Registration 8:30 AM

October 21, 2015

#PortadaDH #digitalhollywood

Media Partner

Presented by: Marcos Baer, Publisher, Portada

8:55 AM

Introduction/Overview

Presenter: Andre Swanston, CEO, Tru Optik

9:30 AM – 9:50 AM

USING OTT MEDIA CONSUMPTION DATA TO TARGET HISPANICS

21 October 2015

WHO WE ARE

FEATURED ON:RECOGNITION:

Northeast Start Up of the Year

201 5 Product of the Year

Tru Optik is a digital media intelligence company providing audience insight andadvertising solutions that enable media companies to fully monetize content and viewers

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WHAT IS OTT?

Delivery of media to an end-user’s device without involving a multichannel video programming operator (like Charter, Time Warner or Dish) via internet connection.

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WHO ARE MILLENIALS?

• Born 1980-2000• ages 15-35• 100 million in

North America

ESTIMATED GLOBALSPENDING POWER

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TARGET LATINO: Market Intelligence Blog. 2015

MORE THAN 1 IN 4 US MILLENNIALS ARE HISPANIC

27%of all US

Millennials

58%of Latinos in 20-

29age group

are US born

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HISPANICS AND OTT

HOROWITZ RESEARCH: MULTIPLATFROM CONTENT & SERVICES: MULTICULTURAL EDITION, 2015

Hispanics are

20%more likely to

useOTT services

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71%of Hispanics use OTT

weekly

ADROIT DIGITAL: POWER OF HISPANIC SHOPPERS ONLINE

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HISPANICS MILLENNIALS AND ADS

92%of Hispanics 18-34 say they are more likely to respond

to marketing displayed in English

Tru Optik captures, stores, and analyzes P2P activity in real time at the census level

Peer-to-peer sharing is the exchange of digital content—often media files – across adecentralized network of digital devices using specialized file-sharing software

WHAT IS PEER-TO-PEER FILE SHARING?

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HOW DO THE CONSUMERS ACCESS P2P CONTENT

THEN NOW

Usage of P2P usage is widespread, and growing rapidly

P2P NETWORKS FORM THE WORLD’S LARGEST MEDIA “CHANNEL”

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US HISPANICS ARE IN FACT HEAVY USERSOF P2P NETWORKS

• Spend 27% more on media and entertainment than non-P2P users1

• More likely to subscribe to OTT TVservices

• Tech savvy, forward-leaning media consumers

• More likely to access entertainment,stream live content on mobile devices

• Hispanics are 30% more likely to be P2P users2

• Nearly 25M US Hispanics consume P2P content in 20151TheAmericanAssembly–ColumbiaUniversityStudy“CopyCulture”2013

2Quantcast.com,10/20/15

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• To access content that is otherwise unavailable to them

• To augment subscription and ad-supported platforms

• Prefer the P2P user experience - P2P is faster/more convenient• To sample content/services before buying• Because it’s free / commercial content is prohibitively expensive

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WHY DO CONSUMERS USE P2P NETWORKS?

1TheAmericanAssembly–ColumbiaUniversityStudy“CopyCulture”2013;AustraliaDepartmentofCommunications,2015

OTT AVAILABILITY OF SPANISH LANGUAGE TC CONTENT IN US IS

LOW

1. P2P DEMAND CAN BE A LEADING INDICATOR OF

CONTENT PERFORMANCE IN COMMERCIAL SVOD

ENVIRONMENTS• Linear TV ratings are poor predictors

of on-demand performance

• P2P is a level playing field – demand not affected by release timing, distribution gaps, or time-slots

• P2P users more likely to subscribe to commercial OTT services

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2. FULLY VALUE HISPANIC BRANDED ENTERTAINMENT INITIATIVES

• US #1 branded entertainment market- $34.5 billion expenditure in 2014

• Branded entertainment especiallyimportant tactic in Hispanic/MC mktg

• Branded entertainment growing as countermeasure to digital ad blocking (+7.3% in 2014)

• 25% or more of views for professionally- produced long-form video views can occur on P2P networks

• Total audience measurement essential to fully valuing branded entertainment

Viewers (MM)TV 1.250

TV + P2P 1.800

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3. INTERESTS & BEHAVIOR KEY TO OTT

Directly target Hispanic consumers at scale based on demonstrated language, content, and even title preferences

• Not all Hispanics the same

• 90% of Millennial Hispanics prefer to consume English-language content

• Older, less acculturated prefer Spanish

• Country of origin a factor

• And of course, personal preference• All of which makes demo and language-based targeting of Hispanics imprecise at best

Demo and cookie-basedBehavior-based media consumption

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COOKIE-LESS IP-VERIFIED CROSS-CATEGORY

The largest global source of media & entertainment interest and behavior

P2P MEASUREMENT & TARGETING AVAILABLE IN150+ COUNTRIES

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CONTACT US

WWW.TRUOPTIK.COM203.816.8499

ANDRE SWANSTON

CEO ANDRE@TRUOPTIK.COM

DAVID WIESENFELD

CHIEF STRATEGIST DAVID@TRUOPTIK .COM

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Moderator: Andre Swanston, CEO, Tru Optik

Panelists: Christina Igaraividez, Digital Associate Director, Starcom MediaVest Max Goldenberg, Chief Creative Officer, FAV! Networks Luiza Ricupero, VP StyleHaul Mundo, StyleHaul Lateef A. Sarnor, CEO/Founder, KollideTV

9:50 AM – 10:30 AM

THE LATIN ONLINE VIDEO OPPORTUNITY

A conversation between Paul Mendoza, Brand Manager, Taco Bell and Roberto Orci, President, Acento Advertising

10:30 AM – 11:30 AM

MARKETING TO HISPANIC MILLENNIALS: QSR AND BANKING

Roberto Orci, CEO, AcentoDigital Hollywood, Marina del Rey, October 21, 2015

0

The Wells Fargo Total Market Journey

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There are currently 25 Majority- Minority cities in the U.S., each has more than half a million population.

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Majority-Minority cities

Source: U.S. Census, 2010

NEW YORK

LOS ANGELES

CHICAGO

DALLAS

SAN FRAN

HOUSTON

PHILLY

BOSTON

TAMPA

NEW ORLEANS

BUFFALO

CLVLND

MLWKEE

PHOENIX

SAN JOSE

ST. LOUIS

BLTMORE

CHLTTE

SAN ANTONIO

SAN DIEGO

DETROIT

MEMPHIS

D.C.CINCY

EL PASO

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Majority is being redefinedBy 2043, the entire U.S. is projected to become majority-minority.

Currently Majority-Minority<60% Non-Hispanic White Formerly Majority-Minority

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Our Total Market Approach

TotalMarke

t

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•Our view of Total Market is•inclusive of Non-Hispanic White, Hispanic, African•American, Asian, and LGBT•consumers. Marketing campaigns should reflect the•increasing diversity of the U.S.•population as well as the impact of multiculturalism on•American culture.

Case Studies

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1. Convenience / Done2. Mobile App in Spanish3. Small Business

CREATIVE SHOWCASEFirst Paycheck Bilingual TV Spot

Television

Click to Play7

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CREATIVE SHOWCASEMillennial Done Campaign Bilingual

Television

Click to Play8

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CREATIVE SHOWCASESpanish Mobile App TV Spot

Television

Click to Play9

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CREATIVE SHOWCASESmall Business English & Spanish TV Spots

Television

Click to Play10

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Thank you

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Presenter:Herb Payan, SVP Digital, Sony Music

11:30 AM – 11:50 AM

MARKETING LATIN MUSIC THROUGH DIGITAL MEDIA

Moderator: José Xicohtencatl, Manager Social Engagement, MXM

Panelists: Alix Gucovsky, Talent Agent-Commercial Department, Williams Morris Endeavor

Rochelle Newman Carrasco, Chief Hispanic Strategist, Walton Isaacson

JR de Souza, Head of Licensing-Americas, Dreamworks

Ray Olmeda, Director Client Strategy, Woven

11:50 AM – 2:00 PM

PRODUCT INTEGRATION IS THE NAME OF THE GAME

Moderator: Zach Rosenberg, EVP Chief Growth Officer, Horizon Media

Panelists: Lala Castro, Social Media Director, GigaSavvy

Xochitl A. Leon, VP Enterprise Marketing Hispanic Segment Marketing Manager, Wells Fargo

Sarah Robertson, SVP, Managing Director, Horizon Media

Natalie Ruvalcaba, GM Spanish-language Media, Freedom Communications

2:00 PM – 3:10 PM

MARKETING TO MULTICULTURAL MILLENNIALS

A Tandem Presentation By: Jaime Gamboa, CEO, SodaCreative

Erika Anaya, Head of Multicultural & International Creative, AV Squad

3:10 PM – 3:30 PM

TARGETING THE ENTERTAINMENT CONSUMER IN THE U.S. HISPANIC MARKET

Moderator: Etiene Hernandez-Medina, President/CEO, H + M Communications

Panelists: Rudy Lopez Negrete, Manager of Music and Content Development, Lopez

Negrete Communications Jaime Gamboa, CEO, Soda Creative

Erika Anaya, Head of Multicultural & International Creative, AV Squad

3:30 PM – 4:30 PM

MARKETING MOVIES TO MULTICULTURAL AUDIENCES

Adjournment

4:30 PM