Ole Interactive’s Reynaldo Riobueno: “Audiences Are the Ones Who Validate Which Content Deserves to Reach the Market”

The digital content landscape is at an inflection point. Reynaldo Riobueno, Director of Media and Operations at OLE Interactive, argues that digital-native media outlets must reinvent themselves and develop formats that genuinely connect with their audiences. For the executive, mass reach metrics are a thing of the past: content must generate conversation and genuine engagement with the community to be truly effective.

Editorial Validation Over Mass Reach
In response to this shift, OLE Interactive has adopted a methodology based on editorial validation before commercial integration. Riobueno emphasizes the importance of this process: “Before we present a product to a brand, it must have gone through an editorial testing phase. There’s no point in launching a new podcast or format if our audience hasn’t accepted it and hasn’t shown good engagement or retention. Only when that happens do we take it to the advertising market,” he states.

A recent example of this approach is a collaboration with Ponds, where OLE Interactive identified natural conversations within their media about skincare, mental health, and female wellness. “We detected that our audiences were already talking about these topics, and we saw Ponds as the perfect ally to integrate into that conversation in an authentic and organic way,” Riobueno explains.

Riobueno acknowledges the current context for digital-native media, which are undergoing a process of reinvention and searching for new, effective formulas. “We are all testing, learning. Neither the media nor the agencies have the absolute truth right now. The important thing is to share learnings and stay updated because the environment is volatile, and transparency has become key,” he notes.

For Riobueno, events and gathering spaces for media, agencies, and advertisers are essential: “They serve to listen to each other, update strategies, and align efforts. In digital, no one has all the answers, but together we can find the routes that truly connect brands with their communities,” he concludes.