{"id":243343,"date":"2026-06-30T10:47:29","date_gmt":"2026-06-30T08:47:29","guid":{"rendered":"https:\/\/ipmark.com\/?p=243343"},"modified":"2026-06-30T10:47:29","modified_gmt":"2026-06-30T08:47:29","slug":"atresmedia-publicidad-incorpora-ad-traffic-impact-cirentis-para-medir-el-impacto-publicitario-en-trafico-web","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=243343","title":{"rendered":"Atresmedia Publicidad incorpora Ad Traffic Impact (Cirentis) para medir el impacto publicitario en tr\u00e1fico web"},"content":{"rendered":"<p class=\"isSelectedEnd\">Atresmedia Publicidad ha incorporado <strong>Ad Traffic Impact<\/strong>, la soluci\u00f3n desarrollada por la consultora especializada en <em>Marketing Analytics<\/em> Cirentis, con el objetivo de <strong>ofrecer a los anunciantes una herramienta para medir el impacto de la inversi\u00f3n publicitaria en televisi\u00f3n y medios digitales sobre el tr\u00e1fico web de las marcas<\/strong>.<\/p>\n<p class=\"isSelectedEnd\">Fruto del acuerdo alcanzado entre ambas compa\u00f1\u00edas, la herramienta permitir\u00e1 analizar la evoluci\u00f3n del tr\u00e1fico web generado por las campa\u00f1as publicitarias y explicar ese comportamiento en funci\u00f3n de la presi\u00f3n publicitaria realizada, tanto a trav\u00e9s de los GRPs de televisi\u00f3n como de las impresiones digitales.<\/p>\n<p class=\"isSelectedEnd\">Ad Traffic Impact tambi\u00e9n <strong>facilita comprender la contribuci\u00f3n de la publicidad a la generaci\u00f3n de tr\u00e1fico web tanto a corto como a largo plazo. Adem\u00e1s, ofrece la posibilidad de comparar los resultados obtenidos con <em>benchmarks<\/em> de otras marcas del mismo sector y con competidores<\/strong>.<\/p>\n<p class=\"isSelectedEnd\">La soluci\u00f3n <strong>se basa en modelos anal\u00edticos que explican las visitas web a partir de la actividad de los medios y otras variables que influyen en el negocio<\/strong>. Para su desarrollo, <strong>Cirentis ha trabajado con modelos aplicados a 113 marcas, identificando para cada una el nivel base de tr\u00e1fico, la aportaci\u00f3n de la televisi\u00f3n, la contribuci\u00f3n de los medios digitales y el efecto del resto de canales<\/strong>.<\/p>\n<h3>Dos m\u00e9tricas espec\u00edficas de eficacia<\/h3>\n<p class=\"isSelectedEnd\">Entre sus funcionalidades, la herramienta incorpora dos m\u00e9tricas espec\u00edficas de eficacia, <strong>Performance TV Index<\/strong> y <strong>Performance Digital Index<\/strong>, dise\u00f1adas para estimar qu\u00e9 porcentaje del tr\u00e1fico web puede atribuirse a cada medio, integrando tanto el impacto inmediato de las campa\u00f1as como su contribuci\u00f3n a largo plazo.<\/p>\n<p class=\"isSelectedEnd\">Adem\u00e1s de los resultados ya disponibles para las 113 marcas analizadas, <strong>Ad Traffic Impact permite incorporar nuevos anunciantes de forma <em>ad hoc<\/em>, siempre que se disponga de la informaci\u00f3n necesaria para el an\u00e1lisis<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La soluci\u00f3n permite analizar la contribuci\u00f3n de las campa\u00f1as de televisi\u00f3n y medios digitales al tr\u00e1fico web de las marcas y compararla con referencias sectoriales.<\/p>\n","protected":false},"author":14,"featured_media":243344,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-243343","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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