Movistar+ strengthens personalized advertising in linear consumption

This initiative allows when a household is watching #0 (in linear consumption) to see advertising adapted to the composition of the household, its tastes and its preferences compared to the traditional television model.

Movistar+ launches its second sector project to make segmented advertising on linear television in its commitment to new consumer trends, both in television and advertising content.

This initiative allows when a household is watching #0 (in linear consumption) to see advertising adapted to the composition of the household, its tastes and preferences compared to the traditional television model where all viewers see the same advertising block.

The advertising customization It allows each type of home to be shown what they are interested in, promoting greater relevance of the communication that, in a non-saturation environment, enhances the effectiveness of the campaign. The project is a reference from a point of multi-brand management and investment optimization because each impact is useful, it is always on the appropriate target, where each model of the brand Hyundai It focuses on elements of your identity that are key and that connect with the profile or life cycle of the home and the individuals in each Movistar+ home.

This novel advertising innovation project is a pioneer in Spain and is possible thanks to three characteristics in which Movistar+ is a benchmark: its great technological capacity, its knowledge of the viewer/client and experience in big data processes and methodologies.

The initiative was launched in #0, the generalist brand of Movistar+. #0 viewers are segmented into three types of households. Each household, in its linear television consumption, will only see the campaigns for which it is the target audience, allowing the advertising blocks to be personalized, reinforcing the relevance and suitability of each spot for each household.

After a first project with the help of Procter & Gamble, the partner in this second project is Hyundai, one of the leading brands in innovation in the automotive sector, a sector that is also in the process of changing consumption patterns.

For this project, Hyundai has defined a product communication strategy aligned with its business objectives, optimizing the greatest number of useful contacts, thus maximizing its investment. After joint analysis work between the two teams, Hyundai decided to focus the project on three car models with priority on key elements of the identity of its target audience.

Yolanda García Masiques, advertising director at Movistar+, comments that "this project is one more step on the path that we set out to offer the market new modes of TV advertising adapted to the new needs of our clients, both advertisers and media agencies, who are eager to have quality TV, capabilities that are more typical of the online world. We want Movistar+ to be that meeting point of the best of the world of 'traditional' TV, the best content, with the best of the Internet world - the ability to connect with your target audience. In short, the possibility for brands to be in the most qualitative context connecting with the right people.

"We put Movistar+'s know-how in channel distribution, new forms of premium TV consumption, and its long experience in customer analysis and knowledge at the service of a brand. These two keys place us in a hybrid environment that allows us to transform and lead advertising formats on TV, where the borders of what we have traditionally called the off and on world become liquid," he underlines. Mercedes Blánquez Pérez, head of business development and advertising capabilities at Movistar+.

As in previous projects, where the results were very satisfactory, the project will be complemented with an effectiveness study to measure the improvement in the brand awareness and advertising recall indices of the advertisements.

"Hyundai is currently positioned as a leading brand in technological innovation since we have the 5 technologies in environmental matters: Hybrid, 48V Hybrid, Plug-in Hybrid, Electric and Hydrogen Battery. But we not only focus on the product, but on creating the best experiences with our customers, as in this case creating specific advertising content to connect in a more qualitative way with our potential customer, thus also optimizing our investments," he concludes. Elena Gray, marketing director of Hyundai Motor Spain.