(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.

 

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