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Iván Marchant from comScore: If There Is No App or Mobile Web You’re Out
Liz Unamo| 27 de febrero de 2017
Daniel Barallat, gerente regional para M2M de Grupo Vodafone España
Iván Marchant, VP at comScore for Peru, Mexico and Central America, explains that the consumption phenomenon occurs across the entire region, presenting thousands of billions of minutes in each country. “The biggest, of course, are Brazil, Mexico, and Argentina, especially because of their biggest online populations.” Recently, comScore and Shareablee, assured in a report that the video content on social networks grows 67% in Latin America. “Video has proven to be, for many categories, the best way to generate engagement in social channels, followed by photos. It is a very strong format, even when compared to others.” A big part of the LatAm millennial audiences have preferred mobile as their main way to connect to the Internet. “We can’t say that desktop is disappearing, in fact, for many categories it continues to be very important, but for this segment, if there is no application or website, you’re out.” Alex Castro, Regional Sales Director at Shareablee for Latin America, points out that they collect more than 13 billion interactions just in Latin America, with a dictionary that has more than 200 thousand brands. “This allow us to detect formats -as in this case videos, both in Vivo as regular ones- and understand that user’s engagement or involvement is higher when the same metrics are compared with other types of formats.” He adds that the job is basically to make sense of the more than 700 metrics available throughout all social platforms.
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