{"id":11941,"date":"2024-06-11T11:18:32","date_gmt":"2024-06-11T16:18:32","guid":{"rendered":"https:\/\/www.icesi.edu.co\/marketingzone\/?p=11941"},"modified":"2024-06-11T11:20:36","modified_gmt":"2024-06-11T16:20:36","slug":"la-inversion-publicitaria-global-mete-el-turbo-y-rebasara-la-frontera-del-billon-de-dolares-en-2025","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-inversion-publicitaria-global-mete-el-turbo-y-rebasara-la-frontera-del-billon-de-dolares-en-2025\/","title":{"rendered":"La inversi\u00f3n publicitaria global mete el turbo y rebasar\u00e1 la frontera del bill\u00f3n de d\u00f3lares en 2025"},"content":{"rendered":"<p>Pese que el entorno macroecon\u00f3mico no es quiz\u00e1s el m\u00e1s halag\u00fce\u00f1o (y sigue habiendo algunos nubarrones emborrando el horizonte),\u00a0<strong>la\u00a0inversi\u00f3n publicitaria\u00a0global pegar\u00e1 un brinco del 7,8% hasta los 990 millones de d\u00f3lares en 2024<\/strong>. Esta es la cifra que pone sobre la mesa el \u00faltimo informe de previsi\u00f3n de gasto publicitario de\u00a0GroupM, que en diciembre del a\u00f1o pasado manejaba cifras de crecimiento mucho m\u00e1s modestas y auguraba un incremento de apenas el 5,3%.<\/p>\n<p>De acuerdo con este estudio, donde GroupM ha revisado al alza sus previsiones de crecimiento,\u00a0<strong>la inversi\u00f3n publicitaria global rebasar\u00e1 la frontera del bill\u00f3n de d\u00f3lares en 2025, un a\u00f1o antes de lo inicialmente previsto<\/strong>. El a\u00f1o que viene el gasto global en publicidad crecer\u00e1 un 6,8% hasta los 1,1 billones de d\u00f3lares.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-929641\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/06\/Evolucion-del-crecimiento-de-la-inversion-publicitaria-entre-2016-y-2025.jpg\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" srcset=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/06\/Evolucion-del-crecimiento-de-la-inversion-publicitaria-entre-2016-y-2025.jpg 1200w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/06\/Evolucion-del-crecimiento-de-la-inversion-publicitaria-entre-2016-y-2025-850x478.jpg 850w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/06\/Evolucion-del-crecimiento-de-la-inversion-publicitaria-entre-2016-y-2025-420x236.jpg 420w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/06\/Evolucion-del-crecimiento-de-la-inversion-publicitaria-entre-2016-y-2025-768x432.jpg 768w, https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2024\/06\/Evolucion-del-crecimiento-de-la-inversion-publicitaria-entre-2016-y-2025-280x158.jpg 280w\" alt=\"\" width=\"1200\" height=\"675\" \/><\/figure>\n<p>En diciembre GroupM vaticin\u00f3 que la inversi\u00f3n publicitaria global pod\u00eda verse afectada de manera adversa por las altas tasas de inter\u00e9s y tambi\u00e9n por la ralentizaci\u00f3n del crecimiento de las empresas radicadas en China.\u00a0<strong>Seis meses despu\u00e9s\u00a0el brazo de medios de WPP\u00a0considera, no obstante, que la situaci\u00f3n econ\u00f3mica ha mejorado ostensiblemente\u00a0<\/strong>y que ello permitir\u00e1 que el gasto publicitario crezca con m\u00e1s fuerza de lo que aventur\u00f3 en diciembre del a\u00f1o pasado.<\/p>\n<p><strong>GroupM augura que en Estados Unidos la inversi\u00f3n publicitaria crecer\u00e1 en 2024 hasta alcanzar los 364.900 millones de d\u00f3lares<\/strong>\u00a0(excluyendo, eso s\u00ed, los efectos de la publicidad pol\u00edtica emanada de las elecciones presidenciales de noviembre). Se trata de una cifra ligeramente superior a los 360.4000 millones de d\u00f3lares que anticipaba la filial de WPP en diciembre de 2023. El impacto de las altas tasas de inter\u00e9s al otro lado del charco no ha sido finalmente tan funesto en la industria publicitaria, al menos no tanto como preve\u00eda hace seis meses GroupM.<\/p>\n<p>Por su parte,\u00a0<strong>en China la inversi\u00f3n publicitaria se disparar\u00e1 en 2024 hasta los 199.4 millones de d\u00f3lares en 2024<\/strong>, lejos de los 148.2000 millones anticipados inicialmente por GroupM.<\/p>\n<h3 class=\"wp-block-heading\"><strong>La IA tiene ya un impacto de primer orden en la generaci\u00f3n de ingresos en la industria publicitaria<\/strong><\/h3>\n<p><strong>En la revisi\u00f3n al alza de las previsiones de crecimiento de GroupM han influido en buena medida los cambios efectuados por la compa\u00f1\u00eda en la manera en que se calcula inversi\u00f3n en publicidad exterior y en publicidad digital<\/strong>\u00a0(en este \u00faltimo caso para ponderar mejor el comercio se que cobija en los canales digitales).<\/p>\n<p>Del informe de GroupM puede extraerse asimismo un dato que viene a subrayar el rol absolutamente preponderante de la cada vez m\u00e1s pujante\u00a0inteligencia artificial\u00a0(IA) en la industria publicitaria. Seg\u00fan GroupM,\u00a0<strong>en 2024 el 69,5% de los ingresos publicitarios echar\u00e1 anclas en la IA<\/strong>, un porcentaje que desbocar\u00e1 hasta el 94,1% en 2029. Esta elevada proporci\u00f3n da cuenta del alto volumen de ingresos publicitarios engullidos por empresas como Google, Meta y ByteDance, que se precia ser \u00abheavy users\u00bb de la IA.<\/p>\n<p><strong>\u00abNo hay probablemente ninguna otra industria donde la IA est\u00e9 tan integrada y tenga un impacto tan directo en la facturaci\u00f3n como la industria publicitaria\u00bb,<\/strong>\u00a0subraya Kate Scott-Dawkins, president of business intelligence de GroupM.<\/p>\n<p>Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/inversion-publicitaria-global-alcanzara-billon-dolares-2025<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pese que el entorno macroecon\u00f3mico no es quiz\u00e1s el m\u00e1s halag\u00fce\u00f1o (y sigue habiendo algunos nubarrones emborrando el horizonte),\u00a0la\u00a0inversi\u00f3n publicitaria\u00a0global pegar\u00e1 un brinco del 7,8% hasta los 990 millones de d\u00f3lares en 2024. Esta es la cifra que pone sobre la mesa el \u00faltimo informe de previsi\u00f3n de gasto publicitario de\u00a0GroupM, que en diciembre del [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":11943,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-11941","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n publicitaria global mete el turbo y rebasar\u00e1 la frontera del bill\u00f3n de d\u00f3lares en 2025 | Marketing Zone Icesi<\/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.icesi.edu.co\/marketingzone\/la-inversion-publicitaria-global-mete-el-turbo-y-rebasara-la-frontera-del-billon-de-dolares-en-2025\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La inversi\u00f3n publicitaria global mete el turbo y rebasar\u00e1 la frontera del bill\u00f3n de d\u00f3lares en 2025 | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Pese que el entorno macroecon\u00f3mico no es quiz\u00e1s el m\u00e1s halag\u00fce\u00f1o (y sigue habiendo algunos nubarrones emborrando el horizonte),\u00a0la\u00a0inversi\u00f3n publicitaria\u00a0global pegar\u00e1 un brinco del 7,8% hasta los 990 millones de d\u00f3lares en 2024. 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