Global? Local? What about glocal; the explosion of data presents marketers with the ability to tailor their messaging and connect with consumers around the world. MediaMath and DataXpand partnered to do just that by bringing more international data from Latin America and Europe to the TerminalOne Marketing Operating System™. Latin America, specifically, is a promising market. By 2020, Latin America’s GDP will top $10,700 billion, representing around 9% of the global GDP. Moreover, Latin America will represent 10% of the global population with a total market of 640 million consumers.
Consumers in emerging markets have shown a willingness to spend their wealth on automobiles, electronics, CPGs, as well as sign up for services such as Netflix, Hulu, iTunes, Spotify and LinkedIn Premium. The region represents significant opportunities for growth.
What’s the best way to reach and engage this emerging class of consumers? Data-driven marketing.
Data-driven marketing is on the rise in Latin America. As the first data-management platform (DMP) and data marketplace to enter the market, we’ve witnessed a fast embrace of data-driven marketing. Two years ago, 95% marketers and publishers weren’t familiar with it. Today, it’s on everyone’s agenda.
And adoption is growing. DataXpand has audiences in every country of Latin America, as well as in Europe and among U.S. Hispanics. Today, marketers are using DataXpand´s data marketplace to access rich quality audiences based on anonymous browsing, which include interest, intent and demographic data.
In many — but not all – Latin American countries, publishers have been slower to monetize their audience data than U.S. publishers. However, as the in-market data provider of the region we have direct relationships with Latin American publishers – making data available when it otherwise wouldn’t be.
Marketers can (and do) ask the big U.S. data providers for audience data in the LatAm region, but they sometimes run into issues of scale. I experienced this first hand when, on behalf of an auto manufacturer client, I asked a well-known American data provider how many auto intenders they could help us reach in Mexico. After waiting two weeks for an answer, the company came back with a number: 5,000. Leveraging DataXpand’s relationships in Mexico, however, I was able to reach 500,000 consumers.
Another consideration: audience segments are often built using sites that aren’t local to the market. Consumers who live in Colombia probably aren’t going to visit www.cars.com; they’ll visit the Colombian equivalent of www.cars.com . In fact, nearly every country and region has its own version of an auto marketplace, so if you’re Ford or Honda the only way for you to get the data you need to launch a pan-regional campaign is by working with a local data provider.
At the end of the day, Latin America’s 640 million consumers are poised to receive and be influenced by global advertising. The key is to access accurate data, so you can reach the right consumer at the right time with the right message.