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lang="can">CAN</span></a></li> </ul> </li> </ul></nav> </span> </div> </div> </div> </header> <div id="content" class="site-content container-fluid fulldark"> <div class="row"> <div id="single-header" class="w-100 full padding-54 bg-image d-flex align-items-end dark" style="background-image: url('https://s46182.pcdn.co/wp-content/uploads/2024/10/Duration-Based-Measurment-Blog-Header.jpg')"> <header class="entry-header bg-white"> <a href="https://www.indexexchange.com/es/blog/"><i class="fa fa-long-arrow-left"></i> Blog</a> <h1 class="entry-title">Medición del rendimiento de la streaming TV: es hora de considerar los informes basados en la duración</h1> </header> </div> <div class="container-fluid wrapper"> <div class="row justify-content-between"> <div class="col-12 col-xl-8"> <main id="main" class="site-main"> <article id="post-9014848" class="pb-md-5 post-9014848 post type-post status-publish format-standard has-post-thumbnail hentry category-articles-es tag-compradores-de-medios tag-propietarios-de-medios tag-streaming-tv-es"> <div class="post-tag text-uppercase mb-4"> <div class="post-tag--meta"> 21 Oct, 2024 <span> • By Catherine Cho</span> </div> <div class="post-tag--social-share"> <div class="shared-counts-wrap shortcode style-icon"><a href="https://www.linkedin.com/shareArticle?mini=true&url=https://www.indexexchange.com/es/2024/10/21/medicion-rendimiento-streaming-tv-considerar-informes-basados-en-la-duracion/" title="Share on LinkedIn" target="_blank" rel="nofollow noopener noreferrer" class="shared-counts-button linkedin shared-counts-no-count" data-postid="9014848" data-social-network="LinkedIn" data-social-action="Share" data-social-target="https://www.indexexchange.com/es/2024/10/21/medicion-rendimiento-streaming-tv-considerar-informes-basados-en-la-duracion/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="27.4375" height="32" viewBox="0 0 878 1024"><path 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href="mailto:?subject=Your%20friend%20has%20shared%20an%20article%20with%20you.&body=Medici%C3%B3n%20del%20rendimiento%20de%20la%20streaming%20TV%3A%20es%20hora%20de%20considerar%20los%20informes%20basados%20en%20la%20duraci%C3%B3n%0D%0Ahttps%3A%2F%2Fwww.indexexchange.com%2Fes%2F2024%2F10%2F21%2Fmedicion-rendimiento-streaming-tv-considerar-informes-basados-en-la-duracion%2F%0D%0A" title="Share via Email" class="shared-counts-button email no-scroll shared-counts-no-count" data-postid="9014848" data-social-network="Email" data-social-action="Emailed" data-social-target="https://www.indexexchange.com/es/2024/10/21/medicion-rendimiento-streaming-tv-considerar-informes-basados-en-la-duracion/"><span class="shared-counts-icon-label"><span class="shared-counts-icon"><svg version="1.1" xmlns="http://www.w3.org/2000/svg" width="32" height="32" viewBox="0 0 1024 1024"><path d="M1024 405.714v453.714q0 37.714-26.857 64.571t-64.571 26.857h-841.143q-37.714 0-64.571-26.857t-26.857-64.571v-453.714q25.143 28 57.714 49.714 206.857 140.571 284 197.143 32.571 24 52.857 37.429t54 27.429 62.857 14h1.143q29.143 0 62.857-14t54-27.429 52.857-37.429q97.143-70.286 284.571-197.143 32.571-22.286 57.143-49.714zM1024 237.714q0 45.143-28 86.286t-69.714 70.286q-214.857 149.143-267.429 185.714-5.714 4-24.286 17.429t-30.857 21.714-29.714 18.571-32.857 15.429-28.571 5.143h-1.143q-13.143 0-28.571-5.143t-32.857-15.429-29.714-18.571-30.857-21.714-24.286-17.429q-52-36.571-149.714-104.286t-117.143-81.429q-35.429-24-66.857-66t-31.429-78q0-44.571 23.714-74.286t67.714-29.714h841.143q37.143 0 64.286 26.857t27.143 64.571z"></path></svg></span><span class="shared-counts-label">Email</span></span></a></div> </div> </div> <div class="entry-content"> <p>El ecosistema programático ha evolucionado rápidamente para mejorar el rendimiento de la publicidad en la streaming TV. <a href="https://www.indexexchange.com/es/2024/03/26/revolucion-ad-podding-tv-streaming/">OpenRTB 2.6</a> estandarizó el streaming e introdujo una serie de funciones para responder a las necesidades específicas de la televisión. Una de las más destacadas es el apoyo a la puja dinámica de un ad pod.  </p> <p>Hemos visto crecer la utilización de la <a href="https://www.indexexchange.com/es/video-series/como-crear-mejores-ad-pods-pod-bidding/">puja de pods</a>, ya que proporciona a los anunciantes de streaming TV un mayor control sobre la monetización y la construcción de sus ad pods, mejora la segmentación y la medición para los compradores de medios, y <a href="https://www.indexexchange.com/es/video-series/ad-podding-sostenibilidad/">aumenta la eficiencia y la sostenibilidad</a> para todos los involucrados.  </p> <p>Sin embargo, como industria, seguimos midiendo el rendimiento de la streaming TV utilizando un enfoque heredado que se basa únicamente en métricas de rendimiento basadas en impresiones y desarrolladas para el mercado de la visualización programática. </p> <p>La televisión introduce otro paradigma en la programática más allá de las impresiones o el recuento de slots: el tiempo. Para comprender con exactitud la eficacia de los ad pods dinámicos y ofrecer a los compradores un conocimiento real del rendimiento, debemos incorporar la medición basada en la duración. </p> <h2 class="wp-block-heading">No todos los ad pods slots dinámicos tienen el mismo valor </h2> <p>A medida que crece la adopción de OpenRTB 2.6, hemos observado un cambio en la oferta hacia ad pods dinámicos, que permiten un número flexible de ad slots y longitudes de slots dentro de un pod, todo ello enviado a través de una única bid request. </p> <figure class="wp-block-image size-full"><img fetchpriority="high" decoding="async" width="1600" height="377" src="https://s46182.pcdn.co/wp-content/uploads/2024/03/MC-3855_ES_OpenRTB-Ad-Podding_Diagram_05.19.2022-1.png" alt="" class="wp-image-7010633"/></figure> <p>Esto significa que una pausa publicitaria de 90 segundos puede tener una mezcla de dos slots de 15 y uno de 60 segundos, tres slots de 30 segundos, un único slot de 90 segundos o cualquier otra combinación. </p> <p>Los ad pods dinámicos proporcionan más flexibilidad tanto a los propietarios de los medios como a los compradores, pero es importante darse cuenta de que, debido a la variable temporal, no todas las oportunidades de impresión tienen el mismo valor. Por ejemplo, una oportunidad de impresión de 30 segundos tiene mucho más valor que una de 6 segundos. </p> <p>Por lo tanto, para medir con precisión el rendimiento de la streaming TV, no solo tenemos que contar las oportunidades de impresión dentro de una bid request para cualquier ad pod, sino que también tenemos que tener en cuenta la duración total.   </p> <h2 class="wp-block-heading">Dónde se quedan cortas las métricas tradicionales para medir el rendimiento de la streaming TV </h2> <p>Los KPI programáticos, como el porcentaje de pujas, el porcentaje de cobertura y el porcentaje de ganancias, se desarrollaron pensando en los anuncios de display independientes, en los que cada impresión se mide individualmente.  </p> <p>Lo hemos aplicado al rendimiento de la <a href="https://www.indexexchange.com/video-series/programmatic-support-prime-time-live-streaming/" target="_blank" rel="noreferrer noopener">streaming TV</a>, midiendo en función del número de impresiones o slots sin tener en cuenta la duración variable de esos slots. Esencialmente, este método trata un anuncio de 6 segundos igual que uno de 30 y pasa por alto el tiempo que un espectador interactúa con un anuncio.  </p> <p>Como resultado, el recuento de impresiones puede dar a los editores de streaming una visión incompleta o engañosa del rendimiento del inventario e impedir a los compradores optimizar plenamente sus presupuestos de streaming programático. </p> <p>¿Cuál es la solución? </p> <p>Deberíamos empezar a tener en cuenta la duración y pensar en segundos, no solo en el recuento de oportunidades de impresión. El cálculo de estos KPI a partir de la duración total de la colocación de anuncios proporcionará tanto a los propietarios de los medios como a los compradores una visión completa del rendimiento. Esta es la lógica de cálculo que podemos utilizar para la medición basada en la duración:  </p> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="344" src="https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-1024x344.png" alt="" class="wp-image-9014881" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-1024x344.png 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-768x258.png 768w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-1536x516.png 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-2048x688.png 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-621x209.png 621w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-540x181.png 540w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-695x233.png 695w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-350x118.png 350w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-397x133.png 397w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-1080x363.png 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-1600x538.png 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-226x76.png 226w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-172x58.png 172w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Bid-and-Fill-92x31.png 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <h2 class="wp-block-heading">Medición basada en la duración: un ejemplo </h2> <p>Para ilustrar la diferencia entre estos dos métodos de medición, veamos el ejemplo de un<a href="http://hyperlink/" target="_blank" rel="noreferrer noopener"> editor de streaming TV</a> que evalúa el rendimiento mediante la tasa de cobertura. En este caso, el editor tiene 100 ad pods disponibles, cada uno con una duración de 60 segundos, 30 segundos de <em>maxduration </em>(duración máxima de los anuncios en vídeo permitida) y un <em>maxseq</em> de cuatro (número máximo de anuncios permitidos para el pod).  </p> <p>En primer lugar, calculemos el total de impresiones disponibles y la duración:  </p> <ol start="1" class="wp-block-list"> <li>Para estimar la disponibilidad en función del recuento de impresiones, solemos calcular el máximo de slots disponibles mediante esta fórmula: [número total de pods] x [maxseq]. Los 100 ad pods con un <em>maxseq</em> de cuatro representan <strong>400 oportunidades totales de impresión</strong>.    </li> </ol> <ol start="2" class="wp-block-list"> <li>Para la disponibilidad basada en la duración, los 100 ad pods de 60 segundos cada uno representan un total de <strong>6000 segundos disponibles</strong>. </li> </ol> <figure class="wp-block-image size-large"><img decoding="async" width="1024" height="384" src="https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-1024x384.png" alt="" class="wp-image-9014873" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-1024x384.png 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-768x288.png 768w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-1536x576.png 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-2048x769.png 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-621x233.png 621w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-540x203.png 540w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-695x261.png 695w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-350x131.png 350w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-397x149.png 397w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-1080x405.png 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-1600x601.png 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-202x76.png 202w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-172x65.png 172w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-Podding-92x35.png 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Comparemos ahora el rendimiento de dos socios SSP del editor utilizando mediciones basadas en el recuento y la duración: </p> <ul class="wp-block-list"> <li>La SSP 1 ganó 80 pujas, cada una de 30 segundos de duración (2400 segundos en total). </li> </ul> <ul class="wp-block-list"> <li>La SSP 2 ganó 100 pujas, cada una con una duración de 15 segundos (1500 segundos en total).  </li> </ul> <p>Así es como se compararían los porcentajes de cobertura de las dos SSP: </p> <figure class="wp-block-image size-large"><img loading="lazy" decoding="async" width="1024" height="550" src="https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-1024x550.png" alt="" class="wp-image-9014865" srcset="https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-1024x550.png 1024w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-768x412.png 768w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-1536x825.png 1536w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-2048x1100.png 2048w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-621x333.png 621w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-540x290.png 540w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-695x373.png 695w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-350x188.png 350w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-391x210.png 391w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-1080x580.png 1080w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-1600x859.png 1600w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-142x76.png 142w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-172x92.png 172w, https://s46182.pcdn.co/wp-content/uploads/2024/10/MC-11044-1024-Duration-Based-Blog-Graphics-v4_ES-SSPs-92x49.png 92w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <p>Como puede verse, dado que la SSP 2 cubrió un mayor número de impresiones, su tasa de cobertura parece superar a la de la SSP 1 cuando aplicamos el cálculo basado en el recuento.  </p> <p>Sin embargo, la SSP 1 cubrió más segundos del tiempo total de publicidad, monetizando así una mayor proporción del inventario disponible del editor. El cálculo de la tasa de cobertura en función de la duración muestra este mayor impacto en la cobertura de las pausas publicitarias y proporciona una imagen más precisa del rendimiento en este caso. </p> <h2 class="wp-block-heading">Una mejor comprensión del rendimiento de la streaming TV </h2> <p>Para obtener una visión completa, es esencial tener en cuenta las métricas basadas en la duración. Las métricas basadas únicamente en el recuento no pueden reflejar plenamente el rendimiento de la difusión de anuncios en la streaming TV y, en ocasiones, pueden producir resultados sesgados, como se muestra en el ejemplo anterior. </p> <p>La medición basada en la duración proporcionará un reflejo más fiel del éxito, lo que permite una mejor toma de decisiones y da lugar a estrategias de monetización más eficaces que maximicen el valor del inventario. También proporciona a los profesionales del marketing y a los DSP una imagen más clara del rendimiento y los precios por duración de los anuncios, lo que abre nuevas oportunidades para probar y optimizar las estrategias de puja.  </p> <figure class="wp-block-pullquote"><blockquote><p><em>«A medida que el papel de la streaming de TV sigue evolucionando, los profesionales del marketing tienen una oportunidad única para crear experiencias publicitarias más impactantes e impulsar las conversiones online utilizando señales avanzadas, como pujas de pods y medición basada en la duración». Junto con Index Exchange, Adobe Advertising está ayudando a las marcas a maximizar su inversión digital yendo más allá de las métricas de medios para optimizar y medir mejores resultados de rendimiento». </em> </p><cite><em><strong>Ana Kilambi, Director of GTM Strategy and Operations <br>Adobe Advertising </strong></em></cite></blockquote></figure> <p>Seguimos trabajando para hacer avanzar la streaming TV programática y también añadiremos la medición basada en la duración en Index Exchange. Los informes mejorados basados en la duración que estamos elaborando proporcionarán más información y datos procesables para evaluar plenamente el inventario de anuncios y el rendimiento de las campañas en la streaming TV.  </p> <p>Sigue atento a las novedades y, mientras tanto, no dudes en <a href="https://www.indexexchange.com/es/contacto/">ponerte en contacto con nuestro equipo</a> para que te oriente o responsa a tus preguntas.  </p> <p><em>Infórmate sobre cómo aprovechar todo el potencial de la streaming TV con Index Exchange. </em> </p> <div class="wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex"> <div class="wp-block-button"><a class="wp-block-button__link wp-element-button" href="https://www.indexexchange.com/es/product/canales-y-formatos/streaming-tv/">Más información </a></div> </div> <p></p> <div class="author-bio__wrap"> <div> <div class="author-bio"> <div class="col-md-2 author-avatar"> <img class="avatar avatar-90 photo" src="https://s46182.pcdn.co/wp-content/uploads/2024/08/author-catherine-cho-96x96.jpg" alt="Catherine Cho" /> </div> <div class="col-md-10 author-description"> <h4>Catherine Cho</h4> <span class="author-position">Senior Product Manager</span> <p class="m-0">Catherine Cho es Senior Product Manager en Index Exchange, donde es responsable de crear una serie de productos para la TV en streaming. Con una amplia experiencia en la industria del streaming y en el mercado de la publicidad en CTV, Catherine se centra ahora en establecer Index Exchange como líder del mercado de la TV en streaming recopilando mejores prácticas, haciendo crecer las capacidades del Private Marketplace (PMP) y creando nuevas funciones de ad podding. Fuera del trabajo, disfruta practicando golf todo el año en California y viajando con su marido y sus dos hijas.</p> </div> </div> </div> </div> <a href="https://www.indexexchange.com/es/blog/" class="read-more back"> <span class="mr-1"><svg width="15" height="13" viewBox="0 0 15 13" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M8.40087 11.4375L12.1997 7.30415H0V5.74859H12.1997L8.40087 1.61526L9.57308 0.526367L15 6.52637L9.57308 12.5264L8.40087 11.4375Z" fill="currentColor"/> </svg> </span> Volver al blog </a> </div> </article> </main> </div> <aside class="widget-area col-12 col-xl-auto py-xl-5 pl-xl-0"> <div class="widget-area__content"> <section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"></section><section id="sidebar-form" class="widget widget_block"> <div class="wp-block-group"><div class="wp-block-group__inner-container 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