{"id":86416,"date":"2019-10-09T14:37:35","date_gmt":"2019-10-09T12:37:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=86416"},"modified":"2019-10-09T14:37:35","modified_gmt":"2019-10-09T12:37:35","slug":"atresmedia-var-cobertura-de-video","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=86416","title":{"rendered":"Atresmedia y Smartclip lanzan VAR, una herramienta de c\u00e1lculo de cobertura de v\u00eddeo"},"content":{"rendered":"<figure id=\"attachment_86418\" aria-describedby=\"caption-attachment-86418\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-86418\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/VAR.png\" alt=\"Atresmedia Publicidad y Smartclip, con desarrollo de la consultora de marketing anal\u00edtico tres14 Researh, lanzan al mercado una nueva herramienta de c\u00e1lculo de cobertura de v\u00eddeo, en televisi\u00f3n y digital: VAR (Video Advertising Reach).\" width=\"690\" height=\"383\"><figcaption id=\"caption-attachment-86418\" class=\"wp-caption-text\">Atresmedia Publicidad y Smartclip&nbsp;&nbsp;lanzan al mercado una&nbsp;nueva herramienta: &nbsp;VAR (Video Advertising Reach).<\/figcaption><\/figure>\n<p style=\"font-weight: 400;\"><strong>Atresmedia Publicidad y Smartclip se han unido para lanzar V\u00eddeo Advertising Rech (VAR), una nueva herramienta de c\u00e1lculo de cobertura de v\u00eddeo, en televisi\u00f3n y digital. El proyecto ha contado con el desarrollo de marketing anal\u00edtico de tres14 Research.&nbsp;<\/strong><\/p>\n<p style=\"font-weight: 400;\">VAR es un software de planificaci\u00f3n que permite tanto preevaluar, realizando simulaciones para las planificaciones de una campa\u00f1a, y c\u00f3mo postevaluar, analizando los resultados de una campa\u00f1a ya emitida. La herramienta nace con la intenci\u00f3n de satisfacer una demanda de mercado: generar una herramienta para la medici\u00f3n crossmedia que permita evaluar resultados globales de campa\u00f1as de televisi\u00f3n y v\u00eddeo online.<\/p>\n<p style=\"font-weight: 400;\"><b>C\u00f3mo funciona<\/b><\/p>\n<p style=\"font-weight: 400;\">Los modelos matem\u00e1ticos para la generaci\u00f3n del an\u00e1lisis crossmedia, desarrollados por la consultora de marketing anal\u00edtico tres14reserch, utilizan los datos de las fuentes oficiales del mercado: <strong>Kantar Media<\/strong> para los datos de TV (todos los soportes);&nbsp;<strong>comScore<\/strong> para los datos de v\u00eddeo online (soportes de Atresmedia Publicidad y Smartclip, que suponen un 85% de cobertura del p\u00fablico internauta) y el <strong>EGM<\/strong> para las duplicaciones ente ambos medios.<\/p>\n<p style=\"font-weight: 400;\">Su funcionamiento es el siguiente: a partir de la cobertura monomedia de cada medio, y de la deduplicaci\u00f3n de ambos, calcula la Cobertura Total y la Cobertura Multimedia de las campa\u00f1as, as\u00ed como otras variables de audiencia(GRP, OTS, distribuci\u00f3n de contactos o afinidad). VAR se puede aplicar a 63 targets con distintas segmentaciones por sexo y edad.<\/p>\n<p style=\"font-weight: 400;\">\u201c VAR en una soluci\u00f3n fiable y transparente a la que tendr\u00e1n acceso gratuito las agencias que lo deseen\u201d afirman desde Atresmedia Publicidad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Atresmedia Publicidad y Smartclip se han unido para lanzar V\u00eddeo Advertising Rech (VAR), una nueva herramienta de c\u00e1lculo de cobertura<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-86416","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Atresmedia y Smartclip miden 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