Adriana Noreña of Google: Big brands have adopted YouTube to reach their markets

Adriana Noreña, general director of Spanish-Speaking Latin America for Google, discussed the Hispanic market with PRODU and how the channels offered by Google, such as YouTube, provide a platform for displaying brands across the region.The executive said the Hispanic market is a highly important segment of 50 million people – more than the entire populations of some Latin American countries. “The big brands have all adopted the YouTube platform to reach this market. We can see multinational companies like Procter & Gamble using them in their strategies both for the Latin American and U.S. Hispanic markets,” she said. Noreña said that YouTube represents a key point of entry for media agencies and creatives to the digital world, as well as being very important for introducing new concepts to see how they work on digital platforms.Collaboration, a minimum workable brief, and prototypes are among the five strategies for success in the digital world and for seeing how agency, advertiser and creatives interact.Collaboration seeks to break down the barriers between disciplines, so it’s essential to create a multidisciplinary team that works together on a specific project that should include personnel from the advertisers along with technicians, creatives and agency people. The brief should be able to be written on a T-shirt and get started with any imperfections it might have as long as it’s flexible and dynamic. The prototypes establish their mechanisms from all the tools available on the Internet so they can generate feedback to continually strengthen the product.