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Rafael Urbina of Batanga Media: Developing content able to connect brands with consumers is the future
18 de septiembre de 2015
For Rafael Urbina, chairman and CEO at Batanga Media, being successful today means developing content that can be used as a communication mean between brands and consumers. He pointed out that the Hispanic market has become more complex and diverse. He said to PRODU that in the big picture, millennials pose great challenges, which are characterized by less linear TV consumption and a very high DVR demand. This scenario involves reshaping offer, where 30 second ads have been losing effectiveness. “As a counterpart, there is an online videos increase, but most of the content comes from OTT, such as Netflix, that doesnt offer advertising, and when referring to those who do for example pre-rolls-, skip rates approach 90%. So all this means that as a format, all intrusive advertising is becoming increasingly complex for millennials market.” Regarding display traditional banners-, Urbina said that in the last three years response has declined and Ad blockers have increased. “If TV spot and pre rolls are in trouble, and now display is threatened by Adblock and responser, we have reached the content moment. For me this is the business’ future and what weve been doing” he said. In the last 12 months, Batanga Media has developed more than 60 content campaigns and worked with more than 50 brands. Batanga Media, Imujer and Bolsa de Muher, have a monthly average of 70 million users and produce 5,000 pieces per month, among photo, text and video.
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