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.
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.
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.
Following the entry into force of the Sign Law, agencies engaged in providing printed advertising services estimate that the cost of billboards will increase by 30% due to the new tax payments to be made to the municipalities.
According to the Assembly, the purpose of the Law is to establish the legal framework to regulate the advertising and propaganda carried out by means of signs located in the municipalities of the country, based on urban, suburban and rural planning and development, as well as technological advances.
With the strategic development of the Guatemala Country Brand, there are expectations in the business sector to jointly promote investments, exports and tourism.
The Superintendence of Banks tenders the external communication campaign, which includes guidelines in written press, radio and cable television, for a period of one year.
Guatemala Government Purchase 10438270:
"The external communication campaign of the Superintendency of Banks will be implemented between September 2019 and August 2020. The Superintendency of Banks will coordinate with the successful contractor the dates for the implementation of the external communication campaign.
On January 21, Inguat awarded Regional de Comunicaciones S.A. the contract for the strategic development service of Guatemala Country Brand.
After August 2018 was declared void the tender to develop the Guatemala country brand, the Guatemalan Institute of Tourism (INGUAT) convened in December a new contest in which the award was achieved. See "New Attempt to Award Country Brand Project".
The Ministry of Education of the Dominican Republic is putting out to tender the placement of advertising for the institution, for a period of 12 months.
Purchase of the Government of the Dominican Republic MINERD-CCC-LPN-2018-0011:
"The services required for this tender are based on the hiring of a company to place all the advertising of the Ministry of Education in the described media.
The Guatemalan Tourism Institute is putting out to tender a comprehensive publicity service nationwide for a period of 10 months.
Guatemala Government Purchase 7349475:
"The comprehensive advertising service to be presented must broadly reach the target group of men and women over 18 years old living in the capital and interior of the country, with high, medium and low socioeconomic levels, in the entire Republic of Guatemala.
High Traffic Media, the only participating company, submitted a proposal for $18.2 million in a tender to develop and commercialize advertising space on Line 1 of the Metro.
In thetenderfor the development, marketing and administration of the advertising which is part of the inventory of physical spaces on Line 1 of the Metro, only one company took part, submitting an an offer of $18,190,000.
Eleven autonomous entities including companies such as Recope and Acueductos y Alcantarillados averaged a 32% increase in their advertising budgets in 2017.
In their budgets for 2017 at least eleven decentralized state enterprises have significantly increased the amount of resources allocated to advertising in 2017.In the case of the Costa Rican Oil Refinery (Recope), Nacion.com reports that"... The increase is 30%." Acueductos y Alcantarillados (AyA), has budgeted to spend $760,000, higher than the $229,000 that was spent in 2016 in this category.
The Tourism Authority in Panama is putting out to tender the design, manufacture, assembly and disassembly of stands, media promotion and coordination of preconditions for the country's participation in tourism fairs.
Panama Government Purchase 2016-1-45-0-08-LV-008819:
"A company or consortium will be hired to design, execute and implement with high levels of quality, responsibility, and punctuality, services that enable and facilitate the presentation of the Tourism Authority of Panama and private companies related to tourism in fairs and national and international events.
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