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Interview with Noelia Fernandez, Chief Operations Officer at UPartner Media

Did Atresmedia’s announcement to move from GRP to CPM as a TV campaign cost indicator come as a surprise?

Users have been consuming linear and digital TV indistinctly for a long time now, so this is a more than coherent step to be in line with the method of consumption, so it is not really a surprise. We think Atresmedia’s step to adapt to this environment is a brave one.

Unifying the media currency so that the whole ecosystem can be looked at under a single lens is something that other countries have already implemented and it makes sense, especially with a situation like TV, where audiences are transforming, but the demand for advertising remains.

Grouping the proposal will help to reach the user from a single audiovisual concept and that always brings fluidity to the brand image. This approach between on and off helps companies like ours to be much more than a media agency for the client, as we are able to follow in real time the impacts that their communication is having and how this affects both the consumer’s perception of their brand and the overall result of the business.

What does this change mean for active campaigns, and do you foresee a price increase in upcoming campaigns?

Well-planned campaigns should not notice too much difference in the final cost.

This is because it is now even more necessary to have a deep analysis to avoid wastage in audiences that are not interesting for brands, so both the technology that can help us find those profitable places and the talent of the team within the agency to find the spaces of opportunity are going to be essential points in this scenario.

What has been the reaction of the advertisers UPartner Media works with? Are they uneasy? What are their concerns?

The first reaction, as with any change, has been one of concern and curiosity.

Television is just another medium to get our message to the audience. What is still important is that the message gets through and that it arrives in the most efficient way for the advertiser, reducing the number of wasted impacts.

At UPartner Media we have been working for some time on solutions that, through real-time measurement systems, enable us to become campaign efficiency managers and, strategically, the best advisors for brands when it comes to optimizing their budgets.

What doubts does this change of model raise?

The main doubts revolve around a possible price increase, because this change comes in a year of generalized cost increases in television.

Then, considering that Atresmedia proposes a unique audiovisual solution, there are doubts about how the market will react and how we will be able to efficiently measure the users who consume its product through different devices and how to provide that incremental coverage register that is part of the discourse that the company has shared so far.

It is our job, as part of the market, to provide greater visibility and knowledge to reduce these doubts and advise our clients in these times of change.

The group has a lot at stake and advertisers have even more at stake. We are confident that this is a coherent and well-planned move, which will be more difficult for some types of companies to adopt. Nevertheless, at UPartner we have already been developing products under this paradigm for some time.

Do you foresee this change coming to other television groups?

This is the beginning of what could be a great revolution in the way of understanding communication.

If Atresmedia’s implementation is successful (which we are confident it will be), then it most certainly will come to others, because it represents a reappraisal of its most important asset and this will be a major turning point in the media, communication and marketing landscape in general.

For now there is no information on whether other TV groups are going to adopt this form of commercialization, but it is true that there are already other media, such as overseas, that have decided to take this path.

Do you consider this change to be for the better?

For UPartner Media, it is the future of communication and it is independent of whether Atresmedia does well or not. CPM is the only common currency for all environments and, although it is a new concept today, over time it will be normalized as another metric. The important thing for brands will continue to be to occupy the spaces that are most efficient in whatever terms are used to evaluate results.

If the market is slow to adjust, it will be time to evaluate whether or not measurement sources are adapted to the digitalization of the market, which is, in any case, imminent.

How does it affect the agency, and does it have a big impact on the operational level?

From UPartner’s experience and without having executed the first campaign in these terms, we have been prepared for some time to measure and report the client’s results from a single source, so at the operational level it does not affect us more than changing the visualization of reporting.

As for the agility of the process once the model is implemented, it will depend a lot on how Atresmedia organizes itself and responds to the doubts and demands of the agencies when executing the campaigns.

How is Atresmedia helping the agency in this transition?

The group is making a great effort to democratize the measurement step, sharing data in both CPMs and GRPs so that we can get used to the metrics.

In the same way, it has also developed a simulator that has been made public so that the industry can better understand the change, through practical exercises. Furthermore, in all the proposals, the effort to educate through transparency is also being quite explicit.

However, we still have some things to understand and we are eager to know more details about both the operationalization and the implementation at the tactical level.

About UPartner Media

UPartner Media is a media agency with end-to-end services that works to add value to the business results of brands, through a partnership relationship based on trust, transparency and involvement. Its proposal is based on a solid team, data solutions and innovative technological products, all at the service of communication.