{"id":243470,"date":"2026-07-02T13:23:34","date_gmt":"2026-07-02T11:23:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=243470"},"modified":"2026-07-02T14:48:26","modified_gmt":"2026-07-02T12:48:26","slug":"kantar-lanza-link-para-medir-eficacia-de-influencers","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=243470","title":{"rendered":"Kantar presenta Link para medir la eficacia de los influencers"},"content":{"rendered":"<p><strong>Kantar ha incorporado a su portfolio de pretest publicitario Link, una nueva funcionalidad destinada a medir la eficacia de los creadores de contenido. La aplicaci\u00f3n se ha desarrollado a partir del an\u00e1lisis de m\u00e1s de 21.000 piezas y permite evaluar y comparar de forma consistente el rendimiento creativo de este tipo de activos.<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado la compa\u00f1\u00eda, esta capacidad puede integrarse en las herramientas habituales de marketing a trav\u00e9s de API, con el objetivo de evaluar, predecir y optimizar la efectividad creativa desde las plataformas que ya utilizan los equipos.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el estudio Media Reactions de Kantar, el 61% de los profesionales del marketing a nivel global tiene previsto aumentar su inversi\u00f3n en contenido de creadores este a\u00f1o. Sin embargo, solo el 27% de este contenido se vincula correctamente a la marca, un dato que refleja el reto de medir el retorno y el impacto de estas colaboraciones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan <strong>Lluis Casas<\/strong>, <em>head of creative &amp; media<\/em> de <strong>Kantar Espa\u00f1a<\/strong>, \u201cmenos de un tercio del contenido que generan los creadores genera resultados para la marca\u201d, por lo que los equipos de marketing necesitan indicadores predictivos que permitan identificar qu\u00e9 funciona y qu\u00e9 papel desempe\u00f1a la marca.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La nueva funcionalidad se integra en Link AI, la herramienta de evaluaci\u00f3n de efectividad creativa basada en inteligencia artificial de Kantar. A trav\u00e9s de benchmarks espec\u00edficos por plataforma, permite analizar el contenido de creadores junto con otros activos creativos y mantener el control sobre el impacto en marca.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La aplicaci\u00f3n eval\u00faa el contenido a partir de cinco dimensiones: capacidad para generar ventas, construcci\u00f3n de marca a largo plazo, potencial de viralizaci\u00f3n, favorabilidad del algoritmo de la plataforma y poder cultural del contenido. Tambi\u00e9n incorpora el nuevo Link score, una m\u00e9trica de Kantar dise\u00f1ada para medir la eficacia creativa de forma consistente en distintos contenidos.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La soluci\u00f3n permite analizar el contenido de los creadores en aspectos como la capacidad de generar ventas o la de viralizaci\u00f3n. <\/p>\n","protected":false},"author":29,"featured_media":243472,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[383,50],"class_list":["post-243470","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-influencers","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kantar presenta Link para medir la eficacia de los 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