The use of artificial intelligence was listed as the challenge of the year, in order to improve performance and optimize media processes
In the contemporary marketing and advertising scenario, collaboration between media professionals from vehicles and agencies is fundamental to the success of strategies created for advertising campaigns. The role of these professionals goes beyond the simple negotiation of advertising spaces, integrating strategically and technically into the entire campaign planning and execution process. In honor of Media Professionals Day, celebrated this Friday (21), propmark brings a special look at the area.
To better understand this dynamic, the report consulted four media leaders from different vehicles: André Gramorelli, director of agency relations at Globo; Paulo Itabaiana, national director of multiplatform sales at Record; Vicente Varela, director of commercial operations and market intelligence at SBT; and Marcelo Pacheco, CSO of Eletromidia.
When asked about the importance of media professionals in vehicles, all interviewees highlighted the strategic relevance of these professionals.
Gramorelli, from Globo, emphasizes that, “by mastering knowledge in strategic planning, data analysis, time management and innovation, among others, media professionals play an increasingly essential role in the success of campaigns. Intelligence that reinforces the strategic action of agencies in the triad with brands and vehicles, contributing to the development of the entire ecosystem.
And that, little by little, expands the profession’s role in the market, with the structuring of media areas in vehicles and advertisers, for example. Due to this horizontal presence, the media professional is able to identify the most assertive opportunities to broadcast advertising pieces, in addition to co-creating formats capable of attracting attention and engaging the consumer”, he explains.
This view is shared by Itabaiana, from Record, who adds: “Knowing the particularities of the media in an increasingly fragmented attention scenario becomes a huge challenge and is the great guide for advertising investment decisions. This professional’s sieve is the necessary layer for effective and efficient acquisitions”.
Varela, from SBT, reinforces the strategic importance of media professionals, stating that “with media professionals, strategies come to life, they are distributed in a way thought out in the real journey of consumption, but I believe that it is still an area that moves alone structures and, when inserted at the beginning of strategies, can bring a lot of value to the total strategy”.
As for Pacheco, from Eletromidia, “they [os profissionais de mídia] They are the ones who know the market and know exactly where to place the ads so that the campaign has the greatest possible impact. Without them, it wouldn’t be possible to connect brands with the right audience. They are our strategic partners, working together with clients to find an alignment between message, campaign and vehicle that speaks to the right audience at the right time.”
Funds
The role of media professionals in negotiating funds was also a highlight among experts. Gramorelli points out that “negotiation today is just a part of the media professional’s routine. It is an important part, but it no longer represents the entirety of the performance.” He emphasizes that the professional needs to understand the advertiser’s universe to allocate the investment effectively.
Itabaiana states that “technical and prior analysis by these professionals is crucial to provide advertisers with greater security when investing. The consideration and technical analysis of each medium, the time spent and the non-linear consumer journey are just some of the ingredients used by these professionals to contribute to decision-making and define a mix of media for brands”.
Read the full article in the June 17th edition of propmark
