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Presentación en la conferencia AD TECH
Presentación en la conferencia AD TECH
Trading	Desk	Terminology		
•  DSP:	A	demand-side	pla-orm	(DSP)	is	a	system	that	allows	buyers	of	digital	adver>sing	to	
manage	mul>ple	ad	exchange	and	data	exchange	accounts	through	one	interface.	Real-
>me	bidding	for	displaying	online	ads	takes	place	within	the	ad	exchanges,	and	by	u>lizing	
a	DSP	
•  SSP:	Supply-Side	Pla-orm	or	Sell-Side	Pla-orm	(SSP)	is	a	technology	pla-orm	with	the	
single	mission	of	enabling	publishers	to	manage	their	ad	impression	inventory	and	
maximize	revenue	from	digital	media.	A	Supply-Side	Pla-orm	on	the	publisher	side	
interfaces	to	an	ad	exchange,	which	in	turn	interfaces	to	a	Demand-Side	Pla-orm	(DSP)	on	
the	adver>ser	side.	
•  RTB	-	Real-7me	bidding:	is	a	leading	edge,	end-to-end	digital	adver>sing	and	marke>ng	
pla-orm	that	uses	the	most	advanced	learning	algorithm	technology	to	deliver	
significantly	improved	returns	for	clients,	agencies,	media	owners	and	developers	across	
mobile	and	online	display	
•  Trading	Desk:	It	can	be	defined	as	an	adver>sing	technology	pla-orm	combined	with	
human	skills	in	adver>sing	and	technology	that	cons>tutes	an	access	point	to	the	complex	
digital	adver>sing	marketplace.	
3
Presentación en la conferencia AD TECH
Proceso	de	Mone>zación	
•  2010	–	Configuración	de	Exclusividad	
•  2012	–	Configuración	de	Waterfall	
•  2014	–	Real	Time	Bidding	
•  2016	–	Opciones	de	Mul>plataforma
Network	
House	Ad	
Network	
House	ad	
Configuración	de	Exclusivista	2010
Adver>ser	
Adver>ser	
Adver>ser	
Adver>ser	
Adver>ser	
Adver>ser	
Configuración	Inicial	del	Network	2012
Hombres	
Mujeres		
Usuarios	de:	
•  TDC	
•  Carros	
•  Motos	
•  Botes	
Ingresos:	
•  >100K	
•  >75K	
•  >50K	
•  >30K	
•  <30K	
Profesiones:	
•  Ing	
•  Dr	
•  CEO	
•  Tec	
•  Law	
Niños	
Jovenes	
Adultos	
Ad	Servers	
Verifica7on	
Agencias	
Measurement	
And	Analy7c	
Ventas	
Programá7cas	
Ventas	
a	agencia	
DSP	
Agencias	
Independientes	
Agencias	Independientes	
Clientes	
Directos	
Clientes	Directos	
CRM	
CMS	-	VIDEO	
Billing	
DSP	
LATINON	PATHNERS	
CMS	-	Publisher	
Ad	PlaJorm	
TRADING	DESK	ECOSYSTEM	
SSP	(Display)	
SSP	(Video)	
PMP
Agencias	
Inhouse		DSP	
Agencias	
Independientes	
Clientes	Directos	
Brokers	
Landscape	de	Ventas	en	con	sede	en	Miami	
SSP	
Asociaciones	
Independent	DSP	
Na7ve	Ads
ADVERTISERS	
PUBLISHERS	
Agencies	 Media	Buying		
Desk	
DSPs	
Media	Planning	
and	Adribu>on	
Retarge>ng	
Ad	Servers	 Verifica7on	
Measurement	
And	Analy7c	
Sharing	Data	/	
Social	Tools		
Yield	
Op>miza>on	
Ads	Networks	
Horizontal	
Ads	
Exchanges	
Ver>cal	
Targeted	Networks	/	AMPS	
Performance	
Mobile	
Ad	Servers	
Video	/	Rich	Media	
Display	Adver7sing	Landscape	2013		
LATAM	
Audience
Presentación en la conferencia AD TECH
HeadQuater	 Group	 Central	de	Medios	 Programma>c	 Crea>ves	
New	York	
New	York	
Inglaterra	
Francia		
Francia		
New	York	
Landscape	-	Interna>onal	Agencies
Conversion	
Agencia	a	
DSP	
Agencias	Digitales	para	RTB	
•  Cada	una	de	las	centrales	de	medios	importantes	cambia	de	nombre	y	de	
organización	cuando	de	habla	de	Trading	Desk	
•  Cambia	el	lenguaje	,	cambia	la	tecnología,	cambian	los	contactos	
13
US	Hispanic:		
28%	de	las	agencias	>enen	sede	en	Miami	
Horizon	Media	
NYC,	LA,	San	Diego,	
Chicago	
	
ID	Media	
NYC,	LA,	Chicago	
Affiliated	to	IPG	
	
Grupo	Gallegos	
Hun>ngton	Beach	
	
ORCI			
Santa	Monica	
	
Ácento	
Santa	Monica,	LA,	NYC	
	
Dieste	
Dallas,	New	York	
Affiliates	to	DAS	Group	
	
The	Community	
Miami	
	
Sapient	
Boston,	Miami,	NYC	
Affiliates	to	Publicis	
	
Bravo#4	
HQ:	Miami	
Affiliated	to	Y&R	
	
Alma	
HQ:	Miami	
Affiliated	to	DDB	
	
La>nworks	#2	
Aus>n,	TX	
Affiliated	Omnicon	Group	
	
Castells	&	Asociados			
Los	Angeles,	CA	
Affiliated	Davis	Elen	Adver>sing	
	
72	and	Sunny	LA,	NYC	
	
Connill		#3	
LA,	Miami	
	
Zubi	
Miami	
	
Moroch	Parthners	
Dallas,	Miami	
	
	
Lapiz	
Chicago	
Affiliated	to	Leo	Burned	
	
Casanova	Pedrill	
LA,	NYC	
Affiliated	to	IPG	
	
LOPEZ	NEGRETE	#1	
Houston,	Tx	
	
Polvora	
Boston,Ma	
	
Dexpósito	&	Parthers	
New	York	
	
Tapestry	
Division	of	Starcom	MediaVest	
New	York,	Miami,		Chicago	
	
MV42°		
Division	of	MediaVest	Mul>cultural	
New	York,	Los	Angeles	
	
MEC	Bravo	/MEC	Mul7cultural	
Division	of		WPP	(MEC)	
New	York,	Chicago,	Miami	
	
ZO	Mul>cultural	
Division	of		Zenithopl>media	
New	York,	Chicago
¿Dónde	está	el	dinero?
EL	MERCADO	POTENCIAL	–	Online	USHISPANIC	
265	 303	 336	 372	 420	
580	
686	
790	
0	
100	
200	
300	
400	
500	
600	
700	
800	
900	
2008	 2009	 2010	 2011	 2012	 2013	 2014	 2015	
Expenses	on	Online	Adver7sing	in	Hispanic	Media	in	USA	
Online	Hispanic	Market	in	U.S.A.		
Market	Size/	US	Hispanic	Digital		Sales	in	Millions	US$	
2015	is	Es>mate	
	
Source:	Adver>sing	Age	-	Hispanic	Fact	Pack	2010,	2011,	2012,	2013,	2014	&	2015
EL	MERCADO	POTENCIAL	–	Display	Online	PANREGIONAL	
•  The	Panregional	Market	is	defined	as	all	of	those	centralized	purchases	that	conceal	more	than	one	country.		
•  For	La=n	America	(LATAM)	the	majority	of	these	purchases	are	consolidated	in	Miami,	FL.,	then	Los	Angeles,	CA.,	following	
New	York	and	Chicago.			
	$6.70		 	$9.54		 	$14.31		 	$21.47		
	$32.32		
	$48.03		
	$67.67		
	$-				
	$20.00		
	$40.00		
	$60.00		
	$80.00		
2012	 2013	 2014	 2015	 2016	 2017	 2018	
Internet	(Video)	US$	Millions	
•  Hay	que	crear	cada	vez	más	contenido	en	video	y	consolidarlos	todos	en	un	solo	market	place.	
•  En	el	2017	el	mercado	de	Video	Digital	es		mas	grande	que	el	Print	a	nivel	regional	
Video	Online	-	Panregional	Market	
Source:	PORTADA	ONLINE
EL	MERCADO	POTENCIAL	–	Print	PANREGIONAL	
•  The	Panregional	Market	is	defined	as	all	of	those	centralized	purchases	that	conceal	more	than	one	country.		
•  For	La>n	America	(LATAM)	the	majority	of	these	purchases	are	consolidated	in	Miami,	FL.,	then	Los	Angeles,	CA.,	following	
New	York	and	Chicago.			
	$42.34		
	$40.26		 	$41.03		
	$38.98		 	$39.76		
	$37.77		
	$35.88		
	$32.00		
	$34.00		
	$36.00		
	$38.00		
	$40.00		
	$42.00		
	$44.00		
2013	 2014	 2015	 2015	 2016	 2017	 2018	
Print	US$	Millions	
Print	-	Panregional	Market	
Source:	PORTADA	ONLINE
Print		
7%	
Digital	Overall		
23%	
Digital	Display		
7%	
	
0%	Digital	Search		
2%	
Mobile		
4%	
Online	
Video		
6%	
Social	Media		
3%	
Pay-TV		
33%	
Outdoor		
10%	
Radio		
2%	
Branded	
Entertainment		
2%	
Other		
1%	
2016	-	Ad	Dollar	Volume	per	Media	Vehicle		
19	
Media	Market	Share	-	Panregional	Market	
Source:	PORTADA	ONLINE
LATAM	PROGRAMATIC
MIAMI	-	Hub	Panregional	de	Agencias	
•  75%	de	los	Hub	Panregionales	están	en	Miami	
•  Panregional	Hubs	of	Media	Agencies		
–  Havas	Media	Interna7onal	—	Miami		
–  OMD	—	Miami		
–  Starcom	MediaVest	—	Miami		
–  Mindshare	—	Miami		
–  MediaCom	—	Miami		
–  Mediaedge	—	Miami		
–  Carat	—	Mexico		
–  IPG/Media	Brands	—	Buenos	Aires,	Argen>na	/	Miami	
•  Panregional	Hub	or	Independend	Agenies	
–  La>nMedios	–	Miami	Ft.	Lauderdale	
–  Ariadna	–	Miami	
–  GlobalMind	—	Buenos	Aires,	Argen>na		
21
Presentación en la conferencia AD TECH
¿Qué	viene	ahora?
EE.UU. Inversión de Publicidad en Social
Media , por Tipo, 2012-2017

En Miles de Millones de US$		
	
Note: includes desktop and mobile platforms and local and national spending, excludes social marketing/measurement platform and
services social commerce and virtual currency, *branded content integrated directly within a social network experience Source BIA/Kelsey,
*Annual US Local Media Forecast: Social Local Media 2012-2017, *April 10 2013
Source:	All	Eyes	on	Na>ve	Adver>sing,	Despite	Uncertain>es	-	See	more	at:	hdp://www.emarketer.com/Ar>cle/All-Eyes-on-Na>ve-Adver>sing-Despite-Uncertain>es/
1009895#sthash.SWmJjygn.dpuf		
	$3.00		
	$3.70		
	$4.30		
	$5.00		
	$5.70		
	$6.40		
	$1.63		
	$2.36		
	$2.85		
	$3.40		
	$3.98		
	$4.57		
	$-				
	$1.00		
	$2.00		
	$3.00		
	$4.00		
	$5.00		
	$6.00		
	$7.00		
2012	 2013	 2014	 2015	 2016	 2017	
Display	Spending	 Na>ve*	Spending
Presentación en la conferencia AD TECH
•  Tipo	de	Publicidad:		
–  Na>ve	ads	
•  Cliente:		
–  Metro	Trains	Melbourne	
–  Australian	public	service	announcement	
•  Agencia:	
–  	McCann	Melbourne.
•  Medio:	Metro	Puerto	Rico	
•  Cliente:	Hyundai
Carrusel	de	Video	–	Na>ve	Ads
ALTO	IMPACTO
Conclusiones	
•  Los	Banners	tradicionales	se	han	conver>do	en	un	
“commodity”	
•  Todos	pueden	acceder	a	la	publicidad	Online	pero	el	
verdadero	ingreso	viene	en	tener	un	gran	volumen	de	
PMPs	negociados	
•  Unidades	de	Alto	Impacto	es	donde	se	negocia	un	
mayor	revenue	de	los	medios	
•  Contar	una	historia	es	la	tendencia	en	la	publicidad	
•  Na>ve	Ads	y	Content	marke>ng	son	el	nuevo	enfoque	
de	la	publicidad	para	compe>r	con	líderes	como	
Facebook,	Google,	etc
Gracias	por	su	atención	
www.la>non.us

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