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Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘How Brands Engage U.S. Hispanics: New Segmentation Approaches’, sheds light on how brand marketers can better reach this multicultural segment.

 

Even though Hispanics account for about 17% of the U.S. population, and in spite of their demonstrated buying power and high indexes of technological adoption, most companies still struggle to come up with appropriate multicultural marketing strategies. The need to implement new, more efficient segmentation approaches to engage and retain the U.S. Hispanic consumer is becoming more pressing.

Consequently, Portada has compiled a series of insights that shed light on how brand marketers can face the new multicultural reality. The new Portada Insights report, titled How Brands Engage U.S. Hispanics: New Segmentation Approachesprovides a fresh perspective on the media advertising expenditures reaching Latinos in the U.S. In addition, it shares the results of research conducted throughout the year at closed doors with the Portada Council System members.

“As the United States get more diverse and more complex from a consumer behavior perspective it has become an imperative for brand marketers to develop new segmentation approaches to target multicultural consumers; particularly the U.S. Hispanic consumer. This Portada Insights report is an example of how our knowledge-sharing and networking platform, the Portada Council System, works on innovative approaches for brands to engage consumers in the multicultural United States,” says Marcos Baer, president of Portada.

 

The Portada Insights report How Brands Engage U.S. Hispanics: New Segmentation Approaches includes:

  • Thought Starters
  • Data reflecting the new Hispanic reality, including Hispanic-targeted English-language and Spanish-language media expenditures and forecasts based on research by Portada.
  • Challenges and opportunities in deriving new segmentation approaches as seen by brand marketers
  • Practical examples of why the changing identity features of Hispanics can be a major challenge for marketers
  • Solution Approaches

 

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What: Major League Wrestling (MLW) aired its first live telecast in December 2018, a huge step for the fledgling wrestling company.
Why it matters: MLW has been able to showcase the Latin American talent on their roster — such as Rush, Konnan, Pentagón Jr., and Rey Fenix, and Salina de la Renta — as the company looks to expand into different markets.

Major League Wrestling (@MLW) finished 2018 strong, having recently aired its first live show, as part of its goal to expand the brand on a global scale.

MLW fans were treated to Consejo Mundial de Lucha Libre (@CMLL_OFICIAL) star, Rush (@rushtoroblanco) — leader of the highly popular Los Ingobernables stable, walking away victorious, in the main event, over Rich Swann (@GottaGetSwann), on a card broadcasted live in mid-December, a first for the growing wrestling organization launched by former World Wrestling Entertainment (@WWE) writer Court Bauer.

CMLL’s Rush, leader of the infamous Los Ingobernables wrestling stable, headlined MLW’s first live event that that aired on beIn Sports.

“Live sports programming is the focus of the next phase of our company’s growth,” said a spokesperson for MLW. “There is an electricity and sense of spontaneity to live wrestling on cable television. [It was] a momentous milestone for MLW, our fans and wrestlers.”

An agreement with beIn Sports (@beINSPORTSUSA) signed early in 2018, as well as its Spanish-language telecast deal with beIN Sports Español (@ESbeINSPORTS), have also been catalysts for the indy wrestling company in adding more exposure. Considering MLW’s roster is stocked with well known talent such as Rush, Mexican wrestling legend legend Konnan (@Konnan5150), current MLW World Heavyweight champion Low-Ki (@OneWorldWarrior), and the high-energy Lucha Brothers – the current MLW Tag Team champions, Pentagón Jr. (@PentagonJunior) and Rey Fenix (@ReyFenixMx); a Spanish broadcast seemed like a logical next step.

“The Spanish language telecast was done for several reasons,” said PWInsider.com’s Mike Johnson (@MikePWInsider). “One, it was something that BeIN Sports wanted and MLW was more than happy to provide it. Two, it opens the doors for MLW to have more potential as an internationally syndicated series. Three, it was a natural extension for the company given the number of Latin stars they have. If you want to attract the Latin demographic to your product, you must come to them and make them feel as if it’s ‘their’ product. By providing their weekly series in Spanish, MLW is opening the door for that audience and welcoming them into the house. Thus far, all indications are it’s been a success in the few months the Spanish version of the MLW: FUSION series has been on the air.”

If you want to attract the Latin demographic to your product, you must come to them and make them feel as if it’s ‘their’ product

Adding a Hispanic flavor to the organization was a big part of MLW’s plans, bringing in well known luchadors from Mexico, such as Puma King and LA Park, into the fold, as well as giving young talent such Ricky Martinez, Sammy Guevara (@sammyguevara) and Salina de la Renta (@salinadelarenta‏) an opportunity to shine.

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“MLW has embraced promoting authentic lucha libre as we identified it was being neglected in America,” said a spokesperson for MLW. “A large portion of our viewing audience is Spanish-speaking and we’ve seen their appetite for lucha libre grow as we introduce more top luchadores like Rush, Dragon Lee (@dragonlee95) and our World Tag Team Champions Pentagón Jr. & Rey Fenix.  We will continue to rev up promoting lucha in 2019 and beyond.”

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

MLW believes that Salina de la Renta has a bright future in the industry. Currently, de la Renta is wrestling’s first female Spanish commentator, doing color commentary for beIN Sports Español.

MLW has high hopes for de la Renta, in particular, who plays a shot-caller entrepreneur with a pipeline to Latin American talent and connections to sports leagues, TV and film, as the founder of Promociones Dorado.

The 21-year-old from Carolina, Puerto Rico, who moved to Florida to pursue a career in film and screenwriting, was inspired to jump into the wrestling business after watching E! Networks (@eentertainment) Total Divas (@TotalDivas) reality show; which features WWE’s Bella Twins (@BellaTwins), Natalya (@NatbyNature), and Naomi (@NaomiWWE); as part of a film school project.

“That was actually the first time I have ever watched anything wrestling related,” said de la Renta to ProWrestling.com (@pw_dotcom). “As soon as I saw them in the ring I thought, ‘Oh my God! I feel like I’m meant to do that.’ It just wouldn’t leave my mind. I would eat and do different things and always thinking, ‘What if I’m meant to be a wrestler?’”

Changing her career path from performance arts to the squared circle, de la Renta chased her wrestling dream before being derailed by a severe knee injury, tearing her anterior cruciate ligament and meniscus attempting a leapfrog. The injury has not deterred her, as she has continued to hone her craft as leader of Promociones Dorado and manager for world heavyweight champion Low-Ki — who has previously competed for the WWE, IMPACT Wrestling (@IMPACTWRESTLING ‏), Ring of Honor (@ringofhonor) and New Japan Pro Wrestling (@njpwglobal); and as wrestling’s first female Spanish commentator, for the beIN Sports Español telecast.

Pentagón Jr.

“Salina de la Renta is a pro wrestling prodigy, the definition of ambition,” said a spokesperson for MLW. “She is 21, speaks three languages, an entrepreneur and in just a few months has ascended on a national television series without blinking.  Very few can handle the pressure. Salina could easily be a top star on-screen or a high-level executive. Her tenacity is unparalleled.”

Between the talent MLW is developing, the luchadors being signed from Mexico, and veteran wrestlers such as Sami Callihan (@TheSamiCallihan), Teddy Hart (@TeddyHartIsBACK), Tommy Dreamer (@THETOMMYDREAMER), and former Ultimate Fighting Championship (@ufc) light heavyweight Tom Lawlor (@FilthyTomLawlor), Johnson thinks that MLW has found a formula that is starting to pay off. Johnson believes that by allowing the Hispanic stars on their roster to connect with the fans organically, as opposed to repackaging them for American audiences, MLW has managed to succeed where they had they previously failed as a company.

“The company is progressive by having personalities like Konnan and The Lucha Brothers be no different from how they would be portrayed in Mexico. They are massive stars internationally and are treated as such here,” said Johnson. “They are presented as the lifeblood of the promotion, as important as any American wrestler. That gives MLW credibility and clout with the Latin audience because they don’t want to be treated secondary and they don’t want their heroes to be presented as anything but their heroes. MLW presents them as the stars they are, but in the MLW environment and in doing so, they enrich their own company and present themselves as a more global brand.”

What: Laura Willis, who was formerly Senior Sales Director at Pulpo Media, has returned to the company as VP of Digital Sales.
Why it matters: With her experience in advertising and media planning, and specifically in the multicultural space, Willis is a great addition to Pulpo Media’s Digital Sales team.

Pulpo Media, an online ad network with access to proprietary data and technology that allows for the placement of ads specifically targeted at Hispanics across different channels, recently announced the appointment of Laura Willis as VP of Digital Sales. This marks Willis’ return to Pulpo; after fulfilling the role of Senior Sales Director in 2017, she filled the position of Director of Integrated Sales at Meredith/People en Español for almost a year before Pulpo tapped her as Digital Sales VP. At Portada, we sat down with Willis in order to find out more about her perspective for the next year and what she brings to the table at the company.

Portada: It’s an exciting time for Pulpo in that it’s launching new products and adding new staff, how was it that the decision was made for you to come back to the company? 

Laura Willis: The decision was easy, and I’m thrilled to be joining the team. I’ve been on both sides of the “fence” with Pulpo in that I’ve been a client working with their media team and I’ve also worked for the company. I’ve been following their progress and seeing how the company has continued to evolve and adapt to the marketplace; with new products, stepping up to meet ever more restrictive industry needs, and expanding its team with great people. You couple all this with the fact that Pulpo is recognized by Ad Age for the 4th year in a row now as the largest Hispanic network, and I see the potential for great things for Pulpo and our clients.

If you don’t have the scale, you can’t have an impactful campaign—that’s media 101.

Portada: What do you think you’ll be bringing to the table to help Pulpo advance its growth? What makes you uniquely qualified in the space?

LW: Foremost, I consider myself as a Hispanic marketing advocate, and I bring a true passion to my career. I feel that this is a really crucial time for our industry, and brands need to take an active role to show that the Latinx consumer is valued and appreciated.

Most of my career was spent on the agency side, and I’ve helped brands develop their Hispanic communication strategy. I get to continue that here but working at a larger level to make sure that our advertisers are able to get their message out at scale – something that has been a challenge in the past.

Portada: What sets Pulpo apart from its competitors?

LW: Pulpo delivers Hispanic audiences at a scale that is unparalleled. Our next largest competitor reaches half the size we do. That’s really important because it allows us to get granular with our targeting, whether that’s targeting a Type 2 Diabetic Hispanic for a pharmaceutical advertiser or a new mom for a retailer. If you don’t have the scale you can’t have an impactful campaign – that’s media 101. And soon we’ll be making it even easier for our advertisers to reach vertical audiences with the rollout of specific content verticals and some other offerings we’ll be bringing to market in the upcoming months.

The most important thing is to be culturally relevant because cultural passion points will transcend language.

Portada: Recent studies indicate mobile will account for over 72% of all digital ad spend by 2020, how do you see Pulpo preparing for this?

LV: Because our focus is the Hispanic market, we reached 70%+ mobile delivery a few years ago. What happened is that we started recommending to our partners that if they have desktop and mobile, to put it on as a blended line so we can optimize to the best performing units—and of course mobile was outperforming. That said, we are investing heavily so we can make sure that our offering is keeping up with the latest advertiser needs and channels.

Portada: Given today’s environment where Hispanics are becoming more acculturated, how do you target them effectively across different levels of acculturation?

LV: We feel that the most important thing is to be culturally relevant – because cultural passion points will transcend language, and I’ve seen throughout my career when marketers talk about acculturation what they are really asking is: what’s the right language? And there is not an easy answer because the Latinx consumer lives on a spectrum: there is not a prototypical Hispanic, there are generational differences, nuances from country of origin, and regional differences in where one lives in the U.S. At the core of what we do, we’ve developed a data-driven targeting platform that allows us to reach Hispanics in a precise and relevant matter. The more relevant we become, the less waste we have for clients which in turn allows us to deliver the best ROI. So focus on the commonalities and be relevant.

Portada: What do you like to do when you’re not thinking about marketing?

LV: I’m in two book clubs and I recently started taking cello lessons- which I love despite how cumbersome it is to get around the New York City subways with it! I guess I would describe myself a life-long learner. I love being curious and developing new skills and learning new things.

What: We looked at the top 15 online retail sites visited by Hispanic shoppers in the US and how they scored in number of visitors in May 2018.
Why it matters: Hispanic online shoppers’ preferences closely matched those of the population at large in the US in May, with retailers Amazon and Wal-Mart taking first and second places respectively for most-visited sites. Macy’s ranking in monthly visitors increased when considering just Hispanic shoppers compared with shoppers of from all ethnic groups. Big box home improvement retailer Lowe’s ranking dropped to last place. (Check out the overall U.S. May e-retail ranking!)

Key Insights

  • Hispanic shoppers overwhelmingly prefer Amazon for online shopping (21.7% of all visits by Hispanic shoppers in May, 2018).
  • Amazon, Wal-Mart, eBay, Apple, and Target were the five most popular sites for Hispanic visitors in May, 2018—the same order of rankings for shoppers of all ethnic groups.
  • The top four retailers’ share of online visits (Amazon, Wal-Mart, eBay, Apple.com) for Hispanic shoppers are nearly the same as they are for shoppers from all ethnic groups in the US.
  • Home improvement retailer Lowe’s slipped from tenth place among all ethnic groups to last place in online visits by Hispanic shoppers.
Number of Hispanic visitors to the Top 15 e-commerce sites in the US, May 2018
Total Audience, Home and Work, PC/Laptop
Total Unique Visitors:132,078
SiteTotal Visitors
Amazon sites28,741
Wal-Mart16,150
eBay15,261
Apple.com Worldwide sites8996
Target Corporation8995
WISH.COM7303
Samsung Group6542
ETSY.com6515
The Home Depot, Inc.6155
Ticketmaster5459
Best Buy sites5,391
Macy’s Inc4,828
Wayfair3,986
Kohls Corporation3,932
Lowes.com3,824

[Source: comScore]

What: We talked to Las Vegas Lights FC owner Brett Lashbrook about his new USL team.
Why it matters: Lashbrook has a bold vision for owning a team in a city with a strong Latin presence.

Brett Lashbrook, Owner & CEO of Las Vegas Lights FC (credit: Las Vegas Lights FC via USL)

In February, we had the opportunity to speak with several executives from Las Vegas Lights FC (@lvlightsfc@lvlightsfc_es), the newest team in the United States 2nd division of professional soccer, USL (@USL). For this follow-up interview, we had the opportunity to speak with the man behind this ambitious project: Brett Lashbrook. Brett has worked in the soccer world for over twenty years at both the league and team levels, and he believes that his grasp on the conscience of soccer in this country and his appreciation for Latino passion for the game will guide his club to a fruitful first season. The team opened up its inaugural USL campaign with a 3-2 road victory this weekend, and it will have its first regular season home game at Cashman Field this Saturday against budding rival Reno 1868 FC. The interview below shows that Lashbrook’s ambitions extend far beyond the playing field, and their success will hinge in large part on the club’s ability to tap into the Latin and Hispanic market.

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I believe when I say I want our games to be a slice of Mexico City, a slice of Buenos Aires, a slice of Madrid, and I mean that… what’s our special sauce? Let the fans speak, let them sing, dance, cheer, bring smoke, bring drums, bring tables, bring trumpets: let them be the show.

Portada: Why a USL team? Why a USL team in Las Vegas?

Brett Lashbrook (Owner & CEO) : “One, the financial hurdles to launch a Major League Soccer team… starts at a half billion dollar investment: it’s a testament to the growth of the game that that’s the financial parameters of starting an MLS team…

Las Vegas (@CityOfLasvegas) is not only the second largest market in the world without a professional soccer team; we have a… 10,000 seat stadium in downtown Las Vegas that’s near bars, restaurants, casinos, nightlife, and music. It’s the ideal scenario. If you look at Google Maps at Cashman Field, it is the only baseball stadium in the world that is a square. It’s a perfect square! I don’t know what they were thinking, but it’s absolutely perfect for soccer.

A young family supporting their new local soccer team, Las Vegas Lights FC (credit: LVSportsBiz.com)

We know what the real Las Vegas is. We don’t go out to the Strip every night and drink US $15 beers. That’s not what we are. This has to be one hundred percent a local play. This is not for tourists. Now,I think that we can do a lot of things sports-related with some other events, but the core is “for locals, by locals, of locals.” Then, when you look at Las Vegas, what are we?… I now have the guts to say publicly, “You’re right. A 0-0 game can be exciting, but it’s usually not.” People want to see goals. People want to see attacking soccer. People want to see go, go, go. When you think of Las Vegas, you think of that flash, glitz, and sizzle…

I want to be clear: this is not a Hispanic play: we think there’s a market opportunity. There’s not enough Mexican influence in American soccer… there aren’t Mexican coaches at the professional level. None in USL, one in MLS. You just start to think this doesn’t make sense. We have this huge, diverse player population, but we’re not seeing it in the coaching, and we’re not always seeing that in the stands.

I believe when I say I want our games to be a slice of Mexico City, a slice of Buenos Aires, a slice of Madrid, and I mean that. We don’t have a better jumbo Tron… We don’t have a US $500 million arena. So, what’s our special sauce? Let the fans speak, let them sing, dance, cheer, bring smoke, bring drums, bring tables, bring trumpets: let them be the show. All that I’ll say is that you have to do it in an authentic manner: letting the people speak, letting the people express themselves, letting the true traditions from the grassroots-and-up level create something really cool.”

Portada: As you said, you want it to be organic, and you want to expand upon some of the trends and patterns in viewing experiences that have been going on in grassroots soccer. Have you spent yourself a good amount of time going to youth soccer games around Las Vegas and other semi-professional or college games and seeing what the environment is like there as a basis for what you think it could be like for Lights FC?

B.L.: “The short answer is yes, but I was seeing the exact same things when I was CEO in Orlando or when I was special advisor to the commissioner of Major League Soccer in these communities. We are a soccer nation; it’s not like ten years ago… One of the biggest surprises of this project is how little I’ve had to explain to people what we’re doing. This sport has taken off so much… it’s almost a decade now that MLS is outdrawing on a per-game basis the NBA and the NHL. It’s been the number one participation sport for 30 years, the old cliché. Those kids now have families, they now run businesses… they’ve grown up with the sport.

 I’m incredibly bullish about the opportunity for soccer’s growth America, and I think USL is perfectly positioned to do that. It’s not all about money, but it’s a half a billion dollars to get into the billionaires’ game in MLS, and you have to go find land… that’s hard. Go ask the people in Cincinnati, Sacramento, in Miami, that’s hard. It’s really hard! That’s why 7 of the last 11 expansion teams have come from the 2nd division: it’s an opportunity to prove what we know is already there.”
I really think that we can build this year-round platform by using soccer as a driver for tourists as well, which fits right in with the core of what Las Vegas is.

Portada: Cashman Field is really well located, and you’re obviously making the playing surface top-notch, but how are you addressing some concerns by the previous Minor League baseball tenant?

An electric atmosphere at Cashman Field: (credit: Erik Verduzco Las Vegas Review-Journal)

B.L.: “We think this is a wonderful hidden gem. It is a 10,000-seat stadium with a club level, all the locker rooms, all the storage, it is a comprehensive stadium. Is it old? Yeah, but I think soccer can breathe new life into it… On that grass, we have to continue to switch between soccer and baseball because we’re sharing for one year with baseball, and that’s a real cost. You could just go play the game in the outfield… but it’s not a good, authentic fan experience. At our cost, you only get one chance to make a first impression.”

Portada: At some point, do you have plans to host other events there and generate revenue through those means?

B.L.: “One hundred percent. We are in Las Vegas… Lights FC is a hyper local project. But, now that we have a 10,000-seat stadium, that is expandable up to 50,000 seats… we think we can create a lot of really cool new events. The one we are most focused on now is Major League Soccer Spring Training. My goal is to start with three teams this year, which immediately starts to grow… so that every night in downtown Las Vegas in the month of February there’s another Major League Soccer game going on… The other ones where I think there’s a real opportunity… is in the summer: getting the Mexican club teams to come here during their preseason in the month of July.

All these European teams, all these EPL teams, for instance, want to come to America. This is the last frontier, they’re going to brand themselves… Look at some of those second and lower tier teams in the Premier League or LaLiga, etc.; look at the markets that they’re playing in, because they want to come to the United States so bad…

At the base of this cake we have these 20 USL games and this community asset, etc., but now it’s February, and we’ve got Major League Soccer teams. In July, we’ve got international teams from Mexico. December and January, we’ve got German teams. I really think that we can build this year-round platform by using soccer as a driver for tourists as well, which fits right in with the core of what Las Vegas is.”

[Chelís] had that great quote at his press conference, “I want players that smell like Las Vegas.” He gets it. I have been incredibly pleased with Chelís, and I think he’s the perfect leader for this project.

Portada:  There’s a lot of excitement around Chelís. As you said, at least at first, your priority is putting on a highly entertaining product with the style matching the city. Sure, you want results, but entertainment comes first. How did those conversations go with Chelís when you were hiring him, and do you think he’ll have a different kind of leash in terms of what managers usually have in terms of results?

Las Vegas Lights FC Manager Chelís yells alongside fans after being ejected (credit: Erik Verduzco Las Vegas Review-Journal)

B.L.: “The first answer has a great story. I met Chelís late in the process. I had gone through a lot of interviews, and I was telling people what I was trying to do. You could tell within 30 seconds with some of these guys: ‘Nope. No way. Not going to do it. That’s not the way it’s played. I like goals too, but you’ve got to have five defenders.’ You just knew they weren’t going to be the right fit for Las Vegas.

My first interview with Chelís was late in the process and was via Skype call… He said, “You know, this is very risky. Spectacular soccer is not easy to play. To be spectacular is very risky.” I told him I understand but we’re committed to doing this, to finding a leader who can do this. He leaps towards the Skype camera and says, ‘I love you. I’ve been waiting for you my whole life. Let’s do it.’

The only thing from the soccer thing that I said I’d get involved in is that I said I wanted to be the first professional team in American history to guarantee at all times, every year, at least one local kid. It’s not a charity case: there are 2.2 million people here… I told Chelís I needed one. Chelís said, ‘Why only one? Can I have two? Three? I love this!’ And then he had that great quote at his press conference, ‘I want players that smell like Las Vegas.’ He gets it. I have been incredibly pleased with Chelís, and I think he’s the perfect leader for this project.”

Portada: You said that the club’s mission is to break the traditional American sports model. You’ve mentioned some already, but are there are other ways that you think your club is doing things drastically different than most American teams?

B.L.: “We let the fans pick our name. We let the fans help design our logo. We are going to unveil the most fashion forward jersey you have ever seen. There’s everything about Chelís: smoking on the sidelines and being who he is. It’s having this Las Vegas swagger about us and not being afraid of where we’re from.

We’re going to be the first professional sports team in the United States to fully embrace sports gambling… It is regulated by great institutions here in Nevada, and we would never do anything to jeopardize the integrity of the game, but the reality is that people enjoy betting on sports… and we are going to be the first team that actually steps forward and says we have a betting partner… All these other teams can’t do it: we’re going to fully embrace it…

No other team has guaranteed a local player a roster spot. I was just speaking to the Latin Chamber of Commerce (@lvlcc). I told them about Chelís, and they said, “Oh, that’s nice.”  When you talk about Julian Portugal (@portujulian) from North Las Vegas who went to UNLV, and he’s on the team, I get a round of applause! The reaction to the local player has been better than I ever expected.”

I think it’s intangible. In one year, when people talk about Las Vegas sports, do they think of us the same as the Golden Knights and the Raiders? We want to become part of this community from Day One.

Portada: We asked this question to your fellow executives as well: what would have to happen to call Las Vegas Lights FC a success in Year One?

Las Vegas Lights FC scores against Vancouver Whitecaps FC (credit: Erik Verduzco Las Vegas Review-Journal)

B.L.: “That’s a good question. I think it’s an intangible. In one year, when people talk about Las Vegas sports, do they think of us the same as the Golden Knights and the Raiders? We want to become part of this community from Day One. We think we have the sport to do it. We think we have the price point to do it. We think we have the stadium to do it. We think we have the market demographics from being young and diverse. That’s what I’ll be measuring. It manifests itself in many different ways. Some of that is butts in seats, but, also, it’s just that feel. Do we see this momentum building? Do we know we’re tapping into this Las Vegas pride?  When you have those intangibles, good things are going to happen.

People ask me a lot of times, ‘What’s the future? What’s the next big thing in soccer’” I don’t know the answer to any of that, but I do know that all roads start with a successful 2018 season at the USL level… We need to come out of the gate and prove what we already know: we are a soccer city… We can do this, we deserve this, and as long we continue to feel that in the community, we’ll have success in Year One.”

Portada: Is there anything else you would like to add?

B.L.: “The only other thing that I would add is soccer is fun. Las Vegas is fun. We’re the entertainment capital of the world… I say this with a smile on my face: our jersey has to be fun. We are not afraid, we are not embarrassed, and we will not shy away from being from Las Vegas. We love Las Vegas, this is a town we call home, and we embrace Las Vegas fully.”

Brett Lashbrook could be the new face of soccer ownership in America: young, extremely energetic, opportunistic, creative, and keenly aware of under-appreciated areas in the US marketplace. It will be interesting to see whether or not he and his club will be strategic and patient enough to properly execute on enough of their plans to carve out a lasting space for themselves in the Las Vegas and national landscapes. There is a general sense in US soccer, though, that it is time to take the next step in the evolution of the game here in this country; Brett’s fearless, unabashed commitment to providing a fan-friendly experience that is infused with Las Vegas’s identity could be a wake-up call for how soccer ownership and marketing should be viewed moving forward. Lashbrook and Las Vegas Lights FC is a story worth following throughout 2018 and beyond.

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Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

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

Ampere Analysis’ Top Online Video Services Barometer has revealed that YouTube is the most watched online video service by a longshot, with 68.7 percent of global internet users claiming to have visited the website at least once in the last month.

Google is opening up more intent data for targeting on YouTube and introducing more services through its Custom Affinity Audiences offering.

Video ad serving platform SpotX announced today an exclusive agreement to power the programmatic monetization of Vudu’s Movies On Us advertising-supported content catalog.

Netflix is raising the prices of its US-based streaming plans to support the costs of its popular original programming.

Video monetization company FreeWheel has released its Q2 2017 Video Monetization Report, revealing that mid-rolls on full episode premium content enjoy a 97 percent completion rate.

GoPro on Thursday released improved models of its mini-cameras and Karma drone to bolster the efforts of creators sharing videos online at a media event in San Francisco.

Adobe Spark has launched new features for creating and sharing branded stories in all three Spark formats: Post (for graphics), Page (for web pages), and Video (for video stories).

comScore has launched Activation, a product suite that helps advertisers, agencies, and media companies efficiently reach the right audiences at the right time using data from comScore’s planning and measurement products.

LATAM MARKET

Executives from OTT platforms analyzed strategies for the Latin American region at the Next Series Mexico & Central America, an event organized by Dataxis in Mexico City from Oct 3-4.

Telefonica and Logan have united to integrate their Big Data with mobile ads in Latin America to enable more effective personalization of mobile ad campaigns.

The IOT Group has engaged consumer electronics sales representative company Maximum Export Import LLC to manage the market development of its ROVA Selfie Drone and AirSelfie products in Latin America.

Next week, 300,000 video game fans, developers and publishers like Sony, Ubisoft, Activision and Microsoft will head to Sao Paolo, Brazil for the Brasil Game Show, Latin America’s largest gaming convention, where the role of YouTube and Twitch in democratizing gaming will certainly be discussed.

Broadband satellite solutions company Hughes Network Systems announced the launch of HughesNet® high-speed satellite Internet service in Colombia beginning on September 28, the company’s second international deployment of its award-winning consumer service beyond North America.

According to the Tecnología residencial 2017 report, published by Carrier y Asociados, the number of connected devices per household in Argentina has increased over the last year, currently at 6.3 devices per home, increasing from an average 5.8 last year.

Guillermo Abud has been appointed VP Business Development – US Hispanic, LATAM & Spain at OpenSlate Data.

OpenSlate (formerly Outrigger Media) is a social video analytics company focused on the role of content in brand advertising performance.

Previously, Abud worked as Head of Global Business and Programmatic at Batanga (now VIX). Prior to Batanga, he spent 4 years as VP Digital Director & Head of Programmatic MC of Publicis Media. In that Role, he was responsible for the multicultural digital strategy, which included media planning and buying for Fortune 500 brands across various industries such as Kraft, Mondelez, Post Foods, Heineken, Walmart, MasterCard, Sprint, Comcast, Wendy’s, American Honda, among many others.

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

US/US-HISPANIC MARKET

AT&T is accelerating the roll out of its 5G wireless networks, amid an effort to drive sales and subscriber growth by cross-selling bundles that include a combination of wireless and video services.
Sporty Heroes announced the launch of its video-marketplace, where brands and media can discover real stories and co-create content with up-coming rising creator-athletes. With a freemium pay-as-you-go model, marketers can search and get videos from 400$ with unlimited legal rights.
YouTube said that a billion hours of video are being watched daily on the platform.

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.

YouTube also announced its own streaming TV service, which will mix live-streams of broadcast and cable television programming with online video from YouTube.

It was recently confirmed that Samsung will introduce the Galaxy S8 at a Special New York Event on March 29 and Ship in April.

Netflix announced that it is using artificial intelligence techniques to analyze each shot in a video and compress it without affecting the image quality in order to reduce the amount of data consumed.

LATAM MARKET

Marketing technology Headway has launched ScrollerAds for desktop and mobile in Latin America, which allows video and image-based ads to be inserted into the user experience without interrupting what they are reading.

The recent IMS Mobile in Latam Study by ComScore looked at smartphone and app use in the region and found that 56.1 percent of the LATAM population has internet connection, 93 percent connect via mobile and only 7 from a computer, and that Latinos spend an average of five hours a day connected.
Ecuador’s telecom authority released stats that claim that fewer than one in 100 people go online to watch video. Nonetheless, over 55.63% of Ecuadorians now have access to the Web, compared to 25% in 2008.

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 a recent interview with Reuters, the new head of Twitter in Brazil Fiamma Zarife claimed that “Brazil is a motor of growth for Twitter, both in users and in revenue,” supporting her argument with the claim that the country saw a 30 percent rise in ad revenue in the country.

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

SaaS firm Snaplytics released its quarterly metrics report for Q4 2016: 54.8% of followers will open brand stories and 87.5% will complete the full story after opening. Thirteen stories are posted monthly on average per brand with 11 snaps per story, of which 61% are videos.

Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.

 Nielsen released report A Fresh Look at Multicultural Consumers to help retailers understand the influence multicultural consumers wield across the meat, produce, seafood, deli, and bakery categories. Results: Multicultural households spend a higher share on Fresh as a percentage of their total food spend compared to non-Hispanic White households.

According to a new Accenture study, new “languages of loyalty” are driving customer relationships in the digital age, especially among millennials. The firm argued that marketers should provide digital-driven incentives through tokens of affection, personalization, exciting experiences, the use of influencers and brand partnerships.

Market-research agency MBLM released its 2017 Brand Intimacy Report. The report reveals that the top brands must build deep relationships with consumers through strong and personal engagement. Apple, The Walt Disney Company, Amazon, Harley-Davidson, Inc. and Netflix came in at the top.

Technavio has announced the top six leading vendors in their recent global personal luxury goods market report. This market research report also lists 14 other prominent vendors that are expected to impact the market during the forecast period. Estée Lauder, L’Oréal, LVMH, Richemont and Swatch Group came in at the top of the list.

According to a new report published by Allied Market Research, titled, “Confectionery Market by Type: Global Opportunity Analysis and Industry Forecast, 20142022 the global confectionery market was valued at $184,056 million in 2015, and is projected to reach $232,085 million by 2022. The chocolate confectionery segment dominated the market in 2015 with more than one-third revenue share.

Market research firm TrendForce reports annual tablet shipments worldwide dropped by 6.6% to 157.4 million units in 2016. However, total shipments from branded tablet vendors surpassed expectations because of the robust year-end holiday sales.

According to research firm Gartner, global smartphone sales to end-users hit 432 million units in the fourth quarter of 2016 — a seven per cent increase over the like period in 2015, and  smartphone sales to end-users totalled nearly 1.5 billion units in 2016, an increase of five per cent from 2015.

NPD Group reported that sales of prestige products climbed 6% last year for a total of $17 billion spent in the third year of consecutive growth. Color cosmetics sales climbed 12% and represented 82% of all growth, sales of skincare products gained by 2%, and luxury fragrances grew by 1%.

Danish toy manufacturer Lego was named the Most Powerful Brand in the World by consulting firm Brand Finance. Ferrari came in second.

What: Technology-based marketing company Headway has introduced NativeWay, the first marketplace for native ads on Spanish-language sites.
Why It Matters: As programmatic in LatAm heads into what Headway’s VP of Product & Strategy Dario Diament calls its “second phase of evolution,” NativeWay will help advertisers connect their messages with targeted Spanish-speaking audiences.

Technology-based marketing company Headway, which has a significant presence in Latin American and US-Hispanic markets alike, recently introduced NativeWay, the first marketplace for native ads on Spanish-language websites. The platform makes it possible for advertisers to incorporate the concept of content marketing into Spanish-language advertising for the first time.

NativeWay allows advertisers to place highly customized ads into editorial space on Spanish-language websites, adapting each ad to the structure of the publishers’ sites. Advertisers can access Headway’s long list of publishing partners, i.e. sites and content creators, to make sure that their ads are placed on sites whose content is relevant and engaging to their target audiences. In this sense, the advertisement is both organic and interesting to the reader, and more likely to generate clicks and drive revenue.

Latin American Programmatic Entering ‘Second Phase’ of Evolution Driven by Native Ads

The concept of native advertising has been shaking up the US advertising market for some time now, as advertisers have embraced it as a way to transmit marketing messages through storytelling as opposed to traditional advertising distributed through standard banners and videos.

Dario Diament, Headway’s VP of Product & Strategy, explained that “Latin American programmatic is entering the second phase of evolution, past the basic understanding of

Dario Diament, VP of Product and Strategy at Headway Digital
Dario Diament, VP of Product and Strategy at Headway

networks and audiences.” Nonetheless, he says, there is a “gap” in native advertising that has left clients searching for better ways to communicate with particular audiences. Headway decided it was the right time to “invest in developing a marketplace and find the right partners through contacting and educating the owners of websites and content creators,” Diament said.

To use the platform, advertisers can create one or various standard images with editorial intro texts. Then, Headway’s technology distributes the ads to hundreds of sites, where they are placed within the structure of the website. “Instead of banners, you are seeing a sponsored article or link to an interactive experience or video: something relevant in a relevant context,” Diament said.

Latin American programmatic is entering the second phase of evolution, past the basic understanding of networks and audiences.

Another plus is that the advertisers do not have to design a new set of ads for each site: NativeWay adapts the template ads to each advertising space as needed, cutting out the extra work associated with creating different ads for different formats and sites.

Educating Publishers on Native Advertising a ‘Process’

One of the most important factors behind NativeWay’s success will be educating the publishers of the Spanish-language sites so that they understand the benefits of partnering with Headway and venturing into the universe of native advertising.

“Publishers are used to creating sites with spaces for banners that they monetize, but when you offer them the opportunity to show content automatically, the biggest challenge is to change the paradigm of leaving spaces open on the site for advertisers,” Diament explained.

To use NativeWay, publishers do not have to modify their existing pages, but they do have to make the few technical changes necessary for any ad campaign and select where on the page they want the ad to appear. Another benefit is that publishers are not forced to pick traditional or native: they can use NativeWay while maintaining traditional ads like banners.

Publishers are used to creating sites with spaces for banners that they monetize, but when you offer them the opportunity to show content automatically, the biggest challenge is to change the paradigm of leaving spaces open on the site for advertisers.

And since the publishers sometimes feel a lack of quality control when it comes to whose ads end up on their sites, Headway goes out of its way to make sure that all of their advertisers are “first-class,” and assured us “there won’t be anyone selling some magic hair cream.”

NativeWay Compatible with DSPs 

Headway works with trading desk and advertisers to help each client to find the most adaptable sites for its ads. In this sense, the platform is as versatile as it is exact. Diament highlighted that clients can target as specifically as they want: “When clients plan for programmatic, they can use various signals through segmentation, lifting or selecting sites where you want to appear or filtering by audience.”

It is also notable that advertisers can place their native ads using any programmatic platform. This is innovative because “the trend is to use traditional formats for programmatic: typically, programmatic does facilitate native ads,” Diament said. NativeWay ads can we bought programmatically through most DSPs.

Native Advertising Surpasses CTR Standards, Delivers Relevant Content 

So far, Headway is more than confident in the effectiveness of NativeWay, confirming that the ads consistently surpass CTR standards while ensuring that they are seen by people that care about them in a relevant context.

When done right, native ads have proven to generate high click levels and traffic because the reader is drawn into the experience offered through highly relevant content. “This is a very rich experience for publishers and advertisers to incorporate,” Diament concluded.

Diament says that Headway has “coordinated campaigns in the automobile, mass consumption and women’s categories,” and that the roll-out of NativeWay has been very encouraging.

With vast experience in both international and Spanish-speaking regions of Latin America, Headway is more than qualified to blaze trails when it comes to offering continuing innovation to the region and connecting Spanish-speaking audiences with relevant and engaging ads.

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

Netflix has now made it possible to download videos from its streaming service to smartphones and tablets for offline viewing.

AT&T is launching DirecTV Now on Monday, and people are wondering whether Apple TV, Amazon’s Fire TV and CBS will be included as content partners.

kamaiAkamai has launched Common Media Application Format (CMAF) support for its cloud transcoding service. It is meant to aid OTT video players in delivering their content through segmenting media delivery, and is under review by the Moving Picture Experts Group (MPEG).

According to a report by Activate, 53% of American internet users will subscribe to at least two streaming video services. And by 2020, that percentage will climb to 62%, with 43% opting for two subscriptions and 19% subscribing to three or more.

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.

Hulu may become the first online video service to offer live television broadcasts along with a large library of on-demand programming.

DMP Lotame has launched the first-ever TV DMP, connecting digital audience data to local broadcast television and giving media companies the ability to leverage online behavioral data to identify when prospective advertisers’ key audiences are watching during particular days or times.

WPP’s media agency group, GroupM, has announced the global launch of [m]PLATFORM, an advanced technology suite with media planning applications, data analytics and digital services.

VidaPrimo, a multi-platform network that distributes Latin Rhythm music, has named Stephen Brooks as Executive Vice President and General Manager. The announcement was made by GoDigital Media Group Chairman and VidaPrimo CEO Jason Peterson. Brooks will help expand the music network so that it can be accessed on any device and through any service, uniting both music fans and interested brands in the process.

Video experience pioneer Accedo and Digiflare announced a merger with the goal of creating the world’s leading video experience company. Michael Lantz will act as CEO of the merged company, which will remain under the Accedo brand, while Fredrik Andersson, David George and Mano Kulasingam will all take on senior leadership positions within the merged organisation.

TV ad management software provider SintecMedia has acquired ad-tech firm Operative Media in a transaction that’s valued at almost $200 million, according to the companies.

LATAM MARKET

Digital video technology and services provider CastLabs will be providing multi-platform video playback technology and DRM licence management to Mexico’s Cinepolis so that it will be able to deliver high-quality video on its Cinepolis Klic video-on-demand service.

Brazil is expected to have raked in more than R$2bn (£468m) in sales during this year’s Black Friday, according to Camara E-net. This would be 342% higher than a regular Friday’s sales.

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.

abrilBrazilian publisher Abril Group has bought stake in the local operations of German Guiato, a web and mobile e-commerce platform for physical retailers.

O3b Networks has announced that it is partnering with Ozonio to bring high-speed broadband connectivity to the Amazonian city of Tabatinga, Brazil, marking the second Amazonian city that the company has connected: it recently brought connectivity to the city of Tefé.

 

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

Snapchat‘s $130 Spectacles video glasses are being sold on eBay for up to $5,000.

Akamai, Facebook and Twitter reported high spikes in video traffic on election night, higher than previous elections partially thanks to higher quality video and second-screen devices. Akamai reported that peak election-specific traffic was 7.5 Tbps at 11:53 p.m., 70% higher than the 4.4 Tbps from the September presidential debate.

Hulu has acquired The Video Genome Project, or VGP, a structured database of video content. No financial terms of the deal were disclosed.

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.

Ad-tech firm Wise Data Media has launched Wise Content, a text-to-video technology that aims to create broadcast-ready branded video for publishers and advertisers. The technology is designed to enable publishers and advertisers to create short news videos.

fbFacebook has told advertisers that users are watching video ads, and is promising better data through a new website called Metrics FYI, where it will share updates and corrections for its data.

Video cloud services company Brightcove is releasing a solution for distributing, managing, and measuring videos on social networks called Brightcove Social to make it easy for publishers to reach viewers on multiple platforms while gathering analytics in one location.

WhatsApp has officially launched video calling on iOS, Android and the Windows Phone app that will be fully encrypted, protecting calls from being listened into.

LATAM MARKET

German media giant Bertelsmann, which owns European broadcaster RTL Group, publishing house Penguin Random House and music rights company BMG, is to raise its investment in Brazil, India and China from €500 million ($536 million) to €1 billion ($1.07 billion) over the next three to five years.

Taggify, the Argentine ad tech company, has announced its support for a scientific center in Bolivar, Argentina, with the goal of placing innovative tech companies from the region related to research and tectouch colombiahnological production.

Colombian retailer Grupo Éxito has entered into a deal with Keshet International for the cross-media brand Touch, an interactive multi-platform game with live shorts on Colombia’s free-to-air channel Caracol.

 Uber is using ad-carrying drones in Mexico city as a part of its push into Latin American markets.
Viacom has bought Argentine broadcaster Television Federal SA (Telefe) from telecom carrier Telefonica SA for $345 million in cash.

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.

Teads and the Brazilian publisher group Abril are building on their deal, increasing native video purchases with Teads with inRead formats and inserting more videos special in mobile, using live streaming, vertical, and 360º media.

 

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.

 What: India’s Zee Entertainment Enterprises has built an executive team that will oversee Zee’s programming and marketing strategies for the US Hispanic market and Latin America. The Indian company recently launched its Bollywood movie channel Zee Mundo. Javier López Casella has been appointed general manager; Alfredo Bellido has been named as chief operating officer; David Caban has joined as director of programming and Rolando Figueroa has been appointed director of marketing and digital media.
Why it matters:  Zee Entertainment is a leader in Indian media and entertainment and is investing to expand its “Bollywood” based content programing to Latin America and the U.S. Hispanic market. Bollywood is the sobriquet for the Hindi language film industry based in Mumbai, India, where Zee Entertainment is headquartered.

descarga-3India’s Zee Entertainment Enterprises has appointed former executives from BBC Worldwide, NBCUniversal and HBO Latin America to lead its fledgling Miami-based operation.

The executive team will oversee Zee’s programming and marketing strategies for the US Hispanic market and Latin America.

Javier López Casella, a former VP of distribution and development at the commercial arm of UK pubcaster the BBC, has been appointed general manager.

Alfredo Bellido, meanwhile, has been named as chief operating officer, having previously worked for firms such as Yahoo!, Viacom and NBCUniversal.

Spanish and Latin American television veteran David Caban has joined as director of programming, having recently worked at AMC Networks Latin America and before that at HBO.

Former BBC Worldwide Channels and MGM Networks Latin America exec Rolando Figueroa has been appointed director of marketing and digital media.

The hires come after Zee launched its own Spanish-language Bollywood movie channel, Zee Mundo, in the US earlier this year.

Zee, which claims to reach more than one billion viewers globally, also plans to expand into Mexico, Argentina, Colombia, Peru and Chile.

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.

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

Sling TV has debuted a new multimedia marketing campaign, “Who’s Bad?!,” featuring award-winning Hollywood actor Danny Trejo. The national campaign spans across television, digital, mobile, social, print and new media platforms, and positions Sling TV as a solution to traditional pay-TV pain points. The campaign, produced in both English and Spanish, targets both general market and Latino audiences.

VEVO started to publish videos of the MTV Video Music Awards early this week, available for streaming on its own website, apps and YouTube, as well as VEVO’s distribution partner sites and services. This is the first time MTV and its parent company Viacom has partnered with VEVO.

WesternUnion.com – #BeFutbol Sweepstakes Virtual Reality Short Film, d expósito & Partners for Tajín and We’re going to Walt Disney World with Jeannette Kaplun are the three finalists of the Top Online Video Category of the #Portada16 Awards to be announced at the Award Ceremony during #Portada16, co-produced with MediaPost,  in New York City on Sept. 14-15.

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.

Follow this link for Tubular Insight‘s list of Top Online Video Creators of July 2016, which highlights the most watched video creators across YouTube, Facebook, Vine, and Instagram. UNILAD, The Lad Bible and Tasty rounded out the top three.

Mux, Inc., a performance analytics provider for video developers and media publishers, has secured $2.8 million in seed funding. The funds will further Mux’s mission to use data to improve on-demand and live video performance.

goodcatchEndemol Shine Group has announced the launch of Good Catch, a video game studio through which games will be branded by Endemol’s creative partners and online video personalities.

Virgin Media is launching a new broadband tier, “VIVID 200 Gamer,” an optional upgrade for its VIVID 200 tariff. For around $5 a month, you can see your upload speeds increased from 12 to 20Mbps. This is targeted at gamers, but can be used by anyone who uploads large files to the internet or use demanding services.

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.

Australian streaming service Guvera had to pay its creditors almost $1 million by last Wednesday August 31. Ever since the Australian Securities Exchange rejected the company’s proposal to list its shares, Guvera has been racing to raise capital to pay off debt. If it cannot make the payment, the company will be placed into liquidation.

Flipboard has launched a private premium ad network thanks to its new alliance with Rubicon Project, the operator one of the largest ad networks in the world. The company is now allowing the purchase of its inventory in real time by invitation only, giving advertisers access to Flipboard’s 90 million active users with high participation levels from all demographics.

LATAM MARKET

 DynAdmic announced a deal with Latin Interactive (LIG) to expand their business to Central America, Colombia, and Ecuador with the support of Latin Interactive. “These new offers will allow us to effectively segment video and sync offline TV ads with online video ads”, said Gustavo Ortiz, CEO and co-founder, Latin Interactive.

huffpostThe Huffington Post has launched HuffPost Mexico, the 15th edition outside of the U.S. The news aggregator and blog pointed to the fact that “Mexico’s population is one of the most connected in the world, with 80 percent of its online audience on social media and 75 percent consuming video online.”

The Brazilian Association of Online to Offline (ABO2O) and Spanish company Netquest published a study through which they analysed data from 1.500 mobile apps and found that Brazilians are not loyal to mobile apps brands, and that they are always on the lookout for new and better ones.

An article about local telecom companies Claro and Movistar battling Netflix for the OTT market in Colombia revealed that the country’s National Television Authority has indicated that advertising budgets could reach $11.7 billion in the next decade, thanks to factors like online video.

LatAm-based DMP platform DataXpand and MediaMath launched its new Pokemon audience profile, meant to inform brands about how to reach different segments and audiences through the game. Among other interesting insight, the profile found that it is the most downloaded game in the history of the App Store; that it is the mobile app with the largest profit accumulated in its first month, with a total of $206.5 million; and that it is currently at the top of the list of most used apps in 70 countries.

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

Flurry from Yahoo just released a new report that shows the substantial impact mobile apps had on this year’s Olympic games. Comparing mobile app usage during the games to an average day in July, Brazil saw an 24x increase in sessions compared to the increase in the rest of LATAM. Brazil’s mobile app usage grew by 8 million sessions a day on average during the Olympics.

Another indication of the rise of online video, video communications platform-as-a-service, Video PaaS (Platforms-as-a-Service), which builds real-time video communications applications to make it easy for developers to embed real-time video into mobile apps, web sites, or business processes, claims that it will grow revenues from $60 million in 2016 to $1.7 billion in 2020. This represents a 130% compound annual growth rate.

gfkA new GfK study claims that the majority of consumers has never rented or bought a digital copy of a movie or TV show, and that the average digital media collection is much smaller than physical disc collections or VHS collections, on average.

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.

A new Nielsen Media Lab Study, commissioned by HIRO Media, makes predictions on how to get the best visibility out of your online video ads, and introduces a few new factors that are “more influential than traditional KPIs.” Download the report following this link.

The recently-released Live Streaming Video Report claims that 2016 will be the year of live streaming. Among other insights, the report refers to a Trusted Media Brands survey in which 88% of agency respondents stated that they “might” or “definitely will” invest in live stream video advertising over the next six months.

LATAM MARKET

DataXpand, an international data and audience management platform, announced the launch of its new digital audience profile for Pokemon, available in pre-launch on Aug 25 on MediaMath, and on a later date on more than 40 programmatic buying and DSP platforms.

mobrainHeadway’s in-house mobile marketing platform, MoBrain, was ranked 5th on AppsFlyer‘s 2016 Performance Index for mobile app promotion. Also on the list were Facebook, Google, Twitter and ChartBoost.

Headway Digital, a demand-side platforms (DSPs) in Latin America, has also opened new international offices in San Francisco and Tel Aviv.

Paraguay announced at the Center for the Study of Development of Telecommunications in Latin America that it is preparing a new law to regulate the country’s growing Internet-based TV services, specifically targeting the taxation of over-the-top (OTT) operators. It won’t be a traditional media regulation, but will try to level the playing field between pay-TV operators and online service providers.

More on Rio 2016: global programmatic media company Digilant released new on-line behavior data analysis on US sports fans of the Rio Olympics, revealing some unique and interesting insight. For example, that consumers who are rugby fans and skiers are 154.23% more likely to be fans of targeted and less mainstream Olympic sports.

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

lotameLotame, a data management platform focused on helping companies maximize the value of their data, announced the launch of Lotame Data Stream, an always-on source of rich consumer data powered by billions of data points from Lotame’s global data exchange. Lotame Data Stream allows global enterprises to combine this high-quality data with their existing first-party data for a more complete profile of their consumers.

Ooyala, a Telstra subsidiary that focuses on premium video publishing, production workflow, analytics and monetization, introduced Ooyala AppStudio, its new turnkey over-the- top (OTT) solution for innovative video providers to cost-effectively build and deploy comprehensive OTT app- and web-based video entertainment experiences.

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.

Pinterest has launched video ads on its platform in the form of Promoted Videos for the United States and Britain. Pinterest has apparently experienced a 60 percent increase in videos on the platform.

Research firm Tubular Insights is running a webinar on online video, and reports that there were 6.1 trillion cross-platform video views between April 2015 and April 2016, which represents an increase of 71% year-on-year. The study also revealed that 68% of marketers believe that original digital video content will be as important as original TV programming in the next 3 years.

 According to the Department of Commerce’s National Telecommunications & Information Association‘s new report, rural dwellers use the Internet less than those that live in urban areas. Based on data collected in July 2015, 75% of urban Americans say they use the Internet, while 69% of rural Americans say they do so. Just 86% of online rural residents reported that they use email, compared to 92% of city dwellers who are 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.

LATAM MARKET

Headway’s mobile marketing platform, MoBrain, obtained the fifth-place ranking in the list of “AppsFlyer Performance Index 2016” in the category of “Non-Gaming LatAm for iOS,” competing with Facebook, Google, Twitter and Chartboost.

adsmovilVideo content distributer Zoomin.TV is covering the Rio Olympic Games on its own channels and through TV partners, offering an exclusive look at the athletes’ competitions and activities as well as the headquarters of the Olympic competitions.

Online video adtech DynAdmic, along with Moat, announced that it used of the metric AVOC (audible and viewable on completion), which was developed by Moat and certified by MRC (Media Rating Council), in Brazil for the first time.

Adsmovil has announced a deal with Brazilian startup In Loco Media, which builds mobile apps, claiming to have more than 600 applications and 50 million active users in the countries where they operate. The deal will allow Adsmovil’s clients to buy inventory in In Loco Media’s operations, covering both local and international apps. The platform emphasises its capabilities of geolocation for better targeting.

Facebook released the first hint of user impressions data during key events in the Rio Olympic Games. Facebook and Instagram had more than 161 million interactions during the Opening Ceremony on 73 million of accounts. When it comes to Brazil alone, 15 million users generated 40 million interactions. Argentina, Mexico, the United States, and Peru, followed for the most interactions.

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!