IMS Internet Media Services (IMS), Twitter’s representative in Latin America, has announced the platform’s launch in two new markets – Ecuador and Peru – under the IMS Social business unit.
The decision to dedicate exclusive sales teams to the two countries comes as a result of the success IMS Social has experienced since the original launch of Twitter advertising products in Latin America just 10 months ago.
After being selected by Twitter in September 2012 to lead the social media giant’s sales in the region, IMS has assigned digital advertising teams to markets including Mexico, Argentina, Colombia and Chile as part of a pan-regional effort operating out of Miami. Over the last few months, global brands like Nike, Samsung and Coca Cola have embarked on Twitter campaigns to reach Latin American consumers, as have local corporations LAN and Garbarino.
With the arrival of IMS Social in Peru and Ecuador, advertisers will be able to access local sales teams and experts for the very first time. David Rayo, Managing Director of IMS Social, said that social media in Latin America is growing at a faster rate than in the rest of the world. Twitter, of course, is one of the most recognized and utilized platforms in the region. He elaborated:
We’re seeing US brands turn to Latin America as an attractive emerging market to scale and monetize their business. Twitter is a brand that is successfully capitalizing on the region’s rapidly-growing internet and mobile penetration, and with the added global spotlight of the 2014 World Cup and 2016 Olympic Games, many forward-thinking brands are looking for the best way to enter the market now.
According to an eMarketer study, Twitter’s user base has grown to over 550 million accounts, driven by the company’s international growth. comScore also recently revealed data demonstrating that Latin America is one of the fastest-growing digital markets in the world, with nearly 150 million internet users, up 12% year-on-year.
The IMS Social team has noted an especially high demand for Twitter Ads among advertisers in Ecuador and Peru – another likely factor in the decision to attack those markets. Internet penetration rates in both countries are high, and users are very active in social media. Peru currently boasts more than 10 million internet users, who spend an average eight hours each month on social media. In Ecuador, digital penetration surpassed 50% for the first time in 2012, the country now having more than 6.6 million internet users.
The Twitter Ads suite entails three formats – Promoted Tweets, Promoted Accounts and Promoted Trends. To help brands connect with consumers in Peru and Ecuador using its products, IMS Social will offer a series of customized education programs for agencies and advertisers.