Spain’s Atresmedia and smartclip have expanded their strategic agreement for the former’s addressable TV portfolio.
It means a step forward in the relationship between both companies, which started with the acquisition of smartclip Latam, the licensee of the technology and brand of smartclip for Spain and Latin America, in 2017.
The biggest priority of the strengthened partnership will be given to roll out full addressability of the traditional broadcast TV ad break.
Display products, launched in Spain at the end of the last year, have been welcomed by the Spanish market with an increasing number of advertisers investing in addressable TV campaigns over the past several months. Initial campaign results show that incremental reach went up by an average of 1.7% points overall. Findings also reveal efficiency gains in terms of costs for global campaigns.
Commenting on the strengthened partnership, Arturo Larrainzar Garijo, head of strategy at Atresmedia, said: “The possibilities that come from working together are enormous. “We already enjoy a close collaboration with smartclip — Europe’s leading addressable TV tech specialists. This deepening partnership enhances our services for clients by enabling us to provide addressable TV advertising solutions at scale. We seek to offer the largest ATV product line-up in Spain. That’s why we will introduce a comprehensive range of new ATV ad formats to the TV market within the coming months. We are taking our future-oriented commitment to growing TV advertising to the next level”.
Thomas Servatius, Co-CEO and MD at smartclip Europe, added: “smartclip believes in technological innovation by broadcasters. Working in partnership with Atresmedia is extremely important to us, not only because of their strong commercial relationships. They have proven to be a truly innovative partner that is constantly looking for new ways to leverage digital technology for their core business. We are proud to be able to contribute our share by creating products that add incremental value to established business models”.
