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Información inteligente: medios de comunicación y entretenimiento

El sector de medios de comunicación y entretenimiento está experimentando una rápida transformación. Esto ofrece oportunidades significativas para las empresas de televisión, editoriales, agencias de publicidad de contenidos y propietarios de  plataformas digitales de contenidos  que comprendan el impacto de este cambio.

Hoy en día, la audiencia de muchos se está convirtiendo en la de uno, lo que está obligando al sector de los medios de comunicación a orientarse más a los datos. Los grupos de comunicación y de medios digitales necesitan comprender los cambiantes patrones  de consumo de hoy, lo cual implica conocer qué programas y qué contenidos son vistos a través de canales digitales y cuáles mediante medios tradicionales u otras fuentes de contenido.

Nuestros expertos en medios de comunicación y entretenimiento proporcionan una perspectiva amplia  sobre qué contenidos se están consumiendo,  en qué canales y dispositivos y por qué.
Tenemos la capacidad de transformar grandes volúmenes  datos cross-media en información inteligente y relevante gracias a nuestros equipos de data sciences   y nuestra experiencia para integrar e interpretar múltiples fuentes de información.

Los datos exclusivos de GfK incluyen información sobre audiencias, así como también, sobre consumidores y distribuidores de contenidos (por ejemplo, video on demand  (VoD), DVDs, música, libros, videojuegos y consolas). Esto nos permite medir el consumo de medios, la eficacia publicitaria y el atractivo de los contenidos. Al registrar y analizar el consumo de medios a través de canales, plataformas y dispositivos, le ayudamos a crear y ejecutar estrategias de negocio ganadoras. 

Maritza Márquez
Rodrigo Niño
Mediatalk newsletter

Consiga las últimas noticias sobre medios de comunicación y entretenimiento

Descubra las novedades, datos e introspecciones del sector y cómo afectarán a su negocio las tendencias de los consumidores en nuestra newsletter.

Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Paneles de consumidores

    Paneles de consumidores

    Su negocio se basa en sus clientes, por lo que, comprenderlos es fundamental para asegurarse que los productos y servicios atiendan sus necesidades, y para identificar las oportunidades de crecimiento. 

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • Medición y análisis de audiencias

    Medición y análisis de audiencias

    Hoy en día existe contenido disponible en los medios, en los canales y, más posibilidades de elección de los dispositivos.

    Los anunciantes, los propietarios y compradores de los medios  deben identificar qué canales digitales y tradicionales tienen más éxito para captar las audiencias adecuadas.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Estrategias sobre el comprador y el punto de venta

    Estrategias sobre el comprador y el punto de venta

    La era digital sigue abriendo nuevos caminos hacia la compra, cambiando cómo y dónde compran los consumidores. Cada día se habilita el acceso a más información, a medida que los compradores se adaptan a las experiencias multiplataforma de las marcas. 

Últimas tendencias

Aquí puede encontrar las últimas tendencias sobre medios de comunicación y entretenimiento. Siga leyendo

    • 09/06/16
    • Media and Entertainment
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Connected Consumer
    • Global
    • English

    Virtual Reality - consumer interest on the rise

    Our new infographic on Virtual Reality updates you on the current state of consumer interest for this new technology: find out how sales of headmounts and action cams, consumer's buying intention and the applications of Virtual Reality are developing.
    • 08/29/16
    • Media and Entertainment
    • Connected Consumer
    • Global
    • English

    Can smart TV apps be monetized?

    With strong sales of smart TVs come new opportunities for brands and advertisers to communicate with a growing and engaged audience. But to monetize a channel, we need reliable measurements for reach, ad performance and engagement. At Germany’s dmexco, one of the most important global conferences of the digital economy, we’ll be discussing our passive monitoring approach to tracking content and ads across all devices, including the smart TV, at an individual level.

    A growing opportunity to reach consumers

    Smart devices are dominating sales in the TV market. Let’s take Germany, where four in ten households have a smart TV, as an example. In the first six months of 2016, 61.5% of all sets sold in Germany had smart TV functionality. Although TV isn’t a new technology, the new features of smart TVs and ultra-high-definition TVs (4k) are driving sales in the market (in addition to important sporting events, such as the Euro Cup this year). There’s clearly a growing opportunity for brands, retailers and content providers to reach consumers through smart TVs and, in particular, through apps on smart TVs. The key question is: can smart TV apps be monetized through advertising? If this is to happen, two aspects are critical.

    Monetization and Measurement

    Monetization will only work if apps are used. And apps will only be used if user experience and content are meeting consumers’ needs. We now know that you can’t simply transfer content from your website to mobile and have it appeal to visitors. It needs to be adapted. The same is true of smart TV apps. As we’ve seen with other new technology, advertising spend on a new media channel will only reach a critical mass once advertisers can measure the medium and thus understand the ROI of that spend. That’s why we’re investing in tools to measure the effectiveness and efficiency of advertising on smart TV apps. In my session at dmexco, I’ll share how to develop successful smart TV apps, and how we plan to passively measure the reach of smart TV apps for those who want to build brands, sell advertising, serve content and sell direct to viewers.

    To discuss further with Tilman, please join us at stand 8.1/A10 on 15 September at 11:00 to hear our Expert Talk

    Register for GfK Expert Talks at dmexco
    • 08/24/16
    • Media and Entertainment
    • Technology
    • Connected Consumer
    • Global
    • English

    Is ad tech butchering your user? How to regain control!

    Whatever your digital advertising/marketing objective, one thing is certain, it will involve data. Lots of it. Increasingly, the challenge for today’s executives is not only to make sense of that data, but also to leverage it consistently. To do this, it’s necessary to choose the right tools and platforms to maximize this knowledge. It’s therefore frustrating when those platforms can’t be integrated, when you can’t bring your own data together to activate it, when your ad tech providers try to have full control on the value chain. I describe this as being a hostage to your own ad tech stack.

    Ad tech often prevents from leveraging the complete picture

    Having a background in the ad tech sector and in digital publishing, I know only too well the frustrations of navigating and manipulating rich customer data. Sophisticated as the myriad of available ad tech platforms are, they have their limitations too. A platform leveraging only the last three web pages a visitor browsed (or actions taken within an app), for example, could be helpful in the context of the other information you hold about that very user, but… it’s not always the case. While you, no doubt, collect intelligence on your programmatic campaigns, email marketing actions, content consumption, ecommerce transactions, etcetera, this information is often sidelined by your ad tech providers, preventing you from leveraging the complete view of information you hold about your user.

    Build a single customer view to maximize your own data strategy

    The answer is to regain control of your own data strategy first, but also fully own the way it is actioned, and that’s what I’ll be talking about at Dmexco this year. Building a single customer view is key to success. It can go beyond your own rich data sets to incorporate your proprietary sources such as purchase data and cross-media usage. We work with our clients to understand what data they have and what data they need to build a deep, single view of the user that meets their requirements.

    Realize the full potential of customer data

    Taking a macro lens to this issue, I believe it’s time for the ad tech industry to collaborate more closely with each other to benefit their clients and make leveraging the single customer view a reality rather than a marketing stunt. End users want this integrated solution, so it’s time for some flexibility and ingenuity to help the sector deliver this. Now is the time for openness, transparency and co-operation, and for assigning murky ad tech with selfish agendas to the past. The opportunity for the future is in freeing customer data to help businesses realize their full potential. Only then will you no longer be a hostage to fragmented data and ad tech will fully become a facilitating element.

    To discuss further with Alessandro, please join us at stand 8.1/A10 on September 14 at 1pm to hear our Expert Talk

    Register for GfK Expert Talks at dmexco
    • 08/23/16
    • Media and Entertainment
    • Connected Consumer
    • Global
    • English

    Understanding TV viewing preferences in the digital age

    Today, the definition of “television” is much deeper than the physical device it was originally named for.  No longer confined to a self-contained, standard-issue product, “TV” now refers to content that is accessible to us via an endless combination of devices, platforms, and services.  The landscape is more complex than ever – we can watch TV on phones and through video game consoles, and make calls or summon personal assistants through our TV sets.  Antennas are a relic of the past, and we don’t even need a cable subscription to watch our favorite shows.  The most popular online video content is often much shorter than a traditional 30-second broadcast spot.  And although the fall TV premiere season is around the corner, the idea of a “TV season” is becoming fuzzier with each passing day. One thing is certain, however – our interest in TV-like content isn’t going anywhere.  According to Nielsen, Americans now consume an entire hour more of media per day than just a year ago.  So what are the new opportunities for this evolving industry?

    Address shorter attention spans

    It’s no secret that our multi-tasking culture has made it harder to pay attention to just one thing – in fact, experts estimate that our focused attention spans have decreased from 12 to 8 seconds in the past 15 years.  According to GfK Consumer Life, Americans are more than twice as likely to watch short video clips as movies/TV shows via streaming services on their smartphones in an average month. And as a sign of these times, Snapchat passed Twitter in daily users earlier this summer.  Consumer appetite for shorter bursts of entertainment is only going to intensify, creating a mandate for advertisers and content creators. Pepsi has responded to this trend by developing five-second broadcast ads to support its latest emoji campaign, appealing to the viewer’s dual desire for more visual communications and fast, dynamic content.  And it was recently announced that major network shows like “The Voice” and “Saturday Night Live” will be producing original shows for Snapchat.  What will your brand do to adapt?

    The rules of real-time

    Despite the flexibility of viewing times that the new TV landscape affords, live programming has not completely lost its appeal.  Recent findings from GfK Consumer Life show that two in three Americans consumed video content live or in real-time in the last 30 days, well ahead of those who time-shifted with streaming or recorded content.  And when they’re in the mood for sports or news but don’t have anything specific in mind, more than half of consumers turn first to their favorite TV network or channel. While the success of broadcast scripted programs continues to be a challenge, real-time content such as sports, competition series, and musical specials are still a safe bet.  And while this is good news for TV programmers and advertisers, it still takes effort to capture consumer attention – whether it’s embracing new technologies like virtual/augmented reality or enhancing the social media experience during live viewing “events.”

    Adapt to new viewing behaviors

    At the recent Television Critic’s Association press tour, NBCUniversal unveiled new research confirming that TV viewing is consistently pushed back among many viewers.  Delayed consumption is the new normal for scripted programs, as most viewers find it unnecessary to watch new episodes of shows when they first air.  Instead, they prefer to pick their own preferred time even when live viewing fits into their schedules.  Many would also watch more TV if an entire season was available to them at once instead of the standard five episodes that on-demand channels typically offer – this has actually become a deal-breaker for most. GfK Consumer Life data supports this preference – over half of Americans watch TV programming when it’s convenient to them on a streaming service (54%) or DVR (51%) monthly or more often.  With traditional advertising models still based on three or seven days within an episode airing, brands and broadcasters need to evolve their offerings to meet consumer demand.

    Conclusion

    As streaming services, technology disruptors, and other unpredictable shifts continue to push the TV world into uncharted territory, brands and content developers need to act quickly to capitalize on changing consumer preferences.  Understanding their desires to view more “snackable” content, enhance the live viewing experience, and watch on their own terms is essential for the future of TV. Rachel Bonsignore is a Senior Consultant for GfK Consumer Life.  She can be reached at rachel.bonsignore@gfk.com.
Contáctenos
Maritza Márquez
Rodrigo Niño