Latin Interactive World: Interview with Mike Barbeau, SVP of SocialVibe
Sony Pictures Television Ad Sales Latin America and SocialVibe have recently announced a partnership to reach Latin America. SocialVibe’s exchange engagement ads will be available in the Latin American market for panregional campaigns or local in Brazil, Mexico and Central America.
Portada interviewed Mike Barbeau (photo), SVP of Account Strategy at SocialVibe about the new challenges in the region:
Portada: In which countries from Latin America are you going to work with Sony Pictures Television Ad Sales?
Mike Barbeau: “We will be working with SPT across Mexico, the Caribbean, Central America and South America with a focus on Mexico, Brazil and the larger PanRegional Market.”
Portada: Are you going to work at the US Hispanic market as well?
Mike Barbeau: “As for the US Hispanic market, we have targeting solutions that allow advertisers to tailor campaigns to this burgeoning market, and we're always strategizing ways that we can help brands reach and engage this audience.”
Portada: Which are your major clients in Latin America?
Mike Barbeau: “Blackberry and Samsung have already signed on, and we have proposals out to many global Fortune 500 clients already. We expect to see many of our US clients with a global presence start to enter the LATAM regional space in 2012.”
Engagement campaign from Sony Pictures Television Ad Sales Latin America and SocialVibe for Blackberry.
Portada: What do you think is the most important characteristic about engagements for the region?
Mike Barbeau: “While the Latin America ad market typically lags behind the US market by approximately 2 years in terms of ad offerings, their consumers are much closer to the adoption of the digital and social marketplace. To wit, Orkut and Que Pasa are growing at incredible rates along with SocialVibe partners Zynga and Facebook. And because the writing is already on the wall for CPM, the development and adoption of a value exchange media platform will help brands catch up to their consumers and engage with them in a meaningful way.“
Portada: Do you plan to launch SocialVibe in the region with other partners?
Mike Barbeau: “SPT will be our lone partner in the LATAM region for the foreseeable future, and we're thrilled to see how our partnership grows. We're really changing the advertising and digital media landscape in the market, and SPT is on the cutting edge of this evolution.”
Mike Barbeau is SVP of Account Strategy at SocialVibe. A 14-year veteran of the advertising industry. Prior to joining SocialVibe, Mike worked for Goodby, Silverstein & Partners, Comcast, the NBA, Adobe Systems and eBay, among others. Mike is a member of the Social Media Advertising Consortium (SMAC) and speaks regularly at social media conferences around the country. With SMAC, Mike helped develop a standardized list of terms and definitions for the social media space.
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