Programmatic with a Latin Twist: What’s New?
At PortadaLat, Yume hosted an exclusive breakfast panel on the theme "Programmatic with a Latin Twist: Best Practices". The panel put together major players in the Latin American programmatic space: Felipe Molina, Digital Specialties Director at IPG Mediabrands, Andy Berman, Managing Partner at Global Mind, Anne-Marie Dono, CEO Partner at Multiplica and Victor Lopez, Head of Programmatic at Havas owned trading desk Affiperf. Below what some of the brightest minds have to say on how far programmatic media buying has gotten in Latin America.
Panelists agreed that over the last 12 months Latin American publishers made a major leap forward in terms of adopting programmatic media sales technology In terms of getting brands/clients on board, Global Mind's Andy Berman noted that he has seen tier 2 players catch up over the last year. Pure players (e.g. Travel Sites or e-commerce site including MercadoLibre) have been the pioneers of programmatic in Latin America.
Victor Lopez from Affiperf (aka "Programatico Lopez") acknowledged that the Latin American relationship based business culture, much more so than in the U.S., is somewhat of an obstacle for the advance of programmatic in the region. Of course, programmatic should never be understood as a total substitute for direct sales, which will continue to be playing a role for content marketing, branded integrations and other types of sales . As Berman noted "non programmatic trading is not going to die."
Inventory Supply/Demand Outlook
Participants were also able to provide their views on the supply/demand balance for programmatic online video advertising. Global Mind's Berman noted that he tends to see more inventory in Mexico, while the Brazilian and Argentinean markets have much higher demand for online video. Rapid growth of mobile video demand and inventory is a fact in many markets.
Third-party data is pretty awful in Latin America.
What are the opportunities of Latin America from a brand marketer's perspective? Both Anne-Marie Dono of Multiplica, who works on the HBO account, and IPG's Felipe Mola (Mastercard) said that a key advantage of programmatic is efficiency and scale.
Data Quality: Room for Improvement
It is often claimed that the quality of Data (e.g. Bluekai) and DMP's is not that good yet in Latin America. What was the panelists view on this? Most ot them agreed, that third-party data quality, a crucial input for programmatic trading, is still a big issue in Latin America. Although some markets, e.g. Mexico, are better than others, Affiperf's Victor Lopez noted that "third-party data is pretty awful in Latin America." An improvement of third-party data layers is essential for a higher growth of programmatic trading in Latin America.
Much more than Facebook
Rebeca Ricoy, Digital Marketing Manager Nola at Avon, asked panelists why, if at all, she should expand her programmatic buys beyond Facebook buys. Panelists noted that non Facebook advertising is a necessary complement to any video advertising campaign. IPG's Felipe Molina asserted that Mastercard markets to at least 10 different consumer segments in Latin America and that this approach requires to buy audiences programmatically from a myriad of media vendors.
Another audience member, Citibank's David Fierro, said that when dealing programatically he would like to have more visibility of the media/publisher side. Panelists answered that publishers are represented by SSPs (Supply Side Networks).