{"id":81371,"date":"2019-05-24T13:13:20","date_gmt":"2019-05-24T11:13:20","guid":{"rendered":"https:\/\/ipmark.com\/?p=81371"},"modified":"2019-05-24T13:13:20","modified_gmt":"2019-05-24T11:13:20","slug":"walmart-se-suma-al-mercado-la-publicidad-online","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=81371","title":{"rendered":"Walmart se suma al mercado de la publicidad online"},"content":{"rendered":"<figure id=\"attachment_81373\" aria-describedby=\"caption-attachment-81373\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-81373\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/05\/walmart.jpg\" alt=\"Walmart apuesta por el negocio de la publicidad online\" width=\"690\" height=\"299\" \/><figcaption id=\"caption-attachment-81373\" class=\"wp-caption-text\">Walmart se reunir\u00e1 con anunciantes para presentar su oferta de publicidad<\/figcaption><\/figure>\n<p><strong>La cadena de grandes almacenes Walmart confirma su inter\u00e9s por el negocio de la publicidad online. Despu\u00e9s de adquirir una &#8216;startup&#8217; de publicidad program\u00e1tica el pasado mes de abril, la compa\u00f1\u00eda estadounidense se reunir\u00e1 esta semana con anunciantes y<a href=\"https:\/\/ipmark.com\/agencias\/\" target=\"_blank\" rel=\"noopener noreferrer\"> agencias<\/a> para mostrar su oferta publicitaria. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">La reuni\u00f3n, denominada \u20185260\u2019 en honor al n\u00famero donde se sit\u00faa el laboratorio de innovaci\u00f3n de la compa\u00f1\u00eda pr\u00f3ximo a su sede central en Bentonville (Arkansas), servir\u00e1 en concreto para presentar los formatos publicitarios que oferta <strong>Walmart Media Group<\/strong>, la divisi\u00f3n de la compa\u00f1\u00eda especializada en publicidad. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan ha informado Reuters, a la misma acudir\u00e1n multinacionales del sector gran consumo como <strong>Procter &amp; Gamble, Unilever, o Coca Cola<\/strong>. Tambi\u00e9n, las principales agencias de marketing y publicidad, aunque la compa\u00f1\u00eda no ha querido desvelar sus identidades. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">De acuerdo con Stefanie Jay, directora general de Walmart Media Group, adem\u00e1s de disponer de informaci\u00f3n acerca del comportamiento y la intenci\u00f3n de compra en la web de los usuarios, a diferencia de Google, Facebook y Amazon &#8211; los principales actores del sector-, la compa\u00f1\u00eda cuenta con datos sobre lo que adquieren los consumidores en la tienda f\u00edsica antes y despu\u00e9s de ver un anuncio. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">La directora general de la divisi\u00f3n publicitaria del distribuidor ha destacado que <strong>el 87% de las compras que se realizan en Estados Unidos se efect\u00faan en la tienda f\u00edsica<\/strong>. \u201cLos anunciantes siempre est\u00e1n buscando la imagen completa para entender mejor d\u00f3nde deber\u00edan gastar su presupuesto publicitario\u201d, ha declarado.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La oferta publicitaria del retailer incluir\u00e1 <strong>anuncios de b\u00fasqueda patrocinada y display<\/strong>. Los anuncios en v\u00eddeo se incorporar\u00e1n a lo largo del a\u00f1o. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">La reuni\u00f3n llega apenas un mes despu\u00e9s de que se conociera la adquisici\u00f3n por parte del distribuidor de <strong>Polymorph Labs<\/strong>, una \u2018startup\u2019 especializada en publicidad program\u00e1tica, cuya tecnolog\u00eda permitir\u00e1 a los anunciantes controlar su estrategia e inversi\u00f3n publicitaria en tiempo real. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ambas acciones subrayan el inter\u00e9s del retailer estadounidense de introducirse en el negocio de la publicidad online. Se suma as\u00ed a <strong><a href=\"https:\/\/ipmark.com\/auge-publicidad-digital-en-amazon\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon<\/a>, <\/strong>que seg\u00fan datos de la consultora eMarketer, se espera que en 2019 los ingresos de publicidad digital del marketplace aumenten un 52% hasta alcanzar los 14.300 millones de d\u00f3lares. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La cadena de grandes almacenes Walmart confirma su inter\u00e9s por el negocio de la publicidad online. Despu\u00e9s de adquirir una<\/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":[2223,155,554,672],"class_list":["post-81371","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-amazon","tag-facebook","tag-google","tag-publicidad-online"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Walmart se suma al mercado de la publicidad online<\/title>\n<meta name=\"description\" content=\"Walmart se reunir\u00e1 esta semana con anunciantes y agencias de publicidad para presentar su oferta publicitaria. 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