Marcelo Delbarba of Dentsu Argentina: There’s still no way of replacing television’s reach

For Marcelo Delbarba, CEO at Dentsu Argentina, advertising media can’t be addressed as isolated elements. He believes they are an integrated ecosystem contributing to achieve brands communication goals, where also the users’ messages experience counts. According to Delbarba, the key to optimize budgets is in the interaction between bought, owned and acquired media. However, even if integration is achieved with platforms and technologies adapted to new consumption habits, television continues to have a fundamental role. “Digital media doesn’t have the reach television has. Online video and social networks are being used to boost this, but still there is no way to replace it. Some products have experienced campaigns without the use of television, but with other goal range compared with mass campaigns” he said. Nevertheless, Delbarba said that television will remain and achieve even more relevance in upcoming years as long as it can focus in content creation and live experiences that allows audiences to interact in real time.