Q&A With João Carvalho, Hands Mobile

Why should you read this article?
To get the Brazilian mobile perspective!

Mobile now represents a significant part of digital media investments in Brazil. Smart AdServer has an innovative mobile advertising technology, which allows it to support companies that have successfully opted for a 100% mobile strategy. Hands, the leading mobile advertising company in Brazil, is one of them.

Myriam Pelissier, Business Development Manager at Smart AdServer Brazil, interviewed João Carvalho, Managing Director of Hands Mobile. This Q&A discusses the mobile advertising market in Brazil from his point of view. Learn about the key drivers for running successful mobile campaigns and how João sees the future of mobile advertising.

How is Hands’ business and positioning?   

[João] – Hands is the leading mobile advertising company in Brazil. We help publishers better monetize their mobile inventory and allow brands take better advantage of mobile media opportunities.

How do you see the mobile market in Brazil? What is the share of mobile in the display ecosystem in Brazil? Is it representative of the mobile audience? What are the market trends and perspectives?

[João] – On the publishing side, we have some partners that have almost 40% mobile inventory. On the advertiser side, we have 5% to 15% of investment in digital media going to mobile strategy (depending on the client).

What strategies are marketers and advertisers using for mobile?

[João] – In the last two years, we’ve seen some big clients starting mobile branding and performance strategies. They have specific KPIs, creatives, and campaigns. These clients understood that mobile is not only complementary to a digital strategy. In some cases, it’s the better, or even the only channel to reach a specific kind of audience or advertise for a specific kind of product.

What are the key drivers for successful mobile campaigns?

[João] – The first step is to understand that even though it’s digital, mobile can have specific target segmentation, KPIs, tracking, formats etc. So, the most important thing is to have a mobile strategy, and not only a web strategy on mobile.

How does Smart AdServer help you achieve your goals?

[João] – With Smart AdServer, we have been able to do specific targeting segmentation using very different and interactive media formats We can have very engaging campaigns with great ROI.  

Which specific features of Smart AdServer do you like most? What about rich media and video on mobile?

[João] – Given that we use Smart AdServer for our premium ad network, the rich media and video experience is what we like most. It allows us to bring the best campaign experience to the best publishers in Brazil.

Could you give us an example of a successful campaign using Smart AdServer?

[João] – We recently ran a campaign for an automotive advertiser that used rich media with Geolocation. In this case, we were able not only to interact with the user, but also take them to the closest dealer. 

How do you see the future of your business?

[João] – From the user’s perspective, mobile usage is growing fast. We can see that when we look at smartphone sales, mobile web access, etc. We truly believe that just as mobile devices are becoming the first screen for the digital experience; they must become the first screen for digital investment.

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