Annual And Corporate Responsibility Report 2017

7.4.3. Innovation in advertising Innovation is one of the hallmarks of the Atresmedia Group and its driving force when keeping ahead of a television and advertising market in constant flux. Atresmedia Advertising continues to explore new and more efficient advertising tools and formats, while harnessing synergies with the Group’s other divisions, which also rely heavily on innovation to optimise distribution channels so they can offer advertisers the best multimedia product. AtresData Launched in 2016, the AtresData tool provides a 360º view of television viewers by offering valuable information on television audiences, consumption and product purchases, together with consumer behaviours and life styles. AtresData allows advertisers to plan their campaigns in view of commercial targets and buying behaviours, thus doubling the ROI (return on investment) of traditional TV campaigns and earning 26% more new buyers than what they would achieve using demographic targets. Since the first quarter of 2017, advertisers can use Cluster Atresmedia to align their advertising campaigns with their brand strategy. The tool centres the campaign on one of the five resulting “clusters” of consumers, which are grouped on the basis of their buying habits and attitude towards consumption and advertising. Motion control Atresmedia continued to innovate its telepromotions and sponsorships in 2017 by adding motion control technology. This innovative robotic system combines movement with augmented reality and gets around logistical problems such as getting large products onto television sets, or not having any physical elements with which to decorate the set. It even allows users to add aesthetic effects to displays and other resources. Skin full video Atresmedia has launched Skin Full Vídeo , a new highly visible and dynamic advertising format that instantly grabs the viewer’s attention. A full-screen video without sound is placed in the background of a web page. Thanks to its clever positioning and size, it tempts users to expand it and activate the audio track. This new format has reported excellent results among the advertisers of Atresmedia’s various sites. Contextual advertising Atresmedia has launched a range of contextual advertising services to increase the impact of its advertising slots. Using this format, all spots within an advertising block are related in some way to specific days or events. The association or linkage between the products being advertised and these days or events is strengthened further by broadcasting subject-specific bumpers leading into and closing out the advert break. | 162 |  7. OUR CONTRIBUTION ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017