{"id":88188,"date":"2019-11-11T14:22:46","date_gmt":"2019-11-11T12:22:46","guid":{"rendered":"https:\/\/ipmark.com\/?p=88188"},"modified":"2019-11-11T14:22:46","modified_gmt":"2019-11-11T12:22:46","slug":"inversion-publicitaria-en-belleza","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=88188","title":{"rendered":"La inversi\u00f3n publicitaria en Belleza se recupera tras dos a\u00f1os en ca\u00edda"},"content":{"rendered":"<figure id=\"attachment_88190\" aria-describedby=\"caption-attachment-88190\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-88190\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2019\/11\/inversion-publicitaria-en-belleza.jpg\" alt=\"La publicidad online reunir\u00e1 el 50% de la inversi\u00f3n publicitaria en Belleza en 2021\" width=\"690\" height=\"460\"><figcaption id=\"caption-attachment-88190\" class=\"wp-caption-text\">La publicidad online reunir\u00e1 el 50% de la inversi\u00f3n publicitaria en Belleza en 2021, superando a las revistas<\/figcaption><\/figure>\n<p><strong>La inversi\u00f3n publicitaria en el sector belleza se recuperar\u00e1 en 2019, tras dos a\u00f1os en ca\u00edda. Con un descenso de 1,2% en 2017 y 2018, las <a href=\"https:\/\/ipmark.com\/marketing\/marcas\/\" target=\"_blank\" rel=\"noopener noreferrer\">marcas<\/a> del sector destinar\u00e1n un 2,7% m\u00e1s de recursos en publicidad a finales de a\u00f1o y un 4,7% m\u00e1s en 2021.&nbsp;<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Son las \u00faltimas previsiones del informe de <strong>Zenith<\/strong>, \u2018Beauty Advertising Expenditure Forecast\u2019, tras analizar la inversi\u00f3n publicitaria del sector belleza en un total de 14 mercados, entre ellos Espa\u00f1a.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La principal conclusi\u00f3n, el crecimiento en positivo que experimentar\u00e1 la inversi\u00f3n publicitaria de dicha categor\u00eda a nivel global en 2019, 2020 y 2021, despu\u00e9s de dos a\u00f1os en ca\u00edda. Al finalizar el a\u00f1o, las marcas habr\u00e1n destinado <strong>14.400 millones de d\u00f3lares<\/strong> y se prev\u00e9 que dicha cifra se incremente hasta los<strong> 15.800 millones en 2021<\/strong>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Seg\u00fan el informe, este crecimiento se debe a un <strong>mayor inter\u00e9s por la <a href=\"https:\/\/ipmark.com\/walmart-se-suma-al-mercado-la-publicidad-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">publicidad online<\/a><\/strong>, que compensa los descensos en el volumen de inversi\u00f3n destinados a televisi\u00f3n y revistas ocurridos en los \u00faltimos a\u00f1os. Si en 2014, las<strong> revistas<\/strong> se alzaron como el principal medio en el que invirti\u00f3 el sector &#8211; acaparando un 21% de la inversi\u00f3n total-, en 2018, dicho porcentaje se situ\u00f3 en el<strong> 13%<\/strong>. Y si en 2016, los anunciantes del sector belleza destinaron un 50% a la<strong> televisi\u00f3n<\/strong>, el a\u00f1o pasado la partida se contrajo hasta el<strong> 40%<\/strong>.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Para 2021, la <strong>publicidad online<\/strong> protagonizar\u00e1 el<strong> 50% de la inversi\u00f3n<\/strong> total del sector, impulsada por un crecimiento de la publicidad en ecommerce y a la mejora de los soportes publicitarios digitales.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\"><strong>Jonathan Barnard<\/strong>, \u2018head of forecasting\u2019 de la agencia, ha confirmado la tendencia de las marcas del sector de trasladar su inversi\u00f3n publicitaria al medio digital. \u201cSin embargo, <strong>la televisi\u00f3n y las revistas seguir\u00e1n siendo relevantes<\/strong> para las marcas de belleza y atraer\u00e1n una cuota de inversi\u00f3n publicitaria en el sector belleza considerablemente mayor al del mercado en su conjunto\u201d, ha se\u00f1alado.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por mercados,<strong> China<\/strong> re\u00fane el mayor volumen de inversi\u00f3n publicitaria, donde se estima que las marcas destinen un total de <strong>6.200 millones de d\u00f3lares en 2019<\/strong>. Para 2021, dicha cuant\u00eda se incrementar\u00e1 hasta los 6.900 millones. Le sigue <strong>Estados Unidos<\/strong>, donde se prev\u00e9 una inversi\u00f3n de<strong> 2.600 millones<\/strong> al acabar el a\u00f1o.&nbsp;<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La inversi\u00f3n publicitaria en el sector belleza se recuperar\u00e1 en 2019, tras dos a\u00f1os en ca\u00edda. Con un descenso de<\/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":[5894],"tags":[175,672,2644,194],"class_list":["post-88188","post","type-post","status-publish","format-standard","hentry","category-media","tag-inversion-publicitaria","tag-publicidad-online","tag-revistas","tag-television"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n publicitaria en Belleza se recupera tras dos a\u00f1os en ca\u00edda<\/title>\n<meta name=\"description\" content=\"Despu\u00e9s de acumular porcentajes en negativo de crecimiento en los dos \u00faltimos a\u00f1os, la inversi\u00f3n publicitaria en Belleza crecer\u00e1 un 2,7% a finales de a\u00f1o\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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