Publiespaña launches Contextu-Ads, a proposal that applies contextual advertising and AI to connected television

The innovative advertising solution Contextu-Ads developed by Publiespaña, a subsidiary of Mediaset Spain, generates a thematic association in real time between the advertising shown to the viewer and the linear content displayed on the screen, achieving higher levels of attention and recall for the brand.

Nivea, belonging to the Beiersdorf group, has become the first advertiser to bet on this innovative product. Presented as one of the great novelties of the events celebrating the 35th anniversary of the Mediaset Spain subsidiary, Contextu-Ads applies Artificial Intelligence in the HbbTV environment allowing advertisers to create a thematic association between the advertising shown to the viewer and the linear content displayed on the screen. This advertising, which appears in L-Shape format, does not interrupt the content that the audience is viewing, providing the advertiser with higher levels of attention and recall.

The campaign Repara & Cuida Nivea has achieved a precise association between advertising and content, showing key messages at the ideal moments for the brand values ​​identified by the advertiser themselves.

Contextual segmentation is carried out by Publiespaña together with the technological partner Amazon Web Services and its real-time video analysis tool Amazon Rekognition. This tool machine learning uses Cloud Technology, which allows it to analyze and manage large volumes of video data and recognize the 40 IAB advertising categories, which are divided into more than 3,000 elements, thus adjusting to industry standards.

Publiespaña, hand in hand with the institute Neurologyca, have carried out an analysis of the effectiveness of their innovative contextual advertising solution, which has revealed significant results in improving the effectiveness of the spots: it increases advertising recall by up to 32% and improves desirability by 24% compared to traditional non-contextual ads.

Contextual advertising on connected television

Contextu-Ads allows Publiespaña to become the first Spanish company to apply contextual advertising in the connected television environment. The great advantages of this unique and pioneering solution in the market were presented by the commercial subsidiary of Mediaset España in the latest edition of La Arroba de I+A, a meeting organized by Insights+Analytics that brings together leading social researchers and data scientists in our country.

The presentation titled Let's put ourselves in context, carried out by Óscar Flor and Lola Fontán, head and technician, respectively, of the Product and Audience Area of ​​Publiespaña, was recognized with the award for the best presentation of the edition.

Finally, it should be noted that Contextu-Ads has been chosen among the finalists of the HbbTV 2024 awards, with which the HbbTV Association annually recognizes excellence in the sector. The association has distinguished the pioneering solution developed by Publiespaña as a candidate in the category of Best use of HbbTV for advertising-based solutions, which makes Mediaset España the only Spanish audiovisual group present among the candidates for these recognitions. An independent jury, made up of experts, will be in charge of choosing the winners, who will receive the awards at a ceremony to be held on November 14 in London.