Andrea Isaac, jefa de Estrategia y Mercados Emergentes de Havas Media
In recent years, the use of digital media in Latin America has increased, but this growth has not been proportional to the advertising investment, which shows that there is a lack of knowledge about the opportunities offered by the digital world, among which stands out the video advertising format for its resemblance to television. That is why Havas Media, the leader group in marketing and communications, partnered with ESPN and Crackle of Sony to give life to the first online video studio in Latin America and interview more than four thousand people in Argentina, Brazil, Chile, Colombia and Mexico.The investigation determined that 90% of internet users in Latin America consume online video; and 43% of them pay attention to advertising when related to the content they are viewing. “This makes it imperative targeting, and there is a need to understand in detail the types of content viewed before the creation of creative content,” Andrea Isaac, Havas Medias Strategy and Emerging Markets head, commented.For Isaac, the results highlight the importance of knowing the consumer in depth, but especially to understand what the role of digital media within each product category is. Also, they demonstrate conclusively that online video is a point of contact not only efficient but also effective for brands, since it helps to improve the attitudinal metrics in all product categories.
