Innovation
If innovation is a key factor for any company that wishes tooperate suc-
cessfully in such an ever-changing context as ours, it is essential in the
worldofmedia to know how to adapt to the new consumption habits of
viewers and thus enable the incorporation of advertiser messages and
guaranteea returnon their advertising investment. For
AtresmediaPubli
cidad
, innovation is applied to both the exploitation of new advertising
formatsordistributionchannelsand toanyother actionaimedat improv-
ing theproduct or servicebeingoffered to advertisers.
Multimedia advertising toharness thegroup’s
Full Potential
Within this innovation plan,
Atresmedia Publicidad
has successfully
moved ahead of themarket and - by harnessing the group’s potential -
created newmulti-screen products to stand out from other multimedia
groups.
An excellent example of this type of multimedia campaignwas that car-
ried out by the Vodafone telephony operator when it decided to be the
first in theentireSpanishmarket to launch4G technologyvia
Atresmedia
Publicidad
. Vodafonecarriedout a
BrandayMultimedia
withnewad-hoc
formats that suited the innovative concept of this technology. The cam-
paign includedanumberof special formats, suchas sponsorships, bump-
ers, mentions, pathfinder, TV banners, reports and interviews. Exclusive
creativitieswere designed usingmessages tweetedby themost popular
personalities from
Atresmedia
, who supported the launch via the
hash-
tag #eres4g
. Furthermore, bumpers displaying the message “Volvemos
en 4G” were inserted into the schedule as a new version of the classic
“Volvemos en 20 segundos”. The result was a highly popular campaign
thatmanaged to impact on almost 31millionpeople (70.2% coverage) in
onlyoneday. Tobeprecise, over 282million contactswere aired.
Tuenti Móvil
also carried out a campaign on
Atresmedia
that combined
conventional actionswith special formats, such as telepromotions, spon-
sorshipsand station self-promotionson
Antena3
and
laSexta
.Withmore
than 1,000GRPs launchedon
Atresmedia
, theTuentiMóvil campaignwas
noticed by everyone: it reachedmore than 32million adults with a cov-
erage rate of 90%. By using this strategy, Tuenti Móvil not only achieved
great affinitywith the target audiencebut alsomanaged toposition itself
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
103
