{"id":5580,"date":"2020-09-10T12:00:04","date_gmt":"2020-09-10T17:00:04","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5580"},"modified":"2020-09-08T16:01:51","modified_gmt":"2020-09-08T21:01:51","slug":"la-incertidumbre-continuara-acompanando-a-la-industria-publicitaria-y-a-sus-presupuestos-durante-los-proximos-meses","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/la-incertidumbre-continuara-acompanando-a-la-industria-publicitaria-y-a-sus-presupuestos-durante-los-proximos-meses\/","title":{"rendered":"La incertidumbre continuar\u00e1 acompa\u00f1ando a la industria publicitaria (y a sus presupuestos) durante los pr\u00f3ximos meses"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-5581 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/jhuuy-300x176.jpg\" alt=\"\" width=\"300\" height=\"176\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/jhuuy-300x176.jpg 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/jhuuy-768x450.jpg 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/jhuuy.jpg 1024w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>La pandemia del coronavirus tuvo desde su inicio un fuerte impacto en la inversi\u00f3n publicitaria. Tras varios y complicados meses, parece que\u00a0<strong>la incertidumbre contin\u00faa acompa\u00f1ando al sector de la publicidad<\/strong>.<\/p>\n<p>Una encuesta elaborada por IAB a principios de agosto revela que\u00a0<strong>solo el 9% de los compradores de anuncios tiene presupuestos claramente definidos para 2021<\/strong>\u00a0y un 30% tiene una idea poco clara o inexistente en relaci\u00f3n a su gasto en el pr\u00f3ximo a\u00f1o.<\/p>\n<p>Seg\u00fan los datos de este informe recogido por\u00a0<em>Adweek<\/em>, los compradores de anuncios que cuentan con al menos una estimaci\u00f3n aproximada del gasto para pr\u00f3ximo a\u00f1o esperan\u00a0<strong>aumentar sus presupuestos en aproximadamente un 5,3%<\/strong>.<\/p>\n<blockquote><p>El gasto en medios digitales aumentar\u00e1 un 6%<\/p><\/blockquote>\n<p>Por otro lado, se estima que\u00a0<strong>la inversi\u00f3n publicitaria total en medios tradicionales<\/strong>\u00a0como la televisi\u00f3n lineal, los medios impresos y exterior se reduzca en 2020 casi un 30% en comparaci\u00f3n con el pasado a\u00f1o. Por el contrario,\u00a0<strong>el gasto en medios digitales<\/strong>\u00a0como la televisi\u00f3n conectada o display se incrementar\u00e1 un 6%. La publicidad program\u00e1tica, seg\u00fan datos de MediaRadar, ya se encuentra en los niveles en los que navegaba en tiempos precovid.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-578349 lazyloaded\" src=\"https:\/\/www.marketingdirecto.com\/wp-content\/uploads\/2020\/09\/inversion-publicitaria.png\" alt=\"\" width=\"626\" height=\"352\" data-ll-status=\"loaded\" \/><\/p>\n<p>Por otra parte, a pesar de la sombra del sonado boicot publicitario a\u00a0<a href=\"https:\/\/www.marketingdirecto.com\/tema-dia\/facebook\" target=\"_blank\" rel=\"follow noopener noreferrer\">Facebook<\/a>\u00a0\u00abStop Hate for Profit\u00bb y aunque el 90% de los encuestados est\u00e1n al menos un poco preocupados por que sus anuncios aparezcan junto al contenido controvertido generado en las redes sociales,\u00a0<strong>el 63% solo detendr\u00e1 las campa\u00f1as en estas plataformas hasta agosto<\/strong>.<\/p>\n<p>Para obtener estos datos, IAB encuest\u00f3 a un total de\u00a0<strong>242 personas pertenecientes tanto a entidades de compra como de venta<\/strong>. En el lado de la compra, se encontraban ejecutivos de agencias, marcas, profesionales de marketing y agencias de relaciones p\u00fablicas.<\/p>\n<p><a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/la-incertidumbre-continuara-acompanando-a-la-industria-publicitaria-y-a-sus-presupuestos-durante-los-proximos-meses\">Fuente: https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/la-incertidumbre-continuara-acompanando-a-la-industria-publicitaria-y-a-sus-presupuestos-durante-los-proximos-meses<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La pandemia del coronavirus tuvo desde su inicio un fuerte impacto en la inversi\u00f3n publicitaria. Tras varios y complicados meses, parece que\u00a0la incertidumbre contin\u00faa acompa\u00f1ando al sector de la publicidad. Una encuesta elaborada por IAB a principios de agosto revela que\u00a0solo el 9% de los compradores de anuncios tiene presupuestos claramente definidos para 2021\u00a0y un [&hellip;]<\/p>\n","protected":false},"author":50,"featured_media":5581,"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-5580","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>La incertidumbre continuar\u00e1 acompa\u00f1ando a la industria publicitaria (y a sus presupuestos) durante los pr\u00f3ximos meses | 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-incertidumbre-continuara-acompanando-a-la-industria-publicitaria-y-a-sus-presupuestos-durante-los-proximos-meses\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La incertidumbre continuar\u00e1 acompa\u00f1ando a la industria publicitaria (y a sus presupuestos) durante los pr\u00f3ximos meses | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"La pandemia del coronavirus tuvo desde su inicio un fuerte impacto en la inversi\u00f3n publicitaria. Tras varios y complicados meses, parece que\u00a0la incertidumbre contin\u00faa acompa\u00f1ando al sector de la publicidad. Una encuesta elaborada por IAB a principios de agosto revela que\u00a0solo el 9% de los compradores de anuncios tiene presupuestos claramente definidos para 2021\u00a0y un [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/la-incertidumbre-continuara-acompanando-a-la-industria-publicitaria-y-a-sus-presupuestos-durante-los-proximos-meses\/\" \/>\n<meta property=\"og:site_name\" content=\"Marketing Zone Icesi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Marketingzoneicesi\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-09-10T17:00:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/09\/jhuuy.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" 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