{"id":226791,"date":"2025-09-23T13:30:50","date_gmt":"2025-09-23T11:30:50","guid":{"rendered":"https:\/\/ipmark.com\/?p=226791"},"modified":"2025-09-23T14:05:26","modified_gmt":"2025-09-23T12:05:26","slug":"la-ia-aplicada-a-medios-offline-aumenta-la-conversion","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=226791","title":{"rendered":"Making Science demuestra que la IA aplicada a medios offline eleva un 26% la conversi\u00f3n"},"content":{"rendered":"<p data-start=\"573\" data-end=\"978\"><strong>La consultora de tecnolog\u00eda y marketing digital Making Science ha demostrado en el evento InTheAIr, celebrado el pasado 18 de septiembre en Madrid, que la aplicaci\u00f3n de la inteligencia artificial a los medios tradicionales como televisi\u00f3n, radio, prensa y exterior puede elevar la tasa de conversi\u00f3n de las campa\u00f1as en un 26% frente a las planificadas de manera convencional.<\/strong><\/p>\n<p data-start=\"980\" data-end=\"1699\"><span style=\"font-weight: 400;\">En el evento, se ha explorado c\u00f3mo la inteligencia artificial puede integrarse en la planificaci\u00f3n, la investigaci\u00f3n de audiencias, la creatividad y la generaci\u00f3n de contenidos en medios tradicionales como televisi\u00f3n, radio, prensa o exterior. Durante la jornada, <strong>Making Science mostr\u00f3 c\u00f3mo la IA ya est\u00e1 transformando la forma en la que se dise\u00f1an y ejecutan las campa\u00f1as en medios tradicionales<\/strong>. Los asistentes conocieron de primera mano soluciones como <strong>Gauss TV<\/strong>, capaz de anticipar el retorno de la inversi\u00f3n publicitaria con una visi\u00f3n integrada de los canales. <\/span><span style=\"font-weight: 400;\">Tambi\u00e9n se presentaron <strong>Creative Hub y Trust Generative AI,<\/strong> herramientas que permiten escalar la producci\u00f3n de contenidos personalizados y adaptados a cada soporte, garantizando siempre la coherencia de marca. <\/span><\/p>\n<p data-start=\"980\" data-end=\"1699\"><span style=\"font-weight: 400;\">Adem\u00e1s, la compa\u00f1\u00eda sorprendi\u00f3 con <strong>el uso de usuarios sint\u00e9ticos<\/strong>, una metodolog\u00eda innovadora que simula audiencias para validar mensajes antes de su lanzamiento y optimizar las creatividades, reduciendo tiempos y costes frente a los m\u00e9todos tradicionales.<br \/>\n<\/span><\/p>\n<p data-start=\"1701\" data-end=\"2117\">\u201cEl marketing va de informaci\u00f3n desestructurada. Gracias a la IA ahora podemos extraer inteligencia de los datos de forma m\u00e1s accesible y con un coste mucho menor\u201d, explic\u00f3 <strong data-start=\"1874\" data-end=\"1907\">Jos\u00e9 Antonio Mart\u00ednez Aguilar<\/strong>, CEO y fundador de Making Science. \u201cDentro de tres o cuatro a\u00f1os, la inteligencia artificial estar\u00e1 presente en todo el proceso de marketing y quienes la adopten obtendr\u00e1n una ventaja competitiva muy clara\u201d.<\/p>\n<p data-start=\"2119\" data-end=\"2625\">Por su parte, <strong data-start=\"2133\" data-end=\"2153\">Jos\u00e9 Luis Pulp\u00f3n<\/strong>, director general de Making Science Espa\u00f1a, apunt\u00f3: \u201cTodo el mundo est\u00e1 hablando de la IA y de la velocidad a la que se est\u00e1 adoptando. La creatividad es la nueva moneda, con una diversidad de formatos y canales sin precedentes. <strong>Hoy lanzamos una plataforma cuyo pilar fundamental es <em>ad-machina<\/em><\/strong><em>,<\/em> que ofrece dos beneficios principales: todas las campa\u00f1as de marketing se integran en un mismo entorno, con una gesti\u00f3n independiente de la plataforma, y genera un impacto directo en el negocio\u00bb<\/p>\n<p data-start=\"2627\" data-end=\"3106\">El evento concluy\u00f3 con una conclusi\u00f3n clara: la aplicaci\u00f3n de la <strong data-start=\"2692\" data-end=\"2766\">IA en medios offline abre una nueva etapa en la industria publicitaria<\/strong>, acercando a televisi\u00f3n, radio y prensa las capacidades de segmentaci\u00f3n, medici\u00f3n y optimizaci\u00f3n que hasta ahora hab\u00edan definido el marketing digital. Con InTheAIr, Making Science consolida su posicionamiento como referente en innovaci\u00f3n y tecnolog\u00eda aplicada al marketing, anticip\u00e1ndose a una tendencia que marcar\u00e1 el futuro del sector.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Making Science present\u00f3 en Madrid su evento InTheAIr, donde mostr\u00f3 c\u00f3mo la IA aplicada a TV, radio, prensa y exterior impulsa la planificaci\u00f3n, la creatividad y la medici\u00f3n de campa\u00f1as.<\/p>\n","protected":false},"author":30,"featured_media":226795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2077,34,50],"class_list":["post-226791","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-inteligencia-artificial","tag-medios-2","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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