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Panregional Marketing

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Will 2020 be the year of the bounce back after several years of decline in panregional advertising expenditures out of Miami-South Florida into Latin America?  Miami continues to have distinctive advantages as a media buying hub, according to Portada’s recently published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

According to Portada’s 2019-2020 Panregional Marketing and Media Report, Miami/South Florida is the largest panregional hub for actual buying (over US $200 million in 2019) as well as for influence over purchasing decisions (over US $ 1 billion).  The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts. The report is a crucial tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the six below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3. Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4. What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

Will 2020 be the year of the bounce back after several years of decline in panregional advertising expenditures out of Miami-South Florida into Latin America?  Miami continues to have distinctive advantages as a media buying hub, according to Portada’s recently published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

 

According to Portada’s 2019-2020 Panregional Marketing and Media Report, Miami/South Florida is the largest panregional hub for actual buying (over US $200 million in 2019) as well as for influence over purchasing decisions (over US $ 1 billion).  The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts. The report is a crucial tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the six below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3. Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4. What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

 

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report, which includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the 7 below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3.Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4.What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

7. What else does the report provide?

The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Coordinator Michelle Lopez.

 

What: Portada’s 2019-2020 Panregional Marketing and Media Report explores the influence of certain territories over panregional marketing. These panregional marketing hubs influence the purchase of marketing services ranging from production, PR and creative to paid media.
Why it matters: Influence over Panregional Marketing Decision Making in Latin America exceeds US $2 billion. For information on all the issues regarding Panregional Marketing, refer to the complete report by Portada.

According to Portada’s 2019-2020 Panregional Marketing and Media Report, influence over the purchase of panregional marketing services is a wide concept that covers the area of influence marketers have over purchasing decisions “in-country”. The panregional marketer can influence (e.g. veto) in-country marketing services purchases. However, she may not be able to buy those services from her location. Thus, while the decision making is regional, the buying is local. The volume of influenced purchases will always be larger than the one of the actual purchases because the former includes the latter.

We believe that Miami and Mexico City have a larger degree of influence than the other locations. This is because both cities have a substantial amount of media agencies who buy panregionally, as well as a larger amount of panregional marketing headquarters on the brand marketer side. 

Influence over Panregional Marketing Decision Making in Latin America exceeds US $ 2 billion.

 

“Influence” on Purchases by Different Panregional Marketing Hubs


In order to obtain the estimate of overall US $2,100 million of “influence” over decision-making related to panregional marketing purchases in 2016, Portada takes an overall market value for Marketing Services in Latin America of US $40 billion. (For more detailed methodology and assumptions, please buy the report). The below chart shows the dollar volume of marketing services purchases from top panregional marketing hubs, including Miami, Mexico City, New York and others.

This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report, which includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the 7 below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

 

 

 

 

 

 

 

 

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3.Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4.What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

7. What else does the report provide?

The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Coordinator Michelle Lopez.

Leading executives from the brand, agency, media, and tech sectors will gather at an exclusive Luncheon Roundtable at our upcoming twelfth annual  Portada Miami on April 12 to discuss the topic: Redefining the Role of Miami as a Marketing and Media Hub. During the exclusive lunch meeting, Portada will present the results of its Panregional Marketing and Media Report. The exclusive function will take place within the framework of Portada Miami on April 12, 2019, but will only be accessible to a select group of Miami based brand marketers and other Latin American regional brand marketing decision makers.If you’re interested in attending the Luncheon Roundtable, or wish to know more about the opportunities Portada Miami offers to meet your marketing and networking needs, please reach out to Sales Coordinator Michelle Lopez.

Miami has a rich history and a preeminent role as a Latin American marketing and media hub. In order to grow its leadership, and in light of structural changes in the marketing and media industry, the role of the South Floridian city needs to be redefined by key sector decision makers. Portada, a trade platform that has published the Panregional Advertising and Marketing Report for many years; convenes C-level thought leaders from the Miami brand, agency, tech and media sectors for an exclusive Thought Leadership Luncheon Roundtable under the name “Redefining the Role of Miami as a Marketing and Media Hub”​.

Check out the highlights of last year’s Portada Miami!

During the luncheon, Portada will present the findings and market volume forecasts of the ​“2019 Panregional Marketing and Media Report”​. The report will be the stepping stone for a conversation of C-level decision makers about the role, opportunities and growth drivers of the Miami marketplace.

Brand, Media and Agency leaders who will participate in the Luncheon Roundtable include:

Andres Amezquita, Stanley Black & Decker, Inc. (VP Digital and Commercial Excellence Latin America)

Adriana Bellinatti Grineberg, (Facebook Regional Director, Pan-regional Latam, CENAM & Caribbean)

Facebook’s Adriana Bellinatti Grineberg at the Americas Board’s Meeting during Portada Miami 2018

Maria Budet, Miami-Dade Beacon Council (Vice President, Marketing & Communications)

Pablo Chiozza, Latam Airlines Group (SVP USA, Canada & Caribbean)

Alan Duggan, Meliá Hotels (International Regional Vice President Business Development The Americas)

Elena Feoktistova, Mastercard (Regional Head of Consumer and Product Marketing LAC)

Lorena Holguin, Mastercard (LAC Sponsorship Director)

Eric Melis, Pepsico (Sr. Director Carbonated Soft Drinks Category, Latam Region)

Rafael Lopez-De-Azua, Coty (Head of Media and Digital – Latam)

Luis Perillo, Hilton, (VP, Sales & Marketing, Caribbean & Latin America)
GroupM Latam’s CEO José María Sanabria, speaking at Portada Miami 2018

Julian Porras, Omnicom Media Group (Chief Executive, Latin America)

Luciana Resende Lotze, Visa Inc. (Sr. Vice President Marketing Latin America and Caribbean)

Ana Cristina Rivadeneyra Balsa, WeWork Marketing Manager México

José Maria Sanabria, GroupM Latin America (CEO Latam)

Guillermo Rivera Hernández, Amazon (Sr. Marketing and Content Manager)

Trinidad Tagle, The Estée Lauder Companies Inc. (Marketing Manager Latam)

Sebastian Valderde, Google (Managing Director Spanish-Speaking Latam)

Fabiola Vega, The Estée Lauder Companies Inc. (Regional Marketing Director)

What is the present and future of the South Florida based Panregional Advertising and Media sector? Our just published  2015 Panregional Marketing and Media Report addresses many of the answers to the above key question.

Miami is frequently nicknamed as the “capital of Latin America”. The South Floridian Metropolis, has been a major center of the Latin American Advertising and Media markets over the last decades. Major Latin American agency, marketing and media decisions were and are taken out of South Florida. But, wait a moment, is this still the case? Haven’t there been structural changes in the last few years that threaten Miami’s place as the capital of Latin American Marketing and Media? 8 key questions and their answers.

1.Is Miami still the Capital of LatAm Advertising and Media?

miamiIs the South Florida based Advertising and Media  sector still a vibrant growing and innovative community? Most experts will answer this question with a resounding yes. Look for instance at the wide array of new LatAm targeted digital media and Ad-Tech ventures that have recently established major operations in Miami to target Latin American markets including YuMe, MediaMath, Outbrain, Teads.TV, Skyword as well as digital media giants Facebook and Google/YouTube.

2. But wait…haven’t many major companies transferred their Miami headquarters to LatAm countries?

Most observers will tell you so. While they still think that Miami is an important Latin American media buying and decision center, the marketing budgets directly depending on Miami based agencies or clients have been reduced compared to where they were a decade ago.Why?

2015 Panregional Advertising and Media ReportOver the last five to ten years many major multinational companies have relocated their Latin American headquarters, and with them their central marketing and media operations to Latin America (Brasil, Mexico, Argentina and Chile). However, as WorldCity Research points out, there are more than 40 multinationals that are based  in South Florida, with each of them overseeing US $1 billion in annual sales mostly in Latin America,  and countless companies more with sales of less than US $1 billion.

3. Will the panregional marketing volume increase or decrease over the next few years?

We expect the market to grow at a compounded annual growth rate of 4.2% during the 2014 to 2018 period. Below are the projections as published in our Panregional Advertising and Marketing Volume Projections (2014 – 2018).

2012 2013 2014e  2015e 2016e 2017e 2018e
Total Volume
(in US$ mill)
415.53 438.27 465.20 477.61 517.89 551.89 611.06
Y/Y Growth (excl. Content Marketing) 4.24% 3.70% 4.39% 1.00% 6.70% 4.89% 9.00%

 

4. What role will  Cable and Print Media have going forward?

tv.ratingPay-TV (Cable and Satellite) and print have historically been the two largest panregional media vehicles, particularly cable, which continues to be the main media type in terms of ad-dollars, as it offers mass-media reach to the LatAm middle and upper classes,  but Pay-TV’s leadership is increasingly being threatened by the growth of digital. Protectionist regulations in Brazil and other Latin American countries, particularly for off-line media, establish that media buying has to be done from within the country the media is consumed in and not from other countries (e.g. Miami).

5. So is Digital Media leading the Growth as it relates to panregional Marketing?

The enormous growth of programmatic audience buying technologies does increase the centralization  media buying through platforms like the ones provided by SSPs (Supply Side Providers) or DSP’s (Demand side Providers)  or the major agency trading desks including Accuen (OMG), Xaxis (Group M), Cadreon (IPG-Mediabrands) and Affiperf (Havas). The main Latin American units of most of these trading desks are based in Miami. Digital media buoyed by the high growth rate of programmatic and online video can reestablish Miami as the major panregional Advertising and Media sector.

6. How does the growth of the Content Marketing discipline bode for the role of Miami??

Content MarketingIn our just published 2015 Panregional Report, we asked client side marketers what percentage of their panregional media buying projects is interdependent with a content marketing activity (e.g. they do paid media buys to drive traffic to owned digital properties.)
Weighting the respondent’s answers, on average, 28.8% of their panregional media-buying activity is connected to some sort of Content Marketing. Most respondents noted that Content Marketing amplifies paid, earned and owned media messages and increasingly is an important complement to panregional media buying. For more in-depth insights and details you will have to buy the report 🙂!

7. What Ad-Categories are going to grow?

GrowthThe IT Electronics category will continue to be the strongest category, amounting to almost a third of overall panregional Advertising by 2018. This is because the adoption of all types of Consumer Technologies and Brown Goods is going to continue to be front and center for the Latin American consumer with these types of products being increasingly offered to the Latin American lower and lower middle classes.
CPG (Consumer Packaged Goods) will continue to be a major Ad-Category throughout the 2014-2018 period with major CPG Companies such as General Mills or Procter & Gamble having decision-making centers in South Florida.

8. How does Brazil’s current economic weakness play into the forecast?

brazil.flagThe overall growth rate of panregional advertising as well as the growth rate of categories including IT/Electronics, CPG, Telecom , Financial Services, Beverages and Automotive will be impacted by relatively low consumer demand in Brazil in 2014 and 2015 which will somewhat depress growth rates. Of even bigger significance is the taking place of mega marketing events such as the 2014 Soccer World Cup, the 2016 Olympics in Rio de Janeiro and the 2018 World Cup. Major companies and brands, particularly in the above cited categories, plan marketing around these events in a panregional and sometimes global fashion.  In those cases Miami based media, brand marketers and agencies will play an important role in decision-making. For more in-depth insights and details you will have to buy the report below 🙂!

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2014 was an interesting year for Panregional and Latin American Marketing with the Soccer World Cup and other major “marketing events” taking place. 2015 presents many challenges and opportunities. Below are  9  New Year’s Resolutions Panregional Marketing Executives should make.

1. Be a proud Panregional Marketer!

Take into account that, no one can get the insights and a holistic view of what is going on in the Latin American marketing and media space like a Panregional Marketer. Yes, the Panregional often South Florida based Marketer, is  more removed from each of the local Latin American markets, but they are also able to abstract from local details and get a holistic view. And, let’s not forget,   panregional multi-country media buys can get substantial discounts  (particularly the case for cable and print!).

2. Be “social” and invest in Social Media

facebook latin americaLatin America is the region with the highest social media penetration in the World. Make sure to incorporate this fact into your plans, as Latin American millenials practically live on Social Media. Any paid media program has to have a social media component and, most likely, also a paid social media element.
MAGNA GLOBAL forecasts expect that”social” is going to be the number 2 media within digital in Latin America by 2019. “By ‘social’, MAGNA GLOBAL’S President World Markets Shaffia Sanchez refers to any “paid media” format carried by social media networks like Facebook, Twitter, and LinkedIn, excluding peer-to-peer video networks.

3. Be patient with Programmatic and try to learn

ProgrammaticProgrammatic has been gaining steam in LatAm, with some researchers saying that automated transactions (incl. RTB-Real Time Bidding) already amounted to US $500 million in 2014. However,
the data quality of DMPs (Data Management Platforms) active in Latin America is still a concern as cookies often have not run long enough to have a solid history in order to be able to predict consumer behaviours. In addition, the industry still lacks awareness and understanding on the marketers side.   As a marketer make sure to get acquainted with the different Advertising Technologies and learn what they can and can not do for you.

4. Demand Transparency from your Agency and Media Partners!

For the credibility and long-term viability of the panregional marketing and media sector, it is crucial that the media buying processes are transparent and measurable. As a panregional marketer you have a responsibility to make sure that this is the case and demand transparency from your agency and media partners. Make sure you understand the inner workings of the media buy as well as the rebate schedules.

5. Be “Mobile First”

mobilesLatin America has some of the strongest social media engagement rates in the world, alongside a remarkably mobile-first population. Mobile has to be a the center of your strategy. Mobile Advertising has to have a role, definitely when it comes to target smart phone users like the majority of the Latin American middle classes.

6. The World Cup is over, but focus on the 2016 Olympics

Major events, like the 2014 Soccer World Cup, are very important for panregional marketing as major brands, e.g. Coca Cola, coordinate their efforts on a supranational-panregional level. The 2016 Olympics in Rio de Janeiro are one of these mega events and major marketers should focus on it way before 2016 starts.

7. Bet on Content Marketing to complement Media Buys

Content MarketingAccording to Portada’s soon to be released 2015 Panregional Advertising and Media report, a substantial amount of panregional marketers are tying their paid media campaigns to content marketing efforts. Owned and earned Media activities can be very efficient to amplify messages and ultimately increase sales. Particularly, in Latin America which is not yet saturated with content marketing activities.

 

8. Be aware that the Cuban “Thaw” helps the Travel and Tourism categories

International Cruise Lines (e.g. Royal Caribbean, Carnival Corp. and Norwegian Cruise Line) and Tourism operators are great panregional marketers. On December 17, 2014, U.S. President Barack Obama and Cuban President Raúl Castro announced the beginning of a process of normalizing relations between Cuba and the United States, which media sources have named “the Cuban Thaw.” The agreement will see the lifting of some U.S. travel restrictions, fewer restrictions on remittances of U.S. banks access to the Cuban financial system. The Latin American middle and upper socio economic classes are very identified with the developments in Cuba and are eager to visit the “new” Cuba over the next few years. That bodes well for the Travel and Tourism categories as a whole.

9. Carefully plan around high Inflation Countries

LatAm, for the most part, has now been macroeconomically stable for two decades. However, there are two exceptions: Argentina and Venezuela which have high inflation rates and fixed foreign exchange rates. This has implications for both revenue expectations, as the fixed exchange rates are not stable,   well as for the dollar value of the repatriation of profits.

CHECK OUT: 2014 Panregional Marketing Trends