In the ad:tech session entitled "The Internet Economy: Start-ups, Bubbles, and Buyouts," moderated by Milbank Roy Co. LLC Managing Director Pierre-Georges Roy with panelists Global Mind CEO Marcello Montefiore, Internet Media Services Founder and CEO Gaston Taratuta, Fox Networks VP of Global Business Development Damiam Voltes and Publicitas VP of Digital Media Paul Meyer, the key takeaways were specialization and Brazil.
From ad:tech Miami's "Latin American Consumer Habits and Online Behavior" panel. Information was provided by CEO Fabia Juliasz of ibope/NetRatings.
Percentage of internet penetration:
- Brazil, 22 percent (42 million internet users)
- Mexico, 22 percent (22.7 million users)
- Argentina, 26 percent (10.3 million users)
- Chile, 41 percent (6.7 million users)
Use varies by age, location, cost of resources and economic status. According to Juliasz, the trick is to target them locally.
Latin America consists mostly of verdant land and small communities. Cities are heavily concentrated and burdened by technology demand. This means most people in those cities can get online, but how they do it depends on what they can afford.
Where users are too poor to use a computer at home, most will use public access spaces. Free wifi and internet cafes proliferate Brazilian and Peruvian cities.
Delivering the opening keynote ay the Miami ad:tech Conference, SMG Multicultural CEO Monica Gadsby shared some findings regarding the Hispanic audience online. According to Gadsby, 19.5 million U.S. Hispanics are online, fifty percent view video (an index of 241 compared to the general market) , 70 percent of Hispanic women are online and Hispanics make up ten percent of all online users.
Gadsby addressed the full house audience and focused on three areas as they relate to Hispanic marketing: Content, Targeting and Research. Beginning with content, Gadsby cited the need for more content options for Hispanics. While Hispanic content has certainly increased, more is needed and it must be easier for Hispanics to access.
- Hey if shooting's your thing, Wild West Coinfest might be to your liking. It's for something.
- The Year Of Creativity Box is an AdmCom initiative meant to encourage people
to reinvent themselves every day and stimulate their creativity.
- If you're thinking about a career in coal mining, these videos might just push you over the edge...or cause you to run in the other direction.
- The PSFK Conference in San Francisco, to be held July 17, is lining up some great speakers including, yes, George Parker, David Armano, Gareth Kay and Rohit Bhargava.
- A trailer for an online game? Yes, indeed. Buffalo Wild Wings is debuting a new game June 2.
Let's just blame the lateness of this on the hangover. Last week, Fuel Industries' Sean MacPhedran, Oddcasts's Emily Twomey and Desedo's Michael Hastings-Black hosted Rock Band Night, the first of a monthly series of parties for the advertising industry. The party was held at the home of Oddcast's president with over 100 attendees.
Newscastle provided the beer. The hosts' expense account provided mixed drinks and party goers provided the music with their own Rock Band soundtracks. As they say, fun was had by all. Check out the pictures here.
The location of June's party isn't set yet but as soon as it it, you'll hear about it right here on Adrants. And from the success of the first, it looks like we'll need a bigger place next time.
Hungry Man TV is throwing an RSVP-only party for Internet Week, NY.
The theme is "Out with the Old." Attendees are encouraged to bring old mobile phones, mp3 players, digicams and other electronics for recycling.
Nifty idea. And come on, it's not like museums are falling all over themselves to pay for your mint-condition sports WalkMan.
If after a panoply of awards shows you are still not sure which ads were best, below are the agencies, clients and campaigns that received a Gold or above in Clio's Television/Cinema/Digital, Interactive, Technique and Radio categories.
Occasionally, important events present themselves which call for the entire advertising industry to band together as one unstoppable force with the sole mission of advancing a worthy cause and doing good for all human kind. One such event has presented itself today requires our complete attention and participation.
What is this important cause? Why the voting for Barbarian Group's own Eva McCloskey as Boston Magazine's Most Wanted Single, of course! What? Did you think we as an industry were going to participate in that Cannes Humanitarian Lion thing and solve all the world's ills? Of course not. That's way too much work. A simple hottie contest is much more our style so please, do your part. Vote for Eva and represent!
The 49th annual Clios took place in South Beach over the weekend. Content & Contact, Integrated Campaign, Innovative Media, Print and Design were recognized at the Fillmore in Jackie Gleason Theatre on Friday.
Ogilvy & Mather received the highest number of Gold Clios -- ironic, considering its founder was so resentful of award shows: three for Frankfurt and two for New York; followed closely by BBDO Worldwide (four Golds) and DDB Worldwide (also four).
Gold winners and "Best in Show" appear below.
- A less than mildly amusing commercial touts the ability of the Nokia N95 8GB's GPS abilities to help a hapless magician find his way home after he makes himself disappear.
- Adidas and Diesel have hooked up for a brand mashup that encourages..."83 ways to successfully waste your time.
-The Art Directors Club has opened the call for entries for its Young Guns 6 Awards.
- Jim Beam's got a new campaign called The Stuff Inside. There's a new site and print ads will roll out mid-June.