{"id":60350,"date":"2017-03-01T15:48:21","date_gmt":"2017-03-01T13:48:21","guid":{"rendered":"https:\/\/ipmark.com\/?p=60350"},"modified":"2017-03-01T15:48:21","modified_gmt":"2017-03-01T13:48:21","slug":"retos-prensa-digital-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=60350","title":{"rendered":"Los retos de la prensa digital en Espa\u00f1a"},"content":{"rendered":"<p><strong><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-60351 size-full\" title=\"prensa-digital-espa\u00f1a\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2017\/03\/prensa-digital-espa\u00f1a.jpg\" alt=\"prensa-digital-espa\u00f1a\" width=\"690\" height=\"400\" \/>El peso espec\u00edfico de la prensa digital dentro del panorama informativo y publicitario aumenta en nuestro pa\u00eds. Sin embargo, tiene muchos retos por delante para alcanzar una rentabilidad \u00f3ptima. <\/strong><\/p>\n<p>Estos retos pasan, seg\u00fan un estudio recientemente presentado por Carat y el Institute for Media and Entertainment (IME), por unificar papel y <a href=\"https:\/\/ipmark.com\/digital\/\">digital<\/a> en la planificaci\u00f3n y comercializaci\u00f3n y por ampliar el inventario de v\u00eddeo online para satisfacer la demanda.<\/p>\n<p>La prensa digital tambi\u00e9n tiene ante s\u00ed la exigencia cada vez mayor de <strong>adaptar el contenido m\u00f3vil<\/strong> para mejorar la experiencia del usuario. Y otro desaf\u00edo m\u00e1s: <strong>monetizar el data<\/strong>.<\/p>\n<h3><strong>NUEVOS PLAYERS<\/strong><\/h3>\n<p>Para este a\u00f1o se espera una ralentizaci\u00f3n del crecimiento de la prensa digital, por debajo del 4% del total del mercado publicitario. No obstante, los responsables del estudio se\u00f1alan como segundo medio por inversi\u00f3n a la prensa, si se tiene en cuenta a los soportes online.<\/p>\n<p>Y respecto a estos \u00faltimos tambi\u00e9n llamaron la atenci\u00f3n sobre la <strong>entrada de nuevos players, como Google o Facebook<\/strong>, que ya han llegado el ranking de Infoadex situ\u00e1ndose en tercera y sexta posici\u00f3n y absorbiendo un 16,1% y un 5,1% de la inversi\u00f3n publicitaria.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El peso espec\u00edfico de la prensa digital dentro del panorama informativo y publicitario aumenta en nuestro pa\u00eds. Sin embargo, tiene<\/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":[5894],"tags":[],"class_list":["post-60350","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Los cuatro retos de la prensa digital en Espa\u00f1a-IPMARK<\/title>\n<meta name=\"description\" content=\"Los retos de la prensa digital en Espa\u00f1a pasan por aumentar el inventario de v\u00eddeo online, adaptar el contenido al m\u00f3vil y monetizar el data\" \/>\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=60350\" \/>\n<meta property=\"og:locale\" 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