At the #Schibstednext event in Madrid on 5 November, data analysts and experts from Schibsted Media Group presented digital innovation opportunities in media to more than 150 marketing managers, media agencies and creative agencies in Spain. The three principal trends include growth in multichannel market, programmatic buying and performance analysis. There were also speakers from Twitter as well as AppNexus, Schibsted’s partner platform for programmatic advertisement purchases.
Sharing the last trends with Spain
In the past year Schibsted has taken a giant step forward, establishing itself as a leading company in the advertising industry and the use of Big Data. This was the first time that Schibsted’s Spanish subsidiaries organized a corporate event in Spain that involved our brands 20minutos, Segundamano.es, fotocasa.es, InfoJobs and coches.net. The event served as a platform to share deep knowledge, best practices and innovation in today’s marketing industry based on the 200 million users Schibsted has worldwide.
Designed for large advertisers, media and creative agencies, big data was the main topic and focus of discussion at the NEXT event. What is big data, how does it apply to the advertising industry and how can customers benefit from it in its campaigns.
In the words of Frode Nordseth, CEO of Schibsted Classified Media Spain, “Schibsted aims to be the marketplace that improves the lives of people, spanning from the big brands to the end consumers. Therefore, #SchibstedNext is designed to discuss the future of media, based on knowledge gained from about 200 million page views per month in approximately 30 countries.”
Nordseth welcomed the guests with a tour of the three major trends in the advertising industry: the rise of multichannel market, programmatic buying and performance analysis. The main changes affect what devices are used to convey messages, how they are bought and how their performance is evaluated. Nordseth talked about the increase in programmatic purchasing based on algorithms, which allows “brands to reach a global market more efficiently than ever, conveying the right message at the right time.”
Big data in advertising
VP Advanced Data Analytics Edoardo Jacucci continued with a presentation of the use and application of big data in the advertising industry. Starting from the premise that the data can alter the value chain and create opportunities for new services “advertisers can connect not only with groups, but also at an individual level, with each consumer. Manual allocation of advertising expenditures by specific channels is disappearing, thus giving way to multi-programmatic buying. In this way, data can improve audience targeting, locating consumers on different devices and optimize advertising revenue,” Jacucci said.
In the third session Sales Director Natalia Escribano in AppNexus presented programmatic buying opportunities. AppNexus’ online service has partnered with Schibsted to offer clients and media agencies real time access to their advertising directory, through a variety of advertising formats both desktop and mobile devices. According to Escribano, “the future of advertising purchases will benefit from infrastructure such as AppNexus which connects networks, buyers, platform demands and a wide range of players across the entire advertising ecosystem.”
Build national ecosystems
In the fourth session EVP Strategy and Digital transformation Frode Eilertsen explained why Schibsted Media Group is currently investing in technology and advanced data analysis. “Taking advantage of our unique knowledge and the consumers’ needs, we can build national ecosystems with enough potential to compete with companies such as Google or Facebook. Our classifieds sites gather valuable data such as purchase intents, which is a more valuable indicator than other data such as demographics. This is something that companies like Google also are eager to identify,” Eilertsen explained.
Global dialogues and the social network
The final session was led by Claire Diaz-Ortiz, Head of Innovation at Twitter, who traced the path of the giant social network, highlighting the challenges of a connected world.
“Innovation is the only constant in today’s world. As a junction in the center of the most important conversations, Twitter evolves at the same rapid pace as global dialogues. The brands who know how to enter this conversation will get a privileged encounter with the consumer, which is a drive to create and move their own ideas,” Diaz-Ortiz explained.