U.S. HISPANIC
ESPN: Many advertisers seek cross-media to make their campaigns more effective
Maribel Ramos-Weiner| 11 de diciembre de 2018
Martin Gonzalez
For ESPN´s digital platforms, it has been a year of huge growth in advertising sales. That is what Martín González, Senior Manager of Digital Advertising Sales at ESPN Cono Sur, reported.
“As premium content generators, we offer all kinds of formats to partner with advertisers. We know about the challenges of the digital market and in that context, ESPN offers a very adequate product with a user that is very committed with the content and that generates great results in the campaigns, offering secure environments where brands can develop their campaigns,” mentioned González.
According to the ESPN executive, most advertisers seek cross-media to make their campaigns much more effective.
“We know that in terms of sports events, live events are the most important ones, but in the digital world,
this event is lived all day with the preview, the during, with the post and being associated with this moment helps advertisers reach their goals.”
González thinks that the challenge of digital platforms is to be able to grasp people´s attention because the offer and demand of content is very big. In this context, generating quality content that is relevant and that engages users makes advertisers that partner with this content much more successful.
The director maintained that in Argentina between 20 and 22% of the total investment goes to digital and hopes that in 2019 it reaches 30%, whereas Colombia is close to 20%.
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