According to the IAB Latin America Report on Programmatic In-Housing1, programmatic media’s share of digital ad spend worldwide was projected to grow to 68% in 2020 with Latin America not far behind  at 63%. On the back of such strong projected growth in digital advertising spend in  the Latin America (LATAM) market, Singapore adtech company Adzymic has  expanded into the territory by forging strategic partnerships in the region. Adzymic  has appointed Latin Interactive as its exclusive partner in the five key markets of  Guatemala, Costa Rica, El Salvador, Honduras and Panama. Moving further south,  Grupo Digital Soul is the exclusive reseller in the Colombian market.

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This expansion allows LATAM advertisers to take advantage of the advertising  technology behind the Adzymic creative management platform which transforms  display advertising into visually captivating, high-performing ad formats at scale and  speed. It combines the power of Artificial Intelligence with innovative display ads to  dramatically improve the campaign performance. Commenting on this latest 

expansion, Kenniess Wong, co-founder and executive director of Adzymic said, “Marketers in LATAM have shown great propensity to adopt highly interactive digital  ads. We are encouraged by the strong growth of programmatic advertising in the  region to take our business to the next level, working closely with our partners to  effectively reach local advertisers and agencies.”  

Grupo Digital Soul is a strategic consultant on programmatic media in the Colombian  market, having experience in digital marketing since 2011. Florángela Murcia,  director of Soul said, ” As the fourth largest investor in digital advertising in the  region, Colombia is a major market. This partnership brings digital transformation to  brands and agencies with a state-of-the-art creative management platform, and  automated retargeting with its DCO capabilities. Our e-commerce clients will  especially benefit with faster time-to-market and overall increased ROI of marketing  campaigns thanks to automation.” 

Latin Interactive has 12 years of experience in providing marketing solutions for digital advertising by harnessing Big Data and Artificial Intelligence tools. It has  worked with brands such as McDonald’s, Bayer, Royal Decameron and Coca Cola  in Central American markets. Massiel Betancourt, sales director, commented on  their partnership with Adzymic, “While Covid-19 has impacted the overall economy,  it has strengthened the conviction for digital ad spending in different sectors such as  telecommunications and services, with more companies increasing their digital  investment. Today, people are more connected to social networks than ever before.  One of Adzymic’s formats is the Social Display ad that allows us to instantly convert  content from major social platforms into programmatic ad formats – this is an innovative and pioneering solution in the market that presents an exciting new  addition to our capabilities.”

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The adtech solution has already seen successful take-up in the region, with telco  brand Claro Guatemala having used it in recent campaigns. Mario De León, Planner  at OMD Guatemala, shared his experience, “Consumers today are connected to the  Internet multiple times a day, either being present on social or surfing the open web.  Adzymic’s Social Display format has helped the brand to create programmatic  creative assets very efficiently, thus rapidly extending its reach far beyond social  media to a similar target profile. This incremental reach has improved the campaign  frequency and recall, driving quality prospecting and retargeting traffic for us.” 

Established in Singapore in 2017, Adzymic is headquartered in Singapore and  currently also has presence across Southeast Asia, Hong Kong, Japan, and  Australia. In the past three years, the company has been recognised with several  industry accolades such as Most Valuable Product/Professional and Best Marketing  Technology Solution.  

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