Federico Carrera, Exponential: “We expect spending in digital technologies in Latin America to grow by 20%”

This past December, Exponential, a company dedicated to digital media and advertising intelligence solutions, announced the opening of a new office in Mexico. The new office marks the company’s third, with two others located in Buenos Aires, Argentina, and Sao Paulo, Brazil.

All three offices are currently managed by Federico Carrera (pictured), Exponential’s Managing Director for LatAm, who told Portada that the company does not plan “continued expansion in the region right now,” although it is likely to expand to Colombia and Chile in the long term “due to the online growth these two countries are currently having.” Exponential has a presence in a total of 26 countries.

Carrera heads all company operations in Latin America and has 16 years of experience in the market, having previously worked for companies such as Prodigy Microsoft, Sony Pictures and TV Azteca.

The company’s Mexico City office will offer solutions from Tribal Fusion, the global division of advertising for company presentations, and Firefly Video, its advertising solution for video sharing.

Portada: Who are your main customers in Latin America?

Carrera: Our main clients are Samsung, Audi, Renault, Cadillac, Telefonica, Movistar, Qualcom, American Express, Interjet, Jeep, Netshoes, Dafiti, Xbox, Paypal and Readers Digest.

Q: Do you operate pan-regionally or only locally in each country?

C: Both ways, depending on the client and campaign.

Q: Do you think digital ad spending in the region will grow next year? If so, by what percentage?

C: We expect digital technology spending in the region to grow by 20% in the year ahead.

Q: In your opinion, what still needs to be done to increase the development of online advertising in the region?

C: Brands are increasingly requiring different solutions for digital advertising in order to eliminate clutter and help set them apart from competitors. The same holds true for the Latin American market. Further progress in these solutions is what will make the market mature.

Translation: Candice Carmel