Gustavo Ross: “Looking for the Long Tail Latin-American Consumer”
Gustavo Ross, President of the panregional digital agency Activ@Mente, argues that media consumption studies often focus on the “average consumer”. This is the wrong approach, because media consumption in Latin America is diversifying at a rapid pace. Ross argues that it is very important that Advertising Agencies and Researchers embrace dynamic segmentation and optimization technologies which pinpoint and profile consumers individually in order to supply them with relevant advertising that gets better results for the client. (Lea aquí la versión en español de este artículo).