{"id":82160,"date":"2019-06-12T10:50:23","date_gmt":"2019-06-12T08:50:23","guid":{"rendered":"https:\/\/ipmark.com\/?p=82160"},"modified":"2019-06-12T10:50:23","modified_gmt":"2019-06-12T08:50:23","slug":"connect-digital-herramienta-impacto-publicitario","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=82160","title":{"rendered":"Connect Digital, la herramienta que mide el impacto publicitario en Facebook y Youtube"},"content":{"rendered":"<img decoding=\"async\" class=\"size-full wp-image-82162\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/06\/connect-digital-youtube.jpg\" alt=\"Ipsos lanza Connect Digital, una herramienta que analiza en tiempo real el impacto de un anuncio en Youtube y Facebook\" width=\"690\" height=\"498\" \/>\n<p><strong>La firma de investigaci\u00f3n de mercados Ipsos ha lanzado al mercado espa\u00f1ol Connect Digital, una herramienta que permite averiguar el impacto que tiene en el usuario un determinado anuncio en Facebook y Youtube. <\/strong><\/p>\n<p><span style=\"font-weight: 400;\">En concreto, la plataforma eval\u00faa los anuncios publicados seg\u00fan tres criterios. Estos son, el<strong> reconocimiento<\/strong> &#8211; si se acuerdan del anuncio-, la <strong>retenci\u00f3n<\/strong> &#8211; c\u00f3mo de precisos son los recuerdos sobre el mismo- y la<a href=\"https:\/\/ipmark.com\/marketing\/marcas\/\" target=\"_blank\" rel=\"noopener noreferrer\"> <strong>marca<\/strong><\/a>. Y obtiene esta informaci\u00f3n de la observaci\u00f3n pasiva y activa de los usuarios a trav\u00e9s de distintas plataformas. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">As\u00ed es posible saber, por ejemplo, cu\u00e1nto tiempo el usuario debe ver un anuncio para que cale su mensaje; qu\u00e9 t\u00e9cnica logra impactar m\u00e1s en la audiencia; o qu\u00e9 formato se adapta mejor a la estrategia. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cSabemos que<strong> el 78% de los anuncios de <a href=\"https:\/\/ipmark.com\/facebook-anade-filtro-inventario-plataforma-publicidad\/\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a> solo se ven durante tres segundos o menos<\/strong>, por lo que es necesario establecer qu\u00e9 nivel de eficiencia obtenemos con ellos\u201d, ha se\u00f1alado Toni Seijo, director de comunicaci\u00f3n de marca de la consultora. \u201cConnect Digital nos permite ver en tiempo real el comportamiento de las campa\u00f1as con opiniones directas de los consumidores mediante encuestas de opini\u00f3n que permiten optimizar los anuncios sobre la marcha para lograr los objetivos\u201d. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Desde la consultora explican que mediante esta herramienta se ha podido comprobar que <strong>una frecuencia alta de exposici\u00f3n al anuncio no mejora la efectividad del mismo<\/strong>. A trav\u00e9s del an\u00e1lisis de varias campa\u00f1as han visto que una exposici\u00f3n distra\u00edda no genera un aumento de la percepci\u00f3n de la marca o de la intenci\u00f3n de compra, necesitando al menos dos exposiciones. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Disponible en Estados Unidos, Canad\u00e1, M\u00e9xico, Brasil, Reino Unido, Francia, Rusia e India, la herramienta tambi\u00e9n estar\u00e1 presente en el mercado espa\u00f1ol as\u00ed como <strong>en Italia, Australia, Alemania, Jap\u00f3n y Corea del Sur<\/strong>. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La firma de investigaci\u00f3n de mercados Ipsos ha lanzado al mercado espa\u00f1ol Connect Digital, una herramienta que permite averiguar el<\/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":[155,672,551],"class_list":["post-82160","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-facebook","tag-publicidad-online","tag-youtube"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Connect Digital, la herramienta que mide el impacto publicitario en Facebook y Youtube<\/title>\n<meta name=\"description\" content=\"La firma de investigaci\u00f3n de mercados Ipsos ha lanzado al mercado espa\u00f1ol Connect Digital, que permite analizar el impacto de los anuncios en Facebook y...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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