Technology has revolutionized advertising, but without creat
Feb 15, 2024 2:51:41 GMT -5
Post by samsparrow74 on Feb 15, 2024 2:51:41 GMT -5
"Alive, changing and in continuous evolution", this is how the members of the Round Table of the event 'The decisive debate: the technological impact on the advertising industry' have defined the advertising sector , which was held at the offices of IAB Spain. this Thursday, September 19. The debate arises from the conclusions of a study prepared by the Spanish consulting firm nPeople and promoted by Media Mobile Research from the University of Murcia. The meeting began with the intervention of Inmaculada J. Martínez, Professor of Audiovisual Communication and Advertising at the University of Murcia, who insisted on the importance of educational institutions betting on innovation projects and promoting digital transformation. . For her part, Rosario Borrego, Research Director at nPeople, explained how the study was developed, based on in-depth interviews with a panel of experts made up of 20 professionals from the advertising sector, a very heterogeneous sample that represents both the most traditional ones such as large media agencies, advertisers and media to pure players.
Debate-technology-advertising-iab 9 of these 20 professionals attended the event to show their vision on the role of technology in the sector . Specifically, the Round Table was made up of Manuel Mercader Argentina Phone Number List from Contversion, Miguel Olivares from La Despensa, Mikel Lekaroz from Adbibo, Paloma Lumbreras from CJ Affiliate, Nacho Carnés from Accenture, Mónica Tiscar from Havas Media, Gonzalo Iruzubieta from Comscore, Gonzalo Guzmán from Adgage and Alberto Álvarez of OJD. Technology: a transversal element in advertising companies The debate, organized in four large blocks, has begun by addressing how companies in the sector are experiencing digital transformation in their work processes and in the companies' own structures. "Currently the technological gap between pure players and more traditional actors has been reduced," said Manuel Mercader, highlighting the value of technology in all types of companies.
In the words of Paloma Lumbreras, “technology is everything” in companies like hers; "The company is permeated by technology." «Technology is valid for optimizing, but it is useless without creativity» However, there are things that do not change, and one of them is creativity . « Ideas and the creative germ will always be necessary . Technology is valid for optimizing, but it is useless without creativity, without exciting the user," defended Miguel Olivares. Restlessness, creativity and desire to learn: the most desired capabilities in companies One of the most consensual parts of the debate has referred to what are the essential skills that a digital professional must have today. Gonzalo Iruzubieta and Paloma Lumbreras have highlighted the "concern" that any professional must have to learn and innovate , while Nacho Carnés has mentioned the need to "have an open mind." Another attribute that experts have highlighted has been the interest in continuing to learn . "A professional who is not trained is a dead professional," stated Mikel Lekaroz.
Debate-technology-advertising-iab 9 of these 20 professionals attended the event to show their vision on the role of technology in the sector . Specifically, the Round Table was made up of Manuel Mercader Argentina Phone Number List from Contversion, Miguel Olivares from La Despensa, Mikel Lekaroz from Adbibo, Paloma Lumbreras from CJ Affiliate, Nacho Carnés from Accenture, Mónica Tiscar from Havas Media, Gonzalo Iruzubieta from Comscore, Gonzalo Guzmán from Adgage and Alberto Álvarez of OJD. Technology: a transversal element in advertising companies The debate, organized in four large blocks, has begun by addressing how companies in the sector are experiencing digital transformation in their work processes and in the companies' own structures. "Currently the technological gap between pure players and more traditional actors has been reduced," said Manuel Mercader, highlighting the value of technology in all types of companies.
In the words of Paloma Lumbreras, “technology is everything” in companies like hers; "The company is permeated by technology." «Technology is valid for optimizing, but it is useless without creativity» However, there are things that do not change, and one of them is creativity . « Ideas and the creative germ will always be necessary . Technology is valid for optimizing, but it is useless without creativity, without exciting the user," defended Miguel Olivares. Restlessness, creativity and desire to learn: the most desired capabilities in companies One of the most consensual parts of the debate has referred to what are the essential skills that a digital professional must have today. Gonzalo Iruzubieta and Paloma Lumbreras have highlighted the "concern" that any professional must have to learn and innovate , while Nacho Carnés has mentioned the need to "have an open mind." Another attribute that experts have highlighted has been the interest in continuing to learn . "A professional who is not trained is a dead professional," stated Mikel Lekaroz.