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Irismedia is embarking on a new strategic phase with the promotion of Nacho Zapatero and Sandra Corrales

3 min
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…

From segmentation to prediction: the new paradigm for digital audiences

4 min
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…

Opening pop-up shops: higher sales or greater brand awareness?

4 min
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…

World Book Day: In the marketing sector too

2 min
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,…

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…

Smart Automations: The New Brain of Marketing

2 min
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…

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…

8 key points to stand out in a sea of content overload

3 min
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…

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…