MERCADEO Versión en español
Changes in the market question media plans
Manuela Walfenzao| 13 de mayo de 2015
Doug Ray presidente global de Carat considera que las agencias y los clientes están enfrentando desafíos nuevos
The cyclic nature of the advertising industry, the cost reduction agenda and the accelerated market change have created a storm for media agencies. An important number of great brands is evaluating the media they advertise in, precisely in presale season. The seek to rethink how and where to invest their advertising budgets. Coca-Cola, Unilever and LOréal are some of the brands that are carrying out this process.As the market changes and reinvents itself, we use the opportunity to formally check our alliances in media at a global level”, commented a Coca-Cola spokesperson.The global president of Carat, Doug Ray, said that “clients and agencies are facing challenges they had never faced: visualization, fraud through ads, programmatic exchange, transparency and social media. A media agency must now be an expert in technology, data and content planning”. The influence and the impact of e-commerce is changing marketing and sales priorities. Lori Hiltz, CEO at Havas Media USA believes the collision of content and distribution is forcing massive advertisers to revise their business model.Often the purpose of these revisions is to save money, bust spending it intelligently is the main concern, mainly on TV, since consumers are changing screens. Many brands haven’t revised their investment in media in years. Procter & Gamble will seemingly carry out a revision for the first time in decades.
