Inside IAB Day Colombia 2025

Last week, our Membrana Media team attended IAB Day Colombia 2025 in Bogotá—one of the region's biggest events, dedicated to marketing, advertising, and digital media.

Organized by the Interactive Advertising Bureau (IAB Colombia), the IAB Day was attended by big names such as Andy Stalman (CEO & Co-Founder, Totem Branding), Ingrid Pérez (Head of Agency, Google Colombia), and senior representatives from brands like Meta, Globant, and Unilever.

Our LATAM team—Lívia Ematné de Matos (Managing Director) and Álvaro Cuesta (Publisher Director)— also spent two days there,  not only listening to big ideas on stage but also chatting with attendees between sessions.

Here are some key moments that stood out to us:

The fight for attention is real
Marcio Guilherme Silva (Caracol TV) compared today’s media landscape to the Hunger Games—and honestly, it fits. Capturing attention now means being faster, sharper, and more relevant.

Live content is changing the game
Santiago Escobar Lloreda (RCN) spoke about how live formats are reshaping streaming—creating more immediacy, deeper connections, and greater impact.

Rethinking sports distribution
Martha Sierra (Win Sports) highlighted how digital platforms are becoming essential to the way sports content is delivered, consumed, and monetized.

The official agenda covered everything from AI and data strategies to creative content and integrated marketing campaigns. But hearing how local teams approach these issues in practice was especially valuable.

“It’s easy to get caught up in tools and tech. But what always stands out to me are the people—the conversations between sessions, the honest questions, and local insights,” said Lívia Ematné de Matos.

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