Conquering FOMA! Taking the Stage at Mercado Libre's Speed Up Summit

In October, alongside Mercado Libre and its division Mercado Ads , I had the privilege of introducing a concept to Mexico that’s been taking the world of publicity and marketing in Latin America by storm.? The topic?

FOMA, or Fear of Missing Audience.?

Our gathering in Mexico City on October 24th, perfectly coincided with the excitement of the Formula 1 Grand Prix, and MercadoLibre’s sponsorship of Argentine driver Franco Colapinto of the Williams.? As the world arrived in Mexico City in anticipation of the race, I delivered a keynote to Mexico’s leading marketing minds about FOMA, what it means, and how it can be overcome.?

In today’s world, digital advertisers face a unique challenge—how do you capture and keep the attention of your target audience in a landscape that’s more complex and more competitive than ever before? FOMA addresses this challenge head-on by encouraging marketers to view the fear of missing their audience not as a limitation, but as a powerful driver to sharpen strategies, refine targeting, and deliver engaging content.

In my keynote, I explained how FOMA is more than a catchphrase; it’s a call to action for those who want to rise above the noise and make a meaningful impact.

Here are some core takeaways from our event:

1. Turn FOMA into a Strategic Advantage: By embracing theFear of Missing Audience, brands can reframe this challenge as an opportunity. FOMA encourages marketers to think critically about who their audience is, where they are, and what motivates them. This concept challenges digital advertisers to create campaigns that are tailored, resonant, and impactful—turning FOMA from a fear into a powerful force for engagement.
2. Leverage Data to Drive Precision: Data is the antidote to FOMA. With the depth of insights provided by platforms that have first party data like Mercado Ads, brands can track behaviors, understand preferences, and fine-tune campaigns to meet their audience’s needs. The precision that data enables allows advertisers to reach the right people, at the right time, in the right way.
3. Adopt a Multi-Platform Mindset: One of the key discussions was the importance of cross-platform engagement. In a world where audiences move fluidly across online and spaces, marketers need to ensure they’re leveraging data from wherever they can.? For example, MercadoLibre’s transactional and commerce data spans both online and offline experience to provide a fuller sense of how consumers act and what they want.?

It was a thrill to bring FOMA to Mexico and then head over to Formula 1 the next day to cheer on Williams and Franco Colapinto.? Even though I might have still had a bit of FOMA that day, I most certainly did not have FOMO!