FACEBOOK Y GOOGLE YA DOMINAN EL 83% DE LA PUBLICIDAD EN LÍNEA
La publicidad convencional esta quedando atrás, ya que para 2018 los anuncios digitales ascendería a 237 mil millones de dólares a nivel mundial, lo que representará un aumento del 13 por ciento, mientras que en la televisión será solo 2.5 por ciento.
El nuevo informe de Brian Wieser refiere que Google y Facebook controlan el 83 por ciento de todo el crecimiento de la publicidad digital, aunque actualmente representan el 73 por ciento de la publicidad digital tan solo en Estados Unidos, cuando en 2015 solo era el 63 por ciento.
Wieser refiere que no se trata de un duopolio, ya que Amazon está incrementando la publicidad digital, porque las marcas la “están tomando en serio”, por lo que la publicidad digital logró crecimientos del 23 por ciento en el segundo trimestre de 2017, con 20.8 mil millones de dólares en ingresos publicitarios, mientras que el 83 por ciento de ese crecimiento es gracias a Google y Facebook.
(Lea también nuestro articulo CÓMO USAR LOS DATOS ANALÍTICOS PARA ENCONTRAR PROBLEMAS CON LA MARCA)
Datos de Advertising Bureau destacan que el aumento desmedido de publicidad digital podría saturar la red, de modo que será más difícil que los anuncios logren el impacto necesario y obtengan las ganancias esperadas. Es ello que Facebook se ha vuelto más intrépido para buscar presupuestos publicitarios televisivos.
Concretamente, la herramienta “watch” de Facebook podría generar ingresos por hasta 12 mil millones de dólares para 2022. Otro secreto de Facebook es que esa pestaña impulsa el engagement en los videos.
Adicionalmente, Facebook esta generando nuevas herramientas par que las empresas puedan publicar con mayor facilidad en el mundo digital. De igual manera Google capacita para que las empresas de hoy en día no se queden en lo convencional y salten a la era digital.
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