Page 55 - MEDIASET ESPAÑA / 2012. Corporate Responsibility Report

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CORPORATE RESPONSIBILITY REPORT 2012
One year after the launching of Mitele the consumption
of live content on the internet has increased exponentially.
The public has become an active spectator interacting
with the broadcast by way of tablets and smartphones
and are making increasing demands for exclusive content
concerning their favourite series, programmes and
sporting events. This new way of watching television
has not passed unnoticed at Publimedia Gestión, which
has adapted the multi-media environment to the new
demands of viewers and advertisers with the putting
in motion of Adlive as a commercial format created
specifically for the live broadcasts of Mitele.
The new technology of Adlive makes it possible to
recognise -for the first time in an automated fashion from
broadcast control - the commercial breaks laid down in
the television broadcast and introduce into them spots
and content specifically aimed at the online viewer. Thus
while television is offering a series of conventional spots
Mitele gives the broadcast added value by supplementing
it with exclusive content: a “making of ” for the series, film
trailers, music videos, interactive games developed for
sports events, micro-spaces of branded content and new
advertising formats the company is working on.
All of which inserted between brief blocks of advertising
spots created specifically for the brands which seek to
make a different impact on viewers consuming television
via internet. In this way Adlive is opening up new
opportunities for smaller advertisers who generally do
not run large television campaigns and customers who
seek to complement their conventional or special initiative
campaigns with new forms of 360º communication in the
online environment.
Another of the tasks successfully completed by Publimedia
Gestión in 2012 has been that of integrating content and
commercials online in accordance with the wishes of each
customer. The integration of prominent brands in a new
way has gone from basic ideas such as the customising of
website headings to the production of branded content
programming.This was the case with “Tendencias”, a new
programme developed with the leading distribution group
at national level which gathers practical information each
week on areas including fashion, technology, beauty and
food with the promotion of certain products and services
in each one of the sections. Its different sections can also
be viewed as separate information pieces on Divinity.es
and Energy.es according to whether they are aimed at a
female or male audience respectively.
Mediaset España’s website environment has also in
2012 offered the user of internet interactive advertising
experiences in real time during the broadcasting of
streamed content. Through Publimedia Gestión the
company launched the first interactive spot campaign
in Spain, which led to the birth of the first advertising
format in Spain to apply the protocol VPAID TimeLine
(Video Player Ad Interface Definition) capable of making
internet content interactive in real time by way of a
microsite lodged in the content viewer itself. To create
this innovative format the websites of Mediaset España
have become the first websites of the audiovisual sector
to implement in their players the technical improvements
necessary to house this type of interactive development.
The new VPAID TimeLine format uses VAST (Video
Ad Serving Template) standards of the IAB (Interactive
Advertising Bureau), an association with which Publimedia
Gestión works on a regular basis in the development of
marketing and measurement guidelines valid for the entire
market capable of providing advanced measurement of
the user’s time of exposure to the brand and the levels of
interaction of the user with it.
This has allowed Publimedia Gestión to keep the company
at the forefront of the development of new advertising
formats to increase the efficiency of the internet as an
alternative medium complementing the traditional media,
with measurement tools common to the entire market.
The key is the people
The key to getting results is the combination of a good
product, efficient management and, especially, well trained
and efficient human resources. In this regard Mediaset
España has not neglected aspects such as training, to
which it continues to devote significant efforts, aware as
it is that we are living in a world which does not stop
evolving and that it is obliged not just to evolve alongside
it but also to move ahead of it.
Thus despite adverse economic conditions the satisfactory
results obtained are explained not only by the strength of
the media used but also by the enthusiasm shown every day
by the human team which makes up the Mediaset Group.