Page 54 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

54
OUR BUSINESS
The great possibilities of the special initiatives
Publiespaña continues to strengthen its strategy for
non-conventional advertising with the development and
launching of formats adapted to the requirements of the
Audiovisual Communications Act.Throughout 2012 it has
been designing creative and flexible on demand solutions
adapted to each advertiser by way of branded content,
sponsorship, in-programme advertising and product
placing, the best example of integration of content and
advertising in which the company has taken giant steps
in the area of virtual product placement consisting of
digitally inserting the presence of a brand in national and
foreign fiction series.
Publiespaña has with the help of its customers developed
special techniques highly integrated in the content
of Mediaset España in the form of branding content
effective for the brand and respectful of the viewer.
“Tricotosas”, a programme on the art of weaving and
“Mis primeras veces”, both on Divinity, are clear examples
of programmes which have successfully included branded
content, conveying to the screen the emotional links
between the content, the viewer and the brand.
Helping brands
As part of the company’s special measures at corporate
level Mediaset has again in 2012 defended the values
referred to in the slogan “We support brands”. As it
did in a pioneering way and with the support of the
advertising and business community in 2009 -the date of
the launching of what was at that time the first campaign
in favour of brands by a television company in Spain - the
company has created a double campaign made up, on
the one hand, of various creations in favour of variety and
freedom of choice featuring 12 well-known faces from the
network who appear as presenters of various slots aimed
at wide target audiences, and on the other of support
for the creativity of many of the main brands operating
in Spain as members of the Promarca association. This
conveys to the viewer the values the brands are trying
to transmit: quality, innovation and trust, and shows the
support for them.
Mediaset España has also sought to create new links
between the company and its customers by way of a
popular institutional campaign to support Spanish brands
which are successful abroad under the slogan “Spain:
work, innovate, compete”. Conscious of the fact that
the leading brands constitute the engine which is driving
Spanish business as a whole in its outward expansion the
company launched a campaign last May to acknowledge
the efforts in terms of management, creativity and
investment of large companies which are acting as
ambassadors of our country abroad in association with
the Forum of Renowned Spanish Brands.
Publimedia Gestión, multi-platform concessionary
with a presence on the internet, pay to view
television and outdoor advertising
Publimedia Gestión, the multi-platform concessionary
with which Mediaset España offers advertisers the
possibility of cutting-edge communication in a multi-
media environment, has also in 2012 provided greater
opportunities for advertising by satellite, cable and internet
television and mobile telephone as well as outdoor and
internet advertising.
In the field of pay per view television Publimedia Gestión
in 2012 marketed the channels produced by Prisa TV
in the Canal + platform, an offering which stands out
for the quality of its programming, with main sporting
events such as the Football League and for its leading
themed channels. To these have recently been added
CosmopolitanTV, a channel the company will manage on
an exclusive basis and which, together with the in-house
produced channels of Chello Multicanal, will constitute a
offering for customers unique in the market.
As regards outdoor digital advertising Publimedia Gestión
is developing innovative techniques which have allowed
it to join the first circuit of audiovisual screens in iWall
in Shop with a presence in 43 centres with more than
550 formats, and commercial initiatives which range
from enhanced reality and 3D advertising to sensory
experiences of sound, touch, kinetics and even smell,
consolidating growth in this sector.