MERCADEO Versión en español
Pedro Travesedo from Sizmek LatAm: In all advertising campaigns, users respond in data
Cristian Vergara| 19 de mayo de 2016
Pedro Travesedo, VP for LatAm at Sizmek, presented in Group Next M 2016 in Mexico an analysis of the value of creativity when added to data.In a conversation with PRODU, he highlighted that in the end, in all advertising campaigns users respond in the form of data and “it is important for the industry to work more on this information to be able to impact audiences the best possible way”.According to Travesedo, in this context, media and advertising agencies play a fundamental role since, on one hand, they must ensure good planning, data optimization and intelligence and, on the other, the creative execution of any communication effort. However, he points out the need to deepen the cohesion of the two fields. “There are still many voids in this field and we must work on that” he said.He added that, even though Latin America is tailgating Europe and the U.S., more and more brands are betting on notification in their communication. “The region is growing rapidly and the significant results of this growth could be seen at the end of this year”. Finally, he emphasized that the main challenge is in the brands themselves. “They have to believe more in what providers, technology and agencies have been telling them for a long time. In the end, someone has to move the needle and I think advertisers have to have an attitude that favors evolution and adaptation”.
