{"id":123838,"date":"2021-04-09T12:32:35","date_gmt":"2021-04-09T10:32:35","guid":{"rendered":"https:\/\/ipmark.com\/?p=123838"},"modified":"2021-04-09T14:41:21","modified_gmt":"2021-04-09T12:41:21","slug":"amazon-supera-la-cuota-del-10-del-mercado-de-la-publicidad-digital","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=123838","title":{"rendered":"Amazon supera la cuota del 10% del mercado de la publicidad digital"},"content":{"rendered":"<p><strong>Cada vez son m\u00e1s los anunciantes que optan por lanzar campa\u00f1as publicitarias en Amazon. Hasta el punto de que el marketplace ha logrado superar, por primera vez, la cuota del 10% en el mercado de la publicidad digital en Estados Unidos, tras haber percibido un 53% m\u00e1s de inversi\u00f3n publicitaria en su plataforma.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed lo exponen los \u00faltimos datos de eMarketer, tras haber analizado la variaci\u00f3n de la inversi\u00f3n publicitaria en Digital en 2020 en el pa\u00eds norteamericano. De acuerdo con la firma de investigaci\u00f3n, <strong>el negocio publicitario del gigante del ecommerce ha aumentado un 53%<\/strong>, hasta situarse en los <strong>15.730 millones de d\u00f3lares<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este crecimiento ha originado que Amazon haya conseguido una mayor cuota de mercado. As\u00ed, si en 2019 ostentaba el 7,8% de la tarta publicitaria digital, <strong>en 2020 se ha situado en el 10,3%<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con la consultora, este comportamiento al alza &#8211; que ven\u00eda siendo una constante en a\u00f1os anteriores- se deriva del mayor peso que el ecommerce ha ganado como canal de ventas en el \u00faltimo a\u00f1o como consecuencia de la pandemia de coronavirus, y del que tambi\u00e9n se ha visto beneficiado el marketplace.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De ah\u00ed que, para finales de a\u00f1o, considere que su negocio publicitario en Estados Unidos se incremente un 30% m\u00e1s y supere, por primera vez, los 20.000 millones de d\u00f3lares y alcance los 30.000 millones en 2023. Este a\u00f1o se estima que <strong>se aproxime a los 24.000 millones<\/strong>.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Google cede tarta publicitaria<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El principal afectado de esta mayor captaci\u00f3n de inversi\u00f3n publicitaria por parte de la firma fundada por Jeff Bezos es Google. El gigante de la publicidad digital, que en 2020 ha ostentado el 29% de la tarta publicitaria estadounidense, <strong>podr\u00eda ver contra\u00edda su participaci\u00f3n hasta el 27% en 2023<\/strong>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A d\u00eda de hoy, la publicidad en el marketplace, que incluye los anuncios de b\u00fasqueda y display, supone el 89% del negocio publicitario de Amazon. Seg\u00fan eMarketer, se prev\u00e9 que la red de b\u00fasqueda de la plataforma de ecommerce gane mayor atracci\u00f3n inversora este a\u00f1o, adjudic\u00e1ndole una <strong>cuota del 19% frente al 13% obtenido el pasado a\u00f1o<\/strong>. Para 2022, se prev\u00e9 que este porcentaje se eleve hasta el 20%.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El avance de Amazon en el terreno de la publicidad digital ha llevado a la empresa con sede en Mountain View a doblegar sus esfuerzos para atraer a los retailers, con medidas como el anuncio de <a href=\"https:\/\/ipmark.com\/fichas-de-producto-en-google-shopping-gratuitas\/\" target=\"_blank\" rel=\"noopener noreferrer\">mostrar de forma gratuita fichas de producto en Google Shopping<\/a> de manera org\u00e1nica.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook, segunda en el podio, tambi\u00e9n ha incorporado en sus redes sociales funcionalidades de ecommerce para captar mayor inversi\u00f3n publicitaria por parte de retailers, como el lanzamiento de Instagram Shopping o de<a href=\"https:\/\/ipmark.com\/tiendas-en-facebook\/\" target=\"_blank\" rel=\"noopener noreferrer\"> Tiendas en Facebook<\/a>.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2020, el negocio publicitario del gigante del ecommerce en Estados Unidos ha aumentado un 53% hasta alcanzar los 15.730 millones de d\u00f3lares. Se espera que este a\u00f1o dicha cifra llegue a los 24.000 millones. <\/p>\n","protected":false},"author":29,"featured_media":123882,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[554,175],"class_list":["post-123838","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-google","tag-inversion-publicitaria"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon supera cuota 10% mercado publicidad digital<\/title>\n<meta name=\"description\" content=\"En 2020, el negocio publicitario de Amazon en Estados Unidos ha aumentado un 53% hasta alcanzar los 15.730 millones de d\u00f3lares.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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