EN LAS NOTICIAS

TWITTER EMPEZARÁ A VENDER PUBLICIDAD

Twitter, la red social de microblogging que usan alrededor de 150 millones de usuarios en todo el planeta, comenzará su intento por monetizar todo el influjo que producen los 140 caracteres en América latina.

La firma con sede en San Francisco, que ya factura aproximadamente US$ 200 millones anuales, iniciará sus operaciones comerciales en la región en septiembre a través de la empresa Internet Media Services (IMS), la única representante oficial para vender los formatos de tweets, cuentas y tendencias patrocinadas ya activos en Estados Unidos, Reino Unido y Japón. (…)

“Sin contar a Brasil, el potencial del negocio de la publicidad online en la región en los próximos tres años es de entre 1500 y 1700 millones de dólares”, explicó desde Estados Unidos a LA NACION Gastón Taratuta, presidente y fundador de IMS.

“Con un equipo dedicado especialmente a las ventas de Twitter, vamos a iniciar un proceso educativo y de evangelización para usar la red social en forma orgánica“, contó Taratuta, que anticipó que no existirá una plataforma, como la que tiene Facebook, para autogestionar publicidad, sino que los primeros pasos se tomarán directamente con agencias y clientes.

El empresario pronosticó que Twitter prevé acompañar las subas de dos dígitos que actualmente tiene la publicidad online, y estimó que la firma de microblogging tratará de cooptar entre un 5 y un 7% de porción de mercado en América latina (…)

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EN LAS NOTICIAS

LLEGA A MÉXICO PUBLICIDAD EN TWITTER

A partir de septiembre Twitter habilitará el servicio para que las marcas contraten publicidad que sea accesible a los usuarios de la red de microblogging en México.

Los anuncios aparecerán de forma destacada entre los trending topics, tweets o cuentas, dijo a Interfase Gastón Taratuta, director general de la agencia IMS, la cual fue nombrada su representante de ventas en América Latina.

“Vamos a competir cabeza a cabeza con la publicidad de Facebook. Vamos a tener oficinas en cada uno de los países de América Latina para crear equipos dedicados exclusivamente a decirle a las marcas las bondades de anunciarse en Twitter”, aseveró Taratuta.

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TWITTER SELECCIONÓ A IMS INTERNET MEDIA SERVICES COMO SU REPRESENTANTE DE VENTAS EN AMÉRICA LATINA

La empresa de medios sociales se asoció con la firma líder del mercado digital para lanzar la venta regional de sus Productos Promocionados

MIAMI, FL – 14 de Junio, 2012 – Twitter Inc. ha elegido a IMS Internet Media Services (IMS) como su representante de ventas  para América Latina. A través de esta asociación con IMS, una de las empresas independientes de marketing digital más importantes de la región, la suite publicitaria de Twitter Productos Promocionados estará ahora a disposición de los anunciantes en uno de los mercados con más fuerte crecimiento.

IMS gerenciará todas las ventas en América Latina, excepto las operaciones en Brasil, que serán manejadas por Twitter directamente. IMS también va a ayudar a desarrollar el mercado latinoamericano a través de una serie de programas educativos y de entrenamiento para agencias y grandes anunciantes. Un equipo de ventas de IMS dedicado exclusivamente a Twitter comenzará a operar a principios de septiembre.

La suite de Productos Promocionados de Twitter incluye tres soluciones que las empresas pueden utilizar para expandir su alcance y ampliar su mensaje en Internet. Los formatos Promoted Tweets, Promoted Accounts, y Promoted Trends ya están disponibles en los Estados Unidos, el Reino Unido y Japón. La asociación de Twitter con IMS expandirá la disponibilidad de estos productos a toda América Latina.

“América Latina es uno de los mercados donde Twitter está creciendo más rápidamente, y vemos un interés significativo por parte de empresas que quieren utilizar los Productos Promocionados para impulsar su negocio”, aseguró Shailesh Rao, Vice Presidente de Ingresos Internacionales de Twitter. “Trabajar con IMS le da a Twitter un socio fuerte con presencia en la región y un fantástico equipo de gerenciamiento para darle soporte a nuestras necesidades. Este es el primero de muchos pasos que estamos dando en la expansión de la presencia internacional de Twitter, que incluirá un lanzamiento en Brasil este mismo año”.

“Juntos le ofreceremos a los anunciantes nuevas oportunidades para expandir la audiencia en América Latina y obtener valor de marca. El crecimiento de los medios sociales en Latinoamérica es uno de los más grandes en el mundo, y Twitter es una de las plataformas más reconocidas y utilizadas en la región”, afirmó por su parte Gastón Taratuta, CEO de IMS. “Estamos muy contentos de ser sus representantes de ventas, y de colaborar con nuestra experiencia impulsando empresas digitales en los mercados de Latino América mediante esta asociación”.

Sobre IMS Internet Media Services

IMS Internet Media Services es una compañía independiente líder en marketing y publicidad digital con experiencia en los mercados de Brasil y Latinoamérica. Con más de siete años de operación, la empresa tiene sus sede central en Miami y también cuenta con oficinas en Argentina, Brasil, México, Uruguay y Chile. Las divisiones de negocio de IMS incluyen servicios de agencia de marca blanca, compra de medios regional para clientes directos como Netflix y Open English, publicidad basada en performance a través de AdNetwork.net, y representación de ventas de Twitter. Además, IMS va a lanzar un DSP propietario que incluye segmentación de audiencia en Latinoamérica durante este año. A través de un servicio completo, multi plataforma y con soluciones en medios tradicionales y online, IMS es un socio estratégico para las agencias globales y las marcas más reconocidas en su alcance regional en América Latina. Para más información visite www.imscorporate.com o síganos en www.twitter.com/imscorp


KidBox is distinguished as the Festival of Media Latam “Hot Company of the Year”


Alan Kind, CEO & Founder KidBox; presenter; Gastón Taratuta, CEO IMS Internet Media Services; and Charlie Crowe, CEO C-Squared

The Uruguayan company was recognized for its innovative application that creates a safe, personalized web environment for children.

Miami, October 2011– During the first Media Accelerator Program (MAP), organized by IMS Corporate as part of the recent Festival of Media Latam,  KidBox walked away with the Festival of Media Latam “Hot Company of the Year” award. The company’s desktop application for safely and securely targeting web content to children earned top honors in competition with six other emerging projects that set the pace of innovation in the Latin American market.

MAP is an initiative of IMS Corporate in conjunction with C-Squared, the Festival of Media Latam organizer. The competition’s objective is to promote initiatives that are committed to innovation in the competitive media market. The seven “Hot Company” finalists, selected from among startups throughout the region, each had an opportunity to present its project to an audience of senior professionals who profoundly influence the Latin America media market.

KidBox, an Uruguayan company with headquarters in Montevideo, was selected by a distinguished jury representing various sectors of the media market, combined with the votes of the MAP audience. The expert panel consisted of Pedro Cabral, CEO of Aegis Latin America; David Rayo, Managing Director of Group M; Luke Stertz, International Marketing Manager of Netflix; and Andrés Otero, Partner in GroupArgent. The judges not only highlighted the originality but also the usefulness of the KidBox initiative, committed to a niche market where the supply of products and services is still limited and there remains significant room for growth.

As part of the Festival of Media Latam “Hot Company of The Year” honors, KidBox gains access to a series of private meetings with potential clients and related media companies that can include KidBox in their advertising plans. In addition, KidBox will receive two special invitations to the 2012 Global Festival of Media.

“It is a huge honor for us to organize this activity that seeks to promote projects committed to innovation as a way to add market value,” stated Gastón Taratuta, CEO of IMS. He added, “All the final initiatives proposed novel strategies that can give rise to new business opportunities. Among them, KidBox stood out for presenting a proposal that was attractive from a commercial perspective as well as from the end user’s point of view.”

For his part, Alan Kind, CEO of KidBox, was very pleased with the award. “Thanks to the efforts of our professional team and the confidence of the institutions that support us, such as ANII (National Agency for Innovation and Research of Uruguay), we have developed the first web service for kids especially designed for Hispanic and Portuguese families,” noted Alan Kind.   “Now, with the added momentum from this MAP award, we hope to continue growing our project to reach audiences throughout Latin America.”

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Innovation is a collective phenomenon

Jonathan Mildenhall, Coca Cola’s Creative Vice President

 

We live in a world of rapid and radical change. If we pause just for one second to notice what is going on around us, we will realize that many of the tools we use daily did not even exist a couple of years ago. For us who work in media and communications, especially online, this is second nature; anticipating change and accommodating innovation are facts of life.

We rarely stop to think how innovation occurs. What produces paradigm shifts that change our environments at once and forever? If we analyze the intellectual leaps in humanity’s evolution, we will find that many of them are connected to exceptional persons whose names are etched in history:  Galileo Galilei, Isaac Newton, Henry Ford, Albert Einstein, and our contemporaries Bill Gates and Steve Jobs. This confronts us with an important question: Is the lone genius or brilliant creator essential to promote change?

This was among the questions addressed recently at the IMS Executive Program at the Stanford Graduate School of Business. During the four-day conference, major Latin American media executives gathered to reflect on this and related subjects. A question present in every conference room was how to produce innovations that would add value to media marketing strategies. In this context, I heard an inspiring answer from Jonathan Mildenhall, Coca Cola’s Creative Vice President.

Mildenhall, a leader of probably the most important consumer product company in the world, made a statement that could not go unnoticed—that innovation is the responsibility of a group, not of just a few persons. He said that to generate change in patterns of thinking, you do not have to wait for a genius to deliver magic solutions. On the contrary, interdisciplinary teams are required that can attack issues from multiple perspectives and collectively produce novel solutions.

“It is really important that executives become aware of the need to continue their education, to stay curious, and to remain open to new things emerging in the industry,” Mildenhall emphasized during his lecture at Stanford. But above all, he pointed out, it is essential to share experiences among different regions in the world and be exposed to different ways of thinking and problem solving if we want to facilitate change and nurture creative perspectives.

In an era when online media invite us to take advantage of collaboration, and where the flow of information around the world is richer than ever before, encountering activities such as this one, promoted by IMS Corporate, is encouraging. Gathering agencies, brands, and publishers in the same place so that together they can contemplate pathways for innovation and creative change in the media market put Mildenhall’s words into action.

 

By Silvina Moschini | CEO & Founder | Intuic | The Social Media Agency

Opportunities to add value to the media market

During four days, 60 top executives from Latin American media companies gathered in Palo Alto to discuss how to be exceptional and innovative in an increasingly competitive industry.

By Mariano Román – Chief Commercial Officer – IMS Corporate

Vertigo is inherent in the media market. Timelines are extremely short, speed is the rule, and efficiency and effectiveness in planning are essential. The demands for immediacy and maximum performance present a huge challenge to those of us who work in this industry. How do we find the necessary time to innovate, to think about new strategies and creative solutions that will add value for our clients?

In some areas, the media planning sector is becoming increasingly commoditized. In this environment, those who are outstanding are the ones that manage to introduce new perspectives, those that set themselves apart by their initiative and innovation. Everybody wonders how they do this. What is their secret for staying at the forefront in the Latin American media environment?

These were some of the questions we considered when we planned the IMS Executive Program at the Stanford Graduate School of Business. We asked ourselves how the leading Latin American media executives developed the business strategies that allowed them to provide high value proposals, and what could we do to support them in this process. We decided that the best thing to do was bring them together in an interactive and collaborative space where they could analyze the present and future of the industry, share access to tools for rethinking their daily work, and outline new alternatives for growth.

These outstanding professionals not only shared their concerns and perspectives during the four days but also attended lectures by senior representatives of some of the most innovative companies in the online media world. Our intention was to give executives a short respite from the daily tornado of their work. Participants’ objectives were accessing new knowledge, observing the innovations of other industries, and generating differentiation in their own segments, so that they could apply these experiences to their own businesses for added value.

Change is always a complicated proposition, especially in an industry that is still growing. As the media universe continues to develop complexity, it presents a great opportunity to explore new paths toward better solutions for our clients. Latin American media companies can set the pace, becoming the gold standard in leadership and creative thought. From IMS, our commitment is to facilitate this process, developing value solutions that help strengthen our industry.

“Our aim is to accelerate innovation and help add value to the media industry in Latin America.”

Mariano Román and Ignacio Vidaguren, IMS CCO and COO respectively, highlighted the positive results of the first IMS Executive Program at the Stanford Graduate School of Business, which brought together some of the most important media executives from Latin America.

Innovation, organizational change, strategies to exploit the opportunities presented by new media, and alternatives for creating value and differentiation in a market that is increasingly characterized by price competition were some of the themes discussed at the IMS Executive Program at the Stanford Graduate School of Business, attended by 60 major Latin American media executives. According to Mariano Román, CCO of IMS, the agency’s intention was to act as a facilitator for the industry’s key players to become “innovation drivers” and offer better solutions to their clients.

“Innovation is the means, not the end,” pointed out the executive, who added that this is a fundamental variable in reversing the tendency to convert the media sector into a commodities market, where competition is governed only by prices. Furthermore, he added, it is necessary to “bridge the gap between platforms that consumers use and places where brands invest” and in that sense, it is essential that agencies “push for innovative solutions for their customers.”

During the activities of September 18-22 at the Stanford Graduate School of Business, participants not only had access to conferences on strategies for organizational change and creative perspectives offered by distinguished professors from the university; they also saw presentations led by executives of leading online media companies such as Netflix, FourSquare, Facebook, and Twitter. Ignacio Vidaguren, IMS COO, explained, “We wanted to show participants some concrete examples of how people willing to take risks and be innovative have been able to create very interesting solutions that, in many cases, are within their customers’ demands for advertising.”

Vidaguren also added that IMS intends to continue organizing these kinds of activities, which he  considers vital to the evolution of the industry and which continue to position IMS as an agent of change and an innovation engine for the Latin American media market.

With 60 executives present from leading companies such as Starcom, Havas Digital, MEC, MediaCom, Mindshare, Initiative,  and Omnicom Media Group, the first IMS Executive Program at Stanford Graduate School of Business was an ideal opportunity for Latin American media representatives to gain access to tools that will help them continue to set the pace of innovation at the regional level. It was also an important opportunity, with all the leading executives of Latin American media gathered in a single place, for networking and strengthening the development of common projects.