Advertising is not an unplanned action. The picture given by Mad Men-style TV series, where companies try their chances and take a risk, is nothing more than a mistake.

Every marketing action requires strategic planning, which follows communication objectives that, in turn, are guided by business objectives. Therefore, it is essential to measure the results obtained, in addition to having a broad knowledge of the meaning of each of the metrics, as each one collaborates with the fulfillment of the suggested objectives.

What is offline planning and do they still have advertising influence?

These are traditional promotional marketing actions, which are carried out outside the online environment. Their action is of a massive nature, and although the appearance of local media or media referring to a topic allows for a certain segmentation, their reach is focused on a collective action, especially if we compare it with the influence of digital media campaigns.

These media include the press, magazines, Out of Home (OOH), radio and television. The latter continues to take up a large part of users’ free time, with prime time being the time when the greatest coverage is achieved and where marketing actions can achieve great success and an excellent return on investment.

On this post, we tell you a little bit about the most used metrics at offline planning, what are their benefits and how to determine their level of influence in relation to the advertising insertion.

Coverage in Offline Advertising: The Total Universe

Coverage or reach is the percentage of users belonging to a target audience impacted at least once by the campaign.

This metric takes into consideration whether a person has been able to see the same campaign more than once, being an indicator that leads us to the first step of message recognition and visibility. However, it does not determine the relevance of the advertising campaign, only the number of users exposed to it.

The audience of offline advertising: Who has been interacting with the advertising action?

The audience has a significant role to play in the analysis of the target and the effect of the message within it. This indicator refers to the number of individuals who declare to come into contact with a medium or support during a given period of time. 

This type of estimation is indispensable for tactical decision making, both in the planning process and in the media buying process. 

The purpose of this indicator is to determine the number of individuals who may consider an advertising action relevant, and there are different types of audiences to determine the different types of impacts.

The importance of integrating a broad mix of online and offline advertising media:

Over the years and with the advent of new trends, offline advertising has shown that it is not going to disappear. Times change, but that does not mean that traditional media are obsolete. They are adapting, they have even redefined their function, becoming more relevant within the advertising landscape.

The most recommended strategy is to merge both online and offline fields, collaborating in the same direction and meeting similar objectives. At SomosSapiens, we know the benefits of integrating a varied mix of media in both online and offline advertising, offering 360º strategies that seek to achieve the objectives set. 

With this type of proposals, we offer campaigns with maximum coverage, effectiveness and notoriety that allow us to provide a quality service and the necessary boost to the brands that have placed their trust in us.

Since 2022, the podcast in Spanish has been in constant growth, due to its multi-area characteristics. With the return to the routine after the pandemic, the integration of a format that can be consumed at any time which provides valuable content has become the differential advantage for its consumption.

Knowing and understanding the consumption and production habits of podcasting in spanish is an important task for media professionals. Currently, the profile of the Spanish listener of this format is growing exponentially, and it is essential to monitor the evolution of the podcast in order to get the most out of it as an advertising channel.

In this article, we will tell you about all their benefits and what is their level of influence in order to the insertion of advertisements.

Let’s get to know our listener a bit…

As we can see in this infographic, the audience for podcast consumption is mostly men between the ages of 45-54.

The country where podcasting in spanish has grown the most is Spain, allowing the user to listen to the podcast while doing other activities.

Trends in content topics and audience loyalty to creators

Current affairs and lifestyle topics are the most listened by the Spanish-speaking audience, followed by series, documentaries and the True Crime genre.

Support for content creators is growing, with 57.3% willing to pay, 48.52% would pay a subscription to exclusive content, and 95% renewing on a monthly basis.

Podcast advertising

In 2021, advertising investment in digital audio increased by 62.6% compared to the previous year. This is partly due to the advantages offered by advertising within this format, which makes it a great working tool for advertisers.

“Podcasts are the best medium for advertisers, because it’s a format that forms and forges a connection with listeners uniquely compared to other formats.”

                  –  Xavier “X” Jerningan, host of “The Get Up”
According to Sonic Science, Spotify’s study with Neuro-Insight, a research company, generates an analysis of how different types of podcasts affect mood and in turn, the influence of multi-area audio on the audience.

The benefits of this advertising model focus on the influence and brand recall that the advertiser can obtain through this format:

1. It creates a high-impact emotional bond: It reaches the public in a direct and intimate way, as well as being launched at the moment of maximum attention of the user. As a result, objective listening rates are high.

2. Omnipresence: The versatility of being able to listen to podcasts at any time allows listening to the audio with the screen locked or even when offline.

3. More detailed segmentation: The target audience can be segmented according to the type of podcast they listen to, taking into account interests, location, gender or age.

Dynamic advertising insertions

Another factor to take into consideration is the possibility of dynamically inserting advertising within the podcast. 64% of listeners are annoyed by advertisements when playing an episode, being a less invasive strategy and, sometimes more personal, to integrate the mention of a product or brand within the episode.

The Branded Podcast is a strategy in which brands can develop creativity, linking their values with those of the podcast. This is done through mentions, reviews or dedicated episodes by the podcaster.

Pre-roll is another alternative. This is synchronised with a banner and link, without interfering with the transmission of the content. With it, we insert the ad before a podcast or digital streaming, the optimum moment where the user has maximum attention.

Also, in the last year, there has been a trend to generate branded podcasts. This corporate content is a strategy for brands to engage their audience and contribute to their community.
At SomosSapiens we know the importance of keeping up to date with the latest trends and knowing how audiences consume in order to always offer strategies of maximum coverage, effectiveness and notoriety to exceed the objectives set and provide a quality service that gives the necessary impulse to the clients who trust us.

Podcast data sources: Spotify, iVoox

Getting to know our audience is of great importance to create a relevant experience, generating brand awareness and product recall. With the appearance of new trends, the consumer has become more demanding; we live in a polyhedral world, with multiple scenarios and features that provide us with an infinite number of ad formats to create brand recall in our daily lives.

The importance to generate experiences that include both the physical and digital world has become of great importance, because it is a marketing strategy that embraces both offline and online media, providing pushes from different angles and, as a consequence, bringing recognition at different levels and the long-awaited increase in sales and other objectives that we set ourselves.

 What is an integrated strategy and why we should use it?

An integrated strategy is one that combines various actions at digital and traditional media, in order to obtain greater visibility and achieve the objectives set.

It communicates a unified message to the audience across all advertising channels. By using a diverse media mix for advertising, it has become an excellent strategy to achieve visibility, conversion, and various large-scale objectives.

A more integrated strategy allows us to attract a higher number of potential customers, tailoring our message according to interests and demographics that share common goals.

 If I create a strategy in a single environment, will I get the same results?

No. Using a combined strategy that embraces traditional and digital marketing tactics is the most recommended way to achieve audience engagement. 

Both have their own experience and benefits; between the balance of these, combined with the objectives of the campaign, you will find the ideal way to provide your marketing strategy with greater interaction, because you will have more points of contact to achieve your goals. And no matter how different they may seem; their combination provides a greater value.

Using an integrated strategy allows you to understand the consumer in greater detail, taking into consideration synchronicity and randomness as part of the global perspective of the strategy. Remember that while our consumer might use social media or browse the web, they also take a walk, visit a mall or even take a public bus. It is therefore important to take into perspective all their possible advertising environments.

The value of setting goals: 

As with any online or offline marketing plan, an integrated strategy must set out the objectives and actions, monitoring and analyzing the results.

While the nature of traditional media differs from that for digital media, there are lines of action that can be used to implement a strategy that encompasses both, digital and traditional media, working in collaboration.

An integrated strategy will allow you to obtain a range of possibilities that will allow you to get the maximum benefit for the brand and a different experience for the user, where both worlds come together, both ways of advertising.

In addition, by monitoring campaign metrics, you will have a broad spectrum of locations where you can analyze where you find a point of connection with your audience and where you do not. At SomosSapiens, we know that the merging of conventional advertising and innovative proposals will allow us to create campaigns with maximum coverage, effectiveness, and notoriety. With this, we exceed the objectives and set out our strategies, providing a quality service that gives the necessary impulse to the brands that have placed their trust in us.

MediaSapiens, we have once again been chosen as the media agency to provide the services of buying space in the media and other advertising media for the dissemination of the campaign of the Ministry for Ecological Transition and Demographic Challenge (IDAE), “The citizen as a key factor in the energy transition”.

The award of this contract, included in the current “Acuerdo Marco 2020” for the management of all institutional advertising campaigns, is one of the highest in amount expected this year, and comes after MediaSapiens has managed to offer the best proposal of all the participating agencies, according to the various technical parameters and evaluation criteria required, both economic and qualitative.

The aim of this campaign is to inform and give visibility to the importance of energy saving by citizens, publicising various plans, lines of action and aid programmes to promote saving, energy efficiency and the use of renewable energies in the domestic environment.

To this end, the promotion of healthy and safe habits for society and care for the environment will be disseminated in order to achieve the objectives described.

The campaign will run for approximately one and a half. It will have a wide mix of multimedia and digital channels.  It will target the public and professional sectors throughout the country.

MediaSapiens, we have been selected by the Ministry of Economic Affairs and Digital Transformation (MINECO) for the diffusion in different advertising media of the campaign “The values that bind us together“.

¿What values bind us together? 

Trust, stability, safety, and profitability are the values as a society that unite us. Values that stand out the new campaign of the Ministry of Economic Affairs and Digital Transformation (MINECO).

“The values that bind us together” wants to give visibility to the Treasury’s financial instruments in which retailers and citizens can invest.

This campaign will run until October, targeting the entire Spanish population. The diffusion of these campaigns will consist of a wide mix of multimedia and digital channels, being the fusion between conventional advertising and special and innovative proposals what will allow its maximum coverage, effectiveness and notoriety.

Did you know all the nature trails Spain have? With the “Caminos Naturales” plan, you will be able to know all the variety and quality of these tracks, enjoying amazing experiences where the contact with nature will be the main protagonist.

The “Dirección General del Desarrollo Rural, Innovación y Formación Agroalimentaria”, attached to the Ministerio de Agricultura Pesca y Alimentación (MAPA) has selected MediaSapiens as the media agency to promote the campaign “Conoce la red de caminos naturales en España” (Get to know the network of Natural Trails in Spain).

With this campaign, in addition to publicizing the variety and quality of the Nature Trails Network routes, we’re helping the society to appreciate Spain’s cultural, historical and natural heritage. It also pursues to communicate the benefits of the plan, which seeks to highlight the quality of the routes, the active tourism, the recovery of infrastructure and the generation of jobs at rural areas.

This campaign is aimed to a general audience, with special interest in those who carry out activities in nature and are passionate about rural tourism. It will last approximately four months, starting in June 2023 and, wil be disseminated through conventional media and a wide mix of digital channels.

The Directorate-General of Traffic (DGT) again relies on our services to provide advertising space for its next actions, which aim to raise awareness about road safety by 2023 and 2024.  

“Being able to renew with DGT is a source of pride for the entire agency because these are very demanding campaigns that require agile and effective responses to give the best of the team in each action”.   

– Guillermo Hernández, CEO of SomosSapiens

MediaSapiens we have been selected again for the implementation of a new contract for the provision of services for the purchase of space in the media and other advertising media for the institutional advertising campaign of the DGT, called: “Campaign for the dissemination of road safety”, awarded in the last tender launched by the DGT.

The objective of this organization is to make citizens aware of risk factors that influence vehicle driving, in addition to promoting safe behavior in relation to road safety.

This action plan will be distributed throughout the year 2023 and 2024, with emphasis on the traditional periods of displacement, raising awareness among the population about the risk factors on those dates.

MediaSapiens we have been selected as the media agency to convey the message of the new campaign of Red.es, a public business entity, attached to the Ministry of Economic Affairs and Digital Transformation (MINECO).

With the management of this campaign, we will help to boost the digital maturity of Spanish SMEs, publicizing the benefits of the “Digital Kit Program” to accelerate their evolution and thus, generate demand for aid applications, acquisition, and implementation of technological solutions available in the market and provided by the Digitalizing Agents adhered.

 “It gives us great satisfaction to work to disseminate a program of such strategic importance for innovation and transformation of the SME ecosystem in our country. We will put all our talent to ensure that the communication causes the greatest impact and notoriety and that the features and support provided by the Digital Kit program are known by the maximum number of SMEs in the country”. 

-Guillermo Hernández, CEO of SomosSapiens

The campaign is aimed at small businesses, microenterprises, and self-employed professionals. It will run from March to July 2023, and will be broadcast by conventional media and a wide mix of digital channels.

MediaSapiens, we have been selected by the Tax Agency for the diffusion of its institutional campaigns in different advertising media. 

Awareness and social consciousness campaigns

These campaigns, carried out by the Agencia Tributaria, are aimed at raising awareness of the need to comply with tax obligations.  They are intended to generate social awareness of the importance of complying with tax obligations for the welfare of the population. At the same time, they seek to facilitate compliance with the payment of such obligations.

The planned campaigns also aim to provide information regarding the aid of 200 euros, to which some people can benefit, indicating the deadlines for potential beneficiaries to request them.

These actions will last approximately until the end of 2023 and will be implemented in three different waves. They will be addressed to the Spanish population, except for the Basque Country and Navarre.

The dissemination of these campaigns will consist of a wide mix of multimedia and digital channels, ranging from television to social networks. The fusion between conventional advertising and special and innovative proposals will allow maximum coverage, effectiveness and notoriety.

Los profesionales del sector premian a MediaSapiens con el Top 3 del Ranking de las 100 agencias independientes mejor valoradas.

Esta posición tiene especial valor porque el ranking, elaborado por El Publicista, se preparó a partir de las opiniones y valoraciones que realizan los profesionales de los anunciantes que forman parte de las áreas de interlocución con las agencias, como la dirección general, compras, marketing, comunicación, publicidad y medios. En la presente edición han participado 283 profesionales de 171 empresas nacionales. La encuesta se realizó durante del 2 al 28 de septiembre de 2022 a través de cuestionario on line abierto, no sugerido y multirespuesta.

Desde MediaSapiens nos nos queda más que dar las gracias a las marcas que nos han valorado. Es el mejor premio que podemos recibir y el que nos motiva para seguir sumando.

RANKING EL PUBLICISTA NOVIEMBRE 2022

Venimos de dos años muy complicados así que en primer lugar me gustaría preguntarte en qué momento se encuentra SomosSapiens y cómo enfocáis los próximos meses.

Sin duda, han sido dos últimos años donde el sector y las empresas que lo forman han sufrido tremendas tensiones empresariales y de negocio. Pero curiosamente, en nuestro caso particular, estos dos años han sido muy motivantes y positivos y el pasado 2021 ha resultado ser el mejor ejercicio en la historia de la agencia. Es cierto, que ya veníamos con una tendencia ascendente en los últimos cuatro años y que se ha constatado en los excelentes resultados del cierre del 2021 donde hemos crecido en facturación un 48% vs. 2020 y en número de clientes nuevos.

Pero, por supuesto, nada es casual, y esta tendencia de crecimiento sostenida, sobre todo, está motivada por la implantación del nuevo posicionamiento Media Evolution Company que estrenamos a finales del 2019, coincidiendo con nuestro décimo aniversario, y con la reorganización de todas las disciplinas del Grupo bajo el paraguas de la marca SomosSapiens, donde establecimos una propuesta de valor única hacia el cliente con las divisiones MediaSapiens, DigitalSapiens y NovaSapiens. Además, esta nueva realidad derivada de la pandemia nos ha permitido que nuestro perfil de cliente nos demande servicios y apoyos como el que nosotros ofrecemos: una agencia, con visión integradora, que esté a su lado y le acompañe en todo el proceso.

Este 2022 tienen inercia muy positiva y lo hemos empezado bastante fuerte, con adjudicaciones potentes, tales como Red.es, ADIF o la renovación de DGT, que nos avanza un año que será bastante intenso y activo y, sobre todo, con el objetivo de crecer por encima del 15% vs. 2021.

SomosSapiens se divide en MediaSapiens, DigitalSapiens y NovaSapiens. Puedes explicarnos brevemente en qué consiste cada una.

Cuando nos planteamos la reorganización de la agencia y del grupo bajo una nueva marca, que fue SomosSapiens, queríamos dotar de una uniformidad y consistencia al discurso y a nuestra propuesta de valor y servicio hacia el cliente. Es cierto, que llevábamos creciendo en negocio los últimos años, instaurando unidades y compañías que respondían a las necesidades que iban surgiendo en el cliente, pero, por ese proceso, no respiraban la misma línea de oferta y posicionamiento.

Cuando ponemos en marcha el grupo SomosSapiens, es cuando integramos el talento de las diversas especialidades de medios, comunicación e innovación para entregar una propuesta de valor única y orientada a resultados. Y basándonos en nuestras tres compañías.

MediaSapiens, la agencia de medios y origen de la actual estructura, en donde ofrecemos soluciones de medios integrales y priorizamos el retorno y la optimización de la inversión, buscando el máximo resultado para nuestros clientes. DigitalSapiens, nuestra agencia de marketing digital, dando soluciones digitales que potencian audiencias, híper-segmentan mensajes y maximizan los resultados, todo ello, con la utilización de una fuerte capa de Data & Tecnología. Y, finalmente, NovaSapiens, la compañía más joven, responsable de la innovación y crecimiento de negocio en las propuestas hacia los clientes, porque creemos en las ideas que nacen de la estrategia y se transforman en acciones que generan resultados para nuestros clientes.

El panorama actual de los medios imagino que puede llegar a resultar abrumador y desde el punto de vista de los anunciantes un auténtico rompecabezas. ¿De qué modo planteáis desde SomosSapiens la mejor solución para cada cliente de manera que sus inversiones sean lo más rentables posibles?

Con el auge del mundo digital y sus infinitas posibilidades, es cierto que el panorama de los medios está cada vez más atomizado e hipersegmentado y es necesario mucho conocimiento para ser capaz de tomar las decisiones con la mejor información. Por nuestra forma de entender la relación con nuestros clientes, el proceso de puesta en marcha siempre nos permite conocer claramente, desde el principio, los objetivos que nos plantean para poder gestionar la dinámica de la propuesta de activación en medios más eficaz. Y, para ello, nos basamos en dos elementos esenciales que ayudaran al cliente en sus decisiones.

El primero, a nivel estructural, es haber logrado disponer en la agencia de un equipo senior y multidisciplinar formado por profesionales de la publicidad y el marketing con experiencia en las distintas áreas de estrategia, planificación y gestión de la comunicación de las marcas con lo que se logra un dialogo a alto nivel. Y, además, a través de un owner de marca facilitamos al cliente su interlocución, dando respuesta integral a las diversas especialidades logrando gestionar una propuesta de valor única y, totalmente, orientada a resultados.

Y el segundo, a nivel de proceso de trabajo, es la puesta en marcha de un espacio de co-creación de conocimiento, denominado ThinkingPark, entre SomosSapiens y nuestro cliente para determinar nuevas oportunidades y constantes retos, identificando los principales hitos, tales como definir el posicionamiento, valor de marca, el Buyer Persona, el Customer Journey, etc…

Esto nos permite ser capaces de identificar los planteamientos óptimos y contribuye a la toma de las mejores decisiones conjuntas que determinen la perfecta relación entre eficacia y eficiencia de las inversiones que denoten un ROI al cliente.

Con el crecimiento de digital y su irrupción en todos los sectores, ¿pensáis que anunciantes que antes no podían permitirse un plan de medios ahora sí lo ven factible? ¿desde SomosSapiens os habéis beneficiado de ello?

El Cliente ha entendido que en digital puede probar, testar, medir y pivotar la estrategia en función de los resultados de la campaña. Y en tiempo real. Este aspecto ha potenciado la inversión en digital, por tanto, sí nos hemos beneficiado. En paralelo, ha aumentado el nivel de exigencia del anunciante ya que demanda un acompañamiento mucho más intensivo y de valor vinculado en la mayoría de los casos a resultados de negocio.

Este nivel de exigencia ha supuesto para nosotros un salto cualitativo en la prestación del servicio que hemos evolucionado desde el diseño, gestión y optimización de campañas de medios digitales, a la consultoría de marca y de marketing digital.

Desde el punto de vista del consumidor, la sensación desde fuera es que estos últimos años lo han empoderado como nunca antes lo habíamos visto. Además, su afinidad hacia aquellas marcas que se preocupan por el medio ambiente y la sostenibilidad no hace si más que crecer. ¿Hasta que punto ese nuevo escenario condiciona vuestro trabajo?

El empoderamiento del consumidor es una realidad que se ha forjado en los últimos años gracias a la exponencial evolución tecnológica de la última década que le ha permitido convertirse en un medio, liderando la conversación sobre las marcas.

Efectivamente el nuevo consumidor (el consumidor digital, las nuevas generaciones…) buscan marcas que traspasen la dimensión de la excelencia en el servicio o experiencia de usuario, para que se ocupen de su impacto medioambiental y de su forma de relacionarse con una sociedad cada vez más heterogénea, diversa y con múltiples sensibilidades. Lo que para un boomer es irrelevante, sí lo es y mucho, para un consumidor de la generación Z.

Claro que esta diversidad en la sociedad nos afecta. Si además asumimos que el contenido en muchos casos es el medio, debemos tener muy claro que estrategias de medios recomendamos a nuestros clientes para que sus campañas estén contextualizadas correctamente. Multiplicando así su valor.

El tema de fondo de este Especial 60º aniversario está dedicado a la “Generación Silver” y me gustaría preguntarte que opinión os merece la misma desde SomosSapiens y de qué manera vuestros clientes quieren acercarse a ella, teniendo en cuenta, su importancia como target y su poder adquisitivo.

Un segmento de la población que actualmente maneja aproximadamente un 40% del gasto en consumo y que en 2050 representará el 16% de la población merece una atención y seguimiento especial, eso es evidente. Dicho lo cual, nuestra preocupación y ocupación no tiene que desviarse. Daremos respuestas integrales de medios a nuestros clientes en función de los objetivos de comunicación y de negocio que nos planteen. No nos preocupará tanto el segmento por su “franja de edad” sino por sus intereses e inquietudes. Encontrando insights que nos permitan construir estrategias relevantes y de éxito.

CONTROL PUBLICIDAD
Nº700 / JUNIO 2022

Reto y solución en la promoción de “Alimentos de España”, la nueva campaña del Ministerio de Agricultura, Pesca y Alimentación español.  

Reto. 

Tuvimos un gran reto por delante, apoyar a todos los sectores de la alimentación, realizando hincapié en nuestro ADN mediterráneo. Debíamos promocionar el sector agroalimentario español poniendo en valor el trabajo de agricultores, ganaderos y pescadores. Dando respuesta, a las necesidades urgentes en un sector considerado esencial y, además, generar un clima de confianza entre los ciudadanos sobre el correcto funcionamiento del abastecimiento alimentario. 

Solución.  

Apostar por la generación de cobertura, notoriedad y la integración del mensaje  

Recibimos un gran concepto creativo “El país más rico del mundo”.  De la mano del chef José Andrés, se diseñó un mensaje cargado de emociones destacando el orgullo de los productos españoles. Una sucesión de potentes imágenes de productos españoles frescos y de calidad.   

Queríamos que el consumidor sintiera la grandeza y la diversidad de los productos de nuestro país y, al mismo tiempo, teníamos que otorgar un merecido protagonismo a los profesionales del sector agroalimentario y pesquero. 

Nuestro reto consistió en potenciar el mensaje a través de una estrategia de medios integral e innovadora en iniciativas y formatos. El resultado fue una estrategia de medios basada tanto en BTB como en BTC, dirigida tanto al público general como al profesional.  Una estrategia basada en un amplio mix de medios, teniendo en cuenta los medios que nos aportaran la mayor cobertura, notoriedad, frecuencia y credibilidad. 

Considerando los objetivos de campaña, los core targets y el gran mensaje a comunicar, todos los medios debían formar parte de nuestra recomendación, tanto TV, Exterior, internet, medios gráficos, radio como cine. Todos ellos, a través de una planificación integral táctica óptima nos permitían cubrir de modo homogéneo todas las regiones de España.  

Para ello, nos decantamos tanto por una planificación de cadenas, emisoras, sites y diarios nacionales como la de soportes regionales líderes y soportes específicos de exterior de micro-entorno. El medio digital nos permitía de modo eficaz y eficiente cubrir la estrategia BTB con medios trade. Fue fundamental encontrar el equilibrio adecuado de formatos convencionales con formatos especiales, los cuales tuvieron un gran protagonismo, como momentos internos y patrocinios en el medio TV, branded content en Digital y con marketing espectacular en OOH. 

Desde SomosSapiens, ha sido muy interesante empezar a gestionar esta campaña, en la que se hace un homenaje tanto al origen de los alimentos, como al merecido protagonismo a los profesionales del sector como creadores de los alimentos. Si España es “El País más rico del mundo, lo es gracias a las personas que hacen posible “la gran despensa española”.