El Corte Inglés opts for DG's VPAID technology for its spring spots

MediaMind has been the platform used by El Corte Inglés for its spring advertising campaigns for the Easy Wear and Emidio Tucci brands., using DG VPAID interactive video to make the spots.

The spring collections of Emidio Tucci and Easy Wear have been launched on the market by The English Court using the platform MediaMind.

For each campaign, two spots have been created integrated into one piece with VPAID interactive video. (Vídeo Player Ad Interface Definition) of DG, a technology that allows users to browse creativity and view catalog offers from these brands, thus providing streaming content with real-time interactivity.

The Easy Wear spot stars Clara Lago, while Emidio Tucci's is signed by Xabi Alonso. For online presentation, El Corte Inglés has used an avant-garde digital format that will integrate each spot and that, in turn, invites user interaction.

The results analyzed by DG verify a clickthrough frequency of a 1,64% regarding the total number of impressions issued, compared to the sector average that places rich's CTR at a 0,21%. On some supports, the CTR has touched the 2%, what it means 9,5 times more than the average.

“As the results show, VPAID is excellent for enhancing user interactivity. “This format allows us to transform the piece from being a passive activity to becoming an experience rich in content for the user.”, explains Pedro Travesedo, country manager of DG in Spain.