Market Trends of Latin America Programmatic Advertising Industry
This section covers the major market trends shaping the Latin America Programmatic Advertising Market according to our research experts:
Growth of Digital Media Advertisement Due to Increased Use of Data
- Programmatic advertising refers to real-time bidding, which means multiple advertisers bidding for advertising at the same spot whenever an ad inventory is available using machine-to-machine automation of advertising and media transactions.
- Streaming is a medium that has gained the outright support of the community in Latin America. The SVOD (subscription video-on-demand) variant is the most popular kind. According to Sherlock Communications, the Latin American SVOD audience grew 40% between 2019 to 2021.
- With the increase in e-commerce across the region, brands and companies are adopting retail digital media advertising as a marketing strategy to reach their customers with the right message at the right time.
- With every interaction between the consumer and advertiser, there is a lot of data being generated. This generated data comprises customer interests, decisions, points of contact, activities relative to those moments of engagement, perceived needs, the key demographic and behavioral background, and many more. Such data serves as a robust platform to build insights about customers and create personalized marketing content.
- Advertisers, media agencies and media owners can utilize the data and audiences available to match data to campaign objectives, enhance creativity using audience data, optimise campaign performance using campaign data, gain insights and make decisions.
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Mobile Programmatic Advertisements to Drive the Market Growth
- Mobile Programmatic Advertisement refers to the automated process of buying, selling, and displaying mobile ads. Mobile Ads include mobile banner ads, mobile video ads, mobile native ads, and many more.
- Mobile Programmatic necessitates cooperation between the Demand-side platform (DSP) and supply-side platform (SSP) and automates mobile programmatic advertising. Mobile Programmatic advertising will define the characteristics according to which the system needs to target audiences, such as geolocation, operational system, type of smartphone of your target audience, and many more.
- Mobile Programmatic Advertising provides precise targeting, which allows advertisers to reach their specific audience in real-time and dictate the right audience using certain metrics and demographics.
- Latin America is one of the fastest growing regions in terms of mobile penetration in the world. According to the GSMA, the number of unique mobile subscribers in Latin America is expected to reach nearly 450 million by the end of 2021 and increase to 485 million by 2025.
- The smartphone adoption rates are growing steadily, laying a firm basis for regional programmatic advertisement. Mobile video usage is rising in Latin America in countries such as Argentina, Brazil, Colombia, and Mexico. These countries have witnessed an increase in online video watching on mobile as people find entertainment, information, and inspiration through mobile video, and marketers leverage it to connect with the audience.
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