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