Portada Online Video Forum

1. SILVER SPONSOR
BRONZE SPONSORS
ONLINE VIDEO TALENT
DEVELOPMENT SPONSOR
OFFICIAL WIRE SPONSOR
SPONSORS
EVENT WEBSITE: https://www.portada-online.com/events/forum/overview/

2. Registration
Register and meet fellow
#PortadaLat attendees
(Ashe
Auditorium
Foyer)

3. WI-FI ACCESS
User/Network:
Teads
Password:
OutstreamRevolu7on
SPONSORED BY:

4. Welcome and Introduction
EVENT MC:
Ø Susy Rosado

5. Platforms, Formats, Reach
MODERATOR:
Ø Andrea Santiago, Client Services Director, IBOPE-Nielsen
PANELISTS:
Ø Carlos Espíndola, Gerente eHub Latinoamérica, 3Ms
Ø Adriana Grineberg, Head of Operations Miami, Facebook
Ø Jayson Dubin, CEO & President, Playwire Media
Ø Veronica Chanrai, VP Regional Director Latin America, Starcom MediaVest Group
What
Brands,
Agencies
and
Media
Owner's
need
to
know
about
the
latest
developments
in
La?n
Online
Video.

6. 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 Division
Ø Eric Tourtel, Senior Vice President Latin America, Teads.tv

7. REINVENTING VIDEO ADVERTISING
Giorgio Armani Si
LEVERAGING ONLINE VIDEO POTENTIAL

9. The ultimate elegance is to be yourself
Giorgio Armani

10. Italian Elegance

11. Hollywood Glamour

17. 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

18. Strong Awareness In Brazil
92
46
67
32
67
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)

19. Even Stronger Among Target
92 97
67 73
35 39
67
84
53
72
Control Overall Audience (n=200)
Global Control Target Audience (AB Social Grade) (n=61)
Aided Brand Awareness
CONTROL
Aided Product Awareness
CONTROL
Online Awareness
CONTROL
Brand Favorability
CONTROL
Purchase Intent
CONTROL

20. 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

21. 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
VIDEOREACH
Brazil Argentina Colombia Worldwide Chile Mexico

22. WATCHING VIDEOS
Source: Global Web Index Market Report Brazil & USA Q1 2014
is the most popular
activity online
80%
BRASIL
83%
USA

23. 38% WATCH BRANDED VIDEOS
vs. 24% global average
Source: Global Web Index Market Report Brazil & Global Q1 2014

24. 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
Analyzed
Projected

25. Teads Leads in Actionable Metrics
Beyond Media Numbers
• 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%

26. A quest for
viewability

27. 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

28. ADD
DON
DRAPER
COMPLETED
DOESN’T
MEAN
IN
VIEW
DOESN’T MEAN
COMPLETED
VIEWABLE
Ok, but 70% of pre-rolls
are completed, right?

29. 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

30.
Understanding where impressions are wasted
BOTS
VIDEO STARTS BUT
IS NOT IN VIEW
USER LEAVES PAGE BEFORE
VIDEO IS COMPLETED
1 2 3

31. “minimum of 50% of
the player in view for a
minimum of 2 seconds”
– MRC 2014

33. 33
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%

34. 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!

36. SITES THE CAMPAIGN RAN ON

37. 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

38. How viewable was
the campaign?

39. 3,809 h
Human Rate 2s in view 5s in view
Exposure time completed views
9,449 h
Exposure time completed views
99.9% 98.3% 99.3%
53.4%
99%
48%
Teads
Benchmark
Paid Time
Free Time100 145
Performance Overview
ARMANI
Outstream advertising is based on a Cost Per completed views model, generating free time for advertisers.

40. Reached complete rate Visible on completion Fully on screen rate
100%
71.7%
99.7%
33%
75.9%
43.1%
Teads
Benchmark
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.

41. How effective?

42. Overall Strong Performance Vs Norms
2.0
Aided Brand Awareness Purchase Intent
-1.2
4.2
0.8
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

43. 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)

44. 100% VIEWABLE ADS
Conclusion
=
BETTER ROI

45. TEADS.TV

46. 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

47. ONLINE VIDEO
POWER CONNECTION
MODERATOR:
Ø Pablo Silva, Director Product Innovation, Viacom
PANELISTS:
Ø Fabienne Fourquet, CEO and Co-Founder, 2Btube
Ø Luiza Ricupero Negret, VP, StyleHaul Mundo
Ø Ulysses Alvarado, Founder & CEO, Tu Vision Canal
Ø Lynn Ponder, Founder, WebcityGirls
Ø Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global
Ø Martin Frontini, Managing Director Latam & Spain, Zoomin.TV
Ø Carolina Ortiz, Lifestyle and Beauty Blogger
Ø Daniela Ramirez, Lifestyle and Fashion Blogger

48. Special Online Video
Talent Showcase
Presented by:
(IBIS ROOM)

49. 1
TITLE 1
Creamos contenidos para la nueva generación
hispanoamericana

50. 2
2btube is the only MCN in the world working
exclusively with Spanish-language creators and content,
with offices in Madrid, Miami and Mexico.

51. 3
MCN - MULTI-CHANNEL NETWORK
MCNs are companies that manage multiple YouTube channels
And assist content creators and brands and create global audiences
CHANNEL
MANAGEMENT
CONTENT
CREATION
GLOBAL
AUDIENCES
& BRANDS

52. 4
2btube is the largest and most ambitious
YouTube project in Spain.

53. 5

54. 6
This is what we do.
Talent
Management
BUSINESS LINES
Branded Content
+B2B
Own channels
+ Formats
$

55. 7
And this is how we do it
VERTICALS
Sports
+
Games
Entertainment Lifestyle
+
Fashion
Family

56. 8
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

57. 9
WW
60M
Views per month
4M
Subscribers
+100
2btubers

58. TALENT
MANAGEMENT
MADRID
MIAMI
MEXICO CITY
10

59. MADRID
600 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

60. MIAMI
70 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
12

61. 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
13

62. ¿Qué podemos hacer por ti?

63. ¿Qué podemos hacer por ti?

64. 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

65. 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.

66. 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.

67. 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.

68. 20
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

69. BRANDED
CONTENT
21
$

70. 22
Thanks to our own content slate and large-scale co-productions
we engage loyal audiences and successfully deliver brands
messages

71. 23
BRANDED CONTENT

72. OWN CHANNELS
+
FORMATS
24

73. 25
CAPABILITIES
LIFESTYLE
1.2M
Subscribers
5M
Views/mth
GAMING
1.2M
Subscribers
15M
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

74. GAMING
1.2MSUSCRIPTORESTOTALES
15MVISITAS/MES
10K

75. LUNADANGELIS-6MVISITAS/MES
CATACROQUER-2.7M VISITAS/MES
HEYNAU-1.2M VISITAS/MES
TOP
TALENT

76. LOS LUNES
AL LOL
FACE
TO
FACE
TOPS
&
ESPECIALES

77. ENTRETENIMINETO
1.6MSUSCRIPTORES
15MVISITAS/MES
10K13.3K1.1

78. TOP
TALENT
PITERG-9.3MVISITAS/MES
CYCLOMUSIC-2.8MVISITAS/MES
FORTFASWTF-5.2MVISITAS/MES
TOP
TALENT

79. DRAW MY LIFE
CAMPEONES
CARA A CARA
DEBATETOP 5

80. LIFESTYLE
1.2MSUSCRIPTORES
5MVISITAS/MES
300K 60K

81. TOP
TALENT
NIGHTNONSTOP-600KVISITAS/MES
REBECASTONES-1.7M VISITAS/MES
SALLYWINTHER-650KVISITAS/MES
TOP
TALENT

82. PROBLEMAS
DE CHICAS
#FIRSTWORLDPROBLEMS
20 COSAS SOBRE…

83. FAMILIA
& NIÑOS
40KSUSCRIPTORESTOTALES
2MVISITAS/MES
34K1K

85. ¿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

86. 38
2btube.com

87. ADJOURNMENT