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.

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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”.