During the Teads Talks, Danilo Sikahall, Commercial Manager at the digital journal soy502 said to PRODU he was pleased for this type of events and highlighted the importance that these trends have for publishers. For him, programmatic buying is beginning in LatAm and a more efficient buying is its direct benefit . “What impacts advertisers is the lack of information. I believe that soon 50% of buying will be programmatic and within roughly 15 years everything will be programmatic.” “The great challenge is to entertain audiences, its not as it used to be. Habits cease to exist, people are where they feel entertained. We have to be nimble and be where the audience is, be present in the platforms they use” Sikahall explained. “An agency and a client have to take into account that they cannot only be in TV and radio, because theyre not going to reach cross audiences. Having digital presence is needed and the advantage of web is that all is 100% measurable.” Ad blocking was the central topic at Teads Talks. According to Sikahall this is a big problem for the industry in general, that must be faced by everybody. “I believe that in the end, if ad blockers continue to increase how they are doing now, quality content will stop and those same audiences are going to claim for it, and due to ad blockers communication media will not be able to finance themselves” he concluded.
