Arvizu: La parte digital en la región es el segundo medio más importante
Mediamath had a three-digit growth in Latin America in the last four years, as explained by Luis Arvizu, Comercial VP at Mediamath Latin America and US Hispanics. “Currently, the six big international agencies that exist in the world are very involved in platforms at a regional scale and now it is our turn to bring advertisers and agencies to those big groups.”Arvizu after taking part as a speaker in the IAB Day Colombia with his conference titled The Nine Rules of Marketing: How Programmatic Changed the Game, states that this type of event contributes to the acknowledgement of the players of the industry so they can tap into all the benefits technology offers. “With this, it is possible to obtain better results and grow the investment in digital advertising.”The digital part in the region is the second most important media and in this area, there is interest in the growth of programmatic. “We are in the process to get the advertiser to see the value of these technologies and for them to demand them. In developed countries most of the digital investment is programmatic.” Regarding his experience in the U.S. Hispanic market, he comments that there is great learning, because you take the practices from a developed market. “A great deal of that knowledge can be brought to Latin America and allow tapping into the learning curve with a concept that works for the Hispanic mentality. The Hispanic market is the largest-growing segment in the U.S., it continues to be an important part for advertisers, agencies and tech platforms that work in that sector.”
