{"id":217299,"date":"2025-03-27T14:06:30","date_gmt":"2025-03-27T13:06:30","guid":{"rendered":"https:\/\/ipmark.com\/?p=217299"},"modified":"2025-03-27T14:06:30","modified_gmt":"2025-03-27T13:06:30","slug":"publiespana-aborda-el-impacto-ambiental-de-la-publicidad-en-la-ctv-durante-aedemotv","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=217299","title":{"rendered":"Publiespa\u00f1a aborda el impacto ambiental de la publicidad en la CTV durante AEDEMOTV"},"content":{"rendered":"<p>En su intervenci\u00f3n titulada \u00abAbramos el mel\u00f3n\u00bb, Publiespa\u00f1a ha destacado la importancia de la sostenibilidad en el contexto publicitario. A medida que la Televisi\u00f3n Conectada contin\u00faa su expansi\u00f3n, con m\u00e1s de 34 millones de usuarios conectados en Espa\u00f1a, la necesidad de afrontar los retos medioambientales del ecosistema digital se ha vuelto imperativa. Solo en 2024, <strong>la inversi\u00f3n publicitaria en CTV en Espa\u00f1a super\u00f3 los 120 millones de euros, un crecimiento notable respecto a a\u00f1os anteriores<\/strong>.<\/p>\n<p>En t\u00e9rminos de impacto medioambiental, <strong>el informe recuerda que las tecnolog\u00edas digitales y el uso de internet representan actualmente el 4% de las emisiones globales de gases de efecto invernadero, y esta cifra podr\u00eda aumentar al 14% para 2040 <\/strong>si no se toman medidas eficaces.<\/p>\n<p><strong>Soluciones en tres \u00e1reas<\/strong><\/p>\n<p>Para hacer frente a este desaf\u00edo, Publiespa\u00f1a propone soluciones pr\u00e1cticas en tres \u00e1reas clave: creatividad, procesos y planificaci\u00f3n. En creatividad, se aboga por la <strong>optimizaci\u00f3n de las piezas publicitarias, haci\u00e9ndolas m\u00e1s ligeras para reducir la huella de carbono sin comprometer la calidad visual ni la experiencia del usuario<\/strong>. En cuanto a los procesos, <strong>se sugiere reducir las solicitudes y respuestas en la publicidad program\u00e1tica en CTV<\/strong>, lo cual disminuir\u00eda las emisiones generadas por el sector. Finalmente, en el \u00e1mbito de la planificaci\u00f3n, Publiespa\u00f1a <strong>promueve la utilizaci\u00f3n de datos para optimizar los impactos publicitarios, evitando impresiones ineficaces y reduciendo la huella de carbono<\/strong>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Publiespa\u00f1a ha puesto en marcha un an\u00e1lisis sobre los desaf\u00edos medioambientales que enfrenta la publicidad en el ecosistema digital, presentando un estudio elaborado junto a la consultora TWIGA durante la 40\u00aa edici\u00f3n de AEDEMO TV 2025. El informe, que incluye las perspectivas de anunciantes, agencias y expertos del sector, detalla el impacto ambiental de la publicidad en la Televisi\u00f3n Conectada (CTV), un mercado en pleno auge.<\/p>\n","protected":false},"author":14,"featured_media":217302,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[5360],"class_list":["post-217299","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-media","tag-aedemo-tv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Publiespa\u00f1a aborda el impacto ambiental de la publicidad en la CTV durante AEDEMOTV - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"Publiespa\u00f1a \u201cabre el mel\u00f3n\u201d del reto de la sostenibilidad en el entorno de la publicidad en la Televisi\u00f3n Conectada.\" \/>\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=217299\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Publiespa\u00f1a aborda el impacto ambiental de la publicidad en la CTV durante AEDEMOTV - 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