For Karla Natareno, Magna’s regional director for Latin America, the decrease in investment towards traditional media is a trend that is sustained by multiple factors. “In Latin America the trend is even more marked as digital continues to grow rapidly,” he explains.
In line with this, it indicates that Latin American advertising investment in TV continues to be strong, although it is no longer at the levels of 10 or even 5 years ago. “Penetration with the masses is still high and we must consider technology in addition to the economies in Latin America. Not all countries have an infrastructure robust enough to continue reducing costs that allow digital access to a larger population,” he says.
In this sense, it invites brands to continue searching for their specific audiences and to guide there. “The opportunities lie in the data and content that the media and agencies have to complement those of the brands in order to identify that high-value audience,” he concludes.
