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Las impresiones de los avisos deben estar respaldadas por la visibilidad real, advierte GfK
  • Brazil - Português


News provided by

GfK

Jun 28, 2012, 09:00 ET

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NUREMBERG, Alemania, 28 de junio de 2012 /PRNewswire/ -- La agencia de investigaciones líder, GfK, advirtió hoy que confiar únicamente en las impresiones de los avisos podría dar una impresión engañosa del desempeño de una campaña online.

Las impresiones, las tasas de visitas por cliqueo ("click-through") o incluso los parámetros de medición de la marca ya no son los únicos indicadores para evaluar el éxito de una campaña. Esto se debe a que las impresiones de los avisos por sí solas no toman en cuenta si el aviso estaba en la pantalla visible del usuario, ni por cuánto tiempo.

"El usuario puede llegar a una página que incluye su aviso, pero casi inmediatamente desplazarse a un punto en el que su aviso ya no se ve, o se ve sólo parcialmente", comenta Arno Hummerston, uno de los expertos de GfK en tecnologías digitales. "En ese caso, basar su colocación de avisos únicamente en las impresiones comunicadas del aviso habría sido malgastar el dinero. Para comprender plenamente el retorno de su inversión, es esencial medir las impresiones comunicadas junto con la visibilidad de su aviso; cuánto del aviso se veía en la pantalla de la persona, y durante cuánto tiempo".

Como parte de su estrategia digital, GfK presenta un instrumento global que hace exactamente eso. DeliveryControl.dx hace un seguimiento de la actividad del navegador (ventana o pestaña activa del navegador), la posición del aviso en el sitio web, la resolución de pantalla del usuario y todos los desplazamientos del usuario en la pantalla. El informe muestra los diferentes niveles de visibilidad del aviso – ya fuere que aparezca en su totalidad (100%), o que como mínimo el 90%, 75%, 50% o 1% sea visible en la pantalla del usuario – y el tiempo promedio de visión para cada uno de estos niveles de visibilidad. Además, se lo puede segmentar por sitio, canal, ubicación, formato del aviso y creativo.

Para medir la visibilidad y el tiempo de visión, GfK aplica el sistema de etiquetado eficiente y fácil de implementar de nurago. Los contactos del aviso se miden pasivamente sin necesidad de paneles, y los resultados se comunican en forma continua. Como no se necesita un panel online, se puede evaluar con confianza inclusive campañas de pequeño volumen.

"En última instancia, el beneficio es para los anunciantes", dice Hummerston, "ya que les pagan a sus agencias publicitarias y profesionales de marketing en función de su rendimiento. DeliveryControl.dx proporciona una medición mucho más exacta del tiempo real de visión que logra su aviso; además, le da informes inmediatos, lo que significa que se puede monitorizar y optimizar las campañas mientras están en curso.

"También podemos llevar esto al nivel siguiente, combinando DeliveryControl.dx con los datos demográficos basados en panel de GfK ya existentes (de AudienceProfiles.dx y ExposureEffects.dx). Eso nos permite analizar la visibilidad sobre un nivel de audiencia, para producir una imagen más rica, más real y más profunda de la eficiencia y la efectividad de la campaña".

Acerca de GfK

GfK es una de las mayores compañías de investigación del mundo, con más de 11.500 expertos que trabajan para descubrir nuevas perspectivas sobre el modo en que la gente vive, piensa y compra, en más de 100 mercados cada día. GfK innova constantemente para usar las últimas tecnologías y las metodologías más inteligentes, a fin de brindarles a sus clientes la comprensión más clara sobre las personas más importantes del mundo: sus clientes. En 2011, las ventas de GfK alcanzaron 1370 millones de euros. Para conocer más, visite www.gfk.com o siga a GfK en Twitter: www.twitter.com/gfk_group

Contacto para Investigación
Florian Kahlert
GfK
Tel. +1 646 742 5328
[email protected]

Contacto para RRPP
Amanda Wheeler
RRPP Globales y Comunicación
GfK
Tel. +44-7919-624-688
[email protected]

FUENTE  GfK

FUENTE GfK

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