As part of the WARC x Spotify “Getting your brand heard” report, Alba Casero Mier, Digital & Strategy Manager at Orange Espana, described the attention and segmentation benefits of applying digital audio within its media mix, but called for careful measurement.
What are the key goals you are expected to achieve through advertising and marketing?
It depends a lot on the specific campaign. Some are branding campaigns – they very much focus on increasing awareness or consideration. Others though are very tactical where we look for good performance in terms of sales or leads. We also have campaigns with other goals like reducing churn and increasing loyalty. We run so many campaigns across Orange Espana so each one of them must have its own specific goals and KPIs related to those goals.
How do you and your team translate your goals into media channel selection?
For that, we focus on two very important elements. On the one hand, our teams work very closely with our media agencies and, with them, we build out all our media strategy to help us achieve our goals. On the other hand, we have an internal measurement team. They look after marketing mix modelling and attribution models which help us make more informed decisions based on data.
How do you experiment with different media channels in terms of planning, processes and budgets?
Normally we start with a recommendation from our media agency. When it is a new channel for us, typically, they would have already tested it with some other client so we’re able to learn from that.
When we experiment with a new channel, the most important thing for us before we start the campaign is defining how we are going to measure it in terms of specific KPIs and methodologies. That means that after each campaign, we can learn valuable lessons from it.
How is the evolution of telecom products and services influencing your media selection?
Of course, it is important. We don’t necessarily use the same media in the same way if we have one campaign talking about our fibre product and another talking about our TV product. Now we have a larger portfolio because of the evolution of the telecoms category, we have to understand very well the different targets involved. This is very different from one product to another. Working like this not only helps us to be more efficient in our campaigns but also to differentiate campaigns and avoid cannibalization.
What are your most preferred media channels and why?
We don’t have preferred media channels. It depends on the kind of campaign we’re looking to run and what our goal is. Every type of media can work better on a specific KPI but the most important thing is finding the appropriate mix.
How do you and your team currently use audio as part of your advertising/marketing mix? And what do you see as its main strengths and weaknesses?
We’re increasing our investment in audio media. It works really well for us. We started testing it around 2019 but then, during the pandemic, we found that audio consumption increased a lot. It was a good moment for us to increase our presence in these kinds of audio platforms.
I think audio has three main strengths. Firstly, it’s not as saturated as other media. Secondly, it is very useful when we’re trying to segment so we can get better contact with our specific targets. And finally, unlike online video, it doesn’t require you to stop consuming the content to search for information about the brand – that really favours certain KPIs.