0127 : Barcelona : 1 : Portada
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Evolución de la inversión publicitaria (mill. de €)
2.011
2.122
2015
604
2016
+3,1%
VARIACIÓN
TOTAL
540
393
562 473
327
388
219
320
41
28
216
36
TV
Prensa
Internet
Radio
27
Exterior Revista Dominical
CIne
La publicidad display en internet (mill. de €)
43%
10%
(54,7)
8%
(40,8)
RRSS
Portales
temáticos*
(233,8)
Prensa digital
21% (115,3)
Otros**
5% (28,8)
Portales
generalistas
5% (26,8)
Revistas
digitales
5% (25,8)
TV
digital
3% (14,2)
Radio dig.
* Deportes, empleo, familiares, femeninos, finanzas, infantiles, inmobiliaria, juegos, motor, ocio,
tecnología y viajes. ** Portales de apuntes universitarios y foros muy concurridos.
Fuente: Índice de Inversión Publicitaria. Arce Media y Media Hotline
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LA NUEVA CONSTANTE, EL CAMBIO.
LA CLAVE PARA LIDERAR, REDEFINIR LOS MEDIOS.
Lo último hoy ya es lo penúltimo mañana.
La marca se convierte en producto y el
producto en mensaje. El consumidor es
prescriptor de la oferta, y su comportamiento se traduce a data. Los targets son
grupos de individuos seleccionados uno a
uno. El medio también es punto de venta,
la conversión es digital y ocurre en movilidad. La emoción es el motor que acelera
esta convergencia. Una revolución constante que nos enfrenta al reto de redefinir
nuestra visión de los medios, en tiempo
real. Creando cada vez más valor de negocio para nuestros clientes.
#1RECMA 2016 por cuarto año consecutivo
www.carat.com/es/es/
PRIMERA AGENCIA DE MEDIOS EN ESPAÑA
Única clasificada A+ compitches
CARAT MADRID
Glorieta del Mar Caribe, 1
28043, Madrid
tel.: +34 91 353 62 00
CARAT BARCELONA
Avda. Diagonal, 601
08028, Barcelona
tel.: +34 93 365 44 00
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Cuota estimada del mercado programático por países (2017)
80%
60%
59%
56%
52%
40%
33%
EE UU
Holanda
R. Unido
Francia
Australia
Japón
Alemania
31%
23%
España
China
Ingresos publicitarios en vídeo en los cinco países más importantes de Europa*
Vídeo programático
% sobre el total de vídeo (M€)
33,2% (626,5)
Vídeo no programático
30,3% (503)
25,8% (368,8)
18,7% (225,5)
12,2% 119,6
2012
2013
2014
2015
Fuente: Statista, Magna Global, IHS. * Reino Unido, Alemania, Francia, Italia y Holanda
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2017
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4,6% 35,9
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