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mediaset.es 07 MAR 2024 - 14:24h.
La filial de Mediaset España ha presentado en AEDEMO Televisión las claves de una solución publicitaria capaz de planificar de un modo más eficaz y eficiente las campañas dirigidas a este segmento de la población, representado por más de 8 millones de individuos entre 14 y 29 años -el 17% de la población- y caracterizado por ser los primeros nativos digitales y por su capacidad de prescripción e influencia en el consumo. En la ponencia titulada ‘Sirviendo Z’, Publiespaña ha detallado este modelo basado en el algoritmo Gradient Boosting, un modelo matemático de aprendizaje en torno a la información aportada por el consumo de contenidos más afines al público joven emitidos por Mediaset España -grupo líder en este segmento- y por la Televisión Conectada, identificando cuáles son televisores de la Generación Z. El modelo también tiene en cuenta la Televisión No Conectada a través del análisis del comportamiento de la Generación Z en torno a los diferentes contenidos creados para este segmento, permitiendo planificaciones más cualificadas y con mayores probabilidades de impacto. Son más de 8 millones de individuos y representan un 17% de la población española; cuentan con un lenguaje propio con el que comparten su particular manea de ver el mundo; destacan por su profundo arraigo en la era digital y su capacidad de influencia en las decisiones de consumo; y están presentes en la televisión , con un consumo diario en febrero de 61 minutos llevado a cabo por 2.966.000 de jóvenes y con un 86,3% de cobertura mensual. Con el objetivo de optimizar el impacto de las campañas dirigidas a este segmento demográfico clave y lograr una planificación lo más eficaz y eficiente posible sobre la Generación Z , Publiespaña ha lanzado al mercado una innovadora solución publicitaria basada en el uso de un algoritmo de Inteligencia Artificial, en la data procedente de la Televisión Conectada y en un análisis pormenorizado de quiénes conforman este segmento y cómo es su comportamiento .
En el marco del 39º Seminario AEDEMO Televisión , que reúne en Palma de Mallorca a los profesionales -agencias, medios y anunciantes- vinculados a la televisión como soporte publicitario, la filial de Mediaset España ha presentado las claves de este modelo, que tiene como objetivo proporcionar las planificaciones más eficientes posibles de las campañas para este segmento del público, que tiene actualmente entre 14 y 29 años y está presente en el medio televisivo.
En la ponencia llevada a cabo por Ángeles Pedraza , jefa de Investigación, y Susana Martín de los Ríos , jefa de Política Comercial de Publiespaña, han destacado tres pilares fundamentales en la estrategia de la filial de Mediaset España:
El liderazgo de Mediaset España en este perfil de la audiencia gracias a una oferta de programación que acoge formatos con gran atractivo entre los jóvenes como ‘La Isla de las Tentaciones’ en Telecinco, ‘La que se avecina’ en FDF o ‘Rediséñame’ en Cuatro, entre otros, y eventos especiales como la celebración de los GenZ Awards y la emisión de la Kings y la Queens League y Los 40 Music Awards . La aplicación de un modelo matemático avanzado de aprendizaje , basado en el algoritmo Gradient Boosting, sobre el consumo que estos espectadores realizan de los contenidos televisivos y sobre la información proporcionada por la Televisión Conectada , permitiendo identificar las televisiones de la Generación Z y servir campañas específicas para este grupo demográfico. En lo que respecta a la Televisión No Conectada , el modelo permite seleccionar las televisiones que registran consumo por parte de este segmento de público y analizar su comportamiento en las diferentes cadenas, dando como resultado una guía de planificación para alcanzar a este perfil de la manera más eficaz. Como resultado de los dos puntos anteriores, Publiespaña ofrece a sus clientes una innovadora solución publicitaria que permite una planificación más cualificada , mejorar la afinidad y la cobertura de las campañas y obtener mayores probabilidades de impactar a este grupo de población de manera efectiva, aprovechando al máximo su poder de consumo y prescripción. Con este nuevo modelo, Publiespaña continúa en la vanguardia del desarrollo de los productos más innovadores en publicidad en televisión, proporcionando soluciones adaptadas a las necesidades del mercado y garantizando los mayores niveles de eficiencia a las campañas de sus clientes.
Para elaborar esta nueva solución publicitaria, Publiespaña ha profundizado en este perfil demográfico de la mano de Mazzin, primera consultora especializada en Generación Z . A través de la recopilación de diferentes estudios publicados, encuestas cuantitativas y sondeos cualitativos, ha obtenido una completa radiografía de la Generación Z , integrada por perfiles digitales, emprendedores, comprometidos, autodidactas e inconformistas.
Esta generación de más de 8 millones de individuos nacidos entre 1995 y 2010, de los que el 51% son hombres y el 49% son mujeres, destaca por su poder para consumir -se estima que en 2024 representarán alrededor del 40% de los consumidores mundiales-, y por su alto poder de prescripción no solo sobre las generaciones posteriores si no en el propio hogar en el que viven. Además, destacan por ser los primeros, verdaderos y únicos nativos digitales , y muestran una personalidad y modo de ver la vida marcada por la tecnología .