Natareno: Digital es el medio con mayor crecimiento en Latinoamérica
Regional Director of Magna for Latin America, Karla Natareno, explained that digital is the media with biggest growth in the region. “We are forecasting that for the year 2021 we are going to have a 36% share, a substantial increase of what we now have, that is approximately 20%” she said.She added that regarding social and video, the region is predominant in consumption in this area, with the highest global average. “The countries with the biggest digital investment in Latin America are Brazil, Mexico, Argentina and Colombia, where we are going to continue seeing substantial growth. Chile is not lagging behind, but I think that one of the markets that is going to recover after what happened last year is Ecuador” she added. She highlighted that for the future Magna is aiming to continue with innovation. “In the region we are regarded as a pioneer group in the relationships we have with our media, the things we do, such as studies and events for the development of products and intelligence.”Natareno is proud to be part of the Magna team and celebrates the work of all the accounts handled by IPG Mediabrands. The company stands out for being pioneers in transparency topics, and their audits have always been very positive. In 2017 they will also publish their report, 100% programmatic, focused only on Latin America.
