The conference, which was held at the Sofitel de Carrasco, and which brought together nearly 100 marketing and advertising experts, had as its central axis the importance of digital for advertising guidelines, and the challenges and opportunities that companies face in order to be able to get closer to the public, in a world that is transformed daily by technology.
Within this framework, national and international speakers analyzed the transition to 100% digital content from The Observerand highlighted how companies can get closer to their audiences by taking advantage of technological tools.
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Juan José Borrelli, commercial manager of El Observador, welcomed the event.
Adapt, don’t fear
“Changes are increasingly rapid in technology, and that forces us to adapt quickly,” said Augusto Salvatto, an expert in artificial intelligence and co-author of the best seller “The Battle of the Future.”
For him, It is key not to fear the advancement of technologies, such as artificial intelligence, but to see these advances as tools and make the most of it. For example, to know the audiences -and with them how to guide advertising content- use the information provided by the movements of the platforms’ algorithms.
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Augusto Salvatto
92% of Uruguayans access the internet from a Smartphone. And 71% of internet consumers seek personalized experiences. “Today, human beings inhabit a hybrid space, we live in physical space but also in the digital world,” he added.
Connect with the audience
“El Observador is the most widely read digital media in Uruguay”highlighted Cecilia Camors, Marketing and Innovation Manager at The Observer. As reported, based on metrics, May is the third consecutive month that The Observer leads the list of most read media, with 2,073,000 unique visitors per month.
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Cecilia Camors
Keeping up with the times and changes is part of what he did The Observer with its move to fully digital content, he said, arguing that “the time has come to go to the next level.” “Brands and audiences deserve other types of approaches that connect with our audiences”he highlighted.
Camors was not the only speaker who talked about connecting with the audience, something that different advertising experts who participated in the event and spoke with Coffee and Business, they highlighted. Reaching the public with quality content is key, and digital content allows that arrival to be immediate and within reach and a scroll.
smart decision
Alejandro Lladó, Medcom’s digital director, advised the executives present. “The smart decision is to take advertising to where the audiences are, which are in digital media”said.
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Alejandro Llado
According to trends, by the end of 2023 most of the advertising investment will be in digital media, he said. And that is because most people choose to get information through the Internet, and the speakers agreed on that.
Nine out of 10 people who access the internet read news online, commented Gastón Serralta, CEO of DosUno, who invited us to reflect on why companies should advertise in digital media? The answer is easy, he said, because digital communication media allow the creation of new content, with traditional narratives and user experiences.
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Gaston Serralta
In a morning in which, in addition to conferences, there was a networking space, relevant actors from the world of advertising were able to reflect on how important it is to look at audiences with today’s eyes, to reach them through different platforms, content and experiences, and thus position the brands.
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The event was held at Sofitel Carrasco.
