Xepus Ginebra de Omnicom Media Group, Sandro Silva de CMI México, Enrique K. Cornish Stanton de BBVA México y Eric Tourtel de Teads Latam
Celebrated last Wednesday, August 17, was the 2022 Teads Vision Mexico event, during which the future of measuring the effects of online advertising was debated, with special emphasis on the attention and trust won by the media. For Teads, attention is the new metric that the digital world needs to observe in order to have a greater impact. They found in the process that the quality of media content is key to winning high levels of attention, together with the creativity of the ads published in them. In this equation, the media play an important role. Teads CEO Eric Tourtel said that attention is fundamental and that his group is the first to discuss the subject in Latin America. “Attention is the natural evolution of viewability. Advertisers demand a percentage of viewability. But we have to understand the difference between viewability and attention: the first is being visible and the other is being seen. Advertisers want their advertisements seen,” he said.Tourtel recalled that the whole ecosystem ought to have the modesty to remain open to change and do what is logical. Adriana Diaz, coordinator of LatAm Insights & Research at Teads, led the first panel on the subject of Trust in the Media. Diaz showed the contradiction of today’s world with regard to social networks, which are the most used but nonetheless the least trusted by users. She noted that the traditional news media continue to be the ones preferred and to which users pay the most attention. “Some 62 percent pay the most attention to an advertisement when it’s related to what they’re reading,” she said. Izael Castillo, Research & Insights manager of Teads Mexico, spoke about the importance of advertising being responsible rather than on just being intrusive, the latter being the way some 87 percent of consumers view it. He said that creativity continues to play an important role in the equation for winning attention. Finally, Xepus Ginebra, CEO of Omnicom Media Group, said that in the first place the industry ought to recognize its mistakes. “People don’t want to see advertising as it is now, so we have to find another way of doing it,” he added. About that idea, Enrique K. Cornish, director of Marketing Intelligence & Strategic Planning at BBVA, believes that brands can rethink their way of approaching the public, and that the opportunity exists to speak of their mission and purpose in the world rather than about their products.
