Turner Mexico and Turner Colombia have engaged Parrot Analytics to acquire insights from a continuous study of consumer behavior, after Turner Colombia invited Parrot Analytics to share relevant trends for the Latin American media ecosystem at a recent meeting of the Latin American Media Advertising Council. At the meeting, Alejandro Rojas, Parrot Analytics’ Director of Applied Analytics, introduced some case study examples of the successful integration of brands into content. According to the study that was made public at the event, titles with brand associations now comprise a significant portion of new releases in Latin America, as well as in the U.S. and Europe, with one out of every five new titles having branded content elements. Further, the titles with brand associations drive higher demand in all regions.
“Our objective is to turn these powerful insights from Parrot Analytics into a competitive advantage in the market,” said Sharon Zyman, General Manager and Ad Sales Vice President, Turner Colombia. “We want to produce content that people want to watch, and brands want to be involved with, and we are arming ourselves with the data and insights to do just that.”
Alexander Nempeque, Ad Sales Data and Insights Director, Turner Colombia, added, “We’re also focusing our efforts on developing projects that integrate data, creativity and technology to not only better serve our expanding audiences but also choose from branded entertainment options wisely.”
