GMB – How was the presentation and what could MIA® show to such a select audience?
Diego Fernández – Thank you for being here. We show the importance of starting to measure investments. The Latin market is growing a lot both in number of players and in advertising investments and controlling is key to the business result to understand how much the investment impacts. We showed the market our tool, capable of measuring television and radio advertising and optimizing all efforts.
It was the time when advertising was done and that was it. Do you need to measure results today?
In the last 20 or 25 years, the media has changed a lot. Before there was only one television in each house, but today there is more than one TV and more than one cell phone per person. The messages and vehicles have also changed and television, as the main communication media, continues to measure in the same way. This is where MIA® has its value, by connecting all the investment in offline media against the real impact of the business and how much of the ad that was in a football match between Corinthians x Palmeiras, for example, had its impact.
Can we say that the gaming sector is still starting in this type of study?
We have been in this industry for almost 15 years with a lot of experience and growth in the region. Game brands are just starting out, but they are stars within advertising and, therefore, we are very strong in Brazil, Mexico, Colombia, Chile and Peru.
How did the MIA® tool come about?
It came up along with Pipol's story, as we were interested in what was on the screens and what was happening with the websites. Initially we did this manually. To this idea, we added technology and found a way to take information in real time and connect it. MIA® is a new tool on the market, but the idea, form and focus of work regarding analyzing brand performance are in Pipol's history. The tool is new, but the concept is not.
How is the gaming industry seeing MIA® at their disposal to know exactly who they are reaching with their investments in advertising?
MIA® gives an operator the chance to understand, in the mass media where they invest the most, who they are reaching and if that person does something with their message. More and more brands are offering very large acquisition bonuses. Today, a lot of money is spent not only on communication and media, but also on bonuses. Understanding whether this investment that is being made in communication, ambassadors and bonuses really reaches the user they are looking for is what MIA® does. It will point out the result and may indicate that a certain action had no impact. With this, it is possible for the operator to change the means of communication or modify the format of the ad and even define another time, commercial or channel where it is broadcasting its message.
Is it a very rich tool for the betting industry?
For the betting and gaming sector, but for any other segment and company that wants to maximize and control their investment in TV, MIA® is the solution. Many performance, retail and e-commerce companies are looking for us to provide this service. Why? Because they find large volumes of media investment without any kind of control. So, are we adding value not only to the online gaming and betting sector, but also to other industries?
Does MIA® generate good impact on the gaming industry?
Yes, very good. We see the results. When we work with the MIA® after 45 days of use by an operator, we notice a reduction in acquisition costs between 20% and 30%, reaching, in four months of work, an 84% reduction in acquisition costs. I couldn't talk much about it, but what happens with the player that was acquired very economically, generating a very cheap FTD for the operator, then has a strong impact on the life time value. MIA® also contributes not only to lowering the acquisition cost, but also to improving the player's life time value. It is also possible to identify from what media it came, what day and what time it was contacted. Thus, when the person lowers their game volume, the operator knows where to look for it to generate game again. This value that MIA® delivers as a tool is key not only to acquire players, but to retain them with the correct life time value.
And how is MIA® working in Brazil?
Very good. We are working with MIA® and some information is confidential, but we have a large volume of work and we have known this market for many years and it is very interesting for us, with very good results. We've seen month-to-month, during 2022/2023, something like a 40% to 50% increase in advertising spend. And a large part is neither controlled nor audited. So, in a market with so much growth, when we present a tool like MIA®, it's time to take it for its use. It is a key tool for a brand to grow in the Brazilian market.
Source: Exclusive GMB
