Rapid technological evolution and audience fragmentation give the department an increasingly greater role within agencies
In theory, a media professional is responsible for planning, negotiating and managing the delivery of advertising campaigns across different media, ensuring that the advertiser’s message reaches the target audience effectively. These activities involve a deep understanding
available platforms and the dynamics of media consumption.
On a daily basis, media professionals embrace all this knowledge, but much more than that, they present themselves as a fundamental part of the entire advertising ecosystem. Furthermore, the media is a professional who seeks to be constantly updated on new trends and technologies in the market. The emergence of new digital platforms and changing consumer behavior, for example, require continuous adaptation. The media needs to understand not only the technical functioning of different platforms, but also how the public interacts with them, to optimize the delivery of the advertising message.
Media Day, celebrated annually on June 21st in Brazil, is a date dedicated to recognizing and valuing the work of media professionals, fundamental in the communication and advertising sector. The importance of media goes far beyond simply purchasing advertising space: they are responsible for planning, analyzing and optimizing campaigns, ensuring that the right message reaches the target audience effectively.
This date is the opportunity to recognize the crucial role they play in connecting advertisers, agencies and media outlets. propmark spoke with market professionals, who shared how partnership and communication are essential for successful work.
Challenges
The media landscape is constantly changing and, therefore, professionals working in this sector face increasingly complex challenges. Rapid technological evolution and audience fragmentation are just some of the obstacles that these experts need to overcome daily.
Danielle Latérza, general director of media at Africa Creative, believes that “staying up to date with all the developments in our market, managing and training the team so that everyone can evolve, as well as understanding and being on top of all the updates and market news” are the main challenges currently faced.
Paulo Leocadio, media director at Mestiça, highlights that the challenges are numerous: “We are in a media environment that is constantly changing, with new platforms and technologies emerging all the time. We need to balance knowledge of traditional and digital media, interpret large volumes of data and, at the same time, create strategies that really resonate with the public.” This balance between traditional and digital is crucial for the effectiveness of advertising campaigns.
The importance of adapting to accelerated digitalization and audience fragmentation is also highlighted as a challenge for Marcelo Passos, chief transformation officer at Execution. For him, it is necessary to understand the consumer journey and apply new technologies to create effective strategies. For example, using data to segment audiences and optimize return on investment is a common practice.
Marina Sathler, media director at David SP, emphasizes the need to maintain focus on communication and business objectives: “As our market is always full of new developments and changes very quickly, there is a risk of letting ourselves get away from these objectives to surf trends and news. Trends have always existed and will continue to exist, but the role of the media professional is to understand when and how these trends should enter the brand’s communication, with a very specific objective and role.
defined”.
For Joana Chulam, national head of media and business at Artplan, the challenge is to follow the entire consumer journey, which is increasingly complex and less linear: “To do this, we use levers such as knowledge of new technologies, being constantly learning , paying attention to news and market movements and adapting to new tools and platforms”. This adaptability is critical to success in the media industry.
Read the full article in the issue of propmark June 17, 2024
