‘Performance is about Foresight’ is the tagline of independent media agency True Digital Media. To understand how performance advertising works best in an advertising industry characterized by constant changes, Portada interviewed Hugo Olle, CEO of True Digital Media.
According to Olle, what distinguishes True Digital Media from other performance marketing agencies is that True Digital Media’s results “speak of ROI, while others talk about reach and frequency.” “We are a company 100% focused on delivering measurable results in real-time. Our clients select us because we talk to their business, and in dollars, ” Olle adds.
True Digital Media: Two Platforms That Are Part of the Company’s Core Engine
Olle cites two pillars which are part of True Digital Media’s core engine: “NexPlan and Vera Analytics.” They go hand in hand, one doesn’t work without the other,” Olle explains. “NexPlan allows us to plan and improve planning exponentially with AI, since it contains the strategy we are going to follow and the different media plans. It is a complex tag encryption system that thoroughly reads brand properties and media plans ‘line by campaign line’ from a single point of view.” Olle explains that the single point of view refers to a business perspective, allowing the campaign’s results to be expressed in a business language rather than solely through marketing and advertising terms. “NexPlan is set up so that the business’s revenues can be explained through different combinations of media and tactics, in each part of the funnel,” Olle maintains.
Olle adds that “once the campaigns are activated, the system is connected to Vera Analytics, which obtains the actual results of the campaigns starting with the final sale, the lead generated and contacted, user interaction, and of course banal metrics such as impressions, clicks, CTRs or visits, in addition to the different conversion paths found by business line, product or property.”
A Balanced Approach is Critical
According to Olle, what works is a balanced approach: “I see every day that brands think only one medium or another converts, but this is like telling a child that only one toy is valid. Digital is the combination of different media at different times and by various users. Each of us interacts online through multiple channels, including newspapers, social media, search engines, and content platforms. So, as a brand, should I interact on just one channel or multiple channels in different combinations? Don’t I want to attract new buyers?”
“Digital is the combination of different media at different times and by various users.“
True Digital Media: A Different View of Branding
Asked whether as a performance marketer, he agrees that there also needs to be top of the funnel (brand) marketing to feed the lower funnel, Olle answers: “Of course, we do a lot of branding, but with a clear objective: to capture and track that user to move them down the funnel until they convert. The key is to monitor and to use an ad server to do so. In addition, Vera Analytics allows you to understand user behavior throughout the funnel, a work we do every month with our clients, including Burger King Mexico.” *
*Article in Spanish
“We do a lot of branding, but with a clear objective: to capture and track the user to move them down the funnel until they convert.”
AI, The Perfect Ally
Olle is a strong advocate for using AI at agencies. “AI is a perfect ally for experienced teams that use it to eliminate repetitive tasks and thus promote speed and avoid human error, but there have been continuous unsuccessful attempts to implement tools that would generate better results, and none have succeeded.,” Olle maintains. According to the CEO of True Digital Media, “The human being continues to play a critical role, and experience continues to win.” “But if you use this great technology to automate existing processes in your company, you accelerate the path to success. We are destined to complement each other, Humans and AI, which is what we are doing with NextPlan, and today we have a superb platform,” Olle concludes.
