Atresmedia has started the year with the aim of strengthening its position in the advertising market, and to this end it has updated its commercial proposal with the launch of new formats. The objective, as stated in a statement, is to continue responding to the needs of brands in an ecosystem marked by fragmentation, multiplatform behavior and results orientation.

The new advertising products consolidate the “Total Video” approach that the audiovisual group presented at the beginning of this year and which has the integration and video format as the basis of its philosophy. The formula takes advantage of the opportunities of a connected environment, composed of linear television, connected television and premium digital environments, to drive coverage, affinity and awareness.

On this occasion, Atresmedia Publicidad has paid special attention to its information spaces and seeks to put the growing interest of viewers in current events at the service of brands. However, it does not neglect its passion for entertainment and turns its star program, “El hormiguero”, into one of the main attractions of its renewed commercial proposal.

These are Atresmedia’s new advertising formats:

“Good News”: advertising and good news

One of the most innovative formats presented by Atresmedia Publicidad is “Good News”, which is committed to contextual communication. It is an exclusive location in the Antena 3 Noticias 1 space, linked to “the good
news of the day.” Thus, it offers brands presence, through an exclusive spot, in a positive, emotional and high-recall environment. It would be complemented with amplification on social networks and an extension of incremental coverage on connected television aimed at informed profiles.

Advertising in the new “In detail” section

Antena 3 Noticias 1 is the protagonist of Atresmedia Publicidad’s product offering, which incorporates the “In detail” section, a new segment within the program that will provide useful and practical information, according to the company, on family economics, financial education, consumer rights, responsible consumption and well-being.

“It opens up new advertising possibilities for brands, with a prominent presence in an environment that is especially relevant to the consumer, through formats such as sponsorship, rich media mention and overlay, allowing a natural integration of the advertising message and reinforcing its notoriety.“, they explain from Atresmedia.

Advertising in La Sexta Noticias

The solution designed for the information space “La Sexta Noticias”, called BX+, is focused on brands that seek visibility and notoriety by associating themselves with highly credible information environments, according to Atresmedia.

The product combines an exclusive block on linear television and live broadcasting through the Atresplayer platform. It is reinforced with a pre-roll format in Atresplayer’s live broadcast, and is completed with an incremental coverage campaign on connected television, under the connection pre-roll formula – a single pre-roll video that is launched on CTV when viewing Atresmedia’s linear TV programs begins.

Said coverage would be aimed at viewers who have not seen the spot and who are part of the informed cluster. The campaign is activated in real time, immediately after the linear spot is broadcast, and is broadcast within a maximum period of 48 hours.

Multimedia Sponsor

This new formula aims to elevate traditional sponsorship by integrating presence on linear television and a connection display activation on connected televisions during the broadcast of the program. The company ensures that the presence will occur in a selection of its best programs, seeking to enhance the link between the content and the sponsor brands, and reinforce the impact, attention and association
positive with premium environments.

Top Prime+: premium coverage

The company defines this solution as its response to brands that seek maximum attention, coverage, affinity and profitability. It is an exclusive weekly planning in short, high-impact blocks in prime time, complemented with incremental coverage on connected television oriented to the advertiser’s target core. It is available for Antena 3 and laSexta.

Evolution of advertising in El hormiguero

As explained in a statement, the commercial model designed for “El hormiguero” expands its impact capacity by integrating the multi-device adbreak spot formula and incremental coverage on connected television during the 72 hours after the broadcast of the program, which it claims brings together more than 4 million
of daily unique viewers.
Atresmedia claims to apply its own data and have formed the “Hormiguero Lovers” cluster, which allows the campaign to be extended to devices and users who have not seen the advertisement on linear television.