TELEVISIÓN Versión en español
Arturo Yepez of 2bLatam: With our lines of business we help brands improve their performance
Liz Unamo| 19 de junio de 2023
Arturo Yepez de 2bLatam
Since the launch of 2bLatam as a new brand in 2021, it has established three lines of business: Commercial, which creates entertainment content through which brands can communicate their messages to native online audiences; 2bOriginals, being the path to premium content in movies, TV and the platforms; and the Network of Creatives, which aims to strengthen the economy of online creatives through their alliances with platforms, ad agencies and online talents. Within this network, the most prominent channel is enchufe.tv, which is the property and product of 2bLatam. “Taking advantage of the 11 years’ experience of producing content understandable for Spanish-speaking audiences and adding in 2btube’s network of creatives, what we do is build those audiences and consequently the reaching out to viewers with really entertaining content, which helps make more efficient the message that brands wish to bring their audiences,“ said Arturo Yepez, CEO of 2bLatam. Historically, Ecuador has been a very important country in terms of business for the company, Arturo said. And as Mexico continues to grow its network of creatives, it becomes an indispensable country because brands and the big ad agencies concentrate there the work they do for the region. “In the year 2021 we took charge of the 2btube office in Mexico, expanding the offer of products and services for the country, and with the intention of opening the market of entertainment content for brands. Colombia and Peru are also important for regional business. We have clients that aim to reach out to those audiences. CHALLENGESOne of the challenges that 2bLatam has met with since its launch on the regional market is that brands increase their budgets in the digital area. The market is complex and still has agencies and brands assigning their biggest budgets to traditional media because it is thought that Internet coverage has yet to reach the entire population of Latin America. Nonetheless, studies show that a large part of the population goes online,through data for for the services of telephone operators. What’s more, cities are creating public spaces where people can make their online connections.. With various successful cases in its files for such brands as Nestle, Chevrolet, Splash Tears, Pepsi and Tuenti among others, 2bLatam has shown some admirable content online in the region. “Nestle in Ecuador called us to bid on an online project and we offered it The Family Vlog of a series with an entire ecosystem of satellite content for every network. And in the end we reached the most optimized average budget- and the results were spectacular. Now we’re developing several projects for the brand,” Arturo added.: The consolidation of 2bLatam in Latin America is based on its differentiating element, which is entertainment. “We approach both agencies and brands waving the flag of entertainment,” Arturo said, adding that online marketing creates awareness among a vast audience that will largely buy the product or service directly or will click on the database to learn more. “What we’re working on is the importance of that first step, to be able to establish a much wider reach, giving the audience content of value. Taking those values of the brands and connecting them emotionally with the audience and working, starting with entertainment, to spark conversation and a sharing of ideas.”
