Post by account_disabled on Dec 30, 2023 9:38:54 GMT
Is marketing still really effective today? What will the recovery of the advertising industry be like? What trends will mark the new year for the industry? These and other questions haunt the advertising sector today and, to find out the answers, we have met with Rafael Urbano, CEO of Ymedia . If the embedded video does not display correctly, click here . “It has been a very bad year, but we have a very good balance. This is seen in the numbers, and while it is estimated that the market is going to fall by 20%, we are at 13%,” comments the CEO of Ymedia about 2020. But, beyond the numbers, Urbano highlights the quality of the work that the agency has done this year. The result is having been named Best Qualitative Agency, by RECMA , and Exemplary Agency for Advertisers, according to Agency Scope . “In addition, we have improved the NPS by 14 points compared to the previous edition, and 26 points above the market . This year has made us learn, it has made us a better agency, and it has helped us express the importance of being useful and close to customers, just as we have done with Vodafone in the first year since we had the account,” explains Urbano.
It was precisely with this client, Vodafone, with whom Ymedia, together with Callao City Lights and Sr Rushmore, launched the first 3D outdoor campaign at the end of the year (coinciding with the Christmas campaign) . Regarding Phone Number List this disruptive action, the CEO of Ymedia comments that “it has worked very well because it combines technology and relevance. It has been a year of much digital innovation ; We have done things on TikTok with Redbull, on Twitch with HBO, voice assistants with Vodafone or podcasts with IKEA, stories on Instagram with Roberto Leal for Sanitas. But not only in digital, we have also acted as prescribers on television. “It has been a year of prescribers to convey relevance and use new digital media ,” he says. The recovery of the advertising industry will be a recovery that will go by quarters 2021, a year of changes and opportunities Regarding the recovery of the advertising industry, Urbano believes that it will occur in 2021, but that it will not reach the levels that were managed in 2019.
Part of the industry's recovery will have to do directly with some of the trends that are expected for this year and that promise to revolutionize the industry, such as personalization , Virtual Reality or cookieless . For Urbano, the latter will greatly condition the industry: “this change is leading us all to generate first-party data, to enhance CRMs and a comprehensive data architecture. In addition to the first-party data, I believe that generating content that makes the audience relate directly to the brand will generate many advantages and will be a way to overcome cookie restrictions,” the expert points out. We observe, therefore, that the advertising market faces a great challenge when it comes to satisfying the demands of advertisers and consumers; To address it, the CEO of Ymedia shares that there has been an important change around this issue, and that, if the focus was previously on notoriety and attention, it must now be placed on the world of intention .
It was precisely with this client, Vodafone, with whom Ymedia, together with Callao City Lights and Sr Rushmore, launched the first 3D outdoor campaign at the end of the year (coinciding with the Christmas campaign) . Regarding Phone Number List this disruptive action, the CEO of Ymedia comments that “it has worked very well because it combines technology and relevance. It has been a year of much digital innovation ; We have done things on TikTok with Redbull, on Twitch with HBO, voice assistants with Vodafone or podcasts with IKEA, stories on Instagram with Roberto Leal for Sanitas. But not only in digital, we have also acted as prescribers on television. “It has been a year of prescribers to convey relevance and use new digital media ,” he says. The recovery of the advertising industry will be a recovery that will go by quarters 2021, a year of changes and opportunities Regarding the recovery of the advertising industry, Urbano believes that it will occur in 2021, but that it will not reach the levels that were managed in 2019.
Part of the industry's recovery will have to do directly with some of the trends that are expected for this year and that promise to revolutionize the industry, such as personalization , Virtual Reality or cookieless . For Urbano, the latter will greatly condition the industry: “this change is leading us all to generate first-party data, to enhance CRMs and a comprehensive data architecture. In addition to the first-party data, I believe that generating content that makes the audience relate directly to the brand will generate many advantages and will be a way to overcome cookie restrictions,” the expert points out. We observe, therefore, that the advertising market faces a great challenge when it comes to satisfying the demands of advertisers and consumers; To address it, the CEO of Ymedia shares that there has been an important change around this issue, and that, if the focus was previously on notoriety and attention, it must now be placed on the world of intention .