Mexico Ad Market to Grow 6.38%; Facebook Brazil General Manager Resigns

This week's Latin American Roundup: Mexico ad market is expected to grow by 6.36% this year, just after TV lost the majority of the market share; Facebook Brazil's general manager resigns and the company is looking for a new hire in the country; Radio Cadena 3 Argentina closes deal including programmatic audio ad exchange; and Xaxis, which have just announced a new general manager in Brazil. 

Mexico ad market to grow 6.36% in 2017

Recent data published by ZoomIn.TV forecasts a 6.38% growth in the advertising market in Mexico in 2017, led by digital media, which now stands for 30% of the market. It’s worth mentioning that 2016 was the first year that TV advertising accounted for less than 50% of the ad market.

Great part of this change is attributed to young audience (below 24 years old), which have been adapting fast to digital media. According to Zoomin.TV’s report, it’s important for the companies to target these audiences when investing in advertising, since they are the main part of the Mexican population searching for digital content.

Facebook are looking for a new general manager in Brazil

Marcos Angelini resigned from his role of general manager, Brazil, at Facebook. The information was confirmed by the company’s PR in the country, who also confirmed they are prospecting new hires for the position.

Angelini stayed less than a year leading Facebook Brazil: he started May last year. His said he left for “personal reasons”.

Diego Dzodan, vice president Latin America, Facebook, is now the interim general manager in Brazil until the company hires a new executive for the role.

Despite Angelini’s departure, Facebook also announced Gabriela Comazzetto as their new leader in retail, e-commerce, education and tourism in Brazil. Comazzetto worked as a sales director for Twitter for almost two years, and has solid experience of nine years working for Microsoft Brazil in advertising.

Radio Cadena 3 closes deal with Triton Digital in Argentina

The radio station Cadena 3 Argentina closed a deal with Triton Digital to manage, measure, and monetise their audio inventory, using Triton’s streaming platform.

The deal includes Triton’s Webcast Metrics to better understand their audience and data, also streaming their content over the internet. Radio 3 Cadena is also using a2x, Triton’s programmatic audio ad exchange, and Triton’s Advertising Platform (TAP), to monetise their audio content.

Erik Castillo is Xaxis' new president in Latin America

Xaxis announced Erik Castillo as the new president for the company in Latin America. Castillo was market director in the region and now he will lead all operations, focusing on developing new clients and growing Xaxis’ retail unit, Triad Retail Media.

Castillo has been working close to their clients in several Latin American countries, such as Mexico, Argentina, Brazil, Colombia, Chile, Peru, Uruguay, and Porto Rico. He was responsible for the strategy of more than 250 clients running programmatic campaigns in Latin America and, according to a press statement, contributing towards doubling the revenues of the company.