{"id":344267,"date":"2025-11-04T18:07:22","date_gmt":"2025-11-04T18:07:22","guid":{"rendered":"https:\/\/integralads.com\/?p=344267"},"modified":"2025-11-04T18:33:09","modified_gmt":"2025-11-04T18:33:09","slug":"toyota-espana-impulsa-sus-conversiones-digitales-gracias-a-ias-quality-attention","status":"publish","type":"post","link":"https:\/\/integralads.com\/es\/insider\/toyota-espana-impulsa-sus-conversiones-digitales-gracias-a-ias-quality-attention\/","title":{"rendered":"Toyota Espa\u00f1a impulsa sus conversiones digitales gracias a IAS Quality Attention\u2122"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"344267\" class=\"elementor elementor-344267\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f26887b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"90038\" data-id=\"f26887b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-bbe4521\" data-eae-slider=\"11336\" data-id=\"bbe4521\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-f52c30d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"62696\" data-id=\"f52c30d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4c9506b\" data-eae-slider=\"59680\" data-id=\"4c9506b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-12aef95 elementor-widget elementor-widget-heading\" data-id=\"12aef95\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Resultados Clave<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-b3c6580 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"21589\" data-id=\"b3c6580\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-b6f2e6a\" data-eae-slider=\"89253\" data-id=\"b6f2e6a\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b769eb6 elementor-widget elementor-widget-pix-numbers\" data-id=\"b769eb6\" data-element_type=\"widget\" data-widget_type=\"pix-numbers.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"pix_numbers animate-math \"><div><h3 class=\"align-self-center text-center \"><span class=\"font-weight-bold text-green\" style=\"\"><\/span><span class=\"number font-weight-bold text-green\" style=\"\" data-duration=\"3000\" data-to=\"16\">0<\/span><span class=\"font-weight-bold text-green\" style=\"\">%<\/span><\/h3><\/div><div class=\"w-100 text-center\"><h6 class=\"mt-0 text-black font-weight-bold\" style=\"font-size:20px;\">aumento en las visitas mensuales al site<\/h6><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-50 elementor-top-column elementor-element elementor-element-3badda7\" data-eae-slider=\"27896\" data-id=\"3badda7\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-06bb131 elementor-widget elementor-widget-pix-numbers\" data-id=\"06bb131\" data-element_type=\"widget\" data-widget_type=\"pix-numbers.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"pix_numbers animate-math \"><div><h3 class=\"align-self-center text-center \"><span class=\"font-weight-bold text-green\" style=\"\"><\/span><span class=\"number font-weight-bold text-green\" style=\"\" data-duration=\"3000\" data-to=\"20\">0<\/span><span class=\"font-weight-bold text-green\" style=\"\">+<\/span><\/h3><\/div><div class=\"w-100 text-center\"><h6 class=\"mt-0 text-black font-weight-bold\" style=\"font-size:20px;\">puntos sobre el benchmark del sector automoci\u00f3n<\/h6><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-8b55fde elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"77055\" data-id=\"8b55fde\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-26ee43f\" data-eae-slider=\"64784\" data-id=\"26ee43f\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-02acaa9 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"27705\" data-id=\"02acaa9\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-190cbd0\" data-eae-slider=\"91290\" data-id=\"190cbd0\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-b5385d5 elementor-widget elementor-widget-heading\" data-id=\"b5385d5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El Reto<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-90bcba7 elementor-widget elementor-widget-text-editor\" data-id=\"90bcba7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Toyota Espa\u00f1a, el distribuidor oficial de veh\u00edculos Toyota y Lexus, buscaba <b>potenciar el rendimiento<\/b> de sus campa\u00f1as de video sin sacrificar la <b>eficiencia en costes<\/b> ni el <strong><em>brand suitability<\/em>.<\/strong> Si bien las campa\u00f1as anteriores ya contaban con <em>Total Visibility<\/em> y medici\u00f3n de <em>Viewability<\/em> con IAS, el equipo de la agencia T&amp;P y WPP Media necesitaba <b>informaci\u00f3n m\u00e1s profunda<\/b> sobre la<strong> A<\/strong><b>tenci\u00f3n de la audiencia<\/b> para optimizar resultados clave como el coste por sesi\u00f3n, la tasa de conversi\u00f3n y el <i>view-through rate<\/i>.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aaf8191 elementor-widget elementor-widget-heading\" data-id=\"aaf8191\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">La Estrategia<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1917c64 elementor-widget elementor-widget-text-editor\" data-id=\"1917c64\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Durante un periodo de prueba de cinco meses, WPP Media e IAS estructuraron el proyecto en tres fases para medir y optimizar la Atenci\u00f3n en todas las campa\u00f1as de Toyota.<\/p><p>Utilizando la herramienta <i>Quality Attention<\/i>\u2122, el equipo analiz\u00f3 c\u00f3mo la <i>viewability<\/i>, la densidad de anuncios, el porcentaje de pantalla, el tipo de dispositivo y las m\u00e9tricas de interacci\u00f3n del usuario (como pausa, salto de anuncio o cambio de volumen) <b>influyeron en el rendimiento final<\/b>.<\/p><p><b>Los hallazgos demostraron que el inventario dentro de aplicaciones<\/b> (<i>in-app<\/i>) ofrec\u00eda puntuaciones de Atenci\u00f3n significativamente m\u00e1s altas (90) en comparaci\u00f3n con los entornos de navegador (73). Este dato sirvi\u00f3 de gu\u00eda al equipo para <b>reasignar la inversi\u00f3n<\/b> hacia emplazamientos m\u00f3viles y <i>tablet<\/i> de alto rendimiento, a la vez que se <b>reduc\u00eda el gasto<\/b> en dominios de SSP y categor\u00edas contextuales de baja puntuaci\u00f3n.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c2c9c0e elementor-widget elementor-widget-heading\" data-id=\"c2c9c0e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">El Resultado<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-34e7f3d elementor-widget elementor-widget-text-editor\" data-id=\"34e7f3d\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Tras la optimizaci\u00f3n con <i>Quality Attention<\/i>\u2122, Toyota Espa\u00f1a logr\u00f3 un \u00e9xito cuantificable, que incluye:<\/p><ul><li><p>Un <b>aumento del 16% en las visitas mensuales promedio<\/b> al sitio web, pasando de 400 en julio a 811 en noviembre (calculado como Tasa de Crecimiento Anual Compuesto o CAGR).<\/p><\/li><li><p>Puntuaciones de Atenci\u00f3n <b>20 puntos superiores<\/b> al <i>benchmark <\/i>del sector automotriz en Espa\u00f1a (81 frente a 61).<\/p><\/li><li><p>Puntuaciones de atenci\u00f3n <b>19 puntos por encima<\/b> del promedio global (62).<\/p><\/li><\/ul><p>Estos resultados demuestran que medir y optimizar en funci\u00f3n del <em>scoring<\/em> de Atenci\u00f3n puede generar <b>mejoras significativas en el rendimiento<\/b>, transformando los <i>insights<\/i> de calidad en un mayor n\u00famero de conversiones y una mayor eficiencia.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6bd7e13 elementor-widget elementor-widget-heading\" data-id=\"6bd7e13\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">\u00bfQuieres descubrir c\u00f3mo IAS Quality Attention\u2122 puede impulsar tu pr\u00f3xima campa\u00f1a?<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce38692 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"ce38692\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/integralads.com\/es\/contacto\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">M\u00c1S INFORMACI\u00d3N<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Resultados Clave 0% aumento en las visitas mensuales al site 0+ puntos sobre el benchmark del sector automoci\u00f3n El Reto Toyota Espa\u00f1a, el distribuidor oficial de veh\u00edculos Toyota y Lexus, buscaba potenciar el rendimiento de sus campa\u00f1as de video sin&#8230;<\/p>\n","protected":false},"author":37,"featured_media":344195,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[702],"tags":[],"class_list":["post-344267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caso-de-estudios-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin 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