By the end of 2023, 65% of the advertising schedule is expected to be found in digital mediaaccording to the German statistical portal Statista. How do Uruguayan companies from different sectors analyze this trend? The executives answered it during “The evolution of a leading medium”, the event carried out by El Observador.
During the event, experts in innovation and advertising spoke about the challenges and opportunities of digitization, in which agencies, companies and executives participated. They answered two questions asked by El Observador:
1) How do you see the growth of the advertising pattern in digital media?
2) What is the added value achieved by organizations that bet on digital media?
Juan Francisco Irazábal, general manager of the real estate portal InfoCasas
1) It is a totally growing trend and it is what we are betting on. In our particular case we can see it through our history. At InfoCasas we started as a magazine and today it is a portal focused one hundred percent focused on digital.
2) The added value is that they have no limit, I think that those who are in the digital world have no limit because it generates more reach, globalization. This is a great added value: there is no ceiling.
Martín Álvarez, CEO of Alvant Business, a consultancy specialized in business management
1)) It is clear that the communication of brands in general is oriented to digital businesses and social networks. This is no longer just increasing year by year, but day by day.
2) The added value is reaching targets or other segments of the population that were not reached before. One seeks to have a more directed and specific message, which can be achieved through networks and digital media.
Ines Guimaraens
The Commercial Manager of El Observador, Juan José Borrelli, speaks during the event “The evolution of a leading media”.
Lucía Barbosa, Advertising and Brand Manager at Movistar Uruguay
1) I see it day by day. It is part of what has been the evolution of the penetration of smartphones, which means that we are increasingly connected to digital media and brands have to be where the audiences are. This trend is growing exponentially and brands cannot be left out.
2) Being close to entertainment, information, which is where the people are. Not only are young people found in digital media, but for all audiences. The media have a very important role in this digitization, where brands have to be.
Chiara Toscani, director of technology UKG Montevideo
1) It is essential to move to the digital world. As a company that recently arrived in Uruguay, we seek to reach an audience that today is a digital audience. You have to take that step and you have to go there.
2) We reach an audience that we would not reach otherwise. We have been taking these first steps of making digital guidelines, of using other types of content, because we are dedicated to looking for young technology talents in the digital environment. In turn, we look for companies that help us move in that direction.
María José Morín, Commercial Manager Agroland and Nuevo Manantial
1) This trend towards the digital world has been identified a lot in recent years.
2) You are keeping pace with today’s world, in which everything has to be very immediate and wherever you are, you have to have access. I believe that everything is in digital and this proposal must be accompanied to accompany people wherever they are.
Ines Guimaraens
“The evolution of a leading medium” took place at the Hotel Sofitel in Carrasco.
Martín Araujo, responsible for the ecommerce of Bacán wines and gourmet products
1) It is very important to advertise in digital media in order to directly reach the exclusive public of each organization. The objective is that the ideas and concepts created reach the private public directly and that the client receives what he is looking for.
2) The added value is to establish itself, as an organization, in the current functioning of the market: to be more effective with the information that is intended to be provided, to reach the public and to enter into the logic of how it is currently managed.
Mauricio La Buonora, director of La Buonora & Asociados developments
1) Our company is increasingly committed to digital advertising and I think that is where 90% of the guidelines will be in the future. The digital world is where people are, where they arrive faster, where the full range of options and all the information is.
2) They can quickly segment which sector to reach and identify who their real audience is, who their target audience is, how communications impact, they have a much more accessible degree of analysis than that of traditional media.
