Tag

OTT

Browsing

What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to an AlphaWise/Morgan Stanley survey, about 40% of U.S. consumers think Netflix has the best original programming among premium TV and over-the-top (OTT) subscription video services, up 1% year-over-year (YoY). The next highest ranked service was HBO, with 11% saying it had the best original content, down from 14% last year. Hulu ranked third, with 6% saying it had the best originals, versus 4% last year.

 

  • Medline Remedy® Dermatology Series announced the results of a survey meant to find out what U.S. consumers know about their skincare products. The results show 74% lack confidence that they’re using the right moisturizer for their skin; 84% aren’t knowledgeable about the ingredients in their moisturizer; 73% think the more you moisturize the more hydrated your skin will be (False); and 61% believe that using a moisturizer can prevent wrinkles (False).

 

  • According to Hub Research’s Best Bundle survey of 1,631 U.S. consumers ages 16 to 74, 24% of consumers feel they have too many online TV subscriptions, up from 14% in 2018. One-third of respondents said they would drop at least one service they have now before adding a new subscription, but 64% said they would keep all current subscriptions even if they add a new TV service.

 

  • A recent survey of consumers from the U.S. & U.K. by Globalwebindex found 42% of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47% to 59% in seven years. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago.

 

  • Findings from MRI’s Survey of the American Consumer show that one-quarter of Hispanic Millennials agree that speaking English is “a priority” in their homes. That is 16% higher than the overall Hispanic average. Also, 42% of Millennials agree completely that “being part of American culture is important to me” (10% above average).

 

 

 

 

What: Univision has announced a video-on-demand extension of Univision Now focused on Hispanic content.
Why it matters: Though Univision has already collaborated with Netflix to produce content aimed at Latin Americans and U.S. Hispanics, the network has decided to expand its OTT services and cater specifically to the Hispanic niche.

A few days before Univision’s two-day upfront event, the company has announced it has been working on a video-on-demand service intended to work as a “Hispanic-content Netflix”. Apart from Univision’s content, the platform will include content from partners like BBC, Televisa, and RTVE, and it will complement the already successful Univision Now, an application that allows watching Univision programming live through OTT devices like Roku and Apple TV.

Univision has already worked with Netflix in the development of Hispanic-oriented productions; however, Univision’s intentions are to cater specifically to the community independently from other firms. The expanded offering will include original content as well as dubbed programming, and the service will start as US $2.99 a month for users with Univision Now subscriptions.

 

Titles featured will include BBC Studios’ “Broken,” a drama about a troubled Catholic priest; “Sarah & Duck,” a children’s animated series about friendship; and “Love & Hate,” a documentary — as well as RTVE’s historical drama “Isabel S1-3” and modern drama “Traición.” Univision’s programming from Viacom will include “Fairly Odd Parents,” the popular children’s animated series, as well as “Acapulco Shore,” the reality series that is a Latin twist on the MTV “Jersey Shore” franchise.

“I want to address the elephant in the room,” Univision chief revenue officer Tonia O’Connor told attendees at a breakfast in Midtown New York, as reported by the NY Post. “Yes, we are going through a business review and yes, we are cutting costs and we are laying off employees, or we have. But one of the stories that has not been told is that we are a growth company.”

The Hispanic population in the U.S. is roughly 60 million— about 20 percent of the country’s population,” she said. As a result, Univision will look to link up with a slew of partners for digital content initiatives to target that Hispanic population. The company will also flex its data analytics muscle for targeted advertising and content for its partners, which are looking to reach the Hispanic demographic. “The biggest mistake you can make right now is to stand still,” O’Connor said.

As Conviva reported in its recent research study, OTT viewing hours have increased by 174% in North America. People are watching more TV than ever; but networks need to be smart and notice how and where they do it.

RTVE, the public TV broadcaster from Spain, has partnered with Movistar Play to stream content in Latin America.

RTVE has announced more details about their aforementioned intention to close a deal with a Latin American OTT platform.

During the last meeting of the management board at RTVE, they announced Movistar Play will add three international channels from the Spanish broadcaster: TVE International, Star HD, and Clan.

The alliance with Movistar Play, available in Ecuador, Uruguay, Costa Rica, El Salvador, Panamá, Colombia, Perú, Nicaragua, Argentina, Chile, and Brasil, will allow RTVE to distribute their most recent international channel for children, Clan.

RTVE also announced that TVE will be a part of Claro and Movistar Argentina, even though the telecommunications company does not have a TV streaming operation there. The news channel “24 horas” will be broadcast in Mexico through satellite TV service Dish.

 

RTVE, the state-owned public corporation and the largest audiovisual group in Spain broadcasting in Spanish, has announced an OTT deal.

Spanish broadcast corporation RTVE has announced that three of their international channels will now be a part of a Latin American OTT platform. TVE International, Star HD, and Clan will be soon available in all Latin American countries. They have not yet disclosed the name of the platform, but some of the options include Movistar Play and Claro Video.

 

RTVE has also announced they are about to close distribution deals in Mexico and Argentina; in fact, they have already introduced their channel for children to Mexican TV operator Axtel.

They plan to reveal more details during the following weeks.

 

What: Over-the-top streaming firm Roku has introduced a new feature aimed at helping marketers measure campaign reach and effectiveness.
Why it matters: Being able to quantify effectiveness and reach will provide marketers with better control of video ad results while taking care of audience’s privacy.

As marketers move their ad spend from broadcast TV to OTT services, they need a means to quantify the results of their campaigns. With this in mind, Roku has introduced ‘Ad Insights’, a series of tools for a complete perspective on how effective ads are.

With the Reach Insights tool, marketers can quantify their ad campaigns by demographic segment across linear TV, desktop, and mobile; Tune-In Insights lets TV networks and media owners measure the viewership lift they provide by demographic segment across the Roku platform, linear TV, desktop, and mobile; Cord-Cutter Insights provides information to marketers about cord cutters, people who don’t have traditional pay TV; and with Survey Insights, marketers can gather feedback on ad effectiveness among Roku’s audience.

“We are increasingly looking for ways to quantify the ROI from our OTT ad campaigns,” said Marissa Jimenez, President of GroupM’s Modi Media. “Roku’s new measurement tools allow us to better understand how OTT ads perform compared to other platforms, which in turn can influence media spend. This is a valuable resource to Modi and our clients.”

“With our rich first-party data, robust OS and relationships with our consumers we are in a unique position to continue to make meaningful advances in OTT measurement,” said Scott Rosenberg, GM of Platform Business at Roku. “Our investment in new measurement tools reflects our strong commitment to helping brands fully leverage the benefits of OTT advertising.”

Previously, Roku announced it was the first OTT platform to integrate Nielsen Digital Ad Ratings (DAR) and offer audience guarantees based on age and gender. In addition to Nielsen, Roku collaborates with leading research providers such as Experian, Kantar Millward Brown, Oracle Data Cloud, Placed, and others to provide transparent third-party measurement.

 

 

 

What: SpotX, a video ad serving platform, released figures illustrating explosive growth in global over-the-top (OTT) video advertising spend across its platform.
Why It Matters: SpotX’s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017. This equates to nearly 18X growth in advertiser dollars spent on OTT inventory year over year in October.

As consumers begin to view more and more video on their devices, marketers are increasingly betting on OTT when it comes time to allocate budgets. According to SpotX’s data, overall ad spend on OTT inventory increased 18X between October 2016 and October 2017. On top of this revelation was the estimate that OTT is expected to account for around 30 percent of video ad spend by the end of 2017, as the holiday season brings 2017 to a close.

According to SpotX, this is the first time any SSP has disclosed such granular figures. Fueling the growth are SpotX’s top DSP partners: Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp, and ZypMedia.

Growth of OTT Spend Partly Due to Improvements in Programmatic

According to Kelly McMahon, VP of Global Demand Operations at SpotX, this shift in ad spend can be attributed to the fact that “we’re seeing consumers shift in how they are consuming video content this year faster than any previous year: from desktop to mobile, now it’s Smart TVs and OTT technology.”

Ian Monaghan, Special Operations Consultant at Adobe Advertising Cloud echoed McMahon’s sentiments, stating that since people now have more content to stream on more devices than ever before: “Even in live sports, long considered a holdout where traditional broadcast viewing dominates, OTT options have entered the mainstream.”

McMahon added that this shift in consumer behavior caused companies to “embrace their abilities to use programmatic.” Before, while many transactions were handled via traditional sales channels, companies have been motivated to “understand how to use inventory programmatically.”

At SpotX, McMahon explained that they have “made a rather large investment in OTT and CTV strategy, providing tools to media owners to sell their OTT CTV inventory programmatically” and investing in educating buyers and making transactions simpler.”

The problem isn’t just explaining how to buy and sell OTT inventory: OTT itself has presented plenty of challenges in terms of how to measure its effectiveness for targeting purposes. But thanks to OTT’s popularity among consumers, the industry has developed new types of data and measurement tools that help make it more competitive with TV and digital. “To advertisers, OTT has historically been on an island — not fully digital or fully TV in terms of targeting and measurement capabilities, but often presented as both,” Monaghan added. He pointed to the addition of Nielsen Digital Ad Ratings as “bringing OTT up to speed for TV buyers and Adobe Advertising Cloud’s innovations in planning and measurement are bringing it up to speed with digital.”

Programmatic Aids in Linking Consumer Behavior to Digital Activity

Understanding how consumers engage with brands across multiple channels and devices is step one for any brand looking to maximize the effectiveness of their OTT investments. Tim Sims, SVP, Inventory Partnerships at The Trade Desk explained that since “digital media consumption is increasingly fragmented, marketers need to be able to link audiences together and understand how each performs.”

In this sense, programmatic is a useful tool, because “programmatic advertising enables advertisers to reach and engage with customers along their entire journey and also measure how different channels are performing as part of the overall marketing mix,” said Sims. For this reason, Sims argued, The Trade Desk acquired cross-device identity graph company Adbrain to “add a data set of cross-device IDs to our own demand-side platform” and “to provide a unified view of the customer in targeting and reporting.”

Going omnichannel is also essential for platforms to be competitive, Sims said. “That’s why we’ve worked so hard over the last few years to grow our global footprint as well as our cross-device services marketplace, a platform feature with identity-linking graphs from companies like Oracle, Tapad, LiveRamp, and Drawbridge, as well as Adbrain,” he said.

Adobe’s Monaghan asserted that while “linking what a viewer is watching to consumer data is a key part of any modern advertiser’s toolkit, marketers often lack the tools to make data actionable in advertising.” With that in mind, Adobe launched its Advertising Cloud, and “tightly integrated it with Adobe Analytics Cloud, which helps brands measure customer data and act on it. Together, we’re enabling advertisers to reach discrete audiences on any screen.”

The Future of OTT: More Deterministic Data for Effective Audience Targeting

What do the targeting techniques of the future look like? The Trade Desk’s Sims argued that his team is “seeing more deterministic data sets coming into the market, which is key for creating identity graphs that allow for effective audience targeting.” As global access to the Internet and connected devices increases, marketers will access more and more data that tells them what consumers care about, why they do what they do, and what devices they use to do it.

In the meantime, Sims says, “brands are excited to leverage this new channel to extend their message and reach customers in a targeted, personalized way across their entire journey.”

What: Multicultural market research firm ThinkNow Research revealed its latest study, the ThinkNow Media™ Report 2017, which found that TV viewing habits among multicultural consumers are dramatically shifting.
Why It Matters: The study found that 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015) and that one-third of total market anticipates streaming most or all TV shows in near future.

Multicultural market research firm ThinkNow Research’s latest study, the ThinkNow Media™ Report 2017, spoke to 1,261 consumers ages 18-64 (including a representative sample of U.S. Hispanics, African- Americans, Asians and non-Hispanic whites) regarding media habits, consumption, preferences and delivery methods.

Join us at PORTADA Mexico!

According to Mario Carrasco, cofounder and principal at ThinkNow, there are “three main assumptions” that brands need to let go of: “that Spanish language broadcast is the golden ticket to Hispanic audiences; that millennials don’t consume Spanish content, and that cultural connections are more relevant than acculturation or generation.”

The report found that Hispanics, particularly Millennial Hispanics, are turning to streaming services for their TV viewing. According to the study, 61% of Hispanics prefer Netflix for watching television programs (up from 46% in 2016 and 36% in 2015). Additionally, Hispanics prefer to binge watch TV programs, with 60% viewing an entire season in one weekend.

How Surprising Are The Study’s Findings?

Interestingly, Millennials are increasingly selecting Spanish-language programs via OTT services. This may come as a surprise to many brand marketers. “We’re seeing this trend as a result of more options with Spanish language original series like Club de Cuervos on Netflix,” Carrasco said.

Lionsgate and Hemisphere Media have picked up on this trend, and recently announced a premium Spanish-language streaming service called PANTAYA. “This trend will continue and other content leaders need to get on board to provide Hispanic consumers with a way to connect with their culture and language,” argued Carrasco.

What do these changing preferences mean for brands that have traditionally invested significant ad spend in networks like Telemundo and Univision under the assumption that they are safe bets for reaching Spanish-dominant Hispanics? According to Carrasco, as streaming services become more popular among Hispanic audiences, marketers will likely begin putting more of their budgets into streaming services and online video for Spanish-language campaigns.

For brands, Carrasco argued, it will be key to begin advertising with Spanish-language programs before it gets expensive: “Getting in now is cost effective as prices have yet to reflect the ROI they represent and you can establish yourself now on streaming as an advertiser before it becomes more competitive,” he said.

This is not to say that Telemundo and Univision do not have their place in Hispanic targeting strategies: “Telemundo and Univision are both great at creating content and can partner with streaming services to provide Spanish language or culturally relevant content to be streamed exclusively on a platform,” Carrasco said.

Join us at PORTADA Mexico!

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

According to YouTube CEO Susan Wojcicki,  1.5 billion logged in viewers visit online video social network YouTube every single month. That’s the equivalent of one in every five people around the world. Average viewers spend over an hour a daywatching YouTube on mobile devices alone. Wojcicki also added that YouTube is working to make Virtual Reality (VR) more accessible and more affordable for viewers and creators.

Olympusat, Inc., a media company specializing in the ownership, distribution, production and technical services of Spanish and English-language networks, announced that Consolidated Communications will roll out the VEMOX™ platform to deliver its new Spanish-language OTT TV Everywhere service.

According to the Ooyala Q1 2017 Global Video Index, for the first time long-form content represents the majority of time spent watching video on every screen.

Accenture Interactive is entering programmatic video, launching a new ad unit that will incorporate programmatic overlay product placements on streaming video content.

Adobe is introducing Adobe Advertising Cloud TV to add new capabilities to its TubeMogul platform. The goal is to accelerate the adoption of data-based automated TV buying, including linear TV, addressable TV, connected TV, VOD and over-the-top TV.

Facebook is releasing a new app for creators, the company announced at the annual online video conference VidCon Friday.

21st Century Fox Inc.‘s sports department is eliminating the writing staff to invest in more-lucrative video production.

Video ad serving platform SpotX and Immersion Corp. (NASDAQ:IMMR), the leading developer and licensor of haptic technology, have joined forces to bring haptic-responsive video advertising opportunities to market at scale on mobile devices. By teaming up, the pair will bring Immersion’s haptic technology across all media owners on SpotX’s platform, empowering advertisers with high-impact, tactile experiences.

More than $4 billion was spent on US mobile video ads in 2016, according to the latest Global Entertainment and Media Global Outlook report from PriceWaterhouseCoopers. That number is expected to nearly quadruple to $16.2 billion spent on digital video by 2021.

LATAM MARKET

OTT measurement firm Conviva closed a $40 million funding round, with investment from Future Fund, New Enterprise Associates, Foundation Capital and Time Warner, for the development of new products in Latin America and Asia.

Last month, AwesomenessTV launched a new season on its Spanish YouTube channel with 2btube. The leading Spanish language digital talent representation agency and content producer will produce and manage all the content for this channel.

Spanish media group AtresMedia announced a deal to buy Smartclip, a video ad platform that works on connecting online and TV ads, to increase operations in Latin America, with a focus on Brazil. In Latin America, the company has 164 million unique viewers, according to comScore.

Ecuadorian channel enchufe.tv, one of the most-watched comedy online video channels in LatAm, is making plans to grow across Latin America and Spain though a commercial agreement with the 2btube multi-channel network (MCN).
VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on digital streaming platforms Roku and Amazon Fire.

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

Early next year, a new version of Google Chrome will include an ad filter that takes out sites with poor ad experiences. Chrome will then block all ads on offending sites.

YouTube has updated its advertising guidelines for its creator community. Among content that is deemed ineligible for advertising are controversial issues and sensitive events; drugs and dangerous products or substances; harmful or dangerous acts; sexually suggestive content; and violence.

According to AdColony’s Spring 2017 App Install Marketing Survey, 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest is for in-feed, social, and television video ads.

According to Mary Meeker’s Internet Trends Report, Internet ad spending is projected to top TV ad spending within six months

Verizon has completed its $4.48 billion acquisition of Yahoo. Assets will be combined with AOL brands such as the Huffington Post under a new subsidiary called Oath.

Kantar‘s survey of advertising media preferences found that 68 percent of connected adults either like or tolerate advertising. 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse.

The Interactive Advertising Bureau announced Q1 U.S. digital advertising revenue hit $19.6 billion, the highest ever for a first quarter and representing a 23% year-over-year increase.

According to a recent report from Reuters, Facebook is signing deals with companies like BuzzFeed, Vox, and Group Nine for TV-style video with both short clips of about 10 minutes in length and longer shows of 20 minutes or more.

The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market.

A formidable group of media companies including AMC, Amazon, BBC, Twentieth Century Fox, Netflix, NBC Universal, Telemundo, Televisa and Univision have formed the Alliance for Creativity and Entertainment (ACE) to fight online video piracy.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1M investment, television’s lift is consistently seven times better than paid search and five times better than online display advertising across a broad list of advertising categories.

Apple confirmed rumors that its set-top box will be getting an Amazon Prime app for the tvOS platform later this year.

Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen.

NBC News unit has launched a digital video service that targets viewers who get their news on social media. The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet’s YouTube, Facebook, and Instagram.

LATAM MARKET

According to Ooyala’s Q1 2017 Global Video Index, in LATAM, mobile video plays topped 56 per cent—up from 46 per cent last year, with tablets representing 5 per cent, the least of any region.

Research conducted by Dataxis predicts that LTE penetration will grow in Latin America from today’s 21% to 90% by 2022. While 4G penetration varies in the region, Uruguay by far being the most advanced country with a 50% penetration.

VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms.

According to the Advertising Bureau‘s “Always On – A Global Perspective of Mobile Consumer Experience,” smartphone users in South America noted the most progress in their mobile ad experiences, but smartphone users in Brazil saw moderate advancement with mobile advertising relevance.

 According to The Competitive Intelligence Unit (CIU), average mobile data consumption has doubled in Mexico over the past two years, driven by online video viewing.

What: Both broadcast networks and non-linear outlets face challenges with brand awareness among young adult audiences, according to ANATOMY’s 2017 “The Young and The Brandless” report.
Why it matters:  Young millennials who watch primarily on TV sets are, on average, better than desktop and mobile viewers at connecting broadcast program brands to network brands.

ANATOMY has released the results of its 2017 The Young and The Brandless” report, which provides an in-depth look at the media consumption, content discovery habits and network brand recognition capabilities of young (18-26) adults.

Building awareness of the network brand behind programming is extremely important to both broadcast and OTT networks because strong brands are leveraged as a curatorial tool by viewers, which in turn, helps build awareness of new programs and facilitates critical program discovery. However, networks are finding this to be an increasing challenge.

The report indicates that young millennials who watch primarily on TV sets are, on average, better than desktop and mobile viewers at connecting broadcast program brands to network brands. The cause for concern for broadcast networks is, however, that 50% of young millennials watch exclusively on desktop or mobile devices.

Furthermore, linear viewership is declining year over year, while desktop and mobile viewing is growing year over year. In order to future proof a network brand, it is critical for networks to improve their promotion in non-linear digital spaces.

At the same time, while the survey shows that young millennials who watch primarily on desktop and mobile platforms are, on average, better than TV viewers at connecting OTT program brands to their related network brands – with the notable exception of Netflix – the overall brand awareness of these OTT networks lags behind that of the broadcast networks. Without the benefit of broadcast TV, OTT services have less room for error in their non-linear digital promotion efforts. Without a secure level of brand relevance among young viewers, outlets such as Amazon and Hulu are going to find it challenging to achieve their ambitions.

linear viewership is declining year over year, while desktop and mobile viewing is growing year over year

Key millennial viewership trends

  • The most common way for young millennials to consume television content (71%) is OTT platforms with one in two watching entertainment exclusively on desktop or mobile devices.

 

  • 58% of young millennials learn of new programming directly through friends and family or on social media. Young millennials are less likely to recall advertising as a consequential factor in discovering new TV programs.

 

  • In an aided brand recognition survey, Netflix yielded the highest brand awareness scores in comparison to other OTT platforms and broadcast networks. 65% of young millennials matched Netflix programs to the Netflix brand, while in contrast only 31% of young millennials matched ABC, CBS, and NBC programs to their respective brands. Amazon programs were only linked with Amazon 20% of the time and Hulu came in at just 15%.

 

  • Brand awareness scores are positively correlated with screen touchpoint rankings. ANATOMY analyzed broadcast and OTT network brands across six dimensions (on-air promotion, web, mobile, SEO, Facebook, and digital ads) in order to rank each brand’s performance. Netflix yielded the highest screen touchpoint ranking and brand awareness score.

 

  • Facebook engagement is strongly correlated with higher brand awareness scores. A data mining analysis assessed Facebook activity among broadcast networks and OTT platforms. Higher Facebook engagement on branded posts strongly correlated with higher brand awareness scores.

 

  • The 12 – 3pm ET timeframe generates 236% more engagements on Facebook than other publishing windows. Meaning, on average, posts published during this window generated twice as much engagement than posts published at other times of day.

 

  • A SEO analysis found that piracy results are as common as network results when trying to find TV online through a search query. In ANATOMY’s assessment, 43% of links on first search engine results pages (SERP) were network-based links, while 42% of links were piracy-based links. Search engines are a key pathway to pirate TV content, especially for young millennials. To beat piracy, TV networks must master the first SERP for popular show-related search queries.

“Our study looked at young millennial consumption, discovery and brand recall habits and the impact those behaviors have on a network’s brand whether it be traditional TV or OTT. What is interesting is that while networks consistently indicate that the viewer is at the center of their thinking, they don’t seem to actually analyze how users truly behave,” said Gabriella Mirabelli, CEO, ANATOMY. “We have learned that on-air promotion is still the most effective means of building brand awareness between a broadcast network’s programming and their brand. As for OTT – outside of Netflix – there is also work to be done as their promotional efforts need to be more precise in order to be effective.”

Featured image credit: Optician Training

What: This week, à la carte live streaming service Sling TV launched a new marketing campaign, “Get Picky,” starring award-winning actor Danny Trejo.
Why It Matters: The five different spots — some in Engish, some in Spanish — are aimed at both the general and Latino markets — a new strategy that Sling TV has found to be better aligned with the behavior of their consumers.

This week, à la carte live streaming service Sling TV, whose services go for as little as $10 a month, launched a new marketing campaign, “Get Picky,” starring award-winning actor Danny Trejo. The campaign features Trejo helping consumers embrace the pickiness (like ordering coffee or choosing a perfect vacation rental) and use it to get the TV they want.

Trejo, a beloved figure who has amassed a cult following due to his roles in “Breaking Bad,” “Machete,” “Machete Kills” and “From Dusk Till Dawn,” was featured in Sling TV’s last campaign, “Who’s Bad!?” and returns this year for a multimedia campaign that will include digital, mobile, social, print and new media platforms.

The fie different spots — some in Engish, some in Spanish — are aimed at both the general and Latino markets — a new strategy that Sling TV has found particularly effective, especially with a star like Trejo. Sling TV’s Chief Marketing Officer Glenn Eisen explained, “Danny was someone who could reach across the aisle; he was someone who was extraordinarily appealing to both market, and we fell into it very serendipitously.”

Eisen recalled how in the first shoot, Trejo asked one of the producers to play Patsy Cline for him, an unexpected but welcome request. “It really showed you how he really truly represented Americana,” Eisner said. “Americana is a patchwork quilt of people from the variety of different backgrounds and his appeal to both of those market segments has been great and sustainable.”

[youtube https://www.youtube.com/watch?v=BSjt1RM4rrg?ecver=1]

Sling TV traditionally considered the Latino and general markets separately, and had only planned to work with IMG agency Society for the Latino-oriented campaigns. But after brainstorming about how to take full advantage of a personality like Trejo, they realized that he had a uniquely universal appeal to all audiences.

“I can think of nobody better than Danny Trejo for both marketing segments,” Eisen explained. “We have such an important marketing message to share, and with him, we got to break through the clutter.” They decided to merge their Latino and general market efforts into one campaign.

[youtube https://www.youtube.com/watch?v=_HnCfSsKfTU?ecver=1]

This decision came after a great deal of market research that yielded an unexpected truth: In the case of OTT service providers, Eisner explained, target audiences tends to be defined more by their tech-savvy behavior and level of technological efficiency than the language they speak or where they are from. This kind of behavior — not necessarily a connection to culture or ethnicity — is what connects consumers to brands like Sling TV.

“As chord cutting continues to accelerate, and you see defection from pay TV, you are going to see that audience get more mainstream than it is today, but for now, our audience is defined by their behavior,” Eisner said.

While the new campaign with Trejo is designed to have mass appeal, it would be inaccurate to assume that Sling TV’s goal is to lump everyone into one category. Eisen highlighted the importance of how well Sling TV understands what its consumers want: “Sling TV continues to communicate something that Pay TV has prevented since its inception: providing its consumers with meaningful customization of their tv service.”

In a market where consumers expect everything to be customized and on-demand, Sling TV has been able to “bring an à la carte model to our consumer, who is used to being able to choose from a bigger or exceptionally bloated choice of channels, which is so disconnected from consumers’ behavior, wants, and needs,” Eisen said.

Eisen emphasized that Sling TV’s service includes highly customized packages for different demographics like Mexican Americans, and regions or countries like Latin America, Spain, and the Caribbean. “This is part of the à la carte scene that we are so committed to and deliver on in such an exceptional way that doesn’t exist in the marketplace today,” Eisen said.

Agency: 

Society

Client: 

Sling TV
EVP, Managing Director:

Rob Bernstein

Chief Creative Officer:

Nick Childs

Executive Creative Director:

Roberto Alcazar

Executive Creative Director:

Josh Greenspan

Associate Creative Director:

Sarah Dennis-Browne

Art Director:

Brooks Hess

Graphic Designer:

Ilyssa Mooney

Copywriter:

Fernando Diaz-Morlet

Copywriter:

Courtney Harris

Campaign Producer:

Rob Farber (Rogue)

Head of Production:

Jeremy Mack

Executive Producer:

Alicia Calderon

What: The company launched a live TV beta service to the public with 50 different live and on demand channels, at a price of $39.99 per month.
Why it matters: Hulu becomes one of the few pay-TV services, another one being SlingTV,  that offers live and on demand channels, original series and films, and a library of premium streaming TV shows and movies, all in one place. This includes content from the four major sports broadcast networks, ABC, CBS, FOX, and NBC.

Since yesterday, may 3rd, viewers who subscribe to the Hulu Live TV (Beta) plan can enjoy live and on-demand programming from more than 50 popular sports, news, entertainment and kids’ channels, in addition to Hulu’s premium streaming library, all for $39.99 per month.

“Nearly a decade ago, Hulu forever redefined the way people watch TV. Today, as we add live sports, news, and entertainment and introduce a more intuitive Hulu, we want to redefine the way people experience TV,” said Hulu CEO Mike Hopkins in a statement. “By bringing together thousands of live, on-demand and library shows and movies — and serving them up in a uniquely personalized way – Hulu can now be a viewer’s primary source of television. It’s a natural extension of our business and an exciting new chapter for Hulu.”

Today, as we add live sports, news, and entertainment and introduce a more intuitive Hulu, we want to redefine the way people experience TV.

Content from the four major broadcast networks, ABC, CBS, FOX, and NBC, will now be available. Users will be able to watch and record the biggest live sporting events from top pro and college leagues on channels including CBS Sports, ESPN, Fox Sports, NBC Sports and TNT, as well as regional sports networks available in many markets.

The offer includes 50 hours of recording storage, up to six individual profiles and two simultaneous streams per account, with options to upgrade to an enhanced Cloud DVR and unlimited in-home screens, and is available on Apple TV, Xbox One, iOS and Android Mobile Devices, and Chromecast.

A summary of the most exciting recent news in online video and ad tech 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 MARKET

Hulu has added programming from to its new live TV streaming service from 21st Century Fox, Walt Disney/ABC Television Group, ESPN, Fox News, FX Networks, Fox Regional Sports Networks and National Geographic. The service is set to launch in early 2017, and will offer limited commercials for $7.99 per month or commercial-free for $11.99 per month.

Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “CNCO Evolution,” a new web series that tells the story of how the winners from “La Banda” are dealing with their newfound success and how they prepared for the launch of their first album, Primera Cita. The six-episode series presented by Walmart, premieres today on LaBandaOficial.com.

Video compression products provider EuclidIQ has announced the immediate availability of OptiiQ.ly, an Online Video Platform (OVP) that offers a simple end-to-end channel solution for distribution of live and pre-recorded video content over the internet.

teadsNative video platform and outstream video provider Teads is looking into adding haptic feedback to its mobile ad video solutions. Teads’s studies reveal that haptic video ads, which include a small motor in the phone that creates vibrations so that people can experience sensations from videos, increase user attention, engagement, and interaction vs. non-haptic ads.

Online video platform providers Brightcove, Vidyard and Kaltura came in at the top of a study by Forrester Research that rated platforms’ abilities to support sales and marketing efforts in the enterprise segment. Competitors include Adobe, IBM and Ooyala.

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

FilmStruck, Turner Classic Movies’ new streaming service for film lovers, has now launched. The service features a collection of hundreds of classic, indie, foreign, and cult film, and will cost $7 per month.

Sojern, a marketing engine for travel brands with clients including Marriott, Disney, Emirates, and Hertz, announced it is the first company in travel to become a DoubleClick Certified Marketing Partner.  The list of approved members is hand-selected and vetted by Google and partner companies have proven expertise in successfully delivering results on DoubleClick’s suite of advertising products at scale.

LATAM MARKET

A report from Newzoo has revealed that the Latin American games market is the second fastest growing sector in the world, and that this year the region will generate $4.1b in video game revenues for a year-on-year rise of 20 per cent.

A new IMS survey found that about 90% of people connected to the Internet in Latin America own a smartphone, and that Android is the preferred operating system.  There is also going to be an estimated 200 million smartphones in the region by 2018. This annual study tracks regional trends in digital consumption and mobile apps.

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

Opera TV has announced a partnership with Claro video, a premium video on-demand service, to bring its service to millions of devices through participation in Opera TV’s Certification operaProgram and distribution through the Opera TV Store. Through the partnership with Opera TV, Claro video is increasing its presence in the growing Latin American market by streamlining its app development and deployment efforts, making it available on a variety of ecosystems and devices where over-the-top (OTT) is enabled by Opera TV.

According to the Mexico Total Telecommunications Services Market from Frost & Sullivan’s Digital Transformation team, the current Mexican telecommunication services market is mostly monopolized by Telmex and its mobile arm Telcel. But in the PayTV segment, Televisa has the largest share.

Last Wednesday, the Argentine Ministry of Communications met with the FCC in Washington to discuss the issue of regulating emerging technology and platforms in the OTT market as a part of Argentina TIC Day, a business round set up by businessman Oscar Aguad to attract investment in Argentine telecommunications companies.

Thanks to OTT subscriptions to services like Netflix and Claro Video, Brazil and Mexico are the markets with the second and third-highest growth (26 and 25 percent, respectively) in the segment in Latin American and OECD countries.

Carlos Slim and his company, América Móvil, are expressing interest in entering the pay TV market in Mexico. During a conference, Daniel Hajj, América Móvil’s general director, said that the company is following the rules for entering the pay TV market, which were set by Mexico’s Federal Telecommunications Institute. América Móvil already has pay TV services in Chile, Colombia, Peru, Ecuador, Brazil and soon Argentina.

Amazon Video has announced the launch of its first Amazon Original series available in Spanish: “All or Nothing: A Season with the Arizona Cardinals” (“Todo o Nada”).

amazonThe series, produced by NFL Films, follows the 2015 Arizona Cardinals from the draft through the NFC Championship game and is the first series to take viewers inside the locker room, on the sidelines, and off the field for an unprecedented look inside an NFL franchise’s complete season. It is dubbed into Spanish, and can be streamed online for free by anyone with an Amazon account until August 31, after which it will be available for free for those with an Amazon Prime account.

Amazon Prime video is currently ad-free, but the company has been experimenting with free TV episodes with built-in ads for its Amazon Video broadcasting of Vogue series (originally created for Hulu) “The Fashion Fund.” This could be an attempt to attract new viewers who do not want to pay the $99 annual fee for Amazon Prime, but don’t want to buy or rent episodes or movies, either. But Amazon still hasn’t done this with its own original content, and tends to offer that format for just a few of the first episodes, at most.

While Amazon has yet to comment on how it decided to feature “All or Nothing” as its first foray into Spanish-language content, July is a “dead spot” in the sports calendar, during which there is no NFL activity. People are also on vacation, giving them time to “binge watch” TV that they enjoy.

And the NFL seems to be increasingly interested in drawing new types of viewers into the league through content like this. Jordan Levin, executive producer on the series and NFL senior VP/chief content officer, told BroadcastingCable.com: “To some degree, there’s a direct relationship between storytelling efforts like this, bringing in newer fans, younger fans, more female fans…They get engaged with the players and teams at a level beyond game play.”

And Hispanic interest in the NFL has increased, as more players and coaches of Hispanic origins are incorporated into the league, like Ron Rivera, head coach of the Carolina Panthers, and players Kiko Alonso and Victor Cruz of the Buffalo Bills and the New York Giants, respectively. And the NFL is paying attention: the league increased its spending on Hispanic media by 60% between 2009 and 2014 alone.

Interpublic Group has handled Amazon’s global marketing account since 2013.

 

A summary of the most exciting recent news in online video 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

Worldwide revenue from mobile video will reach $25 Billion by 2021, according to the latest research by Strategy Analytics. Growth in mobile video revenue will be driven by advertisers seeking to reach an increasing audience of users that are consuming video on their smartphones and tablets. The report, “Global Mobile Video Forecast: 2010-2021,” also predicts users of mobile video to more than double to 2 Billion users by the end of 2022, equal to 36 percent penetration among the global mobile users, and that over the next five years, ad spending on mobile video will grow at a 28% compound annual growth rate.

Performance advertising technology company SourceKnowledge announced the launch of proprietary native video JavaScript ad units for desktop and mobile. This unit allows video ads to be served on non-video inventory such as blog posts and slideshow articles. The ad units dramatically increase access to premium inventory and provide more impactful ad placements for advertisers. It also gives publishers the power to increase monetization of non-video inventory by gaining a higher video ad CPM (cost-per-thousand impressions).

Spanish Broadcasting System, the largest publicly traded Hispanic-controlled media and entertainment company in the United States, announced on June 6 that it has entered into a bunimstrategic content development agreement with Bunim/Murray Productions, a Banijay Group Company, to develop and produce digital content optimized for LaMusica, SBS’ online destination and mobile app for young Latino smartphone users.

Online video house LatinOn has launched “Video InCONTENT,” a new ad format that offers brands the opportunity to generate more revenue through videos that open automatically, and fill the entire screen, when a reader clicks on a link.

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.

Performance advertising technology company SourceKnowledge announced the launch of proprietary native video JavaScript ad units for desktop and mobile. This unit allows video ads to be served on non-video inventory such as blog posts and slideshow articles.

According to a new consumer survey from Verizon Digital Media Services (VDMS), online video service providers can increase video viewership by 25% if they provide a high-quality viewing, and 85% of those surveyed said that it was important to get a TV-like quality experience for every video, on every screen they use.

According to the Reuters Institute for the Study of Journalism, people spend, on average, 2.5 per cent of their time on news sites watching video.

Here are some of the highlights from those wondering how VidCon touched on online video.

Worldwide revenue from mobile video will reach $25 Billion by 2021, according to the latest research by Strategy Analytics. Growth in mobile video revenue will be driven by advertisers seeking to reach an increasing audience of users that are consuming video on their smartphones and tablets. The report, “Global Mobile Video Forecast: 2010-2021,” also predicts users of mobile video to more than double to 2 Billion users by the end of 2022, equal to 36 percent penetration among the global mobile users, and that over the next five years, ad spending on mobile video will grow at a 28% compound annual growth rate.

Entravision today announced that they will host the their annual live-streamed, “La Lucha Más Chafa,” (The Cheapest Fight) event this Friday, July 7 at 5:00 p.m. Oswaldo Diaz, star of Entravision’s marquee radio program El Show de Erazno y La Chokolata and his co-host Daniel Perez, “El Garbanzo,” will compete for victory.

LATAM MARKET

DynAdmic, a private marketplace specialized in online video ads, began operations in Miami last June to reinforce presence in Latin America. The new office, the second in the USA, is responsible to support regional clients and increase the company’s participation in global contracts negotiated throughout the Latin America region. Under coordination of Lara Krumholz, General Manager of LATAM, and the newly hired Sales Manager Kara Bogard, the new operation supports all of the Latin America region.

Samba Tech, an independent distributor of online video in Latin America, has launched Kast, a free mobile video app for the US that helps businesses  achieve more immediate and interactive team communication and collaboration through audio and video posts that can be sent directly to select teams and channels.

Hughes Network Systems, an EchoStar company and leader in broadband satellite solutions and services, announced the launch of HughesNet high-speed satellite Internet service in Brazil, the company’s first international deployment of its award-winning consumer service outside of North America.

Native advertising platform Adyoulike announced a partnership Headway_logo_violet
with media buying house Headway, which will expand the reach of native advertising into the fast-growing Latin American (Latam) market.

A June 2016 study from BB-Business Bureau reveals that from 2010 to June 2016, more than 190 OTT platforms were installed in Latin America, and that there are over 280,000 pieces of content and 300 live streaming signals in the market.

Join us at PORTADA Mexico!

What: The North American SVOD sector is by far the most mature in the world, with 81.81 million SVOD subscribers by end-2015. The number is expected to reach 109.59 million by 2021.
Why it matters: Advertising on OTT sites (AVOD) will become the main OTT revenue source in 2018. Advertising on OTT sites will generate revenues of US$10.98 billion in 2021.

OTT TV and video revenues in Canada and the US will reach US$24.39 billion in 2021; up from US$2.67 billion in 2010 and US$15.39 billion in 2015, according to the North America OTT TV & Video Forecasts report.

The North American SVOD sector is by far the most mature in the world, with 81.81 million SVOD subscribers [for movie and TV services only – excluding sports, for example] by end-2015. The SVOD total is forecast to climb to 109.59 million by 2021.

OTT-TV-and-video-revenues-by-country

Simon Murray, report author and Principal Analyst at Digital TV Research, said: “It is important to stress that these figures are gross – some homes take more than one SVOD platform – especially in the US. We do not believe that 86% of US TV households or even 97% of US fixed broadband households will be SVOD subscribers by 2021. From the 101 million US total in 2021, we forecast that 25 million will be secondary SVOD subscriptions. Therefore, the average US SVOD user will pay for 1.33 subscriptions. Putting it another way, there will be 76 million US primary SVOD users by 2021.”

He continued: “We have included half of the Amazon Prime fee as an SVOD subscription to homes that we estimate take Amazon Video (about 70%), even though homes are not directly paying for Amazon Video.”

The North American SVOD sector is by far the most mature in the world

Canadian and US SVOD revenues will soar from US$0.58 billion in 2010 to US$6.26 billion in 2015 and onto US$9.16 billion in 2021.

Online rentals will continue to suffer as SVOD grows. OTT TV and video rental revenues climbed from US$708 million in 2010 to US$2,022 million in 2014. However, revenues will fall from then on – to US$1,744 million in 2021 as SVOD is seen as a more attractive substitute to rentals.

Download-to-own (also known as electronic sell-through or EST) buying will not be as badly affected by SVOD as rentals. DTO revenues are forecast to be US$2,505 million in 2021, up from US$279 million in 2010 and US$1,493 million in 2015.

Advertising on OTT sites (AVOD) will become the main OTT revenue source in 2018 as the SVOD sector matures. Advertising on OTT sites generated revenues of US$5.65 billion in 2015; quintuple the US$1.11 billion in 2010. Rapid growth will continue; reaching a total of US$10.98 billion in 2021.

Join us at PORTADA Mexico!

What: Qubit.tv presents an alternative business model to OTT.
Why It Matters: Because competition between cable channels and OTT services have led businesses to come up with new ways to sell their content in order to differentiate themselves from others.

It’s no secret that the relationship between cable channels and VOD (Video On-Demand) and OTT (Over-the-Top) services has become more and more competitive. Cable channels are launching their own channels and saving content to present exclusively on their own platforms, as HBO does, or as Televisa did when it took its content off of Netflix.

On the other hand, OTT platforms developed their own high-quality content to compete. The best example of this is Netflix and its original series that have broken records like “Orange is the New Black,” and “House of Cards.” Here, the challenge is bigger, because companies need to know about both technology and content to come out ahead.

To differentiate themselves and compete with a giant VOD platform like Netflix, Lilián Beriro, content acquisition manager of the Argentine OTT platform Qubit.TV, explains that since 2011, the company has sought to “have a much deeper idea of what the theater experience is, take advantage of local cultures of each country to understand how they are and bring specific content to each of them. And it is important to provide access to payment methods other than credit cards, so that your services are accessible to a much wider user base.”

With the objective of offering technological content solutions to businesses as much as the final user, Qubit Corporate has two business units, one that is B2B and another that is B2C. Thanks to this, the company has a presence in six countries already: Argentina, Uruguay, Paraguay, Colombia, Ecuador and just recently, Guatemala.

“What we do is develop a VOD platform with added content for third parties, which can be big companies from industries like telecommunications,” explains Beriro. Among their clients are companies like Antel, Arnet, Personal Argentina and Personal Paraguay. In this sense, large companies that have a wide client base can offer them a VOD content platform as added value.

The platform and the content catalogs are the same, and what we do is offer a blank page for them to customize the platform.

Like that, this VOD platform, with 3500 different titles, becomes one more product that the companies can offer their clients, as many telephone companies include access to a music or video game platform to their clients. When the platform belongs to the intermediary company, that company needs to worry about promoting the site and creating a marketing and branding strategy for it. At the same time, Qubit.tv has its own platform that it sells directly to the final consumer.

Thanks to this business model, Qubit Corporate isn’t looking for individual clients, but seeks large corporations that already have a captive audience of mobile content consumers. This allows Qubit to charge for the service without needing to finance itself through investors, as Netflix has done (and for that reason, experts say that the company still hasn’t made money).

We have not tried to compete with Netflix, because what we do is create strategic alliances in the business that allow us to create a financially sound business to be able to pay for technology and, most importantly, content.

Qubit Corporate plans to have a presence in 10 Latin American countries by the end of this year, and assures us that they are very interested in Mexico, where it may enter in 2017. “We have to be careful, because the value of content, due to the current volume and high potential of the Mexican market, and because we have already witnessed strong performances by companies like Claro Video and Netflix. But of course, it’s a great aspiration of ours to enter that market,” concludes Beriro.

A summary of the most exciting recent news in online video 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 MARKET

According to a new study by the Interactive Advertising Bureau (IAB), video is more memorable online than it is television for males between 18-34 years-old. 50% of the group said original digital video ads were memorable, while only 29% said ads shown on online TV were memorable. Among all people surveyed in general, 38% said ads on original online video were memorable in 2016, while only 29% had said the same in 2015.

The National Basketball Association (NBA) and BroadbandTV launched an online video network, NBA Playmakers, that gives content creators access to game footage and photos for their own videos. The content will be shared across YouTube, NBA’s digital assets and other platforms.

bittorrentBitTorrent announced that it has created a new app for online video streaming called BitTorrent Live, which runs with a P2P video sharing protocol so that content is shared among users in order to avoid implementing a costly content delivery network (CDN). The app is available on Apple TV, and will be launched for Android, iOS, and any OSX device in June.

FilmOn TV Media Networks (FOTV) has announced the acquisition of OVGuide for at least $10 million. OVGuide specializes in helping users find content on different platforms to bring them “one click away” from what they are looking for.

Research and Markets has announced the addition of the “Video Streaming Market – Global Forecast to 2021” report to their offering. The video streaming market is estimated to grow from USD 30.29 Billion in 2016 to USD 70.05 Billion by 2021. The market is expected to grow at an impressive CAGR of 18.3% because of the rising usage of online streaming. The users have started adopting pay TV and OTT solutions for streaming videos. The online video streaming has also increased the viewership up to 60%, which includes young individuals.

Ooyala has released a white paper on the latest trends in the media industry, and made note of the closing gap between mobile consumer usage and ad spending due to mobile-first online video streaming. The study also noted that native video ads aligned with owned editorial content are an effect way to avoid ad blockers while keeping brands and viewers happy. Additionally, mobile video programmatic advertising is expected to increase, from around $1.14 billion in 2015 to $3.79 billion by 2017.

Samsung is supposedly planning on launching an online TV service with live channels. Planning is supposedly still in the early stages.

The Latin Online Video Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel, is bringing all of the big players in online video in the Americas together, including key brand marketers such as Nestle, 3M, Volaris, Fallabella, Best Western and many more. Get your early bird tix!

LATAM MARKET

piperA new Piper Jaffray survey found that almost a quarter of consumers in Brazil and Mexico intend to join Netflix in the next year. Only 8% of those surveyed had not heard of the company. The findings align with indications that Netflix’s growth will come from abroad, as 35% of its total revenue is  forecasted to come from outside the United States in 2016.

Israeli company LiveU announced that it will be providing IP-based live video transmission for broadcasters and online streaming customers during the Rio Olympics. The company’s technology will deploy over 300 IP-bonding units for global broadcasters to transit coverage on an estimated 15,000+ live video sessions.

IMS Chile announced stats on video consumption in the country and found that the regional video audience is 119 million, and that 83% of those surveyed watch digital video. 60% of the online video audience falls into the “Millennials” category. Chileans watch a total of 13 hours per week watching online video – 7.6 hours more than the time spent watching TV.

New stats on Pay TV in Mexico from the country’s Federal Communications Institute reveal that 18 million homes were subscribed to at least one service, a 13% increase from 2014. The study revealed that Televisa, Sky/DirecTV, Cablemas, Cablevision, Cablecom, TVI and Cablevision Red are the regional leaders in the sector.

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.

U.S./U.S. Hispanic Market

According to research by Nielsen, 32% of global respondents (and 22% of respondents in the U.S. and Canada) plan to cancel traditional TV subscriptions for online services. The survey involved 30,000 people in 61 countries.

And another Nielsen survey found that 66% of global respondents were seeing ads on their VOD content for products they do not want. 62% say they believe the ads are distracting, and 65% said they wish they could block all ads altogether. But 68% said they were ok with ads, as long as they kept the content free.

study by Ooyala’s Global Video Index revealed that total mobile plays have grown 35% in the past year, and 170% since 2013. The study also found that mobile and tablets account for 26% of all online viewing in the world, up from 24% in 2014. And with the increasing popularity of OTT content, these numbers should continue to rise.

Sony has launched its PlayStation Vue streaming service in the United States after testing it for a year.

Verizon Digital Media Services has acquired video company Volicon in part of its effort to improve its OTT video services. Volicon has set itself apart for its specialization in video capture, archival, compliance monitoring and clip creation workflow for broadcasters.

The BBC and ITV are supposedly discussing a joint OTT video service venture. The BBC currently offers online transmission, but this move would take their video efforts to the next level.

fccThe Federal Communications Commission has voiced approval for the $55 billion Charter acquisition of Time Warner Cable, but will likely require conditions that involve efforts to slow down the expansion of online video. Charter promised to follow net neutrality rules for at least three years, and that it will not charge content companies to connect to Charter’s servers.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!

Latin American Market

New stats from Colombia’s Comisión de Regulación de Comunicaciones (CRC) show that less than three in 100 Colombians use the Internet as their primary video viewing platform. But of those that do consume online video, 76% use YouTube, 14.3% use social media and 9.7% use VOD platforms. Strangely, this data contrasts with the latest report from Ericsson, which claimed that a third of Colombians were using VOD services for TV viewing and that the country is leading in Latin American mobile video penetration.
Market research firm GfK found that Latin American media gfkconsumption on cell phones and tablets is more widespread than that of desktop computers, and that it will soon catch up to TV. The study also found that viewers in the region tend to watch an average of around 20 hours of TV per week and 17 hours of content on mobile and tablets. ESPN had commissioned the study to look at trends in media consumption in Latin America.
2btube, a platform for YouTube creators, is opening Latin American operations. The company tapped Hugo Tapia to serve as country manager in Mexico, where the company will open an office. Tapia will be in charge of producing original content, optimizing revenue streams for the region’s audiences and discovering new creators.
New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!

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.

U.S./U.S. HISPANIC MARKET

TWITTER MADE A BIG ACQUISITION: It’s been reported that Twtwitteritter paid $479.1 million to acquire ad-tech firm TellApart earlier this year, with $395 million of that recorded as goodwill. This is $52 million less than the original price tag, thanks to the company’s declining stock value. The real dollar amount of the acquisition only got reported in the last filing of Twitter with financial regulators.

Former commercial director at Pandora Jon Stubley is now directing the Australian office of LA-based, in-image ad start-up GumGum. The digital marketing platform mixes display and native advertising through patented algorithms that look for tags and keywords and scan visuals to create campaigns for clients.

NATIVEX ACQUIRED BY MOBVISTA: Mobile game and app startup NativeX is being acquired by Chinese mobile ad platform Mobvista for about $24.5 million. NativeX has more than a billion users on 1,000 publishing networks, and Mobvista claims to have 10 billion daily impressions and a user database covering two billion devices.

WPP has announced that its operating network Millward Brown, which specializes in communications and research, has acquired market research firm Analytics Quotient, which uses data to help clients define their advertising strategies through data visualization tools and analysis. The firm has 400 employees and works with large commercial and hotel brands.

Japanese e-commerce firm Rakuten‘s marketing department has acquired ad-tech startup Manifest Commerce Inc. in its effort to increase their ad targeting and serving capabilities on social media. Manifest helps retailers advertise their products online through Facebook and Google, and has worked with companies like Neiman Marcus Group Inc., Gilt Groupe Inc., One Kings Lane and Living Social, Inc.

LAT-AM MARKET:

FROM FACEBOOK TO NOBOX: Alexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency, to develop its Latin America business as CEO and Partner. One of his main goals will be enhance the agency’s relevancy and footprint for its clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen. 

cisneros-chLeading Brazilian DMP (data management platform) and Behavioral Data firm Tail Target and Cisneros Interactive, Cisnero‘s digital advertising investment branch, has announced a joint venture launching Tail Target Latino, which will operate in both the U.S. and Latin America. The deal will help the two companies offer better DMP solutions, data on navigational behavior and support in clients’ native languages.

ADTZ BUYS GLOW DIGITAL: Latin America and Europe-based social media advertising firm ADTZ has acquired Glow Digital Media, a London-based paid media firm. The combined entity, which will operate under the name ADGLOW, will offer its services through an extensive network of offices in Barcelona, Bogotá, Hong Kong, London, Milan, Mexico DF, New York, San Francisco and Singapore, with its headquarters in Madrid.

BRAZIL TO SURPASS MEXICO IN OTT REVENUE: Apparently, Brazil will surpass Mexico in OTT revenue by 2018. eMarketer claims that Brazil’s OTT market should grow by 33% annually, and that while Mexico’s OTT revenue should jump from $276 million in 2015 to $454 million by 2018, Brazil’s should increase from $180 million to $462 million. Argentina‘s should increase from $45 million to $113 million in that time span.

 

WP to LinkedIn Auto Publish Powered By : XYZScripts.com