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Movistar+ launches new targeted ad campaign

Telefónica-owned Spanish pay TV platform Movistar+ has launched the latest phase of its drive to bring targeted, personalised advertising to its base.

The pay TV service has launched a second project to air personalised advertising in partnership with Hyundai, agency Havas Media and Innocean Worldwide Spain.

Under the latest initiative, when a household is watching linear channel #0 it will be served with an adapted to the composition, tastes and preferences of the inhabitants.

Movistar+ said that the advertising project was possible thanks to its technological capability, its knowledge of the composition of its subscriber homes and experience in the processes and methodology of big data.

#0 viewers have been segmented according to three types, with members of each segment only seeing the line-up of adverts that match their profile.

Having debuted personalised advertising with a campaign for Proctor and Gamble, Movistar+ is providing a similar service for Hyundai, focusing on three vehicle marques: the family oriented Tuscon Hybrid 48v, green-focused city car Ioniq and the Kona Hybrid electric vehicle, targeted at those on rural areas.