{"id":240968,"date":"2026-05-21T14:15:22","date_gmt":"2026-05-21T12:15:22","guid":{"rendered":"https:\/\/ipmark.com\/?p=240968"},"modified":"2026-05-21T16:09:22","modified_gmt":"2026-05-21T14:09:22","slug":"dailymotion-advertising-pulse-campanas-omnicanal","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=240968","title":{"rendered":"Dailymotion Advertising presenta Pulse, su nueva suite publicitaria omnicanal"},"content":{"rendered":"<p><strong>Dailymotion Advertising, la plataforma de v\u00eddeo internacional del grupo CANAL+, ha anunciado el lanzamiento de Pulse, su nueva suite publicitaria omnicanal. La soluci\u00f3n nace con el objetivo de responder a la fragmentaci\u00f3n del consumo multipantalla y permitir a los anunciantes seguir a las audiencias reales a trav\u00e9s de todos los entornos de v\u00eddeo.<\/strong><\/p>\n<p>Desarrollada en torno a Ray, el motor de inteligencia de audiencia de Dailymotion Advertising, Pulse utiliza se\u00f1ales de consumo de v\u00eddeo procedentes de m\u00e1s de 400 millones de espectadores y 40 millones de perfiles de suscriptores registrados. Gracias a esta infraestructura propia, la plataforma <strong>permite activar y medir campa\u00f1as en ordenador, m\u00f3vil y televisi\u00f3n conectada, sin depender de cookies ni de identificadores de terceros.<\/strong><\/p>\n<p>La nueva suite se apoya en un ecosistema controlado \u00edntegramente por Dailymotion Advertising, que integra infraestructura de v\u00eddeo, difusi\u00f3n publicitaria, datos y medici\u00f3n. La plataforma emplea se\u00f1ales first-party procedentes de Dailymotion, CANAL+ y MultiChoice, as\u00ed como de una red de m\u00e1s de 5.000 editores premium.<\/p>\n<h2><strong>Seguir audiencias, no solo pantallas<\/strong><\/h2>\n<p>La compa\u00f1\u00eda se\u00f1ala que buena parte de los modelos publicitarios siguen organizados por canales, lo que puede generar duplicidad de audiencias, exceso de presi\u00f3n publicitaria e inversiones desconectadas del recorrido real del consumidor.<\/p>\n<p>Con Pulse, Dailymotion Advertising<strong> busca reenfocar la activaci\u00f3n publicitaria hacia el comportamiento real del usuario<\/strong>. Para ello, la plataforma analiza se\u00f1ales como el dispositivo utilizado, el contexto editorial, el momento de visualizaci\u00f3n o los comportamientos cross-screen, con el fin de impactar a una misma audiencia a lo largo de su jornada con el mensaje m\u00e1s adecuado en cada momento.<\/p>\n<p>Seg\u00fan la compa\u00f1\u00eda, este enfoque permite optimizar la frecuencia de exposici\u00f3n y mejorar la eficacia de las campa\u00f1as. Los primeros resultados apuntan a <strong>un 13% de cobertura incremental<\/strong> frente a la segmentaci\u00f3n contextual est\u00e1ndar, m\u00e1s <strong>44 puntos de mejora en imagen de marca<\/strong> y hasta<strong> un 93% de emociones positivas<\/strong> detectadas entre las audiencias impactadas.<\/p>\n<p>\u201cEl p\u00fablico no busca anuncios. <strong>Busca contenido que le convenga, en la pantalla que ha elegido en ese momento<\/strong>. Con Pulse, hemos desarrollado la capacidad de entender esto realmente, combinando se\u00f1ales del ecosistema Dailymotion y Canal+. Nos permite enviar el mensaje correcto, a la persona adecuada, en el momento adecuado, y medir el efecto real. El objetivo es menos interrupciones y m\u00e1s relevancia. Es lo que las marcas esperan y lo que merecen las audiencias\u201d, se\u00f1ala Bruno Latapie, <em>general manager<\/em> EMEA de Dailymotion Advertising.<\/p>\n<p>Por su parte, Juan Mill\u00e1n, head of Spain de Dailymotion Advertising, destaca que la soluci\u00f3n supone un nuevo paso en la capacidad de la compa\u00f1\u00eda para conectar marcas y audiencias en entornos multipantalla. \u201cCon Pulse damos un paso m\u00e1s en nuestra capacidad de conectar a las marcas con audiencias reales de forma coherente y eficiente a trav\u00e9s de todos los entornos de consumo. Gracias a nuestra tecnolog\u00eda y a la solidez de nuestros datos first-party, ofrecemos campa\u00f1as m\u00e1s relevantes, mejor control de la presi\u00f3n publicitaria y una medici\u00f3n m\u00e1s precisa en un ecosistema premium y seguro\u201d, afirma.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La plataforma utiliza datos first-party de Dailymotion, CANAL+, MultiChoice y una red de m\u00e1s de 5.000 editores premium para seguir audiencias reales en todas las pantallas.<\/p>\n","protected":false},"author":30,"featured_media":240969,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[2341],"class_list":["post-240968","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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