The commitment to advertising innovation has been a priority for Atresmedia. Therefore, which in recent years has developed a multitude of actions and products. Results of Pantaia becoming a leading company in innovation and effectiveness for the advertising market. One of its latest proposals has been the launch of Pantaia. Therefore, solution that allows the combination of media to achieve total coverage. Through Pantaia, Atresmedia’s linear TV campaigns can be seen on all connected screens.
The effectiveness of Pantaia
After its implementation, Pantaia’s results Kenya Phone Number List show effectiveness. Since the launch of the solution. Up to 9 brands from different sectors (Brico Depôt, Lowi, Línea Directa Aseguradora, Santander, Iberdrola and Ouigo) have opted for this product. The use of Pantaia has allowed them. Achieve an average coverage of 4.2%, achieving 2.4 points incremental over linear TV campaigns. Because, in addition, thanks to the deterministic data of TV consumption. Coverage utilization of up to 59% is achieved, obtaining this incremental coverage with a 46% profitability compared to the broadcast of advertising on linear TV.
A study to measure the improvement
Atresmedia Publicidad has carried out ASB Directory a study with the first 7 campaigns that opted for Pantaia (Brico Depôt, Lowi, Finetwork, Bimbo, Calidad Pascual, Línea Directa Aseguradora and Santander) combining Fluzo technology and the Netquest panel, with the aim of measure the improvement of the qualitative attributes of the brands advertised with Pantaia. This study aimed to measure the effectiveness of the advertising impacts that the same person receives from different devices and formats. The results of this study have reflected a great improvement for the companies, since, of the 1828 surveys carried out.
