ATRESMEDIA and smartclip to deepen strategic partnership
Agreement sees further development of Addressable TV advertising within live linear broadcast through HbbTV in Spain
Hamburg/Madrid, 28 May 2020 – ATRESMEDIA and smartclip, its current exclusive technology partner for digital advertising through HbbTV, have expanded their strategic agreement for ATRESMEDIA’s Addressable TV portfolio.
This agreement means a step forward in the relationship between both companies, which started with the acquisition of smartclip Latam in 2017, licensee of the technology and brand of smartclip for Spain and Latin America. The aim is to enhance one of the most important areas of strategic development within ATRESMEDIA going forward.
This exclusive partnership underscores the commitment to further invest in future-oriented Addressable TV advertising products. The biggest priority 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 welcome by the Spanish market with an increasing number of advertisers investing in Addressable TV campaigns over the past several months. Addressable TV products add to traditional TV awareness and produce incremental reach, as it gives brands the opportunity to eliminate exposure to viewers who are not interested in their product or brand. 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.
“The possibilities that come from working together are enormous,” said Arturo Larrainzar Garijo, Head of Strategy at ATRESMEDIA. “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 lineup 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 Managing Director at smartclip Europe, explained: “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.”