Best Practices: Movistar’s “Talk and Surf”
In September, Movistar launched its "Talk and Surf" digital campaign in Elpais.com, one of the most important online newspapers in Spain and the Spanish-speaking world.
The front page of the online edition of El País was customized with different ad formats of Movistar’s "Talk and Surf" campaign. Ad formats used included custom backgrounds, mega banners, MPUs (Mid Page Units) and image overlays.
The campaign was based on the Ad Floor format, in which an ad is run only once per user the first time the user clicks through to the website. Afterwards, a reminder button is always visible on the user’s screen. With just one click, the user can see the ad again whenever he/she wishes.
The campaign was created by Prisa Media Brands and Arena Quantum, in conjunction with creative agency Wunderman and technology partner MediaMind.
Over 10% of users interacted with the ads. According to MediaMind, comparative statistical data points to an average interaction of 2% for similar formats.
In addition to the interaction rate, traffic on the Movistar site multiplied during the campaign.
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