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Gen Z Marketing, particularly when it comes to Hispanics, is not anymore about the Univisions and Telemundos of the world. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, uses mostly CTV advertising. The executive shares her views about the “Bring your All” advertising campaign started earlier this month as Tecate Alta is entering two new markets.

Gen Z Marketing

“We are laser-focused on the 21-34 years old demographic, with emphasis on the 21-29; the Gen Z market. This generation is glued to their phones,” Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USAk, tells Portada.
Gen Z is the key demographic Tecate Alta’s recently launched  “Bring your All” campaign is aimed at. The campaign seeks to attract a new generation that is as unique and unconventional as the Tecate Alta brand itself, Pamukoff notes. It also wants to refresh the high-growth ultra-light beer category led by competitor Michelob Ultra (Anheuser Busch).
Heinekens new Tecate Alta beer campaign also intends to lift the overall Tecate franchise, which includes the Tecate Light and Tecate Original beers. “Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate,” says Pamukoff.  So far the results are positive. In the markets Tecate Alta was launched last year (California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley) retailers like Kroger, Walmart and independent Hispanics are requesting between 3 to 5 cases (12 cans per case) per month on average, a much higher amount than the average 1.5 cases new beer brands fetch on average. Tecate Alta is also expanding into the Houston and Dallas markets. According to Pamukoff, both Texan cities are markets where 60-70 percent of the population is composed of multicultural consumers who over-index in light beer consumption.
Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate. 

Gen Z Marketing: Inspiring a Generation to Embrace Complex Perspectives

Tecate Alta Marketing
Belen Pamukoff, Brand Director, Tecate Tecate Light at Heineken USA

Compared to the launch campaign last fall, the current “Bring Your All” campaign (see video below) is “more emotional”,  Pamukoff mantains. To successfully do gen Z marketing you “need an emotional message to create more impact,” she adds. “Particularly in order to compete with Michelob Ultra, who has 3 or 4 times our budget. Tecate Alta’s target consumers are a mix of Mexican and Americans, but it goes beyond that. They don’t want to be labeled or be put in a box. They don’t want to be told how to look. We want to break all these stereotypes. That is what resonates with GenZ. Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly,” Pamukoff asserts. Heineken’s Tecate Alta obtained consumer insights through research by strategic creative and brand design agency Pearlfisher.

Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly.”

 

Going in a New Way: Connected TV

Traditionally beer marketing has used mass media like TV and in the Hispanic market broadcast companies like Univision and Telemundo. When it comes to Gen Z Marketing, this may not be the most efficient media buy anymore. “We are going in a new way. Not through traditional TV anymore. We do CTV, which is were young people are,” says Pamukoff.  Pamukoff notes that both connected TV and social media have had favorable results in media effectiveness studies commissioned by Tecate.

We do CTV, which is were young people are.

In the media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. “We are not using traditional TV with the exception of a Tecate Alta spot in the Campeon de Campeones match, which was played last night Sunday June 26 in Los Angeles. (Tecate brands are also the sponsor of LigaMX in the U.S). Additionally, influencer marketing, plays an important role in Pamukoff’s Gen Z marketing for Tecate Alta. “This generation is glued to their phones. They are following people. We are identifying influencers that best align with our target audience. We are in the process of partnering with them to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on Sept. 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” During the event, these influencers will be bringing the experience to followers that are not going to the event. This way, the  event sponsorship investment can be scaled beyond people going to the event over that particular  weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

AVOD leader will also adopt Yahoo’s future-proof identity solution, Yahoo ConnectID

NEW YORK–(BUSINESS WIRE)–Yahoo today announced an expanded partnership with Glewed TV, a leading ad-supported video-on-demand (AVOD) discovery and live distribution platform for original and professionally produced video content. With the expanded partnership, Glewed TV has officially named Yahoo a preferred supply-side platform (SSP) across connected TV (CTV) and display inventory. Glewed TV has also adopted Yahoo’s cookieless identity solution, Yahoo ConnectID, beginning with display. Yahoo ConnectID continues to scale as marketers seek a sustainable approach to identity resolution on the open web.

Glewed TV delivers free, ad-supported access to over 20,000 hours of premium on-demand content, spanning food, sports, DIY, educational, documentaries, wildlife, travel, comedy, product reviews, movies, and more. With Yahoo SSP as its preferred monetization solution, Glewed TV can access hundreds of top advertisers and unique demand, maximizing performance and yield for its CTV and display inventory.

As a full-stack provider, Yahoo offers its advertisers a direct track to Glewed TV’s streaming and display inventory, increasing transparency and optimizing spend by receiving more competitive auction efficiency, private deal opportunities such as programmatic guaranteed, and advanced reporting capabilities across Glewed TV buys.

Taking further advantage of Yahoo’s full-stack, Glewed TV will also tap Yahoo’s identity solutions, beginning with Yahoo ConnectID for display. As programmatic buying becomes increasingly omnichannel, identity changes in mobile and web are set to follow suit in the CTV space. With Yahoo ConnectID, Glewed TV advertisers will be able to target inventory in cookie-less environments through Yahoo DSP and Yahoo Exchange. Yahoo ConnectID also ensures addressability and monetization for Glewed TV supply, despite identity deprecation.

“This partnership allows buyers to leverage all that Glewed TV has to offer, from AVOD to display,” said Iván Markman, Chief Business Officer of Yahoo. “With Yahoo’s DSP and our unified, full-stack stack solutions, we are making it easier for advertisers to plan, buy, and target campaigns across inventory types and devices, while helping the world’s leading publishers maximize monetization.”

“Standalone DSPs cannot compare to Yahoo’s full-stack offering,” said Eric Fitzpatrick, VP Strategy of Glewed TV. “Yahoo’s integrated SSP and DSP provides a direct path between demand and supply, driving more efficiency for advertisers, greater yield for Glewed TV, and better transparency and optimization for all. We look forward to continued success and collaboration with them as our preferred SSP.”

The partnership takes advantage of Yahoo’s unified advertising technology stack, which facilitates both buy- and sell-side capabilities — all tightly integrated to work better together. As an end-to-end, full-stack technology partner, Yahoo can uniquely support advertisers and publishers in unlocking the full value of their content and marketing, while putting consumer experiences first.

About Yahoo

Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

About Glewed TV

Glewed TV was founded by a team of creators and technologists that have successfully launched multiple streaming channels in the past five years. Glewed TV is one of the ways cord-cutters are saving with free access to premium on-demand content. No subscription fees are required to watch movies and TV programs that are unique, engaging, immediate and convenient. Glewed TV is ad-supported and free across all platforms. Glewed TV sources and produces content of high production value with over 25,000 hours available. Main content categories include live tv, news, food, sports, DIY, educational, documentaries, animals/wildlife, travel, comedy, product reviews and movies.

Contacts

Brittany Votto

brittany.votto@yahooinc.com

Yahoo forges strategic partnerships and expansions to drive growth in top-performing media environment

NEW YORK–(BUSINESS WIRE)–Yahoo, the global media and tech company, today announced new partnerships with connected TV (CTV) leaders, following a successful year that closed with 141% growth in CTV ad revenue year-over-year. The momentum indicates the company’s strategic leadership and reach in the CTV environment as its popularity continues to accelerate.

TV viewership has skyrocketed over the last year with CTV at the forefront. In the U.S. alone, nearly 214 million people are now using a CTV device each month.1 Subsequently, advertisers have adjusted their strategies to reach consumers across multiple streaming platforms, with CTV ad spend set to exceed $5.4 billion this year.2

With changing consumption patterns and shifting investments, Yahoo has accelerated its CTV business across both supply and demand, bringing premium CTV supply partners to its roster and launching new performance-driving capabilities for advertisers.

On the supply-side, following major partnerships with publishers like VIZIO, which identified Yahoo as its preferred SSP for programmatic monetization, today Yahoo is making new media partnership announcements, including:

  • Crackle, a video streaming service owned by Chicken Soup for the Soul Entertainment, has named Yahoo as a strategic SSP
  • Philo, a live-TV streaming service, has added Yahoo as an SSP

The Yahoo SSP allows media and inventory owners to increase performance and yield with a streamlined ad tech stack. Built by a publisher for publishers, the Yahoo SSP supports every transaction model, from header bidding to guaranteed campaigns, and gives media owners access to Yahoo’s thriving ad exchanges and hundreds of top advertisers – including unique demand from the Yahoo DSP.

“Yahoo continues to be a key partner for us, as demand for ad-supported streaming surges,” said Philippe Guelton, President of Crackle Plus. “Yahoo’s reputation and pedigree within the programmatic video landscape provide us great opportunities to maximize the value of our supply with blue-chip brand partners that have been in business with Yahoo for years.”

For demand partners, Yahoo has bolstered its CTV offering,

  • Enabling DSP access to VIZIO’s Inscape viewership data, which spans more than 18 million opted-in VIZIO Smart TVs. Yahoo is the exclusive DSP to access this data.
  • Partnering with FOX Entertainment’s ad-supported video-on-demand (AVOD) service, Tubi, giving Yahoo DSP buyers direct access to its content library, making it easier to plan and transact on CTV.
  • Teaming up with NBCUniversal to give Yahoo DSP advertisers programmatic guaranteed (PG) access to the full scale of Peacock’s library of timely and timeless on-demand content, including NBC Sports, NBC & Sky News, NBCU Next-Day Prime, premium movies, acquired hits, Peacock Originals, and more.

Harnessing powerful cross-screen data from more than 900 million direct consumer relationships,3 the Yahoo DSP helps advertisers understand and reach their audiences across every device. DSP advertisers can connect the dots in a cookieless world through a best-in-class identity graph and unmatched first-party data, activate performance-driving machine learning, and take advantage of premium and exclusive omnichannel inventory.

Yahoo’s unified ad tech stack supports advertisers and publishers, facilitating both buy and sell-side capabilities as well as an exchange — all tightly integrated to work better together. As an end-to-end, full-stack technology partner, Yahoo can uniquely support advertisers and publishers in unlocking the full value of their content and marketing, while putting consumer experiences and privacy first.

“We have quickly evolved to meet the new TV landscape,” said Iván Markman, Chief Business Officer of Yahoo. “From advertisers to publishers, we are helping our customers meet and exceed their needs in this exciting new area, with a unified ad stack and an end-to-end, integrated ecosystem that delivers sustainable identity, premium inventory and data, and tools that drive performance and efficiency.”

For more information about Yahoo Ad Tech, please visit: https://www.adtech.yahooinc.com/.

About Yahoo

Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media. To learn more, please visit yahooinc.com.

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1eMarketer, US Digital Ad Spending, April 2021

2MAGNA, Advertising Forecast, September 2021

3Comscore Custom Reporting, Multi-Platform, Yahoo (and Microsoft Partnership) Avg. September-November 2021, Global

Contacts

Brittany Votto

brittany.votto@yahooinc.com

Innovations in DOOH (Digital Out of Home) advertising enable advertisers to communicate large campaigns in real-time and reach the target consumer in new ways. We analyze the successful case of the DIRECTV Copa America campaign.

The Digital Out Of Home (DOOH) advertising industry continues to evolve, with 30% growth in the Latin America and other regions, thanks to increased investment from advertising categories such as Entertainment, Media and Communication. According to the Digital Out of Home Advertising attitudes & behavior report conducted by Verizon Media, in which nearly 250 advertisers and marketing specialists in the United States participated,  60% plan to buy out of home media through DOOH in the coming months, making DOOH one of the pillars of the advertising industry.

The technological innovation includes DOOH LED screens which allow the creation of interactive content and dynamic ads which create deep connections between brands and the consumer target in a new way. This variety of options is reflected in programmatic advertising campaigns which enable advertisers to display creative depending on the time of day or weather, real-time traffic in the area, pollution index – measured through air sensors on the screens – or news of major events while they are happening.

DOOH technology enables advertisers to display creative depending on the time of day or weather, real-time traffic in the area, pollution index – measured through air sensors on the screens – or news of major events while they are happening.  

During the soccer Copa America 2021 soccer tournament played in Brazil, DIRECTV carried out an innovative regional DOOH campaign with the objective of generating brand awareness, through the use of high-impact media and dynamic ads in real-time in the main cities of Argentina, Chile, Colombia, Ecuador and Uruguay.  

60%  out of 250 advertisers and marketing specialists in the US plan to invest in DOOH in the coming months, making DOOH one of the pillars of the advertising industry.

 

The innovative campaign included special creative pieces for each city, dynamic ads on LED media, and a circuit of digital media outlets showing in real-time key moments of the Copa America soccer matches as they were being played. This included communication before each match: Countdown before the start of the Cup, the daily fixture with the matches to be played, the broadcast schedule and a countdown one hour before each match. During the games, the following was communicated: live goals with the player’s name; cards with the name of the player who was cautioned or expelled, partial results, winners and finally the announcement of the Copa America champion. Also in Bogota, Colombia, a bus was used with digital screens with a constant rotation of videos and live content.

 

The successful campaign, which was enabled by the advice and execution of home media partner  WorldComOOH used more than 150 elements implemented in 6 countries and 36 cities, with a total of 58,503,533 Opportunity To See (OTS). 

Romina González, Marketing Director at DIRECTV Latin America, said: “This campaign demonstrates DIRECTV’s leadership and innovation throughout the region. The results of this impactful campaign are in line with the high standing of our company”. 

DOOH

 

 

 

IAS Media Quality Report finds brand safety wins across the Americas, and ad fraud rates increase on desktop; while connected CTV ranks as most viewable ad format worldwide in H1 2021.

ad fraud
Tony Marlow, CMO, IAS

Integral Ad Science (IAS) released its H1 2021 Media Quality Report (MQR). Based on trillions of global data events, the report provides insights into the performance and quality of digital media worldwide.

“Our latest report points to significant brand safety wins for advertisers, especially in the Americas, as they focused on digital media quality efforts and preparing for a post-cookie world,” said Tony Marlow, CMO, IAS. “CTV continues to remain top of mind for marketers and again topped the viewability rankings worldwide offering strong opportunities to engage consumers. We observed other notable trends that brands can double down to address in the coming months, such as higher ad fraud rates on desktop.”

Several noteworthy trends emerged in the first half of 2021:

Advertisers in the Americas Achieved Big Brand Safety Wins

Brand risk dropped across all formats and environments globally — falling below 4% — as more advertisers adopted sophisticated brand suitability and risk prevention strategies. Display was the safest ad format, averaging brand risk rates of 2.4% on desktop and 2.6% in mobile web globally.

Brand risk for desktop display campaigns dropped in Brazil (-3.9pp), Mexico (-3.6pp), Canada (-3.4pp), and the U.S. (-2.4pp) – suggesting the growth of brand suitability tactics across the Americas. As more marketers across the Americas optimized away from violent content, these efforts helped push global brand risk for desktop display down 1.8pp annually to hit 2.4%. In the U.S., violent and offensive language accounted for 46% of brand risk, the first time that figure has dropped to less than half the total. Meanwhile in Canada, adult (7.2%) and violent (15.9%) content shares dropped to all-time lows. However, the share of brand risk linked to illegal drugs more than tripled in Canada to reach 36%, suggesting a higher tolerance for this content locally.

Europe Pushed Global Video Viewability Up, but CTV was Crowned Most Viewable

While consumers stayed at home – relying on their favorite screens to stay connected and productive in the first six months of 2021 – video ad viewability shot up across all environments and most markets globally. Italy topped the rankings for video ad viewability on desktop, at 85.1% with Germany close behind at 78.9%.

The U.S. stayed at the bottom of both lists.

Meanwhile Italy and France led in mobile web with viewability levels reaching 87.4% and 84.6%, respectively. By contrast, the U.S. stayed at the bottom of both lists netting just 68.2% and 67.6% for the same metrics. Meanwhile, CTV ads remained the most viewable format overall, reaching 93.2%, with benchmarks for all other video environments unable to break the 80% mark.

Time-In-View Rates Fall Globally

Average time-in-view for display campaigns experienced reductions across all environments. Worldwide average time-in-view for desktop display and mobile web display dropped 2% and 5% respectively, while mobile app display saw a nearly 25% reduction between H1 2020 and H1 2021.

Desktop display ads remained in-view more than any other format in H1 2021, averaging 22.67 seconds, despite a 0.47 second annual reduction.

Desktop display ads remained in-view more than any other format in H1 2021, averaging 22.67 seconds, despite a 0.47 second annual reduction. Indonesia (26.34 seconds), Mexico (23.70 seconds), and Singapore (21.96 seconds) topped the rankings for mobile app display time-in-view. However, France was the only market that showed gains, adding 1.34 seconds to reach 14.39 seconds.

Desktop Remains More Susceptible to Ad Fraud

Global ad fraud rates trended higher in desktop environments and lower across mobile. Optimized-against-ad-fraud levels rose by 0.2pp for desktop display and 0.4pp for desktop video, both reaching a 1% worldwide average. Ad fraud rates dropped 0.1pp for mobile web display and stayed flat for mobile web video, keeping mobile ad fraud rates at less than half the levels on desktop.

Argentina, France, Poland, and Sweden were the safest markets when it comes to mobile web display ad fraud, each reaching only 0.1% in H1 2021. Japan maintained the highest ad fraud rates in mobile web environments, with display reaching 2.3% and video reaching 2.9%. Without optimization tools and strategies, campaigns encountered ad fraud rates up to 13 times higher, depending on environment and format.

IAS’s H1 2021 Media Quality Report analyzed trillions of global data events from ad campaigns between January 1 and June 30, 2021 to offer an industry barometer for ad buyers and sellers to benchmark the quality of their campaigns and inventory.

Integral Ad Science’s CTV Play, Jason Riveiro, Kathryn Kai-ling Frederick, Karin Timpone, Ana Crandell…Companies get bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

IAS Buys CTV Platform Publica…

IAS
IAS Acquires CTV Advertising Leader Publica

Integral Ad Science announced that it has acquired Publica, a connected TV (CTV) advertising platform, in a cash and stock transaction valued at  US $220 million. With this acquisition, IAS is accelerating its CTV strategy to help publishers better monetize their video programming across CTV devices, while building new tools to provide advertisers with much-needed transparency into the quality of this inventory. “CTV viewership and programmatic advertising have skyrocketed, and by acquiring Publica we’re accelerating our growth to offer publishers the tools to capitalize on this opportunity,” said Lisa Utzschneider, CEO, IAS.
IAS plans to introduce a comprehensive brand safety and suitability solution for CTV advertisers and publishers in the coming months, bolstered by Publica’s existing platform and CTV content data. Publica delivers over 3 billion ads on CTV every month. By acquiring Publica, IAS adds a talented team with decades of experience building leading video and CTV advertising products, while delivering results for some of the world’s largest publishers. Publica co-Founder and CEO, Ben Antier, now will report directly to IAS CEO Lisa Utzschneider. The Publica brand will become part of IAS’s product portfolio.

Jason Riveiro

Jason Riveiro, Realogy
Jason Riveiro, Vice President of Global Service, Realogy

Jason Riveiro was recently promoted to Vice President of Global Service for Realogy where he is overseeing cross-brand global initiatives for ERA Real Estate, Better Homes & Gardens Real Estate, Coldwell Banker, Corcoran and Century 21. Realogy is the largest franchisor of residential real estate brands with presence in over 115 countries. Prior to taking on this assignment, Riveiro oversaw DE&I and Growth Markets efforts across the enterprise. Jason Riveiro is a member of Portada’ Council System of brand marketers.

Kathryn Kai-ling Frederick, new CMO at LA Rams

The LA Rams named Kathryn Kai-ling Frederick as chief marketing officer. Frederick joins the LA Rams from Live Nation Entertainment, where she was chief marketing officer. Previously, she served as chief marketing officer at Ticketmaster. Kail-Linkg Frederick replaces Ronalee Zarate-Bayani as CMO.

MLB hires Karin Timpone as CMO

Karin TimponeMajor League Baseball has hired former Marriott International and Walt Disney Co. marketing leader Karin Timpone as executive vice president and chief marketing officer. Timpone will report to MLB chief operations and strategy officer Chris Marinak in heading the league’s global marketing campaign, according to a statement from the league. Timpone will lead the league’s global marketing efforts and collaborate with executives across all revenue, product, and operations units as well as the 30 MLB Clubs. Timpone, who will also oversee MLB Events and Design Services departments, brings a broad range of experience in helping global brands connect with new audiences, deepen customer loyalty and innovate with next-generation technology, such as blockchain. Prior to joining MLB this week, Timpone has held senior positions leading high-profile brands including Marriott International, The Walt Disney Company, Yahoo!, and Universal Studios with an emphasis in digital, marketing and customer experience.

Ana Crandell Joins Havas Media

Ana Crandell until recently. Director, Multicultural at Hearts & Science is joining Havas Media Group as 
VP, Client Services.

 

 

 

 

 

While CTV Advertising is expected to reach US $21 billion in 2021 according to BMO Capital Markets, the media buying community continues to face challenges in measurement. That is why ANA and Innovid partnered with 20 leading advertisers to introduce new research and tools to address CTV measurement challenges.

 

Innovid, and independent ad delivery and measurement platform for connected TV, today announced the findings of a first-of-its-kind report called Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI that dispels major myths about one of the fastest-growing channels in digital advertising. Created in response to rising demands for streaming, the report was conducted in partnership with the Association of National Advertisers (ANA) and 20 leading advertisers, with the goal to deep-dive into CTV and unlock new KPIs, benchmarks, and best practices for marketers making the move to CTV.

CTV Measurement: Key findings from the report include:

  • The depth of unique reach has yet to be unearthed: Across our study, the average campaign reached only 13% of the available U.S. CTV households.
  • Detach duplication from the fragmentation dilemma: Our study revealed an average publisher duplication rate of 32%.
  • The surprising truth about CTV’s frequency problem? It’s highly exaggerated: The average frequency was just 4.6 across all campaigns.
  • The impact of CTV spend can be traced far and wide: The average eCPM of the campaigns in the study was $23, which sits in between the average CPM for U.S. primetime TV ads for broadcast and cable ($36 and $19, respectively).
Bill Duggan, Group EVP at ANA

“Measurement is one of the biggest challenges facing marketers these days,” said Bill Duggan, Group EVP at ANA. “The standardization of CTV advertising measurement is still in its earlier stages, and this study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV. We’re excited to partner with Innovid to provide these granular insights and benchmarks that set a new standard for the future of CTV advertising.”

This study found that we’ve only uncovered the tip of the iceberg of what is possible in CTV.

The solution behind this study, Innovid Insights, the company’s flagship measurement product, is now widely available in the US market, empowering advertisers to understand their unique reach, frequency, and more.

“There’s a misconception that there’s not enough reach in CTV, however our study saw we’ve just scratched the surface of the potential reach for this channel,” said Jessica Hogue, General Manager of Measurement and Analytics, Innovid. “To date, it’s been challenging for marketers to effectively optimize CTV campaigns due to a complex ecosystem of disparate device and app options per household. With Innovid Insights, marketers have a leg up on maximizing the potential of CTV with unbiased, real-time visibility into 40+ metrics. As Innovid Insights continues to evolve, we plan to expand the solution to incorporate all devices and media types, as well as demographic data to enable one unified view of cross-channel measurement.”

CTV measurement

Innovid Insights has four unique benefits for marketers:

  • Census-Level Measurement: Innovid’s expansive footprint enables census level measurement of the CTV universe with insights on over 75MM U.S. CTV households enabling marketers to gain maximum visibility into the most important CTV measurement metrics.
  • Independent Source of Truth: As a leading independent, MRC accredited, omni-channel ad server built for TV, Innovid’s measurement solutions are media-type and buy-type (direct vs programmatic) agnostic, enabling trustworthy third-party analysis.
  • Real-Time Analysis (In-flight) and Future Planning: Innovid’s pixel-less solutions provide always-on analysis enabling marketers to execute in-flight optimizations. Innovid Insights also powers data-backed campaign planning initiatives to strategically optimize future campaigns. Marketers can execute optimizations based on reach (total/unique), frequency (low, medium, and high), publisher-level overlap, as well as by costs (cost per total and/or cost per unique reach).
  • Seamless Measurement and Delivery: Innovid takes a contemporary approach providing MRC accredited impression delivery married with granular measurement solutions to drive in-flight and future planning CTV optimizations.

“Innovid Insights allowed us a new and interesting view into how our CTV investments work together,” said Phil Hruska, Media Department Head, American Honda Motor Co., Inc. “Innovid gave us the ability to leverage a single platform to gain a streamlined view of our campaigns. We appreciate their agnostic perspective and we are excited to see them continue their unique measurement of the video ecosystem.”

CTV measurement

 

 

 

 

CTV measurementTo download Decoding CTV Measurement: An In-depth Look at Reach, Frequency and ROI and learn more about how marketers can benefit from Innovid Insights, visit here.

 

Hispanic CTV Advertising provides brands the positive audience features of linear TV (co-viewing, large screen engagement) and the targeting and interactive capabilities of digital marketing. Hispanics are one of the highest growing cohorts in CTV adoption. What do advertisers need to take into account when it comes to target U.S. Hispanic consumers through CTV?

Hispanic CTV Advertising
Darcy Bowe, SVP, Media Director at Starcom USA.

“CTV can be used as broad video impressions to replace or complement television or it can be a part of a digital campaign and have the same KPIs as that campaign. It can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well,” says Darcy Bowe, SVP, Media Director at Starcom USA, where she is involved with video media planning and buying for cients.

CTV can offer a deeper level of audience targeting vs. television and you can overlay interactive elements on an ad to create viewer interaction as well.

Nielsen’s recent Total Audience Report revealed that 17% of connected TV (CTV) device users in the U.S. are Hispanics.  52% of Hispanics watched CTV in Q3 2020, the second-highest cohort. Asian Americans, 54%, lead in CTV consumption followed by White Americans (49%) and Black Americans (46%). Reach of traditional TV among Hispanics is the second-lowest at 76%, after Asian Americans (65%). Hispanic CTV viewing increased 25% to 54 minutes a day in Q3 of 2020.

Hispanics over-index versus most other cohorts in CTV consumption and under-index in traditional TV consumption.

Opportunities for Brands

Where do opportunities for brand marketers lie when it comes to engage the U.S. Hispanic consumer through CTV?

Isabelle Rafferty, CEO & Founder Canela Media, notes that “the advertisers best positioned to engage Hispanics via CTV are the ones who recognize Hispanics as a social, cultural and economic force. Brands who understand this fact possess detailed knowledge of the diverse backgrounds, passion points and types of messaging that resonate best with Hispanic audiences. For example, McDonald’s has consistently used its Hispanic-focused advertising to showcase experiences and situations that resonate deeply with Hispanic viewers, which not only creates an emotional connection but also demonstrates how well the company understands the audience.”

“Interestingly, while cord-cutting has become increasingly prevalent amongst Hispanic audiences, there is still an incredible lack of Spanish-language news shows and current affairs programming available on streaming services. We set out to bridge that gap by launching Canela News, which gives Spanish-speaking cord-cutters access to the latest in current events, sports and weather,” Rafferty adds.

Hispanic CTV Advertising: QSR, Auto, Energy, Alcohol and Tech

For any brand looking to make a meaningful connection with Latinos, CTV/OTT is a must . Rafferty notes that on Canela.TV, “”we’ve seen the greatest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech and look forward to helping other brands and verticals define their footprint with US Hispanics.”

Precisely for reaching a market as heterogenous as the Hispanic market, with its many language, country of origin and cultural nuances, Hispanic CTV Advertising provides targeting capabilities via a myriad of data triggers that can provide customized ads – by making a reference to cultural customs (e.g. food, music, sports etc.) – in order to make the ad experience much less standard than it usually is on linear TV.

We’ve seen the highest growth in ad spend from QSR, Auto, Energy, Alcohol and Tech.

Plus, brand recognition tends to be lower by multicultural consumers therefore increasing the potential for advertising campaigns. Nielsen’s latest Annual Auto Marketing report found that driving connections with the multicultural consumer is key to the automotive industry. According to the study, consumers from multicultural groups – Hispanic, Black and Asian Americans – are aware of 10-20% fewer car brands than the general U.S. population. The reports adds that “automotive brands are less top-of-mind for multicultural consumers, and there is an imperative for marketers to close that gap because most purchase decisions can be traced back to brands that consumers already have in mind before starting out on the path-to-purchase. Another category that over-indexes in terms of Hispanic consumer demand are telecommunications, consumer electronics, money transfer as well as certain parts of the grocery and retail sector.”

Canela.TV differs from most OTT offerings because it was truly one of the 1st AVOD streaming entertainment platforms built exclusively for Latinos by Latinos. With Canela.TV, Latinos are no longer an afterthought or “subsection” of a larger offering. “Our entire platform was build with diverse Hispanic audiences in mind, offering culturally relevant content from around the world in Spanish and English. We cater to the complex origins groups, tastes and language preferences of the modern Hispanic landscape in America,” Rafferty emphasizes.

Isabel Rafferty
Isabelle Rafferty, CEO & Founder Canela Media
About 50% of Canela TV’s viewership occurs on connected TVs. 

Canela.TV has attracted a total of 3.2MM unique users in less than a year of being in-market, and is pacing to achieve over 8MM unique users by the end of 2021. Canela.TV is 100% over-the-top, and about 50% of its viewership occurs on connected TVs.Canela.TV uses audience data to enable brands to determine where they should be advertising, as well as the best way of establishing meaningful and in-depth relationships with U.S. Hispanics. “We also use audience data to figure out what types of content resonate most with our audiences, which in turn influences the programming that we decide to add to our library as well as the recommendations we offer to our advertisers,” CEO Rafferty adds.

Neccessary Ad-Tech Stack for Hispanic CTV Advertising

For its star product, Canela.TV, and its related Hispanic CTV Advertising,  Canela Media uses SpringServe as video ad server and use Google Ad Manager for Display & Video solutions across their O&O properties. Canela Media’s ever-growing OLV (Pre-Roll & Outstream) Network we relies on SpotX and FreeWheelCanela Media is also integrated withf DSPs and SSPs, like  Beachfront, Conversant, district m, e-Planning, EMX Digital, Freewheel, Google, Gum Gum, Index Exchange, InMobi, Magnite DV+ (Rubicon/Teleria), Mobfox, MoPub, OpenX, Pubmatic, Pulsepoint, Roku, Sabio, Simpli.fi, Smaato, Smart AdServer, SpotX, SuperAwesome, TappX, The Trade Desk, TripleLift, Unruly (RhythmOne), Verizon Media, Zypmedia. Additionally, Canela Media is connected for header bidding  via VAST and Ad Tags.

 

 

 

 

 

 

 

As CTV advertising is clearly on the rise  there is still a lot of confusion in the brand marketing and media buying community about what CTV really means and what its key features are. What are its advantages? Is it interactive? How do you buy it? 6 key questions and their answer according to executives from Mastercard, Innovid and Portada’s editorial team.

1. What is CTV Advertising?

Connected TV advertising (CTV) is advertising placed on any TV that can be connected to the internet. These TVs, also called Smart TVs, either directly access the Internet or do it via devices like Roku, Amazon Fire, or Google Chrome. The key for the definition of CTV is the large TV screen, which allows advertisers to engage audiences in a linear TV-like environment, a one-to-many relationship enabled by co-viewing and higher engagement due to the large screen,  compared to other types of digital advertising that tends to be based on a one-on-one relationship between content and user.

What is CTV Advertising
Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada.

Advertisers are taking notice: “CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used in our campaign,” Jose Vicente Luque, Head of Media & Agency Relations Latin America & the Caribbean, Mastercard tells Portada. Another advantage, Luque says, is that it is a less saturated channel and, therefore, brands will have a better exposure.

CTV allowed us to reach audiences with a high technology adoption rate, interest and consumption time compared to other media we used.

And What CTV Advertising is Not

CTV advertising is not OTT Advertising. OTT (Over the top) advertising is a more inclusive term which includes CTV advertising and advertising over laptops, desktops, smartphones, ipads and other non TV-screen devices.  In other words, CTV advertising is a subset of the larger OTT advertising sector.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

2. Is CTV Advertising Interactive?….

Let’s say it depends.  CTV by and large does not yet allow for bidirectional interactivity between consumers and advertisers (although check out question 3 for a new initiative that makes it really bidirectional). Brands can, however, use a myriad of data triggers and provide customized ads – by making a reference to the closest retail store, provide messaging according to the weather were the audience is based etc. – in order to make the ad experience much less standard than it usually is on linear TV. For instance Kellogg’s Pringles Super Bowl 2019 campaign greeted consumers with a “Hey Chicago” or “Hey New York,” depending on the user’s location. 

….with help from other media (multichannel marketing).

A way to make CTV advertising bidirectional is to have consumers use another media in addition to Smart TV.  In fact in the above referenced Pringles Super Bowl campaign the ad featured an overlay promoting a QR code which, once scanned with a mobile phone, directed viewers to an e-commerce site.  According to Verizon Media, a whopping 71% of CTV viewers use their mobile devices to look up related content while watching TV, providing advertisers the ideal setup to make meaningful connections with audiences.

71% of CTV viewers use their mobile devices to look up related content while watching TV.

Other options include to use omnichannel marketing based on the users response to the CTV ad. For instance, a national lawn care company, recently ran a four-week, nationwide CTV campaign originally designed to build upper sales funnel awareness. By adding the ability to know who watched the OTT/CTV ad to completion and then serve them retargeted ads on their other digital devices, they were able to generate over 20,000 visits to the client’s site. This ultimately was attributed down the funnel to US $2.1 million in sales, and with offline conversion attribution, they were able to deliver an astounding 3,000 : 1 return on investment.

3. What needs to happen so that CTV is really interactive?

Stephanie Geno
Stephanie Geno, CMO, Innovid

For CTV to be really interactive, or bidirectional, a SDK (software development kit or a collection of software development tools in one installable package) needs to be embedded on hardware solutions (e.g. Roku devices) as well as in dozens of publishers, Stephanie Geno, Chief Marketing Officer, at Innovid tells Portada.
Geno adds that “a really interactive industry first execution piloted on the Apple TV App of the above cited Pringles 2019 Super Bowl ad featured an interactive overlay that allowed viewers to swipe through an engagement carousel featuring various flavor stacking combinations. The carousel played in ad only.” (Viewers who watched the game through other apps/providers were served standard pre-roll ads.)

To make CTV 100% interactive Innovid, DSP The Trade Desk and SSP Magnite came together and looked at all places where interactive SDK’s are present in the U.S. The three companies partnered to create a unified marketplace to power advanced creative buying programmatically across the connected TV ecosystem.
Innovid’s proprietary software development kit (SDK) powers personalized and interactive experiences in CTV through direct integrations across over 50 publisher apps. The SDK is central to Innovid’s offering, enabling brands to take advantage of a 360 approach to connecting with consumers across channels.

DOWNLOAD: White Paper on CTV Opportunities in Latin America (presented by Entravision Interactive in Spanish)

4. How CTV Can Earn Additional Time with the Target Customer

What else is CTV Advertising? Innovid’s Geno also notes that real interactive CTV allows advertisers the opportunity to earn additional time with their target customer. In its global omni-channel benchmark report Innovid analyzed over 200 billion display and advertising impressions served on its platform during 2020. A key result is that while compared to standard video pre-roll advanced creative video formats overall generated an average of 34 additional seconds earned, interactive CTV generated an additional 63 seconds earned.

Compared to standard video pre-roll interactive CTV generated an additional 63 seconds earned with the consumer.

5. Why On-Demand TV is better suited than Live TV for the user Experience with CTV Advertising

On demand TV, as opposed to live TV, is particularly well suited to extend the interactive CTV experience. According to Innovid’s Geno, this typically happens by having an interactive overlay popping up out of the pre-roll video through which the  consumer is taken out of the ad and taken into a 1:1 experience. For Live TV, like the Super Bowl, continuing the interaction on the Smart TV would have disrupted the experience as users likely would have wanted to continue to watch the football game. That is why, for live TV, it is better for the user experience to extend the interaction through an additional media vehicle,  like the mobile phone, instead of over the Smart TV.

6. How do you buy CTV?

What is CTV Advertising’s purchase process? Historically, CTV has been mostly bought through the upfront process. And then activated programmatically.  However, over the last six months growth in CTV Advertising has been spurred by programmatic real time bidding (RTB). CPMs (Cost per thousands) for CTV advertising will tend to be between 2 and 3 times higher than traditional linear TV ads, but overall budgets will be significantly lower as CTV allows advertisers to move away from a blanket approach to much more customized media buy and, thereby, eliminate waste.

CPMs for CTV advertising are between 2 and 3 times higher than traditional linear TV ads, but the needed CTV campaign budget will be substantially lower.

 

 

MarTech  investments are a key driver of the communications industry, both for entrepreneurs and investors.  Recently created NUMATEC comprehends more than 300 employees in 22 countries, and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. We interviewed Giuliano Stiglitz, CEO of NUMATEC, to better understand his innovative company and learn about the MarTech (Marketing Technologies) sectors he sees the most potential for growth in. Numatec particularly seeks to grow in.


Corporate MarTech budgets will continue to grow globally. This is one of the main reasons why industry veteran Giuliano Stiglitz recently founded NUMATEC. According to Stiglitz the following four MarTech subsectors are particularly primed for growth:”First, AI-If you go beyond the fact that it is perhaps the most misused word in the industry, in its truest meaning, AI is the driving force behind automation and evolution of many of the platforms used today.” Second Stiglitz sees eCommerce as eCommerce is playing an important role “and its growth was accelerated by the pandemic and there is a growing demand for services that help eCommerce businesses succeed.” The third major growth sector for MarTech Investments is Customer Data: “Everything that has to do with capturing, understanding and harnessing the power of user specific data is key. Lots of growth here as we are just at the beginning of this trend.”. Finally, Stiglitz expects substantial growth in CTV and “generally speaking TV converting to Digital, still a lot more to go (hence lots of growth) to bring TV 100% to the ‘other side’”.

AI is the driving force behind automation and evolution of many of the platforms used today.

NUMATEC’s MarTech Investments

NUMATEC’s current portfolio of companies is focused on the growth trends described above as its subsidiary companies including Si Señor agency, Cookie Lab and The Tech Partners offer many of these services.
NUMATEC has allotted a war chest to continue its rapid expansion investing in MarTech, seeking other like-minded founders who wish to join the group and fuel growth. The main criteria for M&A will be whether companies complement the current stack, integration and over-arching strategy.
Geographically, Stiglitz sees a huge potential in Latin America: “Despite the fact that our origins are in LatAm and some of our businesses have been operating for quite some time in the region, there are still a few markets where we haven’t entered yet, notably Brazil, and we intend to cover the entire region. We are also very excited about expansion in the U.S. and Europe, where we see a huge potential for our services.”

We still see a huge potential in Latin America, where some of our business have been operating for some time.

NumatecStiglitz tells Portada that NUMATEC typically takes a majority stake of between 51% and 100% in the companies it invests in. “Sometimes we buy a stake in an existing company, sometimes we fund an entrepreneur who wants to start his or her own business and sometimes we incubate the business in-house. We provide guidance from Miami, but we incubate globally including Europe and LatAm.” Stiglitz says NUMATEC “typically is able to achieve profitability very quickly, and expects returns within a one to two-year timeframe.” NUMATEC generates revenue through its investments and the services it provides to its portfolio companies.

We typically are able to achieve profitability very quickly, and we expect returns within the first two years.

Stiglitz prefers not to limit or discourage potential partners by sharing a specific number to describe the maximum or minimum NUMATEC will invest in: “I will tell you though that we have invested as little as US $100,000  to launch a business and as much as US $1,000,000. The range is really quite broad.”

MarTech Investments: Holding Company and Investor

Giuliano Stiglitz
Giuliano Stiglitz, CEO, NUMATEC

Asked about the ultimate goal of NUMATEC (e.g. selling its portfolio companies, increase in size etc.), Stiglitz answers that he likes to say that NUMATEC has two or perhaps three souls. “On one hand, we are a holding company and an investor so our ultimate goal here is to maximize shareholders returns. We do that through acquisitions, through funding exceptional entrepreneurs and by incubating new companies in-house. We have a well-oiled and proven methodology, and we won’t stop doing that. This relentless activity has resulted in quite a diversification: by having different lines of businesses (within the digital marketing space) and by operating in such a diverse group of countries. We can clearly see some buyers interested in what we have built, but that said, we are not currently looking for buyers. We do see a lot of growth ahead for several years and we will keep our options open to other avenues, including an IPO. “We are also the perfect partner for Martech companies eager to attain more market share and accelerate their growth in the markets where we operate. We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and Martech companies; this is one of our ultimate goals that goes hand in hand with the first one. Last but not least, we want to be seen as the ideal investor for the most talented entrepreneurs in our industry. By helping a new generation of founders achieve success, we’ll be able to achieve our goal and we’ ll have accomplished something meaningful in the process.”

We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and MarTech companies.

Providing Brands with a Wide Array of Marketing Services

By undertaking MarTech investments, NUMATEC intends to build the world’s premier network of service providers for today’s global brands. Stiglitz emphasizes that NUMATEC’S objective is to provide brands (corporations) a wide array of marketing services through different NUMATEC portfolio companies. “Our objective is two-fold: the first, strategically investing in technology enabled service companies in the Martech ecosystem, and the second, partnering with the best available technologies to accelerate growth and distribution. By doing this we will be able to provide, as a group, the most complete set of services that compete with industry leaders,” he concludes.

Extreme Reach (ER), an asset management solution company for TV and video advertising, released the findings of its Q3 2020 Benchmarks Report, which includes ad performance data for impressions served from its AdBridge™ platform to CTV, desktop, and mobile devices for July through September 2020.

Key findings from the report include:

    • CTV leads in the share of impressions by device: At 39%, the share of impressions served to CTV continues to lead other devices. ER sees a wide range of preferred devices across its client base with some clients devoting as much as 72% of their impressions to CTV, while others focus largely on desktop and mobile. Because ER is the ad server of record for so many Direct-to-Consumer brands that optimize in real-time to measurable behaviors, the data includes a wide variety of strategies for CTV. The aggregate share of impressions across all ER clients served to CTV remained nearly flat from Q2 to Q3.
At 39%, the share of impressions served to CTV continues to lead other devices.
  • 30-second ads remain the preferred ad length for advertisers: Data from the report indicates that 30-second ads accounted for 81% of ad impressions served by Extreme Reach in Q3 2020, compared to 79% in Q2 and 66% in Q3 2019. This marks an all-time high and the continuation of a trend that began in Q2 2018, when 30-second ads first overtook 15-second spots in ER’s quarterly report.
  • Desktop benefits as WFH continues due to COVID-19: In Q3, desktop accounted for 21% of ad impressions, a 40% YOY increase. As remote environments for work and study remain the norm, ER sees more impressions going to desktop to achieve brand goals as consumer behavior adapts to the new digital and virtual environment. Video advertising completion rates (VCR) for ads on desktop remained steady at 70%, though lower than rates seen for mobile app and CTV (where skipping ads is generally not an option).
    The COVID-19 induced Work from Home environment has benefited desktop, which accounted for 21% of all ad impressions. 
  • Media aggregators hit a new high: Similar to the growth seen in Q2 2020, media aggregators surged to 47% in Q3, an increase from 35% in Q2 and just 20% in Q3 2019. While premium publishers still lead in share of impressions served, at 53%, this is the lowest percentage reported for premium publishers since Extreme Reach’s first report in Q1 2017.

    Video Advertising: Native DTC Brands Favor Mobile and Desktop

Video Advertising“2020 continues to bring challenges to marketers and each quarter our data reflects shifts in strategy to account for the current circumstances,” said Mary Vestewig, Senior Director, Video Advertising Account Management at Extreme Reach. “We see many digital native DTC brands focused on attribution and favoring ads on mobile and desktop over CTV. Others, looking to grow brand awareness, invest far more heavily in CTV. What’s clear is that no single media mix suits every client and I believe that remains a constant even as many factors in digital advertising evolve and change.”

We see many digital native DTC brands focused on attribution and favoring ads on mobile and desktop over CTV. Others, looking to grow brand awareness, invest far more heavily in CTV.  

Extreme Reach’s Q3 2020 Video Advertising Benchmark Report is based on the aggregate performance metrics from AdBridge™, which tracks campaigns for a diverse set of brands across multiple categories.

Connected TV Advertising Investment is growing at triple digit figures in 2020. Yet, the level of investment is nowhere near the CTV audience number, which is already larger than that of Pay-TV. Media buyers at Starcom USA and GroupM tell Portada that better reporting and more sophisticated measurement options are key to further growth.

David Queamante, SVP, Client Business Partner, UM

“The shifts in media properties were in some ways, driven by the audience’s shifts in consumption. More streaming options were considered, and more eCommerce partners were rotated in, ” David Queamante, SVP, Client Business Partner, UM and responsible for developing and implementing the national media strategy for Quicken Loans, tells Portada.

CTV Advertising Investment is Skyrocketing…

  • Roku, which is turning into something like the “cable box” of streaming TV, last week announced that Roku’s Platform business – which includes advertising and content distribution revenue – saw its strongest quarter in the segment’s history, with revenue leaping 78% YOY to US $319 million. Roku attributed the record numbers to strong growth in advertising as brands embraced connected TV advertising platforms, and the number of first-time advertisers more than doubled in Q3.
  • Demand side platform The Trade Desk reported in its Q3 earnings that programmatic CTV ad investment on its platform grew by 100% YoY, substantially helping overall revenues to increase from US $164 million to US $216 million in the third quarter of this year.
  • Magnite a sell-side ad platform that encompasses Rubicon Project and Telaria, announced last week that CTV ad revenue was up 51% year over year to US $11.1 million.
  • Regarding ad impressions, according to the latest report from omni channel advertising platform Innovid, CTV ad impressions grew 55% year-over-year from 2019 for the third quarter.

… but in 2021 CTV Advertising Investment will still only amount to 15% of Total TV Advertising …

Darcy Bowe
Darcy Bowe, SVP, Media Director at Starcom USA

“We analyze audience trends and are seeing that audiences continue to move to CTV platforms. This trend has been occurring steadily for the past few years, but has increased exponentially with the pandemic as people stay home more and seek out new content,” says Darcy Bowe, SVP, Media Director at Starcom USA in Chicago. “With increased CTV viewership, and the continued decrease of linear viewership, it is important that we evolve our media plans to follow people where they are watching content – and in turn, where they are more likely to see our clients’ ads,” Bowe adds.

CTV household penetration is lies at 80% and  Pay-TV’s at 62%.

In fact, in 2020 the number of CTV households has become substantially larger than the number of PTV households. US. CTV household penetration is currently approximately 80% , while pay-TV (cable and satellite) penetration lies at 62%. Of course, this has led to a surge in CTV advertising investment, because ad dollars chase eyeballs. Still, even taking into account the current high growth rate, EMarketer estimates CTV ad spending will reach US $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending. This makes little sense when you consider that U.S. consumers watch more CTV than PTV.

Despite the high growth rate, CTV ad spending is expected to only represent 15% of total U.S. TV ad spending in 2021.  

… and Media Buyers Ask for Improved Reporting and Measurement

One of the reasons CTV advertising investment is not growing at an even higher rate is that the inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns. Advertisers often do not get the same level of reporting in their CTV campaigns compared with linear TV as CTV reporting often centers around ad-impressions. “When you do a TV buy, you know the pod position you’re in, you know the time your commercial ran, you know the show, you know the content of the show, which episode number it is. We need that same level of detail that we’re accustomed to,” Jessica Brown, director of digital investment at WPP’s GroupM, recently told Beet.TV.

Starcom’s Bowe adds that  “more sophisticated measurement options are key – and that will allow us to measure viewership and frequency across screens more easily. It’s important to understand when a person sees our ads across Linear TV and CTV, let alone across all screens. However, we are already starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.”

We are starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.  

 

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Michael Bowling has been named President, DIRECTV Latin America, and will report to Melissa Arnoldi, Vrio CEO.

 

 

 

 

Carolina Coppoli has been named Chief Digital Officer (CDO) Latin America and Caribbean at McCann Worldgroup. She will be based in Buenos Aires. 

 

 

 

 

German chemical & consumer goods company Henkel appoints Hannes Schollenberger new President Latin America.

 

 

 

Pablo Ceriani takes over as Aerolineas Argentinas new President.

 

 

 

 

After 15 years at Nestlé, Luis Mondragón joins Kimberly-Clark Mexican subsidiary as Head of Marketing and Sales.

 

 

 

(Looking for your next Career move? Check out Portada’s Career Board!)

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Publicis Groupe´s Latin America Executive Chairman Alejandro Cardoso is leaving the company after 17 years.

 

 

 

 

 

Ana Nobre has been promoted to new VP of Marketing LATAM at Teads. Prior to this promotion, she was Marketing Director at Teads Brazil.

 

 

 

 

 

 

 

 

 

Directv Latin America announced new appointments:

 

Nadine Pavlovsky has been named Chief Marketing and Strategy Officer while Maximiliano Kassai is the new Chief Operating Officer (C.O.O.) at DIRECTV LatAm.

 

 

 

 

 

 

 

Alexandre Alves de Souza has been named Banco do Brasil new Head of Marketing.

 

 

 

 

 

 

Kimberly-Clark appointed Leonardo Pignataro CFO – Finance Director – South Latin America.

 

 

 

 

Leyre Conesa is the new Head of Sales at Playground.

 

 

 

 

 

 

Michael Epstein, CEO Carat U.S is being promoted to CEO, Carat Global.Epstein will continue to be based in New York, but will work closely with the London-based Carat Global Leadership team.

 

 

Separately, Christine Removille will move to the new role of global president, media an performance transformation, continuing to report to Huijboom.

 

 

 

 

 

What: AT&T will file a registration statement for a U.S. IPO of shares in DirecTV Latin America.
Why it matters: A stock offering for Vrio could bring in up to US $100 million in proceeds and help AT&T to pay down debt as it tries to close the acquisition of Time Warner.

AT&T has decided to file a registration statement for a U.S. initial public offering (IPO) of shares in DirecTV Latin America. Variety reported a stock offering for Vrio Corp., AT&T’s holding company for its Latin American digital entertainment services unit, could bring in up to US $100 million in proceeds. Vrio’s holdings include AT&T’s satellite businesses in South American and the Caribbean, and its assets have been valued at more than US $10 billion.

AT&T is looking at the IPO and potential spinoff to pay down debt as it aims to close the acquisition of Time Warner, which analysts say will push the telco’s debt load to more than US $180 billion.

By the end of 2017, DirecTV Latin America had about 13.6 million subscribers in South America and the Caribbean. AT&T cited relatively low penetration of broadband in South America and lower internet-access speeds as limiting Vrio’s exposure to competitive threats of OTT streaming video services.

AT&T would retain majority voting control of Vrio post-IPO. The telco plans to request for a ruling from the IRS that would let AT&T pursue a tax-free spin-off of its remaining interest in common stock following the IPO. However, there’s no guarantee the IRS will grant such a ruling or even that AT&T will decide to proceed with a spinoff of Vrio.

Vrio’s businesses operate in eight South American countries and three Caribbean countries: Brazil, under the Sky brand; and, under the DirecTV brand, in Barbados, Colombia, Curaçao, Ecuador, Trinidad and Tobago, Venezuela, Argentina, Chile, Peru, and Uruguay.

Goldman Sachs, J.P. Morgan Securities, Citigroup and Morgan Stanley will act as the joint book-running managers for the IPO.

A summary of the most exciting recent news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S/U.S.-HISPANIC MARKETS

ONLINE VIDEO GROWS: ZenithOptimedia has come out with a study indicating that programmatic advertising will account for 60% of digital display in 2016, and that Internet advertising will outspend television by 2018. Online video plays a large role in that, as it offers some of the most targeted, customized messaging options.

WE’RE IN FOR MORE NETFLIX AND CHILL IN 2016: Netflix Head of Content Ted Sarandos has made an netflixannouncement that will keep many of us sitting on the couch in our pajamas for most of next year: as compared to its 16 original series in 2015, Netflix will be producing 31 new original series in 2016! The online streaming service will also be releasing 10 full-length feature films, 30 children’s shows and 12 documentaries. Whelp, there goes my new year’s resolution to get out more in 2016…

SNAPCHAT TRIPLES ITS VIEWS SINCE LAST MAY: Snapchat has stated that its messaging platform receives six million views a day, a statistic that should confirm the importnace of short form video and in general, online video, as an advertising platform for the 60% of 13-34 year old smart phone owners in the US that are also Snapchat users. Just last May, Snapchat CEO Evan Spiegel claimed that the platform had two billion daily views.

 HAS ANVATO DEFEATED AD-BLOCKERS FOR GOOD? OTT video supply chain company Anvato is claiming that its Media Content Platform (MCP) technology customers are not affected by ad blocking technology. As programmers and media brands worry about the popularity of ad-blocking, Anvato offers Dynamic server-side, frame-accurate, broadcast-quality ad insertion. If Anvato is right about its technology, this could be the million-dollar ticket for brands that want to ensure the deliverability of their messages on online video.

AT&T ABANDONS HISPANIC STREAMING SERVICE YAVEO, BUT NOT VIDEO: AT&T has quietly discontinued its Hispanic Yaveo streaming service, which it launched through DirecTV (AT&T acquired DirecTV earlier this year) in 2014 in an effort to attract more customers through online video channels. Apparently, the company’s next move is to release another video service for DirecTV subscribers in January 2016. AT&T also announced that AT&T will become the “corporate brand” for its television products, including DirecTV and its AT&T U-Verse cable service.While DirecTV’s logo will change in January, AT&T will keep the DirecTV brand name “for the forseeable future,” a spokeswoman said.

LATAM MARKET

GOOD INTENTIONS, BAD RESULTS: Coca-Cola Mexico coca colahad to issue an apology and take down a YouTube ad featuring goodwilled white teenagers bringing Cokes and a big, pretty Christmas tree to a group of indigenous Mixes in Oaxaca. Coca-Cola’s #OpenYourHeart campaign was supposed to be aimed at ending prejudice, but it ended up reinforcing some pretty bad racial and colonial stereotypes. Oops.

VALUABLE MONETIZATION TOOLS BREED MORE PARTNERSHIPS: Global Demand Side Platform (DSP) company MediaMath (represented by Headway Digital in Latin America) has teamed up with video outstream advertising firm and monetization support platform Teads to offer MediaMath clients access to Teads’s premium video programming in Latin America through Deal ID, a function that connects ad buyers and sellers through filters like price, ad placement and format.

ESPN EN ESPANOL, BUT BETTER: Those visiting ESPN.com in Argentina, Chile, Colombia, Mexico and Venezuela will be greeted with an improved version of the sports platform, with the same technology and design as that of the site that was launched in April, but with better audio and video content that covers more sporting events with better speed and performance. It will also be responsive, as mobile-friendliness is a must with any digital product.

MEXICANS GO MOBILE: Programmatic advertising software company TubeMogul released a study on the Mexican online video advertising market and found that more pre-roll video ad impressions occur on mobile devices in Mexico than in the United States: 33% versus 23.9%. The study also found that while 30-second ads conform 70% of mobile ads in said country, 15-second ads are more effective, as they were found to have a higher completion rate.

ARGENTINA DEVOURED ONLINE VIDEO IN 2015: According to a new study, video downloads and consumption increased by 66% in 2015, as more than three billion videos were viewed in October 2015 alone. Argentines spend 11 hours a week watching videos on their smartphones and SmartTVs, and the amount of mobile video consumption grew 7%.

REACHING LATAM: WORTH MERGING FOR?: Video compression company Thomson Video Networks (TVN) is rumored to be considering an offer from delivery infrastructure company Harmonic to acquire 100% of its assets for $75 million. The purchase would give TVM greater reach, scale and resources while Harmonic is attracted to TVN’s strength in regions like Latin America as well as its content and service provider relationships.

LATAM DIGITAL VENTURES DEBUTS FULLSCREEN: José Valverde Padilla, co-founder and CEO of Fullscreen spoke with Portada about the newly-created venture that Latam Digital Ventures opened seven months ago in an effort to provide multi-screen, integral online video advertising solutions for a variety of platforms. The agency will offer formats like pre-roll, mid-roll, post-roll, pre-home, in-banner, rich media and rising stars, to name a few. Their network of premium sites already has 4.6 million unique viewers, and is planning to reach the US-Hispanic market by 2016.

VIACOM BRINGS ONLINE VIDEO TO LATAM: Viacom International Media Networks The Americas has launched an app suite for TV Mobile Viacom Play Plex. All of Viacom’s Latin American distribution partners the opportunity to offer clients with smartphones and tablets access to all of Viacom’s international television content like MTV Play, Comedy Central Play and Nick Play anywhere, anytime.

What: AT&T has announced DIRECTV Advertising Sales will now be a part of the AT&T AdWorks family under One Advertising Organization. Rick Welday was named President of AT&T AdWorks and will lead the division.
Why it matters: After the FCC approved the AT&T DirectTV merger ten days ago, the combined entity is providing more concrete plans about how the two entities are going to integrate. The merged advertising sales organization will be an important player in the addressable TV market, now that more than 12 million DirecTV homes are added to its Blue print targeting solution.

hero_att_merger.bc53ebb8AT&T has announced that DIRECTV Advertising Sales will now be a part of the AT&T AdWorks family. The new entity will enable advertisers to reach their precise TV audiences at an unprecedented scale.

descarga (1)Rick Welday (photo) was named President of AT&T AdWorks and will lead the division.

AT&T AdWorks now combines DIRECTV’s addressable TV targeting capability, which is one of the largest addressable TV advertising platform in the U.S., with the reach of AT&T AdWorks TV Blueprint data-driven solution. This combination, which is called AddressablePlusSM, gives advertisers the ability to reach their target audiences, at scale, delivering a better ROI than traditional approaches to national TV buying.

“The combination of 12 million addressable DIRECTV homes with the 70 million homes in the TV Blueprint audience network puts us in a unique position,” Welday said. “We will continue to reduce wasted spend in traditional national TV ad buys and provide best-in-class post campaign measurement to prove it.”

The combination also provides significant extended reach and scale for TV Everywhere and interactive TV.

AT&T AdWorks Addressable Advertising Opportunities by the Numbers

  • Total TV Households: 26 million
  • Addressable TV Households3: 12 million
  • TV Blueprint Households: 70 million (includes other MVPDs)

DIRECTV Addressable Advertising

The DIRECTV Addressable Advertising platform ensures that messages are delivered only to their target households. Gone are the days of wasteful TV ad buys based solely on age and gender demographics.

DIRECTV’s Addressable Advertising platform reaches target audiences at a household level via the world’s most powerful medium: television. Addressable Advertising campaigns are fueled by set-top box data and third-party data, yielding powerful information about specific target audiences. Advertisers can continually optimize their national TV ad buys, making them even smarter and more effective.

AT&T AdWorks TV BlueprintSM

TV Blueprint is an audience-targeting solution that uses anonymous and aggregate proprietary viewership data from millions of set-top boxes. Using this data, TV Blueprint develops custom, data-optimized media plans to better reach advertisers’ key target audiences. The proprietary algorithm was developed by AT&T Labs and analyzes second-by-second TV viewership behavior. It finds the optimal cable TV networks, days, and times of day to reach target audiences.

With the addition of DIRECTV households, TV Blueprint reaches more than 70 million2 homes across the U.S., providing audience targeting at scale.Advertisers can now integrate both audience targeting products–household Addressable Advertising and TV Blueprint–to create an industry leading combination called: AddressablePlus.

Join us at PORTADA Mexico!

 

#Portada15 is shaping up as the one Multicultural Marketing and Media event to go to in 2015! The list of major Brand Marketing and Agency Stars participating at #Portada15: the Hispanic Sports Marketing Forum (Sept. 16) and the 9th Annual Hispanic Advertising and Media Conference (Sept. 17) is getting longer and longer. Check out the amazing Speaker Roster our Editorial Team has already been able to assemble.

  • Kymber Umana, Hispanic Marketing Manager, Sprint
  • Crystal Hudson , Principal Officer, Sports & Affinity Marketing, Amtrak
  • Ivonne Kinser, Head of Digital Media Strategy, Avocados from Mexico
  • Trisha Ranes, Senior Marketing Manager-Latino, H&R Block
  • César Taveras, Online Marketing Manager, Rosetta Stone
  • Jason Riverio, Manager, Multicultural Brand Marketing, Big Lots
  • Maria Fernanda Ordoñez, SVP Media Director , Identity
  • Pattie Falch, Director Sponsorships & Events, Heineken USA
  • Manuel Campos, Hispanic Marketing Director, Sprint
  • Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo
  • Christian Borjon, Director Hispanic Sales & Marketing, Samsung
  • Vilma Vale Brennan, Managing Partner, MEC Multicultural
  • Emma Velez Lopez, Director of Advertising US Hispanic, DirecTV

…many more to be announced soon!

Register to the Hispanic Sports Marketing Forum (Sept. 16) and to the 9th Annual Hispanic Advertising and Media Conference (Sept. 17) for only US$ 499 (Early Bird Rate)! 

Expect key content and networking opportunities indispensable for any marketing and media professional who wants to succeed in Multicultural America.

We are looking forward to see you again this year in NYC! Make sure you take advantage of the Early Bird Rate (US $399 9th Annual Hispanic Conference (Sept. 17) and US$499 for the COMBO (Sept. 16-17).

Register here!

Join us at PORTADA Mexico!

What:  DirecTV will launch an online video service called YaVeo , exclusively catering to Hispanic consumers, by the end of this year. Univision will be DirecTV’s  new service major content supplier.
Why it matters: DirecTV’s “YaVeo”, joins a growing number of companies (Viacom. Sony, Verizon) signing deals with media companies to offer content for new online video services.

imagesFollowing announcements from Sony, Verizon and Dish, DirecTV CEO Mike White said in a recent Financial Analysts Conference that the company is creating and close to launch an online video service by the end of this year.
However, DirecTV’s service will vary from the three others in that it will specifically target Hispanics, and will be called YaVeo , which translates to “Now I see.”

“There’s an ethnic opportunity,” noted White. Through a licensing deal, the service is expected to niche programming for a minimal price, with Univision as a major content supplier. The deal is expected to close by 2015.

Univision’s content would be a crucial offering for DirecTV’s online service, as it will help the satellite operator to offset smaller rival Dish Network Corp (DISH.O), which is creating a multichannel Internet TV service that would be a cheaper alternative to traditional cable and satellite services. Still, Univision didn’t specify whether this deal will include its’ linear channels or just access to its on-demand content. In addition to Univision, DirecTV may be in talks with other Spanish language media companies to supply content for the service.

The Hispanic service would be the first of a series of lower-priced niche online channels CEO Mike White has said the satellite provider would launch. However, It’s not clear yet how the service would function or look like. It is uncertain whether it would be ad-supported and/or subscription based, or even if it would offer live linear channels or on-demand access to telenovelas and other Spanish-language content.

The Hispanic service would be the first of a series of lower-priced niche online channels DirecTV will be launching.
 

Both the multichannel Dish offering and the more targeted DirecTV service are aimed at potential subscribers for whom traditional satellite service is too expensive.

Entiring the “niche” OTT space

Going after a Spanish-language audience makes a lot of sense for DirecTV. Not only is the size of this audience growing but also Latinos watch 90 minutes more online video per month than the average U.S. consumer, according to a recent Nielsen report. Focusing on Spanish-language content will also help DirecTV avoid directly competing with either Netflix or traditional TV services, both of which can be very expensive. That’s why other big operators, including Comcast and AT&T, are increasingly looking to niche programming for their online efforts as well.

Not only is the size of this audience growing but also Latinos watch 90 minutes more online video per month than the average U.S. consumer
 

descarga (1)White also discussed the AT+T acquisition made earlier this year. DirecTV, which has accepted a US $48.5 billion takeover offer from AT&T Inc (T.N), secured Internet rights to Univision content as part of a previously disclosed agreement signed in March 2013. DirecTV’s Latino video service could be a good complement to AT&T’s own niche video plans, should the acquisition be approved by regulators.

DirecTV’s “YaVeo”, joins a growing number of companies signing deals with media companies to offer content for new online services. Viacom and Sony announced on Sept. 10 an agreement for Viacom’s 22 cable channels, including MTV and Nickelodeon, to be offered online through Sony Internet-connected devices. Verizon Communications Inc (VZ.N) CEO Lowell McAdam said on Thursday that the telecoms provider plans to launch an Internet-based television service in the first half of 2015.Dish plans to offer a service by the end of the year, as the company has signed deals with Disney and A&E Networks to provide ESPN, the Disney Channel and Lifetime, among others.

What: ¡HOLA! TV, a new Spanish-language TV channel that reflects the lifestyle and entertainment content of iconic magazines ¡HOLA! and HELLO!, launched on DIRECTV channel 430 on May 1.
Why it matters: With its debut in the U.S., ¡HOLA! TV expands the ¡HOLA! and HELLO! brand and lifestyle to the US Hispanic market.

hola.tv¡HOLA! TV is a joint venture between ATRESMEDIA TELEVISION, a media conglomerate company from Spain, and ¡HOLA! Magazine. ¡HOLA! TV programming features the best of ¡HOLA! Magazine reimagined for television, with news, exclusives and special content that mirrors the philosophy and style of the ¡HOLA! brand.  ¡HOLA! TV is headquartered in Miami, Florida, where it also produces two daily and three weekly original shows from their studios at Imagina U.S. Another one of their weekly original shows is produced by ATRESMEDIA TELEVISION, studios in Madrid, Spain.

Ignacio Sanz de Acedo , CEO & GM of HOLA! , told Portada that 95 % of content will be produced out of Miami and the rest out of ATRES MEDIA TELEVISION headquarters in Madrid, Spain.

95% of the content produced will be produced in Miami, we do it together with our parent company in Spain so as to maintain an editorial line

HOLA ! TV was launched in Latin America six months ago and contents are also produced in Miami. “Regarding advertisers, we are still analyzing what will be the best way to structure the sales effort. We are Looking for sales representatives both for Latin America and the Hispanic market in the U.S. ,” Acedo told Portada .

DIRECTV is the first to carry the channel in the U.S., Acedo tells Portada That “So far, DIRECTV is the first affiliate which we have come to an agreement, but we have been talking with others too. We expect to come to an agreement with most of them.’

¡HOLA! magazine boasts 30 editions reaching over 120 countries around the world, and a weekly readership of 20 million worldwide. The magazine was founded in 1944 in Barcelona. The magazines launched in Central America last year.

“Our goal has always been to position ¡HOLA! TV as a trusted and respected source for celebrity news and exclusives for both the Latin American and US audiences,” said Ignacio Sanz de Acedo, CEO and general manager for ¡HOLA! TV.

“We are pleased to be the first to introduce ¡HOLA! TV to our Spanish-speaking customers across the U.S.,” said Emma Brackett, vice president, Content and Programming, DIRECTV. “¡HOLA! TV’s refreshing take on entertaining human interest stories and original programming is a welcome addition to our Spanish-language programming lineup and will delight Hispanic customers everywhere.”

Programming

¡HOLA! TV’s programming includes more than 500 hours a year of original production, with a focus on the following four original shows: • MUNDO ¡HOLA! Hosted by Colombian María José Barraza. • HOLA! Diario. • ¡HOLALA! A weekly half-hour show hosted by Irene Sánchez and • En Exclusivo.

Among the new programing acquisitions ¡HOLA! TV will have • Royalty Special Reports. • Travel in Style and • The Time in Between (El tiempo entre costuras).

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