Experts Weigh in on What to Expect from Latin American Markets in 2016
If you already read our 2016 brands and agencies guide, don't miss what Diego Reck (FOX), John Mafoutsis (Viacom), Jeremy Piotraut (Teads.tv), Martín Frontini (Zoomin.TV) and Eugenia Denari (Google) tell us about media trends in the new year.
Translated by Gretchen Gardner
Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America
"Without a doubt, expectations are high when it comes to the consolidation of "Big Data." The industry is going through a great deal of changes in the consumption of content and consumers' habits are evolving faster than the market. People are dedicating more and more time to consuming entertainment, and the demand for new formats, and high-quality "everywhere experiences" is growing quickly. Our focus has shifted from targets by age or socio-economic class to audience groups that are segmented by genres of consumption. For that reason, to be competitive in marketing, we need to know the habits of our audiences to understand where and how to lead them to advertising messages. In this sense, integrating, processing and utilizing all of the data generated by the different media platforms will allow us to be productive and continue bringing the consumer better experiences every day."
John Mafoutsis, SVP Advertising Sales and Brand Solutions at Viacom International Media Networks Américas
"We know that the way that our audiences consume content is continuously evolving. For that reason, Viacom International Media Networks (VIMN) Américas will continue to offer innovative formats and a diverse portfolio of channels and products to generate multiplatform options that respond to the demands of our clients in Latin America. VIMN Américas will continue to invest in original productions and in the creation of content for all of our brands to compete in the multiplatform world with our linear, non-linear, mobile, social and live event products. With these products, brands offer clients an opportunity to be in constant contact with their respective audiences at any time and on any platform."
Video + Mobile + Programmatic
Jeremy Piotraut, Managing Director at Teads.tv Cono Sur
"There will be an increase in digital investment, sustained by growth in video advertising. Within that growth, native video is taking on an important role thanks to the effort that advertisers have to distribute their videos on a premium level. Today, with the increase in Ad-Blocking(in 2015, for example, blocked videos represented 26% and 23% of advertising time in Chile and Argentina, respectively), it is crucial to strengthen formats that respect the user and generate a safe digital ecosystem with native formats.
The three trends for 2016 will be “video” + “mobile” + "programmatic.”
Online Video and Mobile
Martín Frontini, Managing Director Latam & US Hispanics at Zoomin.TV
"Expectations are high, and even better than they were in 2015. The online market continues to grow from year to year, and there are countries that haven't even entered the double digits, which means that there is enormous potential compared to developed economies like that of the U.S. or UK, where online has already outgrown TV. Markets like that of Brazil, the biggest in the region, have experienced moderate growth due to political problems and their economic consequences.On the other hand, we expect a significant increase in online video. An increasing number of advertisers are migrating investment from TV to pre-roll, particularly, as the perfect "partner" to achieve appropriate reach and ROI.
At the same time, within online, the fact that desktop is losing market share to other devices, principally mobile, is nothing new. This trend is as global as it is regional."
Online Platforms and Complementarity Between On and Off-Line Media
Eugenia Denari, director of marketing at Google for Argentina, Chile and Peru
"In 2016 everything indicates that the industry will continue on a sustained growth path. This forecast is based primarily on the perspectives of the market, which will continue to grow organically and constantly, with a strong emphasis on complementarity between off and online media and online platforms, which will gain a larger share of the market. Online search will continue to be a central component of online advertising campaigns, but we are going to see a clear evolution focused on efficiency and video and mobile device integration. These will be the largest spaces for innovation in the next years.
At Google, our biggest goal is to continue to be a digital partner and ally for all of the companies that want to take advantage of the Internet as a strategic pillar of their business. Online advertising is an indisputable component of advertising strategy for any brand. No leading company is questioning whether it needs to be online or not. The question is simply how to be online. To us, the current challenge is that the digital element is present in the earliest stages of designing a campaign, whether its in the marketing or advertising department or within an agency."