Lorena Hure


The last three months of the year are always intense in the Latin American digital media marketplace: planning events and celebrations, calculating and predicting how to end the calendar year, launching new projects to catch the last wave of ad money before the relative calm,that usually comes with the first quarter of the new yeaer. And it can get chaotic, says Portada Latin American digital media correspondent Lorena Hure.

Translated by Celeste Martorana and edited by Gretchen Gardner.

Here, we’ll give you a few highlights of the past month, including upcoming events and projects being launched that we think you may find interesting.

Comscore – Introducing digital trends

marcos christensenMarcos Christensen, comScore’s country manager for Argentina, told me that in early December, the company will be introducing all of the digital trends with the latest developments in audience measurement, multi-platforms use, social media and campaign effectiveness.

The main concept behind this presentation will be that “the industry has finally realized that clicks are not that important and that advertisers now seek to understand the impact of campaigns in the same way that they do on TV: strengthening the scope, frequency, buying intention, memory, etc. Thus, digital is no longer a direct marketing-only tool and has become a platform for branding to a measurable audience like other media.”

Stay tuned for more details on this, as comScore will update us shortly.

RPA Media Place promises

alejandro alvarezIn case you haven’t heard yet, RPA Media Place, a programmatic buying platform with access to premium inventory from Argentina’s major  publishers (Grupo Clarin, Infobae, La Nacion, Perfil and Telefe), was launched in September, sending the digital community in Argentina into a frenzy.

A few days ago, I asked Alejandro Alvarez, CEO of RPA Media Place, how everything is going, and he told me that they have already closed private marketplace deals with Netflix, NewSan, Unilever, Affiperf and MediaMath after only a month of operation. He also promised that the best was yet to come.

Why didn’t these ideas occur to me first?

Where are the digital natives?

demian falestchiDemian Falestchi (co-founder and CEO of Kids Corp) invited me to the Digital Natives Summit, an event aimed at presenting the different approaches to reaching this key demographic. During the event, various industry thought leaders spoke about marketing, communication, innovation, technology, economics and trends exclusively related to this younger segment.

Although I saw a few familiar faces, I also ran into some of the industry pioneers who are now investors: it seems that the focus on digital natives is a trend to watch very closely.

As for the content of the event, I was amazed at some of the media consumption habits of very young people that were presented, and I’m pretty sure I’m not a target anymore!

Social Media Week Mexico

Paula CutuliSocial Media Week (SMW) is an event held in over 15 cities in the world that aims to share ideas and inspiration related to how social media and technology change business, society and culture. Mexico had its first SMW in June 2015, with almost 1,200 attendees, and organizers estimate that the number will triple for the 2016 event.

Paula Cutuli, CEO at SoulNet, the local city organizer of SMW Mexico, told me that next year’s event will be held from June 6th to 10th, and that they are already defining speakers, sponsors, and venues.

The early bird gets the worm…

Another one heading to Mexico

lore astegianoLorena Astegiano Eismendi has joined PontaMedia as Media Director, after having worked for almost eight years at e-planning, most recently as Sales Director. Astegiano Eismendi will move to Mexico from Argentina as a part of the company’s expansion process.

Good luck Lore!

IMS and comScore introduce regional study

anita figueiredoThe girls from IMS’s marketing team (Anita Figueiredo and Nana Barragan) told me that before the end of the year, they will release a regional study on audiovisual content with an in-depth analysis of Latam audiences (with its peculiarities, presented by market), including findings on how they relate to relevant audiovisual platforms. The study, which is much larger than any they have released in the past, is being conducted in partnership with comScore.

We will be waiting for more news!

Changes in Chile

ale trujilloAlejandro Trujillo has left his position as a sales executive at LinkedIn (through IMS Chile), to join TAPTAP Networks as a sales manager. Headquartered in Madrid, TAPTAP Networks is a mobile- focused company that is making a gradual landing in Latin America (or so it seems, as they have opened commercial operations in Chile after doing the same in Colombia, where they already have an office.)

All the best Ale!

Adjustments at Guvera

My time as Guvera’s Sales Director for LatAm Southern Cone came to an end in mid-September. It was a very intense and rewarding experience, both personally and professionally, and I really appreciate having been part of it.

You’ll be hearing about my new projects soon, as we “digitals” never really leave; we just reinvent ourselves.

That’s all for now, folks! See you next month with all the gossip!


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

::: Lorena Hure – Guvera :::  Alfredo Pedroso – Sony Pictures Television Latin America ::: Lorena Astegiano Eismendi – PontaMedia  ::: Alejandro Trujillo – TAPTAP Networks  ::: DigitasLBi – Paul Dalton :::  Razorfish – Tom Adamski :::

Click here for previous Latam Changing Places editions

56Y9T5d__400x400Lorena Hure, who is also part of our editorial team, is no longer Sales Director for Latin America Southern Cone at Guvera, a position she left in mid-September. “It was a very rewarding experience, both personally and professionally,” says Lorena.




17ce92fAlfredo Pedroso is the new Director, Ad Sales Panregional at Sony Pictures Television Latin America.Pedroso is based in Miami and previously worked at Hispanic advertising agency Marca.

lore-astegianoLorena Astegiano Eismendi has joined PontaMedia as media director, after having worked for almost eight years at e-planning (the last time as Sales Director.) Astegiano Eismendi will move to Mexico as part of the company’s expansion process.


ale-trujilloAlejandro Trujillo has left his position as sales executive of LinkedIn (through IMS Chile), to join TAPTAP Networks as a sales manager. Headquartered in Madrid,TAPTAP Networks is a mobile- focused company that is making a gradual landing in Latin America.


descargaDigitasLBi has appointed Paul Dalton as chief media officer, international.Dalton joins from the Publicis Groupe agency’s New York office, where he was executive vice president, communications planning.He will relocate to London and report to DigitasLBi International chief executive Ewen Sturgeon, with responsibility for leading and growing the agency’s media offering across international markets.Prior to joining Digitas in 2012, Dalton spent over a decade at ZenithOptimedia, latterly as senior vice president, ideas and innovation director.

descarga (1)Esko has appointed Leonardo Cruz as general manager of its operation in Latin America with a remit to create regional strategies to build both direct and indirect sales, and expand service and customer support coverage in Mexico, Central America and South America.Cruz will also provide marketing support for the region, and report to Jon Giardina, Esko Americas president.Cruz brings extensive experience building direct and indirect sales strategies, service channels and new business development and marketing in Brazil and Latin America.



descarga (2)Razorfish global CEO Tom Adamski dies at 43.Adamski served as global chief executive officer of Razorfish Global network for just less than a year.Prior to taking over the chief executive position, Adamski was chief executive officer of Rosetta, which Publicis folded into the larger global group last September, reporting to Publicis Groupe chief executive Maurice Lévy.Razorfish veteran and North American chief executive Shannon Denton has served as interim and will continue for the immediate future.

In Latin America, as in most of the world, phones have stopped being devices to exclusively make phone calls to become “everyday problems solvers.”  We talked to Juan Carlos Göldy, who leads the Argentinian Education Program at the Mobile Marketing Association (MMA),  Gaston Fonzo, Co-Founder & CSO of StartMeApp and Fernando Acinapura of KickAds, who provided their views on the evolution of the Latin American mobile marketing landscape in 2015.

celulares.ministerio.TIC_.colombia1Mobile phones have become “everyday problems solvers” and hardly anybody is willing to leave home without carrying theirs.In addition to their original functionality, which is basically to facilitate communications with others, these devices have become an essential tool to perform various activities we do every day. Smartphones not only allow us to consume content and information, but also make our purchasing decisions easier and allow us to carry out an infinite number of operations (such as bookings, transactions, payments, etc.)

Considering that the penetration of smartphones in Latin America continues to grow, it is not surprising that brands are interested in reaching users particularly through these devices.

YYeRMprU_400x400-250x250To shed light on the current state of mobile marketing in Latin America, we talked to Juan Carlos Goldy, from the Argentinian  Mobile Marketing Association (MMA), Gaston Fonzo, Co-Founder & CSO of StartMeApp and Fernando Acinapura of KickAds.

Portada: How do you perceive the current state of mobile marketing in Latin America?

Juan Carlos Göldy: “Since 2012, mobile marketing in Latin America is constantly growing and changing. The first advertisers who began to use mobile marketing tools were those of performance (content aggregators and application developers) which boosted investment greatly. Then in 2013, branding advertisers joined this trend experimenting with tight budgets. Thanks to the results achieved, mobile marketing turned into a “must” in digital media strategy.

This shift was made after advertisers realized that:

  1.  Consumers changed their pattern of media consumption. According to the latest study by Millward Brown,  the average time spent per user of smartphones in Argentina exceeds the time spent watching television with 166 minutes vs. 104 minutes respectively.
  2. Consumers are “multiscreen” and the main screen that is being consumed simultaneously with the rest is that of mobile devices.”

Portada: How do you perceive the current state of mobile marketing in Argentina?
Juan Carlos Göldy: “The situation in Argentina is not different from what we are experiencing in the region. At this stage of the evolution of advertisers it is no longer about evangelizing the market, there is no need to convince anyone that mobile is one of the main channels to reach customers, everybody knows that. Towards the end of 2014, there were more than 12 million smartphones in Argentina , which account for almost 36% of the population.”

Key Mobile Media Decision Makers and global Brand Marketers will provide actionable insights and the latest intelligence on Mobile Marketing in Latin America at Portada’s upcoming #Portadalat: The Latin American Advertising and Media Summit and the Latin Online Video Forum on June 3-4 in Miami. Tickets are going fast. Early Bird Tickets expire tomorrow Tuesday April 21 COB.

Portada: How do you think mobile marketing will evolve in Argentina particularly and Latin America in general in 2015?
Juan Carlos Göldy: “Brands are moving and expecting a year of exponential growth in mobile advertising investment and consolidation in the region.

Brands are moving and expecting a year of exponential growth in mobile advertising investment and consolidation in the region

Regionally, there is no company that does not have digital marketing as one of its top priorities for this year. Also to build a multiplatform strategy maximizing opportunities to reach consumers with advertising on multiple channels simultaneously, amplifying their message and improving disclosure, and in this way increasing their return on investment in relation to advertising spending.

motorola.mobileNever before have marketing professionals been in the presence of such a powerful communication tool, as is mobile phone, allowing them to personally influence the behavior of their current or potential consumers.”

Gaston Fonzo, Co-Founder & CSO of StartMeApp, considers that: “Latin America is one of the regions with the greatest growth potential regarding mobile marketing; in fact, it is already beginning to have its own metrics and ceasing to be an emerging region within the industry. Latin America has evolved in terms of market and global presence within the mobile ecosystem; specifically, Brazil, Mexico and Argentina are leading countries in this regard.”

Regarding 2015 landscape, Fernando Acinapura of KickAds, predicts that “in Latin America, m-commerce (making payments via mobile phone) will have greater relevance, while mobile applications will remain in the spotlight. Mobile Video will continue to be one of the best engagement strategies. We are facing a wide range of options for mobile advertising to keep on growing and create lasting bonds with audiences.”

It seems that advertisers should start putting forward their mobile strategies from the very beginning, instead of simply adapting ideas originally intended for other media or devices. As they suggest from the MMA, is not about being “mobile friendly”, but to be “mobile first.”

While demand side platforms (DSPs) continue to propagate across Latin America, major supply side platforms entering the region experience some resistance from publishers or at least are not fully understood by them. So, are Latin American publishers really adopting SSPs or not? Lorena Hure, a digital marketing expert in our editorial staff, asked several major players to answer the above question.

14271338940_ddbbaf7a55_oAccording to experts interviewed by Portada, publishers are undergoing a paradigm shift, which calls for a period of training and adaptation to this relatively new technology.

On the one hand, supply side platforms seem to aid publishers in their selling process; however, on the other hand, as these platforms introduce the concept of cost-efficiency and automation, publishers are faced with the challenge of redefining their operations and business models.

According to Lucio Grimaldi, Managing Director for Latin America at Publicitas, “the main obstacle still remains a cultural and business shift in the way that publishers have been monetizing their digital inventories. Working with a SSP platform implies a completely different business model and this has been the major challenge for publishers, who have been working differently and relying on traditional digital sales for a long time. I also believe there is still a fear from publishers that the SSP model will ‘cannibalize’ traditional digital sales and reduce CPMs significantly. Thus, it’s key for publishers to have the right SSP partner/approach and a clear inventory and monetization strategy in order to be successful in this transition.”

The enormous opportunities and the evolution of Advertising technologies in Latin America will be examined in-depth by major experts of the brand marketing, agency, media and measurement world at the Portada’s Latam Summit on June 3 -4 in Miami (part of #Portadalat.)

The fact that some LatAm publishers consider the entrance of supply side platforms as potential threats to the level of their  eCPMs, is reflective of another important factor when it comes to challenges in the region: Lack of education. As Fernando Narcio, Regional Manager Latin America at PubMatic puts it “I think that the biggest obstacle for programmatic adoption in Latin America is education. Given the rapid change in the industry, many publishers need to be brought up to speed in terms of what programmatic is, what are the roles of the different players in the eco-system (DSPs, SSPs, Exchanges, DMPs, etc.) , and how  programmatic can  help them maximize the value of their digital assets.”

Even if Brazil often has its own logic, the situation is similar to the one experienced in the rest of Latin America. According to Rafael Pallarés, Manager Director at Aunica, “the Brazilian market faces several challenges regarding programmatic advertising, and the low levels of acumen among the digital community and loose guidelines are the greatest among them. As secondary challenges, publishers need to better organize and package data in order to take more value out of their assets, and players in the ecosystem should define their roles with more clarity – many players claim to be DMPs, DSPs or SSPs, for instance, without carrying the core expertise and technologies to claim so.”

 Publishers need to better organize and package data in order to take more value out of their assets.

SSPs platforms challenged

6969804173_e4651ecd8b_oAs we have seen, in order for publishers to incorporate supply side platforms across the board, not only training and education will be needed. Additionally, the lack of confidence in this technology needs to be overcome. This is quite a challenge for SSPs willing to gain new markets in the region.

 In order for publishers to incorporate supply side platforms across the board training and education is needed, this should help to overcome the lack of confidence that still exists in the technology.

Patrizio Zannatta, Managing Director Latin America at Rubicon Project, suggests that “ it’s certainly not for a lack of willingness to experiment or innovate. I think Latin America is in a similar position to Italy when I began working there for Rubicon Project: the only thing lacking was perhaps a little understanding and confidence in what is still a relatively new technology. In Italy, we saw the majority of the top 50 sellers embrace automated advertising within a matter of months. Every market is of course different and the way we have seen sellers using the technology in different, and often creative ways to suit their individual businesses could be especially interesting. Global media agency Magna Global predicted that programmatic will make up between 60 and 70% of digital ad revenues in the three major Latin American markets by 2018”.

When asked about the challenges being faced by publishers, Guido Conterno, executive director at GDA, stated that as for “supply side platforms, there is the fear of use of the cookie re-targeting the SSP can do, whereas as for programmatic buying, contextual audiences via programmatic are sold at low prices; user audiences and private deals have higher prices. Once these Private Marketplaces are set and there is no spillage of the Publisher’s Users cookies outside the market place, programmatic will grow in the region”.

The real challenge is not only on the part of the publishers who should implement this technology, but also on SSP service providers.

The adoption of Supply side platforms in LatinAmerica, even if not yet widespread, seems to be imminent. It is all a matter of seeing how 2015 develops, considering that there is a promising outlook for programmatic buying in the years to come. The real challenge is not only on the part of the publishers who should implement this technology, but also on SSP service providers who should work hand in hand with publishers in order to help them incorporate it.

The Latin American Music and Online Entertainment space is getting a new major player: Guvera, the Australian online music streaming service founded in 2008, is planning a full-fledged expansion into Latin America, including Brazil. Guvera’s business model is mostly advertising based. An interview with Carlos Rojas Girao, Commercial Director Latin America at Guvera.

Guvera, the Australia headquartered online music streaming and entertainment company is activating a full-fledged expansion into Latin America. The company, which last year got a US $50 million funding round led by AMMA Private Investment, last year established a presence in Peru and Chile and this year is completing a full-fledged expansion including Brazil and the rest of Spanish-speaking Latin America. Guvera was founded in 2008 under the premise that 95% of consumers choose to access their music for free, resulting in a mass consumption of illegal music online. The company claims to “have created a new music experience by developing a revolutionary commercially funded streaming platform.:

Portada interviewed, Lima Peru based Carlos Rojas Girao, Commercial Director Latin America at Guvera, to talk about his company’s plans for the region.

When and how did you arrive to Latin America, in what markets? Who are your major Team members?
Carlos Rojas Girao – Commercial Director, Latin America (photo).: Guvera - Foto Carlos Rojas Girao“Guvera has grown from 2 to 20 markets in less than 12 months including Latin America where we arrived in early Q2 of 2014. We launched our first markets in July 2014 in Peru and Chile, followed by Argentina, Colombia and Mexico, and then Venezuela in October. This year, as part of our global expansion program, we plan to launch Brazil as the 7th Guvera LATAM market.  The Latin American team is part of a greater Guvera initiative that is changing the way users interact with music, and how brands connect with fans. The team is composed of experts in the LatAm digital space and recently we added Lorena Hure as the Sales Director for the South of Latin America.”

In the UK you bought music streaming company Blinkbox from supermarket giant Tesco, do you plan to do similar acquisitions in LatAm?
 “While acquisitions are not a priority for Guvera, the company is always open to considering further opportunities and partnerships including Latin America.”

In-Stream Audio Ads is only one part of our product portfolio, which is heavily oriented to native advertising.

How will your partnership with Lenovo benefit you in Latin America?
“Guvera is Lenovo’s global music partner. Our app is hard-coded on Lenovo smart-phones and tablet devices sold in the markets where Guvera is operating, which increases our reach and strengthens our brand footprint. The Lenovo partnership will aid in the rapid growth of the business. Lenovo operates in 160 markets globally, providing enormous scope for Guvera to grow.”

We understand your business model is 100% Ad supported. Please explain all types of ads you sell and which ones you see particularly fitting for Latin America?
guvera logo
C.R.G.: “We have 2 different products for consumers. Platinum which is a subscription based product with 100% of features. And we have Play, our star product that allows people to access music which is subsidized by brand advertiser partnerships. Play is based on an Ad Supported model under Guvera’s vision: Connecting Brands with Fans Like never Before.Our portfolio has 4 major pillars: (1) Standard Ads with Video, Audio and Display. (2) Sponsored and Personalized Playlists curated by Guvera in different Sponsorship bundles for the most popular Guvera’s Playlists. (3) Branded Channels, which is a unique branding solution in the industry, capable to take your brand to the next level in terms of engagement, amplification and in-platform transactions. (4) And House of Guvera, the ultimate and unique set of opportunities to create brand identity through music entertainment for our clients based in a holistic and 360 degrees solution including online and offline.”

In-Stream Audio Ads are relatively new in LatAm how do you plan to make this form of advertising more popular in LatAm?
C.R.G.: “Streaming as a general concept is still new in Latin America, therefore digital advertising other than Banners and Video are going to be extremely new in some markets, not too new in some others. In-Stream Audio Ads is only one part of our product portfolio, which is heavily oriented to native advertising. We believe in our capacity to deliver an amazing user experience while connecting brands with fans. Audio Ads, are part of our standard offering that can be bundled with personalized playlists, branded channels or even House of Guvera original or branded content in order to create a unique experience for brands and its fans. We firmly believe that all our product offerings are fit for a diverse range of purposes depending on the maturity and development of the markets and advertisers. All our products have the flexibility to fit different needs, scales and objectives and we have a team that work closely with clients to ensure they are getting the best of our platform not only in terms on return but also in terms of experience.”

We understand you have partnerships with major Music Content Providers, are these also valid for LatAm? Which ones are they?
“Guvera works closely with labels to ensure that the most relevant content is ingested for each market in which we operate. We work with both major international labels and local labels to ensure that our philosophy of programmed globally, tuned locally is delivered upon, and our aim to help users discover the best in local and international content is achieved.”

oded_madrid2010Oded Lida Greiss (photo) is the founder and CEO of Digital Ventures Europe, a company founded in 2013 and based in Barcelona, Spain, whose mission is to help technology companies obtain scalable solutions to expand into global markets, including ventures like Datorama, Innovid and SparkFlow. We interviewed Oded in order to find out more about the services his company provides to technology companies in Latin America and the U.S.

Lorena Hure contributed to this article.

Portada: Can you please explain who backs Digital Ventures Europe?
Oded Lida Greiss, CEO: “Digital Ventures is privately owned and backed by private investors.”

Portada: What companies does Digital Ventures invest in and work with?
OLG : “Digital Ventures portfolio is composed of two kinds of companies: partners and young startups.Partner companies, in an advanced stage, are where Digital Ventures helps to expand their business to international markets.
In This group you will find the following companies:
Datorama – Digital Ventures is their partner for expanding their business into Spain, Portugal and Latin America.
Innovid – Digital Ventures is their partner for expanding their business into Spain and Portugal.
Spark Flow – Digital Ventures is their worldwide partner for expanding their business into International markets (Excluding Latin America)
The other group is made up of young startups, where we perform as Angel investors and tutors.In this group you will find the following companies:

mmuze, Hyper contextualize marketing – a young and promising company, which uses semantic algorithm to identify which products people are talking about across the web and where.
Tuisy, Planning and Social Shopping App – a Very interesting App, which could change the way we plan our leisure activity.
Mobeac, Beacon based micro localization marketing platform.
Digitaland – High end production agency, specialized in Rich Media and experts on technology

Portada: In what areas of the Latin Digital Marketing World (namely, Latin America, U.S. Hispanics and Spain) do you see the most growth potential (from an investment perspective)?
OLG: ‘Data, Video, Mobile (cross screen) and RTB are the current trends in digital Marketing, which will keep growing and fast. Localization based marketing is yet to come, but when it does, it will change dramatically all aspects of our lives.”

Data, Video, Mobile (cross screen) and RTB are the current trends in digital Marketing, which will keep growing and fast.

Portada: In what areas of the Latin online video sector do you see the most growth potential in?
OLG: “I think online video has still long way to go in Latin America, as main players just started exploring this market. Interactive video will surely grow and DCO (Dynamic Creative Optimization) in Video.”

Portada: Please explain a bit about the background of Datorama and what problems it tries to solve for agencies and brand marketers?
OLG: “Datorama was created by two main product owners in MediaMind (currently Sizmek), Ran Sarig and Efi Cohen, who joined forces with Katrin Ribant who used to lead the Arthemis project within the Havas group.The main idea was to create a disruptive technology, which could change the way marketing professionals access and manage their data.

Smartphone with cloud of application iconsIn today´s landscape agencies and brand marketers are forced to use multiple platforms and environments such as Facebook, Twitter, YouTube, Adwords, DFA, Sizmek, Mediamath etc.Each platform generates huge amounts of data, but each one of them uses different reporting system, different data models, etc.As a result, modern marketers find themselves “drowned” in huge amounts of siloed data, in which they cannot make effective usage. The Datorama platform helps them integrate data from all these different sources and many others, into one coherent model enabling them to own their data, process and improve it, visualize it and effectively use it on a day to day basis.Being 100% focused on marketers, Datorama saves the typical headaches, usually related to the implementation process of general BI tools.”

The main idea behind Datorama was to create a disruptive technology, which could change the way marketing professionals access and manage their data.

Portada: When you invest in a company, what do you like to see regarding the sector, features of entrepreneurs etc.?
OLG: “First of all, we look at the team! A company is never more, than the people who form it. Then we look for innovation and an idea which could fit into our portfolio, complementing the other technologies we deal with.Even if Digital Ventures Europe is less than two years old, technology companies in Latin America willing to expand their operations internationally, will be able to benefit from the broad experience of team behind this company, who (according to their web site) consider themselves as pioneers in the Digital Marketing arena.”

Panregional offices, as opposed to local ones in Latin America, often have a broad perspective of what’s going on in the region. Their access to information, as well as their daily interaction with top decision-makers, helps frame the major decisions that will then replicate in some or each of the local Latin American markets. In order to have a clear picture of what 2015 brings in terms of advertising in the region, we asked Maria Jose Ezquerra, SVP at Havas Media, and Borja Beneyto, VP at Starcom MediaVest Group, to give us their views as 2015 unfolds.

Additional editorial support for this article was provided by Lorena Hure.

Portada:  What ad-categories do you see the strongest in terms of panregional media buying during 2015?

0cbcf9eMaria Jose Ezquerra, SVP at Havas Media: “In general the two main media growing are cable and digital, where there is still a huge gap between consumption and share of investment. This is a trend that we have seen for years but has not accelerated enough. I see a big growth in programmatic, that is definitely a global trend that is strongly being replicated in Latam. Despite all the doubts still surrounding this type of buy, the benefits are strong enough to have a double digit growth if we achieve to show the potential to clients”.

Maria Jose Ezquerra – programmatic, that is definitely a global trend that is strongly being replicated in LatAm.

c72c3ff126d28d33d5980f25bd687c5a_400x400Borja Beneyto, VP at Starcom MediaVest Group: “Technology and media advertisers will be the strongest ad categories during 2015”.

Portada: In terms of digital advertising formats, which ones will be the chosen ones in 2015?

MJE: “Besides everything programmatic, I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

During past years everyone knew it was key, but KPIs were still not clear enough unless you were in the performance world. Variables moved from fans to engagement to likes…whatever seemed relevant at the time, but I believe there was still a void on good measurement on Facebook that at least we have solved now”.

BB: “2015 is definitely the year of online video. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment. All formats within and across video discipline will be gaining”.

BB –2015 is definitely the Online Video Year. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment.

Portada: As for, Online Video, how important is it going to be for most of your campaigns?

MJE: “Online video is key for us. It has to be, it is where people are. If we do not recognize that we are not doing our job. We strongly believe that all TV campaigns should move a portion of their budgets to online video. When you measure side to side the results are amazing. TV is still a very relevant media in Latin America so I am not saying that we should stop using it, but multi-screen buy is key to follow the consumer journey. We have a double digit share of online video in our HMI Miami media mix”.

BB: “Online video will be around 85% of digital campaigns (excluding direct response-based campaigns)”.

Portada: Are you already planning campaigns around the 2016 Olympics in Rio de Janeiro?

MJE: “We are exploring the field for several of our clients. I cannot provide names, but we believe it presents opportunities for all, not only the official sponsors but also anyone interested in Latam. You can create great strategies without spending millions by surrounding the buzz and finding the best contact points to deliver relevant content.

BB: We are planning special developments such as branded content, native advertising, newsroom-integrated campaigns and sponsorships. And, of course, reserving the most relevant spots to air our campaigns”.

Portada: Are you doing your media buying through programmatic?

MJE: “We are growing programmatic enormously; our clients see the benefits and results. Our Meta DSP has accelerated this enormously. I cannot disclose the percentage but it is a key area for us to continue growing”.

BB: “More accurate external DSP/DMP partners in addition to improvements in our own platform are making it easier to move investment from generic display to programmatic. Some of our clients are going to close 2015 with more than 60% of their campaigns managed through Audience on demand (SMG platform)”.

I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.
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