Martín Garmendia
Martín Garmendia, Head of Digital Central LatAm at Havas Group, highlighted that in the last few years its been notorious how traditional media loses audiences month to month, and as a consequence, there have been important drops in advertising investments allocated to them. In this sense, according to the Executive, pay TV has been the only media in this scenario that has managed to reinvent itself and grow in terms of audience. Although it still has a small participation in the total media in which brands invest (near 6%), it reflects healthy growth of approximately 8% annually. “It is clear that regarding TV screens, users and brands are increasingly turning towards hypersegmented contents offered by cable, and this is an almost irreversible trend for TV” explained Garmendia. On the other hand, in relation to how brands can tap into sports for advertising allocations, he pointed out that it is currently difficult to think of without conceiving a type of communication that surrounds them 360°. “Sponsors are increasingly costly, so it is essential to find ways to maximize impact in order to reach more audiences that allow us to offer greater efficiency for the investment” he stated.He added that the combination of sponsors with digital aspects is key in sports marketing in current times. “Mentions on social media, video capsules especially developed for YouTube, audiovisual material for mobile experiences are only some of the elements we must consider to develop a successful, striking and memorable communication strategy.”
