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What: Teads hosted a networking event featuring over 500 professionals in the advertising and digital media industry.
Why it matters: Advertising agencies had a great networking opportunity in Miami on April 5.

Teads, the video outstream creator and advertising visibility marketplace, held in Miami on Thursday, April 5th, the second Teads’ Networking & Chill Event. The event gathered partners and other professionals of the advertising and digital media industry with the objective of networking in a relaxed environment. The response to the gathering was numerous and congregated over 500 professionals of the industry.

The rendezvous took place in “The Wynwood Yard”, a new concept and trendy entrepreneurial hub that offers creative food, beverages, design and a distended environment to improve relations between professionals of the sector. The event was held in a vibrant outdoor environment in the Art District of Wynwood, home of avant-garde initiatives of the art world, entrepreneurship, and technology.

This free private event lasted over three hours and concluded with a live performance from CNCO, Latin pop and reggaeton music sensation created in Miami three years ago. They were the winners of the first season of La Banda, a program broadcasted by the Spanish Speaking Network Univision. The highlight of their performance was their biggest hit “Regueton Lento”, last year’s number one single in several countries in Latin American, and on Spotify, iTunes, and SoundCloud charts.

 “We are thrilled to do this event in conjunction with The Wynwood Yard, and be able to connect advertising agencies,” said Tatiana Johnson, VP, Marketing at Teads TV. “The executive was very grateful for the massive response from media and advertising professionals: Thanks to our 250 guests for your support and for making this event a huge success. We hope you had a great time and we’ll see you again next year!”.

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

Verizon has signed a 2.5B deal with the NFL that will allow Yahoo users (Yahoo is owned by Verizon) to watch football games for free on Yahoo’s app.

More than 58% of video plays globally occurred on mobile devices in the third quarter of 2017, with that figure due to rise to 60% in mid-2018, according to Ooyala.

A new study by 16 programmatic publishers — including Business Insider, The New York Times and The Washington Post — and Google, Amobee and Quantcast found alarming figures around video and display advertising fraud, according to a press release.

According to Ooyala’s Q3 2017 Global Video Index, Connected TV (CTV) mid-rolls had a 98 percent completion rate in Q3, while PC mid-rolls had a completion rate of 97 percent. On each platform, broadcaster mid-rolls had stronger completion rates than did publisher mid-rolls. The highest rate for publisher mid-rolls was 88 percent on PCs.

Alibaba‘s video streaming service, Youku Tudou, has signed content licensing deals with NBCUniversal and Sony Pictures Television.

Redbox is going after the online video market again, launching On Demand service that offers movies and TV shows for purchase or rent.

Amazon Prime Video has begun streaming in HDR10+ on US Samsung QLED and 4K TVs.

LATAM MARKET

It seems like Apple may be about to launch ApplePay in Brazil. 

A report by Magna forecasts that digital ad spend will grow 9.9% in 2018 in Latin America, which is the fastest-growing region compared to other markets.

Digital House, a Buenos Aires, Argentina-based group of schools providing digital skills to young Latin Americans, has raised $20m in funding.

Turner International’s Digital Ventures & Innovation (DV&I) team has launched a new gaming streaming service GLOUD in Latin American countries Argentina and Chile, with plans to launch in other countries in the region soon.

Teads Brazil announced impressive results for 2017, closing out the year by growing its operations by 150%, and achieving 1.2 billion people monthly in their audience reach. This represents 91% of the Brazilian population with internet access, up from 52% of coverage in the beginning of the year.

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

DashBid is pleased to announce it is Verified by TAG (Trustworthy Accountability Group) and listed in the TAG Registry, to build a brand safe environment and further DashBid’s Engagement Spectrum, giving advertisers the ability to measure audience engagement in addition to standard audience segmentations, in an environment that they can trust as fraud-free. This verification follows the February appointment of a Brand Safety Director overseeing DashBid’s exchange to identify, assess and remove any risks and threats.

xAd, the global leader in location intelligence that drives sales, is giving marketers the power to hyper-target and better understand consumers in real-time with its combination of highly accurate location data and newly launched solution, Weather Triggering.

At their Upfront presentation in New York City, Hulu and Scripps Networks Interactive have completed a new distribution agreement that will see SNI’s U.S. networks included on Hulu’s new live TV streaming service.

According to a survey by Turn Marketing Platform, only 30% of brands use advanced viewability metrics, despite 57% of young agency staffers largely distrusting the metrics they are expected to work with. 28% of respondents under 30 years-old say viewability is a key requirement from the supply side. Almost six in every ten (57%) media agency professionals who do not wholly trust the metrics currently in use are under the age of 30.

According to research by Sublime Skinz, fewer outstream units are more successful in driving increased attention and delivering greater brand recall. The performance of these significantly outpaces traditional pre-roll, skippable video ads.

Ipsos found that more than 80% of respondents report that innovative outstream units are the most appealing and effective video format, compared to other dominant video types, including pre-roll.

Video monetization technology platform Ooyala published a new report, “The Lifecycle of Content: From Production to Monetization,” in collaboration with Futuresource Consulting, a specialist research and consulting firm for media and entertainment industries. The findings show content providers will seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video lifecycle.

Snapchat is reported to be pitching an ad format, “Snap Ads Max Reach,” that would be seen by all US users that access a section of the app that the company monetizes.

Business Insider will stop using Google’s ad server to generate advertising revenue and switch to one built by ad tech outfit AppNexus as part of a wider partnership.It spans both desktop and mobile inventory across display, video and native formats that can be sold either guaranteed, or programmatic.

In a new survey, WFA advertiser marketers talked about their love of online video. Eighty-nine percent of our sample said they were looking to increase spend here in the year ahead. 90 percent said that Viewability is a “major concern,” 72 percent said the same of ad fraud and measurement.

Business Insider will stop using Google’s ad server to generate advertising revenue and switch to one built by AppNexus.

Ad exchange Rubicon Project said it partnered with in-venue interactive music platform TouchTunes to make its  audience available programmatically for real-time buying in a private marketplace. TouchTunes has 38 million unique visitors and is available in more than 60,000 social venues.

LATAM MARKET

Latin music video network VidaPrimo will distribute its vast library of video content via music-related content distributor Music Choice.

Brazilian publisher group Estado has closed a deal with Teads for native video advertising on content portals Estadão Online, Paladar, E+, and Jornal do Carro. 

Digital agency Pragma Communication announced a exclusive partnership with mobile marketing and branded content American company Hathway, and will now offer their services in Latin America in an exclusive deal.

 IAB Brazil published an online guide about ‘Onboarding Offline Data’. The playbook is targeted to marketing professionals in ad agencies who work to ensure audience segmentation, focused on the local market.

TIM Brasil has launched TIM Geek, a new entertainment platform featuring exclusive content from Omelete, one of the main pop culture portals in Latin America.

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

Accedo announced that it is partnering with Nokia to deliver best-in-class quality throughout the VR experience by the integrating Nokia’s OZO Player SDK into Accedo’s VR solutions and joint customer projects. This partnership will see both companies offering a bundle of joint offerings and solutions to add value to customers.

Twitter is introducing in-stream video advertisements as the company found that video impressions grew significantly from Q3 to Q4 2016.
To celebrate its ten-year anniversary, SpotX has launched a new web address built around their expanded focus on the total video ecosystem – SpotX.tv., which stands for total video — serving ads on all screens — desktop, mobile and OTT devices.

An insightful, stat-packed quarterly update from Streamlabs compares Twitch and YouTube Live on measures of monthly active streamers and revenue. While Twitch is still where the money is, YouTube Live is growing much, much faster. From October 2016 to March 2017, monthly active streamers have grown 330% for YouTube Live compared to 19% on Twitch. Twitch accounted for nearly 96% of tipping volume for Streamlabs streamers in the past five months, with YouTube making up the rest.

Verizon Digital Media Services said that OTT video providers will need better insight into the engagement their content generates as OTT enters its next stage.

Sprint has released an online video series in collaboration with Onion Labs, the creative services division of Onion Inc., which takes a satirical look at the popularity of Paul Marcarelli – the guy who used to ask if you could “hear me now” with Verizon and who switched to Sprint and appears in Sprint advertising.

Online video ads grew by 24 percent year-over-year (YOY), according to online video monetization company FreeWheel’s Video Monetization Report for Q4 2016.  Among other interesting insight, the report found that both ad views and content views have increased over the previous 24 consecutive quarters.

LATAM MARKET

Buenos Aires, Argentina-based MediaMath has announced the launch of Curated Market, a product that allows advertisers to access the best clients and prospects at scale through high-quality, premium media.

Online video systems provider Brightcove has announced plans to open an office in Mexico City after securing a number of new contracts in Latin America, including Mexican Grupo Televisa, Mexican multimedia group Expansion and Paraguayan news organization Grupo Nacion.

At Teads’s latest event in Campos do Jordan, Brazil, marketers from brands like Heineken, Fiat, and Itaú; agencies like DPZ&T, Africa, DM9, Publicis, and Leo Burnett; and trading desks Affiperf, Tradelab, and Exiber discussed digital advertising. Highlights include that more than half of attendees expected growth between 20% to 30% of programmatic technologies, compared to last year, and that segmentation will be the biggest focus in programmatic video, followed by viewability and completion rates.

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

Vice Media announced that it will be doing scripted video programming through a partnership with digital media studio Blackpills. All of the content will be made for mobile viewing and distributed exclusively through Vice’s online video channel.

AT&T, Verizon, Johnson & Johnson and other leading U.S. advertisers are pulling hundreds of millions of dollars in ads from Google and YouTube due to worries that their ads appear next to extreme, hateful content. AT&T will halt all ad spending on Google except for some search ads.

Adobe has revealed two new “clouds,” Experience Cloud, which includes an extensible platform, data, and content systems, and Advertising Cloud, which “rings performance and brand advertising data together so advertisers can see it all in one place, and view their campaigns in a cohesive way.”

Instagram announced that users will now be able to save live videos to re-watch later. At the end of a live video, a ‘Save’ button will now appear in the upper right corner.

Comcast Technology Solutions has entered into an international channel deal with broadcasting and media technology systems architect Qvest Media to offer Tier-1 broadcasters, telecommunication operators and pay-TV companies tools that simplify the publishing, distribution and monetisation of online video content.
Altice N.V. announced that it has entered into an agreement to acquire advertising marketplace Teads, which has an audience of more than 1.2 billion unique visitors including 720 million via mobile.
 MGID, a provider of native advertising and marketing solutions, announced that its user dashboard is now available in Spanish. The launch is the first in a series of localized user interface rollouts, and will provide a more streamlined experience for MGID’s Spanish-speaking clients.
 DMP Lotame announced the general availability of Lotame Onboarding — a people-based marketing service powered by LiveRamp™ IdentityLink — following a successful beta testing period.

Deloitte‘s latest study, the “Digital Democracy Survey” asserts that 80% will skip digital TV/video commercials, and that over 70% of Millennials and younger Gen Z viewers find mobile ads to be “irrelevant.”Ad-blocking software is a big part of Millennials’ digital media usage: 45% use ad blocking software, with 89% saying that they use it to avoid all advertising. 40% of these respondents use ad-blocking software on their smartphones.

A study of Kellogg Co. brands by Nielsen Catalina Solutions found that when online video ads that meet the Media Rating Council standard saw higher sales lift than those that did not. Ads deemed “likable” by panelists for copy testing firm Ace Metrix had the strongest sales lift of all – a 172 index where 100 is the average for people exposed to ads in the study.

Akamai Technologies announced it has a new technology, Akamai Media Acceleration, to improve the viewing experience for people who watch over-the-top video services.

The Association of National Advertisers has called on digital “walled gardens” — platforms that intermediate their users’ identities with advertisers who target them through the platform’s closed ecosystem — to “allow independent audits” by industry audience ratings self-regulatory watchdog, the Media Rating Council (MRC). The ANA issued an advisory calling on the platforms and explicitly citing the likes of “Amazon, Foursquare, Instagram, LinkedIn, Pinterest, Snapchat, and Twitter,” following a member survey, which found that 90% favored independent audits by the MRC.

LATAM MARKET

AT&T‘s operations in Mexico have been successful, partly thanks to their online video efforts, as the service saw 1.3 million wireless net subscribers in 4Q16. In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, with weak performance in Brazil. The total number of Latin American subscribers for the company now stands at 12.5 million.

The Brazilian ad tech company Predicta has entered into an agreement with video ad platform YContent, whose products allow publishers to attach video to any form of content on websites.

New research from Interact and the Argentinian Association of Digital Agencies reveals that 60% of respondents professionals forecast positive results by the end of the year, with uninterrupted growth, despite a surrounding changing environment.

What: Dutch telecom Altice N.V.will acquire online video advertising marketplace Teads for US $322 million.
Why it matters:Altice will provide clients with data-driven, audience-based advertising solutions on multiscreen platforms including TV, digital, mobile and tablets, as well as an open advertising platform to the media industry, programmers and multichannel video programming distributors. Altice is present in the U.S., but not in Latin America. Teads will continue to operate in Latin America.

Bertrand Quesada et Pierre Chappaz, co fondateurs et Co PDG de Teads, plateforme de publicite video en ligne *** Local Caption *** Teads a leve des fonds notamment aupres de BPI France
Bertrand Quesada et Pierre Chappaz, co fondateurs et Co PDG de Teads, plateforme de publicite video en ligne *** Local Caption *** Teads a leve des fonds notamment aupres de BPI France

Dutch telecom Altice N.V. has entered into an agreement to acquire Teads, the online video advertising marketplace with an audience of more than 1.2 billion unique visitors including 720 million via mobile, for US$322 million.

The acquisition purchase price is subject to Teads achieving certain revenue targets in 2017. 75% of the acquisition purchase price will be due at closing.  The remaining 25% earn-out is subject to Teads’ 2017 revenue performance and will become payable in early 2018. Sources at Teads told Portada, that  Teads will continue its business as usual in Latin America. “While Altice does not have presence there at the moment, with the acquisition of Teads, and given Teads strong business there, is the potential to expand into the LatAm market.”

The senior management of Teads, including Executive Chairman Pierre Chappaz and Chief Executive Officer Bertrand Quesada, will continue to lead the business going forward and have agreed to reinvest a significant portion of their proceeds.  Pierre Chappaz will join Altice’s Management Board responsible for all of its advertising activities.The acquisition is subject to certain competition reviews and is expected to close in mid-2017.

The transaction reflects how telecoms like Altice partner with video advertising leaders like Teads to develop both OTT and data solutions.

This acquisition is another critical component for Altice’s global advertising strategy. Altice will provide clients with data-driven, audience-based advertising solutions on multiscreen platforms including TV, digital, mobile and tablets devices, creating the most open and intelligent programmatic media and analytics platform in the world.. It will also provide an open and intelligent advertising platform to the media industry, programmers and multichannel video programming distributors.Altice is the fourth-largest broadband provider in the U.S., thanks to its US$17.7 billion acquisition of Cablevision in 2016.

Altice is the fourth-largest broadband provider in the U.S., thanks to its US$17.7 billion acquisition of Cablevision in 2016.

As part of Altice, Teads will be able to offer even more tailored, data-driven solutions and take our value proposition from the digital world to a multiscreen platform, which includes TV, digital, mobile and tablets.  It is this differentiated offering which will allow Altice and Teads to uniquely prosper in the global advertising market. With Teads, Altice will be in a unique position to grow its global advertising platform and better monetize its core telecommunications access and content business.Importantly, the combination is expected to provide immediate commercial and financial benefits to Altice’s advertising business, in particular as it relates making unique first-party data available to Teads in the US and France.

Teads, founded in 2011, is the inventor of outstream video advertising and a video advertising marketplace. Publishers work with Teads to create brand new video inventory and manage their existing inventory, monetizing it through their own sales force, Teads sales force, or programmatic buying.Teads’ native video advertising solutions encompass a series of formats inserted deep into media content, like the inRead playing inside articles. It is changing the game within the video advertising market by creating unprecedented levels of premium inventory, which did not exist before.Brands and agencies can access this top-tier, premium inventory, available on the web and on mobile, through programmatic or managed services. Through its managed services capabilities, the Teads team execute on their clients behalf using its platform.

Michel Combes, CEO of Altice, said: “Convergence of telecoms, content, and advertising is at the core of our business. There is significant incremental value to be generated from our assets. Teads, a powerful business in itself, with major presence in Altice footprint notably in the U.S. and France, will enable us to offer a truly unique value proposition to brands and agencies on the one hand and the media industry, programmers and distributors on the other. It is that value proposition – data-driven, measurable and multiscreen – which will enable us to significantly grow our advertising business. We are very excited to partner with Pierre, Bertrand and their talented team.”

Pierre Chappaz, Founder and Executive Chairman of Teads, said: “We are excited to start this new phase of Teads and become part of the internationally renowned Altice team.  Since our inception we have strived to offer our clients with superior advertising solutions based on measurable performance and technological innovation.  As part of Altice, we will be able to offer even more tailored, data-driven solutions and take our value proposition from the digital world to a multiscreen platform, which includes TV, digital, mobile and tablets.  It is this differentiated offering which will allow Altice and Teads to uniquely prosper in the global advertising market.”

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)
Click here for previous Changing Places editions

faget Mariano Faget has been appointed regional sales manager Texas for BeInSports managing their digital and their sponsorships across all platforms. Faget worked for the past 20 years at Televisa Publishing and Digital.

 

 

 

 

descargaEntravision Communications Corporation, a diversified media company serving Latino audiences and communities across acculturation levels, announced that it has promoted Jeffery Liberman to the additional position of President, effective immediately. As Entravision’s President & Chief Operating Officer, Liberman will continue to lead the management and operation of all of Entravision’s radio, television and digital media properties, and will continue to report directly to Walter F. Ulloa, Chairman & Chief Executive Officer of Entravision.Jeffery Liberman joined Entravision in 2000 following the company’s acquisition of Latin Communications Group.

 

 

ToyotaToyota is shifting some of its marketing executives in an effort to strengthen regional integration in North America:

 

 

 

Ed_LaukesEd Laukes has been promoted to group VP for marketing at Toyota Motor Sales in North America. Laukes was previously in charge of media and motorsports for Toyota in the U.S. Hollis has been with Toyota for 25 years.

 

 

 

 

Jack HollisHe will succeed Jack Hollis who has been elevated to group VP and general manager for Toyota in North America.

 

 

 

 

carterEffective April 1, Bob Carter, currently senior vice president, automotive operations, will become executive vice president, sales for TMNA, president, TMS, and executive general manager, TMC. Carter will have responsibility for sales, marketing, distribution and customer service for the Toyota and Lexus brands in North America. Carter will report to Lentz.

 

 

 

 

Bill FayBilly Mann, group vice president and general manager, Toyota Division, is named senior vice president, automotive operations, for Toyota and Lexus brands, succeeding Carter. Fay will report to Carter.

All are based out of Plano, Texas, at Toyota’s North American manufacturing, sales and marketing, and corporate operations. The new designation of its operating entity is Toyota Motor North America (TMNA).Ten other executives in other areas of the company were also shifted.

 

 

Henry Hughes - CEO - KaleioIntercom Americas, the holding company for JeffreyGroup, Pinta, Webfluentials and PubTracker has announced the launch of Kaleio, an international branding and business consulting firm to be headed by Henry Hughes, an experienced industry veteran.During his career, Hughes has lived and worked in the U.S., Europe and Latin America successfully leading business initiatives for top companies including Burger King, Carnival Cruise Lines, Home Depot, Hunter Douglas, and Johnson & Johnson. Hughes, who in addition to being co-founder and partner will serve as CEO of Kaleio.Intercom Americas has operated JeffreyGroup, the specialized Latin America marketing and communications firm, since 1993. Other businesses in its portfolio include Pinta, the U.S. Hispanic marketing and advertising agency; Webfluentials, an online influencer targeting platform; and, PubTracker, a tracking and analytics service covering traditional and social media channels.Current clients of Intercom Americas firms include Airbnb, Airbus, Amazon, American Airlines, Bayer, Diageo, Facebook, Instagram, Marriott, McCormick, NFL, Nike, Samsung, Splenda, Sony T-Mobile, and Xerox.

billyMusic Industry Veteran Billy Mann joins 2btube’s Board of Directors. Billy Mann is a renowned Grammy nominated record producer, hit songwriter and entrepreneur who has worked with many of the leading names in today’s global music industry, including P!nk, David Guetta, Pablo Alborán, Alex Aiono, Celine Dion, Tiziano Ferro, Helene Fischer, Take That, Sting, Ricky Martin, Jessica Simpson and Art Garfunkel. 2btube, the digital talent network, has over 60 employees in its offices in Madrid, Miami and Mexico city.Billy Mann will contribute to explore new segments in music. The appointment signals a more robust focus for 2btube on music and international expansion.

marlaMarla Kaplowitz has been appointed President and CEO of the American Association of Advertising Agencies (4As). She joins the ad industry trade association from media agency MEC, where she was North America CEO. She will succeed Nancy Hill, who has held the position since 2008 and who had announced last year that she would be leaving. Kaplowitz joined MEC in 2011. Prior to that she spent 12 years at MediaVest, where she rose to executive VP, media director and oversaw North America communications planning for the P&G account. She also worked as a senior VP, media director at Ammirati Puris Lintas and as a VP, assistant media director at DMB&B.

 

provencioMarla Provencio has leaft her position as executive VP and chief marketing officer at ABC. She was promoted to the post in 2011 and has been with the network since 1979.

 

 

 

Marc ZanderVideo advertising marketplace Teads has appointed former Mars Chocolate’s global media director Marc Zander to global vice president of client partnerships. Zabder will lead Teads’ efforts to work closely with advertisers and bolster its approach to servicing media and creative agencies.He joins Teads after a five-year spell at Mars.

 

 

Claudia FoghiniTelemundo announced that Claudia Foghini has been promoted to Executive Vice President, Talent Management and Production Services at Telemundo Networks and Studios. She will continue to be based in Miami and report to Luis Silberwasser, President, Telemundo Network and Universo Channel.

 

 

 

 

Vanessa PomboIn addition, Telemundo announced that Vanessa Pombo has been promoted to the newly created position of Vice President of Production Management and Business News, Telemundo Network. She will report to Luis Fernandez, Executive Vice President, News, Telemundo Network.

A summary of the most exciting recent news in online video and ad tech 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

A Barclays report claims that viewers in older age demographics over indexed to TV are starting to gravitate toward OTT services. Currently, more than 54% of U.S. households have SVOD access and 31% of the population has two or more subscriptions.

parselyIn a recent report, Parse.ly looked at the performance of four types of posts – long-form, short-form, video, and slideshows – on 700 sites. Video posts received 30% less engaged time than the average post, the study found. Long-form articles (more than 1,000 words) have an average engaged time of 1.8 times higher than normal.

A new report from eMarketer suggests that, by the end of 2017, 2.15 billion people online video “viewers.” This would mean that 62% of all Internet users be using online video by the end of the year.

Former Shine Americas CEO Emiliano Calemzuk, Luis Balaguer, founder of Latin World Entertainment and Modern Family star Sofia Vergara have relaunched Raze as a digital media platform focused on Latino millennials.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

Alphabet has announced fourth quarter results: this quarter, the company reported 22% year-on-year growth in revenues for a total of $26.04 billion. The company also announced that PC search ads, mobile search ads and YouTube ads contribute over 60% to the firm’s value.

Ooyala announced its Ooyala Solutions Partner Programme, which allows its video technology and reseller partners to use Ooyala technologies and is built on a three-tier system comprised of referral partners, associate resellers and premier resellers.

LATAM MARKET

Outstream video advertising platform Teads has announced the expansion of its presence in Latin America with the launch of its new office in Peru. This market will be lead by former Fox Latin America and RedMas executive, Josué Cardenas, who joins Teads as the Business Director for its office in Lima.

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.

ihsAccording to IHS Technology’s Media & Technology Digest, Mexico’s SVOD and TVOD digital video market grew by 39% in 2016, which means Mexico was Latin America’s second-biggest online video content distribution market. Total online video consumer level spending in Mexico last year came in at 3.5 billion pesos ($218 million).

Kantar IBOPE Media announced that it will start to release data on TV-related Twitter activity in Argentina and Colombia. Starting in February, the Kantar Twitter TV Ratings will release metrics about social TV activity. The company said that it plans to make the solution available in Peru before summer.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video and ad tech 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

Hulu has added programming from to its new live TV streaming service from 21st Century Fox, Walt Disney/ABC Television Group, ESPN, Fox News, FX Networks, Fox Regional Sports Networks and National Geographic. The service is set to launch in early 2017, and will offer limited commercials for $7.99 per month or commercial-free for $11.99 per month.

Univision Digital, the digital division of Univision Communications Inc. (UCI), announced the launch of “CNCO Evolution,” a new web series that tells the story of how the winners from “La Banda” are dealing with their newfound success and how they prepared for the launch of their first album, Primera Cita. The six-episode series presented by Walmart, premieres today on LaBandaOficial.com.

Video compression products provider EuclidIQ has announced the immediate availability of OptiiQ.ly, an Online Video Platform (OVP) that offers a simple end-to-end channel solution for distribution of live and pre-recorded video content over the internet.

teadsNative video platform and outstream video provider Teads is looking into adding haptic feedback to its mobile ad video solutions. Teads’s studies reveal that haptic video ads, which include a small motor in the phone that creates vibrations so that people can experience sensations from videos, increase user attention, engagement, and interaction vs. non-haptic ads.

Online video platform providers Brightcove, Vidyard and Kaltura came in at the top of a study by Forrester Research that rated platforms’ abilities to support sales and marketing efforts in the enterprise segment. Competitors include Adobe, IBM and Ooyala.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

FilmStruck, Turner Classic Movies’ new streaming service for film lovers, has now launched. The service features a collection of hundreds of classic, indie, foreign, and cult film, and will cost $7 per month.

Sojern, a marketing engine for travel brands with clients including Marriott, Disney, Emirates, and Hertz, announced it is the first company in travel to become a DoubleClick Certified Marketing Partner.  The list of approved members is hand-selected and vetted by Google and partner companies have proven expertise in successfully delivering results on DoubleClick’s suite of advertising products at scale.

LATAM MARKET

A report from Newzoo has revealed that the Latin American games market is the second fastest growing sector in the world, and that this year the region will generate $4.1b in video game revenues for a year-on-year rise of 20 per cent.

A new IMS survey found that about 90% of people connected to the Internet in Latin America own a smartphone, and that Android is the preferred operating system.  There is also going to be an estimated 200 million smartphones in the region by 2018. This annual study tracks regional trends in digital consumption and mobile apps.

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.

Opera TV has announced a partnership with Claro video, a premium video on-demand service, to bring its service to millions of devices through participation in Opera TV’s Certification operaProgram and distribution through the Opera TV Store. Through the partnership with Opera TV, Claro video is increasing its presence in the growing Latin American market by streamlining its app development and deployment efforts, making it available on a variety of ecosystems and devices where over-the-top (OTT) is enabled by Opera TV.

According to the Mexico Total Telecommunications Services Market from Frost & Sullivan’s Digital Transformation team, the current Mexican telecommunication services market is mostly monopolized by Telmex and its mobile arm Telcel. But in the PayTV segment, Televisa has the largest share.

Last Wednesday, the Argentine Ministry of Communications met with the FCC in Washington to discuss the issue of regulating emerging technology and platforms in the OTT market as a part of Argentina TIC Day, a business round set up by businessman Oscar Aguad to attract investment in Argentine telecommunications companies.

Thanks to OTT subscriptions to services like Netflix and Claro Video, Brazil and Mexico are the markets with the second and third-highest growth (26 and 25 percent, respectively) in the segment in Latin American and OECD countries.

Carlos Slim and his company, América Móvil, are expressing interest in entering the pay TV market in Mexico. During a conference, Daniel Hajj, América Móvil’s general director, said that the company is following the rules for entering the pay TV market, which were set by Mexico’s Federal Telecommunications Institute. América Móvil already has pay TV services in Chile, Colombia, Peru, Ecuador, Brazil and soon Argentina.

A summary of the most exciting recent news in online video and ad tech 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

Twitter is shutting down video-sharing service Vine “in the coming months,” the company announced Thursday. Vine, which lets users share short video clips, debuted in 2013. Twitter acquired Vine in 2012 before the service had even launched. The news comes the same day Twitter announced it would lay off more than 300 workers, or 9% of the company’s global workforce, within the company’s sales, partnerships, and marketing teams.

“Nothing is

British martech company BlueVenn has formally launched operations in the US, announcing its headquarters in Boston. The company also introduced the BlueVenn Marketing Platform, that equips marketers with the tools to dive deep into customer data, extract insights and create omnichannel journeys, in real-time.

Groovy Gecko has announced the launch of a self-managed version of its award-winning Live Presentation System, which enables the delivery of video webcasts to multiple devices with optional interactive elements. It also enables live presentation webcasts, including PowerPoint slide synchronisation with optional moderated Q&A and polls, plus other interactive features.

Chinese predictive marketing software Viscovery has raised $10 million US to personalize advertisement on online video streaming. The platform uses artificial intelligence mixed with image recognition to determine which advertisements viewers will want to see based on the content that is being streamed at that time.

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.

teadsOutstream video specialists Teads has announced a feature that will allow advertisers to turn existing TV creatives into vertical video for smartphones, with a 360 effect, and deliver it into premium editorial environments. Preexisting landscape video creative will fit into a vertical format compatible with both Android and iOS devices.This new feature is completely free for all Teads’ clients and will also be accessible for all premium publishers using Teads’ ad server and SSP.

AT&T‘s DirecTV Now online video service will cost $35 per month including mobile streaming costs, aiming at those who reject pay-television subscriptions. It will have more than 100 channels.

On Saturday, AT&T Inc. and Time Warner Inc. announced they have entered into a definitive agreement under which AT&T will acquire Time Warner in a stock-and-cash transaction valued at $107.50 per share. The agreement has been approved unanimously by the boards of directors of both companies. AT&T also announced that its DirecTV Now online video service will cost $35 per month, including mobile streaming costs. There are considerable regulatory hurdles for the deal to be approved by regulators.

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Cable and entertainment company Comcast Corp posted higher third-quarter revenue on Wednesday, fueled by investments in video and high-speed internet and business services divisions.

LATAM MARKET

Mobile marketing company based out of Buenos Aires, Logan, has reached an agreement with Mexican investment firm Pedralbes Partners, through which the latter will invest US $2 million in the former. The investment is meant to help the company expand in Brazil, Mexico and Argentina.

comScore, Inc. and IMS Internet Media Services (IMS) today released the second edition of IMS Mobile in LatAm, a joint report on trends in digital consumption and mobile apps usage in six countries in the region (Brazil, Mexico, Argentina, Colombia, Peru and Chile) that surveyed smartphone and tablet users aged 15 or older. It found that 9 out 10 people connected to internet in Latin America have a Smartphone, and that sites within the IMS portfolio have a combined potential reach of 76% of mobile users, representing the third largest digital advertising audience in the region after Google and Facebook.

Citic Private Equity, a Chinese financial conglomerate, is in talks to buy a €2bn controlling stake in Spain’s Imagina Group, a media company that distributes the country’s top football league
citicinternationally and holds domestic rights in Spain to the Formula One World Championship, major football leagues, and assets in sports rights in Latin America.

According to the Consejo Nacional de Televisión’s (CNTV) first public survey about content and TV on the Internet, 84% of Chileans want regulation to limit access to inappropriate content on the Internet. 39% saying they had watched violent or inappropriate type of content at least once online and half of them accessed such content through social media. 29% found it via Google.

A summary of the most exciting recent news in online video and ad tech 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

A new study by GfK’s The Home Technology Monitor™ found that 16% of the viewing population have multiple SVOD (subscription video-on-demand) services in their homes, up from 10% three years ago. “Self-bundling” viewers – those who pay for combinations of Netflix, Amazon Prime, Hulu, and other subscription streaming services – are more likely to have kids under 18 in their homes (50%, versus an average of 41% among all weekly viewers of any type).

Video inventory management platform SpotX and video discovery and distribution platform Vemba have partnered on a product suite that manages the syndication and monetization of premium video content. The solution provides an end-to-end product for content producers and publishers that syndicate video content, from asset and distribution management to monetization via direct and indirect channels.

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.

2btube is officially moving into the kids content space with the launch of 2bkids with Juan Baixeras at the helm. Baixeras has had a 20 year international career in television and media with a particular focus on kids content for the past 4 years at Zinkia (Pocoyo) and Little Smart Planet. It is 2btube’s first effort beyond the Spanish speaking markets with the full support of the 60 strong 2btube team across its offices in Madrid, Miami and Mexico City.

YouTube has announced a new platform for making video ads on the site called YouTube director. People can create the ads on the YouTube Director for Business app or the YouTube Director service on the site. People can take advantage of free help from a GoogleAdWords expert.

According to Parks Associates, over a third of US broadband households watch user-generated video online more than ten days per month, and three-quarters of US broadband households access the content at least once a month.
Genesis Media, a platform that helps brands make advertising decisions based on real-time user attention, announced a strategic outstream video advertising collaboration with GateHouse Media that will be implemented across 217 of GateHouse Media digital news properties.

Alphabet Inc. ‘s Google has acquired digital marketing startup FameBit, whose platform connects brands with content creators on platforms such as YouTube, Facebook, Instagram and Twitter, helping them work together for product placement and promotion.

Conviva, which conducts OTT experience management for media companies, announced that digital sports content and media company Perform Group is using Conviva’s technology to provide global video intelligence for new live sports streaming service DAZN, which uses Conviva Insights to provide in-depth metrics and analytics.

LATAM MARKET

Teads announced the launch of its Programmatic Outstream Video Accreditation Program roadshow in Latin America. The recently-launched programmatic accreditation program trains media buyers with the latest knowledge and training in programmatic outstream video advertising. The accreditation program will now expand into four open interactive workshops in Argentina, Brazil, Mexico and Miami.

predicta-squarelogo-1461587596453Brazilian company and part of e.Bricks‘s portfolio Predicta has announced that it is purchasing Melt DSP to create programmatic and digital solutions hub Predicta Melt. On top of a DSP, the company will offer ad servers, rich media, web intelligence, DMP, website optimisation, ad exchanges, and adsense.

According to new data from VideoViewers, in Brazil, 40% of the time spent watching videos is done in the internet, 42% of the population (85 million people) has the habit of watching videos on the internet, and 82 million people do so in YouTube. Pay TV, on the other hand, was measured to have an audience equal to 37% of the local population. The average time spent watching videos has risen from 30 hours a week to 39.2 hours week in the past two years.

Brazil’s VOD market is expected to reach US$352.m, according to the Motion Picture Association Latin America (MPA-AL), making it the eighth-largest VOD market in the world, and the largest in Latin America, followed by Mexico and Argentina.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Nicolas Maslo – Virket ::: Alfredo Sanchez – Sizmek :::  Nestor Islava – Adsmovil Mexico ::: Laura Ares – Rekket  ::: Mindshare Puerto Rico – Luis Perez, Javier Hidalgo, Ivette Alvarez  :::  Luciana Salazar- Teads  ::: Michael Villalobos – AmpLive  ::: Publicitas – Andy Vogel  ::: GE –  Rogerio Mendonça ::: Sohil Sami – Openet :::

Click here for previous Latam Changing Places editions

masloNicolas Maslo joins Virket as the agency General Manager after nearly 10 years of having settled Resultics operations in Mexico.

 

 

 

alfredo sanchezFormer Yahoo Mexico executive Alfredo Sanchez has moved to Sizmek as Country Manager, after closing Yahoo operations in the region.

 

 

nestor ilNestor Islava is no longer part of Primia.Digital (ex Orange Advertising) after almost 6 years in the company as Country Manager. Nestor joined Adsmovil Mexico, where he serves as Country Manager.

 

 

aresLaura Ares has joined Rekket as Director of Mobile Operations.

 

 

PPG has announced that Adriana Macouzet, currently general manager, Latin America North, has been appointed to the position of vice president, Latin America,Macouzet_Adriana_PPG and general manager, protective and marine coatings (PMC), Latin America, effective June 1. Macouzet will provide regional leadership for Latin America overall, excluding PPG Comex. She will have direct accountability for the PMC business in the region.A native of Mexico, Macouzet earned a chemical engineering degree from La Salle University, Mexico City, and a business administration degree from Michigan State University.

 

 

 

After 21 years as the head of Mindshare Porto Rican office, Luis Perez announced his retirement.

pr-hidalgo alvarez-570-16Javier Hidalgo, CEO of Mindshare Miami, has added to his responsibilities the management of this subsidiary.

Ivette Alvarez as Client Services Director. Alvarez, who has over 15 years’ experience in the communications industry, will lead a group of 11 executives from the San Juan office.

 

 

salazarLuciana Salazar has left Headway to take over as Head of Programmatic for Latin America at Teads.
descarga (6)Michael Villalobos, until recently at Virool, is the new Vice President of Sales with a focus on agency partnerships at AmpLive, an audience acquisition platform for live video. Since February 2015, AmpLive has run hundreds of campaigns for live content marketers from every industry with strong delivery in North America, UK and Latin America.

 

 

016570aPublicitas, the international media and advertising services company, has appointed Andy Vogel to the role of Head of Global Digital Product. As Publicitas invests in its digital strategy on a global scale, Vogel will be responsible for introducing the company’s innovative digital advertising formats to Publicitas’ worldwide customers.Vogel will be responsible for developing and implementing new digital marketing strategy and products. Vogel brings with him more than 20 years’ experience in the development of marketing and revenue strategies for new and emerging businesses. In the US, he has worked at the C-level for big brands, agencies and major media, such as ADP, cars.com, Gannett, the LA Times and Tribune. Andy has also been on the North American Board of the Mobile Marketing Association, the Board of the IAB’s Mobile Center of Excellence, and Google’s Publisher Advisory Board.

 

descargaFernando Barquet is the new director of operations at MEC Wavemaker. The creative is officially joining into the agency media content offering. Barquet will report directly to Fanny Garcia, general director of MEC Mexico and director of transformation for Latin America.

 

 

descarga (1)GE has appointed Rogerio Mendonça as president and CEO of GE Oil & Gas Latin America, effective from May 1. Mendonça joined GE in 2000.

 

 

Damian-370x175Sohil Sami has been appointed VP Global Professional Services at Openet. The executive will add his knowledge and experience into the North and Latin American markets.

 

 

 

April was the month of moves and appointments: with a clear panorama of the first half of the year, it’s important to put together the ideal team to put together a play. In this article, I share how some of the digital teams fared in region.

The Move of the Year (or the Decade)

Nico MasloA few days ago I received a “bomb” in my Facebook inbox. It was a press release that Nico Maslo had sent me particularly (with his PR agency involved). Oh how I love those surprises.

The release announced Maslo’s move to Virketluego almost 10 years after establishing Resultics in Mexico. Later, he told me about it in person, as you can see in this link. The only constant in this life is change. Good luck, Nico!

Former Yahoo Mexico to Sizmek

alfredo sanchezIn mid-April, Alfredo Sanchez (a living legend at Yahoo Mexico) started a new campaign at Sizmek as country manager after closing Yahoo’s operations in the region. Good luck, Alfredo!

From Primia.Digital to Adsmovil

Nestor IslavaAt the end of March, Nestor Islava announced on Facebook that he would be leaving after six years as country manager at Prima.Digital. While he didn’t give any details about his new direction (so intriguing!), we quickly found the information through LinkedIn: Nestor will be working as country manager at AdsMovilMexico. Good luck, Nestor!

From Headway to Teads

Luciana SalazarOn the last day of March, Luciana Salazar‘s Facebook page was rowdy, with photos from a very “after office” party with expressions of affection and thanks coming from every direction. I couldn’t stand the curiosity, and I started to read: it was her last day at Headway, and the beginning of a new phase at Teads as Head of Programmatic for Latin America. Good luck, Lu!

From Opera Mediaworks to Rekket

lau aresA few days ago, I got an email from Marcelo García Cisneros (CEO of Rekket) in which she commented that Laura Ares had started working for him as the director of mobile operations. What a great team you’ve put together, guys (I worked with both of them, so I know what I’m talking about)!

Events in Buenos Aires

It wasn’t all moves and appointments. There were also events (a great part of digital work is how to explain it to family and friends).

On April 20, the Social Media Summit, organized by amdia, was held in Buenos Aires. At the event, different presenters like Citroën, Molinos Río de la Plata, Garbarino, Movistar and Telefónica Argentina shardd their experiences with social media. I missed it, although I heard it was great.

On April 26, I was at IMS Immersion, where apart from IMS’s presentations, we attended educational clinics on LinkedIn, Spotify and Waze. As the clinics were given at the same time, I chose LinkedIn‘s, so I could say hello to Antonio Chan Chan(Marketing Solutions LatAm at LinkedIn), whom I worked with a few years ago. Here is my picture from the audience, although it’s hard to see. I’m your fan, Chan!

And that’s all for now, friends. I’m going to enjoy my beautiful and beloved Mexico (on the occasion of some mini-vacations I’ve been invited to by a friend from the industry, to change it up a bit).

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Publicis Media- Marta Ruiz-Cuevas ::: Publicis One- Fernando Bellotti, Guillermo Bonmatí, Fernando Alvarez Colombres, Diego Aguirre, Rocio Cala, Elizabeth Cabello, Maria Fernanda Correa, Tito Pérez, Silvia Olguín, Maribel Mesia, Alvaro Flórez-Estrada, Rita Lazo, Olga Lucia Villegas, Benjamin Gomez, Beatriz Álvarez, Lucia Ponce, Antonio Bruni , Antonio Bettencourt, Marisabel Zaro, Anna Casadei, Yodnay Prato, Samanta Echeverria, Hernando Eslava, Samantha De Gracia, Clemencia Granados ::: ComScore – Ivan Marchant ::: Beatriz Cardona – BeRepublic ::: Teads – Luciana Salazar :::

Click here for previous Latam Changing Places editions

descarga (1)Tim Jones, Chief Executive Officer, the Americas, Publicis Media has announced a market leadership appointment for Mexico. Marta Ruiz-Cuevas has been appointed to the role of CEO, Mexico, Publicis Media. Ruiz-Cuevas will be responsible for creating a powerful platform off which the strong agency brands – Starcom, Zenith, Mediavest | Spark and Optimedia | Blue 449 will thrive. She will be responsible for the commercial leadership of all Publicis Media operations and driving transformation across the business.Ruiz-Cuevas was most recently CEO, SMG Mexico, a role she held since June, 2015.  Prior to arriving in Mexico, she was CEO, SMG Spain.

descargaPublicis One, a unit that brings together all agency Publicis Groupe brands (Leo Burnett, Publicis, Saatchi & Saatchi, Starcom, MediaVest | Spark, Zenith Optimedia | Blue 449, Frubis Performics, Arc, LiquidThread and Nurun, among others) has announced its various leaderships in Latam, country by country:

In Argentina, Fernando Bellotti has been named CEO. In addition, Guillermo Bonmatí is the new Chief Integration Officer (CIO.) Fernando Alvarez Colombres joins the local board of Publicis One as Media Chairman. Diego Aguirre will be the CFO for Publicis One and Rocio Cala will be the director of talent (CTO ) in Argentina.

In Chile, Elizabeth Cabello has been named CEO. Maria Fernanda Correa joins Publicis One as Chief Marketing Officer. Tito Pérez joins the local board of Publicis One as Creative President. Silvia Olguín will be the Chief Financial Officer for Publicis One in that country.

In Peru, Maribel Mesia has been named CEO. Alvaro Flórez-Estrada joins the local board of Publicis One as Creative Chairman. Rita Lazo will be the CFO for Publicis One in that country.

In Colombia, Olga Lucia Villegas has been named Chief Executive Officer (CEO) and Benjamin Gomez has been appointed Chief Integration Officer (CIO). Beatriz Álvarez also joins the board of Publicis One Colombia as CFO.

In Guatemala, Lucia Ponce was named Chief Executive Officer (CEO) and Antonio Bruni was appointed Chief Integration Officer (CIO) of Publicis One for Guatemala and Costa Rica; They will work together to develop unique and relevant solutions for customers.

In Venezuela, Antonio Bettencourt has been named Chief Executive Officer of Publicis One. Bettencourt is currently CEO of Publicis in Venezuela. In addition, Marisabel Zaro and Anna Casadei join the board of Publicis One Venezuela as Managing Partners. Yodnay Prato was appointed CFO and Samanta Echeverria was named Chief Talent Officer (CTO) of Publicis One in Venezuela.

In Panama, Hernando Eslava has been named CEO.Samantha De Gracia will be Creative Chairman of the board and Clemencia Granados will be.

descarga (3)ComScore has appointed Ivan Marchant vice president in Peru, Mexico and Central America, according to Ebizlatam. Marchant works at ComScore since 2008 and is based in Mexico City.

descarga (4)Beatriz Cardona has taken over as Country Manager in Chile for BeRepublic. With over 15 years of professional experience, Cardona has worked for important clients like AENA, Toyota, Gremio de Hoteles de Barcelona and Tele5, among others.

 

 

 

descargaTeads has appointed Luciana Salazar as Head of Programmatic for Latin America. Salazar comes to Teads from Headway Digital, where she was Sales Director LATAM for the past two years. Prior to that position, she was Southern cone director at Sizmek. The executive joins Teads to lead the programmatic expansion in the region.

 

 

descarga (2)Néstor Carrasco is the new digital director of MEC Chile, according to Adlatina. The executive has over nine years’ experience in digital marketing and has worked for brands such as Coca Cola and LG Electronics.

 

 

 

valdibiaThe Caribbean Hotel and Tourism Association (CHTA) has appointed Martha Valdivia as Director of Membership Development. Valdivia comes to CHTA with a wealth of knowledge, having worked more than 10 years with diverse stakeholders in the region in the fields of online marketing and distribution. In her most recent role as Director of Business Development at Ariadna, LLC, she identified new growth opportunities in the Caribbean, with a focus on the travel industry for the digital communications agency. She also formed part of the team that won the website re-design project for Palace Resorts. Valdivia holds a Bachelor of Science degree in Hotel Administration from Cornell University and earned her MBA through Cornell’s IMHI-ESSEC joint degree program in Paris, France.

A summary of the most exciting recent news in advertising technology 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

BIG CUTS AT YAHOO: Yahoo Inc. announced that it plans to lay off 15% of its employees in its $400 million cost-cutting mission, which CEO Marissa Mayer claims is part of a plan to “simplify” the company. This comes in the wake of the announcement that Yahoo’s Mexico and Argentina offices are to close. Here 4 things to take into account about Yahoo’s earnings and new strategy, as Portada’s Editorial Team sees it.

alphabetGOOGLE’S ALPHABET MOST VALUABLE PUBLIC COMPANY IN WORLD: Google‘s parent company, Alphabet, is officially the most valuable public company in the world, pushing past Apple for the first time since 2010. Alphabet has a market cap of $547.1 billion, higher than Apple’s $529.3 billion as of 9:45 a.m. ET.

FACEBOOK MAKES GAINS IN DIGITAL ADVERTISING: Facebook‘s share of the digital advertising market is up from 8% last year to 10% this year, according to eMarketer. Google‘s went from 32% to 30%.

HYPER-TARGETING IS IN: Ad tech firm Grapeshot has raised $8.5m in funding, bringing its total raised to $14.25m. Grapeshot’s technology enables advertisers to bid for space on content sites and target ads to websites with certain pre-determined keywords. Why didn’t I think of that?

THE FUTURE OF ADS IS VISUAL: Image recognition marketing startup Curalate just raised $27.5 million, bringing its total funding to $40 million. Some of Curalate’s features include Like2Buy, a gateway that enables product sales directly through Instagram posts, Fanreel, which incorporates images generated by users into brand websites, recognizes and tags them as products, and Visual Insights, which generates analytics about the products that users are sharing on platforms like Instagram, Pinterest, Tumblr so that brands know what is popular.

Independent cross-screen data management platform (DMP) Lotame announced that veteran media executive Doron Wesly will be taking on the role of SVP of Marketing and CMO. Wesly has more than 20 years of experience in the sector, with a special focus on brand and research strategy. Working on Lotame’s International Expansion will be one of his main tasks.

SKY’S THE LIMIT WITH PROGRAMMATIC: Pay TV company Sky has invested $10 million in DataXu, a programmatic advertising analytics software provider that helps advertisers and media agencies engage with consumers across devices through analyzing and optimizing buying decisions. Sky will be using this investment to push its Sky Media’s Sky AdVance product built to facilitate multi-platform ad campaigns and programmatic purchasing of addressable TV ads.

AD BLOCKERS, IF YOU CAN’T BEAT ‘EM, JOIN ‘EM: Samsung has decided that the new version of its web browser on Android phones will allow users to install ad-blocker extensions.maxresdefault

NEW ACQUISITIONS: Digital asset management and video delivery platform Adstream has acquired the AdServices division of media and entertainment production firm Deluxe, helping Adstream in its effort to expand its presence in the U.S. and worldwide. Adstream provides agencies and brands with transcoding and digital asset delivery, and also generates analytics and creative versioning for video.

SHOCKER: PEOPLE DON’T LIKE FORCED AD FORMATS: Ad-tech firm Teads released a study with data on why people use ad blockers online. Conducted by Research Now, the study claims that intrusive and forced ad formats are the biggest motivating factor behind ad-blocker adoption. Three out of four U.S. respondents say that intrusiveads were the largest motivator for installing ad blockers, and 80 percent of respondents would reconsider installing ad blockers if the ad experience provided them with the choice to skip or close the ad.

MOBILE ON THE MOVE: Mobile ad platform Widespace has  secured $17.2m in growth capital from Kreos, which provides growth debt to high-growth companies.CEO and co-founder  Patrik Fagerlund says the money will help them become leaders in Europe, as well as aid in their expansion to other parts of the globe. The company reaches 230 million unique users across Europe, the US, Brazil and the MENA region every month.

BIG MONEY FOR TAPAD: New York-based ad tech startup Tapad has been sold to Telenor Group for $360 million. The company was founded in 2010 by Are Traasdahl, and has built software that helps advertisers to identify custom audiences across mobile, television and desktop.

LATAM MARKET:

BRAZIL, ARGENTINA DON’T LIKE ANNOYING ADS EITHER: The previously-mentioned Teads study revealed some interesting data on Brazil and Argentina: 64% of Brazilians use teadsad blockers because of annoying advertising.  75% of those surveyed believed that forced or intrusive advertising is annoying, and mobile ads are perceived as more annoying than those on desktop. In Argentina, 57% of those surveyed consider pre-roll campaigns annoying. However, only 13% of Argentineans believe that native ads are intrusive.

NBC Universal has tapped Spanish content producer Mediapro to run its on-air promotions across Latin America through Mediapro’s Argentinean subsidiary, Promofilm. Mediator will be responsible for all audiovisual material and technical advertising production for LATAM.

Portada sits down with Teads CEO Pierre Chappaz to discuss the latest in advertising technology, the company’s pioneering of outstream video and just what makes Latin American audiences unique.

By Gretchen Gardner

According to Pierre Chappaz, Teads is the “champion of quality” when it comes to their inventory of native video formats and tailored pierreofferings for publishers. Tead’s spectacular growth (the company distributes one billion videos a month) suggests this may be true, so what’s behind the success?

What is clear is that Chappaz and the team at Teads understands what Internet users want, and they don’t try to fight it. “Outstream means video ads that are sitting outside of the video content. We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.”

Some observers claim that in-article outstream ads will become a commodity and run the same fate as banners and display advertising. Chappaz disagrees, describing native video advertising as a “gamechanger” that has brought major brands like Samsung, Cartier, Microsoft and UBS to the company as partners for video advertising content. To Chappaz, this impressive roster grew out of Teads’ ability to offer an alternative to pre-roll that users would actually watch.

Chappaz explained that when users see a pre-roll ad, “they open another window, they open another tab, and they come back when the ad is finished,” and that “brands end up spending money for ads that nobody sees.” With Teads’ opt-in native video format, every ad that is viewed has been selected by an engaged, interested user. While it’s easy to assume that nobody would choose to watch an ad, Teads’ success suggests otherwise.

We don’t do pre-roll, which is this forced advertising that the users hate, so we have invented outstream video, which is more precisely described as native video advertising because this is video ads which are inserted in a smart way into editorial content.

And what about LatAm? Chappaz believes that the space for growth in the region is “absolutely enormous,” which explains the company’s new presence in Brazil, Argentina, Colombia, Mexico and Miami. And the most unique aspect about Latin America? The use of mobile, Chappaz says. Which works for him, because Teads’inventory is much more suitable for mobile than desktop, and since mobile is a very “personal screen,” it is a very effective format for reaching audiences.

Chappaz asserted that Teads is currently the largest video network in all of Latin America except for Brazil, where he believes they will come out on top by the end of this quarter.

When it comes to standards for native video, Chappaz expressed particular concern for those of targeting and viewability. According to MSEAI standards, “a video is considered viewable if you are seeing 2.5 seconds on the player. We would understand that as very weak. Completed views, for instance on mobile, 10 or 15 seconds, on desktop, 30 seconds, this is a completed view. This is a real view a brand should be happy to pay for. But 2 seconds, what is that?”

It almost sounds like Teads has it all – they’ve found a way to reach audiences without forcing them to watch videos they don’t like, and they’re conquering markets all over the world. What’s the next big thing? Taking advantage of the migration of users from TV to Internet. Chappaz is sure that the primary screen will be mobile, not TV, sooner rather than later. Teads’ FFP technology, which was released last summer and has been implemented for some of the world’s biggest publishers, is set to trump DSP in terms of quality, says Chappaz.

It’s an exciting time in the industry. Teads is proof that quality may be better than quantity, and that viewable ads aren’t necessarily forced down peoples’ throats. It’s a novel concept – perhaps the first of many we will see from this innovative company.

If you already read our 2016 brands and agencies guide, don’t miss what Diego Reck (FOX), John Mafoutsis (Viacom), Jeremy Piotraut (Teads.tv), Martín Frontini (Zoomin.TV) and Eugenia Denari (Google) tell us about media trends in the new year.

Translated by Gretchen Gardner

Big Data

Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America

Diego Reck

“Without a doubt, expectations are high when it comes to the consolidation of “Big Data.” The industry is going through a great deal of changes in the consumption of content and consumers’ habits are evolving faster than the market. People are dedicating more and more time to consuming entertainment, and the demand for new formats, and high-quality “everywhere experiences” is growing quickly. Our focus has shifted from targets by age or socio-economic class to audience groups that are segmented by genres of consumption. For that reason, to be competitive in marketing, we need to know the habits of our audiences to understand where and how to lead them to advertising messages. In this sense, integrating, processing and utilizing all of the data generated by the different media platforms will allow us to be productive and continue bringing the consumer better experiences every day.”

Multiplatform Opportunities

John Mafoutsis, SVP Advertising Sales and Brand Solutions at Viacom International Media Networks Américas

John Mafoutsis

“We know that the way that our audiences consume content is continuously evolving. For that reason, Viacom International Media Networks (VIMN) Américas will continue to offer innovative formats and a diverse portfolio of channels and products to generate multiplatform options that respond to the demands of our clients in Latin America. VIMN Américas will continue to invest in original productions and in the creation of content for all of our brands to compete in the multiplatform world with our linear, non-linear, mobile, social and live event products. With these products, brands offer clients an opportunity to be in constant contact with their respective audiences at any  time and on any platform.”

Video + Mobile + Programmatic

Jeremy Piotraut, Managing Director at Teads.tv Cono Sur

Jeremy Piotrout

“There will be an increase in digital investment, sustained by growth in video advertising. Within that growth, native video is taking on an important role thanks to the effort that advertisers have to distribute their videos on a premium level. Today, with the increase in Ad-Blocking(in 2015, for example, blocked videos represented 26% and 23% of advertising time in Chile and Argentina, respectively), it is crucial to strengthen formats that respect the user and generate a safe digital ecosystem with native formats.

The three trends for 2016 will be “video” + “mobile” + “programmatic.

Online Video and Mobile

Martín Frontini, Managing Director Latam & US Hispanics at Zoomin.TV

Martin Frontinni

“Expectations are high, and even better than they were in 2015. The online market continues to grow from year to year, and there are countries that haven’t even entered the double digits, which means that there is enormous potential compared to developed economies like that of the U.S. or UK, where online has already outgrown TV. Markets like that of Brazil, the biggest in the region, have experienced moderate growth due to political problems and their economic consequences.On the other hand, we expect a significant increase in online video. An increasing number of advertisers are migrating investment from TV to pre-roll, particularly, as the perfect “partner” to achieve appropriate reach and ROI.
At the same time, within online, the fact that desktop is losing market share to other devices, principally mobile, is nothing new. This trend is as global as it is regional.”

Online Platforms and Complementarity Between On and Off-Line Media

Eugenia Denari, director of marketing at Google for Argentina, Chile and Peru

Eugenia Denari“In 2016 everything indicates that the industry will continue on a sustained growth path. This forecast is based primarily on the perspectives of the market, which will continue to grow organically and constantly, with a strong emphasis on complementarity between off and online media and online platforms, which will gain a larger share of the market. Online search will continue to be a central component of online advertising campaigns, but we are going to see a clear evolution focused on efficiency and video and mobile device integration. These will be the largest spaces for innovation in the next years.

At Google, our biggest goal is to continue to be a digital partner and ally for all of the companies that want to take advantage of the Internet as a strategic pillar of their business. Online advertising is an indisputable component of advertising strategy for any brand. No leading company is questioning whether it needs to be online or not. The question is simply how to be online. To us, the current challenge is that the digital element is present in the earliest stages of designing a campaign, whether its in the marketing or advertising department or within an agency.”

Content marketing, mobile marketing, multi-screen and programmatic buying were the biggest highlights of 2015. Here, we share the reflections of Denisse Guerra, Diego Reck, Martín Frontini, Eugenia Denari, Jeremy Piotraut, John Mafoutsis, Martin Jones, Carlos Espindola and Borja Beneyto.

Content Marketing: Integration with Social

According to Denisse Guerra, Regional Marketing Director for Latin America at The Estée Lauder Companies Inc., “banners are a thing of the past, and now brands are looking for ways to engage, which makes much more sense in today’s consumer environment. For that reason, it has been very imDenisse Guerraportant for brands to develop native ads, editorial integration and that kind of communication since ad blocking is more and more of a danger to them. It’s also an opportunity to be much more creative with our content.”
Diego Reck
Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America, has a similar opinion, indicating that “one of the most noticeable trends in the marketing and advertising industry in 2015 was a more organic integration of  brands into agnostic content for each platform.”

The same trend was observed with respect to audiovisual content. Martin FrontinniAccording to Martín Frontini, Managing Director Latam & US Hispanics at MCN Zoomin.TV, “native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.”

Finally, as much as social networks are an entity in themselves, what is true is that they tend to be included in content marketing strategies. As Denisse Guerra indicated, “there is no doubt that companies’ social network and CRM campaigns have been the most relevant in 2015. The development of advertising campaigns that are 100% focused on social networks and brands’ e-commerce traffic are what have grown the most in the advertising industry this year.”

Native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.

Mobile Marketing: Geolocation and Transactional Advantages

Eugenia Denari, Director of Marketing at Google in Argentina, Chile and Perú, stated that “without a doubt, mobile was a huge protagonist this year.”

Jeremy PiotroutAnd  Jeremy Piotraut, Managing Director at Teads.tv Cono Sur, expressed that “today, users spend more and more time on mobile than in front of the television or other devices.”

Everything indicates that mobile marketing, as much as it was one of 2015’s trends, is here to stay.

In the words of Martín Jones, Multibrand Digital Manager at L’Oréal: “Today, everything is about staMartin Jonesrting with mobile: geolocalization and transactional experiences are the motor for a deepening presence in the mobile world.”

Multi-Screen: PC and Smartphones Media Consumption Jump

As Jeremy Piotraut reminded us, “while television is still an important media outlet, laptops and smartphones now surpass them in consumption time.”

John MafoutsisJohn Mafoutsis, SVP for Advertising Sales and Brand Solutions at Viacom International Media Networks Américas noticed a similar trend, stating: “In 2015 we saw the way that the consumer finds his or her favorite content  not just on linear television, but on multiple platforms. thanks to this evolution, advertisers have seen the benefit of offering a combination of paid TV with digital, mobile and live media as a part of a media ‘mix’.”

Martín Jones also sustains that “the video ad forms part of the agenda of any advertiser as an extension of his or her TV campaign, but more than anything for productions that are designed for the digital world (at a lower cost than that of generating a larger volume of content).”

According to Martín Frontini, “without a doubt, there has been an explosion of new formats and advertising channels with the rise of Youtubers, influencers and talents that reach the millennial cluster that is so coveted by brands. In this sense, there is an infinite amount of companies trying to group personalities and channels together with a captive audience that permits the brand to complement its traditional presence in the media, offline as much as online.”

Finally, Eugenia Denari commented, “In 2015, our most important project was to work on speaking to the multi-screen consumer that is constantly interacting with different devices. Our focus was on helping to generate even more integral and effective marketing strategies for new forms of consumption.”

According to Carlos Espíndola, Head of Latin America Digital Center  at 3M, “the most noteworthy aspect of 2015 was espindolathe adoption of programmatic buying for many advertisers, which continues to be an under-used practice, but which still helped to impact the right audiences and also prioritize the issue of where advertising money is invested. There is still much work to be done, but it is important for us to continue to communicate, evangelize and train technical market teams to understand the impact that this can have on not only audiences but also the efficiency of investments, not only digitally, but also on TV.”

Borja BeneytoSimilarly, Borja Beneyto, VP & Digital Regional Director in Latin America for Starcom MediaVest Group, commented that 2015 “was the year in which disciplines like programmatic buying were implemented, and in which we saw the appearance of new commercial data models oriented towards performance marketing.”

These were the most important trends of 2015 according to those we interviewed. Soon, we will be previewing 2016 with a look at everything those in the advertising industry should keep in mind in the new year.

 

A summary of the most exciting recent news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S/U.S.-HISPANIC MARKETS

ONLINE VIDEO GROWS: ZenithOptimedia has come out with a study indicating that programmatic advertising will account for 60% of digital display in 2016, and that Internet advertising will outspend television by 2018. Online video plays a large role in that, as it offers some of the most targeted, customized messaging options.

WE’RE IN FOR MORE NETFLIX AND CHILL IN 2016: Netflix Head of Content Ted Sarandos has made an netflixannouncement that will keep many of us sitting on the couch in our pajamas for most of next year: as compared to its 16 original series in 2015, Netflix will be producing 31 new original series in 2016! The online streaming service will also be releasing 10 full-length feature films, 30 children’s shows and 12 documentaries. Whelp, there goes my new year’s resolution to get out more in 2016…

SNAPCHAT TRIPLES ITS VIEWS SINCE LAST MAY: Snapchat has stated that its messaging platform receives six million views a day, a statistic that should confirm the importnace of short form video and in general, online video, as an advertising platform for the 60% of 13-34 year old smart phone owners in the US that are also Snapchat users. Just last May, Snapchat CEO Evan Spiegel claimed that the platform had two billion daily views.

 HAS ANVATO DEFEATED AD-BLOCKERS FOR GOOD? OTT video supply chain company Anvato is claiming that its Media Content Platform (MCP) technology customers are not affected by ad blocking technology. As programmers and media brands worry about the popularity of ad-blocking, Anvato offers Dynamic server-side, frame-accurate, broadcast-quality ad insertion. If Anvato is right about its technology, this could be the million-dollar ticket for brands that want to ensure the deliverability of their messages on online video.

AT&T ABANDONS HISPANIC STREAMING SERVICE YAVEO, BUT NOT VIDEO: AT&T has quietly discontinued its Hispanic Yaveo streaming service, which it launched through DirecTV (AT&T acquired DirecTV earlier this year) in 2014 in an effort to attract more customers through online video channels. Apparently, the company’s next move is to release another video service for DirecTV subscribers in January 2016. AT&T also announced that AT&T will become the “corporate brand” for its television products, including DirecTV and its AT&T U-Verse cable service.While DirecTV’s logo will change in January, AT&T will keep the DirecTV brand name “for the forseeable future,” a spokeswoman said.

LATAM MARKET

GOOD INTENTIONS, BAD RESULTS: Coca-Cola Mexico coca colahad to issue an apology and take down a YouTube ad featuring goodwilled white teenagers bringing Cokes and a big, pretty Christmas tree to a group of indigenous Mixes in Oaxaca. Coca-Cola’s #OpenYourHeart campaign was supposed to be aimed at ending prejudice, but it ended up reinforcing some pretty bad racial and colonial stereotypes. Oops.

VALUABLE MONETIZATION TOOLS BREED MORE PARTNERSHIPS: Global Demand Side Platform (DSP) company MediaMath (represented by Headway Digital in Latin America) has teamed up with video outstream advertising firm and monetization support platform Teads to offer MediaMath clients access to Teads’s premium video programming in Latin America through Deal ID, a function that connects ad buyers and sellers through filters like price, ad placement and format.

ESPN EN ESPANOL, BUT BETTER: Those visiting ESPN.com in Argentina, Chile, Colombia, Mexico and Venezuela will be greeted with an improved version of the sports platform, with the same technology and design as that of the site that was launched in April, but with better audio and video content that covers more sporting events with better speed and performance. It will also be responsive, as mobile-friendliness is a must with any digital product.

MEXICANS GO MOBILE: Programmatic advertising software company TubeMogul released a study on the Mexican online video advertising market and found that more pre-roll video ad impressions occur on mobile devices in Mexico than in the United States: 33% versus 23.9%. The study also found that while 30-second ads conform 70% of mobile ads in said country, 15-second ads are more effective, as they were found to have a higher completion rate.

ARGENTINA DEVOURED ONLINE VIDEO IN 2015: According to a new study, video downloads and consumption increased by 66% in 2015, as more than three billion videos were viewed in October 2015 alone. Argentines spend 11 hours a week watching videos on their smartphones and SmartTVs, and the amount of mobile video consumption grew 7%.

REACHING LATAM: WORTH MERGING FOR?: Video compression company Thomson Video Networks (TVN) is rumored to be considering an offer from delivery infrastructure company Harmonic to acquire 100% of its assets for $75 million. The purchase would give TVM greater reach, scale and resources while Harmonic is attracted to TVN’s strength in regions like Latin America as well as its content and service provider relationships.

LATAM DIGITAL VENTURES DEBUTS FULLSCREEN: José Valverde Padilla, co-founder and CEO of Fullscreen spoke with Portada about the newly-created venture that Latam Digital Ventures opened seven months ago in an effort to provide multi-screen, integral online video advertising solutions for a variety of platforms. The agency will offer formats like pre-roll, mid-roll, post-roll, pre-home, in-banner, rich media and rising stars, to name a few. Their network of premium sites already has 4.6 million unique viewers, and is planning to reach the US-Hispanic market by 2016.

VIACOM BRINGS ONLINE VIDEO TO LATAM: Viacom International Media Networks The Americas has launched an app suite for TV Mobile Viacom Play Plex. All of Viacom’s Latin American distribution partners the opportunity to offer clients with smartphones and tablets access to all of Viacom’s international television content like MTV Play, Comedy Central Play and Nick Play anywhere, anytime.

Ad_BlockingAlmost $22 billion in global ad revenues have been blocked so far this year, representing about 14% of all global ad budgets, according to a study by Anti Ad-blocking firm PageFair. Outstream Video Advertising Firm Teads, recently published a manifesto for sustainable advertising attempting to unite the advertising and marketing industries to engage (not enrage) consumers. What is the state of Ad-Blocking in Latin America and what is being done against it?

1. How extended is Ad-Blocking in Latin America?

LatAmA recent report found that about 16% of users in the U.S. block ads. Globally, there are nearly 200 million people stopping ads, 181 million of whom are on the desktop.  These are obviously facts to worry about . But  how extended is ad-blocking in Latin America? According to Eric Tourtel, ‎Senior Vice President, Latin America at Teads.tv, “Although research on ad blockers is still limited we do know that 4 countries in Latin America fall into the top 30 countries in the world with ad blockers for video. Colombia is at #20 with 28% of video time ad blocked. Chile and Mexico come in right before the U.S. with 26% ad blocked video time and Argentina and Ecuador both count with 23%. These numbers are alarming because they pertain to desktop alone, now factoring the mobile ad blockers on iOS and Android, the number could easily double. With a high adoption of ad blockers, advertisers and publishers are both at risk. The time is now to raise mass awareness and come together to seek better alternatives that sustain brands, publishers and users alike, before ad blockers become the standard.”

Four countries in Latin America fall into the top 30 countries in the world with ad blockers for video: Colombia, Chile, Mexico and Argentina.

2. Is Ad-Blocking higher on mobile than on desktop?

Yes, ad block adoption in general is definitely higher on desktop right now. The above referred study by anti-ad blocking firm PageFair in partnership with Adobe found that “mobile ad blocking is still very underdeveloped,” a situation that may change following Apple’s recent support for ad blockers in iOS 9.”When you think of Ad blocking your first thought is desktop. Latin America is mobile-centric, the communication dynamic between a brand and consumer vastly differs compared to the United States or any other market, making it difficult to draw a parallel between each of them,” says Mike Villalobos, Head of U.S. Multicultural and Latin American Sales at Virool.

When you think of Ad blocking your first thought is desktop. Latin America is mobile-centric.

3. How will Latin America’s rapid adoption of smartphones impact ad-blocking in the region?

Photo: Esther Vargas. CC Licence.
Photo: Esther Vargas. CC Licence.

The rapid adoption of smartphones in LatAm may have increase the use of ad-blocking technologies in the region.  As Teads’ Tourtel notes “following Apple’s recent announcement allowing ad blockers on Safari, a slew of ad blocking apps are expected to make their debuts in the market which will likely boost ad blocker adoption on mobile as a whole. Latin America specifically is one of the fastest growing regions for smartphone adoption. eMarketer predicts the region will have around 220 million smartphone users in the region within the next 3 years up from the current 150 million users this year. As mobile becomes the primary screen for internet usage, we may see a shift in ad block adoption from primarily desktop to more mobile.”
Key drivers for users to block ads include the quantity and quality of ads and, in mobile, the extra load time, and the resulting hits on battery life and bandwidth charges.

4. Are Latin Americans aware about the role of advertising revenues in supporting media?

advertising.megafono-285x346One key issue that audiences who use ad-blockers need to know is that if the content is not subsidized by advertising it will have to be bought by the end-consumer, in other words the audiences themselves, in order to make it economically viable. However, many consumers underestimate the role of advertising in supporting media. A Teads study mentions that 68% of consumers underestimate the role of advertising in supporting media properties. Is this figure also valid for Latin America? According to Eric Tourtel, “this number can be applied generally for any region. At Teads we are pushing globally for the education of consumers about the value of advertising because many don’t realize that advertising funds the online content and services they love and use daily. Considering 4 Latin American countries are amongst the top ad blockers users in the world, this number could potentially increase.”
Latin America, with its huge lower and lower-middle classes, has traditionally been a region with a very large amount of the media landscape being supported by advertising revenues. Open TV networks have an ad market share that is higher than 50% in many Latin American countries.

5. What type of advertising can be blocked which one cannot be blocked?.

“The ads that can and can’t be blocked depend on the ad blocker application itself but these third-party software companies have the capabilities to allow users to block all kinds of ads from banners to video ads. One of the key factors in ad block adoption is the use of intrusive advertising like pop-ups, overlays and pre-roll video,” says Eric Tourtel
from Teads. “The latest software is even blocking paid social and paid search ads!.”

 

6. When buying video programmatically is there a way to take out the audience that blocks the ads?

Man finger pushing interface use of innovative technologiesAccording to Tourtel, “When buying ads, there is no way to know which user has ad blockers set up or not. This is a big risk for advertisers as they are paying more for impressions without guaranteed views. Some publishers such as The Washington Post are asking users to subscribe to content in an effort to combat lost revenues from ad blockers. Others like The New York Times do not allow users to view content if they have ad blockers enabled. There are anti-ad blocking companies that try to come up with new software to reverse the ad block.”

The New York Times does not allow users to view content if they have ad blockers enabled.

7. What technologies are there to distribute advertising more effectively?

Seamless ads that are designed to enhance online media are the industry’s best defense against the proliferation of ad blockers. According to Virool’s Villalobos, “advertisers can overcome ad-blockers if the content is authentically created, has relevant messaging and efficiently distributed through appropriate mediums.”Tead’s Tourtel agrees “as an industry, we need to adopt less intrusive ad formats such as outstream formats like Teads’ inRead, to slow the use of ad blockers. Native advertising of this kind is less intrusive and more accepted by the user.”
A technology that allows a more seamless and non-intrusive integration of ads into the user experience are outstream video ads,
a category generally described as ads that run within text dominant Web pages or streamed within copy on mobile phones. Ad-Tech firms Teads and Virool have outstream video ads, and Yume recently unveiled outstream ads  as well.

Says Mike Villalobos, “Virool alleviates ad blocking concerns by strategically distributing content, in a manner that is organic to the audience on the receiving end. The best example is Virool’s Inline/ unit that is compatible on both mobile and desktop. Virool also run sub-campaigns before, during, or after distribution to quantify authentic emotional engagement through facial a viewers facial reaction, the tool is called eIQ. With these innovative tools we provide are able to facilitate a solution, and an experience that will improve the overall creative and campaign delivery.”

CHECK OUT: Online Video in Latin America: What 6 Experts Have to Say
Will Online Video Take Money Out of the Huge LatAm TV budgets?