in knowing if he is becoming too personalized in the advertising industry. “It is never too much, but you have to find a balance,” said Molero, who pointed out that this dilemma is perfectly observed between digital, which find person by mobile number in uae has become the first medium in advertising investment for advertisers,
and television, which continues to be a very relevant medium to achieve coverage, build notoriety and memory, since its cost per impact is very low, which implies that the cost of reaching the target on TV continues to be more optimal than in other media. “Digital is capable of better personalization, but the scope is smaller , so the conclusions of this study are very logical:advertisers have to find a balance between cost and customization, ” says the expert.
“Digital is capable of personalizing better, but the scope is smaller”
Regarding personalization, Velencoso considers that, in relation to personalization, the use of one medium or another is not being well understood. “The fundamental objective is the scope, and if you want to grow the most important thing is the scope, this means that you have to use television and digital to maximize the scope,” he explained.
Regarding Big Data and personalization strategies , Molero explained that we are currently witnessing a debate regarding data that has put the entire industry on guard. “Data is here to stay, but you have to use it Belgium Phone Number Database better than we have been doing it. Data has been used a lot in digital, but with the digital transformation, more and more mass media are opting for data. First-party data from advertisers is very important, but so is data from the media, which they make available to brands for better personalization and greater efficiency, ”he says.