Publiespaña continues to evolve its catalog of qualitative formats for connected television, and it’s making waves with the launch of its multidispositive product, Ad in content, which is now available not only in its usual insertions in contents on Mitele for Smart TV, PC, and Tablet, but also in HBBTV for the first time. This innovative format has caught the attention of Zero Gullón, a brand that’s now using it to communicate its campaign, inserting a 15-second advertising message that perfectly frames the content the viewer is watching.
This display product boasts an impressive recall index, three times superior to other formats, and is minimally invasive for the user, offering a safe environment for the brand. Zero Gullón’s new campaign aims to normalize the consumption of sugar-free cookies and position itself as a reference in this type of product, which was launched over 30 years ago in Aguilar de Campoo, Palencia. The brand’s spot, in video clip format, features a fun and dynamic tone, showcasing different types of consumers committed to the zero concept in various moments of their real life.
Investment Increase
According to WARC Media’s latest global investment forecast in advertising, Connected Television (CTV) is expected to continue showing constant growth, with investment increasing from $35.3 billion (€31,948 million) in 2023 to $40.7 billion (€36,838 million) in 2026. By 2026, CTV is also expected to exceed total investment in traditional print media, such as magazines and newspapers. The growth in retail media investment can be attributed to the trust in first-party data and the standardization of metrics, which allows brands to measure the effectiveness of their campaigns more accurately. A recent example of this trend is the collaboration between Paramount+ and Walmart in the field of retail media.