(mex) Publicidad y la era del streaming en el CES 2018

¿Cómo ayudan las nuevas herramientas digitales al marketing?

De acuerdo a datos proporcionados por la Consumer Technology Association (CTA), organización la cual organizó el Consumer Electronic Show (CES) 2018, la mitad de los consumidores de Estados Unidos miran alguna plataforma de streaming diariamente. Al mismo tiempo, el 75% de los adultos mayores de 18 años reportaron haber contratado algún plan de televisión (TV) de paga tradicional. En una era donde ambos esquemas de visualización de contenido multimedia conviven y compiten por el mercado, ¿cómo deben comportarse las nuevas estrategias de publicidad y cuál objetivo tendrían que buscar?

John Penney, Vicepresidente Ejecutivo de Sociedades Estratégicas en 20th Century Fox, moderó el panel Consumer Preferences for Personalized Content Viewing, en donde se discutió el actual esquema de publicidad, cómo interactúan los consumidores con las diferentes plataformas de contenido, así como los modelos más adecuados para poder llegar al público objetivo. En datos presentados por Lesley Rohrbaugh, Gerente Senior de investigación de Mercado en CTA, aproximadamente 37% de la población estadounidense posee suscripciones tanto a servicios de streaming como a la más tradicional TV de paga, por lo que ya no hay únicamente un solo canal disponible para las empresas con el fin de llegar a su mercado objetivo.

Para Eric Berger, CDO en Sony Pictures Television Networks y Gerente General de Crackle (y quien remarca cómo en Estados Unidos la tasa de adopción de la TV de paga es significativamente mayor a la de otros países), buscar una estrategia de publicidad global en plataformas tradicionales puede no ser la mejor opción. “Puedes tener la red de [radiodifusión] número uno en un mercado como España, pero ahí la penetración [del cable] es de 25%; por lo cual buscamos alcanzar una cobertura de 100% al irnos [con servicios] Over The Top. Esto no se hace con un espíritu competitivo contra los canales tradicionales, nos asociamos con ellos cuando podemos, pero debemos pensar en dirigirnos al público completo para tomar ventaja de este fenómeno global del streaming”.

En estadísticas de CTA, 6 de cada 10 consumidores en Estados Unidos hacen caso a las sugerencias de plataformas como Netflix
En este sentido, las plataformas digitales de streaming abren un gran abanico de posibilidades a las compañías, pues permiten recopilar una gran cantidad de información de sus usuarios, la cual a su vez puede ser utilizada para proporcionar mejores servicios de publicidad tanto a los clientes como a las compañías. Esto es importante pues, de acuerdo con Penney, los servicios pre-pagados y de suscripción no son fuente de suficientes ingresos para las empresas; por lo que es necesario todavía utilizar un modelo de negocio parcial o totalmente dependiente en la difusión de mensajes propagandísticos a un sector de la población particular.

“Es interesante ver las nuevas herramientas disponibles para entender no solo a qué [tipos de mensajes publicitarios] están expuestas las personas, sino también para comprender si están involucrados con el contenido”, apunta Jonathan Steuer, Jefe de Investigación en Omnicom Media Group. Este flujo de información resulta imprescindible para mejorar el desempeño de estos contenidos propagandísticos, pues permite detectar si una persona se siente molesta al ver ciertas campañas y, por consiguiente, dejar de poner recursos en una técnica equivocada o en un sector de la población erróneo.

A pesar de esta claridad, los cuatro expertos coinciden en que la época actual es una de significativa confusión tanto para los clientes como para las compañías, pues no existe realmente una visión fija acerca del “destino último” de las prácticas publicitarias dentro de las plataformas de streaming o las de difusión de contenido tradicional, como es la TV de paga. Sin embargo, se tiene esperanza en el futuro, pues las generaciones jóvenes son más confiadas, cuando se trata de marcas conocidas, de dar su información sobre intereses y hobbies; pues saben cómo será utilizada para crear mensajes propagandísticos más relevantes.



  1. I simply want to say I’m all new to blogging and site-building and definitely liked this web site. Most likely I’m likely to bookmark your blog . You absolutely have great stories. Thank you for revealing your web site.

  2. I’m really enjoying the theme/design of your website. Do you ever run into any browser compatibility issues? A couple of my blog audience have complained about my blog not working correctly in Explorer but looks great in Safari. Do you have any suggestions to help fix this issue?

  3. I wish to blog about issues I do not desire associating with my ‘job’ self. Just how do I pick a blog site host that has an excellent anonymity document, simply put, I do not want it to be easy for people to match up my IP address or gain access to my individual details. Likewise, having set the blog up, exactly how do you motivate high volume site visitors?. I’ve just used LJ prior to and also I want to attempt something a bit various, however privacy is the largest concern for me. Would certainly invite recommendations of excellent complimentary blog hosts.

  4. Exactly how do I begin a blog site under a pen-name and keep my privacy. Exactly how do you after that get regular visitors?

  5. On my close friend’s blogs they have added me on their blog site rolls, however my own always rests at the bottom of the listing and also does not list when I upload like it does for others. Is this a setting that I need to alter or is this a choice that they have made?.

  6. I’m creating a new blog concerning literary works (what I’ve checked out, what I’m reading), but I’m having difficulty thinking of a title. I like the suggestion of something relating to a fixation with literary works however I believe bookophilia is on the average side. What do you think about Litophilia? Is it too similar to “lithophilia” Which suggests the love of rocks? Any kind of concepts? Thanks!.

  7. I am new to blog subscriptions and also I am seeking a simple viewers that behaves and also organized that lets me see my blog sites from my homepage or has a little scrollbox that is always up on the side of the computer screen. I began to use bloglines but it is really messy with all the blog site names lined up on the side. Many thanks a lot!.

  8. This is really serious, You’re an exceptionally seasoned writer. I have signed up with your feed plus count on enjoying your personal tremendous write-ups. On top of that, I’ve got shared your web blog in our social networking sites.

  9. I am brand-new to website design as I have no previous experience and recognize little HTML. I just would like to know what the very best software application is to acquire to design blogs. I have downloaded CS5 Layout Premium with Dreamweaver and also Photoshop, but I understand this is a little innovative for me as well as pricey!!!. Does any person have recommendations of software program or methods to develop blog sites and also websites quickly and also cost-effective?. MANY THANKS!.

  10. This anxiety itself is capable of causing erectile dysfunction, and so a man may get trapped in a self-reinforcing cycle of anxiety and erectile dysfunction.

  11. I have actually seen a great deal of blog sites in blogspot. What function do they offer? Is it possible to make money through blogs. If yes just how?.

  12. I ‘d like to have the ability to label blog sites I such as and also have them show on my internet site. Any type of tips on the very best course to tackle this. Any input would certainly be handy.

  13. I am assisting some friends get their shop on the map and observed. They have an internet site. One of the ways in my research study to maximize a web site is to make use of a blog. I am not blog wise as well as neither are they so need a little assistance regarding good sites to put there blog site to make sure that they obtain noticed.

  14. Can I recently say what a relief to locate a person that in fact knows what theyre speaking about on the web. You definitely realize how to bring a problem to light and make it critical. More and more people ought to check out this and appreciate this side from the story. I cant believe youre less well-liked since you certainly hold the gift.

  15. Over and over again I think about these issue. As a matter of fact it was not even yesterday that I last thought about it. To be honest, what is your thought though?

  16. Typically the RATES won’t give appeal to on just about any too much taxes repayments, so you are actually consuming it again with the dirt bike pants through not necessarily transforming ones own place a burden on payments.

  17. I’m a teenager and I listened to that you can in fact earn money for things similar to this. I’m experienced with computers as well as have great literature skills and I make certain I can create effective blogs/articles … On a different (sort of) subject, would certainly I have the ability to join associate programs?.

  18. Howdy would you mind sharing which blog platform you’re working with? I’m going to start my own blog in the near future but I’m having a hard time selecting between BlogEngine/Wordpress/B2evolution and Drupal. The reason I ask is because your layout seems different then most blogs and I’m looking for something completely unique. P.S My apologies for getting off-topic but I had to ask!

  19. Hoy ha tocado clase de aprender sobre el cuerpo, y lo vamos a relacionar con el problema de erección. Los hombres con diabetes o afecciones cardíacas corren un riesgo mayor de desarrollar DE, al igual que los que consumen tabaco o tienen un sobrepeso grave.

  20. Stress, anxiety, depression and low self-esteem, in fact, almost all significant emotional problems, can have a major effect on sexuality.

  21. Exactly how do I begin a blog site under a pen-name and also preserve my anonymity. Exactly how do you after that obtain normal readers?

Leave a Reply

Your email address will not be published.