Eric Tourtel, president of Canela Media for LatAm
To provide key tools enabling media agencies to capitalize on the vast potential and advantages of the increasingly prevalent Connected TV (CTV), Canela Media presents an exclusive training program to enhance CTV campaigns. This program, in partnership with IAB, will take place in Mexico this July and in Colombia in August.
The program, Accelerating the Penetration of CTV Campaigns, developed and endorsed by IAB, is specially designed for those responsible for planning and executing advertising campaigns for various brands. This initiative is a strategic partnership between Canela Media and IAB.
“We appreciate Canela Media’s invitation for IAB Mexico to collaborate in this Connected TV Master Class program. We contribute agnostic content and an industry perspective, hoping it helps provide a broader view of key issues affecting the adoption and evolution of Connected TV in our country, and that it helps better understand the sales and opportunities it brings to brands in their communication and business objectives,” commented Gabriel Richaud, General Director of IAB Mexico.
During an intensive two-and-a-half-hour session on July 16, 17, and 18—participants can choose their date based on availability—at Cinépolis Plaza Carso in Mexico City, a team of experts will share essential aspects ranging from the current state of the CTV industry to advanced strategies for maximizing the effectiveness and impact of campaigns. Participants who successfully pass an evaluation on the insights shared will receive certification endorsed by IAB and Acreditta.
The program will cover essential topics such as CTV audiences, how to reach them effectively, the advantages and differences between CTV, traditional TV, and other digital video formats, key metrics for campaign success, advertising purchase modalities in CTV, and how to choose the most suitable one for each campaign. Both the sessions and the participation certification are free. Media professionals interested in participating can click here to register.
“We are thrilled to announce this comprehensive program that intensively seeks to add knowledge and key data when addressing this new CTV scenario. We trust it will be very useful for media agency professionals. This first step in Mexico City this month, followed by Bogotá in August, has sparked great interest in the sector, leading us to anticipate extending it to more markets in Latin America shortly,” said Eric Tourtel, President of Canela Media for Latam.
“The Latin American CTV market is booming and growing, and it is crucial for agencies and media professionals to have the skills and insights needed to fully leverage the many advantages that CTV can bring to their campaigns. We are motivated to help ensure that the immense value of reaching, segmenting, and connecting with audiences that this platform offers is fully capitalized by brands,” added Tourtel.
With all indicators on the rise, the significant growth of CTV is undeniable. According to the latest CTV study by Comscore, markets like Mexico have seen a 43% increase in the number of CTV users between 2022 and 2023. Additionally, data was collected this year among Canela.TV users in Latin America and the U.S. indicate that 9 out of 10 viewers (93%) in Latin America use CTV platforms at least once a week (95% in Mexico and 89% in Colombia).
