Epsilon and Publicis Groupe Peru hosted an event called “The New Age of Advertising in Peru: data, integrated screens and real results,” a space that brought together marketing, advertising and technology leaders to analyze how brands can more efficiently connect with increasingly fragmented consumers across multiple platforms and digital devices.
During the gathering, specialists discussed the importance of integrating data, technology and media to develop more accurate and relevant campaigns, considering that consumers are now exposed to thousands of ads on a daily basis.
Diego Pérez Riba, Epsilon’s Vice President of Client Operations, explained how the strategic use of data allows businesses to optimize campaigns, reducing waste on ineffective advertising investment and improving the bottom line.
“Today, brands need to understand the consumer and accompany them in a coherent way throughout their digital journey,” he said.
Epsilon also presented its capabilities in Connected Media, a solution that integrates identification, personalization and measurement across digital channels to develop more effective campaigns aligned with current consumer behavior. As part of the presentation, metrics that show the impact of these tools were also shared, such as 25% less media waste, 41% more ad recall and a 60% increase in recurrence.
Sebastián Anaya, Head of Business Intelligence at Publicis Groupe Perú, stressed that today advertising decisions must be built on real information and a deep understanding of audiences. “The industry is evolving towards much more connected strategies, where data allows us to better understand the consumer and generate truly relevant experiences,” Anaya said.
Along the same lines, Mayra Delgado, the local head of Epsilon, stressed that the Peruvian market is accelerating the adoption of data-based solutions to optimize business decisions and improve advertising efficiency. “Brands are looking for smarter, more integrated and focused strategies for their consumers today,” she said.
With this initiative, Epsilon and Publicis Groupe Peru reaffirmed their commitment to the evolution of data-driven marketing.