Annual And Corporate Responsibility Report 2017

Research results in 2017 Toluna Atresmedia Publicidad joined forces with Toluna in 2017, a leading technology company in the world of online market research and studies into the effectiveness of pre-roll video versus in-text video. Relying on online interviews, the study concluded that the pre-roll format is up to six times more effective than in-text video when it comes to brand recall. Collaboration with Tres14 Research Atresmedia has unveiled its Observatory of the Econometric Model for Effective Frequency on TV (MEFE Observatory). The observatory explores the numerous variables involved in an advertising campaign and analyses their impact on advertising penetration. It releases its findings once a year. For the fourth straight year, Atresmedia has drawn up its ROI-Map (ROI on multimedia campaigns) study to measure the effectiveness and return of various advertising formats in generating brand awareness. The study also shows how different format mixes can impact return on investment and recall, and suggests a perfect balance of formats to maximise brand awareness. Launched in 2017, the ROI-Map simulates the results of investing in a mix of different formats –based on the client’s specific needs– and reveals the ideal mix for improving their brand recall. More information at: http://roimap.atresmediapublicidad.com/ . Atresmedia has developed the METRAC model to analyse visits to car dealerships, confirming that nearly three out of every ten people who visit a dealership to ask for more information on a particular model do so after having seen spots on television. The model shows that advertising has a direct impact on visits to dealerships and, therefore, on brand sales. 7.5. To our suppliers Atresmedia draws a distinction between suppliers of content and suppliers of other goods and services needed for its business. All of them, however, must comply with the same principles enshrined in Atresmedia’s Corporate Responsibility Policy by signing a clause that imposes certain obligations on the subject of environmental protection, human rights and content accessibility and diversity. All companies belonging to the Atresmedia Group employ the same procurement model. Atresmedia insists that all suppliers sign a corporate res- ponsibility clause, ensuring that not only the Group but also all the business it generates indirectly respects its values, its commitments under the Corporate Responsibility Policy, and also the principles of equality, non-discrimination, diver- sity and inclusion. | 164 |  7. OUR CONTRIBUTION ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017