It is estimated that in 2020, internet penetration in Latin America will be 60 percent, more than the global average (49.6%)*. This undoubtedly will have an impact on advertising, where the mobile market is growing very quickly and is expected to be 32** percent globally this year.
All of this was very clear to us when we established Cisneros Interactive six years ago and decided to focus on digital advertising for the Hispanic and Latin American markets. We couldn’t be prouder now because not only do we have a portfolio of specialized companies that provide digital advertising solutions but we’ve also gained the confidence of one of the world’s most relevant brands. After a strict selection process, in 2017 we began a pilot partnership with Facebook, becoming their exclusive representative in Ecuador, Bolivia and Paraguay, where they didn’t have offices, and where we have worked with 900 advertisers, contributing to the efficient use of Facebook as a marketing tool.
Due to the success of the trial period, this year we expanded our partnership to cover six more countries (Guatemala, Costa Rica, Panama, the Dominican Republic, Puerto Rico and Uruguay) where, through offices and specialized teams, we can now provide added value to those markets, helping advertisers understand how to use Facebook more efficiently, forgetting “fan” numbers and “likes” and instead prioritizing business results. At Cisneros and Facebook, we understand that as a car dealership your marketing objective is to sell cars or as a company that produces consumer products your goal is to be on the top of mind of your consumers.
Starting in October, we are starting a new chapter with Facebook where we change our client-facing pricing model. We will no longer charge a mark-up, but instead charge clients the same cost as reflected in Facebook’s platform. Without additional costs, and by continuing to offer local support, training, and local invoicing and credit, our value proposition is complete. Now we can serve all advertisers and their agencies and help everyone optimize their media investment in Facebook, Instagram, Facebook Audience Network and soon, WhatsApp.
In addition to what being able to represent Facebook has meant to the company, it has personally been very enriching to witness the case of an electronics store in Bolivia, for example. The family-owned company was initially not very confident about what it could achieve through this platform, but we set out to prove that Facebook could increase their sales. On a given Wednesday between 6 p.m. and midnight, when businesses are usually closed, we announced a 10 to 50 percent off sale. The announcement was made exclusively on Facebook just two days prior to the sale. To our client’s surprise, that day, their sales numbers were comparable to those of a Christmas season day, exceeding all their expectations, proving Facebook is much more than just clicks or views.
We are breaking old paradigms, helping clients grow their digital presence, and contributing overall to the regional economy.
*Gartner. Internet World Stats, 2017.
**Warc. Global Ad Trends.