Mariana Villa de Entravision
For Mariana Villa, managing director in Latin America and EMEA (Europe, Middle East and Africa) for Entravision, NFTs (non-fungible tokens) now form a new communications segment with their audiences. As for cryptocurrencies, she recommends staying on the lookout for such new projects as Brave & Basic Attention Tokens. “The faithful user very much values being able to have ownership and reap the rewards of this new technology. And while creating an NFT is trendy today, tomorrow it will be on every marketer’s agenda. Meanwhile the technology and functionality behind it are powerful, with guaranteed security, transparency and even a sense of identity. All these attributes are appreciated by many brands, so that now organizations like Coca-Cola, Pixar, Budweiser, Nissan, the Australian Open and many more incorporate in their marketing plans this kind of communication with their audiences, which means they’re not just simple JPGs to be captured with a screenshot.” The pandemic sparked the adoption of digital communications of the kind already being used in such categories as entertainment, gaming and ecommerce, but also drove the digitization of several industries that had fallen behind. “What happened with Fintech and Defi in these two years was overwhelming. Brands became much more aware of the performance of their campaigns and much more results-oriented. But for some the pandemic was a terrible setback because they were not prepared to address their audiences on digital platforms.” When the pandemic will end is not yet clear, yet Villa recommends that even afterwards, brands should continue to concentrate on digital communications and focus entirely on those platforms. “The pandemic did nothing if not deepen the penetration of all things digital in our lives. And it will be very hard to reach the younger generations in any other way since they never lived in the analog era.” As for what the ad industry can learn from Adtech, Villa suggests automatization, blockchain and usability. “The digital advertising industry still needs to move forward and invest in the automatization of its processes and generate connections that facilitate data flow and the taking of decisions. With blockchain it will be interesting to see how our industry adopts it and adapts itself to this wonderful technology, which eliminates middlemen and guarantees the truth and accuracy of its data. And finally, usability: the most fantastic thing that Fintech achieved was the democratization of the finances and usability. In that sense, Adtech could learn a lot from that industry.”
Mariana Villa es la nueva managing director para Latinoamérica y EMEA de Entravision
