The impact of the Internet on daily media habits has transformed mass media consumption into mass media participation. The digital lifestyle has revolutionized the media and advertising landscape.
Marketers have always strived to make their brands relevant, to accurately track the results of their efforts and to continually improve the return on their investments. But now that they find themselves in the midst of these profound and quickly shifting realities, they are struggling to understand its implications.
This new media scenario has witnessed the birth of an entirely new breed of customer – an rather complicated mashup between consumer and contributor, between reader and publisher – individuals that are more informed, more questioning and simultaneously present on different channels.
Clearly, the previous tenets of advertising can no longer hold. So, where do we go from here?
A new generation of metrics, based on big data, is proving to be extremely effective. The disintermediation between supply and demand - thank to programmatic buying platforms that have emerged to optimize the buying and selling of advertising space - creates a more efficient and fluid market, like what has happened in financial markets and with hotel and airline bookings.
With all this complexity in play, we believe there is only one certainty. The success of marketing will be directly linked to the collection and interpretation of big data sets generated by users’ behaviors – and the ability to act and react as quickly as possible. The dominance of data-driven programmatic media buying will not be restricted to digital media, but will soon spread to TV, radio, and print advertising markets.
In parallel with these developments, content marketing will continue to gain strategic importance for brands and they will need to make intelligent use of big data for optimized distribution.
Currently, there are no credible, specialized and scaled-up players in Italy who are able to introduce the market’s biggest advertisers to these new realities and to build trust in the system. NEXT 14 was created to fill this gap – to build the first Italian independent Group in the realm of data-driven advertising and data- driven content marketing.
We can meet this challenge by marrying the right strategy to a winning team. We are gathering the most accomplished professionals in Italian media as co-investors and founders in the operative companies.
These individuals have significant track records and have decided to take the plunge, leaving behind prestigious roles in big media companies to help create something new. We offer the market much more than cutting edge technology and second to none services. We bring red hot passion and determination to our work, convinced that we can deliver results that will soar beyond our clients’ wildest expectations.
Next 14 is neither a fund, nor an incubator. It’s an industrial holding that develops from scratch or invests into ventures exclusively focused on data-driven advertising and data-driven content-marketing.
Each business controlled by Next 14 is a fully independent legal entity, with separate investors, teams, business models and assets, but it benefits from the network’s services and its commercial and operational synergies. We involve as co-investors of the network’s companies some of the best italian professionals in the media landscape, completing the teams with emerging talents in the ad-tech local ecosystem.
Who we are
A passioante and proved founding team.
N14 Co-Founder & CEO
Co-Founder Neo Network Past Ceo Zodiac Active.
N14 Co-Founder & CTO
Co-Founder Neo Network Past CTO Zodiak Active.
N14 Co-Founder & CCO
Co-Founder Neo Network Past CCO Zodiak Active.
An outstanding line-up of 17 business angels and investors,
which includes some of the most relevant entrepreneurs and managers in the media and digital sector.
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