MERCADEO Versión en español
Havas Jorge Percovich: We must accelerate the transformation of the communication model of the advertisers and the evolution of the business model agency
16 de septiembre de 2014
Jorge Percovich, director general regional para LatAm de Havas Media
As part of the next edition of the Festival of Media LatAm 2014, Jorge Percovich, regional managing director of Havas Media LatAm, who attended the festival jury, spoke with PRODU about the latest trends in digital advertising. Since the emergence of programmatic buying, there is no doubt that marketing as it was known evolved in a short time quickly. This new way of buying ad impressions in automated via a technology platform, is the trend topic in the advertising industry and its advertisers worldwide. “We have moved to a new model where the audience itself is the one located in the center; place formerly occupied by the media. This invites to plan with a clear objective: contact segments indicated in the right time with the right message, beyond the web site that the user is visiting at that time.”In terms of balance as jury of the FOMLA14, Percovich suggested adding new categories. “I would add a category of Best use of mobile marketing and Best use of data & Analytics. It is important to understand how brands are using other platforms to deploy content and connect with the consumer efficiently. Also, we must accelerate the transformation of the communication model of the advertisers and the evolution of the business model of the agency via the exploitation of data to achieve excellence in planning, buying and media optimization,” he said. “Data will be part of all plans and campaigns that work for our clients, but to the extent that we can understand the best use of it, we will directly impact the business of our customers,” he concluded.
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