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ATRESMEDIA | ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2014 | ATRESMEDIA PUBLICIDAD | 106
Atresmedia Publicidad, aware of its responsibility to society, has from
the very start maintained solid ethical principles that it applies to its daily
work and that result in responsible and high quality advertising.
This policy, of leading through the process of improving and innovating
advertising activity and television as a media, was put into practice in the
following areas of action in 2014:
To promote transparency, effectiveness and innovation in commercial
communications
For this purpose, the following initiatives have been launched:
__Atresmedia Publicidad and Kantar World Panel have reached an
agreement to better understand the television behaviour of con-
sumers thanks to a new tool and thus improve advertising effec-
tiveness.
__The Virtual Advertisers' Office ( .
com) has been launched, whose function is to deal with and resolve
customer incidents or complaints, involving all areas of the organi-
sation and acting independently of the daily business management.
__Atresmedia Publicidad continues its commitment to innovation
by offering personalised advertising products in keeping with the
needs of the advertisers. In 2014, more than 40 proposals of this
type were presented to different customers.
__In collaboration with Tres14research, in 2014 Atresmedia Publicidad
published the First Study on Multimedia Advertising Efficiency,
which measures the effectiveness and profitability of the different
media when generating advertising recognition.
__Atresmedia Publicidad and Atresmedia Digital have created Atres-
mediaLab, a laboratory for innovation and technology applied to
advertising, which was created to respond to the demands, needs
and opportunities offered by the new multi-screen advertising op-
portunities (mobiles, online video, mobile marketing, social media,
connected television, among others).
__In 2014, work began to promote subtitling in advertising. The ob-
jective is to complete the project in 2015.
Recognised work
Atresmedia Publicidad is the most highly valued brand in terms of the
quality of its commercial service and programming, its implementation of
agreements and it advertising effectiveness, according to the MediaScope
study published by the consultancy group. According to this document,
Atresmedia also has six of the ten most recognised professionals in the
advertising market, and Antena 3 and laSexta are the most viewed private
channels by professionals in the advertising industry.
According to
a study run by
Atresmedia,
advertising on
television is the
most profitable
and effective at
generating brand
recall.