Movistar+ reinforces its commitment to addressable TV

After the launch on channels #0 and #Vamos, in the coming months Movistar+ will incorporate the rest of the platform's entertainment channels into the addressable TV ecosystem.

Movistar+ is reinforcing its commitment to new forms of television advertising with addressable TV, one of the lines of evolution of the platform that unites the group's big data capabilities Telefónica with technological developments, both key pieces in the campaign execution strategy.

The project was recently launched on #0 and #Vamos, the two linear channels with a generalist profile of the platform, with the participation of the agency Havas Media Group, and the advertisers Hyundai, Carrefour, True Instinct by Nature's Variety and Movistar itself. Weeks later, the excellent efficacy results obtained support the commitment to this model.

Addressable TV technology offers a differential value for brands since it allows having a presence in an advertising block of a linear broadcast, with positioned passes, but only impacting those homes that are part of the target audience of the campaign. In this way, 100% of the contacts are useful. For example, Hyundai's campaign was exclusively aimed at urban families with high economic capacity and with hobbies such as sports or technology, among others.

The addressable TV delivery model is fully digitalized. Through an advertising server (ad server), it is decided in real time which campaign to show and to which household based on their profile. Defined households will see the spots with a controlled frequency. This capacity for segmentation into linear consumption is unprecedented in the Spanish market.

In addition to technological innovation, the addressable TV model highlights the benefits of big data from the Telefónica group, with 100% first party data collection and therefore not based on its own or third-party cookies. It also demonstrates the effectiveness in the construction of the clusters included in the proposal of advertising solutions for the market.

Movistar+ has more than 50 predefined targets that are exclusive to the platform and that allow a multitude of combinations to respond to all the needs of customers who opt for these differential models compared to traditional television. Also in 2020, Movistar+ launched these segmentation capabilities in on-demand consumption advertising formats.

RPD Technology

Movistar+ began its commitment to the best quality data by incorporating audience measurement with Return Path Data (RPD) technology which made it possible to measure the entire audience of the new connected TV, on all devices and in all audiovisual consumption of the platform (linear, delayed, catalog...). Subsequently, this RPD technology has become a key piece within targeted campaigns to very specific targets since it allows pre- and post-campaign analysis of each of the exclusive Movistar+ clusters that go beyond the standard socio-demographic variables of the conventional TV market.

In the coming months, all the platform's entertainment channels will be incorporated into the addressable TV ecosystem. With these advances, Movistar+ makes available to brands the capacity for useful contact in qualitative targets (digital CPM model -cost per thousand impressions-) but in an environment of premium TV content with the most refined target and in the best context. .

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