Company News »

AOL Platforms Launches One by AOL: Video in Brazil

Business Wire
Share on StockTwits
Published on

AOL Platforms is making ONE by AOL: Video (formerly Adap.tv) available in Brazil through a partnership with ROIx, Brazil’s largest first party data network.

ONE by AOL: Video is a component of ONE by AOL, an open, unified programmatic platform that enables advertisers to optimize against campaign goals across all screens, formats and inventory types. ONE by AOL: Video will enable Brazilian advertisers and publishers to set up private video ad marketplaces, trade video inventory programmatically and integrate addressable video advertising.

Phil Duffield, Head of Programmatic Demand at AOL International, explains: “Strong business relationships are essential in order to operate in Brazil and working with a local network of ROIx’s caliber gives us a solid foothold in this growing market. We will build on this partnership by enhancing how we work with our clients so that both buy and sell side benefit from advanced data segments, resulting in a simplified digital advertising ecosystem and an open platform.”

The agreement will allow ROIx to expand its programmatic advertising offering to include video in addition to display for the first time. AOL Platforms will incorporate ROIx’s extensive datasets into ONE by AOL: Video so that advertisers and agencies benefit from sophisticated segmentation and highly targeted ad buys.

ROIx’s agency clients include DM9, FCB Brazil, HAVAS, JWT, RGA, Y&R and has worked with advertisers such as Chevrolet, CVC, Lenovo, Multiplus, TAM Airlines, Toyota, Samsung, Unilever and Vivo. On the publisher side it has private marketplace agreements with Yahoo, MSN, R7, IG, Terra, and Rubicon Project to name a few.

John deTar, CEO at ROIx, comments: “Local operators want to work with quality partners to help diversify demand and supply wherever possible so they are not over-reliant on the big internet players. The drive by AOL Platforms to maintain flexibility and choice through an open platform is therefore a big benefit. At the same time, the unified solution makes it straightforward to direct marketing investment to the most effective channel in real-time, on a campaign by campaign basis.”

The reputation and operations of the ROIx network will also leverage support from its largest stakeholder, influential businessman Raphael Klein, whose family founded Casa Bahia, one of the largest retail chains in Brazil.

“With digital ad spending in Brazil estimated to reach over $3 billion USD* for 2015, it is a market with unparalleled opportunity. We are committed to providing publishers and advertisers with the tools to reach the country’s highly engaged video audience,” said Graham Moysey, Head of International at AOL.

Recent comScore reports show that there are 65.7 million monthly unique desktop video viewers in Brazil, who spend on average 11.5 hours per viewer watching online videos**.

AOL is already active in the region with the Brasil Post, its local edition of The Huffington Post through a partnership with the Abril Group.

Sources: *eMarketer, Worldwide Ad Spending: Q1 2015 Complete Forecast, April 2015, **comScore Video Metrix, Brazil, three-month average for Q1 2015.

About AOL Platforms

AOL Platforms enables the world’s top marketers and media brands to reach consumers across desktop, mobile, tablet and TVs through premium experiences, programmatic buying and performance-driven campaigns. It is the global partner of choice for leading publishers, advertisers and agencies seeking to maximize the value of their brands online.

About ROIx

ROIx is an Audience Vehicle, using its Private First Party Data Network to deliver advertising on a highly targeted basis across mobile, tablet and desktops. It was the first Private Network in Brazil and continues to lead innovation and optimization of advertising in the region. For more information about ROIx, please visit www.roix.com.br.

Share on StockTwits