Cisneros Interactive: Data and influencer marketing are trends in the LatAm market

For the president of Cisneros Interactive, Víctor Kong, data, influencer marketing and mobile are trends in the Latin American market. He adds that the countries in the region complement each other in the use of technologies.

“For example, in data, Brazil is much more developed than the rest of Latin America, but in terms of programmatic purchases, markets like Mexico, Argentina, Colombia, even Chile, are a bit ahead of Brazil”.

One of the holding’s bets is digital audio, after the growth, there has been in the region in the use of smartphones. “Video grew very much and people consume video through cell phones, obviously they are consuming audio. With Audio.ad we have the first audio network in Latin America”.

Regarding the US Hispanic market, Cisneros Interactive has a very active participation. According to Kong, that sector is undergoing a transition regarding who buys advertising and handling of programmatic. “The Hispanic market has 60 million in the US and is not a small niche anymore. There used to be Hispanic agencies, after multicultural agencies and today, a great deal of the business has to do with multicultural teams that are influencing and accompanying people who are buying media in general.”

The executive was interviewed in the context of the Festival of Media LatAm 2017, where they have participated for six years. “It is the most important regional event in Latin America”.