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Luis Miguel Messianu of ALMA: We will soon see programmatic media applied to TV
Maye Albornoz| 8 de diciembre de 2015
For Luis Miguel Messianu, President and CCO at ALMA, advertising media investment is going through a deep change regarding the sense of time; therefore messages must be more concise, visual and attractive. Meanwhile, video will continue to gain much more relevance across screens, particularly on mobile for the Hispanic market. For Messianu, ALMAs biggest clients continue to give great weight to TV in their advertising budgets; however in alternative platforms like social networks, they have doubled and even triplicated the investment. “The basis is much smaller, but its symptomatic that is growing at that rate.” His vision about the value of TV as a communication and advertising media in upcoming years is in entertainment, with a much more massive nature and less personal than social networks. At the end, he assures, integration will win: “Well see the meaning of programmatic media applied now to TV: within programming well be able to click and buy the things we like. All entertainment is going to be branded content and the ads well see, will be those related with our life style.”
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