Tag: Latin America

Malaysia – Moving Walls, a global outdoor advertising enterprise software provider, has entered into a partnership with Adsmovil, a Media Tech company that offers advertisers an audience-first platform for programmatic buying for the Hispanic market in the United States, Latin America, Spain, Portugal, France and Turkey.

Through this partnership, Adsmovil OOH, a specialized entity, has launched an OOH tech solution that is powered by Moving Walls. The solution includes fully customized buy-side and supply-side tools that bring advanced OOH inventory and campaign management tools to Latin American markets.

Several media agencies, advertisers, and media owners in the region have already started using the software, which comes with an integrated OOH audience measurement solution. The Adsmovil OOH team have already deployed the technology with monthly impressions available across screens in Brazil, Colombia, Chile, Mexico, and Peru with other markets to follow. 

According to Statista, OOH budgets in Latin America will grow from $960m in 2021 to $1.47b by 2024. Meanwhile, eMarketer also notes that Latin America will outpace the world in digital advertising spending growth – 14% vs the 10.5% global average. 

According to Alberto Pardo (“Banano”), Founder and CEO of Adsmovil, “Latin America is not just one population, but 32 entirely different realities. We chose to partner with Moving Walls so that we could create a customized solution to address these local differences.”

Srikanth Ramachandran, Founder and Group CEO of Moving Walls, added that such a partnership is ideal to scale quickly in a new region. “Adsmovil is already the leading digital advertising solution provider in this region. With this partnership, automated OOH advertising will compliment their Connected TV solution, which is seeing great adoption.”


Manila, Philippines – Global professional and consulting services company Accenture has appointed Louise Sabariaga to the role of chief marketing officer of growth markets, composing the Asia-Pacific, Middle East and Africa, and Latin America. 

Sabariaga has confirmed to MARKETECH APAC about said appointment, which took effect in September this year.

She was most recently the global managing director of Accenture’s technology sustainability, marketing and communications. Previously, she also held the role of managing director of technology and ecosystems marketing, communications for APAC, MEA, and LATAM.

Sabariaga has been with Accenture for around 17 years, with a large portion of the time serving the Philippine market, as well as the Southeast Asian region.

Her appointment comes after a slew of acquisitions made by Accenture in APAC, including New Zealand consumer insights business Fiftyfive5 and Indonesian brand experience agency Romp.

Singapore – Singapore-headquartered adtech Adzymic has announced its expansion to the Latin America (LATAM) market through strategic partnerships in the region, namely Latin Interactive, and Grupo Digital Soul. 

Adzymic has appointed Latin Interactive as its exclusive partner in the five key markets of Guatemala, Costa Rica, El Salvador, Honduras, and Panama; while moving further south, Grupo Digital Soul will be the exclusive reseller in the Colombian market. 

Through the expansion, the technology behind the Adzymic creative management platform will now be available to LATAM advertisers, which transforms display advertising into visually captivating, high-performing ad formats at scale and speed. The tech combines the power of artificial intelligence with innovative display ads to improve campaign performance.

Kenniess Wong, co-founder and executive director of Adzymic, said, “Marketers in LATAM have shown great propensity to adopt highly interactive digital ads. We are encouraged by the strong growth of programmatic advertising in the region to take our business to the next level, working closely with our partners to effectively reach local advertisers and agencies.” 

Grupo Digital Soul is a strategic consultant on programmatic media in the Colombian market, having experience in digital marketing since 2011. Latin Interactive, meanwhile, boasts 12 years of experience in providing marketing solutions for digital advertising by harnessing big data and artificial intelligence tools, having worked with brands such as McDonald’s, Bayer, and Royal Decameron as well as Coca-Cola in Central American markets. 

Florángela Murcia, director of Soul, said, “As the fourth largest investor in digital advertising in the region, Colombia is a major market. This partnership brings digital transformation to brands and agencies with a state-of-the-art creative management platform, and automated retargeting with its DCO capabilities. Our e-commerce clients will especially benefit with faster time-to-market and overall increased ROI of marketing campaigns thanks to automation.”

Massiel Betancourt, Latin Interactive’s sales director, commented, “While Covid-19 has impacted the overall economy, it has strengthened the conviction for digital ad spending in different sectors such as telecommunications and services, with more companies increasing their digital investment. Today, people are more connected to social networks than ever before.”

Betancourt adds, “One of Adzymic’s formats is the Social Display ad that allows us to instantly convert content from major social platforms into programmatic ad formats – this is an innovative and pioneering solution in the market that presents an exciting new addition to our capabilities.”

Currently, the adtech has already nabbed telco brand Claro Guatemala as a client in the region, using Adzymic’s solution in recent campaigns. 

Established in 2017, Adzymic is currently present in Southeast Asia, Hong Kong, Japan, and Australia.

Hong Kong – Lalamove, one of the leading on-demand delivery platforms in Southeast Asia, has recently launched a new regional campaign with the slogan ‘Lalamove it!’, that aims to inspire their partners in Southeast Asia and Latin America to get their businesses moving with the help of Lalamove. 

At the heart of the campaign is an ad featuring a playful and vibrant aesthetic, integrated with it a catchy tune using ‘Lalamove’ as part of the lyrics to make the message stick among viewers.

It helps that the platform’s inherent branding centers around optimism, with its bright orange brand color and within its name a workable catchphrase having the word ‘move’.

The ad promotes the company’s on-demand service offerings to a multicultural audience with the message that customers can deliver anything, no matter how big or small, with Lalamove’s wide range of fleets, reliable and affordable services.

Alex Kwan, the marketing director of Lalamove, commented that technology has only accelerated over the last 18 months in the wake of COVID-19, and that the new normal has greatly impacted the local supply chain and movement of goods. With this, Lalamove constantly strives to meet the many different needs of its customers which are both SMEs and individuals alike. 

“We are extremely excited about the ‘Lalamove it!’ campaign, which will help us reach out to new audiences in the southeast markets and boost awareness of Lalamove in the social space. We can’t wait to tell the world that you don’t just move it – you ‘Lalamove it!’,” said Kwan. 

Within the campaign is a TikTok dance challenge that launched in four specific markets today. Celebrities and KOLs all over Southeast Asia have been partnered up to take the lead in the challenge.

For instance, Luis Manzano, Filipino actor and TV host, and Malaysian influencer Wingkeh and her partner Keifth, have been roped in to show off their ‘Lala-moves’ to amplify the ‘Lalamove vibe’ on social. 

Followers can then showcase their spirit and creativity by entering the TikTok challenge, performing their best #LalamoveIt dance with specially designed Lalamove stickers to win attractive prizes. 

The platform shared that the campaign is a joint effort of creative input from creative agency BBDO and produced by production studio Heckler. The TikTok campaign meanwhile was created by global media agency m/SIX.

The campaign’s ad will be shown on traditional and digital media in Singapore, Malaysia, the Philippines, and Thailand, as well as in Vietnam, Indonesia, Mexico, and Brazil. The brand campaign at large will be running across TV, digital, OOH, and social advertising,