Partner Message


Brands that overlook inherently digital strategies are doomed to miss out on valuable connections with their consumers. The successful execution of digital marketing campaigns requires the adoption of innate digital strategies, but many marketers still fail to integrate them into their plans. Adopting the following three strategies will secure a brand boost in the increasingly complex and competitive world of digital marketing. (Partner Message).


Three strategies that will help you be successful in 2017 digital marketing.

Mobile First

Mobile phonesThink mobile first. The so-called third screen is now the first screen. Brands need to adapt and start developing creative that is intended for the mobile screen and experience. This means that not only the message must be tailored, but bandwidth and processing constraints of today’s mobile networks and devices need also to be taken into consideration.
Users will reject mobile environments whose experience is not optimal and gravitate to platforms such as Facebook’s Instant Articles and Google’s AMP, which do away with intrusive, data-guzzling mobile ads. Advertising that disrupts the user experience is more often than not ignored and even blocked. Instead, focus should be shifted to advertising that enhances navigation, especially on the small screen. The brands that can breakthrough the technical challenges to deliver a high quality user experience will engage and ultimately connect with consumers.

Content Marketing

Content Marketing

Content marketing is a smart alternative to traditional digital advertising, and a must-have in any successful digital campaign. With standardized media placement under pressure from evolving consumer behavior, marketers must produce more content than ever. However, only those who tell the most relevant stories to the most applicable targets on the appropriate platforms will get ahead of the competition.Content Marketing
Content marketing is a smart alternative to traditional digital advertising, and a must-have in any successful digital campaign. With standardized media placement under pressure from evolving consumer behavior, marketers must produce more content than ever. However, only those who tell the most relevant stories to the most applicable targets on the appropriate platforms will get ahead of the competition.
Consumers listen to great storytellers because their messages are relatable. Recognizable stories resonate better. Therefore,marketers must tell their own brand stories in ways that are relatable and add value through content. Additionally, and equally important, brands need this content to drive scale, for this end it is crucial to produce content formatted for mobile devices and optimized for social distribution.
Simply put, in content marketing the brands that tell the most authentic stories at-scale are winning hearts and businesses. Leading brands are able to achieve the necessary scale thanks to partnerships with specialty digital publishers who speak to their targets with a familiar and trustworthy voice.

Real-Time Marketing

Publicidad online para Cisco Networking

Real-time marketing probably marks the beginning of the end for the digital ad campaigns. It can take months to develop marketing and advertising messages, but when it comes to initiating conversations that take place on social media, marketers who are willing to have less structured, but much more impactful, real-time conversations appeal the most to their consumers.
Brands prepared to have social conversations 24/7 win out against their more premeditated counterparts, because today’s consumer is always-on and socially active. Smart marketers must master the art of producing effective live videos on social platforms like Facebook, Snapchat, Periscope, Instagram, and YouTube.
Digital ad spending has hit critical mass and mobile is no doubt eroding TV viewership. It is more important than ever for brands to understand the mobile user, create content that is relatable and deliver everything in a real-time, mobile-friendly manner, if they want to be ahead of the curve.

How have you employed any of these strategies in your digital marketing efforts? Follow the discussion on Portada’s Linked In Group.

This is the third article in a series presented by Batanga Media.
Previous articles:
Branded Video Amplification: 5 Things You Need to Know (Learning from the REI – VIX Campaign)
Millennials and Branded Content 8 Infallible Ways Brands can Connect with Millennials

Engaging the Millennial consumer is crucial to Corporate America’s marketing plans. Branded content plays a key role in this effort. Get the research substantiating branded content efforts and read about 8 surefire ways brands can connect with millennials (Partner Message).

According to a recently released quantitative study “Storytelling: The Current State of Branded Content” by IPG Media Lab, Forbes and S.I. Newhouse School of Public Communications at Syracuse University, branded content’s impact is superior to display advertising in terms of recall, brand perception and intent/consideration. The study results include findings on how millennials  react to branded content: “longer form branded content drives millennial purchase consideration: 18-34 year olds responded better to long articles, driving higher engagement consideration rates and aiding recall.”
As consumers shift their attention to mobile devices at the expense of traditional media channels, they gain more control over their content consumption experience, opting to ignore, skip, and even block advertising they did not opt-in for. This is especially true in the tech-savvy Millennial segment. While marketers scratched their heads to overcome the hostile ad-blocking environment, branded content has risen as a smart advertising alternative, which has indeed changed the way brands connect with consumers.

But there are unique challenges in creating and distributing sponsored content intended for the Millennial generation. Here are seven steps you can take in connecting your brand with the free-thinker and highly connected Millennial users via content they actually want to consume.

1. Partner with a trusted publisher

Identify publishers trusted by your Millennial audience and partner with them. This step is critical because sponsoring content on publishers that do not offer a safe or enjoyable user experience, or worse on publishers that are not regarded as reputable by your consumer, is bound to affect your brand negatively.

2. Produce relevant content

Research the likes and dislikes of your Millennial consumer, then plan your content around topics that are most important to them. Apply user-data information as a guide to shape your content offering. Leverage your partnering publisher’s familiar voice to tell your brand’s story in a way that resonates best with this audience.

3. Offer valuable content

Content Marketing
Content Marketing

Fight the urge to produce salesy sponsored content. Rather, look for building brand loyalty by offering Millennials entertaining, educational, inspirational, or otherwise valuable content. Millennials are prone to associating their appreciation for a prized piece of content with the sponsoring brand. Take advantage of this.
The production of valuable content definitely pays. According to the above cited study of IPG Medialab, an increase in the effectiveness of branded content over time was also measured. Aided ad recall showed a 17 percentage point improvement when measured against a similar 2013 study conducted by the IPG Media Lab.

Fight the urge to produce salesy sponsored content.

4. Share their values

Beyond your brand’s values, your sponsored content should elevate the values of your Millennial consumer. A study by the Pew Research Center concluded that the top three priorities of Millennials are parenting, their romantic relationship, and helping others. How can your sponsored content speak to traits such as these?

5. Produce emotionally driven content

Programatico_Happy_2_26_2016_a (2)Communicate your brand’s benefits with emotion. Laughter, joy, trust, compassion, aspiration, the choices are many, but tapping on the right emotion will pay off. Recognizing that Millennials are an eager to learn, information-hungry generation, VIX Science produces entertaining yet educational content to satiate the Millennial curiosity, as a result, their content quickly became a social hit. VIX Science’s Facebook page alone has over 4 million fans, and counting.

6. Create content for social sharing

Create content for social sharing. The vast majority of the time Millennials spend on digital is spent on social platforms. Create content to be consumed and shared on social networks. Optimize your content so that its format fits seamlessly each social platform. The video that performs well on YouTube may not receive compatible engagement on Facebook. Make sure your content is custom-made for each platform to increase the likelihood of engagement.

7. Mobile must be top of mind

travel-mobileMillennials are mobile first, or multiscreen at best. Enhance your engagement by producing mobile-friendly sponsored content. Think of content bites that can be comfortably consumed on a small screen while your consumer stands at the grocery store checkout line, or sits at the dentist’s waiting room.


8. Don’t Be Afraid to Mention Your Brand

‘Higher Branding,’ defined as 2x the number of brand mentions, caused brands to be perceived as more educational by over 7 percentage points and performs better on mobile devices.

In the current digital marketing landscape, sponsored content allows brands to break through the clutter and connect with their most valued consumer segments. Leading brands not only understand the importance of adopting content marketing, but they also test strategies and implement best practices to secure the best engagement rates. Millennials in particular appreciate when their user experience is enhanced by valuable content, as opposed to being interrupted by intrusive ads. Follow the steps above and your brand will be well on its way to building loyalty among this savvy and demanding younger audience.

This is the second article in a series presented by Batanga Media
The first article  was Branded Video Amplification: 5 Things You Need to Know (Learning from the REI – VIX Campaign).

Branded video content and its amplification over social media lies at the very heart of successful marketing to the millennial population. Social video is at the center of the VIX and REI Partnership. Vix, a recently introduced Batanga Media property and REI, the specialty outdoor retailer are partnering for the production and distribution of a branded video campaign in three key markets. 5 things you need to know. (Partner Message).

1.What are the Main Objective and Target Audience of the Campaign?

REI’s goal for this project is to provide a new way to view the outdoors and to thereby engage in a conversation with a new millenial audience in Austin, Chicago and Los Angeles. Given the age and diversity of this generation, REI sought a publishing partner whose voice resonates with multicultural millennials—African American, Hispanic, and Asian American—18-34. REI chose VIX,  a Batanga Media property, whose content on Facebook reaches over 18 million a month, has an audience composed of 65% Hispanic and 12% Black, according to comScore. The effort was also supported by REI’s media agency Mediavest | Spark.

The goal is to provide a new way to view the outdoors and to thereby engage in a conversation with a new millenial audience.

2.What Type of Video Content is Used in the Campaign?

maxpoint_bien-1Three two-minute long Facebook 360-degree videos to target urban, multicultural millennials in Austin, Chicago and Los Angeles. In the videos, REI documented eight artists working on installations in the three cities with the goal of making the outdoors more accessible to young urbanites. The “Access Outdoors” features eight artists working on multidimensional pieces with their interpretation of the outdoors in the three cities.  In L.A., artists Christina Angelina and Yoskay Yamamoto collaborated to create “Art, Replenishing SoCal.” Lauren Feece, Ruben Aguirre, and Esteban del Valle created “Art, Nurturing the Urban Jungle” in Chicago, while “Art, Keeping Austin Weird” was the theme for Roshi K, Niz, and Federico Archuleta in Texas.

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.

3. What Makes the Videos Shareable?

The eight artists collaborate to bring together their own styles and interpretation of the outdoors, 360 cameras follow their every move in order to connect a social audience to the process and inspire them to imagine their own outdoor space. “The videos were geo-targeted to three markets, Chicago, Austin and Los Angeles, where local events also complemented the social video campaign,” says Natalia Borges VP of Marketing at Batanga Media.

4. How is the Video Content Amplified?

natalia borges“Vix distributes its content across its various Facebook pages and millions of Facebook fans. Currently our video content is almost all exclusively distributed through Facebook, where last month we received over 300 million video views. Our written content is distributed on Facebook, through a mix of Instant Articles and links back to Vix.com. In addition to the organic traffic they received through our Facebook fans, the videos were also promoted through the Facebook platform“, says Natalia Borges (photo).  “Delivering a new view of the outdoors through art and video technology resulted in highly engaging content and connections between our audience and the REI Co-op,” Borges adds.

Video content is almost all exclusively distributed through Facebook with the goal of providing a new way to view the outdoors and engage  a new millennial audience. Written content is distributed on Facebook, through a mix of Instant Articles and links back to Vix.com. Paid Promotion videos were also promoted through the Facebook platform.

5. Who Produced the Videos?

Vix (Batanga Media) produced  co-created and produced all the branded videos, Borges notes. Reflecting the way modern digital media companies work, often having  a studio unit as part of its offerings.

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.

Habib Khoury is the CEO of MASS Exchange, a revolutionary platform that could be described as a futures market for buyers and sellers of media. We sat down with him to discuss MASS Exchange’s partnership with Mundial Sports Network, a leading Latino sports network with magazines like Futbol and Beisbol as well as digital properties like VidaLatina.com, FutbolMundial.com, BeisbolMundial.com and BoxeoMundial.com, and how his company applies a financial model to a complex industry plagued by a lack of transparency (Partner Message).

Providing A Transparent Solution to Publisher’s Challenges

Digital publishers face significant challenges when trying to sell

Habib Khoury, CEO, MASS Exchange
Habib Khoury, CEO, MASS Exchange

their inventory in programmatic marketplaces. They defend against fraudulent traffic which creates significant oversupply; they defend against other publishers that are willing to sell anything at pennies; they defend against buyers who know much more than they do about their audiences and dictate terms; they defend against technology intermediaries that extract too much value for handling a transaction; and they defend against having to bear the costs of the ever increasing complexity of the technology associated with participating in programmatic markets. “All of these pressures keep driving down publisher revenues while increasing their costs,” Khoury adds. “Unlike in other markets like Europe, digital publishers have not been effective at organizing themselves into large selling groups to aggregate audiences and increase their pricing power vis a vis buyers and share the costs of technology.”

MASS Exchange provides publishers like Mundial with tools to help them act as a virtual selling group and seamlessly manage inventory they sell from their owned and operated sites and inventory they sell (or could sell) on behalf of their syndicated partners. In addition, MASS Exchange’s marketplace seeks to transform how buyers and sellers interact by enabling them to transact in a transparent, price-discovered, and balanced programmatic futures marketplace.

MASS Exchange is the first to implement in programmatic media a market model inspired by finance, which is based on what is called a “price discovered market.

Khoury explains: “MASS Exchange is the first to implement in programmatic media a market model inspired by finance, which is based on what is called a ‘price discovered market.'” In this market model, buyers and sellers retain full control over every aspect of the trade, including transparency. Product packages, prices and transaction rules are set by the buyer in the form of buy-orders, and the seller in the form of sell-orders. “MASS Exchange’s matching engine matches buy-orders to sell-orders based on the rules set by each party, which means that supply and demand can be optimized for both sides. If either the buyer or seller is unhappy with the value of a trade, a match does not take place. The platform is flexible and supports one-to-one, one-to-many and many-to-many deals.” Again, a win-win for buyers and sellers.

The Current “Open Market” in Programmatic is Broken 

MASS Exchange is essentially providing a transparent alternative to what Khoury believes is a broken programmatic market. Due to a lack of transparency and price discovered market today, sellers do not know how much the buyer, which is ultimately the brand, values or pays for their inventory in current open programmatic markets.

Khoury gives us an example: “Imagine that in order to reach a specific set of audiences through their agency, Nike spends $10 and the agency buys $10 on behalf of Nike programmatically, only $3.50 goes to buy the actual media. The rest ($6.50, which includes the agency fee of $1) is consumed by the multitude of intermediaries that handle the transaction and sit between the buyer and the seller,” he explains. “In addition, Nike has no idea who they are buying from or which intermediary is shaving what amount from their media spend. This is a broken business model. By comparison, in financial services each transaction costs a fraction of a penny to transact over an exchange, and buyers and sellers have full transparency.”

Khoury elaborates: “On the other hand, if one takes that same Nike example and applies it to MASS Exchange’s market, that $10 in media spend would buy $8 in media (versus $3.50), and the $2 balance would be split in a transparent manner between the agency and MASS. We created MASS Exchange as a transparent marketplace (a real exchange) that can expose inventory packages and prices to buyers and sellers so that all parties can have a better understand of the values traded.”

In MASS Exchange, buyers and the sellers control the level of opacity they each require to maximize their trading strategies. Transparency, or the lack thereof (i.e. opacity), is not imposed upon them arbitrarily by market intermediaries. We help both sides win.

Khoury adds: “In MASS Exchange, buyers and the sellers control the level of opacity they each require to maximize their trading strategies. Transparency, or the lack thereof (i.e. opacity), is not imposed upon them arbitrarily by market intermediaries. We help both sides win.”

“What We Trade Is Complex” 

“Buying and selling media is more complicated than buying and selling coffee,” Khoury says. “With coffee, you trade based on the quality of the grain, the price and the time of delivery. With media, you have to trade for the right message, to the right person, at the right place, at the right time, using the right metric. And in order to increase the probability that an advertising message will be effectively consumed, it must be done within the right context,” he continues.

“If you’re in the market for a car and receive a brand message sitting in the grocery line, chances are good that you will ignore it. But if you are browsing a car site you like, you are much more likely to be receptive to such an ad message.” Context is integral to the publishers’ brand identities and current “open market” programmatic environments do not support the notion of context. MASS Exchange is the only programmatic marketplace that values a publisher’s brand, like Mundial’s, by assigning a tradable value to that brand/context.

“MASS Exchange is the only marketplace that breaks out the inventory bought and sold into two prices: one price for the audience, and one price for the placement/context,” says Khoury. Like in real estate, in which there is a price for the building as well as the land, when added together, you have the total price or value of the inventory. In this analogy, each audience is “akin to the value of the building absent the land it sits on,” and “should have the same value to a brand regardless of where you consume their add.” The placement or context of that ad is where the premium exists, as someone who is on the market for a car will be much more likely to convert on a Toyota site.

Since publishers need to make sure that their brand and content attracts its target audiences, those that do a better job of this should be able to “charge a premium for that value in programmatic markets, especially when they can sell their inventory to buyers directly over the phones” through MASS. So the placement/context value is similar to the value of the land. “The ability to charge separately for context in any programmatic market only exists in MASS Exchange,” Khoury says.

Bringing Buyers and Sellers Together Transparently

“The absence of more transparent marketplaces and clear performance metrics on both sides of the trade insures that many of these problems will not go away any time soon. And while brands have started to demand more transparency in how their ad dollars are spent, the agencies and programmatic intermediaries’ responses have been halfhearted at best,” Khoury laments. “This means that open programmatic marketplaces are likely to remain structurally opaque, buyers will continue to be suspect of the values they receive from publishers and sellers will continue to see downward pressure on their inventory/audience values.”

“Humans have a hard time managing complexity at scale,” Khoury says. “Our belief was that the financial services had already solved for the financial engineering challenges that come with trading complex assets like media and advertising.” MASS Exchange is, indeed an exchange, but it is “retrofitted to support the unique challenges we have in our industry.”

MASS Exchange Perfect for Publisher like Mundial Sports Network

Khoury sees MASS as a perfect fit for a publisher like Mundial for several reasons: MASS Exchange’s sell-side tool (Liquid™) curates and optimizes inventory for sale at scale before anything is exposed to the market, helping customers like Mundial manage the ever increasing complexities of programmatic trading. Liquid™ enables Mundial to organize, package, price and optimize everything they have to sell, so that “no value is left on the table,” says Kyle Harris, EVP at The Mundial Group.

“Liquid™ makes it possible for Mundial to buy inventory from syndicated partners and resell that inventory to brands and agencies, virtually extending their audience reach (i.e. more to sell) and simplifying tracking and management on one platform. And when Mundial is ready to trade, MASS Exchange’s marketplace makes it easy for Mundial to sell programmatically its most valuable assets, which today it has to trade manually over the phone in order to get the best prices/values,” Harris continues.

Bottom line: “MASS Exchange provides Mundial with a unified platform to maximize its revenues from any channel, programmatic or otherwise, while maintaining full control and transparency over how, when, to whom and at what values their inventory is traded,” says Khoury.

What is clear is that if the programmatic model must change, Khoury is one of the first to apply this type of financial approach to the media industry in an attempt to increase transparency and control in highly complex trading. Luckily, Mundial Network was happy to put his theory to the test.

Latin American publisher-owned multiplatform media company Medula has been managing Microsoft’s commercial representations in LatAm for almost a year now. Portada spoke to Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin (a Medula shareholder), to discuss why this kind of collaboration is so important in today’s global economy.

Medula Positions Itself as Rep for Premium Global Publishers

Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft
Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft

Medula offers media buying, content, programmatic, mobile and video services, with a special focus on the premium audiences and content that make Latin America unique. Javier Chanfreau was appointed CEO of Medula in July 2015, and among other deals, he immediately secured a partnership with Microsoft to manage its ad sales in the region. Medula’s properties include Grupo Clarin from Argentina, Grupo Copesa from Chile, Grupo Opsa from Honduras, and PAL (Periodicos Asociados de Latinoamerica).

Gaining Microsoft as a client helped secure the company’s place as a top representative company for premium worldwide publishers.

As Latin America has become increasingly attractive to dynamic businesses looking to expand their global reach, Medula’s goal is to become their go-to media partner in the region, leveraging its local expertise and longstanding relationships with local commercial ventures. Microsoft has its own impressive set of properties and brands (Skype, Bing, MSN and XBox, to name a few), and is ambitiously pursuing opportunities to reach global audiences as it develops its business model.

Microsoft Turns to Medula for Support in New Ad-Driven Revenue Model

One would be hard-pressed to think of a more global or dynamic company than Microsoft. The company has recently switched from a business model focused on selling its products and operating system, Windows, to offering those products for free, working with a revenue model based on advertising to subsidize its users’ free experiences.

Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin
Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin

“Microsoft Advertising has free consumer assets that millions of people use every day, but the principal revenue stream is through advertising. We are constantly evolving how we provide those to agencies and brands, and have a longstanding relationship with Medula in Latin America,” says Kenneth Andrew, General Manager, Advertising & Online Emerging Markets at Microsoft.

Microsoft has been partnering with AppNexus to run its programmatic operations for a year now, and getting Medula in on the action meant that Medula and AppNexus could form a symbiotic relationship, the former making use of its tight relationships with agency trading desks, buying from an audience perspective, and the latter working with big advertisers on sponsorships and branding opportunities in the region to reach mass audiences.

Medula shows and demonstrates the values that are important to Microsoft. We invest in these partnerships and hold them to high standards. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional demand as well as programmatic.

Microsoft is happy to leave this hard work in such capable hands, freeing up its own resources for other aspects of its business in the region that do not require such local expertise.

Medula Eyeing U.S. Hispanic Market

On top of its impressive performance in Latin America, Medula has also a strong focus on the US-Hispanic market, and Alejandro Mondrzak, Corporate SVP & CEO of the Digital Business Unit at Grupo Clarin says that Microsoft is giving the company the scale that it needs to succeed in this venture.

Mondrzak asserts that Medula knows how different Latin American and US Hispanic markets are, and that there are practically two companies, one dedicated to each market. “The US-Hispanic market is truly a huge opportunity, and as much as it is different from Latin America, we have unique abilities and capabilities and a regional reach that we can adapt to the US market,” he says. “It’s a learning process with a curve, but we are doing our best to understand it.”

Microsoft Properties Offer High Visibility, Flexibility

In terms of specific properties, “MSN is seeing a strong level of engagement with the content experience, and Skype is hugely relevant in the communications space. We want to make more native advertising opportunities there to immerse people in advertising while they are reading content,” Andrew says. Bing is also a key property, as search has become “so ubiquitous throughout the user experience, evolving from allowing you to find information to enabling you to take action and gain knowledge at the same time,” says Andrews. Search is also very profitable, and serves as a platform through which many applications can be integrated.

Companies like Microsoft are ultimately looking for “the best in breed, with local insight and knowledge and excellent sales people,” Andrews explains. “Medula shows and demonstrate the values that are important to Microsoft. We invest in these partnerships and hold them to high quality. Medula is adapting and learning to reinvent their business as programmatic grows as a way of buying, because we need to capture the traditional reserve demand as well as programmatic.”

Mundial Sports Network, a leading Latino sports network with magazines like Futbol and Beisbol as well as digital properties like VidaLatina.comFutbolMundial.com, BeisbolMundial.com and BoxeoMundial.com, and YipTV, a live Internet TV platform that specializes in providing affordable, real-time content for Latinos, have a common goal: connecting underserved Hispanic audiences with the content they want. Out of this objective emerged a unique partnership grounded in a marketing strategy based on both digital campaigns and grass-roots efforts. We talk to Michael Tribolet, CEO of YipTV, about how this collaboration “elevates” both of their marketing efforts.

Reaching Underserved Hispanic Audiences

Michael Tribolet, CEO of YipTV
Michael Tribolet, CEO of YipTV

Mundial and YipTV’s collaboration started out of a need to find innovative ways to reach and serve Hispanic audiences who have often been abused by service providers. Latinos who want to watch their favorite sports, entertainment and news programs from back home have limited options, as many of them do not have credit cards to subscribe to OTT services, but can’t afford to pay for cable, either. After investing in YipTV, Mundial took it a step further and came up with a plan to work together toward their shared objectives.

Mundial has developed content for the same Latino through its free magazines and website for Latino boxing fans. Beisbol and Futbol magazines are distributed at local Florida bodegas, small community grocery stores, for free, generating a powerful and attractive reach into Latino audiences.

And West Palm Beach-based  YipTV has also found a place in local Florida bodegas. The platform wants Hispanics to be able to watch the content they want regardless of their status with a bank. To avoid the credit card issue, YipTV offers the option to pay for subscriptions in cash in over 16,000 Florida bodegas. New users can try 55 out of their 110 channels for free for the first week, and then the user has the option of paying $15 a month for the full programming or forgoing a subscription to access 15 free channels that cover sports, news and entertainment.

The deal is refreshing for Hispanic viewers who are used to being charged for links to see their favorite football tournaments or telenovelas, only to find that the links are broken or that the entire deal was a scam. They are understandably skeptical, and earning their trust and loyalty is no easy task.

Check Out: First half 2016 recap: 11 marketing and media developments you need to know about

YipTV Attracted to Mundial’s Unique and Targeted Reach

Mundial has created a habit out of creating partnerships that put their assets to the service of new ventures or platforms whose objectives align with theirs. Over the recent years, the network has incorporated powerful targeting and data analysis and segmenting platforms into its toolbox and built an in-house creative team that they can leverage for platforms like YipTV in exchange for promotion and ad space on its platforms.

Their publications along with our advertisement and marketing efforts allow us to rise the tides together rather than separately.  While Mundial helps inform the customers with information on what is going on, YipTV is providing the service to watch what they are talking about.

The deal with bodegas is also huge, since it affords them a way to “zoom into small ecosystems” like large cable companies cannot. “Mundial has a tremendous amount of experience in the Hispanic Market segment, not only here in the USA but on a global basis,” Tribolet asserts. The collaboration makes sense, because “the online and offline publications touched the very customers that we are targeting.”

Tribolet went on to explain that they are targeting Latinos that want a very specific mix of content. His wife, for example, was born in Cuba, and moved to the United States as an exclusively Spanish speaker. Now she’s fully acculturated, and in a sense, considers both English and Spanish her native languages. This is typical of today’s Latino: they want a mix of content that reminds them of home but speaks to their experiences as Hispanics in the United States, specifically.

The Bodega: A “Small Ecosystem” and Home Away from Home

Tribolet points to bodegas as “a big part of the un-bankable ecosystem” that they make use of as their bank, grocery store, and most importantly community updates.”

YipTV only began accepting payments at bodegas a month ago, but part of its strategy is to make these “great reference centers for what is going on in their community” central to marketing campaigns, sending actual staff to talk to people while conducting other standard marketing exercises like monitoring social media conversations about YipTV’s offerings. And knowing that their ads appear in Mundial’s free magazines, which fly off the shelves, they are sure to connect with the Hispanic sports fan.

In the end, Tribolet is certain that this type of collaboration is innovative and effective because  YipTV and Mundial Network “both have the same customer base with complimentary services.”

“Their publications along with our advertisement and marketing efforts allow us to rise the tides together rather than separately.  While Mundial helps inform the customers with information on what is going on, YipTV is providing the service to watch what they are talking about,” Tribolet asserts.

Join us at PORTADA Mexico!

New technology in the marketing space means that digital advertising campaigns demand more accuracy and turn-key audience access than ever before. In a world where video has eclipsed classic display ads as the more premium method of engaging digitally-connected Hispanics, a whole new set of programmatic tools have come into play, and agencies and advertisers alike have taken serious notice.

David Chitel
David Chitel

When it comes to targeting Latino audiences through video marketing, NGL Media, a company co-founded by CEO, David Chitel, and actor John Leguizamo, has become the leading Hispanic programmatic premium video supplier in the industry servicing Fortune 500 advertisers, DSPs and Agency Trading Desks alike.

Proprietary Technology for Easy Access to Premium Video Impressions At Scale

NGL Media’s proprietary technology, which is implemented via direct-to-publisher relationships, is the foundation for its premium in-stream and out-stream video impressions served across hundreds of Hispanic-endemic distribution partners spanning Desktop and Mobile.  What makes NGL Media so unique is the exclusivity of its offering combined with scale, third party verification and 100% focus on delivering the Hispanic digital audience in-language, in-culture and in-context through video.

“Over these past few years we’ve heavily invested in bringing our video technology in-house to have full control over our inventory across Desktop and Mobile.  It’s what’s allowed us to scale and optimize our ‘video everywhere’ offering, while providing demand side partners with turn-key programmatic access through whatever platform they prefer,” said Chitel.

NGLM LogoNGL Media leads the way in the U.S. Hispanic market in providing Trading Desks and DSPs with programmatic access to its premium video inventory delivering against critical KPI goals such as “viewability,” coupled with the scale and exclusivity advertisers are seeking.  In addition to accepting third-party verification tools such as Double Verify and Integral Ad Science, NGL Media actively subscribes to MOAT, Nielsen OCR and comScore Video Metrix to ensure its video inventory quality is consistently best-in-class exceeding industry benchmarks.

Pioneering Ahead of The Curve Solutions for Connecting with US-Hispanic Audiences

As an industry veteran, Chitel has devoted much of his professional life to pioneering ahead of the curve solutions for connecting with US-Hispanic audiences.  Before founding NGL Media, he and Leguizamo co-founded, iCaramba.com, one of the first Latino social networking communities.  He grew that into LatCom Communications, which offered 360-degree integrated services for targeting Latinos across a variety of platforms.  He sold LatCom to Batanga Media in 2006.

“NGL Media is a logical extension of all of the work I’ve done in New Generation Latino media and entertainment space throughout my career.  Advertisers are looking for ways to slice and dice the Hispanic market using data and all of the different buying platforms available today.  Our programmatically accessible inventory makes it more turn-key than ever to engage the digitally-connected Latino audience through video at scale at the click of a button.”

Private Marketplaces (PMPs) Allow for Better Matching Against Specific Targets and KPI Goals

“Our partners have seen the most success behind setting up Private Marketplaces (PMPs) that give them preferred access to more premium Hispanic video inventory at scale vs. bidding in the remnant open marketplace.  PMPs also allow for better matching against specific targets and KPI goals across platforms, which is why the majority of our clients prefer working with us in this way,” said COO Ben Leff.

In addition to being the leading U.S. Hispanic programmatic video supplier, NGL Media has expanded its offering to include “programmatic TV,” and has already begun executing buys.

“TubeMogul has historically been very close partners with NGL Media within our digital programmatic business.  They have been a go-to source for premium Hispanic video, and we’re eager to expand our relationship with them as the demand for programmatic TV grows,” said Oscar Rondon, Senior Director, TV Strategy & Business Development at TubeMogul.

End-To-End Programmatic, Managed Media and Branded Entertainment Solutions

“Although it’s early days for ‘programmatic TV,’ we like to say we’re the leading ‘progra-manual TV’ supply side solution in the U.S. Hispanic space.  It’s a logical extension of our business, and we’re very encouraged by the response we’ve received thus far,” said Chitel.

images (3)“NGL Media is the leading Latino video marketing company of its kind offering end-to-end programmatic, managed media and branded entertainment solutions across the entire advertiser value chain.  Market needs and dynamics have shifted, and NGL Media has shifted with them.  I believe we’re the best positioned in the Hispanic video space to continue evolving as we have across such a wide spectrum,” concludes Chitel.

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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)


The U.S. Hispanic Online Video Advertising Market will grow at a very high compounded annual rate of 45.2% from US $70 million in 2015 to US $450 million in 2020, according to a new Portada research report. Video Advertising targeting Hispanics (see table below) will be driven by the very high consumption of online video by Hispanics, particularly millennials.




Total U.S. Hispanic Digital Advertising7009001060123013401510
U.S. Hispanic Online Video Advertising70130190270350460
Online Video Growth Rate (YoY)59%73%42%29%30%

Note: in US $ million Source: Portada Research Report


As can be seen in the table below , growth will be particularly accelerated 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.


Table 2: Breakdown per Online Video Advertising Types

Online Video Advertising Types2015E 2016E 2017E 2018E 2019Eh 2020E
In-Stream (Pre-Roll)


81.5 114.8148.9 174.6 203.9
In-Banner7 12.519.127.1 34.9 25.3
Outstream 7 15 26.8 43.3 62.8 90.6
Other (In-App, Content Discovery
New Interactive Types)
Branded Content21.0037.657.481.2104.7135.9
TOTAL (Including Branded Content)91162.9248.7352453.8589


The report answers a myriad of questions, including the below:

• What Hispanic market volume is expected for different Online Video Advertising types by 2020, including In-Stream (Pre-Roll), In-Banner, Out-Stream and Native?
• What share of the Hispanic Online Video Advertising market will Facebook have in 2020?
• How are different Hispanic Online Video Advertising types priced?
• What content preferences do Hispanic online video audiences have?
• What are the key challenges for marketers targeting Hispanics via online video?

Get more info and acquire the Report “Online Video Advertising in the U.S. Hispanic market”.

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