Post by account_disabled on Jan 2, 2024 0:34:26 GMT -5
2020 has been a year of great challenges for the advertising industry, and with just a few days left before it ends, it is time to take stock of the last few months and plan what 2021 will be like. To do so, we have traveled to the t2ó offices to speak with Alfonso del Barrio , Managing Director of t2ó , and thus comment on the company's reading of a year in which, in addition to the changes forced by the extraordinary circumstance we have experienced, we add the new positioning that the brand has wanted to address and that will continue to accompany them in the coming year, in which they also have well-founded hopes that it will be a year of recovery and clear growth. If you do not see the embedded video correctly, click here . Regarding 2020, del Barrio comments that it has been a complex year due to the exceptional context that we have suffered. But going to the specific data, del Barrio explains that, at the end of the year, the drop for t2ó will be around -20% compared to last year, and that this is a figure that is difficult to improve for the industry as a whole, and specifically as it applies to the case of advertising agencies and media.
Aside from these figures, del Barrio assures that one of the issues that t2ó are most proud of is that they have been able to preserve all employment during this period: “In 2021 we will be in a position to tackle all the new Phone Number List projects that are offered to us. raise with the same people with whom we started 2020.” From the point of view of the activity sectors, del Barrio points out that the growth, or decrease as the case may be, has been very uneven. From t2ó, which in recent years has been closely linked to the travel sector, according to the expert, they observe that “the negative impact has been far above that of other sectors such as retail, pharma, beauty, insurance or telco, which are verticals in which, on the contrary, we have achieved numbers that are significantly above those that had been given to us on other occasions,” he asserts. The forecast that t2ó makes for 2021 is of certain uncertainty, how could it be otherwise. But del Barrio believes that it will not be until the second half of the year when there will be a real reactivation of the industry; which in his opinion, will have to do with the opportunity derived from the mobilization of certain funds from Europe to boost digital transformation projects of different kinds.
Maintain ourselves as a reference partner in the market.” Regarding the great changes that will occur in the digital environment, del Barrio points out, on the one hand, the digitalization of the media itself. In the case of conventional media, such as radio, del Barrio points to trends related to online audio, podcasts, etc., which have had significant development and growth this year. The same thing happens, according to the expert, with print or outdoor media, although none of them have been immune to the well-known drops in investment that have occurred, “we have all had to evolve towards digital, and the part that has to do with The purely digital, such as video platforms, have had exponential growth,” he asserts. In line with the previous question, we have been interested in knowing what changes have occurred in the last year at the level of consumption, "with the aforementioned audiovisual consumption being the one that has skyrocketed completely , which leads us to a reflection that we have been carrying out in recent years: given that if demand has shifted there, we have a more than obvious opportunity to go out from the supply side to look for it.
Aside from these figures, del Barrio assures that one of the issues that t2ó are most proud of is that they have been able to preserve all employment during this period: “In 2021 we will be in a position to tackle all the new Phone Number List projects that are offered to us. raise with the same people with whom we started 2020.” From the point of view of the activity sectors, del Barrio points out that the growth, or decrease as the case may be, has been very uneven. From t2ó, which in recent years has been closely linked to the travel sector, according to the expert, they observe that “the negative impact has been far above that of other sectors such as retail, pharma, beauty, insurance or telco, which are verticals in which, on the contrary, we have achieved numbers that are significantly above those that had been given to us on other occasions,” he asserts. The forecast that t2ó makes for 2021 is of certain uncertainty, how could it be otherwise. But del Barrio believes that it will not be until the second half of the year when there will be a real reactivation of the industry; which in his opinion, will have to do with the opportunity derived from the mobilization of certain funds from Europe to boost digital transformation projects of different kinds.
Maintain ourselves as a reference partner in the market.” Regarding the great changes that will occur in the digital environment, del Barrio points out, on the one hand, the digitalization of the media itself. In the case of conventional media, such as radio, del Barrio points to trends related to online audio, podcasts, etc., which have had significant development and growth this year. The same thing happens, according to the expert, with print or outdoor media, although none of them have been immune to the well-known drops in investment that have occurred, “we have all had to evolve towards digital, and the part that has to do with The purely digital, such as video platforms, have had exponential growth,” he asserts. In line with the previous question, we have been interested in knowing what changes have occurred in the last year at the level of consumption, "with the aforementioned audiovisual consumption being the one that has skyrocketed completely , which leads us to a reflection that we have been carrying out in recent years: given that if demand has shifted there, we have a more than obvious opportunity to go out from the supply side to look for it.