Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. Course on e-Marketing at CEF.- Center for Financial Studies To learn about E-Marketing, identify the strategies, their implementation and their success stories Neomedia goes one step further in its strategy of adding new media and completing its unconventional media offering. The media exclusivist of Air Europa and Halcón Viajes has achieved, through a public tender, the commercialization of the LAE Channel, the dynamic marketing channel with greater potential in Spain and Europe. Neomedia opens up to interested brands the possibility of reaching 18 million people weekly, in an emotionally favorable communication environment, and through formats and special actions. Loterías y Apuestas del Estado (LAE), a public entity under the Ministry of Economy and Finance, launched a project at the end of 2006 with a dual objective.

In the first place, modernize your establishments, and secondly, keep your customers informed about your products, raffles and results in a more visual and practical way during their stay in any establishment. This is how Canal LAE was born , a safe bet that today is already a reality with a presence in 4,500 officeswith the highest influx of all Spain, through audiovisual content that is broadcast on 42-inch screens . This project has just been joined by Belgium WhatsApp Number List, the exclusivist of atypical advertising media, which since last March has opened to interested brands the possibility of advertising on Canal LAE and developing special actions tailored to the strategic and advertising needs of each brand. . More than 18 million illusions measured each week LAE is one of the four largest Lotteries in the World. Just one piece of information is enough to show the enormous possibilities of the new advertising medium: 31% of Spaniards purchase a LAE product weekly. Practically, one in three Spaniards pass, at least once a week, through a State Lottery and Betting establishment . The customer profile is very heterogeneous . Both male (52%) and female (48%), with a significant penetration among the youngest target (34% aged 18-35 years) and without too much segmentation by socio-economic level (65% would be framed in the middle class and High average). LAE products are, in short, for everyone and therefore, in Spain, there is one establishment for every 3,850 inhabitants. Thus, 18 million Spaniards pass weekly, at least once, through one of the offices, with a potential impact of more than 70 million per month.

If we add to this that the offices that have the channel are located in urban centers and commercial areas , it is not surprising that banks and other financial institutions, travel agencies, restaurant chains and department stores, entertainment companies, motor and real estate companies, were the first advertisers to be interested in the possibilities of Canal LAE. Before going to work, at lunchtime or in the afternoon, from 9:00 a.m. to 9:00 p.m., LAE offices are continuously receiving an influx of customers who access to check their tickets or make new ones. bets. With an average stay time of four minutes per client, LAE’s data center receives in real time the details of services sold, fundamental data to measure the influx of people to establishments and the number of potential impacts that a brand can achieve by advertising on the channel. Generating value for the channel and brands Once again, Neomedia faces this commercialization by assuming numerous challenges. Since the beginning of the broadcasts, the Channel has been consolidated within the establishments as a point of reference in which LAE clients immediately find the information that interests them the most. Now, with the opening of the Channel to third parties, Neomediaundertakes to continue generating value for the channel, in such a way that the LAE client continues to perceive it as an environment for exclusive communication, promotions and possibilities that are interesting to them.

Avoiding advertising saturation, integrating advertising formats with the Channel’s own content and proposing actions that invite LAE clients to interact with the advertised brands are the challenges that Neomedia sets itself on, also offering two unparalleled advantages in the current advertising market : the possibility of segmenting geographically and / or by hours and a cost per impactsurprising with respect to the coverage that can be achieved. Therefore, a new advertising medium is born that enables advertisers to do something truly exclusive: Reach their target at an emotionally very favorable moment, where illusion and desires guarantee effective communication of advertising messages. more information.

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