{"id":89084,"date":"2019-11-28T14:44:25","date_gmt":"2019-11-28T12:44:25","guid":{"rendered":"https:\/\/ipmark.com\/?p=89084"},"modified":"2019-11-28T14:44:25","modified_gmt":"2019-11-28T12:44:25","slug":"tv-lineal-y-digital-atresmedia","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=89084","title":{"rendered":"TV lineal y digital, unidos en el nuevo servicio publicitario de Atresmedia"},"content":{"rendered":"<figure id=\"attachment_89086\" aria-describedby=\"caption-attachment-89086\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-89086\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/11\/Atresmedia-televisi\u00f3n-digital-estrategia-publicitaria-1.gif\" alt=\"Silvio Gonz\u00e1lez, consejero delegado de Atresmedia, durante la presentaci\u00f3n de CrossDevice Advertising y Digital Skin.\" width=\"690\" height=\"427\"><figcaption id=\"caption-attachment-89086\" class=\"wp-caption-text\">Silvio Gonz\u00e1lez, consejero delegado de Atresmedia, durante la presentaci\u00f3n oficial de CrossDevice Advertising y Digital Skin.<\/figcaption><\/figure>\n<p><strong>El grupo de comunicaci\u00f3n Atresmedia ha presentado su nueva estrategia comercial para la pr\u00f3xima temporada, denominada NEXTV. Este nuevo concepto rompe el muro entre la televisi\u00f3n y el entorno digital, englobando ambos medios en un solo servicio, lo que permitir\u00e1 mejorar la segmentaci\u00f3n de las campa\u00f1as publicitarias.<\/strong><\/p>\n<p>Dos innovadoras herramientas, que combinan la tecnolog\u00eda y el data, estar\u00e1n dentro del nuevo servicio del grupo: <strong>C<a href=\"https:\/\/ipmark.com\/publicidad-multidispositivo-atresmedia\/\">rossDevice Advertising y Digital Skin<\/a><\/strong>. La primera es un <strong>producto publicitario multidispositivo \u00fanico en Espa\u00f1a, <\/strong>que aporta eficiencia a las campa\u00f1as combinadas de la televisi\u00f3n lineal y entornos digitales. Esta herramienta, que utiliza el est\u00e1ndar europeo HBBTV y tecnolog\u00eda de Smartclip, permite desarrollar estrategias en el entorno online a partir de la data de consumo de TV en los hogares.<\/p>\n<p>Y, la segunda, <strong>Digital Skin<\/strong> es el primer <strong>formato h\u00edbrido de Addressable TV de la televisi\u00f3n <\/strong>en abierto de nuestro pa\u00eds. Este producto de publicidad, que tambi\u00e9n utiliza el est\u00e1ndar europeo, <strong>permite usar datos personales para segmentar y servir publicidad en la TV lineal,<\/strong> por lo que se \u201cpodr\u00e1 incluir una capa de informaci\u00f3n digital superpuesta durante la emisi\u00f3n de un anuncio o un contenido\u201d.<\/p>\n<h2><strong>Resultados globales (TV y online)<\/strong><\/h2>\n<p>En ambos casos, <strong>la medici\u00f3n se realizar\u00e1 con la<a href=\"https:\/\/ipmark.com\/atresmedia-var-cobertura-de-video\/\"> herramienta VAR<\/a> (Video Advertising Reach),<\/strong> que es una soluci\u00f3n de <strong>Atresmedia Publicidad&nbsp; y la tecnol\u00f3gica Smartclip<\/strong>, que posibilita calcular la <strong>cobertura de v\u00eddeo en televisi\u00f3n y digital, otorgando resultados globales de las campa\u00f1as de TV y v\u00eddeo online. <\/strong>El software ha sido desarrollado por la <strong>consultora tres14 Research,<\/strong> el cual permite <strong>pre-evaluar, realizar simulaciones para las planificaciones de una campa\u00f1a y post-evaluar los resultados<\/strong> del proyecto ya emitido en ambos medios.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El grupo de comunicaci\u00f3n Atresmedia ha presentado su nueva estrategia comercial para la pr\u00f3xima temporada, denominada NEXTV. Este nuevo concepto<\/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-89084","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>TV lineal y digital, unidos en el nuevo servicio publicitario de Atresmedia<\/title>\n<meta name=\"description\" content=\"La televisi\u00f3n lineal y el v\u00eddeo online unidos en el nuevo servicio publicitario de Atresmedia. 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