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.
As part of the strategy of communication Yes.fm have begun working on social networks.
I firmly believe this new vehicle of communication, which if it works well and consistently able to establish an excellent channel of communication between users and the staff of any company.
In the beginning our presence will focus on Facebook, Tuenti, MySpace, a video channel on YouTube and a user of Twitter. I think to start are the key points, but if anyone thinks that we let ourselves be somewhere in the air, I'd love to know.
The idea with which we work, and I think that is important is that channels are dynamic and offer new options for the user, run competitions, online events, weekly musical premieres, to encourage the community where we make off portal and exclusive promotions for members Channel; I am particularly concerned that not only are promotional vehicles, but they bring added value to the user trying to get better the more people are sitting around in these channels Yes.fm social media.
I understand that in the coming years we will see flourish dozens of agencies and departments within large companies dedicated to creating community and developing value-added content and promotion within this new type of media.
What power does this have? Suffice it to say that the account of the president-elect of USA, Barack Obama would have continued during the American elections more than 1,700,000 friends on facebook, which provides real-time communication within this social network. Of course it is an extreme case, but today an example to follow.
I have much personal interest in developing these initiatives. I am a user of facebook and twitter, but on a personal level. We have never launched an online campaign and for our products in all these new media social media. I hope we can make them grow and give added value. Create them and take them abandoned half is ridiculous, we must be very active in them and it is a work of hormigita , Working on medium and long term.
If you are a user of these nets canals here are newly created, I hope you snagging one of them, and they're starting to upload content.
This is a picture of 100 x 70 cm, which was hilarious that I have given away a few days ago for my birthday.
Mazinger Z is in the middle of Calle Gran Via de Madrid.
The click is the king of advertising since the advent of systems like Adsense contextual advertising. However, in graphic advertising has a very different life, we are tired of seeing campaigns brading graphically and very effective visual click with ratios of less than 1%-0.x.
Advertisers and agencies over the years have gone to seek encouragement and the click of a variety of ways, but there are branding campaigns that should not and can not be measured by the ratio of click thru.
Many carriers, including mine, at any given time in recent years have chosen to avoid or stop CPC campaigns except Adsense.
The reason is obvious, Adsense is contextual advertising, it works and is well segmented. The content is relevant in most cases, and the ratio of click brings the user who is interested in CLICK usually "see behind" the ad. The ratios are positive for advertiser support.
The abuse of graphical advertising on the basis of CPC years ago I did not authorize the sale in our media campaigns CPC, I prefer if there is not even advertising autopromos launch of our websites and services. The reason is the abuse of advertisers (sometimes in convenience with agencies) to deliberately make campaigns brading of which we all know that there will be no click and launch even millions of impressions on your sites at prices of laughter. Over the past 10 years has been notorious cases of banks (especially at the birth of the Internet banking) and I remember a particularly painful for my Yahoo! Music a couple of years ago, in which an August vacation that was launched a brazen campaign brading camouflaged CPC me and millions of prints colaron 8-9 that seemed to say "look at me, but I do not click! "A CPC with what I think they should not bill for it or 200 Euros, so the" colaron "dozens of media. That summer, he and at least 3-4 years, we ban advertising campaigns graphical CPC.
But what a click is worth? That is tremendously variable. I imagine that if you sell cars with a high profit margin, the click of a user interested in that vehicle is high. By that logic very niche areas or large business sectors (tourism, economy, engine) per click prices are high. This is an example of today, nearly 5 Euros for a click on "hotels" and the commission discounting Sedó. Ie click on that should have been paid 6-8 Euros (of commissions Adsense, Sedo) before coming to us. On the opposite side of the clicks you can find everything from token amounts as 0.01 as thematic and Ip.
But for me the most useful to observe the actual clicks is to be able to study, analyze and measure the temperature of niches and segments as competition, price and quantity of advertisers.
Some of the ads from Adidas Australia
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 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.
3 major examples of creative Pepsi, that company that seems not to exist in Spain:
Agency: CLM BBDO
Director: Jean Francois Sacco,
Photo: Vincent Dixon
MOUTH TO MOUTH
TO infinity and beyond
The best of the week, which falls out there, what I heard on the radio. The Mall Factory in some spots without wasting:
Voice-over female and juvenile:
"If the stock market falls, your Buy a bag"
The creative has designed this, I do not know if it is a criminal and should be behind bars or is simply a horny.
Sheets to dream:
Indeed AX (these guys are mine)
Via Lab street I met this wonderful action of street marketing to raise awareness and support for the Foundation for Defense of the Polar Bears.
It is curious to see how a company like Pepsi is tremendously creative in the U.S., and almost did not do anything in Spain.
Spain is the country with more curiously% penetration around the world Coca-Cola vs the rest of cola drinks. Maybe that's why it gives us as a "loss" and not just invest and launch campaigns, so fresh and aggressive as the USA here.
For example of creative advertising and graphic Pepsi:
Here are some examples of street actions funny and original
The girls AX control the streets:
Ikea redecorate the subway:
The publicity for for AX can be vulgar and some other fun.
The data from the sales growth of this company when it set its online advertising are simply spectacular.
Here is an example of action in the streets of the firm. Imagine you're looking for the exit on the subway and you see this poster.
This is now beginning will be a very curious way within the sector of Internet advertising.
On the one hand the feared crisis that has been installed in the society and this is an obvious fact only look at the macroeconomic data, but this contrasts with the data growth of advertising on the Internet in the first quarter, which rose by 28 % According to data from Infoadex. I personally believe that the data from the second quarter revealed a rise but to a much lesser extent. We will have to wait for the data to see if I'm right.
I fear dark clouds in the short term, but the Internet advertising sector has excellent prospects in the medium and long term, in fact we are seeing a lot of movement and new projects in the sector which confirm the good prospects.
In the traditional agencies, each in its segment and its market share as AdLINK, Antevenio, Addoor, zanox, Canal Mail, Trade Doubler, Publicidad.net, in recent times have been joining new projects as wunderloop, Social Media, Explorablogs ... But many are still on track, some are already arriving. It is very probable that the number of agencies in the coming months are going to ... to duplicate.
To begin with major U.S. multinational, and one British, are at the moment looking for offices in Madrid and selecting staff. The landing of these 2 large companies in Spain is imminent. In these openings we have to add two new startup that plans to open its doors in the first quarter of 2009 in Madrid and Barcelona both focusing on Web 2.0, and another project that is not even too much, but it sounds good to be supported by people as valid as Carlos Blanco, Axel Serena, and Luis Martin Cabiedes, along with a Swiss company, as commented recently in this post.
Will there be a market for 12 months hearing so many players within the advertising market?. Personally I think it is. Yes, because advertising on the Internet will continue to grow, yes, because the arrival of Web 2.0 will offer new options for segmentation, viral and will be able to provide concrete arriving at niche that was previously impossible, and yes, because the extrapolation of international data the most advanced markets suggests that the "great leap" of advertising on the Internet in Spain is still to come, even though we now have a difficult period for the macroeconomic environment ahead.
What if I believe is that many of these new companies are going to have to specialize in very specific segments and specific, and quite possibly not all appearing this season, which promises, eventually survive.
Tags: Addoor, AdLINK, affiliate, Internet advertising agencies, Antevenio, axel serene, Canal Mail, Mail Marketing cabiedes luis martin, advertising, Publicidad.net, social media, Trade Doubler, wunderloop, zanox
The example of creativity this week takes you to any beach, we are in full season.
This towel makes you pretend to be a Playboy girl with all the letters. A street-smart action from the agency.
There are ideas that are priceless. This could be one of them.
An elevator that leads incorporated a glass of milk with an Oreo cookie.
View from the Blog of Frederik Samuel
I've always been a fan of the Argentine creativity.
A good friend of mine, president of a well-known investment bank that has led in Spain and Argentina, said that in recent years there has been creativity fired by the economic situation, for better and for worse, that it should be say that the "hunger sharpens the wit."
This is an example of a notice of rental cars at a gas station sky:
Alejandro Suarez's blog.