Annual And Corporate Responsibility Report 2017

For the new Mixta campaign, Atresmedia and AEGIS designed a crossover with flagship prime time programmes El Hormiguero and El Intermedio in June. The initiative involved a live crossover between the El Hormiguero on Antena 3 and El Intermedio on laSexta for their new campaign, the Debate #MixtaDebatex, hosted by Juan and Damián from El Hormiguero and by Dani Mateo from El Intermedio . It was the first time this advertising format had been attempted by any Spanish media group. To mark the launch of Justice League , Antena 3, Mega, Nova and Atreseries all launched an innovative new advertising format known as superbloque. The promotion was aired on 30 October during prime time so as reach the largest possible audience. Warner Bros was the first advertiser to take the plunge with this new format being offered by Atresmedia in partnership with IPG Mediabrands. The promotion got under way with a 20-second spot of the film, followed by five five- second clips each dedicated to the five superheroes and interspersed with adverts from other brands, and finally a second 20-second spot to end the promotion. Radio Atresmedia remains firmly committed to innovative radio formats and approaches that generate meaningful brand experiences for consumers and advertisers, such as developing ad hoc advertising pieces tailored to each client and to each phase of the campaign. Hoax story as part of the Christmas lottery campaign on radio station Europa FM and its website. The hosts simulated radio interference as if caused by aliens. Meanwhile, several Europa FM radio jockeys came up with an advertising ploy for Vueling , inviting listeners to open the Shazam app in order to capture electronic voice phenomena. The app then redirected them to a landing page that deciphered the ghostly voice signals: a 25 euro discount code for Vueling flights! Ballantine’s opted for its own show, We sound, which was aired on Europa FM on Saturday afternoons. In advertising, a “D” Day is a group of advertising actions carried out by an announcer over the course of a day, featuring various formats (mentions, interviews, news and live connections). This year, Onda Cero launched “D” Day Shiseido to let listeners know about the company’s new range of products. Digital The new digital platforms are making it much easier to interact with users in different ways and provide more information on their tastes and habits. Here, there were two highlights in 2017. Atresmedia acquired Smartclip Latam , allowing Atresmedia Publicidad to become the leading domestic operator in the digital advertising market by reaching out to over 90% of the population. Both companies are pioneers when it comes to coverage, premium content, brandsafe, viewability, transparency and online video. Since January 2017, advertising time sales platform AUNIA –created in 2014– allows advertisers to choose not only their target audience and the time slot in which they wish to insert their campaigns, but also their chosen launchpad media group. 5. WHAT DO WE DO?  | 59 | ATRESMEDIA  |  ANNUAL AND CORPORATE RESPONSIBILITY REPORT 2017