AOL extends programmatic video services to Brazil

DetailsEditor | 19 May 2015

Through a partnership with ROIx, one of the country's largest first-party data networks, AOL Platforms is making its ONE by AOL: Video service available in Brazil.

In making its move, AOL cited recent comScore reports showing that there are 65.7 million monthly unique desktop video viewers in Brazil who each spend on average 11.5 hours watching online videos. ONE by AOL: Video is designed to allow advertisers optimise against campaign goals across a variety of screens, formats and inventory types. Its new launch will enable Brazilian advertisers and publishers to set up private video ad marketplaces, trade video inventory programmatically and integrate addressable video advertising.

The agreement will also see ROIx expand its programmatic advertising offering to include video in addition to display for the first time. AOL Platforms will incorporate ROIx's datasets into ONE by AOL: Video so that advertisers and agencies can take advantage of its segmentation and targeted ad buys.

"Strong business relationships are essential in order to operate in Brazil, and working with a local network of ROIx's calibre gives us a solid foothold in this growing market," commented Phil Duffield, head of programmatic demand at AOL International. "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."

"With digital ad spending in Brazil estimated to reach over $3 billion 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," added Graham Mosey, Head of International at AOL.

ROIx's agency clients include DM9, FCB Brazil, HAVAS, JWT, RGA, Y&R, and it 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.