{"id":1278,"date":"2025-05-26T14:10:05","date_gmt":"2025-05-26T19:10:05","guid":{"rendered":"https:\/\/www.themediamgroup.com\/blog\/?p=1278"},"modified":"2025-05-26T15:00:07","modified_gmt":"2025-05-26T20:00:07","slug":"iab-day-colombia-2025-vix-ctv-mediam","status":"publish","type":"post","link":"https:\/\/www.themediamgroup.com\/blog\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/","title":{"rendered":"Mediam by Aleph impulsa el ecosistema de CTV con ViX en el marco del IAB Day Colombia 2025"},"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\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/#Una_vision_agnostica_para_entender_el_presente_de_CTV\" title=\"Una visi\u00f3n agn\u00f3stica para entender el presente de CTV\">Una visi\u00f3n agn\u00f3stica para entender el presente de CTV<\/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\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/#Colombia_un_mercado_listo_para_escalar_en_CTV\" title=\"Colombia: un mercado listo para escalar en CTV\">Colombia: un mercado listo para escalar en CTV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediamgroup.com\/blog\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/#Workshop_El_poder_de_ViX_como_plataforma_lider_en_CTV\" title=\"Workshop: El poder de ViX como plataforma l\u00edder en CTV\">Workshop: El poder de ViX como plataforma l\u00edder en CTV<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediamgroup.com\/blog\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/#Liderando_el_desarrollo_de_CTV_junto_a_IABs_de_la_region\" title=\"Liderando el desarrollo de CTV junto a IABs de la regi\u00f3n\">Liderando el desarrollo de CTV junto a IABs de la regi\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediamgroup.com\/blog\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/#Capacitacion_en_CTV_y_encuentros_con_lideres_del_mercado\" title=\"Capacitaci\u00f3n en CTV y encuentros con l\u00edderes del mercado\">Capacitaci\u00f3n en CTV y encuentros con l\u00edderes del mercado<\/a><\/li><\/ul><\/nav><\/div>\n\n<p><strong>Bogot\u00e1, mayo de 2025.<\/strong> Como parte del IAB Day Colombia 2025, el evento m\u00e1s relevante de la industria publicitaria digital del pa\u00eds, <strong>Mediam by Aleph<\/strong> \u2014<strong>representante oficial de ViX en m\u00e1s de 14 pa\u00edses de Am\u00e9rica Latina<\/strong>\u2014 tuvo una participaci\u00f3n destacada con intervenciones clave que posicionaron a la compa\u00f1\u00eda como referente en estrategias avanzadas de video digital y televisi\u00f3n conectada (CTV) en la regi\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Una_vision_agnostica_para_entender_el_presente_de_CTV\"><\/span><strong>Una visi\u00f3n agn\u00f3stica para entender el presente de CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Alberto \u00c1lvarez<\/strong>, CEO de Mediam by Aleph, fue invitado como speaker del auditorio principal con la charla <strong>\u201cLibera el poder de CTV en Colombia, hoy\u201d<\/strong>, una presentaci\u00f3n agn\u00f3stica que ofreci\u00f3 una mirada clara, visual y basada en datos sobre los nuevos h\u00e1bitos de consumo audiovisual en LATAM. La sesi\u00f3n estuvo enfocada en derribar mitos sobre CTV, identificar barreras actuales y entregar una hoja de ruta pr\u00e1ctica para marcas y agencias que buscan adaptarse al comportamiento real del consumidor digital.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Colombia_un_mercado_listo_para_escalar_en_CTV\"><\/span><strong>Colombia: un mercado listo para escalar en CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Durante su intervenci\u00f3n, \u00c1lvarez present\u00f3 cifras que reflejan el punto de inflexi\u00f3n que vive el mercado colombiano. De acuerdo con datos de <strong>Comscore CTV Colombia 2024<\/strong>, la <strong>penetraci\u00f3n de Smart TVs en el pa\u00eds ya supera el 70%<\/strong>, consolidando una base masiva de hogares conectados.<br>Adem\u00e1s, los usuarios en Colombia dedican en promedio <strong>m\u00e1s de 3 horas diarias al consumo de video digital<\/strong>, y el acceso a contenido AVOD (con publicidad) ha registrado un crecimiento sostenido frente a modelos por suscripci\u00f3n.<br>Este contexto revela una oportunidad urgente para que marcas y agencias <strong>adapten sus estrategias al comportamiento actual del espectador<\/strong>, priorizando entornos conectados donde la atenci\u00f3n y la afinidad con la publicidad son m\u00e1s altas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Workshop_El_poder_de_ViX_como_plataforma_lider_en_CTV\"><\/span><strong>Workshop: El poder de ViX como plataforma l\u00edder en CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Posteriormente, el CEO lider\u00f3 el workshop exclusivo <strong>\u201cLidera tu estrategia de marca en la era del CTV: El poder de ViX\u201d<\/strong>, acompa\u00f1ado por <strong>Rafael Rojas<\/strong> (Managing Director de Mediam) y <strong>Nohelia Dur\u00e1n<\/strong> (Regional Sales Manager de ViX). En esta sesi\u00f3n se profundiz\u00f3 en las oportunidades que ofrece <strong>ViX<\/strong>, la plataforma AVOD l\u00edder en la regi\u00f3n.<\/p>\n\n\n\n<p>Entre los formatos destacados, se introdujo el nuevo <strong>Sponsorship Collection<\/strong> de ViX: una soluci\u00f3n de branding exclusiva dise\u00f1ada para maximizar la exposici\u00f3n de marca en momentos de alto consumo, ideal para campa\u00f1as de awareness a gran escala en Colombia.<br>Tambi\u00e9n se abordaron casos reales, formatos publicitarios de alto impacto y m\u00e9tricas clave como <strong>VTR<\/strong>, <strong>Ad Recall<\/strong> y la herramienta de <strong>Brand Lift<\/strong> desarrollada por Mediam.<\/p>\n\n\n\n<p>Adem\u00e1s, se presentaron soluciones innovadoras centradas en <strong>Brandformance<\/strong>, integrando awareness y performance en un solo enfoque. Se destacaron los formatos interactivos de <strong>Brand Experience en CTV<\/strong>, como experiencias <em>shoppables<\/em>, encuestas din\u00e1micas y activaciones contextuales, que transforman la publicidad en una oportunidad de conexi\u00f3n real con la audiencia.<\/p>\n\n\n\n<p><em>\u201cLa atenci\u00f3n del consumidor ya migr\u00f3 a CTV. Nuestra misi\u00f3n es que las marcas y agencias en LATAM tengan las herramientas y aliados adecuados para seguirla\u201d<\/em>, coment\u00f3 Alberto \u00c1lvarez durante su intervenci\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Liderando_el_desarrollo_de_CTV_junto_a_IABs_de_la_region\"><\/span><strong>Liderando el desarrollo de CTV junto a IABs de la regi\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Dentro del programa oficial del evento, <strong>Mediam by Aleph \u2014como miembro de la Mesa de CTV de IAB Colombia\u2014<\/strong> organiz\u00f3 junto al resto de participantes el panel titulado <strong>\u201cMisma pantalla, nuevas reglas\u201d<\/strong>.<br>Esta intervenci\u00f3n reafirm\u00f3 el trabajo activo que la compa\u00f1\u00eda viene desarrollando junto a distintas <strong>IABs en la regi\u00f3n<\/strong> para <strong>educar, fomentar y profesionalizar el ecosistema de CTV<\/strong>, impulsando su evoluci\u00f3n desde un enfoque colaborativo e interinstitucional.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Capacitacion_en_CTV_y_encuentros_con_lideres_del_mercado\"><\/span><strong>Capacitaci\u00f3n en CTV y encuentros con l\u00edderes del mercado<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La participaci\u00f3n tambi\u00e9n contempl\u00f3 la realizaci\u00f3n de <strong>certificaciones Mediam Connect en Fundamentos de CTV<\/strong>. Equipos de <strong>Falabella<\/strong>, <strong>Publicis (Equipo Tigo)<\/strong> y <strong>Telef\u00f3nica<\/strong> participaron en estas sesiones dise\u00f1adas para profundizar en planificaci\u00f3n y medici\u00f3n de campa\u00f1as en entornos conectados.<\/p>\n\n\n\n<p>Adem\u00e1s, durante la visita a Bogot\u00e1, el equipo directivo sostuvo una <strong>agenda estrat\u00e9gica con CEOs de agencias l\u00edderes y clientes clave<\/strong>, fortaleciendo alianzas y explorando nuevas oportunidades para el desarrollo del ecosistema CTV en Colombia.<\/p>\n\n\n\n<p>Con esta participaci\u00f3n, <strong>Mediam by Aleph reafirma su compromiso con el crecimiento de CTV en Am\u00e9rica Latina<\/strong>, aportando visi\u00f3n estrat\u00e9gica, formaci\u00f3n especializada y soluciones reales para la evoluci\u00f3n de la industria publicitaria.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bogot\u00e1, mayo de 2025. Como parte del IAB Day Colombia 2025, el evento m\u00e1s relevante de la industria publicitaria digital del pa\u00eds, Mediam by Aleph \u2014representante oficial de ViX en m\u00e1s de 14 pa\u00edses de Am\u00e9rica Latina\u2014 tuvo una participaci\u00f3n destacada con intervenciones clave que posicionaron a la compa\u00f1\u00eda como referente en estrategias avanzadas de [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1279,"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":[4,29],"tags":[],"class_list":["post-1278","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-noticias","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Mediam by Aleph impulsa el ecosistema de CTV con ViX en el marco del IAB Day Colombia 2025 - 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\/blog\/iab-day-colombia-2025-vix-ctv-mediam\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mediam by Aleph impulsa el ecosistema de CTV con ViX en el marco del IAB Day Colombia 2025 - Blog - The Mediam Group by Aleph\" \/>\n<meta property=\"og:description\" content=\"Bogot\u00e1, mayo de 2025. 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