Martín Kogan, CEO and Co-Founder of Headway Digital -exclusive partner of MediaMath in the region-, talked to PRODU about the advertising agencies challenge in educating and guiding advertisers regarding digital media opportunities in 2016. Next year, mobile video will be the most relevant trend for the industry. “Audiovisual consumption in Latin America goes beyond the TV set. But advertisers are used to these metrics so what we do is attempt to translate the data, but going beyond rating points or number of contacts, because as these being interactive media they can create engagement. You cant click on a TV ad, but you can on a pre-roll when viewing quality content” he said. For Kogan, mobile video will be the most relevant trend in 2016, mainly in the Latin American market, taking into account that smartphones penetration amounts roughly 35% and users view their cellphone screens 150 times a day. “Its the same number of opportunities to show them videos.” Being part of the digital advertising industry, Kogan said, they have the responsibility of showing advertisers the possibilities beyond TV. And also making them understand the programmatic tools to create solid strategies that are actually aligned with the audiences brands are targeting.
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