Portada interviewed Cynthia Evans, Managing Director for LatAm of MEC about the Panregional Pay TV market. Evans talks about how quality and effectiveness are the key decision drivers and this impacts the multiscreen media buying including video, Pay-TV and other screens.
Portada: What new formats are there available for cable TV on a panregional level this year?
Cynthia Evans: “For Pan Region [Cable] Pay TV, the majority of activity continues to focus on short form TV – such as 10, 15, 20 and 30 second traditional commercial content. The availability of integrated communication packages begins to bring more opportunities to the table. This includes brand mentions, product insertion, longer formats, sponsored content and other creative uses of the medium in combination with traditional advertising. However, traditional advertising units continue to dominate”.
Portada: For what type of content do you see the most demand from your advertisers?
Cynthia Evans: “Quality and effectiveness, increasingly, are driving the decisions and media selection. This suggests maintaining historic levels of efficiency, i.e., lowest possible CPM, but increasing to focus on contextually relevant content, where context relates to communication objectives and taking advantage of factors that historically were referred to as environment and halo effect”.
Portada: What role does online video play?
Cynthia Evans: “The success of the online video alternative among the predominantly young population in Latin America increases the importance of evolving TV planning to video planning, where online video is considered as just another form of “TV”. To address this evolution to linear TV plus online video planning our media planning tools have evolved to accommodate the new “TV” landscape”.
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