Jose Luis García: FLUZO helps brands fine-tune their advertising plans to maximize their media budget and avoid ad fatigue

At FLUZO, we are helping some of the world’s leading brands to maximize their media budgets and improve their advertising efforts. Our data unlocks more accurate ad planning, helps to avoid ad fatigue, and turns challenges associated with fragmented ad consumption into opportunities. Our aim is to create a healthier advertising environment that benefits everyone involved.

So, how do we achieve these goals? FLUZO produces a single metric that observationally captures the total and incremental reach and frequency achieved by the media used in a campaign, including TV, Connected TV, Video Online or Radio. A standard for cross-media measurement of advertising that enables our clients to make optimal use of their advertising budgets and unlock a remarkable 20% spend maximisation.

What is your background? What made you get into this line of work?

I have more than fifteen years of experience in the digital environment, always focused on the media and advertising industry. I have developed my career in commercial management and strategic business development positions in large and small companies in the sector, and I have participated in the creation of other startups with a strong technological component, such as, Soitu or We Are Develappers.

What inspired your business? What problem are you trying to solve and for whom?

In my opinion, the world of advertising and audience measurement has two major problems that FLUZO can help solve, and which are, in turn, connected to each other. 

The first is a very important technological backwardness. Measurement methods are outdated: they have not evolved hand in hand with the user’s consumption habits, nor have they become as sophisticated as technology in general. The result is measurement that is often inaccurate, anachronistic and not very actionable. It ends up being of little use and is not up to the enormous volume of investment in the sector, nor is it capable of keeping up with the earthquake of change that this industry is going through.

The other problem is that, in the media and advertising environment, there have been, from the beginning, many intermediaries with many interests at stake. This situation in which there are so many parties involved has ended up generating opacity around the data and a certain resistance to change.

An outline of your magic sauce. How do you differ from the competition?

The reality is that we operate in an environment with practically no competition. But I would say that there are three ingredients that make our proposal totally unique. First, I would emphasize, as all our clients do, the extraordinary quality of the professionals that make up FLUZO: a top-notch team, with a huge diversity of backgrounds and fully convinced of the project.

Secondly, I would focus on our audio recognition technology, which is the basis of our proposal. It is a proprietary technology, at the “state of the art” of the ACR world, and it has been meticulously developed to deliver unparalleled accuracy and performance in advertising measurement. This technological prowess is undeniably instrumental in generating the quality of data we produce.

And thirdly, at an operational level, I would mention our partnership model, which allows us to partner with the best panels in the world and empowers us to rapidly scale and expand internationally, while maintaining the utmost level of assurance and credibility.

Where do you see your company going in 5 years?

Our vision for the next five years entails consolidating our data as the standard in crossmedia measurement and a significant alternative to the prominent players in the measurement industry. This would mean having successfully completed our landing in the major markets of Europe and America. 

On the product front, we aim to enhance our portfolio by incorporating advanced tools that transcend conventional capabilities. These tools will encompass predictive functionalities and automated optimization driven by Artificial Intelligence, enabling us to offer unparalleled insights and performance.

Naturally, this trajectory will be accompanied by team expansion and technology investments to support the growing number of projects, clients, panellists, and solutions within our ecosystem.

What has been your biggest setback so far?

There are two aspects that deserve attention. Firstly, there is the journey that any company must undertake to develop, deliver, and scale a truly valuable solution for its customers, which inherently comes with its own set of challenges.

Secondly, there is the specific context of our market, which we have previously discussed. Our activities have occasionally been perceived as a threat by certain industry players. It can be challenging to convey to the market that our objective is not to disrupt, but rather to enhance the overall quality of work and enrich the industry as a whole. 

However, we have made significant progress, and an increasing number of players across the ecosystem are recognizing this. We are actively collaborating with various stakeholders, including advertisers, agencies (with established agreements with major groups like GroupM), media outlets, distributors, and others.

What is the next big challenge for your business?

Our goal is to maintain the consolidation of our operations in mature markets while simultaneously expanding into new markets, including Northern Europe. We are committed to achieving this without compromising our focus on developing innovative solutions and products that further enhance our value proposition. It is crucial for us to strike a balance between market expansion and continuous advancement in order to deliver the best possible offerings to our customers.

How do people get involved/buy into your vision?

FLUZO offers a clear and organic solution to a widely recognized issue in the advertising industry, which is the fragmentation of advertising measurement. This problem is well-known to industry insiders, and its main manifestation, advertising saturation, is evident to virtually everyone who consumes any form of media. 

Consequently, once our methodology is understood, we experience significant acceptance from clients, talented professionals, investors, and the general public. The alignment between the problem at hand and our solution resonates strongly, fostering positive reception and support.

End with a description of who you want reaching out to you and how they can work with you.

We encourage all industry player – including advertisers, agencies, media companies, distributors or suppliers- who are seeking to optimize their advertising expenditure or enhance their advertising offerings, to explore the advantages of native cross media measurement. You can find comprehensive information about our offering on our website (, and we invite you to reach out to us directly through our website or LinkedIn for further inquiries and collaboration.

Written by Fredd

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