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What: Portada spoke with Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, about how the new brand will position itself in the Latin American and US Hispanic market.
Why it matters: With the merging of nearly 50 products, Oath promises to reach over one billion users worldwide, with a special focus on mobile.

In 2015, Verizon closed a deal to purchase AOL for $4.4 billion. Then, in June of this year, Verizon’s expected purchase of Yahoo was confirmed, in a transaction valued at $4.48 billion.

Oath was formed to group together and manage the company’s new products, with the aim of offering better solutions to end users, as well as to brands and advertising agencies.

Armando Rodriguez
Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath.

The first thing that needs to be understood, explains Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, is that the current brands will not disappear or change names. Yahoo News, Yahoo Mail, Yahoo Sports, and Tech Crunch are just a few examples of sites that will continue to operate as they have been doing so far. The only difference is they will now be managed under Oath.

“What we are doing is combining more than 50 media tech brands that are part of AOL and Yahoo, to allow us to bring scale to brands, [to become] one of only three major companies with a global reach of over 1 billion users,” adds Rodríguez.

Because of each brand’s identification among users, the executives decided not to change their names, but instead reinforce their content and strategies.

Oath is only a couple of months old, so the first priority has been to reorganize the company internally, explains Rodríguez. However, the areas in which the company will concentrate its efforts are already beginning to be drawn.

We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members.

Oath“We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members. As a member, you have affinity, you are more connected and more loyal, and that’s what we want.”

In Latin America, Oath has identified that online users closely resembles those of the rest of the world. “They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web,” he explains.

Oath wants to take advantage of its own presence in mobile to better leverage these users by generating more accurate content, and at the same time offer brands and agencies a more comprehensive marketing proposal.

They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web.

“Oath is a physical mobile company first. Our DNA is mobile, we want to invest and continue to grow through mobile, both on the consumer side but also on the advertising side, to provide the best solutions to reach those consumers,” adds Rodríguez.

The executive promises that the company’s brands offer four features that are very valuable for brands and agencies: scale, reliable content, premium distribution, and data.

For now, in terms of reaching Latin America and the rest of the world, “from the B2B perspective, we will go to the agencies, advertisers, and our partners to help them understand what Oath means, what it stands for, our value proposition for them, and how are we going to achieve our goals for them.”

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Which sports video platforms do US Hispanic users prefer? What types of sports do they prefer? Do they prefer league sites o news media sites? Read on for the answers to these questions, drawn from comScore’s May 2017 ranking.

Although sports sites are making a major effort to generate video content and are increasingly including live broadcasts across their digital platforms, content consumption by U.S. Hispanics still remains low. Only 14.7% of all Hispanic netizens view sports video content. Just in the last month, we saw an almost 1% drop, for a total of 3.9 million users.

Source: comScore Video Metrix , U.S., Hispanic All, Home and Work, PC/Laptop Only, May 2017, 6+Total Unique Viewers (000)
   Total Internet: Hispanic All26,624
   Sports3,915
1   Fox Sports-SI Group-Perform Media1,265
2   ESPN846
3   Yahoo Sports-NBC Sports Network669
4   MLB558
5   MSN Sports510
6   Marca Sites501
7   SendtoNews445
8   Whistle Sports396
9   CBS Sports376
10   NFL Internet Group298

Although Yahoo Sports ranked 7th on our list of sports sites most visited by Hispanics, it is doing even better in sports video content consumption, coming in 3rd in our ranking of Top 10 sports video platforms.

Spanish language soccer site Marca also makes its debut in our list this month, ranking 6th, with 501,000 unique users. What we don’t know is whether Hispanics are consuming videos in Spanish or English, since the site offers both options. In the overall rankings, Hispanics tend to choose to consume sports content in English.

In addition to the presence of sports news sites, there are two leagues that managed to attract sports video consumers directly to their official sites: the NFL and MLB. Coming in 4th is the MLB, with 558,000 unique users, while the NFL ranked 10th with 298,000 video consumers.

Which sports sites are the most visited by US Hispanic users? What types of content do they provide? Do US Hispanics prefer visiting news sites or the websites of their favorite sports leagues? Read on for the answers to these questions, drawn from comScore’s April 2017 rankings.

This month, the percentage of sports content consumers remained at 70.7% of all US Hispanic web users who regularly visit sites with sports-related content.

Source: comScore MMX Multi-Platform, Sports, U.S., Hispanic All, April 2017, Desktop 2+ and Mobile 18+ Total Unique Visitors/Viewers (000)
Total Digital Population
   Total Internet: Hispanic All35,703
   Sports26,822
1   ESPN11,610
2   Fox Sports-SI Group-Perform Media8,235
3   Bleacher Report – Turner Sports Network7,435
4   SB Nation7,232
5   Yahoo Sports-NBC Sports Network6,586
6   USA TODAY Sports Media Group6,252
7   CBS Sports5,459
8   MLB5,339
9   NFL Internet Group5,075
10   Minute Media2,517

 

It’s worth noting that, even though the ranking is specifically focused on the Hispanic market, none of the Top 10 sites offer content in Spanish. This tells us that these new generations of digital consumers with Hispanic roots prefer to get their content in English.

On the other hand, the number of content consumers increased by more than two million in the last two months. This is explained by ESPN, ranked first, which posted an increase of two million visitors, to 11.6 million. In general, all sites received more attention since our last ranking in February.

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Moving up in the ranking is MLB. A couple of months ago it was ranked 10th tenth, while this month it moves up two notches to eighth place. This may be due to regular season games, as fans look to stay up to date on each game’s results. With 5.3 million hits, the Major League Baseball site has more than doubled its visits compared to a couple of months ago.