Adepa brings together national and international experts from marketing, advertising and communications to evaluate how well media coverage works. more effective, prestigious and safe environment for advertisers and their brands.
In a context where information saturation, anonymity, disinformation and fake news are rampant on a global scale, adepa held on Thursday, March 31, in the auditorium of MALBA, the fourth edition of the event TRUTH MARKSan activity focused on how the quality of journalistic media, print and digital becomes a more effective, prestigious and safe environment for advertisers and their brands, as they gain more confidence for the audience to reach their products.
Directors of advertising companies, advertising leaders and media representatives from around the country listened to marketing, advertising and communications experts, national and international, whom Adepa called to present. strategic information.
Denise Turner, Director of Research and Insights at Newsworks, UK, mostly spoke from London, highlighting the importance of journalism for advertising campaigns, brands and the general public. Turner presented the results of neuroscientific studies conducted in his country: contrary to what one might believe, hard news does not negatively affect people, as well as the advertisers who appear alongside them in the media. .
“Newsworks research suggests that memory, interaction, and emotional response to advertising are identical in hard and soft news contexts, suggesting that hard news is not harmful to advertisers’ brands,” he said. said Turner.
The Adepa event brought together experts from marketing, advertising, journalism and communications.
In the digital world, the English professional explained, brands be careful that many opportunities and audiences are missed. And he added that campaigns that use news brands increase key business impacts: They are more likely to drive market share growth and profit.
“The majority of citizens agree that news brands play an important role in making advertising campaigns more well-known and popular,” Turner said.
The 2022 Marcas de Verdad conference began with a presentation of Diego Dillenbergerpresident of Adepa Commission of Truth Markswhich highlighted the value of informative brands as irreplaceable tools for advertising and institutional communication and focused on the cookie-free world to come.
A year after the end of the third-party cookies era, the media is in a position to regain their traditional appeal to brands and advertising agencies. They have a chance improve your offer to advertisers through better context and a loyal audience, Dillenberger said.
Through a survey conducted by Adepa among MARCAS DE VERDAD attendees and professionals from the communications sector, Dillenberger emphasized that almost 34% of companies in Argentina are ready or starting to prepare for online advertising without third-party cookies. And he added that more than 70% believe that in an advertising market without third-party cookies, news media inventories will be more important.
Dillenberger also noted that informative content continues to be very relevant for audiences: six in ten Argentines said they were very interested in “news and awareness”, according to a recent survey by consulting firm Mucho en Común, from Gonzalo De Janín. The same study revealed that TV channels and the websites of online newspapers are the most frequently used media, and citizens often read, watch or listen to the news: 24.5% do so between 6 to 10 times a day, while 43.5% do so. so between 2 and 5 times at the same time.
José Claudio Escribano, Gervasio Marques Peña, Maximiliano Sastre, Emilio Basavilbaso and Martín Etchevers, at the Marcas de Verdad event of Adepa.
After the first performance, he joined mostly from Spain Mark Christensen, CEO of the Time for Digital agency, to explain the consequences of the impact of the absence of cookies on the market, and suggest alternative solutions such as CRM, TELCO and contextual targeting. “Cookies are not the holy grail,” he said.
Christensen presented a study from MIT, Melbourne Business School and GrupoM stating that third-party cookies have an accuracy rate of only 50% when it comes to identifying the genders of audiences. “Effectiveness is not the same as flipping a coin and betting on heads or tails,” Christensen said.
After his presentation, the specialist remained in line to participate in the panel consisting of commercial directors of Clarion, Infobae at The country: Maximiliano Sastre, Romina Stekar and Gervasio Marqués Peña, respectively. The four discussed the relationship of media versus cookieless, in which Stekar stressed that although cookies will disappear, the goals that gave them birth will not change.
For his part, Sastre said that despite the fact that different solutions are being considered, they will not be exclusive: “the options against the lack of cookies will be aggregation and will enhance media content, “he insisted. And, for his part, Marques Peña taught that advertising brands They must build their image based on credibilityand that amount is no doubt given by the media.
Fabián “Conu” Rodríguez, Guillermo Ignacio and Juan Ross, at the event of Marcas de Verdad, by Adepa.
The outstanding examples of Branded Content MARKS OF TRUTH resulted in the presentation of six successful cases of branded content, the product of joint work between the media and advertisers.
Pablo Oliverahead of Brand Studio and Traffickers of The voiceopened the section telling about “#MetelePata”, an action for the Month of Trails it developed together with the Córdoba Tourism Agency.
José Pochat, Carlos Jornet, Juan Tillard and Pablo Olivera, at Adepa’s Marcas de Verdad event.
Dolores Philip, Digital Sales Deputy Manager of Grupo América, worked with Luciana Di Tullio.
Martin AlfagemeHead of Clarín’s Brand Studio, and Catherine MontenegroAccounts executives of both outlets, meanwhile, created a “We wash our heads” campaign for Dove, which sought to destroy stereotypes of female beauty such as “Wearing dreadlocks is sloppy” or “Wearing dreadlocks is dirty. “
Carina OnoratoIn House editor of Infobae, created the miniseries “Stories of our people” for Renault, which tells the experiences of people from different provinces of Argentina.
On the other hand, Santiago TraynorManager of Business Events & Content Lab of La Nación, took action with Samsung for the 2020 Olympic Games (held last year in Tokyo), where they delivered the devices to 17,000 athletes from around the world, including some from Argentina.
Marcos Christensen, Maximiliano Sastre, Gervasio Marques Peña and Romina Stekar, at the Marcas de Verdad de Adepa event.
Source: Clarin