{"id":48423,"date":"2015-09-28T17:37:04","date_gmt":"2015-09-28T15:37:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=48423"},"modified":"2015-09-28T17:37:04","modified_gmt":"2015-09-28T15:37:04","slug":"nace-la-branded-content-marketing-association-bcma-spain","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=48423","title":{"rendered":"Nace la Branded Content Marketing Association (BCMA Spain)"},"content":{"rendered":"
\"junta
De izquierda a derecha, Javier Regueira, Andrew Canter, CEO de la BCMA, Marc Ros y Pablo Mu\u00f1oz.<\/figcaption><\/figure>\n

El Colegio Oficial de Arquitectos de Madrid ha acogido la presentaci\u00f3n oficial del cap\u00edtulo espa\u00f1ol de la Branded Content Marketing Association (BCMA), que estar\u00e1 presidida por Marc Ros, fundador y CEO de Aftershare.TV. En el mismo acto se dieron a conocer los resultados de la segunda edici\u00f3n del contentScope, elaborado por Grupo Consultores junto a Arena, Atresmedia, FCBSpain y Aftershare.TV.<\/p>\n

El hecho de que el branded content se haya consolidado como una pieza clave en las estrategias de comunicaci\u00f3n de tres de cada cuatro anunciantes ha sido uno de los acicates para la puesta en marcha de la BCMA Spain<\/a>. <\/p>\n

En este contexto, BCMA Spain nace como una asociaci\u00f3n sin \u00e1nimo de lucro cuyo objetivo es la divulgaci\u00f3n del uso del branded content como herramienta complementaria a la publicidad en la comunicaci\u00f3n de marketing. \u201cNuestro prop\u00f3sito es ayudar a las marcas y a los agentes del sector a convertir su comunicaci\u00f3n en contenidos \u00fatiles y deseados por las personas\u201d ha explicado Marc Ros. <\/p>\n

Su creaci\u00f3n, sin embargo, ha sido fruto de una larga maduraci\u00f3n, seg\u00fan confesaron los miembros de su junta directiva, que anunciaron que entre sus primeros objetivos est\u00e1n la formaci\u00f3n, la divulgaci\u00f3n y la actuaci\u00f3n como lobby. <\/p>\n

\"BCMA<\/p>\n

En el cap\u00edtulo de la formaci\u00f3n, la BCMA ha desarrollado, en colaboraci\u00f3n con Foxize School, un plan que intentar\u00e1 paliar las lagunas que sobre branded content presentan muchos programas formativos actuales. <\/p>\n

Las labores de divulgaci\u00f3n tendr\u00e1n como pilar principal la web de la asociaci\u00f3n, en la que se incluir\u00e1n contenidos y casos pr\u00e1cticos de estrategias de contenidos. As\u00ed mismo, Branducers, el primer foro sobre branded content celebrado en Espa\u00f1a, se integrar\u00e1 dentro de las actividades de BCMA Spain. <\/p>\n

Directiva y socios<\/b><\/p>\n

Junto a Marc Ros, la junta directiva de BCMA Spain est\u00e1 formada por Pablo Mu\u00f1oz (FCB) y Javier Regueira (Pop Uo Branded Content), vicepresidente y director general, respectivamente. <\/p>\n

Por otro lado, los socios fundadores de la BCMA Spain son las agencias: Aftershare.TV, FCB, Pop Up Brand Content, Arena Media, Havas Sports&Entertainment, Bakery Group y New Cast; las compa\u00f1\u00edas anunciantes Pernod Ricard y Leroy Merlin; los medios Discovery Communications y Unidad Editorial; Grupo Consultores como consultora y Creativa Legal como asesor legal. <\/p>\n

El branded content en Espa\u00f1a<\/b><\/p>\n

La segunda edici\u00f3n del contentScope concluye que tres de cada cuatro marcas incluyen ya el branded content como parte de su estrategia de comunicaci\u00f3n. De hecho el 74% de los anunciantes espa\u00f1oles han realizado alguna acci\u00f3n de contenidos en el \u00faltimo a\u00f1o.<\/p>\n

Este dato, junto al resto de conclusiones del estudio, muestra que el branded content no es una tendencia pasajera y que su eficacia para construir y comunicar valores de marca sobrepasa en muchos casos la de la publicidad convencional. <\/p>\n

En consecuencia, crece un 7% el porcentaje de presupuestos destinados a branded content y el 13% de estas acciones supera los 250.000 euros (la mayor\u00eda todav\u00eda est\u00e1n por debajo de los 50.000 euros). <\/p>\n

El 80% de los anunciantes espa\u00f1oles considera que el branded content es muy importante dentro de su estrategia de comunicaci\u00f3n y un 6% de ellos ya tienen un equipo interno exclusivamente dedicado a estas labores. <\/p>\n

El principal valor diferencial que los anunciantes atribuyen al branded content respecto a una acci\u00f3n convencional es la \u201cno intrusividad\u201d. A este car\u00e1cter poco agresivo del branded content a\u00f1aden su capacidad para generar engagement, mejorar la imagen de marca e incrementar notoriedad. <\/p>\n

Consultar el estudio <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

El Colegio Oficial de Arquitectos de Madrid ha acogido la presentaci\u00f3n oficial del cap\u00edtulo espa\u00f1ol de la Branded Content Marketing<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,44],"tags":[673],"class_list":["post-48423","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing","tag-branded-content"],"acf":[],"yoast_head":"\nBranded Content Marketing Association<\/title>\n<meta name=\"description\" content=\"Nace el cap\u00edtulo espa\u00f1ol de la Branded Content Marketing Association\" \/>\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=48423\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" 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