During the month of May 2021, advertising investment has reached 473.7 million euros, growing 66.4% compared to the equivalent period of the previous year when the registered volume was 284.6 million euros.As a reminder to point out that the data in this press release includes those media and supports not directly controlled by InfoAdex based on declarative data from the advertising market. For this reason, the data presented here may not coincide with those obtained from the tools that InfoAdex makes available to users of their information. The media most affected by this measure are Radio, Exterior and Digital, the latter due to the inclusion of data from Search and Social Networks.As we have been doing since the beginning of this year, the comparative data including 2019 are shown below in order to offer a more realistic scenario in terms of evolutions. In such a way that the data can be compared with those of a period exempt from the effects of the pandemic and the measures adopted, which have significantly affected the advertising sector.

In recent years, advertisers Belarus Email List have tried to occupy increasingly surprising spaces. Consumers are fed up with traditional advertising and, most worryingly for brands, they have started to stop paying attention to it. Companies need to surprise and impact, for which they no longer want to stay in just the usual.In recent years, it has been experimented with advertisements in the armpits of subway passengers or with campaigns that take the hitherto dark tunnels through which trains travel, with campaigns in space and with actions that are as immersive as possible so that the Consumers ‘live’ the ads. All spaces are potential advertising media, from public toilets to the dashboard of your possible future car .

But how far can advertisers go when it comes to positioning their messages? Could they even sneak into your dreams?A few years ago, an illustrator – I think I remember it was Laura Pacheco – had published a humorous illustration on a social network about retargeting advertising and how heavy it was. A consumer had seen a bag on Amazon and came across her banner saying ‘you’ve seen this and maybe you’re interested’ even in dreams. What some specialists now fear is a lot like that.The fear comes from a campaign by Coors, the American beer brand, which ran an ad in the last Super Bowl that spoke of “targeted dream incubation.” They even gave a scientific acronym TDI and put a scientific expert on the issue in their ad.

The essence of the ad was to sell the idea that they could get viewers to dream of the brand with this ad the night before the competition. The ad was billed as “the largest study in the world of sleep”, as noted in a joint letter from several sleep specialists that has been published in a scientific journal.Was it the classic campaign that promises big things but is smoke? Any viewer would think that, but experts fear that things will go further. They fear it is one more step in the emergence of a new form of intrusive advertising and marketing.

Coors, they say, is not the only brand that is toying with the idea. Xbox uses TDI to make eSports players dream of their favorite games and PlayStation also appeals to dreams in a campaign, they warn. Dreams have been present in various marketing and advertising campaigns.”The use of dream incubation in a commercial way, to generate profits, is rapidly becoming a reality,” reads the letter from the sleep specialists (it has been written by three specialists from top-level universities and they have signed it, supporting it , experts from around the world).

The whole idea of ​​manipulating what you dream of sounds a bit like science fiction, although the truth is that it is indeed a legitimate field of study and one in which we work to improve the mental health of certain groups. Measuring sleep and brain activity is, in the end, something with a long history in medical research. Experts recall that dreams “have links with the well-being of people.” Manipulating dreams, and more for simply marketing, places yourself in a rather questionable moral position, therefore.

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