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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.

Why this matters? Cisneros is one of the largest privately held media, digital media, entertainment, telecommunications and consumer products organizations in the world. The group sells TV programming and other media content on five continents and in over 90 countries. Its media and entertainment holdings include Venevision, Venevision International and Venevision Productions. In addition, the Cisneros Group owns several digital assets, including Adsmovil and RedMas, its digital advertising unit, Cuponidad, an online couponing site, and the websites www.venevision.com, www.noticierovenevision.net, and www.missvenezuela.com.

adriana.cisnerosAdriana Cisneros assumes the role of CEO (Chief Executive Officer) of Cisneros after seven years at the company, the previous three as the company’s Vice Chairman and Director of Strategy.

Adriana is the third generation to lead the company. True to an 85-year tradition. Gustavo Cisneros will continue in his role of Chairman, working with Adriana as Vice Chairman and Steven Bandel as Co-Chairman in order to consolidate the group’s global expansion.

As CEO she will focus on four strategic pillars:

1. Consolidate new methods of distributing content and continue to be a leader as an integrated multiplatform production company, spearheading the development of original content for Hispanic markets.

2. Diversify risk with the creation of new business divisions and focusing on her three newest divisions.

3. Invest in innovation by identifying entrepreneurial digital projects in the region, and exploring new ways of doing business.

4. A dedicated vision to Corporate Social Responsibility, re-evaluating educational initiatives in Latin America, among other endeavors.

The most challenging part of my job will be to continue making the company grow at the speed my father did. Its success is owed in part to his extraordinary ability to almost immediately forecast the result of a business deal, and in part also thanks to his 30-year partnership with Steven Bandel, a great CEO who will continue as a member of my team of advisors.”, Adriana Cisneros stated.

It is important to highlight that during her tenure as Director of Strategy, she oversaw the transformation of television programming into 360° concepts, via digital strategies. Consequently, the new platforms became vehicles to attract greater audiences as well as offer new channels for advertisers, and developing new business models and content marketing.

Adriana Cisneros was responsible for the creation of Cisneros Interactive, the company’s digital media division, focused on mobile and online advertising networks, e-commerce, social gaming, and crowd-funding. She also established the real estate division anchored by Tropicalia, a sustainable tourism real estate development in the Dominican Republic.

Adriana’s board affiliations include: Executive Committee Member and Director of the International Academy of Television Arts & Science (International Emmy’s), a member of the International Council and Latin American and Caribbean Fund of the Museum of Modern Art in New York (MoMA), member of the Board of Directors of PS1 MoMA, the LA Philharmonic, Georgetown University Latin American Board, and a founding board member of Endeavor Miami. She is term member of the Council on Foreign Relations, and is also a member of YPO Intercontinental, New York City and Americas Gateway Chapters. She is a private investor in NXTP Labs, and serves as an investor and mentor of the 21212 Digital Accelerator in Brazil.

 

The Cisneros Group, through its Cisneros Interactive Group (CIG), made an initial investment of $10 million in Mobly, Brazil’s home furnishings webstore and part of Rocket Internet’s corporate portfolio.  The total investment could top $20 million in a year.

This investment is part of our commitment to diversify and strengthen our digital business network in the areas of e-commerce and digital advertising, emphasized Adriana Cisneros de Griffin, Vice Chairman & Vice President of Strategy of the Cisneros Group.

“Mobly is about to break into the traditional retail market of home furniture and décor and expand its dominance throughout Latin America, having the industry’s leading selection of top-quality items, excellent customer service and fast delivery that’s second to none.”, she adds.

Mobly was launched in Brazil just over 18 months ago and has already more than 6 million visits per month.  Today, its catalogue exceeds 45,000 products. Mobly has grown more than 150 times since its first month of operations, according to the company state.

“Mobly´s website has already surpassed the mark of 300,000 products sold and we closed our first fiscal year with a total revenue of $180 million in sales,” stated Victor Noda, Mobly’s co-president, along with Marcelo Marques and Mario Fernandes.

“Brazil represents almost 65% of the e-commerce in the region and it continues to grow thanks to the progression of the country’s middle class, the penetration of the Internet, and the surge of credit cards and other electronic payment methods.  It’s a market with great potential,” said Victor Kong, Chief Digital Officer of the Cisneros Group.

In 2012 the Cisneros Group of Companies founded RedMas, an online advertising network with 60 million unique users in Latin America and the U.S. Hispanic market, and which is the exclusive representative of Yahoo! in Venezuela and Peru.  In addition, CIG acquired Adsmovil, the largest mobile ad network to serve the Hispanic community in the United States and Latin America in both Spanish and Portuguese.

With RedMas and Adsmovil, CIG operates in United States, Mexico, Colombia, Venezuela, Peru, Brazil, Chile, Argentina and Uruguay.  In addition, CIG continues its expansion in the e-commerce sector, investing in Cuponidad, a daily deals website in Colombia, Peru and Venezuela; Idea.me, a crowdfunding website that covers Latin America; and Queremos, a fans-funding site for concerts and events.

The Cisneros Group, through its Cisneros Interactive Group (CIG), made an initial investment of $10 million in Mobly, Brazil’s home furnishings webstore and part of Rocket Internet’s corporate portfolio.  The total investment could top $20 million in a year.

This investment is part of our commitment to diversify and strengthen our digital business network in the areas of e-commerce and digital advertising, emphasized Adriana Cisneros de Griffin, Vice Chairman & Vice President of Strategy of the Cisneros Group.

“Mobly is about to break into the traditional retail market of home furniture and décor and expand its dominance throughout Latin America, having the industry’s leading selection of top-quality items, excellent customer service and fast delivery that’s second to none.”, she adds.

Mobly was launched in Brazil just over 18 months ago and has already more than 6 million visits per month.  Today, its catalogue exceeds 45,000 products. Mobly has grown more than 150 times since its first month of operations, according to the company state.

“Mobly´s website has already surpassed the mark of 300,000 products sold and we closed our first fiscal year with a total revenue of $180 million in sales,” stated Victor Noda, Mobly’s co-president, along with Marcelo Marques and Mario Fernandes.

“Brazil represents almost 65% of the e-commerce in the region and it continues to grow thanks to the progression of the country’s middle class, the penetration of the Internet, and the surge of credit cards and other electronic payment methods.  It’s a market with great potential,” said Victor Kong, Chief Digital Officer of the Cisneros Group.

In 2012 the Cisneros Group of Companies founded RedMas, an online advertising network with 60 million unique users in Latin America and the U.S. Hispanic market, and which is the exclusive representative of Yahoo! in Venezuela and Peru.  In addition, CIG acquired Adsmovil, the largest mobile ad network to serve the Hispanic community in the United States and Latin America in both Spanish and Portuguese.

With RedMas and Adsmovil, CIG operates in United States, Mexico, Colombia, Venezuela, Peru, Brazil, Chile, Argentina and Uruguay.  In addition, CIG continues its expansion in the e-commerce sector, investing in Cuponidad, a daily deals website in Colombia, Peru and Venezuela; Idea.me, a crowdfunding website that covers Latin America; and Queremos, a fans-funding site for concerts and events.

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