U.S. HISPANIC
Brenda Rodríguez from Dailymotion: “For Us Attention Is More Than a KPI It’s a Strategy”
3 de abril de 2025
Brenda Rodríguez
During an exclusive gathering with brands, agencies, and partners in Mexico City, where Dailymotion presented the four keys to mastering Attention through Artificial Intelligence in Online Video (OLV), PRODU spoke with Brenda Rodríguez, Sales Manager Mexico, about how the company is using AI to capture user attention in OLV and CTV, and the importance of connecting with audiences at the right time.
Brenda Rodríguez explained how Dailymotion’s approach is focused on building an end-to-end Attention strategy to create real impact and connect with users, going beyond traditional KPIs.
“At Dailymotion, our goal is to truly connect with audiences. Beyond meeting standard metrics such as viewability or completion rates, we focus on delivering campaigns that resonate, create emotional impact, and leave a lasting impression. For us, Attention is not just a KPI — it’s a strategy integrated throughout the entire campaign lifecycle,” said Rodríguez.
Regarding consumer behavior in the Mexican market, Brenda Rodríguez pointed out how today’s user habits are multi-screen and multi-moment:
“We believe the key lies in developing a comprehensive strategy that reaches users at different times of the day, but most importantly, that effectively captures their attention. The same person behaves differently depending on the time: in the morning they look for news, in the afternoon entertainment, and at night, recipes. That’s why we focus on identifying the right moment and context to create real impact.”
Finally, Rodríguez highlighted how Dailymotion uses AI and attention data at every stage of the campaign to stand out within the advertising ecosystem:
“Dailymotion offers a unique Attention strategy that covers the entire campaign journey—from audience planning and creative pre-testing (including AI-powered eye-tracking analysis), through campaign activation via our Attention Marketplace—where each impression is evaluated based on an attention score—all the way to post-campaign insights and surveys. This approach allows us to better understand user behavior, optimize creative impact, and ensure that brands reach their audiences when and where it truly matters,” she concluded.
