During the Dailymotion Session: CTV and the Future of Premium Video Experiences at Latino US Day, Lara Krumholz, SVP – General Manager Latin America of Dailymotion said the future of Connected TV lies not in the format itself, but in how brands use audience intelligence, data, and creativity to build effective marketing strategies.

Reflecting on the panel, Krumholz explained that while CTV offers an engaging environment and captures consumers’ attention, it is only one part of a much broader media strategy.

“One of the key takeaways was that CTV, by itself, is not what drives success,” she said. “What really matters is how it fits into a broader marketing strategy to reach the right audiences at the right moment.”

She noted that understanding what captures attention and drives brand recall is becoming increasingly important as advertisers compete in an increasingly crowded media landscape.

“In today’s saturated advertising environment, proprietary audience insights, data intelligence, and creative optimization have become far more important than the format alone,” she said.

Krumolz also highlighted the importance of Latino US Day at Cannes Lions, describing it as an opportunity to deepen the industry’s understanding of one of the world’s most influential consumer groups.

“Latino US Day is an important reminder that the Latino audience cannot be treated as a single homogeneous group,” she said. “Understanding their cultural nuances, media habits, and motivations is essential for brands that want to build meaningful connections.”

According to Krumolz, Latino consumers respond to authentic storytelling, emotional relevance, and brands that create genuine value in their everyday lives.

“That makes this audience both incredibly inspiring and one that requires a thoughtful, culturally relevant approach to communication,” she concluded.