The strength of Latin American economies and the rapid growth of the online medium make 2008 a promising year for the Latin American online advertising space. PuntoFox— whose websites and its affiliate publishers have 47 million unique visitors, representing 83% of the region’s Internet audience, according to Comscore—is entering the year with optimism. Hector Costa, Senior VP, Managing Director of .FOX, tells Portada that he sees substantial growth for 2008. Costa also works as SVP of panregional advertising sales of Fox One Stop Media, a division of Fox that manages Television sales. Costa is, therefore, in an excellent position to see the overall flow of panregional media dollars: “80% of traditional cable advertisers are requesting an online mix. They are not cutting budgets on cable. From what I have seen, all this money is in excess of what they invest in cable.” These advertisers include Colgate, Nokia, Panasonic, Nissan and Sony Ericsson.
Costa adds that he sees Entertainment News and Sports as growing the most in 2008. “Automobile and Consumer Goods are also going to be big”. Regarding online advertising delivery vehicles, Costa thinks that pre-roll online video is the one with the most growth potential, particularly to add the advertising categories cited above. “We are launching a new product 100% dedicated to pre-roll online video”, he adds. Pre-roll online video advertising CPM’s typically are four to five times higher than online banner advertising.
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