Alejandro Suarez Sanchez-Ocana. TIME-sector employer since 1998, CEO of Group Publispain and the network of blogs Entertainment Networks SL, President of Inversora Foley, director and Founding Partner of Yes.fm, adviser and investor in several companies for innovation, new technologies and the Internet.
Yesterday Leia Julio Alonso said that "the crisis arrives: advertising investment in the first quarter of 2008" and Carlos Blanco that took months to discuss and monitor the crisis, which read "Spectacular crisis in offline media," and I see that already Here is what some of us saw it coming, and it is not the crisis, which has already arrived is the fear of the sector, which is possibly worse than the crisis itself. (by the way, I strongly recommend reading both post)
Fear makes the investment contract and the money, which is cowardly as always, is hidden. On one occasion I have commented on this blog about the Internet is going to suffer unless the crisis is looming (Yes, I think this is just the preamble and that the worst will come in January-February and will remain in 2009) but obviously The sector is not immune; suffered.
We see the fall of offline advertising investment significantly in the first half as Infoadex in almost all sectors. The odd thing is that while significant falls, is more significant progression, January, February and March have not been so Hard, the second quarter is where you practically have entered into free fall. However, the key will be to behave as investment in Internet advertising in the last half of the year, especially as it is distributed internally between branding, affiliation, email marketing etc.). Internet theoretically has risen in this period by 28% (anyone has noticed?; I do not, not according to Google data )
Eating a few dates with a great guy who does not even know personally, Juan Agustin Jimenez of CanalMail, he confessed that he believed that companies like yours, dedicated to Email Marketing, or as zanox and Shop All dedicated to membership and sales, would suffer fewer effects of the crisis, ventured to suggest that advertising branding was to shelter in this type of product online looking for 1 to 1 sale, and even reinforcing their budgets based on cutting investment in movies, magazines and radio mostly. However, John Augustine confessed that I expected to also affect your company, possibly less than others, but no sector within the online advertising will remain on the sidelines ahead of that.
Also in recent weeks, I detect a trend across Central Media in which customers call "ideas", they want special actions to highlight and take the lead and do not want formats forever. Where there is independent and nimble companies can find its measure anti: it's over comfort.
A side effect is coming ... A large online advertising agencies at the international level, I began to confess to some financial troubles, customers canceled campaigns, changed strategies and shrink their investment, and initial plans. One of the major Advertising Agencies in Spain and cutting regardless of their wealth of media to optimize their media Premium and minimize the impact of the crisis. Suffice it to say that Movistar, the country's number one advertiser, 4-5 months ago decided to cut its global advertising budget by nearly 6 million Euros.
Or do not want this note on the Internet. Beginning to see an exodus that reminds me of which occurred in 93. Some players are considering leaving the sector, and seek a way out, but found no money in the vast majority of cases. By way of gossip, in the past 15 days we have been offered the purchase of 2 Networks Blogs and 4 major high-traffic portals. One of those purchases we closed yesterday and will soon announce. You might even run any further in the coming weeks. But the significance of all this is that it's vertigo and some want to go out and save the furniture in anticipation that we are only beginning to see the wolf ears.
At this juncture, a group of frikis be launching soon, within days, the closed beta of Yes.fm, an ambitious, very ambitious, which unfortunately goes on sale in difficult times, but even so, we have powerful reasons to be very optimistic.