Adriana Noreña of Google: A good communications strategy has content flowing smoothly across all screens

Adriana Noreña, Google’s managing director for the Spanish-speaking countries of Latin America, gave PRODU her views on the importance of creating liquid content that flows easily across all platforms, and about the powerful boost YouTube gives advertisers.“We live in a four-screen world now that TV is no longer uni-screen and everyone gets content on multiple screens like television, smartphones, tablets and regular computers. What a good communications strategy must have now is content that flows easily and transparently so it looks good and gives users a satisfying experience on any kind of screen – that’s what liquid content means,” Noreña said.With regard to YouTube, the executive said the platform has 800 million users worldwide, with no less than 72 hours of videos uploaded every minute – or 12 years’ worth of videos every day. “People are devouring videos and any company naturally wants to be where the people are. Proof exists that when you air a campaign not only on television but also in the digital world, your brand recall can get a big boost, depending on the category it’s in,” she said.YouTube offers the TrueView system, where the advertiser transmits a video on the Google network and only pays when it is seen for more than 30 seconds or is watched from beginning to end. “Any brand that wants to position itself in the digital world is going to use YouTube,” Noreña said.