{"id":5328,"date":"2020-07-15T12:00:57","date_gmt":"2020-07-15T17:00:57","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5328"},"modified":"2020-07-15T10:06:25","modified_gmt":"2020-07-15T15:06:25","slug":"funciona-realmente-la-publicidad-que-navega-por-facebook","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/funciona-realmente-la-publicidad-que-navega-por-facebook\/","title":{"rendered":"\u00bfFunciona realmente la publicidad que navega por Facebook?"},"content":{"rendered":"

\"\"<\/p>\n

La publicidad que circula por los territorios de las plataformas de YouTube y Facebook tiene efecto en los consumidores, pero\u00a0no tanto como podr\u00eda parecer.<\/strong>\u00a0As\u00ed lo revela un estudio llevado a cabo por la organizaci\u00f3n de comercializadores de televisi\u00f3n Screenforce, llamado\u00a0\u00abNot all Reach is equal\u00bb<\/strong>\u00a0(\u00abNo todo el alcance es igual\u00bb). El informe ha sido publicado por la prestigiosa investigadora de mercado australiana Karen Nelson-Field.<\/p>\n

Las conclusiones de este extenso estudio que recoge\u00a0Horizont<\/em>\u00a0son, cuanto menos, reveladoras. En primer lugar, se\u00f1ala que\u00a0el impacto publicitario de los v\u00eddeos en las redes sociales es significativamente m\u00e1s d\u00e9bil que el de la televisi\u00f3n<\/strong>, y destaca que los consumidores recuerdan m\u00e1s un spot en la televisi\u00f3n lineal que uno id\u00e9ntico en las plataformas digitales.<\/p>\n

Se trata de una conclusi\u00f3n que pone en tela de juicio la idea de que YouTube, Facebook e Instagram son los claros sustitutos de la televisi\u00f3n. Adem\u00e1s, los resultados que brinda se tornan especialmente catastr\u00f3ficos para Facebook, red social que en la actualidad se enfrenta a un\u00a0boicot publicitario\u00a0por parte de centenares de anunciantes por su escasa mano dura con los comentarios violentos o de odio que circulan en su plataforma. Seg\u00fan el estudio, en el que participaron personas mayores de 18 a\u00f1os,\u00a0los anuncios de v\u00eddeo en Facebook pr\u00e1cticamente no influyen en la disposici\u00f3n de los usuarios a comprar<\/strong>.<\/p>\n

\u00bfImpactar\u00e1 el estudio en la industria de los medios o estos datos quedar\u00e1n en el olvido? Cabe destacar que \u00abNot all Reach is equal\u00bb cuenta tambi\u00e9n con el apoyo de las organizaciones de referencia en la industria\u00a0OWM\u00a0<\/strong>y\u00a0OMG<\/strong>, as\u00ed como con comentarios positivos de Manfred Kluge, presidente del Omnicom Media Group DACH, la presidenta de OWM Kirsten Latour y el portavoz de OMG Klaus-Peter Schulz. Seg\u00fan el medio, Screenforce continuar\u00e1 ofreciendo m\u00e1s datos sobre el estudio en su web.<\/p>\n

Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/funciona-realmente-la-publicidad-que-navega-por-facebook<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

La publicidad que circula por los territorios de las plataformas de YouTube y Facebook tiene efecto en los consumidores, pero\u00a0no tanto como podr\u00eda parecer.\u00a0As\u00ed lo revela un estudio llevado a cabo por la organizaci\u00f3n de comercializadores de televisi\u00f3n Screenforce, llamado\u00a0\u00abNot all Reach is equal\u00bb\u00a0(\u00abNo todo el alcance es igual\u00bb). El informe ha sido publicado por […]<\/p>\n","protected":false},"author":48,"featured_media":5329,"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-5328","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"\n\u00bfFunciona realmente la publicidad que navega por Facebook? | 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\/funciona-realmente-la-publicidad-que-navega-por-facebook\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfFunciona realmente la publicidad que navega por Facebook? | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La publicidad que circula por los territorios de las plataformas de YouTube y Facebook tiene efecto en los consumidores, pero\u00a0no tanto como podr\u00eda parecer.\u00a0As\u00ed lo revela un estudio llevado a cabo por la organizaci\u00f3n de comercializadores de televisi\u00f3n Screenforce, llamado\u00a0\u00abNot all Reach is equal\u00bb\u00a0(\u00abNo todo el alcance es igual\u00bb). 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