BBVA launches a podcast channel to reinforce the dissemination of its contentsLa generaci n de contenidos propios y su posterior distribuci n para llegar directamente a los grupos de inter s ha sido una de las l neas de trabajo del equipo de Comunicaci n de BBVA.
El BBVA ha puesto en marcha una interesante iniciativa que viene a demostrar la cada vez mayor cercan a entre el audiovisual y las corporaciones. La entidad ha lanzado un canal podcast con contenidos que est n disponibles en iVoox, Apple Podcasts, bbva.com y a trav s de los diferentes canales en redes sociales de BBVA, entre otros. La primera propuesta de BBVA para el nuevo canal es Blink, un programa semanal que ofrecer informaci n pr ctica sobre finanzas personales, soluciones fintech', metodolog as de trabajo y consejos para que los usuarios tomen las mejores decisiones financieras.
La generaci n de contenidos propios y su posterior distribuci n para llegar directamente a los grupos de inter s ha sido una de las l neas de trabajo en las que el equipo de Comunicaci n de BBVA ha trabajado m s activamente desde 2016. Con el lanzamiento de Podcast BBVA, el grupo da un paso m s para servir contenidos de utilidad, accesibles y f cilmente compartibles.
Para Nacho Jim nez Soler, director de Estrategia de Comunicaci n del Grupo BBVA, el lanzamiento del canal podcast es un primer paso en el desarrollo de contenidos por voz que complementar la estrategia de desarrollo de la voz propia del grupo"."
Durante el pasado a o 2017, solamente en Estados Unidos, los ingresos publicitarios en canales podcast se incrementaron un 85%, alcanzando los 220 millones de d lares, seg n recoge el ltimo informe del Interactive Advertising Bureau (IAB).
Own productionEl nuevo canal podcast de BBVA est realizado ntegramente por el equipo de Comunicaci n de BBVA. El primer programa del canal cuenta con las voces de Reyes Pariente, Pablo Arqued y Lartaun de Azumendi mientras que el equipo t cnico lo componen Antonio Arenas y C sar Sanz. La coordinaci n general es responsabilidad de Fernando Morales, editor de bbva.com, web del grupo y principal canal de contenidos de BBVA en todo el mundo.
El consumo de contenidos e informaci n v a podcast ser una de las grandes tendencias en comunicaci n en los pr ximos a os; tambi n lo ser la consolidaci n de los asistentes por voz. La competencia por el tr fico se va a agudizar y las empresas y organizaciones tenemos que desarrollar tambi n nuestras estrategias para ganar cuota de atenci n , se ala Nacho Jim nez Soler. Seg n Edison Research, el 31% de la poblaci n mayor de 12 a os en Estados Unidos sigue a marcas en redes sociales, pero este porcentaje sube al 48% en el caso de poblaci n que a su vez consume contenidos v a podcast.
A cierre de 2017, el consumo de podcast supon a el 7% del tiempo total empleado en consumir contenidos en formato audio en todo el mundo. La principal trancha de edad que consume informaci n y contenidos en formato podcast es la que se sit a entre los 18 y los 35 a os con un incremento importante durante 2017 de la horquilla que va de los 36 a los 54 a os.
En t rminos generales, el consumo de podcast en el mundo creci un 24% durante el a o 2017, siendo un 56% hombres y un 44% mujeres. En cuanto al lugar de consumo, un 51% lo escucha en casa o practicando deporte y un 25% cuando se mueve en coche o en transporte p blico. En definitiva, se trata de un canal que concita atenci n cuando el usuario no puede interactuar con una pantalla o cuando puede compaginar su escucha con otra tarea.
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BBVA launches a podcast channel to reinforce the dissemination of its contentsLa generaci n de contenidos propios y su posterior distribuci n para llegar directamente a los grupos de inter s ha sido una de las l neas de trabajo del equipo de Comunicaci n de BBVA.
