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StartMeApp, the mobile Real-Time Bidding Exchange has shut down. The company had offices in Brazil, Argentina, Colombia, Mexico, USA, England, and Singapore.

A former leading executive at StartMeApp tells Portada that there were differences in the leadership team and that, as a result of that, they decided to shut down the company. Portada tried to reach Alejandro Campos Carlés, Co-Director and Founder of StartMeApp, but the e-mal sent to him bounced.

Monetization Issues

Despite the strong growth of mobile marketing and advertising many companies in the mobile sector are struggling with a tough environment, as the monetization of mobile inventory continues to be challenging to make these businesses profitable (e.g. see the relatively low valuation Millennial Media recently sold to AOL at).
Mobile Inventory monetization issues are even larger in the Latin American market, where StartMeApp had most of its presence in. In Latin America, mobile advertising is still in a relatively early stage and ad market volumes are nowhere near those currently reached in the U.S. and Europe.

More Coverage of StartMeApp:
Mobile: StartMeApp Becomes an External Seller to AppNexus
Brazil: Coca Cola Picks StartMeApp for Mobile Advertising Campaigns in the country
StartMeApp Mobile Ad Network Acquires Digital Advertising Trading Desk AdNubo
StartMeApp reports 8.6 billion impressions in Latin America – Q3
Alejandro Campos Carlés – StartMeApp: “Latin America gets residual panregional advertising from mobile global campaigns. That is beginning to change”
Startmeapp Launches Mobile RTB Exchange

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.”

StartMeApp, a full-stack mobile RTB platform (SSP, Exchange and DSP), reached an agreement with AppNexus through which it becomes an external seller to AppNexus, a major global marketplace acting besides global players like Mopub, Smaato and Nexage. Through this arrangement mobile audiences and mobile inventory available on the StartMeApp mobile ad-exchange can now be purchased via AppNexus.

Mobile MarketingStartMeApp Exchange (SMX) has more than 35 DSP´s connected through pipes to SMX bidding on audiences in real time. This demand sources compete in real time for each ad impression and SMX waterfall decides the winner in 100 milliseconds. AppNexus is now acting as a DSP for SMX on behalf of every internal bidder at Appnexus marketplace.
Alejandro Campos Carles, CEO of StartMeApp, tells Portada that the agreement with Appnexus that took more than two years to finish, is  strategic for his company because the StartMeApp exchange (SMX) “gains massive scale and global validation though our SSP and now we can provide with global audiences to every Appnexus internal bidder”.
Campos Carles adds that he “expects Appnexus to become the most important and relevant DSP for SMX in the second quarter and massive though the 2015.”
According to Campos Carles, StartmeApp’s propietary technology allows not only to access to SMX as a DSP, every company from the ecosystem can buy from our DSP, buy and sell on an RTB basis or API connections and be exposed not only to Appnexus Marketplace, but to other 35 DSP´s connected to SMX and more than 50 demand sources connected to our DSP.”

AppNexus is now acting as a DSP for SMX on behalf of every internal bidder at Appnexus marketplace.

AppNexus is a New York City-based company that provides a platform specializing in real-time online advertising. As of 2013, AppNexus servers process 16 billion ad buys per day; AppNexus handled an estimated $700 million in ad spending in 2012, giving it the biggest reach on the open web after Google.

StartMeApp, a full-stack mobile RTB platform (SSP, Exchange and DSP), reached an agreement with AppNexus through which it becomes an external seller to AppNexus, a major global marketplace acting besides global players like Mopub, Smaato and Nexage. Through this arrangement mobile audiences and mobile inventory available on the StartMeApp mobile ad-exchange can now be purchased via AppNexus.

Mobile MarketingStartMeApp Exchange (SMX) has more than 35 DSP´s connected through pipes to SMX bidding on audiences in real time. This demand sources compete in real time for each ad impression and SMX waterfall decides the winner in 100 milliseconds. AppNexus is now acting as a DSP for SMX on behalf of every internal bidder at Appnexus marketplace.
Alejandro Campos Carles, CEO of StartMeApp, tells Portada that the agreement with Appnexus that took more than two years to finish, is  strategic for his company because the StartMeApp exchange (SMX) “gains massive scale and global validation though our SSP and now we can provide with global audiences to every Appnexus internal bidder”.
Campos Carles adds that he “expects Appnexus to become the most important and relevant DSP for SMX in the second quarter and massive though the 2015.”
According to Campos Carles, StartmeApp’s propietary technology allows not only to access to SMX as a DSP, every company from the ecosystem can buy from our DSP, buy and sell on an RTB basis or API connections and be exposed not only to Appnexus Marketplace, but to other 35 DSP´s connected to SMX and more than 50 demand sources connected to our DSP.”

AppNexus is now acting as a DSP for SMX on behalf of every internal bidder at Appnexus marketplace.

AppNexus is a New York City-based company that provides a platform specializing in real-time online advertising. As of 2013, AppNexus servers process 16 billion ad buys per day; AppNexus handled an estimated $700 million in ad spending in 2012, giving it the biggest reach on the open web after Google.

Programmatic and Real Time Bidding are revolutionizing the way advertising is bought. Nowhere is this more the case than for mobile media. In the White Paper “Programmatic RTB: The Future of Mobile Advertising for Brands and Agencies” presented by StartMeApp you will learn:

– Why mobile advertising is crucial to the success of any brand

– What mobile RTB means and how it is revolutionizing mobile advertising.

– How the new mobile advertising ecosystem works

– What marketers should be looking for when selecting a mobile Ad-Tech partner

Download the White Paper

Please register below to download the Whitepaper (Registration is FREE, You will be sent an e-mail with the link to download the Whitepaper)
[SINGLEEVENT single_event_id=”programmatic-rtb-the-future-of-mobile-advertising-for-brands-and-agencies-4″]

Our 4th Annual Foro Mexico de Publicidad y Medios (#PortadaMex), was held yesterday in the Hotel Presidente InterContinental in Mexico City, where over 100 marketing and advertising experts discussed global trends in mobile and programmatic buying.

EVENTOmexico_AD“More than 50 percent of digital advertising In USA is developed through programmatic buying,” said Marcos Baer, publisher of Portada, to welcome over a hundred marketing and advertising professional to the Foro Mexico de Publicidad y Medios (#PortadaMex).

Trends in the use of mobile and programmatic buying, which currently are the macro trends to follow, were among the many topics discussed at the #PortadaMex, sponsored by StartMeApp, History Channel, Ariadna, Yume and OCC Mundial.

Both subjects are part of what has been identified as “the revolution of mobile marketing” and the role new tools play, applied to mobile advertising.

Main speakers who participated in the Forum are:

  • Lorenzo Ruiz, Director General, Tommy Hilfiger Mexico
  • Jorge Inda Meza, Marketing Director Corona, Grupo Modelo
  • Eduardo Alvarez Franyutti, Group Manager, Personal Care (P&G)
  • Leonardo Zuniga, Business Group Manager Automotive, After Market Division, 3M
  •  Javier Salas Rodriguez,Digital Acquisition Marketing Manager, American Express
  •  Cesar Colletti, VP Marketing, History Channel
  • Alejandro Campos Carles ,CEO, StartmeApp
  • Farah Fuentes Bonilla, Retail Manager, Castrol
  • Lucas Mentasti ,Managing Director Latin America, Xaxis … and many more!

Download the Agenda here!

In the first panel of the LatAm Summit on programmatic buying, Diego Fernandez Martin, SVP/Managing Director of Starcom, moderated the conversation between Clara Alvarado, Senior Marketing Manager of Cisco; Marlene Moronta, Marketing Director of Estee Lauder; and Alejandro Campos Carles, Co-Managing Director & Founder of StartMeApp.

So is Latin America ready for Real-Time Bidding (RTB) and programmatic buying?

Clara Alvarado of Cisco said that on the one hand “there are some big infrastructure problems,” but on the other “major companies are also making big investments in order to work with RTB in Latin America.” She added that “today there are some media agencies which are really prepared for programmatic buying, and others that aren’t.”

Today the challenge is to create content in real time

According to Alejandro Campos Carles of StartMeApp, “Latin America still faces many challenges, but it is experiencing great growth and there are many advertisers these days who need to reach audiences and not media.”

Two years ago, nobody in Latin America was thinking about advertising on mobiles; now everyone wants to have a mobile presence

Diego Fernandez of Startcom asked: Is RTB a trend, or is it the future?

“Data is everything, and will still be everything 20 years from now,” answered Campos Carles. For her part, Clara Alvarado said: “I don’t think it’s a trend, I think programmatic buying will make life easier for people, who will no longer be getting ads which are irrelevant for them.” Marlene Moronta of Estee Lauder answered: “I think that some aspects of RTB won’t stay the same as they have been up until now, but I definitely believe we are moving towards programmatic buying.”

Moronta emphasized the importance of producing content in real time, and the importance of placing it correctly, in an organic way. “It doesn’t just have to be good content: it has to be in a relevant context.” Moronta also said that it is “necessary to interact with consumers and that they join in telling your story.”

In the first panel of the LatAm Summit on programmatic buying, Diego Fernandez Martin, SVP/Managing Director of Starcom, moderated the conversation between Clara Alvarado, Senior Marketing Manager of Cisco; Marlene Moronta, Marketing Director of Estee Lauder; and Alejandro Campos Carles, Co-Managing Director & Founder of StartMeApp.

So is Latin America ready for Real-Time Bidding (RTB) and programmatic buying?

Clara Alvarado of Cisco said that on the one hand “there are some big infrastructure problems,” but on the other “major companies are also making big investments in order to work with RTB in Latin America.” She added that “today there are some media agencies which are really prepared for programmatic buying, and others that aren’t.”

Today the challenge is to create content in real time

According to Alejandro Campos Carles of StartMeApp, “Latin America still faces many challenges, but it is experiencing great growth and there are many advertisers these days who need to reach audiences and not media.”

Two years ago, nobody in Latin America was thinking about advertising on mobiles; now everyone wants to have a mobile presence

Diego Fernandez of Startcom asked: Is RTB a trend, or is it the future?

“Data is everything, and will still be everything 20 years from now,” answered Campos Carles. For her part, Clara Alvarado said: “I don’t think it’s a trend, I think programmatic buying will make life easier for people, who will no longer be getting ads which are irrelevant for them.” Marlene Moronta of Estee Lauder answered: “I think that some aspects of RTB won’t stay the same as they have been up until now, but I definitely believe we are moving towards programmatic buying.”

Moronta emphasized the importance of producing content in real time, and the importance of placing it correctly, in an organic way. “It doesn’t just have to be good content: it has to be in a relevant context.” Moronta also said that it is “necessary to interact with consumers and that they join in telling your story.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

The Mobile World Congress  (MWC)  finished last Thursday in Barcelona, Spain, and Portada talked to several executives in the Latin space present at the MWC  on what the latest innovations and trends mean for Latin markets.


Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet. “That is why for the first time a major focus of the mobile sector is turning towards Brazil. In part, this is also due to the 2014 Soccer World Cup taking place in Brazil.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, agrees that the Soccer World Cup will be an important driver for mobile advertising this year.

Latin America is fully mobile

A woman takes pictures in front of the Mobile World Congress in Barcelona on February 24, 2013, a day before the start of the 2013 Mobile World Congress. The 2013 Mobile World Congress, the world's biggest mobile fair, is held from February 25 to February 28 in Barcelona. AFP PHOTO / LLUIS GENELatin America is one of the regions with the highest percentage of mobile penetration, reaching almost 100%. In some Latin American countries such as Argentina, the penetration rate exceeds 100% because users have more than one mobile phone. In Mexico for instance, IDC consulting group estimates that the market of online Smart Devices this year will grow by 46% reach 30 million devices with connectivity services and access to internet. All experts in the field agree that featured phones are slowly being replaced and this situation helps a continued growth in the market. In Mexico, 6 out of 10 users navigate through their phones and 84% of people over 13 own a cell, according to IAB.

Brazil is among the top 5 global downloads of apps for Angry Birds, Cut the Rope or Draw Something.

mwc.wearableGaston Bercun, Founder & Co –CEO of Hunt Mobile Ads, which recently was acquired by Opera Networks, says that the MWC reflects , without a doubt, the growth of mobile in the World. The U.S. Hispanic market and Latin America will not be an exception. Alejandro Campos, from StartMeApp, told Portada that at the MWC he noticed “a greater and growing perception of Latam as an emerging market due to the increasing amount of smartphones and tablet penetration.”

Alberto Pardo from Adsmovil says that “while no Latin America country is among the top 10 smartphones users, we see Brazil and Mexico as two major powers. Brazil, for example, is already in the top 5 of apps global downloads like Angry Birds, Cut the rope or Draw Something.” “Latin America is blooming, we have a mobile penetration rate of nearly 100% and a low computers penetration, which means that people will browse on their phones,” Pardo concludes.

wmc.huawei-ascendAndrés Arias, SVP Products & Operations at Adsmovil, notes that many low-cost smartphones offerings were present at the MWC, including Firefox’s launch of the US $25 smart phone and an enormous amount of Asian low-cost providers offered their products. This trend will increase and skyrocket penetration and internet connectivity via mobile phones in lower-income parts of the U.S. Hispanic market and, to a larger extent, in Latin American.

Increasing mobile advertising

mwc.samsungs5eMarketer published the mobile advertising investment expectations per region in 2012. An investment of US $259 million in mobile advertising was projected for the Latin America region, by 2014. In regard to this, Campos Carles says that ” eMarketer anticipated metrics for the region, are becoming real and we see a clear upward trend in terms of investment for RTB in Latam by bidders as: global networks , brokers, brands and agencies. ”

ad.spending.mobile

 

The Mobile World Congress  (MWC)  finishes today in Barcelona, Spain, and Portada talked to several executives in the Latin space present at the MWC  on what the latest innovations and trends mean for the Latin markets.

Low-Cost-Smartphones: Andrés Arias, SVP Products & Operations at Adsmovil,  notes that many low-cost smartphones offerings were present at the MWC, including Firefox’s launch of the US $25 smart phone and an enormous amount of Asian low-cost providers offered their products. This trend will increase and skyrocket  penetration and  internet connectivity via mobile phones  in lower-income  parts of the U.S. Hispanic market and, to a larger extent, in  Latin American.
SamsungHigh Growth: Gaston Bercun, Founder & Co –CEO of Hunt Mobile Ads, which recently was acquired by Opera Networks, says that the MWC reflects , without a doubt, the growth of mobile in the World. The U.S. Hispanic market and Latin America will not be an exception.

Soccer World Cup Fever: Alberto Pardo,CEO of Adsmovil, says that Brazil is the fifth largest advertising market on the planet”. This makes that for the first time the eyes of the sector turn to Latin America, partly also because of the Soccer World Cup.” Alejandro-Campos-Carles, Founder & Co-CEO of StartMeAPP, also talks about the Soccer World Cup being an important driver for mobile advertising this year.

What? Coca Cola will work with StartMeApp in Brazil for its mobile campaigns.
Why it matters: Coca Cola will use StartMeApp RTB platform in Brazil to manage its mobile campaigns. Mobile advertising is expected to grow significantly in 2014, particularly with the 2014  Soccer World Cup taking place in Brazil in June and July next year.

StartMeApp today announced it has been selected by Coca-Cola FEMSA to deploy multiple mobile advertising campaigns over StartMeApp’s real-time-bidding (RTB) platform in Brazil.  In this sense, Alejandro Campos Carles, co-Managing Director and Founder said to Portada in an interview months ago that “Latin America gets residual panregional advertising from mobile global campaigns. That is beginning to change”.

“Brazil will launch the FIFA World Cup and the whole world will be looking at the Latin American markets and Brazil especially. Emarketer says RTB spend this year in Latin America is going to triple [from last year] and so more agencies will be looking to access those audiences”, said Campos Carles to Ad Exchanger.

Also, StartMeApp has recently bought  Digital Advertising Trading Desk AdNubo and has reported  8.6 billion impressions in Latin America in Q3.  The company has announced as well its own mobile RTB exchange.

“With the 2014 World Cup coming up next summer, mobile advertising is set to skyrocket in Brazil and forward-looking brands like Coca-Cola FEMSA are poised to benefit most from the real-time, programmatic media buying opportunities in Brazil”said Gaston Fonzo, co-Managing Director and Founder, StartMeApp.

coca-brasil.pngThe mobile ad campaigns developed by StartMeApp for Coca-Cola FEMSA in Brazil promote the Coca-Cola brand, publicize the availability of Coca-Cola products in Brazil and share year-end season’s greetings with messages of goodwill from Coca-Cola to Brazilian consumers.

Two of three mobile ad campaigns have already launched, including the highly successful “R$1 Campaign” and the currently running “Values Campaign,” with a third under development. All three campaigns are delivered by StartMeApp over Brazil’s mobile networks, targeting Brazilian consumer segments in distinct geographic locations, via select mobile device types and models running on the Android and iOS mobile operating systems.

R$1 Campaign

Coca-Cola’s successful “R$1 Campaign,” which ran in September and October over StartMeApp’s RTB platform in Brazil, was designed to help drive sales of Coca-Cola’s 250 ml mini-Coke product, particularly among younger Brazilian consumers.

Screenshot1.pngCoca-Cola’s “R$1 Campaign” targeted young Brazilian consumers in the Sao Paolo and Belo Horizonte urban areas through a CPM campaign delivering display ad impressions on premium mobile Internet sites and applications. R$1 Campaign ads served to a range of Android and iOS mobile device types across Brazilian mobile networks Vivo, TIM, Claro Brasil, Oi and others, prompted click-throughs to the Coca-Cola website in Brazil and messaging around the renewed availability of the popular 250 ml mini-Coke product for just R$1 (about USD$0.44).

Values Campaign

Coca-Cola’s pre-holidays “Values Campaign,” currently deployed over the StartMeApp platform, communicates Coca-Cola’s call for the sharing of positive values in the festive spirit of the upcoming year-end holiday season  and also reinforces classic Coca-Cola attributes, such as the “refreshing” quality of the beverage and the curvaceous shape of the famous Contour bottle.

Delivering display ads on popular mobile Internet sites and apps to Android and iOS devices across Brazilian mobile networks and WiFi, the Values Campaign prompts consumers to visit the Coca-Cola Brazil website, where they are greeted with the “Share Happiness” theme of the campaign, information about Coca-Cola products and a link to Coca-Cola’s dedicated “Aqui Tem Felicidade” (“We Have Happiness Here”) YouTube channel at www.AquiTemFelicidade.com.br.

1, 2, 3 Campaign

A third mobile advertising campaign prior to year-end will promote Coca-Cola product packaging and presentation launches in the Brazilian market. The 1,2, 3 Campaign will present Coca Cola with a strong portfolio, and will show that “a Coca-Cola exists for every taste and budget”.

What? StartMeApp has launched  Mobile RTB Exchange
Why it matters? StartMeApp’s Mobile RTB Exchange connects advertisers, agencies and trading desks, publishers, mobile ad networks and other exchanges  in a programmatic buying and selling of mobile media in Latin America and worldwide.

StartMeApp Mobile RTB Exchange_ecosystemSMA logo_blueStartMeApp has announced the launch of StartMeApp Mobile RTB Exchange, connecting advertisers, agencies and trading desks, publishers, mobile ad networks and other exchanges around the globe in the real-time, programmatic buying and selling of mobile media in Latin America and worldwide.

StartMeApp’s Mobile RTB Exchange  enables advertisers, agencies and demand-side platforms (DSPs) to automatically place split-second bids for the purchase of mobile content.

While connecting with other leading ad networks worldwide, as well as ad networks in Latin America and around the globe, StartMeApp Mobile RTB Exchange also facilitates advertisers, agencies and publishers to use those platforms to access the StartMeApp exchange auctions for an extensive inventory of Latin American and global mobile content available through StartMeApp’s relationships with all major publishers worldwide.

The StartMeApp Mobile RTB Exchange is an automatic, real-time auction platform that makes use of StartMeApp’s own proprietary RTB technology. StartMeApp Mobile RTB Exchange serves mobile ads in 120 countries and delivers 30 billion impressions monthly across its mobile advertising platform worldwide.

StartMeApp was launched in 2011 and has clients like Coca Cola, Skype, Audi, Adidas, Air France, Fox Latino, Chevrolet, Samsung, Microsoft, Peugeot, Allianz, Claro, Despegar.com and others.

 

AD-Tech New York, one of the most important events for digital marketers, concluded yesterday in New York City’s Jacob Javits Center. The event had a sizable number of Hispanic and Latin American oriented companies among exhibitors and attendees.They included…

Ad:Tech New YorkAmong the more than 200 exhibitors at AD:Tech New York there were a good number of companies that are very active in the U.S. Hispanic and Latin American sector. They include Batanga Media, digital media trading desk Headway Digital, LatinPak, Adnetwork.net, the performance advertising oriented network owned by IMS, Harrenmedia, mobile ad – network StartMeApp  and ad-trading desk Zetanet. Listen Up Español was another Ad-Tech exhibitor. The Hispanic specialized Direct response call center is introducing a digital marketing unit to help clients integrate Hispanic Internet Services into their Telemarketing services, Randall Anderson, COO at Listen Up Listen Up Español told  Portada.

General Session on Multicultural Digital Marketing

The U.S. Hispanic market and Latin America were also represented in Ad:Tech New York’s conference agenda. Martin Enriquez, CEO & Founder of Social Metrix, Matias Perel, Founder of Latin3, Rudina Seseir, partner, Fairhaven Capital and Sederrick Raphiel, Principal & Creative Director at The Design Factory, participated in a lively keynote panel on the state of multicultural marketing within digital advertising. Matias Perel of Latin3 used the analogy of “two worlds” as he played a video from Univision highlighting the dual nature of many Latin Americans today. They may be into futbol as much as football; they may like cheeseburgers as much as carne asada. This demographic may baffle marketers because of the complexities involved, but the video mentioned a very important point: Latinos make up the fastest growing segment of young people in the US.

50 % of our Nespresso capsules are sold online.

Nestle produces 1500 daily original content posts on Facebook

In another keynote Peter Blackshaw, Global Head of Digital Marketing at Nestle, explained that Nestle has made a lot of progress in the digital and social media realm since he came on board two years ago. “Nestle sells 1.2 billion products every day across the globe, and a growing percentage of our brands are supported by digital initiatives, such as QR for greater detail about the product,” he said. “We produce about 1,500 pieces of original content a day on Facebook alone, and 50 percent of our Nespresso capsules are sold online. Our brands have a total of 180 million fans on Facebook, and that’s growing 5 to 7 percent per month.” .

AD-Tech New York, one of the most important events for digital marketers, concluded yesterday in New York City’s Jacob Javits Center. The event had a sizable number of Hispanic and Latin American oriented companies among exhibitors and attendees.They included…

Ad:Tech New YorkAmong the more than 200 exhibitors at AD:Tech New York there were a good number of companies that are very active in the U.S. Hispanic and Latin American sector. They include Batanga Media, digital media trading desk Headway Digital, LatinPak, Adnetwork.net, the performance advertising oriented network owned by IMS, Harrenmedia, mobile ad – network StartMeApp  and ad-trading desk Zetanet. Listen Up Español was another Ad-Tech exhibitor. The Hispanic specialized Direct response call center is introducing a digital marketing unit to help clients integrate Hispanic Internet Services into their Telemarketing services, Randall Anderson, COO at Listen Up Listen Up Español told  Portada.

General Session on Multicultural Digital Marketing

The U.S. Hispanic market and Latin America were also represented in Ad:Tech New York’s conference agenda. Martin Enriquez, CEO & Founder of Social Metrix, Matias Perel, Founder of Latin3, Rudina Seseir, partner, Fairhaven Capital and Sederrick Raphiel, Principal & Creative Director at The Design Factory, participated in a lively keynote panel on the state of multicultural marketing within digital advertising. Matias Perel of Latin3 used the analogy of “two worlds” as he played a video from Univision highlighting the dual nature of many Latin Americans today. They may be into futbol as much as football; they may like cheeseburgers as much as carne asada. This demographic may baffle marketers because of the complexities involved, but the video mentioned a very important point: Latinos make up the fastest growing segment of young people in the US.

50 % of our Nespresso capsules are sold online.

Nestle produces 1500 daily original content posts on Facebook

In another keynote Peter Blackshaw, Global Head of Digital Marketing at Nestle, explained that Nestle has made a lot of progress in the digital and social media realm since he came on board two years ago. “Nestle sells 1.2 billion products every day across the globe, and a growing percentage of our brands are supported by digital initiatives, such as QR for greater detail about the product,” he said. “We produce about 1,500 pieces of original content a day on Facebook alone, and 50 percent of our Nespresso capsules are sold online. Our brands have a total of 180 million fans on Facebook, and that’s growing 5 to 7 percent per month.” .

 

 

 

 

What? StartMeApp announced its acquisition of digital advertising trading desk startup AdNubo.
Why it matters: With AdNubo, StartMeApp is betting on programmatic buying and desktop RTB trading in mobile advertising.

adnuboAdNubo will function as a branded platform as part of StartMeApp, operating under the direction of StartMeApp Network Manager Tomas Mur, who was previously the Platform Team Leader and a Senior Media Buyer with Buenos Aires-based global performance advertising platform Adnetwork. Mur’s team incorporates additional StartMeApp assets and media buying staff based in Manila.

AdNubo is an independent trading desk startup launched earlier this year. The company spelices in RTB platforms, media buying optimization and campaign deployment in line with advertiser-specified CPM, CPC, CPA or additional branded metrics. AdNubo already delivers nearly 25 billion monthly impressions in the Latin America and U.S. markets.

“Analysts and market experts increasingly identify programmatic RTB as the future driver of mobile advertising and StartMeApp’s addition of AdNubo enables us to bring the best practices in RTB desktop trading”, Alejandro Campos Carles, Co-Managing Director and Founder, StartMeApp. “Programmatic RTB trading has steadily increased its share of online advertising to about 10% today, providing increased efficiency for publishers and transparency for advertisers in the desktop environment,” added StartMeApp Co-Managing Director and Founder Gaston Fonzo.

Also, StartMeApp today announced that impressions on its network worldwide increased 50% during October, hitting StartMeApp’s projected year-end target of 30 billion monthly impressions two months earlier than expected. “StartMeApp’s global growth strategy of maintaining our lead as Latin America’s largest mobile ad network, while aggressively expanding into APAC, the U.S. and European markets,” said Gaston Fonzo,

What? StartMeApp announced its acquisition of digital advertising trading desk startup AdNubo.
Why it matters: With AdNubo, StartMeApp is betting on programmatic buying and desktop RTB trading in mobile advertising.

adnuboAdNubo will function as a branded platform as part of StartMeApp, operating under the direction of StartMeApp Network Manager Tomas Mur, who was previously the Platform Team Leader and a Senior Media Buyer with Buenos Aires-based global performance advertising platform Adnetwork. Mur’s team incorporates additional StartMeApp assets and media buying staff based in Manila.

AdNubo is an independent trading desk startup launched earlier this year. The company spelices in RTB platforms, media buying optimization and campaign deployment in line with advertiser-specified CPM, CPC, CPA or additional branded metrics. AdNubo already delivers nearly 25 billion monthly impressions in the Latin America and U.S. markets.

“Analysts and market experts increasingly identify programmatic RTB as the future driver of mobile advertising and StartMeApp’s addition of AdNubo enables us to bring the best practices in RTB desktop trading”, Alejandro Campos Carles, Co-Managing Director and Founder, StartMeApp. “Programmatic RTB trading has steadily increased its share of online advertising to about 10% today, providing increased efficiency for publishers and transparency for advertisers in the desktop environment,” added StartMeApp Co-Managing Director and Founder Gaston Fonzo.

Also, StartMeApp today announced that impressions on its network worldwide increased 50% during October, hitting StartMeApp’s projected year-end target of 30 billion monthly impressions two months earlier than expected. “StartMeApp’s global growth strategy of maintaining our lead as Latin America’s largest mobile ad network, while aggressively expanding into APAC, the U.S. and European markets,” said Gaston Fonzo,

What: StartMeApp, Latin American mobile ad network, reports 8.6 billion impressions across LATAM region, as well as a 63% rise in North America impressions to 2.95 billion monthly during Q3.
Why is it important: Latin American mobile advertising market is becoming increasingly important and in a few months it will likely acquire a key-feature status.

Launched in 2011, StartMeApp is a global mobile ad network with strong precense in mobile advertising in Latin America. It has just released it Quarterly Report for Q3 2013, showing the network logged 20 billion monthly impressions during Q3, representing a third consecutive quarter of strong growth and a year-to-date increase of 100% in monthly impressions on StartMeApp’s worldwide mobile advertising network.

Results:

LatAm:

  • 8.6 billion Latin America pan-regional impressions across Latin America during Q3

Rest of the world

  • Q3 growth in North America of 63%, reaching 2.95 billion monthly impressioms during the quarter
  • Quarterly global impressions growth of 33%, from 15 billion monthly in Q2 to 20 billion monthly during Q3
  • An ongoing global surge in impressions on Apple iOS devices on the network, driven largely by a 5% increase in iOS impressions in North America, a 4% increase for iOS in Europe and a 2% increase for iOS across LATAM

StartMeApp has already delivered brand campaigns for clients such as Coca Cola, Skype, Audi, Adidas, Air France, Fox Latino, Chevrolet, Samsung, Microsoft, Peugeot, Allianz, Claro and Despegar.com. The company works with publishers that include Rovio, Reuters, Sega, WordPress, Flixter, Grooveshark, Nimbuzz, ESPN, Zynga, Accuweather, Craigslist, The Weather Channel and many more.

iOs – Apple

During Q3 2013, the StartMeApp network worldwide showed a 2% increase worldwide in impressions on mobile devices running on Apple’s iOS, with the iOS share of monthly impressions rising by 5% in North America (including Mexico), 4% in Europe, 3% in Asia-Pacific region and held steady at 2% in Brazil and the rest of Latin America, while the Android OS showed a slight share decline of 1% in impressions worldwide, resulting from a regional shift in impressions during Q3 toward StartMeApp’s fast-growing North American market, where iOS made a strong showing on the network.

The OS breakout by region on the StartMeApp network during the third quarter included the following highlights:

  • In North America (tabulating the USA, Canada and Mexico), Apple’s iOS gained most from the ongoing decline of the Symbian OS, rising 5% from 33% in Q2 to 38% of the Q3 total impressions on the StartMeApp network in North America for the quarter — Android held steady in North America, with a 35% share of impressions, as did “other” OS, which showed no gains at 18% of the regional total;
  • In Latin America, iOS continued to increase in market share, gaining 2 percentage points to reach 24% of the regional total of impressions, while Android held steady at 46% of regional impressions and “other” OS impressions rose 2% to region 5% of the regional total.
  • In Europe, Apple’s iOS increased 4% regionally during Q3 2013 in contrast with Android and “other” OS, which each declined slightly by 2% in their respective share of impressions on the StartMeApp network in the European market; and,
  • In the APAC region, iOS increased its share 3 percentage points to account for 57% of regional impressions, while the Android share of impressions grew 6% to reach nearly 24% of all APAC impressions.

Featured Phones

The share of StartMeApp network impressions on feature phones continued to decline in North America, APAC and Latin America, with Q3 network usage figures showing an increase in impressions on tablet devices in across all regions. Highlights of the device type breakout of impressions on the StartMeApp network in Q3 included:

  • In North America (USA, Canada and Mexico), feature phones continued their decline, dropping 3% from a 7% share of impressions in Q2 to 4% during Q3 2013, while tablets’ share of North American impressions grew by 2% to reach 19% of impressions in Q3, while smartphones’ 77% share of all impressions represented an increase of just 1% for the quarter;
  • In Latin America, feature phones share of impressions on the network fell an additional 3% during Q3, from 30% in Q2 to 27% during the quarter, while tablet’s share of impressions grew by 2% to reach 10 % during and smartphones upped their share by 2% to reach 63% of the LatAm regional total impressions for Q3;
  • In Europe, where feature phones are virtually non-existent, tablet devices increased their share of SMA impressions by 3% during the quarter, reaching 21% of all European ad impressions on the network in Q3, while smartphone device’ share of impressions fell 3% from 82% during Q2 to 79% during Q3 in the European market; and,
  • In the APAC region, feature phones’ share of impressions fell 3% during Q3, while tablet devices’ share rose by 3% from 10% during Q2 to 13% during Q3 2013 and the share of smartphone impressions remained static at 73% of the regional total.

Portada interviewed Alejandro Campos Carlés, Co-Director and Founder of StartMeApp.
Alejandro_Campos_Carles 285StartMeApp is an independent mobile advertising network with offices in Brazil, Argentina, Colombia, Mexico, USA, England, and Singapore.

Translated by Candice Carmel

“StartmeApp’s value proposition is linked to direct response marketing—we are looking for accurate results. It’s not just about media buying, clicks or impressions, but about transformation: transforming impressions/clicks into the response that advertisers are seeking from the audience,” says the company founder.

“We have the chance to position ourselves in the Latin American market while the market is still developing, but we possess the know-how to play in other markets and that’s what we’re doing,” adds Campos Carlés. The company, which was founded in Argentina and later expanded throughout the region, also has a presence now in Europe and Singapore.

StartMeApp’s revenues come mostly from Latin America (70%), but according to its founder: “This year we expect revenues in Latin America to be dispersed by revenues from Europe and Asia.”  In Latin America, the company derives the bulk of its business from Argentina, Colombia, Mexico, and Brazil. Campos Carlés says that the company was profitable from day one and generates its own customers. It had a marginal contribution of about 50%, with EBITDA of nearly 20% last year.

Mobile advertising market in LatAm

“Latin America has a very small market presence in mobile advertising,” asserts Campos Carlés flatly. “In the E-marketer report published two months ago, Latin America appeared as a separately listed region for the first time. In last year’s reports, Latin America’s market presence was so low that is was lumped under ROW (rest of the world). Even though the region’s metrics and projections are very positive and point to high growth, it still lags far behind other regions,” he added.

 

For Campos Carlés, the low market presence of mobile advertising in the region is due to several factors. The first has to do with the population, which is low compared to other regions, he says. As a result, the number of mobile telephone subscribers is also low. “Smartphone penetration in the U.S. will reach 80% next year, while that number is only expected to reach 30% in Latin America,” Campos Carlés told Portada.

Portada: What are the causes of Latin America’s delay in getting into the mobile advertising market, in comparison with other regions?

Alejandro Campos Carlés: The situation is that the subscriber base is still prepaid, not postpaid, and the featured phones base is still very strong. In regards to carriers, the passage from 3G to 4G is just beginning, which causes data transfer rates to be slower. Government decisions are also a factor, because they influence technology, infrastructure, and investment. Brazil is an example of how government decisions influence market development. In Brazil’s case, the country is going digital in preparation for two major sporting events Brazil will be hosting—the World Cup and the Olympics. This is an example of government joining forces with operators in an effort to generate infrastructure. And finally, there are regulatory issues: the region is highly monopolized.

Market rules are starting to change, because regulation is beginning to take place. But we must also keep in mind that it will take a while for Latin America to replace its fleet of featured phones with smartphones.

Portada: What is the current investment flow in mobile advertising in the region?
Alejandro Campos Carlés: Today we have pan-regional and local spending, but both advertisers and agencies still have little knowledge [about mobile advertising]. Online advertising is important here, but if you compare it with traditional media it is still marginal, despite the fact that it is growing at impressive rates. IAB reports rates of about 40% annually in the region. If online spending is marginal compared to traditional media, imagine what mobile ad spending must be.

Latin America gets residual pan-regional advertising from mobile global campaigns. That is beginning to change.
On the other hand, advertisers are unsure about how to enter the mobile advertising market, faced with a wide variety of offerings and multiple operating systems. In fact, StartMeApp launched an event in Sao Paulo called Movilizando Latinoamérica (Mobilizing Latin America), to demonstrate what the channel is all about and what can be achieved with it. We will be repeating the event in Mexico, Miami, Colombia and Argentina.
Portada: What will be this year’s surprise?
Alejandro Campos Carlés: The market is giving very precise signals that this year’s surprise will be RTB (Real Time Bidding). In 2009, RTB was just beginning to be used as a purchasing technique and represented 1% of online advertising buys at the time. Today, its use is impressive and is growing at a rate of 300% month after month.

Tablets

In regards to other mobile devices besides smartphones, Campos Carlés highlights the importance of tablets for mobile advertising. “Tablets are making a difference. Tablet shipments to Latin America next year have been estimated at $3.7 trillion, of which 1.7 will be spent in Brazil,” said Campos Carlés.
According to the executive, there are 24 million tablets in Brazil today, out of a population of nearly 300 million—which reflects low penetration compared to the population, despite Brazil being the largest market in Latin America.

Key players in the mobile advertising market

The main mobile advertisers in Latin America are mobile content aggregators. “These players have a shared network agreement with the operator for content purchases or subscriptions by users,” says the executive.

Other investors participating in the mobile channel are advertising agencies, who allocate their clients’ advertising budgets. Campos Carlés says that “only this year have we begun to see a slightly larger commitment to the channel by the agencies, who are allocating a bit of their brands’ ad budgets to mobile. But it is still far behind the spending of mobile content aggregators.”

Coming in third are those investing in the distribution of applications. “Most come from global application distributors who also want to gain an audience in Latin America for their applications.”

Best bets for 2014

For next year, the StartMeApp founder is betting on the “conversion” of both agencies and advertisers to mobile advertising. “The same thing happened 10 or 15 years ago, with digital advertising. We need to start showing successful case studies, as these are very important.”

“All marketing and advertising managers are talking about mobile. That’s what the buzz is about today—the need to have to have a presence, even if they don’t know how to do it or why. But it’s a huge opportunity for us,” says Campos Carlés.

Think mobile

When asked by Portada what advice he could give to advertisers interested in mobile advertising, Campos Carlés offered the following:

• First, think about who your mobile channel audience is. That’s the first tip. You first need to study the mobile audience you already have.
• The next point is to think about how to hold on to that audience, through which medium, and how to create audience engagement with the brand.

StartMeApp Mobile Advertising Network Usage Report Shows Significant Growth in Mobile Ad Impressions for North & South America; Android and Tablets Benefit Most Worldwide from Symbian Decline; 2013 Increase Projected for Apple iOS Impressions

During 2012, nearly two-thirds of all mobile ad impressions worldwide on the StartMeApp platform occurred across North America (including Mexico) and Latin America, which accounted for 31% and 33% of all impressions for the network last year. StartMeApp’s highest growth region during 2012 was Latin America (LatAm), which experienced a 225% jump in mobile ad impressions on the platform, followed by North America with 212% growth, the Asia-Pacific region (APAC) at 115% growth and Europe at 117% annual growth.

Latin America

In Latin America including Mexico, the StartMeApp AdSMART Quarterly Report shows that devices running the Symbian legacy operating system continued their regional decline, with share of ad impressions on the StartMeApp platform falling 7% from 37% in 2012 to 30% during Q1-2013.

A significant rise in Apple iOS’ share of impressions in Mexico on the StartMeApp platform helped to grow the iOS share for Latin America including Mexico by 4%, up from 20% at end-2012 to 24% in the first quarter of 2013. Excluding Mexico, normally included in StartMeApp platform tabulations for North America, the iOS share of impressions across Spanish-speaking LatAm and Brasil rose just 2% from 18% at end-2012 to 20% in the first quarter of 2013.

Regionwide, Android gained 3% in its share of ad impressions on the StartMeApp platform in LatAm, rising from 42% in 2012 to 45% during Q1-2013, while other operating systems’ share of StartMeApp impressions in LatAm remained unchanged at 1% of the total.

Key Points

  • Symbian’s share of all of all impressions on the StartMeApp platform in LatAm fell 5% from 39% in 2012 to 34% during Q1-2013
  • Android gained 3% in its share of ad impressions, rising from 42% in 2012 to 45% during Q1-2013;
  • iOS rose by 2% from 18% at end-2012 to 20% in the first quarter of 2013
  • Other operating systems’ share of StartMeApp impressions in LatAm remained static at 1% of the total.

Device Type

– LatAm (including Mexico):

  • Smartphones’ share of SMA ad impressions in Latin America increased 5% from 54% in 2012 to 59% in Q1-2013
  • Tablets’ share of impressions registered 4% growth in LatAm, from 3% in 2012 to 7% in Q1-2013
  • Feature phones’ share of impressions on the SMA platform in LatAm saw a 9% drop, from 43% in 2012 to 34% in Q1-2013.

Smartphones

Worldwide, smartphones retained their dominant share of ad impressions on the StartMeApp platform, but showed no increase at 63% of the total during both 2012 and Q1 2013. In Latin America including Mexico, however, smartphones actually increased their share of the total, up 5% from 54% in 2012 to 59% in Q1-2013.

Tablets

Pushed higher by significant growth in the Mexican market, tablet device share of impressions registered 4% growth in LatAm including Mexico, up from from 3% in 2012 to 7% in Q1-2013. Tablets’ share of impressions for Spanish-speaking LatAm and Brazil, excluding Mexico registered just 2% growth, up from 3% in 2012 to 5% in Q1-2013.

The increase in the share of ad impressions corresponding to smartphones and tablets in LatAm occurred at the expense of feature phones, which fell sharply on the StartMeApp platform for LatAm including Mexico, down 9% drop, from 43% in 2012 to 34% in Q1-2013. Feature phones’ share in Spanish-speaking LatAm and Brasil excluding Mexico, fell 6% on the platform, from 43% in 2012 to 36% in Q1-2013.

On StartMeApp’s global platform, the share of mobile ad impressions corresponding to tablet devices grew more than did smartphones worldwide from the ongoing decline in the platform share of feature phones running on the Symbian OS. But across Latin America, the increase of smartphones’ share of mobile ad impressions was greater than that of tablets during Q1-2013.

While the share of impressions for tablets running Android and other non-iOS operating systems grew significantly during 2012 and Q1-2013, StartMeApp has begun to see significant increases in Q1 and Q2 2013 in the iOS share of ad impressions on our platform,” said Alejandro Campos Carles, Co-Managing Director and Founder, StartMeApp.. “Given StartMeApp´s ongoing expansion into both the iOS stronghold of North America and the European market for mobile advertising, we expect ad impressions corresponding to Apple phones and tablet devices on our platform to steadily increase throughout 2013.”

Android, Apple…

The Android operating system gained 5% worldwide during Q1-2013 in its share of ad impressions on the StartMeApp platform, up from 39% during 2012 to 44% in the first quarter. The Android share increase came largely at the expense of the legacy Symbian OS, which despite its considerable staying power in some emerging markets, saw its share of impressions on StartMeApp´s network fall 7% from year-end to just 27% of all ad impressions during Q1 2013.

Apple’s iOS retained its quarter share of ad impressions on StartMeApp´s platform, rising by just 1% to total 26% of all ad impressions during Q1-2013, the 1% uptick resulting from share increases in LatAm, North America and APAC that are expected to continue throughout 2013.

The share of mobile ad impressions corresponding to feature phones on the StartMeApp platform fell across all markets during Q1-2013, with tablets’ share of impressions rising across all markets and smartphones showing mixed results on a region-by-region basis.