{"id":203627,"date":"2024-09-02T11:06:41","date_gmt":"2024-09-02T09:06:41","guid":{"rendered":"https:\/\/ipmark.com\/?p=203627"},"modified":"2024-09-02T14:12:57","modified_gmt":"2024-09-02T12:12:57","slug":"dentsu-refuerza-su-presencia-en-el-marketing-deportivo","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=203627","title":{"rendered":"Dentsu refuerza su presencia en el marketing deportivo"},"content":{"rendered":"

Dentsu ha cerrado una alianza estrat\u00e9gica con Sports Innovation Lab, agencia especializada en marketing deportivo, que permitir\u00e1 al grupo publicitario ofrecer a sus clientes informaci\u00f3n sobre audiencias deportivas de las siete principales ligas en Estados Unidos (NFL, MLB, NBA, NHL, WNBA, MLS y NSWL).<\/b><\/p>\n

Esta informaci\u00f3n de audiencias deportivas se integrar\u00e1 en la plataforma global de Dentsu, Merkury. Sports Innovation Lab tambi\u00e9n cuenta con informaci\u00f3n de plataformas de apuestas deportivas y espacios de entretenimiento, cuya informaci\u00f3n estar\u00e1 disponible en Merkury<\/a>.<\/span><\/p>\n

Esta alianza tiene el objetivo de mejorar la sofisticaci\u00f3n del grupo a la hora de dise\u00f1ar estrategias, recoge AdLatina y dentsu, en un comunicado. El acuerdo reconoce que <\/span>el consumo deportivo es cada vez m\u00e1s digital<\/b>, con m\u00e1s ligas dando el salto al mundo streaming y los aficionados utilizan m\u00e1s las redes sociales para estar al tanto de partidos y de sus jugadores.\u00a0<\/span><\/p>\n

Este acuerdo permite a los clientes de Dentsu obtener <\/span>acceso directo a datos deportivos basados en compras<\/b> \u201cque se pueden aprovechar para la planificaci\u00f3n, la informaci\u00f3n y la activaci\u00f3n\u201d, ha se\u00f1alado la directora comercial y la presidente de la cloud de datos de Sports Innovation Lab, Jennifer Pelino. La directiva ha completado que los datos de audiencia deportiva tradicionalmente han sido limitados, que \u201cse han mantenido detr\u00e1s de los confines de promociones de editores espec\u00edficos y acuerdos de patrocinio\u201d.\u00a0<\/span><\/p>\n

\u201cA trav\u00e9s de la asociaci\u00f3n, <\/span>nuestros clientes pueden desarrollar audiencias m\u00e1s personalizadas<\/b>, lo que permite experiencias en tiempo real para los seguidores del deporte en todos los canales, al tiempo que se adhieren a los m\u00e1s altos est\u00e1ndares de protecci\u00f3n de datos del consumidor\u201d, ha explicado Gerry Bavaro, director de estrategia de Merkury.<\/span><\/p>\n

Esta alianza llega en un momento en que el gasto global en derechos de transmisi\u00f3n deportiva est\u00e1 creciendo y se prev\u00e9 que alcance los 60.090 millones de d\u00f3lares este a\u00f1o.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

El grupo cierra un alianza con la agencia de marketing deportiva, Sports Innovation Labs, que le permitir\u00e1 a los clientes de Dentsu obtener acceso directo a datos deportivos basados en compras.<\/p>\n","protected":false},"author":30,"featured_media":203637,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2227],"class_list":["post-203627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-marketing"],"acf":[],"yoast_head":"\nDentsu refuerza su presencia en el marketing deportivo<\/title>\n<meta name=\"description\" content=\"El grupo cierra un alianza con la agencia de marketing deportiva, Sports Innovation Labs, que le permitir\u00e1 a los clientes de Dentsu obtener acceso directo a datos deportivos basados en compras.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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