Programmatic in Latin America: José Luis Valdivielso of Havas’ Affiperf -- The Jay Sears Interview

This is the third in a series of interviews with leading buyers titled amp8220Programmatic in Latin Americaamp8221 The conversation with continue at The Festival of Media Latin America in Miami Florida on Thursday October 2 2014 For more information please go hereYour Name Josamp233 Luis ValdivielsoYour Company Affiperf Your Title COO Affiperf Spain and Latin AmericaSEARS Where do you read your daily newsVALDIVIELSO Both digital media and social media I hardly read the newspaper on paper now SEARS Today on average across Latin America out of each 100 spent on media all media not just digital by one of your advertisers how much today is spent on automated or programmatic channels VALDIVIELSO Total media spend depends a lot on the countries and the industries the clients are a part of If we talk about percentage in regards to digital media I would say it goes between 15 to 20 per cent The important thing is that the trend is very promising and I believe in the next two years total spend on programmatic will increase significantlySEARS What was this number in 2012VALDIVIELSO Almost zeroSEARS What will this number be in 2016VALDIVIELSO I would say between 010 to 015SEARS What is the mission statement of Affiperf VALDIVIELSO Affiperf is a global trading desk allowing advertisers to take advantage of the unique opportunity that programmatic media buying creates We offer a global reach local resourced solution At Affiperf we create meaningful connections between brands and consumers by leveraging the power of programmatic buying We place the consumer at the center of the media experience advertising at the right time in the right place and with the right message at the best possible price for our clientsSEARS Please tell usSEARS Overall managed budget media spend for your trading desk or automated advertising activities across Latin America expected in 2014VALDIVIELSO We are expecting to achieve more than 30 million US dollarsSEARS Percentage increase managed budget media spend 2013 vs expected 2014 across Latin AmericaVALDIVIELSO We are growing by double digits in the whole regionSEARS How many employees are there in your Latin American organizationVALDIVIELSO Total across Latin America More than 25 peopleSEARS What are Affiperfamp8217s three biggest Latin American initiatives in 2014VALDIVIELSO1 Growth of the DSP with MediaMath2 Roll out of DMP with companies like Weborama or DataXpand3 New data providers like AdaraSEARS Across Latin America what markets are leaders What markets are laggardsVALDIVIELSO Brazil A very dynamic market and well developed especially on the ecommerce field Programmatic should have a big portion of the total investment in the short termMexico Programmatic is growing significantly particularly in the branding arena Itamp180s key that the local publishers and particularly newspapers and TV broadcasters really understand the model and start selling through the exchangesArgentina A very interesting market particularly with so many startups growing for data contentChile Very focused on CPC campaigns advertisers need to understand that CPC is not always the best metric to look at and above all get a clear KPIColumbia Same thing as beforePeru Advertisers are very eager to provide programmatic although they donamp180t always know what it exactly meansSEARS What percentage of your agency or advertiseramp8217s site direct budget direct orders has been automateda Less than 10 of site direct dollarsb 1120c 2150d Over 50VALDIVIELSO It depends a lot on the country but I would say we believe on the beauty of the PMP with premium publishers as long as we can combine this with pure RTB activities in a planSEARS Tell us a bit more about youSEARS Who was one of your first mentors as a childVALDIVIELSO I didnamp180t have a mentor as such but I did have several people who during all these years advised me at some pointSEARS Money is not a concern You no longer work in advertising or technology What would you choose to do for workVALDIVIELSO I would continue working and helping young people who want to create new startups and projectsSEARS What is your favorite restaurant in the entire worldVALDIVIELSO Hard to say just one but probably I would say Azurmendi in the north of SpainThanks Josamp233 LuisJay Sears is Senior Vice President Marketplace Development for the Rubicon Project Sears works with leadership and business unit heads across the company to expand Rubicon Projectamp8217s potential market Sears has also served as General Manager REVV Buyer where he was responsible for global relations with the buy side including ad holding companies ad agencies agency trading desks and demand side platforms headquartered in North America Jay can be reached at jsearsrubiconprojectcomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

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Programmatic in Latin America: José Luis Valdivielso of Havas’ Affiperf -- The Jay Sears Interview

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