Alejandro Suárez Sánchez-Ocaña. Entrepreneur and private investor sector Internet and New Technologies.
Choosing an advertising agency that fit the profiles of your web projects in this sector is essential. An agency is like a bride and as such you should choose it and value it because it could end up marrying her. Now, I know that someone deemed sexist comparison, but it is very graphic. Firstly not all the facade, maybe you should look a little inside. The great megaoficinas agency, publicly traded and large numbers 50 employees and maybe not-or if-the need. Secondly you should try to know it well, and most importantly, who knows you very well with you and key people working there taking care of business media and know well what you do, who you are and if possible be able to value it as an important asset when contrasted even with its other media within the same agency. It is also very important to the availability, imagine if you have no time for your girlfriend and she to you, duraríais just. Here's the same, the agency must have time for you, and you must have all the time she needs for you if even small doubts and campaigns without much importance avoiding if possible, having to delegate to third parties and carry a personal, serious, professional and straightforward. We have so many carriers, and both traffic portals Publispain Group , as Entertainment Networks , which for us is really important to choose with whom we work.
We work with almost every sector agencies in Spain, and many or most of the international traffic engaged in Spanish. Rare is that by default does not work or when we test new initiatives are proposed to us, but also when an agency does not work with the seriousness expected immediately cut the relationship. Each agency has a profile, and over the years we have been testing and working with many of them. When preparing a new project, such as the launch of Archivos.com or Madrid.net in the coming months is for me very important to define who should deal with the sale of this portal. For example in these projects have not yet defined in the hands of responsible advertising them. I always heard in the general area of the type: " Adlink is the best agency is selling best. That's not true, Adlink is a great agency for certain holders, and may not be for others. Just like other agencies. Here size does not matter, what matters is the personal, health, work, the relative importance you have in its structure and sales force and business that may upset you. In 97-98 we started working exclusively with a small advertising agency named XMedia web (what times!), Was directed by a good friend, Jesus Aldana, and within months was called Adlink and years later grew and even to merge with DoubleClick. There were many years together but there was a time, after the merger Adlink-Double Click it ceased to be "our agency" and, as in dating, there are times when we left, and I did. During those years for many Adlink leave was crazy, there were not many alternatives, it is almost none. It has been many years and survived. There are times when you have to be where you feel you belong. Now interestingly the circle closes, and I can announce that Yes.fm have closed a contract for exclusive advertising with Adlink, which makes me somewhat back to the starting point of 1997 has been a long road and I'm sure I do well. But not only is Adlink, but there are many other companies we work with regularly: Antevenio, Barcode, Direct Mail, Addoor, CPX, Hispanic Click, Harren Media, Fox, Canalmail, Adprox ... and dozens of others with we have done tests and specific agreements.
In contrast to the example of a large company like Adlink, within this area there are other quieter options and one of them is the one we chose to manage advertising network blogs Entertainment Networks, called Addoor . Addoor is a different agency, smaller and used to doing something that I like a lot and that is where I see the future, do special actions. Just sell your usual format advertising (banners, steals, megs ...) that suddenly sell a widget that plays a concert of hundreds of Mbs Amaral.
I read recently that have signed and support exclusive Electronic Calico . I think it really is a great success to choose Addoor, because quite possibly the best agency in Spain who can see, research and work in a personalized new ideas and forms of advertising such as inclusion in the animated adventures of trademarks and advertising within of comics. return to the beginning, each must choose his better half, at least in this size does not matter. Post Carlos Blanco (who by the way should thank someone who has been dealing with the First Tuesday even in the worst years, and virtually no support), there are 200 people registered in the FT Madrid tonight dedicated to online advertising.
Tonight Speakers include Enrique Lara ( Adlink ), Julio Alonso ( Weblogs ) and Jose Manuel Alonso ( Iglue ), at 1930 hrs in Lemon While I recognize that I usually give a tremendous laziness go to these events, and in recent 10 years must have been no more than once or twice a FT (a few months ago at an event dedicated to online music, where he chatted Kiko Fuentes, director of Content Yes.fm ), I will not miss the date tonight. ( and that tonight was invited to dinner at the Madrid Tennis Master , that I really wanted, but will have to be another day ...) I find some acertadísimos speakers, I think it will be many questions and above all very interesting opinions. To those who think that these events take little, at least historically say that my experience tells me that. In fact, in the FT Madrid I mentioned before digital music dedicated to an operation out of an acquisition we have implemented interesting few dates ago. congratulate the organizers because I think the topic of the moment, some great speakers to be very interesting to listen, and it has been pointed out so many people is a clear sign that I'm not the only one who sees that. If someone wants to come can join free of charge from the website of the event here (by the way, I have wanted to go tb one day to initiator, organized Angel Maria and Javier Martin ) This starts now will be a very interesting course in the field of Internet advertising. On one hand the dreaded crisis that is installed in the company and this is an obvious fact just by looking macroeconomic data, but this contrasts with the growth data of Internet advertising in the first quarter, which rose 28 % according to Infoadex. Personally I think the second quarter data reveal an increase but to a much lesser extent. We must wait for the data to see if I'm right. I fear clouds the short term, but the online advertising industry has excellent prospects in the medium and long term, in fact we are seeing a lot of movement and new projects in the sector confirms the positive outlook. A traditional agencies-each in its segment and market share-as Adlink , Antevenio , Addoor , Zanox , Canal Mail , Trade Doubler , Publicidad.net , in recent times have been joined as new projects Wunderloop , Social Media , Explorablogs ... But many are still on the way, some are already arriving. It is likely that the number of agencies in the coming months is to ... duplicate. Important American multinational For starters, and a British, are currently seeking offices in Madrid and selecting staff. The arrival of these two great companies in Spain is imminent. These openings have to add two new startup planning to open in the first quarter of 2009 in Madrid and Barcelona both focusing on Web 2.0, and another project that is not yet too, 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 recently commented on this post. market there be 12 months view for many players in the advertising market?. Personally I think so. Yes, because Internet advertising will continue to grow, yea, because the advent of Web 2.0 offer new alternatives segmentation, virality and will be able to offer specific niches reach previously impossible, and yes, because the international data extrapolation more advanced markets suggests that the "great leap" of Internet advertising in Spain is still to come, even though we now have a difficult period for the macroeconomic situation ahead. What I do 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 appear this season, it promises, end up surviving. Yesterday Leia Julio Alonso saying " Crisis Arrives: ad spending in the first quarter of 2008 "and Carlos Blanco that took months to commenting and watching the crisis, saying " Spectacular offline media crisis "and I see that as Here is what some of us saw coming, and not the crisis, which has already reached the sector is fear, which is possibly worse than the crisis itself. (BTW, I highly recommend reading both post) Fear makes investment contract and the money, which is as usual cowardly hide. On occasion I have commented on this blog about the Internet is going to suffer unless the looming crisis (Yes, I believe that this is just the preamble and the worst hit in January-February and will be maintained in 2009), but obviously sector will not be immune, the suffer. We see falling offline advertising spending significantly in the first half as Infoadex in almost all sectors. The funny thing is that even with significant falls, is more significant progression, January, February and March have not been so hard, the second quarter is where virtually entered freefall. Now, the key will be to behave as online ad spending in the last half of the year, especially as it is distributed internally between branding, affiliate, email marketing etc). Internet theoretically gained in this period by 28% (does anyone notice?, I do not, not according to their data Google ) Makes eating few dates with a great guy who does not even know personally, Juan Agustin Jimenez of Canalmail , confessed that he believed companies like yours, dedicated to Email Marketing, or Zanox and Shop All dedicated to membership and sales would suffer less from the effects of the crisis, venturing to think that advertising branding was to take refuge in such products 1 to 1 searching online sale, and even strengthen their budgets by cutting investment in films, magazines and mainly radius. However, John Augustine confessed to me that he hoped that also affect your company, possibly less than others, but no sector within the online advertising is going to stay out of the looming. Also in recent weeks detected a trend through media centers where customers ask "ideas", they want special actions to highlight and remove the head and do not want the usual formats. That's where independent and agile companies can tailor econtrar anticrisis: no more comfort. A side effect is coming ... A large online advertising agency internationally, it starts to confess some financial troubles, customers canceled campaigns, modify and shrink its investment strategies and initial plans. One of the major advertising agencies in Spain and cutting ignoring many stands to optimize their supports Premium and minimize the effect of the crisis. Suffice to say, Movistar, the country's number one advertiser, 4-5 months ago decided to cut its global advertising budget by nearly 6 million. Willy nilly This shows in Internet. Starts to look a rout that reminds me of the one that occurred in 93. Some players are considering leaving the industry, and seek a way out, but found no money in most cases. A gossip mode, only in the last 15 days we have been offered the purchase of two blog networks and 4 major high traffic portals. One of those purchases we have closed yesterday and we will announce soon. You may even execute another in the coming weeks. But the significance of this is that now the dizziness 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 geeks launch soon in a few days, closed beta Yes.fm , an ambitious, very ambitious, which unfortunately will be released in hard times, but still, we have strong reasons to be very optimistic.
The blog of Alejandro Suarez.