Luca Vergani

In the past, TV was merely a tool for reaching the masses. Today, thanks to C-TVs, it has evolved into a powerful channel for highly targeted strategies. The ability to choose “on-demand” content has completely rewritten the rules of the game: businesses can now plan media campaigns with a level of precision that was once out of reach. In Italy, we’re witnessing a true boom: C-TVs are not just a new channel; they represent a unique opportunity to blend creativity with data. From targeting to personalization, it’s all about experimenting and engaging with new audiences, wherever they may be.

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As CEO of Spaghetti Digitali, I’ve had the privilege of witnessing both the challenges and opportunities that communication agencies across Italy and Europe are facing today. In 2024, the industry is at a crossroads, shaped by rapid technological advancements, evolving client expectations, and economic pressures. Agencies are being called to adapt, driving innovation while maintaining efficiency and value. Key Challenges: Digital Transformation: With a strong shift toward digital-first approaches, agencies must expand their expertise in AI, data analytics, and content personalization. Clients now expect campaigns to integrate cutting-edge tools, from social listening platforms to predictive insights. Talent Retention: The "war for talent" remains intense, especially for creative and digital roles. Agencies need to build engaging workplace cultures and offer flexible work environments to attract and retain top professionals in a highly competitive market. Sustainability & Transparency: There’s increasing demand for sustainable and transparent practices. Both clients and consumers expect authenticity and purpose in communication, challenging agencies to deliver responsibly while innovating. Economic Pressures: Rising costs and tighter budgets are testing traditional agency models. Clients demand value-driven services, making flexibility and efficiency critical to staying competitive. Opportunities Ahead: Embracing AI-driven tools to streamline workflows and accelerate insights. Strengthening client-agency partnerships through data transparency and collaborative processes. Focusing on upskilling team members to stay aligned with rapid digital shifts. In this fast-evolving landscape, agencies that prioritize adaptive strategies and sustainable growth will not only survive but thrive in the European market. #digitaltransformation #marketingtrends #agencies #spaghettidigitali

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Excited to share our insights on how social media is reshaping the TV landscape. It's a new era, and the future of entertainment is here. 📺📱 #SocialMedia #TV #DigitalTransformation #Media #AdKronos Read the full article here 👇 Claudio Burchi 👍

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DMEXCO 2024 was an incredible experience, full of insightful discussions and key trends shaping the future of digital advertising! 🌐 For those who attended, what was your most significant takeaway? Let’s keep the conversation going! In our latest article, we’ve highlighted the major trends we noticed and how they could impact the industry moving forward. Dive into the recap and join the discussion! #DMEXCO #DigitalAdvertising #AdTech #Publishing

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I could listen to Marika Tarquinio all day… But I am teasing you with just a minute of her sharing how our Italian clients are benefitting from our Purchase based targeting solutions, combined with our Media Lift measurement. “By combining data with measurement tools like MediaLift, advertisers can close the loop and understand the true value of their campaigns” As Marika says… 🧾 Using purchase data is fundamental for advertisers, as it allows them to plan more targeted campaigns and measure their effectiveness. 🔄 By combining data with measurement tools like MediaLift, advertisers can close the loop and understand the true value of their campaigns, even for awareness campaigns. 💸This includes measuring ROI, uplift, and incremental sales, giving advertisers the confidence to invest more in advertising. #mediameasurement #datadriven #advertising #purchasebased

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🚀 Exciting News! 🚀 I’m thrilled to announce the official launch of Futura Digital, a new venture dedicated to helping businesses thrive with innovative technology and AI-powered solutions. We specialize in: 📊 Advanced CRM strategies for efficient business management ⚙️ Cutting-edge SaaS tools that drive productivity 🤖 AI solutions to streamline operations and enhance customer experiences 🔍 Strategies for business growth and operational efficiency I’ll be sharing insights on technology, AI, CRM, efficiency, and more in the coming weeks—stay tuned for regular updates! 💡 Let’s build smarter, faster, and together. 🚀 #FuturaDigital #BusinessGrowth #TechSolutions #AI #CRM #SaaS #Efficiency #Entrepreneurship

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FYI: Agency executive’s take on how to integrate DOOH into omnichannel campaigns (Broadsign): Giancarlo Arena, Head of Programmatic, Adsmurai, Global. In one campaign, Adsmurai combined mobile retargeting with DOOH placements, reinforcing brand presence at key moments throughout the day. This layered approach built familiarity and deepened engagement, guiding consumers through multiple touchpoints—from digital interactions to impactful, real-world visuals. Hear from Giancarlo on the campaign that leveraged mobile retargeting […] #DOOH #digitalbillboards #digitalsignage

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From boosting customer lifetime value to regenerating demand from lapsed buyers, the use cases for retail media are evolving. 🛍️ The industry has seen significant growth, with increased demands for meaningful performance, transparent reporting, and more channels. Explore the insights from IAB Europe's Retail Media Committee (led by GroupM's Jason Wescott) and learn more about the impact of these changes: https://lnkd.in/eXmyzx2v

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Two inspiring days for Delex Digital at Marketing Business Summit with a lot of great SEO and Analytics pros. It was one of the few international marketing events in Italy. One of the most valuable points, together with the technical ones, are the relationships. It was really nice to meet you all! See ya soon! 🚀 #mbsummit2024

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In episode 502 of Delivering #MarketingJoy, Emiliano Giovannoni talks about why the C-suite is frustrated with marketers, explains the FAPI marketing framework, and some of the challenges that crop up when making a big marketing change! Watch now! #marketing #branding https://lnkd.in/gQxasaB7

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From actionable strategies to compelling case studies, the 2024 ANA Digital & Social Media Conference, Presented by TikTok, has it all. Looking forward to the opportunity to gain valuable insights on AI, branded content, creator collaboration, data collection, gaming, “guerilla” techniques, loyalty marketing, podcasting, programmatic media, privacy, and retail media. #ANADigital, #DigitalStrategy, #DigitalDisruption, #SocialMedia, Association of National Advertisers

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