The use of AdTech technology boosted the effectiveness of advertising in BBVA's latest campaign. A study developed by WPP Media and EXTE reveals that the Connected TV format leads in advertising effectiveness in terms of attention and emotional connection. According to Daniela Vinatea, BBVA's representative, the institution constantly seeks new ways to connect with people, and the 'Plin' campaign allowed the use of cutting-edge technology to delve into how messages generate attention and emotional impact on the audience. Carlos Zamudio, WPP Media's Client Senior Director, stated that this study reinforces the agency's commitment to BBVA's advertising efficiency. Zamudio highlighted that the support from strategic partners like EXTE and the use of scientific methods allow for optimizing investment, ensuring a stronger emotional connection with audiences. Results by platforms and devices. The data obtained demonstrated that the integration of EXTE CTV (Connected TV) into the strategy ranked at the top among all evaluated media. Daniela Polanía, from EXTE, highlighted that this successful case sets a precedent in the use of artificial intelligence applied to marketing by achieving superior levels of efficiency. Performance of social media and traditional media. The analysis evidenced that, in addition to connected TV, other channels also showed significant results. This format specifically stood out in attention and emotional impact metrics, consolidating itself as a key tool for advertising relevance. This indicator weighs critical variables such as attention, positive emotions, memory, and emotional resonance to obtain a solid perspective on the brand's long-term impact. Innovation in measuring advertising impact. The applied methodology combined neuroscience with deep learning models to record the audience's cognitive reactions in real-time during ad exposure. The study analyzed content performance across various devices and platforms, applying a methodology that contrasts quantitative emotional results with the M-relevance index. Open TV remained the third most effective medium in the campaign, while TikTok played a fundamental role in capturing the attention of the younger segment. This banking feature, which allows instant transfers via cell phone number or QR code, was the core of a disruptive study that used neuroscience and AI tools to measure the real impact on consumers. The implementation was carried out with the participation of EXTE, an AdTech specialized in integrating technology and creativity. Facebook Feed outperformed its own performance parameters, positioning itself above formats like Reels and Instagram.
