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.
The size does not matter (at least in online advertising)
Choose an advertising agency that fit the profile of your web projects is vital in this sector.
An agency is like a bride and as such you should choose and value it and you could end up casándote with her. Now, I know that someone deemed sexist comparison, but it's very graphic.
Firstly not all is the facade, maybe you should look a little inside. Megaoficinas The vast agency, quoted on the stock and with 50 employees and large numbers perhaps is not the yes-or-you need.
Secondly you should try to know it well, and most importantly, you know very well that you and key people who work there in charge of media and business know well what they do, who you are and if possible are able to value it as a prominent asset even when contrasted with others of its media within the same agency.
It is also very important availability, I imagine that if you do not have time for your girlfriend and she for you, duraríais what is right. The same happens here, the agency must have time for you, and you should have all the time she needs for you, yes, even small doubts and campaigns without too much importance to avoid if possible, having to delegate to others and lead a personal, serious, professional and straightforward.
We have so many media, and so much traffic on the websites of the Group Publispain, as in Entertainment Networks, which for us is really important to choose with whom we work.
We work with almost every sector agencies in Spain, and with many or almost all involved in international trafficking in Spanish. Rare is that by default does not work or try new initiatives that we are proposing, but also where no one agency is working with the seriousness expected cut the relationship immediately.
Each agency has a profile, and over the years we have been testing and working with many of them. When preparing a new project, including the launch of Archivos.com or Madrid.net in the coming months is very important for me to define who should deal with the sale of this site. For example in these projects we have not even defined in the hands responsible for placing advertising.
I have always heard in the generalities such as: "AdLINK is the best agency, you'll sell better than anyone. That is not true, AdLINK is a great agency for certain carriers, and could not be for others. Just like other agencies. Here size does not matter, what really matters is personal attention, care, work, the relative importance that you might have in its structure and strength of sales and trading that can dump on you.
In the year 97 - 98 we began to work exclusively with a small advertising agency website that was called XMedia (what times!), Was led by a good friend, Jesus Aldana, and was called AdLINK few months and years later grew more and even more to merge with DoubleClick. They were together for many years but there was a time after the merger AdLINK Double-click on the left for being "our agency" and, as in dating, there are moments when left, and I did.
In those many years to leave AdLINK was crazy, there was not many alternatives; is almost no more. They have already spent many years and survived. There are moments where you have to be where you feel you should be.
Now curiously the circle is closed, and I can announce that Yes.fm we have closed an exclusive advertising contract with AdLINK, which makes me go back somewhat to the starting point of 1997 has been a long road and I am sure they will be fine.
But not only is AdLINK, but there are many other companies we work with regularly: Antevenio, Bar Code, Direct Mail, Addoor, CPX, Hispano Click, Harran Media, Fox, CanalMail, Adprox ... and dozens of others with we have done tests and agreements on time.
In contrast to the example of a large company like AdLINK within this sector there are other options quietest and one of them is what we choose to handle advertising for the network of blogs Entertainment Networks, is called Addoor.
Addoor agency is a different, smaller and accustomed to doing something that I like a lot and that is where I see the future; make special actions. Like sell advertising on your usual format (banners, steals, megs ...) who suddenly sell a widget that plays a concert Amaral of hundreds of Mbs.
I read recently that have signed on as exclusive support for Calico Electrónico. I think that really is a great Addoor choose wisely, because very possibly be the best agency in Spain that you can see, investigate and work in a personalized way new ideas and forms of advertising such as the inclusion in the animated adventures of trademarks and advertising within from the comics.
We return to the top, each must choose his better half, at least at this size does not matter.
Tags: Addoor, AdLINK, adprox, advertising agencies, Antevenio, Canal Mail, Bar Code, Direct Mail, CPX, Fox, Harrad Media, Hispano Click, Internet, advertising
33 Comments for "The size does not matter (at least in online advertising)"
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What I read:
- Angel Maria Herrera
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- Axel Serena
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- Carlos Blanco
- David Carrero
- The blog Yes.fm
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- Emilio Marquez
- Eneko Knorr
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- Etc.
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- OJOinternet
- Paul L. Renaud
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- Yago Arbeloa
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That sounds you have been, it is nice to read things on the field sincere
I feel a certain dislike of the fund with AdLINK in the comments, first Carlos ... and now you despite your return with yes.fm.
And did something to highlight what Enrique said in the FT? I have read some words on a blog, but little more. With that feeling you stay? ... In the event that read something, of course.
@ It is not money, Well as I have a great company of AdLINK. If you have something big with a capacity of Branding historically have worked very well ... we'll see after the departure of some key people like dating.
Not that I have any ill will, in fact I admire the trajectory of people like Henry seems to me extremely valid. If it is true that once there things were not all that well with people who were my friends, and although it is the only one stupid move that comes to mind most often with the heart than with your head, I felt that I had that go with them.
Alejandro good,
You forget something that you have to do with an advertising agency, its reliability. For various reasons, worked with ImpresionesWeb, comfort and covered my need for profits. But what you can not allow things like this: http://twitpic.com/gn1x and http://twitpic.com/gn0v that, thanks to its low (zero) control of the publicity to show, ultimately to annoy webmasters, we work hard, so they do, you throw the blame for working with the network of yahoo, and I simply say "because the layers off" and now we'll investigate.
Very mature and effective for its part, but visitors lose, I lose confidence with my regulars and my expenses are still the same.
@ Jacobo Moya, who barbarity, there was never seen as Google to list a Web site advertising as for his attacker. I imagine and hope that it could solve ...
I find tremendous
Thank you for your words, Alexander, the respect is mutual because traajar you is a pleasure. There are other publishers with which it is also more difficult to get along, and, as in personal relationship with the publisher to compare the relationship-network (I prefer to talk about network agency), you have to put two each of his to take part in the performance agreements
In these times in which we should select media, have "partners-partners" is better than "customer-supplier." Greetings!
@ Alejandro: I have not yet been able to resolve it. Eh asked google, a review of the site, but this is extremely strong.
http://www.jacobomoya.es/quieres-que-firefox-te-banee-la-web-usa-impresionesweb/
@ Jacobo Moya, where did you order? On the Webmaster Tools could take months ....
Once something like that happened. We got hacked Zonaforo.com and a malicious code. Contact Google after it settled in 24 hrs
@ Alejandro already happened again with IW, and Webmaster Tools I resolved "quickly"
¿Direct mail? I thought that these were dedicated solely to spam ...
They tend to be pretty quick with the request for review of sites banned by malicious code. I went with a client.
Good article on agencies ... or advertising networks. The change of concept is fairly significant in the way they take each other
Thanks for the info!
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Gave the nail on the head:
"First, not all is the facade, maybe you should look a little inside. The great megaoficinas agency, quoted on the stock and with 50 employees and large numbers perhaps is not the yes-or-you need. "
I happened to ... Antevenio much listed and will increasingly worse ...:
1. Every time I get less publicity
2. Whenever you talk to someone other than flames as the former no longer works there.
3. Many promises of unique campaigns and in the end nothing at all.
4. You send and campaigns that are codes for other sites and above the competition ...
Well look, I better not because I'm warming up ...
[...] The size does not matter (at least in online advertising) by Alejandro Suarez [...]
Alejandro excellent post!
A hug!
Alexis.
Unoriginal but I have to say: Good post.
Greetings.
@ Jack and Alexis Garbarz, thanks to both read it, I hope that there are people who you might be a useful experience
Good afternoon, Michelle, I liked your post, and the thread of the same and given your experience, which agency to choose a portal Video Game (http://www.canalcazador.com) so that we markets its advertising space .
We are a web development company (http://www.factoryweb.es) that took 12 years on the market having performed more than 3,000 websites developments, but on the issue of portals are starting to participate.
I hope your advice, thank you very much in advance.
@ Juan Antonio Galindo, Juan Antonio thank you very much for your comment.
It's really hard for an industry as traditional as the game working with an agency. Do not you vain because they do not sell well never come to that advertiser.
Frankly for something like this would work directly with Adsense and an own business, you have the certainty that if you call to the industry. It was that the agencies do not like to read this, but they know it's real. Very few, if any, will drop to the sand to look for a very specific customer and niche for you. At the end working with wholesalers and not make such "dirty work" and is the field that you need.
We in the network of blogs (many niche), we had to go down to the Arena in a mixed system of agencies and individual very segmented sponsorship.
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When you name the companies engaged in publicity and talk about what Antevenio and separas of Correodirect wrong doing, is the same company. And correodirect is part of that email marketing company ..
A Greetings
Also answering ignasi Antevenio that I work very well, the truth that is super attentive and always have something to offer.
@ I, Rocio, I know. Many years and working with Direct Mail and Antevenio