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Advertising modules, a unique arrangement in the marketplace that ensures that advertisers reach their target audience

2010 was a year of consolidation of conventional marketing through advertising modules: a management model taken up by Publiespaña halfway through 2009 with a complete, diverse and highly fexible commercial policy where each advertiser chooses the viewer profle closest to his needs, planning his campaigns on any of the channels that during the year form part of the Group.

Publiespaña rounded of its ofering with a wealth of possibilities. These possibilities combine and facilitate the purchase of slots on the basis of the target market, qualitative targets and specifc programming times preferred by clients on the diferent channels, handing them the master key to plan their messages in order to impact not only the largest number of viewers from a quantitative viewpoint but also ensuring they reach the type of public that most interests them within the most appropriate timeframe given their potential consumers’ profle.

A conventional advertising strategy recognised by the market which has been strengthened through the development of new non-conventional formats following the entry into efect of the General Audiovisual Communication Law. The amendments introduced by this Law in relation to advertising propelled the company to investigate new special advertising formulae, making 2010 a year of transition in the area of Special Initiatives.

The new arrangement established by this new legal framework for all commercial developments other than the traditional spot proved a real challenge for Publiespaña that has been able to reinvent its product portfolio with the direct management of some of its existing products such as product placement, the maximum exponent of content and advertising integration. In this way, the company

has embarked on a new line of business and the launch of innovative formats such as integrated sponsorship.

The decrease in the time available for these typologies, the limit of which has fallen from fve to three minutes an hour, has aforded Special Initiatives a higher exclusivity index, enabling the company to reconsider this item in order to continue ofering tailored proposals to advertisers.

Publiespaña advertisers, the World Cup “winners”

In 2010 Publiespaña carried out the marketing of the South Africa World Cup, undoubtedly the most noteworthy commercial event of the year where viewers in their millions broke all existing records in Telecinco.

An event of general interest open to all clients was the premise on which Publiespaña devised its commercial policy for the package of matches acquired by Telecinco for this major sporting event that proved a complete success for the Spanish team, its fans and the advertisers that looked to the channel.

As part of the opening game and the seven other games played by Spain, the company launched an innovative ofering aimed at catering for all types of advertisers. This included products such as the “Apuesta por la Roja” module, which ofered the possibility of appearing through advertising in all matches before the start, at half time and following the fnal whistle. The noteworthy diference was in the form of economic specifcations, which was based on the position reached by the Spanish team.

Publimedia Gestión, the consolidation of a multi-support ofering based on pay television, Internet and outdoor

In 2010 Publiespaña, through its subsidiary Publimedia Gestión, ofered its clients a complete

Economic value

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