Programmatic buying has become the Holy Grail for marketers: everyone is looking for it, but no one can find it. This technology is one of the most promising when it comes to increasing the effectiveness of media buying and, inevitably, the sector must adapt to it.
However, mistrust, lack of transparency and the absence of a unified measurement hinder the growth of this formula in Spain. While globally it is estimated that in 2020, programmatic will have a penetration of 63% in the digital market , it seems that the reality will be very different in our country.
To analyse the current situation, the future and the challenges of programmatic, MarketingDirecto.com has organised a working breakfast with Tradelab, TAPTAP Digital and Digital Element, which was held at the Novotel Madrid Center.
The meeting was attended by Jean François, Country Manager at Tradelab; Íñigo Bañales, bolivia phone number Client Service and Solutions Manager at Tradelab; Elena Vega, International Business Development Director at Digital Element; Paco Bocero, Account Manager at TAPTAP Digital; Álvaro Rodríguez, Sales Director at TAPTAP Digital; Olga Agafonova, Senior Digital Media Expert at Pernod Ricard; Luis Rubias, E-commerce Manager at Heineken Spain; Susana Rodríguez, Marketing Manager at Regalocio; Alejandra Clemares, Operations Manager at Regalocio; Nieves Peñuelas, Communications Director at 20th Century Fox; José Luis Sánchez, Digital Manager at neboola; Juanra Doral, Director at facilisimo.com; Juan Pablo Barrio, Director of the Open Training Division at Tea Cegos and Lisbert Iñarra, Head of Programmatic at Condé Nast. Media Manager and Communication and Customer Experience Director at Telefónica, also featured Gonzalo García, Performance Marketing at Bipi Car; Paola Portela, Digital Advertising Director at Vogue.es (Condé Nast); Maylis Gourdault, Online Marketing Manager at Iberia Express; Rosa Bernardo, Programmatic Advertising Director at Hola.com; Raquel Jiménez, Digital Media Specialist at Pernod Ricard; Ignacio Tome, Programmatic Director at Hearst Spain; Rosa Mendoza, Head Media Planner at Hearst Spain; Raquel Martín, KAM at OPPO; Víctor Conde, General Manager at the Marketing Association of Spain; Claudia Gallardo, Online Marketing Manager at DIGI mobil; Chema Marín, Head of Programmatic and Data at El Economista and Gadea Maier, Marketing Manager at Baume & Mercier
To start the debate, participants gave their opinions on what has driven programmatic buying the most and, on the contrary, who should get their act together.
For Álvaro Rodríguez (TAPTAP), “technology is what has boosted this new wave to enter the world of advertising and marketing.” He also highlights how the market has changed, with more and more advertisers bringing together talent with more mathematical profiles, very different from those of a few years ago.