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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.

U.S./U.S. HISPANIC MARKET

Time Warner announced on Wednesday that had acquired a 10% stake in the streaming television service Hulu.

A new study from Advertiser Perceptions and Trusted Media Brands claims that marketing executives believe social media platforms like Facebook and Twitter are more successful online video platforms than those that focus specifically on video, like YouTube and Vevo.

Google has announced Smart Bidding on DoubleClick Search, which covers all automated bidding and allows clients to manage bids and bid adjustments automatically, further refining its “machine learning” capabilities.

tumblrTumblr announced a new advertising program that will allow its regular users to earn money with their blogs and make all bloggers eligible for ad space, regardless of the blogger’s following or site traffic.

Rubicon Project is teaming up with SuperAwesome, a digital marketing platform for kids, to launch REX, a COPPA and GDPR-compliant advertising private exchange aimed at kids advertising. Rubicon is managing SuperAwesome’s private exchange, which will give marketers access to Rubicon’s automated tools to buy advertising that is targeted at children under the age of 13 online.

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.

UK-based native advertising platform Adyoulike has been busy in the past year. After launching a programmatic native exchange with AppNexus and integrating solutions with MediaMath and AOL, the London startup has now recorded 200% growth for their UK native advertising revenue in H1 2016. The European group as a whole is currently at a $20m (£15m) run rate for 2016.

Integral Ad Science and Flashtalking have announced a partnership expanding the scope of Flashtalking’s attribution offering ‘Encore’ to include viewability measurement. The ad serving, tracking and technology provider is incorporating data by Integral Ad Science – which may improve attribution forecasts used by advertisers as a basis for campaign planning.

Invodo, the visual commerce experts, today announced the release of 2016 Omnichannel Outlook: Why Online Shoppers Want Video. This in-depth report, based on research conducted by the e-tailing group, details how and why video has become an integral part of omni-channel shopping.

VideoAmp, a screen optimization platform for TV and video, has announced a partnership with programmatic advertising agency Varick Media Management through which it will use VideoAmp’s video demand-side platform, Screen Optimization Platform, for cross-screen campaigns.

The eSports Advertising Bureau has been formed by a group of organizers including Turner, Twitch, and Major League Gaming to develop an advertising marketplace and trade practices around a popular new genre of competitive video gaming.

Snapchat announced a partnership on Tuesday with customizable emoji creation tool Bitmoji.

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

LATAM MARKET

Totalplay, a Mexican pay TV operator, will be entering the online totalplaygaming market through an innovative video game system available to all pay TV subscribers.

A new survey commissioned by Teads that analyzes the media consumption habits of soccer fans in Mexico, Brazil, Colombia and Argentina using the Argentina vs. Chile Copa America Final Game that took place this past June 26. 85% of the respondents saying they were looking forward to the soccer matches at the Olympics. 96% of regional soccer fans watched the Argentina vs. Chile game live. 80% of the respondents claimed to have consumed online content on their phones while watching the Copa America final on TV.
The New York Times has launched  a free Spanish-language app targeted at Latin America. The site, which features original articles as well as 10 to 15 translated articles from the English edition, also includes crónicas (narrative journalism), investigations, opinion columns, reviews, videos and more. Check out here our feature on the New York Times launch of a Spanish-language edition earlier this year.
According to an October 2015 study from GlobalWebIndex, 93% of Latin Americans surveyed used YouTube in the month leading up to Q3 2015 polling.
AppNexus reports that the Rio Olympics 2016 will be the most watched and spoken about in history thanks to second screens. It is expected that 33.9 million followers on social media will use multiple devices to watch the games, for a total of more than two billion impressions on Facebook, Twitter, and Instagram.

Join us at PORTADA Mexico!

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Nescafé, one of the biggest Nestle’s brands, chose Mexico as the first country to migrate its stand-alone websites to the Tumblr platform. We spoke to Leonardo Aizpuru, Group Marketing Manager of Nestle in Mexico City about the rationale for Nestle to initiate the migration in the Mexican market. Aizpuru also told us about how the migration is going to impact his marketing plans.

Nescafé has chosen Mexico as the first country, together with the UK, to move its websites to the Tumblr platform. The move is part of a recently announced decision of one of the biggest Nestle’s brands, to migrate its global and local websites into the Yahoo owned Tumblr platform. We spoke to Leonardo Aizpuru, Group Marketing Manager of Nestle in Mexico City about the rationale for Nestle to initiate the migration in the Mexican market.  According to Aizpuru, “Mexicos is Nescafe’s largest market both online and off-line. Since Mexico has a very high social media penetration, the decision was only natural.”
(BTW: check out this article (“Is there anything besides Nescafe in Mexico?))

Mexicos is Nescafe’s largest market both online and off-line.

imagesAizpuru notes that the migration process has taken more than a year of working together with Nestle’s global team, doing tests and development to achieve the final version. “This will definitely change the way we direct traffic to the site, both paid and organically. Before, our website was only a part of what we were doing. Now it will become the protagonist and will concentrate all of our stories.”

This will definitely change the way we direct traffic to the side, both paid and organically.

Nescafe’s Media Mix

Asked about Nescafe’s Mexico’s media mix, Aizpuru notes that more than 20% of the brands media investment goes to digital media. “We continue to try new platforms in order to help us generate new conversations. Social Advertising, particularly with Facebook with whom we have a global deal is quite advanced. Facebook is also a key partner for the development of our media campaigns.”
(Mindshare is Nescafe’s Mexico’s Media agency.)

Sources at Tumblr also told Portada hbw Tumblrs leverages its Yahoo ownership (although this is not something Nescafe is currently planning to do):  “Tumblr Sponsored Posts can leverage paid syndication to premium placements across the Yahoo network, bringing together the amazing creative on Tumblr with the amplified reach and distribution of Yahoo,” they say.

First International Brand to move to Tumblr entirely

Nescafé becomes the first global brand to move all its international and local websites to the Tumblr platform.The Tumblr spokesperson adds that “they have seen brands  power their dot.coms with Tumblr, but Nescafé’s is s the first leading international brand to move its entire global and local websites to the Tumblr platform.” Ceri Morris / Senior Account Director at Ogilvy Public Relations, who does PR for  Nescafé in the U.S. notes that  “at the time there are no plans to invest in the platform beyond a drive to web strategy in GDN, Facebook, Twitter and YouTube. But as our presence on Tumblr strengthens we will definitively start exploring ways to create bigger synergies.”

Nescafe’s attempts to build stronger relationships with younger consumers, specially as coffee is in the top five conversational topics in Tumblr’s food category, as well as becoming  more mobile friendly.

By moving to Tumblr, Nescafe’s attempts to build stronger relationships with younger consumers, specially as coffee is in the top five conversational topics in Tumblr’s food category, as well as becoming  more mobile friendly. The Nescafé site will host landing pages for offline promotions and feature “buy” buttons, reviews and ratings. Nescafé will also benefit from the mobile friendly Tumblr design. Add to this the SEO benefits of Tumblr users being able to easily reblog owned Nescafé content – creating DoFollow links on the open web – and Nescafé could see a significant uplift in organic search.

“We’re actually moving everything to Tumblr but consumer data,” said Michael Chrisment, Nescafé’s head of global integrated marketing.”Tumblr is unique. It’s an agile, responsive, connected platform, the fastest growing social platform and a fantastic way to connect with younger people.”

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acquisition.
Why it matters: BrightRoll is a strong competitor of Yahoo in terms of video ads volume and appealing publishers and advertisers.The acquisition of Brightroll would  help Yahoo  accelerate its programmatic video capabilities. This would be Yahoo CEO Marissa Mayer’s second largest acquisition after Tumblr.

descarga (1)Yahoo is in talks to acquire digital video advertising service provider BrightRoll for around US$700 million, TechCrunch reports.  The term sheets have been already signed, and if the deal is closed, could fall anywhere around that sum, although it could be valued as much as US$1 billion.

San Francisco-based BrightRoll, an 8-year-old company,is a programmatic video advertising platform that reaches audiences across web, mobile and connected TV. The company reportedly raised over $40 million from investors and had over $100 million in revenue in 2013.

Were this acquisition to take place, it would Marissa Mayer’s, Yahoo CEO, second largest acquisition of her tenure, coming 16 months afterYahoo bought Tumblr for US $1.1 billion.

Mayer is said to be currently under pressure from activist shareholder Jeff Smith, since he has called for dramatic changes to the company. Smith, of Starboard Value, has written an open letter saying that Mayer should quit making acquisitions altogether, find tax efficiency to monetize its Asian assets, and sell to AOL. In a way, this deal would serve as a way for Yahoo to counter AOL’s acquisition of the Web video exchange company Adap.tv last year, which has already begun to pay off for AOL.

This new move could have an impact on negotiations, as Tim Armstrong, CEO of AOL, which is Starboard Value target for a merger, said  that Yahoo is not  part of AOL’s future plans.n the short term, BrightRoll’s purchase would help to appeal publishers and advertisers who are looking to get their ads featured on more platforms, hence reaching wider audiences and generating more sales. It could also mean greater revenue for video publishers from ads being displayed as well.

Business Insider points out three ways in which an acquisition of Brightroll might help Yahoo

-BrightRoll’s algorithms might be able to help Yahoo match advertisers to videos more efficiently, thereby allowing it to sell the video ad inventory it already possesses for higher prices.

-If Yahoo wants to  turn Tumblr into a YouTube competitor. It needs video-hosting and ad-serving technology to be able to do that.

-BrightRoll generates $100 million in revenue each year, and it will immediately help Yahoo’s top line start growing again.

 

What: Online search and advertising company Yahoo Inc. is said to be in talks with video ad platform BrightRoll about a possible US$700 million acquisition.
Why it matters: BrightRoll is a strong competitor of Yahoo in terms of video ads volume and appealing publishers and advertisers.The acquisition of Brightroll would  help Yahoo  accelerate its programmatic video capabilities. This would be Yahoo CEO Marissa Mayer’s second largest acquisition after Tumblr.

descarga (1)Yahoo is in talks to acquire digital video advertising service provider BrightRoll for around US$700 million, TechCrunch reports.  The term sheets have been already signed, and if the deal is closed, could fall anywhere around that sum, although it could be valued as much as US$1 billion.

San Francisco-based BrightRoll, an 8-year-old company,is a programmatic video advertising platform that reaches audiences across web, mobile and connected TV. The company reportedly raised over $40 million from investors and had over $100 million in revenue in 2013.

Were this acquisition to take place, it would Marissa Mayer’s, Yahoo CEO, second largest acquisition of her tenure, coming 16 months afterYahoo bought Tumblr for US $1.1 billion.

Mayer is said to be currently under pressure from activist shareholder Jeff Smith, since he has called for dramatic changes to the company. Smith, of Starboard Value, has written an open letter saying that Mayer should quit making acquisitions altogether, find tax efficiency to monetize its Asian assets, and sell to AOL. In a way, this deal would serve as a way for Yahoo to counter AOL’s acquisition of the Web video exchange company Adap.tv last year, which has already begun to pay off for AOL.

This new move could have an impact on negotiations, as Tim Armstrong, CEO of AOL, which is Starboard Value target for a merger, said  that Yahoo is not  part of AOL’s future plans.n the short term, BrightRoll’s purchase would help to appeal publishers and advertisers who are looking to get their ads featured on more platforms, hence reaching wider audiences and generating more sales. It could also mean greater revenue for video publishers from ads being displayed as well.

Business Insider points out three ways in which an acquisition of Brightroll might help Yahoo

-BrightRoll’s algorithms might be able to help Yahoo match advertisers to videos more efficiently, thereby allowing it to sell the video ad inventory it already possesses for higher prices.

-If Yahoo wants to  turn Tumblr into a YouTube competitor. It needs video-hosting and ad-serving technology to be able to do that.

-BrightRoll generates $100 million in revenue each year, and it will immediately help Yahoo’s top line start growing again.

 

This might be Memorial Day weekend in the U.S. but the news about Hulu’s growing list of suitors continue to move at full speed.

According to several media reports on Sunday, Yahoo Inc. has made a formal offer for Hulu that ranges between $600 million to $800 million. The offer, which was confirmed by unidentified sources to Reuters, puts Yahoo in the company of other suitors for the video service owned by News Corp and Walt Disney.

Hulu, whose premium service Hulu Plus counts over 4 million subscribers, offers subscribers video content from hundreds of providers, including Hispanic-targeted TV networks Azteca America, Estrella TV, History en Español, NUVOTV, Tr3s, Univision, Galavision and Unimás.

Just last week, Yahoo spent $1.1 billion to acquire blogging tool Tumblr, which is used around the world to upload photos and videos, and is widely used by several Spanish-language media companies, including Univision, NBCUniversal and Conde Nast, among many others.

Excitement and some question marks after Yahoo! announced yesterday it it acquiring Tumblr for US$ 1.1 billion. (Even though Yahoo’s! CEO Marissa Mayer, promised “not to screw it up.”)

In the short-term it won’t have a lot of impact on Yahoo’s overall offering, let alone for U.S. Hispanic specifically
Tumblr is certainly a strong platform more than 102 million Tumblr blogs that attracted more than 29.2 million unique visitors  in March who made 6.6 billion page views according to ComScore in March. Tumblr also has a very young audience with 45% of its readers being under 35 years old. Very interestingly, Hispanics clearly over-index as Tumblr users.  Hispanics represent 17% of Tumblr users , almost twice as much as what their representation should be if their overall share of the U.S. Internet is taken into account.

Que Viva Tumblr! 

Segment

 % Tumblr Users

    % of U.S. Internet users

Multiple

Caucasian

64%

76%

0.85X

African-American

11%

9%

1.17X

Asian

7%

4%

1.55X

Hispanic

17%

9%

1.78X

Other

2%

1%

2X

Source: Quantcast

Will Tumblr help Yahoo! to monetize its U.S. Hispanic audience?

The big question in the advertising space  is if and how  Yahoo will be able to monetize Tumblr. We asked Marla Skiko, EVP, Director of Digital Innovation at Tapestry. According to Skiko “because the advertising/marketing potential on Tumblr to date has been fairly limited that in the short-term it won’t have a lot of impact on the overall offering, let alone for U.S. Hispanic specifically.”

Skiko adds that Yahoo will now need to determine how to best monetize Tumblr so they can scale up marketing and media offerings.  “It is a compelling platform from a user perspective, but still is pretty small and not nearly as mainstream as some of the other alternatives.  I am eager to see how Yahoo works to capitalize on this purchase and where they take Tumblr next.  It can be an interesting complement for some of the social experiences we are designing to reach the US Hispanic user, but right now it really is just that, a complement.  From our perspective, having more offerings that we can customize and make relevant for Hispanics is only positive.”

MarissaMayerYahoo! Inc. CEO Marissa Mayer was brief and to the point in announcing this morning the $1.1 billion acquisition of Tumblr.

In her own Tumblr blog post, Mayer called the acquisition “incredibly special” and promised to operate the Tumblr site independently. In addition, she said David Karp would remain CEO, making sure the product roadmap, the team and their “irreverence” will all remain the same.

The announcement was hardly a surprise, as the Wall Street Journal had broken the news on Sunday afternoon, quoting sources close to the negotiation. Yahoo! Inc. on Monday sent out an official release.

Per its own website, Tumblr hosts about 105 million different blogs, on topics ranging from food and fashion to architecture and celebrity gossip. It reports over 300 million monthly unique visitors and about 120,000 signups every day.

Known as one of the fastest-growing media networks in the world, Tumblr is used by many Hispanic media outlets, including the English-language news site of Univision News, which updates several times a day, and even has a weekly section called Tumblr of the Week. Other Hispanic media companies targeting young, bicultural Latinos use Tumblr for quick uploading of photos and videos, including NUVOTV and NBCU mun2.

MarissaMayerYahoo! Inc. CEO Marissa Mayer was brief and to the point in announcing this morning the $1.1 billion acquisition of Tumblr.

In her own Tumblr blog post, Mayer called the acquisition “incredibly special” and promised to operate the Tumblr site independently. In addition, she said David Karp would remain CEO, making sure the product roadmap, the team and their “irreverence” will all remain the same.

The announcement was hardly a surprise, as the Wall Street Journal had broken the news on Sunday afternoon, quoting sources close to the negotiation. Yahoo! Inc. on Monday sent out an official release.

Per its own website, Tumblr hosts about 105 million different blogs, on topics ranging from food and fashion to architecture and celebrity gossip. It reports over 300 million monthly unique visitors and about 120,000 signups every day.

Known as one of the fastest-growing media networks in the world, Tumblr is used by many Hispanic media outlets, including the English-language news site of Univision News, which updates several times a day, and even has a weekly section called Tumblr of the Week. Other Hispanic media companies targeting young, bicultural Latinos use Tumblr for quick uploading of photos and videos, including NUVOTV and NBCU mun2.

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