{"id":143048,"date":"2022-01-13T12:47:47","date_gmt":"2022-01-13T11:47:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=143048"},"modified":"2022-01-13T12:47:47","modified_gmt":"2022-01-13T11:47:47","slug":"vodafone-logra-mas-recuerdo-publicitario-entorno-cookieless","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=143048","title":{"rendered":"Vodafone logra un 14% m\u00e1s de recuerdo publicitario en entorno cookieless"},"content":{"rendered":"

Vodafone se suma a la lista de marcas que empiezan a ver los primeros resultados de segmentar sus campa\u00f1as digitales en un entorno cookieless. La operadora, de la mano de su agencia de medios Ymedia Wink iProspect y la firma de adtech Teads, ha observado incrementos a doble d\u00edgito del recuerdo publicitario y la consideraci\u00f3n de compra entre aquellos usuarios que fueron expuestos al anuncio sin cookies de terceros.\u00a0<\/strong><\/p>\n

El pasado oto\u00f1o, Vodafone lanz\u00f3 su oferta \u2018Back to school, Hogar Ilimitable\u2019, una oferta premium que combinaba varias l\u00edneas m\u00f3viles, fibra de m\u00e1xima velocidad y la televisi\u00f3n de Vodafone TV que inclu\u00eda HBO Espa\u00f1a, Disney+ y Amazon Prime, y dirigida a un target de individuos interesados en cine, series, m\u00fasica, arte y deporte.\u00a0<\/span><\/p>\n

En su campa\u00f1a, la operadora lanz\u00f3 una pieza de v\u00eddeo con la que alcanz\u00f3 en Teads a 5,3 millones de usuarios, empleando la plataforma de autoservicio, Teads Ad Manager. Y realiz\u00f3 dos segmentaciones: una de ellas basada en cookies y la otra utilizando se\u00f1ales cookieless. Complet\u00f3 el an\u00e1lisis con un estudio realizado a m\u00e1s de 250 usuarios expuestos para cuantificar y comparar los resultados en t\u00e9rminos de branding.<\/span><\/p>\n

Entre lo descubierto por agencia y anunciante, destaca el mayor recuerdo publicitario y la mayor consideraci\u00f3n de compra<\/strong> entre los usuarios expuestos a se\u00f1ales sin cookie de terceros. En concreto, de un 14% y un 12% mayor.<\/strong>\u00a0<\/span><\/p>\n

\u201cHemos observado tambi\u00e9n que los KPI de medios como la visibilidad o el VTR son similares en ambas estrategias – con y sin cookies- lo que confirma la capacidad de nuestra plataforma para conseguir resultados sin necesidad de cookies\u201d, ha informado David Y\u00e1\u00f1ez<\/strong>, head of enterprise solutions<\/em> de Teads<\/strong>.\u00a0<\/span><\/p>\n

\u201cLa industria est\u00e1 muy atenta al performance en campa\u00f1as de conversi\u00f3n sin la utilizaci\u00f3n de cookies. Nosotros, adem\u00e1s, quer\u00edamos comprobar c\u00f3mo afecta ese futuro escenario sobre KPIs de consumo de v\u00eddeo y consideraci\u00f3n\u201d, ha se\u00f1alado, por su parte, Alejandro Gim\u00e9nez<\/strong>, brand manager<\/em> de Ymedia Wink iProspect,<\/strong> quien ha a\u00f1adido que, aunque seguir\u00e1n trabajando, \u201clos primeros resultados han sido satisfactorios; obtener los mismos resultados en ambas estrategias, significa que no hay p\u00e9rdida cualitativa en la segmentaci\u00f3n aplicada\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Con la campa\u00f1a \u2018Back to school, Hogar Ilimitable\u2019, consigui\u00f3 un 14% m\u00e1s de recuerdo publicitario y un 12% m\u00e1s de consideraci\u00f3n de compra en entornos sin cookies. <\/p>\n","protected":false},"author":29,"featured_media":143051,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341],"class_list":["post-143048","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad"],"acf":[],"yoast_head":"\nVodafone logra un 14% m\u00e1s de recuerdo publicitario en entorno cookieless<\/title>\n<meta name=\"description\" content=\"En su campa\u00f1a de oto\u00f1o, Vodafone logr\u00f3 un 14% m\u00e1s de recuerdo publicitario y un 12% m\u00e1s de consideraci\u00f3n de compra en entornos sin cookies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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