Tag

Ramón Toledo

Browsing

What:Busca Corp., a digital entertainment network headquartered in La Jolla, California, has signed a multi-year license agreement with Rotten Tomatoes to launch Tomatazos.com, a Spanish language movie ratings and reviews site. Tomatazos.com went live on April 6th , 2015 in Mexico and will  later roll out to other Latin American territories. It will expand to Colombia, Chile and Argentina in 2016, and in 2017 it will go on to the rest of the region, except Brazil. For the US Hispanic market, the company will make use of Tomatazos.com in Spanish. “if there is any demand for a Hispanic version of Tomatazos, we may consider it”, but “it is rather a RottenTomatoes USA call,” says Ramon Toledo, Busca Corp.’s founder and CEO.
Why it matters: Entertainment Content, including movie reviews and advertising, belongs to the more profitable sectors of Digital Media. Busca Corp. also represents all CBS Interactive digital properties, in Mexico and LatAm for online advertising sales, including CNet en español.

tomatazos-Busca Corp., a digital entertainment network headquartered in La Jolla, California with offices in Silicon Valley, Tijuana, Mexico City, Bogota Colombia and Santiago Chile, announced that it has signed a multi-year license agreement with Rotten Tomatoes to launch Tomatazos.com, a Spanish language movie ratings and reviews site.

The website went live on April 6th , 2015 in Mexico and later roll out to other Latin American territories: it will expand to Colombia, Chile and Argentina in 2016, and 2017 will go on to the rest of the region, except from Brazil.

Regarding editorial, although Tomatazos.com is a Busca Corp. effort it is also supported by some RottenTomatoes2306cc5 original content, but “most of our content will be done at home and supported by other news portals through their reviews, as neither RottenTomatoes nor Tomatazos make their own movies reviews,”says Ramon Toledo, Busca Corp.’s founder and CEO (photo).

The Editorial content will be compiled by the two units Busca Corp has in Mexico. The Mexican and Latin American film content will be produced in Mexico  D.F, whereas all the U.S. films content will be done in Tijuana.

Tomatazos.com will sell all kinds of advertising, including banners, rich media, Pre-Rolls, skin advertising, depending on the client demands. But, according to Toledo, premieres, Spanish and DVD movies, Netflix content and Streaming are the categories that have the biggest potential. Toledo says that there is no guide to Netflix movies in Latin America. “TV series is another category we are planning to include. Our plan is to sell in Mexico, Chile and Colombia through Busca Corp. sales teams, ”he adds..

Tomatazos.com will sell all kinds of advertising, including banners, rich media, Pre-Rolls, skin advertising, depending on the client demands.

Tomatazos.com

Busca Corp. is launching Tomatazos.com using the company’s innovative platform technology, the same platform and technology the company uses for its flagship site LevelUp.com, which welcomes nearly five million unique visitors each month, and is Latin America’s #1 online video game community and social networking destination.

Creating a vast community of movie fans, Busca Corp. will integrate all of the latest social tools into Tomatazos.com. Busca Corp. has also hired a local team of talented reporters, editors and translators to produce an ongoing stream of unique regional content. It is all part of the company’s commitment to establishing the website as Latin America’s premiere destination for top quality film reviews, synopses, trailers, news original editorial and fan forums.

In addition to having rights to develop and manage Tomatazos.com’s editorial content, Busca Corp. will also oversee the property’s commercialization and monetization. In year one of the agreement, the company’s sales strategy will focus primarily on the Mexican marketplace. In year two, it will focus on Argentina, Chile, Colombia, and Venezuela. And in year three, it will roll out to additional countries across Latin America. Busca Corp. also represents all CBS Interactive in Mexico and LatAm for online advertising sales.They are 30 sites in total, excluding those in China and Korea.

“The Latin American film community is robust, and those filmmakers and fans are an important part of the worldwide film community,” commented Matt Atchity, the Editor-in-Chief of RottenTomatoes.com, which has a large and growing base of users across Latin America.

“We’re excited to add Tomatazos.com to our growing digital media portfolio,” commented Toledo Busca. “By aligning with Rotten Tomatoes, the leading brand in movie ratings and reviews, we will help movie lovers throughout Latin America discover the best Movie content from around the world. In light of Latin America’s immense untapped potential, we have set an aggressive expansion strategy for Tomatazos.com. However, I have no doubt that our hard-working and talented team will do what it takes to make it happen.”

CBS Interactive has signed an  agreement with Busca Corp. to monetize its traffic from Latin America. Through this agreement, Busca Corp. will have exclusive representation of CBS interactive in Latin America and will offer more than 30 premium digital properties from the network in the region.Portada spoke with Ramon Toledo, president of Busca Corp. and Jason White, Vice President, from CBS Interactive.

Translated by Celeste Martorana

cbs.interactive
“With a growing presence in Latin America, we saw a great opportunity in making this agreement with Busca Corp. to monetize our traffic through our local advertisers,”  Jason White, Vice President  of CBS Interactive, told Portada.

RamonToledoBuscaCorpRamon Toledo (photo), President and Founder of Busca Corp. tells us that “About a year and a half, we started thinking on working together with CBS Interactive in Latin America. Back then, we were going to launch CNET in Spanish for Latin America, but later CBS Interactive decided to do it in-house and only for the Hispanic market in the U.S. So after a while, we eventually agreed to become the exclusive sales representative in Latin America for the next two years. ”

Among all CBS Interactive’s digital properties that Busca Corp. monetizes in the region are: CNET.com, Download.com, Gamespot.com, Metacritic.com and Last.fm. Most sites are in English, except some like Last.fm that also has content in Spanish.

Nowadays, Last.fm, CNET and Gamespot is what we sell the most. We have been also specifically asked us to advertise on download.com 

Initial Focus on Mexico

The agreement’s first year focuses towards the Mexican market and then expands to the rest of Latin America

There are about 300 million Internet users and more than 680 million active mobile subscribers in the region, according to Search Corp. “While CBS Interactive digital properties generate more than 200 million unique visitors and over 900 million of pages viewed each year in Latin America, this is only a piece of the immense potential there is in the region,” says Henry James, Director of Operations at Busca Corp.

Busca Corp.’s monetization plan for selling advertising on sites involves focusing on the Mexican market throughout the first year of the agreement and only then expand operations to the rest of Latin America.

“The biggest LatAm market (except for Portuguese-speaking Brazil) is Mexico .This is a key market for us because we know it quite well and we work with many clients there. That is why we have decided to go strong in Mexico and then move to Chile, Colombia, Argentina and Peru, during the second year,”said Toledo

We will target Chile, Colombia, Argentina and Peru, during the second year of the contract

Toledo says that this decision is based on the idea that the Latin American market, taken as a whole, is a “difficult market”. “There are several markets in the region and quiet different from each other, and although we all speak Spanish, all markets remain different in Latin America, with its’ own players, specific interests and presence of different agencies in each country.”

The structure of each market in Latin America is very specific, even though we are a single region and we all speak Spanish 

Marketing English sites in Latin America: quite a challenge

Toledo says that “Mexico is a little more open to investing in U.S. portals. But in the rest of Latin America, they mostly invest in portals with content in their own language. Ahead of this, our strategy has been to sell in Mexico packages that include CBS Interactive portals in English and also target international companies that have e-commerce and traffic in Latin America, like we do, for instance, with brands such as Samsung or Sony. ”

Our strategy is to target renowned brands with traffic in Latin America that also work with e-commerce

The challenge, according to Toledo, also involves a question of “agencies education.” “We have to explain that the many Mexicans who enter sites in English are considered premium audiences because they can both speak and read English and belong to a high socioeconomic status.” Major U.S. media properties such as the New York Times, The Wall Street Journal and the The Washington Post also sell their Latin American IP’s to global advertisers.

CBS Interactive traffic in Latin America is premium, not junk, because that is what we sell 

Get our e-letters packed with news and intelligence!