Vodafone associated itself with the final episode of the successful
Gran
Hotel
series with a campaign that took advantage of all the
Atresme-
dia Televisión
,
Atresmedia Conecta
and Internet channels, andwas also
supported on the social networks. On television, Vodafone launched an
exclusive commercial break spot and a spot positioned during the final
episode. Thanks to the Atresmedia Conecta app, viewers were also able
to enjoy additional content and information about the series while the
final episodewas being aired. This was sponsored by Vodafone through
various advertising formats, such as pre-rolls, interstitial, milestones and
banners.
The launch of
Atresplayer
, which replaces the popular
Modo Salón
, has
been another step forward in the group’s constant technological evolu-
tion. With this new platform,
Atresmedia
is taking another step forward
asabenchmark in thenewsandentertainmentaudiovisual content sector
on the Internet.
Atresplayer
improves theuser experience andoptimises the effectiveness
of campaigns by positioning themwhere they generate the greatest im-
pact basedon the content, its duration and the screenbeing used.
Atres
player
offers new advertising formats that provide significant visibility for
thebranddue to theirpositionorcreativity. Furthermore, it includesgraph-
ical advertisingandhas thecapacity to launch interactive spots.
The effectiveness andnotorietyof
television
Televisioncontinues tobe themost effectivemediumbut themediamar-
ket ingeneral, and the televisionmarket inparticular, nevercease toevolve
through the incorporation of new tools and technologies.
Atresmedia
Publicidad
is not being left behind and, based on its desire to improve
effectiveness, has carried out a series of studies on schedule quality, the
evaluation of campaign notoriety, the assessment of crossmedia actions
and themodelling of spot broadcasts on television and their correlation
withGoogle search requests, thegenerationof leads or actual sales.
At the start of the year,
Atresmedia Publicidad
and Kantar Worldpanel
signed a strategic agreement to analyse television campaign effective-
Atresplayer
improves the
user experience
andoptimises
theeffectiveness
of campaigns
bypositioning
themwhere
theygenerate
thegreatest
impact based
on the content,
its duration and
the screenbeing
used.
ATRESMEDIA
ANNUALANDCORPORATERESPONSIBILITYREPORT 2013
AtresmediaPublicidad
106
