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What: Sizmek has announced the promotion and appointment of several key executives in the Latin American region as part of an acceleration plan of the global sales team.
Why it matters: Mike Caprio was promoted to GM/VP Global Product Sales, Pedro Travesedo to the role of Regional Vice President, Latin America and Mercedes Scassera was appointed as the new Country Manager of Argentina and Southern Cone last month.The promotions and appointments are effective immediately.

Sizmek , an open ad management company for multiscreen campaigns, has announced the promotion and appointment of several key executives in the Latin American region as part of an acceleration plan of the global sales team.The promotions and appointments are effective immediately.

Mike Caprio, who until now served as VP of Latin America for Sizmek and General Manager of Sizmek Vantage, has been promoted to the newly created role of GM/VP Global Product Sales.  In his new role Mike is responsible for all Sales Specialist teams around Sizmek’s core product suite: Platform Solutions, Data Solutions and Media Solutions.

Pedro-Travesedo-In addition, Sizmek has promoted Pedro Travesedo to the role of Regional Vice President, Latin America.

Pedro is a pioneer in the Adtech industry, having been with Sizmek for the past ten years as Country Manager of Spain. Under his new role, Pedro will lead all sales and operations activities of Sizmek across the region from Miami to Mexico, Central and South America although he will remain in Madrid.

“These are times of tremendous transformation in our industry and I’m very glad to be part of this constant evolution in a region with so much potential as it is Latin America. During these ten years in Spain I have experienced firsthand the maturation and rapid growth of the digital industry amidst challenging and competitive economic environments. Today, I’m eager to share this experience with my colleagues in Latin America and continue to deliver the highest level of service and performance for our clients in the region,” said Pedro Travesedo.

These are times of tremendous transformation in our industry and I’m very glad to be part of this constant evolution in a region with so much potential as it is Latin America.

mike-caprio-“I am very excited about taking on this new challenge with Sizmek but I’m also very proud of what the Latin American team has accomplished in the past two years,” said Mike Caprio. “We have put in place a strong and reliable sales and service organization across the region that has consistently delivered results for us and most importantly, for our clients. My new role will empower me to better assist our sales teams from around the globe in selling Sizmek’s new and revamped core product offerings: video, mobile, data and programmatic.”

mercedes-scassera-This past month, Sizmek also appointed Mercedes Scassera as the new Country Manager of Argentina and Southern Cone.

Under this role, Mercedes is responsible for all sales and operations efforts of Sizmek in Argentina, Chile, Peru and Uruguay. Mercedes joined Sizmek from Turner Broadcasting System Argentina where she directed digital marketing efforts for the series and movies division of the channel as Digital Media Marketing Manager since 2007.

Liz Ritzcovan, Sizmek’s Global Chief Revenue Officer said, “At the heart of the plan is an effort to identify key talent within the organization while promoting and driving accountability. We are capitalizing on our global footprint, our product expertise and equally as important, the service our customers want to help drive exponential performance. The changes will provide us with flexibility, faster go-to-market and ultimately accelerate revenue growth.”

mike.caprioMike Caprio is the VP of Latin America and GM of Global Trading for Sizmek.

Two years ago Latin America and Asia Pacific were considered emerging digital markets.  Both were ripe with new opportunities to take advantage of the groundwork laid by the more developed digital territories like Europe and the U.S.   However, two years later only one of these growth markets has taken advantage of this opportunity—and unfortunately it hasn’t been Latin America.

Working across 70+ countries at Sizmek (formerly MediaMind), data shows us that Latin America, as a region is 40% less digitally sophisticated than the leading market.  This index takes into account the amount of data, and the adoption of “intelligent” services that help drive the performance and insights from your digital advertising.

Below I’ve identified a few areas where you can quickly elevate your digital competency to be aligned with and ultimately leapfrog, the rest of the developed World.

Data

Data is the fuel that makes your digital engine roar. Without consistent and reliable performance data, you lose a primary benefit of digital advertising. Being able to retarget users who have previously visited your website, who have put something in a shopping cart and not checked out, or you know is a fan of sports, fashion or news, provides great opportunity to reach these consumers with an offer or creative message that provide a stronger likelihood of conversion.

Even in the largest media markets in Latin America, including Mexico and Colombia, agencies track campaigns, but don’t serve them. The distinction is simple. Unless you are serving your ads, you cannot take advantage of this data in real-time. Targeting creative is not possible without ad serving. Brands are very particular about their data, and any digital campaign that is tracked and not served runs the risk of missing key digital drivers that could be the difference between success and failure. And when you’re talking about pennies, it’s not worth the risk.

Attribution

An important companion to Ad Serving is Attribution—the practice of understanding what steps a user took prior to conversion. When billions of dollars are spent worldwide on search, display, social and video, how do agencies know what creative, or medium drove interest and success? Tools that connect and report in on channels are available.

Verification and Viewability

Fraud in digital advertising is rampant.

Agencies around the World are taking one of two positions: 1.) “I want to know when my clients are being defrauded and do something about it”; or 2.) “What I don’t know doesn’t hurt me”.

Today there are tools being used by the most sophisticated agencies and brands across the globe to provide transparency on their campaigns. How they leverage this varies by agency. Some use it to negotiate make-goods, some use it to identify publishers who honor their insertion orders, and some use it as a veiled threat to put their publishers on notice —to use un-viewable ads for someone else not paying attention.

If you represent a retailer in Mexico, why would you want that ad shown in the Ukraine? Don’t laugh. It happens everyday. Finding a technology partner who is able to marry verification, viewability, and brand safety in your native language is critical. Don’t wait for your client to ask. Take the initiative and run a test. You’ll be surprised at what you don’t know.

HTML5-Creative Across All Screens

Mobile usage has exploded around the World. Ensuring your rich media and video can run across whatever device your user is surfing on is critical. This trend is no more relevant than in social — especially in major social markets such as Brazil.  It’s important to find a technology partner who is also a Preferred Marketing Developer with Facebook.  This will allow video and rich media to be able to run across mobile and desktop with the same creative on the largest and most important social network in World.

mike.caprioMike Caprio is the VP of Latin America and GM of Global Trading for Sizmek.

Below I’ve identified a few areas where you can quickly elevate your digital competency. These are just a few examples of ways your agency or brand come become more sophisticated, and you can use this as leverage to grow your digital business.

Data

Data is the fuel that makes your digital engine roar. Without consistent and reliable performance data, you lose a primary benefit of digital advertising. Being able to retarget users who have previously visited your website, who have put something in a shopping cart and not checked out, or you know is a fan of sports, fashion or news, provides great opportunity to reach these consumers with an offer or creative message that provide a stronger likelihood of conversion.

Even in the largest media markets in Latin America, including Mexico and Colombia, agencies track campaigns, but don’t serve them. The distinction is simple. Unless you are serving your ads, you cannot take advantage of this data in real-time. Targeting creative is not possible without ad serving. Brands are very particular about their data, and any digital campaign that is tracked and not served runs the risk of missing key digital drivers that could be the difference between success and failure. And when you’re talking about pennies, it’s not worth the risk.

Attribution

An important companion to Ad Serving is Attribution—the practice of understanding what steps a user took prior to conversion. When billions of dollars are spent worldwide on search, display, social and video, how do agencies know what creative, or medium drove interest and success? Tools that connect and report in on channels are available.

Verification and Viewability

Fraud in digital advertising is rampant.

Agencies around the World are taking one of two positions: 1.) “I want to know when my clients are being defrauded and do something about it”; or 2.) “What I don’t know doesn’t hurt me”.

Today there are tools being used by the most sophisticated agencies and brands across the globe to provide transparency on their campaigns. How they leverage this varies by agency. Some use it to negotiate make-goods, some use it to identify publishers who honor their insertion orders, and some use it as a veiled threat to put their publishers on notice —to use un-viewable ads for someone else not paying attention.

HTML5-Creative Across All Screens

Mobile usage has exploded around the World. Ensuring your rich media and video can run across whatever device your user is surfing on is critical. This trend is no more relevant than in social.