{"id":1171,"date":"2025-02-18T11:22:42","date_gmt":"2025-02-18T16:22:42","guid":{"rendered":"https:\/\/www.themediamgroup.com\/blog\/?p=1171"},"modified":"2025-02-18T11:39:27","modified_gmt":"2025-02-18T16:39:27","slug":"halls-caso-exito-publicidad-ctv-vix","status":"publish","type":"post","link":"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/","title":{"rendered":"Halls y su refrescante \u00e9xito en ViX: logrando un costo por vista 38.26% m\u00e1s econ\u00f3mico que el benchmark de YouTube"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#Nuestro_desafio\" title=\"Nuestro desaf\u00edo\">Nuestro desaf\u00edo<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#Nuestro_enfoque_estrategico_en_CTV_para_Halls_con_ViX\" title=\"Nuestro enfoque estrat\u00e9gico en CTV para Halls con ViX\">Nuestro enfoque estrat\u00e9gico en CTV para Halls con ViX<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#Segmentacion_inteligente\" title=\"Segmentaci\u00f3n inteligente\">Segmentaci\u00f3n inteligente<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#Plataforma_de_publicidad_en_CTV_eficaz\" title=\"Plataforma de publicidad en CTV eficaz\">Plataforma de publicidad en CTV eficaz<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#Creatividades_de_alto_impacto\" title=\"Creatividades de alto impacto\u00a0\">Creatividades de alto impacto\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#Resultados_medibles_en_la_campana_de_CTV\" title=\"Resultados medibles en la campa\u00f1a de CTV\">Resultados medibles en la campa\u00f1a de CTV<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/#%C2%BFQue_logramos_junto_a_Publicis_Colombia_con_esta_estrategia_en_publicidad_en_CTV_con_ViX\" title=\"\u00bfQu\u00e9 logramos junto a Publicis Colombia con esta estrategia en publicidad en CTV con ViX?\">\u00bfQu\u00e9 logramos junto a Publicis Colombia con esta estrategia en publicidad en CTV con ViX?<\/a><\/li><\/ul><\/nav><\/div>\n\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1171\" class=\"elementor elementor-1171\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-30490960 e-flex e-con-boxed e-con e-parent\" data-id=\"30490960\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2d95dba9 elementor-widget elementor-widget-text-editor\" data-id=\"2d95dba9\" 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><\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nuestro_desafio\"><\/span><strong>Nuestro desaf\u00edo<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<p>Halls buscaba expandir su presencia en Guatemala a trav\u00e9s de una campa\u00f1a digital innovadora que no solo aumentar\u00e1 el alcance de la marca, sino que tambi\u00e9n optimizar\u00e1 la eficiencia de su inversi\u00f3n publicitaria. De la mano de <strong>Publicis Colombia<\/strong>, la agencia de publicidad que lidera la cuenta de <strong><em>Halls en Guatemala<\/em><\/strong>, trabajamos en una estrategia colaborativa para incluir Connected TV (CTV) como un pilar dentro de la estrategia de marca. Con la plataforma ViX, se encontr\u00f3 una oportunidad clave para llegar a un p\u00fablico diverso de manera efectiva y medible, apostando por CTV como un canal estrat\u00e9gico para generar impacto con contenido inmersivo y relevante en audiencias claves para Halls.<\/p>\n<p><\/p>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Nuestro_enfoque_estrategico_en_CTV_para_Halls_con_ViX\"><\/span><strong>Nuestro enfoque estrat\u00e9gico en CTV para Halls con ViX<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Segmentacion_inteligente\"><\/span><strong>Segmentaci\u00f3n inteligente<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><\/p>\n<p>La campa\u00f1a utiliz\u00f3 segmentaci\u00f3n basada en intereses y comportamientos para maximizar la relevancia del mensaje y conectar con las audiencias m\u00e1s propensas a interactuar con la marca.<\/p>\n<p><\/p>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Plataforma_de_publicidad_en_CTV_eficaz\"><\/span><strong>Plataforma de publicidad en CTV eficaz<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><\/p>\n<p>Al apalancar su estrategia de marca con publicidad en ViX, Halls logr\u00f3 capitalizar un medio en crecimiento que permite combinar la calidad del video premium con una amplia cobertura geogr\u00e1fica en Guatemala.<\/p>\n<p><\/p>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Creatividades_de_alto_impacto\"><\/span><strong>Creatividades de alto impacto\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><\/p>\n<p>Los anuncios de video fueron dise\u00f1ados espec\u00edficamente para aprovechar el entorno inmersivo de CTV en la plataforma de ViX, captando la atenci\u00f3n del usuario desde el primer segundo y asegurando una experiencia visual fluida, atractiva y de alto engagement.<\/p>\n<p><\/p>\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Resultados_medibles_en_la_campana_de_CTV\"><\/span><strong>Resultados medibles en la campa\u00f1a de CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><\/p>\n<p>La campa\u00f1a integr\u00f3 m\u00e9tricas clave como el Completed View Rate (CVR), o vista completada de video en espa\u00f1ol, y el costo por vista (CPV) para evaluar el desempe\u00f1o, garantizando transparencia y datos accionables para futuras estrategias de marca en CTV.<\/p>\n<p><\/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-c8ba4e6 elementor-widget elementor-widget-image\" data-id=\"c8ba4e6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/www.themediamgroup.com\/blog\/wp-content\/uploads\/2025\/02\/Caso-de-e\u0301xitp-Halls-Q42024-1024x576.webp\" class=\"attachment-large size-large wp-image-1177\" alt=\"Caso de \u00e9xito de Halls con ViX: Publicidad en CTV logra un 38.26% de reducci\u00f3n en el costo por vista y una tasa de vistas completadas del 97.76%, maximizando la eficiencia publicitaria en Guatemala.\" srcset=\"https:\/\/www.themediamgroup.com\/blog\/wp-content\/uploads\/2025\/02\/Caso-de-e\u0301xitp-Halls-Q42024-1024x576.webp 1024w, https:\/\/www.themediamgroup.com\/blog\/wp-content\/uploads\/2025\/02\/Caso-de-e\u0301xitp-Halls-Q42024-300x169.webp 300w, https:\/\/www.themediamgroup.com\/blog\/wp-content\/uploads\/2025\/02\/Caso-de-e\u0301xitp-Halls-Q42024-768x432.webp 768w, https:\/\/www.themediamgroup.com\/blog\/wp-content\/uploads\/2025\/02\/Caso-de-e\u0301xitp-Halls-Q42024-800x450.webp 800w, https:\/\/www.themediamgroup.com\/blog\/wp-content\/uploads\/2025\/02\/Caso-de-e\u0301xitp-Halls-Q42024.webp 1200w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\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-2776dee elementor-widget elementor-widget-text-editor\" data-id=\"2776dee\" 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<h2 class=\"wp-block-heading\" style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-style: normal;\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_logramos_junto_a_Publicis_Colombia_con_esta_estrategia_en_publicidad_en_CTV_con_ViX\"><\/span><span style=\"font-size: 28px; font-weight: 600;\">\u00bfQu\u00e9 logramos junto a Publicis Colombia con esta estrategia en publicidad en CTV con ViX?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul class=\"wp-block-list\" style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-family: 'Open Sans'; font-size: 16px; font-style: normal; font-weight: 400;\">\n<li style=\"font-size: 16px; list-style-type: none;\">\n<ul class=\"wp-block-list\" style=\"font-size: 16px;\">\n<li style=\"font-size: 16px;\"><span style=\"font-size: 16px; font-weight: 600;\">Tasa de vistas completadas:<\/span>\u00a097.76%, superando ampliamente los est\u00e1ndares de efectividad en video online.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"wp-block-list\" style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-family: 'Open Sans'; font-size: 16px; font-style: normal; font-weight: 400;\">\n<li style=\"font-size: 16px; list-style-type: none;\">\n<ul class=\"wp-block-list\" style=\"font-size: 16px;\">\n<li style=\"font-size: 16px;\"><span style=\"font-size: 16px; font-weight: 600;\">Eficiencia de costos:<\/span>\u00a038.26% m\u00e1s econ\u00f3mico el costo por vista comparado con el benchmark de YouTube, maximizando el retorno de inversi\u00f3n.<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p style=\"font-variant-ligatures: normal; font-variant-caps: normal; font-family: 'Open Sans'; font-size: 16px; font-style: normal; font-weight: 400;\">Halls, y su agencia Publicis Colombia, lograron refrescar su enfoque publicitario al adoptar CTV como una pieza clave de su estrategia digital de marca. Gracias a la colaboraci\u00f3n entre\u00a0<span style=\"font-size: 16px; font-weight: 600;\">Publicis Colombia\u00a0<\/span>y nuestro equipo de soporte estrat\u00e9gico en Mediam by Aleph, pudimos demostrar que, con los medios adecuados y un mensaje bien dirigido, es posible alcanzar resultados excepcionales a menor costo. La colaboraci\u00f3n con\u00a0<span style=\"font-size: 16px; font-weight: 600;\">ViX<\/span>\u00a0permiti\u00f3 a Halls conectarse de manera efectiva con su audiencia, consolidando su posici\u00f3n en el mercado y estableciendo un nuevo est\u00e1ndar de eficiencia en publicidad digital.<\/p>\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\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Nuestro desaf\u00edo Halls buscaba expandir su presencia en Guatemala a trav\u00e9s de una campa\u00f1a digital innovadora que no solo aumentar\u00e1 el alcance de la marca, sino que tambi\u00e9n optimizar\u00e1 la eficiencia de su inversi\u00f3n publicitaria. De la mano de Publicis Colombia, la agencia de publicidad que lidera la cuenta de Halls en Guatemala, trabajamos en [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1175,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[10],"tags":[],"class_list":["post-1171","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caso-de-exito","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Halls y su refrescante \u00e9xito en ViX: logrando un costo por vista 38.26% m\u00e1s econ\u00f3mico que el benchmark de YouTube - Blog - The Mediam Group by Aleph<\/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:\/\/www.themediamgroup.com\/blog\/caso-de-exito\/halls-caso-exito-publicidad-ctv-vix\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Halls y su refrescante \u00e9xito en ViX: logrando un costo por vista 38.26% m\u00e1s econ\u00f3mico que el benchmark de YouTube - Blog - The Mediam Group by Aleph\" \/>\n<meta property=\"og:description\" content=\"Nuestro desaf\u00edo Halls buscaba expandir su presencia en Guatemala a trav\u00e9s de una campa\u00f1a digital innovadora que no solo aumentar\u00e1 el alcance de la marca, sino que tambi\u00e9n optimizar\u00e1 la eficiencia de su inversi\u00f3n publicitaria. 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