Post by account_disabled on Jan 7, 2024 23:54:24 GMT -5
To speak of Juan Manuel Parra is to speak of one of the greatest professionals in programmatic advertising in Spain, backed by his more than 1,500 campaigns for 70 major brands that have impacted 700 million people around the world. We also talk about a visionary who captures market trends and has the agility to successfully implement them for clients who need relevant results. As President of the IAB Programmatic Advertising Commission , Juan Manuel has promoted a series of initiatives that have helped increase knowledge and understanding of programmatic in the Spanish market. Juan Manuel Parra is immersed in several innovative projects that combine his passion for advertising combined with the most advanced technology, in addition to having time to reflect on the impact of digital on humans and their environment, positioning himself as a digital ethologist by that must be taken into account to analyze the present and take a look at the future. We investigate this and many other things in this interview.
As an expert in programmatic advertising, what do you think is its future? Programmatic has become the connection point for all the different agents working throughout a campaign and should tend to disappear Phone Number List as we know it now. That is to say, in the future it will not be possible to understand a service on television, radio, press and online without programmatic, so its integration will be so natural and transparent that it will not be something independent, but rather a basic part of any advertising campaign. Programmatic advertising has become the connection point for the different agents working on a campaign And what will happen to those companies and those media that cannot integrate their processes digitally? It is already being seen, and the pandemic has only managed to accelerate this process, that companies that do not offer their products and services online are destined to disappear. As far as the media is concerned, everyone will have to make an effort to demonstrate their effectiveness.
Those left isolated in the advertising measurement space will see brands rethinking whether they continue to invest in them. We must not forget that there are already brands that reach Spain and other markets with a 100% investment in digital , because only in this way do they have the ability to know the impact of what they do. That many media outlets are left out of the game will not only be due to the migration of audiences and the media being willing to follow them and regain their loyalty, but also to their ability to connect their data and the agility of work processes . and this has to do with everything: outdoor, radio, digital, television, etc. Disintermediation cannot be stopped, but it goes through different phases And what role will agencies play? Especially when there is a tendency towards disintermediation and doing more and more things in-house. I believe that this is a temporary issue. Disintermediation cannot be stopped, but it goes through different phases. You start by thinking that the ideal is to do everything directly, but then you value the fact that there are experts giving value to the campaigns with their knowledge and experience.
As an expert in programmatic advertising, what do you think is its future? Programmatic has become the connection point for all the different agents working throughout a campaign and should tend to disappear Phone Number List as we know it now. That is to say, in the future it will not be possible to understand a service on television, radio, press and online without programmatic, so its integration will be so natural and transparent that it will not be something independent, but rather a basic part of any advertising campaign. Programmatic advertising has become the connection point for the different agents working on a campaign And what will happen to those companies and those media that cannot integrate their processes digitally? It is already being seen, and the pandemic has only managed to accelerate this process, that companies that do not offer their products and services online are destined to disappear. As far as the media is concerned, everyone will have to make an effort to demonstrate their effectiveness.
Those left isolated in the advertising measurement space will see brands rethinking whether they continue to invest in them. We must not forget that there are already brands that reach Spain and other markets with a 100% investment in digital , because only in this way do they have the ability to know the impact of what they do. That many media outlets are left out of the game will not only be due to the migration of audiences and the media being willing to follow them and regain their loyalty, but also to their ability to connect their data and the agility of work processes . and this has to do with everything: outdoor, radio, digital, television, etc. Disintermediation cannot be stopped, but it goes through different phases And what role will agencies play? Especially when there is a tendency towards disintermediation and doing more and more things in-house. I believe that this is a temporary issue. Disintermediation cannot be stopped, but it goes through different phases. You start by thinking that the ideal is to do everything directly, but then you value the fact that there are experts giving value to the campaigns with their knowledge and experience.