ANDhe event, which took place at the Hall 74, It began with the words of the new director of IAB Colombia, Paola Restrepo, who stated that it was a space to learn and for the marketing, communications, and advertising community.
The first conference was “Embracing Martech to grow better” by Alex Budkin/ CEO at Working Bits. Budkin emphasized that, currently, it is impossible to conceive of marketing without technology, and explained that the martech must be the customer center and go through three steps: first, the data; second, automation; and third, to make technology the medium for the first two.
He also affirmed that a new era will arrive, that of the Sea IA or Marketing and artificial intelligence, which will impact all aspects of the sector.
The day continued with the conference “Goodbye Customer-Centric. Hello Life-Centricity” by Juan Manuel Ardila, Marketing Transformation Senior Manager Accenture. Unlike Budkin, Ardila proposes to aim for a life centric system, which seeks to permeate life, the day to day of consumers in spaces such as: home, family, work, health, etc. He left a powerful reflection by explaining that companies that focus on life centricity have 3.2 times more chances of improving their revenue from new businesses.
The third conference was “Artificial Intelligence is an (atomic) bomb” by Paolo Miscia, Founder and CEO at Vertimedios. Miscia explained that we are currently facing a technology that, like all technology, builds and destroys: artificial intelligence. It builds as it contributes as a tool and destroys, for now, especially in science fiction and the speculations that are made about it.
Today, AI is “hacking human language,” Miscia said, explaining that for this reason it is necessary to become assisted workers and learn to supervise AI as well. She stated that the sector is the protagonist of this revolution, since in generative AI, marketing and advertising are the ones that most concentrate investments in generative AI start-ups.
He concluded by stating that “AI presents us with a challenge that we must solve in the best possible way and we are running, because our market is competitive. You have to focus on the beginning, the alignment that is to make sure that the AI works for the benefit of the human being”.
Then came the conference “Retail Media Marketing -Challenges and implications for Brands” by Nelson Romero, Vice President of Éxito Media – RelevanC. Romero explained that Retail Media Marketing is the third digital wave, since it is the way in which retailers began to monetize their audiences and the channels of contact with their audiences in their loyalty channels: ID, mail, address and telephone. That allows them to reach anyone and connect brands with consumers. He also delved into the journey through menudo with the vision of Retail Media Marketing that allows better insights and a better understanding of consumer habits.
Then came the conference “Strategies to stand out in Retail Media and capture the attention of users in eCommerce” by Juan Pablo Suárez, VP Performance Latam at Teads. Suárez explained what comes with the new wave of investment in digital retail media, which will allow reaching an ecosystem of more than 100 billion dollars, by 2026; ecosystem that concentrates digital traffic and product searches.
He also stated that with the arrival of the cookieless world, the attention economy is key; that is to say the attention of the users. This attention works with three pillars: engagement: data, AI and context.
The second batch of conferences in the morning began with a talk “New formats: the artificial intelligence revolution” by Ana Murillo, founder & CEO of La Nerd del Futuro.
Murillo spoke about the advantages and disadvantages of digital formats, their evolution, and how AI came to transform them. He explained that artificial intelligence makes personalization and hyper-segmentation easier and that it is a means, not an end.
The day continued with the conference “Digital performance: the importance of quantifying the effectiveness of the marketing strategy against the competition” by Santiago Martínez, Country Manager of Similarweb.
Martínez presented the advances and possibilities of Similarweb, which position it as one of the most powerful data and metrics tools in the world. He explained that metrics are key to developing a solid digital strategy and highlighted the following features of Similarweb: the ability to better understand the keywords, to see which are the best positioned by industry in terms of traffic, and which are used by the competition; know exactly which are the traffic channels; and be able to capitalize on the winning word tags.
Finally, he made an invitation to see the tool as a means to analyze the audiences, the competition and the demographics in depth.
The day continued with the talk “Navigating the digital tides: how to overcome leadership obstacles during digital transformation” by María Fernanda Gil, Regional O2O Marketing Manager at Coca-Cola FEMSA.
Gil emphasized the need to understand how to navigate digital; first, understanding what is done; second, maintaining the growth mindset; and third, with continuous learning, continuous networking, and continuous attraction.
The next conference was “Green Ads: Ads that neutralize Co2 from the environment” by Jaime Andrade, manager of ThanksToYou.
Andrade presented his new company that allows offsetting carbon dioxide emissions, CO2, emitted into the atmosphere by digital advertising. To achieve this, Green Ads calculates how many emissions each ad generates and then offsets them immediately through the purchase of carbon credits.
A carbon credit, known as an offset in English, are emission reductions or removals of greenhouse gases (GHG) that are purchased in regulated markets and that come from projects that help combat climate change.
Andrade called on all advertising companies to understand that they must join this type of initiative, which seeks a greater good.
The day continued with the conference “From creatives to prompters. From CEO to prompter” by Sebastián Betancur, creative director of Publicis Play. Betancur explained that the AI is “like the iPhone autofill, but more complex.” Faced with the question about the AI is going to eliminate jobs, he stated the following “if you are an artist, for example, and the AI takes your job, you are not an artist”, to say that whoever is good at their job will not lose it by the advent of AI.
He ended by saying that AI is like English, one more tool, not a replacement for a human being; and with a call to regulate this new technology.
Then came the conference “The growing relevance of Retail Media in the media ecosystem with the blocking of third-party cookies” by Andrés Hernández, Country Head at Dunnhumby.
Hernández explained that, since 2010, the growth in investment in digital marketing has increased 3.8 times. Due to the above, the importance of retail media is enormous since it allows us to obtain source data from users in online and offline scenarios.
To achieve this, companies must make the most of their investment in retail media, which must be integrated with advertisers, agencies, and technology partners to seek synergies and establish rules of the game that build trust and stability in brands and the advertising system.
The conference followed “The potential of AI in digital environments” by Lina Rojas, Team Lead Performance Making Science. Rojas stated that AI started a long time ago, with Alan Turing, and that it evolved to what it is today: a world in which we live with AI without realizing it. There, at least for brands, comes Making Science, a company that allows the creation of comprehensive strategies, specialized in digital, SEO and performance.
The afternoon continued with the talk “AI-Powered Marketing” by Tito Neira, Chief Data Strategy Officer / ADL Digital Lab. ADL is the first multi-entity digital laboratory in Latin America, which bases its actions on innovation and digital transformation, which works in ecosystems and curates content to personalize it.
Neira explained that for him, the value is not in giving a great prompt, but in understanding the consumer and understanding that AI is in multichannel marketing plans.
The penultimate conference of the day was “Applied technology in new formats.” Emilia Mejía, Planning Director at Adbid and Mariana Agudelo, Media Director. Mejía and Agudelo emphasized the convergence between digital and ATL to increase conversions. They spoke in depth about DOOH and Connected TV, two key media today as they connect completely digitally, online with consumers.
They affirmed that for DOOH the revolution will come in the next 18 months, in which it will be done through programmatic purchase and that for Connected TVs it will continue in its omnichannel and multiscreen characteristic.
The last conference of the day was “Digital Ad Expert – Educate to drive rapidly expanding markets” by Ángela Restrepo of Education Global Sr. Marketing Manager at Aleph.
Restrepo presented Digital Ad Expert, which is a free digital ads certification that seeks to bridge the digital divide and has reached more than 5,000 users in different countries around the world. He highlighted the work to promote the digital ecosystem in emerging countries, where there is economic potential.
The day closed with a panel on sustainable digital advertising moderated by Elizabeth Ramírez, academic director of Iab Colombia, and with the participation of Jaime Andrade, manager of ThanksToYou; Mónica Gómez, Performics CeO Latam of Publicis Group and Daniel Fernando Arenas, corporate manager of Social Commitment and Sustainable Development for the South Latin American Division of Arcos Dorados.
The talk revolved around the need to understand and address the issue of sustainable digital advertising within the framework of the Paris Agreement, which seeks that the planetary temperature does not exceed 1.5°C, and in the Sustainable Development Goal 13, Climate action.
Andrade explained that many people do not understand how advertising generates emissions. Digital advertising is supported by a giant technological scaffolding that involves millions of devices that waste energy. To produce this energy, grams of CO2 are generated that are emitted into the environment.
As measured? It calculates how much it costs to transfer a file from point a to point b, and additional services such as tracking, buying third-party audiences, etc. Each additional service contaminates more.
Gómez added that first you have to compensate and then understand how to make it part of the corporate social responsibility strategy. He affirmed that, in the industry, “we are late to have tables and deeper conversations on the subject to reach sectoral agreements that allow us to have a joint commitment that transcends CSR.”
Arenas affirmed that the issue of sustainability and climate change cannot be isolated, it must be linked to the financial guidelines of the companies
Andrade ended by explaining that the appropriate process must be: first, raise awareness; second, measure; and third, compensate.