Latin America. The digital ecosystem is going through a stage of profound transformation that redefines the way brands build value. EXTE identified three main trends that mark this change.
Firstly, success in digital advertising today is explained by the ability to combine innovation, data and ROI, with CTV as a natural meeting point between these three pillars; secondly, the 2026 World Cup is shaping up to be a historic opportunity, with a direct impact on the growth of CTV, real-time marketing and immersive experiences; and finally, that digital talent appears as the great differential for 2026, with profiles capable of integrating data, analytics and new technologies, without losing creative development.
During 2025, this scenario took shape more clearly from the sustained growth of connected television (CTV) in communication plans in Latin America. In this context, CTV has established itself as an effective tool for both brand building and for generating conversions and traffic to points of sale, supported by four key factors: efficient reach, advanced segmentation capabilities, proven notoriety and direct impact on business results.
While full-funnel measurement continues to evolve, the industry faces the challenge of moving toward unified metrics that allow for consistent comparisons with traditional TV and other digital media. In parallel, the integration of first-party data with advanced attribution tools is allowing CTV to position itself as a medium that increasingly directly links advertising investment with business results.
EXTE also played a central role in this process with the introduction of GVOS (Guaranteed Video On Screen), its solution designed to ensure that advertisers pay only for complete, 100% viewable views. Thanks to its technology, which automatically pauses the pieces when 1% of the creativity is no longer visible, GVOS made it possible to maximize attention levels, ensure exhibition quality and offer a transparent and efficient model. In addition, by playing videos only when they are visible, it decreased unnecessary downloads and contributed to reducing carbon emissions, aligning with global standards of responsible advertising.
"The industry is at an inflection point. By 2026, the brands that manage to integrate technology, creativity and join forces to extract the best in terms of data evaluation and application of innovative formulas, will be the ones that set the pace in an increasingly competitive and dynamic ecosystem," said Alberto Grande, CRO for Latin America at EXTE.
EXTE's growth in the region was evidenced in the success stories developed throughout 2025. In Colombia, Whiskas reached more than 340,000 unique homes and exceeded one million users, integrating awareness, education and conversion towards retail.
In Argentina, the campaign for Naldo exceeded 426,000 complete and visible views, consolidating its presence in a highly competitive environment. In turn, the campaign developed for Philadelphia Selection in Mexico showed an outstanding performance, with an average CTR of 2.25%, a dwell time of 41 seconds and an Engagement Rate of 26.22%, confirming the effectiveness of EXTE's segmentation and content model.
During 2025, the company worked for clients such as Disney, Amazon, BCP, Epson, Coca-Cola, Nestlé, Mercado Libre, among others, deepening omnichannel strategies and advanced measurement models aimed at business results. EXTE's regional development accompanied this evolution with a strengthened structure and new leadership in key markets.
In this context, the current Managing Director for the Andean region, Úrsula Rodríguez, also assumed the operation in Mexico, thus consolidating its leadership in strategic markets for the company. At the same time, Gabriela Santos joined as Country Manager for Colombia, while Irmgard Alcalá Espinoza joined as the new Country Manager in Mexico. These appointments are part of a robust team that strengthens EXTE's presence in Argentina, under the leadership of Indiana Quiñones, and in Chile, with Rossana Peragallo, with all teams reporting to Alberto Grande.
"We are growing from a position of leadership and with an effective strategy of connecting with our customers, taking advantage of the full potential of our technology and creativity, to bring brands, in a precise and innovative way to consumers," concluded Alberto Grande.
