Combining premium content and digital advertising expertise, the two Hispanic-owned companies aim to grow value-driven offerings to publishers and advertisers serving U.S. Hispanic and Latin American audiences.
Natcom announces that it has joined forces with IMPAKTU (www.impaktu.com), a Latin American-based online video advertising network, to better serve their growing network of publishers with U.S. Hispanic and Latin American audiences, and the advertisers and intellectual property content owners aiming to reach those audiences.
IMPAKTU offers digital advertising solutions in mobile, video and TV to advertisers and publishers. Through its private premium marketplace, advertisers reach and engage their desired audiences throughout Mexico, Central America, the Caribbean and South America, including Brazil. Premium brand clients extend throughout a gamut of industries and include Procter & Gamble, Johnson & Johnson, Coca-Cola, L’Oréal, Nestlé, Visa, Microsoft, McDonald’s, Adidas, and 20th Century Fox, among many others.
“We take pride in being one of the largest producers of multicultural short-form video content that is country-agnostic; however, we are focused on the Americas, and the U.S. Hispanic and LATAM markets represent very important audiences to us,” said NATCOM’s CEO, Robert J. Rodriguez. “IMPAKTU’s impressive roster of premium advertisers and their in-stream video advertising expertise will enable us to grow together our advertising demand business as we continue to expand our publisher network and serve those markets with our premium video content.”
Studies support that Latinos, both in the U.S. and Latin America, over-index the general market in the consumption of online video and their attention to online ads. Quickly growing in population size and economic clout, they are increasingly becoming an important target audience for advertisers and media alike.
Addressing the concern over ads showing alongside objectionable videos and the growing advertiser demand for content that is safe for their brands, IMPAKTU’s Co-Founder and CEO, Javier Salom, remarks, “NATCOM brings higher-quality content that covers the important topics trending today in order for publishers and platforms to ensure a brand-safe environment and contextual relevancy for ad buyers.”