PRISA Group Using IBM Analytics to Personalize Programs and Advertising
Monday, September 19, 2011
PRISA Media Group, the world’s largest Spanish language media conglomerate, has selected IBM (NYSE: IBM) to create a new digital media platform as part of the firm’s commitment to technology innovation and digital business development.
PRISA will use IBM analytics software and services over a three year period to consolidate, manage and distribute content across all its media platforms, and enhance its ability to provide its consumers with more personalized content in real-time.
PRISA Media Group operates in 22 countries and reaches more than 50 million consumers through its global brands including Spain’s leading newspaper, El Pais, as well as satellite television, radio and book publishing media holdings. The project is part of PRISA Media Group’s efforts to improve insights into consumers’ content preferences and expand the firm’s reach to more than 700 million people worldwide.
IBM’s advanced analytics technology will help PRISA quickly monitor and measure the flow of content and the preferences of media consumers. The integration of data will provide a better understanding of the business, assist in developing media products such as advertising and other editorial content focused on customer needs and behavior, and enable the business to identify and create new opportunities for monetization of its assets.
According to Kamal Bherwani, Chief Digital Officer of PRISA Digital, “We chose to work with IBM on this important initiative because of their long experience in the media industry and proven track record with innovation and change. IBM technologies will help PRISA continue its transformation into a 21st century media company that thrives on traditional and new media channels.”