Juan Pablo Buffa joins Geometry Mexico as Head of Digital Strategy.
AMC Networks International announced new leadership roles in its senior management team for its key regions. Ricardo Debén has been named EVP/MD for AMCNI Latin America.
Agency JWT Brazil has appointed Cássio Moron and Rodrigo da Matta new Executive Creative Directors (ECD), reporting directly to Ricardo John, JWT Brazil CEO & LatAm CCO.
Hemisphere Media Group, Inc., the U.S. media company targeting the high growth U.S. Hispanic and Latin American markets with leading broadcast and cable television and digital content platforms, and MarVista Entertainment, a major independent film and TV production company, have named veteran Mexican producer Ana Celia Urquidi General Manager of Production of their production joint venture committed to producing top-quality international television content. Urquidi will oversee all major original productions and will manage the production portion of many of the company’s co-projects.
Ana María Gutiérrez De Piñeres joins Agora Public Affairs & Strategic Communications as the new Digital Regional Director.
Hotelbeds, one of the world’s leading bedbank, has announced a further senior management appointment, naming Jason Soss as the new Global Head of Strategic Partnership for Hotelbeds.
IMS Internet Media Services (IMS) has announced the appointment of Diego Abadie as Country Manager for IMS Chile.
What: Digital ad sales and media buying company IMS Internet Media Services (IMS) will acquire a majority stake in Httpool, an international cross channel ad network. Why it matters: The deal will create one of the largest digital marketing and ad sales companies in the industry, with a combined operation supporting more than six thousand agencies and brands worldwide.
IMS Internet Media Services (IMS), a subsidiary of Sony Pictures Television Networks and one of the largest digital ad sales and media buying companies in Latin America, announced it has reached an agreement to acquire a majority stake in Httpool, an international cross channel ad network, with a presence in Central and Eastern Europe and Asia.
Subject to regulatory approval, the deal will create one of the largest digital marketing and ad sales companies in the industry, with a combined operation supporting more than six thousand agencies and brands worldwide, and exclusively representing Twitter, LinkedIn, Spotify and more than five thousand global and local publishers across 30 countries in Latin America, Central and Eastern Europe, and the Asia Pacific regions.
“This acquisition will enable IMS to develop some of the highest-potential geographies across Europe and Asia, and create a truly global company. IMS and Httpool together can offer an end-to-end solution in digital marketing campaign delivery, helping partners with our deep knowledge of local markets, and empowering local publishers, advertisers and thousands of digital professionals and entrepreneurs,” said Gastón Taratuta, CEO and founder of IMS.
“Bringing together IMS and Httpool will create a one-stop solution for advertisers launching local or international campaigns, as well as networks and publishers looking to monetize content across many of the world’s fastest-growing emerging markets,” said Andy Kaplan, president, worldwide networks, Sony Pictures Television.
“IMS and Httpool share the same vision, so we couldn’t imagine a more appropriate partner. This deal represents a major milestone for Httpool and an important recognition for all our past achievements. Teaming with IMS will fuel our increasing growth, and enable us to expand our proprietary solutions on a global scale,” said Aljosa Jenko, CEO and founder of Httpool.
“Httpool and its team established an amazing international position, developed complementary ad technologies and share the same entrepreneurial values as IMS. By joining forces, the two groups can make a lasting impact on the broader digital ecosystem through continuous innovation, openness, creativity and partnerships,” added Taratuta.
Headquartered in Miami, IMS also has offices in Brazil, Mexico, Argentina, Colombia, Costa Rica, Chile, Guatemala, Panama, Peru, Ecuador and Uruguay.<
Httpool’s 18 offices include India, Hong Kong, Albania, Austria, Bosnia and Herzegovina, Bulgaria, Czech Republic, Croatia, Greece, Hungary, Kosovo, Macedonia, Poland, Romania, Serbia, Slovenia, Ukraine and Russia.
Juan Davila has been appointed SVP – Client Innovation at IMS Internet Media Services. Prior to IMS, Davila was Global Business Development, SVP Managing Director at LiquidThread, a unit of Starcom Mediavest Group. Before this position, he was SVP, Director of Content Marketing for almost four years.
Between 2010-2012 Davila held the position of Director Corporate Communications, Latin America and US Multicultural at Starcom MediaVest Group.
What: Sony Pictures Television (SPT) has signed an agreement to acquire a 51% stake in Internet Media Services (IMS), one of Latin America’s largest ad sales and media buying firms in the digital space. Sony will pay approximately US $100 million for a 51% stake valuing IMS at approximately US $200 million.The deal is expected to close in several weeks pending regulatory approval.Gastón Taratuta will continue as CEO; Ignacio Vidaguren as COO; Maren Lau as CMO; and Mariano Roman as CCO. There are no significant changes planned in the way IMS manages its business. Why it matters: 10 year-old IMS is one of the main players in the Latin American digital media placement business, if not the main one. With the IMS purchase, Sony Pictures Television gains substantial relationships with key accounts in the region in the fast growing digital media category.
Sony Pictures Television (SPT) has signed an agreement to acquire a majority stake in IMS Internet Media Services (IMS), one of Latin America’s largest ad sales and media buying firms in the digital space. The agreement was announced by Andy Kaplan, president of worldwide networks for SPT, and Gaston Taratuta, CEO, Founder and Partner for IMS. The deal is expected to close in several weeks pending regulatory approval.
IMS is the largest independent digital ad sales company in Latin America and the largest digital media buyer in the region. Headquartered in Miami, the company also has offices in eleven countries throughout the region. Current commercial partnerships include Waze, Twitter, LinkedIn, Spotify, Crackle, iAds and Foursquare, among others. Taratuta will continue as CEO; Ignacio Vidaguren as COO; Maren Lau as CMO; and Mariano Roman as CCO. No significant changes to the business are currently planned.
The digital ad sales outlook for Latin America is poised for double-digit growth over the next five years, in a region where mobile connections already surpass 120% of the population. According to the IMS Mobile in LatAm study in conjunction with comScore, more than 60 percent of users of mobile apps such as Twitter, LinkedIn, Spotify and Waze consider that these are very important in day-to-day life.
“Gaston and his team are experts in the digital space and they have created a fantastic business across Latin America,” said Kaplan. “With the sector growing exponentially and evolving quickly, we’re looking forward to working together to grow our collective businesses” Additionally, Kaplan added, “we will integrate practices and intelligence with our networks and ad sales teams in the region and globally, making this an excellent extension of our current business”
“SPT combines powerful programming with an international infrastructure and a leading leadership team” noted Taratuta. “We look forward to the synergies these will bring to joint initiatives within Latin America and new regions.”
What: Foursquare will launch its’ advertising service within their applications Foursquare and Swarm in Mexico and Brazil. Why it matters: Advertisers will be able to create campaigns in Foursquare and Swarm at cost that will depend on the strategy companies develop with IMS Internet Media Services (IMS), Fourthsquare’s exclusive advertising sales partner in the region . Portada talked to Ignacio Vidaguren, COO & Partner IMS Internet Media Services, on this expansion.
To continue expanding beyond U.S. borders, Foursquare will launch its’ advertising service within their applications (Foursquare and Swarm) in Mexico and Latin America to establish a more profitable presence in the region and help advertisers reach consumers with campaigns using Foursquare’s ad products through the social net mobile applications.
This service has been operating in the US for two years and has already reached countries like UK and Turkey.
The launching coincides precisely with a report that talks about the slump the social network has been experiencing, since according to VentureBeat the interest in Fourthsquare relaunching and and its check-in companion app Swarm dropped.
With this platform, advertisers will be able to create campaigns in Foursquare and Swarm, where they are charge on a Cost-Per-Action basis, or when users either interact with ads, or check into a specific venues within 72 hours after seeing related ads.The cost will depend on the strategy that companies develop along with IMS Internet Media Services (IMS), Fourthsquare’s exclusive advertising sales partner in the region since March 2014.
The introduction of Foursquare Ads in Latin America comes as the region is experiencing exponential year-over-year Internet growth and among the highest mobile penetration and social media engagement rates in the world
The introduction of Foursquare Ads in Latin America comes as the region is experiencing exponential year-over-year Internet growth and among the highest mobile penetration and social media engagement rates in the world: According to comScore, Latin American internet users spend ten hours a month – twice as much as the average in the rest of the world – on social media platforms.
Ignacio Vidaguren, COO & Partner IMS Internet Media Services, talked to Portada in a written interview about this recent launch:
Portada: Can you please explain how a promoted place ad looks like on Foursquare?
Ignacio Vidaguren: “Foursquare uses location data to target your business’ ideal customers, like people in the area searching for the products and services your business offers, or people who have visited similar businesses. Promoted Places brings new customers right to you by featuring your business prominently as the first listing people see. For example, if a user searches for “coffee” on Foursquare, a Promoted Place would be featured at the top of the list, making sure potential customers visit you, not your competition. The only visible difference between your listing and your competitors’ listings is a yellow lightning bolt and the word “Promoted” at the bottom of your listing. To further see how this works, please go here.”
Portada: How is it sold, on a CPM basis or another pricing metrics? how does a typical CPM for this product look like?
Ignacio Vidaguren: “The Promoted Places feature is sold on a cost-per-action basis, based on two actions: ad clicks and store visits within 72 hours after seeing the ad. Foursquare’s technology has the capability to know if the user visited the store even if the user does not check in. In the case where the user both clicks on the ad and visits the store, Foursquare will only charge for one of these actions. Both actions, however, will be reported.The Place Based Ads feature is sold on a cost-per-click basis.The Foursquare Audience Network, which is a feature that lets businesses reach Foursquare audiences based on their real world activity, with the reach and scale of display, mobile, video, and social channels (like FBX), is sold on a cost-per-impression basis.”
Portada: Are there integrations between Foursquare and Facebook?
Ignacio Vidaguren: “Yes, the Foursquare Audience Network can be run on Facebook Exchange, a feature that helps business reach the people who have expressed interest in their products or services, based on their only behavior. Foursquare users can also share their activity – Swarm check-ins, Foursquare tips, etc… – on Facebook as well as other social media networks.”
Portada: How many users does Foursquare have in Latin America?
Ignacio Vidaguren: “Foursquare boasts a community of over 55 million users, with over half of its community outside of the United States. Foursquare has seen unprecedented growth on its platform in Latin America, especially in Brazil and Mexico, which led to its expansion into the region. Mexico and Brazil are also the third and fourth countries, respectively, in which Foursquare has started offering its advertising products.”
Portada: Will you be selling to some accounts pan-regionally out of Miami or other major Latam marketing centers?
Ignacio Vidaguren: “We will be selling to accounts pan-regionally within Latin America and the Caribbean.”
Portada: Who at IMS will be in charge of the Foursquare sales?
Ignacio Vidaguren: “IMS has built dedicated teams in Brazil, Mexico and Miami to take charge of Foursquare sales. These regional advertising teams have already begun servicing global brands like Palacio de Hierro, Nike, and Pepsi in Mexico and Citroën, VISA, Smirnoff, and Johnnie Walker in Brazil.”