A one on one interview with IMS Internet Media Services.

What is IMS’s mission?

by: Jack Hernandez for SocialMediaAge.com

IMS Internet Media Services (IMS) is a leading digital marketing and communications company that partners with fast-moving businesses seeking to expand into and within Latin America. IMS helps brands reach new levels of engagement and grow within the region through our exclusive ecosystem of commercial partnerships, creative and content solutions, and media investment and management services.

Our mission is twofold. The first part of our mission is to strengthen our partners’ presence in Latin America. We help our partners (which include Twitter, Waze, LinkedIn, Foursquare, Spotify and many others) navigate the diverse markets in the region by resolving operational, cultural, legal, and commercial challenges unique to each country.

The second part of our mission consists of helping local Latin American brands advertise in unique and engaging ways such as interactive, multi-channel and digital promotions. In order to do so, IMS has its feet in both Latin America and in the US, with offices in Miami, Brazil, Mexico, Argentina, Colombia, Chile, Panamá, Perú, Panamá, Ecuador and Uruguay.

How did IMS start?

IMS’s CEO and founder, Gastón Taratuta, was managing the Miami office of a renowned Brazilian publishing company when it closed its Miami office. Gastón continued to manage the company’s international ad sales as an independent consultant, and from this blossomed IMS. One by one he opened his services to new countries, beginning with Brazil, then to Argentina, and so on. Since then, Gastón has been consistently adding advertising channels to the IMS portfolio.

In February 2015, IMS celebrates its 10th anniversary – which is a lifetime in digital! What then represented a big, disruptive career shift for Gastón is now a multimillion dollar company with a strong presence in over 10 countries.

How do you see the growth of online usage in Latin America?

This year, based on eMarketer estimates of internet usage around the world, 309.5 million people in Latin America will go online at least monthly. That will amount to 51.0% of the population of Latin America this year. Latin America is second highest internet growth by region in 2014, registering an estimated increase of 9.8% in users, just under the 10.2% growth expected in the Middle East and Africa.

Together with the growth of the internet penetration, Social Media usage continues to grow in Latin America, partly due to the population’s inherent tendency towards social and community engagement. According to ComScore, 4 out of 10 of the top markets for social platform usage are in Latin America.

What’s more interesting though, is mobile usage in Latin America. Brazil, Argentina and Mexico are just a few of the fastest growing mobile markets. Latin America has the highest mobile penetration rate per capita, with millennials representing a significant portion of this digitally engaged population, and smartphones as their preferred device.

What are the biggest markets in terms of size in Latin America (which cities)?

The largest markets in the region are Mexico, Brazil, Colombia, Venezuela, Argentina and Chile. When a global company decides to enter Latin America, it typically selects Brazil and Mexico as first points of entry. We advise companies looking to expand into Latin America to take on the region as a whole. If you opt to expand into just one country at first, you will likely not achieve a solid presence in the region, and therefore not see the revenue you seek in the time frame you desire.

Also, each market within the region has its own character, so it is important to look at factors beyond market size: for example, though Argentina is not as big as Brazil or Mexico, the audience there is more eager for new products and Argentine consumers tend to be early adopters of new technology.

What’s on the plans for IMS future growth?

This has been a fantastic year for IMS: we opened up a new office in Peru and Panama and announced our exclusive commercial partnerships with Foursquare and LinkedIn.

We, of course, intend to keep growing. In the short term, we expect a few important announcements on new partnerships out in early 2015 with high-level, innovative tech companies. In the long term, we will continue to be at the forefront of digital media in Latin America, evolving with technology and the region’s diverse markets. IMS’s reputation for creative flexibility and technical know-how fosters amazing relations, across the region, and allows us to translate tech for the Latin American market.

We are excited that 2015 marks the company’s 10th anniversary. We’ve seen the rise and fall of many digital companies, the explosive growth of mobile and apps, and dramatic changes in how Latin Americans access technology. We intend to keep growing for many more years to come, from Miami, to Buenos Aires, and beyond.

How is the average small business tackling digital marketing in Latin America?

In the five years between 2013 and 2018, Latin American digital advertising spends per Internet user will practically double. Having said that, per person, the digital advertising spend per internet user in 2018 will still be 1/10th of what is spent in the US.

What this means for both SMB and enterprise level businesses is that their dollar will go further in Latin America, and that the audience, despite outstanding internet penetration and mobile growth, will have less noise in the market place.

For the creative and ingenious business of any size, this creates incredible opportunity. Brands can localize their messaging per audience, whether that means making sure that local dialect and idioms read correctly, or partnering with complementary businesses to drive growth. IMS helps businesses of all sizes to more quickly institute their creative ideas, and ensure that the messaging can be localized for growth.

Beyond local expertise, IMS has its own marketplace, IMS Connect. IMS Connect is a new marketplace concept that provides comprehensive solutions for a new form of digital advertising in the regional and global market, generating a valuable global media ecosystem. IMS designed this system to serve companies that need dynamic, effective and results – oriented solutions, supported by technology and focused on achieving quality audience engagement. Businesses enter this platform on equal footing, it’s what they use it for from there that will set it apart.

What is IMS’s mission?

IMS Internet Media Services (IMS) is a leading digital marketing and communications company that partners with fast-moving businesses seeking to expand into and within Latin America. IMS helps brands reach new levels of engagement and grow within the region through our exclusive ecosystem of commercial partnerships, creative and content solutions, and media investment and management services.

Our mission is twofold. The first part of our mission is to strengthen our partners’ presence in Latin America. We help our partners (which include Twitter, Waze, LinkedIn, Foursquare, Spotify and many others) navigate the diverse markets in the region by resolving operational, cultural, legal, and commercial challenges unique to each country.

The second part of our mission consists of helping local Latin American brands advertise in unique and engaging ways such as interactive, multi-channel and digital promotions. In order to do so, IMS has its feet in both Latin America and in the US, with offices in Miami, Brazil, Mexico, Argentina, Colombia, Chile, Panamá, Perú, Panamá, Ecuador and Uruguay.

How did IMS start?

IMS’s CEO and founder, Gastón Taratuta, was managing the Miami office of a renowned Brazilian publishing company when it closed its Miami office. Gastón continued to manage the company’s international ad sales as an independent consultant, and from this blossomed IMS. One by one he opened his services to new countries, beginning with Brazil, then to Argentina, and so on. Since then, Gastón has been consistently adding advertising channels to the IMS portfolio.

In February 2015, IMS celebrates its 10th anniversary – which is a lifetime in digital! What then represented a big, disruptive career shift for Gastón is now a multimillion dollar company with a strong presence in over 10 countries.

How do you see the growth of online usage in Latin America?

This year, based on eMarketer estimates of internet usage around the world, 309.5 million people in Latin America will go online at least monthly. That will amount to 51.0% of the population of Latin America this year. Latin America is second highest internet growth by region in 2014, registering an estimated increase of 9.8% in users, just under the 10.2% growth expected in the Middle East and Africa.

Together with the growth of the internet penetration, Social Media usage continues to grow in Latin America, partly due to the population’s inherent tendency towards social and community engagement. According to ComScore, 4 out of 10 of the top markets for social platform usage are in Latin America.

What’s more interesting though, is mobile usage in Latin America. Brazil, Argentina and Mexico are just a few of the fastest growing mobile markets. Latin America has the highest mobile penetration rate per capita, with millennials representing a significant portion of this digitally engaged population, and smartphones as their preferred device.

What are the biggest markets in terms of size in Latin America (which cities)?

The largest markets in the region are Mexico, Brazil, Colombia, Venezuela, Argentina and Chile. When a global company decides to enter Latin America, it typically selects Brazil and Mexico as first points of entry. We advise companies looking to expand into Latin America to take on the region as a whole. If you opt to expand into just one country at first, you will likely not achieve a solid presence in the region, and therefore not see the revenue you seek in the time frame you desire.

Also, each market within the region has its own character, so it is important to look at factors beyond market size: for example, though Argentina is not as big as Brazil or Mexico, the audience there is more eager for new products and Argentine consumers tend to be early adopters of new technology.

What’s on the plans for IMS future growth?

This has been a fantastic year for IMS: we opened up a new office in Peru and Panama and announced our exclusive commercial partnerships with Foursquare and LinkedIn.

We, of course, intend to keep growing. In the short term, we expect a few important announcements on new partnerships out in early 2015 with high-level, innovative tech companies. In the long term, we will continue to be at the forefront of digital media in Latin America, evolving with technology and the region’s diverse markets. IMS’s reputation for creative flexibility and technical know-how fosters amazing relations, across the region, and allows us to translate tech for the Latin American market.

We are excited that 2015 marks the company’s 10th anniversary. We’ve seen the rise and fall of many digital companies, the explosive growth of mobile and apps, and dramatic changes in how Latin Americans access technology. We intend to keep growing for many more years to come, from Miami, to Buenos Aires, and beyond.

How is the average small business tackling digital marketing in Latin America?

In the five years between 2013 and 2018, Latin American digital advertising spends per Internet user will practically double. Having said that, per person, the digital advertising spend per internet user in 2018 will still be 1/10th of what is spent in the US.

What this means for both SMB and enterprise level businesses is that their dollar will go further in Latin America, and that the audience, despite outstanding internet penetration and mobile growth, will have less noise in the market place.

For the creative and ingenious business of any size, this creates incredible opportunity. Brands can localize their messaging per audience, whether that means making sure that local dialect and idioms read correctly, or partnering with complementary businesses to drive growth. IMS helps businesses of all sizes to more quickly institute their creative ideas, and ensure that the messaging can be localized for growth.

Beyond local expertise, IMS has its own marketplace, IMS Connect. IMS Connect is a new marketplace concept that provides comprehensive solutions for a new form of digital advertising in the regional and global market, generating a valuable global media ecosystem. IMS designed this system to serve companies that need dynamic, effective and results – oriented solutions, supported by technology and focused on achieving quality audience engagement. Businesses enter this platform on equal footing, it’s what they use it for from there that will set it apart.

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