DynAdmic Opens an Office in Mexico; IAB Brazil Launches Mobile Ebook
This week in the LATAM Roundup: DynAdmic partners with S4M in Brazil to amplify video ad formats in their segmentation platform, and keeps its Latin American expansion by opening a new office in Mexico; IAB Brazil launches a best practice guide in Brazil about mobile ad campaigns; and, finally, Zoomin.tv focus on the Olympic Games to grow by 35% in Brazil — where 30% of their ad revenue comes from programmatic.
DynAdmic partners with S4M, opens an office in Mexico
DynAdmic announced a partnership with S4M (Success for Mobile) in Brazil. The video ad company will integrate its segmentation technology for pre-roll videos inStream to S4M’s solution for managing different video formats: In-Banner Video, In-Read Video, and Video Pop-Up. The main goal is to amplify the video audience in Brazil.
“This partnership allows us to deliver a complete package of solutions to the market, reaching the consumer in the main mobile channels”, said Lara Krumholz, general manager, DynAdmic Latin America, in a press release.
“The strategy of reaching the consumer without having to specify InStream or OutStream will, for sure, allow our clients a more appropriate coverage of their target”, said Julien Houdayer, commercial vice-president, S4M Latin America.
DynAdmic’s week in Latin America also had the news of their new office in Mexico, as part of their expansion plans in the region. The company already had a commercial staff in the country, where it works with 645 million impressions. They expect to grow their Mexican operations by 120% with the new office structure, which will also cover operations in Colombia, Chile, and Argentina.
Mexico’s market is relevant: consumers watch more than four million videos per month in the country, and DynAmic forecasts this number to jump to 240 million by 2019.
IAB Brazil launches first ebook about mobile
IAB Brazil launched their first material to guide marketers and agencies about the best practices for the mobile ad market. According to eMarketer, Latin America will be the leader of mobile investments in the next two years. Only Brazil will see mobile investments jump from 3.2% to 6% of the total ad spend in 2016.
IAB’s guide joins different articles written by local industry leaders such as Felipe Almeida (Google), Phil Chaves (Facebook), Enor Paiano (IMS), Julia Gutnik (Globo.com), Alberto Pardo (Adsmovil), Myriam Pelissier (Smart AdServer), André Ferraz (In Loco Media), among others. It covers user trends, channels, segmentation using DMPs, cross-device, different buying models, planning and metrics.
The ebook is free and can be downloaded in IAB Brazil’s website (in Portuguese).
Zoomin.tv aims Olympic games in Brazil
The video publisher Zoomin.tv celebrated a 87% growth in 2015 in Brazil and this year aims for the Olympic games to sustain its presence in Latin America. The region is considered as ’strategic’ by the company, which has opened offices in Mexico and Colombia, and planning a new one in Argentina.
Speaking to ExchangeWire Brazil, Paulo Leal (pictured left), country manager, Zoomin.tv Brazil, said they already have 40 associated publishers in the country — such as UOL, MSN, Yahoo, and SBT — 60 advertisers and 260 million daily views. 2016’s goal is a 35% increase, driven by the Olympic games.
Leal says that 70% of the local revenue comes from ad campaigns and 30% from its content. Zoomin.tv has plugged in DSPs in the country and made its inventory available in private marketplaces. This way, 30% of its online video ads come from programmatic. “This approach has been increasing in our videos and we will follow the market’s rhythm of growth in our operations”, said Leal.
Online video in Brazil is growing steadily. The company considers that 82 million Brazilians watch at least one video per month on the internet, above 78 million individuals that do so by Pay TV. In 2015, online video has driven R$1.038bn (£205m) in ad revenues in Brazil, a relevant sum considering the R$9.3bn (£1.8bn) value of the digital ad market, according to IAB Brazil.
The full interview is available in ExchangeWire Brazil (in Portuguese).
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