Career Development: an exciting ongoing race

We are one step away from the holiday season and it's time to reflect on our achievements, challenges and objectives for the rest of the year.

We recognize that our success is connected with people whose ongoing professional development is aligned with our overall growth. For this reason, we share one of our many professional success stories, through the eyes of someone who is willing to talk about her views on career development, adaptation capabilities and personal growth. Lucía Oyaga, our France Advertising Leader, describes her professional growth story in our company.


Tell us about your start at the company? Were you a digital profile? I began working here 4 years ago, when I was 23, with no prior contact with the digital world. I was still working on my Master’s Degree when I joined Telecoming´s Advertising Team. I vividly remember my start as an enriching period in which I learned both strategic thinking as well as the tools required to meet our objectives.

Which are the most decisive skills which you have developed? Without doubt, creativity and adaptability in problem solving are the most useful skills that I have developed over the past years. In addition, I would actually highlight strategy building and attention to detail, as other relevant achievements. And above all... user knowledge.

Which has been your biggest challenge so far? And how did you face it? It’s a hard question, but I think that identifying internal flows as part of our ongoing service improvement is one of the biggest challenges. I believe that I face it by placing analysis at the center of my duties. Being analytical and the ability to work in teams are the strengths which better define our corporate culture here.

Could you describe the most important lesson you have learned at Telecoming so far? It has taken me some time to realize this and I believe this is common to most workplaces… but definitely, successful companies are those where one’s personal success is nothing compared to the overall progress. I have learned that we are all here to pursue a common goal, no matter what your individual objectives are and therefore, we all need to row in the same direction. This is the only path towards professional growth.

Cross-Device and Data: at the Heart of RTB


At Telecoming we are an active player within the programmatic advertising market. We have strongly backed RTB (Real Time Bidding) as the best option in order to maximize our advertising campaigns’ reach and impact.

Over the past six years we have developed a powerful inhouse DSP, which above all, guarantees a full cross-device solution, specifically thought for a new sort of user. Depending on where he is or what he is looking for, at a given moment, he will request the device which best suits his purpose.

In this sense, our RTB Manager, Miriam Canales shares our vision on the challenges of RTB.

Cross-device is the present and the future – users are currently present in several devices, sometimes simultaneously. For this reason, cross-device campaigns are the only means with which to reach the new user at the right time, with the best customization, while placing the device as the cornerstone of the whole strategy.

It’s clear that not all devices are used for the same purposes. Sector studies portray that for certain goods and services which have a longer customer journey from the first brand interaction to the actual purchase phase, customers use different devices, at different stages within the process.

This happens when a customer is choosing an insurance policy, a car or selects an investment vehicle. In these scenarios, is when the data derived from the user’s behavior becomes essential to understand how each device is deployed by the user.

Data driven strategies are core– in order to optimize investments and ensure returns, data becomes a key element with which to forecast user behaviors and make the best campaign approaches.

Performance driven campaigns require this information which also provides consumer cross-device trends. In addition, this data also ensures that we reach our look-a-like audiences successfully.

At Telecoming we are 100% performance centered and we constantly innovate and support all techniques which allow us to further maximize our campaign results. RTB is therefore one of our key areas of expertise and entails a strategic opportunity for all result oriented businesses.

The Search Engine Market Leaders

If you hear the words “Search Engine” there is a 89.06% chance that the first thing which springs to your mind is the World´s leading search giant: Google. In fact, 89.06% is precisely Google´s global market share, according to Statista´s latest market data.

It´s worth noting that at a global scale, Bing holds a second position, at an extremely large distance from Google (with 4.59% worldwide market share), followed by Yahoo! (with 3.08% market share). In the fourth position, we may find the Chinese Search Engine Baidu, which holds 0.54% of the market.

Imagen buscadores

Baidu: China´s Google

In spite of Google´s supremacy worldwide, there are certain regions in which Google´s penetration faces limitations. China is a clear example of this. Baidu, the top Chinese search engine controls 78.2% of China´s mobile search market, according to China Internet Watch.

The Chinese Google is followed at a bigger distance by Sagou (7,9%) and by Easou (4,9%). China´s search engine market´s particularities are driven by the country’s rules over the Internet and the legal restrictions over Western online services.

South Korea

Another example of the low penetration of Google as a search engine is South Korea, where Google´s market share is extremely low. In fact, the Korean search engine market is currently under Naver´s Supremacy. In this sense, the Internet company giant gathers almost 78% of the South Korean Market share, followed by Daum (20%).

Russia: Google´s hardest conquer

Yandex had the biggest market share in Russia for the past 30 years. However, Google´s conquer of the Russian internet market has drastically accelerated over the past two years. According to the latest data, Google has a 50% share and Yandex 45%.

In this sense, Telecoming´s Chief Marketing Officer, Carlos Buil highlights that “it’s extremely important to understand the local market’s dynamics in order to optimize advertising investment in search engines". In addition, he emphasizes the fact that "it’s essential to properly allocate and diversify investment, in such a way as to choose the most effective advertising channels in order to maximize user interactions ”.

We presented our Annual Zoom Study in Madrid

Yesterday, our's team presented the new zoom of its international study in partnership with The Bristish Chamber in Madrid. In this edition, our analysts set the spotlight on the UK: “United Kingdom, a strategic partner for Spain”. The event took place at Estudio Jurídico Ejaso, which kindly hosted the presentation.

Among the attendants, there were a number of Spanish and British companies based in Madrid. It was a great opportunity to engage in an extremely enriching debate concerning Spain and the UK’s current business relations context. This was done through the portrayal of three perspectives: UK's interest in the Spanish business landscape (, our financial information web service), UK and Spain's tax regulatory framework (Complutense University) and a real case study of a Spanish company's experience in the UK market (Develapps).



The presentation was focused on the study’s key highlights, including the fact that in 2016 the United Kingdom rose to a second position, among the list of countries which portrayed the biggest interest in Spanish companies. The United Kingdom thus consolidates its position as a key strategic partner for Spain.

Additionally, Jose Manuel Almudí, Associate Dean of the Complutense University in Madrid looked into the fiscal relations among both countries and shared his expertise in matters of taxation. Finally, Develapps, a Spanish company specialized in app developments, took part portraying the numerous advantages derived from Spain and UK's business collaborations through their experience.

Overall, the presentation was an excellent opportunity to further promote and showcase an extremely advantageous business relationship. We are really grateful with our partners and with all the attendants, who engaged in the conversation regarding UK and Spain's commercial relations.

The Spanish Social Network User


There are 19M social network users in Spain. According to the Spanish Interactive Advertising Bureau´s latest report (Iab). 85% out of the overall internet users between 16-65 years old are currently active in the social media. Besides their increasing penetration, social networks are already a consolidated advertising channel within the digital market. At Telecoming we also understand the importance of their segmentation and conversion potential.

Moreover, the latest data portrays that social media penetration in Spain keeps a sustained growth, since 2009… Furthermore, between 2016 and 2017 there has been a 6% increase! This unstoppable rise provides advertisers an ample data analysis which allows behavioral pattern identification.

The Spanish Social Media User Profile

The average, Spanish social media user is 39 years old, has a college degree in 46% of the cases and is currently working (66%). Concerning gender there is no real difference among social media users: 51% are women and 49% men. However, if we look into those internet users who do not engage with the social media, we find out that 62% of them are men.

Mobile access increases

As a direct outcome of the increase in the smartphone penetration in the Spanish market, social media access through this device is the highest. Smartphones concentrate 94% of the overall social media interactions, while 93% of the users connect through their laptop and 55% use their tablets.

The Most Visited Social Networks

The Spanish social media user has clear preferences over some specific social media platforms. In this regard, 91% has a Facebook profile, followed by WhatsApp which concentrates 89% of the visits. The third and fourth positions are held by YouTube (71%) and Twitter (50% ).

In terms of frequency, Whatsapp is at the forefront of the most frequently accessed social networks, since users spend almost 5h and 13 min each day. However, social networks which have experienced the most noticeable frequency increase are Telegram and Instagram, with 56% and 54% growth respectively.

Taking this scenario into account, Telecoming´s Social Media Manager, Raquel Conde explains that “new social networks, like Telegram are already portraying a further increase in the social media competitor´s landscape”. Conde highlights that “the massive data volumes that the social media provide, more and more request business intelligence professionals within the advertising teams. These analytical profiles are extremely useful in terms of data evaluation aimed at accurate campaign targeting. This is essential in order to focus on the right user”.

Together Against Piracy


90% of digital content consumption in Spain is illegal, according to the Spanish Creators Coalition's latest study. As content producers and distributors, we are fully aware of the overall scope of this severe problem.

The scourge of piracy affects all industry actors involved. However, the latest market data portrays that 2016 has been the first year in which both, illegal content value and volume have dropped in the Spanish market. According to the Spanish Piracy Observatory and in line with Gfk´s latest analysis, there are a series of facts worth highlighting:

The Illegal Digital Content Market Size Drops

In 2016, 4.128M digital contents were accessed illegally in Spain, a 4% drop in relation to 2015. Illegal digital contents entail a 23.294M€ value (-3% compared to 2015). For the first time, the content volume and value have dropped, breaking the sustained upward trend of the last 7 years.

Movies, music and games make up the bulk of the illegal access to digital content in Spain. More precisely, all together, they represent 79% (18.310M€) of the overall illegal digital content market.

David Murillo, our Head of Innovation & Design explains: “The whole content industry is facing a serious enemy, against which we must all work together. Content quality, user experience and the payment process determine the user's will to pay for a given content. We must all be aware of this, since it's our strongest weapon against piracy”.

Loss of Earnings as a Result of Content Piracy

In spite of the drop of illegal online contents access, the gains derived from piracy increased by 6.8% in 2016.

The movie industry is without doubt the one to experience the most remarkable profit loss in Spain. More precisely, in 2016, 573M€ were “stolen” from it. Music is the second most stricken industry, with a 414M€ loss. The third most affected party is the video games sector, which lost 247M€ in 2016.

68% of consumers believe that the most effective move against piracy would be to block web access, whilst 61% believe that punishing the providers is the solution. In our opinion, the truth is that we must all face the fact that a collaboration between all sector actors is an essential premise with which to achieve a piracy free scenario. Analyzes the International Interests in the Spanish Economy, our financial data web service, has launched the 2nd edition of its study “International Interests in the Spanish Economy, 2017”, based on a sample of 430.000 international users. promotes financial information consumption and presents this study in order to generate awareness on Spain's role as a strategic commercial partner, both in the European Union and at an international level.

3 main conclusions may be drawn from this report:

Germany unseats UK as the Country with the Most Commercial Interest in Spain

Germany is without doubt at the forefront of the overall international commercial interest in Spain. The country registered 13% of the overall visits related to Spanish companies in 2016, followed by UK (11.9%), France (11.3%), United States (8.4%) and India (4.4%).

It's worth highlighting that the EU countries' interest in Spanish companies has increased by 14 points in 2016, while Latam's dropped (from 29% in 2015 to 12% in 2016). In this sense, 60% of the approaches towards Spanish companies came from EU professionals.

Tabla post Estudio Internacional

Startups grew the most in 2016

In spite of the fact that 60% of the overall searches were aimed at consolidated companies (with over 10 years of existence), in terms of growth, interest in startups (0-5 years old) experienced a remarkable rise in 2016. More precisely, in the European Union, almost 30% of the visits were exclusively focused on this type of companies.

Trade concentrates the biggest interest in 2016

27.4% of the overall visits carried out by international professionals were focused on trade, which is the leading sector, interest wise. It grew by 4.5 points, compared to 2015.

In addition, the sectors which have experienced the biggest drop are: Professional Activities (-2.1 percentage points), Finance and Construction, which have both decreased by 1 percentage point each.

Overall, Spain continues to be an interesting business spot among European professionals and entrepreneurs. wants to keep its commitment with the further promotion of Spain's commercial relations abroad.

You may access the complete study here.


Our Most Competitive Summer Adventure!

Last week we celebrated our annual summer Outdoor teambuilding. In this third edition, we carried out a truly memorable competition among our employees.

The activity was held at some of Madrid´s most emblematic locations including: Plaza de Oriente, The Teatro Real, San Miguel´s Market, Santa Ana Square and Plaza Mayor. The adventure was a collective team exercise which generated bonds among the participants and requested all teams to put into practice their coordination and decision making skills.

Telecoming's Outdoor is becoming a consolidated activity in our company, aimed at boosting our employee's abilities within an out of the office lively environment. Our daily work compromises sharing ideas, delegating and executing tasks and these routine activities were exported to an unusual scenario. We are certain that this initiative definitely promotes fresh attitudes and ideas generation.

The outdoor competition closed with a cocktail which gathered all the company´s members. It was the perfect opportunity to discuss and share our thoughts concerning team dynamics during this competitive Summer Adventure.

#BestTeamBuilding #SummerVibes


Google's Thoughts on the Mobile Landscape

Google needs little introduction. Its team´s expertise and know how runs ahead of them. This is why their insight about the mobile ecosystem has a great value for all market actors. As Google´s Premier Partner, we maintain a close collaboration with them, which has enabled us to explore their views on the current mobile market context through the eyes of José Luis Pulpón, Country Manager ES / PT Google Marketing Solutions.

He has an extensive experience at Google. He began his career at the technology giant 9 years ago, as Industry Manager and has taken an active role in the sector’s transformation. He shared with us his valuable market views, forecasts and a number of really useful tips through a brief exclusive interview:


Jose Luis Google

Which is Google´s most relevant contribution towards the mobile industry?

With mobile, we take our company mission to the next level, making sure that information is available and distributed anywhere and anytime, in order to contribute towards a freer world.

How would you describe an optimum mobile campaign?

Mobile usage is usually a short, focused interaction. When the mobile user plans to achieve something, he wants to achieve it now (they won't wait for your store to open or your service to load). We need to take this into consideration and act accordingly, by answering their request in a fast and smooth way.

How have you framed your activity to the new mobile users?

Speed is key and user expectation is extremely important. Users will switch to your competitor's after more than two seconds of load time. Usually, the server time already takes one second. For this reason, content should be loaded in a lapse of a second. It´s a key to success.

How does Google help companies become more competitive?

The Mobile-First principle has become an investment premise, ever since the Spanish mobile market is the second biggest, penetration-wise. Consumer experiences have gone through a profound change and are more than ever constrained by the device and their overall brand interaction experience. These new user requests are completely understandable and a poor mobile experience is unacceptable.

Which are your forecasts regarding to the future mobile users' habits?

The smartphone is the most personal device humankind has created. However, it will be very interesting to see how new technologies (Machine Learning, Voice, Virtual Reality & Augmented Reality) build layers on top of the smartphone, making everything change again. The only thing that will remain is that advertisers will have to be extremely fast at re-thinking how they might engage their customers, in order to keep fulfilling the expectations they were hired for. Launches Market Insights, our financial data web service has launched a new information space with the latest business market updates.

Market Insights aims to bolster market knowledge through insightful editorial contents on a number of business related subjects including: economy articles, market regulation updates, international market context analysis… aims to promote commercial relations through data, facts and figures and its new editorial content further strengthens this goal. More precisely, it complements its mission, through useful market observation.

At Telecoming, we know that value added content is no longer the user's request but a consumption routine that is already taken for granted. This applies to both leisure and business. For this reason, Market Insights strictly provides this added value to We want to take our service to the next level and offer our current and potential users the most comprehensive market insights.

Read, understand and subscribe to Market Insights! ;-)