{"id":125920,"date":"2021-05-06T13:11:15","date_gmt":"2021-05-06T11:11:15","guid":{"rendered":"https:\/\/ipmark.com\/?p=125920"},"modified":"2021-05-06T22:10:02","modified_gmt":"2021-05-06T20:10:02","slug":"atresmedia-lanza-el-formato-hibrido-digital-skin","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=125920","title":{"rendered":"Atresmedia lanza el formato h\u00edbrido Digital Skin"},"content":{"rendered":"<p>Atresmedia ha creado un nuevo formato publicitario dirigido exclusivamente a los usuarios de Smart TV con tecnolog\u00eda Hbbtv. Los anuncios Digital Skin son <strong>sobreimpresiones, que pueden llevar animaci\u00f3n, con forma de \u201cL\u201d que se incluyen durante anuncios, promos o cabeceras de programas de Atresmedia<\/strong>. De esta forma, Digital Skin se emite de manera que no impide al espectador continuar viendo la programaci\u00f3n y a su vez capta su atenci\u00f3n, tanto por la novedad del formato como por la forma de anunciar el producto.<\/p>\n<p>Gracias a la tecnolog\u00eda HBBTV instalada en los televisores, es posible <strong>dirigir este formato a targets mucho m\u00e1s espec\u00edficos pudiendo ofrecer a las marcas llegar a espectadores no impactados anteriormente por su campa\u00f1a<\/strong>, individuos de determinadas zonas geogr\u00e1ficas o con determinados consumos televisivos.<\/p>\n<p><strong>Valoraci\u00f3n del\u00a0 formato<\/strong><\/p>\n<p>A trav\u00e9s del panel online Toluna, Atresmedia ha realizado un benchmark sobre diez creatividades diferentes, a 3.000 usuarios de televisores HBBTV, para conocer su valoraci\u00f3n, el grado de satisfacci\u00f3n y la eficacia del formato Digital Skin.<\/p>\n<p>M\u00e1s del 70% de los encuestados cree que es un formato impactante y que se integra de manera perfecta en el contenido. Asimismo, <strong>al 73% les parece que es un buen complemento a un spot tradicional<\/strong>.<\/p>\n<p>Al 69% de los encuestados les ha gustado este formato y el 68% recordaban haberlo visto con anterioridad en sus televisores. Por otro lado, al 59% les hizo sentir m\u00e1s receptivos hacia la marca y el 73% cree que Digital Skin contribuye a mejorar la imagen de dicha marca, y hasta un 56% se manifiestan dispuestos a comprar el producto promocionado.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se trata de una nueva forma de publicidad h\u00edbrida, basada en la tecnolog\u00eda Hbbtv.<\/p>\n","protected":false},"author":14,"featured_media":125923,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[194],"class_list":["post-125920","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atresmedia lanza el formato h\u00edbrido Digital Skin - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Atresmedia ha lanzado Digital Skin, un nuevo formato publicitario h\u00edbrido dirigido exclusivamente a los usuarios de Smart TV con tecnolog\u00eda Hbbtv.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=125920\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Atresmedia lanza el formato h\u00edbrido Digital Skin - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Atresmedia ha lanzado Digital Skin, un nuevo formato publicitario h\u00edbrido dirigido exclusivamente a los usuarios de Smart TV con tecnolog\u00eda Hbbtv.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=125920\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2021-05-06T11:11:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-05-06T20:10:02+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Digital-Skin.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"690\" \/>\n\t<meta property=\"og:image:height\" content=\"389\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Ana Egido\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Egido\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minuto\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=125920#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=125920\"},\"author\":{\"name\":\"Ana Egido\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/ba89645183b346feacff0538aa54a375\"},\"headline\":\"Atresmedia lanza el formato h\u00edbrido Digital Skin\",\"datePublished\":\"2021-05-06T11:11:15+00:00\",\"dateModified\":\"2021-05-06T20:10:02+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=125920\"},\"wordCount\":278,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=125920#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Digital-Skin.jpg\",\"keywords\":[\"televisi\u00f3n\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=125920\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=125920\",\"name\":\"Atresmedia lanza el formato h\u00edbrido Digital Skin - 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