Tag Archives: MediaDesk programmatic buying Latin America

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By 2018 Latin America Will Have More Than 400 Million Internet Users

Recently, eMarketer—a research firm specialized in online data for markets around the world—published research about the amount of Internet users in Latin America. According to eMarketer, by the end of 2014 Latin America will have more than 330 million Internet users. Nearly 108 million of these Internet users will be in Brazil, 64 million in Mexico and 27 million in Argentina, with nearly 132 million in the rest of Latin America.

The firm projects that by 2018 there will be nearly 414 million Internet users in Latin America, an overall 25% increase in 4 years. The effects of this growth are visible in several areas, such as e-commerce:

  • Consulting firm Prince and Cooke projects a 40% increase in e-commerce in Argentina and total online sales of $4.2 million in 2014
  • The Brazilian Association of E-Commerce predicts that e-commerce will go up by 27% in Brazil in 2014 to reach a total of $17 billion in sales
  • According to the Santiago Chamber of Commerce, e-commerce sales in Chile went up by 25% in 2013 and will go up another 20% in 2014 to reach $2 billion
  • In Colombia e-commerce sales went up by 40% in 2013 to total $2.5 billion and according to the Latin American Institute of E-Commerce, e-commerce sales in Colombia will go up by another 45% in 2014
  • The Mexican Internet Association indicates that e-commerce sales in Mexico went up by nearly 42% in 2013 to reach more than $9 billion
  • According to the Latin American Institute of E-Commerce, e-commerce sales in Peru totaled $800 million in 2013 and should go up by another 20% in 2014

More Usage
Beyond online transactions, recent research also indicates that Latin American are going online with more frequency and spending more time online than ever:

Running the Numbers
All of this Internet use, whether it’s to surf, update social media statuses or make online purchases, increases the amount of available data for Latin American Internet users. Companies like Navegg—a partner of MediaDesk, a DSP (demand side platform) that is Latin America’s leading programmatic buying platform—are gathering this data. For advertisers and agencies, this data is crucial. It allows for the creation of complete profiles of Latin American Internet users that include their preferences, interests and purchase intents.

Currently MediaDesk DSP has more than 110 million Internet user profiles for Latin America. Once they combine this data with MediaDesk’s user-friendly system, today more than ever firms can reach Latin America’s 330 million Internet users with even more precisely targeted online ad campaigns.

To find out how to leverage programmatic buying with MediaDesk, the leading programmatic buying platform in Latin America, please contact us: sales@mediade.sk.

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Nearly 100% of American Publishers Pursuing Programmatic Strategies

A new survey of 145 advertisers, publishers and tech leaders done by the Interactive Advertising Bureau (IAB) indicate that 98% of American publishers are using programmatic marketing strategies.

The publishers indicated that they’d like to expand their programmatic efforts to other markets and it looks like China and Brazil are the markets that should see the most investment in this regard.

According to the surveyed publishers, the most important factor for success with programmatic is “the availability of third party data.” In addition, the publishers indicated that the #1 obstacle to this programmatic expansion is “the lack of understanding about audience development.”

To download the whitepaper that details the survey findings, please click here.

To find out how to leverage programmatic buying with MediaDesk —the leading programmatic buying platform in Latin America— please contact us: sales@mediade.sk.

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MediaDesk Launches Programmatic Buying by Audience for Latin America

Buying audiences is at the heart of programmatic buying. Typically we buy ad impressions on sites whose audience profiles match our target audience. But with programmatic, you can use third party data to select the target audience you want to reach and the buy is made to reach that audience on the sites they visit.

Up to now, buying by audience has not been widely available in Latin America. But MediaDesk, Latin America’s premier programmatic buying platform, is debuting a new feature that allows you to buy online display advertising by audience. This is due to a partnership with Navegg, one of Latin America’s top online market research firms. MediaDesk has integrated Navegg’s deep data stores for Latin American consumers into its user-friendly system. For users, this means that you can define your target audience by demographic, psychographic, interests and purchase intent. As a result, your online ad campaigns have much greater potential for reaching clients.

How It Works
MediaDesk is designed for media, advertising and interactive agencies, basically any type of agency that handles online media buying for their clients. These agencies have no fixed fee for using MediaDesk and no minimum buy. Upon registering, they can then implement campaigns and purchase ad impressions using a specially designed RTB (real time bidding) system that is part of MediaDesk. And of course, now these agencies can also target more precisely by buying the audience that their client wishes to reach, rather than buying by media.

The Next Step
If you want to explore MediaDesk’s new feature or try out the platform in general, please contact us to arrange a demo: sales@mediade.sk

 

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Making Display Perform via RTB

Up until now, marketers have seen online display ads as brand presence vehicles. They were not seen as directly leading to sales. SEM and PPC ads were the preferred vehicle for direct response. A buyer at the tipping point searches for the product, sees the ad, like the offer, clicks and (hopefully) buys.

Display ads were for online media whose reader demographics matched those of an advertiser’s target market so potential customers would be aware of a brand and its positioning. This is higher up in the funnel, with the idea that when ready to buy, customers would remember the brand advertised with display ads.

But real time bidding (RTB) may have changed that. The demand side platforms (DSPs) that use real time bidding allow advertisers to buy an audience, not media. Advertisers or agencies review the audiences that the DSP connects to through their media inventories and buy impressions to reach that audience, optimizing creative and other aspects of the campaign as needed.

This precision may well allow advertisers to get performance out of display ads. This is because lots of DSPs allow advertisers to load data into them, whether it’s demographic/psychographic information about a brand’s customers or third party data about users of different sites. In matching up these data sets, a DSP can allow advertisers to target campaigns at people who are proven buyers of the products they are advertising. As a result, a display ads for a product can get in front of customers with a track record for buying, thus vastly improving the chances for converting them.

The challenge, of course, is getting the data sets about buyers of specific products. But with that in place, RTB or programmatic buying may make display even more effective at generating sales.

To find out how you can use RTB to reach more than 95% of Latin America’s Internet users via MediaDesk, the first DSP in the region with a custom RTB system, please contact us.