@ the Summit: Michael Jones: “It is 30% cheaper to buy Latin America panregionally than locally”
During the Media Buyers Panel at our Panregional Advertising and Media Summit, Michael Jones, CEO of Mediaedge Latin America, stressed that panregional media buys are much more efficient than national purchases of media. “A panregional TV campaign is a third cheaper than a local campaign”, Jones state. He also emphasized the importance of the TV medium. “It should not be forgotten that 60% of panregional advertising is dedicated to TV”. Galiano sees strong growth for TV in the coming years, due to its “cost per thousand advantage”. The audience applauded Jones when he gave the following message to clients: “You have got to be prepared to pay for all this stuff.”
“Where can I get content that is relevant to the consumer?” This is one of the main questions to Ricardo Fragale, Media Director at Starcom Media Vest. Fragale claimed that “custom content is ideal and that he always looks for creative partnerships with media companies which also can include user generated content.”
The third panelist Paul Suskey, Co-CeO, Co-Founder Media 8 Digital Marketing, noted that he expects Miami to strengthen its position as the main center for panregional media buying in the next few years.
The 2011 Panregional Advertising and Media Summit will take place on June 2, 2011 in Miami. The event will be expanded with a separate Award Show and additional topics.
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