{"id":92317,"date":"2020-02-17T13:34:34","date_gmt":"2020-02-17T11:34:34","guid":{"rendered":"https:\/\/ipmark.com\/?p=92317"},"modified":"2020-02-17T13:34:34","modified_gmt":"2020-02-17T11:34:34","slug":"aedemotv-2020-busqueda-television-real","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=92317","title":{"rendered":"AedemoTV 2020: En la b\u00fasqueda de la televisi\u00f3n &#8216;real&#8217;"},"content":{"rendered":"<figure id=\"attachment_92324\" aria-describedby=\"caption-attachment-92324\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-92324\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/02\/aedemotv-2020-amc.jpg\" alt=\"Manuel Balsera, director general de AMC Networks, durante la presentaci\u00f3n del \u00edndice M.I en AedemoTV 2020\" width=\"690\" height=\"580\"><figcaption id=\"caption-attachment-92324\" class=\"wp-caption-text\">Manuel Balsera, director general de AMC Networks, durante la presentaci\u00f3n del \u00edndice M.I en AedemoTV 2020<\/figcaption><\/figure>\n<p><b>La necesidad de alcanzar una medici\u00f3n actual y correcta de la audiencia volvi\u00f3 a estar presente en AedemoTV, el encuentro de profesionales de televisi\u00f3n celebrado en Valencia los d\u00edas 12, 13 y 14 de febrero. Una reivindicaci\u00f3n procedente, sobre todo, de la televisi\u00f3n de pago, que reclama una medici\u00f3n correcta que arroje adem\u00e1s luz sobre el consumo en plataformas OTT.&nbsp;<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Las cadenas de televisi\u00f3n han comenzado a abrazar el digital. En una \u00e9poca donde el consumo de televisi\u00f3n lineal desciende del orden de un 5,3%, los canales en abierto empiezan a experimentar con nuevos formatos digitales y nuevas formas de hacer publicidad. \u201cNosotros ya no decimos que somos televisi\u00f3n, sino una plataforma de contenido digital\u201d, defini\u00f3 Javier Andr\u00e9s, director de marketing de Atresmedia Publicidad, durante AedemoTV, el congreso de televisi\u00f3n celebrado en Valencia los d\u00edas 12, 13 y 14 de febrero.&nbsp;<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"es\">Javier Andr\u00e9s, director de marketing de <a href=\"https:\/\/twitter.com\/ATRESMEDIA?ref_src=twsrc%5Etfw\">@atresmedia<\/a> publicidad, sabe que la televisi\u00f3n est\u00e1 muerta y que el futuro es digital <a href=\"https:\/\/twitter.com\/hashtag\/AEDEMOTV2020?src=hash&amp;ref_src=twsrc%5Etfw\">#AEDEMOTV2020<\/a> <a href=\"https:\/\/t.co\/WwZomMtJsS\">pic.twitter.com\/WwZomMtJsS<\/a><\/p>\n<p>\u2014 IPMARK (@IPMARK) <a href=\"https:\/\/twitter.com\/IPMARK\/status\/1227919376579485702?ref_src=twsrc%5Etfw\">February 13, 2020<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><span style=\"font-weight: 400;\">Y es en este terreno, el digital, donde las cadenas pueden experimentar con nuevos formatos de publicidad interactivos, un camino hacia el que se dirigir\u00e1 la publicidad en televisi\u00f3n, tal y como se\u00f1al\u00f3 en una de las mesas redondas Marta S\u00e1ez, \u2018chief operating and development officer\u2019, de Omnicom Media Group. \u201cEl digital te va a llevar a nuevos formatos s\u00ed o s\u00ed. Es lo que viene y la industria se tiene que adaptar a ello\u201d, recalc\u00f3 en dicha mesa Empar Marco, directora general de \u00c0 Punt.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En digital, la televisi\u00f3n contin\u00faa siendo importante. Seg\u00fan explic\u00f3 Manu Quero, \u2018manager EMEA partnership solutions broadcast, media &amp; entertainment\u2019 de Google, en Youtube, el contenido m\u00e1s consumido procede del medio rey. \u201cEs un contenido valioso que el usuario [de la plataforma] encuentra interesante. Youtube aporta la capa social para poder viralizar el contenido\u201d.&nbsp;<\/span><\/p>\n<h2><b>Hacia una medici\u00f3n correcta<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">En la 36\u00ba edici\u00f3n del congreso, el primero organizado por la nueva asociaci\u00f3n Insights + Analytics, los ponentes pusieron de nuevo sobre la mesa la necesidad de actualizar la medici\u00f3n de audiencias. Para Jose Manuel \u00dabeda-Portugu\u00e9s, jefe de audiencias e investigaci\u00f3n de contenidos de Movistar+, el sector no ha reflexionado a\u00fan sobre el concepto de televisi\u00f3n, ocasionando que la televisi\u00f3n de pago est\u00e9 medida de forma incorrecta y que no se conozcan datos del consumo en plataformas OTT. \u201cNecesitamos referenciales reales, trascender de lo lineal\u201d.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Una opini\u00f3n que comparti\u00f3 Manuel Balsera, director general de AMC Networks. \u201cEn 2020 tenemos una medici\u00f3n obsoleta. No s\u00f3lo no se mide lo que se tiene que medir, sino que se mide mal\u201d. De ah\u00ed que hayan desarrollado el \u00edndice M.I (\u2018multifactor-index\u2019), que clasifica la relevancia de un canal o contenido en funci\u00f3n de cinco factores&nbsp; (la audiencia, la notoriedad, la diferenciaci\u00f3n, el v\u00eddeo bajo demanda (VOD) y las redes sociales) para poder realizar una programaci\u00f3n \u00f3ptima y dar informaci\u00f3n m\u00e1s precisa a los anunciantes.&nbsp;<\/span><\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"es\">. <a href=\"https:\/\/twitter.com\/amctv_es?ref_src=twsrc%5Etfw\">@amctv_es<\/a> ha desarrollado un nuevo modelo de medici\u00f3n que incorpore a aquellas audiencias que no se miden y\/o se miden mal. Se llama &#8216;multifactor index&#8217;, M.I <a href=\"https:\/\/twitter.com\/hashtag\/AEDEMOTV2020?src=hash&amp;ref_src=twsrc%5Etfw\">#AEDEMOTV2020<\/a> <a href=\"https:\/\/t.co\/UppP6a6ctB\">pic.twitter.com\/UppP6a6ctB<\/a><\/p>\n<p>\u2014 IPMARK (@IPMARK) <a href=\"https:\/\/twitter.com\/IPMARK\/status\/1228243474119634944?ref_src=twsrc%5Etfw\">February 14, 2020<\/a><\/p><\/blockquote>\n<p><script async=\"\" src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p><b>IPMARK publicar\u00e1 un extenso reportaje en su n\u00famero 868, correspondiente al mes de marzo<\/b><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La necesidad de alcanzar una medici\u00f3n actual y correcta de la audiencia volvi\u00f3 a estar presente en AedemoTV, el encuentro<\/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":[554,1758,194],"class_list":["post-92317","post","type-post","status-publish","format-standard","hentry","category-media","tag-google","tag-movistar","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AedemoTV 2020 En la b\u00fasqueda de la televisi\u00f3n \u201creal\u201d<\/title>\n<meta name=\"description\" content=\"La necesidad de alcanzar una medici\u00f3n actual y correcta de la audiencia volvi\u00f3 a estar presente en AedemoTV, el encuentro de profesionales de televisi\u00f3n...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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