
2018 will mark the real convergence between television advertising and their digital equivalentsLas tendencias de este a o, seg n Videology, giran en torno a la tecnolog a program tica, convergencia de v deo online y televisi n, personalizaci n, fragmentaci n de audiencias, cooperaci n en la industria y creaci n de est ndares comunes ser n las principales tendencias en este 2018.
Este ser el a o de la comunicaci n audiovisual en su vertiente m s extendida. Un tiempo en el que generadores de contenidos, anunciantes y agencias adaptar n sus estrategias y servicios con el fin de satisfacer las necesidades de una industria cada vez m s exigente. Las cadenas de televisi n est n en situaci n de competir con grandes compa as como Facebook, Amazon, Netflix o Google en t rminos de datos y escala, e incluso llegar a sobrepasarles en cuanto a contenidos premium y relaci n inmersiva.
Bajo estas premisas, Teba Lorenzo, responsable en Espa a de Videology, proveedor de software para la convergencia de publicidad en TV y v deo, se ha aventurado a lanzar algunas predicciones sobre el sector que ser n claves en la industria durante los pr ximos meses.
Teba Lorenzo cree que las perspectivas para la televisi n son brillantes, especialmente porque los anunciantes globales realizan un an lisis sobre la efectividad de la publicidad digital. Este es el momento de analizar las ventajas de la convergencia real entre la publicidad en televisi n y sus equivalentes digitales. Con los problemas de fraude y seguridad de marca como parte de cierta publicidad en Internet, los anunciantes se cuestionan d nde invierten, qu funciona y en qu pueden confiar.
Los datos ya no son s lo del dominio de los actores digitales. Colectivamente, las cadenas pueden competir con los conocidos como FANG (Facebook, Amazon, Netflix y Google) en cuanto a datos y dimensi n, e incluso superarlos en t rminos de contenidos premium y relaci n inmersiva. Desde Videology entienden que el esfuerzo debe ser conjunto y consideramos que la industria est preparada. Es necesario definir nuevas m tricas, acordar est ndares y fusionar tecnolog as compatibles para hacer que la publicidad avanzada en TV sea lo m s sencilla posible para los anunciantes. 2018 ser el a o de la colaboraci n en las empresas de medios, y un a o de nuevas oportunidades para los anunciantes.
Convergence of TV and online videoLorenzo subraya que los ingredientes para conseguir la convergencia de v deo online y televisi n pasan por aplicar de forma adecuada datos, tecnolog a y contenido a trav s de una misma plataforma tecnol gica .
El primer componente para la convergencia de v deo online y televisi n es la demanda de planificaci n multipantalla. Las agencias han comprendido hace tiempo el valor de la identificaci n de audiencias (ya que aumenta la relaci n y la eficacia de la publicidad), y ha estado creciendo de forma sostenida en los ltimos a os.
En Videology consideran que en un mundo de datos fragmentados -adem s de las compa as de medici n de TV, hay canales con datos de registro, operadoras con datos de suscriptores, anunciantes con datos de clientes y terceras partes con toda clase de datos de comportamiento, compra y geolocalizaci n. La program tica en v deo online tiene ahora una gran trayectoria de xito en estrategias basadas en la audiencia, por lo que est m s cerca que nunca de las estrategias de TV. Los datos son el tejido conjuntivo del futuro de la televisi n total (v deo online + TV).
Por ltimo, la publicidad multipantalla es extremadamente dif cil debido al aspecto multidimensional de la identificaci n de audiencias. La precisi n en la previsi n, precio, asignaci n y reserva de inventario son absolutamente claves, ya que de otra forma no es posible optimizar y mejorar la efectividad de las campa as publicitarias.
Publicidad program ticaGracias a la publicidad program tica, los anunciantes tienen la posibilidad de localizar audiencias enriquecidas en lugar de dirigirse a los perfiles generales de audiencia ofrecidos hasta ahora por la televisi n lineal tradicional. Si la televisi n ha funcionado hasta ahora para los anunciantes, la personalizaci n har que funcione todav a mejor.
Los anunciantes pueden combinar sus datos propios con los datos de suscriptores para dirigirse a determinados segmentos de audiencia, saber qu hogares vieron un determinado anuncio y cu les no, y adaptar las campa as en tiempo real de acuerdo a ello. Esencialmente, esto ofrece a los anunciantes el entorno fiable de la TV con la inmediatez y la identificaci n granular de los entornos digitales.
Most recent headlines
06/10/2025
France T l visions, France's leading broadcaster, has received the 2025 EBU ...
04/09/2025
Monumental Sports & Entertainment (MSE), in collaboration with Dalet, has been a...
04/07/2025
By Lucy Spicer
Editor's note: We are deeply saddened by the passing of Robe...
04/07/2025
The Summer Reading Challenge has inspired children across the U.K. to embrace a ...
04/07/2025
Introducing CVP Auctions: Trusted Tech, At Auction-Only Prices
Brie Clayton July 4, 2025
0 Comments
A New Destination for Film and Broadcast Gear at U...
04/07/2025
Unveiling China's Ecological Wonders with URSA Mini Pro 12K
Brie Clayton July 4, 2025
0 Comments
Nature Documentaries Freeze Epic Momentsin Extrem...
04/07/2025
Create Any Planet in After Effects
Graham Quince July 4, 2025
0 Comments
The Advanced 3D renderer in After Effects makes it really easy to import 3D o...
04/07/2025
Custom Gradient Colorize for Resolve Fusion
Simon Ubsdell July 4, 2025
0 Comments
Digging into the theory of the gradient colorize process to build ou...
04/07/2025
Watching live sports on TV these days is a delicate balance for broadcasters how much information is too much?...
04/07/2025
WASHINGTON As Federal Communications Commission Chair Brendan Carr works to achieve his goal of a very busy, productive summer at the FCC, the agency has rele...
04/07/2025
Other World Computing Launches OWC Guardian USB-C Hardware-Encrypted Portable SS...
04/07/2025
CANAL Brings MotoGP to Vision Pro with Blackmagic URSA Cine Immersive
Brie Clayton July 3, 2025
0 Comments
Experience MotoGP like never before as CA...
04/07/2025
Friday 4 July 2025
Watch the trailer here https://youtu.be/Od5WpvWmDr8
Further...
04/07/2025
The Pitch comes to RT Radio 1 airwaves this Sunday at 7pm. The Pitch is a brand...
03/07/2025
For our Vario-Jib, as well as for a repertoire of weights, we now have carts that make transport easier...
03/07/2025
One of our latest innovations: Slider Drive Unit!
Our Vario Slider not only comes with improvements and new features, but also with its own drive unit!
Our i...
03/07/2025
The 360 EVO lives up to its name: 360-degree rotation not only on the pan axis, but also on the roll axis, enables filmmakers to take their creative visions eve...
03/07/2025
What a buzzing few days at BSCExpo in London!
We were thrilled to connect with so many talented professionals from the world of cinematography.
A huge thank ...
03/07/2025
ADOLESCENCE - Shot with Panther Tower"The whole rig had to be detachable mid-episode
Netflix limited drama series Adolescence has been gaining attentio...
03/07/2025
To achieve a true level of decisive overmatch, communication systems must be as ...
03/07/2025
The Broadcasters Foundation of America has named Ray Hopkins, president of U.S. distribution at Paramount Global, to its board of directors....
03/07/2025
SIOUX FALLS, S.D. In his first major policy speech, Federal Communications Commission chair Brendan Carr outlined his Build America Agenda for the agency'...
03/07/2025
As the industry is making a major push to transition to NextGen TV and develop new businesses that will fund the next generation of broadcasting, TV Tech's ...
03/07/2025
Despite enabling its subscribers to watch films and TV shows in the highest possible resolution, Netflix has revealed it is taking things old school with the in...
03/07/2025
WASHINGTON In response to news that Paramount Global has agreed to pay $16 million to settle a lawsuit by President Donald Trump, Democrats and other administra...
03/07/2025
WUPPERTAL, Germany Riedel Communications today launched RefSuite for professional sports workflows....
03/07/2025
WEITERSTADT, Germany LYNX Technik, a provider of modular signal processing solutions, has announced that founder and longtime CEO Winfried Deckelmann is steppin...
03/07/2025
WASHINGTON Representatives from six trade groups representing tech, pay TV, broadband, LPTV and other sectors recently met with Federal Communications Commissio...
03/07/2025
PLYMOUTH, Wis. Dan Whealy has acquired Heartland Video Systems and will be its new owner and president, the systems integrator said....
03/07/2025
Acclaimed filmmaker, educator, and industry veteran Jay Holben has released his most ambitious work to date: The Director's Guide to Everything a sweeping...
03/07/2025
For Los Angeles-based photographer Scout Pruski, documenting the annual Dyke Day LA is a way to honor and give back to the city's legacy queer community and...
03/07/2025
Modular, Travel-Ready Solution Matthews Studio Equipment launches the new Chimera V-Flat Panel Frame Kit, the lightweight and modular, ultra-durable alternativ...
03/07/2025
Dalet, a leading technology and service provider for media-rich organizations, today announced the release of Dalet Flex 2025.6 LTS (long-term support), introdu...
03/07/2025
Lightware's LARA Wizard makes it quicker and easier than ever to set up audio-visual (AV) room automation and control configurations, ensuring anyone, from ...
03/07/2025
Alfalite, the only European manufacturer of LED screens, has obtained both the NCAGE Code (NATO Commercial and Government Entity) and TAA (Trade Agreements Act)...
03/07/2025
nxtedition is implementing a new solution for WIN Network, based in its headquarters in Wollongong, New South Wales, Australia. The nxtedition integrated platfo...
03/07/2025
ORS Group and Insys Video Technologies today announce the launch of a new joint brand identity: Big Blue Marble. The move reflects the evolution of a long-stand...
03/07/2025
Evergent, a global leader in customer lifecycle management and monetization solutions for subscription-based businesses, today announced the successful results ...
03/07/2025
LYNX Technik, provider of modular signal processing solutions today announces an executive leadership transition, effective July 1, 2025. Markus Motzko has been...
03/07/2025
Chaos Releases V-Ray for Blender
Brie Clayton July 2, 2025
0 Comments
Production-Proven Renderer V-Ray Arrives Natively in Blender for the First Time;...
03/07/2025
Calvin University Adds Blackmagic Replay to Broadcasts and Streams
Brie Clayton July 2, 2025
0 Comments
Replay workflow joins 14 Blackmagic Design cam...
03/07/2025
Berklee's Gospel Performance Program Welcomes Jonathan Nelson as the Herb Al...
03/07/2025
Back to All News
Get Ready for Even More Action! Netflix Has Confirmed the Thir...
03/07/2025
Back to All News
Get ready for even more action! Netflix has confirmed the thir...
03/07/2025
In today's fragmented media landscape, advertisers expect more than just reach - they want seamless cross-platform campaigns that deliver measurable results...
03/07/2025
** MEDIA ALERT ** Shonen Jump Store Hosting Los Angeles Pop-up During Anime Exp...
03/07/2025
Thursday 3 July 2025
David Harewood and Matthew Broome in Mozart: Genius for Hi...
03/07/2025
The Sky WNT Fund supports Womens National Team players with a 30,000 bursaryThursday 3 July 2025
Sky Ireland has announced the four recipients of the 2025 Sky...
03/07/2025
The forecast this month is showing a 100% chance of epic gaming. Catch the scorching lineup of 20 titles coming to the cloud, which gamers can play whether indo...
02/07/2025
Hege Wik and Odin appear in FOLKTALES by Heidi Ewing and Rachel Grady, an official selection of the 2025 Sundance Film Festival. Courtesy of Sundance Institut...