Andrea Suárez, CEO de IPG Mediabrands LatAm
CEO at IPG Medibrands Latin America, Andrea Suárez, assures that the growth of the programmatic market in Latin America is very big. “We think the region is still far from having this landscape as a reality, but the numbers show the opposite and all the platforms and players are prepared to deliver that level of service” she explained.Suárez highlighted that this is not the distant future, it is a future they are already experimenting and it is a reality for many advertisers. “The most sophisticated ones are who ask us for first to get much more involved in personalization, to be able to have a one-to-one marketing in which the message is specific and data starts to be crucial. Automation is increasingly relevant, that is why the programmatic area is so important. There, we are working more on dynamic creativity that allows us to give consumers a more specific message.”In a study conducted together with Google, they verified that when tech resources like 360º, VR and AR are used in marketing in Latin America, there is a greater tendency to purchase. “These new formats and technologies are helping us, they truly capture consumers’ attention much more” she added.Upon participating in the Global Media Festival, nine of the company’s pieces from different offices in the region made several shortlists. Additionally, Initiative Peru and Cadreon Mexico took two silver awards in this contest. “We are super happy that we see more and more works that stand out in the diverse markets. They aren’t the usual suspects, we have relevant pieces from small markets like Uruguay and big ones like Argentina, Mexico, and Peru.”
