{"id":85104,"date":"2019-09-13T13:25:49","date_gmt":"2019-09-13T11:25:49","guid":{"rendered":"https:\/\/ipmark.com\/?p=85104"},"modified":"2019-09-13T13:25:49","modified_gmt":"2019-09-13T11:25:49","slug":"amazon-hara-temblar-la-tarta-publicidad-digital-2020","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=85104","title":{"rendered":"Amazon har\u00e1 temblar la tarta de publicidad digital en 2020"},"content":{"rendered":"<figure id=\"attachment_85106\" aria-describedby=\"caption-attachment-85106\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-85106\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/09\/publicidad-digital-en-2020.jpg\" alt=\"Seg\u00fan Forrester, para 2020 se espera un cambio sustancial en la tarta de publicidad digital \" width=\"690\" height=\"356\" \/><figcaption id=\"caption-attachment-85106\" class=\"wp-caption-text\">Seg\u00fan Forrester, para 2020 se espera un cambio sustancial en la tarta de publicidad digital<\/figcaption><\/figure>\n<p><strong>Seg\u00fan el \u00faltimo estudio de la consultora Forrester, 2019 constituir\u00e1 un punto de inflexi\u00f3n para Amazon y su negocio publicitario. Se espera que este a\u00f1o un mayor n\u00famero de<a href=\"https:\/\/ipmark.com\/marketing\/anunciantes\/\" target=\"_blank\" rel=\"noopener noreferrer\"> anunciantes<\/a> comiencen a destinar parte de su inversi\u00f3n a anuncios en el marketplace, lo que llevar\u00e1 a un cambio sustancial en la tarta de publicidad digital para 2020.\u00a0<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">A pesar de que en 2018 Amazon consigui\u00f3 un<strong> 117% m\u00e1s de ingresos<\/strong> en su negocio publicitario, este a\u00f1o se espera que la partida del marketplace se incremente a\u00fan m\u00e1s. \u201cEl mercado no ha visto nada todav\u00eda porque los d\u00f3lares no est\u00e1n saliendo en masa del duopolio de Google y Facebook, aunque esperamos ver un <strong>cambio sustancial a partir de 2020<\/strong>\u201d, expresa al medio Adweek <strong>Collin Colburn<\/strong>, analista de la firma.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Entre las razones que propiciar\u00e1n a\u00fan m\u00e1s el crecimiento del negocio de publicidad del marketplace destaca la informaci\u00f3n de la que dispone y que pueden emplear las marcas no end\u00e9micas &#8211; estas son, las que no venden en la plataforma de Jeff Bezos- para publicidad targetizada.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s, la consultora subraya el hecho de que <a href=\"https:\/\/ipmark.com\/amazon-busca-anunciantes-probar-anuncios-audio\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon<\/a> se haya aproximado a las principales agencias de publicidad para comenzar a probar su plataforma publicitaria. Estima que tan solo <strong>WPP, Publicis y Omnicom<\/strong> invirtieron el a\u00f1o pasado cerca de<strong> 800 millones de d\u00f3lares en publicidad en Amazon<\/strong>. Las agencias de marketing especializadas en \u2018performance\u2019,<strong> 1.500 millones de d\u00f3lares<\/strong>. Lejos a\u00fan, no obstante, de los 55.000 millones de d\u00f3lares en Facebook y los 116.000 millones de d\u00f3lares en Google.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Y mientras atrae a m\u00e1s anunciantes,<strong> las marcas presentes en el marketplace aumentan su presupuesto en anuncios de b\u00fasqueda<\/strong>. El estudio cita al director de ecommerce de una compa\u00f1\u00eda farmac\u00e9utica, que se\u00f1ala que han visto c\u00f3mo el algoritmo de la plataforma \u201csit\u00faa los productos de su marca de forma destacada, algo que nos preocupa. As\u00ed que hemos invertido m\u00e1s en publicidad de Amazon para compensar ese riesgo\u201d.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La consultora recuerda, no obstante, los retos que ha de afrontar el marketplace para atraer a m\u00e1s anunciantes. Entre ellos, la <strong>ampliaci\u00f3n de su plantilla dedicada a la divisi\u00f3n de publicidad<\/strong>, ante las quejas sobre la gesti\u00f3n de cuentas de Amazon, que \u201cno es tan r\u00e1pida o de ayuda como la de sus competidores\u201d.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seg\u00fan el \u00faltimo estudio de la consultora Forrester, 2019 constituir\u00e1 un punto de inflexi\u00f3n para Amazon y su negocio publicitario.<\/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":[2184,2223,155,554,175,2226],"class_list":["post-85104","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-agencias","tag-amazon","tag-facebook","tag-google","tag-inversion-publicitaria","tag-marcas"],"acf":[],"yoast_head":"<!-- This site is optimized with the 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