The ad spending in traditional media is declining significantly each year, as companies bet more to television and the Internet, reported Latamclick international agency.
Francisco Bocanelli, director of Latamclick, based in Panama, explained that without advertising the brands may disappear and traditional advertising hardly increase their sales; maximum, maintain market shares. He added that during the period 1990 to 2000 investments in traditional media (print, television, radio, cinema, outdoor) increased 7% a year, but during the 2005 to 2015 these investments fell to an average of 3% annual, except television, which compared with previous years their variation is minimal.
the expert noted that the way to announce changed, first because of the economic crisis, which since 2008 made consumption product drop to an annual average of 1.5%. National and multinational companies started cutting advertising budgets, plus employees.
He also indicated that many traditional media already said many times that the future of Internet advertising is. He recalled that a report issued by the World Federation of Advertisers (WFA) said that advertising in cyberspace increased from 6% in 2005 to 29% in 2015.
EVOLUTION. Bocanelli said the drastic cut in advertising spending has particularly affected the print media, though, intelligently, creating many try to recover holdings of magazines and newspapers on the Internet. “The TV is consolidating its position as leader in most Latin American countries, including Paraguay, thanks to its massive scope and real-time link with digital media,” he said.
He mentioned that many companies multinationals present in the country received strict orders from headquarters that the highest percentage of advertising investment is intended for TV and digital media houses.
most bids and selection competitions in those who participated Latamclick agency highlighted broadly that “the virtual world as another dimension, has become an alternate reality, where consumers live and share their lives. to break the barrier of the unreal, we tangibilizar this world and he turn it into a platform for commercial communications, this is our new challenge, “he said.
it also noted that” creating real and measurable for the use of social media strategies, digital pattern and interactions with consumers who subsequently generate positive relationship between brand and consumers is our goal. “
beyond assessing the economic proposal of advertising agencies, brands analyze their attention span and proposed strategies to make the the benchmark brand in digital execution in Paraguay. This translates to is digital native agency and quality, shared Bocanelli.
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