Coignard: Los países latinoamericanos son grandes usuarios de smartphones
Miami is the main hub for U.S. and Latin American media investments, says Stan Coignard, CSO at S4M, on the importance of having a presence in the region. “From Miami we are able to reach any target in any country of Latin America. So we will be connected to as many publishers as needed. I’m talking about premium publishers and our data is based on every country in the region, I’m talking about favorite apps, application history, advanced settings, device IDs, everything we need to reach the right target in a very specific context.” Coignard notes that attending FOMLA allows his team to follow the latest trends. “We want to set a new trend targeting mobile shoppers with a mobile-shopper advertising platform, and this is where we can meet people in the know and have fun with media agencies and advertisers.” Regarding major trends for 2018, he believes that the location data category is very big: “This is the ability of a platform to track the location history of the individual user and also the context in real time. To give you just one example, we know where people go shopping and based on that information we can target them when and where they are shopping or maybe at home.” Although the company doesn’t have a specific priority market, the executive said Mexico is currently attracting U.S. budgets in a way that is parallel to mobile usage. “It’s really interesting that LatAm countries are such heavy users of smartphones. But we don’t have any priority market in Latin America, we can work the same way with any market” he said. The first thing to do when addressing a market is to go through media agencies, because they handle most companies’ media spend, Coignard said. “We see a huge trend coming directly from advertisers – they want more independence because they need more transparency. And because our platform is open and transparent, sometimes they want us to offer it as a self-service platform.”
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