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What: We looked at the number of visitors at top websites to find out where Latin Americans (and particularly Mexicans) went searching for entertainment content in May 2018.
Why it matters: YouTube is the clear winner of the entertainment industry online for Latin Americans, and even more so for Mexicans.

When it comes to entertainment, consumers have a lot to choose from. In May 2018, Latin Americans went to a variety of sites providing not only videos and movies like Youtube and Netflix, but they also spent time looking for music, games, and general entertainment content in sites like MSN and Globo Entretenimiento.

Top 10 Entertainment Sites in Latin America, May 2018

Total Audience, Home and Work, PC/Laptop. Total Unique Visitors (000)
Total Internet: Total Audience 181,779
Entertainment 157,842
1 YouTube 130,230
2 Netflix 29,351
3 Spotify 19,406
4 Webedia Sites 16,541
5 MSN Entertainment 14,728
6 R7 Diversao 13,751
7 Globo Entretenimiento 13,095
8 UOL Entretenimiento 11,245
9 CBS Interactive 10,521
10 iTunes Software (App) 8,013

[Source: comScore]

  • From the total amount of Latin Americans with an internet connection, 86.8% surfed the web looking for entertainment.
  • 82.5% of those users found the entertainment they looked for on YouTube, 3.5% more than the previous month.
  • Netflix was visited by 18.5% of users.
  • 12.2% of users went to Spotify looking for entertainment.
  • Webedia Sites received 10.4% of users.
  • 9.3% of users visited MSN Entertainment. 
  • R7 Diversao received 8.7% of visitors, in similar numbers, Globo Entretenimiento was seen by 8.2% of users.
  • UOL Entretenimiento dropped from the fifth to the eight spot with 7.1%.
  • CBS Interactive received 6.6% of visitors.
  • 5% of visitors went to iTunes Software, exactly the same amount as the previous month.

Top 10 Entertainment Sites in Mexico, March 2018

Total Audience, Home and Work, PC/Laptop, Mobile. Total Unique Visitors (000)
Total Internet: Total Audience 66,070
Entertainment 62,033
1 YouTube 59,996
2 Netflix 15,921
3 Spotify 14,665
4 VEVO 13,589
5 Warner Music 11,444
6 Cinepolis Sites 7,015
7 Comcast NBCUniversal 6,817
8 Azteca Internet 6,417
9 TVNotas 6,272
10 Televisa Entretenimiento 5,988

[Source: comScore]

  • 93% of Mexicans with an internet connection visited entertainment websites in March.
  • For Mexicans, YouTube is the best entertainment option. A staggering 96.7% of internet users visited the website.
  • Netflix moved up two spots with 25.6% of visitors.
  • Spotify dropped to the third position with 23.6% of visits.
  • VEVO remains stable with 21.9% of users.
  • Warner Music received 18.4% of visits.
  • 11.3% of users visited Cinepolis Sites. 
  • 10.9% went to Comcast NBCUniversal, 1.7% more than the previous month.
  • Azteca Internet received 10.3% of visits.
  • TVNOTAS was seen by 10.1% of visitors.
  • Finally, 9.6% of users chose Televisa for entertainment.

What: Brasileirão will be seen on YouTube in 27 countries in Europe, Asia and Oceania via a new agreement with Spanish producer Mediapro.
Why it matters: The deal greatly expands the footprint of the sometimes overlooked Brasileirão and provides YouTube users in those regions with new, unique content, ripe for marketers.

The top Brazilian football league, Brasileirão (@CBF_Futebol), got a global boost this week with an agreement with Spanish producer Mediapro (@GrupoMEDIAPROto broadcast more than 100 matches on YouTube in such faraway places as Europe, Asia and Oceania. In all, YouTube users in 27 regions will have access to the games, as well as an array of highlight packages.

While it’s a big move for the Brasileirão, known by its formal name of Campeonato Brasileiro Série A, there is a significant upside for YouTube as well, Google/YouTube’s Cristina Delgado told Portada this week. “YouTube’s goal is to expand sports content far beyond a country’s frontiers and make it available to sports fans globally,” she said, “also helping properties to build their fan base on those territories where there is not way to get in.”

…[T]he move to YouTube via Mediapro gives Brasileirão its most extensive presence outside Latin America.

This isn’t Mediapro’s first foray into large-scale sports broadcasting. Fans have been able to watch top Spanish clubs in La Liga (@LaLigaENbattle on its YouTube channel for the past six years. Mediapro also has an agreement in place with Brazilian giant Globo (@TVGloboInterfor international rights to the Brasileirão, through next season (2018-19).

Fans in the following countries will be able to access the content via its YouTube channel:

Europe: France, Netherlands, Switzerland, Romania, Hungary, Czech Republic, Slovaki, Lithuania, Latvia, Estonia, Bulgaria, Belarus, Moldavia, Ukraine, Russia, Russian Commonwealth (CIS).

Asia: Malaysia, Brunei, Thailand, Cambodia, Laos, Myanmar, Philippines.

Oceania: Australia, New Zealand.

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Though it is one of the world’s top leagues, Brasileirão sometimes doesn’t seem to get the international attention as leading European circuits. While coverage of the Premier League, Bundesliga, and Serie A are readily accessible globally, the move to YouTube via Mediapro gives Brasileirão its most extensive presence outside Latin America.

What’s next to be seen is how brands, both domestic in Brazil and internationally, react, both on a club level, where Agibank (Corinthians) and iPlace (Cruzeiro) recently announced partnerships, and as a league, where Chevrolet ended its three-year title sponsorship in 2017.

Cover Image: credit Wikimedia Commons/Bahia Notícias from Salvador, Brasil 


   
 
 
 

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

  • https://pbs.twimg.com/profile_images/975880330044325888/RuJuopul_400x400.jpgAdidas extended its partnership with UEFA and will continue representing the Champions League, Super Cup, Youth League and Futsal Champions League until 2021. “As the number one football brand in the world, we have built up a longstanding partnership with UEFA that has seen a great deal achieved in European football,” said Claus-Peter Mayer, VP of sports marketing football at Adidas.
  • Telemundo Deportes will live stream the 2018 FIFA World Cup Russia games in Spanish-language on the NBC Sports app, and feature Telemundo Deportes content on desktop computers via a link on NBCSports.com. “Now anyone can enjoy soccer in Spanish-language no matter what app they use, whether they choose to watch through NBC Sports or Telemundo’s own En Vivo App or our local stations’ apps,” said Ray Warren, President of Telemundo Deportes.
  • The Confederation of North, Central America, and Caribbean Association Football has confirmed the 15 venues, including 13 US cities, that will host the 2019 edition of the expanded Concacaf Gold Cup. 2019 Gold Cup matches will also be played in Central America and the Caribbean for the first time.

Subscribe to Portada daily Sports Marketing Updates!

  • AFAThe Argentine Football Association (AFA) has agreed on three new partnerships with Chinese firms. Hexindai will become a regional sponsor of Argentina’s national men’s soccer team and will enjoy brand exposure via the AFA website and the federation’s social media channels. Interior design company Der and home appliances manufacturer Vanward will also become AFA’s partners.
  • According to Nielsen, NBC Sports reports a record of 39.3 million Americans watching its presentation of the Premier League on its platforms in 2017-18. This represents a rise of 14%, in comparison with last season’s numbers.
  • The Canadian Premier League announced that Cavalry FC would be one of the founding clubs to play in the upcoming professional men’s soccer league, which will debut in Spring 2019.
  • ESPN signed a multimedia rights agreement with UEFA to continue carrying the UEFA Champions League, the UEFA Super Cup and the UEFA Europa League in Spanish-speaking Latin America, effective 2018/19 to 2020/21. ESPN will carry a total of 71 UEFA Champions League matches each season.

Subscribe to Portada daily Sports Marketing Updates!

  • The Brasileiro, Brazil’s top league, will become the first domestic soccer league to stream games live on YouTube. The agreement was brokered by third-party Spanish producer Mediapro
  • LAFCSan Manuel Casino announced a new partnership with Los Angeles Football Club, for the 2018 MLS season. San Manuel Casino will take part in pre-match Fan Fest activation experiences at Banc of California Stadium, and sponsor the City View Club in addition to presenting post-game highlights via in-stadium “Thrill of the Match” broadcasts.
  • French soccer club Paris Saint-Germain is creating an overseas office in New York. This is the club’s third office outside of France, following the one in Doha and Singapore. The team hopes to increase brand visibility, cultivate new partnerships and nurture its growing fan base. Jerome de Chaunac, as Managing Director of the Americas, will manage the office.
  • Nashville MLS announced Ian Ayre as its new Chief Executive Officer. The 55-year-old will be tasked with building and leading the Nashville MLS club. “We are committed to bringing world-class soccer to Nashville, as evidence by the appointment of Ian as our CEO,” said Nashville MLS lead owner John Ingram, in a statement.

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

  • Orlando City SCMLS renewed its app, presenting an all-new version of the platform that includes features such as deep personalization; a complete interface refresh, quick notifications of scores, news, lineup releases, goals, highlights and more; an all-new Match Center; fully integrated fantasy, condensed matches and more.
  • The Orlando City SC locked in a multimedia rights agreement with YouTube TV to reinforce its broadcast coverage. The platform will exclusively stream all locally televised matches live, including the pre, halftime and post-game shows, for the remainder of the season.
  • According to the US/Canada/Mexico World Cup bid, hosting a North American 2026 World Cup would generate profits close to $11 billion for FIFA. Carlos Cordeiro, President of US Soccer and co-chairman of the United bid, calculates that revenues could top $14 billion for the event.
  • Budweiser presented its new global campaign, “Light Up the FIFA World Cup,” designed to showcase the “energy of the world’s biggest sporting event and Budweiser’s passion for energizing fans as they watch and celebrate their favorite players, moments and teams throughout the tournament.” The campaign includes a variety of integrated experiential, digital and social programs launching in more than 50 countries.

Subscribe to Portada daily Sports Marketing Updates!

  • MLS WORKSMLS WORKS, Major League Soccer’s community outreach initiative, announced the beginning of the 2018 Special Olympics Unified Sports Soccer Exchange Program, in collaboration with ESPN and Special Olympics. The three organs are looking to promote an environment of social inclusion by bringing together people with and without intellectual disabilities through Special Olympics Unified Sports.
  • Telemundo Deportes partnered with Panini America for the launch of Telemundo’s first-ever augmented reality experience, around this year’s World Cup. The collaboration kicked off with the new 2018 FIFA World Cup Russia Sticker Collection by Panini with the AR content live in the Telemundo Deportes En Vivo app, featuring new posts on a weekly basis for fans to enjoy. The experience will include 10-second videos presenting Telemundo Deportes talent, historic moments and most memorable goals in World Cup history, as well as additional information on this year’s host cities and stadiums.

What: We looked at the number of visitors at top websites to find out where Latin Americans (and particularly Mexicans) went searching for entertainment content in December 2017.
Why it matters: YouTube is the clear winner of the entertainment industry online for Latin Americans, and even more so for Mexicans.

When it comes to entertainment, consumers have a lot to choose from. In December 2017, Latin Americans went to a variety of sites providing not only videos and movies like Youtube and Netflix, but they also spent time looking for music, games, and general entertainment content in sites like MSN and Globo Entretenimiento.

Top 10 entertainment websites in Latin America

December 2017

Total Audience, Home & Work, PC/Laptop Total Unique Visitors (000)
Total Internet: Total Audience 193,562
Entertainment 164,792
1 YouTube 132,877
2 Netflix 31,068
3 Spotify 20,015
4 Webedia Sites 14,972
5 MSN Entertainment 13,572
6 UOL Entertainment 12,937
7 Globo Entertainment 12,342
8 iTunes 9,129
9 Fandom Powered by Wikia 7,154
10 MUSICA.COM 6,970
    [Source: comScore]
  • From all users who visited websites in December, 85% looked at entertainment sites online.
  • Among those users, a staggering 80% went to YouTube, while only 18% watched Netflix content.
  • Spotify was right behind Netflix with 12% of users.
  • General entertainment sites including news, games, and videos, like MSN and Brazilian sites UOL and Globo had 9%, 8.2%, and 7.4% respectively.
  • Wikia Fandom Pages were visited by 4.3% of entertainment website users, while musica.com, a website dedicated to music videos and lyrics, was close behind with 4.2%.

Top 10 entertainment websites in Mexico

December 2017

Total Audience, Home & Work, All PC/Laptop and Mobile Devices Total Unique Visitors/Viewers (000)
Total Internet: Total Audience 64,655
Entertainment 59,225
1 YouTube 52,982
2 Spotify 14,713
3 VEVO 13,470
4 Netflix 13,463
5 Warner Music 11,208
6 Cinepolis Sites 6,333
7 Azteca Internet 5,838
8 iTunes 5,395
9 MUNDO.COM 5,334
10 Televisa Entertainment 5,131
  • When looking specifically at Mexican audiences, we find that 91% of total internet users visited entertainment websites either on a PC or on their mobile devices.
  • YouTube is the most successful entertainment website in Mexico; 89.4% of users looking for entertainment visited the site in December.
  • Following YouTube from afar was Spotify, with 24% of entertainment audiences.
  • VEVO and Netflix were tied behind Spotify with 22.7% each.
  • Warner Music, a website devoted to articles, news, and reviews, had 18.9% of entertainment viewership.
  • Mexican viewers showed interest in entertainment related to Cinema. 10.6% of viewers visited Cinepolis Sites.
  • The next three spots had very similar numbers of visitors. Azteca Internet received 9.8%, iTunes 9.1%, and Mundo 9%.
  • Televisa closed the ranking at the 10th spot with 8.6% of entertainment viewership.

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.

Video experience technology provider Accedo has entered into a partnership with Google Cloud to allow media and entertainment companies to access a unified cloud video platform.

Artificial intelligence is picking up to 75% of the videos you watch on YouTube.

Video ad-serving platform SpotX and Amazon Web Services are joining forces to allow for interoperability on the tech giant’s cloud platform.

JPMorgan Chase has created its own proprietary algorithm that assures that its YouTube ads will not appear next to questionable content.

Video advertising platform Yume released the results of a new study commissioned with Nielsen on U.S. consumers’ connected device ownership: Smart TV ownership nearly doubled since 2013, with an average of three CTV devices owned per household. CTV devices are now more common than tablets, and 74% of people use their CTV device daily.

Online video ads in China increased by 30.7% year-on-year in the third quarter of 2017.

Facebook‘s video chat device, named “Portal,” may be available as early as May 2018.

According to a forecast issued by market intelligence firm Magna, overall U.S. digital media sales will grow by 13 percent in 2018 to reach $237 billion.

 

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

This article explores how Amazon is pivoting towards video. 

YouTube has updated its recommendation feature to use a measure of satisfaction derived from a massive and ongoing user survey to predict and promote videos that people would rank as among the best they have watched recently. It also unveiled a new video format called ‘Reels’ that lets users create 30-second videos.

A recent study by  S&P Global Market Intelligence reveals that around 70% of Internet households in the United States watch online video via a TV set. In 2017, US Internet households were equally likely to be using a smart TV, Blu-ray player, SMP or a pay-TV STB to watch online video on the TV. The use of smart TVs, Blu-ray players and SMPs has also increased.

Online advertising spend grew by 11.5% in the first half of 2017, driven by mobile and video formats, according to a study from IAB Europe and IHS Markit.

The  “Where are Brand Marketers Taking Their Video Strategy in 2018?” study revealed that only 6% of marketers would currently characterize themselves as “innovators” when it comes to their use of online video, and that 80% of correspondents reporting that they will increase their video advertising efforts in 2018.

LATAM MARKET

Audio.ad launched a DSP in Latin America and the US-Hispanic market for digital audio ads.

New research from IMS and comScore reveals that around 60% of advertisers were willing to pay 50% extra on top of what they currently invest to secure safer media, which guarantees more visibility.

The city of Sao Paolo, Brazil recently approved a law to tax streaming services at a rate of 2.9% of its local revenues.

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.

By Gabriela Gutiérrez M.

YouTube has more viewers, but Twitch generates better profits.

The world’s 665 million viewers of gaming video content (GVC) exceed the total population of the United States and Mexico together. This explains how this industry is able to generate profits of US $4.6 billion, according to digital gaming market researcher SuperData Research.

YouTube Gaming and Twitch (bought by Amazon in 2014 for US $970 million) are the two platforms that dominate the eSports broadcasting market. However, although YouTube has more viewers, Twitch is making bigger profits. According to SuperData, the eSports platform captures only 16 percent of the audience but earns 37 percent of its revenue from gaming video content. This is mainly due to the direct income it receives through subscriptions.

Within the industry, brands and advertisers add US $3.129 billion to the gaming video content market, while subscriptions and donations generate US $1.418 billion. Alejandro Leyva, alias Alk4pon3, one of Mexico’s most important eSports influencers, says that it is easier for him to position the brands through Twitch since the network reaches a market whose average age is 21; unlike YouTube, where the market age drops to teenagers, who have lower purchasing power.

Twitch is fairer with content creators.

In addition, “Twitch is fairer with content creators,” says Alk4pon3. “When you’re broadcasting, and an event song starts playing in the background, YouTube takes a portion of your revenue to give to the owners of the song, whereas Twitch blocks the sound.”

“Gaming video content represents a highly desirable marketplace for advertisers, due to the fact that its audience is young, tech savvy and willing to spend money,” states Carter Rogers, Research Manager at SuperData Research.

SuperData’s research concludes that men make up 54% of the gaming video content audience, with women comprising the remaining 46%. In addition, gamers who like to watch gaming related videos spend an average of US $70 on games and content, or 56% more than gamers who do not consume videos.

Companies that do not advertise to GVC viewers risk losing potential customers.

“Companies that do not advertise to GVC viewers risk losing potential customers, as they resort to legacy media streams. With a global audience that reaches more viewers than HBO, Netflix, ESPN and Hulu combined, brands may be missing out on the next prime-time viewing activity, not unlike watching television or sports during peak viewing hours,” adds Rogers.

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

According to YouTube CEO Susan Wojcicki,  1.5 billion logged in viewers visit online video social network YouTube every single month. That’s the equivalent of one in every five people around the world. Average viewers spend over an hour a daywatching YouTube on mobile devices alone. Wojcicki also added that YouTube is working to make Virtual Reality (VR) more accessible and more affordable for viewers and creators.

Olympusat, Inc., a media company specializing in the ownership, distribution, production and technical services of Spanish and English-language networks, announced that Consolidated Communications will roll out the VEMOX™ platform to deliver its new Spanish-language OTT TV Everywhere service.

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

Accenture Interactive is entering programmatic video, launching a new ad unit that will incorporate programmatic overlay product placements on streaming video content.

Adobe is introducing Adobe Advertising Cloud TV to add new capabilities to its TubeMogul platform. The goal is to accelerate the adoption of data-based automated TV buying, including linear TV, addressable TV, connected TV, VOD and over-the-top TV.

Facebook is releasing a new app for creators, the company announced at the annual online video conference VidCon Friday.

21st Century Fox Inc.‘s sports department is eliminating the writing staff to invest in more-lucrative video production.

Video ad serving platform SpotX and Immersion Corp. (NASDAQ:IMMR), the leading developer and licensor of haptic technology, have joined forces to bring haptic-responsive video advertising opportunities to market at scale on mobile devices. By teaming up, the pair will bring Immersion’s haptic technology across all media owners on SpotX’s platform, empowering advertisers with high-impact, tactile experiences.

More than $4 billion was spent on US mobile video ads in 2016, according to the latest Global Entertainment and Media Global Outlook report from PriceWaterhouseCoopers. That number is expected to nearly quadruple to $16.2 billion spent on digital video by 2021.

LATAM MARKET

OTT measurement firm Conviva closed a $40 million funding round, with investment from Future Fund, New Enterprise Associates, Foundation Capital and Time Warner, for the development of new products in Latin America and Asia.

Last month, AwesomenessTV launched a new season on its Spanish YouTube channel with 2btube. The leading Spanish language digital talent representation agency and content producer will produce and manage all the content for this channel.

Spanish media group AtresMedia announced a deal to buy Smartclip, a video ad platform that works on connecting online and TV ads, to increase operations in Latin America, with a focus on Brazil. In Latin America, the company has 164 million unique viewers, according to comScore.

Ecuadorian channel enchufe.tv, one of the most-watched comedy online video channels in LatAm, is making plans to grow across Latin America and Spain though a commercial agreement with the 2btube multi-channel network (MCN).
VidaPrimo, the premier Latin Music video network, will distribute its vast library of music-related video content onto branded channels on digital streaming platforms Roku and Amazon Fire.

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

54 percent of the creative professionals participating in a study conducted by global PR firm Ketchum and media brand Fast Company agreed that a lack of diversity of experiences impedes them from greater creativity.

PayPal — followed closely by Amazon brands — retains its Brand of the Year designation, leading mobile payment brands for the third consecutive year. However, up-and-coming brands Venmo (owned by PayPal), Square, and Apple Pay are making significant gains, according to new research from The Harris Poll’s 29th annual EquiTrend Study, which measures brand health over time.

A new study from the Chief Marketing Officer (CMO) Council called “How Brands Annoy Fans” found that nearly half of all consumers indicated they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them.

According to a study from the American Association of Advertising Agencies and SSRS, almost 40% of consumers agree that perceptions of the Trump brand have been unfavorably impacted by President Donald Trump’s “views and actions.”

According to MediaRadar, in the U.S., six of 13 brands that were “boycotting” YouTube — General Motors, Johnson & Johnson, Nestle, AT&T, Verizon and Walmart — have run ads on the platform in the past month.

According to a new consumer study and survey report released today by the Ascendant Network and Signal, consumers favor retail and travel/hospitality brands that invest in technology to deliver connected customer experiences that are personal, seamless, and contextually relevant. 40% of consumers said they are likely to buy more often from brands that prioritize the customer experience, and 36% said they are likely to spend more with their favorite brand.

A new report from Research Now and Econsultancy has revealed that 54% of client-side marketers believe that surveys to test advertising effectiveness are essential to advertising validation. 77% of company respondents agreed that the success of advertising should drive the level of budget allocated to it.

According to a study from Florida State University, women are more likely to recall and pay attention to plus-sized and averaged sized models because they are not comparing themselves to the models, as they often do with thinner models.

Newbase‘s Marketing Priorities 2017 report found that 93% of global marketers surveyed find ROI and accountability to be key aspects of successful marketing campaigns, while 96% indicated that there is a need for greater transparency in the industry.

First-quarter digital advertising earnings in the United States are at their highest ever, hitting $19.6 billion, according to the latest IAB Internet Advertising Revenue Report released by the Interactive Advertising Bureau.

What: Streaming sports platform FuboTV secured US $55 million funding to a total of US $75.6M raised to date.
Why it matters: The startup is looking to use this investment to expand its channel lineup and improve its technology.

Led by venture-capital firm Northzone, FuboTV has managed to raise US $55 million with the participation from 21st Century Fox, Sky and Scripps Networks Interactive.

Going from a US $10 a month soccer package, the streaming platform currently sells a US $35 a month, which includes channels from Fox, NBCUniversal and A+E Networks but not Scripps, which owns HGTV and Food Network. But FuboTV is not alone in the market. At the moment the startup faces competition from bigger and more experienced companies such as Sling TV, PlayStation Vue, DirecTV Now, YouTube and Hulu LLC, all with similar prices.

This is not the first time Fox and Sky decide to support FuboTV’s project. Last year the broadcasters helped raise a US $15 million funding round, they most see something big in the 3-year-old company.

The company will be increasing its marketing spend and use the funding also to develop new products that are designed specifically for people watching sports matches and related content.

According to CEO David Gandler, the company will be increasing its marketing spend and use the funding also to develop new products that are designed specifically for people watching sports matches and related content.

 

What: Google’s online skinny bundle adds new TV networks.
Why it Matters: Because Hispanic networks Telemundo and Universo, both of them NBC affiliates, are part of the new TV networks package for the U.S. that was launched by Google in April. With the addition of these and other channels, YouTube TV gains a bigger foothold in the pay TV service arena.

A little more than a month after its launch, YouTube TV continues to add networks to its pay TV service, including Hispanic networks Telemundo and Universo, which join AMC, IFC, BBC America, Sundance TV, and We TV.

YouTube TV, Google’s online skinny bundle, is available in some U.S. cities for $35 a month.

With the addition of the new channels, YouTube TV now offers 46 networks, including ABC, CBS, FOX, and NBC, as well as the FOX and NBCU news channels, and ESPN, FOX Sports, and Sports Network, among others.

Showtime and FOX Soccer Plus may be added to the package for $11 and $15 a month, respectively.

The service also offers a virtual DVR with unlimited capacity for users to record all the content they want, with access from any device.

It also offers support for smartphones, tablets, computers or TVs through Google Chromecast; access to movies, series and other YouTube Red original content; and six accounts per subscription for sharing with family or friends.

Image: YouTube TV

descarga (13)Bob Liodice, CEO of the ANA (Association of National Advertisers), issued a statement in response to press inquiries about marketers who have recently suspended advertising on Google’s YouTube website. These marketers include AT&T, Verizon, Johnson & Johnson and GlaxoSmithKline.

Below is the statement from ANA CEO Bob Liodice:
There is no more important asset for a marketer than the brand. Brands are the basis for marketers’ relationships with consumers and customers. Brand value, brand equity and brand loyalty are all treasured assets that we, as marketers, are entrusted to build, nurture, grow and strengthen. That is our essential role. Anything that disrupts, disturbs or threatens consumer and customer relationships – relationships based on trust and positive experiences – should be avoided at all costs.

In the interest of safeguarding brand assets, several ANA members have suspended advertising on Google websites, including YouTube, after some ads were placed near objectionable content including hate speech and terrorist-oriented websites. Their concerns for their brands well-being is rational, appropriate and warranted. ANA strongly believes that brand safety is of paramount importance to our members. No marketer should ever place its brand at risk. All agency and media partners should recognize that — above all other objectives — protecting the brand should stand head and shoulders above everything else.

Brand value, brand equity and brand loyalty are all treasured assets that we, as marketers, are entrusted to build, nurture, grow and strengthen.

We join the ecosystem in calling upon all digital advertising platforms to take the necessary steps to guarantee the safety and reputations of our brands. Brands choose those platforms to work hard for them to achieve all of their business and brand building objectives. But the most important of those priorities is “to do no harm.”

We view brand safety issues as an unfortunate example of the many challenges that exist throughout the digital media supply chain.  The current crisis is representative of the issues that ANA – and others — have raised with respect to fraud and risk, reduced transparency, suboptimum measurement and nebulous productivity.  A dearth of trust and a need for verification lie at the heart of these problems. We urge our members, their agencies and their media partners to work energetically to rectify these concerns and improve the quality of the digital media supply chain.

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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

Online marketplace operator Rubicon Project has partnered with data tech company Integral Ad Science (IAS) to offer advertisers third-party visibility scores for display and video advertising.

tom-bradyA new study from Alphonso, Inc. reveals that Super Bowl 2017 was the most watched Super Bowl, with 115M viewers tuning in across TV networks (108M viewers) and live streaming (7M viewers).

Mobile app developer Cheetah Mobile has appointed video inventory management platform, SpotX, to help monetize video in its global suite of apps on iOS and Android devices.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

According to Visible Measures, Budweiser‘s Super Bowl LI story of immigration “Born the Hard Way” had the most online video views as of the morning after the game. “Disruptive World” by Wix.com, and #UnlimitedMovies by T-Mobile came in second and third, respectfully. 

YouTube is launching mobile live streaming for all creators with over 10,000 followers. Soon, they will enable it for all users. YouTube also launched Super Chat, a monetisation feature for live streams enabling viewers to purchase highlighted messages within the chat feed and have them pinned for up to five hours to the top of the chat window.
Influencer video platform Gen.Video releasedState of the Union for Influencer Marketing, Trends, and Best Practices for 2017,” which claims that brands are increasing their investment in influencer marketing in 2017. 45.5 percent plan to spend more in 2017 while 4.5 percent plan to spend significantly more. The study also found that 91 percent of the brands it surveyed were already doing influencer marketing.

According to a new Parks Associates report, churn rates for OTT video services are 19% of U.S. broadband households, which would mean that about one in five households have cancelled an OTT service in the past 12 months.

According to Cisco’s new Mobile Visual Networking Index for 2017, by 2021, video will make up 78 percent of all global mobile data traffic, compared to 60 percent in 2016.

LATAM MARKET

Digital platform security specialist Irdeto is partnering with Brazilian online video platform Samba Tech to secure delivery of online video content for Latin American operators. The company announced its first joint customer, Universal Church in Brazil, which recently launched its own over-the-top (OTT) video platform for its 12 million global members.

hands-coffee-smartphone-technologyThe Internet Advertising Bureau (IAB) in Mexico released stats from Google‘s global project for branding and communication. The study found  that mobile is the main device used for viewing video in Latin America, and that ads work better if they ar designed for smartphones and tablets. 

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.

Warc‘s latest Consensus Ad Forecast claims that global advertising expenditure rose 4.5% in 2016, but is expected to dip to 4.2% in 2017. But in BRIC countries like Brazil, the story will be different: Brazil’s global ad spending is expected to grow 2.1% in 2017.

Singaporean dating platform Paktor has announced that it is acquiring Brazilian Groupify, which operates European- and Latin American-based group dating app called Kickoff.

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Which YouTube partners are the most preferred by US Hispanics?  What content or themes are most attractive to users? What consumption habits can be determined? The answers to these questions and more, according to comScore‘s August 2016 ranking.

Media Total Unique Viewers (000)
    Total Internet:  Hispanic All 31.313
    YouTube Partners Report
1     BroadbandTV @ YouTube 5.681
2     VEVO @ YouTube 5.667
3     Warner Music @ YouTube 5.478
4     UMG @ YouTube 5.473
5     SonyBMG @ YouTube 5.315
6     Machinima @ YouTube 4.196
7     The Orchard @ YouTube 3.672
8     Fullscreen @ YouTube 3.640
9     ZEFR @ YouTube 2.938
10     Studio71 @ YouTube 2.771

Legal music and distribution of user-generated content are the main foundations upon which YouTube partners preferred by US Hispanics rely. In fact, half of the platforms on the rankings belong to companies connected to the production and distribution of legal musical content, and the rest is made up of MCN platforms.

Music to Watch

What’s interesting about the YouTube music partners on this ranking (VEVOWarner MusicUMGSonyBMG) is that they remind us that music isn’t only heard, but also watched. This is no small detail in a context in which streaming platforms are gaining more and more ground. On the other hand, and paradoxically, users invite us to rethink the use of the medium: as much as YouTube was thought of as a video platform from the beginning, many users use it to reproduce music while they perform other activities, as if it replaced the radio. This is significant, as users have been understanding music as an asset that is freely accessible and independent from the devices through which they listen to it.

 

When it comes to media buying for video, there is no shortage of targeting options in terms of platforms and portals. While Facebook and YouTube are the big players, Connected TV, Programmatic TV, and Native are emerging as effective alternatives, offering agencies a wide range of options. But much must change in order for agencies to truly embrace these alternatives instead of resorting to “juggernauts” Facebook and YouTube.

Facebook, YouTube Are Simple, Cost Efficient and Visible

For those who have been in the industry for a while, the easiest way

Albert Thompson, Director, Digital Strategy at Walton Isaacson
Albert Thompson, Director, Digital Strategy at Walton Isaacson

to describe Facebook and Google in the age of online video is through the past. Albert Thompson, the director of digital strategy at ad agency Walton Isaacson, says: “Remember the era of ‘portals’ deals?  FB and Google are the new portals,” he says, because “they have the most marketplace visibility and their audience scale and understanding is almost unparalleled.”

In terms of audience reach, Thompson describes the two players as the industry “juggernauts”: but they have earned that spot because “they are the most easily understood,” and “their DIY and managed service approach integrates rather seamlessly into client planning.”

And Thompson adds that the efficiency in the cost per engagement structure allows agencies (and brands) to “keep the overall cost down, which has always been a ‘favorable’ currency for buying agencies.”  And CTV, PTV, and Native are still relatively new, which means more risk in testing, and “many agencies are surprisingly risk averse.”

Range of Formats Afford Solid Media Mix

It’s not that all agencies are so risk-averse: for example, Walton Isaacson uses Connected TV, PTV, YouTube TruView (video ads that can be created in AdWords using YouTube videos) and Native Video alongside FB Video to create a “solid media mix.”

They see FB Video as an important player, but it is still just one among many targeting alternatives.  The CTV, PTV, and Native Video partners like YUME, VDOPIA, TUBEMOGUL, and TEAD.tv offer additional unduplicated reach against key target audiences they are targeting for the brands they represent in environments where there is less competitive presence.

Walton Isaacson hasn’t stopped at just measuring clicks and visits. The agency also started to tag CTV buys with store visit tracking “to see who makes it to a Lexus dealership after being exposed to TV ads on their mobile device.”  In the future store visit behavior will be the new currency for the measuring ad effectiveness digitally.

Just think about the possibility of leveraging the TV experience with the measurability of digital advertising accompanied by store visit data.

Thompson noted that the agency is in similar conversations with Google and FB about store visit tracking capabilities.

Whether we acknowledge it or not we are all adopting and enforcing a mobile-first world. The ability to have instantaneous access to media content within seconds that is curated for you is, not only powerful, but a tremendous opportunity for advertisers and content creators.

Walton Isaacson hasn’t stopped at just measuring clicks and visits. The agency also started to tag CTV buys with store visit tracking “to see who makes it to a Lexus dealership after being exposed to TV ads on their mobile device.”  In the future store visit behavior will be the new currency for the measuring ad effectively digitally.

Just think about the possibility of leveraging the TV experience with the measurability of digital advertising accompanied by store visit data.

Thompson notes that the agency is in similar conversations with Google and FB about store visit tracking capabilities.

Stats Suggest Connected TV, Mobile Are Catching Up

Studies have shown that certain demographics are using smartphones as much as they watch TV. For example, Nielsen has reported that in the second quarter of 2016, 18-34 consumers in the United States averaged 18 hours and 27 minutes of TV usage per week, while they used smartphones for an average of 14 hours and 36 minutes.

So it’s no surprise that the biggest threat to TV may be the small screen on people’s cell phones. “Whether we acknowledge it or not we are all adopting and enforcing a mobile-first world,” says  Mike Villalobos,VP of Sales at FuelX, a direct response video distribution platform. “The ability to have instantaneous access to media content within seconds that is curated for you is not only powerful but a tremendous opportunity for advertisers and content creators.”

Mike Villalobos, Vice President of Sales, FuelX
Mike Villalobos, Vice President of Sales, FuelX

And mobile isn’t the only force changing the way we watch video. Consumer marketing firm GkF claims that four in 10 consumers have a smart TV, and that more than a third (36%) own a digital media player like Roku, Google Chromecast, Amazon Fre TV and Apple TV. According to eMarketer, programmatic TV has seen solid growth increasing by 127% YoY.

Villalobos says that “key to all of this is its ability to leverage data that goes beyond a general demographic and enables marketers to get an affinity understanding of the consumer.”

But the emerging alternatives already offer qualities that Facebook and YouTube do not. When it comes to Connected TV, Thompson says, it “sits under the Addressable TV umbrella, meaning the ability to ‘address’ an ad down to the household level. In that sense, “CTV melds the best of both worlds – TV viewing experience on familiar devices with digital metrics (impressions, clicks, down stream click actions).” And AdAge reports that natively posted videos are getting better organic reach than posts featuring videos that are hosted elsewhere.

Innovation Comes with Challenges

But as consumer behavior and technology evolves, the industry will need to catch up, agree on standards for buying processes, metrics, and privacy. Villalobos explains: “With every innovation comes challenges and with PTV it’s the need for an effective and efficient buying process and access to limited inventory, which inherently brings scaling issues.” And while PTV will grow and budgets will start to shift as a result, “this may take a decade’s time due to its large contingency on consumer adoption of smart TVs.”

You have to carry a mantra of being willing to ‘disrupt’ yourself constantly.

And while online video is exploding, it “is constantly under the microscope for fraudulent traffic, incentivized actions, misreporting, “Black Box” solutions, antiquated attribution models (digital marketing as a whole), and questionable data platforms.” In this sense, “it shouldn’t come as a surprise when Facebook and YouTube are the de facto video solutions for most advertisers and agencies.”

PTV’s growth has also been slowed by legislative restrictions to real-time bidding: in the US, ads must be approved by the network, scripts are vetted, and revision for legal notification texts and evidence to support claims must occur before airing. While the powerful combination of third-party, offline consumer data and real-time TV viewing data is changing targeting approaches, there are also privacy concerns, as personally identifiable information (PII) is heavily regulated in many countries.

Looking at programmatic TV, targeted inventory is delivered through multichannel video programming distributors (MVPDs), but only two minutes out of 15 total hours of advertising content are left as programmatic inventory. This is mostly because broadcasters do not want to lose revenue as CPMs go down under programmatic. And the industry has yet to discover a way to implement anything like traceable cookie IDs in linear TV.

But Facebook and Google are Convenient and Scalable 

In the end, Facebook and Google are still the most convenient options. “Facebook not only has terabytes of self-reported profile data that is continuously updated, but also creates a customized experience for the user by providing accurately curated content,” Villalobos says. “This user-centric experience has yielded a ton of success as Facebook averages over 8 billion views per day.”

“Facebook’s daily video consumption rate inherently makes them a powerhouse. Their data, campaign customizations, and ability to deliver a ROAS makes them a safe bet for video advertisers no matter what the company size,” he adds.

If ad tech companies can deliver a transparent solution that yields value beyond standard soft metrics such as viewability/view rate, advertisers will feel much more comfortable testing outside the two media juggernauts that are Facebook and YouTube.

And YouTube, on the other hand, has Google, whose parent company, Alphabet Inc., “enables savvy advertisers to not only host their video on the world’s largest online video repository, but also leverage the Google environment full circle and get the transparency of data they want,” Villalobos explains.

In the end, “If ad tech companies can deliver a transparent solution that yields value beyond standard soft metrics such as viewability/view rate, advertisers will feel much more comfortable testing outside the two media juggernauts that are Facebook and YouTube,” Villalobos predicts.

Essentially, anyone in this industry “has to carry a mantra of being willing to ‘disrupt’ yourself constantly,” says Thompson.

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

A new study by GfK’s The Home Technology Monitor™ found that 16% of the viewing population have multiple SVOD (subscription video-on-demand) services in their homes, up from 10% three years ago. “Self-bundling” viewers – those who pay for combinations of Netflix, Amazon Prime, Hulu, and other subscription streaming services – are more likely to have kids under 18 in their homes (50%, versus an average of 41% among all weekly viewers of any type).

Video inventory management platform SpotX and video discovery and distribution platform Vemba have partnered on a product suite that manages the syndication and monetization of premium video content. The solution provides an end-to-end product for content producers and publishers that syndicate video content, from asset and distribution management to monetization via direct and indirect channels.

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.

2btube is officially moving into the kids content space with the launch of 2bkids with Juan Baixeras at the helm. Baixeras has had a 20 year international career in television and media with a particular focus on kids content for the past 4 years at Zinkia (Pocoyo) and Little Smart Planet. It is 2btube’s first effort beyond the Spanish speaking markets with the full support of the 60 strong 2btube team across its offices in Madrid, Miami and Mexico City.

YouTube has announced a new platform for making video ads on the site called YouTube director. People can create the ads on the YouTube Director for Business app or the YouTube Director service on the site. People can take advantage of free help from a GoogleAdWords expert.

According to Parks Associates, over a third of US broadband households watch user-generated video online more than ten days per month, and three-quarters of US broadband households access the content at least once a month.
Genesis Media, a platform that helps brands make advertising decisions based on real-time user attention, announced a strategic outstream video advertising collaboration with GateHouse Media that will be implemented across 217 of GateHouse Media digital news properties.

Alphabet Inc. ‘s Google has acquired digital marketing startup FameBit, whose platform connects brands with content creators on platforms such as YouTube, Facebook, Instagram and Twitter, helping them work together for product placement and promotion.

Conviva, which conducts OTT experience management for media companies, announced that digital sports content and media company Perform Group is using Conviva’s technology to provide global video intelligence for new live sports streaming service DAZN, which uses Conviva Insights to provide in-depth metrics and analytics.

LATAM MARKET

Teads announced the launch of its Programmatic Outstream Video Accreditation Program roadshow in Latin America. The recently-launched programmatic accreditation program trains media buyers with the latest knowledge and training in programmatic outstream video advertising. The accreditation program will now expand into four open interactive workshops in Argentina, Brazil, Mexico and Miami.

predicta-squarelogo-1461587596453Brazilian company and part of e.Bricks‘s portfolio Predicta has announced that it is purchasing Melt DSP to create programmatic and digital solutions hub Predicta Melt. On top of a DSP, the company will offer ad servers, rich media, web intelligence, DMP, website optimisation, ad exchanges, and adsense.

According to new data from VideoViewers, in Brazil, 40% of the time spent watching videos is done in the internet, 42% of the population (85 million people) has the habit of watching videos on the internet, and 82 million people do so in YouTube. Pay TV, on the other hand, was measured to have an audience equal to 37% of the local population. The average time spent watching videos has risen from 30 hours a week to 39.2 hours week in the past two years.

Brazil’s VOD market is expected to reach US$352.m, according to the Motion Picture Association Latin America (MPA-AL), making it the eighth-largest VOD market in the world, and the largest in Latin America, followed by Mexico and Argentina.

What types of content are associated with entertainment? What are the preferred platforms in Latin America? Where do they come in on the rankings? The responses to these questions and more, according to comScore’s 2016 classifications.

87% of Latin American users visited entertainment platforms in April 2016.

Source: comScore Media Metrix, Latin America, Total Audience, Home and Work, PC/Laptop only, Abril 2016 Total Unique Visitors (000)
    Total Internet : Total Audience 194.872
    Entertainment 170.368
1     YOUTUBE.COM 132.670
2     MSN Entertainment 19.439
3     Globo Entretenimento 18.540
4     UOL Entretenimento 18.536
5     R7 Entretenimento 18.105
6     Netflix Inc. 17.605
7     Webedia Sites 17.250
8     Spotify 11.227
9     Terra Entertainment 11.004
10     MUSICA.COM 10.994

YouTube, the Google video platform, led the rankings, coming in far ahead of the others: during the informed month, 78% of the users in this category chose to consumer audiovisual content on this platform. This is no small detail, as online video is the principal activity that users engage in when looking for entertainment online.

The rest of the platforms that appear on the rankings come in far below YouTube (in terms of unique users per month).

The “entertainment” section for the MSN, Globo, UOL and R7 portals (together and individually) received 11% of users, while Terra attracted 6%.

Netflix, the paid movie and series platform, received 10% of users in the region in April 2016 that tend to seek entertainment online. This reveals a certain tendency for LatAm users to consume legal audiovisual content, which they are willing to pay for.

Webedia, (the global network of leisure services: movies, video games and e-sports, cooking, glamour and travel), received 10% of the users interested in entertainment topics.

13% of users chose musical consumer content as part of their online entertainment activities. This is observed through the presence of Spotify and Musica.com on the rankings, with 7% and 6% of the visitors, respectfully.

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.

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