One of Kitewalk's inspiration corners has been radio communication. Beyond the ability of modern receivers to auto-adapt to emission frequency changes, radio has the unique ability to follow you while on travel, adapting to wherever you are in order to deliver local messages. Each big radio station emits as a sum of multiple local stations. On country-time moments, all of the local stations emit the same contents, synchronously. Then, from time to time, each local station switches to a local-time moment to communicate on local news or adds, then back again to country-time for the next show or music tube.
A fully orchestrated environment which masters the art of combining global and local messages to communicate with their audience. I have admired the conceptual beauty of such environment since I was a teenager. When I look behind, I can clearly perceive now the unconscious influence the radio system had to "tune" my professional paths.
Since the arrival of the Internet, radio has progressively lost his prominent role as a communication channel, but it stills keep its magic and beauty untouched. Some specific niches such as local advertising are, still today, best vehicled through traditional systems such as local newspapers and, of course, radio.
Last summer I crossed Spain from West to East by car. A 10-hour trip during which I tuned Los 40 Principales, a popular easy-listening music channel. Still today, and despite its country-scoped programs, we the audience have the right to, every 10-15 minutes, listen to local ads which magically address the exact local scopes of the cities we are driving through. A great garage in Astorga when you are approaching the city. A wonderful restaurant in Burgos as you cross it. A vacation resort near Zaragoza while you drive through El Pilar. On top of all such local ads, there is another one which is hammering the audience on an hourly basis: "El Club de la Radio" offers future announcers the ability to have their ads soon available in their respective local stations, featuring the perfect scripts and professional voice actors.
No doubt about it after the 10-hour hammer: Prisa, the major communications group hiding behind Los 40, is fully investing on local advertising strategies.
Today, such efforts are evident on the analogic heritage front. But not yet on the digital counterpart. Smart phones are everywhere these days and Prisa understood it quite a while ago: "Los 40 Principales" mobile app features more than 1 million downloads in both Google Play and the Appstore. Thanks to their meter-precision geolocation, smart-phones are ideally placed as the perfect receivers when it comes to consuming in-location proximity advertising. Surprisingly, and despite the fact that "Los 40 principales" app features advertising, all the ads are global, not local. They systematically refer to global brands or websites.
Would Prisa store a digital copy of their "el Club de la Radio" local ads inside a Geo-intelligent platform such as Kitewalk's, mobile apps such as "Los 40 Principales" app would be able to instantly offer to their users the most relevant local ads which best suit their user preferences, time of day and exact location. Meeting offer and demand at the exact moment and place where such demand is happening is a killer, as it highly increases the ads efficiency. At the end of the day, that is what both announcers and Prisa pursue.
Today, most of the Mobile Advertising portals do not allow to geo-fence an ad consistently. When submitting an ad online inside a Mobile Advertising platform, the best you can get is to pick up a city of scope (if you are given such ability, which is only available in a few portals). For announcers, there is no such thing as picking up a GPS location (whichever) and make their ad available only 600 meters around the place where the ad takes place, and pay for such window exposure only.
Kitewalk is here to fill in such hole and allow to connect offer and demand anytime anywhere with the target radius which best fits each particular announcer and consumer.
A fully orchestrated environment which masters the art of combining global and local messages to communicate with their audience. I have admired the conceptual beauty of such environment since I was a teenager. When I look behind, I can clearly perceive now the unconscious influence the radio system had to "tune" my professional paths.
Since the arrival of the Internet, radio has progressively lost his prominent role as a communication channel, but it stills keep its magic and beauty untouched. Some specific niches such as local advertising are, still today, best vehicled through traditional systems such as local newspapers and, of course, radio.
Last summer I crossed Spain from West to East by car. A 10-hour trip during which I tuned Los 40 Principales, a popular easy-listening music channel. Still today, and despite its country-scoped programs, we the audience have the right to, every 10-15 minutes, listen to local ads which magically address the exact local scopes of the cities we are driving through. A great garage in Astorga when you are approaching the city. A wonderful restaurant in Burgos as you cross it. A vacation resort near Zaragoza while you drive through El Pilar. On top of all such local ads, there is another one which is hammering the audience on an hourly basis: "El Club de la Radio" offers future announcers the ability to have their ads soon available in their respective local stations, featuring the perfect scripts and professional voice actors.
No doubt about it after the 10-hour hammer: Prisa, the major communications group hiding behind Los 40, is fully investing on local advertising strategies.
Today, such efforts are evident on the analogic heritage front. But not yet on the digital counterpart. Smart phones are everywhere these days and Prisa understood it quite a while ago: "Los 40 Principales" mobile app features more than 1 million downloads in both Google Play and the Appstore. Thanks to their meter-precision geolocation, smart-phones are ideally placed as the perfect receivers when it comes to consuming in-location proximity advertising. Surprisingly, and despite the fact that "Los 40 principales" app features advertising, all the ads are global, not local. They systematically refer to global brands or websites.
Would Prisa store a digital copy of their "el Club de la Radio" local ads inside a Geo-intelligent platform such as Kitewalk's, mobile apps such as "Los 40 Principales" app would be able to instantly offer to their users the most relevant local ads which best suit their user preferences, time of day and exact location. Meeting offer and demand at the exact moment and place where such demand is happening is a killer, as it highly increases the ads efficiency. At the end of the day, that is what both announcers and Prisa pursue.
Today, most of the Mobile Advertising portals do not allow to geo-fence an ad consistently. When submitting an ad online inside a Mobile Advertising platform, the best you can get is to pick up a city of scope (if you are given such ability, which is only available in a few portals). For announcers, there is no such thing as picking up a GPS location (whichever) and make their ad available only 600 meters around the place where the ad takes place, and pay for such window exposure only.
Kitewalk is here to fill in such hole and allow to connect offer and demand anytime anywhere with the target radius which best fits each particular announcer and consumer.
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