U.S. HISPANIC
Parrot Analytics: Those who react faster are the ones closer to consumers
Maribel Ramos-Weiner| 19 de julio de 2019
Alejandro Rojas Parrot
When the time comes to make intelligent decisions to create and place contents, Parrot Analytics shows the possibilities of services through their database, which is close to 15 thousand TV programs and have daily follow-up, not only in one network but on thousands of networks, thus unveiling possible trends, explained their director for Latin America, Alejandro Rojas, who was present at Convergencia Show MX.
These possible trends that are given by the “content genome” or its ADN, allow to draw conclusions that are not so obvious or confirm others, such as, for example, how the presence of empowered women in contents is increasingly popular but mostly on OTT or regional platforms, whereas in cable, things have not changed much. Another would be narcos, which are rising in popularity and could be an opportunity to enter, but what it means, according to Rojas, is that there is a greater offer, “therefore that audience interested in it, is fragmenting.”
To identify what is new, he explains, there is no exact science, what is true is that they generate a conversion tool with their database, which gives a sort of feedback, “that will allow you to validate your initial hypothesis (idea) or maybe contradict it, and see how the audience reacts. It speeds up your creation process.”
“Those who are closer to consumers might be the ones who react a bit faster,” mentioned Rojas, referring to cases in the regional part. In digital they have more direct feedback, but in cable they might be a bit more traditional, “since they are not seeing what happens in each program, but instead see things at a macro level, therefore, decisions are different”.
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