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Spotify as an advertising platform: are the adverts really effective?

4 min
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…

SEO vs AI: The challenge of ranking in the age of generated answers

4 min
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…

Advertising spend on traditional media vs. digital media in 2026: data, trends and strategies

4 min
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…

Relationship Marketing: the inexhaustible power of sampling

3 min
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…

CTV advertising in 2026: strategies that are making a difference

2 min
If there is one thing that has permanently changed the way brands connect with audiences, it is connected television (CTV). In 2026, this ecosystem not only continues to grow, but has also established itself as a strategic pillar for advertisers seeking to…

Valentine’s Day 2026 and the evolution of advertising discourse on love

4 min
In recent years, Valentine’s Day has established itself as one of the most important dates for brands. 14 February has become a strategic opportunity for brands to increase their sales, with ideas that redefine their discourse on love and connect emotionally with…

Media planning trends for 2026: how to prepare for an increasingly intelligent ecosystem

3 min
Media planning is undergoing one of the most profound transformations in its history. Looking ahead to 2026, advertisers and agencies face a landscape marked by advanced automation, audience fragmentation, new measurement requirements and consumers who are increasingly demanding in terms of relevance…

Morocco and AFCON: a strategic showcase for advertising, sponsorship and the media industry

4 min
The African Cup of Nations in Morocco is not only one of the continent’s most important sporting events, but also a unique opportunity for the marketing, communications and media buying industries. African football is experiencing global expansion, with growing audiences both within…

Avatar 3 and the power of the big screen: why cinemas remain a key advertising medium

3 min
The release of Avatar 3 is not only a cinematic event, it is also a powerful reminder of the place that the big screen occupies in today’s advertising ecosystem. In a context dominated by audience fragmentation, constant multitasking and digital saturation, cinema…

Linear television or platforms? Which is more efficient for advertisers?

3 min
The audiovisual ecosystem has undergone a structural transformation over the last decade. Audience fragmentation, the consolidation of streaming and the expansion of data-driven advertising have reshaped the way advertisers plan and measure their investments. Against this backdrop, a recurring question arises: is…