Telefónica is developing multi-screen advertising capabilities to reach customers across devices including broadband, internet TV, social networks, IPTV, mobile, and more. They aim to avoid siloed solutions by integrating these platforms and providing converged management tools, reporting, and advertising formats. Telefónica had success broadcasting the Beijing Olympics across 13 channels on their portal with 40 million views and 4,000 watched hours that was fully integrated across screens.

1. Telefónica Advertising Multi-Screen Entertainment: How to Avoid Silo Solutions Andrés Padilla Fuentes Broadband World Forum Europe 2009 Paris , September 09 of 2009

2. Telefonica Multiplatform Telefonica is ready for selling the new digital advertising Portal Digital Out of Home Internet TV Social Network IPTV Mobile Sonora - Music Innovation Innovation

3. Telefonica Advertising Heading to future scenarios: Advertising “success bubble trend” loyalty points targeting longtail location impact discounts permission MKT opt-in/out user prefs User Centric user info monetization strategic assets ad-funded servs Assets Innovation Advertisers revenue convergent management tools reporting proam UX self provisioning engagement new formats IPTV+mobile+Inet

4. TELEFONICA Advertising Terra Success Case Terra bought the Beijing Olympic Games broadcasting rights exclusively for internet and mobile platforms. Broadcasting happened simultaneously over 13 channels inside the portal, refreshing 24 hours a day in real time. 40MM watched videos, 4.000 watched hours, total integration with Facebook, Orkut, widgets, mobiles and other screens. Complete mobile experience with smartphones and iphone version including video progressive download features and WAP browsing. Available for 13 countries over the region. Special team for mobile video cutting in 5 different format. Fully SMS support. 1,5 MM mobile unique users in the region. 400.000 watched videos. 6MM pageviews. All free of charge. Monetized through advertising.

5. Telefónica Advertising Imagenio Success Case > Interactive advertising