{"id":5259,"date":"2020-06-26T05:40:12","date_gmt":"2020-06-26T10:40:12","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5259"},"modified":"2020-06-30T05:41:49","modified_gmt":"2020-06-30T10:41:49","slug":"el-boicot-de-las-marcas-a-facebook-solo-afecta-al-1-de-sus-ingresos-publicitarios","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/el-boicot-de-las-marcas-a-facebook-solo-afecta-al-1-de-sus-ingresos-publicitarios\/","title":{"rendered":"El boicot de las marcas a Facebook solo afecta al 1% de sus ingresos publicitarios"},"content":{"rendered":"<div class=\"row\">\n<div class=\"col-sm-12\">\n<div class=\"subtitle mb-4\">\n<div class=\"field-subtitulo\">\n<ul>\n<li>Las marcas que conforman el movimiento gastaron cerca de 300M$ en publicidad en Estados Unidos en 2019<\/li>\n<li>Solo el 6% de los ingresos publicitarios de Facebook el a\u00f1o pasado provinieron de sus 100 principales anunciantes<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div class=\"row\">\n<div class=\"col-sm-8 hr-vertical no-padding\">\n<div class=\"image_notice mb-3 img-portada-noticia\"><img decoding=\"async\" src=\"https:\/\/www.reasonwhy.es\/sites\/default\/files\/grada-vacia.jpg\" \/><\/div>\n<div class=\"padding-15 \">\n<div class=\"field-body\">\n<div class=\"field-items\">\n<div class=\"field-item even\">\n<p>El boicot que algunas marcas se han comprometido a hacer a Facebook, a trav\u00e9s del movimiento\u00a0<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/marcas-retiran-publicidad-facebook-twitter-odio-2020\" target=\"_blank\" rel=\"noopener noreferrer\">#StopHateForProfit<\/a>, supondr\u00e1 a la red social unas p\u00e9rdidas cercanas a los 300 millones de d\u00f3lares en publicidad este 2020. Sin embargo, esta cantidad solo representa un\u00a0<strong>0,92% de los ingresos<\/strong>\u00a0totales de la empresa de Mark Zuckerberg en Estados Unidos.<\/p>\n<div class=\"summary-new\">Durante 2019, Starbucks gast\u00f3 95 M$ en anuncios para Estados Unidos en Facebook<\/div>\n<p>Un estudio elaborado por WARC muestra que, a lo largo de 2019, las principales marcas que han mostrado su compromiso a la campa\u00f1a en contra de los discursos de odio, como Starbuck, Unilever, Verizon o Coca-Cola, invirtieron un total de\u00a0<strong>289 millones de d\u00f3lares<\/strong>\u00a0en publicidad en Facebook durante todo el 2019.<\/p>\n<p>La marca cafetera\u00a0<strong>Starbucks<\/strong>\u00a0gast\u00f3 95 millones de d\u00f3lares en anuncios para Estados Unidos en Facebook, lo que representa un 0,3% de los ingresos totales de la plataforma por publicidad en Estados Unidos. La segunda ca\u00edda m\u00e1s importante es la de la compa\u00f1\u00eda de bienes de consumo\u00a0<strong>Unilever<\/strong>, que en 2019 invirti\u00f3 42 M$. No obstante, y de momento, la suma total de todas las marcas, que han decidido unirse a la causa por el control de los discursos de odio en las redes sociales, no llega al 1% de los ingresos que Facebook percibe de los anuncios, cada a\u00f1o, en Estados Unidos.<\/p>\n<div id=\"ig-79352c07-ca5f-24f7-00b5-f3f711eee759\" class=\"infogram-embed\" data-id=\"f154a103-6e24-4a6c-b3cd-cd529608ff72\" data-title=\"WARC Inversi\u00f3n en publicidad por anunciante en Facebook\" data-type=\"interactive\" data-processed=\"1\">\u00a0<iframe title=\"WARC Inversi\u00f3n en publicidad por anunciante en Facebook\" src=\"https:\/\/e.infogram.com\/f154a103-6e24-4a6c-b3cd-cd529608ff72?parent_url=https%3A%2F%2Fwww.reasonwhy.es%2Factualidad%2Fimpacto-economico-boicot-marcas-facebook-ingresos-publicitarios&amp;src=embed#async_embed\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<p>Los datos complementarios del estudio tambi\u00e9n muestran que solo el 6% de los ingresos publicitarios de Facebook durante 2019 provienen de sus\u00a0<strong>100 principales anunciantes<\/strong>, lo que demuestra hasta qu\u00e9 punto la empresa depende de una larga lista de peque\u00f1as y medianas empresas.<\/p>\n<p>Como resultado, aunque el impacto del boicot en los ingresos probablemente sea m\u00ednimo, ejerce una mayor presi\u00f3n sobre la reputaci\u00f3n de Facebook. Esto se evidencia en su\u00a0<strong>ca\u00edda del 7% de su valor de marca<\/strong>\u00a0en el \u00faltimo a\u00f1o, que refleja el\u00a0<a href=\"https:\/\/www.reasonwhy.es\/actualidad\/amazon-sigue-siendo-marca-mas-valiosa-mundo-ranking-brandz\" target=\"_blank\" rel=\"noopener noreferrer\">informe de BrandZ<\/a>.<\/p>\n<p>Adem\u00e1s, la compa\u00f1\u00eda ya ha anunciado que expandir\u00e1 sus\u00a0<strong>pol\u00edticas en torno al discurso de odio<\/strong>, censurar\u00e1 una categor\u00eda m\u00e1s amplia de lenguaje violento en los anuncios que se hagan en su red e indicar\u00e1 como inter\u00e9s period\u00edstico aquellas declaraciones pol\u00e9micas de figuras pol\u00edticas importantes.<\/p>\n<p>El movimiento #StopHateforProfit se ha propuesto no pon\u00e9rselo f\u00e1cil a Facebook. Ya ha pedido a las\u00a0<strong>empresas europeas\u00a0<\/strong>que se unan al boicot y est\u00e1 tratando de llamar la atenci\u00f3n de sus gobiernos, que han estado mucho m\u00e1s dispuestos a regular las plataformas online en los \u00faltimos a\u00f1os.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Las marcas que conforman el movimiento gastaron cerca de 300M$ en publicidad en Estados Unidos en 2019 Solo el 6% de los ingresos publicitarios de Facebook el a\u00f1o pasado provinieron de sus 100 principales anunciantes El boicot que algunas marcas se han comprometido a hacer a Facebook, a trav\u00e9s del movimiento\u00a0#StopHateForProfit, supondr\u00e1 a la red [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":5260,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5259","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El boicot de las marcas a Facebook solo afecta al 1% de sus ingresos publicitarios | 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\/el-boicot-de-las-marcas-a-facebook-solo-afecta-al-1-de-sus-ingresos-publicitarios\/\" \/>\n<meta property=\"og:locale\" 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