The use of data is nothing new in advertising activity. These have always been at the center of the media planning process with the aim of identifying the target audience of each advertiser. Specifically, we have always needed to know about their audiences: who they are (age, gender, social class), what they are like, what they like), where they are and, also, which media they consult and in what way. Data that were generally previously obtained through interviews, focus groups or questionnaires.

This data is crucial to ensure that the advertiser maximizes the return on their advertising investments by reaching the right consumers: those who are most likely to get hold of their products or services. And from this identification of the public, the objective is to launch the right message at the most relevant moment. So what has changed in recent years? Today the source of data is the users themselves thanks to the fact that audiences have moved to digital, a perfectly measurable environment. Through their browsing  South-Africa phone number list  pattern, users tell us what they are (man, woman, youth, adult?) And what interests them (economy, beauty, health?). All this information, generated, processed and used in real time and on all users, is what configures Big Data.

Big Data is based on two basic concepts: massive audiences and detailed knowledge of each user. And the first to understand this were the large digital native companies like Google or Facebook that understood the importance of reaching mass audiences and learning from their behavior.

This leadership position soon had consequences for media publishers who, already immersed in the necessary digitization of their content, allowed themselves to win the game in the newly born digital advertising. And so it happened, for a time, that the publishers of the big media, not only did not make use of their data, but they left it in the hands of precisely those digital native companies that could thus make it profitable.

It is of this situation that we make the main Spanish publishing groups aware, making them see, firstly, the importance of protecting their data by offering them Big Data technology capable of competing with that of the great digital natives and, secondly, beneficial to join with each other to have more data and, therefore, their audiences are richer. It is the origin of PAN, the Premium digital advertising network that manages to unite the most important online newspapers and magazines around it and that supposes, above all, the recovery of control of the value chain by publishers who, In addition, they realize the value of the data that they themselves generate and its differential value compared to native digital companies: the quality of its content and its historical prestige as reference information media.

In short, in Digital Advertising advertising spaces are no longer sold where to place an advertisement, as in traditional advertising; Instead, target audience segments are sold to advertisers. And, vice versa, advertisers no longer buy spaces, they buy specific audiences. This is because Big Data and segmentation have been placed at the center of the digital advertising market and because, as we said, today the data source is the users themselves.

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