This week, the LATAM Roundup brings news about programmatic video — Philips launches Smart TV inventory trading in Brazil and DynAdmic rolls out their social media integration in pre-roll video campaigns. Moreover, in Edvaldo Acir, general manager, Rocket Fuel, analyses how telcos are using programmatic.

Philips sells Smart TV inventory

Philips announced earlier this week that will start trading ad spaces on Smart TVs through an online platform operated by SmarClip. Initially, available campaign formats are display or pre-roll video and the revenue will be split between commercial content and services.

According to the manufacturer, the Smart TV portal audience grew by 150% in 2015, reflecting the increase in Smart TV buying in Brazil.

Riza Soares, general manager, Smartclip Brazil, estimates that at least 15 million people will have Smart TVs in the country in 2015. “With this agreement with Philips, we will offer the advertising market a broader operation in the Smart TV niche, also emphasising our presence in this area in Latin America”, said in a press release.

Pre-roll campaigns with social media buttons

DynAdmic launched a tool that allows advertisers integrate social media buttons in pre-roll video campaigns. The product is called Social Engage and allows integration with Facebook, YouTube, Instagram, Twitter, LinkedIn, and Google+.

The advertisers can choose how many buttons they want, as well as the layout of the media – where they are going to display each of them. Marketers can also monitor conversions and clicks, showing how much traffic the campaigns generated to those channels.

“Brazilians are very engaged with social media channels. So, it was very important for us to create a format that is 100% interactive with the pre-roll using them”, commented Lara Krumholz, general manager, DynAdmic Latin America.

Telcos: a giant market for programmatic LATAM

Commenting on recent research by Rocket Fuel, Edvaldo Acir, general manager at the company in Brazil, emphasises the development of telecommunications in the country. According to him, the industry is living a peculiar moment, with new regulations of the market opening an opportunity for programmatic.

Citing data from Statista, forecasting Brazilian telcos market in USD$120bn in 2018, Acir estimates that companies in the country will mirror the North American experience with programmatic buying. In the United States, one-in-four advertisers from the telecommunications industry intends to increase their programmatic budget in the next year. It is a market full of possibilities that is, however, not taking full advantage of the data they can access.

“Even though more than half of telco marketers is able to collect some sort of offline data, less than 38% are really doing so, and using offline numbers to measure online goals”, writes Acir. Pressures to increase the customer base, while at the same time enhance loyalty with current clients, leverages the data usage; and that is where programmatic represents a fruitful alternative."

Rocket Fuel’s research revelas that 66% of telco marketers use DMPs, of which 95% believe they could do it more effectively to drive business decisions. His full article can be read in ExchangeWire Brazil (in Portuguese).