Brazil Leads Social Media in LATAM; Nielsen to Offer Age & Gender Segmentation
This week’s LATAM RoundUp brings MediaMath’s announcement about Globo.com’s private marketplace; a new partnership between Nielsen and Integral Ad Science that will allow new viewability metrics about age and gender; the launch of the first Latin American publisher co-op, social media usage in Brazil compared to other Latin American countries; and, finally, a brief summary of Google’s Think Publishing event, in which LATAM programmatic media cases were one of the highlights.
MediaMath and ProG’s launch
MediaMath announced last Friday (September 25) that they are already using ProG, a private marketplace launched by Globo.com in August. This means that MediaMath will offer the initial bids available in the platform through their solution, and also the final prices established in the auction. In its first stage, ProG is available only for a group of 30 marketers, the biggest advertisers in the Globo.com media group.
In a press release, MediaMath emphasised that the method will be in compliance with CENP’s standards, which regulates all media trading in Brazil.
Earlier in August, Paris Neto, director, Globo.com, in an exclusive interview for ExchangeWire Brazil (in Portuguese), stated that ProG will be open to other agencies and advertisers in a later stage — for now, the idea is to offer to a selective group a ‘unique experience’ — and all the media trading would be led and done by Globo. He highlighted that the private marketplace happened after extensive research, at a time that the company considered appropriate for programmatic media in Brazil.
Argentina has first Publisher Co-Op in Latin America
Rubicon Project launched earlier this month Real Premium Audience (RPA), the first publisher co-op in Latin America, joining several publishers in Argentina. Infobae, La Nación, Perfil, Telefé and Grupo Clarin, the country’s biggest media group, are part of the alliance — which is led by Alejandro Alvarez.
Alvarez is a known name of the local digital media. He has worked as sales director for Google for 4 years; after almost 3 years as a sales manager for La Nación. RPA has Cxense as the chosen DMP and the inventory should be sold via RTB and private marketplaces.
In interview to ExchangeWire Brazil, Jay Stevens, international general manager, Rubicon Project, says RPA concentrates 93% of the Argentinian audience. The move follows an European trend led by the company — in English speaking countries, France, Denmark and Hungary.
“RPA is more like the national co-operatives, such as La Place Media in France and DUN in Denmark. Pangea’s charter is really to leverage the combined publishers’ global reach, whereas RPA is focused on becoming the “must-buy” programmatic offering in Argentina”.
Nielsen will offer gender and age metrics
Nielsen and Integral Ad Science announced a partnership in Brazil to launch a new metrics tool for viewability data according to age and gender of the audience. The solution, called ‘Digital Ad Ratings’, will be integrated to Nielsen’s standard products. The union follows the same move in other countries such as United States, Canada, United Kingdom, France, Germany, Italy, and Australia.
According to Nielsen, the goal is to provide more decisive information about audience with more complete demographic data. Yet, the solution is not accredited by the Media Rating Council (MRC).
Brazilians remain social media leaders
No surprise here. Brazilians are known for their heavy social media usage, and recent data from comScore and eMarketer shows this trend comparing to other Latin American countries’ behaviour.
The Brazilian audience spends an average of 8.8 hours a month on social media, way above the average for the region (6.1 hours/month). The distribution is not equal, though: young people (under 35 years old) are the majority. In terms of Brazilian regions, the Southeast represents 46.9% of the social media audience, followed by the South of the country, with 24.4%.
In total, 76% of the country’s population has access to the internet, and two in five of them use social media.
Programmatic, by Google, in Sao Paulo
Think Publishing united publishers, and other representants of the media industry, to discuss how programmatic media can optimise revenue, provide information for decision making, and offer real-time marketing information.
The Netflix’s case study was one of the most commented on presentations, in which the company disclosed the buyer’s perspective in a local approach, following characteristics of the Brazilian market. For Netflix, it is mandatory to work with local sellers, who understand the local culture, so that creative professionals can fully understand demands and create strategies.
This text was updated at 10.39 pm (London GMT time) to add RPA’s information.
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