What: Tinder, a global social app to meet new people, has selected US Media Consulting as the exclusive advertising sales representative for select countries in Latin America. Why it matters: Tinder’s advertising sales division Match Media Group & US Media Consulting will be responsible for rolling out Tinder´s advertising offering in select countries in Latin America, developing new opportunities with leading global and local brands.
Tinder, the global social app for meeting new people, appointed US Media Consulting, a media services firm based in Miami, as the exclusive advertising sales representative for select countries in Latin America.
In partnership with Match Media Group, Tinder’s advertising sales division, US Media Consulting (USMC) will be responsible for rolling out Tinder´s innovative advertising offering in select countries in Latin America, developing new opportunities with leading global and local brands. Match Media Group will now count on a dedicated sales team in Mexico and Brazil in order to support media agencies and advertisers in making the best out of the app for their brands. USMC’s existing sales force, with presence in Argentina, Brazil, Colombia, Guatemala, Mexico, Venezuela and headquartered in Miami, will begin providing immediate assistance to brands and agencies in all the markets covered by this exclusive representation agreement.
“We´re extremely proud of working with Tinder,” said Bruno Almeida, Founder & CEO of USMC. “With more than 1.6 billion global swipes per day, it creates a unique opportunity for advertisers to interact with this audience in a very particular touch point, in a way that no other media platform provides.”
“We have been looking to accelerate our advertising business in Latin America,” says Peter Foster, Match Media Group’s General Manager responsible for Tinder Advertising and Brand solutions. “Partnering with US Media Consulting, which has strong strategic relationships with media agencies and advertisers in that region, is aligned with our growth objectives and we are looking forward to a prosperous partnership.”
Hello friends! Have you missed me? I’ve been meaning to post the latest news. In the end, I am like the rest of us: with deadlines, targets, and reports to file. And Digital Bites.
By Lorena Hure
Hairdressers’ Night – L’Oréal
On June 15, from 6-11 pm, we had our hair done courtesy of L’Oréal, who organized Hairdressers’ Night with the goal of giving greater visibility to stylists from all over the world (the event was held in several countries simultaneously). The idea is a good one. Let’s hope they repeat it.
Don’t call me “ma’am”
Speaking of hairdressers, Issue (a hair color and hair care product company) knew how to zero in on its target audience very well in this commercial, which has caused a furor not only among my Argentine girlfriends, but also among those scattered around the Spanish-speaking world. I have viewed it several times, and I’m still laughing.
USMC has a new partner
Shazam, the application that helps me recognize music (sometimes while I dash around like a human antenna, bringing my cell phone closer to the speaker of the taxi or the bar where I am), has chosen US Media Consulting as its representative in LatAm. It seems serious: According to the report I received in June, this initial agreement would last three years. It’s good to see how the digital industry is moving in the region.
Social Media Day Buenos Aires
On July 4th, I was at the Social Media Day Buenos Aires event, where various exhibitors (advertisers, agencies, and media) shared their experiences. The place was full to the rafters with people—and croissants.
AMDIA at full throttle
In late June, I attended the Social Media Summit organized by AMDIA—a great way to keep up-to-date with colleagues, who generously shared their daily learning experiences. This event was just one of various marketing training opportunities organized by this Argentine association, which offers options for all interests and opportunities. Click on the program to explore the various options (some of which are offered remotely, for those far from Buenos Aires or living outside Argentina).
Portada: How many Shazam users are there in Latin America? B.A: “Shazam has almost 13 million monthly active users in Latam. Mexico and Brazil account for more than 3 million MAUs in each market, while Chile, Colombia and Argentina have about 1 million MAUs each. Then there’s Peru and Costa Rica, with almost half million MAUs apiece.”
According to eMarketer, the total ad spend in Latam will grow by 7.3% in 2017: 38.3% in digital media and 63.3% in mobile marketing.
Portada: What is the current volume of the Latin American in-app advertising market and its growth prospect? B.A: “According to eMarketer, the total ad spend in Latam will grow by 7.3% in 2017: 38.3% in digital media and 63.3% in mobile marketing. The challenge for media companies is to reinvent their products and be very creative in order to compete for a percentage of the pie that is concentrated mainly on few companies. In that respect, Shazam has developed the technology to engage and interact with users in the digital world through in-app media solutions. On the most innovative side, Shazam’s Connect feature uses its “identification” technology to identify TV commercials, print ads, OOH ads, and more – bringing consumers to their phones to deliver an augmented reality, 360 or interactive experience, such as #thenewshazam. These are really powerful measurement and engagement tools and over 50% of our advertisers are already using them.”
Portada: What ad categories is the Shazam product particularly well suited for? B.A: “Shazam had over 60 advertisers in Latam during 2016. Most of them are in the CPG, auto and luxury categories. Shazam is an audio and visual recognition app that has been downloaded more than 1 billion times. It helps users to discover music and the most innovative brands experiences. Our main categories are Auto, Travel, Beverages, Health and Beauty.”
What: Shazamhas partnered with US Media Consulting (USMC). The Miami headquartered media placement firm will be Shazam’s exclusive advertising reseller in Latam. The three year agreement started on June 1st. Why it matters: USMC will have a team dedicated to Shazam specializing in reaching Latin America and US Hispanic audiences.
Shazam, one of the world’s most popular apps, announced a partnership with media services firm US Media Consulting, which will be Shazam’s exclusive advertising reseller in Latam.
US Media Consulting (USMC) will be in charge of positioning Shazam in the Latin American advertising market and offering the portfolio of engagement solutions to connect and interact with Shazam users. Specializing in reaching Latin America and US Hispanic audiences and focused on improving the efficiencies of media agencies in Latin America, USMC will have a team dedicated to Shazam to offer the best service possible to agencies and brands in the region. The firm has a pan-regional hub in Miami, and offices in Brazil, Mexico, Colombia, Argentina, Guatemala and Venezuela.
“US Media Consulting is one of the leading representation companies in the region. We like the company’s new creative and conceptual direction, their expertise in online and offline media, their strategic position and teams running in the main Latam countries, and their developed relationships in the market,” said Rodrigo Belmonte, Latam Commercial Manager Shazam. “We are very confident that this partnership, coupled with our portfolio of innovative and scaled ad solutions, will be very fruitful for Shazam in Latin America.”
“We are very excited to represent Shazam in Latam. The app is such an iconic brand and one of the most downloaded of all time,” said Bruno Almeida, CEO of USMC. “With this agreement, advertisers will have the opportunity to run in-app campaigns and offer offline engagement technology to the millions of Shazam users in Latam.”
The three-year agreement started on June 1st 2017.
Abel Delgado is Marketing Manager of US Media Consulting.
Based on our work, we think that 2014 will bring an increased focus on the following.
1 – RTB Will Grow Significantly
Marketers in Latin America have become increasingly aware of the major advantages involved in programmatic buying through real-time bidding (RTB) systems. As they try it out, they discover that buying an audience rather than media can deliver some impressive results. As a result, they’ll expect their media agencies (as well as interactive marketing agencies they hire for certain services) to be skilled in programmatic buying.
2 – Brands Will “Mobilize” Their Content
While smartphone and tablet penetration in Latin America are relatively low compared to more mature tech markets (e.g., 28% smartphone penetration in Mexico vs. 63% in the United States), both are growing significantly. It also stands to reason that some of the most attractive customer segments for brands are heavy users of mobile devices. As such, brands need to use responsive web design and other technology to ensure that mobile users engage with their content.
3 – Traditional Media Will Stay Strong
Despite the attention to online, mobile and social, it’s clear that marketers in Latin America value traditional media. This is reflected in ad spend allocations in both smaller and larger markets.
For example, in Peru’s ad spend during 2013, TV took up 49%, newspapers took up nearly 15%, radio took up 11%, OOH took up nearly 10% and Internet, in contrast, took up 6.2%. For Mexico, the most recent available numbers for ad spend are from 2012, but they show the following: free TV took up 52%, radio took up 9%, magazines nearly 8% and online nearly 7%, barely edging out newspapers (6.84% for digital compared to 6.66% for newspapers).
Given media consumption patterns in Latin America, it makes sense to weight traditional media according to their advantage in reach and the suitability of certain types for certain purposes. While Internet will continue to make inroads and crossmedia consumption is on the rise, in 2014 we shouldn’t expect a major shift away from traditional media—and certainly nothing approaching the redistribution that’s happened in markets like the United States and Europe.
4 – Social TV Campaigns Will Increase
This new trend is another example of how offline and online strategies will come together in Latam. A 2012 study from Ericsson showed that 62% of Argentines, Brazilians and Mexicans that were surveyed engage in social TV, essentially watching TV with a mobile device and commenting on the shows via social media.
In addition, a 2013 study from Google Brazil showed that 30 million Brazilians watch TV while commenting on social media and other studies have offer insights into how Brazilians use social TV. This will offer marketers an opportunity to test the trends and see if they can take advantage of Latin Americans’ love of social media, their growing mobile use and the deep penetration of free TV.
5 – Marketers Will Find Innovative Ways to Combine Online and Offline Tactics
A recent campaign from Aldo in Israel combined offline and online engagement, attracting people with a bell to ring in a public space, followed by an invitation to Instagram their shoes and a reward for doing so. This video shows the tactic in action: Latin American marketers are skilled in below the line (BTL) tactics, events and several other offline ways to engage clients.
A great recent example was the billboard that generated water, created by UTEC and Mayo DraftFCBand: Changes in the market will dictate a change in tactics, resulting in Latin American brands playing off the growth social media and mobile with offline tactics to achieve specific goals with campaigns.
6 – Retargeting Will Become Much More Common
A number of Latin American brands have already seen for themselves how effective retargeting can be in converting customers. As companies like Triggit refine the technology that allows for Facebook retargeting and the rewards become even more evident, more Latin American companies will seek to take advantage of Latin Americans’ love of social media like Facebook and their growing adoption of e-commerce.
7 – Content Marketing and Native Advertising Will Gain Ground
The idea of a publireportaje or advertorial is not new in Latin America and has been featured in print and other media in the past. However, these days content means more than a magazine article: it can be a blog post, a video or a mobile app. All of these offer ways to capture consumer attention and get them to interact with a brand or actually buy a product. Content in the form of blogs could be particularly worth experimenting with when you factor in how blogging platforms like WordPress, Tumblr and Blogger are among the top social media sites in Latin America in terms of visitors.
Online, this branded content is often worked into the regular posts and articles from websites and is now referred to as native advertising. Newspapers like The New York Times are developing templates for native ads, and it’s likely that Latin American newspapers will follow suit as a way to increase revenue. That said, there still aren’t a ton of companies out there producing content for Latin America advertisers to use, so these approaches are more likely to emerge gradually in Latam during 2014 rather than spike dramatically.
Yahoo! digital inventory Colombia will be marketed by U.S. Media Consulting. Among the products, U.S. Media Consulting will market the homepage (co.yahoo.com), emails, mobile advertising and search page (search).
Yahoo! is situated among the top five positions in Colombia regarding Internet traffic in the country.
“We are focused on growing our presence in the country and we are pleased to collaborate with U.S. Media Consulting to provide a better service to our advertisers,” said Henry Zamarripa, regional sales manager for Yahoo Colombia. “We hope to contribute to the growth of local digital marketing industry, which in turn will make an impact on access and consumers’ connection.”
Juan David Ramirez will be responsible for U.S. Media Consulting commercialization of Yahoo! Colombia. He will exclusively be in charge of this task.