{"id":424,"date":"2012-03-01T18:46:51","date_gmt":"2012-03-01T17:46:51","guid":{"rendered":"https:\/\/josedelgado.net\/?p=424"},"modified":"2019-06-28T18:52:37","modified_gmt":"2019-06-28T16:52:37","slug":"en-2012-la-publicidad-en-internet-podria-crecer-entre-un-5-y-un-10-segun-iab-spain","status":"publish","type":"post","link":"https:\/\/josedelgado.net\/va\/en-2012-la-publicidad-en-internet-podria-crecer-entre-un-5-y-un-10-segun-iab-spain\/","title":{"rendered":"En 2012, la publicidad en internet podr\u00eda crecer entre un 5% y un 10%, seg\u00fan IAB Spain"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Seg\u00fan las estimaciones de&nbsp;<strong>IAB Spain<\/strong>&nbsp;auguran, una vez m\u00e1s, que este a\u00f1o podr\u00eda situarse como segundo medio por inversi\u00f3n.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La inversi\u00f3n publicitaria en soportes digitales durante 2011 ascendi\u00f3 a 899 millones de euros, de acuerdo con el estudio anual realizado por IAB Spain y PwC, que fue presentado recientemente. Esta cifra supone<strong>\u00a0un crecimiento del 12,6% sobre el a\u00f1o anterior y 2,7 puntos m\u00e1s de cuota hasta llegar al 16,3%<\/strong>\u00a0del total del presupuesto publicitario destinado a medios.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">De esa cantidad, 883,11 millones correspondieron a internet, con un crecimiento del 11,8%, y 16,3 millones de euros se destinaron a campa\u00f1as de Mobile marketing. Una distinci\u00f3n, se\u00f1al\u00f3 Alex Marquina, vicepresidente de IAB Spain, que pronto dejar\u00e1 de hacerse para integrar el presupuesto dirigido a m\u00f3viles en el c\u00f3mputo total de la inversi\u00f3n en internet.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los enlaces patrocinados y buscadores acapararon el 51,77% de la inversi\u00f3n en la red, mientras que los restantes 425,23 millones se destinaron a publicidad gr\u00e1fica, una modalidad que va creciendo a mayor ritmo que la dirigida a buscadores. Analizando los datos de los dos \u00faltimos a\u00f1os de las 37 compa\u00f1\u00edas que se mantienen en el estudio desde hace cuatro a\u00f1os, la facturaci\u00f3n por esta v\u00eda creci\u00f3 en 2011 un 10,4%.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sectores y anunciantes<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los principales sectores por inversi\u00f3n siguen siendo Telecomunicaciones, aunque ha bajado su actividad respecto a 2010; Automoci\u00f3n, Finanzas (ambos con crecimientos globales), Transportes\/Viajes\/Turismo y Medios de Comunicaci\u00f3n\/Ense\u00f1anza\/Cultura, que han recortado su inversi\u00f3n. Por otro lado, el crecimiento observado en sectores hasta ahora con menor presencia en internet pero que, sin embargo, son motores importantes del mercado publicitario, como Alimentaci\u00f3n o Distribuci\u00f3n, representa una buena noticia para los responsables de IAB Spain, pues significa que \u201ctenemos mucho camino por recorrer\u201d.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por otro lado, no hay variaci\u00f3n en cuanto a los anunciantes que se sit\u00faan a la cabeza del ranking por inversi\u00f3n:&nbsp;<strong>Telef\u00f3nica, Vodafone, El Corte Ingl\u00e9s, Procter &amp; Gamble y Renault son los cinco anunciantes que m\u00e1s invirtieron en publicidad gr\u00e1fica en el \u00faltimo a\u00f1o.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><br><strong>Previsiones 2012<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En la presentaci\u00f3n del estudio Javier Navarro, presidente de IAB Spain, pronostic\u00f3 que&nbsp;<strong>la inversi\u00f3n publicitaria en internet podr\u00eda crecer este a\u00f1o en Espa\u00f1a entre un 5% y un 10%.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Adem\u00e1s&nbsp;se\u00f1al\u00f3 que en 2012 los soportes digitales se situar\u00e1n como segundos en inversi\u00f3n publicitaria en Espa\u00f1a, por detr\u00e1s de la televisi\u00f3n.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Seg\u00fan las estimaciones de&nbsp;IAB Spain&nbsp;auguran, una vez m\u00e1s, que este a\u00f1o podr\u00eda situarse como segundo medio por inversi\u00f3n. La inversi\u00f3n publicitaria en soportes digitales durante 2011 ascendi\u00f3 a 899 millones de euros, de acuerdo con el estudio anual realizado por IAB Spain y PwC, que fue presentado recientemente. Esta cifra supone\u00a0un crecimiento del 12,6% sobre el a\u00f1o anterior y 2,7 puntos m\u00e1s de cuota hasta llegar al 16,3%\u00a0del total del presupuesto publicitario destinado a medios. De esa cantidad, 883,11 millones correspondieron a internet, con un crecimiento del 11,8%, y 16,3 millones de euros se destinaron a campa\u00f1as de Mobile marketing. &#8230; <\/p>\n<p class=\"read-more-container\"><a title=\"En 2012, la publicidad en internet podr\u00eda crecer entre un 5% y un 10%, seg\u00fan IAB Spain\" class=\"read-more button\" href=\"https:\/\/josedelgado.net\/va\/en-2012-la-publicidad-en-internet-podria-crecer-entre-un-5-y-un-10-segun-iab-spain\/#more-424\" aria-label=\"Read more about En 2012, la publicidad en internet podr\u00eda crecer entre un 5% y un 10%, seg\u00fan IAB Spain\">Leer m\u00e1s \/ Llegir m\u00e9s<\/a><\/p>\n","protected":false},"author":1,"featured_media":425,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","_exactmetrics_skip_tracking":false,"footnotes":""},"categories":[22],"tags":[90],"class_list":["post-424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing_digital","tag-publicidad-en-internet","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-50","resize-featured-image"],"translation":{"provider":"WPGlobus","version":"3.0.2","language":"va","enabled_languages":["es","va"],"languages":{"es":{"title":true,"content":true,"excerpt":false},"va":{"title":false,"content":false,"excerpt":false}}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - 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