{"id":3879,"date":"2016-03-23T16:09:16","date_gmt":"2016-03-23T16:09:16","guid":{"rendered":"http:\/\/e-growing.com\/?p=3879"},"modified":"2016-03-23T16:09:16","modified_gmt":"2016-03-23T16:09:16","slug":"la-inversion-en-publicidad-mobile-crece-un-82-en-2015","status":"publish","type":"post","link":"https:\/\/www.vanessaestorach.com\/en\/la-inversion-en-publicidad-mobile-crece-un-82-en-2015\/","title":{"rendered":"La inversi\u00f3n en publicidad m\u00f3vil crece un 82% en 2015"},"content":{"rendered":"<p class=\"p1\">Seg\u00fan nos present\u00f3 en septiembre del pasado a\u00f1o <a href=\"http:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/la-inversion-publicitaria-crecera-un-54-en-2016-segun-zenith-vigia\/\" target=\"_blank\">Zenith Vig\u00eda<\/a> (directivos de medios de comunicaci\u00f3n espa\u00f1oles), la inversi\u00f3n en publicidad online en medios digitales se increment\u00f3 notablemente respecto al 2014. Por ejemplo la <strong>inversi\u00f3n en blogs aumentaba un 6% respecto al 2014<\/strong>, superando los 12 millones de euros. En cuanto a las redes sociales, la inversi\u00f3n ten\u00eda un crecimiento del 19% respecto al a\u00f1o anterior, situ\u00e1ndola en m\u00e1s de 50 millones de euros, y la inversi\u00f3n en v\u00eddeo online supuso un aumento del 29% con casi 57 millones de euros de inversi\u00f3n.<\/p>\n<p class=\"p1\">Pero carec\u00edamos de cifras definitivas del 2015, as\u00ed que hace apenas unos d\u00edas la <strong>IAB, la asociaci\u00f3n de publicidad, marketing y comunicaci\u00f3n digital<\/strong> en Espa\u00f1a, present\u00f3 de forma simult\u00e1nea en Madrid, Barcelona y Bilbao, el <a href=\"http:\/\/www.iabspain.net\/eventos\/233\/estudio-de-inversion-publicitaria-en-medios-digitales\/\" target=\"_blank\">Estudio de Inversi\u00f3n Publicitaria en Medios Digitales del pasado a\u00f1o<\/a>. Aunque se pueden presuponer un tanto las cifras, hab\u00eda expectaci\u00f3n.<\/p>\n<p class=\"p1\">[Tweet &#8220;La inversi\u00f3n publicitaria digital en 2015 fue de 1.288,9 M\u20ac, un 20,86% m\u00e1s que en 2014&#8221;]<\/p>\n<p class=\"p1\">Sab\u00edamos el valor que tiene la publicidad online, pero con el dato general de<span class=\"Apple-converted-space\">\u00a0<\/span>inversi\u00f3n en el sector digital en 2015 no cabe duda: <strong>1.288,9 M\u20ac, un 20,86% m\u00e1s que el a\u00f1o 2014<\/strong>.<\/p>\n<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3881\" src=\"http:\/\/e-growing.com\/wp-content\/uploads\/2016\/03\/total-inversio\u0301n-publicitaria-medios-1.jpg\" alt=\"total-inversio\u0301n-publicitaria-medios\" width=\"850\" height=\"422\" \/><\/p>\n<p class=\"p1\">Esta cifra incluye la inversi\u00f3n en <strong>Desktop (1.168 M\u20ac), Mobile (78,4 M\u20ac), Digital Signage (35,6 M\u20ac), Audio Online (4,6M\u20ac) y TV Conectada (1,2 M\u20ac)<\/strong>, lo que significa un crecimiento del 21% respecto a 2014. <strong>S\u00ed, hay vida m\u00e1s all\u00e1 del offline.<\/strong><\/p>\n<p class=\"p1\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3882 aligncenter\" src=\"http:\/\/e-growing.com\/wp-content\/uploads\/2016\/03\/inversio\u0301n-total-medios-digitales.jpg\" alt=\"inversio\u0301n-total-medios-digitales\" width=\"850\" height=\"447\" \/><\/p>\n<p class=\"p1\">En general, los sectores que m\u00e1s invierten en publicidad, son la automoci\u00f3n, tecnolog\u00eda y comunicaci\u00f3n, educaci\u00f3n, alimentaci\u00f3n y bebidas y restauraci\u00f3n, entretenimiento, viajes, servicios financieros y energ\u00eda.<\/p>\n<p class=\"p1\">[Tweet &#8220;El 2015\u00a0hubo un crecimiento de la inversi\u00f3n en publicidad Mobile del 82%&#8221;]<\/p>\n<p class=\"p1\">Pero ahondemos un poco m\u00e1s en el la publicidad Mobile. <strong>La inversi\u00f3n en este medio ha alcanzado en 2015 la cifra de 78,4M\u20ac<\/strong>, lo que supone\u00a0<b>un crecimiento del 82%. <\/b>Este es un buen dato que refleja sin duda la buena salud que goza el mundo m\u00f3vil. De esta inversi\u00f3n total,\u00a034,8M\u20ac van para los formatos Display, frente a los 36,5M\u20ac de Search y los 7,1M\u20ac de v\u00eddeo. Esto\u00a0\u00faltimo supone un incremento brutal frente al 2014 ya que la inversi\u00f3n en v\u00eddeos para la peque\u00f1a pantalla ha crecido un 96,6%.<\/p>\n<p class=\"p1\">En cuanto a las apps, el estudio indica que <strong>se invierte todav\u00eda mucho m\u00e1s en la publicidad Mobile (69%) que para apps m\u00f3viles (31%)<\/strong>, aunque poco a poco las empresas vean en las aplicaciones <a href=\"http:\/\/e-growing.com\/6-tendencias-del-marketing-movil-para-e-2016\/\" target=\"_blank\">todo un nuevo mundo lleno de posibilidades<\/a>.<\/p>\n<p class=\"p1\">Respecto a los sectores que m\u00e1s han <strong>invertido en Display<\/strong> son la automoci\u00f3n (33%), tecnolog\u00eda y comunicaci\u00f3n (10%) y educaci\u00f3n (9%), <strong>mientras que en Search<\/strong>, los tres sectores que m\u00e1s han invertido son automoci\u00f3n (24,3%), tecnolog\u00eda y comunicaci\u00f3n (11,4%) y los servicios financieros y seguros con un 10,2%. Por \u00faltimo los sectores que destacan en cuanto a la i<strong>nversi\u00f3n publicitaria en v\u00eddeos<\/strong> es la automoci\u00f3n (34%), alimentaci\u00f3n y bebidas<span class=\"Apple-converted-space\">\u00a0 <\/span>(15%) y entretenimiento (12%).\u00a0En cuanto a los modelos de pricing m\u00e1s destacados en publicidad m\u00f3vil\u00a0son el CPM, en primer lugar, con un 72% de peso en la inversi\u00f3n, seguido del CPV con un 18%.<\/p>\n<p class=\"p1\">[Tweet &#8220;Los medios digitales son el 25,5% del total de la inversi\u00f3n de los medios convencionales&#8221;]<\/p>\n<p class=\"p1\">Y es que <strong>los medios digitales ya suponen el 25,5% del total de la inversi\u00f3n de los medios convencionales<\/strong>, recortando la distancia a la televisi\u00f3n, que sigue en primera posici\u00f3n. Aunque quiz\u00e1s tiene los d\u00edas contados puesto que seg\u00fan <span class=\"s1\">Zenih Optimedia en <strong><a href=\"http:\/\/e-growing.com\/derribamos-7-mitos-sobre-el-mobile-marketing\/\" target=\"_blank\">2018 la inversi\u00f3n publicitaria en m\u00f3viles y tablets<\/a> superar\u00e1 a la de televisi\u00f3n por primera vez<\/strong>.<\/span><\/p>\n<p class=\"p1\">[Tweet &#8220;El medio digital el \u00fanico medio que gana cuota de mercado en inversi\u00f3n publicitaria&#8221;]<\/p>\n<p class=\"p1\">As\u00ed pues, este estudio no hace otra cosa que demostrar que el\u00a0medio digital\u00a0goza de buena salud y es, adem\u00e1s, el \u00fanico medio que gana cuota de mercado en inversi\u00f3n publicitaria. Y seg\u00fan pronostican para este 2016,<strong> se espera un aumento del 10% en inversi\u00f3n publicitaria digital, <\/strong>as\u00ed como la consolidaci\u00f3n\u00a0del <strong>v\u00eddeo como la \u201clocomotora de la publicidad digital\u201d<\/strong>. En e-growing ya pronostic\u00e1bamos que <a href=\"http:\/\/e-growing.com\/6-tendencias-del-marketing-movil-para-e-2016\/\" target=\"_blank\">los v\u00eddeos estaban al alza<\/a> y se extrapolar\u00eda a la publicidad, prueba de ello es la aparici\u00f3n de compa\u00f1\u00edas como\u00a0<a href=\"http:\/\/e-growing.com\/6-tendencias-del-marketing-movil-para-e-2016\/\" target=\"_blank\"><strong>Apptamin dedicadas exclusivamente a la creaci\u00f3n de v\u00eddeos<\/strong> <\/a>y sites para captar la atenci\u00f3n de los usuarios. \u00a1Estaremos atentos a c\u00f3mo evoluciona!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seg\u00fan nos present\u00f3 en septiembre del pasado a\u00f1o Zenith Vig\u00eda (directivos de medios de comunicaci\u00f3n espa\u00f1oles), la inversi\u00f3n en publicidad online en medios digitales se increment\u00f3 notablemente respecto al 2014. Por ejemplo la inversi\u00f3n en blogs aumentaba un 6% respecto al 2014, superando los 12 millones de euros. En cuanto a las redes sociales, la&#8230;<\/p>\n","protected":false},"author":7,"featured_media":3886,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[18,37],"tags":[508,509,510,511,512,513,470,70,484,514,515,516,473,474,517],"class_list":["post-3879","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online-2","category-mobile-marketing","tag-comunicacion","tag-cpm","tag-cpv","tag-display","tag-estudio","tag-iab","tag-inversion","tag-mobile","tag-moviles","tag-publicidad","tag-publicitaria","tag-search","tag-tablets","tag-television","tag-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>La inversi\u00f3n en publicidad m\u00f3vil crece un 82% en 2015 - Vanessa Estorach<\/title>\n<meta name=\"description\" content=\"La inversi\u00f3n en publicidad m\u00f3vil crece un 82% en 2015\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.vanessaestorach.com\/la-inversion-en-publicidad-mobile-crece-un-82-en-2015\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La inversi\u00f3n en publicidad m\u00f3vil crece un 82% en 2015 - 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