Mike Caprio, VP de Sizmek Latinoamérica y Global GM de Sizmek Vantage
During the first day of the Festival of Media LatAm 2014, Sizmek; leader company in open platforms for advertising management, presented the results of the Global Survey on digital sophistication. The presentation by Mike Caprio, VP of Latin America Sizmek and Global GM of Sizmek Vantage, said how advertisers and agencies are positioned in Latin America with respect to their global colleagues of digital media. “When we compare LatAm with the rest of the world, there are many things to learn. Among them how the data is being used by brands and agencies to enhance the development of digital”, Caprio told PRODU.The survey also reveals that despite programmatic buying is starting to move in the region, the majority of respondents identified that only 10% or less of their digital budget is spent today programmatically; however it is expected a growth of between 26% and 50% by 2015.”Both the analysis and use of data to impulse insights, such as performance and optimization have less place in Latin America than in other regions of the world. This leap into a culture of advertising based on data is not an easy task for many companies in the region. Therefore, in Sizmek we are constantly preaching and promoting ways to improve the sophistication of our customers, and their digital ROI” Caprio said. In Latin America, Sizmek expands its multi-screen advertising offer throughout the region with local representatives in Argentina, Brazil, Colombia, Mexico and Miami, where they work with pan-regional customers and the Hispanic market in the USA.
