{"id":169025,"date":"2023-03-01T10:22:08","date_gmt":"2023-03-01T09:22:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=169025"},"modified":"2023-03-02T11:04:29","modified_gmt":"2023-03-02T10:04:29","slug":"mediaset-desmiente-intencion-facturar-a-cpm","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=169025","title":{"rendered":"Mediaset define su pol\u00edtica comercial, basada en la combinaci\u00f3n de CPM y GRP"},"content":{"rendered":"<p><strong>A ra\u00edz de la informaci\u00f3n publicada por IPMARK sobre el inter\u00e9s que podr\u00eda tener <a href=\"https:\/\/ipmark.com\/mediaset-interesada-en-transitar-del-grp-al-cpm\/\" target=\"_blank\" rel=\"noopener\">Mediaset Espa\u00f1a en facturar las campa\u00f1as publicitarias en sus soportes a CPM<\/a> en lugar de a GRP, tal y como realizar\u00e1 Atresmedia a partir del 1 de abril, desde el grupo audiovisual aclaran que la comercializaci\u00f3n a CPM \u201cno es una novedad porque todos nuestros productos conjuntos, incluidos los que incorporan la televisi\u00f3n lineal, ya se comercializan a CPM\u201d.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan explican desde Mediaset Espa\u00f1a a IPMARK, Publiespa\u00f1a, la divisi\u00f3n publicitaria del grupo propietario de Telecinco, Cuatro o Divinity, se encuentra trabajando desde hace m\u00e1s de dos a\u00f1os en soluciones publicitarias donde se comercializa de forma conjunta soportes y productos nuevos, siendo la Televisi\u00f3n Conectada (CTV) la protagonista.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ponen como ejemplo el producto <strong>Reach Media Boing<\/strong>, una soluci\u00f3n que se comercializa 100% a CPM y que fue presentada al mercado en junio de 2021, en VAN de Boing. Esta soluci\u00f3n permite impactar en el p\u00fablico de hogares con ni\u00f1os con una campa\u00f1a planificada en televisi\u00f3n lineal, HbbTV, televisi\u00f3n digital y redes sociales, con garant\u00edas brand-safe y reduciendo la duplicaci\u00f3n de impactos a trav\u00e9s de la identificaci\u00f3n de los hogares impactados por el anuncio en la televisi\u00f3n lineal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cA d\u00eda de hoy, <strong>si un anunciante solo quiere gestionar una campa\u00f1a en un contenido de un canal lineal de Mediaset (sin cobertura incremental), sigue facturando a GRP<\/strong>\u201d, especifican.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respecto a si plantean transitar hacia el CPM en esta \u00faltima opci\u00f3n, desde la compa\u00f1\u00eda explican que \u201ccualquier cambio futuro en nuestra pol\u00edtica comercial obedecer\u00e1 siempre a una reflexi\u00f3n profunda y responsable e intentar\u00e1 sentar las bases sobre las que construir una nueva oferta comercial en la que anunciantes y agencias salgan beneficiados\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Fuentes del grupo audiovisual explican a IPMARK que ya ofrecen soluciones combinadas entre televisi\u00f3n lineal y CTV a CPM, y aseguran que las campa\u00f1as lanzadas en el lineal siguen facturando a GRP. \u201cCualquier cambio futuro en nuestra pol\u00edtica comercial obedecer\u00e1 siempre a una reflexi\u00f3n profunda y responsable\u201d. <\/p>\n","protected":false},"author":29,"featured_media":169028,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[194],"class_list":["post-169025","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 - 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