Mediaset España introduces online advertising agency

Iñaki Ferreras | 04-12-2012

Mitele, Mediaset's España online platform, is to incorporate more content and at the same time launch an interactive advertising online agency named Adlive.

Mitele offers a wide selection of programmes and series from Mediaset España's seven television networks as well as films from Telecinco Cinema, totaling over 4,200 hours of content offered to viewers per year.

After a year of service, Mitele has achieved over 114 million videos on demand, over 68 million live sessions, 137,000 'friends' on Comunidad Mitele - a social network where users discuss the content in real time - more than 15,000 fans on Facebook, over 24,500 followers on Twitter. In addition, the Mitele app for smartphones and tablets currently has over 180,000 downloads, while the application developed for the programme La Voz exceeds 560,000 downloads on iOS and Android operating systems.

Mitele offers complete episodes of TV series, films in original version, the live stream of Gran Hermano (Big Brother) 24 hours a day, and sporting events like the Roland Garros tournament and the European Football Championships.

The online platform has also released ADLIVE, a pioneering online advertising agency based on a technology that automatically recognizes TV commercial breaks and can adapt for additional content specifically aimed at Mitele's online audience.

The service adds value to advertising by supplementing it with exclusive content, for example the making of the series, movie trailers, music videos, interactive games developed for sporting events, micro-spaces, branded content and innovative advertising formats. All of this is sandwiched between blocks of short spots created specifically for brands looking to impact on customers who view television through the Internet.

ADLIVE aims to offer a new window for small advertisers who generally do not have access to large TV campaigns and clients seeking to supplement their conventional campaigns or initiatives with new forms of communication within the online environment.