Boing bases its new commercial policy on crossmedia and data science

Mediaset Spain has presented to the market Boing's commercial policy for the fourth quarter, a particularly key period in advertising investment for the toy sector, with the most advanced integration of media and the segmented application of Publiespaña's data science area at the service of optimizing the coverage and efficiency of the campaigns.

In the portfolio of advertising formats presented, a crossmedia offer stands out that combines the strength of linear and connected television, with HbbTV qualitative solutions capable of improving the reach and coverage of campaigns through specific data segments to impact the specific desired targets and with the pioneering possibility of measuring their performance in terms of visits to the point of sale.

All of this, offering the highest levels of recall and notoriety for brands through planning in premium and safe environments and with the already traditional Advance Sales to Children (VAN) system, with the guarantee of allocation of space in a period of high advertising demand.

Under all these premises, Mediaset España has presented agencies and advertisers with three new products that complement the traditional contracting of spaces.

• Ad Impact: seen and not seen. Product that expands and reinforces the coverage of the campaign with the combination of Linear TV and HbbTV, which allows the creation of data segments based on whether or not the linear campaign is viewed.
• Drive to Store: This product, the first attribution for Connected TV created by Publiespaña in collaboration with Beintoo, a Mobile Data company of the Mediaset Group, highlights the effectiveness of advertising through the relationship between the impact of the campaign and visits to the point of sale.
• Reach Media Boing: It allows increasing coverage by unifying the commercial strengths of television and digital content through the transversal advertising ecosystem created by Mediaset España in collaboration with its subsidiary Be a Lion. It allows you to impact the audience of households with children with a planned campaign on linear TV, HbbTV, digital TV and social networks, guaranteeing in this case security for the brand image. In addition, this product considerably reduces the duplication of impacts through the identification of households impacted by the linear spot.

A leading channel

Boing faces the summer season as the most watched children's channel in Spain by children aged 4 to 12 for the tenth consecutive month, with a 10,7% share in May, 4 points ahead of Disney Channel (6.7%) and 0.6 points more than Clan (10.1%).

In total individuals, Boing (0.8%) is also the children's commercial network with the largest audience, ahead of its immediate competitor, Disney Channel (0.5%).