Entries by Andrea Malgara

Revolución permanente – the next big thing facing us media planners

Now that the internet is a fixture in practically every aspect of life, smartphones are almost ubiquitous and nearly every electronic device is connected via the “Internet of Things”, we are about to take the next big step: artificial intelligence, robotics and quantum computing. These technologies are not just changing society as a whole: they also affect our work as media planners.

My trend 2019: Addressing target audiences effectively

Admittedly, this trend will not only begin to emerge next year – however, in the incessant flood of information, effective and tailored targeting remains more relevant than ever for me. In order to reach customers accurately, it is no longer enough to only work with socio-demographic factors that do not take human behaviour into account and are not selective.

Why socio-demographics has served its purpose

Digitisation has far-reaching implications for our society. The complexity of products, processes and technologies is increasing rapidly, people are networking worldwide, there is a new spirit of optimism. At the same time, we are in permanent beta status. Just as we have mastered a software or interface, an update comes along and we have to relearn. It is rare for conditions to remain constant for more than a few years. The only constant is change. This has far-reaching consequences for our society, but also for media planning. Until recently, society was more structured, and socio-demographic target group descriptions were the simplest and most satisfactory way to describe clients.

Addressable TV, the new hyper-effective medium – but does it actually work?

TV (ATV) promises to increase campaign impact by supplementing high-reach TV advertisements with targeted, controllable advertising media. However, the test campaign period is now at an end. ATV will experience a significant growth spurt in 2018, making it possible to cover ranges, which will enable ATV to play an important role in campaign planning for certain target groups. A smart moving image strategy will harness the capabilities of Addressable TV, which include programmatic control and TV retargeting. And the next stage of development is already on the starting blocks, with the HbbTV 2.0 television standard set to drastically transform television as an advertising medium.

Addressable TV – next level

Addressable TV (ATV) promises to increase the campaign’s impact by supplementing TV advertisements with high-reach TV spots with targeted, controllable advertising media – the advantages of linear TV and the digital world combined. The time of test cases is over – ATV will experience a significant growth spurt in 2018. Why? The penetration of smart […]

Marketing is relationship development – good customer relationships thanks to good contents

Content marketing is not a 21st century invention. In spring 1897, long before the first “http” was typed into a browser line, John Deere – at the time an inventive manufacturer of plough machines, today a global market leader for agricultural engineering – published an early “Sponsored Post” in the agricultural magazine called “The Furrow”. […]