Proud to take part in Indra-Tecnocom’s Payments Trends Report

Informe TecnocomWe our proud to announce our collaboration in Indra - Tecnocom's latest edition of Payment Trends Report. In this year's edition, Telecoming portrayed our approach as carrier billing players, under the market vision section.

Yesterday, the presentation took place at the Villa Magna Hotel in Madrid and all actors who actively contributed towards the development of the report were present. The report is essentially focused on the Spanish and Latam markets and forecasts that the new game rules in 2018 will open the door to new disruptive solutions.

Our input in this extremely thorough analysis, comes from our Chief Operations Officer, Roberto Monge.  He explained that "the DSP2 extends the framework for action for Carrier Billing. This entails a growth in online ticketing services, transports, donations and digital contents, but with new limits integrated".

We strongly recommend you to read on...    

Foodies: more Digital than Ever

Spain has one of the most acknowledged cooking traditions. Market consensus places our country among the most relevant food spots in the World. The excellence of the Spanish gastronomy has fueled a market with an enormous growth potential.

Cooking is trendier than ever in Europe. The growing popularity of prime time cooking TV shows and an audience more willing to increase its expenditure in food experiences, has led to a deep market transformation. Altogether, these factors have contributed to an even stronger sector positioning over the last couple of years.

However, above all, the increasing popularity of food derived leisure activities has been boosted by a growing access to a more diversified digital content offer. The strong emergence of on-demand cooking contents has encouraged the creation of new digital gastronomy gateways and the number of users who access these platforms is on the rise.

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At Telecoming, as content monetizers we are witnessing a true revolution among the European users. They are increasingly interested in accessing cooking and food-related contents through their mobile devices. Our data reveals that over 54% of the Spanish users who consume gastronomic contents via digital gateways are men between 18 and 34 years old.

In addition, in France 68% of the population admits to enjoy cooking, whilst in Italy 37% of users frequently watch cooking contents in TV. Moreover, the British are also devoted foodies, since 37.000 of the Youtube videos accessed are food-related. The previous data registered by Statista portrays that food and cooking are in the spotlight in Europe. 

Mobile contents have fostered a more democratic consumption culture and this also applies to gastronomic contents. People who might not be willing to pay for a fancy restaurant dinner or an expensive cooking workshop may enjoy a foodie experience via online tutorials. This way, at a more reasonable price they may replicate a foodie experience at home.

Times are changing and the new gourmand generations are mobile first.

#FoodFirst #DigitalCooking


Programmatic in TV takes off in Europe

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At Telecoming, aside from content monetization we are also inhouse programmatic veterans. In coherence with our expertise we have launched a brief report on programmatic advertising, focused on TV and outdoor, in several markets.

The study has been developed from the latest market data, which has been analyzed by our Advertising experts. The purpose is to expose the many possibilities this technology offers both to TV and outdoor, as well as to forecast its behavior on the coming years.

In this sense, our analysts expect that by 2018 advertising revenues derived from programmatic advertising in TV will reach 424M€ in Europe. This figure will entail a 148% increase in contrast to 2017’s revenue, since we expect these advertising revenues to reach 171M€ by the end of 2017. On the contrary, non-programmatic advertising revenues in TV will decrease by 2% during the same period.

The advertising market agents have increased their commitment to programmatic advertising in TV due to its high targeting performance. According to Telecoming’s Advertising specialists the main advantage derived from programmatic advertising is its enormous ability to engage with specific audiences.

We strongly recommend you to CARRY ON READING!  

Anyone can Fake it!

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Over the past months, fake news have attained a central role in social debates. Readers are becoming less confident in their own abilities to tell the difference between real and fake news. In this regard, 34% of news readers in the US admit not to be sure whether certain news stories are fake or not.

In terms of age groups, 32% of news readers who are over 65 years old believe that media publish fake news most of the time, being the group to distrust media the most. 30% have the same belief among 45 and 64 years old, 22% among readers in their 30s and 20% among readers between 30 and 44 , according to Statista.

Nonetheless, there is an undeniable reality behind fake news: they are usually associated with more clicks, reason for which they are interesting for many issuers. Among journalists, fake news have become a source of concern, since they are the most demanding news consumers.

At Telecoming we have been driven by a journalistic spirit and we wanted to see how we could participate in the fake news spiral. For this reason we have tested this phenomenon through our social media channels with the aim of understanding its dynamics.

To promote this post we have released a series of fake news associated to trending topics. Most of the readers who have winded up in this precise content have done so, as a result of the previous. As editors and advertisers, we are familiar with the importance of user trust and credibility.

All agents involved in news and content creation, conceived for social media distribution, must bear in mind that our communities are built on the basis of trust. As a result, all of us, must be committed to trustworthiness. Fake news is the opposite to utility and users are not that easily tricked, even if now almost anyone can fake it.

 

Advertising Utility: an Undeniable Reality

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As Advertising Specialists we are committed with the promotion of good practices among the sector. To accomplish this goal, our Social Media Manager, Raquel Conde, recently shared her industry vision in one of the most relevant Spanish marketing media, Marketing Directo:

We must bear in mind that one of the biggest sector challenges is to reach the right audience with the right ad. When targeting campaigns, advertisers, brand managers and sales teams usually skip an essential aspect which is decisive for an ad to be effective. Above all, it must be useful. On the contrary, it will fail, regardless of its format, quality and purpose.

Campaigns that don’t appeal the user’s interests and which chase them from one device to another, are annoying and cause rejection among receivers. However, these negative responses have fostered new advertising models based on usefulness.

Taking this into account, social networks are one of the most relevant examples of advertising formats which understand and comply with usefulness. For instance, Facebook has been the first social network to have launched a beta version, known as Recent Ad Activity, an ad feature specifically designed for ad ratings.

Social media now, more than ever, empowers the user. They assess, reject and endorse those ads, which may or may not meet their interests. At the same time, this provides valuable insights to advertisers, in terms of achieving an accurate picture of who they are and how to reach them.

Keep on reading!