June, 2024
Our CEO, Gonzalo Ojeda, has written the opinion piece "La globalización de los medios" ("The globalisation of media") for Control Publicidad.
Gonzalo looks at the challenge of competing globally while keeping brand consistency and relevance in each local market. He highlights that out-of-home advertising still delivers strong effectiveness and recall, and that the sector has innovated with DOOH and programmatic screens, with striking examples such as the Sphere in Las Vegas.
The article concludes that combining creativity, technology and expert management of advertising space is key to getting the most out of international campaigns, and explains how Anima helps brands and agencies centralise their media strategy across countries.