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What: NGL Collective will represent YoAmo Media exclusively in the U.S. Hispanic market, where it will serve as the centerpiece of NGL’s newly-launched ELLA platform.
Why it matters: This partnership with the world’s leading Latina media platform will leverage NGL’s video scale and in-house production studio to U.S. advertisers.

With over 45 million followers, YoAmo Media is the leading global media platform for women, as well as the most engaged Facebook brand in any category, in Spanish. It boasts the largest social media female audience and is the most engaged Spanish-speaking media brand on a global scale. Today, NGL Collective has announced an exclusive partnership to exclusively represent YoAmo in the U.S. Hispanic market, where it will serve as the centerpiece of NGL’s newly launched ELLA (Exclusive Latina Lifestyle Access) platform, dually leveraging NGL’s massive video scale and award-winning in-house production studio to U.S. advertisers.

“YoAmo Media is the largest and most engaged Latina media platform in the world. There is no close number two. When you combine that with NGL’s ability to super-serve Latinas across our video platform, the sum of those parts will enable advertisers to connect with the Latina audience at scale right here in the U.S.,” said NGL’s CEO, David Chitel.

As a pioneer of new media and entertainment connecting advertisers and New Generation Latinos through video across platforms in-language, in-culture and in-context, NGL’s Latina audience is verified by the likes of comScore, MOAT, Nielsen and TAG. Combined with YoAmo Media’s proprietary data science technology, NGL’s ELLA platform has the ability to deliver the coveted U.S. Latina audience across paid, owned and earned media like no other.

“YoAmo Media is pushing the limits to combine state-of-the-art data tech and a talented group of editorial and video teams to create the best experience for Latinas in the U.S. and around the globe. We’re thrilled to partner with NGL, a well-respected digital media and entertainment company exclusively focused on the U.S. Latino audience. Our assets are highly complementary,” said YoAmo Media’s CEO, Felipe Servin.

“We’re extremely excited about our exclusive partnership with YoAmo Media, and are looking forward to offering our agency partners Latina-driven initiatives leveraging our full ELLA offering as well,” added NGL’s Chief Revenue Officer, Joe Bernard.

What began as a hugely popular Facebook page centered on shoes and fashion (aka “Zapatos”), YoAmo Media’s verticals have grown to include parenting (Yo Amo Bebe), fitness (Yo Amo Mi Cuerpo), travel (Yo Amo Viajar) and beauty (Stylish). Through cross-pollination each vertical’s organically conceived Latina audience has grown exponentially, yielding 19 million mobile visits, 28 million page views and 130 million video views per month. YoAmo’s ability to deliver content through sponsored video blogs, how-to videos, instant articles, original series and live video events offers advertisers endless possibilities to socially engage and amplify their Latina initiatives.

Source: Facebook Analytics; Socialbakers March 2018.

 

What: Retailer Walmart signed a three-year partnership with sports entertainment promoter Oak View Group.
Why it matters: This is Walmart’s first partnership in the sports marketing market.

Walmart announced a partnership with sports entertainment promoter Oak View Group by which the global company becomes the official retailer of 22 different facilities across the country, which are part of the Oak View Group’s Arena and Stadium Alliance.

Although it hasn’t been confirmed jet, this alliance is estimated at $40 million over the next three years.

Walmart’s deal will be shaped around a new program called Walmart Community Playmakers. Through this program, the retailer will honour local residents for their special causes, like work in education and fighting hunger.

The “playmakers” will be featured during more than 15 games of the NBA and NHL seasons, in arenas which include Chicago’s United Center and Los Angeles’ The Forum.

Also, the company will be able to use facility- and team-branded signage in their stores.

This is the first time Walmart signs a deal in the sports marketing market. According to Oak View Group, the deal will allow the retailer to reach 70 million people that visit the NBA and NHL facilities every year.