{"id":70012,"date":"2018-03-27T13:22:18","date_gmt":"2018-03-27T11:22:18","guid":{"rendered":"https:\/\/ipmark.com\/?p=70012"},"modified":"2018-03-27T13:22:18","modified_gmt":"2018-03-27T11:22:18","slug":"inversion-publicitaria-medicion-futuro","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=70012","title":{"rendered":"Medici\u00f3n de audiencia y eficacia publicitaria: cinco \u00e1reas de mejora"},"content":{"rendered":"<figure id=\"attachment_70013\" aria-describedby=\"caption-attachment-70013\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-70013 size-full\" title=\"inversion-publicitaria-audiencias-medicion\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2018\/03\/medicion-audiencia-inversion-publicitaria-igor-ovsyannykov.jpg\" alt=\"La transformaci\u00f3n digital tambi\u00e9n est\u00e1 revolucionando los sistemas que miden el ROI de la inversi\u00f3n publicitaria\" width=\"345\" height=\"345\" \/><figcaption id=\"caption-attachment-70013\" class=\"wp-caption-text\">Foto: Igor Ovsyannykov (Unsplash)<\/figcaption><\/figure>\n<p><strong>La transformaci\u00f3n digital tambi\u00e9n est\u00e1 revolucionando los sistemas que miden el ROI de la <a href=\"https:\/\/ipmark.com\/tag\/inversion-publicitaria\/\">inversi\u00f3n publicitaria<\/a>. Pero el seguimiento y control del cumplimiento de los objetivos ya no es lo \u00fanico importante. Predecir el comportamiento de las audiencias resulta cada vez m\u00e1s decisivo.<\/strong><\/p>\n<p>La implantaci\u00f3n de nuevas herramientas y el desarrollo de modelos basados en tecnolog\u00edas y sistemas innovadores de recogida de informaci\u00f3n est\u00e1n consiguiendo <strong>optimizar la inversi\u00f3n publicitaria y su control en t\u00e9rminos de viewability, brand safety y conversi\u00f3n-activaci\u00f3n<\/strong>. No obstante, los expertos de <a href=\"http:\/\/www.smartmeanalytics.com\/ \" rel=\"nofollow\">Smartme Analytics<\/a>, compa\u00f1\u00eda especializada en la medici\u00f3n real del comportamiento de audiencias y del desempe\u00f1o digital, apunta cinco \u00e1reas de mejora en la medici\u00f3n de audiencias:<\/p>\n<p>&#8211; <strong>Informaci\u00f3n unificada del usuario independientemente del canal o del medio<\/strong>. Medici\u00f3n basada en el consumidor para recoger su experiencia en cualquier medio, ya sea offline o digital, y multidispositivo. Lo m\u00e1s adecuado ser\u00eda medir, adem\u00e1s, el impacto que genera la publicidad en el punto de venta, ya sea f\u00edsico o digital.<\/p>\n<p>&#8211; <strong>Medici\u00f3n de la activaci\u00f3n y de la efectividad m\u00e1s all\u00e1 del recuerdo o la consideraci\u00f3n<\/strong>. Los anunciantes necesitan dimensionar el impacto real que desencadena la publicidad en las visitas a su web, b\u00fasquedas relacionadas en Google o tr\u00e1fico a sus puntos de venta, entre otros. Y todo esto, teniendo en cuenta el medio, soporte o formato.<\/p>\n<p>&#8211; <strong>Medici\u00f3n del performance de la marca frente a la competencia<\/strong>. La medici\u00f3n para los anunciantes ser\u00eda m\u00e1s potente si se compara el resultado de sus propias acciones con los players de su sector.<\/p>\n<p>&#8211; <strong>Control del tiempo real de exposici\u00f3n al formato publicitario por parte del usuario<\/strong>. Registro de la viewability que es importante tanto para los anunciantes como para los medios.<\/p>\n<p>&#8211; <strong>Concordancia entre los contenidos de las marcas y los espacios publicitarios<\/strong>. En referencia al brand safety que permite conectar mejor con consumidores afines a trav\u00e9s de contenidos publicitarios acordes.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La transformaci\u00f3n digital tambi\u00e9n est\u00e1 revolucionando los sistemas que miden el ROI de la inversi\u00f3n publicitaria. Pero el seguimiento y<\/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-70012","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>Inversi\u00f3n publicitaria y audiencias: \u00e1reas de mejora en la medici\u00f3n-IPMARK<\/title>\n<meta name=\"description\" content=\"Predecir el comportamiento de las audiencias resulta cada vez m\u00e1s decisivo a la hora de decidir la inversi\u00f3n publicitaria en medios\" \/>\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=70012\" \/>\n<meta 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