On September 23rd, Publitas and El Universal hosted Captando Audienciàs – Edición México at Hacienda de los Morales in Mexico City. The event convened leaders across marketing, technology, and digital commerce to tackle one of the defining challenges for brands today: how to meaningfully connect with audiences in an era of channel saturation, data abundance, and rising customer expectations.
The gathering also marked a milestone: the launch of Promozilla, Publitas’ advanced digital flyer distribution and engagement platform. Built to amplify digital content through intelligent distribution networks and actionable insights, Promozilla represents a shift in how retailers can blend inspiration, reach, and measurable outcomes in their marketing mix.
The Distribution Dilemma
As Antonio Pedrazzini, Digital Marketing & Media Strategy expert, highlighted, today’s challenge isn’t a lack of channels but an excess of them. With consumer attention fragmented across social, video, and search, marketers face the paradox of choice. Budgets are under pressure, and the wrong allocation can quickly dilute impact. Pedrazzini proposed a simple but effective framework: Reach × Attention × Cost (R×A×C). The imperative is clear: brands must focus investment where attention quality and business results justify the cost.
This is where distribution emerges as the hidden lever. It’s not enough to publish compelling content; success increasingly depends on where, how, and at what scale that content is delivered.
The Power of Contextual Reach
El Universal’s data reinforced this point. With more than 46 million people reached monthly across web, print, and social channels, the publication is not just one of the most trusted news outlets in Mexico but also a critical amplifier of brand messages.
As Juan Jesús Cano Díaz, Director of Marketing at El Universal, explained, combining credibility with massive distribution creates the trust and scale needed to cut through noise.
Promozilla builds on this principle. By fusing Publitas’ expertise in digital catalogs with El Universal’s distribution power, the platform creates a “win-win” model: retailers gain promotional reach and performance tracking, while consumers access relevant offers in one centralized, frictionless experience.
Omnichannel as the New Rule of Play
Érika Zavala Anzo, Director of Omnichannel & Technology at Grupo Dico, underscored another structural shift: omnichannel is no longer a differentiator—it’s the baseline. Mexican consumers fluidly combine physical and digital touchpoints: they consult, compare, and validate across channels before deciding in micro-moments. In fact, 60% of in-store shoppers are influenced by digital advertising, and companies that adopt omnichannel strategies see up to a 23% boost in conversion rates.
Promozilla directly addresses this reality. By integrating promotional content seamlessly into the consumer journey, it enables brands to be present where decisions are made – online, mobile, and in-store.
Lessons for Global Retailers
Several insights from Captando Audiencias extend beyond Mexico:
- Distribution is strategy, not logistics. The ability to deliver the right content at scale and in context is as decisive as the content itself.
- Measurement must evolve. Marketers should connect business objectives with comparable KPIs, using frameworks like R×A×C and causal testing to identify which channels truly drive incremental value.
- Omnichannel is the default. Consumers expect consistency across digital and physical touchpoints. Failing to integrate experiences risks both trust and conversion.
- Partnerships amplify impact. Collaboration between technology enablers (Publitas), media institutions (El Universal), and retailers creates ecosystem effects that no single player can achieve alone.
The Road Ahead
Promozilla’s debut at Captando Audiencias illustrates how the marketing playbook is shifting from publishing to performance. Brands that master the art of intelligent distribution – measured, contextual, and omnichannel – will not only capture attention but also convert it into sustained business growth.
As Ignacio Bilmes from Publitas summarizes: “With Promozilla, we’re enabling brands to amplify the reach of their digital content through intelligent distribution and actionable insights, helping them engage audiences in new and measurable ways.”
The competitive landscape may be crowded, but the path forward is clear: those who combine creativity with distribution power will define the next era of audience engagement.