Post by account_disabled on Dec 26, 2023 5:23:50 GMT -5
“Investment is falling, yes, but it is also changing,” the renowned creative Gonzalo Figari reminds us when we ask him for his opinion following the results revealed yesterday by the “Study of Advertising Investment in Spain 2021” presented by InfoAdex. As expected, after the blow suffered by the pandemic in 2020, the drop in advertising investment last year was very pronounced. Specifically, InfoAdex placed this drop at 17.9% , up to a total investment of 10,793.6 million euros, compared to the 13,151.5 million euros that were reached in the previous year . If you do not display the embedded video correctly, click here . These results, for Figari, are "a reflection of what is happening" and he is not surprised "in the least." "Looking at it from the optimistic side, everything can go for the better and from the pessimistic side, perhaps there is a paradigm shift," he says.
In any case, he thinks there is going to be a refocusing on the concept of advertising investment : «Now brands are much more careful about how to invest their money. When you have little money you pay Phone Number List more attention to the details. For yet another year , Digital is the leading medium in investment and once again displaces television. This trend will continue in the future, according to Gonzalo Figari, who points to a clear reinvention. “Radio has taken a hit but, nevertheless, the world of podcasts is something that is flowing, it is an interesting alternative and a global trend,” he explains. However, he emphasizes that radio is not going to disappear with the arrival of the podcast, but rather it is going to improve and be perfected. Radio , although it is ranked third in terms of advertising investment (controlled, previously conventional media), has fallen by 22.9%.
It is a medium that Figari is especially fond of and is refocusing on. "The audio format, the narratives, are migrating to other spaces," he recalls. «We cannot expect everything to change and continue doing things the same way» Within the general decline, there are formats that are resisting and have even grown in recent months, such as branded content and influencer marketing . «This is fantastic, brands are understanding new formulas and new possibilities. What we cannot expect is that everything will change and continue doing things the same way. I think there are going to be new trends and we are going to find ourselves in a different stage full of new things," says Figari, who has embarked on a new project called Figari Candy Store . In this sense, branded content is a very interesting way, since brands not only generate short ads, but they are telling stories that are of interest to people and manage to be placed in "incredible places."
In any case, he thinks there is going to be a refocusing on the concept of advertising investment : «Now brands are much more careful about how to invest their money. When you have little money you pay Phone Number List more attention to the details. For yet another year , Digital is the leading medium in investment and once again displaces television. This trend will continue in the future, according to Gonzalo Figari, who points to a clear reinvention. “Radio has taken a hit but, nevertheless, the world of podcasts is something that is flowing, it is an interesting alternative and a global trend,” he explains. However, he emphasizes that radio is not going to disappear with the arrival of the podcast, but rather it is going to improve and be perfected. Radio , although it is ranked third in terms of advertising investment (controlled, previously conventional media), has fallen by 22.9%.
It is a medium that Figari is especially fond of and is refocusing on. "The audio format, the narratives, are migrating to other spaces," he recalls. «We cannot expect everything to change and continue doing things the same way» Within the general decline, there are formats that are resisting and have even grown in recent months, such as branded content and influencer marketing . «This is fantastic, brands are understanding new formulas and new possibilities. What we cannot expect is that everything will change and continue doing things the same way. I think there are going to be new trends and we are going to find ourselves in a different stage full of new things," says Figari, who has embarked on a new project called Figari Candy Store . In this sense, branded content is a very interesting way, since brands not only generate short ads, but they are telling stories that are of interest to people and manage to be placed in "incredible places."