'Rai Pubblicità bets on data and events to beat social and web biggies'
The managing director of the dealership, on the milestone of 100 years in business, Luca Poggi: 'Also thanks to Raiplay more grip on data. Focus on events and partners. From the World Cup without Italia -15-20% turnover"
In the midst of an advertising market that has changed its skin, Rai Pubblicità is trying to shift the axis of competition. Less volume, more context. Less technological intermediation, more relationship. Rai Pubblicità, formerly Sipra, is Europe's longest-established concessionaire. Today marks its centenary. "In 1949-50 we had the concession of the Sole 24 Ore," recalls managing director Luca Poggi, listing numbers, strategy, and present and future positioning: television remains the pivot for mass and contemporaneity, RaiPlay is the lever for data-driven transformation, while growth passes through a return to the 'enlarged' ecosystem, including radio, events, connected TV, and cinema.
For the centenary, you have chosen an exhibition at the Triennale.
We wanted to construct an interpretative, not celebratory tale: not a simple sequence of memories, but a key to understanding the evolution of the media, consumption and Italian society. The exhibition 'In the Space of a Century. Rai Pubblicità 100 years of history and beyond", at the Triennale from 9 April to 7 June, was created precisely with this objective in mind: to recount how advertising has accompanied - and often anticipated - changes in the country.
What market is the advertising market today?
Much more fragmented than fifteen years ago. The entry of social and Ott has changed everything. But precisely because of this, our role changes: we are no longer a concessionaire that sells space, we are an entity that builds contexts. Platforms work on performance and the long tail. We work on awareness and consideration. When TV publishers move millions of people at the same time, we are talking about something that has a unique value.
