An interview with Gian Fulgoni, co-Founder of comScore at #FOMLA14

What countries in Latin America does comScore have a presence in?

We have offices in Brazil, Chile, Colombia, Argentina, and Peru, but we measure all over Latin America. Even in the smaller countries we have data that is being currently aggregated. We don’t measure Panama or Honduras but all the bigger countries, certainly.

Traditional media dominated the landscape such was the case with newspapers and print media. Has this change in Latin America in the era where internet users are becoming publishers and with the overall growth of internet consumption in general?

I think certainly it has happen in the USA. If you look at how the advertising money has moved. It is really print that has been hit with the money that has been moved. Television has not been hurt. The ad money in television is not going down. The content owner might be monetizing their content online. They are making up for it. Print has been devastated in the USA. The other problem is that if you look at the way advertising worked in the newspapers, with classifieds and it’s components, you had consumer packaged food and beverage ads within the newspapers and now if you look at what’s happen online with classified sites you have the separation of those ad’s and this has been very bad for the newspaper industry. If you look at online classified that’s what hit the newspaper industry. That is a big problem.

I spoke earlier with some local advertisers that work on campaigns directly for Latin America. I asked them to address the growth of digital in Latin America and they said it was growing fast but it is hard to measure the analytic part. How do you see this?

They might be referring to the overall growth. Two measures you need to take into account are audience and demographics. If you want to move advertising dollars you need to know what impact the advertiser has had on digital. Anytime we have these media shifts you need to know the audience and what the impact has been, even if it just had little of an impact. You also need to link how they consumers are behaving offline. We do it on the bigger countries of Latin America.

How do you measure social media and engagement? Including social media and mobile phones.

We measure through our panel desktop and are able to tell how many people visit Facebook, what their demographics are and what the big challenges are in relation to this. Specially with some advertisers. For instance Facebook is going mobile. What we found out on this, given the nature of the newsfeed and the ads, they don’t seem to be seen as intrusive to people. Then you measure the ad effectiveness that you have seen and it is just outstanding. Chances are higher with the mobile device so social has benefit more than anything with mobile. A lot of people are accepting it.

Do you think technology has change the media landscape. Do you have any predictions?

If I could do that I would be a very wealthy man but is no surprise that within technology and digital there is so much innovation that is coming out every day. IT seems to be the focus, also mobile devices and APP’s. I think the future is APP’s and how they play an important role of the phone, on engagement, on target audience, and more, it will be interesting to see how effective APP’s are. This is a big challenge for the APP’s market. You have a big issue with the average person. Take Latin America for example, 75% of the average user time in a mobile device is taken by mainly 4 apps, even thou there are 1 billion apps that might come out every month. Take the retail industry, the are big players like Amazon and Ebay, 70% of their sales are generated from a browser and not an APP. Is this pure retail or are the visits to the mobile APP’s, simply visits of users browsing.

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