Interactive publicity: real, of contact and personnel

The publicity in Internet must be real, connected with the things and the persons; of contact, appealing to the participation and the action, and personnel, a person's conversation to person.
It is the conclusion of the analysts, of the evolution of the hardware - of the social networks to the mobiles - and of the development of the market. Why then has the opportunity of the crisis been wasted to try new developments?
It is the question to which the advertizing ones must answer, the advertisers and many means. When more inventory, lower prices and more people in the web there is that never, the resource reigns to the most intrusive models: the interstitials, pop ups and certain floating layers of high impact but very intrusive.
The banner is dying. But the evolution of the interactive publicity, in growth and in development of formats, styles and narratives it is not so rapid as it would be wished. And without this evolution it is not possible to improve the yield and the profitability for the advertisers and the means.
There are some of the conclusions of the special notebook that the magazine telos, of the Telephone Foundation, raises and that yesterday we debate in the presentation.
Enter the conclusions that I extract:
A growth of the market faced to the mix of investment in search of maximizing a comeback that is still low, although it overcomes already in investment / fame quota to the newspapers: 57 of Internet opposite to 52 of the press (information of Zenith Media). The efficacy and the investment concentrate on the contextuales and there grows the investment in social networks (8 million euros), blogs (5 millions) and in the mobiles, in addition to direct campaigns of the advertisers.
The attraction of the mobile and the video. There are the big promises of the business that they begin it is to become true with the smartphones, the applications for mobile and the growth of the wide, fixed and mobile band.
That's why Eduardo Madinaveitia, of Zenith Media, raises the end of the click trough (CTR) and the need to differentiate the systems of metering of the publicity of contact and deal of the graph and display, where the mark, the presence and the narratives recover an important role again.
And there arises the discussion of the measurement of hearings and the need to advance towards a model where it is possible to know not only the coverage and frequency of a campaign, but to advance beyond the CPM and CTR, even the GRPs, to go so far as to measure the contact and the recommendations: economic deals or of attention.
Internet limited, of toll and nursery after access fences. The access is the key again to achieve advertizing income or of payment. That's why phone companhies, searchers and social networks fight for being his proprietors. With the growth of the access across mobiles, tablets and new devices like the iPad, or across social networks, the habits of the user change.
In the mobile applications it is not navigated, goes away straight to the content providers. The social networks begin to overcome the age of the searchers with the social flow. They catch the user during more time and the personal recommendations guide his navigation, as there defends Koro Castellano, general manager of Tuenti.
Reality, participation and contact. There are the strategic lines of the new interactive publicity. Defended by publicists as Daniel Solana (Double You) and exploited by the ecommerce - that grows in Spain and the rest of the world in spite of the crisis.
For that it is necessary that the publicity is personal and motivating of deals. A footpath still very little exploited by the conventional means, which see how the new means and supports exceed them constantly without developing sufficiently rapidly new models of 360th business, with a hybrid or mixed model (payment, deals, publicity), social and multiplatform.
Scarce development of the local market. The local market is one of the big fallows of the business in Internet. The conventional means do not make use of it, the searchers set on themselves with his maps (Google) and the new hardware of geolocalización (developing reality, social networks), in addition to the classified ones.
But specialization is missing also on the market and commercial and advertizing solutions for the advertisers, as he tells the Galician case described in the magazine.
After the batteries to put themselves and to innovate, as Mario Tascón (Dixired) remembers, if the crisis of the means wants to excel itself and not leave that Google takes any more than half of an advertizing market of 660 millions in 2009 and that this year possibly cleans the press out like the second advertizing support if the fall of the newspapers is not braked and Internet grows again to rhythms previous to the crisis.