{"id":202091,"date":"2024-07-10T14:38:09","date_gmt":"2024-07-10T12:38:09","guid":{"rendered":"https:\/\/ipmark.com\/?p=202091"},"modified":"2024-07-10T14:38:09","modified_gmt":"2024-07-10T12:38:09","slug":"el-corte-ingles-lanza-sumertime-basandose-activacion-clima","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=202091","title":{"rendered":"El Corte Ingl\u00e9s presenta &#8216;Summertime&#8217; bas\u00e1ndose en la activaci\u00f3n por clima"},"content":{"rendered":"<p><strong>\u00a0El Corte Ingl\u00e9s, aprovechando la avanzada soluci\u00f3n tecnol\u00f3gica de Pelmorex y los datos meteorol\u00f3gicos de Eltiempo.es, logr\u00f3 un \u00e9xito notable con su innovadora campa\u00f1a publicitaria para la nueva colecci\u00f3n de moda ba\u00f1o &#8216;Summertime 2024&#8217;. <\/strong><\/p>\n<p>Esta campa\u00f1a, desarrollada en colaboraci\u00f3n con el<strong> grupo Dentsu<\/strong>, se lanz\u00f3 a nivel nacional y se desarroll\u00f3 del 8 al 31 de mayo, <strong>logrando m\u00e1s de 10 millones de impresiones<\/strong> y un incremento del 20% en la tasa de clics (CTR) en comparaci\u00f3n con las campa\u00f1as que no utilizan esta soluci\u00f3n.<\/p>\n<p><strong>La tecnolog\u00eda CBAT<\/strong> (<em>Condition Based Ad Triggering<\/em>) permite a<strong> El Corte Ingl\u00e9s<\/strong> activar su publicidad de moda ba\u00f1o \u00fanicamente cuando las condiciones meteorol\u00f3gicas eran favorables, es decir, en d\u00edas sin lluvia. \u201cEl an\u00e1lisis del delivery de las campa\u00f1as en las comunidades aut\u00f3nomas con m\u00e1s active <em>weather<\/em> nos ayud\u00f3 a conseguir un mejor performance de la campa\u00f1a.\u00a0 Por ejemplo, del 12 al 18 de mayo, una borrasca afect\u00f3 al norte y centro de Espa\u00f1a, lo que produjo un descenso de impresiones en estas zonas y un incremento en Andaluc\u00eda y Levante, sin penalizar la entrega total de la campa\u00f1a\u201d, se\u00f1al\u00f3 <strong>David S\u00fajar<\/strong>, <em>business lead<\/em> de <strong>Dentsu.<\/strong><\/p>\n<p>\u201cLa tecnolog\u00eda CBAT ha demostrado c\u00f3mo las condiciones meteorol\u00f3gicas pueden ser utilizadas como un trigger para activar campa\u00f1as publicitarias altamente relevantes y personalizadas. Este enfoque no solo nos ha ayudado a mejorar la experiencia del usuario, sino que tambi\u00e9n aumenta significativamente el retorno para las marcas\u201d, comenta <strong>Vanesa Poderoso<\/strong>, directora de medios y patrocinios de <strong>El Corte Ingl\u00e9s.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plataforma CBAT de Pelmorex y los datos de Eltiempo.es han permitido activar la campa\u00f1a solo en d\u00edas sin lluvia.<\/p>\n","protected":false},"author":10966,"featured_media":202095,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[2226,50],"class_list":["post-202091","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-marcas","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Corte Ingl\u00e9s lanza &#039;Summertime&#039; 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