This week in the Latin American Roundup: Tail Target announces its new brand and expands services to other three countries in the region (Argentina, Mexico, and Colombia); Predicta invests in small- and medium-sized business in Brazil, supported by being the only certified Google Partner in the region; Argentinian company Carrier y Associados discloses age data about social media users in the country; and, finally, an email deliverability report shows an increase in Brazil's metric. 

Tail Target rebrands its business in Latin America

Tail Target announced the expansion of the business in other countries in Latin America, reaching Colombia, Argentina, and Mexico. The move comes five months after consolidating the joint venture with the Venezuelan group Cisneros, forming Tail Target Latino, focusing on strengthening its position in the hispanic market.

The company also announced their new branding, which now is Tail — Target Audience & Insights Lab. The objective of this move is to consolidate its identity as one of the main companies in the Latin American digital market. Tail Target has celebrated their fourth anniversary and now adopts the new tagline: Simple Data Anywhere.

“We are an enabler for Big Data, and our new brand and identity aim to emphasise our digital DNA and work towards the consumer purchase path online”, said Cristiano Nobrega, CEO, Tail.

Predicta invests in small and medium businesses in Brazil

The Brazilian company Predicta organised an event for 120 publishers of several areas in Google’s headquarters in Sao Paulo, Brazil. The company is the only local Google partner in Latin America to manage and optimise Google Adsense and Ad Exchange campaigns, and has been investing in expanding their portfolio of small- and medium-sized businesses.

According to the company, the current moment in Brazil is ideal for this kind of business, given the economic pressure to increase the efficiency and maximise budgets with inventories sold programmatically. Less than 1% of publishers have direct access to Google’s product teams, so Predicta emphasises their expertise to help publishers' executives with that.

Social media users profile in Argentina

Recent data published by the Argentinian company Carrier y Associados, collected in April 2016, brought light to the profile of social media users in the country. As expected, Snapchat is the most popular social media among youngsters: 42% of its users are ages 16 to 24. The same happens with Instagram, where two-thirds of its Argentinian user base are under 35.

On the other hand, LinkedIn sees a higher user share between people aged 25 to 34 (40%). Very few users are younger than 25.

Finally, Facebook is by far the most widely used social network in Argentina; 97% of internet users in the country had ever accessed their services — and 70% had already used WhatsApp groups. Google+ has been accessed by 62% of internet users.

Email deliverability increases by 10 pp in Brazil

In 2016, the deliverability of emails in Brazil was 84%, 10 percentage points above the same metrics one year earlier. In 2014, the number was even lower: 60%.

The report was published by Return Path, aiming to measure the state of delivery of commercial emails in the country. According to Cecilia Belele, regional director, Return Path Latin America, the growth is positive, but campaign managers must keep up with the best practices for email campaigns.

This is because the Brazilian average is still below the worldwide metrics (87%). The number increased three percentage points compared to 2015 — when it suffered a 4% decrease, comparing to 2014’s numbers.