{"id":156160,"date":"2022-07-11T14:35:50","date_gmt":"2022-07-11T12:35:50","guid":{"rendered":"https:\/\/ipmark.com\/?p=156160"},"modified":"2022-07-11T14:35:50","modified_gmt":"2022-07-11T12:35:50","slug":"video-streaming-24-tiempo-total-contenidos-audiovisuales","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=156160","title":{"rendered":"El v\u00eddeo streaming supone el 24% del tiempo total de los contenidos audiovisuales"},"content":{"rendered":"<p><strong>Las plataformas de v\u00eddeo\u00a0<em>streaming<\/em> ya representan cerca del 25% del tiempo total de contenidos audiovisuales, casi doblando el dato de 2018. \u00c9stas incluyen, adem\u00e1s de a YouTube y a Twitch, a Prime Video, a Netflix, y a otras plataformas de suscripci\u00f3n que podr\u00edan lanzar versiones con anuncios en un futuro.\u00a0<\/strong><\/p>\n<p>Estas son algunas de las conclusiones que se muestran en el informe\u00a0<strong>\u00abAudiovisual 2.0 Uncovered\u00bb<\/strong>, de la consultora <strong>Bain &amp; Company<\/strong>, en colaboraci\u00f3n con\u00a0<strong>Google Spain<\/strong>.\u00a0En 2018, s\u00f3lo un 13% de los usuarios consum\u00edan contenidos en\u00a0<em>streaming<\/em>, mientras que, a d\u00eda de hoy, ya se encuentra en el 24% del total.<\/p>\n<div class=\"infogram-embed\" data-id=\"1abb09dc-8371-4ebd-9b69-eb2eed5dd898\" data-type=\"interactive\" data-title=\"Estimaci\u00f3n de la cuota de visionado de video streaming (Espa\u00f1a, Feb. 2018-2022).\"><\/div>\n<p><script>!function(e,i,n,s){var t=\"InfogramEmbeds\",d=e.getElementsByTagName(\"script\")[0];if(window[t]&&window[t].initialized)window[t].process&&window[t].process();else if(!e.getElementById(n)){var o=e.createElement(\"script\");o.async=1,o.id=n,o.src=\"https:\/\/e.infogram.com\/js\/dist\/embed-loader-min.js\",d.parentNode.insertBefore(o,d)}}(document,0,\"infogram-async\");<\/script><\/p>\n<p>El reparto de la inversi\u00f3n publicitaria contin\u00faa adapt\u00e1ndose a esta realidad: a pesar de atraer al 24% de la atenci\u00f3n de los consumidores audiovisuales, <strong>el v\u00eddeo\u00a0<em>streaming<\/em> s\u00f3lo obtiene el 15% del presupuesto total (1.800 millones de euros) para la publicidad audiovisual<\/strong>, lo que supone unos\u00a0<strong>350 millones de euros.\u00a0<\/strong><\/p>\n<p>\u00abLos anunciantes deben ejecutar una estrategia m\u00e1s equilibrada que complemente en mayor medida a la televisi\u00f3n tradicional y les permita llegar mejor a sus audiencias. Las falsas percepciones y la falta de capacidades retrasan la innovaci\u00f3n y deja en aparente estado de inercia a estas compa\u00f1\u00edas, lo que contrasta con el r\u00e1pido y continuo cambio que vemos en la forma de consumo de contenido audiovisual, y la tendencia creciente que observamos del\u00a0<em>video-streaming\u00bb<\/em>, comparte\u00a0<strong>Alberto Requena<\/strong>, socio de\u00a0<strong>Bain &amp; Company Madrid.\u00a0<\/strong><\/p>\n<h2>5 mitos sobre la publicidad en v\u00eddeo\u00a0<em>streaming<\/em><\/h2>\n<p>El estudio pone de relieve\u00a0<strong>cinco mitos comunes sobre la publicidad en plataformas de\u00a0<em>video-streaming<\/em>:\u00a0<\/strong><\/p>\n<ol>\n<li><strong>Eficacia<\/strong>: La publicidad en estas plataformas puede impactar de forma positiva la intenci\u00f3n de compra y, adem\u00e1s, un <em>mix<\/em> audiovisual equilibrado\u00a0<strong>puede ofrecer una mayor rentabilidad de la inversi\u00f3n publicitaria que la televisi\u00f3n por s\u00ed sola.\u00a0<\/strong><\/li>\n<li><strong>Audiencia<\/strong>: No se limita a la poblaci\u00f3n joven, pues\u00a0<strong>YouTube es ya el primer canal audiovisual para el segmento menor de 45 a\u00f1os<\/strong>, y contin\u00faa creciendo en todos los grupos etarios, llegando a audiencias que a las que la televisi\u00f3n tradicional no puede acceder.<\/li>\n<li><strong>Atenci\u00f3n:\u00a0<\/strong>Tanto la ratio de menci\u00f3n publicitaria\/gasto publicitario como experimentos de monitorizaci\u00f3n facial demuestran que\u00a0<strong>los anuncios de v\u00eddeo digital pueden lograr una mayor atenci\u00f3n y recuerdo del espectador que el de los anuncios en TV.\u00a0<\/strong><\/li>\n<li><strong>Calidad del contenido<\/strong>: Para los consumidores el contenido de calidad ha cambiado. Las plataformas de\u00a0<em>video-streaming<\/em> tienden a superar a la televisi\u00f3n tradicional con factores clave: innovaci\u00f3n, personalizaci\u00f3n e inspiraci\u00f3n.<\/li>\n<li><strong>Medici\u00f3n<\/strong>: Son varias herramientas las que apoyan ahora el proceso de planificaci\u00f3n y evaluaci\u00f3n de las campa\u00f1as publicitarias audiovisuales\u00a0<em>cross-media<\/em>. Por ejemplo, la combinaci\u00f3n de Kantar y ComScore, o Reach Planner y XMR de Google.<\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2018, s\u00f3lo un 13% de los usuarios consum\u00edan contenidos en\u00a0streaming, mientras que, a d\u00eda de hoy, ya se encuentra en el 24% del total.<\/p>\n","protected":false},"author":6924,"featured_media":156166,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-156160","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El v\u00eddeo streaming supone el 24% del tiempo total de contenidos audiovisuales<\/title>\n<meta name=\"description\" content=\"En 2018, s\u00f3lo un 13% de 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