DG begins its operations in Spain

For the first time in Spain, advertisers and agencies will be able to manage and distribute their campaigns through a single platform that allows synchronizing actions for TV and online. The platform connects more than 9,000 advertisers and global agencies with their audiences through a network that connects more than 6,000 TV stations and 8,200 online media in more than 60 countries.

DG, a platform specialized in distribution and advertising management, has just started its operations in Spain. DG, which is among Fortune magazine's 100 fastest growing companies, is now fully operational and has begun to provide, for the first time in Spain, a comprehensive advertising management and distribution process for TV and online through a single platform.

DG thus facilitates the most innovative technology by providing a single solution to advertisers and agencies that allows synchronizing TV spots with complementary content on tablet and smartphone devices. In this way, a television spot can be reinforced, at the same time as it is broadcast, with actions on mobile devices, not only forwarding the coverage of the original TV spot to other screens, but also making users enjoy a brand experience, thus taking the product to another level.

And the way we consume television has changed. "Television has gone from being a household appliance to allowing us connectivity from anywhere at any time. Television converges and embraces the Internet and vice versa. In fact, by 2015 it is expected that 90% of Internet traffic will be video," said Benard Reichard, Managing Director at Antena3 TV, who also explained that "new generations associate television with the experience of sharing on social networks and consuming activities on second screens."

Advertisers know that not only have habits changed, but they are taking advantage of the enormous potential of the convergence of television with the online world to offer consumers a new way to interact with the experience of their brands. "Consumers are increasingly searching on the Internet for the content of the spots they see on television. Specifically, 25% of users search online for the spot they have seen. This means automatic recognition of what is happening on TV," says Manuel Ferreiro, Creative Account Management Team Leader of DG and MediaMind. “In the last edition of the United States Super Bowl, the most watched sporting event, more than 15 applications were created for a few hours, in such a way that it allowed users to interact and experience the brands through second screens without interrupting the primary visual experience,” explained Ferreiro.

“Para DG, España es un mercado clave y estamos encantados de estar aquí dando a conocer nuestra empresa tras el reciente lanzamiento en Reino Unido. La unión de DG y MediaMind supone para nuestra compañía el poder disfrutar de una posición privilegiada, al ser capaces de proporcionar una única solución para TV y Online. En un mercado como el español que se caracteriza por su tradición en innovación, sabemos que nuestro posicionamiento y soluciones tecnológicas continuarán encauzando la convergencia entre TV y Online, además de proporcionar transparencia, eficacia y beneficios significativos a los anunciantes y agencias”, asegura Thomas Bremond, director ejecutivo de DG en Europa.