Post by account_disabled on Dec 30, 2023 0:45:27 GMT -5
The advance of the digital universe, new work methods and the focus on the consumer are some of the trends that will define the direction of the advertising industry in the coming months . This is stated in the report "Trends in Commercial Communication 2021" launched by the Spanish Association of Advertisers (aea) , a document that includes the contributions of the association's Expert Committee formed by Arce Media, Boreal, Deloitte, Ebiquity, IMOP Insights , ISDI, Kantar, ODEC, SCOPEN and Wavemaker. Below, we review the main conclusions that emerge from this report:
Great advance in digitalization The consumption of streaming platforms increases compared to linear television, the number of users of social networks and Phone Number List the digitalization of traditional media such as radio and outdoor. The line of user experience (UX) research will be expanded, the management of operational CRMs capable of integrating advertising DMPs, marketing automation engines and the operation of points of sale in a clearly omnichannel environment will be developed to a greater extent. Likewise, the use of voice interfaces through mobile phones, devices in cars and at home will grow.
Data In the field of data, greater fusion and integration of databases will be pursued with the aim of achieving greater perspective and optimizing their use. In addition, data visualization tools will be improved for greater understanding. In the coming months, advertisers will need to innovate in this area in order to learn more about the customer after the elimination of third-party cookies. On the other hand, according to experts, tactical metrics will be in the hands of machines and the trend will be to automate in the maximum disaggregation parameters and develop alarms that warn of the most important details that will be reviewed by the professionals who will be in charge of the strategic metrics. . The use of Artificial Intelligence will also experience growth and as companies work in Cloud environments there will be greater speed in measuring ROI.
Great advance in digitalization The consumption of streaming platforms increases compared to linear television, the number of users of social networks and Phone Number List the digitalization of traditional media such as radio and outdoor. The line of user experience (UX) research will be expanded, the management of operational CRMs capable of integrating advertising DMPs, marketing automation engines and the operation of points of sale in a clearly omnichannel environment will be developed to a greater extent. Likewise, the use of voice interfaces through mobile phones, devices in cars and at home will grow.
Data In the field of data, greater fusion and integration of databases will be pursued with the aim of achieving greater perspective and optimizing their use. In addition, data visualization tools will be improved for greater understanding. In the coming months, advertisers will need to innovate in this area in order to learn more about the customer after the elimination of third-party cookies. On the other hand, according to experts, tactical metrics will be in the hands of machines and the trend will be to automate in the maximum disaggregation parameters and develop alarms that warn of the most important details that will be reviewed by the professionals who will be in charge of the strategic metrics. . The use of Artificial Intelligence will also experience growth and as companies work in Cloud environments there will be greater speed in measuring ROI.
