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Teads first Publishing Summit in Latin America highlights the opportunity in programmatic buying
22 de abril de 2015
La cumbre sirvió para discutir las tendencias digitales más prometedores
Discussions about the most promising digital trends and how to overcome the challenges of the expanding industry were the focal point of the first Teads Publishing Summit in Latin America, which took place in Mexico City.Regarding the picture of digital language, Cynthia Evans, director of Insights & Thought Leadership of GroupM Latinoamérica, warned that given the great diversity of digital formats, it is necessary to find a common code, since for the consumer, digital video is also TV.While Andrés Azpilicueta, senior VP at Digital Starcom, assured that maybe if talk was more simple, it would seem “less cool, but we would sell more”. He explained that men remember ads, even if they are not in context, and that women remember more contextual contents, which is why at a conceptual level, programmatic buying allows to place the individual in the center. “Most traditional publishers build their websites as if they were building newspaper pages”, said Azpilicueta.On this point, Roberto L´hopital, Headway Digital director for North and Central America, explained that the countries that are most advanced in programmatic buying are planning nearly 70% of their purchases on video through this path. “Media agencies understand that everything they touch nowadays will be on programmatic someday”.He pointed out that he sees a great opportunity in programmatic buying, not just for those who generate advertising but for those who generate content, and that Latin America is ready for programmatic buying, but advertisers buy the most basic things.For Iván Marchant, sales VP at ComScore Mexico, very few people click on advertising and that maybe cookies were more reliable 5 or 10 years ago, but now it’s not ideal to be based on them. “It’s very different to make a decision on day 60 or 30 of a campaign than to make it in Real Time”, he explained.
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