{"id":2438,"date":"2016-09-26T13:14:34","date_gmt":"2016-09-26T18:14:34","guid":{"rendered":"http:\/\/192.168.220.28\/marketingzone\/?p=2438"},"modified":"2016-11-14T12:48:54","modified_gmt":"2016-11-14T17:48:54","slug":"publicidad-en-tv","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/publicidad-en-tv\/","title":{"rendered":"Efecto de la Publicidad en la Tv"},"content":{"rendered":"<p style=\"text-align: justify;\">En un informe de Millward Brown nos hablan del efecto de la TV conectada sobre la publicidad en la TV tradicional. En este se afirma que aunque la primera ha tenido un gran crecimiento en el \u00faltimo a\u00f1o, a\u00fan se percibe como una tecnolog\u00eda de dif\u00edcil manejo (la tecnolog\u00eda m\u00e1s complicada del hogar) m\u00e1s no de acceso, por lo que se espera que para el 2018 el efecto de esta sea m\u00e1s impactante a tal punto que predominara en cuanto a la forma en la que se consumen contenidos.<\/p>\n<p style=\"text-align: justify;\">Esta agencia destaca las ventajas de la TV conectada tales como: contenido accesible en cualquier momento, mejor segmentaci\u00f3n, plataformas libres de anuncios. Lo anterior implica inevitables cambios en la inversi\u00f3n de la publicidad en la TV tradicional, sin embargo se debe prestar particular atenci\u00f3n a la segmentaci\u00f3n del mercado objetivo, porque son los millenials lo m\u00e1s conectados en comparaci\u00f3n con las otras generaciones, entonces cabe preguntarse \u00bfson ellos mi p\u00fablico objetivo?, adem\u00e1s el esfuerzo de los productores de contenidos en TV convencional cada vez es mayor dada la oleada digital, lo que hace de estos contenidos una opci\u00f3n atractiva para los telespectadores.<\/p>\n<p style=\"text-align: justify;\">En cuanto al tema de programaci\u00f3n sin anuncios esto impone nuevos retos para las compa\u00f1\u00edas pues en estos casos los ingresos ser\u00e1n generados por descargas y suscripciones, los anuncios podr\u00edan ir quedando de lado. Tambi\u00e9n se pone de manifiesto que anteriormente el presupuesto de inversi\u00f3n el publicidad para TV convencional no compet\u00eda con la inversi\u00f3n en medios digitales, pero dados los cambios en los h\u00e1bitos de consumo y compra esta \u00faltima podr\u00eda incluso sobreponerse frente a la otra.<\/p>\n<p style=\"text-align: justify;\">Sin embargo, este informe expone algunas desventajas de la TV conectada o interactiva, tales como: problemas en la medici\u00f3n de la audiencia y otros indicadores, la falta de inventarios por parte de los proveedores de estas plataformas y la receptividad de los anuncios online. Este concluye afirmando que a\u00fan es un poco apresurado determinar el futuro de la TV tradicional, pero se esperan y demandan grandes cambios en la misma.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un informe de Millward Brown nos hablan del efecto de la TV conectada sobre la publicidad en la TV tradicional. En este se afirma que aunque la primera ha tenido un gran crecimiento en el \u00faltimo a\u00f1o, a\u00fan se percibe como una tecnolog\u00eda de dif\u00edcil manejo (la tecnolog\u00eda m\u00e1s complicada del hogar) m\u00e1s no [&hellip;]<\/p>\n","protected":false},"author":43,"featured_media":3752,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-2438","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Efecto de la Publicidad en la Tv | 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\/publicidad-en-tv\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Efecto de la Publicidad en la Tv | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"En un informe de Millward Brown nos hablan del efecto de la TV conectada sobre la publicidad en la TV tradicional. 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