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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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99
The advertisers' office: a new service for customers
Atresmedia publicidad
continues to have a vocation for providing a ser-
vice. A clear example of this is the creation of the
Advertisers' Office
in
January 2014, whose function is to deal with and resolve any customer
incidents or complaints.
Another example of the desire to offer the best service is the
Spot de
Oro
, created to identify the most effective adverts.
Atresmedia Publici-
dad
broadcasts the most viewed advert free of charge on its channels,
accompanied by a banner which indicates the number of television view-
ers it has had.
A variant of the Spot de Oro is the
Spot MVP
, the one receiving most
public votes. It is the first time in Spain that a communications group has
allowed its viewers to vote for the best advert of the month. The winning
spot is broadcast free on the
Atresmedia Televisión
channels.
Innovation, the key to success
Innovation requires research, and this is why in March
Atresmedia Pu-
blicidad
and
Atresmedia Digital
created
AtresmediaLab
, the innovation
and technology laboratory applied to advertising that responds to the
demands, needs and opportunities arising from the new multi-screen ad-
vertising opportunities (mobiles, online video, mobile marketing, social
media and connected television).
AtresmediaLab
emerges, therefore, to provide new communications solu-
tions to advertisers and at the same time strengthen participation from
the other side of the screen. Its launch represents a clear commitment to
more attractive, interactive and innovative advertising.
There are several examples of initiatives arising from the creation of
AtresmediaLab. In 2014 the Vodafone Spain Foundation, in collaboration
with
Fundación Atresmedia
, launched
Pasa la Bola
(Pass the Ball), an
innovative and fun charity campaign to support the Red Cross "Plan de
Ayuda Escolar" school support plan.
Atresmedia
, through its main chan-
nels
Antena 3
and
laSexta
, and its radio stations
Onda Cero
and
Europa
FM
, encouraged viewers to "pass the ball". A total of more than 365,000