{"id":5961,"date":"2021-03-07T00:40:00","date_gmt":"2021-03-06T21:40:00","guid":{"rendered":"https:\/\/favorite-news.com\/es\/nestle-prueba-el-contextual-targeting-una-alternativa-a-las-cookies\/"},"modified":"2021-03-07T00:40:10","modified_gmt":"2021-03-06T21:40:10","slug":"nestle-prueba-el-contextual-targeting-una-alternativa-a-las-cookies","status":"publish","type":"post","link":"https:\/\/favorite-news.com\/es\/nestle-prueba-el-contextual-targeting-una-alternativa-a-las-cookies\/","title":{"rendered":"Nestl\u00e9 prueba el &#8216;contextual targeting\u2019, \u00bfuna alternativa a las \u2018cookies&#8217;?"},"content":{"rendered":"<p>Una de las iniciativas que el mercado publicitario est\u00e1 probando ante la desaparici\u00f3n de las cookies de terceros es el targeting contextual.\u00a0Para conocer su eficacia, Teads, junto a Nestl\u00e9 y UM testaron la campa\u00f1a lanzada por la marca en este entorno. Los resultados dicen que, al menos, puede ser igual de eficaz que el targeting sociodemogr\u00e1fico cl\u00e1sico. Tan solo un punto de diferencia, a favor del targeting contextual, separa ambas pr\u00e1cticas. Seg\u00fan los resultados de este an\u00e1lisis, realizado sobre la campa\u00f1a de Nesquik lanzada el pasado mes de noviembre, se\u00f1alan que el recuerdo publicitario era de un 86%, en el modelo tradicional (es decir, usando cookies), frente a un 87% en el modelo de targeting contextual. Adem\u00e1s, se\u00f1alan, este se presenta como una herramienta muy eficiente en t\u00e9rminos de retorno de la inversi\u00f3n, ya que consigui\u00f3 mejorar el brand awareness un 87% con el 25% del presupuesto de la campa\u00f1a.Para la campa\u00f1a de lanzamiento de la nueva gama Nesquik Intenso, para un target m\u00e1s adulto, se utilizaron dos piezas de v\u00eddeo que fueron optimizadas por el equipo de Teads Studio para su adaptaci\u00f3n al entorno mobile; destacando el packaging, el claim de campa\u00f1a y el nombre de producto.\u00a0 La campa\u00f1a estuvo activa durante los meses de noviembre y diciembre de 2020, y se emplearon varias estrategias de segmentaci\u00f3n. Se utiliz\u00f3 data sociodemogr\u00e1fica, data de intereses y contextual targeting para impactar en entornos y contenidos afines al producto. Adem\u00e1s, durante la campa\u00f1a se puso en marcha un estudio Brand Pulse, que ten\u00eda como objetivo cuantificar la eficacia en t\u00e9rminos de branding de los distintos segmentos de targeting utilizados en la misma. Se entrevistaron a varios grupos de m\u00e1s de 250 encuestados expuestos a la campa\u00f1a en cada uno de los distintos segmentos de targeting: data sociodemogr\u00e1fico, targeting contextual y data de intereses.<br \/>\n<br \/>\n<!--noindex--><br \/>\n<a href=\"http:\/\/www.marketingnews.es\/tecnologia\/noticia\/1164666054405\/nestle-prueba-contextual-targeting-alternativa-cookies.1.html\" rel=\"nofollow\">Source link <\/a><br \/>\n<!--\/noindex--><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Una de las iniciativas que el mercado publicitario est\u00e1 probando ante la desaparici\u00f3n de las cookies de terceros es el targeting contextual.\u00a0Para conocer su eficacia, Teads, junto a Nestl\u00e9 y UM testaron la campa\u00f1a lanzada por la marca en este entorno. Los resultados dicen que, al menos, puede ser igual de eficaz que el targeting [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5962,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-5961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-internet-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Nestl\u00e9 prueba el &#039;contextual targeting\u2019, \u00bfuna alternativa a las \u2018cookies&#039;? - Favorite News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/favorite-news.com\/es\/nestle-prueba-el-contextual-targeting-una-alternativa-a-las-cookies\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Nestl\u00e9 prueba el &#039;contextual targeting\u2019, \u00bfuna alternativa a las \u2018cookies&#039;? - Favorite News\" \/>\n<meta property=\"og:description\" content=\"Una de las iniciativas que el mercado publicitario est\u00e1 probando ante la desaparici\u00f3n de las cookies de terceros es el targeting contextual.\u00a0Para conocer su eficacia, Teads, junto a Nestl\u00e9 y UM testaron la campa\u00f1a lanzada por la marca en este entorno. 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