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We are looking at Nielsen’s social content ratings of the week of May 13 to 19 in order to get a good sense of which social platforms are the best tool to engage with viewers and to learn where audiences are, what they’re watching, and what they’re saying.

 

On Sunday night, Game of Thrones set an HBO ratings record as 19.3 million viewers tuned in to watch the series’ final episode in the U.S. After 9 years since season 1, fans all over the world watched the ending of the TV show that some say ushered the new Golden Age of television.

HBO reaches fans at home through HBO and HBO Latino, as well as through its OTT Streaming Service HBO Go. It has inspired Netflix, Apple, and Amazon to look for “their own Game of Thrones” show, with mixed results. Even HBO has ensured dollars keep coming in and has planned up to five spin-off shows.

Most Game of Thrones viewers are millennials, as research shows. The show is a great case study in marketing for this generation, as it has managed to build a powerful brand via strong community building, strategic content marketing, and appropriate use of channels and resources.

Interestingly, most interactions about Game of Thrones happen on Twitter, and this is directly related to the fact that most Twitter users are millennials. Data shows 80% of Twitter users are millennials; in fact, a study about online behavior shows, together with Facebook, it’s one of the only social networks that have survived from the list of platforms they used 10 years ago.

According to Nielsen’s Weekly Social ratings, Game of Thrones has been on the top three shows with most interactions on social media since the 8th season started. The series finale generated 7.4 million interactions, and 7.2 million took place on Twitter. This accounts for 32% of interactions about the top 10 TV episodes of the week.

When we look at the rest of the shows on the top 10, we find that most interactions happen on Instagram. On spots two and three respectively, American Idol generated 4.5 million interactions (80% on Instagram) and the NBA Draft Lottery generated 2.8 million (64% on Instagram).

See the rest of the top 10 shows of the week below.

RANK NETWORK / PROGRAM / DATE INTERACTIONS
(000)
Facebook Instagram Twitter
1 HBO

Game of Thrones

5/19/19

7,401 53 115 7,232
2 ABC

American Idol

5/19/19

4,515 538 3,656 321
3 ESPN

2019 NBA Draft Lottery

5/14/19

2,858 124 1,809 925
4 CBS

The Big Bang Theory

5/16/19

1,807 213 1,379 214
5 CBS

The Late Show With Stephen Colbert

5/15/19

1,585 85 82 1,418
6 USA Network

WWE Monday Night RAW

5/13/19

1,373 73 1,076 224
7 ABC

Grey’s Anatomy

5/16/19

1,094 58 963 72
8 CBS

Unraveling the Mystery: A Big Bang Farewell

5/16/19

1,085 48 941 96
9 USA Network

WWE SmackDown!

5/14/19

882 46 704 131
10 The CW

Riverdale

5/15/19

792 5 476 311

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!)

 

Twitter has appointed Katie Ford as new Head of Global Brands. Ford, former Chief Client Officer at Amobee, will be tasked with overseeing Twitter’s advertising partnerships and key brand accounts.

 

 

 

 

 

Omnicom Media Group’s agency PHD U.S. has named Anthony Koziarski as its first chief media officer. Koziarski joins from OMG’s performance marketing division Resolution Media. In his new position, Koziarski will focus on leading the development of custom media solutions, according to PHD.

 

 

 

 

 

Sephora has announced the promotion of Deborah Yeh to Chief Marketing Officer, while Karalyn Smith has risen through the ranks to Chief People Officer. Yeh most recently held the position of Senior Vice President of Marketing.

 

 

 

 

 

 

Papa John’s has appointed Karlin Linhardt as Global Chief Marketing Officer. Linhardt arrives from fellow fast-food chain Subway, where he served as Senior Vice president of Marketing for North America.

 

 

 

 

 

AdColony Inc. has announced that media industry veteran Matt Barash has rejoined AdColony as Head of Strategy and Business Development. His focus in this newly formed role is to lead marketplace strategy with a focus on increasing automation and transparency initiatives.

 

 

 

 

 

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!)

 

Dataxu has announced the appointment of Raymond Dooley as Vice President of Corporate Marketing. Dooley will oversee a global team focused on bringing dataxu’s solutions to agencies, advertisers and media sellers. He will be based in dataxu’s New York office and report to Aaron Kechley.

 

 

 

 

Entravision announced it has rehired Mark Garcia as SVP of Integrated Marketing Solutions. Garcia, who was most recently Director of Sales at Nexstar Broadcasting in El Paso, will be based in McAllen and report to Lilly Gonzalez.

 

 

 

 

 

Laura Willis has returned to Pulpo Media as VP of Digital Sales. Willis will be based in New York and report to Solange Curutchet. She’ll be responsible for managing national sales in the U.S. She was most recently Director of Integrated Sales at Meredith/People en Español in New York. Before that, she was Senior Sales Director at Pulpo Media.

 

 

 

R/GA announced in an all-staff meeting that its founder, executive chairman and CEO Bob Greenberg, will officially step down from his position on Jan. 2. Sean Lyons, a company veteran who has served as U.S. president since 2015, will succeed Greenberg.

 

 

 

 

Rapha Vasconcellos has been named the leader of Facebook’s Global Creative Shop. He has been with Facebook for six years, heading up the company’s Creative Shop in two of its fastest-growing regions, Latin America and most recently, Asia Pacific. As head of Creative Shop, he’ll work closely with Facebook’s chief creative officer, Mark D’Arcy.

 

 

 

 

Twitter has hired ad-agency executive God-is Rivera as global director of culture and community, a new post created to help engage, spotlight and market to informal user groups. Twitter said Ms. Rivera will help advertisers connect effectively with various communities on the platform driving influential conversations under banners such as Feminist Twitter, Asian-American Twitter, Black Twitter, and NBA Twitter.

 

 

 

Vice’s creative agency Virtue is teaming with noted filmed director Robert Rodriguez and his El Rey Network for La Reyna, an agency designed to connect brands with U.S. Hispanics. Rodriguez himself will serve as creative chairman of the agency, supported by a team of creative directors pulled from the combined networks of Virtue and El Rey.

 

 

 

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!)

Verizon Communications has named K. Guru Gowrappan as Oath’s CEO replacing Tim Armstrong. Gowrappan  previous role was president and chief operating officer (COO)

 

 

 

 

 

Wunderman has appointed Mel Edwards as its global chief executive. Edwards will be responsible for realising Wunderman’s vision of creating a ‘Creatively Driven. Data Inspired’ message to brands.

 

 

 

 

Sara Larsen has been appointed chief marketing officer by Brightcove. Larsen prior role was vice president, Americas marketing and communications at Dassault Systèmes.

 

 

 

 

 

Uber has hired Rebecca Messina as its global chief marketer. Messina joins from Beam Suntory where she held the same role. Prior to this, she spent 22 years at Coca- Cola.

 

 

 

 

 

Imran Khan is leaving his position as chief strategy officer at Snapchat to “pursue other opportunities”. Khan joined the company in 2015.

 

 

 

 

 

Vinayak Hegde has been hired by Airbnb as lead of ‘global growth marketing and traffic platform’. Hedge joins from Groupon where he was the e-commerce company’s senior vice president and global CMO.

 

 

 

Vevo has named Alan Price as chief executive officer (CEO). Price joined the company nine years ago as chief finance officer.

 

 

 

 

 

Twitter has hired Sarah Personette as its new head of global Twitter Client Solutions. Personette joins from Refinery29 and will oversee all of the global regional TCS leaders, Client Solutions Development and Global Brands.

 

 

 

 

 

MDC Partners announced that Scott Kauffman is stepping down as chairman and CEO. Kauffman previously served as presiding director of the board, beginning in 2006.

 

 

 

 

 

 

Chief marketing officer Seth Farbman will leave Spotify at the end of this month to “pursue other opportunities”. Farbman joined from Gap in 2014.

 

 

 

 

 

 

 The IAB today announced that Michael Texidor has been promoted to Vice President, Learning and Development, and Breda O’Reilly has been named Vice President, Investment and Relations.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • UFCUFC has reached a company value of up to US$7 billion, after signing a five-year media rights deal with ESPN, according to Dana White, president of the UFC. The deal with ESPN, announced in May, will see the sports broadcasting giant cover a total of 30 events each year, with 15 bouts to air exclusively on the new ESPN+ streaming service. The agreement is said to be worth an eye-popping US$300 million annually over five years, netting the UFC a total US$1.5 billion.

 

  • MLB will open the season earlier than ever before next year, after announced that all 30 teams will start the 2019 season on March 28, the earliest Opening Day in history, without counting international games. The season will tip off with the Mariners and host Athletics at the Tokyo Dome on March 20-21.

 

  • Victor Cruz, former New York Giants wide receiver, is joining ESPN as an NFL analyst. Cruz will contribute to NFL Live, Get Up!, SportsCenter, ESPN Radio and other ESPN platforms year-round.

 

  • MMA promotion Combate Americas announced the opening of La Jaula Studios, a new multi-platform content production studio created to serve Hispanic Millennials and Generation Z. La Jaula Studios will produce authentic content in Spanish, English, and Portuguese that complements Combate Americas’ programming with upcoming projects. The new studio will be led by Stan Jakubowicz, who was recently promoted to Chief Content Officer and will be based in New York.

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  • CHEEZ-ITKellogg’s Cheez-It brand was named as the title sponsor of the NFL Cactus Bowl, which will now be known as the Cheez-It Bowl. The multi-year partnership features a match-up between members of the Big 12 and Pac-12 conferences at Chase Field in downtown Phoenix. The fully-integrated partnership includes digital and social media, content, in-stadium exposure, product sampling and on-site activation at the game and other Fiesta Bowl organization events.

 

  • Frost Bank has become the San Antonio Spurs first-ever jersey partner. The multi-year deal will see Frost’s logo on the jerseys starting Sept. 30. Frost Bank’s branding will also appear more widely at the AT&T Center and on Spurs’ digital platforms.

 

  • The Overwatch League and Twitter locked a new multiyear deal to bring highlights and live stream content to the platform. Twitter will drive Overwatch League’s distribution of near real-time highlight clips from every match of the Overwatch League regular season, playoffs, Grand Finals, and All-Star Weekend.

What: With World Cup over, it can be deemed an overall global success not just in soccer, but in sports business.
Why it matters: Brands were able to use social media to deliver messages more than ever, via nontraditional outlets like Twitch, a trend that will only increase.

The FIFA World Cup (@FIFAWorldCupis now in the rear view mirror, as soccer friendlies and several months of MLS (@MLSnow take center stage in North America, as global fans of “The Beautiful Game” await training and then the opening of the elite European leagues in the late summer.

The lessons learned from World Cup activation and engagement continue to grow. The effective implementation of social campaigns tied to the games were in record numbers, Spanish language broadcasts in the U.S. drew solid audiences despite the fact that the U.S. did not qualify for the event, and many of the elite Spanish language countries exited a little earlier than expected. Still the drama and life displayed by first timers like Peru and the continued growth and engagement of Mexico led to an even bigger bounce than what was expected making World Cup in Russia an overall global success not just in soccer, but in sports business.

…[B]rands that invested in social were able to find a new engagement platform, especially for digital first millennial consumers, that had not existed before.
credit: Soccer.ru

In the U.S., the change of leadership at the top of USA Soccer (@USASoccer), and the announcement that the 2026 Cup will be coming to North America has also given rise to even more hope that soccer as a property will still see its biggest days ahead.

With that forward looking idea comes one more look back at World Cup engagement, this time through an engagement platform becoming more and more prevalent as sports looks to be customized and digital first. Twitch (@Twitch ‏), the Amazon owned streaming service, has become a monster and go to platform for esports for several years, and now leagues like the NBA have looked to create more formal relationships as a custom screen experience for fans. The NBA G league (@nbagleagueexperimented with great success on Twitch last season, and more and more relationships will be coming, especially as Amazon itself continues its ramp up with broadcast rights for major sports leagues around the world.

Portada worked with Stream Hatchet (@StreamHatchet), one of the world’s elite digital measurement services, to look at Twitch and the World Cup, and how and if the official brands tied to World Cup actually gained share of voice across the channels created by fans on Twitch before and then during the World Cup. Given the fact that Twitch had no official relationship with FIFA, the share of voice for brands might be expected to be small. However what played out was actually interesting, as it shows that brands that invested in social were able to find a new engagement platform, especially for digital first millennial consumers, that had not existed before.

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courtesy Wanda

Who were the brands that won out over the thousands of Twitch channels and conversations created specifically around World Cup? There were five that entered conversations best: Wanda, Hyundai, Adidas, Visa and Coke, with the engagement and chatter about the brands on Twitch starting before the Games actually began, and then peaking as the semi-finals and finals came into view.

Given the savviness of Asian consumers around esports and the use of Twitch as a medium of choice, the success of engagement for brands like Wanda and Hyundai makes great sense. However to see global brands like Visa and Coke, and an apparel brand like Adidas be in conversations throughout the course of the Games opens a very unique window for future engagement. Keep in mind that little to no sponsorship dollars were spent in conjunction with Twitch, so all the engagement mentions and conversations, sometimes as large as 50,000, all game about in a generic and authentic form for the young consumers watching and talking about the World Cup on the platform.

It provides a great litmus test into the power of both a custom streaming channel, and a second screen experience not just for the World Cup, but for any sports event looking to engage and activate going forward. Now with such a massive spend by brands on traditional channels, will dollars suddenly flow to Twitch, or even other second screen streaming experiences like Facebook Live, that easily in the short term? No. However this snapshot (below) by Stream Hatchet and Portada shows that there is growing value that has been anecdotal, and now is quantifiable, as brands looks to engage new consumers on a platform they are comfortable on and more and more used to using.

While focus remains on big screen for now, the handheld, custom experience continues to make inroads, the proof, even in World Cup, is now there to see.

Cover image: Mahdi Zare/Fars News Agency

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • JUGOtvJUGOtv, a sports digital media network and content production studio for the US Hispanic and Mexican audience, will become an official digital video partner for the International Champions Cup. The San Francisco-based company will create, curate and distribute exclusive International Champions Cup content to the US Hispanic and Mexican fans.

 

  • Heineken kicked off its “Summer of Soccer” campaign. As soccer viewership and fandom continue to grow throughout the U.S. Heineken has also extended its long-term partnership with Major League Soccer with a five-year renewal as the Official Beer of MLS, and will continue to sponsor Rivalry Week, which runs from Aug. 22 through Aug. 26.

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  • Thom Browne

    FC Barcelona has reached an agreement with the exclusive American fashion brand Thom Browne, which will become a global sponsor for the Club and an official formal wear provider for the team off the field of play. From this season and for the next three years, the team will wear Thom Browne clothing on their away trips. This new agreement represents the club’s objective of searching proactively for new partners.

 

 

  • Twitter’s World Cup coverage saw 115 billion impressions on the platform with fans Tweeting the most during the Final between France and Croatia. Meanwhile, the social media reports that Brazil sent more Tweets than any other nation during the World Cup, followed by Japan, the UK, the US, and France. Brazil’s Neymar, Jr. was the most-mentioned player of the tournament, and Budweiser the most-discussed brand.

 

  • Meanwhile, Facebook saw 383 million people have more than 2.3 billion interactions related to the World Cup on the platform. Brazil, the US, Mexico, India, and Vietnam, were the most engaged countries in the conversation.

What: The Brazilian Football Federation (CBF) has partnered with Twitter to distribute exclusive content produced by the CBF.
Why it matters: As the universe of “broadcasters” expands, the potential audience for team- or league-based content increases, making it more attractive to potential marketing partners.

The definition of the term “broadcast outlet” has changed significantly and is more nebulous than ever. With Facebook and Twitter broadcasting Major League Baseball games, Amazon Prime taking over the rights for AVP beach volleyball (@avpbeachmatches and many leagues creating their own online networks, the delivery methods for content are more varied than ever.

Team Brazil is the latest huge entity to work with a “new” broadcaster to deliver content, as the soccer power’s national governing body, the Brazilian Football Confederation (@CBF_Futebol), has partnered with Twitter to distribute video of basically everything but the FIFA World Cup 2018 matches: news, training, interviews and more.

Football is a topic of great interest to Twitter users, who already access the platform, naturally, to see and comment on what is happening around the subject.

“The continuous work of approaching the Brazilian national team allows the fans to follow the daily routine of the delegation during the World Cup,” said Rogério Caboclo, executive director of management at the CBF, in a statement. “The partnership with Twitter ensures that this premium content reaches the public in an agile and modern way.”

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The content is available through the official CBF Twitter page, with mascot Canarinho as a key figure, with his own emoji and hashtag ( ). Fans can watch the video features throughout the World Cup.

“Football is a topic of great interest to Twitter users, who already access the platform, naturally, to see and comment on what is happening around the subject,” added Pitter Rodriguez, director of sports content partnerships for Twitter Latin America.

Working with established Internet giants like Twitter, Facebook and Amazon and their inherent marketing muscle is an excellent way for brands, in this case a national governing body, to distribute content that might otherwise only go to its own fandom to a wider audience. The potential for branding is strong, as the “free” video will have a significantly larger potential audience.

Cover Image: CBF/Twitter

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Samsung Electronics90min announced new partnerships with Budweiser, Hyundai, Right Guard, Listerine, Caliente, Samsung and BOSS Fragrance for its World Cup content. For the deal, the soccer–specialized website will use fan reporters to write on-the-ground stories from Russia, it will also provide street-level video reporting that focuses on the fan journey, the fan culture in Russia and the “combustion moments that happen on and off-the-pitch.
  • Telemundo and Google announced a partnership to bring Telemundo’s Spanish-language World Cup content to Google and YouTube for soccer fans across the US. For the first time ever, World Cup fans searching on Google for their favorite teams, matches, and scores in Spanish in the US will see close to real-time video highlights from Telemundo Deportes. In addition, the 2018 FIFA World Cup Russia games on Telemundo will be offered in markets where YouTube TV is available.
  • Amazon locked a three-year deal to broadcast live Premier League matches and weekly highlights packages on its Prime Video service in the UK, starting with the 2019-20 season. This marks the first time that Premier League TV rights have been acquired by a non-traditional broadcaster.

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  • BudweiserFIFA, partnered with Budweiser and Twitter to make it easier for fans to vote for the Man of the Match Award during the 2018 FIFA World Cup. The new Twitter voting platforms will offer an enhanced visual voting portal and will update to include active players on the pitch. When voting concludes, @FIFAWorldCup will tweet the name of the winner.
  • The National Women’s Soccer League announced that ESPN will telecast six NWSL Games of the Week on ESPNEWS throughout the remainder of the season. By doing this, the ESPN will replace the previously scheduled games on Lifetime. All six nationally televised games will be slated for evening kickoffs.
  • The Canadian Premier League has added Valour FC as one of the founding clubs set to play in Canada’s new professional men’s soccer league in the spring of 2019, plating out of Investors Group Field.
  • FIFA signed its first 2018 World Cup sponsor from Africa, agreeing to a deal with the government of Egypt. “Egypt – Experience & Invest” – a campaign which FIFA says aims to showcase the “wide spectrum of tourism experiences and investment potential Egypt has to offer” – fills the first of four African slots in a program for third-tier commercial deals. FIFA has now 20 sponsors of the 34 places in its 2018 World Cup commercial program.
  • Telemundo Deportes’s En Vivo App will include a custom emoji keyboard during the FIFA World Cup, in partnership with Sportsmania.

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

Twitter is rumored to be working on a new feature that makes it easier to share videos on the platform.

Facebook’s virtual reality division has come up with a new unit of time called Flicks, which they will use to measure the speed of digital audio and video.

YouTube announced that it will spend more than $5 million to fund creators who “counter hate and promote tolerance.”

Almost 95% of brand and retail executives say live video will be an important part of their marketing strategy in 2018, according to a study released today by Brandlive and IBM Cloud Video

According to a confirmed report, CNN is closing down YouTube star Casey Neistat’s video business, Beme.

WARC’s latest monthly Global Ad Trends Report said that TV is the largest media channel, despite having registered a 1.4 percentage point dip in 2017.

A report from an October 2017 study reveals that more than eight in 10 (81%) internet users worldwide said they watched broadcast TV at least monthly. That was more than any other media channel, including radio, streaming video, cable or satellite TV and online or print news periodicals.

A study by cross-platform advertising solutions specialist Extreme Reach, “The Current State of Sourcing and Preparing Creative Assets for Video Campaigns” found that 70 percent of those surveyed report the industry should start over and create an entirely new workflow for creative assets management.  Also, 88 percent of those surveyed want a service that lets the media agency, creative agency, and client share and access creative assets from a central, permissions-based cloud location.

eMarketer’s forecast of subscription over-the-top (OTT) video viewership revealed that 37% of digital video viewers in China watch online content using a subscription service. The subscription market grew by more than 80% in 2017 and by 2019, eMarketer predicts more than two-fifths of digital video viewers in China will use an OTT service.

A report titled “Decreases in Psychological Well-Being Among American Adolescents” found that adolescents’ psychological well-being decreased the more hours a week they spent on screens. Teenagers that are only behind a screen for between one and five hours a week are happier than those who never use screens. The least happy ones were those who used screens for 20 or more hours a week.

What: Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers).
Why it matters: The study revealed that 85 percent of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship.Additionally, almost half (44 percent) employ a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.

The study, “Use of Social Media and Advanced Technologies for Sponsorship,” indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:

  • Generate awareness
  • Connect with customers during the event
  • Improve brand perception

“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason,” said ANA CEO Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”

Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason.

Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70 percent, followed by entertainment at 10 percent.

Preferred social media platforms used to activate sponsorship included:

  • Facebook (92 percent)
  • Twitter (87 percent)
  • Instagram (70 percent)
  • YouTube (47 percent)
  • LinkedIn (41 percent)
  • Facebook Live (27 percent)
  • Snapchat (27 percent)
  • Pinterest (13 percent)

The study noted that internal resources are most often used for the management of social media and/or advanced technologies to support a brand’s sponsorship activations; external agency resources are also used (e.g., digital/social agency and sponsorship agency), but to a lesser extent.

In addition, the amount of social media exposure generated was the top choice, by a wide margin, for measuring the effectiveness of a brand’s social media sponsorship activity. For advanced technologies, on-site activity tracked at the sponsorship event and the amount of social media exposure generated were the two top choices for measuring effectiveness.

METHODOLOGY

The survey was conducted in June 2017. In total, 119 ANA corporate members participated. Of those, 55 percent were characterized as “senior marketers” (director level and above) while 45 percent were “junior marketers” (manager level and below). Forty-nine percent of respondents had 15 years or more experience in marketing/advertising. Seventy-seven percent work at organizations with an annual U.S. media budget of less than $100 million; the other 23 percent work at organizations with an annual U.S. media budget of $100 million or more. Those organizations are primarily B-to-C (38 percent) with some B-to-B (20 percent), and B-to-C/B-to-B for the remainder.

For purposes of the survey, the term sponsorship was defined as “a cash and/or in-kind fee paid to a property (typically sports, entertainment, non-profit event, or organization) in return for access to the exploitable commercial potential associated with that property.” A property was defined as “a unique, commercially exploitable entity, typically in sports, arts, events, entertainment, or causes.”

What: We talked to Alyssa Bruno, Marketing Director for the Colorado Rapids, about what strategies are working the best to grow the team within the MLS.
Why It Matters: Founded in 1996, the team sees the young and multicultural audience of Denver, Colorado, as their best bet for growth.

Alyssa Bruno
Alyssa Bruno, Director of Marketing for the Colorado Rapids.

The main objective of Alyssa Bruno, Director of Marketing for the Colorado Rapids, is to get people into the seats at the Colorado Rapids’ stadium, using the live experience to turn them into new fans.

“I’m really in charge of bringing in that single-ticket buyer. Our sales pipeline is the buyer who either has been to a Rapids game, but hasn’t really engaged with the team, or those who haven’t been to a game before or haven’t experienced the brand before, and bring those people in to develop them,” she said.

The team is looking to generate more ticket sales, including season tickets. Dick’s Sporting Goods Park, where the MLS team plays, has 19,680 seats. In November 2016, the Rapids established their own attendance record with 18,759 occupied seats. Even so, the average attendance during its regular season was 16,278.

“As a club our ultimate goal is to sell as much of the stadium [seats] as we can, through season tickets, members, and a fan base that is truly engaged and very passionate, and create that experience in the stadium,” said Bruno.

As a club our ultimate goal is to sell as much of the stadium [seats] as we can.

To sell tickets, the marketing team’s emphasis is on generating brand awareness through 360-degree campaigns, where the brand has an all-around presence—from online media and social networks, to billboards and activations around specific games. “They all have to complement each other,” she said.

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However, Bruno admits that most of the innovation has been in online advertising. Once a week, the marketing team meets with the digital team to update and establish new online strategies. “Once a week, we talk with our digital team about a new idea to advertise to people and how we can target them in a more specific and efficient way.”

Among the main things they’ve discovered is that consumers move around more on their mobiles and tablets, so that is where the team’s brand needs to be. This also allows the team to measure exactly what they see, and to know even which player they prefer.

The perfect target

Keeping in mind how important connectivity and mobility are for their fans, Bruno directs her efforts specifically towards two demographics. “My targeting efforts go towards millennials from the general market and the Hispanic millennial. Denver is a very dense market for millennials.”

My targeting efforts go towards millennials from the general market and the Hispanic millennial. Denver is a very dense market for millennials.

According to Bruno, Denver is one of the cities with the highest number of millennials moving to the city. “We are taking advantage of that opportunity to really grow the fan base with the growing demographic here in Denver,” she explained.

Colorado RapidsA New York Times article, published in July 2016, stated that “according to a Brookings Institution analysis of population movement from 2009-14, Colorado had a net annual migration gain of 12,682 people ages 25 to 34, the highest of any metropolitan area in the United States. That means an average of 12,682 more millennials per year moved here than left, for each of the five years measured.”

Among Hispanic millennials, the Rapids take special care of the target they are looking for, since they do not want to be just another team to the fans of La Liga Espanola, or Liga MX. “We are looking for people whose parents or grandparents did (follow those leagues) and they are now introduced to that soccer culture and are comfortable and knowledgeable about the sport, but they don’t have a personal connection and are able to connect with the Rapids rather than have this match elsewhere,” added Bruno.

CHECK OUT: Houston Dynamo bets on Game Day Experience to Engage Fans

The team seeks to establish their own relationships, ahead of other leagues, and it achieves this through a constant conversation with its followers on social networks, as well as through stadium activations to create an energetic atmosphere that attracts a younger audience.

Currently, the Rapids have 87,700 followers on Twitter, and 220,752 fans on Facebook.

Check out our new roundup for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

According to recent research from Customer Thermometer, less than half of respondents fill out feedback surveys: 46% of respondents say they usually complete feedback surveys if they are quick, and 45% say they usually ignore requests. Only 9% of consumers say they usually take the time to thoughtfully fill out feedback surveys.

A new survey by the 4A’s and SSRS found that 67% of agency respondents said that they “believe that changing American values are causing brands to become more interested in corporate responsibility and values-based marketing.”

Recent research from Sprout Social found that 86% of respondents say they want brands to be honest in their social posts; 83% want brands to be friendly, 78% want them to be helpful, and 72% want them to be funny. Less than half of consumers want brands to be trendy (43%), politically correct (39%), or snarky (33%) on social media.

According to the New Brewer publication, seasonal craft beer sales slumped 14% in the first quarter, accelerating from last year’s decline, as the collective palate of drinkers and the year-round availability of seasonal styles have eaten into that segment. Of the top 50 brewers that meet the Brewers Association’s definition of a craft brewer, 25 saw sales flatten or decline in 2016.

Campaigner®, the email marketing brand of j2 Global, Inc., announced the results of its 2017 Generational Marketing Insights Survey, finding that less than a quarter (24 percent) of online shoppers in general name social media as one of their preferred channels for brand interaction. Only 5 percent of respondents saying they use Snapchat to keep in touch with brands; Pinterest and Instagram each garnering 18 percent, while over half (54 percent) of those surveyed say they use Facebook to follow brands on its platform. Only 3 percent say they utilize Twitter for this purpose.

According to new research from Brand Innovators and Origami Logic, nearly two-thirds (63%) of surveyed brand marketers understand that marketing performance measurement would help them focus on measuring ROI but 72% said their marketing measurement efforts were either average or below average. Technology and automotive sectors led the way in describing their measurement practices as above average, while retail, personal and household goods and healthcare all reported their efforts as average at best.

Bond Brand Loyalty released The Loyalty Report 2017, finding that brands continue to invest more in loyalty programs, and enrollment has grown by 31% over the last four years.

According to research conducted by Leflein Associates, members of Gen Z “expect to be able to have direct access to friends, celebrities, and brands,” said Pete Stein, Fullscreen’s general manager. The study found a generational gap between Gen Z (aged 13-17) and millennials (aged 18-34), finding that the latter are more likely to consume content on traditional TV, publisher sites and blogs, while members of Gen Z are early adopters on things like short digital videos, social media sites/apps and watching full-length shows/movies online.

A study from GetResponse and Holistic Email Marketing found that marketers believe email marketing delivers the best return on investment when considering all digital marketing options: 53 percent of marketers believe email marketing delivers an excellent or good return on investment, while 50 percent felt the same about social media marketing. More than 40 percent of marketers also felt that search engine optimization, content marketing and paid social media advertising had a good or excellent return on investment.

Marketing research firm BrandSpark International announced the 2017 winners of the BrandSpark Most Trusted Awards for consumer packaged goods (CPG) brands. “Just 18% of shoppers buy any product so long as it offers the best price, so brand trust is a key factor in the purchasing decision,” added Levy. “67% of Americans saying they try new products from the brands they trust most.”68% of respondents, from millennials to older shoppers, stated that they trust consumer-voted awards for brand endorsements. For health & beauty products, consumer-voted awards are the most influential endorsements outside of medical professionals and direct friends and family, with 45% of shoppers saying that consumer awards are influential to their beauty purchases, increasing among millennial beauty shoppers to 60%.

Fluent’s “Marketing to the Heartland” in the first two research series looked at differences in core values and media consumption habits of consumers living in the Heartland. Physical stores are still the preferred way of shopping for nearly half of US consumers in both Heartland and Coastal areas, says the report. Consumers generally prefer shopping in a physical store because they like to see or try items on in person (74% for total US). Many also find brick and mortar shopping more convenient, especially in the Heartland.

What: NFL content broadcast on Twitter will be sponsored.
Why it matters: Because a week after Twitter signed deals with MLB, the PGA Tour, and the WNBA, the social network has announced an alliance with the NFL that has a two-fold aim: to increase the visibility of the competition and create new advertising channels that are attractive to brand marketers.

Twitter has signed an attractive multi-year contract with the NFL for live pre-match coverage and a 30-minute show on the popular microblogging network.

The live show will air on Twitter five days a week during the NFL season, covering news, highlights, and pre-game updates, the company has confirmed.

Since 2013, Twitter had teamed up with the NFL to stream Thursday Night Football, which has had a great impact. Last month, however, Amazon edged out Twitter to secure live streaming rights to the games.

“Twitter is still an important partner in providing access to millions of highly committed fans on digital media,” said NFL Media and Business exec Brian Rolapp about choosing Twitter.

Twitter is still an important partner in providing access to millions of highly committed fans on digital media.

“We are confident that the new daily program, produced by the NFL Network and featuring some of our top analysts, will quickly become one of the most popular programs.”

The results obtained will determine to a great extent whether the NFL achieves its mission of monetizing ̶ through sponsorships ̶ the video content it will broadcast via Twitter.

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Twitter already has a partnership with the NFL to broadcast highlights and analysis. In its efforts to attract new users, live streaming has been one of Twitter’s biggest hits since 2016, as sports fans increasingly turn to the Internet to watch video.

More than 800 hours of live video for over 450 events were broadcast on Twitter in the first quarter of the year.

Anthony Noto, Twitter’s Chief Financial Officer, previously served as CFO of the NFL.

Image: Twitter.com

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.

What: Data company 4C Insights has released a study analyzing data from various TV and social media networks over the course of the NCAA Division I basketball tournament, revealing that less was more when it came to ad spend.
Why It Matters: Some of the most successful brands ran few ad spots, but saw significant increases in social engagement. Sponsors saw increased lifts on social media as the tournament rounds progressed, revealing the correlation between effective tv advertising and brand lift on social.

Data company 4C Insights tracked the relationship between ad spending and brand lift on social over the course of the NCAA Division I basketball tournament, revealing interesting insight on the correlation between ad spend on TV and social lift.

Over the tournament, Twitter was the most popular social network for fans, as there were over more tha040417_MarchMadnessIII_TIMELINE_DRAFT4 (1)n a million engagements compared to Facebook’s 718,435. 

Over the course of March Madness, 4C Insights analyzed the likelihood a consumer is to engage with a brand on social within two minutes after their March Madness ad aired, known as TV social lift. Looking at the top 20 brands that aired at least 10 spots, Capital One and Geico spent the most ad dollars on more than 160 spots each, but only saw moderate lifts in social engagements and TV social engagement. Acura saw the highest TV social lift, with 1491% lift as a result of
just 37 ad spots. Pizza Hut saw 100k social engagements with only 50 ad spots.

“Throughout March Madness sponsors have been seeing their initiatives pay off with increasing lifts on social media as the rounds progressed. Capital One achieved a 70% lift in social engagement or more from its March Madness TV ads in every round of the tournament,” Bradley Harkrader, 4C’s Senior Manager of Marketing said.

The study also gathered highlights from the championship game, looking at how social engagement on Twitter and Facebook changed during the two minutes after an ad ran on TV. Bud Light had the most successful ad that night even though they spent the least, seeing 24,782% more engagements on social over those two minutes. Coca-Cola, however, spent more on ads to see the least social engagement: 12 ads with more than five minutes of ad time resulted in the least amount of social engagement lift. Volkswagen, Buick, DirecTV and Hardees also saw significant social engagement lift.

Harkrader observed that “a couple brands used the NCAA Championship stage to make big statements,” citing the example of Hardee’s, which announced a new marketing direction focused on its food, and as a result, “the championship spot drove a 1,079% social media brand engagement lift.”

Looking at some of the most popular ads over the tournament, Bud Light’s “Happy Hour with Coworkers” achieved an impressive 24,782% lift in social engagements for the brand.

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What: AppsFlyer has released the 2017 Mobile World Congress Edition of The AppsFlyer Performance Index, which presented a ranking of the top media sources in mobile advertising.
Why It Matters: Facebook, Google AdWords and Vungle rounded out the top three on the rankings, whose results were based on analysis of six billion app installs and 22 billion app sessions/app opens.

Facebook, Google AdWords and Vungle are the top media sources in mobile advertising, at least according to AppsFlyer’s 2017 Mobile World Congress Edition of The AppsFlyer Performance Index.

The study generated some interesting results, and it was the first time that the company took a deeper look into regional variations in North America, Latin America, Western Europe, Eastern Europe, Southeast Asia, North Pacific Asia and the Indian subcontinent.

Facebook held the top spot across regions on both Android and iOS, while Google held the second spot everywhere on Android, and most regions on iOS.

Twitter, which came in at #5 globally, climbed three places to hit the #3 spot in the global Android Power Ranking because of their first place retention score, and also performed well in delivering volume and valuable users on iOS.

Mobile video was found to engage potential gamers with a 23% higher retention score than the global median retention score, and comparing iOS with Android, despite Android’s far larger market-share, the top 30 media sources on iOS delivered roughly half of all gaming app installs driven by paid media. But their average Power Rankings and retention scores on both iOS and Android were roughly the same.

Mobrain delivered particularly impressive results in Latin America, while Taptica and StartApp also showed growth.

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

Univision Communications Inc. (UCI) announced that it will be live streaming select matches from Univision Deportes’ portfolio of Liga MX in English via Facebook Live this season.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc. (SBS) (SBSAA), the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. Targetspot will be the exclusive third party sales network for SBS’s entire Spanish Radio streaming inventory.

Amazon announced the launch of Chime, a new online VoIP call and video messaging platform aimed at business users that offers video conferencing and chat messaging and allows users to host or join virtual meetings, share content and screens across multiple platforms, including Mac, Windows, iOS and Android devices.

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.

Market research and consulting company Parks Associates’ 360 View: Digital Media & Connected Consumers report that  claims that 29 per cent of US broadband households get most of their news from social media platforms such as Facebook and Twitter, and that the majority of broadband consumers feel that television is more authentic than online video.

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Twitter’s recently launched “Explore” section will now feature live videos sourced from Periscope within its “Top Trends,” the company announced yesterday. The move will further integrate Twitter’s standalone live streaming app into its main platform, leaving even fewer reasons to keep a separate app dedicated to live streaming video around.

Facebook revealed plans to launch a Facebook Video app for TV sets. Also, video will automatically play with sound on if a person’s device is not in silent mode, and users can minimize videos while browsing, watching videos while scrolling through their feeds.

Comcast is launching a new app called Xfinity Stream which will be available to all Xfinity subscribers for free on February 28th. The app is an overhaul of the Xfinity TV app and will be replacing it as the tool for subscribers to access live channels, DVR content, and on-demand titles on the go.

Digital audio ad network TargetSpot announced an exclusive network partnership with Spanish Broadcasting System, Inc., the largest publicly-traded Hispanic-controlled media and entertainment company in the United States. SBS and TargetSpot agreed today that TargetSpot will be the exclusive third party sales network for all of SBS’s Spanish Radio streaming inventory.

LATAM MARKET

AT&T is growing in Mexico, adding 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15. Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.

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.

Mexico’s Grupo Salinas has signed an agreement with Google for the online distribution of TV Azteca content to increase reach and awareness through the most popular online video services. Through the agreement, TV Azteca will also integrate YouTube’s player into its own digital platforms, aiming to improve users’ experience and video quality.

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

AT&T has announced the launch of an online streaming video service, DirecTV Now, with more than 100 premium channels.


AppsFlyer has upgraded its Active Fraud Suite, a brand new technology called DeviceRank, which it describes as “the world’s first solution to identify mobile fraud at the device-level” that will deliver “3x to 12x stronger performance than industry standard anti-fraud solutions such as IP filtering and distribution modeling.” It is now enabled for all AppsFlyer customers.

Ooyala has published its Q2 2016 Global Video Index featuring insights from more than 3.5 billion video analytic events per day from 220 million viewers across the world.This quarter, the report focused on ‘power users’: “customers who visited on more days each month — at least seven days per month but typically many more — and made more frequent visits each day than an average customer.” Among other insight, the report claims that on an AVoD news site users visit 37 per cent more during the workweek than on weekends and use computers to consume content for longer periods, compared to the average user who uses a mobile phone.

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.

Apple Inc. and Google made changes to their mobile web browsers to enable video content to play automatically in web pages, provided audio is muted. The adjustment may result in more mobile video consumption, driving new revenue.

Click here to watch Tubular Insight‘s new webinar: “The State of Online Video 2016.”

Josh McFarland, Twitter’s vice president of product, spoke at DMEXCO marketing conference in Cologne, Germany, and presented the following stats on Twitter and video: 93 percent of Twitter videos are watched on a mobile device. In Europe, almost half of people use Twitter while watching TV. He also said that tweets with video are 6x more likely to go viral, and tweets with a photo are 3x more likely than tweets with an animated GIF to go viral.

anatomyAnatomy Media released a report about millennials claiming that two-thirds of millennials use an ad blocker on a desktop or mobile device, and that about 36% block pre-roll ads on short-form videos; and 28% do so for long-form content such as a TV series.
Furthermore, 61% of millennials who stream content used a shared password or cable log-in.
CNET en Español, CNET’s Spanish-language sister site, has announced its annual list of the top 20 most influential Latinos in technology for 2016.  The list, which marks its fourth consecutive year and includes 18 new executives as well as a record number of women (9), is made up of Latinos with a broad range of experience and skills, that are leading teams in high-profile tech companies in the U.S.
VTR, an international telecommunications firm announced that it has reached an agreement with Netflix to offer the streaming platform’s content to its clients through its cable programming. This is the second agreement of its kind for Netflix: in July, Comcast announced that it would include Netflix’s services on its X1 video system.
Legendary Mexican singer Vicente Fernandez released a video announcing his support for Democratic presidential candidate Hillary Clinton in an effort to rally Latino voters. The video was paid for by the Latino Victory Project, and apparently Fernandez volunteered to do it.

LATAM MARKET

Mexico’s Internet Advertising Bureau (IAB) claims that more than eight in ten Mexican teenagers (between 13-17) come across advertising while watching or downloading videos, films or TV programs, as well as while using mobiles apps. 52% say that brands are important. Music videos are the preferred content to consume online (64% of teenagers do this), followed by concerts (46%), films (44%) and TV series (35%).

The Mexico City Tourism Trust (Fondo Mixto de Promoción Turística del Distrito Federal) has partnered with Marko and Alex Ayling, known online as The Vagabrothers, to develop a four-part video series, launching today, to introduce their millennial audience to Mexico City’s charm in ways that appeal directly to their interests.

Brazil’s Ministério Público Federal (MPF) has initiated a civil lawsuit against Google because it believes that YouTube has broken legislation regarding advertising to children: the MPF wants YouTube to warn advertisers that child-related products cannot be advertised in the country.

In Peru, TV consumption habits are changing as online video surges. A study by Nielsen claims that 72% of Peruvians are watching online video through subscription platforms. 72% have cable, 13% have satellite cable, and 13% have an account with an online video provider. But only 24% implied that they would exchange their current provider for a VOD platform.

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.

Latin Everywhere has announced a partnership with Telefónica to offer the mobile carrier’s LatAm customers Pongalo, a content streaming service with a library of more than 50,000 hours of telenovelas and other content.

tipalti_logo_final-nobackgroundAutomized payment provider Tipalti has announced that it is expanding its services to better aid companies in validating tax ID numbers of its providers in Argentina and Brazil. This way, companies can work with providers and partners in these countries to guarantee tax compliance through registering the beneficiaries’ tax information and reduce fraud.

Endemol has sold its Argentine affiliate to its local partner, Martín Kweller, who has been a minority shareholder until now. The company’s name will be changed to Kuarzo Endemic 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 MARKETS

Time Inc. has launched PEN, a free online video network that will feature content from People and Entertainment Weekly. The network will be supported by advertising and will broadcast more than 300 hours of original programming in the first 12 months of operation.  Time Inc’s library of shows from its properties like Time and Sports Illustrated will also be included in the programming.

Defy Media Inc., the company behind web video channels like Smosh and Clevver, has raised $70 million in a funding round led by Wellington Management in its attempt to fuel its growth in the online video market.

Hubspot‘s 2016 State of Inbound report revealed interesting insight regarding online video today: 49% of 18-24 year olds say that they’re watching at least 3 hours of video on YouTube a week, and 48% of marketers say they have plans to add YouTube to their content strategy in the next year. Facebook’s efforts in the online video department are also paying off: 39% of marketers said they’d be increasing their Facebook Video content during the next year.

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.

Twitter has announced a new application for Apple TV, Amazon Fire TV and Microsoft’s Xbox One that will offer free content on major streaming TV services. Content will include Twitter content, and access to the Vine and Periscope apps, as well as 10 National Football League games, Bloomberg News. Users do not need a pay-TV subscription or Twitter account to access it.

Lions Gate Entertainment Corp. has announced a deal with Vimeo to offer online services to its customers, making Lions Gate the first Hollywood Studio to license its television content to the online video platform. Vimeo will be allowed to run Lions Gate’s complete set of television series, including hits Orange is the New Black, Weeds, Nurse Jackie, and Mad Men .

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.

In celebration of Hispanic Heritage Month (9/15/16 – 10/15/16), huluHulu is premiering a lineup of programs, including Univision programs and novelas like Despertar Contigo, El Color de la Pasión, and A Que No Me Dejas, as well as season two of La Banda, the hit singing competition series created by Simon Cowell (The X Factor, America’s Got Talent) and produced by Ricky Martin.

This week marked the launch of Puros Autos Network, an online editorial platform that will cover the automobile market for  the 30 largest markets with a Hispanic population of 30% and higher.

CafeMedia has announced the relaunch of MamásLatinas.com, the first-ever bilingual online destination dedicated to connecting, entertaining and empowering Hispanic moms. Reaching more than 5 million monthly unique visitors, the refreshed MamásLatinas serves the culturally unique interests and needs of Latina moms.

Outstream video platform Teads has acquired Brainient, a company that specializes in advanced dynamic creative technologies for video and mobile. The acquisition will help Teads form the only global solution for creating and distributing interactive videos at scale and will help bridge the disconnect in the video market between data, creative and the media.

LATAM MARKET

Discovery Communications has launched DNews en dnewsEspañol, marking its first Spanish-language digital native YouTube channel. Presented by Discovery’s online brand Seeker, the online network is available worldwide, but is targeting online viewers in Latin America, the US Hispanics and Spain.

A report released by Carat claims that global advertising spend is projected to reach $548.2 billion by the end of this year—a 4.4% (or $23 billion) increase compared to 2015, and that Latin America will experience the highest yoy growth, with a projected increase of 10%.

SES S.A. has announced that Arqiva, a communications infrastructure and media services company, has contracted a C-Band transponder on SES’s NSS-806 satellite for the distribution of premium HD sports content in English across Latin America and the Caribbean.

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