Google and Mediaset Spain have signed a new agreement that will bring together metrics, data and cross-media segmentation, across all devices and environments, including HbbTV, in order to give advertisers a more rounded offer.
A single adserver will be used to consolidate all digital activity through a single platform. Its hoped this will lead to a greater use of connected TVs in advertising campaigns. It will also provide a more robust and efficient results reporting system.
“Connected television, which allows the union between the best of the linear environment and the best of the digital environment, opens up a field of enormous possibilities and this agreement responds to the clear commitment of both companies to innovation and development of the sector at the national level,” said Paolo Vasile, CEO, Mediaset Spain
“It is key to generate alliances if we want to evolve the way in which we reach an increasingly demanding public, in a changing environment, which presents us with challenges, but also many opportunities,” added Fuencisla Clemares, general director of Google in Spain
The first product of the alliance, through Mediaset company Be a Lion, is DAR (Digital Add Reach), which allows for an increase in the coverage of campaigns by eliminating duplicate impacts thanks to the development of a solution that generates a unique inventory on Mediaset Digital and YouTube, in a safe environment with maximum advertising notoriety, thanks to a careful selection of formats.
Google will help with the next objective that will target toy companies looking to advertise on kids channel Boing in the run-up to Christmas. The 360 degree product will combine Boing’s linear channel. all digital media from Mediaset España, the Boing app and website and YouTube’s children’s inventory through the purchase and optimised planning of Be A Lion.
