With advertising analytics based on big data techniques, marketers can quickly determine the effectiveness of each channel and thus adjust their strategies, enabling them to run hyper-targeted campaigns, choosing the right ad content for the appropriate ad networks.
What is it?
This type of analytics refers to the use of data and technology tools that help companies and marketers effectively monitor their marketing efforts to ensure that campaigns are targeted to the right audience and use the right channels for effective communication.
International public tender to contract communications services and advertising campaign for the Energy Efficiency Education Program through radio and television spots, social media management.
Honduras Government Purchase LED-PEEE-036-LPI-S:
"The Government of Honduras through the Secretariat of State in the Office of Energy (SEN) and the Government of the Republic of China (Taiwan) under the Embassy of the Republic of China (Taiwan), carries out an international public bidding to contract communications services and advertising campaign of the Energy Efficiency Education Program, through the IDB Project Management Unit.
Location Intelligence is transforming the way brands communicate with their current and potential customers, maximizing marketing campaigns and optimizing costs.
Location analytics leverages and enhances marketing campaigns by providing faster and deeper insights to your customers.
Analytics based on Big Data allows mall operators to maximize revenues and visits by better selecting tenants, optimizing mall design, determining rents, establishing signage and advertising campaigns, etc.
New technological tools allow mall operators to measure the number of consumers spending in and out of stores, the time they spend in and out of stores, know their relative wealth index and understand visitor behavior patterns, helping to determine the best mix of stores, site infrastructure, rent price range and implement more efficient signage and advertising.
Consumers are shifting their spending from physical stores to e-commerce, physical stores will only survive in this new environment if they reinvent their business, taking advantage of new technologies and modern analytical capabilities.
Today, there is access to significant amounts of data on consumer behavior, information on the economy of different areas, competitors' sales, and market trends. However, only a handful of forward-thinking retailers are leading the way in advanced analytics as they use location intelligence, foot traffic analytics, and predictive modeling to make smarter business decisions.
Location intelligence and mobility analytics allow companies to create Out-of-Home advertising strategies focused 100% on the tastes and preferences of the people who pass through each point.
In outdoor advertising (OOH), knowing in depth the consumers who pass through the point where the advertising will be exposed is crucial to maximizing as much as possible the return on investment.
Following the news that the Ministry of Public Works and Transportation in Costa Rica plans to renew the framework that regulates outdoor advertising, businessmen of the sector are asking to be taken into account in this process.
In the country, outdoor advertising is regulated by a law that dates back to 2001. In the case of national roads, the Ministry of Public Works and Transportation (MOPT) is in charge of regulating this type of advertising and in the case of cantonal roads, local governments are designated for these tasks.
Given the new business context in which print media have been hit in recent years by changes in habits and audiences are on multiple channels and digital platforms, marketing and advertising teams must reinvent themselves.
The most recent changes in lifestyle habits resulting from the spread of covid-19 have combined with the increased use of digital platforms, a phenomenon that was already evident before the pandemic.
During 2020 it is estimated that advertising investment amounted to $345 million, an amount that is 6% lower than reported in 2019, a drop that is explained by the fall in spending in all formats.
According to data collected by Kantar Iboper Media, between 2019 and 2020 in the Costa Rican market, advertising investment decreased by $22 million, going from $367 million to $345 million.
Because more than half of consumers born between 1996 and 2012, known as "Generation Z" or "Centennials", are immune to traditional advertising and television, brands and companies should focus on communicating with this group through digital channels, such as social networks and influencers.
Positioning a brand, product or service is currently a challenge for advertising agencies and companies, as they must overcome the challenge of communicating effectively with younger consumers.
Understanding the socio-demographic characteristics of the ideal client, as well as knowing their interests, desires, motivations and challenges, is fundamental for reaching the consumers of this new commercial normality in the digital environment.
The health crisis, quarantines and social distancing measures in the countries of the region, forced individuals and companies to accelerate the adoption of new technologies, which caused the digital to become the center of all interactions.
Reduction in advertising and marketing budgets in companies and an increase in the preference for investment in television campaigns are part of the changes that are being reported in the context of the new commercial reality.
Radical changes in the ways people relate to each other, new consumer habits and the home confinement decreed by the pandemic have led to a transformation in the advertising sector.
With the reduction of advertising budgets, companies must invest in advertising on social networks, which must be complemented by organic traffic derived from content created on digital platforms.
The outbreak of covid-19 transformed the ways in which Central American consumers behave, as quarantines and measures of restriction and social isolation decreed by governments, generated abrupt changes in purchasing habits and product search.
The National Institute of Statistics and Censuses of Costa Rica tenders the communication campaign of the XI National Population Census and VII National Housing Census for 2021.
Costa Rica Government Purchase 2019LN-000001-0014400001:
"This service includes the execution of the public relations actions defined in the comprehensive institutional communication strategy (INEC) and the Bicentennial Census (2020-2022), with the aim of raising awareness among the different actors in the process and ensuring that this translates into active commitment in the different roles expected of each of them.
The advertising services market is estimated at approximately $800 million and is made up of some 654 companies, of which 6 out of 10 already export their services, with their main markets being the U.S., Panama and Mexico.
Regarding the context in which the business is developed, a study prepared by Promotora del Comercio Exterior (Procomer) explains that the national market has been influenced by the entry of international agencies affiliated to existing national agencies (under annual fee payment models, franchise, total acquisition or shareholding). Other companies have entered through their offshoring model.