{"id":159267,"date":"2022-09-21T13:54:12","date_gmt":"2022-09-21T11:54:12","guid":{"rendered":"https:\/\/ipmark.com\/?p=159267"},"modified":"2022-09-21T14:14:56","modified_gmt":"2022-09-21T12:14:56","slug":"walmart-se-asocia-con-tiktok-snap-y-roku-para-avanzar-retail-media","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=159267","title":{"rendered":"Walmart se asocia con TikTok, Snap y Roku para avanzar en Retail Media"},"content":{"rendered":"<p><strong>La divisi\u00f3n de retail media de Walmart, Walmart Connect, ha alcanzado un acuerdo estrat\u00e9gico con TikTok, Snap y Roku con el objetivo de medir la influencia en las ventas de las redes sociales y la publicidad en televisi\u00f3n conectada (CTV).\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha explicado <strong>Seth Dallaire<\/strong>, <em>chief revenue officer<\/em> de <strong>Walmart<\/strong>, la cadena de supermercados estadounidense est\u00e1 trabajando con TikTok, Snap y Roku para ayudarle con \u201cla segmentaci\u00f3n de audiencia y la medici\u00f3n post-exposici\u00f3n\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La intenci\u00f3n del retailer es ofrecer m\u00e1s adelante los datos de influencia de estas plataformas en sus ventas a un n\u00famero selecto de marcas, entre las que se encuentran Johnson &amp; Johnson, Procter &amp; Gamble, L\u2019Or\u00e9al y Samsung. Un servicio que ofrecer\u00e1 de forma gestionada &#8211; no a trav\u00e9s de su plataforma publicitaria de autoservicio de Walmart Connect-, y que tambi\u00e9n ayudar\u00e1 a las r\u00fabricas a comprar espacio publicitario en estas tres plataformas.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s, <strong>las marcas podr\u00e1n emplear los datos de audiencia del retailer para la segmentaci\u00f3n de las campa\u00f1as en TikTok, Snapchat y Roku<\/strong>, informan.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Al mismo tiempo, la cadena de supermercados est\u00e1 trabajando con dos plataformas de video commerce en directo, TalkShopLive y Firework, para a\u00f1adir un espacio en su web que permita a los usuarios comprar productos a trav\u00e9s de una<strong> experiencia de live shopping<\/strong>. Un proyecto que planea probar de cara a la <strong>pr\u00f3xima campa\u00f1a de Navidad<\/strong>.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Un 15% m\u00e1s de inversi\u00f3n Retail Media en 2022<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Walmart forma parte de las primeras compa\u00f1\u00edas del sector Retail activas en Retail Media, un nuevo canal publicitario que seg\u00fan las \u00faltimas previsiones de GroupM, <strong>alcanzar\u00e1 en 2022 una inversi\u00f3n de 101.000 millones de d\u00f3lares a nivel global, un 15% m\u00e1s que los 88.000 millones registrados en 2021.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Este volumen de inversi\u00f3n representa<strong> el 18% del total del presupuesto destinado a publicidad digital, y un 11% del total de la inversi\u00f3n publicitaria a nivel global<\/strong>. O el equivalente al 1,8% del volumen bruto de mercanc\u00edas (GMV) global de ecommerce.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>En los pr\u00f3ximos cinco a\u00f1os, estiman que la inversi\u00f3n publicitaria en medios Retail supere los 160.000 millones, lo que representa una tasa de crecimiento del 60%.<\/strong> Parte responsable de este incremento se deber\u00e1 a una proliferaci\u00f3n de redes de retail media y el traspaso de presupuesto a este canal procedente de otros medios, a medida que m\u00e1s anunciantes no end\u00e9micos descubren y prueban las plataformas publicitarias de los retailers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A d\u00eda de hoy, Amazon, Alibaba y Walmart son las compa\u00f1\u00edas que m\u00e1s negocio est\u00e1n percibiendo de su divisi\u00f3n de Retail Media. De acuerdo de GroupM,<strong> un 5% de GMV es un objetivo razonable que pueden establecer las firmas del sector interesadas en adentrarse en Retail Media<\/strong>. Este 5% se basa en el an\u00e1lisis de la agencia de medios realizado sobre el negocio de Amazon Advertising, cuyos ingresos equivalen precisamente al 5% del GMV del marketplace.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con GroupM, las ganancias publicitarias de operadores como Alibaba o Walmart se encuentran entre el 0% y 3% de su GMV, lo que sit\u00faa el objetivo del 5% a su alcance.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En 2022, la inversi\u00f3n publicitaria en Retail Media a nivel global alcanzar\u00e1 los 101.000 millones de d\u00f3lares, un 15% m\u00e1s que en 2021. <\/p>\n","protected":false},"author":29,"featured_media":159272,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5895],"tags":[2341],"class_list":["post-159267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Walmart se asocia con TikTok, Snap y Roku para avanzar en Retail Media<\/title>\n<meta name=\"description\" content=\"En 2022, la inversi\u00f3n publicitaria en Retail Media a nivel global alcanzar\u00e1 los 101.000 millones de d\u00f3lares, un 15% m\u00e1s que en 2021.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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