All Movistar Plus+ broadcast channels already have addressable advertising capabilities

Movistar Plus+ has completed the integration of its pull of channels with the possibility of replacement (Addressable TV) after the incorporation of M+ LaLiga TV and M+ Liga de Campeones.

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

Currently, Movistar Plus+ already offers a planning with 100% efficiency directed to each campaign target. This possibility of customization is marketed under a CPM model (purchase per thousand impressions to a certain target) transversally to the typology of linear/VOD consumption and connected devices, and with census control of the number of impacts and frequency throughout the platform. According to the Telefónica company, this model gives advertisers a “very precise” range which allows them to reach the audience with 100% personalized advertising units. In addition, advertisers benefit from more effective planning, directed only at the core target of their campaign and paying only for those useful contacts, thereby obtaining very competitive results.

Movistar Plus+ began the deployment of the solution addressable in 2020, anticipating the foreseeable transformation of the purchase of the GRP al CPM target in Spain on broadcast channels. Currently, this implementation reaches 100% available on the entire platform and more than 180 advertisers They bet on addressable.