Jesús Benítez, VP of Expansion at Adsmovil
Jesús Benítez, VP of Expansion at Adsmovil, spoke with PRODU during the 2024 edition of MMA IMPACT Mexico about how retail media and artificial intelligence are transforming branding and the performance of advertising and marketing.
Benítez has more than 18 years of experience in marketing, advertising, media planning and alliance development, leading teams in different areas for companies and organizations in Mexico and LatAm such as Capital Digital, AMX, Teads, the MMA, US Media Consulting and FOX, among others.
According to the Adsmovil executive, retail media is consolidating as a key trend in marketing and advertising.
“Undoubtedly, retail media is one of the biggest trends because of the possibility of being able to impact users who are real buyers at any time, on any channel and on any screen. The connections that are emerging today between the online and offline worlds are having a positive impact. It is a reality that has changed the way in which advertisers were using their resources to impact people. On the other hand, screens represent an important opportunity to better understand audiences as a fundamental part of marketing. Digitalization provides us with different forms of innovation, but also generates data to understand users, to report in a better way and for advertisers to have better tools to make decisions, such as Connected TV (CTV), retail media and Out Of Home (OOH)” said Benítez.
