{"id":8088,"date":"2022-06-23T13:16:22","date_gmt":"2022-06-23T18:16:22","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=8088"},"modified":"2022-06-23T13:16:22","modified_gmt":"2022-06-23T18:16:22","slug":"el-70-de-la-inversion-global-en-medios-ira-a-parar-en-2024-al-digital-segun-martin-sorrell","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/el-70-de-la-inversion-global-en-medios-ira-a-parar-en-2024-al-digital-segun-martin-sorrell\/","title":{"rendered":"El 70% de la inversi\u00f3n global en medios ir\u00e1 a parar en 2024 al digital, seg\u00fan Martin Sorrell"},"content":{"rendered":"<h2 class=\"intro\">Martin Sorrell, presidente de S4 Capital, afirma que el 70% de la inversi\u00f3n global en medios de comunicaci\u00f3n en 2024 ser\u00e1 para digital.<\/h2>\n<div class=\"post-cn\">\n<p><strong>Martin Sorrell<\/strong>, presidente de\u00a0<strong>S4 Capital<\/strong>, ha apuntado en\u00a0<strong>Cannes Lions 2022<\/strong>\u00a0que el 60% de la inversi\u00f3n global en medios de comunicaci\u00f3n en 2021 fue destinada a digital y que,\u00a0<strong>en 2024, esta parte representar el 70% de la inversi\u00f3n global en medios.<\/strong><\/p>\n<p>El metaverso es una tendencia que ocupa la mayor parte de las conversaciones, incluso cuando todav\u00eda hay mucho desconocimiento a su alrededor y sus cimientos est\u00e1n por construir en muchos aspectos (como el de la identidad digital). Sorrell ha se\u00f1alado que es \u00abun interesante desarrollo\u00bb, pero que \u00aba\u00fan queda un largo camino\u00bb para llegar hasta \u00e9l.<\/p>\n<div id=\"vidoomy\">\n<div>\n<div id=\"1656008158723994916890\"><\/div>\n<\/div>\n<\/div>\n<p>Seg\u00fan ha declarado en su intervenci\u00f3n en el festival, desde su punto de vista\u00a0<strong>podr\u00edan llegar entre 30 y 40 millones del metaverso<\/strong>. \u00abEse \u00e1rea es enorme y ya tiene un impacto muy grande\u00bb, ha subrayado. A continuaci\u00f3n, ha insistido en todos los \u00e1mbitos en los que puede ser \u00fatil, como la m\u00fasica, los e-sports, la educaci\u00f3n o el teletrabajo. \u00abEs limitado en este momento pero con grandes aplicaciones que est\u00e1n por llegar\u00bb, ha explicado.<\/p>\n<p>Cabe destacar que, en enero, Sorrell\u00a0<strong>lanz\u00f3 un fondo de capital de riesgo<\/strong>\u00a0enfocado al \u00abad tech\u00bb, el an\u00e1lisis de datos y el metaverso que naci\u00f3 con la vocaci\u00f3n de recaudar 150 millones de d\u00f3lares.<\/p>\n<p>En Cannes Lions, Sorrell ha hecho especial hincapi\u00e9 en la importancia de la tecnolog\u00eda, pero tambi\u00e9n en que esta debe ir acompa\u00f1ada de eficiencia, y que esos deben de ser los puntos que no deben perder de vista las agencias en sus\u00a0<em>partnerships<\/em>. \u00abEl camino acaba de empezar, y es imprescindible que las agencias sean eficientes en lo que hacen\u00bb, ha comentado.<\/p>\n<p>\u00abCannes se ha convertido en un festival de tecnolog\u00eda y datos.\u00a0<strong>Las empresas tecnol\u00f3gicas que ahora dominan la Croisette est\u00e1n atacando la transformaci\u00f3n digital a trav\u00e9s del CIO o CTO (no del CMO).<\/strong>\u00a0Las agencias, sin embargo se centran en el CMO\u00bb, ha se\u00f1alado, por otro lado.<\/p>\n<p>Asimismo, ha subrayado que \u00abTikTok es la \u00fanica plataforma que ha irrumpido a escala\u00bb y que los clientes \u00abdeber\u00edan estar entusiasmados por participar en ella\u00bb.<\/p>\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\n<div class=\"wp-block-embed__wrapper\">\n<div class=\"twitter-tweet twitter-tweet-rendered\"><iframe id=\"twitter-widget-0\" class=\"\" title=\"Twitter Tweet\" src=\"https:\/\/platform.twitter.com\/embed\/Tweet.html?creatorScreenName=annamoher_&amp;dnt=true&amp;embedId=twitter-widget-0&amp;features=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%3D%3D&amp;frame=false&amp;hideCard=false&amp;hideThread=false&amp;id=1539928509417676803&amp;lang=es&amp;origin=https%3A%2F%2Fwww.marketingdirecto.com%2Fespeciales%2Fcannes-lions%2Fmartin-sorrell-inversion-diigtal-metaverso&amp;sessionId=6eda7f1cf00f7a8e75662a8f81aa7740a97c66f3&amp;siteScreenName=MkDirecto&amp;theme=light&amp;widgetsVersion=b45a03c79d4c1%3A1654150928467&amp;width=500px\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\" data-tweet-id=\"1539928509417676803\" data-mce-fragment=\"1\"><\/iframe><\/div>\n<\/div>\n<\/figure>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Martin Sorrell, presidente de S4 Capital, afirma que el 70% de la inversi\u00f3n global en medios de comunicaci\u00f3n en 2024 ser\u00e1 para digital. Martin Sorrell, presidente de\u00a0S4 Capital, ha apuntado en\u00a0Cannes Lions 2022\u00a0que el 60% de la inversi\u00f3n global en medios de comunicaci\u00f3n en 2021 fue destinada a digital y que,\u00a0en 2024, esta parte representar [&hellip;]<\/p>\n","protected":false},"author":52,"featured_media":8089,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[],"class_list":["post-8088","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>El 70% de la inversi\u00f3n global en medios ir\u00e1 a parar en 2024 al digital, seg\u00fan Martin Sorrell | 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-70-de-la-inversion-global-en-medios-ira-a-parar-en-2024-al-digital-segun-martin-sorrell\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El 70% de la inversi\u00f3n global en medios ir\u00e1 a parar en 2024 al digital, seg\u00fan Martin Sorrell | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"Martin Sorrell, presidente de S4 Capital, afirma que el 70% de la inversi\u00f3n global en medios de comunicaci\u00f3n en 2024 ser\u00e1 para digital. 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