Four pillars that marked trend in video advertising over the next few years La personalizaci n, la adecuaci n de formatos al momento y lugar de consumo, la convergencia de TV y v deo online y el acceso a audiencias de jardines cerrados', principales temas sobre los que pivotar el mercado publicitario espa ol a partir de 2017. El ecosistema de la publicidad en v deo en Espa a est en plena ebullici n, en un escenario en el que se prev una profunda transformaci n en los pr ximos a os. Durante la celebraci n del primer foro La nueva era de la TV total, Videology ha debatido con representantes de agencias, medios y anunciantes cu les son las claves que marcar n los pr ximos meses y a os en el mbito de la publicidad en v deo.
En la mesa El futuro del v deo en la que participaron profesionales de Zenith Media, Movistar+ y Telepizza se puso de manifiesto que la gran tendencia durante este a o ser ver la evoluci n en el grado de personalizaci n al que llegar n los anunciantes en sus propuestas publicitarias. Ser crucial seguir al p blico en los distintos canales a trav s de los cuales accede al contenido y sacar partido a la ingente cantidad de datos sobre cada usuario an nimo para ofrecerle experiencias personalizadas.
Por otro lado, el consumidor marcar qu formatos prefiere y cu ndo lo quiere. Cada vez m s, todos los actores del ecosistema de publicidad en v deo, desde anunciantes y agencias a los propios medios, necesitar n adaptarse a los formatos de preferencia que marquen los consumidores. En un entorno en el que cada vez hay un mayor conocimiento de los usuarios, sus h bitos y los momentos de contacto con la marca, ser clave tambi n analizar ese uso que dan a los productos y servicios para desarrollar los formatos m s relevantes y exponerlos al consumidor en los momentos clave en los que toman sus decisiones de consumo.
Para muchos de los profesionales que han participado en el foro organizado por Videology, las emisiones lineales ya no son el principal momento de consumo de contenidos audiovisuales. De hecho, este consumo est cada vez m s disgregado, esparci ndose por distintas l neas de tiempo y multitud de dispositivos. En un entorno convergente de TV y v deo online, unificar m tricas y ser capaces de construir audiencias dispersas ser clave para entender el consumo real de los contenidos audiovisuales premium y sacarles el mayor partido, tanto desde la ptica de los medios como desde el punto de vista de las marcas anunciantes.
Por ltimo, tambi n parece unanimidad al afirmar que anunciantes y agencias necesitan cada vez m s informaci n sobre las audiencias de los denominados jardines cerrados'. Google, Apple, Facebook o Amazon aglutinan una buena porci n del consumo de contenidos audiovisuales dentro de sus propias plataformas propietarias, y el ecosistema ve cada vez m s apremiante que est n sujetos a la misma medici n de terceros para poder obtener informaci n sobre sus audiencias y ejecutar mediciones comparables con las campa as desarrolladas en otros medios.
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Four pillars that marked trend in video advertising over the next few years La personalizaci n, la adecuaci n de formatos al momento y lugar de consumo, la convergencia de TV y v deo online y el acceso a audiencias de jardines cerrados', principales temas sobre los que pivotar el mercado publicitario espa ol a partir de 2017. El ecosistema de la publicidad en v deo en Espa a est en plena ebullici n, en un escenario en el que se prev una profunda transformaci n en los pr ximos a os. Durante la celebraci n del primer foro La nueva era de la TV total, Videology ha debatido con representantes de agencias, medios y anunciantes cu les son las claves que marcar n los pr ximos meses y a os en el mbito de la publicidad en v deo.
