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Las impresiones publicitarias deben estar respaldadas por la visibilidad real, advierte GfK


News provided by

GfK

Jun 28, 2012, 02:00 ET

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NUREMBURG, Alemania, June 28, 2012 /PRNewswire/ --

La principal agencia de investigación, GfK, advirtió hoy que basarse solo en las impresiones publicitarias podría dar una falsa impresión del rendimiento de la campaña online.  

Las impresiones, los índices por clic o incluso las medidas de marca ya no son los únicos indicadores para evaluar el éxito de una campaña. Esto se debe solo a que las impresiones publicitarias no tienen en cuenta si el anuncio estaba en la pantalla visible del usuario, ni por cuánto tiempo.

"Los usuarios pueden aterrizar en una página que incluye tu anuncio, pero casi inmediatamente se desplaza a un punto donde tu anuncio ya no está visible, o solo parcialmente visible", dijo Arno Hummerston, uno de los expertos de GfK en tecnologías digitales. "En ese caso, basar la colocación de tu anuncio en impresiones de anuncios solo podría haber sido una pérdida de dinero. Para conocer totalmente tu rentabilidad, es esencial medir las impresiones de anuncios ofrecidas junto con la visibilidad de tu anuncio: cuánto de tu anuncio estaba visible en la pantalla del usuario y por cuánto tiempo".

Como parte de su estrategia digital, GfK lanzará un instrumento global que hace exactamente eso. DeliveryControl.dx sigue la actividad del navegador (ventana del navegador o pestaña activa), la posición del anuncio en el sitio web, la resolución de la pantalla del usuario y cualquier desplazamiento por el usuario. El reporte muestra los distintos niveles de visibilidad del anuncio -ya esté totalmente desplegado (100%) o si al menos un 90%, 75%, 50% o 1% estaba visible en la pantalla del usuario - y el tiempo de visualización medio para cada uno de estos niveles de visibilidad. Además, puede segmentarse por sitio, canal, colocación, formato del anuncio y creatividad.

Para medir la visibilidad y tiempo de visualización, GfK aplica el sistema de etiquetado de coste contenido y fácil de implementar de nurago. Los contactos publicitarios se miden pasivamente sin la necesidad de paneles y los resultados se están notificando continuadamente. Dado que no hay necesidad de un panel online, incluso las campañas de pequeño volumen pueden evaluarse fiablemente.

"Finalmente, el beneficio está con los publicistas", dijo Hummerston, "ya que pagan a sus agencias publicitarias y comercializadores según el rendimiento. DeliveryControl.dx les da una medida mucho más real del tiempo de visualización que tiene su anuncio, además de darles un reporte inmediato, lo que significa que las campañas pueden supervisarse y optimizarse mientras se ejecutan.

"También podemos llevar esto al siguiente nivel, combinando DeliveryControl.dx con los datos demográficos basados en panel de GfK (de AudienceProfiles.dx y ExposureEffects.dx). Esto nos permite analizar la visibilidad a un nivel de audiencia, para producir una imagen más rica, verdadera y profunda de la efectividad y eficiencia 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 la forma en que viven, piensan y compran las personas, en más de 100 mercados, cada día. GfK está constantemente innovando para utilizar las últimas tecnologías y las metodologías más inteligentes para dar a sus clientes el conocimiento más claro de las personas más importantes del mundo: sus clientes. En 2011, las ventas de GfK ascendieron a 1.370 millones de euros. Para más información, visite http://www.gfk.com o siga a GfK en Twitter: http://www.twitter.com/gfk_group

Contacto de investigación
David Atanet
GfK
[email protected]

Contacto de RR PP
Amanda Wheeler
RR PP globales y comunicación
GfK
T +44(0)7919-624-688
[email protected]

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