The auditorium of the School of Communication at Universidad ORT Uruguay a talk on the impact and evolution of digital communication.
In a world where data segmentation and analytics are redefining the reach of brands, Google Growth Digital’s participation helped professionals better understand the trends and challenges of the digital landscape.
One of the key points discussed was the shift in content consumption habits.
It was noted how platforms such as Google and YouTube have become the primary sources of information, surpassing traditional media.
The ability to target specific audiences, access to real-time data, and direct interaction with users were among the aspects highlighted as essential to an effective communication strategy.
During the event, the importance of YouTube within a full-funnel.
It was explained that when the funnel is well-structured, not only are more conversions achieved, but every interaction with the user is optimized:
- Awareness: YouTube lets you reach the right audience with visual impact and precise targeting.
- Note: Interactive formats and engaging content reinforce the intent to purchase.
- Conversion: Intent is translated into action, with each step optimized using real-time data.
Another topic discussed was the growth of artificial intelligence and its impact on the industry.
It was emphasized that this is not a competition against AI, but rather about how companies and professionals can leverage these tools to streamline their work and improve decision-making efficiency.
In addition, key data on digital advertising investment was shared:
- By 2026, 63% of advertising spending will be digital.
- Google and YouTube lead the way in content consumption in Latin America.
- Artificial intelligence is no longer optional; it is a competitive advantage.
The School of Communication hosted this training event, reaffirming its commitment to learning and professional development.
We would like to thank Google Growth Digital for placing its trust in our academic community, and we look forward to continuing to organize events that drive innovation in the digital sphere.