Contextu-Ads (Mediaset Spain), awarded at the HbbTV Awards

Un jurado internacional de expertos ha otorgado a Publiepaña (Mediaset Spain) el premio a Mejor uso de HbbTV para Soluciones basadas en Publicidad, el cual reconoce a su “pionera” solución publicitaria Contextu-Ads.

Mediaset Spain era el único finalista español en estos galardones, que fueron entregados en el marco del HbbTV Symposium and Awards 2024, el evento más importante del año dedicado a esta tecnología. El jurado ha destacado el “innovative approach de la publicidad contextual que aprovecha la IA para ofrecer anuncios muy targetizados y atractivos, significantly improving the viewer experience and the advertiser's return on investment.”

Context-Ads is a “pioneer and unique in the market” solution designed by Publiespaña that applies real-time context-based advertising on Connected Television, 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 format L-Shape, does not interrupt the content that the audience is watching, providing the advertiser with higher levels of attention and recall.

Contextual segmentation is carried out by Publiespaña with the help of its partner technological Amazon Web Services and its real-time video analysis tool Amazon Rekognition. This tool allows you 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.

Photo: Members of the IT areas, led by José Francisco Tovar, and Systems Engineering and Maintenance, headed by Andrés Díaz, collect the HbbTV Award 2024 for Mediaset España