In this session...
This panel explores the transformation of advertising investment in Latin America, highlighting the growth of digital advertising and its impact on the media mix. IAB experts will analyze how formats like video and social ads lead in investment, integrating traditional and digital media. Additionally, growth prospects and the challenges of digital convergence will be discussed, offering a comprehensive view of the regional advertising ecosystem.
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This panel brings together IAB leaders in Latin America to explore the transformation of advertising investment in the region, focusing on digital growth and its impact on the media mix. In an evolving ecosystem with increasingly digital consumers, key investment insights in Latin markets will be discussed. Experts will analyze the most effective formats —video, social ads, and programmatic— and their role in omnichannel strategies integrating traditional and digital media. Additionally, the panel will review how TV, radio, OOH, and print media adapt to digital platforms to stay relevant. Growth opportunities and the challenges of digital convergence will also be explored, providing a comprehensive view of the regional advertising ecosystem.
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What You'll Learn from This Session...
- In-depth Analysis of Digital Transformation in Latin America Gain insights into how Latin America’s advertising investment is shifting towards digital, with real data on growth rates, format preferences, and the current market share of digital advertising
- Understanding the Media Mix in a Converging Ecosystem Learn how traditional media, including TV, radio, and OOH, are being adapted to the digital landscape to reach increasingly mobile and digitally savvy audiences. Experts will discuss strategies for int
- Effective Use of Digital Formats for Brand Building Discover which digital formats —like video, social ads, and programmatic— are leading in effectiveness and why. The session will explore how these formats align with omnichannel strategies, providing pra
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