Mediamorphosis: the reinvention of old media in new times
Posted: Tue Jan 07, 2025 8:29 am
Digital transformation , programmatic buying, the mobile world, traffic fraud, Big Data.
There are undoubtedly many complex challenges facing the marketing industry in this new digital era that has radically transformed the way we live, work, entertain ourselves and communicate.
Although professionals are gradually adapting and acquiring skills to face this changing environment, the truth is that there are still many doubts in the sector.
This is why joint analysis and reflection are always necessary. Teads did not want to miss the opportunity to address, in a collaborative manner and with the help of top-level professionals, the present and future of an industry that still has many changes to undergo.
It has done so by holding the Outstream Video Summit, an event that has brought together numerous professionals from the sector at the Giner de los Ríos Foundation in Madrid, ready to listen, reflect, share and debate.
To kick off this enriching day, Félix Muñoz, consultant and professor of marketing and albania phone number communication, presented to the audience “Mediamorfosis. How to invent media for the digital age”, a look at the media world and the impact that digitalization has had on it.
“All companies in the world will have to go through the process of digital transformation if they want to survive,” says Muñoz, who began by explaining how the industry scenario has changed .
“There are companies that need to connect with their customers, to have their messages reach them and thus generate business,” he adds.
In the past we believed that advertising was the key but little by little, “we have seen that word of mouth, opinion leaders, packaging, customer service and personalization are also techniques that allow us to reach them . ”
“Ten years ago, companies were integrating all of this, but with the new millennium and the digital world, complexity and a layer of digital contact have been added, which includes agencies, media and advertisers,” he says.
Thus, new forms of advertising have emerged, such as display, new formats such as video, social networks, other opinion leaders, the so-called influencers, a whole new market and new ways of connecting with customers have emerged.
Given this situation, “we are starting to try to sort this out internally, to connect all this technology. If the data is not connected, it is useless.”
But it is not just about having the data but “how to manage it, we have to unite all that information.”
And although digitalisation seems like a real revolution, and the truth is that it is, “it is not a threat, but an opportunity for both large and small companies”
“Today, the role of the agency is unquestionable as long as it is able to help companies manage this new operating system,”
This creates a new environment in which agencies, media and brands must evolve. Progress that involves enormous challenges for all stakeholders.
For the advertiser, it is about “changing the operational model of marketing, which is now characterized by being connected; the creation and integration of the digital ecosystem through data management.”
There are undoubtedly many complex challenges facing the marketing industry in this new digital era that has radically transformed the way we live, work, entertain ourselves and communicate.
Although professionals are gradually adapting and acquiring skills to face this changing environment, the truth is that there are still many doubts in the sector.
This is why joint analysis and reflection are always necessary. Teads did not want to miss the opportunity to address, in a collaborative manner and with the help of top-level professionals, the present and future of an industry that still has many changes to undergo.
It has done so by holding the Outstream Video Summit, an event that has brought together numerous professionals from the sector at the Giner de los Ríos Foundation in Madrid, ready to listen, reflect, share and debate.
To kick off this enriching day, Félix Muñoz, consultant and professor of marketing and albania phone number communication, presented to the audience “Mediamorfosis. How to invent media for the digital age”, a look at the media world and the impact that digitalization has had on it.
“All companies in the world will have to go through the process of digital transformation if they want to survive,” says Muñoz, who began by explaining how the industry scenario has changed .
“There are companies that need to connect with their customers, to have their messages reach them and thus generate business,” he adds.
In the past we believed that advertising was the key but little by little, “we have seen that word of mouth, opinion leaders, packaging, customer service and personalization are also techniques that allow us to reach them . ”
“Ten years ago, companies were integrating all of this, but with the new millennium and the digital world, complexity and a layer of digital contact have been added, which includes agencies, media and advertisers,” he says.
Thus, new forms of advertising have emerged, such as display, new formats such as video, social networks, other opinion leaders, the so-called influencers, a whole new market and new ways of connecting with customers have emerged.
Given this situation, “we are starting to try to sort this out internally, to connect all this technology. If the data is not connected, it is useless.”
But it is not just about having the data but “how to manage it, we have to unite all that information.”
And although digitalisation seems like a real revolution, and the truth is that it is, “it is not a threat, but an opportunity for both large and small companies”
“Today, the role of the agency is unquestionable as long as it is able to help companies manage this new operating system,”
This creates a new environment in which agencies, media and brands must evolve. Progress that involves enormous challenges for all stakeholders.
For the advertiser, it is about “changing the operational model of marketing, which is now characterized by being connected; the creation and integration of the digital ecosystem through data management.”