Addressable advertising is based on Movistar Plus+

Movistar Plus+ has completed the integration of its pull of channels with replacement (Addressable TV) After the incorporation of M+ LaLiga TV and M+ Champions League.

The arrival of the advertising addressable Movistar Plus+ allows to show in linear channels spots different adapted to customer profile without the change being perceived by the receptors. This selection of advertising impacts is achieved thanks to a algorithm and data that decides what is the most suitable for each specific user.

At present, Movistar Plus+ already offers a Planning with a 100% efficacy addressed to each campaign target. This customization possibility is marketed under a CPM model (Buy for a thousand impressions from a certain target) transversely to the typology of linear/vod consumption and connected devices, and with census control of number of impacts and frequency throughout the platform. According to Telefónica's company, this model supposes advertisers a "very precise" scope that allows them to reach the audience with 100% custom advertising blocks. In addition, advertisers benefit from a more effective planning, addressed only to the target core of their campaign and paying only for these useful contacts, which obtains very competitive results.

Movistar Plus+ initiated the deployment of the solution addressable In 2020, anticipating the foreseeable purchase transformation of the GRP al CPM Target in Spain in Broadcast channels. At present, this implementation reaches the 100% available throughout the platform and more than 180 Advertisers They bet on the addressable.