PRISA Digital

PRISA Digital is able to better understand its audiences—and deliver results to its advertisers—by integrating its programming and advertising functions across print, television, radio, web and publishing divisions

Published on 09-Dec-2011

Validated on 04 Jun 2013

"Our audiences are diverse and they have many choices for getting their news and information. So we have to evolve our business models and deliver these audiences to our advertisers across all our properties." - Hortensia Fuentes, Managing Director of Strategic Projects, PRISA Digital

Customer:
PRISA Digital

Industry:
Media & Entertainment

Deployment country:
Spain

Solution:
BA - Business Analytics, Business Integration, BA - Business Intelligence, Business Performance Transformation, Business Process Management (BPM), Business Service Management , Cloud & Service Management, Collaborative Lifecycle Management, Data Warehouse, Development & Technology Adoption

Smarter Planet:
Smarter Media

Overview

Despite being the largest media company in its region, less than one percent of this media giant’s total revenue comes from online ad sales, accounting for only three percent of total ad market share. The company wished to carry out more targeted advertising to its customers, with the goal of increasing ad revenue by 80 percent overall. .

Business need:
Faced with shrinking advertising revenues from its newspaper divisions, PRISA Digital needed to increase revenues from other sources, particularly television, radio, websites and specialty publishing ventures. But each division and media property had its own systems. If the company could create efficiencies in programming and advertising across all media it could deliver the content that audiences want, and gather information about audience preferences that would give advertisers real insights on how to spend advertising money.

Solution:
PRISA Digital is centralizing the complex processes of creating programming, editorial content and advertising so that content can be created once and then can be delivered in any format. Integration enables the use of advanced analytics that provide real-time insight into audience preferences. By understanding the audience in detail and having the ability to predict response, the media company can shape messages and customize delivery of advertising in print, broadcast and on the web.

Benefits:
· Increases total advertising revenue by 80 percent in one year · Gains the ability to develop applications and deliver content to mobile devices · Predictive marketing and targeted advertising increased online click through rates

Case Study

Despite being the largest media company in its region, less than one percent of this media giant’s total revenue comes from online ad sales, accounting for only three percent of total ad market share. The company wished to carry out more targeted advertising to its customers, with the goal of increasing ad revenue by 80 percent overall.

The Opportunity
Faced with shrinking advertising revenues from its newspaper divisions, PRISA Digital needed to increase revenues from other sources, particularly television, radio, websites and specialty publishing ventures. But each division and media property had its own systems. If the company could create efficiencies in programming and advertising across all media it could deliver the content that audiences want, and gather information about audience preferences that would give advertisers real insights on how to spend advertising money.

What Makes It Smarter
PRISA Digital is centralizing the complex processes of creating programming, editorial content and advertising so that content can be created once and then can be delivered in any format. Integration enables the use of advanced analytics that provide real-time insight into audience preferences. By understanding the audience in detail and having the ability to predict response, the media company can shape messages and customize delivery of advertising in print, broadcast and on the web. PRISA Digital will increase advertising revenue, lower operating costs and strengthen all lines of business—even its newspaper division—by eliminating the silos of information and creating a web services approach to delivering IT services and content.

Real Business Results

  • Increases total advertising revenue by 80 percent in one year
  • Gains the ability to develop applications and deliver content to mobile devices
  • Predictive marketing and targeted advertising increased online click through rates

For more information
Please contact your IBM sales representative or IBM Business Partner. Visit us at: ibm.com/media

To learn more about PRISA Digital visit: www.prisadigital.com/americas/en/

Legal Information

© Copyright IBM Corporation 2011 IBM Corporation 1 New Orchard Road Armonk, NY 10504 U.S.A. Produced in the United States December 2011 All Rights Reserved IBM, the IBM logo, ibm.com, Cognos, DB2, FileNet, Global Business Services, Lotus and Rational are trademarks of International Business Machines Corporation, registered in many jurisdictions worldwide. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml Other company, product or service names may be trademarks or service marks of others. The information contained in this documentation is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this documentation, it is provided “as is” without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this documentation or any other documentation. Nothing contained in this documentation is intended to, nor shall have the effect of, creating any warranties or representations from IBM (or its suppliers or licensors), or altering the terms and conditions of the applicable license agreement governing the use of IBM software.