2018 will mark the real convergence between television advertising and their digital equivalentsLas tendencias de este a o, seg n Videology, giran en torno a la tecnolog a program tica, convergencia de v deo online y televisi n, personalizaci n, fragmentaci n de audiencias, cooperaci n en la industria y creaci n de est ndares comunes ser n las principales tendencias en este 2018.
Este ser el a o de la comunicaci n audiovisual en su vertiente m s extendida. Un tiempo en el que generadores de contenidos, anunciantes y agencias adaptar n sus estrategias y servicios con el fin de satisfacer las necesidades de una industria cada vez m s exigente. Las cadenas de televisi n est n en situaci n de competir con grandes compa as como Facebook, Amazon, Netflix o Google en t rminos de datos y escala, e incluso llegar a sobrepasarles en cuanto a contenidos premium y relaci n inmersiva.
Bajo estas premisas, Teba Lorenzo, responsable en Espa a de Videology, proveedor de software para la convergencia de publicidad en TV y v deo, se ha aventurado a lanzar algunas predicciones sobre el sector que ser n claves en la industria durante los pr ximos meses.
Teba Lorenzo cree que las perspectivas para la televisi n son brillantes, especialmente porque los anunciantes globales realizan un an lisis sobre la efectividad de la publicidad digital. Este es el momento de analizar las ventajas de la convergencia real entre la publicidad en televisi n y sus equivalentes digitales. Con los problemas de fraude y seguridad de marca como parte de cierta publicidad en Internet, los anunciantes se cuestionan d nde invierten, qu funciona y en qu pueden confiar.
Los datos ya no son s lo del dominio de los actores digitales. Colectivamente, las cadenas pueden competir con los conocidos como FANG (Facebook, Amazon, Netflix y Google) en cuanto a datos y dimensi n, e incluso superarlos en t rminos de contenidos premium y relaci n inmersiva. Desde Videology entienden que el esfuerzo debe ser conjunto y consideramos que la industria est preparada. Es necesario definir nuevas m tricas, acordar est ndares y fusionar tecnolog as compatibles para hacer que la publicidad avanzada en TV sea lo m s sencilla posible para los anunciantes. 2018 ser el a o de la colaboraci n en las empresas de medios, y un a o de nuevas oportunidades para los anunciantes.
Convergence of TV and online videoLorenzo subraya que los ingredientes para conseguir la convergencia de v deo online y televisi n pasan por aplicar de forma adecuada datos, tecnolog a y contenido a trav s de una misma plataforma tecnol gica .
El primer componente para la convergencia de v deo online y televisi n es la demanda de planificaci n multipantalla. Las agencias han comprendido hace tiempo el valor de la identificaci n de audiencias (ya que aumenta la relaci n y la eficacia de la publicidad), y ha estado creciendo de forma sostenida en los ltimos a os.
En Videology consideran que en un mundo de datos fragmentados -adem s de las compa as de medici n de TV, hay canales con datos de registro, operadoras con datos de suscriptores, anunciantes con datos de clientes y terceras partes con toda clase de datos de comportamiento, compra y geolocalizaci n. La program tica en v deo online tiene ahora una gran trayectoria de xito en estrategias basadas en la audiencia, por lo que est m s cerca que nunca de las estrategias de TV. Los datos son el tejido conjuntivo del futuro de la televisi n total (v deo online + TV).
Por ltimo, la publicidad multipantalla es extremadamente dif cil debido al aspecto multidimensional de la identificaci n de audiencias. La precisi n en la previsi n, precio, asignaci n y reserva de inventario son absolutamente claves, ya que de otra forma no es posible optimizar y mejorar la efectividad de las campa as publicitarias.
Publicidad program ticaGracias a la publicidad program tica, los anunciantes tienen la posibilidad de localizar audiencias enriquecidas en lugar de dirigirse a los perfiles generales de audiencia ofrecidos hasta ahora por la televisi n lineal tradicional. Si la televisi n ha funcionado hasta ahora para los anunciantes, la personalizaci n har que funcione todav a mejor.
Los anunciantes pueden combinar sus datos propios con los datos de suscriptores para dirigirse a determinados segmentos de audiencia, saber qu hogares vieron un determinado anuncio y cu les no, y adaptar las campa as en tiempo real de acuerdo a ello. Esencialmente, esto ofrece a los anunciantes el entorno fiable de la TV con la inmediatez y la identificaci n granular de los entornos digitales.
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2018 will mark the real convergence between television advertising and their digital equivalentsLas tendencias de este a o, seg n Videology, giran en torno a la tecnolog a program tica, convergencia de v deo online y televisi n, personalizaci n, fragmentaci n de audiencias, cooperaci n en la industria y creaci n de est ndares comunes ser n las principales tendencias en este 2018.
