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EVENT WEBSITE: https://www.portada-online.com/events/forum/overview/

Registration

Register and meet fellow #PortadaLat attendees

(Ashe  Auditorium  Foyer)  

WI-FI ACCESS  

User/Network:    Teads  Password:    OutstreamRevolu7on  

SPONSORED BY:

Welcome and Introduction

EVENT MC:

Ø   Susy Rosado

Platforms, Formats, Reach

MODERATOR: Ø  Andrea Santiago, Client Services Director, IBOPE-Nielsen

PANELISTS: Ø   Carlos Espíndola, Gerente eHub Latinoamérica, 3MsØ Adriana Grineberg, Head of Operations Miami, FacebookØ   Jayson Dubin, CEO & President, Playwire MediaØ   Veronica Chanrai, VP Regional Director Latin America, Starcom MediaVest Group

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What  Brands,  Agencies  and  Media  Owner's  need  to  know  about  the  latest  developments  in  La?n  Online  Video.  

CASE STUDY: HOW ADVERTISERS CAN GET MORE FROM THEIR

VIDEO ADVERTISING BUDGET

A PRESENTATION BY: Ø   Maya Kosovalic, Digital and Media Communications Manager, L’Oréal Travel Retail Americas

Ø   Joann Chea, Head of Socialyse, Havas Social Media DivisionØ   Eric Tourtel, Senior Vice President Latin America, Teads.tv

REINVENTING VIDEO ADVERTISING

Giorgio Armani Si LEVERAGING ONLINE VIDEO POTENTIAL

The ultimate elegance is to be yourself

Giorgio Armani

Italian Elegance

Hollywood Glamour

Objectives

CAMPAIGN GOAL

" Build brand awareness of the Armani Si fragrance in Brazil " Build brand favourability " Drive purchase intent

Study Objectives

" Measure the campaign impact on awareness, "favourability and purchase intent

Sample Size

" Control: 200 (Target audience n=61) " Exposed: 200 (Target audience n= 66)

Digital Fieldwork Dates " April – May 2005

Strong Awareness In Brazil

92

4667

3267

21

Control: Overall Audience for Giorgio Armani (n=200)

Aided Brand Awareness: Control Brand Favorability: Control Purchase Intent: Control

Control: Global Fragrance Campaigns (n=29)

Even Stronger Among Target

92 9767 73

35 3967

8453

72

Control Overall Audience (n=200)Global Control Target Audience (AB Social Grade) (n=61)

Aided Brand AwarenessCONTROL

Aided Product AwarenessCONTROL

Online AwarenessCONTROL

Brand FavorabilityCONTROL

Purchase IntentCONTROL

Growth Powered Mainly by Mobile and Online Video

Source: Price Waterhouse Coopers Media & Entertainment Outlook 2014

41%2013

2013 2018

2018

12%14%

29%4%

55%

1% 15%

26%

3%

53%

2% 13%

24%

9%

38%19%

Mobile +165%11%

25%8%

Classifieds +28%Display +43%Video +191%Search +41%

Mobile +232%Classifieds +81%Display +95%Video +561%Search +105%

WORLDWIDE

AMERICA

With a Consolidated Video Consumption Across the Region

Source: Comscore Digital Future in Focus Latam - 2014

87% 86% 86% 84% 82% 82%

Brazil is the LATAM country with the highest OLV penetration among online users

VIDEO REACH

Brazil Argentina Colombia Worldwide Chile Mexico

WATCHING VIDEOS

Source: Global Web Index Market Report Brazil & USA Q1 2014

is the most popular activity online

80%BRASIL 83%

USA

38% WATCH BRANDED VIDEOS vs. 24% global average

Source: Global Web Index Market Report Brazil & Global Q1 2014

M E D I ACreative

To impact data combine different sources, beyond media, �to understand and project business and brand results.

ROI Sales Lift

Brand Assets

Brand Health

Purchase Intent

Social

Ana l y zed Pro j ec ted

Teads Leads in Actionable Metrics �Beyond Media Numbers

Media Format vCTR  

Teads   1   4.83%  

2   2.25%  

3   8.94%  

Vendor  2 1   3.39%  

Vendor  3 1   0.16%  

2   0.82%  

• Delivering media is important but the actions beyond contracted "media dollars are invaluable to advertisers

• Innovative formats that guarantee high viewability ensures minimal "waste and maximizes potential for actions beyond the views

MEDIA FORMAT vCTR

Vendor 2 1 3.39%

Teads 1 4.83%2 2.25%

3 8.94%

Vendor 3 1 0.16%

2 0.82%

A quest for viewability

Source: the ANA " The Bot Baseline : Fraud in Digital Advertising", Tubemogul

THE FACTS

78% OF NON PREMIUM�

PRE-ROLL NOT SEEN

53% OF PREMIUM PRE-ROLL

NOT SEEN

70% OF NON-VIEWABLE ADS�

AREN’T VIEWABLE BECAUSE THE USER LEAVES THE PAGE

ADD  DON  DRAPER    COMPLETED  DOESN’T  MEAN  IN  VIEW    

DOESN’T MEAN COMPLETED

V IEWABLE

Ok, but 70% of pre-rolls are completed, right?

Completed ≠ Viewable

1st Quartile Midpoint 3rd Quartile End

24.1

86.1

22.3

82.4

21

79.5

20

76.5

Total video impressions

Completions

Completions in views

Completion rate

70% VIEW THROUGH RATE �BUT STILL, ONLY

20% OF PRE ROLL COMPLETED �VIEWS ARE VIEWABLE

   Understanding where impressions are wasted

BOTS VIDEO STARTS BUT IS NOT IN VIEW

USER LEAVES PAGE BEFORE VIDEO IS COMPLETED

1 2 3

“minimum of 50% of the player in view for a minimum of 2 seconds”

– MRC 2014

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The MRC norm fails on ad recall of viewers are unable to

identify the brand or product within the MRC’s minimum two second viewability definition

Source : STRATA polled 654 online video watchers aged 18+, US May 2015

75%

CAN NEW FORMATS

Video ads can be displayed �outside video streams!

CHANGE THE GAME?

Video ads can respect the user�choice to watch or not

View-to-Play can�improve viewability!

SITES THE CAMPAIGN RAN ON

EXECUTIVE SUMMARY INREAD - CAMPAIGN DETAILS

Start date

05/10/2015

1,352,603 DELIVERED VIEWS CTR

4.11%

04/08/2015 End date

55,640 CLICKS

1,232,630 BOOKED VIEWS

8,242,026 IMPRESSIONS

How viewable was the campaign?

3,809 h

Human Rate 2s in view 5s in view

Exposure time completed views9,449 hExposure time completed views

99.9% 98.3% 99.3%

53.4%

99%

48%TeadsBenchmark

Paid TimeFree Time100 145

Performance Overview ARMANI

Outstream advertising is based on a Cost Per completed views model, generating free time for advertisers.

Reached complete rate Visible on completion Fully on screen rate

100%

71.7%

99.7%

33%

75.9%

43.1%TeadsBenchmark

Performance Overview ARMANI

Reached complete rate: % of impressions where the ads played to completion ( regardless of viewability) Visible on completion: % of impressions where the ads played to completion and was visible on the screen. Fully on screen rate: % of impressions where the ad surface was 100% on screen for any period of time.

How effective?

Overall Strong Performance Vs Norms

2.0

Aided Brand Awareness Purchase Intent-1.2

4.20.8

Delta Shift: Overall Audience for Giorgio Armani ( n=200 )Control: Global Fragrance Campaigns ( n=29)

Performs in Top 20% of campaigns measured

Norm: 29 global fragrance campaigns

85%57%

21%42%

26%

Aided Brand Awareness

Control Delta Shift -/+

Online Ad Awareness

Brand Favorability

Purchase Intent

Aided Product Awareness

0.9-

4.4

14.2*

Statistically significant increase*

+

+

18*+

12.8+

Strongest Performance Among New Luxury Fragrance Users

Not current users of luxury fragrances (c=79, e=68)

100% VIEWABLE ADS

Conclusion

= BETTER ROI

TEADS.TV

DELIVERING OVER THE TOP TELEVISION  

A Conversation between two major Thought Leaders and Trendsetters in the Global Online Video Space.

A CONVERSATION BETWEEN: Ø   Juan Carlos Santamaria, VP - General Manager, Kaltura Ø   Jan Riemens, CEO, Zoomin.TV

ONLINE VIDEO POWER CONNECTION

MODERATOR: Ø Pablo Silva, Director Product Innovation, Viacom

PANELISTS: Ø Fabienne Fourquet, CEO and Co-Founder, 2BtubeØ  Luiza Ricupero Negret, VP, StyleHaul MundoØ Ulysses Alvarado, Founder & CEO, Tu Vision CanalØ Lynn Ponder, Founder, WebcityGirlsØ Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global Ø  Martin Frontini, Managing Director Latam & Spain, Zoomin.TVØ  Carolina Ortiz, Lifestyle and Beauty BloggerØ  Daniela Ramirez, Lifestyle and Fashion Blogger

Special Online Video Talent Showcase

Presented by:

(IBIS ROOM)

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TITLE 1

Creamos contenidos para la nueva generación hispanoamericana

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2btube is the only MCN in the world working exclusively with Spanish-language creators and content,

with offices in Madrid, Miami and Mexico.

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MCN - MULTI-CHANNEL NETWORK

MCNs are companies that manage multiple YouTube channelsAnd assist content creators and brands and create global audiences

CHANNEL MANAGEMENT

CONTENT CREATION

GLOBAL AUDIENCES & BRANDS

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2btube is the largest and most ambitious YouTube project in Spain.

5

6

This is what we do.

Talent Management

BUSINESS LINES

Branded Content +B2B

Own channels + Formats

$

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And this is how we do it

VERTICALS

Sports +

Games

Entertainment Lifestyle +

Fashion

Family

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Analizamos su ADN para proponer valor

CONSULTORÍA

Análisis de presencia YouTube + Google

Optimizar estrategia Diálogo para conocer su estrategia de contenidos y proponer valor

Boosting de canales

Auditoría de canales

GENERAR VALOR por el talento con el crecimiento de las audiencias y de los ingresos

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WW

60MViews per month

4MSubscribers

+1002btubers

TALENT MANAGEMENT

MADRID MIAMI

MEXICO CITY

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MADRID600 m² in the heart of Madrid, next to the Retiro Park Half of the office is a studio/creative space, the other half is office space Currently houses 20+ HC with enough room available to grow to double that 11

MIAMI70 m² in the Wynwood art district where companies like Vice, Facebook and Redbull head-up their Latin America pan-regional activities. This office focuses on Talent Management of US-based Latinos, Ad/Branded content sales and B2B operations for LatAm TV channels

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MEXICO CITY

400 m² in La Condesa in Mexico City Focused on Production, Talent Management and B2B operations Half of the office will be a studio/creative space Will house 15+ HC with enough room available to grow to double that

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¿Qué podemos hacer por ti?

¿Qué podemos hacer por ti?

No vas a estar solo. Mediante videollamadas, mails; y si es posible, quedadas, iremos poniéndonos metas para que tu canal evolucione y se integre lo mejor posible con las herramientas de la plataforma.

Te aconsejaremos estrategias y te diremos qué contenidos te funcionan mejor.

Nuestros Profesionales

Un análisis de tus éxitos y fallos

Con la ayuda de nuestro analista de datos, sacaremos conclusiones que nos ayudarán a aprender y mejorar tus contenidos.

Con la ayuda de nuestro equipo de diseño gráfico, analizaremos la coherencia estética de tu canal y en caso de necesitarlo trabajaremos en él.

Una de las librerías de música y sonidos más grande del mundo.

Damos de alta tu canal dentro de la plataforma Epidemic Sound, el mejor portal de música libre de derechos en Europa. Puedes hacer búsquedas detalladas, búsquedas por sentimiento, fragmentar los temas por instrumento, etc.

Para que te resulte más cómodo y puedas grabar con más facilidad, tienes a tu disposición un plató y material audiovisual de calidad para tu propio uso.

Tenemos estudios de producción en Madrid, Espana y en Mexico D.F.

Además, si tienes alguna duda de grabacion, edicion, produccion, podrás consultarla con nuestro equipo.

Te ofrecemos un lugar donde poder grabarte.

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PARTNERSHIPS

Brand relations Mexico + Spain

Europe’s best license and royalty free Music Library

available to all 2b talent

Official YouTube Certified Partner for audience

development & Content ID

Media Partner/ Account Certification

Protection of format rights and IP for 2b and our talents

Online communication specializing in lifestyle

Data Analysis and Technology Platform

BRANDED CONTENT

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$

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Thanks to our own content slate and large-scale co-productions we engage loyal audiences and successfully deliver brands

messages

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BRANDED CONTENT

OWN CHANNELS +

FORMATS

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25

CAPABILITIES

LIFESTYLE1.2M

Subscribers5M

Views/mth

GAMING1.2M

Subscribers15M

Views/mth

ENTERTAIN- MENT

1.55M Subscribers

15M Views/mth

FAMILY

40K Subscribers

2M Views/month

Unique combination of top talent, engaged audiences and content production

To offer brands the best way to reach engage and convert new audiences in customers

GAMING

1.2MSUSCRIPTORES TOTALES

15MVISITAS /MES

10K

LUNADANGELIS - 6M VISITAS/MES

CATACROQUER - 2.7M VISITAS/MES

HEYNAU - 1.2M VISITAS/MES

TOP TALENT

LOS LUNES AL LOL

FACE TO

FACE

TOPS &

ESPECIALES

ENTRETENIMINETO1.6M

SUSCRIPTORES

15MVISITAS /MES

10K13.3K1.1

TOPTALENT

PITER G - 9.3M VISITAS/MES

CYCLO MUSIC - 2.8M VISITAS/MES

FORTFAS WTF - 5.2M VISITAS/MES

TOP TALENT

DRAW MY LIFE

CAMPEONES

CARA A CARA

DEBATE TOP 5

LIFESTYLE1.2M

SUSCRIPTORES

5MVISITAS/MES

300K 60K

TOPTALENT

NIGHTNONSTOP - 600K VISITAS/MES

REBECA STONES - 1.7M VISITAS/MES

SALLY WINTHER - 650K VISITAS/MES

TOP TALENT

PROBLEMAS DE CHICAS

#FIRSTWORLDPROBLEMS

20 COSAS SOBRE…

FAMILIA & NIÑOS

40KSUSCRIPTORES TOTALES

2MVISITAS/MES

34K1K

¿Quedamos?Come to our office in Wynwood and meet us. Or contact us via email + social networks

fabienne@2btube.com @Fabiennef

@2b 2btube.com

Thank you for your time

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2btube.com

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