Ivana Benevides

Ivana Benevides is the Media Director at Insights by Kantar in Argentina. She has garnered recognition for her expertise in media strategy and audience insights, particularly in the context of evolving advertising landscapes in Latin America.

Professional Background

• Role: As Media Director, she oversees media strategies and research initiatives that help brands understand consumer behavior and optimize their advertising efforts.
• Expertise: Benevides has emphasized the importance of adapting advertising campaigns to audience receptivity and the effectiveness of various media channels. Her insights are frequently featured in discussions about retail media and digital advertising trends in the region.12

Contributions

• Kantar Media Reactions: Benevides has played a pivotal role in presenting findings from Kantar's Media Reactions studies, which assess the effectiveness of different media platforms from both consumer and marketer perspectives. Her analyses highlight significant trends, such as the growing receptivity to advertisements and the impact of technology on advertising performance.24
• Thought Leadership: She is noted for her ethical approach and commitment to transparency in market research, making her a respected figure in the industry. Her contributions often focus on how brands can leverage data to create more personalized and effective advertising campaigns.35

Benevides continues to influence the field of media strategy through her leadership at Kantar, driving innovations that enhance how brands connect with consumers across various platforms.