{"id":238125,"date":"2026-03-26T11:44:19","date_gmt":"2026-03-26T10:44:19","guid":{"rendered":"https:\/\/ipmark.com\/?p=238125"},"modified":"2026-03-26T11:44:19","modified_gmt":"2026-03-26T10:44:19","slug":"global-desarrolla-geometro-una-herramienta-para-medir-audiencias-en-entornos-indoor","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=238125","title":{"rendered":"Global desarrolla Geometro, una herramienta para medir audiencias en entornos indoor"},"content":{"rendered":"<p>La compa\u00f1\u00eda gestiona desde 2024 la explotaci\u00f3n publicitaria de Metro Barcelona, en el marco de una estrategia orientada a reforzar su presencia en el segmento <em>transit<\/em>. En este contexto, <strong>Geometro se incorpora como una herramienta que ofrece m\u00e9tricas de cobertura, impactos, GRP y OTS, as\u00ed como indicadores avanzados para la evaluaci\u00f3n cross-media<\/strong>.<\/p>\n<p>Metro Barcelona super\u00f3 en 2025 los 479 millones de viajeros anuales, lo que sit\u00faa este entorno como un espacio de alta capacidad de alcance para las marcas. A partir de este volumen, Geometro proporciona informaci\u00f3n detallada para mejorar la planificaci\u00f3n y la toma de decisiones en campa\u00f1as publicitarias.<\/p>\n<p>La herramienta <strong>integra im\u00e1genes de sat\u00e9lite, inteligencia artificial, algoritmos patentados y fuentes de big data<\/strong>. De este modo, calcula la probabilidad de contacto considerando variables como la ubicaci\u00f3n, el flujo de viajeros, el tama\u00f1o de los soportes y su visibilidad dentro de las estaciones.<\/p>\n<p>El lanzamiento se enmarca en la transformaci\u00f3n del entorno publicitario de Metro Barcelona tras la adjudicaci\u00f3n del contrato a Global. <strong>Entre las actuaciones realizadas, destacan la instalaci\u00f3n de m\u00e1s de 250 mupis digitales y cuatro pantallas de gran formato en estaciones como Passeig de Gr\u00e0cia, Universitat y Espanya, adem\u00e1s de una red de m\u00e1s de 1.700 soportes distribuidos en 123 estaciones y cinco l\u00edneas<\/strong>. Todos ellos est\u00e1n integrados en Geometro.<\/p>\n<p>La herramienta forma parte de la metodolog\u00eda Geomex, con la que Global estructura su sistema de medici\u00f3n en distintos entornos, incluidos autobuses, estaciones de tren, metro y soportes exteriores digitales. Este enfoque permite una medici\u00f3n transversal para comparar y optimizar campa\u00f1as desde una perspectiva cross-media planning.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Global ha presentado Geometro, una herramienta de medici\u00f3n de audiencias indoor dise\u00f1ada para el entorno de Metro Barcelona (TMB). La soluci\u00f3n, desarrollada junto a Cuende Infometrics, permite analizar cobertura, impactos y variables avanzadas en entornos indoor.<\/p>\n","protected":false},"author":14,"featured_media":238128,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[6115],"class_list":["post-238125","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-publicidad-exterior"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Global desarrolla Geometro, una herramienta para medir audiencias en entornos indoor - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\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=238125\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Global desarrolla Geometro, una herramienta para medir audiencias en entornos indoor - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"og:description\" content=\"Global ha presentado Geometro, una herramienta de medici\u00f3n de audiencias indoor dise\u00f1ada para el entorno de Metro Barcelona (TMB). La soluci\u00f3n, desarrollada junto a Cuende Infometrics, permite analizar cobertura, impactos y variables avanzadas en entornos indoor.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=238125\" \/>\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=\"2026-03-26T10:44:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/Global_Geometro.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=\"Ana Egido\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ana Egido\" \/>\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=238125#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=238125\"},\"author\":{\"name\":\"Ana Egido\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/ba89645183b346feacff0538aa54a375\"},\"headline\":\"Global desarrolla Geometro, una herramienta para medir audiencias en entornos indoor\",\"datePublished\":\"2026-03-26T10:44:19+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=238125\"},\"wordCount\":291,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=238125#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/Global_Geometro.jpg\",\"keywords\":[\"publicidad exterior\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=238125\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=238125\",\"name\":\"Global desarrolla Geometro, una herramienta para medir audiencias en entornos indoor - 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