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Demonstrable effectiveness
In keeping with previous years,
Atresmedia Publicidad
continued
offering the best service to advertisers, carrying out research
in the area of advertising effectiveness. The best example
from this year was the proposal to improve the effectiveness
of the block named "Be Neuro, Be Effective", which was also
winner of the "Mejor Ponencia (Best Presentation)" award from
Aedemo TV.
Atresmedia
carried out various "neuroscience"
studies in collaboration with the Brain House Institute, the only
Spanish institute that predicts human behaviour by integrating
neuroscience, big data and artificial intelligence. As a result of
these studies, new variables were obtained which have allowed
it to come closer to the spectators/consumers through short
pieces (4 seconds), called "wake-up call pieces", which are
intelligently positioned throughout the advertising block.
Carrefour, together with Starcom Mediavest Group, was one
of the first advertisers to launch the new
Atresmedia
formats
that ensure better recall and improved impact, according to the
neuroscience studies undertaken by the chain.
For the second consecutive year,
Atresmedia Publicidad
and Tres14 Research carried out the ROIMAP study (ROI of
multimedia campaigns) which once again demonstrated that
television must be present in all plans if the aim is to generate
an optimal recognition scenario, and it is also the most
profitable and effective media source in terms of brand recall. Its
conclusions confirmed that advertising investment in television
is the most effective. In fact, not having this media source in the
planning represents a loss of recognition of 58%.
The study also established the ideal investment share of each
media source to maximise recognition. Television is identified as
the main media source with a minimum share of 63%, two points
higher than in the first edition of the study. With this investment
share, television is capable of generating 76% brand recognition,
and is the media source with the highest ROI (121).
In June,
Atresmedia Publicidad
carried out a study to explain
that advertising investment in television is a key factor when it
comes to achieving brand recognition. The study demonstrated
the direct correlation between the increase or decrease in GRP
and the recognition obtained by brands.
According to another study by
Atresmedia Publicidad
and
Kantar Worldpanel, it was shown that the brands committed to
television advertising obtain a better result in terms of sales and
a positive ROI.
The role of television is essential to help brands grow sustainably,
even in a difficult economic environment. There has also been a
study of the actual purchasing behaviour of 10 large consumer
brands
Carrefour has
been one of the
first advertisers
to use the new
Atresmedia
formats which
guarantee
improved recall
and increased
impact
Atresmedia
Publicidad and
Tres14 Research
developed
the ROIMAP
study which
demonstrates
that television
must be present
in any plan if the
aim is to generate
recognition
ATRESMEDIA
| ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2015 |
ATRESMEDIA PUBLICIDAD
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