U.S. HISPANIC
Caracol TV: The media must be aligned with their advertisers’ expectations
Maribel Ramos-Weiner| 13 de noviembre de 2018
Presentacion El Dorado
In the context of the fórum “Mitos y Verdades del 360º”, on the first day of the Festival ElDorado, Marcelo Liberini, Digital VP at Caracol TV, pointed out that even if it true that the media industry is undergoing obvious changes in their monetization mechanisms, today, the advertising intention and investment continues to be the same and even greater, but “spread across increasingly more hands.”
According to the executive´s explanation, today, the media is facing the need to reinvent its models and be increasingly more aligned with advertisers´ expectations, even if, at first, they seem unattainable.
“At Caracol, we have been preparing for adaptation. Our main strength continues to be that we are a massive media, but additionally, we have great credibility from our audience. In time, we have become strengthened as a brand, and not less importantly, we have achieved enough flexibility to always have the adequate tools for each need of our advertisers. That is to say, taking the right message to the adequate audience,” he emphasized.
He added that in this new market context, the profitability of media must include increasing strategic work, understanding your audiences better and better (data), improving creativity and changes in regulation models. “The media is being regulated differently from other international intermediaries. We have to work as an industry because of transparency,” he concluded.
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