LatAm 2 de agosto de 2021.- SunMedia, la AdTech española líder en video, native y performance, viene de lanzar el producto de OTT (over the top television) para Latam en diciembre del año pasado. En este primer semestre han contado con prestigiosos anunciantes locales y regionales que decidieron apostar por esta nueva tecnología. Entre ellos se encuentran MercadoLibre, Movistar, Amazon, Claro, Grupo Familia y GM, entre otros. La decisión de estas empresas líderes que apuestan a publicitar en plataformas OTT, se da en el marco de un importante crecimiento en el hábito de los consumidores de América Latina, que se inclinan cada vez más, por el video gratuito con publicidad. Según un reciente informe elaborado por eMarketer, Latinoamérica es un gran objetivo para los servicios OTT por suscripción. En 2020, el número de usuarios de servicios OTT de suscripción mensual en la región aumentó un 27,5% interanual llegando a 117,2 millones de usuarios.
En este marco, la oferta de OTT que ofrece SunMedia sigue creciendo y hoy cuenta con más de 25 Publishers premium. La integración de nuevas apps sumado a la cantidad de usuarios que están adoptando este tipo de contenido, hacen que el inventario disponible en Latinoamérica esté creciendo y cambiando muy rápido. Hoy contamos con un inventario de más de 3 billones de impresiones por mes. Y se espera que este número se siga incrementando.
“La posibilidad de emitir anuncios programáticos personalizados de acuerdo al segmento donde se quiere apuntar, con cierta exclusividad -dada la baja saturación de la tanda publicitaria-, con métricas precisas que presentan resultados superadores y el alto alcance; son algunas de las ventajas que trae la publicidad a través de las OTT. Las métricas de las campañas que SunMedia corrió en la región con este nuevo formato, han sido muy buenas. En promedio, el VCR, es decir, el video completion rate de estas campañas se situó entre el 90% y 95%. Y dado que el comercial se emite fullscreen, sound on y que el video es unskippable, este formato logra que tanto el viewability como de audibility de las campanas de OTT sean altas”, comenta Indiana Quiñones, Country Manager Cono Sur, de SunMedia.
Sobre SunMedia
Es la mayor AdTech de origen español, especializada en video, native y performance, líder en audiencia de habla hispana y un alcance global. Gracias al Fullstack Advertising, SunMedia ofrece a sus clientes múltiples soluciones digitales de video, native, lead generation, pure performance, etc. Y todo esto orientado a objetivos desde más branding a más performance. SunMedia ha sido el pionero en el lanzamiento de formatos exclusivos como Always Visible Ads (AVA) y Reminder, respaldado por su estudio creativo y su tecnología. SunMedia tiene un equipo de más de 190 empleados y tiene oficinas en Madrid, Barcelona, Lisboa, Suecia, Ciudad de México, Miami, Bogotá, Buenos Aires y Lima.
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