{"id":347204,"date":"2026-06-04T13:38:10","date_gmt":"2026-06-04T13:38:10","guid":{"rendered":"https:\/\/integralads.com\/?p=347204"},"modified":"2026-06-04T13:58:46","modified_gmt":"2026-06-04T13:58:46","slug":"como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva","status":"publish","type":"post","link":"https:\/\/integralads.com\/es\/insider\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\/","title":{"rendered":"C\u00f3mo Stellantis transforma la Atenci\u00f3n en su mayor ventaja competitiva"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"347204\" class=\"elementor elementor-347204\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-868fd21 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"41573\" data-id=\"868fd21\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b8e4d6f\" data-eae-slider=\"93830\" data-id=\"b8e4d6f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-ea605c5 elementor-widget elementor-widget-text-editor\" data-id=\"ea605c5\" data-element_type=\"widget\" data-e-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>Comprar un coche es una de las decisiones m\u00e1s importantes que toman los consumidores y, en un entorno de medios saturado, limitarse a alcanzar a la audiencia ya no es suficiente. Para comprender mejor qu\u00e9 impulsa realmente la consideraci\u00f3n y los resultados de negocio, <strong>Stellantis<\/strong> se ha asociado con <a href=\"https:\/\/integralads.com\/\"><strong>Integral Ad Science (IAS)<\/strong><\/a> y la agencia de medios <strong>Publicis Media<\/strong> para situar la medici\u00f3n de la atenci\u00f3n en el centro de su estrategia de medios.<\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-c10cfeb elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"40392\" data-id=\"c10cfeb\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-95cb704\" data-eae-slider=\"15861\" data-id=\"95cb704\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8d076b6 elementor-widget elementor-widget-heading\" data-id=\"8d076b6\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">La creaci\u00f3n de uno de los mayores programas de medici\u00f3n de la atenci\u00f3n del sector<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-ce7771f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"31605\" data-id=\"ce7771f\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-67baa35\" data-eae-slider=\"76016\" data-id=\"67baa35\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f93bc03 elementor-widget elementor-widget-text-editor\" data-id=\"f93bc03\" data-element_type=\"widget\" data-e-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><span style=\"font-weight: 400;\">Para respaldar esta iniciativa, se implement\u00f3 IAS Quality Attention\u2122 en las campa\u00f1as de Stellantis en la open web a trav\u00e9s de un programa de pruebas y optimizaci\u00f3n a gran escala que se puso en marcha inicialmente en 2024 y se prolong\u00f3 durante m\u00e1s de seis meses a nivel global, y hasta 18 meses en mercados clave como Francia.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">El programa abarc\u00f3:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">19 pa\u00edses<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00e1s de 20 marcas y servicios de Stellantis<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">M\u00e1s de 13.000 millones de impresiones medidas<\/span><\/li><\/ul><p><span style=\"font-weight: 400;\">Esta implementaci\u00f3n a gran escala permiti\u00f3 a Stellantis crear uno de los conjuntos de datos sobre atenci\u00f3n m\u00e1s amplios y diversos de la industria, estableciendo un nuevo marco para comprender c\u00f3mo la atenci\u00f3n influye tanto en la eficacia de los medios como en los resultados de negocio.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">En lugar de tratar la atenci\u00f3n como una m\u00e9trica de campa\u00f1a aislada, Stellantis, Publicis Media e IAS desarrollaron una hoja de ruta estrat\u00e9gica integral que combinaba:<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Medici\u00f3n continua de la atenci\u00f3n en todos los entornos publicitarios elegibles<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An\u00e1lisis exhaustivo de los mercados globales y locales<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Medici\u00f3n cualitativa y cuantitativa espec\u00edfica<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An\u00e1lisis cruzado con KPIs consolidados como <\/span><i><span style=\"font-weight: 400;\">viewability<\/span><\/i><span style=\"font-weight: 400;\">, fraude publicitario y Brand Suitability<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Programas de formaci\u00f3n y capacitaci\u00f3n dise\u00f1ados para ayudar a los equipos a integrar la atenci\u00f3n en los procesos de planificaci\u00f3n y optimizaci\u00f3n de campa\u00f1as. <\/span><\/li><\/ul>\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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-4344ed6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"81026\" data-id=\"4344ed6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b5e548d\" data-eae-slider=\"88274\" data-id=\"b5e548d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-870e144 elementor-widget elementor-widget-heading\" data-id=\"870e144\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">C\u00f3mo los insights de atenci\u00f3n ayudaron a Stellantis a mejorar el rendimiento de los medios en los mercados globales<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-d52607e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"60457\" data-id=\"d52607e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e4bab80\" data-eae-slider=\"38989\" data-id=\"e4bab80\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9cb0a9e elementor-widget elementor-widget-text-editor\" data-id=\"9cb0a9e\" data-element_type=\"widget\" data-e-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 data-path-to-node=\"12\">El an\u00e1lisis demostr\u00f3 que los factores que impulsan la atenci\u00f3n var\u00edan significativamente seg\u00fan el mercado y el entorno de medios. Por ejemplo:<\/p><ul data-path-to-node=\"13\"><li><p data-path-to-node=\"13,0,0\">En Estados Unidos, la visibilidad emergi\u00f3 como el principal motor de la atenci\u00f3n.<\/p><\/li><li><p data-path-to-node=\"13,1,0\">En Europa, los entornos menos saturados y una mayor cuota de pantalla (<i data-path-to-node=\"13,1,0\" data-index-in-node=\"71\">share-of-screen<\/i>) tuvieron una influencia m\u00e1s profunda en el rendimiento de la atenci\u00f3n.<\/p><\/li><\/ul><p data-path-to-node=\"14\">Estos <i data-path-to-node=\"14\" data-index-in-node=\"6\">insights<\/i> permitieron a Publicis perfeccionar los marcos de optimizaci\u00f3n mercado por mercado, integrando la atenci\u00f3n junto a los KPIs de medios tradicionales para crear un enfoque m\u00e1s hol\u00edstico del rendimiento de las campa\u00f1as.<\/p><p data-path-to-node=\"15\">Como resultado, Stellantis pudo evolucionar sus estrategias de distribuci\u00f3n de medios con mayor precisi\u00f3n:<\/p><ul data-path-to-node=\"16\"><li><p data-path-to-node=\"16,0,0\">Los entornos con menor atenci\u00f3n se utilizaron de forma m\u00e1s estrat\u00e9gica para objetivos de la parte baja del embudo (<i data-path-to-node=\"16,0,0\" data-index-in-node=\"115\">lower-funnel<\/i>), centrados en la repetici\u00f3n y la eficiencia.<\/p><\/li><li><p data-path-to-node=\"16,1,0\">Se priorizaron los entornos de alta atenci\u00f3n para el <i data-path-to-node=\"16,1,0\" data-index-in-node=\"53\">storytelling<\/i> premium, los formatos creativos inmersivos y los mensajes clave de producto.<\/p><\/li><\/ul><p data-path-to-node=\"17\">El programa tambi\u00e9n introdujo un modelo de optimizaci\u00f3n continua enfocado en mejorar el rendimiento de la atenci\u00f3n a lo largo del tiempo, en lugar de tratarla como una medici\u00f3n est\u00e1tica.<\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-b4afdc1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"87321\" data-id=\"b4afdc1\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b157fc3\" data-eae-slider=\"31770\" data-id=\"b157fc3\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1cb8b5b elementor-widget elementor-widget-image\" data-id=\"1cb8b5b\" data-element_type=\"widget\" data-e-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=\"640\" height=\"226\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.32-AM.png\" class=\"attachment-large size-large wp-image-347175\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.32-AM.png 968w, https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.32-AM-300x106.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.32-AM-768x271.png 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\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-43fc12e elementor-widget elementor-widget-image\" data-id=\"43fc12e\" data-element_type=\"widget\" data-e-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 decoding=\"async\" width=\"640\" height=\"169\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.52-AM.png\" class=\"attachment-large size-large wp-image-347186\" alt=\"\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.52-AM.png 970w, https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.52-AM-300x79.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Screenshot-2026-06-03-at-10.55.52-AM-768x203.png 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\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\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-c157787 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"20887\" data-id=\"c157787\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-0357ff2\" data-eae-slider=\"89556\" data-id=\"0357ff2\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-47a2e61 elementor-widget elementor-widget-heading\" data-id=\"47a2e61\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Demostrando el impacto de la atenci\u00f3n en el negocio <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-d243c50 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"6159\" data-id=\"d243c50\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3da01d0\" data-eae-slider=\"98403\" data-id=\"3da01d0\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-76a6cbc elementor-widget elementor-widget-text-editor\" data-id=\"76a6cbc\" data-element_type=\"widget\" data-e-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><span style=\"font-weight: 400;\">Aunque este programa pionero se puso en marcha utilizando datos de campa\u00f1as anteriores, el marco desarrollado sigue siendo hoy un referente para la industria que contin\u00faa cosechando prestigiosos premios y mantiene un \u00e9xito sostenido en la actualidad. Los resultados de esta acci\u00f3n demostraron que existe una s\u00f3lida relaci\u00f3n entre la calidad de la atenci\u00f3n y la eficacia de la campa\u00f1a, tanto en las m\u00e9tricas de marca como las de rendimiento.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Resultados clave:\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un incremento del 165% del <\/span><i><span style=\"font-weight: 400;\">engagement <\/span><\/i><span style=\"font-weight: 400;\">en inventario de alta atenci\u00f3n.\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Un incremento del 33% del recuerpo publicitario entre la audiencia objetivo, seg\u00fan la medici\u00f3n del estudio de Dynata. <\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\">Este estudio de marca adicional, realizado en colaboraci\u00f3n con <a href=\"https:\/\/www.dynata.com\/?utm_source=chatgpt.com\"><span>Dynata<\/span><\/a><span> valid\u00f3 la conexi\u00f3n entre la atenci\u00f3n y los KPIs de marca, demostrando espec\u00edficamente un aumento del 33% en el recuerdo publicitario entre el p\u00fablico objetivo de Stellantis.\u00a0<\/span><\/li><\/ul><p data-path-to-node=\"18\"><span style=\"font-weight: 400;\">La iniciativa tambi\u00e9n permiti\u00f3 a Stellantis establecer <\/span><i><span style=\"font-weight: 400;\">benchmarks<\/span><\/i><span style=\"font-weight: 400;\"> internos de atenci\u00f3n por mercado y tipo de campa\u00f1a, lo que ayud\u00f3 a sentar las bases para un marco de atenci\u00f3n global y escalable. <\/span><\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-a0e1bc2 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"23368\" data-id=\"a0e1bc2\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-dfaae87\" data-eae-slider=\"3807\" data-id=\"dfaae87\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f319eca elementor-widget elementor-widget-heading\" data-id=\"f319eca\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">\u00abSin medici\u00f3n, est\u00e1s navegando a ciegas\u00bb<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-243e5f3 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"1498\" data-id=\"243e5f3\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-88f111e\" data-eae-slider=\"29643\" data-id=\"88f111e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-83c58f5 elementor-widget elementor-widget-text-editor\" data-id=\"83c58f5\" data-element_type=\"widget\" data-e-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><span style=\"font-weight: 400;\">\u201cSin medici\u00f3n, navegas a ciegas. Nuestras inversiones en medios deben ser cada vez m\u00e1s eficaces y rentables, por lo que comprender su impacto real es fundamental para nosotros. Eso es lo que busc\u00e1bamos conseguir con las soluciones de IAS, que van m\u00e1s all\u00e1 de la medici\u00f3n tradicional. La atenci\u00f3n publicitaria es un reto clave y refleja un cambio m\u00e1s amplio en el sector hacia la identificaci\u00f3n de nuevas se\u00f1ales eficaces. Para adoptar este KPI de forma sostenible, necesit\u00e1bamos pruebas.\u00a0<\/span><\/p><p data-path-to-node=\"23\">\u00a0<\/p><p><span style=\"font-weight: 400;\">\u201cTrabajar con Publicis Media e IAS fue esencial. Con\u00a0 Quality Attention\u2122 conseguimos resultados muy positivos a lo largo de todo el <\/span><i><span style=\"font-weight: 400;\">funnel<\/span><\/i><span style=\"font-weight: 400;\">, validados mediante dos estudios a gran escala \u2013un estudio de <\/span><i><span style=\"font-weight: 400;\">brand lift<\/span><\/i><span style=\"font-weight: 400;\"> y un estudio de impacto de rendimiento\u2013 que demostraron la eficacia de este nuevo KPI\u201d.\u00a0<\/span><\/p><p data-path-to-node=\"23\"><span style=\"font-weight: 400;\">\u2014 <\/span><span style=\"font-weight: 400;\">Alix Tanniou<\/span><span style=\"font-weight: 400;\">, Media Manager, Peugeot France<\/span><\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-881da53 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"10373\" data-id=\"881da53\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-8c8095c\" data-eae-slider=\"88556\" data-id=\"8c8095c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8807d96 elementor-widget elementor-widget-heading\" data-id=\"8807d96\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Descubre la estrategia de atenci\u00f3n completa de Stellantis<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-e83710e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"51071\" data-id=\"e83710e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-1827bda\" data-eae-slider=\"89858\" data-id=\"1827bda\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e0b441e elementor-widget elementor-widget-text-editor\" data-id=\"e0b441e\" data-element_type=\"widget\" data-e-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><span style=\"font-weight: 400;\">\u00bfQuieres conocer en detalle la metodolog\u00eda, el marco estrat\u00e9gico y los resultados que hay detr\u00e1s de la iniciativa global de atenci\u00f3n de Stellantis?<\/span><\/p><p><span style=\"font-weight: 400;\">Descarga el case study completo y descubre c\u00f3mo la optimizaci\u00f3n basada en la atenci\u00f3n est\u00e1 ayudando a redefinir las estrategias de rendimiento publicitario a gran escala. <\/span><\/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<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Comprar un coche es una de las decisiones m\u00e1s importantes que toman los consumidores y, en un entorno de medios saturado, limitarse a alcanzar a la audiencia ya no es suficiente. Para comprender mejor qu\u00e9 impulsa realmente la consideraci\u00f3n y&#8230;<\/p>\n","protected":false},"author":37,"featured_media":347163,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[702,619,615],"tags":[],"class_list":["post-347204","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-caso-de-estudios-es","category-efficiency-optimization-es","category-viewability-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>C\u00f3mo Stellantis transforma la Atenci\u00f3n en su mayor ventaja competitiva - Integral Ad Science<\/title>\n<meta name=\"description\" content=\"Stellantis se ha asociado con Integral Ad Science (IAS) y la agencia de medios Publicis Media para situar la medici\u00f3n de la atenci\u00f3n en el centro de su estrategia de medios.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/es\/insider\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo Stellantis transforma la Atenci\u00f3n en su mayor ventaja competitiva\" \/>\n<meta property=\"og:description\" content=\"Stellantis se ha asociado con Integral Ad Science (IAS) y la agencia de medios Publicis Media para situar la medici\u00f3n de la atenci\u00f3n en el centro de su estrategia de medios.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/es\/insider\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-04T13:38:10+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-04T13:58:46+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2026\/06\/Stellantis-Publicis-Quality-Attention-Tile-Image.png\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Laura Molero\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Laura Molero\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\\\/\"},\"author\":{\"name\":\"Laura Molero\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/4e47489296a0d61540f31d2d63918b10\"},\"headline\":\"C\u00f3mo Stellantis transforma la Atenci\u00f3n en su mayor ventaja competitiva\",\"datePublished\":\"2026-06-04T13:38:10+00:00\",\"dateModified\":\"2026-06-04T13:58:46+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\\\/\"},\"wordCount\":988,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2026\\\/06\\\/Stellantis-Publicis-Quality-Attention-Tile-Image.png\",\"articleSection\":[\"Caso de estudios\",\"Efficiency &amp; Optimization\",\"Viewability\"],\"inLanguage\":\"es-ES\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/como-stellantis-transforma-la-atencion-en-su-mayor-ventaja-competitiva\\\/\",\"name\":\"C\u00f3mo Stellantis transforma la Atenci\u00f3n en su mayor ventaja competitiva - 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