{"id":86734,"date":"2019-10-15T13:28:04","date_gmt":"2019-10-15T11:28:04","guid":{"rendered":"https:\/\/ipmark.com\/?p=86734"},"modified":"2019-10-15T13:28:04","modified_gmt":"2019-10-15T11:28:04","slug":"mapa-de-agencias-de-medios-en-espana","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=86734","title":{"rendered":"El mapa de las agencias de medios en Espa\u00f1a"},"content":{"rendered":"<p><strong>Las agencias de medios que operan en Espa\u00f1a&nbsp;manejaron una <a href=\"https:\/\/ipmark.com\/carat-lider-inversion-publicitaria-gestionada\/\">inversi\u00f3n publicitaria<\/a> de 3.671,0 millones de euros, lo que representa el 83,4% del total controlados por Infoadex durante el a\u00f1o pasado. Carat lider\u00f3 el ranking (455.597.758 euros), seguida de Havas Media (421.456.023 euros) e Ymedia Vizeum (320.971.467 euros). Cada una de ellas pertenece a diferentes grupos internacionales que, junto a las compa\u00f1\u00edas independientes, configuran el abigarrado ecosistema de la gesti\u00f3n publicitaria&nbsp;&nbsp; en nuestro pa\u00eds. \u00bfTodav\u00eda te pierdes? IPMARK te ayuda con un <span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/Mapa_Agencias_de_Medios.pdf\">pr\u00e1ctico mapa de las agencias de medios<\/a><\/span>.&nbsp;<\/strong><\/p>\n<p>Dentsu Aegis Network, IPG Mediabrands, OmnicomMediaGroup, Havas Media Group, Publicis Media y Group son los <strong>seis macrogrupos con presencia en el mercado espa\u00f1ol<\/strong>, al que se suma la red de agencias independientes Zertem, que integra a Equmedia, Alma MediaPlus e Infinity.&nbsp;<\/p>\n<p>Por su parte, son 21 las operaciones independientes con mayor pujanza dentro del mapa de las agencias de medios en Espa\u00f1a: Kanlli, HMG, Glocally, Grupo Entusiasmo, Mediasapiens, Irismedia, Mediadiamond, Best Option Media, Dataplanning, Elogia, IKI Media communications, Making Science, Medialog, Mediacore Solutions, QualityMedia, Serendipia, T2O Media, Veritas Media, Tidart y Zizer.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-86927\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/Mapa_Agencias_de_Medios.jpg\" alt=\"Mapa_Agencias_de_Medios\" width=\"690\" height=\"489\">&nbsp;<\/p>\n<p><strong>Nuevo negocio 2018<\/strong><\/p>\n<p>Durante el a\u00f1o pasado, <strong>las agencias de medios impulsaron una actividad de nuevo negocio cifrada en 1.438,5 millones de euros<\/strong>, seg\u00fan los datos manejados por SCOPEN. Esta cifra supone un retroceso del 7% respectos a 2017 (1.551 millones de euros).&nbsp;<\/p>\n<p>Dentsu Aegis (Carat, Dentsu X, iProspect, Isobar, Mediasal, Merkle, Posterscope, Ymedia Vizeum y Wink) fue el grupo internacional que gener\u00f3 m\u00e1s nuevo negocio (23,6%), seguida de Publicis Media ( Digitas, Spark, Starcom y Zenith), con un 20,2%. La tercera posici\u00f3n fue para Havas Media Group (Arena Media, Havas Media, Forward Media y Proximia), con un porcentaje de nuevo negocio del 18,6%, mientras que GroupM (WPP), integrado por MediaCom, Mindshare, Neo, Wavemaker y Mediterr\u00e1nea, aport\u00f3 un 12,9% al dinamismo del mercado. OmnicomMediaGroup (OMD, PHD y Hearts &amp; Science) e IPG (Initiative, UM y Reprise) controlaron el 8,3% y el 7,6% del nuevo negocio generado en 2018, respectivamente.&nbsp;<\/p>\n<p>Las <strong>agencias independientes<\/strong>, a su vez, dominaron el 8,8% de los concursos convocados por los anunciantes en el pasado ejercicio.&nbsp;<\/p>\n<figure id=\"attachment_86762\" aria-describedby=\"caption-attachment-86762\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-86762\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/10\/Agencias-de-medios-NN-Scopen-2018.jpg\" alt=\"Fuente: SCOPEN.\" width=\"690\" height=\"561\"><figcaption id=\"caption-attachment-86762\" class=\"wp-caption-text\">Fuente: SCOPEN.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p><strong>&nbsp;<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las agencias de medios que operan en Espa\u00f1a&nbsp;manejaron una inversi\u00f3n publicitaria de 3.671,0 millones de euros, lo que representa 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":[56],"tags":[2158],"class_list":["post-86734","post","type-post","status-publish","format-standard","hentry","category-agencias","tag-agencias-de-medios"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Mapa de las agencias de medios en Espa\u00f1a-IPMARK<\/title>\n<meta name=\"description\" content=\"Pr\u00e1ctico mapa de agencias de medios en Espa\u00f1a elaborado por la revista IPMARK, cabecera de referencia para la comunicaci\u00f3n publicitaria y el marketing.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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