We are thrilled to announce that Stephen Brooks, EVP and Managing Director at VidaPrimo, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.
Stephen Brooks draws on over 20 years of experience in media and technology to build VidaPrimo into a first-class video network for Latin music. Stephen joined VidaPrimo in 2016 after several years as a consultant for start-ups in streaming media and mobile technology. He previously led North American marketing for Technicolor, specializing in broadcast and streaming media services. At Warner Bros. and Paramount Pictures, Stephen guided the launch and adoption of new video formats, including DVD, Blu-ray Disc and Digital Download.
VidaPrimo is the largest multiplatform video network dedicated solely to Latin Music (and the #3 music network overall). VidaPrimo generates over 1 billion monthly impressions globally, primarily from consumers 18-39 who access music videos and original programming on a variety of platforms that include web and mobile streaming sites, mobile apps, subscription services, connected TV channels and more. VidaPrimo is headquartered in Los Angeles and Bogotá.
In occasion of Stephen’s arrival at Portada’s Brand Star Committee, we asked him to tell us more about VidaPrimo’s mission and plans.
Portada: Could you tell us what is VidaPrimo’s main objective?
Stephen Brooks: Our main objective at VidaPrimo is to build a singular cross-platform video network destination for Hispanic music fans throughout the U.S., Latin America and Spain. We intend to make our content ubiquitous on virtually every screen: at home, on mobile, at retail and on the go.
The Portada Council System Brand Committee is made up of many respected professionals whose experience in defining their product and creating compelling value for multicultural consumers will be incredibly useful for VidaPrimo as we grow.
Portada: What is VidaPrimo doing to achieve this goal?
Stephen Brooks: To accomplish this, we need to build our audience through expert branding, social media and influencer marketing, and advertising; expand our distribution footprint to new sites, apps, channels and services; and create a unique, viable and scalable brand integration product for advertisers to connect with passionate music fans.
As video marketing takes over a very substantial part of the overall (digital) marketing space, we spoke with Stephen Brooks, EVP and GM, VidaPrimo; Rich Hull, Executive Chairman Pongalo and Peter Naylor, SVP Ad Sales at Hulu about both the OTT subscription and the ad-renetization market.
Our Questions: 1. Where do you see monetization for online video properties evolving to mid and long-term? 2. What type of content are you particularly betting on in terms of monetization via… a) Advertising. b) End consumer subscription. 3. How do you acquire/produce your content? 4. In what areas will you be investing in 2017?
Stephen Brooks, EVP and GM, VidaPrimo
1. “I think in the intermediate term, online video monetization will continue to develop along twin tracks – advertising-supported (AVOD) and subscription (SVOD). AVOD is very much entrenched in our culture – there’s not much friction for the consumer, and while measurement is a persistent challenge, brands continue to behave in a way that suggests they feel they’re getting their money’s worth. The problem is it’s increasingly difficult for publishers to make a living, and I don’t know if advertising ultimately has an answer for that problem. SVOD has the answer, but search costs are high. Niche video publishers are demonstrating that you can make a living off subscribers, provided their consumers know where to find them. So I do think SVOD will take a higher share of the overall spend for online video properties over the near term. I also think these properties are set up nicely for the coming evolution of MVPDs – the over-the-top a-la-carte and “skinny bundle” offerings that will ultimately replace our standard cable and satellite packages for many households. I really think we are heading in that direction now, as online video properties command larger and larger audiences.” 2. “The general rule is, the more niche the content, the more viable a subscription model is over advertising. It’s not a perfect balance, and this is not to suggest at all that you can’t have both – when VidaPrimo debuts on OTT this quarter, we are coming out of the gate with a hybrid AVOD/SVOD model. But we also have content that straddles the line between niche and mainstream. In fact, it’s really only “niche” in the sense that most of the lyrics in our videos are in Spanish – but that hasn’t hurt our popularity, just as it hasn’t hurt the popularity of K-POP, which is a worldwide phenomenon, even among people who don’t speak a word of Korean.” 3. “VidaPrimo is not unlike a movie studio or television network, in that our content comes from multiple sources. Some we produce – and our plan is to produce a lot more in 2017. Some we acquire through our sister label. And some we license. I don’t think you can survive in the current environment relying solely on one acquisition model – there’s just too much good content out there.” 4. ” 2017 will be a year of expansion for VidaPrimo. Expansion into new musical genres, with new artists and new territories. Expansion of our footprint into over-the-top platforms and MVPDs. And expansion of our original content to include more artist-focused programs, behind the scenes exclusives, and for the first time our own awards.”
“Consumers are increasingly willing to pay a subscription fee to avoid laboring through commercials when they’re watch the film and TV content. The mainstream digital subscription platforms, like Netflix and Hulu, are focusing on serving the masses – think of them as 5,000 feet wide. But there’s a huge opportunity in creating subscription services for specific audiences – think of these as 5,000 feet deep. So, monetization in the mid and long-term will be about creating and expanding subscription services for specific audiences that feature robust offerings of relevant, professionally-produced film and TV content. With Pongalo, we’ve created a subscription service specifically for Latino audiences that has over 10,000 hours of telenovelas, movies from Latin America, Hollywood blockbuster films, TV series, kids programming, and documentaries.” 2. “We focus on films and television series for both advertising and subscriptions. In the ad-supported world, we’re the largest player for Latino film and TV shows on YouTube; in the subscription world, we’re the only US-based digital subscription focused solely on Latinos.” 3. “Our company was originally created two years ago by merging the digital rights to two large libraries of Spanish-language films and television shows – RCTV and Latin Anywhere. Beyond our existing library, we acquire content through licensing deals with third parties, which have recently provided us with brand new exclusive telenovelas such as Piel Salvaje and Corazon Traicionado. And we also produce certain content in-house, such as our animated series Isla Presidencial.” 4. “In 2017, we will be investing in ways to convert our nearly 11 million YouTube subscribers into customers on our Pongalo subscription OTT platform.”
1. “In 2017, we expect to see online video properties continue to heavily invest in their ad personalization capabilities, leveraging first and third-party data to serve targeted ads to consumers that are both relevant and engaging. In the long-term, video properties that put ad quality and viewer experience at the forefront will see continued gains. A viewer’s advertising experience whether in a desktop, mobile or living room environment should be about personalization and choice, the same way viewers see choice around what they watch and how they watch it.”
2.a) Advertising: 2017 will be the year we see significant growth in the adoption of interactive ads among advertisers. Giving users the option to choose which ad they see has a tremendous impact on building both unaided recall and purchase intent. We’re no stranger to interactivity in the living room, with our own interactive capabilities we’ve seen a measurable impact on unaided recall and purchase intent – Hulu’s Ad Selector is 150% more impactful than linear TV at building unaided recall. As more brands include interactive ad solutions in their overall campaign, we expect to see continued favorability among viewers. Virtual reality is another piece of content providing advertisers with an incredible opportunity to reach their target audiences beyond conventional means.While virtual reality is still in it’s early days, there is an enormous opportunity for publishers to monetize virtual reality content and help advertisers to build unique, immersive brand experiences with consumers.”
2.b) “End consumer subscription: TV is still about consuming all the shows and films you love, but within your own experience – one that’s tailor-made for you and makes it easy for you to enjoy your favorite content. Viewer habits will continue to shift to subscription models that enable them to consume the content they want, when they want, and on the device of their choice.” 4. ” In 2017 we’re focused on providing our advertisers with more opportunities to elevate their brand and drive better ROI, including: Investing in our interactive advertising capabilities and furthering our partnerships with BrightLine, Innovid and TruX to empower advertisers to make campaigns more engaging and effectiveon the big screen.It’s no secret that advertisers are generally concerned about issues like transparency and fraud, so we will continue to invest in third-party measurement initiatives that give marketers the proof of performance they need to invest in Hulu with confidence. We’ll also be investing in the Hulu experience for advertisers, one that is a personalized, singular lending itself to a seamless consumer experience with content and advertising.”
VidaPrimo, the multi-platform network for Latin Rhythm music, has named Stephen Brooks as Executive Vice President and General Manager. Brooks will help expand the music network so that it can be accessed on any device and through any service, uniting both music fans and interested brands in the process.Brooks has spent the last eighteen years working in content marketing and distribution for major entertainment companies Technicolor, Paramount Pictures and Warner Home Video. Prior to joining VidaPrimo, Brooks provided business planning and strategic support services to a multitude of entertainment technology startup companies.
Allied Integrated Marketing expands its multicultural services to three core audience segments, developing culturally relevant and rich communication strategies. Allied first launched its multicultural practice with Allied Hispanic, then expanded to African-American audiences with Allied Moxy, and now adds LGBTQ marketing to its service portfolio with Allied Pride. As Allied Hispanic marks its five-year anniversary, it is rebranding to Allied Contigo, the only agency with experienced bicultural marketing specialists and bilingual teams on the ground in top U.S. Hispanic markets.
Marcella Cuonzo, who leads the division, is being promoted to Senior Vice President.
Vanessa Krause is being promoted to Vice President of Hispanic Field Marketing.
Erika Bennett, from Allied Moxy, is being promoted to Senior Vice President.
The company is also launching Allied Pride, which will focus on authentic campaigns that connect entertainment and lifestyle clients with the LGBTQ community. Utilizing Allied’s network of 22 offices throughout the U.S. and Toronto, Allied Pride will develop market-specific campaigns that reach LGBTQ communities at the the local and national level.
After 6 years as a Partner and CEO of Anomaly New York, Karina Wilsher becomes Global Chief Operating Officer effective January 1st 2017, reporting to Founding Partner & Global CEO Carl Johnson. In her role as Global COO Karina will focus on three key areas: being accountable for key global clients as they work with any and all of Anomaly’s six offices from LA to Shanghai; shaping the company’s global vision and execution of the 7th Floor-the ever expanding internal creation/production capabilities; and helping guide and support the Partners of Anomaly’s businesses in Amsterdam and London within an expanded vision for Europe.
At the same time, after 10 years with the company – 6 in New York and then 4 as Partner & CEO of Anomaly Toronto- Franke Rodriguez will add the role of CEO Anomaly New York to his responsibilities. Franke Rodriguez is already a successful Anomaly office CEO and his focus in adding New York responsibilities will be to simultaneously manage its evolution to a data-centric organization whilst ensuring the surging office doesn’t miss a beat after it’s most successful year ever.
Claudio de Souza has been appointed VP at digital marketing agency Isobar U.S. where he will work on developing global accounts and also oversee the agency’s General Motors account. DeSouza, a 14-year veteran of Isobar, was most recently VP of business and operations at Isobar Brazil.
Havas Worldwide has created group chairman roles for four world markets — North America, France, UK and Spain. Andrew Benett, who serves as global CEO of Havas Creative Group, will be group chairman of North America.
John Harrobin, chief marketing officer for NBC Universal’s Content Innovation Agency, is leaving the company. Mr. Harrobin joined NBCU in December 2015 from Verizon. NBCU will not replace Mr. Harrobin and plans on reogranizing the group.
WPP’s agency Brand Union has promoted Christina Falzano to head of its New York office as Managing Director. She’ll report to Toby Southgate, the agency’s global CEO. Prior to this position, Falzano was Executive Director, Client Services at the agency and managed client relationships and initiatives for brands including IHG, Pernod Ricard, CBRE and Dell. As head of the New York office Falzano will continue to play a lead role in developing and driving business.