Paula Montejo from Teads: Mobile advertising has had an explosion in Latin America

For Paula Montejo, chief of mobile for Latin America, the Latin and Hispanic consumer are very similar regarding the consumption of mobile technology. He warns that Latin America has the biggest growth compared to the rest of the world. “73% of the population has a mobile to access the Internet and there is growth in those numbers”. That is why there is an interesting niche for the industry.In statements made to PRODU, she points out that last year mobile advertising accounted for 668 million dollars, a 200% increase since 2003, which is why expectations for this year are higher. “It is a media explosion for Latin America”, he emphasizes.He comments that Hispanics use their mobiles more than their computers, which are a sort of extension of themselves, it is the way they connect to the world. “What we are seeing with Hispanics is that the use has always been increasing. Hispanics have personalities that are more connected with their people and the mobile phone is the perfect vehicle for them to do that”.Regarding Latin consumer’s behavior he says that it is interesting. They report two hours of daily connection to the Internet through their mobile phones, “99% of the Latin population has downloaded applications, therefore this is a very intelligent consumer considering his consumption of technology”.Montero speaks about these topics in the first Teads Publishing Summit for Latin America, which will take place in Mexico City next April 22nd.