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What: Latin Music video network VidaPrimo has reached a distribution agreement onto branded channels with Roku and Amazon Fire, two of the world’s largest digital streaming platforms.
Why it matters: The expansion to new platforms is also vital to media buyers that need a vehicle to reach the Latin Millennial audience.

Latin Music video network VidaPrimo will distribute its library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms. The new launches are powered by ViewLift, a digital content distribution and monetization platform.

Last month, VidaPrimo took its first foray onto connected television distribution via a reciprocal agreement with Music Choice.A recent study that revealed over 20 million US households used Roku and Amazon Fire at least 15 times per month, with daily average use at 3.5 hours.

The expansion to new platforms is also vital to media buyers that need a vehicle to reach the Latin Millennial audience. “The various platforms give us more ways to connect brands and advertisers to their customers through the VidaPrimo extended network,” says VidaPrimo EVP & GM Stephen Brooks. And with our buying tools, agencies can run campaigns across our network in a single I/O.”

Roku is available in two of VidaPrimo’s top 3 markets, the U.S. and Mexico. Amazon Fire is growing rapidly, and integrates with Amazon Instant Video.

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What: IPG Mediabrands‘ MAGNA has closed an industry-first strategic partnership with Roku, Inc. to deliver targeted advertising to OTT audiences.
Why it matters:Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT.

Print qmrvcziq_400x400 roku_logo_squareMAGNA, the intelligence, investment and innovation unit of IPG Mediabrands, announced an industry-first strategic partnership with Roku, Inc. to deliver targeted advertising to OTT audiences. Through this partnership, IPG Mediabrands clients will gain accelerated access to the advanced advertising capabilities of the Roku® platform, including precision targeting, programmatic workflows, interactivity, and audience measurement.

MAGNA’s partnership with Roku further cements the agency’s video diversification efforts. During the 2016 Upfronts, MAGNA secured the largest ever Google Preferred deal and shifted a portion of clients’ TV advertising spend to YouTube.

Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT. MAGNA clients already active with Roku include BMW, Coca-Cola, The Hershey Company, MillerCoors, JetBlue, Dunkin Donuts, Charles Schwab, IHOP, Sony Pictures Entertainment and Office Depot.

Digital advertising spend will surpass TV this year

“Last year, we made a concerted effort to provide marketers with viable sight, sound and motion opportunities beyond linear television,” said David Cohen, President, North America at MAGNA. “Now, we’re continuing to diversify the mix, transcending audience demographics while leveraging data in a new and exciting way through our partnership with Roku. They offer the most sophisticated OTT advertising path to reaching customers.”

“By integrating advanced ad technologies directly into our TV operating system, Roku is able to offer advertisers the most advanced ad capabilities in OTT,” said Scott Rosenberg, Vice President of Advertising at Roku. “This partnership accelerates our work with IPG Mediabrands, and opens the door to close collaboration on new ad products in 2017.”

OTT viewing, and digital video more generally, are growing rapidly. Ad-supported viewing is now the fastest-growing segment on the Roku platform, accounting for half of the top 250 most-watched channels. MAGNA’s latest Global Advertising Forecast, released in December 2016, which projected that digital advertising spend will surpass TV this year.MAGNA is actively expanding its television advertising strategy across emerging platforms like OTT, enabling the agency to provide client solutions at the pace of the consumer.