{"id":2227,"date":"2020-12-02T19:12:22","date_gmt":"2020-12-02T18:12:22","guid":{"rendered":"https:\/\/www.somossapiens.com\/desmitificando-el-medio-tv\/"},"modified":"2023-04-20T09:29:08","modified_gmt":"2023-04-20T07:29:08","slug":"demythologizing-the-tv-medium","status":"publish","type":"post","link":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/","title":{"rendered":"Demythologizing the TV medium"},"content":{"rendered":"\n

De todos es sabido, que es un medio dominante, que una de sus mayores capacidades es la consecuci\u00f3n de branding, y que en 2020 ha batido r\u00e9cords hist\u00f3ricos de consumo tras la llegada de COVID-19.<\/p>\n\n\n\n

Debemos realizarnos otras preguntas sobre el medio. Veamos mitos y c\u00f3mo los desmitificamos:<\/p>\n\n\n\n

MITO 1.  \u00bfCon el medio TV logaremos ROI? <\/strong><\/h3>\n\n\n\n

Nos debemos preguntar: \u00bfEl branding vende? \u00bfEs posible alcanzar el ROI-Positive con el medio TV? S\u00ed. La publicidad televisiva funciona.<\/p>\n\n\n\n

Hallazgo 1.<\/strong> La TV genera un ROI superior en la construcci\u00f3n de marca, y no solo en la parte superior del purchase funnel. <\/strong> Existe un s\u00f3lido desempe\u00f1o de la marca en el embudo inferior. Esto contradice la sabidur\u00eda convencional<\/strong> de que es m\u00e1s d\u00e9bil en el impacto m\u00e1s cercano al comportamiento de compra real seg\u00fan Accenture.<\/p>\n\n\n\n

Hallazgo 2.  La TV tiene una mejora significativa, o “efecto halo”, en el impacto de los canales digitales, medido por el ROI de la marca. <\/strong>El halo de reconocimiento de marca de la televisi\u00f3n aporta el 27 por ciento del ROI que se atribuye a SEM.<\/p>\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Hallazgo 3.  La TV tiene el impacto medido m\u00e1s prolongado tanto en la marca como en las ventas. <\/strong>Estudios se\u00f1alan que la TV genera un “efecto remanente” que puede impulsar el ROI de las ventas y m\u00e9tricas de marca durante m\u00e1s de tres a\u00f1os despu\u00e9s de una campa\u00f1a. <\/p>\n\n\n\n

Hallazgo 4.<\/strong>  La TV ayuda a generar un efecto multiplicador cuando se combina con otros medios audiovisuales. <\/strong>Publisher Ecosystem Buying afirma que produce mayores retornos que las campa\u00f1as omnimedia. Se desempe\u00f1a un 60 por ciento mejor que el canal de medios promedio en el ROI del desempe\u00f1o de la marca<\/p>\n\n\n\n

MITO 1 DESMITIFICADO:  Campa\u00f1as en medio TV s\u00ed logran ROI<\/strong>.<\/p>\n\n\n\n

MITO 2.  \u00bfLa TV es territorio de marcas tradicionales? <\/strong><\/h3>\n\n\n\n

No s\u00f3lo marcas cuyo objetivo es branding o ciertos sectores como alimentaci\u00f3n basan una gran cuota en el medio. La TV recuper\u00f3 el primer puesto, ya que atrajo cerca del 50% del gasto publicitario del eCommerce con 17 puntos de diferencia sobre la publicidad online.<\/p>\n\n\n\n

Entre los principales anunciantes eCommerce<\/strong> se encuentran empresas del sector retail como Amazon, casas de apuestas como Bet365, o Pokerstars, agencias de viajes y alojamiento como Trivago, Expedia.. webs de compraventa como Fotocasa o Compramostucoche \u2026 o portales de servicios en l\u00ednea como Netflix, HBO, Just Eat, Uber o Meetic, todas ellas pertenecientes a las categor\u00edas que mayor volumen de negocio est\u00e1n generando en los \u00faltimos tiempos.<\/p>\n\n\n\n

Estos anunciantes tienden a combinar TV y online a la hora de posicionar sus campa\u00f1as,<\/strong> usando el resto de medios de forma complementaria. Sin embargo, una excepci\u00f3n es Netflix, que posiciona cerca del 50% de su inversi\u00f3n en medios en exterior, a comparaci\u00f3n de su principal competidor HBO, que muestra una marcada preferencia por la publicidad en TV.<\/p>\n\n\n\n

MITO 2 DESMITIFICADO:  Campa\u00f1as de \u00e9xito en TV de marcas e-commerce y telcos<\/strong>.<\/p>\n\n\n\n

MITO 3.  \u00bfTV = Notoriedad?<\/strong><\/h3>\n\n\n\n

Durante las tres \u00faltimas d\u00e9cadas, los especialistas en marketing hemos debatido sobre como podremos conseguir que las marcas logren el mayor Brand Awareness posible.<\/p>\n\n\n\n

No cabe duda que, muchos factores sit\u00faan a una marca en el Top of Mind, como la creatividad, los contenidos, y la selecci\u00f3n de medios, siendo necesarias f\u00f3rmulas matem\u00e1ticas para alcanzar y explicar el comportamiento de la notoriedad publicitaria.<\/p>\n\n\n\n

\u00bfSi una marca tiene presencia en TV alcanzar\u00e1 mayor notoriedad?<\/strong> Esencialmente no es as\u00ed.  Es ineludible el an\u00e1lisis exhaustivo del c\u00e1lculo de Grp\u2019s cualificados y la combinaci\u00f3n de franjas y cadenas de la campa\u00f1a como el hallazgo de una cobertura efectiva (no cobertura base) y los aspectos cualitativos de la campa\u00f1a.<\/p>\n\n\n\n

\u00bfEl medio TV contin\u00faa siendo efectivo en la consecuci\u00f3n de Brand Awareness? <\/strong>La respuesta es s\u00ed. Es el m\u00e1s efectivo con 31%, seguido de OOH con 29% y ONLINE con 24%\u2026<\/p>\n\n\n\n

Dicho esto, debemos ser \u00edntegros en las estrategias y trabajarla en base a sectores y categor\u00edas. No es lo mismo el 45% que aporta la TV en automoci\u00f3n o el 67% de alimentaci\u00f3n al 25% a la categor\u00eda de seguros y finanzas.<\/p>\n\n\n\n

No debemos olvidar que la consecuci\u00f3n de notoriedad ser\u00e1 un objetivo de mayor o menor importancia en funci\u00f3n las necesidades de cada marca y producto en un momento concreto de vida.<\/p>\n\n\n\n

MITO 3 DESMITIFICADO:  S\u00ed notoriedad de marca, pero trabajada del modo adecuado.<\/strong><\/p>\n\n\n\n

Una vez analizados algunos mitos del medio TV, revelamos estas desmitificaciones como necesarias para poder concebir al medio no s\u00f3lo por una variable de elevado consumo. <\/p>\n\n\n\n

S\u00f3lo recordemos, en el entorno actual, con las capacidades existentes de medici\u00f3n y an\u00e1lisis, debemos ser exhaustivos en nuestras recomendaciones de medios, teniendo en cuenta tanto variables cuantitativas de consumo, notoriedad, consecuci\u00f3n de ROI, afinidad y credibilidad como variables cualitativas diferenciales.<\/p>\n","protected":false},"excerpt":{"rendered":"

Demythologizing the TV medium<\/p>\n","protected":false},"author":3,"featured_media":2228,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[24],"tags":[],"class_list":["post-2227","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interes-en"],"acf":[],"yoast_head":"\nDemythologizing the TV medium - SOMOSSAPIENS<\/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.somossapiens.com\/en\/demythologizing-the-tv-medium\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Demythologizing the TV medium - SOMOSSAPIENS\" \/>\n<meta property=\"og:description\" content=\"Demythologizing the TV medium\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/\" \/>\n<meta property=\"og:site_name\" content=\"SOMOSSAPIENS\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/somossapiens.spain\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-02T18:12:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-20T07:29:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2020\/12\/desmitificando-el-medio-TV.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"626\" \/>\n\t<meta property=\"og:image:height\" content=\"441\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Sandra Dolz\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@Somos_Sapiens_\" \/>\n<meta name=\"twitter:site\" content=\"@Somos_Sapiens_\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Sandra Dolz\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/\"},\"author\":{\"name\":\"Sandra Dolz\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#\\\/schema\\\/person\\\/926938b7a6b44e576c703d7d9cb32ad5\"},\"headline\":\"Demythologizing the TV medium\",\"datePublished\":\"2020-12-02T18:12:22+00:00\",\"dateModified\":\"2023-04-20T07:29:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/\"},\"wordCount\":851,\"publisher\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/desmitificando-el-medio-TV.jpg\",\"articleSection\":[\"interes\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/\",\"name\":\"Demythologizing the TV medium - SOMOSSAPIENS\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/desmitificando-el-medio-TV.jpg\",\"datePublished\":\"2020-12-02T18:12:22+00:00\",\"dateModified\":\"2023-04-20T07:29:08+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/desmitificando-el-medio-TV.jpg\",\"contentUrl\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2020\\\/12\\\/desmitificando-el-medio-TV.jpg\",\"width\":626,\"height\":441,\"caption\":\"People holding retro television next to each other\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/demythologizing-the-tv-medium\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Demythologizing the TV medium\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/\",\"name\":\"SOMOS SAPIENS\",\"description\":\"Agencia de Medios\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#organization\",\"name\":\"Somos Sapiens\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/logo-somossapiens.svg\",\"contentUrl\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2021\\\/09\\\/logo-somossapiens.svg\",\"caption\":\"Somos Sapiens\"},\"image\":{\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/somossapiens.spain\",\"https:\\\/\\\/x.com\\\/Somos_Sapiens_\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/somossapiens\\\/\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/#\\\/schema\\\/person\\\/926938b7a6b44e576c703d7d9cb32ad5\",\"name\":\"Sandra Dolz\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/sandra-blog2-150x150.jpg\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/sandra-blog2-150x150.jpg\",\"contentUrl\":\"https:\\\/\\\/www.somossapiens.com\\\/wp-content\\\/uploads\\\/2022\\\/03\\\/sandra-blog2-150x150.jpg\",\"caption\":\"Sandra Dolz\"},\"description\":\"Directora de Operaciones\",\"url\":\"https:\\\/\\\/www.somossapiens.com\\\/en\\\/author\\\/sandra\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Demythologizing the TV medium - SOMOSSAPIENS","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/","og_locale":"en_US","og_type":"article","og_title":"Demythologizing the TV medium - SOMOSSAPIENS","og_description":"Demythologizing the TV medium","og_url":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/","og_site_name":"SOMOSSAPIENS","article_publisher":"https:\/\/www.facebook.com\/somossapiens.spain","article_published_time":"2020-12-02T18:12:22+00:00","article_modified_time":"2023-04-20T07:29:08+00:00","og_image":[{"width":626,"height":441,"url":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2020\/12\/desmitificando-el-medio-TV.jpg","type":"image\/jpeg"}],"author":"Sandra Dolz","twitter_card":"summary_large_image","twitter_creator":"@Somos_Sapiens_","twitter_site":"@Somos_Sapiens_","twitter_misc":{"Written by":"Sandra Dolz","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#article","isPartOf":{"@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/"},"author":{"name":"Sandra Dolz","@id":"https:\/\/www.somossapiens.com\/en\/#\/schema\/person\/926938b7a6b44e576c703d7d9cb32ad5"},"headline":"Demythologizing the TV medium","datePublished":"2020-12-02T18:12:22+00:00","dateModified":"2023-04-20T07:29:08+00:00","mainEntityOfPage":{"@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/"},"wordCount":851,"publisher":{"@id":"https:\/\/www.somossapiens.com\/en\/#organization"},"image":{"@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#primaryimage"},"thumbnailUrl":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2020\/12\/desmitificando-el-medio-TV.jpg","articleSection":["interes"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/","url":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/","name":"Demythologizing the TV medium - SOMOSSAPIENS","isPartOf":{"@id":"https:\/\/www.somossapiens.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#primaryimage"},"image":{"@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#primaryimage"},"thumbnailUrl":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2020\/12\/desmitificando-el-medio-TV.jpg","datePublished":"2020-12-02T18:12:22+00:00","dateModified":"2023-04-20T07:29:08+00:00","breadcrumb":{"@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#primaryimage","url":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2020\/12\/desmitificando-el-medio-TV.jpg","contentUrl":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2020\/12\/desmitificando-el-medio-TV.jpg","width":626,"height":441,"caption":"People holding retro television next to each other"},{"@type":"BreadcrumbList","@id":"https:\/\/www.somossapiens.com\/en\/demythologizing-the-tv-medium\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/www.somossapiens.com\/en\/"},{"@type":"ListItem","position":2,"name":"Demythologizing the TV medium"}]},{"@type":"WebSite","@id":"https:\/\/www.somossapiens.com\/en\/#website","url":"https:\/\/www.somossapiens.com\/en\/","name":"SOMOS SAPIENS","description":"Agencia de Medios","publisher":{"@id":"https:\/\/www.somossapiens.com\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.somossapiens.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.somossapiens.com\/en\/#organization","name":"Somos Sapiens","url":"https:\/\/www.somossapiens.com\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.somossapiens.com\/en\/#\/schema\/logo\/image\/","url":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2021\/09\/logo-somossapiens.svg","contentUrl":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2021\/09\/logo-somossapiens.svg","caption":"Somos Sapiens"},"image":{"@id":"https:\/\/www.somossapiens.com\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/somossapiens.spain","https:\/\/x.com\/Somos_Sapiens_","https:\/\/www.linkedin.com\/company\/somossapiens\/"]},{"@type":"Person","@id":"https:\/\/www.somossapiens.com\/en\/#\/schema\/person\/926938b7a6b44e576c703d7d9cb32ad5","name":"Sandra Dolz","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2022\/03\/sandra-blog2-150x150.jpg","url":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2022\/03\/sandra-blog2-150x150.jpg","contentUrl":"https:\/\/www.somossapiens.com\/wp-content\/uploads\/2022\/03\/sandra-blog2-150x150.jpg","caption":"Sandra Dolz"},"description":"Directora de Operaciones","url":"https:\/\/www.somossapiens.com\/en\/author\/sandra\/"}]}},"_links":{"self":[{"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/posts\/2227","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/comments?post=2227"}],"version-history":[{"count":3,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/posts\/2227\/revisions"}],"predecessor-version":[{"id":4518,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/posts\/2227\/revisions\/4518"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/media\/2228"}],"wp:attachment":[{"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/media?parent=2227"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/categories?post=2227"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.somossapiens.com\/en\/wp-json\/wp\/v2\/tags?post=2227"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}