The expert in digital transformation in the media industry and digital development Alejandro Lladó participated in “The evolution of a leading medium”, event organized by El Observador where marketing and advertising experts came together to discuss digital trends and advertising guidelines.
“Never has more minutes been consumed in the media than now”said the current director of Medcom Panama (and former Grupo América). The expert also assured that during the covid-19 pandemic, people, eager for serious and truthful information, turned heavily to the media. “The media are still relevant in terms of audience consumption, and are becoming more so,” he added.
Lladó maintained during his presentation that both television and digital media were the ones that registered the greatest growth in terms of audience. However, the digital development expert argued that the advertising guideline does not choose digital media at the same rate that audiences in Latin America do.
In this line, Lladó expressed: “The audience is faster than the investment and what should matter to the brands is to bring the investment to the audience that today is on the media platforms, it is no longer on paper.”
Even, by the end of 2023, it is expected that 65% of all advertising investment will be directed to the digital area, as reported by Statista. In Uruguay, although media consumption has changed, advertising investment does not follow this reality.
“I think such a measure of The Observer to bet all its resources to innovate; The paper newspaper, as a platform for information consumption, is not going to return,” he explained.
And he added: “Digital media are the big winners of recent years” in terms of audience preference.
“When the investment is in the media and our brand is associated with them, which are reliable spaces, we generate trust” in the public regarding the brand that bets on them, he stressed. Madcom’s leader. This media group groups three open television stations (Telemetro, RPC TV and Oye TV), cable channels and radio stations in Panama, where 80% of the population has Internet access and is one of the countries in the region that consumes the most social networks.
“The smart decision is to take advertising where the audiences are, which are in digital media,” he concluded.
