This week’s LATAM Roundup brings news from DynAdmic, which has just opened a new office in Miami, led by Lara Krumholz, general manager, LATAM, to boost global deals with an impact in the region; Data about Mexican mobile market, that keeps growing steadily and is expected to surpass 90% of mobile penetration this year; and, finally, Nielsen’s metrics of reach in digital campaigns, putting Brazil in the lead.

DynAdmic opens an Office in Miami

Just two months after opening an office in Mexico, DynAdmic announced their new Latin American operations, in Miami. The office has been operating since June and it’s their second team in the United States, enhancing the company’s operations around global deals negotiated to Latin American markets.

Lara Krumholz, general manager, DynAdmic Latin America, will lead the Miami operations with Kara Bogard, regional sales manager, who recently joined. She comes from a very strong sales background, having worked for IMS Internet Media Services, Medula, and Marcus Evans Group.

“With the Miami office we start to offer more structure to support the region and countries with great potential to invest on online video”, said Krumholz. With the new office, DynAdmic expects the region to grow by 83% in 2016. Their investments are focused Mexico and Colombia, where performance growth goals are 128% and 97%, respectively. Yet, the company says that the new structure should also have impact in Brazil, Argentina, Chile, and Peru.

Mexico: 44.2 million smartphone users in 2016

Mexico’s mobile market will continue to benefit from the decline of service costs and the increase of smartphone adoptions. According to eMarketer, there will be 44.2 million smartphone users in Mexico by the end of the year — especially after the country has abolished long-distance and roaming charges in December 2014, that keeps impacting growth. Although inflation in Mexico was 2.6% in March this year, prices for telco services were down 11.3%, when comparing with the previous 12 months.

Also this year, the mobile connection base should reach 90.3% of Mexican population, according to eMarketer’s estimates, or 110.4 million people. Yet, the country is still the only major economy in Latin America with a mobile connection penetration totaling less than 100% of the population.

Most of the base is linked to prepaid contracts (83.6%), which have been decreasing timidly.

Late last year, an IAB Mexico survey found that, for the first time, smartphones were the most common devices used to connect to the internet (74%), followed by laptop (67%), and desktop (42%). The survey also found out that 74% of internet users own a smartphone, six points up from the previous data one year earlier. On the other hand, laptop users (67%) fell nine percentage points, whereas desktop users fell 11 points, reaching 42%.

78% of Digital Campaigns reach targeted audience in Brazil

On average, 78% of digital campaigns in Brazil are successful in reaching the targeted audience, according to Digital Ad Ratings (DAR), Nielsen’s tool to measure online and offline media performances, such as frequency and reach.

Brazil is top of the list of effectiveness, followed by Italy (74%), United Kingdom (65%), Germany (65%), United States (61%), Australia (53%), Canada (52%), and France (51%).

Nielsen also revealed the sectors with highest levels in digital campaigns in Brazil: financial services are on the top, with 89%, followed by entertainment (88%), and retail (84%). Nielsen also says that when targeting people between 15-46 years old, the chances of reaching the desired audience is even higher — as expected, given the profile of internet users.

Nielsen analysed their data in campaigns between September 2013 and December 2015.