Angels and Demons
A Latin American tale of multimedia engagement
Diana Arboleya-Comas & Roberto Lobl
Abstract
Nowadays in Latin America we are facing the challenge to cope with the rapidly evolving new technologies to deliver content, entertainment and information. Moreover we have an additional challenge which is to understand two parallel and important segments, one with a traditional mass media approach and another clearly leaning towards new technologies. Authors will analyze the drivers of these two well defined groups, profiling each one, and evaluating if they are more related to cultural and attitudinal characteristics than to economical constraints. The understanding of this phenomenon will bring new perspectives for marketers, brand owners and advertising agencies to explore communication opportunities on the new media environment.
Diana Arboleya-Comas
Kantar Media Research Inc, Mexico
Since mid 2002 Diana is the head of KMR Group in Mexico and Director of TGI (Target Group Index), a top consumer and multimedia study conducted in 60 countries worldwide. She worked several years in the media research sector and TAM business within IBOPE AGB Mexico and IBOPE Media Information in New York. She has a master’s degree in Marketing and Commercial Direction from Instituto de Empresa Business School in Madrid, Spain.
Roberto Lobl
Ibope Media Brazil, Brazil
For almost 20 years Roberto has been working with Latin American market research and information, being IBOPE Media Information’s business director for audience services in Latin America since 2004. He is also Regional Director for TGI in Latin America. Roberto has a Master´s Degree in Business Administration from IMD in Lausanne, Switzerland.
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