{"id":146541,"date":"2022-02-24T12:05:08","date_gmt":"2022-02-24T11:05:08","guid":{"rendered":"https:\/\/ipmark.com\/?p=146541"},"modified":"2022-02-24T13:27:41","modified_gmt":"2022-02-24T12:27:41","slug":"inversion-publicitaria-exterior-y-cine-mas-cerca-recuperacion","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=146541","title":{"rendered":"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n"},"content":{"rendered":"<p><strong>A medida que aumenta el tr\u00e1fico peatonal, con el regreso a las oficinas y las visitas a los establecimientos comerciales, se espera que la inversi\u00f3n publicitaria en Exterior y Cine aumente, aunque no ser\u00e1 hasta 2023 cuando ambos medios recuperen los niveles vistos antes de la pandemia de coronavirus.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Son algunas de las principales conclusiones extra\u00eddas del \u00faltimo informe de WARC, que analiza lo que denominan la econom\u00eda publicitaria de la vida real (IRL, por sus siglas en ingl\u00e9s), que comprenden los medios pagados de Exterior y Cine.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Las estimaciones de WARC muestran que <strong>la inversi\u00f3n publicitaria en ambos medios a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022<\/strong>, todav\u00eda algo lejos del dato manejado en 2019, cuando se situaba en los 45.100 millones. No obstante, los analistas calculan que la inversi\u00f3n volver\u00e1 a los niveles pre-pandemia <strong>en 2023, cuando se alcance los 47.100 millones.\u00a0<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Inflaci\u00f3n en Exterior<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La mayor presencia de consumidores a pie de calle invita a los anunciantes a dedicar parte de su presupuesto a Exterior. <strong>Para el primer trimestre de 2022, se calcula que la inversi\u00f3n publicitaria global en OOH aumente un 16,5% hasta alcanzar los 10.900 millones de d\u00f3lares.<\/strong> La tasa de crecimiento se ralentizar\u00e1 en 2023, con un incremento previsto del 11% en el primer trimestre de 2023.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por pa\u00edses, <strong>solo Australia y Estados Unidos experimentar\u00e1n este a\u00f1o un regreso a los niveles de 2019<\/strong> &#8211; su inversi\u00f3n publicitaria en OOH ser\u00e1 un 1,5% y un 0,9% superior respectivamente a lo registrado en ese a\u00f1o-. Todav\u00eda muy lejos quedar\u00e1 la partida destinada a Exterior en India (-42,1%) y Brasil (-27,4%).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De igual modo, se espera que el incremento de los costes del medio acabe repercutiendo en el presupuesto de los anunciantes. <strong>Tras haber alcanzado una inflaci\u00f3n global en el canal del 9,4% en 2021, se calcula que este dato se sit\u00fae en el 4,6% &#8211; algo menor, pero todav\u00eda por encima del 2%-.\u00a0<\/strong><\/span><\/p>\n<h2><span style=\"font-weight: 400;\">En Cine, la excepci\u00f3n es China<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n m\u00e1s pr\u00f3ximo a los niveles de 2019 se encontrar\u00e1 la inversi\u00f3n publicitaria global en Cine. Para este 2022, la consultora estima que dicha partida alcance los 3.400 millones de d\u00f3lares, un 10,5% inferior a los 3.800 millones de antes de la pandemia.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La raz\u00f3n principal de esta falta de tracci\u00f3n se debe al escaso rendimiento del medio en Estados Unidos. En 2021, los ingresos publicitarios en Cine se situaron en los 301,5 millones de d\u00f3lares, un 60,3% inferior a lo cosechado en 2019. La excepci\u00f3n se encuentra en<strong> China<\/strong>, pa\u00eds donde<strong> los \u00e9xitos cosechados por el cine local han animado a los anunciantes a dedicar 1.100 millones de d\u00f3lares al medio en 2021, un 10,4% m\u00e1s que en 2019.\u00a0<\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La inversi\u00f3n publicitaria en ambos medios a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022, todav\u00eda algo lejos del dato manejado en 2019, cuando se situaba en los 45.100 millones. Ser\u00e1 en 2023 cuando se supere esta \u00faltima cifra. <\/p>\n","protected":false},"author":29,"featured_media":146543,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[323,175],"class_list":["post-146541","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-exterior","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>La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n<\/title>\n<meta name=\"description\" content=\"La inversi\u00f3n publicitaria en Exterior y Cine a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=146541\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n\" \/>\n<meta property=\"og:description\" content=\"La inversi\u00f3n publicitaria en Exterior y Cine a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=146541\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2022-02-24T11:05:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-02-24T12:27:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-publicitaria-exterior.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1140\" \/>\n\t<meta property=\"og:image:height\" content=\"635\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Pilar Chac\u00f3n\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pilar Chac\u00f3n\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541\"},\"author\":{\"name\":\"Pilar Chac\u00f3n\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"headline\":\"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n\",\"datePublished\":\"2022-02-24T11:05:08+00:00\",\"dateModified\":\"2022-02-24T12:27:41+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541\"},\"wordCount\":464,\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-publicitaria-exterior.png\",\"keywords\":[\"exterior\",\"inversi\u00f3n publicitaria\"],\"articleSection\":[\"Media\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541\",\"url\":\"https:\\\/\\\/ipmark.com\\\/?p=146541\",\"name\":\"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-publicitaria-exterior.png\",\"datePublished\":\"2022-02-24T11:05:08+00:00\",\"dateModified\":\"2022-02-24T12:27:41+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\"},\"description\":\"La inversi\u00f3n publicitaria en Exterior y Cine a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/ipmark.com\\\/?p=146541\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#primaryimage\",\"url\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-publicitaria-exterior.png\",\"contentUrl\":\"https:\\\/\\\/ipmark.com\\\/wp-content\\\/uploads\\\/inversion-publicitaria-exterior.png\",\"width\":1140,\"height\":635,\"caption\":\"La inversi\u00f3n publicitaria global de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=146541#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Portada\",\"item\":\"https:\\\/\\\/ipmark.com\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#website\",\"url\":\"https:\\\/\\\/ipmark.com\\\/\",\"name\":\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\",\"description\":\"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/ipmark.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"es\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/de400c58a0eb8a1708ed78b3cb6d76e7\",\"name\":\"Pilar Chac\u00f3n\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g\",\"caption\":\"Pilar Chac\u00f3n\"},\"url\":\"https:\\\/\\\/ipmark.com\\\/?author=29\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n","description":"La inversi\u00f3n publicitaria en Exterior y Cine a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/ipmark.com\/?p=146541","og_locale":"es_ES","og_type":"article","og_title":"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n","og_description":"La inversi\u00f3n publicitaria en Exterior y Cine a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022.","og_url":"https:\/\/ipmark.com\/?p=146541","og_site_name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","article_published_time":"2022-02-24T11:05:08+00:00","article_modified_time":"2022-02-24T12:27:41+00:00","og_image":[{"width":1140,"height":635,"url":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-publicitaria-exterior.png","type":"image\/png"}],"author":"Pilar Chac\u00f3n","twitter_card":"summary_large_image","twitter_misc":{"Escrito por":"Pilar Chac\u00f3n","Tiempo de lectura":"2 minutos"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/ipmark.com\/?p=146541#article","isPartOf":{"@id":"https:\/\/ipmark.com\/?p=146541"},"author":{"name":"Pilar Chac\u00f3n","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"headline":"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n","datePublished":"2022-02-24T11:05:08+00:00","dateModified":"2022-02-24T12:27:41+00:00","mainEntityOfPage":{"@id":"https:\/\/ipmark.com\/?p=146541"},"wordCount":464,"image":{"@id":"https:\/\/ipmark.com\/?p=146541#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-publicitaria-exterior.png","keywords":["exterior","inversi\u00f3n publicitaria"],"articleSection":["Media"],"inLanguage":"es"},{"@type":"WebPage","@id":"https:\/\/ipmark.com\/?p=146541","url":"https:\/\/ipmark.com\/?p=146541","name":"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n","isPartOf":{"@id":"https:\/\/ipmark.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/ipmark.com\/?p=146541#primaryimage"},"image":{"@id":"https:\/\/ipmark.com\/?p=146541#primaryimage"},"thumbnailUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-publicitaria-exterior.png","datePublished":"2022-02-24T11:05:08+00:00","dateModified":"2022-02-24T12:27:41+00:00","author":{"@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7"},"description":"La inversi\u00f3n publicitaria en Exterior y Cine a nivel global alcanzar\u00e1 los 44.400 millones de d\u00f3lares en 2022.","breadcrumb":{"@id":"https:\/\/ipmark.com\/?p=146541#breadcrumb"},"inLanguage":"es","potentialAction":[{"@type":"ReadAction","target":["https:\/\/ipmark.com\/?p=146541"]}]},{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/ipmark.com\/?p=146541#primaryimage","url":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-publicitaria-exterior.png","contentUrl":"https:\/\/ipmark.com\/wp-content\/uploads\/inversion-publicitaria-exterior.png","width":1140,"height":635,"caption":"La inversi\u00f3n publicitaria global de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n"},{"@type":"BreadcrumbList","@id":"https:\/\/ipmark.com\/?p=146541#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Portada","item":"https:\/\/ipmark.com\/"},{"@type":"ListItem","position":2,"name":"La inversi\u00f3n publicitaria de Exterior y Cine, m\u00e1s cerca de su recuperaci\u00f3n"}]},{"@type":"WebSite","@id":"https:\/\/ipmark.com\/#website","url":"https:\/\/ipmark.com\/","name":"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales","description":"Creaci\u00f3n de contenidos y eventos relevantes en torno a las marcas, las agencias, servicios de marketing y medios, \u00fatiles para la toma de decisiones en el d\u00eda a d\u00eda de los profesionales del marketing","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/ipmark.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"es"},{"@type":"Person","@id":"https:\/\/ipmark.com\/#\/schema\/person\/de400c58a0eb8a1708ed78b3cb6d76e7","name":"Pilar Chac\u00f3n","image":{"@type":"ImageObject","inLanguage":"es","@id":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/ea2d31089136c7fd616f961521512f6e17b01d5442597719202325bc0b6c39f2?s=96&d=mm&r=g","caption":"Pilar Chac\u00f3n"},"url":"https:\/\/ipmark.com\/?author=29"}]}},"_links":{"self":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/146541","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/users\/29"}],"replies":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=146541"}],"version-history":[{"count":3,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/146541\/revisions"}],"predecessor-version":[{"id":146561,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/posts\/146541\/revisions\/146561"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=\/wp\/v2\/media\/146543"}],"wp:attachment":[{"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=146541"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=146541"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/ipmark.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=146541"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}