In this week’s egtabite we visit Spain and examine Atresmedia Publicidad’s ad product called Pantaia. First launched in 2022, the hybrid product debuted with 19 campaigns from 17 advertisers that efficiently wanted to increase the reach of linear TV campaigns.
The Pantaia product removes barriers between linear and digital in a single offering, reaching all connected screens at home (Linear TV, HbbTV, CTV, App, Desktop & mobile). Thanks to HbbTV technology and by using deterministic (first-party) TV consumption data, audiences that have not been exposed to the linear TV campaign can be targeted through different formats.
One Pantaia to rule them all
Companies such as Brico Depôt, Lowi, Finetwork, Bimbo, Calidad Pascual, Línea Directa Aseguradora, Santander, Iberdrola, Sanitas, Ouigo, Iryo, ING Direct, Cortefiel, Adeslas, Voltadol, Herba and Pandora have taken advantage of Pantaia. On average, their campaigns have achieved an incremental reach of 2.7 points over linear TV campaigns. For individuals aged 18-44, the incremental reach increases to 3.3 points.
“Thanks to the deterministic TV consumption data, a 59% reach harnessing is achieved. In addition, this incremental reach is obtained with a 46% return on linear TV advertising,” says Fernando Pino Velazquez, Marketing Service Director at Atresmedia Publicidad. “This quantitative data makes Pantaia the most complete hybrid solution in the Spanish advertising market. In addition, this product manages to optimise the distribution of contacts, making it more efficient and taking advantage of the power of the big screen to increase attention and awareness,” he adds.
A major improvement in brands’ qualitative attributes
To measure changes in the brands’ qualitative attributes, Atresmedia Publicidad carried out a study combining Fluzo’s cross-media measurement solution and the Netquest panel. The study aimed to measure the effectiveness of the advertising impacts received by the same person from different devices and formats.
A total of 1828 surveys were conducted. The results showed that the brands which used Pantaia improved their KPIs for advertising recall, engagement, favourability and the association of the message with the brand. The brands also generated higher interest, consideration and purchase intent among impacted customers.
Pantaia is a clear example of how Atresmedia Publicidad remains committed to delivering high-quality advertising services, focussing on innovation, customer satisfaction and understanding the importance of effective communication for brands and agencies.
OTHER CASE STUDIES
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RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
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SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 418: ATRESMEDIA’S PANTAIA PRODUCT HELPS BRANDS EXPAND THEIR REACH
