Yesterday Sony Pictures Television debuted its online platform for Latin America, featuring a new tool for advertisers to integrate their products to an array of online video content. “Advertisers will now have the opportunity to connect their brand with rich engaging content,” said Irving Plonskier, SVP and general manager of Sony Pictures Television ad sales for Latin America.

The new online division will be led by Juan Carlos Sanchez, ad sales business development director at SPT Ad Sales Latin America.

Like most media companies, SPT recognizes the growing prominence of Web content worldwide. Indeed, according to a recent Nielsen report, 70% of the world’s consumers spent time watching online videos in March. To get in on the action, SPT is pursuing a strategy that hinges on original Web series, which seek to attract advertisers with the promise of presenting their products through video pre-rolls and post-rolls — between five and thirty seconds.

“We’ve noticed an increasing trend by Latin American consumers, even more than in Europe and the USA, in repeatedly going to the Internet in search of high-quality entertainment videos,” added Plonskier. “This phenomenon has created a direct and sophisticated alternate point of contact between brands and consumers.”

The first miniseries that SPT will launch online is “Urban Wolf,” with 15 four-minute episodes targeting males between 18 and 34 years of age.

“Private” — another of SPT’s new miniseries, created by the producers of “Gossip Girl” — has 20 webisodes which last between four and six minutes each, and targets females between 18 and 24 years of age.

SPT’s third digital production available to advertisers is the Video Game Awards, which profiles talent, musical interpretations, and international Web and TV debuts, and recognizes the best games and the creators that make them happen.

Marketing partners include Ford, Telcel, and Sony Electronics.

SOURCE MediaPost/Gavin O’Malley

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