{"id":4247,"date":"2019-06-18T20:57:15","date_gmt":"2019-06-18T17:57:15","guid":{"rendered":"https:\/\/super-news.info\/es\/la-inversion-publicitaria-del-sector-automocion-en-television-duplica-a-la-de-online\/"},"modified":"2019-06-18T20:57:16","modified_gmt":"2019-06-18T17:57:16","slug":"la-inversion-publicitaria-del-sector-automocion-en-television-duplica-a-la-de-online","status":"publish","type":"post","link":"https:\/\/super-news.info\/es\/la-inversion-publicitaria-del-sector-automocion-en-television-duplica-a-la-de-online\/","title":{"rendered":"La inversi\u00f3n publicitaria del sector automoci\u00f3n en televisi\u00f3n duplica a la de online"},"content":{"rendered":"<p> [ad_1]<br \/>\n<\/p>\n<div id=\"textoNoticia\">\n<p class=\"excerpt-single\">A pesar de que las cifras en inversi\u00f3n publicitaria en el resto de sectores favorecen al digital frente a la televisi\u00f3n, el sector automoci\u00f3n sigue optando por el canal tradicional.<\/p>\n<\/p>\n<p>En el marco de Internet Motors, el evento sobre la digitalizaci\u00f3n del sector del autom\u00f3vil celebrado en Barcelona, <strong>Nielsen<\/strong> ha presentado el informe &#8220;<strong>Ecosistema de la publicidad digital en Automoci\u00f3n<\/strong>&#8220;, con el que ha desvelado datos de inter\u00e9s sobre la inversi\u00f3n en publicidad de este sector.<\/p>\n<p>La primera y m\u00e1s sorprendente realidad (en comparaci\u00f3n con la tendencia general) que revela el estudio es que <strong>solo el 25% de la inversi\u00f3n publicitaria en automoci\u00f3n es online<\/strong>, casi la mitad que lo que se invierte en televisi\u00f3n (44%). El sector de la automoci\u00f3n se sit\u00faa as\u00ed 13 puntos por debajo del gasto medio en publicidad digital, que alcanza el 38%. Cabe destacar que los espa\u00f1oles pasan 74 horas a la semana conectados y nueve de cada diez se conectan a diario al m\u00f3vil, por lo que internet se posiciona como un medio de obligada presencia de cara a alcanzar una audiencia creciente.<\/p>\n<p>Por otro lado, el sector automoci\u00f3n <strong>invierte en televisi\u00f3n un 44%<\/strong>, nueve puntos por encima que la media, que se sit\u00faa en los 35%. Nielsen se\u00f1ala que, si bien la televisi\u00f3n es m\u00e1s eficaz a la hora de recordar el anuncio, otras f\u00f3rmulas m\u00e1s ligadas a Internet, como la publicidad digital, en el m\u00f3vil o el email, tienen una mayor capacidad de conversi\u00f3n a venta.<\/p>\n<p>A pesar de ser un sector m\u00e1s tradicional a la hora de invertir en publicidad, la industria del autom\u00f3vil est\u00e1 destinando parte de la inversi\u00f3n online en <strong>Instagram<\/strong> y <strong>YouTube<\/strong>, dos plataformas en las que la imagen es protagonista. Entre las ventajas que ofrece el entorno online frente a la televisi\u00f3n, se encuentra la de dirigirse a un p\u00fablico m\u00e1s segmentado y m\u00e1s acorde a cada una de las marcas, modelos y tipos de veh\u00edculo que comercializan.<\/p>\n<p>La responsable de Medici\u00f3n Online de Nielsen Espa\u00f1a, Maira Barcellos, ha se\u00f1alado: &#8220;Los espa\u00f1oles cambian de coche cada diez a\u00f1os y la mayor\u00eda opta por la propiedad. En este sentido, la publicidad online ayuda a la automoci\u00f3n a llegar a audiencias muy espec\u00edficas y trabajarse al comprador poco a poco. A lo largo de ese tiempo es bombardeado con mensajes que le van dejando huella y perfilando su futura compra y es necesario monitorizar y analizar la eficiencia de esos impactos&#8221;.<\/p>\n<p class=\"link-telegram\">\n\t\t\t\t\t\t\t\t\t\t\tNo te pierdas nada de MarketingDirecto.com y \u00fanete a nuestro Telegram t.me\/MarketingDirecto\n\t\t\t\t\t\t\t\t\t\t<\/p>\n<\/p><\/div>\n<p>[ad_2]<br \/>\n<br \/><a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/la-inversion-publicitaria-del-sector-automocion-en-television-duplica-a-la-de-online\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>[ad_1] A pesar de que las cifras en inversi\u00f3n publicitaria en el resto de sectores favorecen al digital frente a la televisi\u00f3n, el sector automoci\u00f3n sigue optando por el canal tradicional. En el marco de Internet Motors, el evento sobre la digitalizaci\u00f3n del sector del autom\u00f3vil celebrado en Barcelona, Nielsen ha presentado el informe &#8220;Ecosistema [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":4248,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-4247","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-de-marketing-digital"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>La inversi\u00f3n publicitaria del sector automoci\u00f3n en televisi\u00f3n duplica a la de online - Super News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/super-news.info\/es\/la-inversion-publicitaria-del-sector-automocion-en-television-duplica-a-la-de-online\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"La inversi\u00f3n publicitaria del sector automoci\u00f3n en televisi\u00f3n duplica a la de online - Super News\" \/>\n<meta property=\"og:description\" content=\"[ad_1] A pesar de que las cifras en inversi\u00f3n publicitaria en el resto de sectores favorecen al digital frente a la televisi\u00f3n, el sector automoci\u00f3n sigue optando por el canal tradicional. 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