The Digital Marketing Blog

We have very good news and want to share them with you!

 After a long process where we explored many strategic opportunities, we have made a decision according to what we believe is the best option to develop the company into a global level and to extend the leadership that we already have in the region to other fields and regions.

 This is why I am proud to announce that Fox International Channels (FIC) has acquired Digital Ventures, parent company of Directa Network, Inzearch, Afiliados Hispanos and Performa Network.

Rupert Murdoch and his team have a clear vision of the power transition that the traditional media is going through towards the digital media, and coming from the person seating in the chair at News Corp is more significant.  We are being part of this transformation on the way we consume and manage media. Now as Fox we will contribute from these latitudes to the media convergence and new generations with an interactive base.
 As our press release states:

 Directa Network, the largest online ad network in Latin America, and ClickDiario (recently acquired by FIC) will turn into “DirectaClick.FOX”, offering a reach of more than 40 million users and more than 7 billion monthly impressions. With offices in Buenos Aires, Mexico, Guatemala, San Pablo and Madrid, DirectaClick will rely on the wide range of Fox International Channels sales network in Miami, Santiago, Bogotá and other markets as well as on its own content network with 35 sites such as mundofox. Natgeo.tv, utilisima.com, canalfx.tv, (among others).

 In addition the Search Engine Marketing & Optimization (SEM & SEO) company of the group will become InZearch.Fox.
 The management team (Damián Voltes, Ariel Arrieta, Germán Herebia y Juan Carlos Göldy) will remain in their positions.This is a significant step forward that strengthens and enhances our leadership in the Spanish and Portuguese online markets.
 

Official press release: http://www.directaclick.com/

Coverage (partial):

 Red hearring
Adotas
Uberbin
Dossier
Merca 2.0
Medios digitales
Carlos Blanco
WorldScreen
Alarm Clock
PampaBiz
Paid Content
Inform
TMS
Netadblog
CRM
Compra directa
Vgroup

San Francisco: Taking advantage of the trip to San Francisco to attend Ad-Tech SF, we coordinated a series of meetings with the main publishers and advertisers of the US West Coast. In this case with MySpace.

The purpose of the breakfast was to increase the business that we already have for more that a year, in which we are monetizing the Lating American inventory of MySpace with Directa Networks (specially now that the will launch their Spanish version for LATAM and the US-Hispanic version) and mainly to add MySpace as a official media in which we can use the Behavioral Targeting skill of Directa Networks to serve in the English content of the site, Spanish creatives to the USH users database. In reference to this last point I was surprised by several things:

Firstly, being Mark Papia, current Vice President- Performance Marketing, Fox Interactive Media, an eminence in network optimization, with an impressive career that includes a previous job in Yahoo, Monster and with more than 20 years of experience in media in the east coast as well as in the west coast in the present, I was surprised that at the beginning he thought that it was inappropriate from the user experience point of view, to have English content with advertising in Spanish. Besides all my explanation about the cultural relevance and the respect to the roots that the dialogue from a brand in the native language can provide to a US- Hispanic, what surprised me the most was the market research that the carried out to make a decision.
And this was to interview our waitress, first he asked her if she spoke Spanish, her answer was yes, then he asked her if she surfed on the Internet and her answer was affirmative as well, later if she knew or had an account in MySpace and she also answered yes “of course”. And at last he asked what she thought about surfing with a content in English and Spanish Advertising. Fortunately her answer was that even she didn’t like advertising of any kind on the Internet, she thought that it would be nice to see advertising in Spanish and that it would be a way of being taken into account as a user.

Finally Mark was delighted with the answer from the waitress, who was very attentive and kindly participated.  Thanks to this meeting, besides increasing our business with FIM, today we can run Behavioral Targeting campaigns and retargeting of Directa Networks in MySpace and we are responsible of checking creatives in Spanish that are uploaded to this content. Even though I knew who I was meeting and we had talked several times I couldn’t help being surprised by the analysis capacity, experience and charisma of Mark.
 

I believe that the 25% tip that I left to the waitress.