During the first Premium Video Advertising Summit, organized by LAMAC, one of the things that had a positive impact on its leader, Henry Martínez, was the fact that 87% of video is seen live on TV, supported by advertising.
Martínez, who said the opening speech of the event celebrated in the Fieldhouse of the Wastco Center of the University of Miami, said: “I was impressed during the conference to learn that the amount of hours people interact with the video media has increased. One of the panelists, Sean Cunningham, president, and CEO of VAB spoke of the different companies that invest in TV and that 87% of the video watched is live on TV supported by advertising. I was impressed because people always say that no one watches TV but VOD. And statistics say something different”.
Consulted on the most pressing matters for the member of LAMAC, he answered that consumers´ understanding, and recognizing it is not just about data, but also the emotional perspective what drives to buy a brand.
Martínez added that another urgent topic is to be able to incorporate audiences generated on time-shift. “We have conducted some research on measurement systems in the region and have found that when you add other screens, the audience increases between 25 and 30%”.
“With this event, we are trying to expose participants to a variety of perspectives. I think we managed to do that with Ana María Olabuenaga with her heartdata, who brings another way to see things we must consider. That is the idea, the diversity of alternatives you must take into account when making an advertising campaign. We also saw in Cunningham´s presentation that all the services that were born being digital, eventually must invest in TV for their growth,” he emphasized.
