Dada la tendencia de que los cons u mid ores latino american os pasan una media de 9 horas conectados al día y realizan búsquedas de productos en marketplaces y redes sociales, ¿qué estrategia de medios es fundamental para que una marca logre discovery y consider ación?

The correct answer is to develop an integral presence using e-commerce and social commerce channels as new product research touchpoints. This strategy aligns with the trend of Latin American consumers spending 9 hours online daily and researching products on marketplaces and social media. E-commerce platforms (like Mercado Libre) and social commerce integrate discovery and purchase intent, allowing brands to engage users where they actively research. Limiting advertising to traditional web search engines or focusing exclusively on linear television ignores where consumers spend significant time. Reducing video content production is also incorrect, as video is a highly engaging format on digital platforms.