How does the user want advertising?
Posted: Thu Dec 26, 2024 10:57 am
– On some media, on demand . The test of live online video transmission, at a timed moment , at the same time as TV, did not have the desired impact, the expected relevance. On the contrary, visits outside of live broadcasts were of greater quality and quantity.
– On social networks . And this has been debated a lot, since they have not yet found the sexy formula for integrating advertising. But the user is there and it is also there where they can interact more fluidly with brands. La Vanguardia has not yet integrated, for example, Facebook or Twitter into its page, since the strategy for these networks is not outlined. It is interesting that a media outlet recognizes its lack of clarity in this regard and the actions it takes to determine its path.
– In a segmented , personalized, local manner that implies an interest and a possible need satisfied through it.
What should media and agencies do to provide the advertising that users want?
– Increase dialogue and collaboration between online media players.
– Finding, out of obligation to the investor and for the survival of the system, formulas that work.
– This implies not continuing to lower prices, since sooner or later, the business will end up being destroyed, as will the quality of the content.
– And finally, define the role of communication and chinese overseas africa number user list advertising agencies in the value chain, in order to adapt their functions to current demands, and not be relegated to inefficiency, lack of attractiveness or old and obsolete formulas.
The opportunities to achieve the above, in addition to requiring constant and hard work, since it involves defining new rules , occur in several areas:
The debate that was not clear to me was the one related to the quality of content. If digital music has found its niche and the business has changed, introducing micropayments, removing the relevance of record producers and reaching users through more artists, but without ceasing to produce quality music, why is it not expected that the same will happen with advertising agencies?
José Luis pointed out that the maintenance of a journalist to cover a story that takes a year to produce is no longer affordable, because quality content brings with it direct and indirect costs that the current model cannot support. However, as pointed out by the public, this does not have to end with the end of quality, but rather with the transformation of the model.
And that is what they are working hard on, at least from La Vanguardia, which created its website in 1998 because "it had to be there", and today fervently believes in it, as well as that a digital model should be able to coexist with the traditional one and be sustainable .
Do you think that the current advertising model is not working? That quality content has decreased? There is still much to discuss and define , but as a walker, there is no path, the path is made by walking …
– On social networks . And this has been debated a lot, since they have not yet found the sexy formula for integrating advertising. But the user is there and it is also there where they can interact more fluidly with brands. La Vanguardia has not yet integrated, for example, Facebook or Twitter into its page, since the strategy for these networks is not outlined. It is interesting that a media outlet recognizes its lack of clarity in this regard and the actions it takes to determine its path.
– In a segmented , personalized, local manner that implies an interest and a possible need satisfied through it.
What should media and agencies do to provide the advertising that users want?
– Increase dialogue and collaboration between online media players.
– Finding, out of obligation to the investor and for the survival of the system, formulas that work.
– This implies not continuing to lower prices, since sooner or later, the business will end up being destroyed, as will the quality of the content.
– And finally, define the role of communication and chinese overseas africa number user list advertising agencies in the value chain, in order to adapt their functions to current demands, and not be relegated to inefficiency, lack of attractiveness or old and obsolete formulas.
The opportunities to achieve the above, in addition to requiring constant and hard work, since it involves defining new rules , occur in several areas:
The debate that was not clear to me was the one related to the quality of content. If digital music has found its niche and the business has changed, introducing micropayments, removing the relevance of record producers and reaching users through more artists, but without ceasing to produce quality music, why is it not expected that the same will happen with advertising agencies?
José Luis pointed out that the maintenance of a journalist to cover a story that takes a year to produce is no longer affordable, because quality content brings with it direct and indirect costs that the current model cannot support. However, as pointed out by the public, this does not have to end with the end of quality, but rather with the transformation of the model.
And that is what they are working hard on, at least from La Vanguardia, which created its website in 1998 because "it had to be there", and today fervently believes in it, as well as that a digital model should be able to coexist with the traditional one and be sustainable .
Do you think that the current advertising model is not working? That quality content has decreased? There is still much to discuss and define , but as a walker, there is no path, the path is made by walking …