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If you already read our 2016 brands and agencies guide, don’t miss what Diego Reck (FOX), John Mafoutsis (Viacom), Jeremy Piotraut (Teads.tv), Martín Frontini (Zoomin.TV) and Eugenia Denari (Google) tell us about media trends in the new year.

Translated by Gretchen Gardner

Big Data

Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America

Diego Reck

“Without a doubt, expectations are high when it comes to the consolidation of “Big Data.” The industry is going through a great deal of changes in the consumption of content and consumers’ habits are evolving faster than the market. People are dedicating more and more time to consuming entertainment, and the demand for new formats, and high-quality “everywhere experiences” is growing quickly. Our focus has shifted from targets by age or socio-economic class to audience groups that are segmented by genres of consumption. For that reason, to be competitive in marketing, we need to know the habits of our audiences to understand where and how to lead them to advertising messages. In this sense, integrating, processing and utilizing all of the data generated by the different media platforms will allow us to be productive and continue bringing the consumer better experiences every day.”

Multiplatform Opportunities

John Mafoutsis, SVP Advertising Sales and Brand Solutions at Viacom International Media Networks Américas

John Mafoutsis

“We know that the way that our audiences consume content is continuously evolving. For that reason, Viacom International Media Networks (VIMN) Américas will continue to offer innovative formats and a diverse portfolio of channels and products to generate multiplatform options that respond to the demands of our clients in Latin America. VIMN Américas will continue to invest in original productions and in the creation of content for all of our brands to compete in the multiplatform world with our linear, non-linear, mobile, social and live event products. With these products, brands offer clients an opportunity to be in constant contact with their respective audiences at any  time and on any platform.”

Video + Mobile + Programmatic

Jeremy Piotraut, Managing Director at Teads.tv Cono Sur

Jeremy Piotrout

“There will be an increase in digital investment, sustained by growth in video advertising. Within that growth, native video is taking on an important role thanks to the effort that advertisers have to distribute their videos on a premium level. Today, with the increase in Ad-Blocking(in 2015, for example, blocked videos represented 26% and 23% of advertising time in Chile and Argentina, respectively), it is crucial to strengthen formats that respect the user and generate a safe digital ecosystem with native formats.

The three trends for 2016 will be “video” + “mobile” + “programmatic.

Online Video and Mobile

Martín Frontini, Managing Director Latam & US Hispanics at Zoomin.TV

Martin Frontinni

“Expectations are high, and even better than they were in 2015. The online market continues to grow from year to year, and there are countries that haven’t even entered the double digits, which means that there is enormous potential compared to developed economies like that of the U.S. or UK, where online has already outgrown TV. Markets like that of Brazil, the biggest in the region, have experienced moderate growth due to political problems and their economic consequences.On the other hand, we expect a significant increase in online video. An increasing number of advertisers are migrating investment from TV to pre-roll, particularly, as the perfect “partner” to achieve appropriate reach and ROI.
At the same time, within online, the fact that desktop is losing market share to other devices, principally mobile, is nothing new. This trend is as global as it is regional.”

Online Platforms and Complementarity Between On and Off-Line Media

Eugenia Denari, director of marketing at Google for Argentina, Chile and Peru

Eugenia Denari“In 2016 everything indicates that the industry will continue on a sustained growth path. This forecast is based primarily on the perspectives of the market, which will continue to grow organically and constantly, with a strong emphasis on complementarity between off and online media and online platforms, which will gain a larger share of the market. Online search will continue to be a central component of online advertising campaigns, but we are going to see a clear evolution focused on efficiency and video and mobile device integration. These will be the largest spaces for innovation in the next years.

At Google, our biggest goal is to continue to be a digital partner and ally for all of the companies that want to take advantage of the Internet as a strategic pillar of their business. Online advertising is an indisputable component of advertising strategy for any brand. No leading company is questioning whether it needs to be online or not. The question is simply how to be online. To us, the current challenge is that the digital element is present in the earliest stages of designing a campaign, whether its in the marketing or advertising department or within an agency.”

Content marketing, mobile marketing, multi-screen and programmatic buying were the biggest highlights of 2015. Here, we share the reflections of Denisse Guerra, Diego Reck, Martín Frontini, Eugenia Denari, Jeremy Piotraut, John Mafoutsis, Martin Jones, Carlos Espindola and Borja Beneyto.

Content Marketing: Integration with Social

According to Denisse Guerra, Regional Marketing Director for Latin America at The Estée Lauder Companies Inc., “banners are a thing of the past, and now brands are looking for ways to engage, which makes much more sense in today’s consumer environment. For that reason, it has been very imDenisse Guerraportant for brands to develop native ads, editorial integration and that kind of communication since ad blocking is more and more of a danger to them. It’s also an opportunity to be much more creative with our content.”
Diego Reck
Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America, has a similar opinion, indicating that “one of the most noticeable trends in the marketing and advertising industry in 2015 was a more organic integration of  brands into agnostic content for each platform.”

The same trend was observed with respect to audiovisual content. Martin FrontinniAccording to Martín Frontini, Managing Director Latam & US Hispanics at MCN Zoomin.TV, “native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.”

Finally, as much as social networks are an entity in themselves, what is true is that they tend to be included in content marketing strategies. As Denisse Guerra indicated, “there is no doubt that companies’ social network and CRM campaigns have been the most relevant in 2015. The development of advertising campaigns that are 100% focused on social networks and brands’ e-commerce traffic are what have grown the most in the advertising industry this year.”

Native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.

Mobile Marketing: Geolocation and Transactional Advantages

Eugenia Denari, Director of Marketing at Google in Argentina, Chile and Perú, stated that “without a doubt, mobile was a huge protagonist this year.”

Jeremy PiotroutAnd  Jeremy Piotraut, Managing Director at Teads.tv Cono Sur, expressed that “today, users spend more and more time on mobile than in front of the television or other devices.”

Everything indicates that mobile marketing, as much as it was one of 2015’s trends, is here to stay.

In the words of Martín Jones, Multibrand Digital Manager at L’Oréal: “Today, everything is about staMartin Jonesrting with mobile: geolocalization and transactional experiences are the motor for a deepening presence in the mobile world.”

Multi-Screen: PC and Smartphones Media Consumption Jump

As Jeremy Piotraut reminded us, “while television is still an important media outlet, laptops and smartphones now surpass them in consumption time.”

John MafoutsisJohn Mafoutsis, SVP for Advertising Sales and Brand Solutions at Viacom International Media Networks Américas noticed a similar trend, stating: “In 2015 we saw the way that the consumer finds his or her favorite content  not just on linear television, but on multiple platforms. thanks to this evolution, advertisers have seen the benefit of offering a combination of paid TV with digital, mobile and live media as a part of a media ‘mix’.”

Martín Jones also sustains that “the video ad forms part of the agenda of any advertiser as an extension of his or her TV campaign, but more than anything for productions that are designed for the digital world (at a lower cost than that of generating a larger volume of content).”

According to Martín Frontini, “without a doubt, there has been an explosion of new formats and advertising channels with the rise of Youtubers, influencers and talents that reach the millennial cluster that is so coveted by brands. In this sense, there is an infinite amount of companies trying to group personalities and channels together with a captive audience that permits the brand to complement its traditional presence in the media, offline as much as online.”

Finally, Eugenia Denari commented, “In 2015, our most important project was to work on speaking to the multi-screen consumer that is constantly interacting with different devices. Our focus was on helping to generate even more integral and effective marketing strategies for new forms of consumption.”

According to Carlos Espíndola, Head of Latin America Digital Center  at 3M, “the most noteworthy aspect of 2015 was espindolathe adoption of programmatic buying for many advertisers, which continues to be an under-used practice, but which still helped to impact the right audiences and also prioritize the issue of where advertising money is invested. There is still much work to be done, but it is important for us to continue to communicate, evangelize and train technical market teams to understand the impact that this can have on not only audiences but also the efficiency of investments, not only digitally, but also on TV.”

Borja BeneytoSimilarly, Borja Beneyto, VP & Digital Regional Director in Latin America for Starcom MediaVest Group, commented that 2015 “was the year in which disciplines like programmatic buying were implemented, and in which we saw the appearance of new commercial data models oriented towards performance marketing.”

These were the most important trends of 2015 according to those we interviewed. Soon, we will be previewing 2016 with a look at everything those in the advertising industry should keep in mind in the new year.