First campaign with VPAID TimeLine technology (Video Player Ad Interface Definition)

Publimedia Gestión, Samsung, Starcom and Mediamind develop the first online interactive spot campaign in Spain through the Mediaset websites.

Offering the Internet user interactive advertising experiences in real time during the broadcast of streaming content is already a reality in the Mediaset España web environment. The company, through Publimedia Gestión, has launched the first interactive spot campaign in Spain for the advertiser Samsung, with the collaboration of MediaMind in charge of technological development and LiquidThread, content unit of Starcom MediaVest Group.

The result of this alliance is the birth of the first advertising format that applies the VPAID TimeLine (Video Player Ad Interface Definition) protocol in Spain, capable of providing real-time interactivity to content on the network through a microsite hosted in the content viewer itself.

To carry out this innovative format with which Publimedia Gestión expands its commercial offer on the Internet, the Mediaset España sites Telecinco.es, Cuatro.com and Mitele.es have become the first websites in the audiovisual sector to implement in their players the necessary techniques to host this type of interactive developments.

The Samsung EcoBubble campaign is articulated in two spots produced ad-hoc by Publimedia Gestión with two prescribers from Mediaset España: the presenter of Cuatro Juanra Bonet (He knows it, he doesn't know it) and the head of styling of the group Mate Méndez de Vigo, author of the Telecinco.es blog Stylist on call.

Both pieces hide an interactive microsite that the user accesses from different bubbles that protrude from the timeline bar in real time when viewing the spots. By clicking on them, the viewer enters a new dimension of the product, the Samsung EcoBubble washing machine, discovering additional information about its operation through graphics and explanatory videos, all without ever leaving the viewer on which the campaign is projected, which automatically stops at the moment of interaction with the creative and continues again once it is abandoned.

According to Laura Espinosa, account director at MediaMind, "with this format, video viewing stops being a passive activity and becomes an experience that requires the user's involvement. And it has been proven that the greater the involvement, the more notoriety, the more memory and the greater the positive feeling towards the brand."

In this sense, as explained by Francisco Hortigüela, Marketing Director of Samsung Electronics, "innovation is a backbone for Samsung, which is translated not only in our product portfolio but also in our way of communicating it through our marketing strategy. A commitment to the avant-garde in communication that we make evident in the planning of our advertising campaigns. Therefore, one of our commitments is to be the pioneers in advertising formats appropriate to the needs of each of the products."

For Borja Beneyto, director of LiquidThread, content unit of Starcom MediaVest Group, the challenge of this campaign is "to take another step in innovation and effectively transfer Samsung's strategy to all its marketing actions. To present the EcoBubble washing machine we have opted to launch this new advertising format for the first time that allows the user not only to view the spot, but to navigate and explore the benefits of the product in a non-linear way, providing a deeper and more intense brand experience."

VPAID TimeLine

The new VPAD TimeLine format uses VAST (Video Ad Serving Template) standards from the IAB (Interactive Advertising Bureau), an association with which Publimedia Gestión regularly collaborates in the development of marketing and measurement guidelines valid for the entire market, capable of offering advanced measurements of the user's exposure time to the brand, as well as the levels of user interaction with it.

This fact allows Publimedia Gestión, according to Alberto Ballesteros, Marketing Director, "to keep the company at the forefront of the development of innovative advertising formats to delve into the effectiveness of the Internet as an alternative and complementary support to traditional media, with measurement tools common to the entire market. We also have the great added value of having popular actors and presenters at home who connect practically daily with a very heterogeneous audience as potential brand prescribers, and on the other hand, with technical teams and humans capable of internally producing campaigns tailored to the advertiser, as has been the case with Samsung.”