Report carried out by ÉxitoTV on the Event “Connected Television and the Evolution of Advertising”.
On October 3, 2024, ÉxitoTV attended the outstanding event organized by The Trade Desk and Business Insider Spain, titled “Connected Television and the Evolution of Advertising.” This meeting brought together some of the most influential leaders in the audiovisual advertising sector, where the most innovative trends in the advertising landscape and the evolution towards an increasingly interactive and personalized ecosystem were explored.
One of the most discussed concepts at the event was interactivity, which is transforming the way brands connect with users through connected television. Nowadays, it is not enough to broadcast static advertisements; It is necessary to interact with the viewer, allowing a more immersive and participatory experience. Technology allows us to personalize ads according to user preferences, generating a deeper and more relevant connection with audiences.
Another key trend mentioned was neuromarketing, a discipline that focuses on understanding how the brain reacts to advertising stimuli. During the day, the importance of capturing the viewer’s attention from the first second of the advertising spot was highlighted, a crucial aspect in an environment saturated with information. As Orlando Gutiérrez of Publicis Groupe noted: “The challenge is to create content that not only attracts attention, but also generates a lasting emotional impact.”
The event also emphasized the importance of producing content while building a brand. Branded content is a strategy that allows brands to integrate their values and messages within attractive content, instead of relying solely on traditional advertising. Marta Rubio Soler, Digital Media Manager of SEAT, pointed out how brands must be able to tell stories that emotionally connect with the public, while reinforcing their image and values.
One of the key points was the need to sequence advertising campaigns across different platforms. Instead of thinking about analog and digital media as separate worlds, experts agreed on the importance of treating audiovisual as an integrated whole. According to Tacho Orero of The Trade Desk, analogue media provides coverage, while digital media offers affinity, allowing brands to combine the two to optimize the impact of their campaigns. This approach encourages smarter, more effective planning that considers the entire user journey.
In line with this vision, it was insisted that we should not talk about different media, but about a global audiovisual. Connected TV, streaming platforms, and social media are converging to create a unified advertising environment. Ana María Alonso, from MásOrange, highlighted the importance of developing campaigns that can adapt to different platforms, ensuring a coherent narrative that resonates with viewers, regardless of the channel.
The event featured the participation of prominent speakers such as:
This event was a unique opportunity to discuss the latest trends and challenges in the industry.
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