Embrace

This year, the International Women’s Day platform is launching a sophisticated campaign concept, if not more sophisticated than other 8M campaigns: #EmbraceEquity.

The new campaign revolves around equity, which differs from the concept of equality. And it is crucial to understand the difference between the two. Because having equal opportunities, per se, does not reduce the gender gap.

Equality means that we treat everyone equally: each person or group of people receives the same resources and opportunities. Let’s give an example: let’s give the same book to a sighted and a blind student. The situation is an equal opportunity, but it is not equal. Equity is about taking into account personal differences and being able to provide the resources to eliminate or minimise disadvantages, and thus to give the same opportunities from a starting point with equal advantages. In our example above, acting equitably would be giving the blind student a Braille book so that he/she has the same opportunities as the sighted student.

Equity means that we provide resources and opportunities tailored to the specific needs or circumstances of that person or group; so that we can achieve an equal outcome. This year’s campaign wants us to learn the concept of equity, and this will enable us to demand a more inclusive society. True inclusion requires equitable actions.

132 years to close the gender gap

Equality is absolutely necessary to establish the first rules of the “game”, although equity is essential to make progress in the gender gap between men and women. It is interesting to review the World Economic Forum’s Global Gender Gap Report for 2022, where this large gap between men and women is observed, a large gap because it is estimated that it could take 132 years to close this gap.

According to the report, and as can be seen in the graph, Spain is in 17th place and Iceland is the country that leads the ranking of countries with the greatest equality and equity between men and women.

100 years of inequality

Ours, this gender inequality, seems to be going on for a long time. So let’s keep on fighting, let’s keep on promoting the IWD campaigns, let’s keep on repeating them, and let’s keep on going viral. Everyone should celebrate it or claim it in their own way so that we don’t get 100 years of inequality.

N.B. “Compañera, dame, dame tira”

Asturias celebrates the IWD with its own theme: “Compañera, dame tira”. A mining expression, the very essence of solidarity and Asturianness. They have composed their own anthem, which they will take to the streets on IWD: “Dende les Cuenques mineres, la capital y occidente, de la costa y del oriente, equí tamos les muyeres”.

The soundtrack of the article

“Embraceable You”. A jazz standard song with music by George Gershwin and lyrics by Ira Gershwin. The song was written in 1928 for an unpublished operetta named East Is West. It was published in 1930 and included in that year’s Broadway musical Girl Crazy, performed by Ginger Rogers in a song and dance routine choreographed by Fred Astaire. Billie Holiday‘s 1944 recording was inducted into the Grammy Hall of Fame in 2005.

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With the evolution of digitalisation and technologies such as blockchain and artificial intelligence, the advertising and marketing industry has created new disciplines, products and services such as programmatic advertising.

This is a type of online advertising that refers to an automated purchase of advertising space and audiences on the internet. It connects a brand to the user with a relevant ad, at the right ‘digital’ time and place. As the transformation and digitisation of media is spreading to almost all media, programmatic advertising can facilitate brand advertising in digital newspapers as well as on digitised TV or radio, and even digitised outdoor media.

It is a form of advertising called ‘display’, which allows the advertiser to access a series of advertising spaces, called inventory, and does so through on-demand technology platforms on websites or digitised spaces. Programmatic buying allows advertisers to connect their brand with the target audience they want, at the time they want, and in the geographic location of their choice. It is a discipline of our time, born to streamline the visibility and connection of brands and their campaigns with their current and potential customers.

The growth of programmatic advertising

In the midst of the digital era, in which advertising investment for user acquisition happens through digital media, 70% of this investment corresponds to programmatic buying, according to the report on Investment in Digital Media published by IAB.  

Spending on programmatic advertising in 2021, according to Statista, was over $150 billion, and this industry doubles in size every 4 years, expected to grow at 35% annually until 2025. This makes programmatic advertising one of the most active industries.

How it works

Big Data and artificial intelligence are used to select and segment the audience. Once the audience has been segmented, media related to the audience is selected and the advertising campaign that is directed to the selected target audience is activated. 

Programmatic buying is a way of buying online advertising space in an automated way. This purchase can be made on different media and websites from the same control panel by searching for specific audiences and users to impact at exact times.

In short:

1. Every time a user arrives at a website related to programmatic advertising, the automated advertising process is activated so that the advertising starts. 
2. The website owner puts the ad impression up for auction.
3. Advertisers then bid for the impression, for the visibility of the ad.  It should be noted that this process occurs in real-time, which is why some refer to programmatic advertising as real-time bidding.
4. The highest bidder, the advertiser with the highest bid, wins the ad impression.
5. The ad appears on the user’s website
6. The user can click to visit the page and/or convert.

Advantages of programmatic advertising

Segmentation by users and personalised messages

With Big Data we can get to know users in a much broader way in terms of characteristics, uses or type of online purchase. This data helps us to carry out a greater segmentation of users that allows us to better reach our target audience.

In addition, segmentation facilitates better communication with our target audience and increases the precision in the creation of a campaign.

On the other hand, geolocation is one of the most widely used criteria, as it offers the possibility of offering the ideal product or service to the user, at the moment they are looking for it, in a personalised way. Various messages can be designed according to the profile of the audience. 

Automation and agility in the buying process

Programmatic advertising is carried out in an automated way. Programmatic buying is driven through a combination of three platforms, which together offer a complete service: Ad Exchange, DSPs and SSPs. 

Reach

Thanks to programmatic advertising platforms, we can reach a user anywhere in the world. This is due to the breadth of supply and demand in programmatic advertising in a globalised market. The variety of advertising supports, and media, in which the different services can be offered, increases the offer of this type of advertising. The reach is greater. 

Measuring results and optimisation

Data abounds in programmatic campaigns, and for advertisers this is of great value. Measuring this data offers the possibility to see what is working and what is not, and to optimise. 

We are talking about campaigns that can be modified in real-time, so the time in which you can react is almost immediate. 

Reasons to run programmatic advertising campaigns:

Automation and agility in the process of buying, planning and management of advertising space 

Programmatic advertising allows you to manage campaigns quickly and efficiently. This type of advertising eliminates the intermediaries in the process of buying and selling advertising space. The ads are automatically published according to the settings you have managed for your digital advertising campaign. You only have to decide the duration of the campaign, the media in which to appear and the budget.

Transparency and control

Programmatic advertising is transparent and allows you to know all the data of the advertising campaign from the moment the action is launched until it ends. 

Real-time measurement

Does the campaign work, and is there any data that can be modified to implement its reach? Programmatic advertising is measurable and quantifiable in real-time. 

Targeting

Knowing who we want to target with an advertising campaign is essential. Programmatic advertising offers a wide range of personalisation options: by gender, tastes, age, media or geolocation, among others. Focusing impacts on geolocation is essential to reach your target audience.

Return on advertising investment

Programmatic advertising uses the pay-per-impression method (CPM: cost per thousand impressions). And every time a user visits a website or app, their ad space is automatically auctioned. This way, the ads will appear in front of your potential customers, on the websites you decide and in the selected time range. 

Positioning and reach

Another benefit of this type of advertising is its wide audience reach. On the Internet there are more than 4 million people connected daily and among all these users are your potential customers. The good thing about advertising on the net is the possibility of placing a brand, product or service in the minds of consumers. And one of the most used strategies is retargeting, which consists of re-engaging those users who have already visited your website through personalised messages and advertisements. 

Adaptability to devices

Programmatic advertising has a responsive design, so that ads will adapt to the different devices of the audience of your campaign. 

Did you know that 11Onze.cat has recently won an award for the best responsive website? A Laus.

From June 2022, 11Onze District, the advertising and marketing agency of 11Onze, can carry out programmatic advertising campaigns for partner brands of 11Onze. Do you want to advertise anywhere in the world or in any city or town? 

Contact us at: [email protected]

11Onze is the community fintech of Catalonia. Open an account by downloading the super app El Canut for Android or iOS and join the revolution!

11Onze District is 11Onze’s in-house advertising agency, designed to serve other brands. Created in record time. It puts 11Onze at the forefront of programmatic advertising. Discover how 11Onze District was created, with Gemma Vallet.

Gemma Vallet, director and driving force behind 11Onze District

11Onze District Agency was born as a concept one summer afternoon in 2021 on the terrace of a country house in Maresme (Vallès Oriental, Barcelona, Catalonia). At that time, the president of 11Onze, James Sène, was clear that any social network such as the one that supports the 11Onze community, just like Meta or TikTok or Google, must have its own agency to provide service to brands.

James, at that time, called it 11Onze Agency, and entrusted its creation to Gemma Vallet, director and promoter of the 11Onze agency, who in addition to providing it with services aligned with the vision of the president of 11Onze and the market, added: District or District, because one of the main objectives of the agency is to provide a relevant space, a showcase or a digital or hybrid showroom to brands and companies within the 11onze.cat community, and around the world.

One year later, at 11Onze District, we have just passed the first start-up phase, the embryonic phase of defining the model and testing the business model. At this point, we have already defined the 11Onze District platform as an agency: what it is, the basic advertising and marketing services it offers, and the real value it provides in terms of branding and business.

As a result of 11Onze’s brand reputation and our background in large multinational advertising groups, we have been able to attract, in record time, leading partners in programmatic advertising to be able to activate digital campaigns both locally and internationally with all the guarantees. We will also soon be able to offer native video advertising content within 11onze.cat, thanks to a leading OTT platform.

We have equipped 11Onze District with the latest advertising and marketing technology in record time. Furthermore, we have to bear in mind that traditional media agencies and large general advertising service agencies have been digitising their services for more than a decade, while 11Onze District, in just 3 months, has been able to operate and offer leading, proven quality services in programmatic advertising, among other services.

We are preparing and working to enter into a phase of organic growth at the business level.

11Onze District is working to achieve 3 major challenges:

–To bring differential value to the people who make up the 11Onze community, to the members registered in 11onze.cat, through innovative, sustainable brands such as Natulim or Basi Group, among other brands with which we build exclusive proposals for the 11Onze community.

-To bring a unique value to the brands that we incorporate into the 11onze.cat community through the creation of special campaigns and to offer them a space, a digital district, and in the future, a hybrid space.

At the 11Onze District agency, we manage everything from the ideation of the campaign, management, production and activation, to digital and business analytics. We are able to activate and disseminate the campaigns of 11Onze’s partner brands or friendly brands within 11onze.cat, their own channels. And to reiterate, 11Onze District is able to manage and contract campaigns in both local and international digital media, thanks to programmatic advertising and artificial intelligence. 11Onze District is able to innovate in branded content and advertising formats such as social selling and live shopping through our network of agents and brand ambassadors.

-The third challenge of 11Onze District is to create and activate a community of entrepreneurs, professionals, creators and creatives to promote knowledge around fintech and the new economy. We are working in this direction with the Fintech Talks, talks that promote critical thinking and open discussion as a way of contributing knowledge to anticipate the challenges of the new economy and finance. At this point, the Fintech Talks have their epicentre in Barcelona, a city that is a benchmark as a hub for innovation and entrepreneurship.

11Onze District, as an agency, is unique, almost pioneering, and innovative, and we will certainly be able to create quality jobs for marketers, creatives, strategy and programmatic advertising experts. We will also train new cognitive consultants who are experts in social media algorithms and search engines, to whom we will be able to bring knowledge, at the same time that we will be able to learn from them and grow.

In the next 2-3 years we have to be able to be a respected benchmark in the advertising and marketing world for quality and efficiency, as a leading agency in programmatic advertising, social selling and content marketing, and generate wealth as a top agency.

Welcome to 11Onze District!

11Onze is the community fintech of Catalonia. Open an account by downloading the super app El Canut for Android or iOS and join the revolution!