{"id":592,"date":"2013-09-26T06:29:36","date_gmt":"2013-09-26T06:29:36","guid":{"rendered":"http:\/\/localhost:10151\/uncategorized\/festival-of-media-latam-latin-americans-learn-how-to-push-marketing-envelope-2\/"},"modified":"2017-12-28T00:07:13","modified_gmt":"2017-12-28T00:07:13","slug":"festival-of-media-latam-latin-americans-learn-how-to-push-marketing-envelope-2","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/festival-of-media-latam-latin-americans-learn-how-to-push-marketing-envelope-2\/","title":{"rendered":"Festival of Media Latam: Latin Americans learn how to push marketing envelope"},"content":{"rendered":"

By: Mimi Whitefield, The\u00a0Miami Herald<\/em><\/a>
\nAdriana Cisneros calls her company\u2019s Miss Venezuela franchise \u2014 the most watched event in Latin America \u2014 the region\u2019s equivalent of the Super Bowl.<\/p>\n

But as lucrative as the beauty pageant is for the Cisneros Group of Companies, it\u2019s basically been a one-day event \u2014 until now.<\/p>\n

This year, Cisneros\u2019 Venevisi\u00f3n and Sony Entertainment Television launched a 13-week reality show,\u00a0Miss Venezuela, Todo por la Corona(All for the Crown), that follows contestants leading up to the pageant and integrates P&G products into the story line. Locally, the show airs on Univisi\u00f3n.<\/p>\n

\u201cThis is our first TV show that truly has a multimedia platform,\u2019\u2019 Cisneros, chief executive of the Cisneros Group, said Thursday at The Festival of Media Latam.<\/p>\n

The conference, which continues Friday at the Fontainebleau Miami Beach, drew more than 800 media, marketing and advertising professionals who are honing in on innovations like Cisneros\u2019 Miss Venezuela brand extension that are changing the way Latin Americans communicate and buy products.<\/p>\n

Presentations ranged from tapping into local social trends to sell products to wearable technology to the first-ever\u00a0water billboard.<\/p>\n

The latter \u2014 designed to advertise UTEC, a new technical and engineering university in Peru \u2014 has won worldwide accolades.<\/p>\n

The billboard captures moisture from the air to produce drinking water that\u2019s available from spigots at the bottom of the billboard.<\/p>\n

\u201c[Latin America] is a region that has punched above its weight in creativity,\u2019\u2019 said William Eccleshare, chief executive of Clear Channel Outdoor.<\/p>\n

Not only has the billboard boosted student applications to UTEC and spurred interest in research collaborations, but the outdoor advertising provides potable water for people in the surrounding neighborhood who have no nearby source of running water.<\/p>\n

\u201cNew technologies are designed to inspire human interaction and conversations,\u2019\u2019 said Huw Griffiths, an executive with New York-based IPG Mediabrands, which provides marketing solutions in more than 130 countries. \u201cWhat is critical for brands today is to understand and become a part of that interaction.\u201d<\/p>\n

Advertising on digital platforms is growing in Latin America, said Cisneros. \u201cWe have to keep educating and pushing for it, but its time has come.\u2019\u2019<\/p>\n

While it still makes sense for big companies to do major print campaigns, she said, digital platforms give advertisers the ability to experiment cheaply and get quick feedback.<\/p>\n

NEW STUDY<\/strong><\/p>\n

UM, a division of IPG Mediabrands, used The Festival of Media to release its new study \u2014 Wave 7 \u2014 concerning social media use in Latin America.<\/p>\n

UM Latin America surveyed 4,000 active Internet users in Argentina, Brazil, Chile, Colombia, the Dominican Republic, Ecuador, Mexico, Peru, Paraguay and Puerto Rico.<\/p>\n

Colombia, UM found, is the most socially engaged with 95 percent of those who are active on the Internet hooking up with social media.<\/p>\n

The smartphone is the device of choice for building relationships in Latin America. Sixty-six percent of respondents said it best helps them socialize.<\/p>\n

Laptop\/notebook ownership in these Latin American markets is up 42 percent since last year\u2019s survey with an ownership rate of 77 percent among active Internet users.<\/p>\n

Another emerging trend is multiscreen media consumption.<\/p>\n

Fifty-one percent of those surveyed said they used their smartphones while watching TV and 57 percent said they used their laptops in combination with television viewing.<\/p>\n

SOCIAL NETWORKS<\/strong><\/p>\n

Latin Americans also see social networks as places to boost their professional profiles, especially in Brazil. Brazilians are 30 percent more likely to say social media helps them with career-building and money-making opportunities.<\/p>\n

Seventy-five percent of Colombian users say they have visited a professional networking site, compared with 60 percent of users globally.<\/p>\n

And in Argentina, 61 percent of active Internet users say they use social media to promote themselves.<\/p>\n

Internet privacy has been in the news recently with allegations that the U.S. National Security Agency engaged in cyber-surveillance to monitor the conversations of Brazilian President Dilma Rousseff and Mexican President Enrique Pe\u00f1a Nieto.<\/p>\n

In general, it\u2019s a big issue for Latin Americans, according to the survey. Most concerned about the large amount of personal data online were Mexicans (74.9 percent) and Colombians (72.5 percent).<\/p>\n","protected":false},"excerpt":{"rendered":"

Adriana Cisneros calls her company\u2019s Miss Venezuela franchise \u2014 the most watched event in Latin America \u2014 the region\u2019s equivalent of the Super Bowl.<\/p>\n

But as lucrative as the beauty pageant is for the Cisneros Group of Companies, it\u2019s basically been a one-day event \u2014 until now.<\/p>\n","protected":false},"author":44,"featured_media":1512,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-592","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-um-in-the-news"],"acf":[],"yoast_head":"\nFestival of Media Latam: Latin Americans learn how to push marketing envelope - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/festival-of-media-latam-latin-americans-learn-how-to-push-marketing-envelope-2\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Festival of Media Latam: Latin Americans learn how to push marketing envelope - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Adriana Cisneros calls her company\u2019s Miss Venezuela franchise \u2014 the most watched event in Latin America \u2014 the region\u2019s equivalent of the Super Bowl. 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