{"id":83792,"date":"2019-07-17T11:21:38","date_gmt":"2019-07-17T09:21:38","guid":{"rendered":"https:\/\/ipmark.com\/?p=83792"},"modified":"2019-07-17T11:21:38","modified_gmt":"2019-07-17T09:21:38","slug":"entorno-digital-impacta-en-anuncios","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=83792","title":{"rendered":"El cerebro desvela c\u00f3mo impacta el contexto en un anuncio digital"},"content":{"rendered":"<figure id=\"attachment_83794\" aria-describedby=\"caption-attachment-83794\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-83794\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/07\/entorno-digital.jpg\" alt=\"Un estudio revela que un entorno digital de alta calidad impacta un 74% de forma m\u00e1s favorable que en uno de baja calidad\" width=\"690\" height=\"381\" \/><figcaption id=\"caption-attachment-83794\" class=\"wp-caption-text\">Un estudio revela que un entorno digital de alta calidad impacta un 74% de forma m\u00e1s favorable que en uno de baja calidad<\/figcaption><\/figure>\n<p><strong>El entorno digital impacta en los resultados de un anuncio. Las <a href=\"https:\/\/ipmark.com\/agencias\/creatividad\/\" target=\"_blank\" rel=\"noopener noreferrer\">creatividades<\/a> publicadas en p\u00e1ginas de alta calidad son percibidas un 74% m\u00e1s de forma positiva que las mismas en aquellas p\u00e1ginas de calidad inferior.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Es la principal conclusi\u00f3n de un estudio neurol\u00f3gico realizado por <strong>Integral Ad Science<\/strong>, que ha aprovechado la tecnolog\u00eda de rastreo y registro de la actividad cerebral para analizar c\u00f3mo afecta el entorno elegido para mostrar un anuncio display.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para ello, se analiz\u00f3 el comportamiento de 50 usuarios durante sesiones simuladas de navegaci\u00f3n m\u00f3vil de 30 minutos. Se eligieron ocho portales de informaci\u00f3n &#8211; cuatro de alta calidad y cuatro de baja calidad- en los que se mostraban ocho creatividades display de sectores tan diversos como automoci\u00f3n, gran consumo, finanzas, tecnolog\u00eda y retail.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Los investigadores descubrieron que los usuarios prefieren aquellas publicidades que aparecen junto a contenidos de alta calidad y descartan las que se sit\u00faan cerca de contenido de baja calidad. En las primeras adem\u00e1s existe<strong> un 20% m\u00e1s de probabilidades de que una creatividad incite a la interacci\u00f3n del usuario<\/strong> y un <strong>30% m\u00e1s de tasa de recuerdo<\/strong>. Asimismo, los usuarios resultan tres veces menos propensos a asociarse con marcas que se encuentran con contenido no deseado.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En palabras de Tony Marlow, CMO de la empresa de investigaci\u00f3n, \u201clas personas responden al contexto total en el que se encuentra una impresi\u00f3n publicitaria y no s\u00f3lo a un elemento. Esto genera un efecto tipo halo, fuerte y positivo, para los anuncios vistos en entornos de calidad\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Estos resultados demuestran la importancia de la<a href=\"https:\/\/ipmark.com\/anunciantes-agencias-medios-seguridad-de-marca\/\" target=\"_blank\" rel=\"noopener noreferrer\"><strong> seguridad de marca<\/strong><\/a>, tema de preocupaci\u00f3n y una prioridad para el 36,9% de los profesionales de marketing estadounidenses y el 41,8% de los brit\u00e1nicos, de acuerdo con datos del propio estudio.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>El entorno digital impacta en los resultados de un anuncio. Las creatividades publicadas en p\u00e1ginas de alta calidad son percibidas<\/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":[38],"tags":[672],"class_list":["post-83792","post","type-post","status-publish","format-standard","hentry","category-marcas","tag-publicidad-online"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>El cerebro desvela c\u00f3mo impacta el contexto en un anuncio digital<\/title>\n<meta name=\"description\" content=\"Seg\u00fan un estudio neurol\u00f3gico de Integral Ad Science, el entorno digital en el que se sit\u00faa un anuncio impacta en la percepci\u00f3n del usuario.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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