What: Video Advertising Software services provider TubeMogul has opened offices in Mexico and Brazil and signed a global deal with 3M to increase its global presence in Latin America.Media veterans Bernardo Toca and Adriano Hayashi join TubeMogul to spearhead growth in Mexican and Brazilian markets respectively.
Why it matters: An increasing number of providers of programmatic buying and video services is expanding into Latin America because of the very high growth rate of the Latam digital market. These providers include Ebuzzing, DynAdmic, YuMe and The Rubicon Project.
Video Advertising Services provider TubeMogul has officially opened offices in Mexico and Brazil and hired media veterans Bernardo Toca in Mexico and Adriano Hayashi in Brazil to lead their country’s respective offices.The company has also signed a global deal with 3M.
Bernardo Toca joins TubeMogul with over 15 years of digital media experience, serving most recently as Country Manager for ClickMagic. He also teaches a master’s course in performance marketing at Mexico’s ISDI MIB (Masters in Internet Business) program, and has worked previously at Disney, Google, and AT&T.
Adriano Hayashi comes to TubeMogul from Cadreon Australia, where he worked as the trading desk’s Video Product Manager. He attended Brazil’s prestigious Escola Superior de Propaganda e Marketing institution, and was valedictorian at Digital Media’s Digital Cadet program. He has over 13 years digital marketing experience at Fast Runner, Duton, Towers Watson, and as a freelance consultant.
The move reflects the company interest to expand throughout Latin America and Mexico, which are among the fastest-growing programmatic markets globally with over 101% growth in total video inventory available for purchase since January 2014. Interesting, TubeMogul generated approximately 33% of its 2013 revenue from markets outside the United States, and has seen brands like Mondelez and Lenovo increasingly use software to unify their global video advertising initiatives.
“Advertisers are pulling us into these markets.Both Mexico and Brazil represent a huge strategic opportunity for brands and agencies to extend their reach, and we’re thrilled to have experienced authorities like Bernardo and Adriano lead our efforts in these high-growth countries,” said Mike Downs, TubeMogul’s VP Sales, Latin America.
Adding to U.S. Hispanic
“Programmatic advertising – especially video – is exploding across Mexico. We’ve worked with TubeMogul in the US on both Hispanic and general market campaigns, and because of their experience and commitment to helping brands simplify their video advertising campaigns, we’re very excited to build on that partnership in the coming months,” said Fernando Bazán Athié, eMarketing Supervisor LATAM at 3M.
TubeMogul’s software enables brands and agencies to buy video ads across all devices, and provide ad serving, targeting, optimization and brand measurement. It currently reaches over 24 million unique viewers each month in Mexico, according to comScore, and programmatic advertising is forecast to grow by over 8,000% in Latin America from 2014 – 2018, according to International Data Corporation.