebook page was rowdy, with photos from a very “after office” party with expressions of affection and thanks coming from every direction. I couldn’t stand the curiosity, and I started to read: it was her last day at Headway, and the beginning of a new phase at Teads as Head of Programmatic for Latin America. Good luck, Lu!

From Opera Mediaworks to Rekket

lau aresA few days ago, I got an email from Marcelo García Cisneros (CEO of Rekket) in which she commented that Laura Ares had started working for him as the director of mobile operations. What a great team you’ve put together, guys (I worked with both of them, so I know what I’m talking about)!

Events in Buenos Aires

It wasn’t all moves and appointments. There were also events (a great part of digital work is how to explain it to family and friends).

On April 20, the Social Media Summit, organized by amdia, was held in Buenos Aires. At the event, different presenters like Citroën, Molinos Río de la Plata, Garbarino, Movistar and Telefónica Argentina shardd their experiences with social media. I missed it, although I heard it was great.

On April 26, I was at IMS Immersion, where apart from IMS’s presentations, we attended educational clinics on LinkedIn, Spotify and Waze. As the clinics were given at the same time, I chose LinkedIn‘s, so I could say hello to Antonio Chan Chan(Marketing Solutions LatAm at LinkedIn), whom I worked with a few years ago. Here is my picture from the audience, although it’s hard to see. I’m your fan, Chan!

And that’s all for now, friends. I’m going to enjoy my beautiful and beloved Mexico (on the occasion of some mini-vacations I’ve been invited to by a friend from the industry, to change it up a bit).

Millennials, not surprisingly, play a dominant role on many of the top social media sites accounting for almost 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRILinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites.

8539048913_3328e8545c_mMillennials play a dominant role on many of the top social media sites. This coveted consumer generation represents 70% of Instagram users and 61% on Twitter, according to the latest research from GfK MRI.

According to GfK MRI, LinkedIn has the highest median household income (approximately US$112,500) and the highest education levels among the top social media, photo, or video-sharing sites. Two-thirds (65%) of LinkedIn users fall into the “graduated college plus” category, compared to 29% of all adults. Pinterest users rank second in education level, with 41% registering as “graduated college plus.”

Users’ Age

The median age of Facebook users is 40 — up from 29 in 2009. The median ages of other social site users are 44 for LinkedIn, 42 for Google+, 38 for Pinterest, 38 for YouTube, 32 for Twitter, and 30 for Instagram.

Just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.

Men VS Women

Across the seven major social and photo/video sharing sites, men outnumber women among users in just three:

  • LinkedIn (55% of users versus 45%)
  • Twitter (54% to 46%)
  • YouTube (51% to 49%)

Women are the majority of users of:

  • Facebook (57% versus 43%)
  • Google+ (53% to 47%)
  • Instagram (60% to 40%)
  • Pinterest (81% to 19%).

“These results clearly show that many of the social media applications are becoming mainstream, which bodes well for the long term viability of those companies,” said Florian Kahlert, Managing Director of GfK MRI. “At the same time, this growing acceptance raises the bar for media planners (and inventory sellers), because just adding social media sites to a plan without other sophisticated targeting no longer automatically increases your younger or savvy target groups.”

What: 20% of agencies are likely to allocate between 11-25% of their ad budgets to paid social media, a 24% increase from the previous quarter.24% of agencies are allocating 6-10% to paid social, according to an agency survey conducted by STRATA.
Why it matters: The rise in social media ad spend has created a more complicated media planning picture for agencies. Media mix comes as the biggest challenge facing 40% of agencies.

8583949219_f55657573e_mSocial media advertising is garnering a larger share of advertising budgets, according to a recent second quarter agency survey conducted by STRATA,  a media buying and selling software firm with over US$50 billion in ad transactions passing through its systems each year.

The survey found that 20% of agencies report they are likely to allocate between 11-25% of their ad budgets to paid social media, representing a 24% increase from the previous quarter. An additional 24% of agencies are allocating 6-10% to paid social.

  • Facebook continues to lead in agency advertising as 93% plan on using it in their campaigns
  • followed by YouTube (57%)
  • Twitter (52%)
  • LinkedIn (29%).

The rise in social media ad spend and newer advertising mediums has created a more complicated media planning picture for agencies. Media mix surpassed client attractions and comes in overwhelmingly as the biggest challenge facing 40% of agencies, marking an 85% increase from the same time last year. Following media mix was client attraction (24% of agencies) and client spending (11%). Similarly, 22% of agencies expect their clients to make minor budget cuts from last year.

“There’s an undeniable correlation between the rise in social media advertising with mobile device behavior,” said Joy Baer, President of STRATA. “Agencies and advertisers are going to follow their audience. Mobile users are checking Facebook and Twitter throughout the day. So when you consider that around 60% of digital media time spent in the US is on smartphones and tablets, then it makes perfect sense to reach the audience in the apps that they’re already accessing.”

46% of agencies report they are still unsure if they trust programmatic to execute their ad buys.

Programmatic buying

A key technology many advertisers are increasingly turning to is programmatic buying, which has been steadily gaining the confidence of agencies.

  •  46% of agencies report they are still unsure if they trust programmatic to execute their ad buys
  • 20% do trust programmatic(a 49% increase from last quarter)
  •  only 11% say they do not trust it(a drop of 32% compared to a year ago)
  • 244% more say they are using programmatic to carry out between 20-40% of their business (17% of agencies overall)
  • Thirty-nine percent use programmatic for 10-20% of their ad buys(an 18% increase from a year ago)

The biggest remaining concern regarding programmatic, however, is transparency into inventory sources (54% of agencies) followed by quality of inventory (50%).

Other key findings

  • 22% are more interested in spot cable than they were a year ago (up 55% from last quarter), while 22% are less interested (down 13% from last quarter).
  • 20% are more interested in advertising on spot TV than they were last year.
  • 66% are more interested in advertising on streaming/online video than they were last year (up 45% from a year ago).
  • 39% expect their growth in the second half of the year to better than the first. 52% say they expect their future growth to be the same as it was in the first half of the year.

Join us at PORTADA Mexico!

In this article, Lorena Hure, a Marketing and Media expert who is joining Portada’s Editorial Team, discusses the pros and cons of the exclusive (“premium”) media representation business in Latin America. The premium media representation space has opened up particularly after Punto Fox exited the space in early 2014.

Publicidad-267x200For many years, Punto Fox was recognized, among other things, as the strategic partner of choice of major international media properties who wanted  to operate in Latin America. For these media properties, Punto Fox was a gateway to enter the interesting but complex and unfamiliar Latin American territory.

Such was the case of Facebook and LinkedIn (just to mention two of the most widely known examples).These companies had been operating through Punto Fox organization for several years, before expanding their own sales teams into the region.

After Punto Fox departure in early 2014, IMS claims for the position of Punto Fox successor, having absorbed much of its workforce, as well as by replicating its business model (which continues to have LinkedIn’s exclusive representation, in countries where this media still does not have its own sales force.)

While it may seem an interesting business, the truth is that not everyone can be a  strategic partner of a premium media property and live up to that role over time. Choosing a company for sales representation is the result of a long and difficult process of negotiation, in which one needs to know  how to play up to media that has proven to be very successful in its own markets, while trying to build a similar success in Latin America. Many local ‘players’ get confused by the apparent advantages of becoming a strategic partners of these major media properties, but certainly only a few are willing to face certain disadvantages that would discourage many.

With Punto Fox departure in early 2014, IMS appears to be its successor, having absorbed much of its workforce, as well as attempting to replicate its business model

Some background: On the one hand there are the international media properties…

Latinoamerica3-246x290Here we describe the main advantages and disadvantages of local and exclusive representation of premium international media. But first, we will provide some background. Let’s see…

On the one hand, there are the international media properties, whose main source of revenue are ad sales. Generally, the marketing of these ad spaces is handled locally through a private team or through sales agreements with agencies who make specific purchases on behalf of their clients. So far, everything seems quite simple. However, the real challenge these media face is when it comes to expand their own horizons, and choose expand to other markets such as  Latin America.

The main challenges they face  are (to name only the most obvious) the language, local idiosyncrasies, and certain legal and tax issues that may hinder to carry out the operation in an efficient way.. What’s more, we have to consider that all these factors will duplicate in each of the countries of the continent; each local market has its own specific features.

… on the other hand, are the local ad sales rep firms.

On the other hand, there are local companies (usually advertising services providers) operating in most of the region, which know the specifics of each country and have a dynamic and skilled workforce able to perform internationally. These companies usually have little interest in developing their own products (probably because these endeavors involve a period in which no return will be perceived, and therefore are unwilling to take the risk.) Both international media and local companies have a common interest: they both want to obtain significant revenues in the short-term and recognize their counterpart as the perfect complement for the deal to take place. Thereby, via negotiations, they become strategic partners.

Both international media and local companies have a common interest: they both want to deliver significant resources in the short-term and recognize the other as the perfect complement for the deal to take place

The advantages for the local representative…

  • Being the strategic partner of a major media property in the region, can enable the representative firm to obtain a better position in local markets.
  • Representing international media enables the strategic partner arouse advertisers’ interest. Consequently, the sale of other products the rep firm offers becomes easier.
  • It enables to generate economic resources without having invested in the development and maintenance of a successful product.
  • It allows gaining experience and appeal to the interest of other international media properties.

… And potential disadvantages.

  • When the company represents several Media, there is a risk of neglecting those who are less profitable, at the expense of the media that reports higher profits (which also may impact the fulfilment of agreements with all that this implies).
  • Once the international media understands how the operation works, and begins to perceive a substantial turnover, it is time to set foot in the region. So, the representative will not only see its revenue decrease significantly, but also may have to re-allocate the workforce that was exclusively involved in the representation of the international media property.  Sometimes, it is likely to lose key employees, who then may be employed directly by the international media property.
  • If the company fails to balance its different sources of income, it may find itself in serious difficulties when it comes to renew the representation agreement.
  • There are times when the media make use of the strategic partner workforce as if they were their own and this creates a gray area in which the employee will respond to the media rather than to the internal formal structure of the rep firm.

Being a strategic partner of a Premium Media Partner is an interesting business, but not all that glitters is gold. The best thing to do before taking over a major exclusive representation business is to evaluate thoroughly whether the potential benefits will be enough to compensate for the disadvantages.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Bombardier ::: Coca Cola- Mediacom :::  Kraft ::: Banco Supervielle -Reprise Media :::

  • Bombardier

descarga (4)Bombardier Commercial Aircraft is opening its newest Regional Sales and Marketing Office in Sao Paulo, Brazil as part of its continued focus on regionalizing to be closer to its customers. Bombardier’s Sao Paulo Office will allow its locally-based sales, marketing and customer services team ease of access to its existing and upcoming South American-based stakeholders.The new office in Sao Paulo is located in the neighbourhood of Alto de Pinheiros.

  • Coca-Cola

descarga (5)Soft drink giant Coca-Cola has awarded its media account in Mexico to MediaCom, estimated to be worth around US $100m.Starcom MediaVest Group had previously held the account for over ten years.Mexico, where the brand is planning to invest US $8.2 bn by 2020, is one of Coca-Cola’s most important markets.. The win comes shortly after it was announced that WPP-owned MediaCom has also been awarded P&G’s digital media business in Latin America and the Caribbean.

  • LinkedIn

descarga (6)LinkedIn has released its second global ‘Bring in Your Parents Day’ campaign in order to help “humanise” the brand.With this campaign, employees from over 30 companies worldwide will bring their parents to their workplace to provide them with a better understanding of what they do and a chance to say “thank you”.The campaign will be accompanied with PR, social media and direct member marketing.

  • Kraft

descarga (7)Kraft has decided to “divorce” from the majority of its advertising partners to allocate creative responsibility of its brands to four agencies: McGarryBowen, Leo Burnett, Taxi and CP&B. Droga5, VSA Partners, TBWA, The Martin Agency, Lopez Negrete Communications, & Robert Langer and Wieden & Kennedy will no longer be part of Kraft “roster” of agencies.This division comes two years after Kraft decided to split into two companies: Mondelez, international division devoted to snacks, and Kraft Foods, focused on the food industry in North America. From now on the company wants to emphasize traditional advertising, leaving aside creative focus. Between January and September 2014 Kraft profits shrank by 19.2%.

  • Banco Supervielle

images (1)Reprise Media, a IPG Mediabrands company specializing in digital marketing, has been chosen to design the new site content of Banco Supervielle under the claim “The most valuable is outside a bank.” For this, Reprise Media, along with UM, have developed a challenging media strategy challenging based on a communication proposal and creative ideas.

Osvaldo Barbosa de Oliveira, Managing Director Latin America at Linked In participated at the Festival of Media conference that took place last week in Miami. Portada’s editorial team held a conversation with Barbosa about LinkedIn’s plans in Latin America and globally. Barbosa leads LinkedIn’s office in Sao Paulo, Brazil, which is also the regional hub for LatAm.

Osvaldo Barbosa de Oliveira, MD Latin America, LinkedIn
Osvaldo Barbosa de Oliveira

LinkedIn’s mission is to “provide economic opportunity to all” and, according to Barbosa de Oliveira,  it is “only scratching the surface.” Barbosa explains to Portada that Latin America ” has 45 Million users out of 313 million globally so the region makes up 14.4% of total users. Brazil leads with 18 million; Mexico is second with 6 million, which places both in the top 10 countries. “We estimate that 30% of global professionals are on LinkedIn. ” Barbosa adds that LinkedIn has a team in Beijing and is one of the few social platforms allowed to operate in China.

 Both Brazil and Mexico belong to the top 10 countries in terms of LinkedIn users.

Challenges on the sales side

Barbosa points out that he is facing several challenges on the sales side: “We need to educate advertisers on how to use our platform. How to reach the right demographic and how to monetize it. Our platform allows you to slice and dice the target with a large number of metrics, like education, location, industry, seniority, function, to name a few, and then overlay the behavior component and you have probably the most refined targeting funnel in the marketplace. We just need to identify how we can make the experience an easy one for the media buyers.”

LinkedIn’s main advertisers are in the following categories: Technology, Finance, Education, High-end consumer brands, and Travel. Recruitment services, according to Barbosa, is another major revenue driver as “we have a high number of the major corporations, but we need more, that is my job.” According to Barboza, buying Bizo, a business audience marketing provider, earlier this year will allow LinkedIn to provide a comprehensive  B2B marketing platform to all  brands. “Needless to say this will also add to our Human Resources tool, which we expect to be a great growth generator.”

It is hard to say what the next 5 years will look like, but our valuable global data will allow LinkedIn to offer a wide array of information services.

Content: Custom or Organic

Custom or organic content is a big driver in our portfolio, influencers generate discussion, discussion generates engagement, and engagement in turn generates additional branding opportunities for our advertisers. We continue to look for the best way to engage our users without intrusiveness. Our mobile application carries no display advertising but it does provide video play for content sharing. Regarding LinkedIn offering programmatic media buying tools to advertisers, Barbosa says that “we are working on our programmatic offer, our data is far too valuable, and we are working on the private auction model. We  will work with the right partners to achieve their goals.”

 

What: Professionals’ social network LinkedIn will buy business audience marketing provider Bizo for US $175 million, 90 percent in cash and the rest in stock.
Why it matters: This is LinkedIn’s second acquisition within two weeks, as it also bought start-up Newsle a week ago. The Business Social Network is aiming to become a comprehensive B2B Marketing platform.

12e018532d913494d841f79da5dd70bf_400x400imagesLinkedIn, a social network for professionals, is about to buy business audience marketing providerBizofor US $175 million, 90 percent in cash and the rest in stock  to close in the third quarter.

Formed in 2008, San Francisco-based Bizo has been part of a LinkedIn partner program. Bizo allows marketers adapt ads for professionals, and helps measure the effectiveness of the ad campaigns. LinkedIn will incorporate Bizo’s Media Solutions and Multichannel Nurturing products, but doesn’t plan to carry over its Data Solutions, according to a LinkedIn blog post.

This is LinkedIn’s second acquisition within two weeks, as it also bought start-up Newsle a week ago.

“it’s exciting for us to bring Bizo’s expertise and knowledge into our ecosystem,” Deep Nishar , LinkedIn’s Senior Vice President for product and user experience , said in a statement.

The acquisition will “enhance our ability to offer a comprehensive B2B marketing platform for brands,” the blog post said.

Surprisingly, the deal comes a day after Yahoo Inc. announced that it is buying Flurry Inc., which helps companies make mobile apps and design mobile ad campaigns.

What: Professionals’ social network LinkedIn will buy business audience marketing provider Bizo for US $175 million, 90 percent in cash and the rest in stock.
Why it matters: This is LinkedIn’s second acquisition within two weeks, as it also bought start-up Newsle a week ago. The Business Social Network is aiming to become a comprehensive B2B Marketing platform.

12e018532d913494d841f79da5dd70bf_400x400imagesLinkedIn, a social network for professionals, is about to buy business audience marketing providerBizofor US $175 million, 90 percent in cash and the rest in stock  to close in the third quarter.

Formed in 2008, San Francisco-based Bizo has been part of a LinkedIn partner program. Bizo allows marketers adapt ads for professionals, and helps measure the effectiveness of the ad campaigns. LinkedIn will incorporate Bizo’s Media Solutions and Multichannel Nurturing products, but doesn’t plan to carry over its Data Solutions, according to a LinkedIn blog post.

This is LinkedIn’s second acquisition within two weeks, as it also bought start-up Newsle a week ago.

“it’s exciting for us to bring Bizo’s expertise and knowledge into our ecosystem,” Deep Nishar , LinkedIn’s Senior Vice President for product and user experience , said in a statement.

The acquisition will “enhance our ability to offer a comprehensive B2B marketing platform for brands,” the blog post said.

Surprisingly, the deal comes a day after Yahoo Inc. announced that it is buying Flurry Inc., which helps companies make mobile apps and design mobile ad campaigns.

What: LinkedIn plans to raise US $1 billion in a follow-on stock offering, in order to fund its international expansion.
Why it matters: LinkedIn is by far the world’s largest professional networking company, with a user base of about 238 million. However, outside the U.S. it is significantly less strong, this includes Spanish and Portuguese-speaking markets in Latin America, Spain and the U.S. Hispanic market.

According to Forbes, professional social network LinkedIn filed documents with the SEC (U.S. Securities and Exchange Commission), thus revealing plans to raise about US $1 billion in a share offering, so as to strengthen its balance sheet, as its stock trades near its highest peak ever. Cofounder and Chairman Reid Hoffman, nonetheless, will continue to hold control of the company (nearly 60% of voting power after the offering).

Such offering comes after a true outperformance in recent quarters, exceeding Wall Street’s estimates not only regarding revenue, but also profit, in the second quarter, due to a 37% increase in members to 238 million in early August, which helped boost its stock further. LinkedIn has experienced a consistent share gain since it went public in 2011, although it has to consider possible margin decrease as traffic is lured towards mobile devices.

What LinkedIn most probably intends is to reinforce its financial position, looking to take advantage of its impressive run in the stock, as its shares have gained more than 110% this year, reaching five times their original 2011 worth.

Silicon Valley Business Journal’s Jon Xavier wonders, regarding LinkedIn’s US $1 billion offering announcement, what the company should do in order to increase its value and expand its presence in markets other than North America, and so he elaborates on several possibilities, such as purchasing smaller competitors that could open the doors abroad. French site Viadeo, for instance, due to its strong presence in Latin America and Africa. Or Germany’s Xing, which would mean an open path to Europe.

Leading enterprise social networking companies such as Jive are most likely out of reach, so smaller players, even if they lack a wide userbase, could bring in fresh approaches and tech-savvy teams to create internal networking solutions. Also, LinkedIn could incorporate video conferencing, as work forces become more and more decentralized worldwide, and Blue Jeans Network, for instance, could be of great help on that side.

Also, Xavier notes that, although LinkedIn is “the most advanced product ever conceived to meet the needs of recruiters, its offerings to job seekers over traditional employment sites are currently minimal.” Fortunately there’s an interesting array of small Web sites that provide a nice, efficient experience for job seekers –Glassdoor, InterviewStreet or HackerRank, to mention just a few.

Join us at PORTADA Mexico!

What: LinkedIn plans to raise US $1 billion in a follow-on stock offering in order to fund its international expansion.
Why it matters: LinkedIn is by far the world’s largest professional networking company, with a user base of about 238 million. However, outside the U.S. it is significantly less strong, this includes Spanish and Portuguese-speaking markets in Latin America, Spain and the U.S. Hispanic market.

According to Forbes, professional social network LinkedIn filed documents with the SEC (U.S. Securities and Exchange Commission), thus revealing plans to raise about US $1 billion in a share offering so as to strengthen its balance sheet  as its stock trades near its highest peak ever. Cofounder and Chairman Reid Hoffman, nonetheless, will continue to hold control of the company (nearly 60% of voting power after the offering).

Silicon Valley Business Journal’s Jon Xavier wonders, regarding LinkedIn’s US $1 billion offering announcement, what the company should do in order to increase its value and expand its presence in markets other than North America, and so he elaborates on several possibilities, such as purchasing smaller competitors that could open the doors abroad. French site Viadeo, for instance, due to its strong presence in Latin America and Africa. Or Germany’s Xing, which would mean an open path to Europe.

Leading enterprise social networking companies such as Jive are most likely out of reach, so smaller players, even if they lack a wide userbase, could bring in fresh approaches and tech-savvy teams to create internal networking solutions. Also, LinkedIn could incorporate video conferencing, as work forces become more and more decentralized worldwide, and Blue Jeans Network , for instance, could be of great help on that side.

Also, Xavier notes that, although LinkedIn is “the most advanced product ever conceived to meet the needs of recruiters, its offerings to job seekers over traditional employment sites are currently minimal.” Fortunately there’s an interesting array of small Web sites that provide a nice, efficient experience for job seekers –Glassdoor, InterviewStreet or HackerRank, to mention just a few.

Join us at PORTADA Mexico!

LinkedIn announced it agreed to acquire Pulse (owned by Alphonso Labs, Inc.), a news reader and mobile content distribution platform.

The transaction is valued at approximately $90 million, subject to adjustment, in a combination of approximately 90 percent stock and approximately 10 percent cash, and the stock being issued in the transaction will be done so in a private placement. Subject to the completion of customary conditions, the acquisition is expected to close during the second quarter of 2013.

Pulse was founded in 2010 by Akshay Kothari and Ankit Gupta while they were students at Stanford University. It quickly grew to become one of the most widely used platforms for content consumption on the Internet. Pulse currently has more than 30 million users who have activated its iOS and Android-based news reader apps in more than 190 countries. Pulse is available in nine languages, and approximately 40% of users are outside the United States. More than 750 of the world’s leading publishers distribute their content through Pulse.

To continue to deliver that value to our members, our vision for content is that LinkedIn will be the definitive professional publishing platform, and Pulse is a perfect complement to this vision.” said Deep Nishar, SVP of Products and User Experience.

After the closing of the transaction, members of the Pulse team, including those from Engineering, Product and Design, will join LinkedIn at the company’s Mountain View, Calif., headquarters. The existing Pulse apps will continue to be supported as the integrated Pulse and LinkedIn teams work to build future generations of professional content consumption products.

 

LinkedIn announced it agreed to acquire Pulse (owned by Alphonso Labs, Inc.), a news reader and mobile content distribution platform.

The transaction is valued at approximately $90 million, subject to adjustment, in a combination of approximately 90 percent stock and approximately 10 percent cash, and the stock being issued in the transaction will be done so in a private placement. Subject to the completion of customary conditions, the acquisition is expected to close during the second quarter of 2013.

Pulse was founded in 2010 by Akshay Kothari and Ankit Gupta while they were students at Stanford University. It quickly grew to become one of the most widely used platforms for content consumption on the Internet. Pulse currently has more than 30 million users who have activated its iOS and Android-based news reader apps in more than 190 countries. Pulse is available in nine languages, and approximately 40% of users are outside the United States. More than 750 of the world’s leading publishers distribute their content through Pulse.

To continue to deliver that value to our members, our vision for content is that LinkedIn will be the definitive professional publishing platform, and Pulse is a perfect complement to this vision.” said Deep Nishar, SVP of Products and User Experience.

After the closing of the transaction, members of the Pulse team, including those from Engineering, Product and Design, will join LinkedIn at the company’s Mountain View, Calif., headquarters. The existing Pulse apps will continue to be supported as the integrated Pulse and LinkedIn teams work to build future generations of professional content consumption products.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.