If you are a customer of the company, you probably haven’t noticed it, but the ads you see are not going to be the same as those your neighbor sees during the ads on Movistar Plus+ sports broadcasts.
Personalized advertising in Movistar
It defines the addressable TV or addressable television such as the ability to serve TV ads in a personalized way at the household level, instead of showing the same ad to all households.
In other words, it consists of bringing to the television environment what has been done on the Internet for many years: segment advertising depending on the tastes, interests or sociodemographic variables of the viewer.
Movistar Plus+ has been offering this service for some time so that different advertisements adapted to the customer profile are served in the advertising breaks of its linear channels. From now on, this customization also extends to the main Movistar Plus+ football channels, which are among the most consumed on the platform.
The channels LaLiga TV on M+ and Liga de Campeones on M+ have been incorporated into the group of channels that have addressable TV. With this latest extension, 100% of Movistar Plus+ channels already have this capacity to reach certain audience profiles that are not found in other environments.
How addressable capacity works
Without the receiver noticing it with respect to traditional advertising, in each commercial break different spots are shown to each client. In this way, each client will see in the intermission a selection adjusted to her interests. Thus, since you have to watch ads until the game or the second part starts, at least they will be more like-minded and entertaining.
This is achieved thanks to an algorithm and a data that decides what is the most suitable for each specific user. More than 180 advertisers opt for addressable on Movistar Plus+ and more than half carry out this strategy on a recurring basis throughout the year.
For the advertiser, it means a very precise scope that allows reaching the audience with 100% personalized advertising blocks. In addition, these brands also benefit from more effective planning, targeting only your campaign’s target audience and paying only for those useful views, resulting in highly competitive results.
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