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

US/US-HISPANIC MARKET

Accedo announced that it is partnering with Nokia to deliver best-in-class quality throughout the VR experience by the integrating Nokia’s OZO Player SDK into Accedo’s VR solutions and joint customer projects. This partnership will see both companies offering a bundle of joint offerings and solutions to add value to customers.

Twitter is introducing in-stream video advertisements as the company found that video impressions grew significantly from Q3 to Q4 2016.
To celebrate its ten-year anniversary, SpotX has launched a new web address built around their expanded focus on the total video ecosystem – SpotX.tv., which stands for total video — serving ads on all screens — desktop, mobile and OTT devices.

An insightful, stat-packed quarterly update from Streamlabs compares Twitch and YouTube Live on measures of monthly active streamers and revenue. While Twitch is still where the money is, YouTube Live is growing much, much faster. From October 2016 to March 2017, monthly active streamers have grown 330% for YouTube Live compared to 19% on Twitch. Twitch accounted for nearly 96% of tipping volume for Streamlabs streamers in the past five months, with YouTube making up the rest.

Verizon Digital Media Services said that OTT video providers will need better insight into the engagement their content generates as OTT enters its next stage.

Sprint has released an online video series in collaboration with Onion Labs, the creative services division of Onion Inc., which takes a satirical look at the popularity of Paul Marcarelli – the guy who used to ask if you could “hear me now” with Verizon and who switched to Sprint and appears in Sprint advertising.

Online video ads grew by 24 percent year-over-year (YOY), according to online video monetization company FreeWheel’s Video Monetization Report for Q4 2016.  Among other interesting insight, the report found that both ad views and content views have increased over the previous 24 consecutive quarters.

LATAM MARKET

Buenos Aires, Argentina-based MediaMath has announced the launch of Curated Market, a product that allows advertisers to access the best clients and prospects at scale through high-quality, premium media.

Online video systems provider Brightcove has announced plans to open an office in Mexico City after securing a number of new contracts in Latin America, including Mexican Grupo Televisa, Mexican multimedia group Expansion and Paraguayan news organization Grupo Nacion.

At Teads’s latest event in Campos do Jordan, Brazil, marketers from brands like Heineken, Fiat, and Itaú; agencies like DPZ&T, Africa, DM9, Publicis, and Leo Burnett; and trading desks Affiperf, Tradelab, and Exiber discussed digital advertising. Highlights include that more than half of attendees expected growth between 20% to 30% of programmatic technologies, compared to last year, and that segmentation will be the biggest focus in programmatic video, followed by viewability and completion rates.

What: MediaMath has partnered with ROI Influencer Media, which connects brands with influencers and their followers. Through the partnership marketers will have the ability to purchase influencer social media endorsements programmatically.
Why it matters:  Influencer marketing dollars are growing, particularly in Latin markets. Now DSP MediaMath is enabling media buyers to bid on influencer marketing programmatically and in real time. Marketers will plan and buy influencers’ native social content in much the same way they buy other forms of digital media (programmatically).

 

aaeaaqaaaaaaaampaaaajdhlytm5mzhklwflotktngfhnc05zju0lwi2ztdlmtexyze0ng mm_facebookv3_400x400MediaMath will partner with ROI Influencer Media, Mediapost reports. ROI Influencer Media connects brands to celebrities’ influencer followings and offer marketers the ability to purchase influencer marketing programmatically. An array of  relatively new ad-tech companies (e.g. Fanbytes recently launched Programmatic Snapchat Influencer Marketing platform) are offering media buyers dashboards through which they can select and programmatically buy influencers’ social media impressions that endorse their brands.

Marketers will be able to access celebrities to provide branded content on their social media pages, blog pages, and Web sites and bid on influencer advertising programmatically, in real time. In addition marketers can include influencer media packages for campaigns related to specific events like holiday shopping, the Super Bowl, Mother’s Day, and Father’s Day.

ROI Influencer Media is initially providing MediaMath partners a mix of celebrities, along with up to 425 digital media stars in fashion, style, and shopping. The partnership is for the U.S.  and is not available yet for Latin America.

Companies like Google’s DoubleClick, Rubicon Project, PubMatic and OpenX have already made this service available to buyers.

Under the partnership,  celebrities and their agents can accept or customize offers to integrate content for their respective audiences. ROI Influencer Media will also use so-called “micro-influencers” to guarantee specific audience reach for brands.

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Programmatic is not a technological tool to “set up and forget”. However, according to the white paper published by MediaMath “The ABC of Programmatic Media Buying” (Spanish), many marketers seem to think so.

In a survey on programmatic media buying done during a webinar in October 2014, only 9% of marketers which use a technological approach towards media buying think that they are using it well. This is because programmatic is not a technology to “set up and forget.”. There are three key points in programmatic media buying that need to be taken into account in any digital media strategy.

  1. Programmatic media buying is based on data. The use of accurate data about clients and prospects allows for a better communication with the audience and can origin improvements in conversion rates.
  2. Programmatic media buying can facilitate real-time media buying. The opportunity to buy an ad in milliseconds increases chances to reach the appropriate customer at the right moment and with the correct tactic.
  3. Programmatic entails a certain degree of automatization. Some functions can be automatized with the correct technology and the right people, but campaigns need to be evaluated and optimized continuously in order to obtain the best results.

To learn more about the above points and many others, DOWNLOAD the White Paper: “The ABC of Programmatic Media Buying” (Spanish)

 

Despite so much talk about Programmatic Media Buying, there is still a lot of confusion among media buyers about what the term really means.  According to a white paper published by MediaMath “The ABC of Programmatic Media Buying” (Spanish), less than a year ago; in July 2015, more than half of the marketers interviewed for a survey by Boston Consulting Group, said that their knowledge about programmatic buying was “very low”, “low” or “average.” So let’s see what “programmatic” really means…

Definition of Programmatic

According to the above cited white paper published by MediaMath, programmatic buying means that an integrated technology is used to do  a media buy. Other statements that help to define programmatic buying more:

• The word “Programmatic” does not match or correspond to the acronym “RTB” (Real Time Bidding) or the word “automation”, but it does include them. Certainly, within programmatic technologies, an RTB protocol to do media buys is used and programmatic does allow the automation of functions of the media buy based on technology.

•  Programmatic is not a strategy, but it can be used as a keystone of an effective digital advertising plan. For instance, programmatic can be used to select and segment target audiences as well as for the execution of premium advertising.

DOWNLOAD the White Paper: “The ABC of Programmatic Media Buying” (Spanish)

The Global Review of Data Driven Marketing produced by GDMA and The Winterberry Group sponsored by MediaMath, offers interesting insights into how Latin American marketers are benefiting (or not) of Data Driven Marketing and Advertising.

The just published White Paper includes a survey of  523 Brazilian Marketers made in July and August 2015. 73.3% of the surveyed marketers are extremely confident in prospects for future growth derived by Data-Driven Marketing and Advertising. This ratio is substantially higher than the global ratio. Interestingly, though, less marketers were “extremely confident” in 2015 (41.5% vs. 56.6% in 2014).

73.3% of the surveyed Brazilian marketers are extremely confident in prospects for future growth derived by Data-Driven Marketing and Advertising.

When asked, how has your (or your clients’) spending on data-driven marketing and advertising changed over the past year? How do you expect your (or your clients’) spending on data-driven marketing will change next year? 35.9% of Brazilian marketers predict it will “increase substantially in 2016, while 29.3% predict “an increase.”

The White Paper “Global Review of Data Driven Marketing” also offers other interesting insights on how marketers in Latin America evaluate the challenges and opportunities presented by Data Driven Marketing and Advertising. In addition, to the Brazilian market, detailed surveys of Argentina and Chile are included. Download the White Paper and find out more!

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227d1deMH Media, a division of the Miami Herald Media Company (MHMC), has announced the appointment of Michael Vinales as Hispanic Marketing Specialist.  His role will be instrumental in positioning MHMC’s Hispanic print and digital media – including el Nuevo Herald, elNuevoHerald.com, Miami.com/español and EnCubaHoy.com – as South Florida’s most dynamic Hispanic marketing solutions to local, regional and national ad agencies and clients. Michael offers extensive experience in Hispanic marketing.  He has worked with leading Spanish-language media companies such as La Opinion, Univision and Hispanic Business.

 

MM_Facebookv3_400x400MediaMath is migrating to regional P&Ls, which the company leadership claims will give units in North America, Latin America, EMEA, and APAC “more autonomy and dedicated resources.” As a result of these changes, the company undertook a small round of layoffs 10 days ago. The company declined to specify exactly how many were let go, but said cuts expressed as a percentage of total headcount were in the “low-to-mid single digits.”

 

 

unnamedESPN has appointed Freddy Rolón vice president and general manager of ESPN Deportes, the Spanish-language sports brand dedicated to providing sports to the U.S. Hispanic sports fan via tv, online, print, radio and mobile. He will report to Russell Wolff, executive vice president and managing director of ESPN International.In his new role, Rolón will oversee all aspects of the ESPN Deportes business including ESPN Deportes television. He will work closely with Traug Keller, senior vice president of ESPN Audio, on the ESPN Deportes Radio business. Rolon will also work closely with Gerardo Casanova, vice president and general manager, ESPN Latin America North (Mexico and Central America). The two will collaborate on key areas of the business including audience and content development.Rolón joined ESPN in 2004.He has held the position of vice president of ESPN Deportes programming and business initiatives since 2011.

descargaCasanova joined ESPN 2005 as the company’s first-ever general manager in Mexico and was then promoted to vice president and general manager of ESPN Latin America North. Prior to ESPN, he served as director of International Business for Grupo Televisa and held several positions with Mexico’s Ministry of Economics, including Chief Advisor to the Undersecretary of Economics.

 

 

descarga (2)The Publicis Groupe-owned business DigitasLBi has promoted Laurent Ezekiel to managing director of its New York and Atlanta offices, with a remit to drive growth and development in those locations. He will report to both DigitasLBi global chief executive Luke Taylor and North America CEO Tony Weisman. Ezekiel will also continue to oversee DigitasLBi’s relationships with clients including GSK, Unilever and Shangri-La Hotels and Resorts.

 

descarga (1)Ezekiel will succeed Joanne Zaiac, who was elevated to the newly created position of North America chief operating officer.

 

 

 

 

 

baba-schetty-hed-2013_0In addition, Baba Shetty is leaving his post as global chief media officer at DigitalsLBi to start his own research and advisory company. Shetty spent three years at Digitas. Prior to that he was CEO of The Daily Beast, chief media officer at Hill Holliday, managing director at Fallon and research director at Forrester Research.

 

descarga (3)Telemundo 40 Río Grande Valley / KTLM has announced that Martha Alicia López has been named Video Journalist for Noticias Telemundo 40, which airs weekdays at 4:30 PM, 5 PM and 10 PM. López joins Telemundo 40 after working as a reporter at RCommunications Radio and Television in McAllen, Texas and at various radio stations, including La Pura Raza Radio in Columbus Ohio and Univision Radio in McAllen, Texas. She earned a bachelor’s degree in Communications from the Universidad de Matamoros in Mexico.

 

Pam_ZuckerCES09Pam Zucker is leaving MediaVest after 27 years, according to a report in Variety. Zucker had held such titles as president of marketplace ignition and innovation and oversaw spending of the Procter & Gamble account. P&G recently announced it is moving its media account to another agency. Zucker is the sister of CNN Worldwide president Jeff Zucker.

Horowitz Research has appointed Mariana Diaz-Wionczek as new Senior Director of Research and Strategy and Claire Dinaso as Senior Director of Research, HispanicAd reports.

descarga (4)Diaz-Wionczek joins Horowitz’s senior team in directing projects for their clients in the television, digital, and mobile space. She will work closely with Adriana Waterston, SVP of Insights and Strategy.Diaz-Wionczek previously served as Head of Education and Research for Nickelodeon’s Dora the Explorer brands.

 

 

 

 

ClairesPictureDinaso will take a role in leading Horowitz’s quantitative custom research for clients in Horowitz’s growing library of syndicated studies and reports. Dinaso comes to Horowitz with nearly twenty years of research experience, including a long tenure as Vice President of Research at Moskowitz Jacobs.

 

Advertising agency Alma has appointed two new vice presidents to their executive team:

0befc4fBeatriz Del Amo will lead the agency’s McDonald’s brand and develop new partnerships as VP Group Account Director.

 

 

 

3aa3a6bMichael Sotelo is now VP of Digital for Alma; he was previously Head of U.S. Multicultural Marketing for Facebook.

 

 

 

descarga (5)Cycling brand Peloton has hired marketing veteran Lori Marcus to expand its global reach. Marcus will take over as the startup new CMO.

 

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What:MediaMath has announced the launch of Helix™, a new business unit offering proprietary data to customers.
Why it matters: Built on top of MediaMath’s Adroit Shopper Co-op, Helix will commercialize the large scale data sets MediaMath’s partners and its clients provide, build predictive audiences and actionable insights, and evolve how programmatic buyers utilize data to drive real results.

helix-logoMM_Facebookv3_400x400MediaMath has announced the launch of Helix™, a new business unit offering proprietary data to customers. Helix will commercialize the large scale data sets MediaMath’s partners and its clients provide, build predictive audiences and actionable insights, and evolve how programmatic buyers utilize data to drive real results. With Helix, MediaMath adds to its stable of industry leading offerings to continue to deliver market-leading solutions to its clients.

Sources from Mediamath told Portada that Helix is currently active in the USA and Canada only. However, plans are in the works to roll out Helix in other markets in the future (2016-2017 timeframe). In addition, Helix is available to advertisers in the USA, including to those targeting US Hispanic audiences.

Back in 2013, MediaMath bought content delivery network Akamai’s ad business and added it to its Adroit business unit. Now, Adroit Digital’s Shopper Cooperative is being spun off into Helix, and the Adroit name and operations will be merged into MediaMath, according to Marketing Land. Jacob Ross, who headed Adroit Digital, has become president of the new Helix. Helix has access to an important  load of shared first-party data from about 300 company members hat had been the Adroit Shopper Co-op. About a third of the top 100 largest retailers in the US are members.

Those members will share their customer info with others in the Co-op. There are almost 500 million active user profiles and monthly data on about US$10 billion worth of e-commerce transactions, Marketing Land has reported . First-party data is said to be considered the highest quality, because it’s a company’s own customers.

According to Ross, advertisers could previously only use this Co-op data if they employed Adroit’s services as a media buyer. Now, anyone who uses MediaMath’s demand-side platform for ad buying — and is a member of the Co-op — can employ the data.

Joe Zawadzki, CEO of MediaMath, suggests that in the three years since the acquisition, MediaMath has been “replatforming it in a couple of different dimensions” and integrating it with MediaMath’s ad-buying tools and data — now it’s unveiling the results of that work.

What Makes Helix Different

There are a few areas that make Helix truly different. Helix starts with real-time, transactional, anonymized data, from one-third of the top 100 largest retailers in the U.S. and hundreds of other member’s data. Helix augments this with the vast data footprint MediaMath is able to command in order to drive true scale. And finally, Helix is seamlessly integrated with MediaMath’s award-winning buying platform, the TerminalOne OS to evolve buying.

Helix is built on the foundation of the Adroit Shopper Co-op, a part of the MediaMath family since 2013 and the largest online shopper data asset in the industry. With the launch of Helix, this data will be further enriched with other assets from MediaMath and its partners to build comprehensive, anonymous customer profiles to drive better marketing results.

“Programmatic’s success is built on the back of data – it is the fuel and exhaust of our industry,” said Jacob Ross, President of Helix. “Even after shifting significant budget, and making investments in and around programmatic strategies, advertisers still struggle with the limited scale of their own customer data and unreliability of third-party data. Helix is MediaMath’s answer to this problem: pooling high quality data that truly helps drive business outcomes.”

“Despite the resounding success of programmatic as a key tenet of marketers’ paid media strategies, using data is still mostly a manual and difficult process – and sometimes it just doesn’t work,” said Joe Zawadzki, CEO of MediaMath. “We’re bringing Helix to the market to help solve that problem. We believe there’s a better way to take advantage of valuable signal that is truly predictive in driving outcomes, and seamlessly tied to media planning and media buying.”

Helix has been working with a limited selection of brands and agencies in a beta phase over the last six months to prepare for today’s launch. “We have a lot of data about our own customers,” said Rachel Silva, AVP of Marketing at Pep Boys, “but that data is limited in scale. Being a member of Helix enables us to tap into a much wider pool of shoppers, many of whom are perfect customers for our brand. These are users we wouldn’t be able to reach without leveraging a powerful aggregated source of shopper behavior data like Helix. We have seen dramatic improvement in campaign performance since joining Helix, and it has become an integral part of our audience targeting strategy.”

“iProspect believes in the power of fresh, quality data to drive effective marketing results and insights for our clients to enable them to accelerate real business outcomes,” said Benjamin Flecha, Director, Data & Insights: Activation & Attribution at iProspect. “We’ve already seen the results, and we’re thrilled to work with Helix as MediaMath doubles down on its commitment to evolve data-driven buying to the next level with a data offering built on a powerful foundation.”

Features and benefits of Helix include:

* Predictive Audiences. Helix leverages high quality transactional data from 300 merchants comprising one-third of the Internet Retailer Top 100 brands, combined with MediaMath’s vast data footprint and deep integrations with global data partners, to deliver predictive audiences to clients.

* Unique and Actionable Insights. Members will be able to access proprietary insights to get a more holistic view of their target audiences, more effectively understand performance and benchmark against the market as a whole.

* Integration with TerminalOne. Helix is deeply integrated with MediaMath’s TerminalOne Operating System, which provides end-to-end programmatic buying capabilities, and which create a seamless feedback loop to ensure maximized performance.

Marketers and agencies who are current MediaMath clients in the U.S. can opt in to access Helix today, other regions will be announced in stages going forward. Interested clients should contact their MediaMath representatives, it’s easy to join and realize immediate benefits.

 

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

By Portada Editorial

U.S./U.S.-Hispanic Markets

LIVEINTENT ACQUIRES DATA ONBOARDER. LiveIntent, a LiveIntentweb platform that offers full-service e-mail advertising services for marketers and publishers, announced the acquisition of the Danish Startup Mojn. Mojn, founded in 2009, is a company that onboards client data across channels without Personally Identifiable Information (PII). LiveIntent CEO and Founder Matt Keiser said that “Mojn is years ahead of the rest of the market when it comes to an EU compliant solution for marketing to people, not pixels, without PII. In short, it provides more ways to programmatically connect brands to our 117 mm monthly unique people. For instance, the No Identity Graph will allow LiveIntent to work more effectively with cross-channel and cross-device DSPs like MediaMath, Tapad and Criteo that support persistent IDs. In June LiveIntent raised US $32.5 million in new funding from private-equity firm FTV Capital, with participation from past investors including Battery Ventures, First Round Capital and Shasta Ventures.

gILLETTEA GILLETTE MINI-GAME. Gameloft Advertising Solutions and Gillette have partnered to promote the Gillette Fusion ProGlide with Flexball Technology through an innovative advertising format: the mini-game. Integrated within Gameloft’s games, this mini-game represents an original way of immersing oneself in the world of Gillette. Players will have 30 seconds to smash the most bricks possible using a ball, all by moving Gillette’s latest Fusion ProGlide Flexball to the left or right – much like the responsiveness of the real razor itself. “Thanks to our creative abilities, we were able to develop a mini-game that fits within the world of Gillette, all while offering our players a fun way to discover the brand,” said François Munck, Director of Business Development at Gameloft.

 

ZOOMIN.TV NOW DOES ZOOM.IN ARTICLES! Netherland’s based MCN, Zoomin.TV is introducing Zoom.In.Articles, a new product which allows users view videos next to articles on the partner publishers websites. Zoomin.TV guarantees 100% of viewability. The MCN has partnered with advertiser Turismo de Cuba for the launch of the new product.

YuMe_Logo235x118YUME ADDS TO MULTISCREEN VIDEO OFFERING:
YuMe, a the global audience technology company powered by data-driven insights and multi-screen expertise, announced an enhanced version of its programmatic publisher monetization platform offering, YuMe for Publishers (YFP). YuMe’s supply-side platform (SSP), YFP, enables publishers to monetize multi-screen inventory through a variety of sales channels, including open auction (RTB), private marketplace (PMP) and direct sales, all facilitated through intuitive workflows within an all-new user interface.

LatAm Markets

WHATS APP BANNED FOR 48 HOURS IN BRAZIL: A Brazilian court yesterday ordered telecommunications providers to block all access to the WhatsApp phone-messaging application for 48 hours throughout Brazil, Latin America’s largest country, the Folha de S.Paulo newspaper said in an online report on Wednesday.
Sinditelbrasil, a Brazilian phone company association, said the blockade of the popular text message and Internet voice telephone service for smartphones would go into effect at midnight (0200 GMT Thursday).Brazilian phone companies have sought and failed to get the government to limit use of free voice-over-Internet (VOIP) services offered through WhatsApp, controlled by Facebook Inc . The phone companies say that the free WhatsApp calls undermine their own phone services.

imagesFACEBOOK INTRODUCES INSTANT ARTICLES IN LATIN AMERICA: Facebook’s Instant Articles is now available for iOS devices in Latin America. Over 40 outlets in Brazil, Argentina, Chile, Colombia, Mexico and Puerto Rico will use the platform for popular publications. In Argentina they are La Nacion, Bola VIP, Ciudad, Clarín, Diario Uno (Mendoza),El Trece, iMujer, Infobae, Pasión Fútbol, TKM, TN and TYC Sports. In Brazil AdoroCinema, Bolsa de Mulher, Capricho, Catraca Livre, Esporte Interativo, Estadão, Exame, G1, The Huffington Post Brazil, MdeMulher, R7, Veja, Veja São Paulo. In Chile, 24horas.cl, El ciudadano, La Tercera, Radio BioBio, Tele13, UPSOCL. In Colombia, El Espectador and El Tiempo. In Mexico Aristegui Noticias, Azteca Noticias, Cultura Colectiva, iMujer and SDP Noticias. In Peru America TV, Diario Correo and El Comercio. Finally, in Puerto Rico, El Nuevo Dia and Primera Hora. In the U.S. Hispanic market, the only two media groups included in Facebook Instant Articles are Univision and Telemundo. Publishers can keep 100% of the revenue if they sell the ads, and Facebook gets its standard 30% cut if it sells the ad. People browsing Facebook in its mobile app can see the entire article within Facebook’s app, with formatting very similar to that on the publisher’s website. (Related Article: Will Ad Money Follow News to Social Media?)

NEW SMART AD SERVER-MEDIAMATH OFFERING. Premium Ad-serving Company Smart AdServer, which has a substantial presence in Latin America and MediaMath announced that they’ll offer “In-App”, a new rich media and deals management tool. Through the MediaMath OPEN platform clients will have access to premium inventory across display, mobile and mobile apps, and will be able to deliver rich media ads programmatically. They will also have some options as to how they buy whether from direct deals, private auctions or guaranteed deals.

GRUPO ABRIL SIGNS PROGRAMMATIC DEAL WITH GOOGLE.Brazilian media company Abril Group, the Pay-TV operator as well as owner of publisher Editora Abril (Veja, Exame, InStyle, Cosmopolita etc.). In a release, the company announced that the partnership will enable projects based on audience data and a new portfolio using automated trading. As a result of the agreement, Abril will be able to offer real-time billboard format for desktop and a fixed top banner for mobile, used with Google’s Programmatic Guaranteed. The deal includes preferred deals, and both open and private auctions. Abril Group will also adopt Google’s Accelerated Mobile Pages, an open-sourced initiative that creates fast-loading webpages.

“PROGRAMATICO LOPEZ” HAS ADVICE FOR YOU! Portada’s new character “Programático López” has put out a Guide on the Latin American Advertising Ecosystem in Spanish. Download the Guide here!

 

A summary of the most exciting recent news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S/U.S.-HISPANIC MARKETS

ONLINE VIDEO GROWS: ZenithOptimedia has come out with a study indicating that programmatic advertising will account for 60% of digital display in 2016, and that Internet advertising will outspend television by 2018. Online video plays a large role in that, as it offers some of the most targeted, customized messaging options.

WE’RE IN FOR MORE NETFLIX AND CHILL IN 2016: Netflix Head of Content Ted Sarandos has made an netflixannouncement that will keep many of us sitting on the couch in our pajamas for most of next year: as compared to its 16 original series in 2015, Netflix will be producing 31 new original series in 2016! The online streaming service will also be releasing 10 full-length feature films, 30 children’s shows and 12 documentaries. Whelp, there goes my new year’s resolution to get out more in 2016…

SNAPCHAT TRIPLES ITS VIEWS SINCE LAST MAY: Snapchat has stated that its messaging platform receives six million views a day, a statistic that should confirm the importnace of short form video and in general, online video, as an advertising platform for the 60% of 13-34 year old smart phone owners in the US that are also Snapchat users. Just last May, Snapchat CEO Evan Spiegel claimed that the platform had two billion daily views.

 HAS ANVATO DEFEATED AD-BLOCKERS FOR GOOD? OTT video supply chain company Anvato is claiming that its Media Content Platform (MCP) technology customers are not affected by ad blocking technology. As programmers and media brands worry about the popularity of ad-blocking, Anvato offers Dynamic server-side, frame-accurate, broadcast-quality ad insertion. If Anvato is right about its technology, this could be the million-dollar ticket for brands that want to ensure the deliverability of their messages on online video.

AT&T ABANDONS HISPANIC STREAMING SERVICE YAVEO, BUT NOT VIDEO: AT&T has quietly discontinued its Hispanic Yaveo streaming service, which it launched through DirecTV (AT&T acquired DirecTV earlier this year) in 2014 in an effort to attract more customers through online video channels. Apparently, the company’s next move is to release another video service for DirecTV subscribers in January 2016. AT&T also announced that AT&T will become the “corporate brand” for its television products, including DirecTV and its AT&T U-Verse cable service.While DirecTV’s logo will change in January, AT&T will keep the DirecTV brand name “for the forseeable future,” a spokeswoman said.

LATAM MARKET

GOOD INTENTIONS, BAD RESULTS: Coca-Cola Mexico coca colahad to issue an apology and take down a YouTube ad featuring goodwilled white teenagers bringing Cokes and a big, pretty Christmas tree to a group of indigenous Mixes in Oaxaca. Coca-Cola’s #OpenYourHeart campaign was supposed to be aimed at ending prejudice, but it ended up reinforcing some pretty bad racial and colonial stereotypes. Oops.

VALUABLE MONETIZATION TOOLS BREED MORE PARTNERSHIPS: Global Demand Side Platform (DSP) company MediaMath (represented by Headway Digital in Latin America) has teamed up with video outstream advertising firm and monetization support platform Teads to offer MediaMath clients access to Teads’s premium video programming in Latin America through Deal ID, a function that connects ad buyers and sellers through filters like price, ad placement and format.

ESPN EN ESPANOL, BUT BETTER: Those visiting ESPN.com in Argentina, Chile, Colombia, Mexico and Venezuela will be greeted with an improved version of the sports platform, with the same technology and design as that of the site that was launched in April, but with better audio and video content that covers more sporting events with better speed and performance. It will also be responsive, as mobile-friendliness is a must with any digital product.

MEXICANS GO MOBILE: Programmatic advertising software company TubeMogul released a study on the Mexican online video advertising market and found that more pre-roll video ad impressions occur on mobile devices in Mexico than in the United States: 33% versus 23.9%. The study also found that while 30-second ads conform 70% of mobile ads in said country, 15-second ads are more effective, as they were found to have a higher completion rate.

ARGENTINA DEVOURED ONLINE VIDEO IN 2015: According to a new study, video downloads and consumption increased by 66% in 2015, as more than three billion videos were viewed in October 2015 alone. Argentines spend 11 hours a week watching videos on their smartphones and SmartTVs, and the amount of mobile video consumption grew 7%.

REACHING LATAM: WORTH MERGING FOR?: Video compression company Thomson Video Networks (TVN) is rumored to be considering an offer from delivery infrastructure company Harmonic to acquire 100% of its assets for $75 million. The purchase would give TVM greater reach, scale and resources while Harmonic is attracted to TVN’s strength in regions like Latin America as well as its content and service provider relationships.

LATAM DIGITAL VENTURES DEBUTS FULLSCREEN: José Valverde Padilla, co-founder and CEO of Fullscreen spoke with Portada about the newly-created venture that Latam Digital Ventures opened seven months ago in an effort to provide multi-screen, integral online video advertising solutions for a variety of platforms. The agency will offer formats like pre-roll, mid-roll, post-roll, pre-home, in-banner, rich media and rising stars, to name a few. Their network of premium sites already has 4.6 million unique viewers, and is planning to reach the US-Hispanic market by 2016.

VIACOM BRINGS ONLINE VIDEO TO LATAM: Viacom International Media Networks The Americas has launched an app suite for TV Mobile Viacom Play Plex. All of Viacom’s Latin American distribution partners the opportunity to offer clients with smartphones and tablets access to all of Viacom’s international television content like MTV Play, Comedy Central Play and Nick Play anywhere, anytime.

Erich Wasserman is not only the Founder of MediaMath, one of the largest global Ad-Tech firms, but also leading the company’s international expansion, particularly into the Latin World. Wasserman will be one of the key speakers at next week’s #Portadalat annual conference in Miami’s Hyatt Regency Hotel (Wednesday and Thursday), where he will take part in an on-stage conversation with Fernando Monedero, Head of Digital Latin America, MEC . We interviewed Wasserman in preparation of next week’s event.

Portada: You earned a bachelor’s degree in political philosophy and classical piano from the University of Virginia, did you think at that time that you would end up a leader of a major Ad-Tech firm?
Erich.Wasserman.1Erich Wasserman, Chief Revenue Officer and Founder, MediaMath.: “Obviously! I think that I’m joined by many colleagues whose studies in college weren’t vocational in nature but rather focused on liberal arts. I’m just fortunate to have had the opportunity to work with wonderful people at MediaMath and in our business from whom I’ve learned a great deal.”

Among other things you lead MediaMath’s Global Expansion: Are there cultural differences that impact the way you work in Asia, compared to the work you do in the U.S?
E.W.: “Certainly, and this is manifest most clearly in two ways: First, from a technology perspective, the focus is clear: to create an interoperable, locally and globally relevant technology experience that enables our clients to generate the greatest ROI possible from their investments in video, mobile, display and social media. Second is the recruitment and development of local teams in pursuit of building meaningful and long-term relationships with our clients and partners. This means creating and growing our market presence across business and technical disciplines, giving our clients the assurance and confidence that we are able to meet holistic and ever changing business requirements.”

The focus is to create an interoperable, locally and globally relevant technology experience that enables our clients to generate the greatest ROI from their investments in video, mobile, display and social media.

What qualities are important when you recruit someone to work in your team?
E.W.: “MediaMath is a collection of incredible people that I am thrilled to work with on a daily basis. When building the team, I’ve always looked for smart, passionate, analytical self-starters. People with inquisitive minds that view problems and challenges as opportunities for conquest. Depending on the specific vocation, previous experience in advertising, technology, and/or media is a plus, but there’s also a place at MediaMath for people with widely disparate backgrounds and skill sets, so long as they have the right energy to help us succeed.”

What are you particularly looking forward to in terms of your upcoming participation in #Portadalat?
E.W.:
“I’m most excited to connect with leadership from marketing, technology, and media professionals, and discuss how we can work together to create successful partnerships and push our industry forward. I can’t wait to build upon the wonderful relationships MediaMath has already established and find new colleagues to drive innovation and better, more impactful marketing outcomes throughout Latin America.”

Mediamath-MarkAs Programmatic Advertising and Marketing offers new opportunities to marketers targeting Latin Audiences our partner MediaMath just published “The CMO Solution Guide to Programmatic Marketing“.

Nearly 70% of marketers surveyed in a recent CMO Club poll weren’t sure about the technologies used to execute their digital marketing campaigns. MediaMath and the CMO Club produced this peer-to-peer guide to bridge the knowledge gap for CMOs and senior marketers.
DOWNLOAD “The CMO Solution Guide to Programmatic Marketing” to discover how CMOs are:

Mediamath– Identifying how programmatic works into their overall marketing stack
– Overcoming barriers when it comes to applying data to marketing campaigns
– Working with internal and external teams to execute a revenue driven marketing practice
                                       DOWNLOAD IT HERE!

Mediamath-MarkAs Programmatic Advertising and Marketing offers new opportunities to marketers targeting Latin Audiences our partner MediaMath just published “The CMO Solution Guide to Programmatic Marketing“.

Nearly 70% of marketers surveyed in a recent CMO Club poll weren’t sure about the technologies used to execute their digital marketing campaigns. MediaMath and the CMO Club produced this peer-to-peer guide to bridge the knowledge gap for CMOs and senior marketers.
DOWNLOAD “The CMO Solution Guide to Programmatic Marketing” to discover how CMOs are:

Mediamath– Identifying how programmatic works into their overall marketing stack
– Overcoming barriers when it comes to applying data to marketing campaigns
– Working with internal and external teams to execute a revenue driven marketing practice
                                       DOWNLOAD IT HERE!

Our upcoming Portada LatAm Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3-4 is getting an amazing speaker roster with top executives of the Global and Latin American Marketing and Media World. We just got the confirmation of the following 4 major speakers:

2

Jon Suarez, VP, Global Media & Digital Strategy, Kellogg Company

 

Erich.Wasserman.1

Erich Wasserman, Co-Founder, Chief Revenue Officer, MediaMath

 

 

Tomas Salvagni, Gerente-Division Comercial, Grupo Clarin

 

 

Manuel Medina Riveroll Marketing Director Mexico Bayer

 Manuel Medina Riveroll, Marketing Director Mexico, Bayer

 

 

 Early bird tickets are going fast! Register now!

Check out more confirmed speakers here!

Join us at PORTADA Mexico!

@KelloggCompany, @ClarinCom, @MediaMath, and @BayerMexico added to great Speaker Roster! @erichwasserman, @tsalvagni

Our upcoming Portada LatAm Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3-4 is getting an amazing speaker roster with top executives of the Global and Latin American Marketing and Media World. We just got the confirmation of the following 4 major speakers:

2

Jon Suarez, VP, Global Media & Digital Strategy, Kellogg Company

 

Erich.Wasserman.1

Erich Wasserman, Co-Founder, Chief Revenue Officer, MediaMath

 

 

Tomas Salvagni, Gerente-Division Comercial, Grupo Clarin

 

 

Manuel Medina Riveroll Marketing Director Mexico Bayer

 Manuel Medina Riveroll, Marketing Director Mexico, Bayer

 

 

 Early bird tickets are going fast! Register now!

Check out more confirmed speakers here!

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

Francisco Garcia- MediaMath ::: Osvaldo Tirse-  ESPN  :::  Pierluigi Gazzolo – Viacom ::: Juan Isaza ::: Publicis Worldwide (PWW)- Hugo Rodrigues ::: Diego Tuya- Darío Rial-Mercado McCann :::

descargaFrancisco Garcia has been appointed Manager, Platform Solutions- Latin America at MediaMath. Garcia previously worked as Digital Media Director: LAtAm & US Hispanic at Publicitas.

 

descarga (1)Osvaldo Tirse was recently appointed Sr. Manager, Multimedia International Ad Sales at ESPN in Miami. Tirse’s prior position was in Advertising Sales at Rovio Entertainment.

 

unnamedViacom International Media Networks has appointed Pierluigi Gazzolo as President of its Americas division, giving him responsibility for its operations across Latin America, Canada and the US Hispanic market (Tr3s). In addition to his role as Chief Operating Officer (COO) of VIMN, Gazzolo will move from New York to Miami to take up the Americas role on a dedicated basis reporting to VIMN President and CEO, Bob Bakish.In his new role, Gazzolo will provide leadership for one of VIMN’s most important business divisions, spanning operations in markets across the Americas division including Argentina, Brazil, Colombia, Mexico, Canada and US Hispanic (Tr3s). He will oversee the ongoing expansion of VIMN’s portfolio of TV channels, including the Paramount Channel launch in the region. In addition, Gazzolo will retain his role as the Nickelodeon brand lead for all markets outside of the U.S.Prior to this new Americas’ role, Gazzolo served as VIMN’s Chief Operating Officer since January 2011. Previously, Gazzolo was COO of MTV Networks International (MTVNI).Gazzolo holds a bachelor’s degree in Communications from Florida International University, where he was honored as Alumni of the Year in 2011.

 

juan-isaza-Juan Isaza was appointed as head of strategic planning Latin America at DDB after two years of serving as Director of Social Media Lab of the firm. The executive has led the strategic planning department of DDB in countries like Colombia and Mexico.

rodrigues-Publicis Worldwide (PWW) has announced the appointment of Hugo Rodrigues as chairman of Publicis Brazil and Salles Chemistri. He will report directly to Paul Giovanni, chairman of PWW in Brazil.

 

diego tuya y darío rial-Diego Tuya and Darío Rial  were appointed Creative Directors at Mercado McCann.

What: The Audience Data Marketplace DataXpand has announced a new integration with marketing software and analytics platform, Turn.
Why it matters: This new relationship will enable Turn clients to access DataXpand’s global audience data for expanded reach in markets in Latin America, Europe and among US Hispanics.

descarga (1)imagesDataXpand, an Audience Data Marketplace, has announced a new integration with marketing software and analytics platform, Turn. This new relationship will enable Turn clients to access DataXpand’s global audience data for expanded reach in markets in Latin America, Europe and among US Hispanics.

DataXpand’s platform provides targeted data for global markets. Through premium publisher partners, it creates reliable audience clusters based on anonymous browsing behavior and demographic data. DataXpand audience segments can be used for branding and performance campaigns that want to improve response rates, conversion, and brand recognition. The company was recently awarded Top Digital Media Innovator” at Portada’s Latin American Advertising and Media Awards. 

Being a data company, Dataxpand works with most of the leading DSPs, that is why Turn has been integrated. Sources told Portada that ” This is part of a global strategy where DXP is expanding its scope giving access to their audiences to big DSPs such as MediaMath, Turn and many other yet to come.”

“We are excited to offer our clients the global data insights they will gain from our partnership with DataXpand. Their local expertise combined with their reach in Spanish and Portuguese speaking markets will help drive ROI and give our advertisers and agencies an enhanced ability to engage key audiences, ” said Mark Balabanian, VP, Business & Corporate Development, Turn.

Sebastian Yoffe, Co-Founder & Managing Director of DataXpand, added “Our global audiences will give Turn’s clients access to valuable markets in Latin America, Europe and among the US Hispanic population. We look forward to collaborating with Turn to ensure their clients get the most data-driven value from their international campaigns.”

Global ad-tech company Mediamath has partnered with programmatic media company Headway digital to expand its DSP platform and TerminalOne Marketing Operating System across Latin America. What do clients say about the partnership?

breaking.correcto.logos
Following the agreement, Headway Digital will become MediaMath’s exclusive partner in Latin America. Headway Digital will be working with the DSP (Demand-Side Platform) developed by MediaMath as well as its’ TerminalOne Marketing Operating System, and will also be responsible for customer care and the platform management in the region.

Fernando Juarez, Managing Director of MediaMath Latin America exclusively tells Portada that the partnership ” is part of our global growth . We are strongly consolidated in the U.S. and in Europe and growing stronger in Asia. Latin America had to be part of this global growth. Through this partnership we aim to become the leaders in the region,” says Juarez.

Why are you expanding in Latin America through a partner and not directly?

“With Headway as our official partner we can immediately activate the 5 major markets in the region except for Brazil, where MediaMath does operate directly. The agreement we have reached with Headway Digital position us in the first place in terms of the programmatic coverage in these countries,” says Juarez.

Martin Kogan, CEO and CO-Founder of Headway Digital, said that “this agreement involves two independent firms that make a business partnership.”

Equipos de MediaMath y Headway Digital.
From left to right Mike Lamb (Chief Commercial Officer MediaMath), Martín Kogan (Ceo & Co-Founder Headway Digital), Joe Zawadzki (CEO MediaMath), Erich Wassermann (Chief Revenue Officer MediaMath), Roberto L’hopital (Managing Director North & Central America Headway Digital), Fernando Juarez (Managing Director MediaMath Latin America).

“None of the leading technology companies’ suppliers for programmatic buying in Latin America (except for Google) has presence in the region with neither local sales nor support teams on how to use the programmatic buying tools. MediaMath wants to expand in the region and so the partnership with us in Latin America was almost natural, ” Kogan added.

We will be MediaMath Latin America, but remain as Headway Digital – Kogan, Headway Digital

What customers say about this partnership?

To Ana Ramirez, Meliá’s Digital Marketing and Sales Director America,  this partnership seems very interesting: ” it expands the LATAM media ecosystem, which is currently smaller than the one in the U.S. I’m looking forward to see if both companies are really able not only to achieve a more advanced target segmentation (one of the key gaps in LATAM) but especially to expand the distribution network that from my point of view is the major obstacle currently in LATAM as the quality of the media where DSP and RTB are distributed is far from satisfactory. I think that it could make a difference regarding programmatic buying and the quality of delivery of media campaigns. ”

Currently a major obstacle in LATAM is that the quality of the media where DSP and RTB are distributed is far from satisfactory.

Customers who currently use MediaMath´s technology in the region will continue to do so, “only that now will be able to pay in Latin America and will count with customized attention from local support teams in different countries of the region,” says Kogan. Many MediaMath customers in the region are the trading desks of big global advertising groups.

RTB ecosystem status in LatAm

“From Headway digital, we are aware that there is a break in the media market and technology has come to make the media buying process much more efficient. Programmatic has come to stay, and we will soon see an evolution in media buying as strong as was the adoption of Search Marketing back in 2002 and 2003. The largest global advertising groups are taking audiences programmatic buying on digital media as their top priority,” says Kogan.

 

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