Osvaldo Barbosa de Oliveira, MD Latin America, LinkedIn: “Our Mission is to provide economic opportunity for all”

Osvaldo Barbosa de Oliveira, Managing Director Latin America at Linked In participated at the Festival of Media conference that took place last week in Miami. Portada's editorial team held a conversation with Barbosa about LinkedIn's plans in Latin America and globally. Barbosa leads LinkedIn's office in Sao Paulo, Brazil, which is also the regional hub for LatAm.

Osvaldo Barbosa de Oliveira, MD Latin America, LinkedIn

Osvaldo Barbosa de Oliveira

LinkedIn's mission is to "provide economic opportunity to all” and, according to Barbosa de Oliveira,  it is "only scratching the surface." Barbosa explains to Portada that Latin America " has 45 Million users out of 313 million globally so the region makes up 14.4% of total users. Brazil leads with 18 million; Mexico is second with 6 million, which places both in the top 10 countries. "We estimate that 30% of global professionals are on LinkedIn. " Barbosa adds that LinkedIn has a team in Beijing and is one of the few social platforms allowed to operate in China.

 Both Brazil and Mexico belong to the top 10 countries in terms of LinkedIn users.

Challenges on the sales side

Barbosa points out that he is facing several challenges on the sales side: "We need to educate advertisers on how to use our platform. How to reach the right demographic and how to monetize it. Our platform allows you to slice and dice the target with a large number of metrics, like education, location, industry, seniority, function, to name a few, and then overlay the behavior component and you have probably the most refined targeting funnel in the marketplace. We just need to identify how we can make the experience an easy one for the media buyers."

LinkedIn's main advertisers are in the following categories: Technology, Finance, Education, High-end consumer brands, and Travel. Recruitment services, according to Barbosa, is another major revenue driver as "we have a high number of the major corporations, but we need more, that is my job." According to Barboza, buying Bizo, a business audience marketing provider, earlier this year will allow LinkedIn to provide a comprehensive  B2B marketing platform to all  brands. "Needless to say this will also add to our Human Resources tool, which we expect to be a great growth generator."

It is hard to say what the next 5 years will look like, but our valuable global data will allow LinkedIn to offer a wide array of information services.

Content: Custom or Organic

Custom or organic content is a big driver in our portfolio, influencers generate discussion, discussion generates engagement, and engagement in turn generates additional branding opportunities for our advertisers. We continue to look for the best way to engage our users without intrusiveness. Our mobile application carries no display advertising but it does provide video play for content sharing. Regarding LinkedIn offering programmatic media buying tools to advertisers, Barbosa says that "we are working on our programmatic offer, our data is far too valuable, and we are working on the private auction model. We  will work with the right partners to achieve their goals."

 


Editorial Staff

Portada Staff

MORE FROM PORTADA

North American World Cup Bid Moving Closer For 2026

North American World Cup Bid Moving Closer For 2026

FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.