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Guvera’s Stephen Deane: “More than 80% of Content needs to be localized in Latin America”


Guvera’s Stephen Deane

Stephen Deane, Global Commercial Director of Guvera, provided interesting insights into the way content, particularly music content is consumed in Latin America, where the online music streaming service is substantially increasing its presence. According to Deane, “Content Consumption in Latin America is very interesting. It really is hyper local content music consumption from a label and music point of view. More than 80% of content needs to be localized with local curators and producers in each of the markets.”
Deane also noted that bandwidth penetration is making substantial advances in the region.  According to Deane, the volume of music consumption in India is approximately half the one in Latin America. “This is very much bandwith related”, he pointed out.

Telefonica’s Charlie Hunter-Schyff

Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising, Telefonica shared the stage with Deane. Both executives participated in a fire-side chat on the “Transformation and Delivery of Entertainment Content.”  To Hunter-Schyff mobile unlocks amazing data insights, which can substantially impact conversation rates. To the Telefonica executive, “ad retargeting based on mobile is going to be very important in Latin America going forward.

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