{"id":186899,"date":"2024-01-25T16:11:45","date_gmt":"2024-01-25T15:11:45","guid":{"rendered":"https:\/\/ipmark.com\/?p=186899"},"modified":"2024-01-25T16:29:24","modified_gmt":"2024-01-25T15:29:24","slug":"amazon-ofrece-anunciantes-cpms-fijos","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=186899","title":{"rendered":"Amazon ofrece a los anunciantes CPMs fijos sin variaci\u00f3n por puja"},"content":{"rendered":"<p><strong>Cuando queda apenas una semana para que los primeros usuarios de Prime V\u00eddeo sigan disfrutando del contenido de Amazon con publicidad, se van sabiendo nuevos datos acerca de la oferta publicitaria que est\u00e1 ofreciendo la firma tecnol\u00f3gica a los anunciantes estadounidenses.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el pitch al que ha tenido acceso Adweek, anunciantes y agencias de medios tienen la opci\u00f3n de elegir entre los tres planes publicitarios que ofrece la Big Tech: Acuerdo Preferente (Preferred Deal), Compra Garantizada (Guaranteed Buy) y Patrocinio Premium (Premium Sponsorships).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>El primero, Acuerdo Preferente, es el plan m\u00e1s econ\u00f3mico al presentarse con un CPM base de 26 d\u00f3lares.<\/strong> Los compradores no garantizan inventario, pero pueden segmentar en base a <strong>atributos contextuales como t\u00edtulos, g\u00e9neros y audiencias de Amazon<\/strong>, esta \u00faltima incluyendo subcategor\u00edas para la segmentaci\u00f3n como demograf\u00eda, estilo de vida, si buscan comprar un producto, remarketing y datos de terceros.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El segundo plan, <strong>Compra Garantizada<\/strong>, solo est\u00e1 disponible como servicio gestionado (no auto-servicio, como en el caso del Acuerdo Preferente), y se oferta a un <strong>CPM inicial de 34 d\u00f3lares.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por un<strong> CPM base de 36 d\u00f3lares,<\/strong> los compradores pueden <strong>segmentar por demograf\u00eda<\/strong>, y si se sube a<strong> 41 d\u00f3lares<\/strong>, se da <strong>acceso a datos de audiencia en funci\u00f3n de atributos de estilo de vida<\/strong> como \u2018reci\u00e9n mudados\u2019 o \u2018padres primerizos\u2019. Se tiene la opci\u00f3n, adem\u00e1s, de aprovechar la <strong>segmentaci\u00f3n contextual en torno a las 200 pel\u00edculas m\u00e1s vistas de Prime V\u00eddeo y TV<\/strong>, a un precio inicial de<strong> 37 d\u00f3lares el CPM.<\/strong>\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En ambos planes los CPMs son fijos, garantizando que el precio no variar\u00e1 en funci\u00f3n de cu\u00e1ntos anunciantes pujen por el mismo espacio.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por \u00faltimo, los <strong>Patrocinios Premium<\/strong>, que permiten a las marcas patrocinar un programa en exclusiva y sin que se muestren otros anuncios mientras se reproduce el contenido, solo est\u00e1 disponible como servicio gestionado y su precio puede variar <strong>entre los 600.000 y 8 millones de d\u00f3lares.\u00a0<\/strong><\/span><\/p>\n<p><span style=\"font-weight: 400;\">Respecto a las compa\u00f1\u00edas con las que trabaja Amazon para la medici\u00f3n de campa\u00f1as en Prime V\u00eddeo, se citan Nielsen para la medici\u00f3n del alcance de audiencia; Kantar y Lucid, para los estudios de brand lift; DoubleVerify, Integral Ad Science y Moat para la verificaci\u00f3n de campa\u00f1a. Mientras que Innovid, Flashtalking, DM, Vast y la propia Amazon se encargar\u00e1n de servir los anuncios.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amazon est\u00e1 ofreciendo a los anunciantes estadounidenses interesados en publicitarse en Prime Video tres planes, dos de ellos con CPMs fijos que no variar\u00e1n en funci\u00f3n de cu\u00e1ntos anunciantes pujen por el mismo espacio. <\/p>\n","protected":false},"author":29,"featured_media":186908,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[76,194],"class_list":["post-186899","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-marketing-digital","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Amazon ofrece a los 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