Jorge Contreras de Havas Sports & Entertainment Colombia: Los deportes generan más contenidos en redes sociales que cualquier otro evento
Pedro Travesedo, VP for Latin America at Sizmek, shared with PRODU an analysis that explains why, in his opinion, mobility is the “perfect partner” in our market.He says that consumers spend up to 60 hours a week watching web content, using four different mobile devices. Despite brands’ efforts to tap into mobility, it is a hard task to identify the number of mobile devices that each consumer uses and what type of campaign will catch his attention. In this light, explains the Executive, it is important for agencies to know and take into account three ways to recognize and follow their consumers: – Follow-up through applications. This happens when a company has its own app and evaluates how users interact with it. This leads them to have a clear vision of how their ads attract consumers.- Intra-device follow-up. This measures the interaction of campaigns that are working jointly with editors on the mobile web in a same application. – Follow-up of different devices. Aimed at campaigns implemented on different screens, which delivers a broad vision of how it influences their audience.“The challenge for agencies is to have the ability to find the adequate measurement tool, with the possibility of working with partners and that way be able to visualize millions of devices that will allow them to record and obtain the desired data” he concluded.
