Movistar + launches a project of personalized advertising and segmentation in linear consumption
24/10/2018
Movistar da un paso m s all en su apuesta por los nuevos modos de consumo, tanto de contenido televisivo como publicitario, y pone en marcha un novedoso proyecto de innovaci n publicitaria pionero en Espa a, que permitir ofrecer una publicidad espec fica para cada espectador, en funci n de sus gustos, caracter sticas y consumos.
Esta primera iniciativa llevada a cabo junto a Procter & Gamble y que prima calidad frente a cantidad, segmenta a los espectadores de #0 en tres tipos de hogares. Cada hogar, en su consumo lineal de televisi n, solo ver las campa as de las que sea p blico objetivo, permitiendo personalizar los bloques publicitarios, reforzando la relevancia e idoneidad de cada spot para cada hogar y evitando la saturaci n.
La iniciativa se ha puesto en marcha en #0, la marca generalista de Movistar , para que todos los espectadores de la plataforma puedan ser part cipes de esta experiencia que, adem s, concluir con un estudio posterior en el que se analizar n resultados y reacciones. Se trata del primer caso en Espa a de segmentaci n en consumo lineal de televisi n, un paso importante en la convergencia entre televisi n lineal y mundo digital por la que tanto apuesta.
Yolanda Garc a Masiques, directora de publicidad en Movistar , reconoce que gracias a su constante apuesta por la innovaci n, Movistar est liderando el cambio de consumo de contenidos y, con l, el cambio del consumo publicitario. Estamos consolidando un modelo publicitario nico, en el que Movistar es un referente en la planificaci n publicitaria con soluciones innovadoras, interactivas, integradas en el contenido y de branded content nicas en el mercado .
Este plan es posible gracias a la capacidad tecnol gica, conocimiento del espectador y experiencia en procesos y metodolog as de big data por parte de Movistar y el aporte de P&G, un aut ntico referente en el mercado publicitario que se suma al proyecto aportando su enorme experiencia multimarca, junto con su agencia de medios Carat Espa a. Tres marcas ic nicas, Dodot, Ausonia y Olay, han sido las elegidas y el perfil de hogares que busca contactar cada una de estas marcas ha marcado el proceso de personalizaci n.
Cristina Guisasola, Senior Media Manager Procter & Gamble Spain, destaca que en Procter & Gamble trabajamos cada d a para mejorar la vida de las personas y esto se consigue a trav s de innovaci n basada en un conocimiento profundo de nuestros consumidores. Creemos que la forma de conectar nuestros productos con los consumidores es fundamental para crear marcas. En un momento en el que el consumo de medios tradicionales est cambiando, y se est fragmentando cada vez m s, el uso de Big Data y de tecnol gicas como esta, nos abre la posibilidad de hacer llegar la informaci n relevante de forma efectiva. La program tica ya es una realidad en nuestra estrategia de medios, y la personalizaci n de la publicidad en televisi n es un paso m s en nuestra apuesta por el marketing de precisi n, para llegar a todos nuestros consumidores en el momento adecuado, con un mensaje relevante y con la frecuencia justa .
LINK: | https://www.panoramaaudiovisual.com/en/2018/10/22/movistar-proyecto-pu... |
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