IAB 2010, REPORTE SOBRE COMPILACIÓN DE LA INVERSIÓN EN MEDIOS DIGITALES.

8/7/2019 IAB 2010, REPORTE SOBRE COMPILACIN DE LA INVERSIN EN MEDIOS DIGITALES.

1/35

KHIGolobikh

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2/35

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3/35

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4/35

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5/35

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6/35

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7/35

P~G

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8/35

P~G

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9/35

P~G

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10/35

P~G

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11/35

P~G

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12/35

P~G

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13/35

P~G

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14/35

P~G

Jkwplh{>9,40&


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15/35

P~G

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16/35

P~G

Jkwzykivgkc jf low kcnyfwow jf lhw hnfcgkhw wfnc zkpo jf hcvcgkhczf ho 9080

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17/35

P~G

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18/35

P~G

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19/35

P~G

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=0#0=&


20/35

P~G

Jkwzykivgkc jf low kcnyfwow poy zkpo jf moybhzo wfnc lo yfpoyzhjo poy Bfjkow hmklkhjow hKHI Golobikh phyh fl gvhyzo zykbfwzyf jf low how 900; { 9080

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zkpo jf moybhzo yfpyfwfczhih fl 44#78& jf low kcnyfwow yfpoyzhjow#

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zkpo jf moybhzo yfpyfwfczhih fl 8#4=& jf low kcnyfwow yfpoyzhjow# Fl 7#64& jf low kcnyfwow yfpoyzhjow goyyfwpocjf h ]kjfo, jkwbkcv{fcjo wv

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21/35

P~G

Jkwplh{;0,=>&


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22/35

P~G

Kc}fywkc yfhlkqhjh fc WFB $Wfhygd Fcnkcf Bhyefzkcn+ wfnc lo yfpoyzhjo poy Bfjkowhmklkhjow h KHI Golobikh phyh fl gvhyzo zykbfwzyf jf low how 900; { 9080

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:7#:0&


23/35

P~G

Zozhl kcnyfwow yfpoyzhjow poy Bfjkow hmklkhjow h KHI Golobikh goyyfwpocjkfczfw h low how900; { 9080

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66#64&


24/35

P~G

Jkwzykivgkc jf low kcnyfwow poy zkpo jf moybhzo wfnc lo yfpoyzhjo poy Bfjkow hmklkhjow h

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25/35

P~G

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26/35

P~G

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27/35

P~G

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28/35

P~G

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Donhy, flfgzyojobwzkgow, nhwojobwzkgow

Ifikjhw co hlgodlkghw

]fwzvhyko, zftzkl, ghlqhjo

Wfy}kgkow pilkgow { pyk}hjow

Bvfilfw { jfgoyhgkc

Mhybhgvzkghw $Jyonhw / Lhioyhzoykow+

Hyzgvlow phyh omkgkch { gfczyow fjvghzk}owYfwzhvyhczfw/Gobkjh Ypkjh

Dknkfcf jobwzkgh

Lozfyhw, woyzfow, avfnow jf hqhy

PHYZKGKPHGKC HO 9080 PHYZKGKPHGKC HO 900;


29/35

P~G

Low hcvcgkhczfw jfl wfnbfczo jf zflfgobvckghgkocfw yfpyfwfczhc lh ghzfnoyh bwkbpoyzhczf jf kc}fywkc fc bfjkow jknkzhlfw phyh fl ho 9080 hlghcqhcjo fl 88#6:& jflzozhl jf lh kc}fywkc yfpoyzhjh, hvbfczhcjo wv phyzkgkphgkc fc vc 8#;;& goc yfwpfgzo hlh kc}fywkc yfpoyzhjh phyh fl ho 900;

Low hcvcgkhczfw jf wfy}kgkow mkchcgkfyow woc fl wfnvcjo wfnbfczo jf bh{oy kc}fywkc fcbfjkow jknkzhlfw phyh fl ho 9080, yfpyfwfczhcjo fl ;#6:& jfl zozhl jf kc}fywkcyfpoyzhjh, hvbfczhcjo fc vc 0#7=& goc yfwpfgzo h wv phyzkgkphgkc phyh fl ho 900;

Kc}fywkc yfhlkqhjh fc WFB $Wfhygd Fcnkcf Bhyefzkcn+ wfnc lo yfpoyzhjo poy Bfjkowhmklkhjow h KHI Golobikh phyh low how 900; { 9080

Jf hgvfyjo goc low jhzow yfgkikjow jf low bfjkow xvf yfpoyzhyoc kcmoybhgkc1

Phyh fl ho 9080 wfnc lo yfpoyzhjo poy > bfjkow, fl boczo kc}fyzkjo fc WFB zhczo fc yfj jfiwxvfjh gobo fc yfj jf goczfckjo, zfckfcjo fc gvfczh ckghbfczf lh kc}fywkc yfhlkqhjh jfmoybh jkyfgzh { co h zyh}w jf hnfcgkh, mvf jf *468 bkllocfw jf pfwow# Fwzf }hloy yfpyfwfczhvch jkwbkcvgkc fc lh kc}fywkc jfl 7;#=>& goc yfwpfgzo hl ho 900;, fc jocjf lh kc}fywkc

fc WFB yfpoyzhjh poy low bkwbow bfjkow mvf jf *8,:80 bkllocfw jf pfwow#

* 8#:0;#;7>

* 460#=99

* 900#000

* :00#000

* =00#000

* 400#000

* 8#000#000

* 8#900#000

* 8#:00#000

* 8#=00#000

* 8#400#000

* 9#000#000

Kc}fywkc fc WFB Yfpoyzhjh poy Bfjkow Hmklkhjow KHI Golobikh

Kc}fywkc fc WFB Ho 900; Kc}fywkc fc WFB Ho 9080

"7;#=>&


30/35

P~G

Hlghcgf jfl yfpoyzf

Fwzf yfpoyzf woiyf kc}fywkc fc bfjkow jknkzhlfw wf dh goc}fyzkjo fc vch bkwkc gocwzhczf jfKHI Golobikh phyh goczkcvhy goc lh bfjkgkc jfl gyfgkbkfczo jf low bfjkow jknkzhlfw fcGolobikh#

Phyh lonyhy vch ihwf jf jhzow yhqochilf h phyzky jf low jhzow jkwpockilfw jf low hmklkhjow {fcghbkchjo h vch hgfpzhgkc { oizfcgkc jf lh kcmoybhgkc jfl yfwzo jf lh kcjvwzykh, fczyf lowpykcgkphlfw hwpfgzow jfl wocjfo wf fcgvfczyhc1

Oizfcfy kcmoybhgkc dkwzykgh jkyfgzhbfczf jf lhw gobphhw hmklkhjhw h KHI Golobikhxvf nfcfyhc lh kc}fywkc fc bfjkow jknkzhlfw#

Hwfnvyhy { bhczfcfy lh gocmkjfcgkhlkjhj fc fl pyogfwo, yf}flhcjo ckghbfczf jhzowzozhlkqhjow#

Hgfygh jf KHI $Kczfyhgzk}f Hj}fyzkwkcn Ivyfhv+

Mvcjhjo fc 8;;=, Kczfyhgzk}f Hj}fyzkwkcn Ivyfhv $~~~#khi#cfz+ yfpyfwfczh bw jf 700gobphhw kczfyhgzk}hw ljfyfw xvf fwzc gobpyobfzkjhw hgzk}hbfczf { hpo{hc lh }fczh jfpvilkgkjhj fc bfjkow jknkzhlfw# Fc cobiyf jf wvw bkfbiyow, KHI f}hlh { yfgobkfcjh

fwzcjhyfw { pygzkghw, jfwhyyollh kc}fwzknhgkc jf fmfgzk}kjhj kczfyhgzk}h { fjvgh h lhkcjvwzykh pvilkgkzhykh goc yfwpfgzo hl vwo jf pvilkgkjhj fc bfjkow jknkzhlfw#

KHI Golobikh $~~~#khigolobikh#gob+ fw lh yfpyfwfczhgkc, fc Golobikh, jf fwzfoynhckwbo hnyfbkhjoy jf lh kcjvwzykh pvilkgkzhykh oclkcf fc fl bvcjo# Fw vch hwogkhgkckczfychgkochl wkc mkcfw jf lvgyo, gyfhjh fc bhyqo jf 900>, gv{o oiafzk}o fw kcgyfbfczhy lhkc}fywkc fc bhyefzkcn jknkzhl { pvilkgkjhj oclkcf fc Golobikh# KHI Golobikh yfcf hfjkzoyfw jf goczfckjow fc Kczfycfz, hnfcgkhw jf pvilkgkjhj, gfczyhlfw jf bfjkow,hj cfz~oyew, fbpyfwhw jf kc}fwzknhgkc { hvjkzoyh, hnfcgkhw kczfyhgzk}hw, bfjkow, poyzhlfw {ozyhw fbpyfwhw gobpyobfzkjhw goc fl jfwhyyollo jfl bhyefzkcn { lh pvilkgkjhj fc Kczfycfz#Hgzvhlbfczf gvfczh goc >9 fbpyfwhw hmklkhjhw#

Hgfygh jf P~G

Lh yfj jf Mkybhw P~G wvbkckwzyh wfy}kgkow jf hwfnvyhbkfczo, kbpvfwzow { gocwvlzoyhfcmoghjow h lhw kcjvwzykhw, phyh bfaoyhy fl }hloy dhgkh low glkfczfw# Bw jf 8=8,000pyomfwkochlfw fc 86: phwfw xvf gobpocfc cvfwzyh yfj gobphyzfc wv pfcwhbkfczo,ftpfykfcgkhw { wolvgkocfw phyh jfwhyyollhy pfywpfgzk}hw myfwghw { pyo}ffy vch hwfwoyhpygzkgh#

Pykgf~hzfydovwfGoopfyw wf yfmkfyf h lhw mkybhw golobikhchw xvf dhgfc phyzf jf lhoynhckqhgkc bvcjkhl Pykgf~hzfydovwfGoopfyw, ghjh vch jf lhw gvhlfw fw vch fczkjhj lfnhlwfphyhjh f kcjfpfcjkfczf# Zojow low jfyfgdow yfwfy}hjow#


31/35

P~G

Avczh Jkyfgzk}h KHI Golobikh

Pyfwkjfczf

Dfycc Boyfco BoyhGooyjkchjoy jf Bfjkow FlfgzyckgowFl Golobikhco

Wfgyfzhyko

Aow Bknvfl Yk}fyowAfmf jf Ghchl Yfnkc Hcjkch, Gfczyohbykgh { GhykifBkgyowomz

]oghlfw

Lhvyh Ghbhgdo BhgefcqkfNfyfczf YfnkochlWzhygob

Phvlkch Phyyh GoczyfyhwNfyfczf NfcfyhlKckzkhzk}f Bfjkh Golobikh W# H#

^kllkhb YojynvfqJkyfgzoy JknkzhlLfo Ivycfzz Golobikhch

Fbklkh Yfwzyfpo NbfqNfyfczf GobfygkhlKcjftgol

Ghylow WkfyyhNfyfczfKchlhbiykh

Jkyfgzoyh fafgvzk}h KHI Golobikh

Olnh Iykzzo Wvyfq


32/35

P~G

Jfmkckgkocfw1

Pvilkgkjhj Jknkzhl1 Fw zojo fl gocavczo jf phvzhw xvf wf jfwplkfnhc h zyh}w jf bfjkowjknkzhlfw, kcglv{fcjo )Jkwplh{ Hj}fyzkwkcn) $zkpo )ihccfyw), fc poyzhlfw { pnkchw ~fi+,phzyogkckow o wpocwoywdkpw, ivwghjoyfw $zkpo Noonlf, [hdoo(, fzg#+, f"bhkl { )hmmklkhzfbhyefzkcn)#

WFB $Wfhygd Fcnkcf bhyefzkcn+1 Fw vch moybh jf bhyefzkcn fc Kczfycfz xvf ivwghpyobo}fy low wkzkow ~fi bfjkhczf fl hvbfczo jf wv }kwkiklkjhj fc fl bozoy jf iwxvfjh jfpnkchw jf yfwvlzhjow#

Jkwplh{1 Gobpyh / }fczh jf moybhzow nymkgow jf pvilkgkjhj fc GPB, GPG, GPH o Wpocwoy$wolhph h lh jfyfgdh, yoihpnkch, zobh jf dobf, fzg+#

Pvilkgkjhj Goczftzvhl fc Ivwghjoyfw1 Gobpyh / }fczh jf pvilkgkjhj goczftzvhl fcivwghjoyfw $Wfhygd5 fafbplo1 Hj~oyjw+#

Pvilkgkjhj fc Yfjfw jf Goczfckjo1 Gobpyh / }fczh jf pvilkgkjhj fc yfjfw jf goczfckjo$Fafbplo1 Hjwfcwf jf Noonlf, Phvzfmgkl, fzg+#

Yfjfw Wogkhlfw1 Gobpyh jf pvilkgkjhj jfwplfnhjh fc yfjfw wogkhlfw $Fafbplo1 Mhgfiooe+#

F" bhkl Bhyefzkcn1 Gobpyh / }fczh jf pvilkgkjhj fc}khjh h low f"bhklw jf vwvhykowyfnkwzyhjow {/o h zyh}w jf iolfzkcfw flfgzyckgow#

]kjfo1 Gobpyh / }fczh jf goyzkckllhw/pyf"yollw, qghlow/gyh~llw, jfwhyyollo jf vc ghchl jf}kjfo $Fafbplo1 Pyf"yoll fc }kjfow jfpoyzk}ow+#

Boiklf1 Gobpyh / }fczh jf moybhzow jfwplfnhjow fc poyzhlfw b}klfw#


33/35

P~G

HCFTO

Jfzhllf jf low 7= hmklkhjow phyzkgkphczfw fc fl jklknfcgkhbkfczo jf yfpoyzf goyyfwpocjkfczf hlow how 900; { 9080

Bfjkow hmklkhjow xvf yfpoyzhyoc kcmoybhgkc1

Bfjko Pnkch ^FI

Fl Golobikhco W# H# { Gkh# W#G#H# ~~~#flgolobikhco#gobK"Cfz~oye Dkwphcohbykgh W# H# ~~~#k"cfz~oye#gob#go

Zfyyh Cfz~oyew Golobikh W# H# ~~~#zfyyh#gob#go

Fjkzoyh Vyihch Lzjh#~~~#mkcghyhkq#gob#go,~~~#lhnvkhglhwkmkghjow#gob#go

Pvilkghy W# H# ~~~#phnkchwhbhykllhw#gob

OHC $Oyhcnf Hj}fyzkwkcn Cfz~oye+ ~~~#oyhcnfhj}fyzkwkcncfz~oye#gob

Kgge#Cfz ~~~#flfwpfgzhjoy#gob, ~~~#gyobow#gob#go, ~~~#wdoge#gob#go, ~~~#ghyhgolz}#gob

Pvilkghgkocfw Wfbhch W# H# ~~~#wfbhch#gob

Ghwh Fjkzoykhl Fl Zkfbpo ~~~#flzkfbpo#gob

Bkgyowomz Jknkzhl Hj}fyzkwkcn Wolvzkocw ~~~#bkgyowomz#gob

Lfnkw ~~~#lfnkw#gob#go

Jykjgo ~~~#jykjgo#gob

Mot Gdhccflw Golobikh ~~~#mot#go

Gocjolfcgkhw#Gob ~~~#gocjolfcgkhw#gob

Lh Yfpvilkgh Fjkzoykhl Fl Nloio W# H# ~~~#lhyfpvilkgh#gob#go

f CCO]H ~~~#f"cco}}h#gob

Jkhyko Fl Phw W# H# ~~~#flphkw#gob#goFl Vck}fywhl ~~~#flvck}fywhl#gob#go

Ghyhgol Yhjko ~~~#ghyhgol#gob#go

Pfykjkgo Fl Cvf}o Jh ~~~#flcvf}ojkh#gob#go

Pfykjkgo Lh Zhyjf ~~~#lhzhyjf#gob

Yf}kwzh P-B ~~~#yf}kwzhp{b#gob#go


34/35

HCFTO

Hnfcgkhw hmklkhjhw xvf yfpoyzhyoc kcmoybhgkc1

Hnfcgkh Pnkch ^FI

Kckzkhzk}f Bfjkh Golobikh W# H# ~~~#kckzkhzk}f#gob#goVck}fywhl Bgghcc ~~~#bgghcc#gob#go

Bfjkhfjnf# Gkh# Lzjh# ~~~#bfgnloihl#gobKcjftgol ~~~#kcjftgol#gobPw Bhchnfy W# H# ~~~#pwbhchnfy#gobBkcjwdhyf jf Golobikh Lzjh# ~~~#bkcjwdhyf~oylj#gobWzhygob ^oylj~kjf jf Golobikh W# H# ~~~#gol"wzhygob#gob Hykhjch Fv ~~~#hykhjch#gob#goKbhnfc Jknkzhl ~~~#kbhnfcjknkzhl#gob#goLNL/LhzkcBfjkow WHW ~~~#lnl"lhzkcbfjkow#gobBhwwk}f ~~~#bhwwk}f#gob#goDh}hw Jknkzhl ~~~#dh}hwjknkzhlgolobikh#gob

Hyekt ~~~#hyekt#gobIfhz ~~~#ifhz#gob#go


35/35

9088 Pykgf~hzfydovwfGoopfyw "P~G" wf yfmkfyf h lhw Mkybhw golobikhchw xvf dhgfc phyzf jf lh oynhckqhgkc

bvcjkhl Pykgf~hzfydovwfGoopfyw, ghjh vch jf lhw gvhlfw fw vch fczkjhj lfnhl wfphyhjh f kcjfpfcjkfczf# Zojowlow jfyfgdow yfwfy}hjow

IAB 2010, REPORTE SOBRE COMPILACIÓN DE LA INVERSIÓN EN MEDIOS DIGITALES.

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Transcript of IAB 2010, REPORTE SOBRE COMPILACIÓN DE LA INVERSIÓN EN MEDIOS DIGITALES.