{"id":191907,"date":"2024-04-18T09:20:07","date_gmt":"2024-04-18T07:20:07","guid":{"rendered":"https:\/\/ipmark.com\/?p=191907"},"modified":"2024-04-19T09:45:44","modified_gmt":"2024-04-19T07:45:44","slug":"atresmedia-publicidad-lanza-un-nuevo-segmento-para-impactar-a-los-escapistas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=191907","title":{"rendered":"Atresmedia Publicidad lanza un nuevo segmento para impactar a los \u2018escapistas\u2019"},"content":{"rendered":"<p><strong>Atresmedia Publicidad ha anunciado el lanzamiento en Televisi\u00f3n conectada (CTV) del cluster lowADviewers, que re\u00fane los espectadores que tienen una menor exposici\u00f3n publicitaria bien porque consumen poca televisi\u00f3n bien porque hacen zapping durante los bloques de publicidad.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha se\u00f1alado la compa\u00f1\u00eda, esta audiencia es la m\u00e1s complicada de impactar al hacer un consumo reducido de televisi\u00f3n y\/o cambiar de canal cada vez que se encuentran con un bloque de anuncios. Pero <strong>gracias a la data determin\u00edstica que obtiene Atresmedia en CTV a trav\u00e9s de su tecnolog\u00eda HbbTV, es posible filtrar e identificar los dispositivos que consumen menor publicidad<\/strong> <strong>en televisi\u00f3n lineal<\/strong> al d\u00eda y llegar a ellos despu\u00e9s en CTV.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cLlegar a este cl\u00faster resulta muy interesante para las marcas ya que, por un lado, permite incrementar eficazmente la cobertura de las campa\u00f1as y, por otro, al ser un target que recibe menos impactos publicitarios, la atenci\u00f3n y el recuerdo global de marca se incrementan\u201d, aseguran.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Como adelant\u00f3 Jose Miguel Garc\u00eda-Gasto, director general de Atresmedia Publicidad en la<a href=\"https:\/\/ipmark.com\/publicidad-dirigida-y-bloque-top-news-entre-las-novedades-de-atresmedia-publicidad\/\" target=\"_blank\" rel=\"noopener\"> \u00faltima edici\u00f3n de Upfront<\/a>, pr\u00f3ximamente se estrenar\u00e1 en televisi\u00f3n un nuevo formato publicitario de v\u00eddeo pensado para impactar a este cl\u00faster, un <strong>pre-roll de conexi\u00f3n que se lanza en CTV al comenzar el visionado de los programas de televisi\u00f3n lineal<\/strong> de Atresmedia y que permite un salto de calidad para la publicidad dirigida y un impacto de m\u00e1xima eficacia.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ofrecer\u00e1n tambi\u00e9n un pack display de formatos <em>rich media<\/em>, 100% CTV para impactar a este nuevo cl\u00faster.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se trata de lowADviewers, los espectadores que tienen una menor exposici\u00f3n publicitaria porque consumen poca televisi\u00f3n o hacen zapping durante los bloques de publicidad. <\/p>\n","protected":false},"author":29,"featured_media":191914,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2341,194],"class_list":["post-191907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-publicidad","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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