{"id":80002,"date":"2019-04-22T16:19:14","date_gmt":"2019-04-22T14:19:14","guid":{"rendered":"https:\/\/ipmark.com\/?p=80002"},"modified":"2019-04-22T16:19:14","modified_gmt":"2019-04-22T14:19:14","slug":"auge-publicidad-digital-en-amazon","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=80002","title":{"rendered":"Conocer a los usuarios, el secreto del auge de la publicidad digital en Amazon"},"content":{"rendered":"<figure id=\"attachment_80004\" aria-describedby=\"caption-attachment-80004\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-80004 size-full\" title=\"En 2019 se calcula que la inversi\u00f3n en publicidad digital en Amazon alcance los 11.330 millones de euros\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/04\/amazon-advertising.jpg\" alt=\"amazon-advertising\" width=\"690\" height=\"460\" \/><figcaption id=\"caption-attachment-80004\" class=\"wp-caption-text\">En 2019 se calcula que la inversi\u00f3n en publicidad digital en Amazon alcance los 11.330 millones de euros<\/figcaption><\/figure>\n<p><b>En lo que se refiere a publicidad <a href=\"https:\/\/ipmark.com\/digital\/\" target=\"_blank\" rel=\"noopener noreferrer\">digital<\/a>, Amazon se ha alzado como una alternativa para los<a href=\"https:\/\/ipmark.com\/marketing\/anunciantes\/\" target=\"_blank\" rel=\"noopener noreferrer\"> anunciantes<\/a>. Para 2019 se espera que el marketplace reciba 11.330 millones de d\u00f3lares de inversi\u00f3n publicitaria, un 70% m\u00e1s que lo obtenido en 2018. Entre las razones que explican dicho auge destaca el gran conocimiento que la plataforma tiene de los usuarios. <\/b><\/p>\n<p><span style=\"font-weight: 400;\">Si el a\u00f1o pasado la compa\u00f1\u00eda que dirige Jeff Bezos acapar\u00f3 el 4,1% de la tarta publicitaria digital, en 2019 se espera un incremento de dicha cuota. En t\u00e9rminos monetarios, el marketplace obtendr\u00eda este a\u00f1o <strong>11.330 millones de d\u00f3lares<\/strong> de inversi\u00f3n publicitaria, <strong>un 70% m\u00e1s que en 2018<\/strong>, cuando alcanz\u00f3 los 3.388 millones de d\u00f3lares. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">El inter\u00e9s de los anunciantes por la plataforma de comercio electr\u00f3nico minar\u00eda as\u00ed la fortaleza del duopolio de la publicidad digital, formado por Google y Facebook. Seg\u00fan datos de eMarketer, en 2018 ambas compa\u00f1\u00edas abarcaron el 61% de inversi\u00f3n publicitaria en internet y obtuvieron en conjunto 76.570 millones de d\u00f3lares. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">En palabras de Ant\u00f3n Su\u00e1rez, director comercial de la agencia Amazing, \u201cla relevancia de Amazon en los anuncios online de las marcas va a ser cada vez mayor, por lo que es vital que las empresas que venden en este portal sepan manejar bien su publicidad\u201d.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con la consultora especializada en el marketplace, tres ser\u00edan las razones que explicar\u00edan el auge de la publicidad digital en Amazon. La primera, la fusi\u00f3n a finales de 2018 de las tres unidades de negocio del marketplace encargadas de la publicidad online. Estas son, Amazon Marketing Services, Amazon Media Group y Amazon Advertising Platform. Seg\u00fan la consultora, la nueva unidad creada,<strong> Amazon Advertising<\/strong>, facilita a los anunciantes la gesti\u00f3n de campa\u00f1as publicitarias en la plataforma. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lo que se suma el hecho de que, a diferencia de Google y Facebook, la empresa estadounidense disponga de un <strong>DSP propio<\/strong>, un sistema que permite la compra de anuncios en otros sitios web distintos al marketplace. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y, por \u00faltimo, la disponibilidad de la multinacional de un <strong>gran volumen de datos relacionados con los h\u00e1bitos de compra de los usuarios<\/strong> de la plataforma. \u201cAmazon sabe perfectamente lo que compraron, lo que est\u00e1n comprando y lo que van a comprar\u201d, se\u00f1alan desde la agencia. A lo que se une la p\u00e9rdida de liderazgo en b\u00fasqueda directa de productos de Google a favor del marketplace. Seg\u00fan datos del estudio \u2018State of Amazon 2016\u2019, un 55% de usuarios afirma buscar los productos que desea comprar en el portal de venta en lugar de en el buscador. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>En lo que se refiere a publicidad digital, Amazon se ha alzado como una alternativa para los anunciantes. Para 2019<\/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":[5895],"tags":[2223,2317,3348,155,554],"class_list":["post-80002","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-amazon","tag-big-data","tag-dsp","tag-facebook","tag-google"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El secreto del auge de la publicidad digital en Amazon<\/title>\n<meta name=\"description\" content=\"En 2019 se calcula que los anunciantes destinar\u00e1n m\u00e1s inversi\u00f3n en publicidad digital en Amazon. 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