TELEVISIÓN Versión en español
Not Investing in Professional News Content Today Is Like Shooting Yourself in the Foot: Eric Tourtel of Teads on FIAP Face to Face Webinar
Cristian Vergara| 17 de junio de 2020
Eric Tourtel de Teads en Face To Face Webinar
Since the brand safety concept gained strength among advertisers, some have opted to overprotect their brands, an understandable choice in these pandemic-afflicted times. Eric Tourtel, SVP of Teads Latin America, observed that advertisers constantly avoid all content related to Covid-19, which leads to the high cost of opportunities lost. Those advertisers are “shooting themselves in the foot,” he said. An IAS study indicates that more than 80 percent of people react positively to brands that appear with news content related to coronavirus. “Reliance on professional news media has naturally increased during the pandemic. Users look to reliable media to stay informed, which gives brands the chance to have greater impact,” Tourtel said during the FIAP Face to Face Webinar. He also noted that fake news have ended up strengthening serious communications media. “People don’t like being taken for fools. Today they’re more cautious than ever. In fact, a study we did recently showed that people relate fake news directly with Facebook.” On the other hand, he pointed to the work some brands like Nike, Itau and Burger King have been developing. “In my opinion, it isn’t bad for brands to take sides,” Tourtel said. “In the case of Nike, for example, many people rejected the Colin Kaepernick campaign at first. Today, however, it has become a symbol that Adidas, its eternal competitor, has also adopted.”
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