Digital trends in 2021: a key year for data and the arrival
Dec 27, 2023 5:54:58 GMT -5
Post by account_disabled on Dec 27, 2023 5:54:58 GMT -5
This morning IAB Spain presented a new edition of Top Digital Trends 2021 , a reference document that has been prepared by some of the association's main Working Committees and which this year is sponsored by Adevinta Spain. It has done so through a round table with speakers from various brands: Bosco Aranguren -Head of Digital Channels at Vodafone Spain-, Elodie Pradeilles -Head of Digital & Social Media at Stellantis-, Oriol Ramon Serrate -director of digital marketing at Bank Sabadell-, Rocío Sanz, Senior Manager Digital Marketing e-commerce at DIA Group. The document aims to show the keys to digital business in 2021, offering a global vision of the market in a practical and effective way . The 13 areas that are analyzed to launch these digital trends are: digital audio, branded content, data, digital out of home, e-commerce, esports, influencers, mobile, programmatic, native advertising, social networks, CTV (connected TV) and online video. One of the most debated topics during the presentation was, without a doubt, the current context in which brands find themselves and the need to know the data to know how to activate it successfully.
What, then, are the steps taken and the steps to be followed by brands in this new context? 2021, a key year for data Data management will be key this year in the advertising industry. The application of the data Phone Number List will extend to offline media activations (such as OOH and DOOH), as well as market analysis, to obtain insights that allow advertisers to make better decisions. Due to new regulations and policies on data, we will see how efficient technologies that can aggregate various data sources will be necessary to make them more quickly processable and scalable. For this reason, advertising ecosystem agents, such as publishers, DSPs, ad-servers, browsers, among others, will develop their own universal identifiers or identity solutions. «We are in the era of data. We sell lettuce and tomatoes and not extrasensory experiences. We want them to save time when making purchases and invest it in what interests them. To know when I have to impact our clients, I need that data, I need to study them," explained Rocío Sanz, Senior Manager Digital Marketing e-commerce at DIA Group. For Elodie Pradeilles, Head of Digital & Social Media at Stellantis, « data processing is not that simple . One of the important points is the connection of this data, a challenge that we all face.
We have to understand what data source I need and how to connect them. The most important thing is the basic culturalization, adding all the layers of data that we want to use, implement and exploit it in our campaigns. Audio: Brands and voiced-activated marketing actions By the end of 2021, it is expected that 1 in 3 smart devices will be a speaker . This will make brands gradually join this trend. A greater number of them will take into account voiced-activated marketing actions , which help to position themselves better in search engines and generate more visibility and sales opportunities. We use audio more and more, which is why we are beginning to see new proposals to place the brand image in the voice environment . Brands will have to work not only on their visual image, but also on their 'voice image' - with their tone and message - in order to prepare the new conversational environments to which the media consumer is migrating. This obviously includes Social Networks, instant messaging systems or voice assistants on any device or software. The new social network, Clubhouse, has even just landed in Spain, which is committed to an audio-only conversation space that invites social gatherings.
What, then, are the steps taken and the steps to be followed by brands in this new context? 2021, a key year for data Data management will be key this year in the advertising industry. The application of the data Phone Number List will extend to offline media activations (such as OOH and DOOH), as well as market analysis, to obtain insights that allow advertisers to make better decisions. Due to new regulations and policies on data, we will see how efficient technologies that can aggregate various data sources will be necessary to make them more quickly processable and scalable. For this reason, advertising ecosystem agents, such as publishers, DSPs, ad-servers, browsers, among others, will develop their own universal identifiers or identity solutions. «We are in the era of data. We sell lettuce and tomatoes and not extrasensory experiences. We want them to save time when making purchases and invest it in what interests them. To know when I have to impact our clients, I need that data, I need to study them," explained Rocío Sanz, Senior Manager Digital Marketing e-commerce at DIA Group. For Elodie Pradeilles, Head of Digital & Social Media at Stellantis, « data processing is not that simple . One of the important points is the connection of this data, a challenge that we all face.
We have to understand what data source I need and how to connect them. The most important thing is the basic culturalization, adding all the layers of data that we want to use, implement and exploit it in our campaigns. Audio: Brands and voiced-activated marketing actions By the end of 2021, it is expected that 1 in 3 smart devices will be a speaker . This will make brands gradually join this trend. A greater number of them will take into account voiced-activated marketing actions , which help to position themselves better in search engines and generate more visibility and sales opportunities. We use audio more and more, which is why we are beginning to see new proposals to place the brand image in the voice environment . Brands will have to work not only on their visual image, but also on their 'voice image' - with their tone and message - in order to prepare the new conversational environments to which the media consumer is migrating. This obviously includes Social Networks, instant messaging systems or voice assistants on any device or software. The new social network, Clubhouse, has even just landed in Spain, which is committed to an audio-only conversation space that invites social gatherings.