Panregional offices, as opposed to local ones in Latin America, often have a broad perspective of what’s going on in the region. Their access to information, as well as their daily interaction with top decision-makers, helps frame the major decisions that will then replicate in some or each of the local Latin American markets. In order to have a clear picture of what 2015 brings in terms of advertising in the region, we asked Maria Jose Ezquerra, SVP at Havas Media, and Borja Beneyto, VP at Starcom MediaVest Group, to give us their views as 2015 unfolds.
Additional editorial support for this article was provided by Lorena Hure.
Portada: What ad-categories do you see the strongest in terms of panregional media buying during 2015?
Maria Jose Ezquerra, SVP at Havas Media: “In general the two main media growing are cable and digital, where there is still a huge gap between consumption and share of investment. This is a trend that we have seen for years but has not accelerated enough. I see a big growth in programmatic, that is definitely a global trend that is strongly being replicated in Latam. Despite all the doubts still surrounding this type of buy, the benefits are strong enough to have a double digit growth if we achieve to show the potential to clients”.
Portada: In terms of digital advertising formats, which ones will be the chosen ones in 2015?
MJE: “Besides everything programmatic, I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.
During past years everyone knew it was key, but KPIs were still not clear enough unless you were in the performance world. Variables moved from fans to engagement to likes…whatever seemed relevant at the time, but I believe there was still a void on good measurement on Facebook that at least we have solved now”.
BB: “2015 is definitely the year of online video. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment. All formats within and across video discipline will be gaining”.
Portada: As for, Online Video, how important is it going to be for most of your campaigns?
MJE: “Online video is key for us. It has to be, it is where people are. If we do not recognize that we are not doing our job. We strongly believe that all TV campaigns should move a portion of their budgets to online video. When you measure side to side the results are amazing. TV is still a very relevant media in Latin America so I am not saying that we should stop using it, but multi-screen buy is key to follow the consumer journey. We have a double digit share of online video in our HMI Miami media mix”.
BB: “Online video will be around 85% of digital campaigns (excluding direct response-based campaigns)”.
Portada: Are you already planning campaigns around the 2016 Olympics in Rio de Janeiro?
MJE: “We are exploring the field for several of our clients. I cannot provide names, but we believe it presents opportunities for all, not only the official sponsors but also anyone interested in Latam. You can create great strategies without spending millions by surrounding the buzz and finding the best contact points to deliver relevant content.
BB: We are planning special developments such as branded content, native advertising, newsroom-integrated campaigns and sponsorships. And, of course, reserving the most relevant spots to air our campaigns”.
Portada: Are you doing your media buying through programmatic?
MJE: “We are growing programmatic enormously; our clients see the benefits and results. Our Meta DSP has accelerated this enormously. I cannot disclose the percentage but it is a key area for us to continue growing”.
BB: “More accurate external DSP/DMP partners in addition to improvements in our own platform are making it easier to move investment from generic display to programmatic. Some of our clients are going to close 2015 with more than 60% of their campaigns managed through Audience on demand (SMG platform)”.