More than 250 executives from all over Latin America, Spain and the U.S. gathered in Miami’s Mandarin Oriental Hotel last June 3rd for Portada’s 2010 Panregional Advertising and Media Summit. Under the theme “Reaching Pan Latin Audiences”, agency executives, clients and media experts networked and attended several high quality presentations and panels.
> INCREASING CONFIDENCE IN LATIN AMERICA
In the panel “Media Moguls Chat”, leading executives of global media companies, said that they expect the ratio of their Latin American revenues over the total revenue base to increase significantly over the next 10 years (see table below).
Jose Martinez, Managing Director Latin America of Razorfish, explained during his presentation, that there currently is a massively misunderstood megatrend taking place in Latin America.
While there still is significant inequity in the distribution of wealth/income, it is also true that large sectors of the population have increased their purchasing power. The facts? There are 80 million people, responsible for 46% of consumption in Brazil and 47% consider themselves members of the middle class: 58% of them own a computer.
> THE EFFICIENCY OF PANREGIONAL MEDIA BUYS
During the Media Buyers Panel, Michael Jones, CEO of Mediaedge Latin America, stressed that panregional media buys are much more efficient than national purchases of media. “A panregional TV campaign is a third cheaper than a local campaign”, Jones stated. He also emphasized the importance of the TV medium. “It should not be forgotten that 60% of panregional advertising is dedicated to TV”. Jones sees strong growth for TV in the coming years, due to its “cost per thousand advantage”. The audience applauded Jones when he gave the following message to clients: “You have got to be prepared to pay for all this stuff.”
> THE NEW RELEVANCE OF THE MEDIA BRAND
In “The irrelevante of the media vehicle leads to the relevancy of the media brands. While media vehicles are becoming less important, media brands will definitely survive”, Antonio Fernandez Galiano, CEO of Unidad Editorial and president of AEDE (Asociacion Espanola de Editores de Diarios) noted during his keynote speech. As an example, Fernandez Galiano cited Marca, Spains’ largest circulated sports newspaper which has evolved into a widely visited digital property (www.marca.com), into Marca Motor, an automotive magazine and digital media property as well as Radio Marca. Galiano believes that there are many opportunities in launching Latin American digital and print editions of the Marca sports newspaper. “Sports is a passion that is shared across the Americas”, Galiano noted.