Jessica Judex, Regional Digital Director
Universal McCann

As a medium, the Internet has been faced with the normal questions of any evolving medium: "Is it measurable?," "Is it massive?," "I don't think people visit that page and do this or that...", etc. The intention of this article is not to say or do the same thing all of us in this medium constantly do: sell Internet because budgets have to be met or simply because the competition is running campaigns online. No. The intention of this article is to invite you to see the glass as being half full.

Why half full? Because "the half full glass" theory focuses on optimism and finding the positive in reality. This is a reflection of how we should see the Internet as a medium, since it brings us so many advantages and benefits.

What would happen if we saw the Internet as "half full" and acknowledged that it is one of the most powerful means of measurement? If we saw the great power of segmentation it has and the fact that we can also focus efforts on clear investment returns? If we allowed ourselves to contemplate the power that creativity can have in this medium? It is also important to see that Internet is not the medium that will solve all our problems (although, it might), but we could simply find its relevance on the extent of the role it plays within the larger media strategies.

Let's fill the glass a little more. If we stop to think together (client-agency-media creative agency, media), how could we be different and how could we achieve making a difference in a relatively new medium in Latin America?

In addition, how can we fill the rest of the glass? We could try to be a little more optimistic in front of a medium that has many shades, bright colors that can make our brands shine in a world full of arguments, infinite possibilities and wide spheres of action.

I invite you to see the glass half full or better yet to see the glass completely full of all the possibilities and opportunities that the Internet has to offer.

For more information about online advertising, please contact your US Media Consulting Representative at 305-722-5500.