MediaMind : DG and Starcom Mediavest Group bring elpais.com and as.com to the new Samsung Smart TV

MediaMind : DG and Starcom Mediavest Group bring elpais.com and as.com to the
                             new Samsung Smart TV

DG and Starcom Mediavest Group bring elpais.com and as.com to the new Samsung
                                   Smart TV

   The Samsung digital format, launched by Starcom Mediavest Group with DG
  MediaMind creativity and technology, has allowed users to transform their
mobile or tablet into a remote control for experiencing the new Samsung Smart
                                     TV 

New York, NY  and Madrid,  Spain -  May 9, 2013  - Samsung,  with an  on-going 
commitment to innovation,  is once again  causing quite a  stir with its  most 
recent digital campaign. The company's  latest challenge has been to  transfer 
the sensations experienced when interacting with  the new Samsung Smart TV  to 
display, in an unprecedented and  high profile move offering full  integration 
between advertising and content.

To do so, the DG MediaMind  and Starcom Mediavest Group teams transformed  the 
interface of the elpais.com  and as.com portals, making  the Samsung Smart  TV 
F8000 their new  home. Once inside  the site, users  could decide to  interact 
creatively and use their mobile devices  or tablets as a remote control.  The 
format provides a  genuine multiscreen experience,  allowing interaction  with 
content in real time from the chosen device.     

                                   See demo

"Our aim was to create a unique  user experience to gain a higher profile  and 
make people aware of the benefits offered  by the new range. In order to  keep 
Samsung at the forefront  of innovation, we  decided it was  best to create  a 
new, striking  and innovative  advertising format  that would  allow users  to 
become familiar with this  new product, while  we taught them  how to use  the 
television and  its  capabilities," explains  Silvia  Sánchez-Brunete,  Liquid 
Thread project manager, Starcom Mediavest Group.

From online newspaper to  Smart TV. This digital  format from Samsung is  just 
that amazing.  "Since  the  beginning  we've been  thinking  of  developing  a 
multiscreen  experience   allowing   mobile   devices   to   control   desktop 
developments, immersing the user as part  of a dynamic interaction that  whets 
his appetite  and awakens  his interest,"  says Manuel  Ferreiro, DG  Creative 
Sales Engineer.

The new Samsung  Smart TV format  appears when users  go online. The  Internet 
user can also  access a promotional  video for  the product and,  if the  user 
doesn't want to browse with the format, he can close it. "We fully  customized 
the format to its content so the  format is not intrusive to readers, as  they 
can carry on looking at the content they're interested in. After entering  the 
online newspaper, all the news appears framed within the Samsung Smart TV, and
also displays  the 'look  &  feel' the  El País  app  currently has  on  these 
televisions," observes María  Galán, Liquid Thread  media supervisor,  Starcom 
Mediavest Group.

The action hasn't gone unnoticed, and has caused quite a stir in the  industry 
as demonstrated by the results analysed  by DG. "It's a very exciting  format, 
which has led users to explore it in  a big way, as shown by the average  user 
Dwell Rate, which was  8.6%, well above  the average in  this sector which  is 
5.96%," explains Laura Espinosa, DG Spain Account Manager. 

Also it is  noteworthy that  the average  interaction time  with the  creative 
(Dwell Time) was a minute and a  half, while the benchmark for digital ads  in 
Spain is under  a minute. It  succeeded in generating  up to 39  QR codes  per 
minute to experience the Samsung Smart TV.

"We've  even  been  making  some  adjustments  as  we  go  along  to   improve 
performance, because all the teams that have worked on the project  understand 
that the campaign is a living, temperamental and changing organism that  needs 
constant supervision, and even more so with a format of this nature," observes
DG's Manuel Ferreiro.

ABOUT DG

DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and
distribution platform, fueling campaign management across TV, online, mobile
and beyond. Through a combination of technology and services, DG empowers
brands and advertisers to work faster, smarter and more competitively.
Boasting the world's largest hybrid satellite and internet network for
broadcast video delivery, the company's unparalleled campaign management
encompasses multiscreen ad delivery, cross-channel research and analytics, and
unified asset management. The DG product portfolio consists of two
overarching product lines for online and video campaign management: MediaMind
and VideoFusion.

With New York as a center of operations, DG is a global company that  connects 
over 14,000  advertisers  and 7,400  agencies  worldwide with  their  targeted 
audiences through  an  expansive network  of  over 50,000  media  destinations 
across  TV  broadcast  and  digital  advertising  in  78  countries,  managing 
approximately ten percent of the world's media assets.  For more information,
visit http://www.dgit.com.For more information, visit: http://www.dgit.com.

Media contact:
Dana Miller
Tel. 646-437-3737
press@dgit.com

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Source: MediaMind via Thomson Reuters ONE
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