{"id":82063,"date":"2019-06-11T12:01:11","date_gmt":"2019-06-11T10:01:11","guid":{"rendered":"https:\/\/ipmark.com\/?p=82063"},"modified":"2019-06-11T12:01:11","modified_gmt":"2019-06-11T10:01:11","slug":"viewability-en-redes-sociales-realmente-se-ven-los-anuncios","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=82063","title":{"rendered":"Viewability en redes sociales, \u00bfrealmente se ven los anuncios?"},"content":{"rendered":"<figure id=\"attachment_82064\" aria-describedby=\"caption-attachment-82064\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-full wp-image-82064\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/06\/viewability-social-ads-editada.jpg\" alt=\"Seg\u00fan IAB, una impresi\u00f3n es visible cuando al menos el 50% de sus p\u00edxeles permanece en pantalla durante un m\u00ednimo de un segundo.\" width=\"690\" height=\"460\"><figcaption id=\"caption-attachment-82064\" class=\"wp-caption-text\">Seg\u00fan IAB, una impresi\u00f3n es visible cuando&nbsp;el 50% de sus p\u00edxeles permanece en pantalla durante un m\u00ednimo de un segundo.<\/figcaption><\/figure>\n<p><strong>Los est\u00e1ndares de <em>viewability<\/em> del IAB consideran que una impresi\u00f3n es visible cuando al menos el 50% de sus p\u00edxeles permanece en pantalla durante un m\u00ednimo de un segundo. Pero eso aplica a los anuncios <em>display<\/em> en medios digitales, \u00bfqu\u00e9 ocurre dentro de las redes sociales? \u00bfC\u00f3mo calculan la visibilidad de los anuncios que se insertan entre contenidos?<\/strong><\/p>\n<p>Tras el boom de los <em>social ads<\/em>, <strong>muchos son los anunciantes que se preguntan si sus anuncios se ven realmente<\/strong>, ya que las redes sociales l\u00edder en inversi\u00f3n (propiedad de Facebook) cobran por impresi\u00f3n. Precisamente hace unos meses Facebook acept\u00f3 ser auditado por el Media Rating Council (MRC) estadounidense, despu\u00e9s de diversos esc\u00e1ndalos derivados de los informes err\u00f3neos sobre sus m\u00e9tricas. De pasar la prueba, ser\u00e1 una gran noticia para la red de redes.<\/p>\n<p>Por el momento, <strong>tanto Facebook como Instagram poseen sus propias m\u00e9tricas <\/strong>para la medici\u00f3n de la visibilidad, que indican que un anuncio es visible cuando ha permanecido en pantalla al menos tres segundos. Ya es bastante m\u00e1s tiempo que el est\u00e1ndar para medios digitales.<\/p>\n<p>Adem\u00e1s, estas redes sociales son utilizadas mayormente a trav\u00e9s del m\u00f3vil, lo que favorece la visibilidad de los anuncios debido a la reducida pantalla y a la navegaci\u00f3n vertical. Mientras que la visibilidad de los&nbsp;<em>banners<\/em>&nbsp;est\u00e1ndar es un 48% en entorno de escritorio,&nbsp;<strong>en dispositivos m\u00f3viles se incrementa hasta el 80%<\/strong>&nbsp;debido a que los <em>banners<\/em> se muestran a pantalla completa, y tambi\u00e9n a la imposibilidad de usar <em>adblockers<\/em>. Adem\u00e1s, <strong>ayuda el hecho de que en redes sociales los anuncios se integren con los contenidos<\/strong>, haciendo dif\u00edcil desarrollar una ceguera hacia ellos.<\/p>\n<p>Son, por tanto, buenas noticias. Podemos decir que<strong> la <em>viewability<\/em> en <em>social ads<\/em> es elevada<\/strong>, a pesar de que nunca estaremos en disposici\u00f3n de saber con exactitud si un usuario lo vio, pues que algo est\u00e9 visible no necesariamente implica que sea visto. Por eso es tan importante la elecci\u00f3n de la imagen que hagamos para los anuncios de <em>social ads<\/em>, ya que la interacci\u00f3n con la imagen es el principio del proceso. <strong>Si va a tener visibilidad, hay que captar la atenci\u00f3n para que se vea de verdad.<\/strong><\/p>\n<p>Texto: <strong>Alessandro Cosci<\/strong>, paid media supervisor en Kanlli.<\/p>\n<p><img decoding=\"async\" class=\"alignleft size-full wp-image-79769\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/04\/logo-kanlli.jpg\" alt=\"logo kanlli\" width=\"57\" height=\"41\">Puedes ampliar informaci\u00f3n sobre &nbsp;<a href=\"https:\/\/www.kanlli.com\/agencia-performance-marketing\/viewability-en-social-ads-que-hay-que-saber-sobre-esto\/?utm_source=IPMARK&amp;utm_campaign=Ideas%20Anunciantes\">viewability en social ads <\/a>en el blog de Kanlli.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Los est\u00e1ndares de viewability del IAB consideran que una impresi\u00f3n es visible cuando al menos el 50% de sus p\u00edxeles<\/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":[5897],"tags":[147],"class_list":["post-82063","post","type-post","status-publish","format-standard","hentry","category-especiales-innovacion-e-ideas-para-anunciantes","tag-redes-sociales"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Viewability en redes sociales, \u00bfrealmente se ven los anuncios?<\/title>\n<meta name=\"description\" content=\"Seg\u00fan IAB, una impresi\u00f3n es visible cuando al menos el 50% de sus p\u00edxeles permanece en pantalla durante un m\u00ednimo de un segundo.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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