Veronica Naguila AMC
Verónica Naguila, Ad Sales Director for Latin America at AMC Networks Latin America, is present at FOMLA because she feels it is important to be there since it is a good meeting place to generate business and be updated regarding the industry.
According to Naguila, the talks are very interesting, mainly in the digital aspect. She commented that in the case of AMC, even though the core is TV, multiplatform is a priority and that is why they are working hard to feed their sites and social networks.
“gourmet.com is one of our sites that has the best performance and their accounts on Facebook and Instagram have very good reach, so we are moving increasingly more towards digital through contests, the development of affinity clubs, and activations with the audience,” she explained.
She added that advertisers recognize multiplatform more and more, but economically, that acknowledgment is not entirely reflected.
She highlighted the importance of having your own digital platforms. For now, they have their contents on their clients´ platforms, as is the case of Flow in Argentina. As for branded content, the executive feels the key to be successful is to listen to clients´ needs and offer them adequate tools. “We are developing ad hoc contents for clients, as was the case of Movistar. Regarding integrations, we are working for them to appear organically. For us, the main thing for branded content to be effective is that it does not result forced and for the quality of the production to be excellent,” she stated.
