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What: We talked to Adsmovil’s Alberto Pardo about the main challenges and recommendations to reach Hispanics effectively through mobile.
Why it matters: Hispanics are a hugely important part of the U.S. population, and communicating successfully with them demands a holistic understanding of the consumer’s identity and behavior.

You would have to be living under a rock not to know that Hispanics are an important part of the U.S. population. In fact, 18% of Americans are of Hispanic origin, and about 38 million speak Spanish at home. Nielsen expects Hispanic buying power to reach US 1.8 trillion by 2021, and it continues to rise in the FMCG market.

It is also no secret that Hispanics over-index in smartphone ownership, mobile usage and data consumption, which is why mobile marketing is an important tool to reach them, even if sometimes it can sound challenging. We talked to Alberto Pardo, founder & CEO of Adsmovil, and member of Portada’s Council of the Americas, about the key challenges of mobile marketing to Hispanics, and the ways in which new technologies can help…, or complicate things even more.

New Technologies Have Greatly Changed the Ways to Reach Hispanics

With the advent of new technologies surrounding the era of mobile phones and apps, it’s crucial to have access to the right tools, such as an SDK or Software Development Kit. An SDK is a set of tools that allow the creation and enrichment of applications.

“With an SDK we can tell the app ecosystem of a device. It allows us to create audience segments based on the apps a user has installed on his/her phone and target ads accordingly,” comments Alberto Pardo. “Also, with a diversity of Hispanic mobile web publishers and content, we can fully build custom audiences, derived entirely from mobile behavior, personalization, and intelligence.”

You Should Look at a Holistic Picture of the Consumer, but How Will You Know They Are Hispanic?

“Looking at a holistic picture of consumer context is key,” asserts Pardo. “The content they love, ads engaged with, places they go, keyword searched, content category frequented, app or site name domain, the app installed, language preference, etc.” As he explains, there are a number of ways of finding out if a consumer is Hispanic:

  1. If the language settings are in Spanish and if they have Hispanic apps installed on their phone. Based on the Spanish language content the user is consuming via mobile web or in-app.
  2. The location also plays a part: “We can determine that a Hispanic has been to a Latin supermarket, for example, and how often she frequents the location,” explains Pardo.
  3. “We can predict who is a Hispanic mom if she has been to an elementary school twice a day, 5 days a week (Monday to Friday). Adsmovil can analyze where the person has been (instead of where they are),” he adds.

Challenges of Reaching Hispanics Through Mobile

The first issue when trying to reach Hispanic at scale, says Pardo, is the lack of variety when it comes to high-quality Hispanic publishers in the U.S. “That’s why it’s so important to work with partners that count with a huge portfolio of publishes in the Spanish language, with the technology to properly target the right audience and an understanding of the Hispanic market.”

Not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.

Moreover, he explains, it’s important to understand that Hispanics have a very strong cultural identity, with many variations according to each region. “We have an amazing team who truly understand this market because they came from this market, and being able to reach each sub-Hispanic subgroup is essential when it comes to targeting Hispanics.”

The last challenge he mentions is protecting the brand’s image as advertising gets increasingly difficult in the U.S. “Many brands resort to blocking keywords that are an exact translation from English to Spanish, but that doesn’t necessarily work; not every word has the same meaning and usage throughout the spectrum. It’s key that brands understand that when safeguarding their brand.”

Remember: Not All Hispanics Are Created Equal

It’s important to target Hispanics according to their country of origin, and there are also a number of ways to do this. “We can target based on the content they are reading and consuming,” explains Pardo. “Hispanics frequently read Spanish content on sites and apps from their country of origin, such as Televisa or Tv Azteca for Mexicans, El Tiempo, Caracol or RCN for Colombians, etc.”

Another thing Adsmovil does is looking at the keywords they search. “Young Hispanics usually speak Spanish with their parents or text keywords of specific Hispanic ingredients or food. For example, the word “Beans” can be spelled very different based on the country of origin: caraotas in Venezuela, frijoles in Colombia and Mexico, chicharos in Republica Dominicana, porotos in Argentina and Chile, etc.” Then, according to the word they search, there’s a way of knowing where they’re from.

Finally, as Pardo mentions, it is necessary to adapt creatives according to level of acculturation as well as country of origin. “For example, we’d target second-generation Hispanics in English, an unacculturated Hispanic with a Spanish ad; or we’d add some Mexican flavor and keywords to an ad that will be targeting Mexicans, but we would never use the same ones for a campaign targeting Argentineans.”

Portada presents the highest level unit of Portada’s Council System: the Council of the Americas, a group of highly regarded C-level executives that share their enthusiasm for Marketing, Tech and Media in the Americas. The Council of the Americas also serves as an advisory unit steering Portada’s editorial output.

Marcos Baer, president of Portada, will chair the Council of the Americas, whose first in-person meeting will take place during Portada Miami (April 18-19, 2018, EAST Miami Hotel). 

The four objectives of the Council of the Americas are:
1. To provide U.S. and Latin American C-level leaders a platform for high level, informal gatherings.
2. To advance the marketing communications discipline as a key way to connect with consumers throughout the Americas.
3. To discuss major challenges and opportunities in marketing, tech and media.
4. To provide relevant input for Portada content (event programming, digital and print magazine communication).

Ricardo Arias Nath, CMO, PepsiCo Latin America
Andres Amezquita, VP Commercial Excellence, Latin America Stanley Black & Decker
Peter Amaro, VP, Raine
Marcos Baer, president, Portada (Board Chair)
Gonzalo del Fa, President Multicultural, GroupM
Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
Adriana Bellinatti Grineberg, Regional Director, Panregional Latam, CENAM & Caribbean, Facebook
Bruno Lambertini, CEO, Circus Marketing
Alberto Pardo, Founder & CEO, Adsmovil
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
Juan Saldivar, CEO & Founder, SWS (Board Coordinator)
José Maria Sanabría, CEO, GroupM Latin America

Most Council of the Americas members will be available for one-on-one meetings with Premium Level ticket attendees of  Portada Miami on April 18-19.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

What: Adsmovil will offer Adcolony’s video solutions in all the Latin American countries and the U.S. Hispanic market.
Why it matters: Adcolony has positioned itself as the world’s second largest mobile video in the world. It occupies the first place in the Mobile Seller Trust Index, as one of the most reliable mobile advertising at the global level.

Leer en español

Last December, Adcolony, one of the largest mobile advertising platforms in the world with a reach of more than 1.5 billion users globally, closed operations in Latin America to focus on the markets of the United States, Europe, and Asia. The company chose Adsmovil, a company specialized in providing technology, data and advertising solutions on mobile devices to become their only ally in Latin America and the US Hispanic market to offer solutions in mobile video. To determine Hispanics, AdColony uses two variables: it identifies content in Spanish, as well as the Hispanic apps installed on smartphones.

“For this venture, Adcolony will help us to have a more complete and better mobile advertising product for our customers,”said Alberto Pardo, Adsmovil’s CEO.  “It is essential, taking into account the importance of Mobile Video for advertisers in the region and the sophistication of the purchase of video advertising with demanding KPI’s, such as high completion rates, data and Brand Safety that only Adcolony can offer.”

The video consumption on mobile devices already exceeds visual displays on Desktop. Approximately 57% of consumers see videos on their mobile phone on a daily basis. In Latin America, the industry is more prepared for the high demands of consumers of video formats. According to Alberto Pardo, “we know the importance of this format in the region, the brands and publishers devoted a large part of their budgets in 2018 to video strategies and campaigns on mobile devices”.

AdColony has established itself as the leader in the segment video advertising in apps. Recently the company was selected in the number one spot, as the best mobile advertising platform due to the high quality, full-screen experience, thanks to its 100% viewable inventory and 90% on its completion rates by the Mobile Seller Trust Index. AdColony is the second largest video-in-app company in terms of reach, only after Google, with more than 12 billion impressions per month and 1 million publishers.

Moreover, AdColony received the Trading Standards Group (DTSG) Digital Certification, an independent organization of digital advertising benchmarking based in the United Kingdom, and which guarantees the standards and best practices in the digital environment. The seal recognizes that AdColony provides security to the brands and confirms the seriousness in the commitment to minimize the potential for fraud in mobile advertising.

At the beginning of the year, AdColony joined other major players in the mobile advertising industry for the creation of the Coalition Against Ad Fraud (CAAF). The company was also named as the most secure mobile advertising Adnetwork, according to the annual report of Singular Labs.

Before closing the association of exclusive representation, Adsmovil already had an agreement with Adcolony to offer its Instant-Play™ HD Video product through its DSP in Latin America. Instant-Play™ HD allows the compression and preloading of videos in the background on mobile devices. “In this way, the videos are played automatically, without any kind of fault on the load, lag or loss of quality, allowing you to achieve excellent completion rates and ensuring that the results of mobile campaigns are effective,” concluded Pardo.

Each quarter Moat publishes viewability benchmarks, and its product, Instant-Play™ HD Video, has one of the highest video benchmarks. For example, this product excelled in the following metrics:

  • 109% more visible than Moat’s benchmark for page view that were actually seen by users.
  • A 75% more viewing time than Moat’s benchmark
  • A 228% of higher complete view than Moat’s benchmark for mobile video
  • A 123% higher completion quality than Moat’s benchmark for full video views, which were visible and auditable.  

 

 

 

Last week we asked major brand and agency executives about their plans and expectations for 2017. This week, we interviewed top media executives. Read about the priorities for Jeffery Liberman, COO, Entravision; Laura Molen, EVP Lifestyle and Hispanic Advertising Sales Group, NBCUniversal; Alberto Pardo, CEO, Adsmovil and Rafael Ubina, CEO, Batanga Media.

The 4 questions we asked:
1. Where will you be focusing your initiatives in 2017, where do you see the biggest opportunities? 
2.  What investments are needed to accomplish the above activities/goals?
3.How do your investments in technology and people for next year differ from those you made, say, 5 years ago.
4. What would you like to see more of from your agency and brand
marketing partners in 2017?

 

jeffery-liberman-photo

Jeffery Liberman, COO, Entravision

1.“In 2017, we plan on focusing our initiatives on mobile apps, integrated content leveraging Entravision’s radio talent with a vast audience reach and relevance, and programmatic elements with enhanced data enrichment.”
2. “We already have a deep roster of radio talent, so for mobile apps and integrated content, we want to execute as efficiently as possible with minimal investment. In 2016, we also made investments in programming so we hope to realize these benefits next year in 2017.”

3. “The investments in technology and people for next year differ significantly than the ones we made five years ago. Mobile apps were not as strong, our radio talent had yet to reach its full potential, and programmatic was not a solution back then. We don’t make investments in technology for the sake of technology. We make technology and solutions investments to provide an integrated omnichannel strategy for our clients.”

4. “For 2017, we would like to increase the opportunities to work with our partners on integrated digital content campaigns.”

mozilla_lauraLaura Molen, EVP Lifestyle and Hispanic Advertising Sales Group, NBCUniversal

1.  “We want to continue to educate the marketplace on the value of the entire NBCUniversal portfolio, particularly Telemundo where we are seeing significant momentum. Right now at weeknights at 10pm, Telemundo is the #1 Spanish-language network and #2 among all broadcast networks, regardless of language. We are investing in programming and live events like the World Cup so we can continue this momentum and growth. With the power of NBCU behind our brands, Telemundo Enterpises is primed for the future. We plan to find opportunity in reinforcing to marketers that we are the place for their messages and ad dollars to engage consumers.”

2. “We’re seeing an emphasis across our company in investment in content, data and distribution and this is going to be key as we continue to emphasize our leadership position.
It’s about taking the solid stream of premium content that our viewers crave, helping advertisers create innovative, targeted marketing campaigns and distributing this content in authentic ways that make sense across platforms.”

3. “We are continuing to invest in the data we can offer marketers to help them get an understanding of our audiences, and how to be the most effective with their ad spend. Our content is on the pulse of pop culture and the engagement we are seeing from our audiences not only for the programming, but for the advertisers associated with it, is surpassing our competition. We want to continue to build out the systems that quantify this for our brand partners. For our sales teams, it’s about helping them become experts on our robust infrastructure here at NBCUniversal.”

4. “To “lean in” and experiment with us in ways that they haven’t previously. We have some of the best teams in the business who are finding unique, authentic ways to partner our advertisers with our content. I’d love to see more companies engage with us from the beginning of a partnership and work with our teams to come up with more innovative campaigns.”

 

Alberto Pardo, CEO, Adsmovil

foto-banano1.“Keep working on our programmatic solution, better and bigger product. Viewability, transparency, and audiences are the main topics to focus. We also have a big Hispanic data audience project coming in early 2017 . On the other hand, we see a very big opportunity in video so we are working to get more scale both in outstream and in-stream video supply.”

2. “We are investing to build our own data audience solution from scratch. We also have plans to invest in people, more hires coming for 2017. Investment to get new tools for viewability. Marketing investments in major industry events.”

3.  “Five  years ago our investments were focused on ad units and ad servers.”

4. “More focus on U.S .Hispanics, we still see many brand without targeting latinos.”

 

batanga-0035

Rafael Urbina, CEO, Batanga Media

. “1.Video.  In 2016 we have greatly expanded our video production capabilities in the US and abroad and this has resulted in a rapid growth and massive scale in terms of video views and reach, now generating in excess of 700 million monthly video views across social platforms. We’ve been creating highly engaging video content for partners this year, and it only makes sense to expand our in-house video production capacity. We’ll keep studios in Miami and throughout Latin America to ensure the same cultural relevancy that our content has been known to display over the years. We are focused on offering our partners customizable yet turn-key branded video solutions informed by both data insights and production best practices to garner emotional connections with the multicultural millennial consumer at scale. We have positioned our newest brand Vix to power the social distribution of branded content. In 2017, we’re set to deliver billions of branded video views on Vix’s many social platforms.”

2.  “We have developed a world-class video and creative team to sharpen our organizational know-how in screen production. Overall, our product direction will be more video-focused for both editorial and branded content creation. We’re also investing on the latest video production technology, and building new and bigger studios. Part of our DNA is to be a data-driven publisher, keeping true to our roots, in 2017 we’ll intensify investments in data-science to continue to support growth of our video creation and distribution efforts.”

3.  “While producing content for mobile and social consumption continues to be important—and we have been advocating for those early on—the laser focus on video and branded content is a new development compared to five years ago. These came as a response to more efficient video technology paired with savvier users who increasingly reject ads that interrupt their experience. In addition, branching out from the solely Hispanic audience to cater to the increasingly more multicultural American audience via Vix is a natural progression for us a Millennial publisher.”

4. “We need to recognize that there are very diverse consumer segments in our country, and that there is no one-size-fits-all approach to truly connecting and engaging with the so-called Total Market. In order to talk to every segment, in a way that is personal and resonates with them and their own realities, we must recognize that language-preferences may shift and acculturation progress, but the cultural distinctions between market segments, and what is important to those markets, are as great as ever. Leading brands understand that, but many marketers still fall prey to the idea that reaching the “Total Market” will connect and engage multicultural Americans, and it simply does not.”

 

CHECK OUT: Where Dunkin’ Donuts, Moet Hennessy, Zenith Media, MBMG and D’Exposito Will be Investing in 2017.

 

Join us at PORTADA Mexico!

The crucial role of Mobile Media in Multicultural Marketing was explored during a panel moderated by Alberto Pardo, CEO and Founder of Adsmovil at Portada’s Evolving America Summit at Digital Hollywood.

The high caliber panelists were Vanessa Vigil, Associate Director, OMD Entertainment, Howard Horowitz, President, Horowitz Research, Oscar Mendoza, Interactive Media Buyer, Acento Advertising, Brendan Gormley, VP, The Gary Group and Solomon Romano, Multicultural Marketing Strategy Director at WellPoint.

Mobile MarketingOMD Entertainment’s Vanessa Vigil, who works on many of Disney’s multicultural efforts,  noted that Hispanic mobile marketing efforts tend to reach substantially higher engagement rates (46%) than similar general market efforts (29%). She said that Social Targeting via YouTube (context and behavioural) does a good job in attracting multicultural audiences to Disney. “These efforts are a balance between targeting a niche and achieving scale, ” she said.

There will be a substantial increase in mobile content marketing efforts.

Horowitz Research’s Howard Horowitz noted that the rapidly changing demographic in the U.S. is really erasing all stereotypes on both the mainstream and the multicultural consumer. Wellpoint’s Solomon Romano said his company is advertising more on mobile and attempting to provide an increasing amount of access to customers on Mobile Media.

Acento’s Oscar Mendoza, who buys digital media for the Wells Fargo account, noted that he expects to see more mobile content marketing campaigns rather than coupon efforts in mobile media.  He also said that for mobile really to make an impact on multicultural consumers, brands really need to allocate more funds to mobile advertising across the board.  In addition, he said that it is important to have Spanish-language mobile sites when marketing to Spanish-dominant audiences as drop-off rates increase substantially when the go to English-language sites.The Gary Group’s Brendan Gormley, expects to use more rich-media across the board in 2015.

The need for better Data

Panelists agreed that there is a need for better audience data on mobile, which requires totally different collection of data compared to the desktop computer. Adsmovil’s Alberto Pardo noted that mobile CPC and CPM rates will increase once better data about mobile audiences is developed. “We are still in the early stages,” he noted. Related to the lack of accurate data is the difficulty of finding the optimal frequency in mobile advertising. “People forgot about frequency when the performance business was created,” Pardo concluded.

The Mobile World Congress  (MWC)  finishes today in Barcelona, Spain, and Portada talked to several executives in the Latin space present at the MWC  on what the latest innovations and trends mean for the Latin markets.

Low-Cost-Smartphones: Andrés Arias, SVP Products & Operations at Adsmovil,  notes that many low-cost smartphones offerings were present at the MWC, including Firefox’s launch of the US $25 smart phone and an enormous amount of Asian low-cost providers offered their products. This trend will increase and skyrocket  penetration and  internet connectivity via mobile phones  in lower-income  parts of the U.S. Hispanic market and, to a larger extent, in  Latin American.
SamsungHigh Growth: Gaston Bercun, Founder & Co –CEO of Hunt Mobile Ads, which recently was acquired by Opera Networks, says that the MWC reflects , without a doubt, the growth of mobile in the World. The U.S. Hispanic market and Latin America will not be an exception.

Soccer World Cup Fever: Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet”. This makes that for the first time the eyes of the sector turn to Latin America, partly also because of the Soccer World Cup.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, also talks about the Soccer World Cup being an important driver for mobile advertising this year.

Foto Alberto PardoPortada interviewed Alberto Pardo, CEO of AdsMovil, about the company’s status after its agreement with Millennial Media and the creation of Millennial Media Exchange (MMX), following Millenial Media’s partnership with AppNexus. Pardo also talked to us about the state of mobile advertising in Latin America, particularly in Mexico.

Translated by Candice Carmel

Portada: What is your business arrangement with Millennial Media?

Alberto Pardo: Adsmovil has a strategic alliance with Millennial Media to market their inventory, coupled with their technology support, in all countries of Latin America.

Portada: What does each side bring to the table?

Alberto Pardo: Millennial brings six years of experience in the most developed mobile industry in the world, along with its inventory, agreements with its own publishers, and technology. We bring our local knowledge and sales in each country [in the region].

Portada: Which brands are you bringing these advertising solutions to in Latin America?

Alberto Pardo: Mainly large advertisers such as Coca Cola, Ford, Nestlé, and Unilever, to name a few.

Portada: And in Mexico?

Alberto Pardo: Interjet, Nestlé, Banamex, General Motors, and Nokia, to name a few.

Portada: What is the state of mobile advertising development in Latin America, and in Mexico in particular?

Alberto Pardo: It is currently in full growth. 2013 has been a defining year for the industry, as several brands are starting to see mobile as an essential communications tool. Mexico is the most developed market in Latin America, ahead of Brazil and Argentina. In Mexico, there is wide acceptance of our products and we will continue to invest very strongly there, because Mexico is, without a doubt, the largest market in the region.

Mexico is the most developed market in LatAm for mobile advertising. More than Brazil and Argentina.

Portada: How does the U.S. Hispanic market compare? Or are they completely different markets?

Alberto Pardo: They are very different markets, as [overall] smartphone penetration in the United States is 60% – and 49% among Hispanics – whereas in Mexico, the figure is 30-32%. Data consumption and smartphone use varies greatly between the U.S. and Latin America, because in the United States, mobiles are also used to make purchases, while in Latin America everything related to m-commerce is very recent and still in its infancy.

The U.S. Hispanic and LatAm mobile markets are very different

Portada: What strategies do you recommended for creating pan-regional mobile advertising campaigns?

Alberto Pardo: Although one has to think regionally when creating pan-regional campaigns, communications should be adapted to each market, taking into account each country’s peculiarities.

Portada: What are Adsmovil’s plans for 2014?

Alberto Pardo: In 2014, we want to consolidate [our foothold] in Mexico, Brazil, and the United States.

On the agreement between Millennial Media and AppNexus, and the creation of the Millennial Media Exchange (MMX):

Portada: How will AdsMovil’s inventory in Latin America be represented in the new ad network?

Alberto Pardo: Our inventory will be represented in the form of audiences, using our coverage in the region.

Portada:  In what USH ad-exchanges is Adsmovil’ inventory represented?

Alberto Pardo: None. The Adsmovil inventory in the U.S. Hispanic market is premium, and premium companies usually put their unsold inventory “blind” on exchanges. Adsmovil is 100% transparent and sells only premium inventory in the U.S. Hispanic market.

Portada: How important are ad exchanges for AdsMovil sales?

Alberto Pardo: Very important, since much of our inventory in Latin America is received through exchanges.

Portada: There are still many barriers in the development of mobile advertising ad exchanges (standardization, etc.). How do you see this changing in time?

Alberto Pardo: There are many barriers. The main one is publishers’ lack of knowledge in this area, and the other is the short supply of exchanges in the region. Surely this will change as the business develops and continues to grow. Personally, I feel that publishers continue to think in terms of online, rather than mobile. The same holds true for many brands, which still view mobile as an emerging medium. This trend will be reversed in the coming years, since brands are starting to venture into mobile, albeit still slowly.

Personally, I feel that publishers continue to think in terms of online, rather than mobile

Portada: Did anything change or will anything change with the arrival of Victor Kong at Adsmovil?

Alberto Pardo: Victor is a great support to Adsmovil today. He leads Cisneros Interactive, the corporate business unit that groups all digital initiatives of the Cisneros Group focusing on Digital Advertising and Electronic Commerce. Adsmovil is part of Cisneros Interactive, and is an independent company that counts the Cisneros Group among its shareholders. As President of Cisneros Interactive, Victor is channeling all of his efforts and knowledge into growing the digital business-related companies owned by the group.

Alberto Pardo has 15 years of experience in the Internet, Internet marketing, e-commerce and online advertising fields. He is the founder and Chief Executive Officer (CEO) of AdsMovil, a Latin America and the U.S. Hispanic market mobile advertising network owned by Cisneros Interactive. Pardo is also founder and current President of the Colombia Chamber of Electronic Commerce.

Foto Alberto PardoPortada interviewed Alberto Pardo, CEO of AdsMovil, about the company’s status after its agreement with Millennial Media and the creation of Millennial Media Exchange (MMX), following Millenial Media’s partnership with AppNexus.

Translated by Candice Carmel

Portada: What is your business arrangement with Millennial Media?

Alberto Pardo: Adsmovil has a strategic alliance with Millennial Media to market their inventory, coupled with their technology support, in all countries of Latin America.

Portada: What does each side bring to the table?

Alberto Pardo: Millennial brings six years of experience in the most developed mobile industry in the world, along with its inventory, agreements with its own publishers, and technology. We bring our local knowledge and sales in each country [in the region].

On the agreement between Millennial Media and AppNexus, and the creation of the Millennial Media Exchange (MMX):

Portada: How will AdsMovil’s inventory in Latin America be represented in the new ad network?

Alberto Pardo: Our inventory will be represented in the form of audiences, using our coverage in the region.

Portada:  In what USH ad-exchanges is Adsmovil’ inventory represented?

Alberto Pardo: None. The Adsmovil inventory in the U.S. Hispanic market is premium, and premium companies usually put their unsold inventory “blind” on exchanges. Adsmovil is 100% transparent and sells only premium inventory in the U.S. Hispanic market.

Portada: There are still many barriers in the development of mobile advertising ad exchanges (standardization, etc.). How do you see this changing in time?

Alberto Pardo: There are many barriers. The main one is publishers’ lack of knowledge in this area, and the other is the short supply of exchanges in the region. Surely this will change as the business develops and continues to grow. Personally, I feel that publishers continue to think in terms of online, rather than mobile. The same holds true for many brands, which still view mobile as an emerging medium. This trend will be reversed in the coming years, since brands are starting to venture into mobile, albeit still slowly.

Personally, I feel that publishers continue to think in terms of online, rather than mobile

Latin America

Portada: Which brands are you bringing these advertising solutions to in Latin America?

Alberto Pardo: Mainly large advertisers such as Coca Cola, Ford, Nestlé, and Unilever, to name a few.

Portada: And in Mexico?

Alberto Pardo: Interjet, Nestlé, Banamex, General Motors, and Nokia, to name a few.

Portada: What is the state of mobile advertising development in Latin America, and in Mexico in particular?

Alberto Pardo: It is currently in full growth. 2013 has been a defining year for the industry, as several brands are starting to see mobile as an essential communications tool. Mexico is the most developed market in Latin America, ahead of Brazil and Argentina. In Mexico, there is wide acceptance of our products and we will continue to invest very strongly there, because Mexico is, without a doubt, the largest market in the region.

Mexico is the most developed market in LatAm for mobile advertising. More than Brazil and Argentina.

Portada: How does the U.S. Hispanic market compare? Or are they completely different markets?

Alberto Pardo: They are very different markets, as [overall] smart phone penetration in the United States is 60% – and 49% among Hispanics – whereas in Mexico, the figure is 30-32%. Data consumption and smart phone use varies greatly between the U.S. and Latin America, because in the United States, mobiles are also used to make purchases, while in Latin America everything related to m-commerce is very recent and still in its infancy.

The U.S. Hispanic and LatAm mobile markets are very different

Portada: What strategies do you recommended for creating pan-regional mobile advertising campaigns?

Alberto Pardo: Although one has to think regionally when creating pan-regional campaigns, communications should be adapted to each market, taking into account each country’s peculiarities.

Portada: What are Adsmovil’s plans for 2014?

Alberto Pardo: In 2014, we want to consolidate [our foothold] in Mexico, Brazil, and the United States.

Portada: How important are ad exchanges for AdsMovil sales?

Alberto Pardo: Very important, since much of our inventory in Latin America is received through exchanges.

Portada: Did anything change or will anything change with the arrival of Victor Kong at Adsmovil?

Alberto Pardo: Victor is a great support to Adsmovil today. He leads Cisneros Interactive, the corporate business unit that groups all digital initiatives of the Cisneros Group focusing on Digital Advertising and Electronic Commerce. Adsmovil is part of Cisneros Interactive, and is an independent company that counts the Cisneros Group among its shareholders. As President of Cisneros Interactive, Victor is channeling all of his efforts and knowledge into growing the digital business-related companies owned by the group.

Alberto Pardo has 15 years of experience in the Internet, Internet marketing, e-commerce and online advertising fields. He is the founder and Chief Executive Officer (CEO) of AdsMovil, a Latin America and the U.S. Hispanic market mobile advertising network owned by Cisneros Interactive. Pardo is also founder and current President of the Colombia Chamber of Electronic Commerce.

The Cisneros Group of Companies announced the creation of one of the largest  ad network serving the Americas by merging the mobile business of Redmas, Cisneros’ digital media unit, with Adsmovil, the leading mobile advertising network in Latin America. The newly-formed company will operate under the Adsmovil brand with co-founder Alberto Pardo serving as its CEO and Jorge Rincon, RedMas’ CEO, becoming the new company’s COO.

 Impressions

A Cisneros spokesperson tells Portada that AdsMovil  currently has 4 billion monthly impressions. Other Latin based mobile ad-networks like StartmeApp (claims to have 10 billion monthly impressions) and HuntsMobile (8 billion monthly impressions) serve more impressions. It has to be noted that impressions grow exponentially in the rapidly expanding Latin mobile market. In addition, contrary to most mobile ad networks Cisneros Group owns and operates many of its affiliated properties.

“RedMas’ mobile business has been providing cutting edge advertising solutions to the U.S. Hispanic and Latin American markets providing its partners a mix of interactivity, targeting solutions, and custom mobile alternatives to better communicate their company’s core values to Latino consumers,” says Mr. Pardo. “The combined companies will be able to offer a broader mobile network and open up the mobile advertising experience across 15 countries in places that receive high traffic and strong relevance for the Spanish and Portuguese speaking consumer, resulting in more exposure and higher sales conversions for our partners.”

“We started RedMas focusing on the U.S. Hispanic market for online and mobile advertising. Now with Adsmovil, we will also focus on the fast growing Latin American mobile marketing market. With advertising growth close to 65% annually, according to eMarketer, and smartphone penetration going from 15% to 47% by 2015, the Latin American market provides huge growth potential,” adds Mr. Rincon. “From an operational angle, this union provides brands access to many more premium publishers, and gives us the scale to invest in technological improvements.”

Adsmovil’s business strategy will focus on expanding its reach and increasing its revenue potential through technology investments. Adsmovil’s network now includes the mobile inventory of a number of major publishers in the region, as well as some of the most popular mobile applications in Latin America and the United States, such as Univision, Grupos de Diarios America, Grupo OPSA, Telemundo, impreMedia and Azteca America, to name a few.

The new Adsmovil counts with commercial presence in the United States (Miami, Los Angeles and New York), Mexico, Colombia, Brazil, Peru, Venezuela, Argentina and Chile; strengthen its sales team in major markets throughout Latin America and the U.S.; and build on its combined client base as both companies have separately provided result-driven solutions to many global enterprises, including a number of the Fortune 500 companies, such as Disney, Toyota, Sprint, McDonalds, Comcast, P&G, and many more.

The Cisneros Group of Companies announced the creation of the largest  ad network serving the Americas by merging the mobile business of Redmas, Cisneros’ digital media unit, with Adsmovil, the leading mobile advertising network in Latin America. The newly-formed company will operate under the Adsmovil brand with co-founder Alberto Pardo serving as its CEO and Jorge Rincon, RedMas’ CEO, becoming the new company’s COO.

 Impressions

A Cisneros spokesperson tells Portada that AdsMovil  currently has 4 billion monthly impressions. Other Latin based mobile ad-networks like StartmeApp (claims to have 10 billion monthly impressions) and HuntsMobile (8 billion monthly impressions) serve more impressions. It has to be noted that impressions grow exponentially in the rapidly expanding Latin mobile market. In addition, contrary to most mobile ad networks Cisneros Group owns and operates many of its affiliated properties.

“RedMas’ mobile business has been providing cutting edge advertising solutions to the U.S. Hispanic and Latin American markets providing its partners a mix of interactivity, targeting solutions, and custom mobile alternatives to better communicate their company’s core values to Latino consumers,” says Mr. Pardo. “The combined companies will be able to offer a broader mobile network and open up the mobile advertising experience across 15 countries in places that receive high traffic and strong relevance for the Spanish and Portuguese speaking consumer, resulting in more exposure and higher sales conversions for our partners.”

“We started RedMas focusing on the U.S. Hispanic market for online and mobile advertising. Now with Adsmovil, we will also focus on the fast growing Latin American mobile marketing market. With advertising growth close to 65% annually, according to eMarketer, and smartphone penetration going from 15% to 47% by 2015, the Latin American market provides huge growth potential,” adds Mr. Rincon. “From an operational angle, this union provides brands access to many more premium publishers, and gives us the scale to invest in technological improvements.”

Adsmovil’s business strategy will focus on expanding its reach and increasing its revenue potential through technology investments. Adsmovil’s network now includes the mobile inventory of a number of major publishers in the region, as well as some of the most popular mobile applications in Latin America and the United States, such as Univision, Grupos de Diarios America, Grupo OPSA, Telemundo, impreMedia and Azteca America, to name a few.

The new Adsmovil counts with commercial presence in the United States (Miami, Los Angeles and New York), Mexico, Colombia, Brazil, Peru, Venezuela, Argentina and Chile; strengthen its sales team in major markets throughout Latin America and the U.S.; and build on its combined client base as both companies have separately provided result-driven solutions to many global enterprises, including a number of the Fortune 500 companies, such as Disney, Toyota, Sprint, McDonalds, Comcast, P&G, and many more.