Jesús Benítez, director general de Adsmovil en México
For Teads Mexico’s General Director, Jesus Benitez, the industry faces three challenges: lack of Premium videos inventory, ad blockers increase, and making users understand that free content needs advertising. “For media agencies is not easy, because there is no way of controlling ad blockers. All that remains for now is coming up with non-intrusive advertising actions, enhancing the advertising ecosystem” he said. He told PRODU that creativity is very important for them because a campaign’s success depends on it, plus digital video buying. “From our position, our focus is in serving the creative side” he said. Benítez -who was jury and Jury President of the Social Networks Strategy category at the Ibero American Advertising Festival (FIAP)- is surprised by level of creativity in the region. “Advertisers are understanding the true value of doing things digital, which doesnt have to do with budget, but with conceiving a creative idea and how it impacts in the outcome at a media level.” He said that this year FIAP did very well with its new prospecting format for the industry. “36 years in the future users will still be the bosses and advertisers must win the right to be in front of them. This generates a whole new evolution of what we today know as digital media creativity.”
