Juan Jose Nuñez, president and CEO of Vertical3 Media, spoke with PRODU about the expansion of the media and the interregional growth of brands the central theme of the Festival of Media LatAm 2013 being held this September in Miami.The use of digital platforms has played a key role in the global expansion of brands, Núñez said. The influence of digital platforms has been, is, and without any doubt will continue to be very important when major brands dare to spring for panregional and interregional strategies.About whether brands will place their trust in digital media, Nuñez said that this is a process you dont do from one day to the next, obviously the big brands take their time before taking the step, but when they do, theyre overwhelming, Nuñez said.We see many brands that are moving practically their entire budget to digital. Others keep a strong investment in TV but theyre moving budgets they formerly had in other media to digital, basically for reasons of measurement on the Internet you can measure everything perfectly he said.Specifically in the Hispanic market, the executive said, there is some disconnect between the size of digital audiences and the size of the budgets that brands invest to reach those audiences. Nonetheless, the movement of budgets to digital that were previously invested in magazines, radio and newspapers just has to be seen he said.
