MERCADEO Versión en español
Facundo Paglia of Wing: We need to learn to read consumers
Maye Albornoz| 11 de enero de 2016
Facundo Paglia, director creativo asociado de Wing
The ad blockers phenomenon is a wakeup call for all those involved in the advertising industry, according to Facundo Paglia, Associate Creative Director at Wing. He disagrees with some organizations visions, like IAB, about suing companies that promote ad blockers software, and he sustains that analyzing the root of the problem is the key to take actions. “We must learn to read consumers between lines, understand the message they are sending. They dont want us to be intrusive, nor make them waste time. If theyre going to view something, it must have value for them, an also a social value, so the messages can also be relevant in social networks” he said. For Paglia, in the past years, “looking good” in the virtual world is becoming increasingly important for the messages recipients, so the perfect thermometer to read if brands content is working or not is to check how is being received in the web. “Its enough to ask ourselves if we will share it in Facebook, Twitter or Snapchat. If you dont find any reason to even view it, then its useless. We have to entertain and give added value with contents.”
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