Last week Ad:Tech, the annual meeting for the digital marketing industry in the UK, was held at the National Hall Olympia in London. As we said during the week before the event, mobile-related technologies have much to say in this and in all meetings related to innovation in digital advertising. The opportunity to reach consumers who are increasingly unfaithful from different channels and screens is one of the challenges that the industry faces, but if we also want to measure it and get a ROI which justifies every penny of advertising investment, we’ll have before us a very interesting challenge.
We talked a couple of months ago about this understanding, including the necessary fusion between advertising and engineers, the Math Men vs. Mad Men. This trend is palpable from the outset in the Ad: Tech. Tools, technologies and new platforms presented in London have a lot of ROI, measurement, data management and programmatic buying. With this arrangement, it is not hard to see how the profiles that combine both branches of knowledge will inevitably lead the industry in the coming decades.
Within this confluence of business and technology professionals, the Ad: Tech organization reserved a space for companies for which the mobile is their identity, the "Mobile Village" where we stayed. It was the first time for TAPTAP at an event of this kind in the UK, but the occasion called for it. The reason was none other than to present www.sonataretail.com to the British market, our new platform designed to drive clients from mobile to the physical business, which will be available in October.
Location-based advertising with maximum impact. Any physical or online business that has retail sector competence can create its hyperlocal campaign in minutes, with real time reporting in which the customer only pays for results. The market reception by agencies, clients and potential partners was superb, and many of them were very interested in becoming part of our exclusive resellers program.
If you want to know more about Retail sonata, we will be at the e-Show Madrid and Wake Up by IPMARK in Barcelona next week. See you soon!.
