Irismedia is embarking on a new strategic phase with the promotion of Nacho Zapatero and Sandra Corrales
At Irismedia, we are embarking on a new phase of growth and strategic development with the appointment of Nacho Zapatero as Chief Digital Officer and Sandra Corrales as Strategic Director – two moves that reinforce our commitment to an increasingly integrated, consultative and business-focused model. In a landscape shaped by the transformation of the advertising […]
From segmentation to prediction: the new paradigm for digital audiences
The rise of artificial intelligence (AI) is profoundly redefining the digital advertising ecosystem, and one of the most significant changes is taking place in the way we understand, segment and engage with audiences. For years, marketing professionals have worked with models based on relatively static demographics, interests and behaviours. However, the advent of AI has […]
Opening pop-up shops: higher sales or greater brand awareness?
In a landscape where e-commerce dominates the majority of transactions and consumer attention is fragmented across multiple channels, brands face a complex challenge: to stand out, connect with customers and leave a lasting impression. It is against this backdrop that pop-up shops have taken on an increasingly prominent role, establishing themselves as a versatile tool […]
World Book Day: In the marketing sector too
Every 23 April, World Book and Copyright Day reminds us of something we sometimes forget amidst screens, metrics and the hustle and bustle: reading remains one of the most human ways of engaging with the world. UNESCO frames it in this way, as a celebration of the power of books to build bridges between generations […]
Spotify as an advertising platform: are the adverts really effective?
By 2026, Spotify has evolved far beyond being merely a music streaming platform. With hundreds of millions of users worldwide, an increasingly diverse range of content, and advertising tools that combine audio, video and podcasts, Spotify is establishing itself as a strategic medium within modern media planning. Although advertising is not yet the company’s main […]
Smart Automations: The New Brain of Marketing
Marketing automation has evolved rapidly in recent years. What began as a tool to execute repetitive tasks, such as sending emails or scheduling posts, has become an intelligent system capable of analyzing, learning, and making decisions. In 2026, we are no longer just talking about automation, but about intelligent automation, driven by artificial intelligence (AI), […]
SEO vs AI: The challenge of ranking in the age of generated answers
SEO has historically been a discipline based on understanding how search engines work in order to gain visibility in their results. For years, the goal was clear: to appear at the top of Google’s rankings. However, the emergence of artificial intelligence has radically changed the game. Today, the challenge is no longer simply about ranking […]
8 key points to stand out in a sea of content overload
Today, brands compete in a saturated market where capturing consumers’ attention has become one of the key strategic challenges. The glut of advertising stimuli has raised the public’s expectations, leading them to quickly filter out, ignore or dismiss anything that does not offer them value. In this context, standing out is not simply a matter […]
Advertising spend on traditional media vs. digital media in 2026: data, trends and strategies
The advertising market is undergoing a structural transformation driven by digitalisation, changes in media consumption and the development of data-driven technologies. By 2026, advertising expenditure figures clearly reflect this shift: the digital sphere now accounts for the lion’s share of spending, whilst traditional media continue to play a significant role in awareness-building and brand-building strategies. […]
Relationship Marketing: the inexhaustible power of sampling
In an advertising environment saturated with messages, where consumers receive thousands of messages every day, capturing attention is no longer enough. Brands need something more: they need to build relationships. In this context, relationship marketing has established itself as a key strategy for building lasting bonds with people. Within this approach, one tool stands out […]