Taking part in roundtables is always an enriching experience, with as many viewpoints on a given topic as there are…

Taking part in roundtables is always an enriching experience, with as many viewpoints on a given topic as there are voices in the room. On this occasion we look back to when our CEO Fran Ares Torres had the privilege of reflecting alongside other leading professionals in the sector on how television must evolve in an increasingly complex and competitive ecosystem. These were some of the ideas that resonated during the debate:

Television’s pull is no longer the same for all audiences. For certain targets, its presence has decreased compared to the consumption of platforms like Netflix or Amazon.

The complexity of the market demands more than ever the expert role of media agencies. Today advertisers expect data-driven recommendations, rigour and deep knowledge of a changing reality.

Audience and results measurement is becoming increasingly sophisticated. Technology already allows us to understand the impact of a campaign on in-store visits or cross-platform behaviour, although building a common, standardised metric remains a challenge.

Artificial intelligence is a valuable tool, but data is still king. AI is an optimisation layer that must always be backed by reliable sources and a strategic vision.

At Glocally, we believe it has never been more necessary to have partners who understand this new reality and can help brands build solid, relevant strategies in an environment where linear and digital coexist more and more each day.