{"id":240573,"date":"2026-05-14T14:15:47","date_gmt":"2026-05-14T12:15:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=240573"},"modified":"2026-05-14T17:00:12","modified_gmt":"2026-05-14T15:00:12","slug":"beintoo-y-wam-impulsan-el-trafico-a-tienda-de-dan-john-campana-omnicanal","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=240573","title":{"rendered":"Beintoo y WAM impulsan el tr\u00e1fico a tienda de Dan John con una campa\u00f1a omnicanal"},"content":{"rendered":"<div class=\"text-base my-auto mx-auto [--thread-content-margin:var(--thread-content-margin-xs,calc(var(--spacing)*4))] @w-sm\/main:[--thread-content-margin:var(--thread-content-margin-sm,calc(var(--spacing)*6))] @w-lg\/main:[--thread-content-margin:var(--thread-content-margin-lg,calc(var(--spacing)*16))] px-(--thread-content-margin)\">\n<div class=\"[--thread-content-max-width:40rem] @w-lg\/main:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\">\n<div class=\"flex max-w-full flex-col gap-4 grow\">\n<div class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal outline-none keyboard-focused:focus-ring [.text-message+&amp;]:mt-1\" dir=\"auto\" data-message-author-role=\"assistant\" data-message-id=\"d02c5a01-c7a2-4769-894a-8cdb833c897d\" data-message-model-slug=\"gpt-5-5-thinking\">\n<div class=\"flex w-full flex-col gap-1 empty:hidden\">\n<div class=\"markdown prose dark:prose-invert wrap-break-word w-full light markdown-new-styling\">\n<p data-start=\"104\" data-end=\"456\"><strong>Beintoo, compa\u00f1\u00eda <em data-start=\"122\" data-end=\"135\">data driven<\/em> del grupo Mediaset, desarrolla junto a WAM una campa\u00f1a omnicanal para Dan John en Espa\u00f1a, basada en la combinaci\u00f3n de DOOH y <em data-start=\"274\" data-end=\"294\">mobile retargeting<\/em>. La activaci\u00f3n busca transformar la exposici\u00f3n publicitaria en tr\u00e1fico cualificado a tienda mediante el uso de datos, audiencias segmentadas y medici\u00f3n avanzada.<\/strong><\/p>\n<p data-start=\"458\" data-end=\"778\">La acci\u00f3n se enmarca en la estrategia de crecimiento de <strong>Dan John<\/strong>, firma italiana de moda masculina especializada en el segmento <em data-start=\"586\" data-end=\"600\">smart-casual<\/em>, que contin\u00faa reforzando su expansi\u00f3n en el canal f\u00edsico a nivel europeo. En Espa\u00f1a<strong>, la campa\u00f1a se ha desplegado en las principales ciudades donde la marca cuenta con presencia.<\/strong><\/p>\n<p data-start=\"780\" data-end=\"1251\">El proyecto se ha articulado en dos l\u00edneas complementarias. Por un lado,<strong> una planificaci\u00f3n de publicidad exterior digital basada en la selecci\u00f3n de mupis de alto rendimiento<\/strong>, situados en entornos urbanos con elevada afinidad con el p\u00fablico objetivo. Por otro, una activaci\u00f3n mobile estructurada en dos niveles: una estrategia de <em data-start=\"1109\" data-end=\"1122\">retargeting<\/em> dirigida a usuarios previamente expuestos al DOOH y una extensi\u00f3n sobre audiencias afines para ampliar la cobertura cualificada.<\/p>\n<p data-start=\"1253\" data-end=\"1631\"><strong>La planificaci\u00f3n se ha apoyado en formatos <em data-start=\"1296\" data-end=\"1305\">display<\/em> y <em data-start=\"1308\" data-end=\"1320\">rich media<\/em> propietarios de Beintoo<\/strong>, integrados con un <em data-start=\"1364\" data-end=\"1372\">flight<\/em> espec\u00edfico orientado a <em data-start=\"1396\" data-end=\"1412\">drive to store<\/em>. El enfoque <em data-start=\"1425\" data-end=\"1438\">data-driven<\/em> ha permitido construir un p\u00fablico objetivo formado por hombres de entre <strong data-start=\"1511\" data-end=\"1527\">25 y 55 a\u00f1os<\/strong>, residentes o visitantes en las ciudades seleccionadas, con inter\u00e9s en moda <em data-start=\"1604\" data-end=\"1618\">smart-casual<\/em> y sartorial.<\/p>\n<p data-start=\"1633\" data-end=\"2057\">Para la definici\u00f3n de estas audiencias se han integrado variables sociodemogr\u00e1ficas, geocomportamentales y transaccionales. <strong>La campa\u00f1a ha impactado a usuarios en contextos de alto valor<\/strong>, como boutiques masculinas, centros comerciales, zonas premium y \u00e1reas pr\u00f3ximas a tiendas de competidores. Tambi\u00e9n se han tenido en cuenta patrones de consumo, como frecuencia de compra, ticket medio y perfil de <em data-start=\"2031\" data-end=\"2046\">high spenders<\/em> en retail.<\/p>\n<p data-start=\"2059\" data-end=\"2451\">En resultados, la campa\u00f1a super\u00f3 las <strong data-start=\"2096\" data-end=\"2138\">700.000 oportunidades de visualizaci\u00f3n<\/strong> en DOOH, consolidando una primera capa de impacto sobre el target. En mobile, la estrategia de <em data-start=\"2234\" data-end=\"2247\">retargeting<\/em> registr\u00f3 un <strong data-start=\"2260\" data-end=\"2277\">CTR del 1,80%<\/strong>, mientras que las acciones espec\u00edficas de <em data-start=\"2320\" data-end=\"2336\">drive to store<\/em>, desarrolladas mediante formatos <em data-start=\"2370\" data-end=\"2382\">rich media<\/em>, lograron un incremento del <em data-start=\"2411\" data-end=\"2423\">Visit Rate<\/em> y un <strong data-start=\"2429\" data-end=\"2450\">uplift del 11,86%<\/strong>.<\/p>\n<p data-start=\"2453\" data-end=\"2808\">\u201cHa sido un verdadero placer colaborar con el equipo de Beintoo en la campa\u00f1a para Dan John. Desde el primer momento demostraron ser un partner \u00e1gil y cercano, con una excepcional capacidad para comprender tanto los objetivos de marca como los retos de negocio del cliente\u201d, se\u00f1ala <strong data-start=\"2735\" data-end=\"2807\">Jorge Carriazo Ortega, <\/strong><em>media &amp; optimization business director<\/em> de<strong data-start=\"2735\" data-end=\"2807\"> WAM<\/strong>.<\/p>\n<p data-start=\"2810\" data-end=\"3042\">Por su parte, <strong data-start=\"2824\" data-end=\"2875\">Antonio Lugones, <\/strong><em>head of sales<\/em> de <strong data-start=\"2824\" data-end=\"2875\">Beintoo Spain<\/strong>, afirma que el proyecto demuestra \u201cc\u00f3mo el DOOH puede evolucionar de un medio de exposici\u00f3n a un verdadero motor de performance cuando se integra con datos y mobile\u201d.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"z-0 flex min-h-[46px] justify-start\"><\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>La activaci\u00f3n busca transformar la exposici\u00f3n publicitaria en tr\u00e1fico cualificado a tienda mediante el uso de datos, audiencias segmentadas y medici\u00f3n avanzada.<\/p>\n","protected":false},"author":10966,"featured_media":240574,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5893],"tags":[2226,6115],"class_list":["post-240573","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicidad","tag-marcas","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>Beintoo y WAM impulsan el tr\u00e1fico a tienda de Dan John<\/title>\n<meta name=\"description\" content=\"La activaci\u00f3n busca transformar la exposici\u00f3n publicitaria en tr\u00e1fico cualificado a tienda mediante el uso de datos, audiencias 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