Online advertising does not have social recognition in the media, despite offering a measurable return, its geographic scope is unlimited, it has a greater capacity for segmentation, the processes are more immediate and it has a lower cost, according to Rubén Iglesias, CEO of the Conteneo Group, during the Marketing On Tour meeting in Madrid.
For Iglesias, there are countless overseas chinese in australia data advantages and intrinsic characteristics of this channel, which offers, for example, a more measurable and immediately quantifiable return, with unlimited reach and a lower cost that has allowed a transfer due to the crisis.
This executive argues that the Internet has become a consolidated market that is particularly suited to segmentation, while offline channels follow certain generalist guidelines, despite the existence of specialized media and that advertising marketplaces have had a special relevance in this process.
Iglesias highlights important characteristics of these meeting places for contracting advertising on the Internet, since, for example, they break with the opacity of many agencies in charge of this task that can sell inaccurate realities to clients or be victims of fraud by companies that capture "clicks."
However, this executive did not want to forget in his presentation the characteristics that make offline continue to set the standard, which are the greater variety of formats, the proximity and the power of the messages.