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By	Linda	Ramírez	&	Vicente	Jubes
“La clave del éxito en los negocios está
en detectar hacia dónde va el mundo y
llegar ahí primero”
Bill Gates
El Mercado Digital del 2020 en cifras �
Branded Content
US HISPANIC
Video InContent
Social
MULTI-screen
LATAM
New	MediaTerminology		
•  OTT	– Over-the-top	media	services	:	
–  Over	the	top	media	service	es	un	servicio	de	transmisión	de	medios	que	se	ofrece	directamente	a	los	espectadores	
a	través	de	Internet.	OTT	pasa	por	alto	las	plataformas	de	televisión	por	cable,	transmisión	y	satélite	que	
tradicionalmente	actúan	como	un	controlador	o	distribuidor	de	dicho	contenido.	
•  NaHve	AdverHsing	
•  Branded	Content
Digital	vs.	Tradicional	Ad	Spending	
USA,2018	-	2021	
Source:	eMarketer,	Feb	2019
Share	of	U.S.	Ad	spending	by	medium	2007	-	2021	
2007			2008			2009			2020			2011			2012			2013			2014			2015			2016			2017			2018			2019			2020			2021	
TV	33.0%	
TV	26.0%	
INTERNET	53.3%	
INTERNET	8.2%	
NEWSPAPER	28.1%	
NEWSPAPER	4.8%	
OOH	4.3%	
OOH	4.5%	
MAGAZINE	14.5%	
MAGAZINE	4.4%	
RADIO	14.5%	
RADIO	7.0%	
Source:	Zenith	Adver;sing	Expenditure	Forecast	March	2019
El Mercado Digital del 2020 en cifras �
El Mercado Digital del 2020 en cifras �
Net Digital ad Revenue Share WorldWide

By Company,2016-2019	
2016	 2017	 2018	 2019	
Google	 32.8% 33.0% 32.4% 32.3%
Facebook	 14.1% 16.2% 17.7% 18.7%
Alibaba*	 6.6% 7.8% 9.0% 9.2%
Baidu	 4.3% 4.2% 4.3% 4.5%
Tencent	 2.2% 3.0% 4.0% 4.9%
MicrosoW	(	MicrosoW	and	Linkedin)	**	 2.3% 2.7% 3.1% 3.5%
Yahoo		 1.6% 1.4% 1.2% 1.1%
Twier	 1.2% 1.0% 0.9% 0.9%
Amazon	 0.7% 0.8% 0.9% 1.0%
Verizon	(AOL	and	Millennial	media)	 0.7% 0.7% 0.6% 0.5%
Pandora	 0.6% 0.5% 0.5% 0.5%
IAC	 0.5% 0.4% 0.3% 0.3%
Sina	 0.4% 0.4% 0.4% 0.5%
Snapchat	 0.2% 0.4% 0.7% 1.1%
Sohu.com	 0.5% 0.4% 0.4% 0.3%
Yelp		 0.3% 0.3% 0.3% 0.3%
Other	 31.1% 26.7% 23.2% 20.4%
Total	digital	ad	Spending	(	Billions)	 $190.57	 $223.74	 $259.84	 $297.41	
Note:	Includes	adever;sing	that	appears	on	desktop	and	laptop	computers	as	well	as	mobile	phones,	tablets	and	other	
internet-connected	devices,	and	includes	all	the	various	formats	of	Adver;sing	on	those	plaHorms;	net	ad	revenues	aJer	
Company	pays	traffic	acquisi;on	cost	(TAC)	to	partner	sites	*includes	ad	Revenue	from	LinkedIn		
Source:	Company	reports;	eMarketer,	March	2017.
El Mercado Digital del 2020 en cifras �
El Mercado Digital del 2020 en cifras �
Go	naHve	or	go	home
Most	popular	NaHve	Ads	
65%	 63%	 56%	
Blogs	 ArHcle	 Facebook	Ads	 Video	 Tweets	 nfographics
Branded	Content	&	NaHve	Ads:	
•  Viral	videos:	
–  Dumb	Ways	to	Die	(Branded	Content)	
•  hdps://youtu.be/IJNR2EpS0jw	
–  A	Holiday	Reunion	– Xfinity	2019	(NaHve	Ads)	
•  hdps://youtu.be/Pdgk3ERKdug	
–  Home	Alone:	Macaulay	Culkin	Google	Assistant	Parody	(NaHve	Ads)	
•  hdps://youtu.be/-lfHXKbsMLE	
•  Video	Inread	(Teads)	
•  Video	InContent	(LaHnON)	
•  Video	Carrusel	(LaHnON)	–	Premio	Mejor	campaña	de	video	2018	
•  Social	Media
Lanscape	NaHve	Ads
NaHve	AdverHsing	
											CERRADA																																																		ABIERTA	
Promoted	
Videos		
Promoted	
Post	&	story		
Promoted	
Music	&	Playlist	
Promoted	
Images	
Promoted	
Websites	
Promoted	
Lis`ngs	
inRead	 inContent	
Video	Carrousel
Gracias	por	su	atención	
www,laHnon.com	
jubes.us	
@vjubes	
@vjubes	
@vjubes	
@laHnon	
@laHnongroup	
@laHnongroup	
HablamosmarkeHng.wordpress.com	
@im_linda27	
@	Linda	Ramirez	
@vjubes	
@vjubes	
@laHnongroup

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