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ARTICLE

Programmatic is About to Change Gears in Spain

January 21, 2015 — by MediaMath    

Marketers in Spain fall into two camps with different educational needs. Those marketers who are already familiar with programmatic are now focused on building more efficient buying strategies, while those who are only just coming to the market are still finding the programmatic environment confusing. The latter need help to clearly understand the potential of the technology, as well as advice on building the right strategies to suit their business goals.

While programmatic advertising is already accepted in the Spanish market (programmatic accounted for 84% of total digital ad spend in 2013, according to eMarketer), advertisers here can continue to streamline their digital media buying in order to move even more ad spend into programmatic channels. Advertisers, and the industry as a whole, must address the following challenges on a parallel path:

• Educating marketers so they can understand the potential of automated ad serving
• Learning how to make more effective use of data for campaign optimisation
• Ensuring the ads served are engaging and compelling

The Spanish marketplace is evolving rapidly, with sectors such as retail, travel, automation, and telecom leading the way in the adoption of automated ad serving. MediaMath’s Madrid office opening furthers MediaMath’s established presence in EMEA, and is fueled by the region’s growing demand for programmatic technology, as well as requests from global and domestic clients for on-the-ground expertise in Spain. One client, a progressive digital agency in Spain, Wink TTD, is a prime example of an agency leveraging programmatic to effectively driving results in Spain. Wink’s client, a retailer, was able to detect the right users and lookalike profiles to deliver targeted ads that created a click-through rate 65% above expectations after Wink combined a data layer with MediaMath’s capabilities. Ultimately, the quality of the engaged users boosted website activity by 25%.

Traditionally, Spain is a late developer in adopting new modes of business, but the programmatic market is very dynamic and I think the region will continue to accelerate substantially in the next two years.

One comment

  • Amadeo

    April 27, 2015 at 9:10 am

    Buenos días, Gonzalo soy Amadeo responsable de marketing de Euroinnova Business School, indicarte que estamos interesados en lanzar campañas RTB como anunciantes y poder gestionarlas nosotros mismos.
    Indicarte que estamos en negociaciones con Dataxu, pero no queremos decidir sin tener información acerca de MediaMath, si fueras tan amable de informarnos te lo agradeceríamos.
    Amadeo Pérez Mariscal.
    Responsable del departamento de marketing de Euroinnova Business School
    amadeo.perez@euroinnova.com
    958050200

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