João André, until the end of last year, digital commercial director of the Global Media group, assumed the commercial direction of Nónio, a project that joins Cofina, Impresa, Global Media, Media Capital and Renascença Multimédia.
“João André will commercially represent the marketplace Nónio with agencies and advertisers. João belonged to Nónio’s development team and has a prominent commercial curriculum and deserves our complete trust, ”says M&P Mário Matos, digital commercial director at Media Capital.
With the hiring of a commercial director, Nónio, who, according to those responsible for the commercial area of the five groups, has 2.5 million registered members and a monthly reach of 5.5 million individuals (Netaudience data), enters into a new phase, in which, in addition to being a fully dedicated professional, it becomes a marketplace in which it is possible to programmatically and blindly buy segmented advertising in the approximately 70 brands of these media groups.
“This registration is essential to guarantee Nónio publishers an ability to serve targeted advertising based on 1st party data and not third party cookies. It is a very important competitive advantage for the individual commercialization of each group, but also in the marketplace that we now launch with the hiring of a resource dedicated exclusively to its commercial management ”, continues Mário Matos.
The objective is to seek advertising today allocated to international platforms. “We (Nónio network) are worth more than half of what is the value of places in Portugal. Anything between 15 to 20 percent of the market, as the local market is worth 30 percent of the agencies’ investment. Our goal is to get revenue from 70 percent of the global. It’s because? Globally, purchasing is very much based on date, which we are also going to offer, and we have the advantage of the context. The advertiser in situations of proximity prefers our context to the long tail. This is our value proposition. Our expectation is high because the value is high. We also know that today it is comfortable, often on the purchase side, to do it in a more concentrated way ”, continues João Paulo Luz, commercial director of digital and publishing at Impresa.
“The marketplace of Nónio allows to obtain the necessary coverage to the digital campaigns of our advertisers, guaranteeing that it is served in a security environment for the brands, counting on the inventory of all the brands of the publishers of Nónio. In addition, it is possible to use a deterministic or contextual date to increase the effectiveness of campaigns that are traditionally awarded to international players. There is a particular format that we are going to sell – video outstream – that allows you to distribute advertising content in video format at a very competitive price and with Nónio’s segmentation capabilities ”, adds Mário Matos.
Digital commercial director of the Global Media group for the past 10 years, João André has previously worked at Media Capital Rádio, Cofina and the former Media Capital Outdoor, where he spent 4 years. Before, and for 18 years, he held commercial roles at Reebok and Adidas, having also spent two years at Concentra.
* The theme will be developed in the next edition of M&P, in which we will publish an interview with João André and those responsible for the commercial / digital area of Cofina, Impresa, Global Media and Renascença Multimédia
Source: Meios & Publicidade by www.meiosepublicidade.pt.
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