Changes in advertising investment . Over the past ten years, advertisers have adapted to their audiences and have opted for more interactive and measurable formats, such as the Internet or mobile phones. Digital formats provide advertisers with the ability to more effectively measure and analyse campaign results to demonstrate the value of their investments.
Platform integration platforms blurs the traditional difference bc data china between the media most commonly used for advertising, such as TV, press, radio, and marketing media (telephone, mail, or promotions). The objectives of both have traditionally been different: the former were used more to generate brand image and the latter to carry out segmentations, measure results, etc.
Adaptation of content providers to meet new demands . According to the study, current content providers (agencies and distributors) are not prepared to meet the demands of digital consumers and advertisers. 80% of advertising professionals interviewed expect that it will take at least five years for the sector to be able to offer advertising that is truly applicable to different platforms (including sales, distribution, measurement and analysis).