Movistar+ takes another step towards addressable advertising on television

The platform innovates in addressable TV capabilities to direct brands and products to like-minded viewers on connected television.

Movistar+ keep betting on digital transformation of television advertising and the development of new capabilities that allow different advertisements to be displayed per household within an advertising block of a linear channel, a capacity without reference in the Spanish market.

This technological advance improves the efficiency of linear campaigns with segmentation capabilities. Linear consumption continues to be key for advertisers and a large part of their communications on Movistar+ already apply data, improving their results.

For the launch of this project, Movistar+ has had Telefónica in your role as advertiser and the involvement of your agency Havas Media Group, along with other brands such as Hyundai, Carrefour and True Instinct by Nature's Variety, which have opted for the platform and new communication capabilities in Movistar+.

For the viewer client, the execution is completely clean and imperceptible, guaranteeing that their data is treated anonymously in accordance with the Telefónica group privacy policy. Each home will see a different advertising spot depending on your tastes and profile. The technology of a digital server in real time is what decides which ad to show at any given time.

Los cuatro anunciantes (Movistar, Hyundai, Carrefour y True Instinct by Nature’s Variety) han dirigido sus productos a targets específicos definiendo el perfil basándose en una gran variedad de criterios sociodemográficos, comportamentales y de estilos de vida exclusivos de Movistar+.

Hyundai, a brand in the automotive sector with a consolidated track record in innovation, has already participated with Movistar+ in previous advances. At the end of 2019, it developed a segmentation strategy based on Telefónica data to direct three car models to three types of households in linear consumption. In the current case, it focuses its campaign coinciding with the launch of the New Hyundai Tucson Hybrid, targeting exclusively urban families aware of the environment and with interests in sports or technology, among others.

Carrefour It is committed to offering quality solutions and the best prices for all families and that is why it wanted to be one of the first companies to test Movistar+'s addressable TV technology, which will allow it to reach different types of homes according to their consumption behavior, with content oriented to its own brand.

True Instinct by Nature’s Variety, a natural nutrition brand for pets, is another advertiser that has participated in the launch using the data capabilities offered by the platform to plan campaigns highly targeted to this type of target.

The launch has been carried out on #0, the platform's general entertainment channel and included in all content packages, but before the end of the year it will be incorporated into the #Vamos model, the platform's other major generalist channel specialized in sports. Starting in January 2021, the rest of the platform's channels will gradually join.

In this innovation milestone, the capabilities of big data of the Telefónica group and the technological developments on TV equipment in Movistar homes, where the latest generation decoders play a key role.