The advertising sector has once again come together to discuss the latest trends and future projections at the third edition of Insights by Groupm, an initiative presented by Groupm, part of the WPP group. Following the success of its premiere in Madrid and the recent presentation of “The future of retail”, this new meeting brought together over 120 attendees, including clients, media, and partners, in the heart of Barcelona. The event took place in the iconic LOFT of Gracia, providing a warm and conducive environment for networking and knowledge exchange. Olga Solanas, Managing Director of OpenMind by Groupm, inaugurated the session, highlighting the importance of the Catalan market in the advertising industry.
Presentation of the Report “This Year Next Year”
One of the most anticipated moments of the day was the presentation of the report “This Year Next Year” (TYNY) by Cristina Viúdez, Head of Research & Reporting at Groupm, and Paloma Martín, Director of Analytical Research at Groupm. This prestigious study provided context for the main projections in the advertising industry, predicting a 9.5% growth in 2024, with pure digital advertising expected to reach 72.9% of total investment in 2025. Additionally, the report highlighted the progress of average retail, which is set to exceed TV investment, representing 15.9% of total advertising in 2025.
Round Table: Advertising Sector Perspectives
Following the presentation, a round table discussion was held, where the main insights of the day were debated, and perspectives on the future of the advertising market were shared. The session was moderated by Abel Jaime, Managing Director of Essencemediacom, and featured prominent professionals in the sector, including Maribel Vivancos, Director of Groupm Nexus Advanced TV; Mariayun Martín de los Ríos, Commercial Director of Kantar Media; Pedro Fernández Sanz, Marketing Director and Product at Clear Channel; Miquel Campmany, Responsible for Communication to Consumer and Marketing Capability at Nestlé; Albert Batlle, Integrated Comms & Media Director at Danone; and Fernando Lázaro, Director of Clear Channel. Key topics addressed during the debate included the digitalization of advertising, the evolution of connected TV and average retail, as well as the impact of artificial intelligence on media communication and purchase strategies.
Insights by Groupm: A Reference in the Advertising Industry
With this third edition, Insights by Groupm reaffirms its commitment to generating strategic knowledge for the advertising sector. The initiative will continue to explore key trends through its own studies, such as Choreograph Audience Origin, BAV – Brand Asset Valuator, Consumer Eye, or Cannes, addressing fundamental themes like technology, artificial intelligence, sustainability, and changes in consumption habits. The Barcelona event has consolidated this platform as a reference space for analyzing the advertising market and constructing innovative strategies. Groupm will continue promoting Insights by Groupm with new editions, contributing to the development and evolution of the industry in a dynamic environment and constant transformation.