{"id":289,"date":"2007-11-26T21:18:59","date_gmt":"2007-11-26T20:18:59","guid":{"rendered":"http:\/\/www.evasanagustin.com\/workaholic\/?p=289"},"modified":"2007-11-26T21:23:20","modified_gmt":"2007-11-26T20:23:20","slug":"www-eficacia-de-los-video-ads","status":"publish","type":"post","link":"https:\/\/www.evasanagustin.com\/workaholic\/2007\/11\/26\/www-eficacia-de-los-video-ads\/","title":{"rendered":"[WWW] Eficacia de los video ads"},"content":{"rendered":"<p>En el <a href=\"http:\/\/www.ome-news.es\/artic\/00042.php\" target=\"_blank\">n\u00famero 6 de la revista OME News<\/a> se mencionaron datos del estudio de Yahoo! en Alemania para \u00abmedir en el sentido cl\u00e1sico la percepci\u00f3n de un spot en tres grupos seg\u00fan el medio\u00bb. O, en otras palabras, se midi\u00f3\u00a0la <strong>eficacia de los v\u00eddeos online publicitarios (o <em>video ads<\/em>), comparada con la de los banners<\/strong>.<\/p>\n<p>Sobre el test: El primer grupo vio el spot en bloque publicitario de una serie de televisi\u00f3n;\u00a0el segundo en un banner; y el tercero en un videoplayer en el site de Yahoo! Alemania.<\/p>\n<p>Sobre los resultados: \u00ab<em>La \u00fanica emoci\u00f3n que le queda al consumidor es que ese bloque publicitario interrumpi\u00f3 su pel\u00edcula&#8230; Mientras que quienes est\u00e1n ante la pantalla del PC, s\u00ed aceptan ver ese v\u00eddeo spot. <strong>Menos de un 10% lo interrumpi\u00f3<\/strong>.<\/em>\u00bb<\/p>\n<p>En un <a href=\"http:\/\/www.ome-news.es\/artic\/00024.php\" target=\"_blank\">n\u00famero anterior<\/a>, el mismo Javier Piedrahita ya hab\u00eda adelantado algo sobre los resultados: \u00ab<em>la publicidad con v\u00eddeos funciona y se acerca en eficacia a la de sus hom\u00f3logos, los spots de televisi\u00f3n<\/em>\u00ab. Tambi\u00e9n se\u00f1al\u00f3 que apenas existi\u00f3 diferencia de recuerdo entre ambos formatos y record\u00f3 que \u00ab<em><strong>un 67% de los usuarios de estos v\u00eddeo los pasa a amigos o<\/strong> conocidos<\/em>\u00ab.<\/p>\n<p>Estas conclusiones\u00a0no coinciden con las de <a href=\"http:\/\/www.marketingdirecto.com\/noticias\/noticia.php?idnoticia=24053\" target=\"_blank\">otros estudios<\/a>\u00a0en Estados Unidos: un 77,5% de los que ven este tipo de v\u00eddeos los encuentran intrusivos seg\u00fan Burst Media; un 31,8% del p\u00fablico encuentra que hay demasiados v\u00eddeos publicitarios en la red seg\u00fan Synovate.<\/p>\n<p>Confieso que a mi me gusta verlos, siempre que aporten algo diferente al spot y que no sean intrusivos. Pero claro, yo es que miro cualquier banner que destaque un poco.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En el n\u00famero 6 de la revista OME News se mencionaron datos del estudio de Yahoo! en Alemania para \u00abmedir en el sentido cl\u00e1sico la percepci\u00f3n de un spot en tres grupos seg\u00fan el medio\u00bb. O, en otras palabras, se midi\u00f3\u00a0la eficacia de los v\u00eddeos online publicitarios (o video ads), comparada con la de los [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[5,2],"tags":[247,36],"class_list":["post-289","post","type-post","status-publish","format-standard","hentry","category-internet","category-publicidad","tag-marketing-online","tag-video-online"],"_links":{"self":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/289","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/comments?post=289"}],"version-history":[{"count":0,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/posts\/289\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/media?parent=289"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/categories?post=289"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.evasanagustin.com\/workaholic\/wp-json\/wp\/v2\/tags?post=289"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}