{"id":129864,"date":"2021-06-30T13:52:18","date_gmt":"2021-06-30T11:52:18","guid":{"rendered":"https:\/\/ipmark.com\/?p=129864"},"modified":"2021-06-30T13:52:18","modified_gmt":"2021-06-30T11:52:18","slug":"atresmedia-desarrolla-primera-experiencia-publicidad-dirigida-tv-abierto","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=129864","title":{"rendered":"Atresmedia desarrolla la primera experiencia de publicidad dirigida en la TV en abierto"},"content":{"rendered":"<p><strong>Atresmedia Publicidad<\/strong> ha desarrollado\u00a0<strong>Spotnik1<\/strong>, la primera experiencia de publicidad dirigida o <em>addressable<\/em> en la televisi\u00f3n en abierto en Espa\u00f1a. Se trata de una pr\u00e1ctica novedosa que mejora la eficacia publicitaria y la capacidad de segmentaci\u00f3n del medio televisivo a trav\u00e9s de la emisi\u00f3n de un \u00fanico <em>spot<\/em> dirigido en el bloque publicitario.<\/p>\n<p>Esta publicidad, en funci\u00f3n del <em>data<\/em> de consumo de televisi\u00f3n de los hogares, <strong>permite sustituir s<em>pots<\/em> y que distintos hogares sean impactados por distintos anuncios<\/strong> en funci\u00f3n de los intereses de las marcas y del\u00a0<em>data\u00a0<\/em>de consumo de dichos hogares.<\/p>\n<p>Ya ha sido utilizada en campa\u00f1as emitidas recientemente en los distintos canales del grupo medi\u00e1tico por marcas como <strong>Renault <\/strong>o\u00a0<strong>Central Lechera Asturiana<\/strong>, y en promociones de programas como\u00a0<strong>Mask Singer<\/strong> o\u00a0<strong>Love Island<\/strong>.<\/p>\n<h3>Dirigida a tecnolog\u00eda HBBTV<\/h3>\n<p><strong>Spotnik1<\/strong> se suma a la oferta de\u00a0<strong>Atresmedia Publicidad\u00a0<\/strong>en televisores con tecnolog\u00eda HBBTV. Hasta el momento contaba con Digital Skin, un formato\u00a0<em>display<\/em> en forma de L que se superpone a la emisi\u00f3n de televisi\u00f3n lineal y que est\u00e1 logrando una gran aceptaci\u00f3n por parte de marcas y espectadores.\u00a0Este formato podr\u00e1 comprarse program\u00e1ticamente a partir de septiembre.<\/p>\n<h3>Medici\u00f3n a trav\u00e9s de VAR<\/h3>\n<p>Para reportar las audiencias con este producto h\u00edbrido, se ofrece a trav\u00e9s de la herramienta <strong>VAR<\/strong> (Video Advertising Reach), desarrollada por la consultora de marketing anal\u00edtico\u00a0<strong>Tres14 Research.\u00a0<\/strong><\/p>\n<p>Para estos productos h\u00edbridos, el c\u00e1lculo mezcla fuentes oficiales con el reporte de emisi\u00f3n de impresiones de los\u00a0<em>ad server.\u00a0<\/em>La consultora ha desarrollado algoritmos de c\u00e1lculo de cobertura, bas\u00e1ndose en el momento de emisi\u00f3n de cada impresi\u00f3n en el entorno HBBTV para agreg\u00e1rselo a la TV.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Atresmedia Publicidad ha desarrollado Spotnik1, la primera experiencia de publicidad dirigida en la TV en abierto en Espa\u00f1a. Su objetivo est\u00e1 en mejorar la eficacia publicitaria y la capacidad de segmentaci\u00f3n a trav\u00e9s del data. <\/p>\n","protected":false},"author":6924,"featured_media":129892,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[5155,2341],"class_list":["post-129864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-ad-tech","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atresmedia desarrolla la primera experiencia de publicidad dirigida en la TV en abierto<\/title>\n<meta name=\"description\" content=\"Atresmedia Publicidad ha creado Spotnik1 para mejorar la eficacia publicitaria y la capacidad de segmentaci\u00f3n a trav\u00e9s del data.\" \/>\n<meta name=\"robots\" content=\"index, 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