{"id":238465,"date":"2026-04-06T12:36:54","date_gmt":"2026-04-06T10:36:54","guid":{"rendered":"https:\/\/ipmark.com\/?p=238465"},"modified":"2026-04-06T16:23:01","modified_gmt":"2026-04-06T14:23:01","slug":"dentsu-lanza-global-media-planner-su-solucion-de-planificacion-ttl","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=238465","title":{"rendered":"Dentsu lanza Global Media Planner, su soluci\u00f3n de planificaci\u00f3n TTL"},"content":{"rendered":"<p><strong>El grupo publicitario Dentsu ha anunciado el lanzamiento, dentro de su sistema operativo Dentsu.Connect, de Global Media Planner, una soluci\u00f3n de planificaci\u00f3n through-the-line (TTL) que integra entornos de retail y compra, activaciones en tienda y en bar, medios pagados, contenido de marca, patrocinios y experiencias en un solo terreno de juego centrado en las audiencias.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Impulsada por una base de datos de atenci\u00f3n a nivel formato desarrollada en colaboraci\u00f3n con Lumen, la nueva soluci\u00f3n combina normas globales y de mercado con estudios espec\u00edficos de clientes. Eval\u00faa a las audiencias a trav\u00e9s de la exposici\u00f3n a medios, sino tambi\u00e9n mediante reconocimiento de marca, afinidad, comportamiento de compra y consumo fuera del punto de venta.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Los equipos de planificaci\u00f3n del grupo pueden asignar presupuestos, predecir resultados y dise\u00f1ar combinaciones de puntos de contacto y formatos en todas las disciplinas sin trabajar en silos, utilizando un objetivo y una m\u00e9trica com\u00fan. Ahora, los clientes pueden construir planes desde el punto de compra hacia afuera o desde la pantalla hacia adentro, marcando un cambio fundamental en c\u00f3mo se planea, ejecuta y mide el marketing integrado.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cAunque la planificaci\u00f3n integrada ha evolucionado, la separaci\u00f3n entre la toma de decisiones ATL y BTL ha permanecido arraigada en los procesos y estructuras\u201d, recuerda<strong> Will Swayne<\/strong>, presidente global de Medios en<strong> Dentsu<\/strong>. \u201cMedia Planner elimina esas divisiones artificiales, y permite que las marcas dise\u00f1en sistemas completos de clientes, no campa\u00f1as aisladas\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Lanzada en 15 mercados, la soluci\u00f3n se est\u00e1 implementando en un grupo inicial de clientes globales de diversas categor\u00edas. Con el tiempo, el grupo planea integrar sus capacidades de Medios y Producci\u00f3n, apoyando un sistema de punta a punta que abarque desde el reto de negocio hasta resultados medibles. Las primeras implementaciones indican que una planificaci\u00f3n TTL unificada puede desbloquear incrementos significativos en alcance, frecuencia y poder de marca dentro de los presupuestos existentes.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Integrada en su sistema operativo Dentsu.Connect, la soluci\u00f3n se est\u00e1 probando con clientes globales de diversas categor\u00edas. Ya est\u00e1 disponible en 15 mercados.<\/p>\n","protected":false},"author":29,"featured_media":238467,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[56],"tags":[2158,2341],"class_list":["post-238465","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agencias","tag-agencias-de-medios","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Dentsu lanza Global Media Planner, su soluci\u00f3n de planificaci\u00f3n TTL - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Integrada en su sistema operativo Dentsu.Connect, la soluci\u00f3n se est\u00e1 probando con clientes globales de diversas categor\u00edas.\" \/>\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=238465\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Dentsu lanza Global Media Planner, su soluci\u00f3n de planificaci\u00f3n TTL - 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