Toward Smart Media Centers
An event organized by the Luiss Research Center on Technology and Market Behavior X.ITE - Insight Technology Enhanced and Digital Angels.
The event will feature a presentation of the results from the multi-method research conducted by Luiss-X.ITE between June and October 2025. The research was based on secondary data, a survey involving over 100 top corporate executives, 400 Italian respondents assessing media usage, and the results of structured interviews. The survey gathered information on the main evolving scenarios in the media landscape, including technological and market trends that are reshaping how the advertising planning industry is organized. The data that emerged, which is useful for understanding the role of the main players in the communication ecosystem, focused in particular on the market for media centers and integrated agencies. The research explored key dynamics in the advertising investment landscape, trends in the most effective formats and content, the impact of artificial intelligence, and how the agency-client relationship can influence a company's business results. Key findings include a decline in consumers’ “attention quality,” the fragmentation of touchpoints, the digitalization of offline channels, measurement challenges, and the central role that AI will play in streamlining productivity and optimizing ad campaigns.
10:30 AM Welcome
11:00 a.m. Introductory greetings
Michele Costabile, Director, Luiss-X.ITE Research Center
Research presentation by
Marco Francesco Mazzù, Director of the Knowledge Transfer Unit, Luiss-X.ITE Research Center
Presentation
by Piermario Tedeschi, Managing Director, Digital Angels
Panel discussion with
Sergio Amati, General Manager of IAB Italia
Anthony Cardamone, Managing Director, Ebiquity Italy
Silvia Macedonio, Media Director, Digital Angels
Gianpaolo Mori, Head of Communications and Undersecretary to the Prime Minister’s Office with responsibility for innovation and digital transformation
Cris Nulli Markey, Lead Italy, X
Stefania Rausa, Chief Marketing Officer, Edenred Italy
Moderator:
Fulvio Di Giangiacomo, Strategy Director, Digital Angels