Eduardo Lebrija, ViacomCBS: We want to help advertisers maintain a good brand recall level, associated with good practices
Helping advertisers to maintain a good brand recall
Cynthia Plohn, Buenos Aires|08 de mayo de 2020
The pandemic has led companies to modify all their plans and this obviously includes the investment in advertising and marketing. Eduardo Lebrija, EVP Chief Commercial Officer of ViacomCBS Networks Americas, commented that in this reality the first thing they did was take sides with clients, seek solutions jointly and offer them support.
“We want to help them maintain a good brand recall level, associated with good practices at this moment that is so peculiar" he highlighted.
He added that they have an increasingly diversified commercial offer that includes the pay-TV signals and digital products of Telefe and now Pluto TV. All these media, since the pandemic began, have increased their tune in and ratings.
“People are in their houses and dedicate a great deal of their time to all the screens of their diverse devices and are almost the only vehicles through which companies can get their messages and products through to consumers. We offer our clients a broad array of signals and platforms through which they can reach their audiences, segments in differentiated and specific targets" he explained.
With all the situation, branded content on the screen, another tool offered by advertisers, was affected by the limitations on production, but Lebrija assured that they are multiplying in the digital world.