El Mercado Digital del 2020 en cifras “La clave del éxito en los negocios está en detectar hacia dónde va el mundo y llegar ahí primero” Bill Gates

1. By Linda Ramírez & Vicente Jubes

2. “La clave del éxito en los negocios está
en detectar hacia dónde va el mundo y
llegar ahí primero”
Bill Gates

4. Branded Content
US HISPANIC
Video InContent
Social
MULTI-screen
LATAM

5. 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

6. Digital vs. Tradicional Ad Spending
USA,2018 - 2021
Source: eMarketer, Feb 2019

7. 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

10. 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.

13. Go naHve or go home

14. Most popular NaHve Ads
65% 63% 56%
Blogs ArHcle Facebook Ads Video Tweets nfographics

15. 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

16. Lanscape NaHve Ads

17. NaHve AdverHsing
CERRADA ABIERTA
Promoted
Videos
Promoted
Post & story
Promoted
Music & Playlist
Promoted
Images
Promoted
Websites
Promoted
Lis`ngs
inRead inContent
Video Carrousel

18. Gracias por su atención
www,laHnon.com
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@ Linda Ramirez
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