TikTok ‘steals’ hours of attention in Latin America, followed by connected TV

“TV itself is still the fastest way to reach a large number of people. It is the way to send a powerful message. The king, but the young segments are opting for streaming and on consumer occasions the user chooses when to put on his series and movie ”, he comments.

Given the growth of this market, Marchant highlights that brands may have an opportunity to engage more, since they have a greater probability of directing their ads to segments interested in their products.

According to the report, CTV viewers expect relevant advertising, especially younger consumers, as they expect ads to be related to their tastes or the content they are watching.

It also highlights that another opportunity for companies is gaming, because in 2022 this market had 60% more reach in the countries of the region and Mexico was the second most important market in the region, only behind from Brazil.

“Gamers are more niche now and this represents a lot of opportunities for brands to reach different, broader markets and connect with them in a more genuine way,” concludes Marchant.