Author: vicen

Artificial Intelligence is here to stay, and there is no doubt about it. Instead of facing it as a thread, we must understand and comprehend its potential and possibilities. Not only to be more productive, but also to be more effective.

At SomosSapiens, The Media Evolution Company, we are really interested in the use of AI as a tool to understand, analyze and segment the most appropriate audience for each type of campaign and client. That is why we tell you about the impact of AI on audience knowledge.

AI is a tool that is evolving the way brands and consumers interact, benefiting both parties. AI analyzes data obtained from consumers and learns automatically, so processes are constantly being improved and adapted, favoring the efficiency of campaigns

For a campaign to work well, we must know who we are targeting and what message we want to convey. This is why a good audience segmentation is essential to impact the right group of people, who will perform the desired action. Artificial Intelligence helps in this phase of the strategy development process for advertising campaigns thanks to its capability to analyze a large amount of data in a short time, identifying patterns and make trend predictions. This makes it possible to generate various combinations of audiences, customize the way to reach each section of the target audience, and direct messages more precisely to those users who are interested and more likely to perform the desired action.

AI data analysis

One of the most outstanding features of Artificial Intelligence is the ability of its algorithms to analyze millions of costumer data in a short time. This allows an in-depth understanding of the consumers trends, behaviors, preferences and needs. Thus, brands understand their audience better: how they interact, what their buying process is like, what their expectations are and how to reach them

Decision making when developing a marketing strategy for advertising campaigns is much more informed and can be tailored to consumers. The insights obtained from data analysis provide an overview of the different buyer personas than make up a brand’s audience Campaigns can be customized with messages tailored to each buyer persona, encouraging consumers’ interest in them and enabling them to take the desired action.

Predictive Models for Audience Segmentation in AI

Another great benefit of Artificial Intelligence is its predictive capability. With the database analyzed, AI can predict the behavior of different kind of consumers. This allows the segmentation of audiences by types of buyer personas much more accurate, make combinations of various segmentations and focus campaigns towards the segmentations that will interact with the campaign the way we want.

Thanks to the learning machine, Artificial Intelligence learns automatically and associates specifics characteristics to each data. It makes accurate predictions that may not have been seen before and can be applied to audience segmentation, always with the supervision of the human eye. As the analysis and the learning is ongoing, AI continuously identifies patterns and trends, making valuable segmentations and predictions that allow to understand audiences and how to target them.

Personalization of Campaigns with Artificial Intelligence

We all get annoyed by advertising, but if what hits us is something that we need or that interest us will be more in favor of it than if it hits us something we don’t need o don’t care about at all. Artificial Intelligence helps improve audience segmentation for marketing campaigns and creates a positive impact by offering value propositions based on consumers’ interests and needs. This leads to much more effective campaigns.

Efficient audience segmentation helps to personalized campaigns, benefiting the relationship between brand and consumer, since the experience is much more relevant. The use of Artificial Intelligence allows more accurate audience segmentations, being able to combine different types of segmentations to develop the most cost-effective advertising strategy

The segmentation of well-defined audiences enables the personalization of messages in advertising campaigns. This generates a much more satisfying experience for consumers, as they receive advertising that is tailored to their interests and needs, with more relevant and engaging messages. In this way, consumers perceive these ads as less intrusive and are more likely to interact with the campaigns in the desired way. As there is therefore a more efficient allocation of resources and campaign budgets, and the campaigns are much more cost-effective.

Continuous AI learning

These analysis, identifying, predicting and learning capabilities of Artificial Intelligent are constant, so they also are applied once the advertising campaign is activated. This allows the application of adjustments and optimizations throughout the campaign to obtain the highest possible effectiveness.

Human Supervision

Artificial Intelligence is a super-useful tool for audience segmentation. Its impact on the professional world is very beneficial of the speed with which it can analyzes data and its predictive capacity to identify patterns and trends. But we must not forget that AI do not the job of the Marketing Specialist, it enhances it.  It will always require the supervision of a human being to identify and interpret the data and how to apply it in the most effective way. Is that human emotional intelligence that is needed to understand the data and craft a strategy that consumers can connect and empathize with. Without empathy and human understanding this would not be possible. As we have been saying, Artificial Intelligence is ultimately a tool, so a person is needed to perform the supervisory functions and train the AI with responsible, ethics and respectful methods.
At SomosSapiens we are experts in evolving brand audience and channel strategy. We enhance their stories, ideas and experiences with end-to-end media, digital and innovation solutions that differentiate them, connect them better with their audiences and accelerate their results. Visit our website to learn more about our services.

One of Netflix’s biggest failures has been the implementation of ads within its platform. Its growth in this area has been slow, largely due to limitations in targeting and measurement, according to widespread opinion. However, the streaming giant has revised its strategy and is introducing innovations that could transform connected TV advertising into the next big trend in the market.

According to Portal TIC, at its Upfront event for advertisers, Netflix announced that it plans to launch its own global advertising platform by the end of 2025. This move promises to revolutionize the way advertising is conceived on streaming platforms, offering new opportunities for both advertisers and users.

A transformation in the advertising approach:

According to  ReasonWhy, Netflix claims that having its own advertising platform will allow it to have greater control and deliver more personalized experiences in both its products and services. Reinhard, says, “This will give advertisers new ways to buy, new insights to leverage and new ways to measure impact.”

Según ReasonWhy, Netflix asegura que contar con una plataforma publicitaria propia le permitirá tener un mayor control y brindar experiencias más personalizadas tanto en sus productos como en sus servicios. Reinhard, afirma: “Esto dará a los anunciantes nuevas formas de comprar, nuevos conocimientos que aprovechar y nuevas formas de medir el impacto”.

With this step towards innovation, the streaming giant presents a transformative proposal for connected TV advertising. Moreover, this is not Netflix’s only bet on the evolution of the advertising market; the platform will establish major partnerships with The Trade Desk, Google’s DV360, Magnite and Microsoft. These collaborations will allow Netflix to consolidate a solid foundation for advertising control within its platform, expanding opportunities for both advertisers and users.

A response to user needs: 

Integrating advertising in formats not adapted to the platform or to users’ expectations would be perceived as an intrusion. This could cause users to lose interest, resulting in reduced attention to the ads. For this reason, Netflix is looking to offer a native ad experience, testing its new ad platform in Canada, and later in the U.S., during the second quarter of 2025.

According to Europa Press’ TIC Portal, the streaming giant has conducted in-depth research into consumer behavior in order to provide opportunities for brands and advertisers. “Bringing our own technology in-house will allow us to drive the advertising plan with the same level of excellence that has made Netflix the leader in streaming technology today.” Reinhard noted at the same event.

Connect with your audience thanks to Sapiens CTV:

We live in a constant evolution in the advertising world, where every day changes the way we consume advertising and the media through which we do it.

One of the findings that Netflix presented at its Upfront event this year, based on its research, is that in just one year its ad-supported subscription has reached more than 40 million monthly active users worldwide. This level of growth suggests that, users don’t mind watching commercials in exchange for paying less.

In a constantly changing market, it is essential to adapt our advertising strategies to new trends. Have you already done it? At SomosSapiens, we have developed ConnectedTV, an innovative solution for connected TV advertising.

With our high impact campaigns, you can make your audience connect with your message, either to increase notoriety, Brand Awareness or interaction. Join the change with our team of professionals, who are in charge of activating the ideal advertising spaces for your message, offering results that will exceed your expectations.

Fuentes: 

Europa Press

Reason Why 

Ad Excharger

We are currently in a market where the recall and differentiation of our product are key elements for success, allowing sustainability and permanence. Brand positioning is one of the great allies to achieve these objectives, being, together with branding, one of the bases to reinforce the identity of a product or business.

In this article, we will explore five branding strategies that you should know and can use to improve your visibility and sales:

1. Brand positioning based on reputation: 

Excellence and quality are crucial differentiators, because they are linked to prestige and influence. Being a member of a select group of individuals generates a sense of exclusivity, which in turn drives the acceptance of higher prices, as consumers tend to associate price with quality.

The use of a brand positioning strategy based on the product’s reputation will emphasize the social aspect involved in its purchase, making it an ideal way to capture the attention of both regular consumers and those who are not yet regulars. 

2. Attribute-based brand positioning: 

Focusing on the benefits we provide to our customers is also an effective way to differentiate ourselves in the market. Brand positioning based on product attributes enhances the product’s advantages, which attract potential customers to its consumption. This can be seen when, for example, a company emphasizes the innovation, size, or performance of the product, which make it ideally suited to meet the needs of the consuming public.

This strategy is not based solely on the product itself. The purchase experience and after-sales service also play a key role in the strategy. An example of this can be when cell phone companies highlight their equipment and, in addition, offer convenient payment installments to obtain it.

3. Problem and solution-based brand positioning:

Brand positioning strategy is especially recommended for products and services aimed at extremely well-defined market segments, such as travel health insurance or a bank loan. Based on the sense of urgency and the search for a solution, these are brands and services that provide a quick response to a situation.

4. Brand positioning based on added value: 

Enterprises can also build their brand positioning by adding non-existent value to their offer. And with this, we are not suggesting that they invent features to increase their sales.

The brand positioning strategy based on added value consists in endorsing products or services with social values or compromises, which are assumed by the organizations in the background with the purpose of building a positive public image before the potential consumer.

An example of this are the brands that give part of their profits to charity or, launch lines of solidarity merchandise.

5. Brand positioning based on competition:

Another effective brand positioning strategy to yout brand is to study our competitors in detail and identify what sets us apart. These differences will be our key point of support, as they will allow us to demonstrate why our offer is a better business option.

That is what competency-based brand positioning is all about, to persuade the customer to choose a brand over its competitors.

One iconic example of this is the historic advertising war between Pepsi and Coca Cola, as well as McDonald’s and Burger King. However, it is also seen in smaller brands, which use performance tests or price comparisons to highlight their product.

In SomosSapiens we are aware of the relevance in the application of various marketing techniques and proposals which enable us to reach our target audience, creating strategies of great reach, effectiveness and recognition which allow us to provide a quality service and the necessary momentum to achieve the proposed objectives. 

Find out more about our services here

Research: 

HubSpot – Guía del Posicionamiento de Marca

Rockcontent – Posicionamiento de Marca: Cómo lograrlo y qué tipos existen 

No more socks and colognes! 

The typical gifts for parents have long since become obsolete. The same goes for marketing strategies. Why not make a hybrid, experiential and shareable action? 

In this post, we propose three tips to promote your brand on Father’s Day.

First of all, we must make it clear that not all brands, services or products are intended for parents. If they are not part of our target, making a special promotion for them will not make sense. So before we jump like crazy into any action, we must consider what our goal is and who we want to target.

Once we are clear that doing a marketing action on Father’s Day is appropriate for our target  audience, we must devise a campaign that represents our brand, product or service and connects with our audience.

Here are three tips for promoting your brand on Father’s Day:

Create fun and emotional content

If these types of dates are useful to us, it  is for our  target to  connect with our brand, product or service. When we carry out special marketing actions for parents and families, we are winking at them to connect with them emotionally and thus position ourselves in their Top Of Mind. 

The key is to find that content that makes them smile and blush, that they feel identified with and/or inspired by. A story that is tender and funny and also represents the values of the brand. If we achieve this goal, we will not only connect with our target, but we will also get them to interact with the brand and keep it in their heads.

Create a Special Promo Pack

It doesn’t matter if your brand offers a product or service, if your target audience includes fathers, you can create a special promotion with discounts during the dates around Father’s Day to promote your brand, products or services and get sales. 

Bring together those services or products that fathers can most identify with, or are most attracted to, in a discounted promotional pack, and publicize the offer before Father’s Day. In this way, couples, children and even parents themselves will be able to see the pack and think of it as a gift.

Create a  specific landing page that consumers can reach through different channels such as search engines, newsletters and emailing, and social networks. Thus, in addition to highlighting the promotion, it will be easy to find it and will make it easier to buy or contract the service. 

Remember that this is a special offer; If your business is brick-and-mortar, leave a space to put all these products together in the special promotion. 

And, of course, enhance the visibility of this special promotion with advertising campaigns in off and on media. 

Raffle a shared experience

Father’s Day is a day to celebrate as a family. No matter how nagging they are, in the end they love to enjoy moments with their loved ones. Do a giveaway on social media by giving away an activity to do with the family. In this way, those close to them can give them a gift or they can celebrate their day in a special way. Accompany the giveaway with a hashtag so that the users who participate can share it on social media and thus make the action viral.

This type of action will enhance your visibility, allow you to interact with your audience, build customer loyalty and create a connection with them.

SomosSapiens is a Top 3 independent agency specialized in carrying out comprehensive campaigns for personalized audiences. Learn more about us here.

Discover the new solution that we have developed at SomosSapiens for connected TV advertising and activate it in your communication strategy. 

Connect with your audience while watching TV with Sapiens CTV.

Digitalization has changed the way we watch television. Now platforms and devices are multiplying. The contents are not moved by general grid but by personal one; Each person chooses the content they want to see and when they want to watch it. 

According to a study by the IAB, 90% of Internet users consume audiovisual content on television connected through the internet. Whether it’s on Smart TV, set top boxes like Chromecast, or on mobile devices, this new way of watching TV multiplies the possibilities of reaching a massive and qualified audience. 

This makes connected TV a fundamental discipline for campaigns with impact objectives such as notoriety or brand awareness. 

We show you how you can connect with your audience while watching TV with our Sapiens CTV solution.

What is Sapiens CTV?

Sapiens CTV is an ad solution, which we have developed at SomosSapiens, which connects brands with their audiences in the digital audiovisual ecosystem. At Sapiens CTV we integrate the different TV activations (linear and digital) generating maximum impact. 

Benefits of including Sapiens CTV in your communication strategy

• Connected TV has a high penetration. According to data from the first wave of Barlovento Comunicación’s Connected TV Barometer -OTTs, in January 2024 connected TV brought together 35.2 million unique viewers. Sapiens CTV collects, integrates, and optimizes all available TV and CTV options.

• Premium placements increase the visibility of your campaigns. The audience stops and sees what they’re really interested in. Sapiens CTV increases the visibility of messages by adapting to the user. 

• The variety of formats grows and adapts to the needs of the audience. Sapiens CTV analyzes and understands the behavior of profiles and matches activations to viewing moments and content.

Sapiens CTV: Connected TV solutions adapted to your needs and communication objectives

Through Sapiens CTV we offer three different connected TV advertising solutions that adapt to your communication needs and objectives. These three types of solutions are:

• Sapiens Visibility: Our Sapiens TV solution for campaigns that require brand awareness and recall.

• Sapiens Affinity:  Impact your target audience among the entire connected TV audience based on their affinity points.

• Sapiens Interactivity: Get answers from your target through interaction formats.

Don’t miss the opportunity to connect with your audience, contact us and find out about Sapiens CTV. And make your campaigns connect.

At SomosSapiens we are always looking for talent. Talent with a solid foundation, enthusiasm, and ambition to grow and take on new and big projects. Roberto Barroso (ex WPP) is that kind of talent.  And we are delighted to have him join SomosSapiens as the group’s new Trading and Operations Director.

In his last stage he held the position of Head of Trading Director at GroupM, where he has had the opportunity to work with the different media agencies belonging to WPP and its entire client portfolio.

After years linked to agencies and the multinational group, Barroso comments that “SomosSapiens is the perfect agency to open a new professional stage and a great opportunity to continue growing professionally. Undoubtedly, it will be a challenge to bring my professional experience both in the trading and operations part, as well as a comprehensive vision of the means to provide valuable solutions for our clients, with a clear objective of reinforcing their growth in the market.”

Barroso will bring all his experience and talent to SomosSapiens in a year where we have managed to consolidate our position within  the TOP3 of the best valued independent agencies and with very ambitious growth objectives.
Our CEO, Guillermo Hernandez, points out that “After a very exhaustive and thoughtful process, with excellent and talented candidates, we have managed to convince Roberto to join the project and we are sure that he will bring us a qualitative value and a very powerful leap in reputation for the agency, in a year with many business objectives to achieve“.

Valentine’s Day and marketing are closely related. This special date is a sales revolution for many businesses; for example, Spain has surpassed 8 million digital searches in the last three years.

We know it’s almost impossible to not make an appearance on that day; nevertheless, it’s important to stand out from the crowd of messages. To make your Valentine’s Day campaign a success, we recommended five marketing strategies, all of which should start weeks before the big day. It is also important to give an emotional value to the message we spread. Selling the experience that the buyer is going to live on the day of love is quite relevant.

In this article, we will recommend five Valentine’s Day marketing strategies that every marketer should know.

1. For a blog: Make a content with giveaway ideas…. Don’t forget to include your product or service!  

A marketing strategy for Valentine’s Day could be a specific content for the date. Potential buyers may feel a little indecisive about the gift experience they want to buy on this special date, being the moment for your brand to appear, and provide the solution.

For example, you can make a guide about activities or gifts for the date. Be sure to include your product or service so buyers can purchase it with a single click.

2. For E-commerce: Offer Valentine’s Day sales

Make your customers fall in love this Valentine’s Day with a special offer, customized for the occasion. You can also add special advantages for the purchase of your product or service: free shipping, an additional gift or even give away the packaging.

Another recommendation to achieve success on sales is optimizing your product data in accordance with the newest traffic trends of the moment. considering our customer sector and finding sell opportunities. Also, it is important to take into account cross-selling, that’s because, making a specific collection of valentine’s giveaways, increasing the average of order value of the purchases.

3. For Social Media: Why don’t you make a special action for Valentine’s Day?

Launching a contest or a giveaway related to February 14 is an action that allows you to provide the number of uses, in addition to providing greater visibility to your brand on social media channels, and with that more sales opportunities.

Take advantage of the opportunity for visibility and brand awareness that social media strategies brings with them. You can play a little with your avatar or cover in profiles, putting specific creativities for this date and playing with your logo and image for your audience. Of course, this action will depend largely on the values of your brand or business.

4. For the loyal customers: An email marketing campaign! 

E-mail is a very effective way to get your promotions to former customers or users interested in your products or services.

For this strategy to be effective, it is recommended to create a landing page specific to the date, showing exclusive promotions of the season and generating content related to Valentine’s Day gifts.

5. For content creators: Viral videos in YouTube and TikTok

YouTube and TikTok are the entertainment kings, being the ideal platforms for content creators to share vlogs or tutorial videos on gift ideas and other Valentine’s Day activities.

Since its appearance, influencer marketing has become a great tool to give more visibility to products and services. Among the Top 5 categories of branded videos are electronics, food, beauty, automobiles, and fashion brands.

BONUS: Single people also celebrate Valentine’s Day, don’t forget about them!

Singles are a species that still endures, and we can’t forget them, ¡and that’s why we celebrate the Day of Love and Friendship! Remember to take into account this audience segment for your campaigns, even organizing special actions for them.
At SomosSapiens, we are aware that the use of diverse marketing techniques is fundamental to connect with right audiences. With this, we achieve our objectives with innovative strategies that allow us to provide an exclusive, quality service that takes into account all existing business opportunities for brands.

We are living in a digital era, where the use of AI tools has become a powerful ally in the content creation and strategies. Because of their ability to analyze information, automate tasks and optimize strategies, they can make the difference in the success of an advertising campaign.

In today’s article, we’ll explore five artificial intelligence tools that every marketer should know about:

1. Jasper: A writing tool that speeds up content creation

Formerly known as Jarvis AI, Jasper is a copywriting tool that is designed to generate content quickly and efficiently. With an intuitive user interface and specially designed to meet the needs of marketing professionals, it supports content creation in 25 languages.

2. Optimizely: An optimization and testing tool for website improvement and UX experience.

This comprehensive Artificial Intelligence optimization and testing tool improves website performance and user experience.

Optimizely provides a complete website analysis  of performance, as well as information on user behavior with features such as heat maps and click tracking. It has tools to optimize page conversion, along with advanced features tailored to the needs of web developers.

3. DeepL: Artificial Intelligence translation tool

This intuitive and user-friendly tool automatically translates texts and files in up to 26 languages, taking into account the contextual meaning of the words.

DeepL translates up to 5,000 characters free of charge, and is very useful for copywriters, as well as including a glossary that allows you to correct words directly in the text, making this tool convenient and productive.

4. Writesonic: The best interface in Artificial Intelligence platforms to generate content.

Writesonic is the IA content creation platform most recognized for its simple and intuitive interface. Its ability to generate texts in Spanish is of quite good quality.

They are very careful with the aesthetic of the platform, giving special relevance to the user’s experience and usability. However, it is always advisable to review the texts in case corrections are needed, since the platform often contains grammar or syntax errors.

5. Night Café Creator: Free platform that transforms text into images

Night Café Creator is a tool with Artificial Intelligence that turns text messages into images. It also allows you to make improvements inside the same framework or base until it adapts to the user’s needs.

This online art platform employs various AI algorithms and offers several predefined effects. With it, you can greatly reduce the processing time, thanks to its graphic and high-quality units. Moreover, it fully retains the copyright.

At SomosSapiens we are aware of the latest market trends, using the latest generation tools to optimize processes and results, in addition to offering innovation to our clients. With this, we offer a quality service with a wide range of possibilities.

Since they arrived, social networks came to stay. They have become a channel of communication, inspiration, and even a platform to buy products and services.

The use of social media has been mutating in such a way that the platforms have been adapted to the needs of consumers. These needs must be analyzed and understood in order to create effective content and advertising strategies across the multiple social platforms.

In this post, we tell you about the social media trends of 2023 so that you can include them in your digital strategy:

 AI is not an enemy, but a tool

Since Artificial Intelligence began to be used in 2022, there has been an unexpected change which has caused a large amount of insecurities in the professional marketing sector. According to the study conducted by Hootsuite, Social Trends 2024, interest in learning about AI has increased by 550%, with social media marketers being among this percentage.

Is Artificial Intelligence really a threat? No. However, it is a tool that can help social media professionals to optimize processes and tasks. By the end of 2024 it could be more common to use it for text editing, image enhanced or even providing customer service; but never to replace the human being, as the social media user values authenticity in content.

According to the study conducted by The Pew Research Center in 2022, the more grown-up your community is, the more it will value the authenticity of content. Generation Z, for example, claims to be able to recognize which content is created by AI and which is created by a real person, and is also more likely to trust and engage with AI-created content. Baby Boomers, on the other hand, are the opposite: it is more difficult for them to differentiate which content is created by AI and which is not, so they trust and engage less. Therefore, it is of utmost importance to know your community to determine what tasks you can perform with AI, otherwise it could have a negative effect.

In a universe full of social networks, focus on the ones that will help you achieve your goals

It is not about being everywhere, it is about being where your audience is.  Therefore, you should prioritize those social networks where you can meet the objectives set out in your strategy.

Currently, a Social Media professional must maintain the presence of a brand in an average of seven social networks, where they must perform the common tasks of this role such as: developing strategies, creating content, analyzing results, responding to comments and executing advertising campaigns.

For this simple reason, the strategy must focus on time optimization and optimal fulfillment of objectives.  The ROI (Return Of Investment) of the channels and actions must be considered and include in the strategies at social platforms that generate conversion and help us proactively to achieve the established objectives.

An example of this is the popularity of WhatsApp and its effectiveness as a business social network. Given its proximity, it allows to generate a relationship based on trust and proximity that, for some business models, fits perfectly.

According to the IAB Spain study: Social Networking Study 2023, Whatsapp is one of the social networks most frequently used by users. A platform that users relate to communication and swiftness. This can also be seen in the study conducted by Hootsuite, Social Trends 2024, which considers it as one of the social networks that generate more trust in the user.

 Selling means giving the users what they ask for

The social media paradigm is constantly shifting, bringing new platforms and functions around them. Therefore, the social media professional must know the tone and dynamics with which they can connect with their target audience according to the platform they are on.

X is used to stay informed, TikTok to have fun, Instagram to show their lifestyle… And so, each social network has a premise, that social media professionals must adapt their content to attract the user.

If there is one major trend that continues across all platforms, it is the need to give the user the content they are asking for. As a reward, not only will you get their attention and interest, but you will build a relationship of affinity, trust, and the eventual desire to become a customer.

At SomosSapiens we know that the use of diverse marketing techniques is essential to connect with the audience. We include them in our campaigns. In addition, innovative proposals allow us to reach our target audience, generating effective strategies. With this, we provide a quality service and the necessary impulse for the visibility of brands and services.

Source: Social Trends 2024 de Hootsuite. Estudio de Redes Sociales 2023 de IAB Spain

The agency will manage the launch campaign that aims to raise awareness of the digital platform for finding professionals for home renovations and home services.

SomosSapiens, we have been selected by Habitissimo to design and manage the media strategy for the new launch campaign of the digital platform in Spain, Italy and Portugal.

Habitissimo, owned by HomeServe, is a marketplace that was launched in 2009 in Spain and expanded to Portugal, Italy and some regions of South America. The brand’s strategy is focused on helping homeowners easily find quality professionals in the renovation and repair sector.

The objective of the campaign is to increase brand awareness and attract quality professionals. In this case, the agency has come up with an innovative radio strategy to promote a very notorious creative idea.

The awarding of the campaign took place after the pitch carried out by Habitissimo during the month of July, in which the most weighted evaluation criteria were the team, the comprehensive strategic vision of the media and the data analysis for the monitoring and optimization of the campaign’s KPIs.
For Guillermo Hernandez, CEO of SomosSapiens: “It is tremendously satisfying that a company like Habitissimo has chosen us as their media partner to launch their new communication strategy in three different markets. A challenge that will allow us to demonstrate our capacity as well as to enhance a differential creative concept by coordinating a BrandFormance strategy in three different markets.”

We live in a constantly changing marketplace full of advertising. There is no physical or digital space which, at this point, does not want to impact us with a message. As a result, the audience is saturated, turning into solutions such as ad blockers or simply ignoring the surrounding messages.

In the meantime, the advertiser has to find new ways to connect with the target audience. Branded content is an efficient response, which delivers persuasive and original messages to audiences in order to generate brand, product or service recall. In this post, we tell you about their benefits and some examples to inspire you for your next campaign.

¿What is branded content? 

It is a marketing method which consists in creating content linked to a brand, product or service, which connects with an audience based on values and intangible qualities, rather than focusing on the direct sale of a product or service.

It is a concept that connects through brand awareness and added value. It seeks to generate awareness and engagement, rather than direct sales or conversions. The key metrics to measure the success of an action of this type are usually the KPIs related to awareness and the number of mentions that occur as a result of this action.

It is a technique that makes use of storytelling, as it tries to connect with emotions through representative stories that generate memories in the spectator, either because of its characters or stories. Its flexibility allows it to find different formats and diffusion channels, as well as making use of a variety of resources for its creation.

 What is NOT branded content?

Over the years, this marketing technique has been confused with other related methods, such as content marketing, traditional advertising, native formats or product placement. This is due to its recent concept, which can lead to confusion.

• Compared to conventional advertising, it is not an invasive marketing technique, and it does not focus on a product or service per se. The brand may appear in branded content; however, it is not the main focus, the content is based on the brand’s values and story.

• The same thing happens with content marketing, that is a strategy that encompasses all types of content created by the brand, while branded content is a specific type of content. In other words, there can be a branded content on a content marketing strategy.

• While branded content has been conceived to promote the values and intangible qualities of the brand, using an infinite number of resources and formats, the main task of Native Ads consists of inserting advertising in editorial content, exclusively conquering the existing audience in that medium and seeking to give notoriety to a brand, product or service.

• Product placement is a more explicit technique, with the product or service to be sold appearing directly and passively. Unlike branded content, it does not use storytelling and the content may not refer to the values of the brand or product.

The benefits of Branded Content for your brand, product, or service:

Branded content is an effective marketing technique for those actions that are intended to generate a connection with the audience, generating emotions and sensations that will later be related to the product, service, or brand to be promoted.

Given its nature, which wants to entertain rather than sell, it can generate a certain virality with its content. This will potentially help brand positioning, relating brand values positively with the audience and generating loyalty through emotion.

At SomosSapiens we are aware that the use of different marketing techniques and innovative proposals will allow us to reach our target audience, generating campaigns with maximum coverage, impact and notoriety. With this, we provide a quality service and the necessary impulse for the visibility of each proposed message.

MediaSapiens has been in charge of the management of services and the purchase of spaces in the media and other advertising for the latest campaign of the Ministry of Economic Affairs and Digital Transformation (MINECO), “dissemination and visibility of the Digital Agenda Spain 2026”.

The aim of this campaign was to provide visibility to the opportunities and calls of interest for companies and the self-employed within the Digital Agenda Spain 2026. As a result, we encourage both to find out about the Agenda and to inform all the available funds, contributing to the optimal use of the Agenda.

The campaign ended last month, running in two phases, from March to April and from September to October. It was distributed through television, radio, press, outdoor advertising and a wide mix of digital channels. It was aimed at all citizens, with an emphasis on the public belonging to companies (medium, small and micro enterprises) as well as the self-employed.

The adjudication of this contract took place within the current Framework Agreement 2020, which has the objective of managing all institutional advertising campaigns. MediaSapiens has been one of the companies that has managed to offer the best proposals according to the different parameters and evaluation criteria, both quantitative and qualitative, of the participating agencies.