TELEVISIÓN Versión en español
LAMAC: 87 pct. of Video Is Watched Live on TV Supported by Advertising
Maribel Ramos-Weiner| 14 de noviembre de 2019
During the first Premium Video Advertising Summit organized by the Latin American Media Advertising Council (LAMAC), one thing that inspired its leader Henry Martinez was the fact that 87 percent of video is seen streaming live on TV supported by advertising. Martinez, who gave the event’s opening speech in the Fieldhouse of the Watsco Center at the University of Miami, said he was “impressed during the conference to learn that the amount of hours people interact with the video media has increased. One of the panelists, Sean Cunningham, president and CEO of the VAB (Video Advertising Bureau), spoke of the different companies that invest in TV and that 87 percent of the video watched is live on TV supported by advertising. I was impressed because people always say that no one watches TV except for VOD (video on demand). But statistics say something different.” Asked what he found to be the most pressing matters as chairman of the LAMAC board, he said that would be consumers´ understanding, as well as realizing that it is not just about data but also the emotional element that drives them to buy a brand. Martinez added that another urgent topic is to be able to incorporate audiences generated by time-shift. “We have conducted some research on measurement systems in the region and have found that when you add other screens, the audience increases between 25 and 30 percent.” “With this event we are trying to expose participants to a variety of perspectives. I think we managed to do that with the presentation by Ana Maria Olabuenaga from HeartData, who offered another way to see things that we must consider. That is the idea, the diversity of alternatives that must be taken into account when structuring an advertising campaign. We also saw in Cunningham´s presentation that all the services that were born digital must eventually invest in TV for their growth,” he said.
Diario de Hoy
Noticias relacionadas (4)
22 de febrero de 2019
Enrique Martínez de LAMAC: Nuestra prioridad es trabajar con las compañías de medición
