Jaime Guerra Mazza
Jaime Guerra, SVP Advertising Sales and New Business Development at A+E Networks Mexico, reported that in the months between July and September, they increased their ad sales by 2%, and up to 5% in Mexican territory compared to the previous year, which at times of economic recession when sales went down as much as 40% between March and June, is “the light at the end of the tunnel”.
This can be explained by several factors, but the main one is the accompaniment of its clients. “The crisis has taught us to work in a different way, and our goal has been to support clients at difficult moments,” he commented. This is why they have designed strategies, programming capsules and developed ideas that they have even done without any charge, to continue in this line. They have also held webinars with up to 700 people in a week.
“The message has been: we are with our clients in good times and in bad, changing our strategic focus. In the past we used to talk about efficiencies, offering lower rates that advertisers so they can have greater reach. This year we are talking about effectiveness because we are focused on enabling our clients to sell more”.
For this purpose, they developed their own A+E technology, together with the Universidad Autónoma de México, called TAP which allows following in real-time the results of linear and digital campaigns, delivering this information to clients, which allows them to make changes and modify the campaign if necessary.
