Nowak: No veo que el mercado en LatAm esté atrasado
YuMe’s VP for Emerging Markets, Jorg Nowak considers there is no single Hispanic market. “We’re talking of many waves of immigrants and many different nationalities. There are several market areas we have to understand” he said. “When we talk about 53 million Hispanics, we must be alert of the differences in each market, not only the language, but cultural behaviors. You have to play with the message, and here creativity is very important” he explained PRODU. Nowak believes that for his company is important to have teams in each market. “We take great advantage of technology, but the human touch in Latin America it is very important” he said. “In the Latin American trends I don’t see that the market is behind. There is a perception that it’s two or three years back. The truth is that budgets are smaller than in the U.S. because the market is very different, but I specially see great innovation and creativity in the human capital. They deserve to be listened and that their ideas should be included” he highlighted. The company did a global survey about liquid markets where they found the innovation trends. “The user is very volatile, lives in different devices. Reacting to this market and being able to execute advertising campaigns in this environment is the reason why we invest a lot to be sought leaders.”
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