{"id":1333,"date":"2025-10-03T10:56:59","date_gmt":"2025-10-03T15:56:59","guid":{"rendered":"https:\/\/www.themediamgroup.com\/blog\/?p=1333"},"modified":"2025-10-03T11:00:30","modified_gmt":"2025-10-03T16:00:30","slug":"powertv-by-mediam-iab-newfronts-2025","status":"publish","type":"post","link":"https:\/\/www.themediamgroup.com\/blog\/blog\/powertv-by-mediam-iab-newfronts-2025\/","title":{"rendered":"PowerTV by Mediam consolida su enfoque de Brandformance en CTV en M\u00e9xico durante IAB NewFronts 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-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediamgroup.com\/blog\/blog\/powertv-by-mediam-iab-newfronts-2025\/#PowerTV_by_Mediam_consolida_su_enfoque_de_Brandformance_en_CTV_en_Mexico_durante_IAB_NewFronts_2025\" title=\"PowerTV by Mediam consolida su enfoque de Brandformance en CTV en M\u00e9xico durante IAB NewFronts 2025\">PowerTV by Mediam consolida su enfoque de Brandformance en CTV en M\u00e9xico durante IAB NewFronts 2025<\/a><ul class='ez-toc-list-level-2' ><li class='ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediamgroup.com\/blog\/blog\/powertv-by-mediam-iab-newfronts-2025\/#PowerTV_by_Mediam_y_la_metodologia_Brandformance\" title=\"PowerTV by Mediam y la metodolog\u00eda Brandformance\">PowerTV by Mediam y la metodolog\u00eda Brandformance<\/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\/powertv-by-mediam-iab-newfronts-2025\/#PowerTV_by_Mediam_referente_regional_en_CTV\" title=\"PowerTV by Mediam, referente regional en CTV\">PowerTV by Mediam, referente regional en CTV<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediamgroup.com\/blog\/blog\/powertv-by-mediam-iab-newfronts-2025\/#Sobre_PowerTV_by_Mediam\" title=\"Sobre PowerTV by Mediam\">Sobre PowerTV by Mediam<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<h1 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PowerTV_by_Mediam_consolida_su_enfoque_de_Brandformance_en_CTV_en_Mexico_durante_IAB_NewFronts_2025\"><\/span><strong>PowerTV by Mediam consolida su enfoque de Brandformance en CTV en M\u00e9xico durante IAB NewFronts 2025<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h1>\n\n\n\n<p><strong>La compa\u00f1\u00eda present\u00f3 en el escenario Data &amp; Technology su metodolog\u00eda Brandformance, casos de \u00e9xito en M\u00e9xico y Norteam\u00e9rica, y la experiencia compartida por Compartamos Banco.<\/strong><\/p>\n\n\n\n<p><strong>Ciudad de M\u00e9xico, octubre de 2025.<\/strong> En el marco de <strong>IAB NewFronts M\u00e9xico 2025<\/strong>, uno de los foros m\u00e1s influyentes de innovaci\u00f3n y tendencias en marketing digital, <strong>PowerTV by Mediam<\/strong> se present\u00f3 en el escenario <strong>Data &amp; Technology<\/strong> con una propuesta clara: demostrar que la <strong>Connected TV (CTV)<\/strong> ha dejado de ser \u00fanicamente un medio de awareness para convertirse en un verdadero <strong>motor full funnel de resultados medibles<\/strong>.<\/p>\n\n\n\n<p>Durante la sesi\u00f3n, <strong>Diego Camacho Stern<\/strong>, Head of PowerTV by Mediam, comparti\u00f3 c\u00f3mo la metodolog\u00eda propia de <strong>Brandformance<\/strong> est\u00e1 redefiniendo la forma en que las marcas aprovechan la televisi\u00f3n conectada, integrando branding y performance en un mismo espacio estrat\u00e9gico. La presentaci\u00f3n incluy\u00f3 casos de \u00e9xito de M\u00e9xico y Norteam\u00e9rica, con datos contundentes que demuestran la eficiencia de la CTV frente a la televisi\u00f3n lineal y otras plataformas digitales.<\/p>\n\n\n\n<p><em>\u201cEs lo que logramos a trav\u00e9s de nuestra plataforma PowerTV. Nos enfocamos en 4 pilares claros. Compra multiplataforma para asegurar presencia donde los usuarios est\u00e1n consumiendo el contenido. Formatos interactivos, personalizados y accionables para volver al espectador activo, logrando as\u00ed mayor afinidad. Una segmentaci\u00f3n avanzada, m\u00e1s parecido a capacidades web y digitales, y obvio todo medible en todo momento, porque no solo es tema de correr campa\u00f1as eficientes, sino poder compartir los resultados y an\u00e1lisis para continuar mejorando\u201d,<\/em> destac\u00f3 Camacho.<\/p>\n\n\n\n<p>Un momento clave fue la participaci\u00f3n de <strong>Jorge Leal<\/strong>, Head of Digital Marketing de <strong>Compartamos Banco<\/strong>, quien present\u00f3 el caso de la instituci\u00f3n financiera dentro de la charla, destacando c\u00f3mo CTV se ha convertido en un canal estrat\u00e9gico para conectar mejor con la audiencia a trav\u00e9s de la combinaci\u00f3n de datos, creatividad y tecnolog\u00eda.<\/p>\n\n\n\n<p>&nbsp;Leal subray\u00f3 que en un mundo donde las audiencias tienden a saltar anuncios, la televisi\u00f3n conectada ofrece nuevas oportunidades para generar interacci\u00f3n de alto valor:<\/p>\n\n\n\n<p><em>\u201cEn un mundo donde todos skippean\u2026 nosotros encontramos la forma de que te escaneen.\u201d<\/em><\/p>\n\n\n\n<p>Con esta participaci\u00f3n conjunta, PowerTV by Mediam y Compartamos Banco reforzaron la relevancia de la CTV como motor de negocio en M\u00e9xico, mostrando que este canal no solo impulsa visibilidad de marca, sino que tambi\u00e9n genera resultados medibles con impacto directo en los objetivos comerciales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PowerTV_by_Mediam_y_la_metodologia_Brandformance\"><\/span><strong>PowerTV by Mediam y la metodolog\u00eda Brandformance<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>La propuesta de valor de PowerTV se sustenta en <strong>cuatro pilares claros<\/strong>:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Compra directa multiplataforma.<\/li>\n\n\n\n<li>Formatos interactivos, personalizados y accionables.<\/li>\n\n\n\n<li>Segmentaci\u00f3n avanzada.<\/li>\n\n\n\n<li>Medici\u00f3n integral en todo el funnel.<\/li>\n<\/ul>\n\n\n\n<p>Este modelo ha demostrado su eficacia con resultados s\u00f3lidos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>La CTV genera <strong>10 veces m\u00e1s conversiones que la TV lineal usando 40% menos presupuesto<\/strong> (CTV Industry Report 2025).<\/li>\n\n\n\n<li>Los anuncios interactivos en CTV logran hasta <strong>71 segundos adicionales de atenci\u00f3n<\/strong>.<\/li>\n\n\n\n<li>El <strong>86% de los usuarios toma acci\u00f3n<\/strong> tras ver un anuncio en CTV.<\/li>\n<\/ul>\n\n\n\n<p>Adem\u00e1s, la soluci\u00f3n <strong>Brand Lift by Mediam<\/strong> permite optimizar campa\u00f1as con m\u00e9tricas de recordaci\u00f3n, inter\u00e9s y consideraci\u00f3n, brindando a las marcas visibilidad real del impacto en cada etapa del funnel.<\/p>\n\n\n\n<p><strong>Caso de \u00c9xito: Compartamos Banco, de la intenci\u00f3n a la acci\u00f3n con PowerTV by Mediam<\/strong><\/p>\n\n\n\n<p>El caso de \u00e9xito de <strong>Compartamos Banco en M\u00e9xico<\/strong> fue uno de los ejes de la presentaci\u00f3n, mostrando c\u00f3mo la instituci\u00f3n financiera integr\u00f3 la estrategia multiplataforma de PowerTV by Mediam para fortalecer su marca e impulsar resultados de negocio.<\/p>\n\n\n\n<p>Entre los resultados m\u00e1s relevantes se destacan:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>46% de incremento en solicitudes de pr\u00e9stamos.<\/strong><\/li>\n\n\n\n<li><strong>47% de recordaci\u00f3n de marca<\/strong>, ubic\u00e1ndose en el top 5% del benchmark financiero.<\/li>\n\n\n\n<li><strong>+27 puntos de lift en inter\u00e9s<\/strong>, que fortalecieron la conexi\u00f3n con la audiencia.<\/li>\n\n\n\n<li><strong>98% de visualizaci\u00f3n completada en CTV<\/strong>, superando ampliamente el promedio del sector de 70%.<\/li>\n<\/ul>\n\n\n\n<p>La experiencia de Compartamos Banco confirma que la televisi\u00f3n conectada es hoy un driver esencial para transformar la atenci\u00f3n en acci\u00f3n y generar resultados tangibles en la industria financiera.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PowerTV_by_Mediam_referente_regional_en_CTV\"><\/span><strong>PowerTV by Mediam, referente regional en CTV<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Con m\u00e1s de <strong>20 Brand Lifts corridos<\/strong> en categor\u00edas como banca, turismo, retail, transporte, salud y consumo masivo, PowerTV se ha consolidado como la plataforma que lidera la evoluci\u00f3n de la televisi\u00f3n conectada en Latinoam\u00e9rica.<\/p>\n\n\n\n<p>Su metodolog\u00eda de <strong>Brandformance<\/strong> confirma que la CTV ya evolucion\u00f3:<\/p>\n\n\n\n<p>-De ser un canal upper-funnel, a convertirse en un driver full-funnel.<\/p>\n\n\n\n<p>-De la visualizaci\u00f3n pasiva a experiencias inmersivas.<br>-Del awareness a resultados de negocio medibles.<\/p>\n\n\n\n<p>La participaci\u00f3n en IAB NewFronts M\u00e9xico 2025 refuerza el posicionamiento de <strong>PowerTV by Mediam<\/strong> como aliado estrat\u00e9gico en la transformaci\u00f3n del marketing digital en la regi\u00f3n.<\/p>\n\n\n\n<p><strong><em>Acerca de Mediam by Aleph<\/em><\/strong><\/p>\n\n\n\n<p>Mediam by Aleph es la compa\u00f1\u00eda especializada en Connected TV, que impulsa el crecimiento del ecosistema publicitario digital a trav\u00e9s de innovaci\u00f3n, data y creatividad a nivel Global. Con PowerTV by Mediam ofrece a agencias y anunciantes un soluci\u00f3n que&nbsp; integra audiencias, plataformas y marcas en un mismo ecosistema para transformar la televisi\u00f3n conectada en resultados de negocio.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sobre_PowerTV_by_Mediam\"><\/span><strong>Sobre PowerTV by Mediam<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>PowerTV es la soluci\u00f3n de <strong>CTV Brandformance<\/strong> de Mediam by Aleph, dise\u00f1ada para transformar la atenci\u00f3n en resultados medibles. A trav\u00e9s de datos, audiencias y formatos avanzados, conecta a las marcas con sus consumidores en entornos premium de streaming, impulsando valor en cada etapa del funnel de marketing.<\/p>\n\n\n\n<p><strong>Contacto de prensa:<\/strong><\/p>\n\n\n\n<p>Isabella G\u00f3mez \u2013 PR &amp; Marketing Senior Manager, Mediam by Aleph<\/p>\n\n\n\n<p>isabella.gomez@themediamgroup.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>PowerTV by Mediam consolida su enfoque de Brandformance en CTV en M\u00e9xico durante IAB NewFronts 2025 La compa\u00f1\u00eda present\u00f3 en el escenario Data &amp; Technology su metodolog\u00eda Brandformance, casos de \u00e9xito en M\u00e9xico y Norteam\u00e9rica, y la experiencia compartida por Compartamos Banco. Ciudad de M\u00e9xico, octubre de 2025. En el marco de IAB NewFronts M\u00e9xico [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1334,"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],"tags":[],"class_list":["post-1333","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>PowerTV by Mediam consolida su enfoque de Brandformance en CTV en M\u00e9xico durante IAB NewFronts 2025 - Blog - The Mediam Group by Aleph<\/title>\n<meta name=\"description\" content=\"PowerTV by Mediam present\u00f3 en IAB NewFronts M\u00e9xico 2025 su metodolog\u00eda Brandformance, mostrando c\u00f3mo la Connected TV evoluciona de canal de awareness a motor full funnel con resultados medibles. 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