{"id":117966,"date":"2021-01-21T15:52:00","date_gmt":"2021-01-21T14:52:00","guid":{"rendered":"https:\/\/ipmark.com\/?p=117966"},"modified":"2021-01-21T19:44:46","modified_gmt":"2021-01-21T18:44:46","slug":"bbva-prueba-optimizacion-de-campanas-de-telefonica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=117966","title":{"rendered":"BBVA, primer anunciante en probar la optimizaci\u00f3n de campa\u00f1as de Telef\u00f3nica"},"content":{"rendered":"<p><strong>Fruto de una alianza que comenz\u00f3 en 2019, BBVA se ha convertido en la primera marca en probar la soluci\u00f3n <em>Tailor-made Ads<\/em> de Telef\u00f3nica en las \u00faltimas campa\u00f1as de publicidad digital lanzadas por la entidad financiera. Una herramienta de marketing contextual que ha dejado como resultados un 50% de mejora en ratio de clic (CTR), un 60% en el coste por clic (CPC) y un 70% en el coste por<em> lead\u00a0<\/em>(CPL).\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La soluci\u00f3n ha sido desarrollada por la unidad de <em>data innovation<\/em> de Telef\u00f3nica. El acuerdo alcanzado entre ambas compa\u00f1\u00edas en 2019 serv\u00eda para probar esta herramienta digital, que, seg\u00fan explica la operadora, es capaz de detectar patrones de comportamiento y consumo gracias al desarrollo de algoritmos basados en aprendizaje activo y aprendizaje profundo (<em>deep learning<\/em>). Esto posibilita ofrecer al usuario el producto m\u00e1s interesante en el momento m\u00e1s apropiado.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">BBVA empez\u00f3 a utilizar <em>Tailor-made Ads<\/em> en la campa\u00f1a de publicidad de Valora, la herramienta de la entidad bancaria que ayudaba a los usuarios a descubrir el valor estimado de la casa que quer\u00edan, ya sea para comprarla o para alquilarla. <strong>Los buenos resultados obtenidos animaron a la firma a testar la herramienta en otras cinco campa\u00f1as,<\/strong> tanto de<em> branding<\/em> como de<em> performance<\/em> y dirigidas a particulares y a empresas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan los resultados aportados por ambas compa\u00f1\u00edas, en las acciones de <em>branding<\/em> realizadas,<strong> la herramienta ha permitido mejorar en un 61% la eficiencia en el coste por clic (CPC), y la tasa de clic (CTR) ha aumentado un 54%<\/strong> a partir de las optimizaciones implementadas por este nuevo modelo. En el caso de las campa\u00f1as orientadas a la captaci\u00f3n de nuevos clientes,<strong> la soluci\u00f3n ha reducido un 78% de media el coste por <em>lead<\/em> (CPL).\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cEn algo menos de dos a\u00f1os, el sector del marketing digital se enfrentar\u00e1 a un reto que revolucionar\u00e1 el sector: la eliminaci\u00f3n de cookies. Por eso, esta herramienta, que adem\u00e1s nos ofrece la posibilidad de mejorar la experiencia del usuario y ser relevante en su navegaci\u00f3n, se convertir\u00e1 en uno de los pilares fundamentales en nuestras campa\u00f1as de publicidad online para los pr\u00f3ximos a\u00f1os\u201d, ha asegurado <strong>Cristina Villarroya<\/strong>, responsable de marketing y ventas digitales de <strong>BBVA en Espa\u00f1a<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLos resultados con BBVA nos ponen en el camino del \u00e9xito en una industria donde estamos dando pasos muy importantes y, a la vez, en la que tenemos mucho que aportar, ya que nuestra perspectiva en cuanto al manejo de datos y privacidad son esenciales en nuestro trabajo\u201d, ha destacado por su parte<strong> David del Val<\/strong>, director de innovaci\u00f3n de <strong>Telef\u00f3nica<\/strong>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La entidad financiera ha sido el primer anunciante en probar \u2018Tailor-made Ads\u2019 de Telef\u00f3nica, herramienta de marketing contextual para campa\u00f1as de branding y performance. <\/p>\n","protected":false},"author":29,"featured_media":117968,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341],"class_list":["post-117966","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>BBVA prueba la optimizaci\u00f3n de campa\u00f1as de Telef\u00f3nica<\/title>\n<meta name=\"description\" content=\"BBVA ha sido el primer anunciante en probar \u2018Tailor-made Ads\u2019 de Telef\u00f3nica, herramienta de optimizaci\u00f3n de campa\u00f1as.\" \/>\n<meta name=\"robots\" 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