This document discusses trends in digital audio consumption and advertising. It notes that digital audio advertising is growing, with projections that 15-25% of total audio budgets will go to digital channels by 2018 in the US. Podcasting is highlighted as a content format seeing growth. The document also profiles the media company Cisneros and its portfolio of television, pay TV, production and beauty pageant businesses focused on the US Hispanic and Latin American markets. It provides an overview of the company's digital advertising division RedMas and its operations across Latin America and the US.

1. Agosto 2017 – MMA –SÃO PAULO
ÁUDIODIGITAL–PRESENTEE FUTURO

2. Agenda
QuemSomos?
PESSOAS–ConsumodeÁudioDigital
PESSOAS–Áudioemtodososlugares(novasmídias
DADOS–Indústriaemtransformação
DADOS–Eficiênciadacompradigital
CONTEÚDO–Podcasting
CONCLUSÕES

3. Cisneros: ARegionalLeaderinMedia
Acquired Television Independiente S.A. in Venezuela in 1960 and rebranded into
Venevision in 1961. Since then, Venevision is the #1 Broadcaster in the country
and one of the largest Spainsh-language content producers.
Together with Televisa and a local partner, purchased Univision in 1992 for $500
million, and sold in 2007 for $14 billion.
Created Claxson, one of the largest Pay TV programmers in Latin America, sold to
Time Warner in 2008.
Owned Chilevision, Chile’s until 2005 when it was sold to Sebastian Piñera.
In 1998 Cisneros partnered with two local groups in Portugal: Sonae-Tecnologias de
Inform. SA and Lusomundo Audiovisuais to acquire TVI.
Founded Caracol TV with the Santo Domingo family and sold its participation to
the Santo Domingo family in 2005.
Founded Direct TV Latin America and launched it in Brazil, Mexico, Argentina,
Colombia, Panama, Costa Rica, Ecuador, Venezuela and Puerto Rico.

4. GrupoCisneros
Cisneros Media Supervisiona o
portfólio de entretenimento e mídia
da empresa composto por:
televisão, televisão por assinatura,
produção, distribuição de conteúdo
e empresas de desfiles de beleza.
Focada no vibrante mercado
hispânico nos Estados Unidos,
América Latina, Europa e Ásia.
Cisneros Real Estate é dedicada
ao desenvolvimento e ao
posicionamento estratégico do
portfólio imobiliário da empresa,
que engloba propriedades
comerciais, industriais, hoteleiras e
residenciais em todo o hemisfério
ocidental.
Cisneros Interactive é
dedicado ao desenvolvimento
de negócios digitais para o
público hispânico e latino-
americano. Com foco na
publicidade digital.
|
4

6. RedMasFootprint
USH AND LATINAMERICANDIGITAL ADVERTISING PRESENCE
USH & Latam (Miami/NYC/Chicago)
3 digital team
Venezuela
5 digital team
Colombia
4 digital team
Peru
4 digital team
Argentina
50 digital team
Bolivia
4 digital team
Mexico
9 digital team
Brazil (RJ/ SP)
14 digital team
Chile
4 digital team
Uruguay
5 digital team
Ecuador
4 digital team
Paraguay
4 digital team
+ Reps in Dominican Republic, and Central America

7. In7years hasbecomealeaderininnovationinthedigitaladvertising
space.
OWNEDAND
OPERATED
PLATFORMS
ADREPS&
PARTNERSHIPS

8. AdSalesHouse
ExclusiveResellerinLatamsince2014–present
ExclusiveResellerinLatamandUSHispanicsince2016.
PartnersforArgentina,Chile,Colombia&Perúsince2017.
Facebook’sResellerinLatinAmerica,withafirstobjectiveofopeningVenezuela,Ecuador,
ParaguayandBolivia.
ResellerforColombia2016-present.
ResellerforSpanishspeakingLatamfrom2013–present.
ADREPS&
PARTNERSHIPS
ResellerinLatamsince2017.

9. 9

10. AUDIO.ADPROGRAMMATICBUYING
AUDIOTRADEDSP
Media outlets,
agencies, traders,
advertisers.
DSP
AUDIO.AD DSP
Is a platform for DIGITAL AUDIO buying through
multiple channels in a centralized way, including the
possibility of TARGETING by audiences (DMP),
generate detailed reports, optimizing media buying to
the NEEDS and GOALS of each client.

11. Digitalizaçao
econsumodeáudio

21. PEOPLE
Newkidsontheblocktoconsume
audio

27. DATA
RADIO

29. % of audio budget gone
to digital in 2015
15
25
Market share of digital audio over audio budgets
% of total radio (now
audio) spend will be in
digital channels by
2018
USAFORECASTDIGITALAUDIOADS

30. MAIORCOBERTURA:Módulodesimulação

31. 83% offline
17% digital
De 40% a 46%
+15% mayor cobertura
MAIORCOBERTURA:Módulodesimulação

37. https://www.tritondigital.com/Media/Default/Rankers/LATAM-January-Ranker-2017-pt.pdf

38. CONTENT
Podcasting

45. SOCIALMEDIAFORAUDIOCONTENT
WHERE TO DISTRIBUTE AUDIO
CONTENT?
• ITUNES PODCAST
• SOUNCLOUD
• SPOTIFY
• DEEZER
• IVOOX (leading spanish podcast
plataform).
• PLAYER.FM
• AUDIO BOOM
• STITCHER
• SPREAKER
+ADVERTISER SITE!

46. http://analytics.podtrac.com/industry-rankings

47. CONCLUSIONS
TRENDS
Peoplearemovingfasttodigitalaudio.
AudioEverywhere-FromRadiotoAudiobudgets
Programmaticradiowillgrowbecausethetechnologybehindit(serverside)
BIZ
Premium–BrandSafe–Unpollutedenvironment–100%listening
BizOpbyadding20%digitalbudgettotraditionalradiomediaplans
BrandedContentopportunityonPodcastsinPortugueseandSpanish

48. LET´STALK
GERMÁNHEREBIA
RedMas
CEO
gherebia@redmas.com