Mauricio Sabogal of BPN says this year the general market understood the importance of Hispanic platforms for achieving their business goals

Mauricio Sabogal, global CEO of the BPN media agency, spoke with PRODU about the positive aspects of 2013.“This year saw a very important redefinition of where the industry is going. For the first time people began to talk seriously about programmatic buying and about how to take advantage of this quantity of options that an advertiser now has for communicating his message in the most efficient way” Sabogal said.As for the Hispanic market, Sabogal noted the importance of Hispanic networks like Univision and Telemundo compared with the general market networks. “Part of their success has been the concentration of the Hispanic audience. Today Univision can beat any of the networks in terms of a concentrated audience and that means the Hispanic market is seen as very important for the advertiser” he said.With regard to IPG, Sabogal said that “in the first place we are focused on automation and investment in technology with a view to taking maximum advantage of all the new ways of buying ad space that will soon be available, and in which we have made alliances to try out totally automated purchasing methods in the United States”.He also mentioned what BPN has achieved at the level of new companies. “BPN is the third Interpublic agency, an achievement that makes me feel proud to have led and to make the reality it is today, being one of the biggest winners of international prizes for those cases that connect the advertiser with activities that aid the community” he said.