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.
Thanks to predictive modeling and artificial intelligence (AI), marketers can now leverage these tools to segment audiences beyond traditional parameters and build a more accurate profile of consumers.
By using AI, it is possible to segment audiences at more granular levels and identify which ones are most valuable to marketing objectives.
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.
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.
Instituto de Recreacion de los Trabajadores bids advertising services in newspapers, national TV channels, cable channels, radios, magazines and other media.
Guatemala Government Purchase 14006588:
"Details of what is required:
-159 full color pages published in newspapers in preferential position.
-43,260 seconds of advertising in open television with national coverage of higher audience in soap operas and news programs.
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.
Personal care items, vehicle accessories, food and beverages are some of the products most demanded by consumers, who have migrated to digital platforms to make their purchases.
In the current scenario of confinement due to the health crisis in the region, consumers have disappeared from physical stores and have migrated to digital platforms to buy their products.
The new commercial reality in which online shopping and changes in consumer habits have forced companies to rethink their sales strategies, so it is essential to understand how people behave in the digital environment.
The report "Internet in Central America", prepared by the Trade Intelligence Unit of CentralAmericaData, provides the most updated data on the presence of Internet users in the region, users by gender, educational level and other details. In addition to the behavior of the uses in each country and the channel where they connect.
In Costa Rica, the Ministry of Finance proposes to apply VAT to services such as Netflix, Airbnb, Tinder, Skype, PlayStation Network and advertising on social networks, among others.
According to a resolution of the Ministry of Finance that should be in consultation in the coming days, credit card issuers would be required to receive the 13% tax.
The list of digital services objects of the collection of VAT amounts to 190, as some are repeated, as companies use different names at the time of billing their customers.
Fostering innovation when selling or buying real estate is a need that real estate brokers in general have identified among their clients, which they seek to satisfy through digital sales platforms.
According to the vendors' experience, the advantage of digital platforms is that they have the ability to store large volumes of information in an orderly and detailed way, which can also be consulted by potential customers immediately.
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