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The pandemic brought changes that will remain in time. The impossibility of producing spots, for example, increased the integration of brands in the artistic aspect and in content co-creation. “In the next few years, integration will probably gain share at the expense of the package,” said Santiago Perincioli, VP Commercial for the South Cone at ViacomCBS.
Likewise, both Perincioli and Jaime Guerra, senior VP Advertising Sales and Development of New Businesses at A+E Networks Mexico, explained that advertisers will continue to request a comprehensive media proposal that includes linear and non-linear platforms. “I hope measurement companies can accompany the situation of art with metrics that allow measuring and attributing each stimulus to the platform that generated it,” highlighted Perincioli.
Pablo Massi, CEO and Commercial Director at América TV in Peru, emphasized that the advertiser is valuing premium video and safety space. “He wants the media to control the content,” he said. He recalled that digital campaigns in non-safe environments made many brands suffer (as was the case of Facebook in Europe). For this reason, a controlled premium video is in the center of the negotiation, as opposed to the non-premium video (the one that abounds in digital).
“If all this could be resolved in digital, big companies would do it, but they can’t because it is very difficult to build a brand, and additionally, it is not a safe environment. The pandemic will leave a division in video typology and in the safe or unsafe environment for the brand. And, ultimately, television will be strengthened,” he highlighted.
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