This week's LATAM RoundUp brings an interesting campaign using data for a non-profit organisation, a sector in which optimising budgets is essential; the new CEO for Apontador, a Brazilian search portal that will focus on mobile; and a piece that insists on investing in mobile in the region despite the difficulties and understanding challenges that LATAM still needs to overcome to fully embrace ad tech and programmatic media.

DynAdmic launches first campaign for a social project

DynAdmic released the results for their first programmatic campaign for a social project in LATAM. The platform applied categories, geolocation andtime segmentation to reach the audience of Satisfeito Project, whose main goal is to fight hunger in Brazil.

The campaign was developed by Instituto Alana, a non-profit organisation that aggregates several projects to support children in Brazil. It also marks the use of data not only for commercial initiatives, but also for the third sector in order to reach the highest level of effectiveness and optimise investments.

The strategy was developed by DynAdmic, pre-rolling five 30-second videos related to the topic, such as gastronomy and wellness, on top of data segmentation. Interests in local celebrities were also applied in the context.

The results were above the average of the market. The viewing rate was 99.8%, with 61% of the audience watching the entire video. The click rate reached 5.46%, compared to 3% CTR currently offered in the Brazilian market. Satisfeito’s website doubled the number of visits while the campaign was running.

Apontador’s new CEO

Apontador, a Brazilian search portal, announced Jose Larrucea as its new CEO. According to his LinkedIn profile, he was previously working for LBS, the group that owns Apontador brand, as CMO.

Larrucea accumulates more than 10 years of experience in startups in Europe and Latin America, having worked in Brazil for Brandsclub and Dadanet. He also found the retail website Shoes4you.

With the change, the company should focus in mobile strategies.

LATAM and programmatic mobile

An article written by Alerto Pardo, CEO, Adsmovil, argues about insisting on programmatic mobile, even though the region is still steps behind to overcome the understanding of the programmatic ecosystem.

According to him, vendors must contribute to spread the real meaning, benefits and opportunities for the industry. However, he says it is essential for marketers that the marketing director be a leader in implementing and working the skills of the team, in a whole new corporate culture for the entire company — specially with high-level executives. In order to implement the technology in the LATAM market, the key is trying — this way, it is possible to understand what is working and what is not for each player.

He mentions recent studies such as eMarketer’s, that estimates total revenues of US$ 4.2 million from programmatic this year. “In Latin America, including Brazil, programmatic media is in its initial stage. It became a few years ago with the web, and mobile is starting now; however, growing rapidly”, he writes.

The full article can be read at Ad News, here (in Portuguese)