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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US HISPANIC MARKET

Research by eMarketer claims that total numbers of U.S. digital video viewers will increase from 221.8 million in 2017 to 239.2 million in 2021 and that the penetration rate among internet users will increase from 81.2% to 83.5%.

Vimeo has added a 360° feature with tutorials for creators, support for 8K files, offline viewing, and bespoke apps for specific mobile headsets.

Google has expanded its image recognition AI tools into the realm of video, announcing that users will be able to search through video content that is automatically assigned tags by an AI system.

According to new research from Ooyala, mobile represented 54% of all online video viewing in Q4 2016 and is tipped to hit nearly 60% in Q1 2017.

According to the NFL, their investment in online video platforms paid off: video-on-demand (VOD) starts grew by 76% over the previous year; mobile was up 235%. The average viewing session was 65.6 minutes, up 43%; and streaming across all devices was up 43%.

Google’s YouTube and Daydream groups are introducing the equi-angular cubemap (EAC), a new projection technique that increases the practical level of detail for 360-degree footage.

Ericsson’s annual ConsumerLab TV and Media Report reveals that a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device – with reasonable video quality and without having to ration data – is of great interest to 40% of consumers globally. Millennials are the most interested group at 46%. 40% of consumers globally are “very interested” in a mobile data plan that includes unrestricted video streaming.

Facebook has signed a broadcasting agreement with Major League Soccer (MLS) and Univision Deportes that will see the social giant live stream at least 22 matches of the upcoming 2017 MLS season, beginning March 18, Mashable reports.

Ooyala has released its Q4 2016 Global Video Index, finding that pre-roll mobile impressions for broadcasters grew to 47 percent, up from 44 percent in Q3. Both smartphone and tablet percentages increased, taking share from computers, which dropped to 39 percent from 44 percent in Q3. For publishers, mobile pre-rolls showed a slight decline, falling from 39.7 percent in Q3 to 38.4 percent in Q4.

Outbrain released its ‘State of Global Content Marketing’ Report, revealing that 52% of all Outbrain pageviews were mobile in 2016.

LATAM MARKET

Discovery platform Taboola announced an exclusive strategic alliance with Televisa, who will integrate Taboola’s high-impact content recommendation platform with the goal of increasing revenue through sponsored content and video as well as driving engagement through on-site personalization.

Facebook has arranged distribution deals for both Mexico’s and Spain’s top soccer divisions, Liga MX and La Liga.

According to Ericsson’s annual ConsumerLab TV and Media Report claims that in Colombia 60% of consumers would be very interested in a mobile subscription plan that allows affordable streaming of TV and video content on a mobile device.

According to the new Irdeto Global Consumer Piracy Survey, almost three-fifths of consumers who watch pirated content in Latin America stated they would watch less or stop watching pirated video content after learning that piracy results in revenue loss from studios, affecting investments in future content creation.

Outbrain’s ‘State of Global Content Marketing’ Report revealed that in Brazil, social and video are particularly popular, and that mobile advertising generates 12.5% of awareness for brands in the country, 8.9% more than the average generated by desktop.

What: Discovery platform Taboola announced an exclusive strategic alliance with Televisa, the largest media company in Mexico and the Spanish-speaking Americas. Under the agreement, Televisa integrated Taboola’s high-impact content recommendation platform with the goal of increasing revenue through sponsored content and video as well as driving engagement through on-site personalization.
Why it matters: Content recommendation and native advertising are becoming an important part of the user experience and  a substantial revenue stream for media properties. This sponsored content also avoids the “walled gardens” of social media properties.  Video content recommendation has particularly high potential in Spanish-speaking markets.

descarga (1)Televisa has signed an exclusive deal with Taboola to implement content discovery and recirculation for video and articles.The alliance represents the first time Televisa has implemented content recommendation as part of its monetization strategy. Asked on which particular Televisa properties are part of the deal, Taboola CEO Adam Singolda tells Portada that he cant “comment on the specifics of the deal, but that this is just the beginning of the roll out.”

 

It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content in the form of both editorial and video recirculation to its audiences online. According to eMarketer, 65 percent of people access the internet while simultaneously watching TV in Mexico.

The collaboration between Taboola and Televisa, projecting 60 million page views per month, also further illustrates Taboola’s growing adoption in Mexico and follows a recent deal with El Universal.
“As digital media consumption continues to grow more prominent in Mexico, the need to expand
our business online — beyond broadcast — is more important than ever before. Taboola was the best partner for us given their emphasis on user experience and relevance, which is key to Televisa and our audience.” said Ricardo Carvajal, Digital Managing Director of Televisa. “Content recommendation is a new strategy for us and Taboola has helped us navigate the integration seamlessly. They also have a suite of editorial tools that we look forward to using to better inform our journalists.”

65 percent of people access the internet while simultaneously watching TV in Mexico.

The Video Opportunity

Adam Singolda, CEO, Taboola
Adam Singolda, CEO, Taboola

Content recommendation as it relates to video has a particularly high potential in Mexico and other Spanish-speaking markets. This is partly due to high audiovisual and TV consumption and ad expenditure in the Mexican market. “We believe there is a meaningful opportunity for video to grow natively in Mexico and Latin America in general,” says Singolda.  “With a TV business that is so robust, budgets are slowly but surely moving to digital as marketers are looking for ways to get scale, and measurable scale,” he adds.

With a TV business that is so robust, budgets are slowly but surely moving to digital as marketers are looking for ways to get scale, and measurable scale.

Another reason for high video growth expectations in the Mexican is the use of mobile which according to eMarketer will be 80% in 2017, one of the highest in the world. “In a mobile environment, video is a natural way of consuming content, hence a good opportunity for makerters and publishers. As part of our acquisition of ConvertMedia and our focus in Mexico/LATAM as a company – we hope to help bring scale to video beyond the traditional channels, and drive value to marketers, publishers and users,” Singolda says.
Last year Taboola bought ConvertMedia to beef up its video recommendation system. “ConvertMedia code technology has already been implemented into Taboola’s product, and is running using the same integration. We’re now working on the next evolution of video recommendations, which will be announced later this year.”

Reversed Search Engine

Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content is surfaced to consumers as they browse they web, at a time when they are most likely to engage.  The Taboola technology also works cross-screen. According to Singolda,   Taboola takes a look at “social trends which represent user consumption in the “second screen” and incorporate that information into our algorithms. We’re also working on expanding the user data to further provide local, and personalized value to consumers, as well as heuristics to identify a user between multiple platforms – desktop, mobile and tablet.”

 

 

What: Taboola to power content discovery for El Universal, projecting 100 million page views per month.
Why it matters: Under the agreement, El Universal integrated Taboola’s content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile.

2v8kkari_400x400 descarga-1Taboola, the leading discovery platform, announced an exclusive strategic partnership with El Universal, the biggest daily publication in Mexico with more than 9 million unique visitors each month multiplatform according to comScore. Under the agreement, El Universal integrated Taboola’s high-impact content recommendation platform with the goal of driving engagement, monetization and audience growth across desktop and mobile.

The partnership marks the first time El Universal has implemented content recommendation as part of its strategy to generate revenue and increase audience reach. It will utilize Taboola’s predictive algorithmic technology to serve high quality, personalized content to its audiences across desktop and mobile.

“Content recommendation is a new venture for our publication and our readers. Taboola has been a tremendous strategic partner for us as we navigate a new revenue source,” said Nazifh Luna, Director Of Digital Strategy and Innovation at El Universal. “We appreciate the value of Taboola’s content recommendation platform, which are critical for both the editorial as well as the sales teams to drive readers to engage with our content.”

Content recommendation is a new venture for our publication and our readers.

Taboola acts as a search engine in reverse, analyzing hundreds of real-time signals (including location, device type, referral source, social media trends and more) to match users with content they are most likely to be interested in consuming next. Instead of expecting people to know what to search for, relevant information and content is surfaced to consumers as they browse they web, at a time when they are most likely to engage.

“We are in an ‘Attention Economy’ where walled garden platforms and the open web are battling for users’ time, and there is a real opportunity to empower consumers with the ability to discover things they may like and never knew existed, ” said Adam Singolda, founder and CEO of Taboola. “Mexico is a key market in LATAM and globally for us and we are humbled to be a part of El Universal’s journey. Together, we will grow revenue, engagement and audience by leveraging the power of personalization technology.”

The collaboration between Taboola and el Universal, projecting 100 million page views per month, signals Taboola’s growing global adoption and follows recent deals for Taboola including Perform Media, Boston.com and Media General.

A summary of the most exciting recent news in online video and adtech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

YouTube Spaces and Telemundo, the #1 producer of Spanish-language content in the U.S., partnered up to bring a YouTube Pop-Up Space to Miami at the Wynwood Warehouse Project from July 26-28, 2016. Telemundo is the broadcast network partner at the three-day event that will bring together YouTube creators and Telemundo stars to generate original content. YouTube creators will then have the chance to enter their original content in a competition sponsored by Telemundo with the chance to win the “Best Novela Scene by YouTube Creators” award at Telemundo’s Premios Tu Mundo 2016 awards in August.

Taboola is acquiring native video advertising company ConvertMedia, a native video provider with a US $50 million annual revenue run rate. The company offers Spanish-language videos for the U.S. Hispanic market, Latin America and Spain. With the acquisition, Taboola is trying to acquire critical mass to rival Google (YouTube) and Facebook, who dominate the video ad market.

SITO Mobile announced the addition of video ad formats to its Real-Time Verified Walk-In (Real-time VWI) products, providing real-time targeting, and data on video advertising campaigns. While the product does not track actual in-store transactions, the one-to-one device-matching technology is able to track whether a device that was served a particular ad ended up at the store being advertised.

PORTADA 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.

On July 27, Today Verizon and award-winning actress Gina Rodriguez kicked off Bienvenido a lo Mejor, a nationwide campaign to engage Hispanic millennials with experiences and connections that can fuel their fast, varied and always-on lifestyles. For today’s consumers, access to the people and passions that matter most is essential to staying culturally-connected and inspired.

European firm mobile marketing solutions firm Obvious is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures.  Located in Miami, Mobvious’ new office will be led by Isabel Rafferty.  Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy.

flashtalkingFlashtalking, the leading global independent ad server and full-service provider of dynamic creative solutions, announced a partnership with Integral Ad Science, the leader in quantifying digital media quality. The partnership allows Encore by Flashtalking to incorporate IAS data in its algorithmic attribution platform. By leveraging IAS’s unparalleled verification data, Encore’s attribution models will achieve even higher clarity and predictive accuracy in delivering actionable insights to advertisers across the globe.

Google has released a report on the state of programmatic video. Among the highlights are that advertisement on mobile is surging, as DoubleClick Bid Manager video impressions for mobile devices grew 30x in 2015. Larger screens lead to better metrics for brand lift, viewability, and engagement: in Q1 2016, the growth in large players’ ed spending on its DoubleClick Bid Manager beat the growth of all of the other player sizes combined by 17%. Viewability in general is also on the rise: the study claims that 66 percent of all video ads on browsers and apps are viewable.

Out stream video advertising specialists Teads has unveiled inRead 360, the latest addition to its inRead advertising suite. The product offers an interactive and immersive 360-degree ad viewing outstream experience, similar to a Virtual Reality (VR) environment.

AOL has spent a half a billion dollars so far on investing in programmatic TV advertising solutions, demonstrating that digital strategies may work for the small screen as well. AOL has seen incredible increases in revenue from programmatic advertising: from $43.8 million three years ago to $1.264 billion this year.

The very big news is that Verizon announced on Monday that it would be acquiring Yahoo‘s operating business for $4.83 billion in cash. Yahoo will be integrated with AOL under Marni Walden, executive vice president and president of product innovation and new businesses at Verizon.

On Thursday, Scripps Networks permanently closed it syndicated video division, Scripps Lifestyle Network, leading to layoffs in its New York and San Francisco offices.

Global media company Matomy Media Group Ltd. announced the launch of mtmy – a mobile advertising agency offering a fully-managed service in the US and Asian markets. Charged with Matomy’s own Data Management Platform (DMP), mtmy couples targeting of global media with cross-channel optimization to maximize returns on advertising budgets. There are no current plans to expand mtmy to Latin America.

On July 25 Fox Networks Group and Mondelēz International announced they have finalized a partnership which will see Mondelēz International leverage Fox Advanced Ad Formats on streaming and Video On Demand (VOD) platforms. The partnership is centered around ad format innovation and content co-creation, and reflects how advertisers can work with entertainment properties to define new consumer brand experiences through storytelling. Mondelēz International will collaborate with Fox to roll out new ad formats on new screens, all aimed at creating content and ad experiences that work at scale in streaming and VOD environments.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

 

LATAM MARKET

According to the OTT Video in Latin America report, OTT video markets in Latin America are diverse in terms of both demographic and socio-economic lines and adoption of telecom and video services When  Netflix arrived to Latin America in 2011, various SVoD platforms emerged regionally and in each country. While SVoD is more common, there is a combination of SVoD, TVoD and AVoD as well as paid linear and free linear content among service offerings.

Research and Markets released the “Global OTT TV and  netflixVideo Forecasts”report, and reveals that global OTT TV and video revenues [for 100 countries – up from 64 in the previous edition] will reach $64.78 billion in 2021; an increase from $4.47 billion in 2010 and $29.41 billion in 2015. The Global OTT TV & Video Forecasts report estimates that Latin American revenues will nearly triple.

Netflix CCO Ted Sarandos told the Television Critics Association that the company’s Latin American expansion was not so smooth, revealing: “Latin America was a really difficult process for us,” he said, acknowledging the struggles to set up payments and provide adequate bandwidth in some communities. “Now it’s such an important part of our global business, and it’s some of our fastest-growing territories. It was about four years before we turned the corner on it.”

What: Taboola will acquire native video advertising company ConvertMedia, a native video provider with a US $50 million annual revenue run rate. Convert Media is headquartered in New York, with R&D in Tel Aviv and Bangalore, and sales offices in Spain and London. The company offers Spanish-language videos for the U.S. Hispanic market, Latin America and Spain.
Why it matters: With the growth of online video, video recommendation (particularly the less intrusive out stream video),  is an important piece of the puzzle for global content discovery platforms like Taboola.  With the acquisition, Taboola is trying to get critical mass to rival Google (Youtube) and Facebook, who dominate the video ad market.

AVeSGB0n_400x400descargaContent discovery platform Taboola announced the acquisition of ConvertMedia, a native video advertising company specializing in out stream video.

Following the acquisition, ConvertMedia’s video technology will fully integrate with Taboola’s data and personalization engine, currently reaching over a billion people a month, to help publishers deliver relevant and viewable experiences to the right user at the right time.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

With the acquisition of ConvertMedia, Taboola’s native offering will be uniquely positioned to drive better user experience as well as holistic monetization for publishers seeking to add high-quality video supply. Utilizing Taboola’s personalization technology, which currently reaches more than 1 billion unique visitors monthly, Taboola will be able to deliver video content at the moment when consumers are most apt to viewing.

By incorporating outstream video, Taboola now provides a full funnel solution to publishers and advertisers at scale.

Spanish-speaking World

“We plan to continue to work with and expand our relationships with Latam and U.S. Hispanic publishers at Taboola,” Yoav Naveh, co-founder and CEO, ConvertMedia, tells Portada.  “We work with numerous Spanish-language sites including El  Tiempo, Meteored, and Terra.com,” Naveh adds.

The purchase of ConvertMedia happens at a time when  TV budgets are rapidly moving to digital, but premium video supply is still scarce, with advertisers seeking to work with technology partners that can offer premium inventory and scalable platforms. Taboola will provide a full native ad funnel for its partners, combining in-article recommendations and native video. TV budgets are particularly high in the U.S. Hispanic market and Latin America and Naveh believes that “this is an excellent opportunity to migrate TV budgets to both desktop as well as mobile video for the open web, beyond the walled gardens of Facebook and Snapchat.”
Taboola Native, already being used by NBCNews, The Independent, Reader’s Digest and many others, is a white label version of Taboola’s predictive technology. It enables sales teams to index and recommend branded content items, matching each user with the most relevant and impactful piece of content at the right time, throughout the acquisition funnel. With the addition of ConvertMedia, Taboola’s Native platform will also include the most extensive portfolio of video outstream formats available in the market for publishers. The new video integration will include full customization options for publishers to control delivery and related price points to balance between the user experience and revenue.

“The open web is divided into two — walled gardens and everything else — and while social companies have seen huge growth in video viewership, it’s time to bring that success to the open web, and to premium publishers all around the world,” said Adam Singolda, Taboola Founder and CEO. “I believe that the future of publishers’ cross-screen monetization is two-fold: first, content recommendations using image, title and URL, and second, video. We are excited to offer publishers the full funnel, leveraging data and personalization to create experiences that are enjoyable for users and drive revenue growth for publishers.”

PORTADA 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.

“There is a natural synergy between the vision, technology and culture at Taboola and ConvertMedia. With the growth in ad blocking and banner blindness, advertisers and publishers need to reach consumers with relevant and viewable experiences at scale,” said Yoav Naveh, co-founder and CEO, ConvertMedia. “The natural integration with Taboola allows us to better help publishers navigate the balance between user experience and quality controls, while exceeding revenue goals. We’re excited to give publishers unprecedented scale to reach consumers with new information and experiences, and help build out the content discovery category.”

“In many ways, I feel like we’re closing the circle today. I started Taboola nine years ago to help users discover video they may like and never knew existed,” added Singolda. “It’s an honor to go back to our roots in video and to partner with the entire ConvertMedia team. Yoav Naveh has built an outstanding culture and business. Together, we project a billion video streams a day to quickly become one of the largest online broadcasters alongside Facebook, Snapchat and YouTube.”

Some of Taboola’s publisher partners already using ConvertMedia’s video technology include: Tribune Media, Salon, The Hill, American Media, Inc. (publisher of Radar Online, OK! Magazine, and Men’s Fitness), TheBlaze, Reader’s Digest, and TEGNA.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in advertising technology in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKETS

Microsoft has entered into an agreement to acquire LinkedIn, the social network for professionals , for US$196 per share in an all-cash transaction valued at US$26.2 billion. LinkedIn will retain its distinct brand, culture and independence. Jeff Weiner will remain CEO of LinkedIn, reporting to Satya Nadella, CEO of Microsoft.

According to a study released by Comcast, advertising agencies are using Instagram more frequently than Twitter for social media ad campaigns, fueling Twitter’s advertising technology woes.

Digital marketing firm Impact Radius is buying fraud prevention service Forensic, to create the “first trusted system of record” for marketers running digital campaigns.

snapchatSnapchat is launching ads between stories, and has launched a new advertising API (application programming interface) that is key  to monetization.

The Association of National Advertisers’ (ANA) media transparency transport is intensifying the debate over how advertisers and trading desks function, highlighting not-so-transparent practices at agencies.

Mike Villalobos has joined FuelX, a video distribution platform that runs DR video campaigns delivered in 2-4x ROI, as their VP of Sales. FuelX has raised 2.5MM from Angel investors and has worked with companies like HP, and Sun Basket.

Unruly, an ad tech company owned by News Corp, is partnering with AppNexus so that advertisers and publishers can generate premium outstream video campaigns at scale in a “fair and open market.” Clients on AppNexus’s open exchange and private marketplace will be able to access Unruly’s ad placements and UnrulyX, Unruly’s viewable video SSP.

Get ready for the 2016/2017 Online Video Marketing Guide with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Beijing-based Spearhead Integrated Marketing Communication Group is aiming to acquire San Francisco-based Smaato, a real-time advertising platform for mobile publishers and app developers, for $148 million, through an M&A fund.

The browser Opera, has launched built-in ad-blocking technology on mobile platforms iOs and Windows Phone.

LATAM MARKET

Taboola, the world’s leading discovery platform, today announced an exclusive partnership with Grupo Estado, one of the largest communication companies in Brazil. The collaboration will see Estadão utilize Taboola Native, a white-labeled native advertising solution that empowers sales teams to directly sell and promote both on-site and off-site sponsored content campaigns.

Sizmek, the open ad management company for multiscreen campaigns, today announced the appointment of Alfredo Sanchez as country manager for Sizmek in Mexico. In this role, Sanchez is responsible for expanding local market business and driving key partnerships in the region.

Ad-tech firm Adform has hired two former Rubicon Project executives to help expand the company’s global reach. Jay Stevens is the company’s first chief revenue officer, and Oliver Whitten will fill the role of chief operating officer, focusing on Latin America and Asia-Pacific.

Join us at PORTADA Mexico!


“Tropicalize”, or in Spanish “tropicalizar,” is perhaps the word that best describes the “Content Marketing in Latin America and the U.S. Hispanic Market” event, which was presented on March 17 by Taboola and Portada in Miami’s Viceroy Hotel. “Tropicalize” refers to the need both marketers and publishers have to adapt and produce relevant content targeting Latin audiences in the U.S. and Latin America. “What works in the U.S. does not necessarily work in Latin America,” said Hallie Davison, MD Latin America at Colloquial. Davison, based in Mexico City, referred to “tropicalizar” as a word she hears a lot in Mexican (Content) Marketing circles.
Davison, who was interviewed by Juan Carlos Valdes, Sr. Manager Media Sales Latin America at Taboola, stressed that content really adds value there were audiences need a deeper level of engagement. “Social can’t take you there,” she said.
Taboola’s VP of Media Sales, Zev Gollender noted that the key mission of his company is to personalize the content discovery process. Gollender also mentioned that over the past 18 months approximately 80% of digital display advertising has shifted into programmatic advertising, of which the majority is native.
80% of digital display advertising has shifted into programmatic advertising, of which the majority is native.

Gollender moderated the panel “Engaging Latin Audiences with Content Marketing” with John Santiago, CEO & Founder, M8, Felipe Rey, Director, Digital Business Development, Univision and Tiago Lee, Business Leader Regional Digital Marketing at Mastercard. M8’s Santiago highlighted that to a large extent Content Marketing is a science as it is key to gain market intelligence through the thorough analysis of user interaction data. To Santiago, “content is native to whatever is happening to the consumer at the moment as well as the device he is using.”

Taboola’s CEO Adam Singolda is going to be one of the key speakers at PortadaLat in Miami’s Hyatt Regency on June 8-9, 2016. Major brands including Best Western, Nestle, Fallabella, Melia, Avon, Brown Forman and many others will provide intelligence on Latin American and U.S. Hispanic marketing and digital innovation.

SEO Value of Content

M8s Santiago also emphasized that the content production investment M8 does for its clients who include General Mills and Starwood Hotels, have a high Search Engine Optimization Value (SEO). “Producing vast amounts of content allows us to lower our paid media investments,” he concluded.
Mastercard’s Tiago Lee characterized content marketing as bringing emotional value to the e-commerce equation. He added that “a challenge for content marketers lies in to how to measure content marketing success.
Univision’s Felipe Rey, emphasized the importance of producing video at scale to meet the needs of Hispanic audiences. “You need to produce a lot of collateral content,” Rey concluded.

Taboola, the leading discovery platform serving over 300 billion recommendations to 750 million unique users every month, has joined together with Portada to host a morning filled with exclusive information on content marketing in Latin America and the U.S. Hispanic market in Miami’s Viceroy Hotel on March 17.

Brand marketers and agency executives who are interested in attending the event can e-mail events@portada-online.com to ask for a free registration code and then register at www.portada-online.com/events/taboola. Please provide name, company and position.

“Content Marketing: Latin America & the U.S. Hispanic Market,” presented in partnership with Portada, will feature major brands and agencies providing key insights about U.S. Hispanic and Latin American content marketing. Already confirmed speakers include:
John Santiago, CEO & Founder, M8
Zev Gollender, VP Media Sales, Taboola

The event programming will discuss the value of investing in content marketing and its unique abilities to engage a multi-cultural audience. Presentations will also feature companies that are leading the way in this exciting new space, including the rise of content discovery platforms that have pioneered a new way to promote ROI-driven storytelling.

Milestone in the Road to #PortadaLat (June 8-9, 2016)

PortadaLatTaboola’s “Content Marketing: Latin America & the U.S. Hispanic Market,” presented in partnership with Portada, is the first milestone in the road to the eighth annual edition of #PortadaLat, the premier conference in the Latin American and U.S. Hispanic marketing, media and digital innovation space, taking place on June 8-9, 2016 in Miami’s Hyatt Regency Hotel. This year, #PortadaLat is adding special “Data Marketing” and “Travel Marketing” tracks. For more information, visit: https://www.portada-online.com/events/portadalat

Additional #PortadaLat Milestones

MARCH 7-APRIL 1: Award Nomination Period
Nominations in 11 different categories for Latin American and U.S. Hispanic Advertising and Media Awards are open for submission until April 10th.
APRIL 11-29: Award Voting Period
Portada’s audience throughout the Americas votes for the different candidates.

MAY 9: Finalists are announced
Finalists will consist of the top three most-voted nominees per category. Portada’s Award Jury will cast the final votes, and winners will be announced at #Portadalat’s Award Ceremony on June 9, 2016. The Award Winner with most votes of the 11 categories is the 2016 Grand Winner.

Portada’s Editorial Board Members (Award Jury) will choose among the three finalists in each category. Jury members include:
Carlos Espíndola, Gerente eHub Latinoamérica, 3M
José Ruiz, Director, LAD Advertising & Online, Oracle
Giselle Fiumara, Global Marketing Communications Manager, Volkswagen
Raquel Solórzano, Directora de MediosRegionales, Diageo

JUNE 9: Award Ceremony at #PortadaLat on June 9

Major Additions to PortadaLat 2016

As a result of feedback from attendees of prior editions of #PortadaLat, organizers are substantially expanding key content and networking offerings including:

Data Marketing Forum: Using Data Driven Marketing to Reach Latino Consumers
#PortadaLat will provide a unique setting for marketers targeting Latin consumers in the U.S. and Latin America to delve into how Big Data can revolutionize marketing efficiency.

Travel and Luxury Marketing Track
Latin America and the U.S. Hispanic market are key inbound and outbound destinations for global travel and luxury marketing companies. Hear how major brands are approaching the region and learn more about their innovations in digital marketing.

More Sessions Exploring the Marketing Technology Revolution
From “Content Marketing Technologies and Practices” to “Digital Targeting” to “Crowdsourcing,” leading experts will discuss the latest innovations in the space and provide actionable insights that marketers can incorporate into their 2016 strategies.

Expanded Speaker Roster of Brand Marketing and Media Stars
Already confirmed Speakers include:
Dorothy Dowling, CMO, Best Western
Carlos Leal, Sr. Consumer Marketing Manager, Nestle
Juan Guillermo Restrepo, Digital Marketing Manager, Fallabella
Carlos Espindola, 3M, E-Hub Manager Latin America
Jeremy Gilbert, The Washington Post, ‎Director of Strategic Initiatives
Adam Singolda, Taboola, CEO & Founder
Ricardo Rivera Volaris, CMO
Francisco Morillo, Digital Marketing Manager, Xoom
Montserrat Santaella, Grupo Posadas International Promotion Manager
Mebrulin Francisco, Director of Group M, Marketing Analytics
Borja Beneyto, Digital Regional Director Latin America, Starcom Media Vest

More Special Tracks and Exclusive Sessions to be announced soon!

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Online Video Forum: A unique hub for excitement and idea sharing on the OTT Revolution throughout the Latin world. Topics covered include: monetization, viewability, YouTube, Facebook and more.
Speed Networking: Profit from small group sessions with dozens of key brand, agency and media executives, and come away with hands-on insights and key contacts!

In preparation for the bigger-than-ever 2016 edition, attendees can check out our highlights VIDEO from last year’s #PortadaLat at Portada’s YouTube channel.

For information about how to align your brand with Portadalat, please contact Kelley Eberhardt, Director of Sales and Marketing at 347-840 13 11 or e-mail her at kelley@portada-online.com.

What: AOL and Taboola announced that they closed a strategic partnership with discovery platform Taboola to deliver better content and advertising experiences for AOL’s and Taboola’s global users. As part of the agreement AOL is also buying a stake in Taboola. The size of the stake and the amount of the investment have not been publicized.
Why it matters: Part of the rationale of the deal, according to AOL and Taboola, is to offer audiences an alternative to social media platforms who have an increasingly “closed ecosystem.” Taboola’s discovery platform will be integrated across all brands under the AOL umbrella including AOL.com, The Huffington Post, TechCrunch, Engadget, AutoBlog, AOL Mail and MapQuest in the United States, United Kingdom and Canada.

7-PSe3y0_400x400 Aol.black_copyAOL has announced a strategic partnership with Taboola with the aim of delivering better content and advertising experiences for AOL’s more than 500 million and Taboola’s more than 750 million global users*. AOL expects to take an equity stake in Taboola, evidencing the desire of the parties for close collaboration on this long-term strategy.

Taboola’s leading discovery platform will be integrated across all premium brands under the AOL umbrella including AOL.com, The Huffington Post, TechCrunch, Engadget, AutoBlog, AOL Mail and MapQuest in the United States, United Kingdom and Canada. This will enable major brands and content marketers to reach consumers across AOL properties through high-impact sponsored content recommendations. The partnership includes desktop, tablet, mobile web, and mobile apps.

“The AOL partnership will be rolled out at first in US, UK and CA, which should include the hispanic US traffic, but no concrete LATAM editions are currently planned. There will be many opportunities to expand our partnership globally and into strategic market such as LATAM, but that’s not something that’s currently rolled out,” sources from Taboola told Portada.

AOL and Taboola plan to advance the partnership through new data initiatives, which will offer greater insight into user-intent, as well as collaborate on mobile-first content experiences that leverage the publisher network of AOL and Taboola. Additionally, AOL expects to take an equity stake in Taboola, evidencing the desire of the parties for close collaboration on this long-term strategy.

We’re entering a new era where social platforms are growing to become very powerful, asking users to consume content within their closed ecosystems and never leave. This is a long-term risk to journalism as we know it and publishers’ underlying business.

Taboola raised US$117 million in venture funding almost a year ago and another US$3 million from DailyMail.com in June, according to the WSJ. The company brought its total fund raising to about US$160 million. The investment valued the company at about US$700 million, says the WSJ.

“We’re entering a new era where social platforms are growing to become very powerful, asking users to consume content within their closed ecosystems and never leave. This is a long-term risk to journalism as we know it and publishers’ underlying business,” said Adam Singolda Founder and CEO at Taboola. “In 2016 and the years ahead, building audience and gathering better data will become key to enabling publishers to defend their future, and we’re excited to embark on new initiatives in this area, leveraging the combined global scale of AOL, Verizon, and Taboola.”

“Beyond the traditional native advertising business, this is a strategic partnership with a big and long term vision to solve together some of the publisher issues around off-network consumption of content,” said Jimmy Maymann, EVP and President, AOL Content and Consumer Brands at AOL. “To fully be able to collaborate on that for the long term, we have the opportunity to take a stake in Taboola, which we’re excited about.”

* Source: comScore Multi-Platform Worldwide Audience Custom Entity Report, Nov’15
** Source: Taboola

 

What: Content Discovery Platform Taboola has announced a large deal with MSN to integrate Taboola’s software into MSN digital properties in more than 50 markets, including the U.S. Hispanic market and all major Latin American markets.
Why it matters: The deal is a major partnership in the fast growing content recommendation and native advertising market. This type of advertising is not threatened by the growing trend of ad-blocking. In addition, as Geek reports, MSN choosing to use Taboola, rather than develop their own unique content recommendation system like Google and Yahoo! did, is a vote of confidence for Taboola.

Global Content Discovery Platform Taboola®, announced a strategic business relationship with Microsoft Corp. to further expand content discovery on MSN worldwide. Taboola-powered sponsored content recommendations and native content ads are already seamlessly integrated into MSN’s desktop and mobile sites across 28 global markets with rollout plans to reach a total of 50 international markets fully localized in 24 different languages.
Content recommendation by Taboola are live or will be rolled out live as a result of the Taboola-MSN partnership in the following Spanish and Portuguese speaking countries/regions.

    • U.S.
    • U.S. Español (Spanish)
    • Spain (Spanish)
    • Brazil (Portuguese)
    • Portugal (Portuguese)
    • Argentina (Spanish)
    • Venezuela (Spanish)
    • Mexico (Spanish)
    • Latin America-pan regional (Spanish)
    • Peru (Spanish)
    • Chile (Spanish)
    • Colombia (Spanish)


According to a November 2015 report by digital measurement intelligence firm comScore Media Metrix, MSN content websites currently welcome over 397 million unique visitors every month around the world.

The core aspects of the cross-platform business relationship focus on audience development, engagement, and monetization for MSN.com by leveraging Taboola’s sophisticated predictive technology, and span all page types and placements including homepage, article, video, and photo gallery.

Taboola founder and CEO, Adam Singolda, tells Portada that “sponsored content recommendations are the more common way Taboola is presented on many publishers, at the bottom of articles, where sponsored recommendations from multiple marketers/publishers/brands are suggested to users. In addition, Taboola-Native enables publishers to create premium “specific” locations, as an example on the homepage, and enable a higher price/performance to be achieved that way. Taboola Native also allows the publishers own sales team to go to market and sell those slots similar to historically it was done with DoubleClick for banner advertising.” Both sponsored content recommendations and Native Ads are typically priced on a cost per click basis.”

Native Advertising
Example of Native Advertising

AOL recently closed a deal with MSN to sell into MSN properties. For programmatic MSN struck a deal with AppNexus. Asked whether the MSN-Taboola relationship will be integrated into these other ad sales arrangements. Singolda notes that, “Not as of now, AOL/AppNexus are operating the display and Taboola operates the Native but as of now, separately.”

“MSN is one of the largest global publishers, aggregators and distributors of premium content online, enabling our media partners worldwide to reach hundreds of millions of consumers every month,” said Joe Cepollina, Universal Store Principal Program Manager Lead of Microsoft. “Through our relationship with Taboola, we have built a new pillar of scalable monetization while giving our audiences a more deeply immersive and personalized content experience.”

Video Recommendations

Content Recommendations and Native Ads powered by Taboola on MSN also include videos: “Absolutely, we surface video recommendations to users visiting MSN to help them discover videos they may like and never knew existed”, says Singolda. He adds that “Taboola started as a video company, I started 8 years originally where the first 5 years we were mainly focused on video, so we have a long time experience in driving video growth to publishers in general.”

Fast Growing Market…

Adam Singolda, CEO Taboola
Adam Singolda, CEO Taboola

Content recommendations and Native Ads (sponsored posts) is a fast growing subsector of the overall digital advertising market. “When you think of all dollars going into Native as a category from the demand side, Facebook is probably the largest generating about US $16 billion a year from “sponsored posts” in-feed natively. If you think about all native dollars only on the publisher side, it’s probably few billions, but growing fast.”

Facebook is probably the largest player generating about US $16 billion a year from “sponsored posts” in-feed natively. Only on the publisher side, it’s probably few billions, but growing fast.

…Potential in Spanish-Speaking Markets

According to Taboola”s Singolda content recommendations and native ads have a particularly high growth potential in Spanish-speaking markets in the U.S. and Latin America: “I think Latin America has a massive opportunity while it’s still relatively young.” Singolda thinks Latin America will be huge because of three factors. First, is mobile usage and growth. “There is a big growing mobile population in Latin America where native advertising works the best, providing good experience to consumers as well as publishers and advertisers.” Second, is the high usage of the Internet: “many publishers have hundreds of millions, if not billions of page views a month given high usage of consumers online which creates a meaningful opportunity as well on the revenue side.”

Eventually native advertising at scale will help marketers to not only drive awareness, but also conversion.

The third factor, Singolda cites as boding very well for the growth of content recommendations and native ads in Latin America are “very developed commerce markets”. “I believe eventually native advertising at scale will help marketers to not only drive awareness, but also conversion, and as part of that will absorb bigger and bigger budgets over time — a la ROI drive storytelling”.

Hispanic Online Video Consumption is huge and getting even larger. The executives behind General Mills Hispanic Que Rica Vida (QRV) digital property know it. “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily on YouTube”, Natalia Ortega, Media Site Planner of General Mills tells Portada. A look into General Mills QRV’s online video strategy. 6 Key Features.

1. Focus on Online Video with first episodic-style production

BANNERS SECCIONES FINALGeneral Mills recently introduced “Celebra lo Rico”, a 10-episode web series for Qué Rica Vida, its bilingual digital platform directed to U.S. Latinas. This is Qué Rica Vida’s first episodic-style video production. The series began airing on Qué Rica Vida’s YouTube Channel last week , and will continue with new episodes every other Thursday through Mother’s Day. The series features three food bloggers, Melissa Bailey, Morena Cuadra, and Fernanda Beccaglia, who regularly contribute articles and recipes to Qué Rica Vida.(Interestingly, Que Rica Vida is going all-in on digital and recently discontinued the Que Rica Vida off-line magazine it was publishing in partnership with ImpreMedia with a circ. of 1 million, it was the magazine with the highest circulation targeting Latinas in the U.S.).

2. Treating YouTube as a Destination

The videos are hosted on YouTube, which is treated as a destination and not as a content distribution channel. As General Mills’ Natalia Ortega says, “Consumers today are spending 40% of their digital time on YouTube. As a digital platform that prides itself on consumer-intimacy, it was a clear next step for QRV to invest more heavily in YouTube. Over the last year, we have begun to treat YouTube as a destination, rather than as a content distribution channel.” As of 1/13/2015 the Qué Rica Vida YouTube channel had over 1.7 million views.

The videos are hosted on YouTube, which is treated as a destination and not as a content distribution channel.

3. Content: Branded Food Entertainment vs How-To

bloggersThe Celebra lo Rico series aims to differentiate Qué Rica Vida from the competitive landscape of Latina food platforms, and, according to Ortega, “gage whether our audience was craving branded food entertainment on YouTube. Before this, our channel mostly featured “how-to” content and kitchen tips. This content is searchable, but not ownable; we are working to understand what the right balance is for our consumer, and what video content needs our brand can, and should, be satisfying.”

4. Promotion: Paid, Earned and Owned

The web series is supported with extensions across Qué Rica Vida’s online platforms, including QueRicaVida.com, the Qué Rica Vida Facebook page and weekly e-mail newsletters. Ortega adds that “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel. Though YouTube is the priority destination for video, we distribute our content across a number of channels, including Facebook, Instagram and our e-mail newsletters. In addition, we are testing a number of video-optimized paid distribution tools including Virool, Outbrain and Taboola.”

5. Manage Audience Expectations and uphold Authenticity

Internet AudienceOrtega tells Portada that Que Rica Vida has adopted the “industry’s best practices, regularly uploading new content to set expectations for our subscribers and working with influencers as content creators to uphold authenticity. We are spending more time monitoring audience engagement to inform and optimize our video content strategy moving forward.”

The language binary will become less relevant as we aim to speak in culture, as opposed to in language.

6. English vs. Spanish Engagement

Ortega notes that QRV’s Spanish-language audience “is more highly engaged, but in the long-term, this language binary will become less relevant as we aim to speak in culture, as opposed to in language.”

CHECK OUT: Inside Kelloggs Hispanic Content Marketing Program

The role of Social Media and Content Marketing efforts can not be emphasized enough when it comes to Hispanic Entertainment Marketing. Portada Digital Media Correspondent Susan Kuchinskas on how SABMiller, SuperLatina, Comida y Familia, Terra, NewsCred, Taboola and Outbrain are facilitating Hispanic Entertainment experiences.

Gaby Natale, SuperLatina
Gaby Natale, SuperLatina

When Gabriela Natale turned to social media to promote SuperLatina, her cable TV show, she ended up creating a multimedia powerhouse in which social content is almost as important – and as lucrative – as the TV content. SuperLatina launched as a cable TV show in 2007, in an era when Facebook had just opened up to the general public and one-year-old Twitter was still the plaything of geeks.

But by 2010, Natale, who is also co-founder and president of AGANARmedia, a content development and grassroots marketing company with a focus on Hispanic audiences, had turned to Twitter to gain attention for her celebrity interviews. She soon realized that it was an excellent way to extend what she could offer beyond the TV segment format.

“I had limited distribution at the time, so I started sharing videos on YouTube, and now it took on a life of its own,” Natale says. “This is content that people can enjoy whether they can view my show or not.”

For example, in a celebrity interview, her crew may shoot extra footage that she provides on her YouTube channel, letting fans know about it – and comment on it – via Twitter and Facebook. At last year’s Latin Grammies, for which she was L’Oreal Paris’ green-carpet correspondent, her on-air segments featured reportage and interviews with celebs. Meanwhile, she was constantly tweeting about what was happening backstage, what was in the gift bags, how attendees were dealing with the unexpected rain.

“Every time I’m doing a story, I take the pictures for backstage with a professional camera and also take time to take a quick casual picture with a telephone so I can share it immediately,” Natale explains. Social media has helped Natale build her brand. In June, Vme TV, the national Spanish-language television network affiliated with public-TV stations, began carrying “Lo Mejor de SuperLatina,” a show featuring in-depth interviews with Latino celebrities.

“I think one reason SuperLatina is now going to have a national presences is because we delivered results in social media,” Natale says.Social media also has led to sponsorship opportunities on its own. Brands notice when she tweets about them or use their hashtags, she knows. “One tweet sometimes can open more doors than trying to get in contact with the marketing director of a brand.”

Finally, social media provides its own ad and sponsorship opportunities for SuperLatina, which she’s free to sell because it’s produced by her own company. Natale won’t break out what percentage of her revenue comes from each channel, but says, “TV and social media feed each other.”

Terra Juanes

Lifestyle, entertainment and news content is clicky.

Viva la música

In April, Terra Networks achieved a milestone of 1 million streams for its Terra Live Music in Concert presentation featuring Juanes, thanks to a carefully planned and executed social media campaign that began well before the live/digital event that could be consumed on any device.

Terra’s social media marketing of a concert typically has three phases, according to Soizic Sacrez, Terra’s director of marketing. The teaser phase begins approximately one month before the event with an announcement on the Terra site, its Facebook and Twitter feed, as well as on the artist’s social media accounts. In Juanes’ case, announcements went out on Terra’s Spanish and Latin American sites, too

Terra tied in with Universal Music Latin Entertainment to promote Juanes’ latest album, Loco de Amor, along with the concert by facilitating his appearance in the Billboard Digital Superstar Q&A at the Billboard Latin Music Conference.

On the day of the event, “tune in” messaging reaches its peak, and the social media chatter continues during the concert. Sacrez says, “On the day of the concert, we have the artist engaging the audience. We look at what’s trending during the time period.” Because the streams remain available online, Terra continues to promote each concert microsite which includes not only the concert itself but other video, photos, artist interviews and articles.The key to success, she says, is coordination with the artist. “We make sure we have a plan and agree on the posts we’ll do before, during and after.”

Content Marketing

NewsCred sits in a middle position between content creators and content marketers, providing access to curated content and the software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers.

NewsCred recently expanded into Latin America, forging licensing agreements with a variety of LATAM publishers, including AFP Espanol, Huffington Post Voces, EFE. It also has translation rights to English-language sources including Popular Science, the Daily Telegraph and Sauveur.

Pepsi PulseThe South American expansion enabled the company to extend its existing relationship with Pepsi, in which it helped the beverage company to recreate Pepsi.com from a corporate-information site into a multimedia consumer portal called Pepsi Pulse. Pepsi Pulse content is now tailored to over 80 local markets, allowing Pepsi to create a global brand campaign on a hyper-local level. The content is heavy on entertainment – sports, movies, pop culture and celebrities.

A month after launch, the revamped site drew 87 percent more unique visitors than the previous month, along with a 2700 percent increase in social referrals.

Kayvan Salmanpour, VP, NewsCred
Kayvan Salmanpour, VP, NewsCred

NewsCred focuses on what Kayvan Salmanpour, NewsCred’s vice president of international, calls “content-driven performance.” He says, “We want to focus on how the content is having an effect on lead generation, driving more leads to the sales team or having effect on tangible retention. On the B2C side, how does it lead to deeper engagement and drive traffic back to our client’s site?”

SAB Miller wanted to create an English-language destination for men aged 25 to 45 and living in Latin America. It partnered with NewsCred to build a nightlife destination filled with entertainment content. Interestingly, NewsCred has found that English-language content has cachet with affluent LATAM consumers.

And, in general with SAB Miller, Salmanpour says, “We’ve noticed that, while there’s a stereotype of what the Hispanic market is looking for, they are just as interested in strong, high-quality content of all kinds as the American market is.”

Ojos para el entretenimiento

While brands need content to entertain consumers, entertainment content publishers need eyeballs, so they contract with “discovery platforms” like Outbrain, Taboola and others, to put links to selected content in front of consumers who are likely to be interested, based on the vendors’ proprietary algorithms. (Earlier this month, Outbrain partnered with NewsCred to bring together content discovery for publishers and content licensing for brands.)

ERik Cima, VP International, Outbrain
Erik Cima, GM LATAM, Outbrain

Outbrain, which partnered with Univision to reach Hispanics in the U.S. in 2012 and is now in 16 markets, including several in LATAM, uses more than 50 algorithms to determine what content to suggest to individual consumers, and these algorithms can be adjusted based on a client’s needs. Erik Cima, general manager for LATAM at Outbrain, says that the company has found that, while consumers everywhere have individual interests, there isn’t a big difference in their behavior from region to region in terms of what he calls “clicky” content.

“Lifestyle, entertainment and news content is clicky,” Cima says. However, publishers in LATAM don’t have a tradition of buying traffic to their sites, so he’s found that encouraging them to take revenue generated from hosting Outbrain’s suggestion widget on their sites and use it to promote their own content elsewhere on the web works well.

When it comes to Outbrain clients like People en Espanol that do buy traffic, it’s because advertiser demand for ads far exceeds their ability to fulfill orders from organic inventory. They turn to Outbrain to draw in enough page views to satisfy their advertiser demand.

Cima says, “We see publishers in Hispanic media that have always-on buys with us because we are scaling traffic at very low prices.”

Wherefore Hispanics?

Adam Singolda, CEO Taboola
Adam Singolda, CEO Taboola

The inventory problem is just as pertinent when it comes to content marketing to U.S. Hispanics, as well: As the English-dominant Hispanic population grows, marketers won’t simply be able to rely on Spanish-language content to reach them, says Adam Singolda, CEO of Taboola. Currently, the content recommendation platform targets its recommendations via countries, DMAs or zip codes, so advertisers like Comida Kraft that want to reach Hispanics use Spanish-language sites in Taboola’s network, including Wonderwall Latino, Variety Latino and Fox Deportes.

Taboola’s roadmap includes enabling clients to target consumers based on what language their browser is set to, for example, so that they can find Hispanic consumers even when they’re on English-language sites. Singolda says, “As the market matures, we’ll see that people who want to grow their Latin American business even faster will need to make content available on English-language sites. It’s more about the person behind the screen instead of what that person is doing right now.”

Get the  HISPANIC CONTENT MARKETING REPORT: Sector to grow to US $3.51 billion by 2018 (Portada Premium Report)