Nowadays, advertising personalization is a fundamental pillar for the message to be received and accepted by the consumer. In an increasingly segmented world with such a demanding public, we have to look for other ways to reach our potential client through solutions such as programmatic advertising , which is presented in the market with the ambition of becoming the opportunity of the future.
Advertisers and agencies have already begun to take this advertising horizon into account, as it has proven to be especially useful. In this way, companies like ONiAd are born to transform this process into something simple and effective, with the goal of becoming the most viable option, especially if we are talking about small and medium-sized companies. For this reason, at MarketingDirecto.com we wanted to embark on this new advertising universe, with personalized segmentation at the forefront, and we have contacted Javier Martínez Amo , CEO of the company, so that he can tell us in more detail what the function and advantages of ONiAd are.
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To begin with, Martínez has defined ONiAd as a programmatic advertising platform whose function is to be a tool through which advertisers can buy advertising on the Internet in any digital medium in a simple way. In other words, “ONiAd allows you to set up a programmatic advertising campaign in five minutes,” he explains.
But what is programmatic advertising? It is a powerful channel that allows companies to reach all types of audiences in a targeted manner. From newspapers and websites to connected television and video games, all digital devices are included in this advertising opportunity. “ You can choose the audience by geographic area and interests. You are very precise and it is much more economical because the money is better invested and that is reflected in the return,” says the CEO of ONiAd.
What challenges does programmatic advertising face?
At this point, it is worth noting that not all of this process is a bed of roses, as there are also challenges that we must face when carrying out this type of action. According to Javier Martínez, the first challenge they face is the lack of flexibility, as they work with SMEs with low budgets and large companies that have difficult-to-access requirements. This makes penetration more complex than, for example, platforms such as Google Adwords or Facebook.
The second challenge is the lack of information available about programmatic advertising in general. The CEO of ONiAd demands that this type of training be implemented in universities and marketing schools in order to prepare these professionals for the future. “ Few marketers have been able to experiment with programmatic advertising. There is a lack of education and that it can reach everyone .”
In this context, ONiAd was born as a search for simplicity. It is a simple tool that does not require signing a prior contract to be able to use it, since in five minutes the user can start setting up their advertising campaign. In addition, for those who still do not feel comfortable with this type of advertising actions, the company makes available to its clients a group of experts who will help them democratize programmatic advertising.
Javier Martínez has acknowledged that his role is to lead the company towards a bahrain number data common goal. His fundamental task is to create a competent and committed team, because in his view it is the main lever of the company. “ My job is to be able to find these people and involve them, because they are better professionals than me ,” explains the CEO of ONiAd.
On the other hand, to get a little closer to his company and his work methodology, he shared two success stories. The first was a campaign carried out in conjunction with UNICEF , whose objective was to publicize his solidarity postcards to involve people and get them to collaborate with donations.
The company's second success story is with the ThePowerMBA study center . They started working with them at the beginning, something they are especially proud of, because by working together they managed to make the company grow. This example also serves to reflect and see that a very high budget is not necessary to use programmatic advertising and achieve positive results.
Looking to the future, the company hopes to continue its expansion process. They are currently located in various parts of Spain and have a presence in 11 European countries, but their goal is to cross the continent's borders and cross the pond. " The world is big and internationalization is our great challenge ," Martínez acknowledges.
On the other hand, ONiAd admits that they are particularly interested in promoting programmatic advertising in the world of marketing, both in Spain and in other Hispanic countries. “ Entering business schools, helping teachers implement programmatic advertising in their curricula or getting it to penetrate the market more . All of this is good, both for us and for other companies and advertisers who can introduce another channel that increases their sales,” adds Martínez, while defining the company in three words: “Programmatic, simple and safe.”