Born and grow Internet on TV – The World

difficult turn on the TV these days and not hear those claps that catchy music and see those young modern Screaming Walla! to our screen. This is the new ad Wallapop application, a mainstream advertising that has reached all time slots and has covered 85% of the population.

When the announcement was released eight weeks ago, app for the sale of second-hand goods to people around you, who had come just four months ago, had a million downloads. Now, half a million more accumulates. “I look at it look the campaign has been a success,” recounts Miguel Vicente, founder Gerard Wallapop with Olive and Agustin Gomez, who has assumed the role of CEO.

Wallapop currently enjoys user transactions worth half a million euros a day per month -15,000,000. It is the magic of the influence of television. And nobody wants to miss. Even those who have taken their first steps, often gigantic, yes, in the world online .

This is the case Byhours.com Wallapop but not far behind that has also just released his first television campaign. In his case, as in the application of sale, wanted to publicize your business. “The starting point for this type of advertising is when you have a product with a wide target and have the need to educate the market,” explains Christian Rodriguez, founder of Young Byhours. While start up Rodriguez wanted “people to know that you can rent rooms by the hour and it’s a possibility that is closer than you think” Wallapop sought didactic same logic as Vicente resume. “We wanted to convey that a product is easy to climb, with only a picture, easy to buy and which functions as a social network”

In both cases they have seen on television the best method to generate a strong brand, especially now that the digital world is full of proposals that have come later but also want a piece of the pie. “Such is the strength and competence of online you realize that does not serve you and be a leader in Google Adwords but need offline : The big difference between brands given there, “says Rodriguez, convinced that” the prime time gives credibility. “

startups looking at ‘ prime time ‘credibility to attract new customers

Rodriguez is not the only one who thinks that television, even though “five or six years ago seemed likely to die,” still marks the difference. Idealista.com, leading real estate portal in Spain and dotcom in 2000 for pioneering advertising in conventional media campaigns transgressive looking to get away from his rivals. “A principle of marketing is in crisis people turn to brands they know and the other is that it’s time to advertise because your competitors can not do,” argued Fernando Encinar, Idealista.com communications director, company however continues to devote two-thirds of their marketing budget to the network.

The freshness that characterizes the three companies has also starred in their first announcements and helped convey their messages with budgets that exceed one million euros in the case of Wallapop and Byhours and both of which have invested differently: media campaigns for equity with Atresmedia channels and Mediaset, which broadcast advertising rates have now become part of the shareholding companies.

This is an advertising model up from a year ago in Spain and linking, according to Gerard Olive Wallapop and founder of the interactive advertising agency BeRepublic two assets’ talent who creates Digital Business and diffusion capacity of the media. ” A winning combination, says Olive, “we will create great companies with great reputation and that will make the digital sector to grow.”

This type of campaign is common in countries like Germany. “ProsiebenSat.1 is the driver and has done very well, have had many exits “, says Carlos Blanco, private investor and founder of ITNET Group which has such agreements with two of its companies : WIMI5 and Chicplace. However, according to White, although the model-that is not only limited to television “is very good for branding is less so for customer acquisition.” In addition, White believes that the media “is not easy to monetize: it only becomes money if the company does well.”

precisely why seems essential for start up to know appear when launching into our dining rooms. “It is a natural step for us but not all start up they have to be: you have to have a product that everyone can use and have enough structure to withstand such a massive ROI and customer operations customer “, explains founder Byhours supported by Miguel Vicente. “Be careful not to die of success,” warns of the platform, which must be prepared to absorb the generated views. In your case, expect very soon reach the two million downloads.