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Eric Tourtel of Teads: There is a discrepancy between the percentage of digital media use and the budget invested in them
Maye Albornoz| 10 de diciembre de 2015
For Eric Tourtel, Senior VP at Teads Latin America the reason why advertising investment in digital media has not increased more is because for executives, concrete audience numbers are confusing. And although for many advertisers TV continues to be the best media, this doesnt mean that everybody is watching it. “According to eMarketer, TV accounts for 62% of ads investment in Latin America, while in digital was only 19%. However, most Latin America media consumption is happening in digital devices, with 75% of the daily user time versus only 25% in TV, as reported by Millward Brown. There is a great discrepancy between the percentage of digital media use and the budget invested in them” he said. Tourtel assures that while TV has an established and universal language regarding ads measurements, digital platforms have a variety of formulas with few set standards. However, he said, the growth in mobile use will increase the advertising investment in digital during upcoming years: “TV wont disappear, but we will see an increase in the value of digital advertising over traditional TV.”
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