In the world of digital advertising, unity is strength and that is what Atresmedia has opted for with the acquisition of Smartclip Latam, one of the most important marketing companies in the digital advertising market and which has a reach of more than 29 million potential unique users in our country and more than 164 million including its offices in Latam.
The communications group has announced the details of its acquisition agreement today in Madrid, which represents a further step in its advertising leadership strategy.
Beatriz Medina, digital sales director of Atresmedia Publicidad, and Ángel Fernández Nebot, country manager of Smartclip in Spain and vice president in Latin America, have been responsible for announcing the work that both companies will undertake from now on.
100% of Smartclip's business in Spain and Latin America will become part of Atresmedia, although the financial terms of the agreement have not been made public.
Smartclip manages more than 200 premium media and has highly relevant belarus phone number audiences in the main commercial sectors of the advertising industry such as news, motor, cinema, leisure, lifestyle, fashion and beauty.
The merger of these two companies means that Atresmedia will become the leading national operator in the digital advertising market with a coverage capacity of more than 90%.
"We are two companies destined to understand each other," explains median, because "we share premium content, video as a pillar, coverage, brand safety, viewability and transparency. We believe that these are the basic pillars for everything else to work."
Nebot agrees with this premise and adds: “It is one of the most important movements in the digital market in recent years. They are two Spanish companies that join forces to compete with the big digital companies that are trying to take over the market. In addition, we are betting on something that not everyone is betting on, such as transparency and brand safety. This is a shared philosophy and it is essential for the market to defend itself and to provide advertisers with confidence.”
The merger with Smartclip also means the acquisition of a consolidated network and access to strategic geographic markets, as well as the acceleration of the commitment to hybridisation, which is increasingly evident in the traditional television and online video markets.
“It is not only good news for us, but also for the market,” says Medina. “Smartclip is not just a network, it is the most important network in the advertising market and has a strong, consolidated position. It is made up of professionals with extensive experience and the expertise of being digital natives. For Atresmedia, it is important to work with someone who dominates this territory.”
In this way, the synergy that has been created will allow the communications group to "explore the Latin American market with them, it opens many doors for us. They have the technological capacity and innovation to accelerate the development of processes such as hybrid television."
This project, hybrid television , is one of the most interesting and although Nebot recognizes that it is already technologically possible, there are still certain obstacles in our country such as the restrictions imposed by legislation.