{"id":173721,"date":"2023-05-30T11:58:03","date_gmt":"2023-05-30T09:58:03","guid":{"rendered":"https:\/\/ipmark.com\/?p=173721"},"modified":"2023-05-30T15:26:12","modified_gmt":"2023-05-30T13:26:12","slug":"carrefour-activa-data-para-segmentar-audiencias-television","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=173721","title":{"rendered":"Carrefour activa su data para segmentar audiencias en televisi\u00f3n"},"content":{"rendered":"<p><strong>Carrefour forma parte de la lista de anunciantes en aprovechar su data para segmentar las audiencias de la televisi\u00f3n lineal, tal y como ha ocurrido en su \u00faltima campa\u00f1a con la que busca aumentar el n\u00famero de descargas de su aplicaci\u00f3n Mi Carrefour.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La cadena de hipermercados ha aprovechado la data de sus clientes para incorporarlos como audiencias a la televisi\u00f3n conectada con el objetivo de hacer crecer el n\u00famero de usuarios activos de la app. En concreto, <strong>ha podido diferenciar entre los usuarios que tienen o no la app en los dispositivos de Smart TV<\/strong>, gracias a la cual ha conseguido que los impactos del spot de campa\u00f1a sean mucho m\u00e1s eficientes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan recuerdan desde la compa\u00f1\u00eda, lo novedoso de esta acci\u00f3n es que <strong>se aprovecha por primera vez el valor del dato en un medio que tradicionalmente est\u00e1 asociado a una comunicaci\u00f3n masiva<\/strong>, convirti\u00e9ndolo en un canal digital donde es posible identificar al p\u00fablico objetivo y lanzar una comunicaci\u00f3n personalizada.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIncorporar el medio TV a un lenguaje digital permite dise\u00f1ar estrategias de comunicaci\u00f3n que no saturan un canal o plataforma. Los objetivos de alcance y frecuencia pasan a un nuevo nivel definiendo un impacto total de campa\u00f1a m\u00e1s cualitativo\u201d, ha explicado <strong>Montserrat Gomendio<\/strong>, directora de medios, marketing digital y app en <strong>Carrefour<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La acci\u00f3n ha sido desarrollada junto a la agencia de medios del grupo, Arena, que ha dise\u00f1ado e implementado la estrategia junto a The Trade Desk.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Mireia \u00c1lvarez<\/strong>,<em> business managing partner<\/em> de<strong> Arena<\/strong>, ha se\u00f1alado, por su parte, que \u201cel desarrollo de las capacidades en televisi\u00f3n conectada pasa por aplicar segmentos de data, ya sea propia o de terceros. La customizaci\u00f3n de los spots en televisi\u00f3n, en acciones como esta, pasa de ser una hip\u00f3tesis te\u00f3rica de innovaci\u00f3n, para tomar forma en el presente\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La \u00faltima campa\u00f1a de televisi\u00f3n de Carrefour busca impulsar el n\u00famero de suscriptores de su app Mi Carrefour. <\/p>\n","protected":false},"author":29,"featured_media":173723,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2226,76,194],"class_list":["post-173721","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-marcas","tag-marketing-digital","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>Carrefour activa su data para segmentar 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