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The Mobile World Congress  (MWC)  finished last Thursday 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 Latin markets.


Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet. “That is why for the first time a major focus of the mobile sector is turning towards Brazil. In part, this is also due to the 2014 Soccer World Cup taking place in Brazil.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, agrees that the Soccer World Cup will be an important driver for mobile advertising this year.

Latin America is fully mobile

A woman takes pictures in front of the Mobile World Congress in Barcelona on February 24, 2013, a day before the start of the 2013 Mobile World Congress. The 2013 Mobile World Congress, the world's biggest mobile fair, is held from February 25 to February 28 in Barcelona. AFP PHOTO / LLUIS GENELatin America is one of the regions with the highest percentage of mobile penetration, reaching almost 100%. In some Latin American countries such as Argentina, the penetration rate exceeds 100% because users have more than one mobile phone. In Mexico for instance, IDC consulting group estimates that the market of online Smart Devices this year will grow by 46% reach 30 million devices with connectivity services and access to internet. All experts in the field agree that featured phones are slowly being replaced and this situation helps a continued growth in the market. In Mexico, 6 out of 10 users navigate through their phones and 84% of people over 13 own a cell, according to IAB.

Brazil is among the top 5 global downloads of apps for Angry Birds, Cut the Rope or Draw Something.

mwc.wearableGaston 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. Alejandro Campos, from StartMeApp, told Portada that at the MWC he noticed “a greater and growing perception of Latam as an emerging market due to the increasing amount of smartphones and tablet penetration.”

Alberto Pardo from Adsmovil says that “while no Latin America country is among the top 10 smartphones users, we see Brazil and Mexico as two major powers. Brazil, for example, is already in the top 5 of apps global downloads like Angry Birds, Cut the rope or Draw Something.” “Latin America is blooming, we have a mobile penetration rate of nearly 100% and a low computers penetration, which means that people will browse on their phones,” Pardo concludes.

wmc.huawei-ascendAndrés 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.

Increasing mobile advertising

mwc.samsungs5eMarketer published the mobile advertising investment expectations per region in 2012. An investment of US $259 million in mobile advertising was projected for the Latin America region, by 2014. In regard to this, Campos Carles says that ” eMarketer anticipated metrics for the region, are becoming real and we see a clear upward trend in terms of investment for RTB in Latam by bidders as: global networks , brokers, brands and agencies. ”

ad.spending.mobile

 

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.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Andrés Arias has been appointed as the new VP  of Operations and Product at Adsmovil. He will substitute Jorge Rincon who has recently taken over as Head of Entertainment and Solutions Performance at Millicom International Cellular. Arias’s responsibilities will include overseeing the creation and launch of new mobile advertising products and services for brands and agencies in the US and Latin America, in addition to strengthening Adsmovil’s operations team to support the rapid growth the company is experiencing. In addition, Isabel Rafferty will become VP of sales for the U.S. Hispanic market.

Angela Cubillos has joined Medula as the new digital advertising sales manager. She will be in charge of driving the firm to further develop of their digital portfolio within the US Hispanic and Latin American Markets.  Medula also has promoted Maria Flor Palazzolo  to the position of Latin American Sales Manager.

HPRA MiamiThe Hispanic Public Relations Association (HPRA) proudly announced the launch of its newest local chapter, HPRA Miami. As the nation’s leading organization dedicated to communications professionals and those seeking expertise in the Hispanic market, HPRA offers its members first-rate programming year-round. The HPRA Miami 2014 Board of Directors include: President, Daisy Cabrera, U.S. Hispanic Corporate Communications Expert and Media Trainer; Vice President, Sonia Diaz, U.S. Hispanic Practice Manager, Balsera Communications; Treasurer, Krysten de Quesada, Account Manager, Pinta; and Secretary, Ana L. Ruedaquintero, Marketing Manager, Vme Media. HPRA continues expanding with established chapters in Los Angeles, New York, Washington, D.C. and Chicago.

Marie McNeely is Joining Liquid Agency’s NYC Office as Global Director of business development. McNeely has worked in categories such as consumer packaged goods, travel, healthcare, telecommunications, finance, and retail. In addition, she has polished her skills in positions at large marketing agencies in the New York area.

Digitas LBIAdam Shlachter has been promoted to head of media activation at DigitasLBi. Shlachter was formely senior vice President media. He will report to Baba Shetty, DigitasLBi chief strategy officer. DigitasLBi has also made other announcements. Paul Dalton,senior Vice President media of the New York office, was named national media planning lead.Collen Whitney was appointed national video lead . She was formerly senior Vice President media for the Chicago and San Francisco offices.Tamara Bousquet,senior Vice President media of Boston’s headquarter, was named national programmatic lead .

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