We attended the one-day conference ATS Madrid 2022 in Spain. This event was devoted to major issues in the advertising and marketing industries, and delivering new strategies and approaches to enhance businesses in those areas. It was the fourth annual ATS Madrid conference, which gathered industry experts and brought them into insightful panel discussions, fireside chats, and other brainstorming activities. The conference was orchestrated by ExchangedWire on May 11, 2022.
The major issues discussed at ATS Madrid were:
- The cookieless advertising environment: have brands and advertisers adapted to it? What tools do they utilize to reach new audiences in this landscape?
- What is the value of tools and solutions which don’t rely on third-party data and/or mobile identifiers? Who is driving technological innovation in this area, and what importance will that have in the upcoming year?
- Where can buyers and sellers gain fresh opportunities to get more control over their businesses, while improving the marketing & advertising experience for customers?
- What will measurement look like in this new era of marketing and advertising? Are industry players finally learning how to put the consumer first?
- How are opportunities such as retail media being embraced across the ecosystem?
A New Era of Consumer Data
At the conference, participants focused on two key segments which are extremely valuable for the marketing and advertising industry. The first segment mentioned was consumer data. Along with tech and creativity, data can drive not just business growth but also allows the creation of a consumer-centric approach that moves marketing beyond channels, directly to people.
2022 is going to be the starting point for a new era in the advertising sector: a move from third-party data and compromised privacy to first-party data, consented data. Participants from companies like Unidad Editorial, Permutive, ExchangeWire, ADBIBO, PHD, BLUEMEDIA | HENNEO, Triplelift, GRACE, La Despensa, Bridges_a Havas Media Group Company and Ogilvy Spain had a lively discussion on creating a successful first-party data strategy that delivers performance for advertisers.
New Business Models to Improve Monetization
Special attention was drawn to the second key segment – business monetization. A successful publisher has to build a diverse business model. This model should incorporate factors such as maximizing unique assets, keeping pace with modern content consumption trends, and implementing technology.
Considering the era of change we are living in, the matter of monetization in 2022 was raised in a panel discussion moderated by Mario Torija, Managing Director at Index Exchange, and other experts. They emphasized that new channels, devices and consumption habits have shifted the way programmatic will work in the future. Accordingly, with changes comes increased regulatory scrutiny. In order to uncover a renewed approach to monetization, they took the audience on a walk through the importance of the open Internet and spoke about the value ad tech brings to Spain.
Here are some other insights we got from senior industry players.
“We have to redirect our vision from the traditional one to implementing novelties. We don’t need to base it on traditional KPIs, viewability and CTR. And this is a challenge but consumers and the market are pushing us.” Marta Fernández López, BBVA Creative
“Third-party cookies are a good measurement source in marketing. If we cannot use it, then we resort to traditional means of measurement like marketing modeling and incrementality.” Brice Février, PRISA Brand Solutions
“As publishers, we have to provide qualitative metrics that are crucial as well as quantitative data.” – Francisco Gallego Calonge, Unidad Editorial
In addition, measurement as an integral part of business monetization was mentioned in another panel discussion at #ATSMadrid. With the growth of new marketing channels based on programmatic/automation, measurement has become crucial and has been more challenging. The moderator Nuria Gimenez from the Coca-Cola Company brought to the table the importance of measuring ad campaigns along with new marketing trends.
“We must be daring and brave with measurement testing,” Nuria Gimenez, The Coca-Cola Company
We are grateful to the management team for the warm welcome and all speakers’ insightful messages. It was a beneficial conference and our VlogBox team members Natalia Vashchenko and Julia Popik had a great time at ATS Madrid 2022 by ExchangeWire.
We were also pleased to meet up with the great leaders of the industry like Gadea Rodriguez Fernandez from IAB Spain, Mark McGinn from DoubleVerify, Manuel Gutierrez from Publica, Julien Gardès from TripleLift, and other reputable industry experts. We are looking forward to further cooperation.
Head of Sales, Sr. Partnerships Development Manager at VlogBox
Business Development Manager at VlogBox
Other ATS Madrid experts:
- Gadea Rodriguez, Associate Director, Advertiser Solutions at PubMatic
- Mark McGinn, Publisher Sales Director at DoubleVerify
- Manuel Gutierrez, Team Lead, Senior Solutions Architect at Publica LLC
- Julien Gardès, Managing Director, Supply – EMEA chez TripleLift
In the era of advanced technology, we need to keep pace with innovations by exploring them and discovering new solutions. This will help us stand out from the crowd, be competitive and enhance our business. Social media has been one of the channels for reaching potential customers and building a profitable marketing strategy.
When it comes to the TV industry, many other opportunities have appeared for content creators and publishers along with the growth of the connected TV (CTV) market. Today, it is a growing trend combining the ease of online advertising and the audience reach of TV. According to Statista, CTV ad spend is expected to grow to $ 27.47 billion by the end of 2025.
In the CTV space, more tools and monetization models are available to promote video content and ad campaigns, and take them to the next level. By benefiting from data-driven solutions embedded in the programmatic TV approach, advertisers, as well as video creators, can make use of accurate audience targeting and efficient marketing planning. It is more possible to achieve these goals by partnering with professionals who can assist in creating a personal channel and building a solid monetization. VlogBox is one of those professionals, with a lot of options to monetize video content. If you are looking for new innovative solutions to promote your videos and build a solid income, VlogBox has the potential to make your content business grow.
The VlogBox team can assist you in creating your own channel on popular CTV platforms like Apple TV, Roku, Android TV, and Amazon Fire. By having your own app, you can improve audience reach as well as monetize your creative content by applying profitable monetization models like SVOD (subscription-based) and AVOD (ad-based). They can both generate significant revenue streams for your video content. For example, by having an SVOD app, you can receive a solid income through your followers’ monthly subscriptions. Meanwhile, the AVOD app enables you to earn on ads while your followers enjoy your content for free. When collaborating with VlogBox, all you need to do is to trust us to develop your channel, gain approval for your app, and conduct promotions on your behalf – your only job here is to keep making great content.