Atresmedia successfully launches the first 'Digital Skin' campaigns using HbbTv technology

Digital Skin combines the best of television and the best of the online world, allowing the big screen to expand its coverage and improve its segmentation capacity.

Atresmedia is carrying out the first advertising experiences in a addressable hybrid format on free-to-air television in Spain.

The new targeted advertising format, marketed under the name Digital Skin, use technology HbbTV to include a layer of digital information superimposed on the linear television broadcast (on a spot or on content).

Atresmedia Publicidad has had the previous experience of Smartclip which, using SpotX technology, has tested the product on international channels such as M6 (France), RTL (Germany) and Viacom (Italy), where it has established itself as an advertising format of great relevance and impact.

One of the biggest novelties of Digital Skin is the possibility of segmentation. Both geographically, and based on household television consumption data, or by different time slots and television content.

In addition, it offers the use of retargeting technique, very popular in the digital world, both positively and negatively, but always within the television itself.

Thanks to this option, Atresmedia Publicidad is able to increase the coverage of linear television campaigns using the new product depending on whether or not a household has previously been impacted by a certain advertising.

El grupo ha testado el producto con éxito en los últimos meses con cinco anunciantes innovadores que han decidido ser los pioneros en España. Procter & Gamble, Yoigo, L’oreal, Lexus y Central Lechera Asturiana han obtenido excelentes resultados impactando a más de un millón de dispositivos únicos por campaña y usando los distintos tipos de segmentación.

Great relevance and impact

Digital Skin results can be calculated with the VAR tool (Video Advertising Reach), the solution from Atresmedia Publicidad and Smartclip that allows you to calculate video coverage on television and digital.

Thanks to it, Atresmedia Publicidad can confirm that advertisers who have tested the format have managed to improve their linear television campaigns by adding between one and two more points of additional coverage thanks to negative retargeting.

In addition, a study has been carried out with more than 1,500 interviews to demonstrate its effectiveness in qualitative terms since the advertising format is capable of increasing brand recall spontaneously by 22%.

In subsequent phases, this format may be interactive, and will enable viewers to obtain additional information about the advertised brand and even be able to make an online purchase of said product.

Addressable advertising will also allow replacement of spots in linear broadcast television, which will make it possible for, at the same time, different households to be impacted by different brands depending on their tastes, interests or sociodemographic segmentation.

Therefore, this advertising will allow improve segmentation ability of television and, added to its great ease of generating coverage and its brandsafe status, it consolidates television as the star medium of advertising.

This new initiative is part of NexTV, Atresmedia Publicidad's new commercial offer for 2020, with which it tries to increase the effectiveness of its campaigns and positions itself once again as the company most concerned with innovating in advertising and offering its clients the highest return on investment.