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What: The market for live-streaming rights is getting even hotter: Verizon just struck a deal with the NBA, while Facebook has hired Eurosport CEO to oversee a multi-billion push into live-streaming of sports events and esport tournaments.
Why it matters: Live sports are the only appointment viewing content category large advertisers still want to spend big chunks of money in. As mobile users increase, platforms need to be quick in their bids to show live sports content online.

A few days before the February 9th deadline for English Premier League streaming packages, Facebook has targeted Peter Hutton, CEO at Eurosport, to oversee the social network’s multi-million live-streaming effort. More than ever, the digital advertising trend pushes major platforms to fight for live sports streaming, and Facebook sure could use the extra help. A few months ago, they pushed a failed US$600 million bid for the rights to cover the Indian Premier League of Cricket.

Even though Hutton is not expected to start his new role until the end of the winter Olympic Games in South Korea, digital streaming rights have a strong presence in the social network’s mind. They’ve been known to partner with Fox Sports to stream Champions League selected matches, as well as some matches from Mexico’s Major League SoccerThere have been reports that Facebook has decided not to bid for NFL streaming, which could mean they will save their efforts for soccer as it is the most-followed sport throughout their network.

Reinforcing sports streaming strategy is one thing, but platforms like Google and Facebook are also looking into expanding their efforts in electronic sports (esports) streaming. Facebook has the advantage here; as the relationship between video games and social media becomes closer, the largest social network has closed a deal with the Electronic Sports League, by which esports fans will be able to follow the Counter Strike: Global Offensive Pro League, and the Electronic Sports League One tournaments.

Verizon in NBA and NFL Deals

In order to compete with Facebook’s video ad business, Verizon has signed an agreement to allow mobile phone users to watch sports for free, but this time with the NBA. Verizon will let users watch up to eight basketball games for free, and viewers who wish to watch games throughout the season can subscribe to the League Pass service for US$99.

Just a few weeks ago, the mobile carrier, owner of Yahoo, closed a US $1.5 billion deal with the NFL to allow users to watch football matches on their mobile phones, through the Yahoo sports app. Verizon’s last deal with the NFL, which runs through the current season, cost the carrier $1 billion over four years. That means Verizon is paying at least 20 percent more per season for the games. With only two more weeks before the Super Bowl, we’ll see what these two media, as well as others like Amazon and Google, decide to do next.

 

[Featured image by Cleeng.]

 

 

 

 

 

 

 

 

 

 

 

 

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

Image result for corona extraConstellation Brands reported strong performance of its beer portfolio with net sales increasing 7.8% in Q3 2018 as its Mexican import brands have claimed four of the top share gainer positions in the total US beer category. Modelo Especial, Corona, Modelo Chelada Picante Tamarindo, and Pacifico have had the best results. Part of it due to the brand’s sports marketing deals. Corona Extra is the official imported beer sponsor of four US National Football League Teams, and Modelo Especial showed the Fighting Spirit campaign on TV plus promotional activities during the NFL schedule.

OTT VIVA Entertainment Group, which broadcasts content for Latinos, including sports, announced it finished debugging the Flixfling media library interface and conducted beta testing. The company expects that this content, which includes over 15,000 movies and live television streaming, will be available on Viva Live as soon as next week. Viva is also launching a DVR feature for Viva Live TV, targeted to be up and running the first week of February.

PepsiCo signed with former NFL stars Greg Jennings, Nick Mangold, and Rashad Jennings for its Game Day Grub Match. Vox Creative launched the promotion and it features the three players challenged to prepare game day dishes using PepsiCo food and beverage products as ingredients. All three episodes are now on YouTube.

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Serbian tennis player Novak Djokovic signed a global footwear deal with Asics, ending his association with Adidas.

Dan Lovinger, NBCU Exec VP/Sales & Marketing, said that the channel expects to take in $500M in ad revenue on Super Bowl Sunday. This is a similar amount to what it earned last year.

Image result for Shaquille O'Neal Carnival Cruise LineShaquille O’Neal has become Carnival Cruise Line brand ambassador in its new “Choose Fun” advertising campaign as CFO (chief fun officer).

Snickers is about to sign a deal to become the “official chocolate” of FlyQuest, an esports organization that fields teams in the League of Legends Championship Series and Rocket League. This will be Snickers’ first team-level deal in esports.

Yahoo Sports started streaming NFL playoff games during the past weekend as part of the company’s new streaming deal with Verizon. The first game streamed on mobile via the Yahoo Sports app was the Falcons/Eagles, on Saturday.

NASCAR has given Monster Energy an extension to decide whether it wants to remain the Cup series sponsor or not. The two companies are in the midst of a two-year deal with a two-year option. Monster’s deadline to determine the extension of the partnership was Dec. 31.

 

 

 

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

US/US HISPANIC MARKET

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

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

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

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

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

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

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

LATAM MARKET

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

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

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

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

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

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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What: Oath, the Verizon unit that encompasses AOL and Yahoo,  has defined its leadership structure for the U.S Hispanic market and Latin America. Armando Rodriguez will oversee all sales and operations for the region, Henry Zamarripa,will lead sales for Spanish-speaking Latin America, Andre Izay, will be in charge of overseeing sales and operations in Brazil, and Matthew Harris, will leadsales for the U.S. Hispanic market.
Why it matters: The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America. (Last year Yahoo had closed its operations in the Argentinean and Mexican markets).

Armando Rodriguez

Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America.  Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.

Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.

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Verizon, one of the largest telecom operator in the United States, acquired AOL in 2015, and most recently completed its acquisition of Yahoo for US$4.5 billion in early June. The integration of these two companies, which will operate under the Oath umbrella, should take several months to complete.

 Digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

A global leader in digital and mobile, Oath is a house of more than 50 media and technology brands, including AOL.com, HuffPost, Yahoo Sports, Yahoo Finance, BrightRoll, Flurry, ONE by AOL, TechCrunch and Tumblr, to name a few. Today, the combined properties of Oath reach over 1 billion people worldwide, with a goal of reaching 2 billion people by 2020. Oath is shaping the future of media and building brands people love through scaled audiences, trusted content, premium distribution and differentiated data for thousands of the world’s leading advertisers.

Latin America remains a strong market for growth in digital advertising. According to eMarketer, digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.

CHECK OUT: Verizon buys Yahoo: 8 Things You Need to Know

“We are creating a transparent and reliable environment for advertisers that combines relevant and differentiated content with a complete set of data that gives us an in-depth understanding of more than 1 billion people around the globe. This represents a huge opportunity for advertisers in Latin America, where we’re seeing tremendous growth and momentum,” says Armando Rodriguez.

Join us at PORTADA Mexico!

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

Early next year, a new version of Google Chrome will include an ad filter that takes out sites with poor ad experiences. Chrome will then block all ads on offending sites.

YouTube has updated its advertising guidelines for its creator community. Among content that is deemed ineligible for advertising are controversial issues and sensitive events; drugs and dangerous products or substances; harmful or dangerous acts; sexually suggestive content; and violence.

According to AdColony’s Spring 2017 App Install Marketing Survey, 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest is for in-feed, social, and television video ads.

According to Mary Meeker’s Internet Trends Report, Internet ad spending is projected to top TV ad spending within six months

Verizon has completed its $4.48 billion acquisition of Yahoo. Assets will be combined with AOL brands such as the Huffington Post under a new subsidiary called Oath.

Kantar‘s survey of advertising media preferences found that 68 percent of connected adults either like or tolerate advertising. 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse.

The Interactive Advertising Bureau announced Q1 U.S. digital advertising revenue hit $19.6 billion, the highest ever for a first quarter and representing a 23% year-over-year increase.

According to a recent report from Reuters, Facebook is signing deals with companies like BuzzFeed, Vox, and Group Nine for TV-style video with both short clips of about 10 minutes in length and longer shows of 20 minutes or more.

The US’s linear TV ad market will likely suffer a recession in 2017, according to Us finance analysts who follow the media sector. Michael Nathanson, analyst for MoffetNathanson, this week lowered his projections for TV ad revenue growth in 2017, saying that the 2017 TV upfronts lacked the urgency of last year’s market.

A formidable group of media companies including AMC, Amazon, BBC, Twentieth Century Fox, Netflix, NBC Universal, Telemundo, Televisa and Univision have formed the Alliance for Creativity and Entertainment (ACE) to fight online video piracy.

A study by Neustar commissioned by Turner Broadcasting and Horizon Media found that for a $1M investment, television’s lift is consistently seven times better than paid search and five times better than online display advertising across a broad list of advertising categories.

Apple confirmed rumors that its set-top box will be getting an Amazon Prime app for the tvOS platform later this year.

Ooyala has released its Q1 2017 Global Video Index, revealing, for the first time, long-form content represents the majority of time spent watching video on every screen.

NBC News unit has launched a digital video service that targets viewers who get their news on social media. The service, called “NBC Left Field,” is producing short documentaries and features for Alphabet’s YouTube, Facebook, and Instagram.

LATAM MARKET

According to Ooyala’s Q1 2017 Global Video Index, in LATAM, mobile video plays topped 56 per cent—up from 46 per cent last year, with tablets representing 5 per cent, the least of any region.

Research conducted by Dataxis predicts that LTE penetration will grow in Latin America from today’s 21% to 90% by 2022. While 4G penetration varies in the region, Uruguay by far being the most advanced country with a 50% penetration.

VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on both Roku and Amazon Fire, two of the world’s largest digital streaming platforms.

According to the Advertising Bureau‘s “Always On – A Global Perspective of Mobile Consumer Experience,” smartphone users in South America noted the most progress in their mobile ad experiences, but smartphone users in Brazil saw moderate advancement with mobile advertising relevance.

 According to The Competitive Intelligence Unit (CIU), average mobile data consumption has doubled in Mexico over the past two years, driven by online video viewing.

What: Verizon has made it official, today the tech company announced it has finally closed its acquisition of Yahoo for US $4.5 billion and combined these assets with its existing AOL business to create a new subsidiary: Oath. Marissa Mayer, former CEO at Yahoo, resigned.
Why it matters:
Yahoo Spanish-language edition continues to exist and is marketed by Yahoo’s Latin American and U.S. Hispanic sales team in Miami and by IMS.  A Verizon spokesperson told Portada that it will be providing updates on the Latin American and U.S. Hispanic strategy soon.

The Yahoo transaction was announced in July 2016, but today, after Yahoo shareholder approval last week, Verizon finally made the acquisition official, at an estimated value of US $4.5 billion.

“While reaching this moment has certainly been a long road traveled, it marks the end of an era for Yahoo, as well as the beginning of a new chapter – it’s an emotional time for all of us. Given the inherent changes to my role, I’ll be leaving the company. However, I want all of you to know that I’m brimming with nostalgia, gratitude, and optimism,” former Yahoo CEO Marissa Mayer stated in her Tumblr account today.

Given the inherent changes to my role, I’ll be leaving the company.

The sale of Yahoo is just one more sign of how the online media and content market continues to consolidate, as large companies are trying to bring together audiences, and advertisers all under one big company, in competition with the continuing growth of Google and Facebook.

“The close of this transaction represents a critical step in growing the global scale needed for our digital media company. The combined set of assets across Verizon and Oath, from VR to AI, 5G to IoT, from content partnerships to originals, will create exciting new ways to captivate audiences across the globe,” stated Marni Walden, Verizon president of Media and Telematics.

Tim Armstrong, former CEO of AOL, is now CEO of Oath, which is part of Verizon’s Media and Telematics organization. He has been leading integration planning teams since the Yahoo transaction was announced, and Oath begins operation today as a global leader in digital and mobile.

Portada reached out to Yahoo’s team about how this change will affect Yahoo’s Latin American and U.S. Hispanic operations, but they weren’t ready to comment on that matter.

Join us at PORTADA Mexico!

What: After merging Aol and Yahoo, both part of Verizon, the new company will be called Oath. Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. Separately, Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America.
Why it matters: On July, Verizon announced Yahoo’s acquisition through a 4.8 billion dollar cash transaction.

After announcing Yahoo’s acquisition on behalf of Verizon last July, speculations were made about how the digital content company would merge with the telecommunications giant.

Today was announced that, after merging AOL and Yahoo, the new company would be known as Oath. By doing this, Verizon hopes to boost Yahoo’s search, mail, content, and ad-tech businesses.

Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. And Marissa Meyer, former Yahoo CEO, will step down from the company.

It hasn’t been announced if Yahoo will keep its name for any of its different business divisions. By now, AOL’s CEO, Tim Armstrong, confirmed the new company’s new name on his Twitter page. “Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017.”

A spokesperson at AOL told Business Insider that Oath would be launched in the summer as a new disruptive company.

Some months back, at the beginning of the year, Yahoo’s acquisition was being questioned after the media company suffered two data breaches affecting 1.5 billion users. Nevertheless Verizon confirmed the transaction was still on, and would be finished during the years second quarter.

The business units from Yahoo which Verizon is not buying, such as 15% of Chinese retailer, Alibaba, and part of Yahoo in Japan will now be known by the name of Altaba.

It seems Yahoo maybe keeping  its name in Latin America and the U.S.-Hispanic market. Today the company announced some changes to its Spanish site.  Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America. The design is now cleaner and more modern. New features increase personalization and sharing of content. The update unifies Yahoo’s homepage with its properties, giving a more consistent experience across devices, said Carolina Casares, Yahoo’s chief of Hispanic media in a blog post.

Which are the most popular video platforms among U.S.-Hispanics? What type of content do they prefer? What is their order of priorities? We give you the answers to these questions according to comScore‘s December 2016 report.

84% of Hispanic users who consumed video content at the end of 2016 did so through Google sites, which put Google in first place.

Source: comScore Video Metrix, U.S., Hispanic All, Home and Work, December 2016, Video Type: TotalTotal Unique Viewers (000)
Total Internet: Hispanic All31.313
Top 10 Video Properties
1Google Sites26.246
2SpotX Video Advertising Platform16.834
3AOL, Inc.14.347
4BrightRoll Platform13.930
5Facebook9.889
6Tremor Video8.925
7Yahoo Sites8.689
8Teads8.501
9Viant8.489
10VEVO7.183

There is a strong presence of specialized online video advertising platforms on the list: so many, in fact, that they could have their own ranking. In terms of unique visitors, this is how each of them performs:

  • SpotX (54% unique visitors)
  • BrightRoll (44% unique visitors)
  • Tremor Video (29% unique visitors)
  • Teads (27% unique visitors)
  • Viant (27% unique visitors)

Although these aren’t the only platforms within the ranking that provide online advertising services, they are different because they were built to connect media and advertisers (while other platforms focus on the user and his content-consuming experience).

Users’ favourite sites are AOL and Yahoo (during December 2016 they attracted 46% and 28% of all unique visitors, respectively.).

Facebook, which came in at number five, was chosen by 32% of users when watching online video.

Finally, VEVO, the platform for music videos managed by Universal Music and Sony Music, attracted 23% of the unique visitors.

Which are the preferred video platforms by U.S. Hispanics? What types of content do they prefer? How do they establish their consumption priorities when it comes to media? The answers to those questions and more, according to comScore‘s August 2016 rankings.

In August 2016, 60% of Hispanic users in the United States consumed video content through Google sites.

MediaTotal Unique Viewers (000)
    Total Internet:  Hispanic All31.313
    Top 100 Video Properties
1    Google Sites21.444
2    Facebook10.632
3    Yahoo Sites9.533
4    VEVO5.783
5    BroadbandTV5.681
6    Warner Music5.477
7    Microsoft Sites5.344
8    Vimeo4.957
9    Comcast NBCUniversal4.339
10    Machinima Entertainment4.195

In second place on the list of preferred audiovisual platforms is Facebook, with 34% of unique users, followed by Yahoo, with 30% of the Hispanic visitors in the United States.

Music via video format is nothing to underestimate: as much as VEVO (Universal Music, Sony Music) and Warner appear in fourth and sixth place, respectively, the sum of unique users that they attracted in the informed month is more than the total number of visitors that watched videos on Facebook.

A similar case to that of music is observed on MCN platforms on this ranking: the sum of BroadbandTV and Machinima‘s users places this category in third place, moving Yahoo to fourth on the list.

Microsoft sites, in seventh place, received 17% of the users, while Vimeo attracted 16%.

When it comes to online television content, the only company that appears is NBCUniversal, with 14% of the users.

Here we are again, this time with the updates from October. Between events, trips, and new appointments, it was a busy month.

youtube-2-dustinYouTube Brandtime

In mid-October, YouTube presented Brandtime, an event whose goal was to show off the latest in the platform’s commercial opportunities. Between metrics and presentations on the different kinds of ads and inventory available, there were interesting panels held by YouTubers. Dustin Luke was the Master of Ceremonies, and local YouTubers Daiana HernándezLocos por el Asado and Hecatombe were interviewed on-stage. What can I say? At the end of the day, these kids get it. Anyone in charge of TV programming should be fighting over them.

Two Million Dollars

Yes, my friends. That is how much the folks at Logan received from the Mexican investment fund Pedralbes Partners for their operational expansion in Brazil, Mexico and Argentina. Congratulations, guys! …and what would I do with two million dollars?

nancy-gomezMore News from Yahoo

Every once in a while, Yahoo gives me some good material. This time, the news is that Nancy Gomez (formerly at Terra, Fox, and MySpace) has been named the company’s Commercial Director for LatAm, and will be managing all commerce in Argentina, Colombia, Chile and Peru. You rock, Nan. Good luck!

foto-iab-latamNew York, New York

I’ve been told that the presidents and general directors of various chapters of the IAB in Latin America got together in New York at the end of September as part of their work to establish best practices in the digital ad and interactive marketing industries. The next meeting appears to be in Miami in January 2017. Oh how we love traveling: God created us, and the Internet brings us together.

audio-ad-imagenDeezer and Audio.ad in Colombia

Deezer (one of the leading music streaming services with a presence in more than 180 countries) chose Audio.ad as its commercial rep in Colombia. Great news for both of them!

La Nación TV

La Nación, the traditional Argentine newspaper, held an important party at the end of September to launch its first paid TV channel, which will cover the news and feature segments from different anchors, journalistic programs, lifestyle (music, cooking), documentaries and general human interest stories. This incursion into television is no small detail, as it introduces a new (and strong) player into the local television ecosystem. It may not be such a “digital” bite, but I couldn’t keep from telling you.

That’s all for now, folks. You already know that you can come to me  with your latest news, and I’ll give it my own personal touch in this monthly column (which is really everyone’s space, in the end).

What are Latin American users’ favorite sports sites? What were the biggest trends between 2015 and 2016? What impact did the Olympic Games have on the consumption of sports content? The answers to these questions, according to comScore‘s June 2015 and 2016 rankings.

While the quantity of users with access to Internet increased by 11% in June 2016, (in comparison to the same month in 2015), it is interesting to observe how the number of unique visitors in the sports category went down by 6% in the same period. This is no small detail, if we keep in mind that 2016 is the year of the Olympic Games.

Source: comScore Media Metrix, LatAm, Home and Work, PC/Laptop only, 15+, June 2015- June 2016Unique Visitors (000)% Growth
Jun-2015Jun-2016
    Total Internet : Total Audience176.391195.13011%
    Sports71.56166.226-7%
1    Globo Esportes14.95714.352-4%
2    MSN Sports10.1079.931-2%
3    UOL Esporte9.6487.225-25%
4    Yahoo Sports5.2874.034-24%
5    Marca Sites3.7843.9414%
6    ESPN4.5083.737-17%
7    AS.com Sites4.5383.682-19%
8    Futbol Sites – FSN4.6983.608-23%
9    Terra Sports5.4523.391-38%
10    Goal Sites3.0003.2438%

All of the informed sites on the rankings present a negative trend in June 2016 compared to June 2015, except for those of Marca (a Spanish digital media property that specializes in sports content) and Goal (specialized in soccer).

Brazil’s influence is strong: 33% of traffic in the sports category in June 2016 came from Brazil, whose content is produced in Portuguese.

Finally, it is notable that Fox Sports didn’t make the rankings, seeing that it is so popular in the Southern Cone of Latin America.

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.

July was a very busy month for me, and I’ll tell you something about it in this month’s digital bites. As much as the idea behind this column is to talk about others (nicely), it made me want to share my own bites with you. After all, almost all of the people I write about are my colleagues!

So Glamorous

humbertoAt the end of July, I had the pleasure of meeting Humberto Hernandez, the new business director at L’Oréal Luxe. He was only in Argentina for a few days for a trip related to L’Oréal’s luxury brands (Kiehl’s, Clarisonic and Urban Decay). We had a great time making the rounds of the best bars in Buenos Aires while we talked about our trips and professional activity. Friends from the industry already know: let me know when you’re here and I’ll gladly take you around the city (and while we’re at it, you’ll give me material for this column). Another thing: Now I really want to try some Kiehl’s products. Excellent one-on-one branding, Humberto.

Mobile Summit Argentina 2016

Marce Garcia Cisneros, the founder and CEO of Rekket, invited memarce to the Mobile Summit Argentina 2016, organized by the Argentine Mobile Association. The event, which took place on July 13 at the Sony Theater, was a great opportunity to listen to the experiences and lessons from different local players, as well as interact with colleagues and friends. Everyone was there, even the members of the Mobile Marketing Association. We’re like that: competitors, colleagues and friends. In the end, we’re all betting on growth in the digital market.

Where Did Yahoo’s Employees Go?

In mid-June, I ran into Ale Fishman (ex country manager at Yahoo Argentina) at a Social Media Week Mexico event, and he commented that he had recently joined Keynetic Digital as the commercial director for LatAm. Keynetic Digital belongs to Mariano Burstein, who was the general manager of Yahoo Argentina until May 2008.

alfredoLuis Arvizu, who was the general manager of Yahoo Mexico until March 2016, is now the commercial VP for LatAm at MediaMath.

Alfredo Sanchez, who was the sales director at Yahoo Mexico until January 2016, recently joined Televisa Interactive Media as the digital commerce director (he was previously at Simek as the country manager for the Mexico office).

In all three cases, programmatic buying was the first obligatory destination in a “leap of faith” after so many years at a company that was predominantly focused on branding. If there were any doubts about where the market is heading…

Neither Dull Nor Lazy

The Brand100 organizers (“the” annual event in Argentina, for which media outlets pay to bring their most important clients in the region) were smart in choosing Rio de Janeiro as the host city for this year’s event. While it is cutting it close to the end of the Olympic Games, don’t tell me that it wasn’t opportune to take advantage of the press that will be there for the sporting event. An excellent consolation prize for everyone that wanted to go to the games  (although it’s a work-related event, of course).

IAB Now 2016

The most important annual event for the IAB Argentina will take place August 25 in the theaters of the most important local shopping center. Among the confirmed speakers are: Maren Lau (IMS), Fernando Barbella (J. Walter Thompson London), Eric Tourtel (Teads) and Saul Hernandez (Mindshare). It’s going to be great!

From Havas Chile to Minga Digital

After 15 years at Havas Chile, (most recently as the general director), Gonzalo Parra has joined Minga Digital gonzalo(headquartered in Santiago, Chile) as the general manager. Good luck, Gonza! And thank you for always hosting me when I’m in Santiago.

A New Project

In September 2015, I decided to take a paid sabbatical (which is to say, travel and work remotely on different digital projects). It was the best decision that I could’ve made in this first half of my professional career, and I recommend it. I was in a hostel in Salta (a province in Northern Argentina), a four-star hotel in Miami and a friend’s house in Mexico (a country that I’ve been able to visit twice in this period). My last trip will be Spain in August (Madrid, Valencia, Ibiza and Barcelona). Not bad. Nonetheless, I was presented with a project that I couldn’t turn down. Soon, I’ll be updating my LinkedIn profile (for now, I’ll leave you with the intrigue).

Join us at PORTADA Mexico!

What are the most popular sites and platforms among Latin American users? What activities do those sites and platforms enable? What are the similarities and differences between the different countries’ lists? The answers to these questions and more, according to comScore’s May 2016 rankings.

I Google, Therefore I Am

Users’ favorite activity in the covered countries is performing Google searches and interacting on social networks. Google is the access door to mass media consumption, which gives it a high spot on the list.

Facebook, the Social Control Board

The second favorite activity among Latin American users is connecting with friends and acquaintances through the technology provided by Facebook. The “Latest News” section, located on the homepage of the platform, is the place from which users “monitor” the activity of their friends and acquaintances before interacting with them.

YouTube Leaves TV in the Dust

The third most preferred activity among Latin American users is consuming online audiovisual content on YouTube: the devices, as well as respecting TV’s imposed scheduling, are irrelevant.

Bloggers Prefer Blogspot.com

Bloggers in Argentina, Brasil, Chile, México, Uruguay and Venezuela use the Google blogging platform. In Colombia and Peru, it seems that users aren’t as interested in expressing themselves on blogs (or at least they don’t place it among the most important online media consumption habits).

Whatever Google Doesn’t Know, Wikipedia Does

Except in the case of Brazil, Latin American users look to Wikipedia for answers to diverse questions about general topics. This way, Wikipedia works as a type of search motor specialized in encyclopedic knowledge, and is one of the most popular online destinations in the region.

E-Commerce

Users in Argentina, Uruguay and Venezuela are the only ones interested in online shopping (or making online inquiries before going to a physical store to buy a product); when this happens, the platform they choose is Mercado Libre. The other countries aren’t as interested in e-commerce (or don’t assign it a high priority).

Yahoo Isn’t Dead

After the close of their LatAm offices, it is interesting to observe the importance that the informed countries (except Uruguay and Venezuela) assign the news and e-mail portal provided by this company.

Microsoft Stands Out

As much as Google and Facebook are the undeniable leaders in each of their categories, we can’t forget about Microsoft, and that Live.com and MSN.com belong to that group (which, in terms of the amount of monthly visitors, places Microsoft at the top of the list in each ranking).

Source: comScore Media Metrix, Argentina, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience26.676
    Top 10 Web Domains
1    GOOGLE.COM.AR23.879
2    FACEBOOK.COM20.231
3    YOUTUBE.COM18.800
4    GOOGLE.COM14.647
5    LIVE.COM12.692
6    MERCADOLIBRE.COM.AR11.947
7    BLOGSPOT.COM.AR10.976
8    YAHOO.COM.AR9.355
9    WIKIPEDIA.ORG8.504
10    MSN.COM8.463
Source: comScore Media Metrix, Brazil, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience80.073
    Top 10 Web Domains
1    GOOGLE.COM.BR69.904
2    FACEBOOK.COM58.518
3    YOUTUBE.COM50.985
4    GOOGLE.COM48.844
5    UOL.COM.BR47.876
6    LIVE.COM38.986
7    GLOBO.COM38.563
8    BLOGSPOT.COM.BR36.268
9    YAHOO.COM.BR30.791
10    MSN.COM29.932
Source: comScore Media Metrix, Chile, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.567
    Top 10 Web Domains
1    GOOGLE.CL6.672
2    FACEBOOK.COM4.568
3    GOOGLE.COM4.560
4    YOUTUBE.COM4.473
5    LIVE.COM3.412
6    MSN.COM3.229
7    YAHOO.COM2.639
8    BLOGSPOT.CL2.441
9    BANCOESTADO.CL2.265
10    WIKIPEDIA.ORG1.837
Source: comScore Media Metrix, Colombia, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience16.438
    Top 10 Web Domains
1    GOOGLE.COM.CO15.003
2    FACEBOOK.COM11.961
3    YOUTUBE.COM11.813
4    GOOGLE.COM10.485
5    LIVE.COM9.460
6    WIKIPEDIA.ORG6.378
7    YAHOO.COM5.300
8    MSN.COM4.928
9    MICROSOFT.COM3.398
10    SLIDESHARE.NET3.207
Source: comScore Media Metrix, México, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience42.366
    Top 10 Web Domains
1    GOOGLE.COM.MX37.177
2    FACEBOOK.COM31.077
3    YOUTUBE.COM29.421
4    LIVE.COM22.853
5    GOOGLE.COM22.420
6    MSN.COM19.710
7    BLOGSPOT.MX16.285
8    YAHOO.COM.MX14.888
9    WIKIPEDIA.ORG14.232
10    MICROSOFT.COM9.235
Source: comScore Media Metrix, Perú, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience7.283
    Top 10 Web Domains
1    GOOGLE.COM.PE6.579
2    FACEBOOK.COM5.829
3    YOUTUBE.COM4.967
4    LIVE.COM4.637
5    GOOGLE.COM4.167
6    MSN.COM3.547
7    YAHOO.COM2.751
8    ELCOMERCIO.PE2.693
9    SLIDESHARE.NET2.250
10    WIKIPEDIA.ORG1.935
Source: comScore Media Metrix, Uruguay, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience2.043
    Top 10 Web Domains
1    GOOGLE.COM.UY1.780
2    FACEBOOK.COM1.475
3    YOUTUBE.COM1.389
4    GOOGLE.COM1.269
5    BLOGSPOT.COM.UY962
6    MERCADOLIBRE.COM.UY924
7    WIKIPEDIA.ORG711
8    LIVE.COM693
9    ELPAIS.COM.UY547
10    MSN.COM470
Source: comScore Media Metrix, Venezuela, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet : Total Audience13.169
    Top 10 Web Domains
1    GOOGLE.CO.VE11.720
2    FACEBOOK.COM9.581
3    YOUTUBE.COM8.370
4    GOOGLE.COM6.899
5    LIVE.COM5.775
6    BLOGGER.COM5.396
7    MERCADOLIBRE.COM.VE5.136
8    MSN.COM3.854
9    WIKIPEDIA.ORG3.846
10    BANCODEVENEZUELA.COM3.357

Verizon Communications Inc is purchasing global  iconic, but stalling Internet company, Yahoo for U S$4.83  billion. The transaction helps Verizon to add scale to its already impressive digital media and ad-tech assets. 8 things marketing and media professionals need to know….

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1. What is Verizon buying?

Verizon Communications Inc has finally closed a deal to buy Yahoo Inc core business, including Yahoo’s operating business and patents except Yahoo’s valuable stake in Chinese firm Alibaba.

2. With which Verizon properties will Yahoo be combined with?

Yahoo will be combined with AOL, which Verizon bought last year.By adding Yahoo’s core internet business, with more than a billion Internet users a month,  to AOL, Verizon becomes a global digital media player. Verizon (AOL), gains access to Yahoo’s advertising technology tools, as well other assets such as search, mail, messenger and real estate.

3. Will Yahoo cease to exist?

The Yahoo brand will very likely survive as part of Verizon/AOL, but the sale marks the end of Yahoo as an operating company, leaving it only as the owner of a 35.5 percent stake in Yahoo Japan, as well as its 15 percent interest in Chinese e-commerce company Alibaba Group Holding Ltd. When the transaction is closed, in the first quarter of 2017, Yahoo will change its name and become a publicly traded investment company, the company said.

4. What strategy is Verizon following with the Yahoo purchase?

“Combining Verizon, AOL and Yahoo will create a new powerful competitive rival in mobile media, and an open, scaled alternative offering for advertisers and publishers,” said Tim Armstrong, AOL chief executive, in a statement. A key word Armstrong is using is “open”, with that he stresses the contrast between Verizon/AOL/Yahoo;s approach with the so-called “walled garden” approach of Facebook and other social media properties as well as Google, which for a long time has built a whole digital ecosystem around it. Through the scale Verizon’s digital media properties have gotten through the Yahoo and AOL acquisitions, Armstrong attempt to compete with Google (including Youtube) and Facebook, which in many sectors of the digital ad market have a share higher than 75% (e.g. online video). (Note also that AOL last year signed a global ad monetization agreement with Microsoft for its MSN network.) Another important word in Armstrong’s statement is “mobile“: As one of the largest wireless and cable companies in the world, Verizon opens the door to extensive distribution opportunities of Yahoo content.

5. Does Verizon’s foray into the digital media business hide something?

It is no secret that market forces are not shaping up to be kind to traditional wireless carriers like Verizon. The explosion of third-party messaging apps severely dented one of wireless carriers’ biggest revenue streams – text messaging. WiFi expansion projects by Google and other third parties makes it much easier to go with a smaller data plan. Perhaps one day the idea of paying for wireless data will be a relic. Verizon needs to diversify in the face of a changing economy. Perhaps’s ad supported mobile phones will prove to be a good alternative to declining revenues coming from data plans.

 

6.Who will be in charge of integrating AOL and Yahoo?

Verizon executive Marni Walden is likely to be in charge of mashing together Yahoo and AOL — which Verizon acquired last year — and make hay out of two old tech giants, Business Insider reports. As Verizon’s executive vice president and president of product innovation, Walden is in charge of evolving Verizon from an analog business into a firm that can battle with the digital media giants and explore new technology like the Internet of Things and telematics. Marissa Mayer, chief executive of Yahoo, said that she was “planning to stay” in the company.

7. Does the word “synergies” also mean headcount cuts?

No doubt, the merger between Verizon/AOl and Yahoo comes associated with cost saving opportunities in several areas (back office, ad operations and even sales). “Synergies” can be an unnerving word for employees of both acquirers and acquisition targets because it almost always involves the closing and combining of offices, which also means the reduction of headcount. Yahoo reported that active headcount stood at 8,800 at the end of the quarter, down from 11,000 a year ago. This is the lowest level in a decade. Analysts have attributed Yahoo’s better-than-expected earnings to such cost-cutting measures.

8. What implications does it have for the U.S. Hispanic market and Latin America?

Yahoo has U.S. Hispanic specific products and sales teams, while AOL has folded most of the Hispanic specific properties into its larger general market websites (e.g. Huffington Post). It will be interesting what strategy the combined AOL/Yahoo will follow. In Latin America, Yahoo recently closed its Argentina and Mexico offices only clearly betting on Brazil. AOl, which in the early 2000s had Spanish-Speaking U.S. Hispanic and Latin American units,  has followed a similar strategy. The big questions are whether the combined AOL will expand into Spanish-speaking Latin America (Colombia, Mexico, Argentina etc) and whether there will  more of a total market (millennial) strategy for the U.S. Hispanic market or not.

 

Join us at PORTADA Mexico!

What are the 10 most visited sites and platforms by Hispanic residents in the United States? What topics do they cover? What activities do they allow users to engage in? Here are the responses to those questions and more, according to comScore’s May 2016 report.

The Google sites are at the top of the rankings, with 84% of the unique users.

Source: comScore Media Metrix, United States, Hispanic All, Home and Work, PC/Laptop only, May 2016Total Unique Visitors (000)
    Total Internet:  Hispanic All31.321
    Top 10 Properties
1    Google Sites26.426
2    Microsoft Sites21.151
3    Facebook19.778
4    Yahoo Sites17.734
5    Amazon Sites11.867
6    AOL, Inc.8.313
7    Mode Media8.254
8    Apple Inc.6.905
9    Comcast NBCUniversal6.835
10    eBay6.235

Microsoft, in second place, brought in almost 70% of US Hispanics.

63% of users chose Facebook as the platform through which to generate, consume and share content with friends and acquaintances.

58% of Hispanic residents of the United States chose Amazon and eBay as their preferred e-commerce platforms.

83% of the users visited portals (specifically Yahoo and AOL). This is no small detail, as they tie Google between the two of them (in terms of the quantity of visitors).

Mode Media, the platform dedicated to lifestyle whose content is generated by the user and curated by experts, attracted 26% of the unique visits.

While it came in 8th place on the rankings, Apple seems to be leading in its category: 22% of unique users visited this site in the informed period, and it is the only site dedicated exclusively to technology.

With respect to online TV content, users chose the site NBCUniversal: while it came in last place, it is the only in its category.

 

What: Yahoo  has appointed IMS Internet Media Services (IMS) to help drive advertising sales in Spanish-speaking Latin America.
Why it matters: Yahoo recently closed its offices in Mexico and Argentina, but still wants to monetize the region’s traffic. It continues to have a direct Latin American sales force in Brazil and Miami.

descarga (3)Yahoo has appointed IMS Internet Media Services (IMS), a joint venture with Sony Pictures Television and a digital marketing and communications company, to help drive advertising sales in Spanish-speaking Latin America. The partnership is not exclusive. Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic tells Portada that “Latin America remains an important region for Yahoo and we’re dedicated to expanding our business in that market. We’re excited to partner with IMS to help drive ad sales in Spanish-speaking Latin America inclusive of  Mexico and South America. We continue to have a direct sales force in Brazil and Miami supporting pan-regional clients.”

According to Rodriguez, “this is a strategic partnership that allows us to focus on doing what we do best: driving value for advertisers by helping them engage with consumers online through the combination of data, we have unique insights from 165 billion daily data events, content leading news, sports, finance and lifestyle properties) and technology, including ad platforms – Yahoo Gemini and BrightRoll.  Yahoo Gemini is our marketplace for native advertising.

Yahoo drives value for advertisers in Latin America by helping them engage with consumers online through the combination of data, content and technology. Fusing valuable data insights from 165 billion daily data events, Yahoo provides high-value, high-performing solutions to help advertisers target, reach and engage relevant audiences.

We’re excited to partner with IMS to help drive ad sales in Spanish-speaking Latin America inclusive of Mexico and South America. We continue to have a direct sales force in Brazil and Miami supporting pan-regional clients.

The core offerings IMS will provide on behalf of Yahoo to clients in Latin America include:

  • High-impact premium formats: includes Yahoo Homepage, along with leading news, sports, finance and lifestyle properties, for brand building and content marketing.
  • Audience display and video: leverage Yahoo’s rich data set and sophisticated targeting solutions to reach more relevant audiences across Yahoo sites and apps, and third-party inventory.
  • Native advertising through Yahoo Gemini: tap into the fast-growing native ad format to reach target audiences seamlessly across devices.
  • Programmatic advertising through BrightRoll: drive efficient programmatic buying to connect with consumers across ad formats and devices.

“We are delighted to partner with Yahoo, such an iconic digital player, throughout Spanish-speaking Latin America. Yahoo’s premium content and data-driven audience solutions drive relevance for advertisers throughout the region,” said Gastón Taratuta, CEO, Founder and Partner for IMS.

Yahoo joins IMS’ roster of international brand leaders such as Twitch, EA, Vevo, Foursquare, Twitter, Waze, Spotify and LinkedIn.

To industry outsiders, the NewFronts seem like something out of Mad Men – and that’s because they are.

For the uninformed, the NewFronts are digital’s answer to television’s Upfronts, through which networks debut programming including new shows and old hits, and executives do their very best to wine, dine and schmooze their way into securing commitment from advertisers before the season starts.

In contrast, the NewFronts are events held over the course of two weeks that are organized by digital video companies to show advertisers the kinds of bang they can get for their buck on their platforms. Those who can’t do that are “left to the scatter market,” as Yahoo’s director of sales for US Hispanic Matthew Harris says.

Ditching Old School for Digital

It’s all very old school, which is why it seems strange that digital, such a modern rejection of everything TV, would try to copy TV. But as digital slowly starts to catch up to television, the NewFronts have come into their own, and the increasing value of reaching the Hispanic consumer has played no small part in shaping today’s digital landscape.

Multicultural Digital always rises to the top as a priority due to the Hispanic consumer media behaviors.

Harris affirmed that US Hispanics were a “recurring theme” at Yahoo’s even this year, and that Joe Zee, Yahoo’s style editor, mentioned Hispanic consumers in his presentation, which was “a signal of Yahoo’s broader commitment to the Hispanic community,” confirmed Harris.

But reaching Hispanics means understanding the evolving Hispanic consumer. Harris pointed out that Yahoo transformed its Yahoo en Español  into Yahoo US Hispanic for bilingual, acculturated audiences, as “Spanish-language only is a disservice and disadvantage,” Harris says.

Mobile and Video Reign

“Multicultural Digital always rises to the top as a priority due to the Hispanic consumer media behaviors,” says María Fernández Ordóñez, senior vice president and and media director at the agency Identity. Hispanic consumers tend to keep up with the latest trends in mobile consumption, so “when developing media plans for this consumer and seeing how driven they are to use digital media and particularly mobile and watching video, these two platforms get the highest media allocations,” Ordóñez adds.

popsugar-newfronts-hed-2016-444x250All platforms were excited to introduce their Hispanic-oriented content to advertisers. Geoff Schiller, POPSUGAR’s CFO, comments that it went beyond its regular POPSUGAR Latina channel this year, creating strategic partnerships with Mas Mejor, Broadway Video’s premium comedy studio starring Latino influencers.

At its NewFronts event, POPUSUGAR also premiered Cooking Rodriguez, a scripted comedy about an aspiring Cuban YouTube chef created by Marlena Rodriguez, a writer who contributed to season two of Unbreakable Kimmy Schmidt.

In general, the NewFronts also reflected the general shift in advertising budgets from television to digital. Ordóñez notes that IPG committed $250MM to buy Google Preferred inventory for Broadcast 2017, and 250MM more to an upfront deal with YouTube. Schiller says: “TV to digital investment has yet to reach its apex, but many brands such as General Motors and Hilton are making deep investments with us in the digital video space and we anticipate investments like this to increase substantially, both with POPSUGAR and across the industry.”

Viewability didn’t seem to be a huge concern, at least nobody will admit that it is. But everyone is investing in understanding consumer behavior – with an emphasis on Hispanic consumers. Yahoo says that its data and insights team is constantly producing material on trends in Hispanic behavior so that advertisers are assured to connect with this complex audience, and both Yahoo and POPSUGAR have put together studies of US Hispanic digital consumption and behavior.

Understanding Consumer Behavior

Other trends included the increasing adoption of technology and data to optimize resources. Yahoo believes that its “focus on data” is more important than ever, as Harris highlights the company’s acquisition of Flurry, an analytics firm, which provides access to millions of touch points across mobile devices to help him and his colleagues learn about audiences and find device IDs, and BrightRoll, the DSP that helps Yahoo serve advertisements and target audiences.

While the NewFronts still maintain the structure of television’s upfronts, the digital landscape is now large and complex enough that we would be wise to stop comparing the two.

All of this technology is aligned with the company’s content strategy for news, lifestyle, sports and finance in a restructuring effort that Harris says helps the company “focus on the couple of things we do well, hone in on them and take resources that were too spread out.”

While the NewFronts still maintain the structure of television’s upfronts, the digital landscape is now large and complex enough that we would be wise to stop comparing the two. Digital is still creating its own path and grappling with how to make the best use of its data, but there is no doubt that today, consumers are living in a digital realm on multiple screens, and advertisers are paying attention.

Join us at PORTADA Mexico!

A summary of the most exciting recent news in online video 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

Amazon is ready to compete with YouTube: The e-commerce giant has launched a service that allows users to post videos and earn royalties from them, called Amazon Video Direct. The videos will be free to watch and will not have ads, but viewers can also opt to rent or buy videos they like.


Time Warner Cable
claims that online video companies are lying about how much more effective in reaching audiences they are than linear TV. The company made the interesting decision to hold an event at the Newfronts, which are usually set up by digital media companies doing their best to time warner
make television irrelevant. Fred Bucher, chief marketing officer at Time Warner, pointed out that cable is digital as well, and  that its video ad delivery is much more effective than other online video platforms.

According to the Digital Content NewFronts’ Video Ad Spend Study, there has been a 114% increase in investment in original digital video programming over the past two years. Details on other interesting findings in the report here. 

Yahoo conducted a video report with Nielsen and Hunter Qualitative, and revealed that on the one hand, horizontal landscape ads are more effective than vertical landscape ads in terms of increasing affinity for brands, but on the other hand, portrait ads are far more effective vertically. Auto-start video ads in native environments were also found to be particularly effective, generating 51% better aided recall, 10% higher brand familiarity, and 4% higher brand affinity compared to user-initiated ads.

As a part of its efforts to expand its presence in online video, Twitter has paid $10 million for the rights to stream 10 Thursday night NFL games without authentication, with 15 ad slots for each game. The digital platform will also introduced advanced targeting tools for video ads in the fall.

Magna Global, whose clients include Johnson & Johnson, Coca-Cola, and Fiatannounced at NewFront that they have agreed to buy $250 million in video ads from YouTube. David Cohen, president of Magna Global North America commented, “We have negotiated a meaningful share shift from linear television to digital video.”

AdWorks, AT&T‘s advanced advertising services unit, claims that they saw a boost in sales for advertisers between 19 and 87% in a recent trial of multi-screen, multi-device addressable advertising conducted with Opera Mediaworks. TV advertising increased sales by 19 percent, and 27 percent when a consumer received the same ad on both their TV and mobile device.

Condé Nast Entertainment announced plans to expand its premium digital video network with three new incubator programs designed to discover and develop the next generation of storytelling talent, more video content, increased data capabilities, a distribution partnership with Comcast further adding to the company’s comprehensive distribution across more than 50 platforms, and industry-first measurement for branded content video performance.

Virool, the video distribution platform for marketing professionals, and Rubicon Project, which operates a giant open advertising marketplace, have created a new vertical video unit for advertisers and editors. The product, called Vertical Reveal, will help scale programmatic advertising to bring video ads to buyers and sellers on mobile devices.

Revelist.com, the recently launched millennial women website from CafeMedia, is reporting record digital video performance and traffic growth, exceeding 1 million monthly visitors and 76 million video views in its 3 months in market.

New trends in online video monetization, measurement, engagement and many more aspects of the emerging OTT market will be explored at the Latin Online Video Forum during PortadaLat in Miami on June 8-9, 2016. Get your tickets at early bird price now!

LATAM MARKET

According to a report from the Interactive Advertising Bureau (IAB), online ad investments grew by 24% in Chile during 2015. Over the last five years, Chile’s online advertising grew from less than $50 million yearly business to current $160 million. Chile’s Internet penetration is also impressive – there are 76 connections for every 100 inhabitants – and the country has one of the highest broadband penetration rates in the region.

Telefónica has announced that it spent $100 million to update its LatAm satellite hub in Peru in order to support online video
growth in the region and expand its Movistar Play SVOD service, which it claims will be available in 12 coutries by the end of 2016.

According to the Global Programmatic Advertising Spending Market 2016-2020 report, global programmatic advertising spending could grow at a CAGR of 20.56% during the period 2016-2020, as programmatic advertising picks up speed in LatAm and the APAC region.

lanacionArgentinean newspaper La Nación has launched a daily live online video newsfeed to target mobile audiences.

HBO has announced that basic pay-TV subscribers in Chile with HD encoders and TVs will be upgraded to premium HD HBO package in order to improve the user experience.

It’s official: Argentines now watch more content online than they do on TV. A study by IMS reports that Argentines
watch 11.1 hours of content per week digitally, versus 5.2 hours on TV.
NBC Olympics and Buzzfeed are teaming up to produce the NBC Rio Olympic Discover channel for the Olympic Games in Rio de Janeiro, Brazil. NBC is also partnering with Snapchat to create “Live Stories” from attendees at competitions in the form of videos and photos.