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The media was facing a glorious collapse, and then came the unicorns - Walla! Brenze

2021-08-15T12:37:34.373Z


Precisely in the midst of the corona, media outlets are enjoying an advertising analysis that has hitherto been reserved for the economic press. Walla! Brenze checked who the recycled advertiser is and what brands like Mako do whose target audience does not meet the industry's glamorous profile. Israeli high-tech is boiling, and everyone wants to take part in the celebration Part One


  • Brenze

The media faced a glorious collapse, and then came the unicorns

Precisely in the midst of the corona, media outlets are enjoying an advertising analysis that has hitherto been reserved for the economic press.

Walla!

Brenze checked who the recycled advertiser is and what brands like Mako do whose target audience does not meet the industry's glamorous profile.

Israeli high-tech is boiling, and everyone wants to take part in the celebration

Part One

Tags

  • Hi-Tech

  • Calcalist

  • advertising

David Wertheim

Sunday, 15 August 2021, 15:02 Updated: 15:14

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Conferences are not the only way for economic newspapers to attract high-tech advertisers, and they also produce supplements and marketing content sites.

Until a year ago, a television recruitment campaign for an Israeli high-tech company was a fantasy. But in the last two months, very significant campaigns have surfaced, certainly in terms of advertising share. Papaya Global and Palo Alto Networks were the first swallow to produce the precedent, and recently Deep Instinct also joined them.



But before that, a brief background: The reason the media is eager to get advertisers in the field is also related to what the high-tech industry is going through. Most high-tech companies do not need advertising in Israel to increase awareness of their products, as Israel is a small and insignificant market for them, but mainly to gain an advantage in the competition for employees. Competition for workers intensified due to the boom of high-tech. Because tech companies have raised huge sums, and now they need to justify the investment and the high value they receive - they need a lot more manpower. This competition led them to increase advertising in Israel, for example on billboards and, as mentioned, now also on television.



But anyone who is familiar with the world of television advertising, as well as the rules of advertising in billboards, knows that behind seemingly innocent spots often hides a much more important intention for them than attracting employees, and that is to convey a public message of economic-brand power.

More on Walla!

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To the full article

Employees are just an excuse.

Papaya Global Campaign (Photo: Screenshot, Screenshot)

Conferences, supplements and marketing content sites

Conferences are not the only way for economic newspapers to attract high-tech advertisers, and they also produce supplements and marketing content sites.

The economic press was naturally the first to identify the economic mine found in Israeli high-tech companies, and it was she who organized conferences on the subject in order to milk as much cash as possible from the field, which is almost exclusively associated with its coverage. Apart from publishing in print newspapers, the economic newspapers hold several conferences a year, the sponsors of which are high-tech companies, venture capital funds and entities that want to create an innovative image for themselves, such as banks. Calcalist is the most prominent in terms of the number of conferences, in a variety of areas (e.g. cyber or fintech), TheMarker has hosted two conferences in the last two months - high-tech and crypto - while Globes recently announced the "renewable" high-tech section, apparently also to attract new advertisers . Conferences are not the only way for economic newspapers to attract high-tech advertisers, and they also produce supplements and marketing content sites.



At the request of Walla!

Brenze, Yifat Media Research examined the scope of coverage of the technology industry in the three economic systems in Israel in the past year.

The data confirms the feeling: a total of almost 4,000 articles have been written about the tech industry in the past year and there is a consistent growth trend in coverage.

(The scope of the coverage is examined through the number of articles in the newspapers and systems sites that deal essentially with the industry: start-ups, unicorns, recruitments, offerings, etc.).



In terms of advertising volume (see table below), PAPAYA GLOBAL is the largest advertiser in the high-tech media industry.

According to Yifat, since the beginning of 2021, the company has spent about NIS 1,009,029 on advertising in the various media. It is followed by Amdocs and SALESFORCE with a budget three times higher than in 2020. As mentioned, three of the companies in the top five did not spend on traditional advertising in the previous year. .

The economic press in Amok

Run away from Mako

Walla! Brenze learned that Mako is currently developing a site for the high-tech community, which will be located separately from Mako. Keshet Group apparently understands that the profile of Mako surfers does not meet the needs of advertisers in the industry, and the solution they found is a site that will be branded completely separately.

The collaborations, which until now sounded like science fiction, between mainstream television and the high-tech sector are not limited to the cessation of commercials - even the program "Wedding at First Sight" found a formula that will allow advertising on the program page in Mako. This is a program whose main viewers are young people aged 20-35 and it attracts interest among singles (a desirable target audience in itself since this status usually allows more free time for demanding work in the industry).



But what do you do when surfers do not respond to the relevant profile? Walla! Brenze learned that Mako is currently developing a site for the high-tech community, which will be located separately from Mako. Keshet Group apparently understands that the profile of Mako surfers (children and young people, characterized mainly by entertainment content) does not meet the needs of advertisers in the industry, and the solution they found is a site that will be branded completely separately.



Request sources say that this will be a systemic site for everything that will cover the wide range of high-tech fields, and to that end they have added as editor the editor of Supplement G Ilail Ben Tzur from Globes, and more journalists are expected to be recruited soon.

However, it is clear that the very purpose of its establishment is the huge budgets that will come from the sector for advertising purposes.

It should be noted that this is not the first time that a request has been made to give up the Mako house brand due to its entertaining image.

As you may recall, after years of deliberation, the decision to build the N12 stemmed from precisely this reason - internal surveys conducted and highlighting Mako's relative lack in the current affairs arena, as it was not perceived as a news site.

(Photo: Walla !, Walla system)

By the way, Keshet discovered the semi-economic arena a few months ago when they initiated the high-tech conference.

An industry executive told Walla!

Brenze that "a request went to the basics. Eventually conferences came to produce a statement of a certain kind. The real estate conferences of the economic newspapers is an example of this.

They basically say 'we are the market leader'.

The goal was not just a few jobs, but a clear statement in front of high-tech in order to take money from the unicorns on the billboards and transfer it to television. "

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Source: walla

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