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ATRESMEDIA
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ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014
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ATRESMEDIA PUBLICIDAD
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AUNIA is created
In terms of the internet area,
AUNIA
was created in 2014 and is the first
platform to bring together the online content of the media organisations,
including
Atresmedia
and Mediaset España. Aunia guarantees its custom-
ers the presence of their brand in professional, high quality content and in
a safe environment. In this way,
Atresmedia Publicidad
is present in the
programmatic sale with guarantees.
Atresmedia
signed an agreement with
Twitter Amplify
in March. Through
this tool, videos with exclusive
Atresmedia
content (programmes, series,
news and episode previews) were broadcast to develop the advertis-
ing campaigns of its customers. The first action on Twitter Amplify took
place in prime time on
Antena 3
during the broadcast of an episode of
Velvet
, involving Hero Nanos. From the beginning, the initiative reached
the 657,000 followers of @antena3com and enabled the impact to be
increased and the campaign to be directed at the specific core target of
the advertiser.
Additionally, at the start of the year Webseries & Co was launched, a win-
dow for digital branded content, with content that is highly visible and
free of advertising, with the sole requirement being that the stories have
narrative continuity.
Un lugar llamado mundo
for San Miguel was awarded a bronze lion in
the Branded Content & Entertainment category at the 2014 Cannes Lions
Festival. The programme with
Javier Limón
was also awarded an Ondas
award for the best music programme of 2014. Under the format of brand-
ed content,
Un lugar llamado mundo
was created as a window open to
the public with high quality music content: interviews, concerts and the
most unexpected mixes, moving away from labels and genres.
Within the Group's Corporate Responsibility initiatives,
Atresmedia Pu-
blicidad
has continued to support different projects such as
Ponle Freno
with AXA,
Hazte Eco
with ECOEMBES,
Constantes y Vitales
with the AXA
Foundation and
El Movimiento Corazones Contentos
with the PULEVA
Institute.
Atresmedia
Publicidad has
joined the AUNIA
platform, which
guarantees the
presence of
the brands in
professional, high
quality content
and in a safe
environment.