1- At this time last year, we were all discussing the impact and future
possibilities of a cookie-less world. Are there any specific trends and
market shifts you’d like to highlight that you think will be the major
ones of the year?
As we move into 2024, key trends in digital marketing are emerging,
especially with the shift to a cookie-less world. Brands are focusing more on
first-party data—gathering info directly from customers through interactions
and loyalty programs to create personalized experiences. Contextual
advertising is also on the rise, with brands placing ads in relevant
environments rather than relying on user behavior tracking. AI and machine
learning are helping predict consumer behavior without cookies, while privacy-
first technologies like Google’s Privacy Sandbox are gaining traction. Lastly,
video and interactive content continue to grow as consumers engage more
with short-form videos and interactive posts. These shifts reflect a move
towards privacy-conscious, data-driven marketing that still delivers relevant
content.
2- Many platforms and agencies have published reports on 2025, and
every single one of them mentions Artificial Intelligence. Could you
please shed light on the potential impact of AI in 2025, both for better
and worse?
Artificial Intelligence (AI) is set to revolutionize industries in 2025,
bringing both opportunities and challenges. It will drive efficiency
through automation, enable hyper-personalized experiences, and
provide advanced analytics to make data-driven decisions with greater
precision. AI will also play a fundamental role in sustainability,
healthcare, and education, offering innovative solutions to global
challenges. While AI offers great potential, it also brings several
challenges. One of the biggest concerns is data privacy and security, as
AI relies on vast amounts of personal data, which can be vulnerable to
breaches or misuse.
In real estate, AI is already transforming the way businesses operate. It
automates lead generation, and delivers personalized property
recommendations to potential buyers or renters. AI-powered virtual
assistants and chatbots enhance client interactions, while predictive
analytics help developers and agents identify emerging market trends.
As AI adoption grows, the real estate industry has an opportunity to
deliver exceptional customer experiences while navigating the ethical
and operational challenges that come with it.
Over-reliance on AI is also a risk, especially in high-stakes industries
like real estate, where errors or system failures can have significant
consequences. Additionally, ethical concerns arise about the level of
decision-making AI should have, raising questions about human
oversight and accountability. Addressing these challenges is crucial for
ensuring AI’s responsible use and avoiding unintended negative
impacts.
3- What advice would you give to brands looking to stay ahead in the
digital space in 2025 and make the most of the opportunities it
presents?
To stay ahead in the digital space in 2025, brands should focus on
using AI to improve customer experiences and make operations
more efficient. With privacy changes, collecting and using first-party
data from customers will be important for personalizing marketing.
Brands should also ensure they follow privacy laws and be
transparent with how they use customer data. Creating a smooth,
consistent experience across all digital platforms is key, and brands
should invest in engaging content like videos and interactive
features. Sustainability will be a big factor for consumers, so brands
should focus on eco-friendly practices. Finally, staying flexible and
keeping up with new trends will help brands remain competitive.
4- Please enlighten us on the trends you see emerging, as media
industry spending across various mediums is rapidly changing.
Connected TV is projected to capture a larger share of media
spending than any other medium in 2025. What factors do you
believe are driving this shift?
Connected TV (CTV) is set to capture a bigger share of media
spending in 2025 for a few key reasons. First, more people are
moving away from traditional cable TV and choosing streaming
platforms like Netflix and YouTube, which has shifted where
advertisers spend their money. CTV allows for more targeted and
personalized ads, making them more effective compared to
traditional TV. The rise of programmatic advertising also makes it
easier for brands to manage ads across multiple platforms, including
CTV. Finally, as smart TVs become more common and technology
improves, CTV offers better content and viewing experiences, which
will continue to drive its growth.
5- How is 2024 different for the media industry? This is a year full of
major events, and we’ve seen their impact on advertising. With
events like World Cup, Olympics, Euro Cup, and the ultimate
election year—where 64 countries are holding national
elections—how do you think these factors are shaping the media
landscape?
2024 has been a big year for the media industry, thanks to major events like
the World Cup, Olympics, Euro Cup, and a global election year with 64
countries holding elections. These events are driving huge amounts of media
attention, creating a competitive space for advertisers. With so many people
tuning in to watch these events, brands have a unique opportunity to reach
massive audiences, both through traditional TV and digital platforms.
Advertisers are focusing on real-time engagement, making sure their content
connects with viewers during these high-profile moments. With political ads
also playing a big role due to the elections, brands are finding ways to stand
out in a crowded media landscape by combining traditional ads with digital
strategies to reach people where they are.
6- What would be your guide to meeting the needs of millennials and
Gen Z??
To connect with Millennials and Gen Z, brands need to focus on being
authentic, digital-first, and personal. Both generations value honesty and
transparency, so it’s important for brands to be genuine and align with their
values. Instead of using overly polished ads, they prefer real stories and
content from people like them. Since these generations are so digital, having a
strong presence on platforms like TikTok, Instagram, and YouTube is crucial,
with content that’s engaging and fun—like short videos or influencer
partnerships. Personalization is key too—people want experiences and
recommendations that feel tailored to them. Sustainability also matters a lot to
these groups, so showing that your brand cares about the environment or
social issues can help build trust. They also expect fast, convenient service,
so making sure your processes are quick and seamless is important. Finally,
creating a sense of community where people can engage with the brand and
each other helps build deeper connections.