(Adnkronos) - “È dall'anno scorso che Omnicom Media Group ha deciso di affrontare il tema dell'attenzione, uno degli elementi fondamentali dell'efficacia della comunicazione. L’intento è quello di chiederci come poter portare i progetti di marketing di comunicazione dei nostri clienti al successo: aspetto possibile solo portando alle persone una comunicazione efficace”. Così l’amministratore delegato di Omnicom Media Group Italia, Marco Girelli, in occasione della conferenza stampa 'Quando la comunicazione fa goal. L’attenzione ai messaggi pubblicitari nello sport più amato d’Italia’, organizzata da Omnicom Media Group (Omg) e Lega Serie A presso la sede milanese della massima categoria calcistica italiana. In questa occasione sono stati presentati i risultati dello studio, parte del più ampio progetto Beyond Visual Attention di Omg, che misura l’attenzione agli stimoli pubblicitari inseriti nel mondo del calcio.
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00:00Since last year, Omnico Media Group has decided to address the issue of attention.
00:13In fact, attention is one of the fundamental elements of the effectiveness of communication.
00:20Therefore, we focus on how we can really succeed in the marketing and communication projects of our customers.
00:30We can only do this if the communication we bring to people is truly effective.
00:38At the base, one of the fundamental elements of the effectiveness of communication is attention.
00:44Attention is an issue of international relevance.
00:48We are talking about this very important variable all over the world,
00:53but in Italy there is a great lack of research in the environment and the Italian market.
01:01For this reason, we have decided to invest in an important way, together with very important research institutes such as Ipsos and INEM.
01:11Also last year, we decided to address the issue in a broader way than the market.
01:19In 2024, given the European situation, there could not be a better opportunity to deepen attention in the context of sport and football in particular.
01:30The Serie A League will be the ideal partner to address this very important aspect,
01:41which is so closely related to the investments of our customers.
01:46However, I would like to underline that there is another equally important reason
01:54that pushes us, as a leading company operating in the field of media, to deal with this aspect.
02:02We want to be a very responsible company in relation to what it does.
02:07We are very aware that we inject and import important financial flows into the communication system.
02:18We manage more than 170 customers, more than 1.2 billion euros, 1.3 billion euros.
02:25We have a great responsibility in relation to the people as well.
02:29Therefore, we must be careful to bring communication in a strongly attentive way, but in a respectful way to the people.
02:40Therefore, we must bring communication in a highly effective way, but with great respect
02:46and avoiding these overflowing phenomena, which are creating serious problems.