Tomás Salvagni, Commercial Manager at Grupo Clarin’s AGEA died suddenly last wednesday November 16 due to a cardiorespiratory failure. He was in Mar del Plata (Argentina), where Clarin’s Commercial Division was having a meeting.
Salvagni was an innovator in the Argentinean and Latin American marketing and media industry, where he played an important role in creating organizational structures to adapt media properties to the advance of programmatic buying in the region. In 2015 he played a crucial role in creating RPA Media, a programmatic buying platform with access to premium inventory from Argentina’s major publishers (Grupo Clarin, Infobae, La Nacion, Perfil and Telefe). Salvagni also was one of the key speakers at PortadaLat’s 2015 edition,
Salvagni led marketing and ad sales for all of Agea’s media properties including the newspapers Clarin, Olé and La Razón the magazines Viva, Elle, Genios and Shop, and many additional digital and print editorial products
Programmatic Media Buying and Marketing was an important theme at last week’s #PortadaLat annual conference in Miami. Speakers but also sponsors and exhibitors at the event, including Yume, Playwire, AcuityAds (a DSP), Dynadmic and Teads all have a stake in the advance of programmatic media buying in Latin America. How key players from MEC, MediaMath and Clarin/Agea evaluate the advance of Ad-Tech and Programmatic into the region.
Erich Wasserman, CRO and co-founder of MediaMath and Fernando Monedero, Head of Digital Latin America at MEC, had a lively conversation about Programmatic and Real-Time Marketing in Latin America now and where it should be in 2025. Monedero expects a “meteoric” 600% increase in programmatic media spend this year in Latin America (Source – Emarketer & IDC) and a total ad expenditure via programmatic means of more than US $140 million in 2016. However, he acknowledged that this is a relatively low ratio if it is taken into account that the overall Latin American digital media expenditure is close to US $5 billion. MediaMath’s Wasserman stressed the fact that Brazil already is the second largest market in programmatic volume after the United States. Asked by Monedero, about how he was able to foresee a future in programmatic marketing when MediaMath was founded in 2004, Wasserman said that what he did observe at the time was a “lack of a unifying technology for buying digital media.” According to Wasserman, “Latin America is very advantaged because it has a large media supply landscape as well as an increasing amount of disposable bandwidth.” Wasserman added that “Digital Marketing can be measured to a large degree in Latin America, perhaps with the exception of off-line attribution which is possible in the United States in Europe.”
To incorporate native advertising into programmatic is the next frontier.
Asked by the audience about how native advertising can be incorporated into programmatic, Wasserman noted that this is the next frontier, not just in Latin America but globally. One condition for this to happen is that data for native advertising becomes available to third parties for audience verification in a trend Wasserman describes as the “Democratization of Data”.
The LatAm Media Owners View on Programmatic
In a very interesting presentation Tomás Salvagni, Managing Director Sales and Marketing at Grupo Clarin’s AGEA, presented the Latin America’s media owners view on programmatic. Salvagni was introduced by Lucas Mentasti, Managing Director Latin America, Xaxis, the global programmatic digital platform owned by GroupM.
Programmatic trading has substantially contributed to diminish non-monetized inventory.
Salvagni presented figures showing that while in 2013 programmatic ad sales for Argentinean media powerhouse Clarin were still very low, the ratio is rapidly increasing to 24 % of digital sales in 2015 and an expected 35% in 2016. Clarin employs 80 direct sales people in for direct sales and 8 are employed working with the implementation of programmatic. Interestingly, direct sales brings in 500 campaigns a year, while programmatic brings in 5,000 campaigns. The implementation of programmatic digital advertising has decreased the amount of non-monetized inventory in Clarin’s digital properties from 53% to 12% (Direct Sales monetizes 47% of the inventory). Approximately 75% of programmatic trading at Clarin/Agea is open RTB, while 25% is done through private marketplaces (PMP).
Salvagni also noted that the principles of digital programmatic trading should also be used for off-line media. For instance he pointed out that ROP and/or special sections in the Clarin Group’s newspaper would also profit from real-time programmatic bidding processes.
In the second of our series of interviews with #Portadalat Speakers (the Latin American Advertising and Media Summit and the Latin Online Video Forum in Miami on June 3-4), we talked to Tomás Salvagni, Commercial Manager at Grupo Clarin’s AGEA. Salvagni explains how he sees the development of Ad-Tech in Latin America and describes the main challenges he sees in order to accelerate its adoption.
Portada: First of all, what is your Current role at Agea and what is Agea? Tomás Salvagni, Commercial Manager at Agea: “AGEA is a company of Grupo Clarín which manages the newspapers, magazines, printing and digital business of the Clarín Group. The Group ranks among the top five per audiences reached by Argentina’s Grupo Clarin. It is the leader in Argentina in Print, Digital and Mobile. Grupo Clarín has other companies, which lead in the businesses of Cable Distribution, TV, Radio and Content Production. I am the Commercial Manager at AGEA, reporting directly to the General Manager and responsible for the commercial strategy and execution, including marketing and sales, for every platform and brand.”
Portada: Can you tell us a bit about your career and how and where you learned the skills for your current role? Tomás Salvagni: “I have a degree in Business Administration from Argentina and a Master at Thunderbird Arizona. I started my career as a product manager at Molinos, the main food company in Argentina, and migrated to Clarín 15 years ago, where I began managing the marketing of the Classified Business. There I started to get involved with Digital, buying and developing portals for Automotives, Real Estate and Employment. Today we are leaders in Real Estate and have an important presence in Automotive and Employment. I started by selling digital at Clarín.com for a short period in the year 1999. Later, after an integration of the business, I was promoted to Commercial Manager and started to commercialize our main portals: Clarín, Ole, GranDT; and we developed Entremujeres among other sites. I am constantly learning in this fast-moving industry and trying to keep up the company not only in leading audiences, but also in technology and commercialization.”
When it comes to mobile we are standing behind.
Portada: At what stage is the adoption of Ad-Tech in Latin America? Tomás Salvagni: “Ad Tech came in fast to Latin America. We are used to see new developments coming to LatAm some years later than to most developed markets, but with digital this has changed very fast. However, the development of the mobile infrastructure is slow and when it comes to mobile we are standing behind. We are a relevant and well-known Publisher in Latam, and different technology suppliers contact us very often in order to offer us their solutions for online advertising. These suppliers are mostly interested in increasing our inventory, providing tools of Big Data, advertising data manager, native ads platforms, programatic platforms, etc.”
Native Advertising and Content is a topic of conversation between us and the newsroom.
Portada: What are the main challenges when it comes to accelerate this adoption? Tomás Salvagni: “The challenges are the scarce human resources and Argentina’s weak currency. People in Argentina work for the rest of the world and we are all competing to hold that know how. The good part of it, is that there is a really advanced digital cluster in Argentina that helps to speed the developement. We try to learn every day by testing different tools and comparing the results.We are very curious and open-minded when we explore opportunities, and we are constantly evaluating new projects.”
Portada: Native Advertising and Content Marketing is growing a lot. How does Agea reflect this in its product offerings? Tomás Salvagni: “We are not where we would like to be in native and content marketing yet, but I believe it´s going to be a really important portion, we need to keep improving all the revenue sources. Native Advertising and Content is a topic of conversation between us and the newsroom, in the last 3 months. We are constantly working to promote this kind of formats in the market.