{"id":4285,"date":"2024-10-15T08:00:06","date_gmt":"2024-10-15T08:00:06","guid":{"rendered":"https:\/\/www.invian.net\/es\/?p=4285"},"modified":"2024-10-15T13:30:00","modified_gmt":"2024-10-15T13:30:00","slug":"election-advertising-in-the-real-world-how-is-dooh-winning-over-political-advertisers","status":"publish","type":"post","link":"https:\/\/www.invian.net\/es\/2024\/10\/15\/election-advertising-in-the-real-world-how-is-dooh-winning-over-political-advertisers\/","title":{"rendered":"Publicidad electoral en el mundo real: \u00bfC\u00f3mo el DOOH est\u00e1 conquistando a los anunciantes pol\u00edticos?"},"content":{"rendered":"

Estados Unidos atraviesa una intensa temporada electoral, y los medios de comunicaci\u00f3n contin\u00faan desempe\u00f1ando un papel clave. Seg\u00fan un pron\u00f3stico publicado por eMarketer<\/a>, el gasto en publicidad pol\u00edtica de este a\u00f1o ser\u00e1 el m\u00e1s costoso en la historia del pa\u00eds, con m\u00e1s de 12.000 millones de d\u00f3lares. En este contexto, la publicidad digital exterior (DOOH) se posiciona como un destino atractivo para captar votantes potenciales, informarlos e influir en ellos<\/a>.<\/p>\n

Pero, \u00bfc\u00f3mo el DOOH est\u00e1 ganando terreno en estas elecciones? No hay duda de que redes sociales como X (antes Twitter), TikTok e Instagram, siguen siendo el escenario central del debate pol\u00edtico. Sin embargo, esta creciente digitalizaci\u00f3n tambi\u00e9n est\u00e1 permeando el mundo f\u00edsico, donde el DOOH se ha consolidado como un medio omnipresente.<\/p>\n

Una de sus principales ventajas es la capacidad de generar campa\u00f1as hipersegmentadas que resuenen en distintos grupos demogr\u00e1ficos, desde grandes metr\u00f3polis hasta zonas rurales. Esta flexibilidad se da tanto en t\u00e9rminos de ubicaci\u00f3n como temporales, lo que permite adaptar el mensaje seg\u00fan el contexto. Un ejemplo que va m\u00e1s all\u00e1 de lo habitual, es la transmisi\u00f3n minuto a minuto de un debate sobre el aumento del precio de la gasolina, dirigido a los votantes mientras abastecen sus veh\u00edculos. Esto se logra a trav\u00e9s de formatos HTML que permiten crear plantillas con componentes editables, facilitando la modificaci\u00f3n del contenido y la selecci\u00f3n de nuevas ubicaciones conforme el debate escala a otros temas.<\/p>\n

\"\"<\/a>
Con la ayuda de los formatos HTML, los anunciantes DOOH arman sus contenidos mediante componentes que pueden modificarse independientemente seg\u00fan el contexto.<\/figcaption><\/figure>\n

En segundo lugar, este repunte del DOOH tambi\u00e9n se debe al saturado y costoso inventario de medios tradicionales, como la televisi\u00f3n o la CTV (televisi\u00f3n conectada). Para David Krupp<\/a>, director ejecutivo de Billups, esta situaci\u00f3n se ha intensificado sobre todo en estados clave, al observarse que muy pocos votantes van a decidir esta elecci\u00f3n. \u201cCreo que los votantes empiezan a sentirse cansados \u200b\u200bcuando todos los anuncios disponibles son de un partido o de un candidato\u201d, comenta Krupp.<\/p>\n

Un \u00faltimo punto a considerar es la creciente preocupaci\u00f3n por las fake news. Los votantes indecisos, uno de los m\u00e1s dif\u00edciles de alcanzar, tienden a ignorar la publicidad en redes sociales debido a la proliferaci\u00f3n de desinformaci\u00f3n. En temas sensibles, como las elecciones o la salud p\u00fablica, la industria de publicidad exterior se rige por normativas estrictas que exigen mayor transparencia sobre el origen y prop\u00f3sito del mensaje. Esto se complementa con el hecho de que la confianza de los votantes en mensajes vistos en OOH es significativamente mayor que en medios digitales y televisi\u00f3n<\/a>.<\/p>\n

Frente a una contienda electoral m\u00e1s competitiva donde cada voto importa, los anunciantes pol\u00edticos no pueden prescindir de un medio como el DOOH, sobre todo en estrategias omnicanal. En cuanto a los propietarios de medios, resulta necesario facilitar la verificaci\u00f3n de inventario apto para fines pol\u00edticos. De este modo, se facilitar\u00e1 la planificaci\u00f3n de medios y se evitar\u00e1 arriesgar la seguridad de alguna marca al colocar su creatividad cerca de contenido potencialmente polarizador.<\/p>\n","protected":false},"excerpt":{"rendered":"

Estados Unidos atraviesa una intensa temporada electoral, y los medios de comunicaci\u00f3n contin\u00faan desempe\u00f1ando un papel clave. Seg\u00fan un pron\u00f3stico publicado por eMarketer, el gasto en publicidad pol\u00edtica de este a\u00f1o ser\u00e1 el m\u00e1s costoso en la historia del pa\u00eds, con m\u00e1s de 12.000 millones de d\u00f3lares. En este contexto,<\/p>\n","protected":false},"author":1,"featured_media":4286,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[124],"tags":[],"class_list":["post-4285","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"acf":[],"yoast_head":"\n\u00bfC\u00f3mo el DOOH est\u00e1 conquistando a los anunciantes pol\u00edticos?<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.invian.net\/es\/2024\/10\/15\/election-advertising-in-the-real-world-how-is-dooh-winning-over-political-advertisers\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00bfC\u00f3mo el DOOH est\u00e1 conquistando a los anunciantes pol\u00edticos?\" \/>\n<meta property=\"og:description\" content=\"Estados Unidos atraviesa una intensa temporada electoral, y los medios de comunicaci\u00f3n contin\u00faan desempe\u00f1ando un papel clave. 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