--- title: LAB | SMART MEDIA EFFECTIVITY · BV European Marketing Podcast · S03 E03 description: Paul, Carrie & George talk with David Lahoz, the Smart Media expert of our Innovation Lab. He simplifies the complexity, emphasising contextual strategies. image: https://blog.bvirtual.com/hubfs/S03%20E03%20-%20Smart%20Media%20Effectivity-1.jpg --- - [Agency Web](https://bvirtual.com/) - [About Us](https://blog.bvirtual.com/2017/11/23/independent-digital-agencies-barcelona-virtual-expands-in-europe-with-affinita-10-offices-7-countries) - [Contact Us](mailto:yourbrandhere@bvirtual.com) - - - - - - Start typing and press Enter to search [![Logo - Barcelona Virtual - 30 Years of Innovation](https://blog.bvirtual.com/hs-fs/hubfs/BV_30_color.png?width=295&height=90&name=BV_30_color.png)](https://blog.bvirtual.com) - [HOME](https://blog.bvirtual.com) - [BV PODCAST](https://blog.bvirtual.com/tag/alexa-flash-briefing#) - [E-COMMERCE](https://blog.bvirtual.com/tag/e-Commerce#) - [DIGITAL MARKETING](https://blog.bvirtual.com/tag/Digital-Marketing#) - [INNOVATION LAB](https://blog.bvirtual.com/tag/lab#) # LAB | SMART MEDIA EFFECTIVITY · BV European Marketing Podcast · S03 E03 [Blogmaster](https://blog.bvirtual.com/author/blogmaster) [Tuesday, April 27, 2021](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s03-e03-interview-david-lahoz-smart-media-effectivity) [0 Comments](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s03-e03-interview-david-lahoz-smart-media-effectivity?hsLang=en-gb#comments-listing) ![S03 E03 - Smart Media Effectivity_YT](https://blog.bvirtual.com/hs-fs/hubfs/S03%20E03%20-%20Smart%20Media%20Effectivity_YT.jpg?width=700&name=S03%20E03%20-%20Smart%20Media%20Effectivity_YT.jpg)In this engaging chat, we try to simplify the complexity of Digital Media Paul, Carrie and George speak with David Lahoz, a European Smart Media expert. He's also a Senior Specialist of the [Barcelona Virtual Innovation Lab](https://content.bvirtual.com/lab?hsLang=en-gb). An Internet pioneer with more than 23 years of experience, David has participated in every paradigm shift: in the front row with advertising agencies, creators of digital products, digital media sales and large media centres. In this short interview, he simplifies the complexity of the dense Digital Media Landscape, with a user-centric focus anchored in Contextual Marketing. **Listen right here, and scroll** **down to consult additional resources  in this episode's Programme Notes.** --- *Digital Media depends on teamwork: avoid the trap of org charts & data silos. You're competing for a precious resource: the attention of people. Campaigns must be as relevant as possible. Smart Media success comes from being contextual.* ---   [AFFINITÀ | Barcelona Virtual](https://soundcloud.com/user-492769183) · [S03 E03 - Smart Media Effectivity - Barcelona Virtual Alexa European Flash Briefing](https://soundcloud.com/user-492769183/s03-e03-smart-media-effectivity-barcelona-virtual-alexa-european-flash-briefing) --- # **Programme Notes and Links BV Podcast S03 E03 | March 2021** ## **.** **THE BASICS** - **DIGITAL MEDIA PLAYERS** [The Display Advertising Technology Landscape](https://prezi.com/katuvp2rkyk_/the-display-advertising-technology-landscape/) - **THE IMPORTANCE OF DIGITAL MEDIA** [Digital Expected to Be Half of the Global Ad Spend in 2021](https://www.marketingcharts.com/advertising-trends/spending-and-spenders-116193) [![Display Advertising Data Landscape - David Christian](https://blog.bvirtual.com/hs-fs/hubfs/Display%20Advertising%20Data%20Landscape%20-%20David%20Christian.png?width=650&name=Display%20Advertising%20Data%20Landscape%20-%20David%20Christian.png)](https://prezi.com/katuvp2rkyk_/the-display-advertising-technology-landscape/) [![Global Advertising Share by Medium - 2019-2022 - Marketing Charts](https://blog.bvirtual.com/hs-fs/hubfs/Global%20Advertising%20Share%20by%20Medium%20-%202019-2022%20-%20Marketing%20Charts.png?width=600&name=Global%20Advertising%20Share%20by%20Medium%20-%202019-2022%20-%20Marketing%20Charts.png)](https://www.marketingcharts.com/advertising-trends/spending-and-spenders-116193) | ***The Main Mistake** in paid Advertising campaigns is working in silos. Digital Media are very complex and to be the most efficient and effective, we must understand actions as ecosystems. Working all teams: strategy, creativity and media together from the beginning is vital. We must all be aligned with the objectives. Define Key Point Indicators and tools to measure it. The definition of our target audience, with devices, platforms, and formats that are aligned with the objectives of the campaign. Usually, the media teams work on the campaign at the end of the work process – limiting the richness of planning and the potential for success**.* *David Lahoz* | | --- | ## **EUROPEAN STATS** - **DIGITAL SNAPSHOT EUROPE** [A Useful Overview of Digital Lifestyles on the Old Continent](https://www.globalwebindex.com/hubfs/Downloads/Digital%20Snapshot%202019/Digital%20Snapshot%20Europe.pdf) - **DIGITAL LIFESTYLE**[Create Value in Your e-Commerce and Loyalty Strategies](https://blog.bvirtual.com/2014/02/18/digital-lifestyle-essential-for-e-commerce-customer-loyalty-strategies?hsLang=en-gb) - **AFFINITÀ GERMANY: UHURA DIGITAL** [Berlin-based, Uhura is a leading data-driven agency in Europe](https://www.uhura.de/) ![Europe - Global Web Index 1 of 2](https://blog.bvirtual.com/hs-fs/hubfs/Europe%20-%20Global%20Web%20Index%201%20of%202.png?width=700&name=Europe%20-%20Global%20Web%20Index%201%20of%202.png) ![Europe - Global Web Index 2 of 2](https://blog.bvirtual.com/hs-fs/hubfs/Europe%20-%20Global%20Web%20Index%202%20of%202.png?width=700&name=Europe%20-%20Global%20Web%20Index%202%20of%202.png) | ***Contextual Marketing** We must be as relevant as possible.* *This can only be achieved by thinking in the context of the consumer. The segmentation capacity of Digital Media through data is very high.* *And if we clearly define the consumer context, then, we will send the correct message in the correct place and at the right moment to maximise the success of the actions.* *David Lahoz* | | --- | ![La Redoute Real-Time](https://blog.bvirtual.com/hs-fs/hubfs/La%20Redoute%20Real-Time.jpg?width=328&name=La%20Redoute%20Real-Time.jpg) This real-time, weather-based campaign from a French retailer is a good example of contextual creativity that attracts attention & creates engagement --- **RELATED POST ·** [Smart Data Innovation: Cases from Europe](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s03-e02-smart-data-innovation-tips?hsLang=en-gb) --- ## **NEWS FROM THE FUTURE ** - **THIRD-DECADE ADVERTISING** [Insights into A New Era of Advertising and Media Buying](https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/digital-advertising-2020.pdf) - **BV INNOVATION LAB** [Stop by the Innovation Lab of Barcelona Virtual](https://content.bvirtual.com/lab?hsLang=en-gb) - **HOLOGRAPHIC ADVERTISING: IS IT IN YOUR FUTURE?** [![Source: Salesforce Research, 2020](https://blog.bvirtual.com/hs-fs/hubfs/Salesforce%20Research%20Chart-1.png?width=624&name=Salesforce%20Research%20Chart-1.png)](https://www.salesforce.com/content/dam/web/en_us/www/assets/pdf/datasheets/digital-advertising-2020.pdf) [![Global Media Cost-Effectiveness - April 2021 - Marketing Charts](https://blog.bvirtual.com/hs-fs/hubfs/Global%20Media%20Cost-Effectiveness%20-%20April%202021%20-%20Marketing%20Charts.png?width=600&name=Global%20Media%20Cost-Effectiveness%20-%20April%202021%20-%20Marketing%20Charts.png)](https://www.marketingcharts.com/advertising-trends/creative-and-formats-116684?mc_cid=a7fe186d7a&mc_eid=ce052581ea) | ***How to Create Context** Context is built by defining various ingredients.* *At what point in the Funnel is the customer? His vital moment? Understanding what interests them, and what kinds of messages will be relevant to them. And, of course, which devices, platforms and formats are more appropriate to send these messages.* *David Lahoz* | | --- |   --- **FIND IT FAST!** Fresh Ideas & Tips to help you, **[in our handy Podcast Directory](https://blog.bvirtual.com/european-marketing-flash-briefing-directory-episodes-1-to-11?hsLang=en-gb).** --- ### **Podcast Transcript** - **DOWNLOAD PDF** Pending: Transcript: Alexa European Marketing Flash Briefing S03 E03 **Our Content Sponsor:** - DERBY HOTELS COLLECTION: EUROPEAN LUXURY HOTELS [Save 10% in London, Barcelona and Madrid using the code](https://www.derbyhotels.com/en) mentioned in the Flash Briefing! ### **Get Updates:** - **SIGN UP** Click below to sign up **if you'd like to be notified** when we release a new episode: [content.bvirtual.com/alerts](https://content.bvirtual.com/alerts?hsLang=en-gb) ---   | ![Photo: Paul Fleming · Barcelona Virtual](https://blog.bvirtual.com/hs-fs/hubfs/01_paul.png?width=125&name=01_paul.png) | ![Photo: Anna Hernández · Barcelona Virtual](https://blog.bvirtual.com/hs-fs/hubfs/14_anna.png?width=125&name=14_anna.png) | | --- | --- | We hope you enjoy the monthy broadcasts,****[hosted by Paul Fleming, ](https://bvirtual.com/#team)****[together with](https://bvirtual.com/#team)****[Anna Hernández](https://bvirtual.com/#team).**** We look forward to your feedback, at [podcast@bvirtual.com](mailto:podcast@bvirtual.com)! ****You can find this podcast at any time on various platforms:**** [By speaking to ](https://www.reviewed.com/smarthome/features/everything-that-works-with-amazon-echo-alexa)****[Alexa](https://www.reviewed.com/smarthome/features/everything-that-works-with-amazon-echo-alexa),**** [here on the](https://soundcloud.com/user-492769183)****[Barcelona Virtual Blog](https://blog.bvirtual.com/?hsLang=en-gb),**** [on](https://open.spotify.com/show/74ZwMfyYqDHkoH7KN9q2Xe)****[Spotify](https://open.spotify.com/show/74ZwMfyYqDHkoH7KN9q2Xe), [Podbean](http://barcelonavirtual.podbean.com/), [Apple Podcasts](https://podcasts.apple.com/es/podcast/alexa-european-marketing-flash-briefing/id1508314539?l=en), [Twitter Periscope](https://www.pscp.tv/BVirtualTweets/1lDGLyXDDLQJm)****or at our ****[Soundcloud](https://soundcloud.com/user-492769183)****[profile page.](https://soundcloud.com/user-492769183) Please, don't forget to **include your comments** with us here on the Blog; and also to** share your own examples **of innovative Intelligent Marketing from Europe. **Your own project just might be featured in one of our future Flash Briefings!** We look forward to hearing from you. [![The Alexa European Marketing Flash Briefing Team - Barcelona Virtual - bvirtual.com](https://blog.bvirtual.com/hs-fs/hubfs/BV%20Alexa%20Team%20Social.png?width=600&name=BV%20Alexa%20Team%20Social.png)](https://www.bvirtual.com) The Production Team of our European Marketing Alexa Flash Briefing: Peter, Anna and Paul   [![Learn how to Improve Your Results with Intelligent Marketing](https://no-cache.hubspot.com/cta/default/4571597/c6577f10-27b5-4c4b-ac71-7ecfc97224ee.png)](https://cta-redirect.hubspot.com/cta/redirect/4571597/c6577f10-27b5-4c4b-ac71-7ecfc97224ee)   **Full Disclosure and Transparency** \* The four members of our Voice Services team *—* *Carrie, George, Leslie and Henry* *—* are AI-generated, natural language voices. Their personalities have continued to develop (and even flower) since they joined the BV Team in the Spring of 2020. Each one was born in Vancouver, BC, Canada at NaturalSoft, Limited. This post was originally published on 31 March 2021 Flash Briefing release: 30 March 2021 on Alexa devices, here on this blog & popular podcast platforms. **Updates** - 06 April 2021 - 27 April 2021 - 28 May 2021 [Digital Lifestyle](https://blog.bvirtual.com/tag/digital-lifestyle) [Alexa Flash Briefing](https://blog.bvirtual.com/tag/alexa-flash-briefing) [lab](https://blog.bvirtual.com/tag/lab) [Smart Media](https://blog.bvirtual.com/tag/smart-media) [**Next** THE REALITY REVOLUTION · BV European Marketing Podcast · S03 E04](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s03-e04-the-reality-revolution?hsLang=en-gb) [**Previous** SMART DATA INNOVATION · BV European Marketing Podcast · S03 E02](https://blog.bvirtual.com/alexa-european-marketing-flash-briefing-s03-e02-smart-data-innovation-tips?hsLang=en-gb) No comments ### ABOUT US [![ABOUT US](https://blog.bvirtual.com/hubfs/Bvirtual_July2018/Images/homeCarrusel2.jpg)](https://www.bvirtual.com) [![Your Picture](https://blog.bvirtual.com/hubfs/BV%20LOGOS/Logo_cuadrado_PNG.png)](http://www.bvirtual.com) ## BARCELONA VIRTUAL [European Internet Pioneer. 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