{"id":13059,"date":"2024-01-10T14:00:32","date_gmt":"2024-01-10T12:00:32","guid":{"rendered":"https:\/\/www.andreoliestudio.com\/?p=13059"},"modified":"2024-02-12T11:52:48","modified_gmt":"2024-02-12T09:52:48","slug":"la-asociacion-espanola-de-anunciantes-presento-sus-tendencias-para-2024","status":"publish","type":"post","link":"https:\/\/www.andreoliestudio.com\/fr\/noticias\/la-asociacion-espanola-de-anunciantes-presento-sus-tendencias-para-2024\/","title":{"rendered":"La Asociaci\u00f3n Espa\u00f1ola de Anunciantes present\u00f3 sus tendencias para 2024"},"content":{"rendered":"
\"\"

Foto: Pixabay.com<\/p><\/div>\n

Lo digital y los avances tecnol\u00f3gicos seguir\u00e1n marcando el destino de la industria del marketing y los anuncios.<\/strong> Al menos, as\u00ed lo se\u00f1ala el informe \u201cNueve Tendencias 2024\u201d, presentado por la Asociaci\u00f3n Espa\u00f1ola de Anunciantes (AEA). La organizaci\u00f3n se mantiene positiva respecto al crecimiento de la comunicaci\u00f3n comercial, a pesar la inflaci\u00f3n y los conflictos b\u00e9licos.<\/p>\n

El an\u00e1lisis de la AEA cont\u00f3 con la participaci\u00f3n de las compa\u00f1\u00edas que integran su \u201cComit\u00e9 de Expertos\u201d.<\/strong> Entre ellas est\u00e1n: Arce Media-Auditsa, Adjinn, Boreal Media, Ebiquity, C\u00edrculo de Ingenio Anal\u00edtico, IMOP Insights, Kantar, Instituto Superior para el Desarrollo de Internet (ISDI), ODEC, Wavemaker y SCOPEN. Cinco de las tendencias m\u00e1s relevantes para este a\u00f1o son las siguientes:<\/p>\n

1.- Mediciones transparentes y precisas<\/h3>\n

La demanda de los anunciantes continuar\u00e1 exigiendo mediciones con m\u00e1s precisi\u00f3n y transparencia<\/strong>. Esto no es algo nuevo y ya muchos medios se vieron en la necesidad de desarrollar algoritmos propios. Igualmente, ha crecido el uso de auditores independientes para m\u00e9tricas del marketing. Tambi\u00e9n, gracias a la Inteligencia Artificial Generativa (IAG) se ha producido una democratizaci\u00f3n de las mediciones, lo que ha dado pie a la posibilidad de ejecutar algoritmos de retorno de la inversi\u00f3n (ROI) en tiempo real. Este a\u00f1o se espera entonces que las mediciones multiplataformas cobren mayor relevancia.<\/p>\n

\"Branding,

Branding, Valencia, Dise\u00f1o Web, Valencia, Publicidad, IA<\/p><\/div>\n

2.- Progresos con la IAG<\/h3>\n

El uso de la Inteligencia Artificial Generativa (IAG) en la publicidad tendr\u00e1 una evoluci\u00f3n en 2024.<\/strong> Se espera que los aportes de la herramienta mejoren y facilite diversos procesos. Entre ellos se hallan evaluar resultados, crear campa\u00f1as, controlar la publicidad y planificar medios. Gracias a esta tecnolog\u00eda las empresas conseguir\u00e1n resolver dudas, obtener respuestas veloces, analizar datos en tiempo real, automatizar y mejorar procesos, entre otros.<\/p>\n

3.- Mayor inversi\u00f3n<\/h3>\n

Para 2024 se espera que las inversiones publicitarias superen a las casi escasas de 2023.<\/strong> La AEA estima un crecimiento de 5%, incentivado por los acontecimientos deportivos pautados para este a\u00f1o. Estos pron\u00f3sticos incluyen un cierre positivo para la televisi\u00f3n y medios exteriores. Las redes sociales estar\u00e1n por encima del promedio.<\/p>\n

4.- Lo digital en auge<\/h3>\n

Los negocios tienen que estar en Internet y eso se afianzar\u00e1 a\u00fan m\u00e1s.<\/strong> Con ello espera que los anuncios, marketing y publicidad mejoren sus productos en \u00e9sta \u00e1rea. El branding para entornos digitales ser\u00e1 la apuesta.<\/p>\n

5.- El streaming evolucionar\u00e1<\/h3>\n

La fuerte tendencia de 2023 de crear estrategias para las plataformas de streaming se afianzar\u00e1 este 2024<\/strong>. Se estima un auge de las \u00a0aplicaciones de AVOD (v\u00eddeo a la carta con publicidad) lo que se traduce en libertad para el empleo de otros formatos dejando de lado los tradicionales anuncios de video (product placement) o los interactivos.<\/p>\n","protected":false},"excerpt":{"rendered":"

Lo digital y los avances tecnol\u00f3gicos seguir\u00e1n marcando el destino de la industria del marketing y los anuncios. Al menos, as\u00ed lo se\u00f1ala el informe \u201cNueve Tendencias 2024\u201d, presentado por…<\/p>\n","protected":false},"author":1001014,"featured_media":13405,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1389,276,445,131,184],"tags":[1424,1450,818,1451,574,820,321,305,408,368,1449,299,1448,328,578,229,625,380,395,323,801,300,516,934],"class_list":{"0":"post-13059","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-inteligencia-artificial","8":"category-marketing","9":"category-noticias","10":"category-nueva-tecnologia","11":"category-tiendas-online","12":"tag-1424","13":"tag-aea","14":"tag-anunciantes","15":"tag-asociacion-espanoladeanunciantes","16":"tag-branding","17":"tag-canales","18":"tag-digital","19":"tag-espana","20":"tag-finanzas","21":"tag-ia","22":"tag-iag","23":"tag-inteligenciaartificial","24":"tag-inteligenciaartificialgenerativa","25":"tag-internet","26":"tag-inversion","27":"tag-marketing","28":"tag-mercadeo","29":"tag-plataformas","30":"tag-publicidad","31":"tag-redessociales","32":"tag-streaming","33":"tag-tecnologia","34":"tag-tendencias","35":"tag-tv"},"yoast_head":"\nAEA 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