Marco Vega, cofundador y jefe de Estrategia Creativa de We Believers
For Marco Vega, Co-Founder and Creative Strategy Chief of We Believers theres still some way to go regarding programmatic advertising. For Vega, ads continue to be intrusive instead of creating something valuable for the public. “As consumers, programmatic offer us advertising that seems to be closer to our interests and life style, while we leave behind information about us in the network. However, it wont be enough. In the next level, consumers expect to receive something in exchange, something valuable for them. If this doesnt happen, theyll notice it and will cease offering valuable information about their habits” he said. Vega said that agencies and advertisers must focus on producing relevant content for audiences, with value and resulting from experiences that are built working closer to the consumer. This need for quality in ads is related to ad blockers, according to Vega. They emerged as a negative characteristic that still prevails: “We cant pretend to interrupt what consumers want to do or view in the web. The ad blockers phenomenon came to light together with views and likes frauds. As agencies have the responsibility to create, side by side with consumers, experiences that they are willing to share and that are relevant.”
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