The FIFA World Cup 2018 will begin in June, providing a fantastic opportunity for brands to get closer to their audiences. That’s why I have invited Ana Lopez, Marketing and Communications Manager at Adsmovil, to talk about how brands can focus their digital advertising during the World Cup – VK. Why is the World Cup such […]
The FIFA World Cup 2018 will begin in June, providing a fantastic opportunity for brands to get closer to their audiences. That’s why I have invited Ana Lopez, Marketing and Communications Manager at Adsmovil, to talk about how brands can focus their digital advertising during the World Cup – VK. Why is the World Cup such […]
It’s no secret that technology is increasingly at the core of many products and services and as this proliferates, tech giants are getting into new businesses as well as into each other businesses. In this world, tech matters and so does brand and scale. Look at Facebook: • Its new Marketplaces product, where users can […]
It’s no secret that technology is increasingly at the core of many products and services and as this proliferates, tech giants are getting into new businesses as well as into each other businesses. In this world, tech matters and so does brand and scale. Look at Facebook: • Its new Marketplaces product, where users can […]
At Cisneros Interactive, under RedMas, we launched the first and only audio advertising network in Latin America and the United States Hispanic market, Audio.Ad. We did this because we are optimistic that users will increase their listening time on streaming services. Just like video/tv is seeing a monumental shift from Linear TV to video streaming […]
At Cisneros Interactive, under RedMas, we launched the first and only audio advertising network in Latin America and the United States Hispanic market, Audio.Ad. We did this because we are optimistic that users will increase their listening time on streaming services. Just like video/tv is seeing a monumental shift from Linear TV to video streaming […]
I recently read an article “Emerging Markets present a great opportunity for mobile and app advertisers. But how do you enter them” which contained some good data points which I will share with you (just the data pertaining to Latin America). Finally, there seems to be no secret to what many, including us at Adsmovil […]
I recently read an article “Emerging Markets present a great opportunity for mobile and app advertisers. But how do you enter them” which contained some good data points which I will share with you (just the data pertaining to Latin America). Finally, there seems to be no secret to what many, including us at Adsmovil […]
Victor Kong is the President of Cisneros Interactive, a division of Cisneros in charge of developing advertising businesses in Latin America, the US Hispanic market, and Spain. Cisneros Interactive’s portfolio consists today of RedMas, Adsmovil, Audio.Ad, Coyote Media House, IT Click Video, Native.Ad, and TailTarget Latino. With this portfolio, Cisneros Interactive is one of the leading companies in the digital advertising […]
Victor Kong is the President of Cisneros Interactive, a division of Cisneros in charge of developing advertising businesses in Latin America, the US Hispanic market, and Spain. Cisneros Interactive’s portfolio consists today of RedMas, Adsmovil, Audio.Ad, Coyote Media House, IT Click Video, Native.Ad, and TailTarget Latino. With this portfolio, Cisneros Interactive is one of the leading companies in the digital advertising […]
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In my first blog about OTT and the Pay TV ecosystem in November 2015, I made a prediction that the current Pay TV model will not change that rapidly because the business model worked very well for existing incumbent players (i.e. Cable companies plus Pay TV Programmers). Moreover, in February 2016 I followed it up with data that showed that cord cutting was less than expected.
Two and a half years later, Pay TV HH’s continue to fall at about 2% per year. At the same time, OTT users in the United States are getting close to 200 million users, which represents 84% of all internet users.
We can argue whether this rate of decline represents a fast or slow disruption, but if we see how users are consuming media, we do notice a very rapid shift in consumption. In other words, “cord-cutting” is definitely happening, but also users who continue to have a Pay TV subscription are nevertheless watching less Linear TV than ever before. In this sense, I believe the Pay TV disruption is happening faster than I envisioned two and a half years ago.
As a consequence, it’s not surprising that Digital Advertising has surpassed TV Advertising in the United States.
By the way, all these slides are borrowed from Digital Capital Advisors’s excellent Perspectives On OTT paper.
Another way to see the progress of OTT platforms is that they have become original content powerhouses as well. In the last Emmy’s, the quality and breadth of their content became evident:
• Netflix tied HBO in Emmy wins, putting an end to HBO’s 17 year winning streak. It marks the first time in Emmy history that a streaming company has joined a traditional broadcaster in taking home the most awards.
• Amazon Prime’s show “The Marvelous Ms Maisel” won Best Comedy, Outstanding Writing for a Comedy Series, and Best Leading Actress in a Comedy
• Hulu’s “The HandMaid’s Tales” won an Emmy for Outstanding Production Design and another one for Outstanding Guest Actress in a Drama series (Samira Wiley)
As a conclusion, Pay TV is being disrupted faster than I anticipated and the industry is acting accordingly. Large players such as ATT and Comcast are integrating themselves vertically becoming major distribution and content powerhouses. The next five years will surely be interesting in this frenetic and dynamic media world!
It is estimated that in 2020, internet penetration in Latin America will be 60 percent, more than the global average (49.6%)*. This undoubtedly will have an impact on advertising, where the mobile market is growing very quickly and is expected to be 32** percent globally this year.
All of this was very clear to us when we established Cisneros Interactive six years ago and decided to focus on digital advertising for the Hispanic and Latin American markets. We couldn’t be prouder now because not only do we have a portfolio of specialized companies that provide digital advertising solutions but we’ve also gained the confidence of one of the world’s most relevant brands. After a strict selection process, in 2017 we began a pilot partnership with Facebook, becoming their exclusive representative in Ecuador, Bolivia and Paraguay, where they didn’t have offices, and where we have worked with 900 advertisers, contributing to the efficient use of Facebook as a marketing tool.
Due to the success of the trial period, this year we expanded our partnership to cover six more countries (Guatemala, Costa Rica, Panama, the Dominican Republic, Puerto Rico and Uruguay) where, through offices and specialized teams, we can now provide added value to those markets, helping advertisers understand how to use Facebook more efficiently, forgetting “fan” numbers and “likes” and instead prioritizing business results. At Cisneros and Facebook, we understand that as a car dealership your marketing objective is to sell cars or as a company that produces consumer products your goal is to be on the top of mind of your consumers.
Starting in October, we are starting a new chapter with Facebook where we change our client-facing pricing model. We will no longer charge a mark-up, but instead charge clients the same cost as reflected in Facebook’s platform. Without additional costs, and by continuing to offer local support, training, and local invoicing and credit, our value proposition is complete. Now we can serve all advertisers and their agencies and help everyone optimize their media investment in Facebook, Instagram, Facebook Audience Network and soon, WhatsApp.
In addition to what being able to represent Facebook has meant to the company, it has personally been very enriching to witness the case of an electronics store in Bolivia, for example. The family-owned company was initially not very confident about what it could achieve through this platform, but we set out to prove that Facebook could increase their sales. On a given Wednesday between 6 p.m. and midnight, when businesses are usually closed, we announced a 10 to 50 percent off sale. The announcement was made exclusively on Facebook just two days prior to the sale. To our client’s surprise, that day, their sales numbers were comparable to those of a Christmas season day, exceeding all their expectations, proving Facebook is much more than just clicks or views.
We are breaking old paradigms, helping clients grow their digital presence, and contributing overall to the regional economy.
The food truck craze as far as I know began in the USA, and like many other trends it spread worldwide. Uruguay is no exception and it now has its own food truck fair called Degusto, complete with music, good food, beer and wine. What’s surprising is that I think they took the concept and improved on it. You be the judge of these amazing food trucks.
• This was my favorite and of course, in Uruguay you must have a “parrillada” (BBQ with woodfire, not charcoal), and they invented this mobile one. You have the “asador” at the back, and in the front you have the grill.
It is always great news when a Latin American start-up succeeds in attracting Silicon Valley’s VC money, and even more when one gets selected by the prestigious accelerator Y Combinator. Y Combinator for those of you who do not know is a mega-famous start-up incubator company and seed fund which has supported and invested in […]
eMarketer’s recent projection that said US Digital Display Ad Spending will Surpass Search Ad Spending in 2016 , led me to think that finally Branding is being given the importance it deserves in digital media. If we analyze the sources of growth in eMarketer’s projection , these seem to support my assumption. Video, Sponsorships, and […]
In one of my last blog entries, I wrote about Uber. This time, I am writing about AirBnb, a marketplace selling accommodations. An article on the Wall Street Journal caught my attention: It seems that AirBnB is worth more than Marriott International with its 4,000 hotels under management and US$13.8bn in revenue. In contrast, AirBnB […]
It is always great news when a Latin American start-up succeeds in attracting Silicon Valley’s VC money, and even more when one gets selected by the prestigious accelerator Y Combinator. Y Combinator for those of you who do not know is a mega-famous start-up incubator company and seed fund which has supported and invested in […]
eMarketer’s recent projection that said US Digital Display Ad Spending will Surpass Search Ad Spending in 2016 , led me to think that finally Branding is being given the importance it deserves in digital media. If we analyze the sources of growth in eMarketer’s projection , these seem to support my assumption. Video, Sponsorships, and […]
In one of my last blog entries, I wrote about Uber. This time, I am writing about AirBnb, a marketplace selling accommodations. An article on the Wall Street Journal caught my attention: It seems that AirBnB is worth more than Marriott International with its 4,000 hotels under management and US$13.8bn in revenue. In contrast, AirBnB […]