{"id":91043,"date":"2020-01-27T17:28:13","date_gmt":"2020-01-27T15:28:13","guid":{"rendered":"https:\/\/ipmark.com\/?p=91043"},"modified":"2020-01-27T17:28:13","modified_gmt":"2020-01-27T15:28:13","slug":"nissan-compania-pionera-data-crossdevice","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=91043","title":{"rendered":"Nissan, compa\u00f1\u00eda pionera en el uso de data basado en el consumo de televisi\u00f3n lineal"},"content":{"rendered":"<p><b><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-91059\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/01\/data-crossdevice.jpg\" alt=\"data-crossdevice\" width=\"690\" height=\"380\"><\/b><br \/>\n<b>Nissan United ha coordinado junto a Smartclip, empresa del Grupo Atresmedia, una acci\u00f3n con uso de data crossdevice para ampliar su cobertura sobre core target en un proyecto que combina la televisi\u00f3n lineal y la campa\u00f1a de v\u00eddeo digital.&nbsp;<\/b><\/p>\n<p><b>Atresmedia <\/b><span style=\"font-weight: 400;\">y<\/span><b> Smartclip <\/b><span style=\"font-weight: 400;\">han apostado por la tecnolog\u00eda bas\u00e1ndose en el est\u00e1ndar europeo<\/span><b> HBBTV<\/b><span style=\"font-weight: 400;\"> para la televisi\u00f3n h\u00edbrida, que permite desarrollar estrategias en el entorno online a partir de la data de consumo de TV en los hogares.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para esta acci\u00f3n se han detectado las<\/span><b> televisiones<\/b><span style=\"font-weight: 400;\"> que<\/span><b> no <\/b><span style=\"font-weight: 400;\">fueron<\/span><b> impactadas<\/b><span style=\"font-weight: 400;\">, o que tuvieron <\/span><b>poca frecuencia de impacto<\/b><span style=\"font-weight: 400;\">, con la <\/span><b>publicidad de Nissan <\/b><span style=\"font-weight: 400;\">en televisi\u00f3n lineal para dar continuidad a la campa\u00f1a en digital con formatos de video focalizando los impactos en generar <\/span><b>puntos adicionales de cobertura<\/b><span style=\"font-weight: 400;\"> online sobre el core target de la campa\u00f1a.<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-91054\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/01\/grafico-nissan.jpg\" alt=\"grafico-nissan\" width=\"690\" height=\"360\"><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Nissan es la <\/span><b>primera compa\u00f1\u00eda <\/b><span style=\"font-weight: 400;\">del<\/span><b> sector automoci\u00f3n<\/b><span style=\"font-weight: 400;\"> en avanzar con este tipo de soluciones. Las resultados conseguidos han sido notables. La campa\u00f1a de video digital con data crossdevice ha conseguido reforzar la acci\u00f3n de televisi\u00f3n con <\/span><b>seis puntos de cobertura adicional<\/b><span style=\"font-weight: 400;\"> sobre el core target. \u201cNissan ha sido pionero en su sector consiguiendo una excelente campa\u00f1a a nivel de eficiencia de medios y siendo relevante para la audiencia alcanzada a nivel de impacto de marca\u201d, ha asegurado <\/span><b>Anna Espinar<\/b><span style=\"font-weight: 400;\">, media director de Nissan United.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La <\/span><b>herramienta VAR<\/b><span style=\"font-weight: 400;\"> (Video Advertising Reach), perteneciente a <\/span><b>Tres14<\/b><span style=\"font-weight: 400;\">, ha sido la encargada de <\/span><b>medir<\/b><span style=\"font-weight: 400;\"> la<\/span><b> acci\u00f3n crossmedia<\/b><span style=\"font-weight: 400;\">. Esta herramienta utiliza para sus c\u00e1lculos de medida las fuentes oficiales de mercado como <\/span><b>Kantar, ComScore <\/b><span style=\"font-weight: 400;\">y <\/span><b>EGM<\/b><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La <\/span><b>acci\u00f3n digital<\/b><span style=\"font-weight: 400;\"> tambi\u00e9n se midi\u00f3 a nivel de impacto de marca a trav\u00e9s de un<\/span><b> estudio del instituto Bilendi<\/b><span style=\"font-weight: 400;\">. Para el <\/span><b>64%<\/b><span style=\"font-weight: 400;\"> de los <\/span><b>usuarios impactados<\/b><span style=\"font-weight: 400;\"> el anuncio les gust\u00f3 mucho, el <\/span><b>70% <\/b><span style=\"font-weight: 400;\">asegur\u00f3 sentirse m\u00e1s<\/span><b> positivos hacia la marca<\/b><span style=\"font-weight: 400;\"> Nissan y&nbsp; el<\/span><b> 60%<\/b><span style=\"font-weight: 400;\"> confirm\u00f3 que les ofreci\u00f3 una <\/span><b>informaci\u00f3n relevante<\/b><span style=\"font-weight: 400;\">..&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La estrategia desarrollada ha permitido establecer un plan de medios donde se han conseguido <\/span><b>eficiencias significativas<\/b><span style=\"font-weight: 400;\"> a nivel de cobertura, se ha dado una <\/span><b>visi\u00f3n global de campa\u00f1a<\/b><span style=\"font-weight: 400;\"> con un reporte detallado crossmedia y se ha medido el impacto de marca confirmando tambi\u00e9n que la acci\u00f3n digital claramente aporta elementos cualitativos para la marca. \u201cLa digitalizaci\u00f3n de los medios y el consumo de contenidos hiperdistribuido hace que resulte prioritario avanzar en soluciones integrales a trav\u00e9s de nuevas tecnolog\u00edas que nos permitan realizar acciones globales con eficiencia multimedia\u201d, se\u00f1ala Espinar<\/span><\/p>\n<p>M\u00e1s noticias sobre&nbsp;<strong>data crossdevice:<\/strong><\/p>\n<p><a href=\"https:\/\/ipmark.com\/yoigo-anunciantes-tecnologia-hbbtv\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yoigo, uno de los primeros anunciantes en probar la tecnolog\u00eda HbbTV en Atresmedia<\/a><\/p>\n<p><a href=\"https:\/\/ipmark.com\/tv-lineal-y-digital-atresmedia\/\" target=\"_blank\" rel=\"noopener noreferrer\">TV lineal y digital, unidos en el nuevo servicio publicitario de Atresmedia<\/a><\/p>\n<p><a href=\"https:\/\/ipmark.com\/publicidad-multidispositivo-atresmedia\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u2018CrossDevice Advertising\u2019, la soluci\u00f3n de publicidad multidispositivo de Atresmedia<\/a>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nissan United ha coordinado junto a Smartclip, empresa del Grupo Atresmedia, una acci\u00f3n con uso de data crossdevice para ampliar<\/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":[2507],"class_list":["post-91043","post","type-post","status-publish","format-standard","hentry","category-media","tag-nissan"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nissan compa\u00f1\u00eda pionera en usar data crossdevice<\/title>\n<meta name=\"description\" content=\"Nissan United ha coordinado junto a Smartclip, una acci\u00f3n con uso de data crossdevice para ampliar su 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