beon. Worldwide

The programmatic wish after new year’s eve 12 grapes

Thursday January 2nd, 2020

Buying and selling advertising online, or programmatic advertising, is without any doubt one of the key elements of nowadays digital world.

According to Zenith, the investment in this type of advertising reached 106,000 million dollars by the end of this 2019 and will reach 127,000 million dollars in 2020. Very encouraging figures considering that we are in a scenario in which investment in advertising seems to face thin years, and forecasts indicate that 2019 will close with not very positive figures.

But still, is it programmatic advertising the catholicon in digital advertising industry? The truth is, it is still far from it. We should be aware that in 2020, despite the good figures, we will find challenges and even obstacles to overcome in the field of digital marketing.

Among these new challenges are the following:

  1. Develop new techniques that provide a balance between the users’ need to maintain their privacy surfing a secure digital environment and the benefits of data segmentation and personalization. This is precisely the most important and compelling as more and more browsers are blocking cookies that, let’s not forget, are the mainstay of segmentation for these advertising purchases. In a world in which we all have limited time, professionals are called to transmit the user the advantages and benefits of programmatic buying. Is it not interesting to find in your browser to find that pair of boots you need without starting a tiresome quest through the internet?

 

  1. The expansion of the programmatic advertising to new media such as TV. Another of the great advantages for the advertisers is to have made “accessible” and to have broken the ‘glass ceiling’ of advertising income in the traditional television system. However, finding a way to impact the VOD audience through a second device is a great challenge, since most viewers who browse simultaneously do not do so to get involved with the content they watch on television. Moreover, a large majority use the mobile device to entertain themselves during television commercials. This is why we must use our creativity and experiment with new formulas. Perhaps branded content and interactive experiences synchronizing devices are one of them.

 

  1. Another challenge is that there are currently too many technology companies involved in programmatic advertising. It has undergone certain scandals such as the YouTube videos and the advertising involved in them, while advertisers were on aware on the channel their commercials were placed. The more the sector advances, the more advertisers want to know where each euro they spend goes, and above all, if that investment has really impacted on the audience they expected to impress. Therefore, advancing in improving the tools of “buying audiences”, so that advertisers can transparently access to their customers’ information is another goal in this industry.

2020 will be a truly challenging year. However, we should not forget that trends, news, innovations, technologies, and consumers themselves will mark the pace and lead the way towards new forms of advertising.

 

Cristina Quirós, beon. Digital Advertising Account Manager

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

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Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

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JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

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Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

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OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

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Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

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