Movistar expande Addressable TV a otros seis canales Movistar Estrenos, Movistar Comedia, Movistar Series, Movistar Acci n, Movistar Seriesman a y Movistar Deportes, canales de Movistar , ya son compatibles con las campa as Addressable TV. Addressable TV, el formato de publicidad hiperdefinida que Movistar est integrando progresivamente, llega a nuevos canales bajo del objetivo de que las marcas comuniquen a su target en cualquier momento de consumo , apunta la plataforma.
Coincidiendo con en el lanzamiento de sus nuevos televisores Neo QLED, Samsung, de la mano de su agencia Starcom Worldwide del Grupo Publicis, se ha apoyado en las capacidades de data de Movistar para mostrar su campa a a hogares de una determinada capacidad econ mica. Estos anuncios se han enriquecido con variables relacionadas con ciclo del hogar y sus miembros e intereses comportamentales como la tecnolog a o compras para el hogar.
Datos first party Movistar mantiene vivo su cat logo de clusters predefinidos incorporando nuevas necesidades de los clientes estrat gicos que apuestan por la plataforma y los formatos diferenciales. La oferta Addressable TV de la plataforma se apoya en bases de datos propias, con fuentes de datos determin sticas y unas capacidades tecnol gicas que permiten llevar la segmentaci n a los canales lineales.
El proceso comercial y de la gesti n de las campa as es digital. Desde un punto de vista t cnico, Movistar compara el proceso con el de una compra en una p gina web . En Movistar , el anunciante compra impresiones a CPM a un target. De esta manera, un anunciante puede planificar una campa a a un target y ser el sistema el que distribuya si la impresi n se sirve en un bloque de emisi n lineal o en consumo bajo demanda. El objetivo y la prioridad es contacto til a un target, con lo que ser el consumo de ese target el resultado de ese mix entre lineal y/o bajo demanda. Esta planificaci n cross-consumo permitir el control de OTS-frecuencia de un mismo hogar.
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Movistar expande Addressable TV a otros seis canales Movistar Estrenos, Movistar Comedia, Movistar Series, Movistar Acci n, Movistar Seriesman a y Movistar Deportes, canales de Movistar , ya son compatibles con las campa as Addressable TV. Addressable TV, el formato de publicidad hiperdefinida que Movistar est integrando progresivamente, llega a nuevos canales bajo del objetivo de que las marcas comuniquen a su target en cualquier momento de consumo , apunta la plataforma.
