Publiespaña redefines the OTT commercial experience with its Ad Infinity proposal

The launch of the new digital content platform of Mediaset Spain, Mediaset Infinity, aims to redefine the commercial experience in the OTT environment with Ad Infinity, a new advertising solution that is committed to better measurements, increased awareness and effectiveness, reduced saturation and duplication, and the effectiveness of advertising pressure.

The new digital platform that culminates the evolution of Swallow towards the streaming service model of the group's Italian parent company, MFE-MediaForEurope, expands its free content with a wide range of entertainment and fiction and including new original productions and digital derivatives until now exclusive to the subscription offer.

The arrival of Mediaset Infinity, which will be available on all devices (web, app and connected television) with important technical and visual improvements and one fast and intuitive interface, supported by the technological architecture of one of the most advanced streaming platforms on the market, will also mark the premiere by Publiespaña of Ad Infinity, a new pioneering solution for brands and advertisers aimed at redefining the advertising experience in the OTT environment starting in the fourth quarter of 2025.

Davide Mondo, CEO of Publiespaña, highlights that "the launch of Ad Infinity marks a before and after in our digital advertising strategy. At Publiespaña we have been anticipating changes in audiovisual consumption for years and today we take a decisive step with a solution designed to offer brands and advertisers an environment of maximum efficiency, control and transparency."

"Mediaset Infinity is much more than a new OTT: it is an intelligent, digital-native platform that was born with advertising innovation in its DNA. With Ad Infinity we not only guarantee reliable metrics and non-intrusive experiences for the user, but we also offer advertisers tools such as Dynamic Ad Load or differential formats such as Open Infinity and Ad Pause, which reflect our determined commitment to quality and notoriety," he adds.

Furthermore, he assures that "in an ecosystem where attention is the most scarce commodity, we put technology at the service of the market capable of effectively connecting with audiences, respecting their experience and maximizing the impact of each message. It is a new era for digital advertising and we are proud to lead it from Publiespaña."

Ad Infinity will be characterized by offering the market 100% transparent metrics, with verifiable and auditable data; 95% completion rate guaranteed, which maximizes the effectiveness of the ads; advertising blocks limited to four spots to reduce saturation and increase awareness; controlled advertising break to avoid excessively impacting the user; Dynamic Ad Load, its own tool based on Artificial Intelligence that defines and adjusts advertising pressure according to the profile of each viewer; advertisements without repetition, thanks to the use of advanced technologies that eliminate annoying duplications; and Infinity Break, an exclusively digital break in linear content, with the same previous commitments and scaling the inventory to a level that will allow achieving the greatest digital coverage in the shortest possible time.

Ad Infinity will join other formats on the Mediaset España platform such as Open Infinity (premium format integrated by a single impact when opening the Mediaset Infinity app on Smart TV); Ad Break (with advertising when you pause the content) or Ad In Content (qualitative display format that is characterized by being integrated into the on-demand content offered by Mediaset Infinity on Smart TV, PC, tablet, web and app).