The 5th anual edition of our Foro Mexico de Publicidad y Medios was held last Tuesday at the hotel Presidente Intercontinental in Mexico City. The program was divided into four different sessions including topics such online video marketing, marketing to the new Mexican woman, social advertising, and Mexico as a brand. All panels and presentations were led by senior agency, brand and media executives.
by Ximena Cassab translated by Celeste Martorana
“In Latin America, online videos represent only one percent of TV advertising. There is a huge potential for growth there,” said Marcos Baer, Publishing of Portada, opening the Forum. Baer, mentioned other key growth drivers of the Mexican marketing sector, such as the quickly expanding market of paid social as well as the increased use of programmatic buying.
Baer also highlighted that the most important technology and marketing (Ad-Tech) companies have a presence in the region. “This means there is significant interest in making this market grow and that there is the expertise to do it,” said Marcos Baer.
Marine Garmrouguian, Head of programmatic Havas Media Group Mexico and Gustavo Rivera, Director de Mexico, Emerging Markets YuMe who participated in the video marketing session agreed that in Mexico, and Latin America in general, brands are still relying too much on Facebook and Youtube as major platforms to publish their content, but these platforms may not always be the most appropriate for a brand’s objectives.
Eduardo Angulo, Marketing Director at Unilever Mexico, recommends that marketers “should work as architects of communication” to build a framework that allows a product’s steady growth over the years. Angulo showed that this has been the case with Knorr, a major Unilever brand. Knorr has an 80 percent market share. This is due, to a large part, because it historically has targeted its marketing messages to housewives and only lately added men to their target, as both men and women now increasingly enjoy cooking.
Concerning social ads, companies need to create valuable content for their users and learn to study the data generated to make the most of social platforms. (Check out the article about the Social Advertising Session at #PortadaMX with Volaris’ Ricardo Rivera and Arena Media Juliana Sarria)
Towards the end of the forum, leading marketers from Cerveza Victoria, Grupo Posadas and Medula Network spoke about how to take advantage of all the marvels Mexico offers as a country to sell their own products; and also the importance of recognizing the negative aspects so as to be aware of how to deal with them.