NeuStar MarketShare and Twitter measure the effectiveness of social networks on TV Una investigaci n conjunta revela que la combinaci n de publicidad en TV y Twitter puede aumentar un 18% el retorno de inversi n.
El proveedor de servicios de informaci n en tiempo real, NeuStar, ha anunciado los resultados de un estudio conjunto con Twitter en Espa a para permitir a los anunciantes medir el impacto que las redes sociales tienen en la televisi n y en las ventas in-store.
Neustar MarketShare DecisionCloud, una soluci n completa de atribuci n y planificaci n l der en el mercado, y la red social m s importante del mundo, se han embarcado en una iniciativa para enriquecer las capacidades de los equipos de marketing, proporcionando las claves y herramientas necesarias para optimizar la inversi n en campa as publicitarias.
Alfonso Calatrava, director de investigaci n de Twitter Espa a, asegura que Twitter se est convirtiendo en una herramienta potente para optimizar el potencial de eficacia publicitaria de la televisi n. De hecho, seis de cada diez usuarios de Twitter en Espa a se conectan a la plataforma para comentar, o leer comentarios, relacionados con los contenidos de televisi n que se est n viendo en ese momento. Este comportamiento de consumo multipantalla vinculado a un mismo contenido genera, sin duda, oportunidades estrat gicas para las marcas en t rminos de comunicaci n. Y en este sentido, decidimos asociarnos con Neustar MarketShare para poder tener una medida cuantitativa del efecto de la combinaci n Twitter y televisi n en t rminos de generaci n de ventas o ROI de la actividad publicitaria .
Mediante esta alianza, Twitter y Neustar MarketShare analizan c mo la publicidad en Twitter, especialmente los tweets y tendencias promocionadas, mejoran la estrategia de marketing de los anunciantes. La investigaci n se centra sobre todo en las aportaciones de Twitter como segunda pantalla, cuando se combina con la televisi n tradicional.
New marketing strategies
Pepe Ram rez, director de marketing de Sony Pictures Espa a Releasing, sostiene que en el nuevo panorama tecnol gico, donde los dispositivos m viles y las redes sociales juegan un papel esencial, el hecho de que los datos de comportamiento del usuario est n disponibles directamente en Twitter supone un aspecto muy importante para una compa a como Sony Pictures, que proporciona contenidos. Cuando combinamos estos datos con los an lisis de marketing, podemos saber exactamente c mo afecta la actividad online al visionado de una pel cula y a las ventas en tiempo real. Llevamos a os invirtiendo en plataformas como Twitter y estamos seguros de que en un futuro las redes sociales se convertir n en una pieza clave de nuestra estrategia de marketing .
La investigaci n en Espa a ha revelado que el retorno por cada euro invertido en publicidad en Twitter se corresponde con tres euros en la venta de entradas. Mientras que la televisi n sigue dominando la inversi n en publicidad, representando de media el 50% de la inversi n de una campa a, los resultados muestran un aumento del retorno de la inversi n del 18% cuando las campa as de Twitter y televisi n van de la mano. Twitter y Neustar MarketShare ya trabajaron juntos ofreciendo estudios relevantes en pa ses como Reino Unido, EEUU, Canad , Brasil, Francia y Jap n, con resultados similares.
Luis Chaves, vicepresidente de Estrategia en EMEA de Neustar MarketShare afirma que los publicistas siempre est n buscando de nuevas formas de mejorar y rentabilizar sus campa as. Al asociarse con Neustar MarketShare, Twitter ser capaz de ofrecer a las marcas an lisis muy tiles para valorar el impacto que esta red social tiene sobre las campa as de publicidad en televisi n y las ventas .
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NeuStar MarketShare and Twitter measure the effectiveness of social networks on TV Una investigaci n conjunta revela que la combinaci n de publicidad en TV y Twitter puede aumentar un 18% el retorno de inversi n. 
