MERCADEO Versión en español
Jesús Zaballa from Unidad Editorial from Spain: Advertising somehow sponsors, finances and allows the development of quality content
15 de junio de 2015
Jesús Zaballa González, director general Comercial de Unidad Editorial
Teads and Unidad Editorial, leading multimedia communication group of the sector in Spain reached an agreement to distribute their advertising inventory with outstream video support. Jesús Zaballa González, Commercial General Director of Unidad Editorial, spoke to PRODU about the scope of this negotiation and assured that their clients want to see them as business allies, more than simple advertising support. “They want us to be generators of global solutions, which encompasses from creativity to effectiveness of their campaigns”.Zaballa explained that this type of agreement allows them to offer spaces that, in a creative manner, include advertising without being intrusive. “Respecting user´s election. Teads formats precisely offer us that possibility”.The newspaper Marca is the the group Unidad Editorial´s strongest product, 30% of whose audience corresponds to the Latin American and US Hispanic regions. “There is great affinity because it has to do with the sports topic, which is very global, that is why contents are so consecutive. In this respect, Marca will be where they will start tests with Teads´supports”, he explained. “What does the advertiser want? To pay to be seen. What does the user want? To be respected. It is a delicate balance. From there on, what is clear is that all the digital publishing products must be cleaner and more visible. Advertising somehow sponsors, finances, and allow the development of quality content. Our inventories are going to grow as long as we have formats with great performance for advertisers”, specified Jesús Zaballa
