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Aldo Quevedo of Richards/Lerma: Media sales has changed
Maye Albornoz| 9 de diciembre de 2015
With new consumption habits, the way of distributing advertising budgets among different media has also changed. Buying space in TV chains transcends the 30 second spot and the exchange with the audience becomes relevant. This is the vision of Aldo Quevedo, Principal Creative Director at Richards/Lerma. “We must differentiate between a TV and a network spot regarding media sales. If I buy in a network, I usually have the opportunity to also be in the same channels social networks accounts. Media sales has changed, it has changed a lot and TV includes more than the spot as a communication unit” he said. Regarding the reach of social networks versus TV, he said that the formers exceeded the latters in conversation five years ago. However, the small screen cant be left out from the budget if youre looking for massive penetration: “The value of TV as an advertising media is in information distribution, complementing it with the conversation that takes place at social networks. Each media role should be understood, is not about replacing one from another.”
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