EL ESPAÑOL and Outbrain announce an exclusive alliance to boost the future of digital media
Posted: Wed Jan 22, 2025 7:04 am
EL ESPAÑOL and Outbrain join forces to lead in user engagement and monetization strategies through a multi-year collaboration with the participation of HATHOR Digital .
Outbrain , the leading technology platform for the open web, and EL ESPAÑOL , the leading newspaper in Spain with more than 19.37 million unique users (Comscore data, Total Audience, October 2023), have announced an exclusive, multi-year alliance to maximize audience engagement and boost the group's commercial revenues, thanks to the recent launch of the new advertising marketing company HATHOR Digital.
EL ESPAÑOL will incorporate Outbrain's predictive technology, based on artificial intelligence and machine learning, on all its websites, with the aim of further boosting its monetization. For its part, HATHOR Digital will have access to the most transformative and advanced digital monetization solutions on the market for its own network of publishers, increasing technological relevance and competitive advantage over its competitors. Founded in 2023, HATHOR Digital has been the most important project of 2023 for the EL ESPAÑOL reference group and already includes 10 titles and 20 editorial brands, positioning itself in the market as the new advertising marketer capable of offering innovative technological solutions for the digital media of the future.
In just 7 years, EL ESPAÑOL has reached the top positions in all the main rankings of the Spanish digital media market and this year it has achieved a historic result, being the first newspaper capable of leading all the audience rankings in Spain (Comscore, GfK DAM), at the same time and four times (in June, August, September and October 2023). Without the tradition of a printed edition, EL ESPAÑOL has managed to position itself at the top of the Spanish press in 7 of the 10 months in which GfK DAM has published its measurement. The Comscore ranking for October 2023 certifies EL ESPAÑOL's first position with an audience of 19.37 million unique monthly users.
EL ESPAÑOL's leadership is not only measured in terms of monthly cumulative, but also in terms of average daily audience data, a very relevant metric since it measures reader loyalty. Thanks to this alliance, Outbrain advertisers will have access to more than 2.15 million daily users and a very loyal and engaged audience at a regional level, since EL ESPAÑOL is also the leading newspaper in 12 of the 17 autonomous communities (GfK DAM data October 2023).
The partnership between EL ESPAÑOL and Outbrain includes the implementation of a complete set of “ full-funnel ” advertising formats that will involve users at different stages of their navigation: Contextual pre-roll video , In-article , Feed in the background of the article and “ Explore More” formats to increase the duration of each session. All Outbrain formats are designed to integrate organically into editorial content, offering readers the most relevant recommendations based on contextual and interest data and improving interaction with brands. The ads will provide a user experience designed for high engagement thanks to their predictive technology focused on optimizing formats automatically, dynamically and personalized in content and design.
The agreement between Outbrain and EL ESPAÑOL also represents a significant step purchasing directors email database towards supporting sustainable journalism. The implementation of Outbrain's advertising solutions will not only increase the media's revenues, but will also ensure an ethical and transparent source of growth and development, crucial for maintaining independent and reliable journalism.
“ EL ESPAÑOL is a great digital company that bases its success on a deep understanding of its readers’ interests and on exploring opportunities for technological and advertising partners ,” says Rafael Amieva, General Manager of Outbrain for Spain and Portugal. “ It is logical that Outbrain and EL ESPAÑOL join forces, as it allows our advertisers to access a leading medium while EL ESPAÑOL benefits from both our technology to improve engagement on its pages and our high advertising demand .”
“ The partnership with Outbrain is fundamental to our long-term growth and sustainability strategy. Outbrain’s innovative AI-powered formats enrich our readers’ experience and reinforce our commitment to independent, quality journalism,” said Pedro J. Ramírez, CEO and Director of EL ESPAÑOL.
Prisca Dumas, Programmatic and Data Director at EL ESPAÑOL and HATHOR Digital, adds: “ Outbrain is a leading strategic partner for its leadership in the development of technologies based on artificial intelligence and data analysis that are future-proof compared to other players and competitors. Its wide and exclusive catalogue of formats represents added value not only for the monetization of our publishers, but also for advertisers with different marketing objectives .”
Outbrain , the leading technology platform for the open web, and EL ESPAÑOL , the leading newspaper in Spain with more than 19.37 million unique users (Comscore data, Total Audience, October 2023), have announced an exclusive, multi-year alliance to maximize audience engagement and boost the group's commercial revenues, thanks to the recent launch of the new advertising marketing company HATHOR Digital.
EL ESPAÑOL will incorporate Outbrain's predictive technology, based on artificial intelligence and machine learning, on all its websites, with the aim of further boosting its monetization. For its part, HATHOR Digital will have access to the most transformative and advanced digital monetization solutions on the market for its own network of publishers, increasing technological relevance and competitive advantage over its competitors. Founded in 2023, HATHOR Digital has been the most important project of 2023 for the EL ESPAÑOL reference group and already includes 10 titles and 20 editorial brands, positioning itself in the market as the new advertising marketer capable of offering innovative technological solutions for the digital media of the future.
In just 7 years, EL ESPAÑOL has reached the top positions in all the main rankings of the Spanish digital media market and this year it has achieved a historic result, being the first newspaper capable of leading all the audience rankings in Spain (Comscore, GfK DAM), at the same time and four times (in June, August, September and October 2023). Without the tradition of a printed edition, EL ESPAÑOL has managed to position itself at the top of the Spanish press in 7 of the 10 months in which GfK DAM has published its measurement. The Comscore ranking for October 2023 certifies EL ESPAÑOL's first position with an audience of 19.37 million unique monthly users.
EL ESPAÑOL's leadership is not only measured in terms of monthly cumulative, but also in terms of average daily audience data, a very relevant metric since it measures reader loyalty. Thanks to this alliance, Outbrain advertisers will have access to more than 2.15 million daily users and a very loyal and engaged audience at a regional level, since EL ESPAÑOL is also the leading newspaper in 12 of the 17 autonomous communities (GfK DAM data October 2023).
The partnership between EL ESPAÑOL and Outbrain includes the implementation of a complete set of “ full-funnel ” advertising formats that will involve users at different stages of their navigation: Contextual pre-roll video , In-article , Feed in the background of the article and “ Explore More” formats to increase the duration of each session. All Outbrain formats are designed to integrate organically into editorial content, offering readers the most relevant recommendations based on contextual and interest data and improving interaction with brands. The ads will provide a user experience designed for high engagement thanks to their predictive technology focused on optimizing formats automatically, dynamically and personalized in content and design.
The agreement between Outbrain and EL ESPAÑOL also represents a significant step purchasing directors email database towards supporting sustainable journalism. The implementation of Outbrain's advertising solutions will not only increase the media's revenues, but will also ensure an ethical and transparent source of growth and development, crucial for maintaining independent and reliable journalism.
“ EL ESPAÑOL is a great digital company that bases its success on a deep understanding of its readers’ interests and on exploring opportunities for technological and advertising partners ,” says Rafael Amieva, General Manager of Outbrain for Spain and Portugal. “ It is logical that Outbrain and EL ESPAÑOL join forces, as it allows our advertisers to access a leading medium while EL ESPAÑOL benefits from both our technology to improve engagement on its pages and our high advertising demand .”
“ The partnership with Outbrain is fundamental to our long-term growth and sustainability strategy. Outbrain’s innovative AI-powered formats enrich our readers’ experience and reinforce our commitment to independent, quality journalism,” said Pedro J. Ramírez, CEO and Director of EL ESPAÑOL.
Prisca Dumas, Programmatic and Data Director at EL ESPAÑOL and HATHOR Digital, adds: “ Outbrain is a leading strategic partner for its leadership in the development of technologies based on artificial intelligence and data analysis that are future-proof compared to other players and competitors. Its wide and exclusive catalogue of formats represents added value not only for the monetization of our publishers, but also for advertisers with different marketing objectives .”