Less than two years ago, the leading digital advertising company in Uruguay, Cisneros Interactive, passed into the hands of the North American multinational Entravision. The firm has traditional and digital media, and they are the only representatives of Meta in the country.
This representation allows them to be the link between the companies that want to make their business known and the social networks contemplated in Meta that have a great reach to the mass public.
“The level of penetration of social networks is impressive, it is between 86% and 87% of the Uruguayan population,” Miller points out, referring to Facebook and Instagram – the company’s most powerful brands.
This is also reflected in the large number of interactions and content consumption that take place through these social networks. In addition, Cisneros Entravision has Spotify –a platform that stands out, according to the CEO, for the growth in podcast consumption–, Outlook and its own media that are also alternatives for advertising in digital media. “They are media for advertising use so that advertisers and agencies can invest in them and achieve their brand and business objectives,” says Miller.
In recent times, the pandemic has accelerated investment in digital hand in hand with the development of more and more e-commerce platforms. “During 2020, many businesses had the ecommerce platform as their only or main sales channel,” recalls the CEO. Some had it more developed and others less, but all had to speed up their online sales sites to drive traffic to their business. Digital advertising accompanied this growth that continues, by inertia, until today. “This year it is more stable and although there is double-digit growth, it is not growing at the rate of 2021 or 2020. Growth is 22% year-on-year,” Miller underlines.
“We have clients from retail, mass consumption, finance, real estate, insurance; it is super wide”, describes the owner of the company when asked about who requires her services. In operations, the firm sells them credits so that companies can advertise on different platforms without having to involve their own means of payment.
This sale of credits by Entravision on behalf of Meta allows the company to have national billing in exchange for the service, which represents a great differential for local businesses. “Before Cisneros Entravision was there, they had to buy from Facebook in Ireland, which generated withholdings and financial disadvantages” that ended with local billing. This especially benefits clients who invest heavily in the platform.
At the same time, the company works on a heavy training agenda to take advantage of the platform and keep customers in line with the rules, since the meta platform is dynamic and self-managed.
“We have Facebook-certified people on the team who accompany the strategy that the advertiser wants to carry out on the platform,” Miller remarks regarding the commercial advice they also offer.
Entravision, for the world from Uruguay
Entravision has about 60 people working at Sinergia Golf. “The idea is to be able to integrate the entire team,” says Miller, noting that Uruguay provides backoffice support for the legal, financial, and accounting areas of all Latin American offices. “Entravision chose Uruguay to be its hub in all these areas for the region”, remarks the CEO.
At a logistical level, Cisneros was on the one hand and Entravision Uruguay on the other, so at the time of the acquisition, integrating both companies in the same location was a challenge for the new company. “We needed a place that would allow us to integrate both companies and that would respond to that versatility that today we are 50 and tomorrow we can be 70,” says Miller, emphasizing the wise choice they made in opting for Sinergia Golf. By the way, the location stands out, as a point in favor for being a privileged place in Montevideo, the large number of nearby services and important connectivity with the rest of the city. he
