Rangaiah: Tenemos que crear contenido que valga la pena para los medios digitales
Unilever is the second biggest advertiser in the world. Babs Rangaiah, global VP for Innovation in Media and Projects, thinks the current situation of advertising is worrisome. “There is a bit of a crisis in the advertising industry. We’re having genuine issues over how to reach our consumers” he expressed. Cord-cutting, ad-blocking, fraud and measurement worries are the main problems that Rangaiah described. Referring to ad blocking, he said “it was typically teens and techies that were using them, but now we see it as a real crisis for the ad industry. Once it becomes mainstream and simple to use, it becomes much simpler to skip our advertising. Consumers have the ability to skip ads, and given the option, they will”. Rangaiah explained that “there are all these things were not capitalizing on because were just translating the old to the new. What we could do is create content thats worthy of this medium and capitalizes on all the things that make digital unique”.Unilever has a direct relationship with Facebook, Google and other platforms. The executive recommends brands to work directly with these platforms to create pieces that adapt to the purposes of the digital world. Another of their strategies has been to partner with startups. Through The Foundry they have financed 100 startups, that are part of their New Jersey Headquarters to include them in their marketing efforts.
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