May 2025

More than 100 professionals gather at MeasureUP! 2025, the event that redefines the future of marketing, measurement, and advertising optimization.

A key event to boost advertising effectiveness through real data, independent technology, and an integrated consumer vision.

On Wednesday, May 7th, the event MeasureUP! 2025: Redefining Advertising Measurement, organized by Smartme, took place at LOOM AZCA.

During the event, marketing, media, and advertising professionals analyzed the current state of measurement in an increasingly digital and fragmented ecosystem, focusing on efficiency, transparency, and planning based on real data.

The opening was led by Lola Chicón, CEO of Smartme, who advocated for the need for a more advanced and effective measurement model that allows the industry to make strategic decisions based on real user behaviors. "Advertising can and should be more transparent and profitable. The key is to measure in an integrated way, with independent technology and a holistic vision," she stated.

New Data on Measurement Challenges

During the event, the study 'The Future of Measurement' was presented, gathering opinions from major advertisers active in multimedia. Some key conclusions:

More than 70% consider cross-media measurement highly relevant.
82.5% believe measuring individuals, not just households, is essential.
14% admit to operating without real visibility on multimedia performance.

Lola Chicón, CEO & Founder of Smartme Analytics: "Advertisers need to measure real coverage, avoid overlaps, and calculate effectiveness throughout the funnel, with a unified and comparable view of what each medium contributes to their business objectives. And they also need this cross-media source to be reliable, independent, and objective."

The New Profile of the Marketing Professional

One of the highlights of MeasureUP! 2025 was the exclusive presentation of the international study "The Marketer of the Future", by Ioana Dănilă, Senior Manager Global Insights at the World Federation of Advertisers (WFA). The report, based on the perspectives of 600 CMOs, analyzes the skills and mindsets that will define the new marketing professional in the coming years: a more analytical figure, business-oriented, and capable of integrating data, technology, and purpose in decision-making.

CTV and Smart Planning

Cristina Ávila, Marketing Lead at Smartme, presented CTV Landscape Spain, data to understand the real reach of connected television in Spain.

Currently, more than 31.7 million people access OTT content through Smart TVs, and more than 1.5 million people do so exclusively. Among the platforms with the highest penetration are Netflix and Prime Video, while the ad-supported model is gaining ground.

According to Cristina, "CTV Landscape is a data intelligence that allows making better decisions in advertising planning, thanks to reliable data that allows comparison with other channels and optimization to reach audiences that are difficult to reach."

Advertisers Take the Floor

The round table "The Importance of Optimization in the Media Plan" brought together representatives from Banco Sabadell, Iberdrola, and Kia, who shared their vision on how to adapt their media strategies to the current reality.

Tamara Jurado (Banco Sabadell) advocated for dynamic full-funnel measurement, adapted to near real-time decisions. Florian Fellner (Kia) highlighted the fragmentation of consumption and the need to personalize the media mix. Jorge Oliveros (Iberdrola) emphasized the complexity of the digital environment and the urgency of working with clear and actionable data.

They agreed on the need for solutions that combine historical data with new sources, more transparency in measurement, and simpler, standardized attribution models.

Success Cases with Smartme Crossmedia

Keila Méndez, Adtech Specialist at Smartme, closed the day with a practical case on how brands are achieving up to 40% improvement in audiovisual efficiency with Smartme Crossmedia. This audiovisual planning tool, based on artificial intelligence and deduplicated audience and cross-media advertising data, allows redistributing investment among channels, finding efficiencies in the combination of channels and media with the aim of maximizing the best results for the target.

Méndez's presentation highlighted how the combination of observed data and advanced technology optimizes advertising campaigns in an increasingly fragmented environment. By integrating information from learning hundreds of campaigns across multiple channels and devices, brands can adjust overlaps between media and exposure frequency to maximize the impact of their advertising messages.

The solution that applies AI to exploit data sources allows advertisers, from a very simple interface, to make more informed and strategic decisions, improving campaign profitability and offering a more relevant experience to the consumer.

Smartme Crossmedia allows calculating the results of a cross-media campaign before investing the advertising budget and selecting the optimal media mix.

The event concluded with a networking session among industry professionals, consolidating MeasureUP! as a reference forum for moving toward more effective, relevant, and results-oriented advertising.

Event Summary

In the following video, we leave you some moments from the event and the reflections of its participants:

Event Photos

In the link you can see the photos of the event.

Access to all our resources.

* Mandatory fields

360º consumer

Digital performance