This is where the role of an example of a medium that talks about “drugs” in an informative way comes in. Iberdrola admits to being an advertiser for Cultura Inquieta (name of the medium) because it works well for them. In fact, the information from this medium is very professional and becomes the ideal example to understand the importance of context. “ We have to orient ourselves towards society and not the other way around. We have to establish ourselves on new platforms and establish relationships of trust with them ,” explains Guerra.
" what I want is for you to buy from Cultura Inquieta. Don't make a black list, but rather a selection of specific content . One thing is a medium, at a global level, and anothe luxembourg number data r is its different types of content." While he advocates contextual targeting and focusing on the content that appears in certain spaces. "I will never say whether a content is good or bad, I am not a judge, I say whether the content is of interest to the brand," he adds.
The media mix: What role does television play now?
The round table continued with the media as the protagonist. Television has once again gained relevance for advertisers, and in fact IAS is already working with connected television. Even so, Fagor points out that “ television is expensive and fewer and fewer people watch it .” Furthermore, it must be taken into account that segmentation is key for brands. “Our profile is mature, but that does not mean that we should focus on television or radio. On the other hand, Amazon also has a high cost and is very price-fixed ,” explains Marta Lucas.