{"id":54639,"date":"2016-06-07T17:03:42","date_gmt":"2016-06-07T15:03:42","guid":{"rendered":"https:\/\/ipmark.com\/?p=54639"},"modified":"2016-06-07T17:03:42","modified_gmt":"2016-06-07T15:03:42","slug":"video-interactivo-libro-blanco","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=54639","title":{"rendered":"V\u00eddeo interactivo. Una herramienta de marketing fundamental"},"content":{"rendered":"<p><strong>Exponential y Eyesee presentan los resultados de un estudio que pone de relieve c\u00f3mo el v\u00eddeo interactivo se est\u00e1 convirtiendo cada vez m\u00e1s en una herramienta de marketing fundamental para los anunciantes.<\/strong><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft size-full wp-image-54641\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Exponential-Eye.jpg\" alt=\"Exponential-Interactive-v\u00eddeo-interactivo-Libro-Blanco\" width=\"345\" height=\"345\" \/><\/p>\n<p>Frente a los <strong>formatos est\u00e1ndares de v\u00eddeo<\/strong>, el <strong>v\u00eddeo interactivo<\/strong> ayuda al anunciante a<strong> conectarse con el nuevo consumidor de una forma m\u00e1s eficaz y a generar una impresi\u00f3n, una actitud y una consideraci\u00f3n positiva hacia la marca.<\/strong><\/p>\n<p>Para elaborar el estudio \u201cLo que la atenci\u00f3n, emoci\u00f3n y percepci\u00f3n revelan sobre una publicidad eficaz\u201d, realizado por Exponential Interactive en colaboraci\u00f3n con la empresa de investigaci\u00f3n de mercados EyeSee, se ha observado v\u00eda webcam a 500 personas y monitorizado este panel de consumidores mediante<strong> registro ocular, codificaci\u00f3n de la expresi\u00f3n facial y encuestas<\/strong>.<\/p>\n<p>A fin de <strong>evaluar las m\u00e9tricas de brand lift<\/strong>, los consumidores contestaban a una encuesta que permit\u00eda medir la <strong>percepci\u00f3n de marca<\/strong>, el <strong>recuerdo de marca<\/strong> y la<strong> intenci\u00f3n de compra<\/strong>.<\/p>\n<p>\u00abEl v\u00eddeo interactivo no intrusivo se ha convertido en un <strong>veh\u00edculo digital potente para ayudar a las marcas a generar una impresi\u00f3n positiva con los consumidores<\/strong>\u00ab, coment\u00f3 <strong>J\u00e9r\u00f4me Massebeuf<\/strong>, managing director de Exponential para Espa\u00f1a. \u00abEn campa\u00f1as de branding, para los <strong>anunciantes defensores de la marca como generadora de experiencias<\/strong>, saber elegir el formato publicitario adecuado es clave para tener \u00e9xito; este estudio valida que una buena creatividad, que despierta la atenci\u00f3n del usuario y consigue un engagement con la pieza, contribuye a conseguir esa conexi\u00f3n emocional con el consumidor\u201d.<\/p>\n<p><strong>Resultados<\/strong><\/p>\n<p><a href=\"http:\/\/exponential.com\/es\" target=\"_blank\" rel=\"noopener noreferrer\">Exponential Interactive<\/a>\u00a0ha publicado estos resultados en el <strong>Libro Blanco \u201cC\u00f3mo los formatos v\u00eddeo interactivos ayudan a las marcas a conectar positivamente con el nuevo consumidor<\/strong>\u201d que ofrece consejos pr\u00e1cticos a los \u201cmarketeros\u201d.<\/p>\n<p>Algunos puntos destacados del estudio son:<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 \u00bfQu\u00e9 <strong>caracter\u00edsticas interactivas<\/strong> son m\u00e1s atractivas en campa\u00f1as de v\u00eddeo?<\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<strong> \u201cViewability\u201d<\/strong> versus <strong>\u201cActive View Time\u201d<\/strong><\/p>\n<p>\u00b7\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 La importancia de la<strong> fase \u201cteasing\u201d<\/strong><\/p>\n<p><a href=\"http:\/\/exponential.com\/es\/eyesee-whitepaper\/\" target=\"_blank\" rel=\"noopener noreferrer\">Descarga el LIBRO BLANCO<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Exponential y Eyesee presentan los resultados de un estudio que pone de relieve c\u00f3mo el v\u00eddeo interactivo se est\u00e1 convirtiendo<\/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":[44,5895],"tags":[],"class_list":["post-54639","post","type-post","status-publish","format-standard","hentry","category-marketing","category-marketing-digital"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El Libro Blanco del V\u00eddeo interactivo-IPMARK<\/title>\n<meta name=\"description\" content=\"Exponential y Eyesee recogen en un Libro Blanco los resultados de una investigaci\u00f3n con web cam sobre la reacci\u00f3n de la gente ante el v\u00eddeo interactivo\" \/>\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=54639\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"El Libro Blanco del V\u00eddeo interactivo-IPMARK\" \/>\n<meta property=\"og:description\" content=\"Exponential y Eyesee recogen en un Libro Blanco los resultados de una investigaci\u00f3n con web cam sobre la reacci\u00f3n de la gente ante el v\u00eddeo interactivo\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ipmark.com\/?p=54639\" \/>\n<meta property=\"og:site_name\" content=\"IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales\" \/>\n<meta property=\"article:published_time\" content=\"2016-06-07T15:03:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/06\/Exponential-Eye.jpg\" \/>\n<meta name=\"author\" content=\"ipmark\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"ipmark\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54639#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ipmark.com\\\/?p=54639\"},\"author\":{\"name\":\"ipmark\",\"@id\":\"https:\\\/\\\/ipmark.com\\\/#\\\/schema\\\/person\\\/27bd0ad78d511e9ab12d06f6568067e1\"},\"headline\":\"V\u00eddeo interactivo. 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