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.
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.
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.
On January 14, the acquisition of Publicidad Interamericana by the Bcomm business group was officially announced.
In an official statement from Bcomm, the communications holding company comprising BBM MullenLowe, Voltage Productions, SkyCom and Punto Aparte Carat, it was indicated that "the incorporation of Publicidad Interamericana S.A. was successfully completed. (PISA Publicidad) to our business group."
As part of the new international advertising campaign, the tourism sector in Panama expects visitor arrivals to increase by 125,000 tourists per year, who could generate annual revenues of close to $100 million.
The "Panama Stopover" campaign aims to take advantage of the competitive advantages that the country has, encouraging tourists who are in transit in the country to include in their itinerary an extended stop, which could be up to seven days at no additional cost in the airfare.
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.
The Superintendence of Tax Administration of Guatemala tenders the service of advertising guidelines in alternative media, such as billboards and mupis.
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.
Beverage Industry Digital Magazine established in 1942, the oldest Spanish trade journal and the only beverage trade magazine serving the Latin American beverage market. It serves soft drink bottlers, brewers, bottled water...
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