Annual And Corporate Responsibility Report 2017

5.3.2.3. Advertising Atresmedia Publicidad is the marketer of the Atresmedia Group’s advertising airtime, and the leading company among its peers in Spain across all distribution media: television, radio and online. Its vision is to analyse and identify customers’ needs, offer them the best advertising placement and make their communication plans more effective on Atresmedia than with competitors. Atresmedia Publicidad has become again the exclusivist with the highest stake in the advertising market, with an share of around 20%; as well as the highest power ratios of the markets in which operates. Moreover, Atresmedia acquired Smartclip Latam, so it has become the leader group in the Spanish digital advertising market. WHAT DOES ATRESMEDIA HAVE TO DO AS AN AIRTIME MARKETER? HOW DOES IT ACHIEVE IT? Promote transparency, effectiveness and innovation in marketing communications Innovation and effectiveness are the mainstays of Atresmedia Publicidad. We are committed to continue to research advertising effectiveness so as to offer the best possible service to agencies and advertisers. The Group’s innovation focuses on two areas: creating new advertising formats and enhancing the product offered to brands. (Further information at Effectiveness and Profitability ) . Advocate for self- regulation of the industry to protect consumer and customer rights Even since it was first established, Atresmedia Publicidad has followed robust principles of business ethics based on responsible management of advertising and marketing communications, as set out in its Responsible Advertising Policy and its four lines of action: innovation, quality, self-regulation and commitment to the community. Enhance the effectiveness of quality controls All Atresmedia’s advertising content is subject to strict quality control before airing so as to go beyond mere regulatory compliance and ensure that all the requirements voluntarily assumed by the Group in its self-regulation codes are also satisfied. (Further information at Responsible advertising>Quality management ) . Support community commitment in partnership with advertisers Atresmedia Publicidad seeks out advertisers whose communication needs tie in with the Group’s own corporate responsibility activities so that both the advertiser and Atresmedia benefit from partnering in the resulting communication campaigns. (Further information at Corporate social responsibility> Our advertisers’ community commitment ) 5. WHAT DO WE DO?  | 57 | ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017