Reach Media, a transversal advertising ecosystem with multiple commercial possibilities in television and the digital environment

Mediaset España and Be a Lion launch an initiative aimed at expanding the commercial possibilities of consumption, coverage and prescription for brands.

Mediaset Spain, through its subsidiaries Publiepaña y Be a Lion, has presented to the market Reach Media, and transversal advertising ecosystem to unify the commercial strengths of the television content and of the entorno digital, with the aim of increasing the possibilities of consumption, coverage, notoriety and prescription for brands.

A new unique commercial model resulting from the union of the great strengths of both companies: that of Mediaset España as the great generator of audiovisual content in our country and that of Be a Lion as a great connoisseur of the great current trends of omnichannel communication and prescription in the digital environment.

With this proposal, advertisers will soon have at their disposal a new model of crossmedia planning based on three fundamental pillars: a homogeneous premium video offer capable of offering maximum notoriety to advertisers and multiplying it by 4 and 5 times compared to that offered by display or outstream video; a guaranteed brand safety environment and expanded beyond Mediaset España's own media thanks to Be a Lion's experience in planning campaigns in safe environments; and coverage capable of achieving coverage of 100% of the population in any of its targets, but in an efficient way, reducing duplicate impacts to a minimum and maximizing investment.

Alfonso Perez, Digital Commercial Director of Publiespaña, has indicated that "at Mediaset España we do not understand content without advertising or advertising without content. And our content is liquid, capable of flowing and finding its way to 'soak' the user through different devices and platforms, content with high engagement that provides great notoriety and memory to the advertising that accompanies it. The heart of Mediaset España is content for all its media and thanks to the alliance with Be a Lion we now have a new heart that gives us "Much more native content, more digital from its origin, that will make us reach new places and others where we were already, but in a much more powerful way."

Carlos Sanchez, founding partner of Be a Lion, has assured that "our DNA is branded content, a true pillar in brand communication. But for it to be truly effective and to be able to offer the best possible solutions, it is necessary to master the communication ecosystem and how it is atomized, from traditional media to new digital windows; and to know the new windows of prescription, conversation and communication, in which the figure of the influencer stands out, capable of moving and influencing communities thanks to increasingly more creative and innovative proposals."

Finally, Orlando Gutierrez, director de Marketing Operativo de Publiespaña, ha anunciado el nacimiento de Reach Media “para dar a los anunciantes la posibilidad de alcanzar todas las ventanas posibles, con todo el alcance, notoriedad y repercusión para sus marcas. El consumo ya era transversal, puesto que la audiencia consume indistintamente el contenido en televisión o en internet; el contenido ya es transversal, puesto que nace en televisión y viaja a Internet o nace en Internet y viaja a la televisión; pero en la publicidad había una barrera y lo que proponemos hoy es conectar todo el mundo publicitario creando un único ecosistema con múltiples posibilidades publicitarias, controlando los consumos y la cobertura y ampliando las posibilidades de prescripción de los rostros a través del contenido”.