{"id":87762,"date":"2019-11-04T12:49:47","date_gmt":"2019-11-04T10:49:47","guid":{"rendered":"https:\/\/ipmark.com\/?p=87762"},"modified":"2019-11-04T12:49:47","modified_gmt":"2019-11-04T10:49:47","slug":"inversion-publicitaria-en-el-tercer-trimestre","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=87762","title":{"rendered":"Instagram recibe un 44% m\u00e1s de inversi\u00f3n publicitaria en el tercer trimestre"},"content":{"rendered":"
\"En
En el tercer trimestre de 2019, Instagram acapar\u00f3 un 44% m\u00e1s de inversi\u00f3n publicitaria<\/figcaption><\/figure>\n

Por primera vez desde 2017, crece la inversi\u00f3n en anuncios de b\u00fasqueda pagada en Google. Lo hace un 16% durante el tercer trimestre de 2019, acompa\u00f1ado de un mayor n\u00famero de clics en los anuncios y un CPC mayor. Instagram contin\u00faa acaparando el inter\u00e9s publicitario de los anunciantes<\/a> en Facebook, mientras que Amazon aporta a los mismos un 25% m\u00e1s de ROI en sus anuncios de productos patrocinados.<\/strong><\/p>\n

As\u00ed lo se\u00f1alan los \u00faltimos datos aportados por la consultora Merkle<\/strong>, tras haber analizado la inversi\u00f3n en publicidad digital de los anunciantes en Estados Unidos y Reino Unido durante el tercer trimestre del a\u00f1o. <\/span><\/p>\n

Las dos grandes plataformas de publicidad digital, Google y Facebook, contin\u00faan registrando crecimientos en la inversi\u00f3n de publicidad percibida, aunque en el caso de la primera, lo hace despu\u00e9s de haber acumulado varios meses de ca\u00edda. En el tercer trimestre de 2019, la inversi\u00f3n en anuncios de b\u00fasqueda de Google aument\u00f3 un 16%<\/strong>. <\/span><\/p>\n

En esta categor\u00eda, destaca Google Shopping<\/strong>, donde los anunciantes destinaron un 24% m\u00e1s de inversi\u00f3n<\/strong>. Estos anuncios generaron un 62% de clics en anuncios de b\u00fasqueda de Google. Por dispositivos, \u2018mobile\u2019<\/strong> contin\u00faa acaparando la mayor cuota de inversi\u00f3n, con un crecimiento del 34%<\/strong>. El \u2018desktop\u2019<\/strong> aument\u00f3 su cuota un 7%<\/strong>, mientras que las tabletas<\/strong> percibieron un 7,5%<\/strong> menos de presupuesto publicitario<\/strong>.<\/span><\/p>\n

En el caso de Facebook<\/strong>, excluyendo a Instagram, la inversi\u00f3n publicitaria se increment\u00f3 un 12%<\/strong>. Tambi\u00e9n lo hicieron las impresiones de los anuncios publicados, un 20%, aunque el CPM medio descendi\u00f3 un 7%. Los dispositivos m\u00f3viles generaron el 96% de clics en anuncios de Facebook<\/strong> y acapararon el 91% de la inversi\u00f3n registrada en el \u00faltimo trimestre. <\/span><\/p>\n

Mayor result\u00f3 el crecimiento experimentado en Instagram<\/strong>. La red social percibi\u00f3 un 44% m\u00e1s de presupuesto publicitario<\/strong>. Le acompa\u00f1\u00f3 un 138% m\u00e1s de impresiones<\/strong> y una ca\u00edda, sin embargo, del CPM medio del 39%. Entre los anunciantes que publican anuncios tanto en Facebook como en Instagram, esta \u00faltima registr\u00f3 el 39% de la inversi\u00f3n total de Facebook. <\/span><\/p>\n

Se incrementa el ROI en los anuncios de Amazon<\/b><\/h2>\n

Amazon<\/strong><\/a> contin\u00faa acaparando parte del presupuesto en publicidad digital de los anunciantes. En el \u00faltimo trimestre percibi\u00f3 un 35% m\u00e1s de inversi\u00f3n en anuncios de productos patrocinados<\/strong>. Este formato ya supone el 85% de la inversi\u00f3n publicitaria total en el marketplace. Los anuncios de marcas patrocinadas, por su parte, atrajeron un menor volumen de inversi\u00f3n (9% frente al 13% registrado en el anterior trimestre), mientras que los anuncios de display de producto pasaron del 2% al 5%. <\/span><\/p>\n

Las ventas generadas por los anuncios de productos y marcas patrocinadas se incrementaron m\u00e1s del doble que lo percibido en 2018. Las creatividades de productos patrocinados<\/strong> atrajeron un 69% m\u00e1s de ventas<\/strong>, y las de las marcas patrocinadas<\/strong>, un 87% m\u00e1s<\/strong>. En cuanto al ROI<\/strong> aportado, los primeros trajeron a los anunciantes un 25%<\/strong> m\u00e1s de retorno, mientras que los segundos, un 56%<\/strong> m\u00e1s. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Por primera vez desde 2017, crece la inversi\u00f3n en anuncios de b\u00fasqueda pagada en Google. Lo hace un 16% durante<\/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":[2223,155,554,727,175],"class_list":["post-87762","post","type-post","status-publish","format-standard","hentry","category-marketing-digital","tag-amazon","tag-facebook","tag-google","tag-instagram","tag-inversion-publicitaria"],"acf":[],"yoast_head":"\nInstagram percibe un 44% m\u00e1s de inversi\u00f3n publicitaria en el tercer trimestre<\/title>\n<meta name=\"description\" content=\"Instagram registra el mayor crecimiento de inversi\u00f3n publicitaria en el tercer trimestre del a\u00f1o, seg\u00fan datos de la consultora Merkle.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=87762\" \/>\n<meta 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