{"id":96901,"date":"2020-05-04T17:19:05","date_gmt":"2020-05-04T15:19:05","guid":{"rendered":"https:\/\/ipmark.com\/?p=96901"},"modified":"2020-05-04T17:19:05","modified_gmt":"2020-05-04T15:19:05","slug":"como-perciben-los-espanoles-la-publicidad-de-las-marcas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=96901","title":{"rendered":"\u00bfC\u00f3mo perciben los espa\u00f1oles la publicidad digital de las marcas?"},"content":{"rendered":"<figure id=\"attachment_96905\" aria-describedby=\"caption-attachment-96905\" style=\"width: 690px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-96905\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/05\/5eb0315898d41_portada-consumidores-marcas.jpg\" alt=\"Espa\u00f1a es uno de los m\u00e1s rigurosos con la publicidad y valoran mucho su inserci\u00f3n en ubicaciones de alta calidad,\" width=\"690\" height=\"302\"><figcaption id=\"caption-attachment-96905\" class=\"wp-caption-text\">Espa\u00f1a es uno de los m\u00e1s rigurosos con la publicidad y valoran mucho su inserci\u00f3n en ubicaciones de alta calidad.<\/figcaption><\/figure>\n<p><strong>El contenido y el entorno de las marcas en el ecosistema digital son aspectos muy valorados entre los consumidores espa\u00f1oles, que dejar\u00edan de utilizar una determinada empresa que aparezca junto a una informaci\u00f3n poco segura o de baja calidad, tal y como lo afirma el 83% de los encuestados por Integral Ad Science. <\/strong><\/p>\n<p>La compa\u00f1\u00eda especializada en verificaci\u00f3n ha realizado un estudio global &#8216;<strong>The Ripple Effect&#8217;<\/strong> para determinar las percepciones de los consumidores sobre la relevancia de la publicidad y la calidad del contenido online. De los 11 mercados analizados, <strong>Espa\u00f1a es uno de los m\u00e1s rigurosos con la publicidad y valoran mucho su inserci\u00f3n en ubicaciones de alta calidad<\/strong>, aspecto que \u201cmolesta\u201d al 94% de los encuestados. De hecho, los espa\u00f1oles piensan que las marcas son responsables del contenido que aparece al lado de sus mensajes comerciales (79%).<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-96904\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2020\/05\/5eb02f8ba0496_tabla-consumidores-utilizar-una-marca.jpg\" alt=\"5eb02f8ba0496_tabla-consumidores-utilizar-una-marca\" width=\"690\" height=\"241\"><\/p>\n<p>Adem\u00e1s, los consumidores valoran no s\u00f3lo el entorno, sino que tambi\u00e9n es \u201c<strong>importante que los anuncios sean personalmente relevantes y se coloquen junto a contenido de alta calidad<\/strong>\u201d. En concreto, el 69% afirma que habr\u00eda m\u00e1s <strong>engagement<\/strong> si la publicidad estuviera al lado de espacios con informaci\u00f3n relevante.<\/p>\n<p>Aquellas empresas que no sigan estas pautas pueden verse afectadas negativamente entre los usuarios, que tendr\u00edan una percepci\u00f3n \u201cmenos favorable\u201d de ellas (43%). En ese sentido, en el informe detallan que \u201c<strong>la utilizaci\u00f3n de m\u00e9tricas de seguridad de marca y riesgo es una buena forma de empezar para determinar la calidad del contenido<\/strong>\u201d. Adem\u00e1s, Integral Ad Science a\u00f1ade que <strong>el contenido adecuado var\u00eda seg\u00fan las audiencias<\/strong>, siendo imprescindible clasificarlas a la hora de establecer los umbrales de seguridad.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El contenido y el entorno de las marcas en el ecosistema digital son aspectos muy valorados entre los consumidores espa\u00f1oles,<\/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":[44],"tags":[],"class_list":["post-96901","post","type-post","status-publish","format-standard","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfC\u00f3mo perciben los espa\u00f1oles la publicidad digital de las marcas?<\/title>\n<meta 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