BUSINESS MODEL
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centres in 10 Spanish provinces and another interactive
circuit in 10 shopping centres in Madrid and Barcelona,
whose screens allow the creativity of television to be
adapted to iWall with complementary options such as
QR codes, enhanced reality and participative marketing,
among others.
Publiespaña enters the Latin American online
market through its investment in the digital
concessionaire Netsonic
The experience gained in recent years in the online
advertising area through Mediaset España’s web sites has
enabled the company to start up a new online advertising
business in Latin America, driving the development of
technological innovation through which to continue
offering customers new communication opportunities in
a constantly changing audio-visual scenario.
With this aim, Mediaset España’s advertising conces-
sionaire has entered the Latin American market through
Netsonic, an emerging online advertising company which,
since the beginning of 2014, has exclusively marketed
the content of Mitele.es, Telecinco.es, Cuatro.com and
Divinity.es in Mexico, Columbia, Chile and Peru, markets
in which a growth plan is being developed with some of
the main Latin American media operators.
To attract customers to this growing digital audience,
Publiespaña and Netsonic will launch multiscreen
advertising campaigns in Latin America through innovative
online video advertising technology provided by Netsonic,
capable of addressing an audience with the specific
features of the Latin America audience, characterized by
its geographical dispersion and complex profiles. Netsonic
will have a presence in several countries before the end
of this year, and for this purpose it will open offices in
Mexico City, Bogota and Miami.
Recently, Netsonic has reached an exclusive agreement
for the next two years with Videoplaza, an ad server
and leader in online video advertising management and
sales which will provide its technical support and manage
all online videos that Netsonic markets in the Latin
American market.
Publiesp.es, a showcase for the Group
and meeting place for adver tisers, media
companies, outside publishers and agents
in the adver tising industry
The new multimedia dimension of Mediaset España has
also led to the remodelling of the Publiespaña website,
a showcase for the broad commercial offering made up
by its channels, programmes, presenters, formats, websites
and advertising product portfolio.
A wide range of options that can be consulted by any
advertiser at Publiesp.es in a simple, uncluttered and
intuitive manner, thanks to the redesign of a site that
combines three tools which are highly useful for the
market: a publicly accessible web site, a customer portal
an intranet for employees.
Publiespaña has provided its new website with a design
that leads to rapid, flexible and effective interaction and
where the audio-visual component is especially relevant.
Its daily updates serve to publicise major developments
in the Group and the industry with information on
commercial policy, audience data, programme details,
types of audiences, presenter profiles and potential
supporters, upcoming premiers and programming grids,
among other public services.
As regards the renewed Customer Portal, a pioneering
initiative developed by Publiespaña more than a decade
ago to improve and facilitate relations with customers, it
also provides advertisers, media companies and external
producers with an operational tool for managing and
tracking the planning and results of their campaigns.
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