{"id":228032,"date":"2025-10-10T11:42:49","date_gmt":"2025-10-10T09:42:49","guid":{"rendered":"https:\/\/ipmark.com\/?p=228032"},"modified":"2025-10-10T12:54:55","modified_gmt":"2025-10-10T10:54:55","slug":"anuncios-en-home-generan-mas-intencion-de-compra","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=228032","title":{"rendered":"Los anuncios en la &#8216;home&#8217; generan un 10% m\u00e1s de intenci\u00f3n de compra"},"content":{"rendered":"<p><strong>Samsung Ads, la divisi\u00f3n publicitaria de Samsung Electronics, ha ampliado las posibilidades de comunicaci\u00f3n para los anunciantes con la apertura de la publicidad en la pantalla de inicio (Home) de sus Smart TVs a marcas no end\u00e9micas. Hasta ahora, este espacio solo estaba disponible para anunciantes vinculados al entretenimiento, como canales de televisi\u00f3n, plataformas de streaming, cine, videojuegos o aplicaciones.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Se trata de un emplazamiento que, seg\u00fan Samsung, permite captar la atenci\u00f3n del usuario desde el momento en que enciende su dispositivo y activar objetivos de marketing de forma inmediata.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El impacto de este formato se ha medido en un nuevo estudio de eficacia desarrollado junto a la consultora MTM, que muestra resultados significativos en las m\u00e9tricas de marca. Los anuncios <\/span><i><span style=\"font-weight: 400;\">masthead<\/span><\/i><span style=\"font-weight: 400;\"> en la pantalla de inicio generan un aumento del 10% en la intenci\u00f3n de compra frente a un grupo de control, y mejoran la percepci\u00f3n de marca en uno de cada tres usuarios expuestos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El estudio de MTM tambi\u00e9n analiz\u00f3 los efectos de combinar campa\u00f1as en la Home con acciones en Samsung TV Plus. La estrategia conjunta incrementa el <\/span><i><span style=\"font-weight: 400;\">awareness<\/span><\/i><span style=\"font-weight: 400;\"> espont\u00e1neo de marca en un 16% frente a la exposici\u00f3n solo en pantalla de inicio, mejora la consideraci\u00f3n de primera menci\u00f3n en un 13% y eleva el sentimiento positivo hacia la marca en un 30%. Adem\u00e1s, genera un efecto halo en atributos de percepci\u00f3n: un aumento del 22% en la consideraci\u00f3n de la marca como \u201cde alta calidad\u201d y del 20% como \u201cl\u00edder en su sector\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Alex Hole<\/strong>, vicepresidente s\u00e9nior y director general de <strong>Samsung para Europa y MENA<\/strong>, afirm\u00f3 que \u201cla Home es un canal publicitario con un poder enorme, un activo vital para cualquier marca que busque abrirse paso en el ecosistema CTV y captar la atenci\u00f3n de la audiencia\u201d.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Es el dato de un estudio de Samsung Ads tras anunciar que deja disponible a anunciantes no end\u00e9mico el formato Home. <\/p>\n","protected":false},"author":29,"featured_media":228037,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341,194],"class_list":["post-228032","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los anuncios en la &#039;home&#039; impulsan la intenci\u00f3n de compra<\/title>\n<meta name=\"description\" content=\"Es el dato de un estudio de Samsung Ads tras anunciar que deja disponible a anunciantes no end\u00e9mico el formato Home.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=228032\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Los anuncios en la &#039;home&#039; impulsan la intenci\u00f3n de compra\" \/>\n<meta property=\"og:description\" content=\"Es el dato de un estudio de Samsung Ads tras anunciar que deja disponible a anunciantes no end\u00e9mico el formato Home.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=228032\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-10T09:42:49+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-10-10T10:54:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/anuncios-en-home-impulsan-intencion-de-compra.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=228032#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=228032\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"Los anuncios en la &#8216;home&#8217; 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