panel de discusión

PANEL DE DISCUSIÓN
EL VERDADERO POTENCIAL DE
PROGRAMMATIC ADVERTISING
GORKA ANITUA
TWITTER: @GorkaAnitua
LINKEDIN: /gorkaanitua
ÁNGEL HERNÁNDEZ
TWITTER: @jangelho
LINKEDIN: /jangelho
GUSTAVO HERRERA
TWITTER: @WebReporta
LINKEDIN: /gustavoherrera
LOURDES LOSADA
TWITTER: @Lourdes_losada
LINKEDIN: /lourdeslosada
2016 SERÁ EL AÑO DE LA COMPRA PROGRAMÁTICA
“No hay razón para que un anunciante no
quiera aprovechar el poder de la data
para dar mensajes más relevantes a la
gente que quiere impactar”
Luis Arvizu – Ex Presidente IAB México
@Audienciaspremium.com
ABOVE & BEYOND PROGRAMMATIC CHALLENGES IN LATAM
“Last year was the year of experimentation of
programmatic in the Latin American market, while
2015 will be a year of consolidation with a
significant rise of investment from advertisers,
eMarketer predicts a 60% growth in programmatic
for 2015 and 2016, particularly in video and
mobile
Exchangewire.com
HOW IS DATA CHANGING PROGRAMMATIC BUYING?
“When we develop a target audience based
on accurate shopping data and then activate
that audience with programmatic buying, we
can then refine the target as the campaign
delivers, based on what they do, that creates
a more accurate audience over time.”
Paul Martecchini, Marketing VP
at Conexity
Mexico is Latin America’s 2nd-largest ad market,
and it’s undergoing changes. Television is still the
dominant ad channel, but digital is growing and
will account for an estimated $1.3 billion this year
and $2.3 billion by 2018. Display accounts for
more than 60% of Mexican digital ad spending,
with social media and digital video growth far
outpacing banner and rich media growth.
Headway Digital, Octubre 2015
THE PROGRAMMATIC PATH TO PROFIT FOR PUBLISHERS
Programmatic, or automated, spending on display
advertising (desktop and mobile) is a $9 billion market
that is expanding at almost 30 percent a year. Spending
is expected to exceed $30 billion in 2019. Growth in
programmatic revenue for all types of publishers—from
print to e-commerce companies—is outpacing traditional
direct sales of desktop and mobile advertising across
display and video, and market forecasts point to
programmatic overtaking direct sales globally
between 2017 and 2019.
BCG Perspectives, Julio 2015
THE PROGRAMMATIC PATH TO PROFIT
FOR PUBLISHERS
“Many publishers are failing to capture
(the programmatic advertising) opportunity.
One reason is that they do not approach it
strategically or they do not organize
themselves to realize the maximum value
from their programmatic efforts”
BCG Perspectives, Julio 2015