According to Juliana Carvalho, these new players "will boost the market" and will encourage brands to "invest".
Regarding forecasts, Miguel Fernández Gil (PubMatic) points out that the investment we are seeing in Spain does not reach 1% while in the USA it is around 6%. Even so, he is confident that the changes will be rapid and that soon "significant figures will be reached" in our market.
Raquel García Onrubia (Smartclip) is also optimistic: “We will continue to grow exponentially in Spain: investment in digital compared to television is already a huge leap .”
In response to this statement, Tacho Orero said that the real leap is iceland number data technological. “For me, a major evolutionary step is that the capitalisation of awareness creation until now was on television. But, for the first time, technology now allows us to identify how the user behaves from the first impact on the connected TV . We can understand how a large community is impacted by the connected TV,” he said.
The speakers at this panel at Inspirational'22 also spoke about the concept of brand safety . This concept refers to the strategies that brands promote to safeguard their prestige, a need of the digital market to regulate advertising. In other words, brands have identified those topics that are sensitive, inappropriate or those that would undermine the values of the brand (betting, prostitution, etc.) and they try to ensure that the brand is not identified with advertising on these topics.
The concept of brand safety is closely linked to connected television , which, according to Susana Martín, is a medium that “offers many advantages to the advertising market.” Juliana Carvalho added: “Brands are increasingly willing to invest in this environment, but they need support and training from experts to understand how investment in this channel works.”