{"id":221381,"date":"2025-06-06T11:26:17","date_gmt":"2025-06-06T09:26:17","guid":{"rendered":"https:\/\/ipmark.com\/?p=221381"},"modified":"2025-06-06T14:15:46","modified_gmt":"2025-06-06T12:15:46","slug":"geoindoor-heramienta-medicion-centros-comerciales","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=221381","title":{"rendered":"GeoIndoor, la primera herramienta de medici\u00f3n de audiencias en centros comerciales"},"content":{"rendered":"<p data-start=\"333\" data-end=\"807\"><strong>\u00a0Clear Channel y Cuende Infometrics\u00a0 presentaron <em data-start=\"497\" data-end=\"508\">GeoIndoor<\/em>, la primera herramienta de medici\u00f3n de audiencias espec\u00edficamente desarrollada para soportes publicitarios en centros comerciales. El evento tuvo lugar en el Hotel Barcel\u00f3 Emperatriz de Madrid y cont\u00f3 con la presencia de medios especializados, agencias y representantes del ecosistema publicitario.<\/strong><\/p>\n<p data-start=\"872\" data-end=\"1316\"><strong>GeoIndoor<\/strong> marca un punto de inflexi\u00f3n en la planificaci\u00f3n publicitaria al permitir, por primera vez, <strong>una evaluaci\u00f3n precisa y unificada de campa\u00f1as tanto en mobiliario urbano como en centros comerciales.<\/strong> Con esta soluci\u00f3n, desarrollada por Cuende bajo est\u00e1ndares internacionales, se integran m\u00e9tricas s\u00f3lidas como cobertura, impactos y GRPs, aplicables tanto a formatos tradicionales como digitales, incluyendo DOOH program\u00e1tico y retail media.<\/p>\n<p data-start=\"1318\" data-end=\"1740\">\u201cYa no hay excusas: los centros comerciales por fin se miden y pueden mostrar su valor a los anunciantes\u201d, subray\u00f3<strong> Daniel Cuende<\/strong>, CEO de<strong> Cuende Infometrics<\/strong>. Por su parte, <strong>Pedro Fern\u00e1ndez Sanz<\/strong>, director de marketing y producto de<strong> Clear Channel<\/strong>, destac\u00f3 que \u201cGeoIndoor transforma activos f\u00edsicos en productos publicitarios validados por datos, cubriendo todas las fases del proceso: planificaci\u00f3n, ejecuci\u00f3n y post-campa\u00f1a\u201d.<\/p>\n<h2 data-start=\"1318\" data-end=\"1740\">\u00a0Datos que justifican la inversi\u00f3n publicitaria<\/h2>\n<p data-start=\"1798\" data-end=\"2304\">La herramienta ya ha sido implementada en m\u00e1s de 140 centros comerciales, generando datos robustos mediante la geolocalizaci\u00f3n agregada y anonimizada de Mas-Orange, complementada con encuestas de perfilado y an\u00e1lisis contextual de visibilidad. Seg\u00fan las primeras cifras,<strong> los 1.600 soportes que comercializa Clear Channel en 147 centros alcanzan una cobertura de siete millones de personas<\/strong> y m\u00e1s de 40 millones de impactos mensuales, con un incremento del 15% en cobertura digital respecto al mobiliario urbano.<\/p>\n<p data-start=\"2306\" data-end=\"2558\"><strong>Jes\u00fas Hern\u00e1ndez<\/strong>, subdirector de La Vaguada , valor\u00f3 la iniciativa: <strong>\u201cGeoIndoor atraer\u00e1 a m\u00e1s anunciantes al entorno comercial.<\/strong> Aqu\u00ed, adem\u00e1s de visibilidad, hay oportunidades reales de conversi\u00f3n en ventas\u201d.<strong> M\u00e1s del 75% de las ventas a\u00fan se generan en entornos f\u00edsicos, y los centros comerciales concentran audiencias predispuestas, segmentadas y receptivas.<\/strong> GeoIndoor permite a marcas y agencias dise\u00f1ar campa\u00f1as altamente contextualizadas y medibles, alineadas con los nuevos h\u00e1bitos del consumidor.<\/p>\n<p data-start=\"2930\" data-end=\"3194\">Esta soluci\u00f3n tambi\u00e9n contribuye a reforzar la confianza en la publicidad exterior, como destac\u00f3<strong> Elia M\u00e9ndez,<\/strong> directora general de <strong>La FEDE<\/strong>, quien inaugur\u00f3 el acto subrayando <strong>\u201cla importancia de la colaboraci\u00f3n entre asociados para elevar los est\u00e1ndares del sector\u201d.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Se trata de una soluci\u00f3n presentada por Clear Channel y Cuende Infometrics para tener una evaluaci\u00f3n de campa\u00f1as que integra m\u00e9tricas s\u00f3lidas como cobertura, impactos y GRPs.<\/p>\n","protected":false},"author":10966,"featured_media":221382,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2398],"class_list":["post-221381","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-eventos"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>GeoIndoor, herramienta de medici\u00f3n en centros comerciales<\/title>\n<meta name=\"description\" content=\"Se trata de una soluci\u00f3n presentada por Clear Channel y Cuende Infometrics para tener una evaluaci\u00f3n de campa\u00f1as que integra m\u00e9tricas s\u00f3lidas como cobertura, impactos y GRPs.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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