{"id":157198,"date":"2022-07-26T12:15:02","date_gmt":"2022-07-26T10:15:02","guid":{"rendered":"https:\/\/ipmark.com\/?p=157198"},"modified":"2022-07-26T12:51:17","modified_gmt":"2022-07-26T10:51:17","slug":"preocupa-fraude-publicidad-audio-online","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=157198","title":{"rendered":"El 87% de expertos en medios est\u00e1n preocupados por el fraude en publicidad de audio online"},"content":{"rendered":"<p><strong>El audio digital gana cada vez m\u00e1s adeptos, tambi\u00e9n desde el punto de vista de la publicidad. Un 93% de expertos en medios se\u00f1ala su inter\u00e9s en aprovechar la publicidad de audio digital este a\u00f1o, y un 63% asegura que los anuncios en plataformas como Spotify o Deezer impulsan tanto el rendimiento de las campa\u00f1as como la gesti\u00f3n de marca.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Son datos del estudio \u2018Amplifying media quality in digital audio report\u2019, realizado por IAS en colaboraci\u00f3n con la firma de datos YouGov, con opiniones de soportes, compradores y proveedores de tecnolog\u00eda publicitaria sobre sus expectativas para la publicidad program\u00e1tica en audio.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre los principales resultados, la cada vez mayor implantaci\u00f3n del audio digital en los planes de medios de los anunciantes.<strong> Un 93% de expertos asegura que es probable que emplee publicidad de audio digital este a\u00f1o.<\/strong> Para un 63%, este tipo de anuncios ayuda a impulsar el rendimiento de las campa\u00f1as como gesti\u00f3n de marca y contribuyen a mejorar los resultados generales de la estrategia publicitaria.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Sobre la gesti\u00f3n de este tipo de publicidad,<strong> m\u00e1s de la mitad (73%) afirma estar dispuesto a realizar transacciones para la colocaci\u00f3n de anuncios de audio de forma program\u00e1tica.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">No obstante, todav\u00eda existen ciertas barreras que paralizan a los anunciantes sobre la inversi\u00f3n en publicidad de audio digital.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por un lado, la medici\u00f3n. <strong>Un 45% de encuestados recuerda que es importante comparar el rendimiento de las campa\u00f1as en audio, display y v\u00eddeo, pero menos de la mitad se muestra seguro cuando habla de las m\u00e9tricas de audio con sus clientes,<\/strong> debido a que los criterios de audibilidad actuales son insuficientes si se comparan con los de visibilidad de marca. Hecho que adem\u00e1s dificulta a los anunciantes la comparaci\u00f3n del rendimiento de las campa\u00f1as entre los diferentes formatos.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y por otro, el posible <strong>fraude publicitario de audio online,<\/strong> que<strong> preocupa a casi nueve de cada diez encuestados (87%).<\/strong> Una inquietud que se ver\u00eda reducida si hay un tercero que verifique la calidad del medio. As\u00ed, un 43% de soportes publicar\u00eda m\u00e1s anuncios de audio y un 31% de compradores de publicidad comprar\u00edan m\u00e1s anuncios de este tipo si \u00e9stos contaran con el apoyo de la verificaci\u00f3n de terceros.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La publicidad de audio digital atrae cada vez a m\u00e1s anunciantes, pero todav\u00eda existen dos barreras que frenan la inversi\u00f3n: la medici\u00f3n y el fraude online. <\/p>\n","protected":false},"author":29,"featured_media":157201,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341,50],"class_list":["post-157198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad","tag-tecnologia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - 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