{"id":171692,"date":"2023-04-19T13:48:09","date_gmt":"2023-04-19T11:48:09","guid":{"rendered":"https:\/\/ipmark.com\/?p=171692"},"modified":"2023-04-19T16:45:34","modified_gmt":"2023-04-19T14:45:34","slug":"kantar-lanza-guia-para-marcas-y-medios-sobre-medicion-cross-media","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=171692","title":{"rendered":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media"},"content":{"rendered":"<p><strong>Con el objetivo de acompa\u00f1ar a la industria en el complejo ecosistema medi\u00e1tico y digital anual, Kantar Media ha lanzado Unlocking Value, dos gu\u00edas orientadas a proporcionar a anunciantes y medios una imagen completa del contexto audiovisual y ayudarles en la toma de decisiones estrat\u00e9gicas.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLas gu\u00edas Unlocking Value son un reflejo de nuestra experiencia y visi\u00f3n global para empujar la industria hacia nuevas oportunidades\u201d, ha explicado <strong>Antonio Wanderley<\/strong>, CEO de <strong>Kantar Media<\/strong> para Espa\u00f1a, Latinoam\u00e9rica, APAC y \u00c1frica. \u201cLos h\u00e1bitos de la audiencia est\u00e1n cambiando r\u00e1pidamente. Nunca ha sido m\u00e1s importante para las empresas de medios, tanto compradores como vendedores, buscar una visi\u00f3n unificada de su audiencia para lograr un crecimiento sostenido\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La compa\u00f1\u00eda <strong>ofrece dos tipos de gu\u00edas, una dirigida a anunciantes y otra a medios.<\/strong> Respecto a la primera, el documento desvela c\u00f3mo la medici\u00f3n cross-media, en un inicio a trav\u00e9s de la televisi\u00f3n y digital, est\u00e1 proporcionando los datos que necesitan para interactuar con sus audiencias y optimizar sus inversiones en todas las pantallas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En la gu\u00eda, recomiendan a los departamentos de marketing actualizar sus estrategias de planificaci\u00f3n y compra de medios con el fin de optimizar sus inversiones, y recuerdan que la colaboraci\u00f3n sectorial es fundamental. \u201cSolo a trav\u00e9s del consenso y el impulso conjunto puede avanzarse hacia la medici\u00f3n cross-media, tal y como prueban los mercados donde ya se ha estandarizado\u201d, escriben.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En la gu\u00eda Unlocking Value para medios, aconsejan la adopci\u00f3n por parte de los editores de la medici\u00f3n cross-media y sus conocimientos generados, ya que les ofrecen ventajas competitivas. Adem\u00e1s, el uso de m\u00e9tricas integradas da lugar a una mayor granularidad del dato, lo que permite obtener informaci\u00f3n de mayor utilidad en t\u00e9rminos de efectividad y estrategia.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las gu\u00edas est\u00e1n disponibles para su descarga<\/span><a href=\"https:\/\/www.kantar.com\/es\/campaigns\/unlocking-value\"><span style=\"font-weight: 400;\"> en la p\u00e1gina web de Kantar.<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La firma de investigaci\u00f3n lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual y una serie de recomendaciones.<\/p>\n","protected":false},"author":29,"featured_media":171694,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2226,34],"class_list":["post-171692","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-marcas","tag-medios-2"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media<\/title>\n<meta name=\"description\" content=\"Kantar lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual.\" \/>\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=171692\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media\" \/>\n<meta property=\"og:description\" content=\"Kantar lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=171692\" \/>\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=\"2023-04-19T11:48:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-19T14:45:34+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/kantar-lanza-guias-medicion-cross-media.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media\",\"datePublished\":\"2023-04-19T11:48:09+00:00\",\"dateModified\":\"2023-04-19T14:45:34+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692\"},\"wordCount\":345,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/kantar-lanza-guias-medicion-cross-media.jpg\",\"keywords\":[\"marcas\",\"medios\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=171692\",\"name\":\"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/kantar-lanza-guias-medicion-cross-media.jpg\",\"datePublished\":\"2023-04-19T11:48:09+00:00\",\"dateModified\":\"2023-04-19T14:45:34+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"Kantar lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=171692\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/kantar-lanza-guias-medicion-cross-media.jpg\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/kantar-lanza-guias-medicion-cross-media.jpg\",\"width\":1140,\"height\":635,\"caption\":\"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=171692#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media","description":"Kantar lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=171692","og_locale":"es_ES","og_type":"article","og_title":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media","og_description":"Kantar lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual.","og_url":"https:\/\/ipmark.com\/?p=171692","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2023-04-19T11:48:09+00:00","article_modified_time":"2023-04-19T14:45:34+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/kantar-lanza-guias-medicion-cross-media.jpg","type":"image\/jpeg"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=171692#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=171692"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media","datePublished":"2023-04-19T11:48:09+00:00","dateModified":"2023-04-19T14:45:34+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=171692"},"wordCount":345,"image":{"@id":"https:\/\/ipmark.com\/?p=171692#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/kantar-lanza-guias-medicion-cross-media.jpg","keywords":["marcas","medios"],"articleSection":["Media"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=171692","url":"https:\/\/ipmark.com\/?p=171692","name":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=171692#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=171692#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/kantar-lanza-guias-medicion-cross-media.jpg","datePublished":"2023-04-19T11:48:09+00:00","dateModified":"2023-04-19T14:45:34+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"Kantar lanza dos gu\u00edas, una dirigida a anunciantes y otra a medios, en la que muestran una imagen completa del contexto audiovisual.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=171692#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=171692"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=171692#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/kantar-lanza-guias-medicion-cross-media.jpg","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/kantar-lanza-guias-medicion-cross-media.jpg","width":1140,"height":635,"caption":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=171692#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"Kantar lanza una gu\u00eda para marcas y medios sobre medici\u00f3n cross-media"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/171692","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=171692"}],"version-history":[{"count":2,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/171692\/revisions"}],"predecessor-version":[{"id":171718,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/171692\/revisions\/171718"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/171694"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=171692"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=171692"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=171692"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}