{"id":539,"date":"2017-12-28T01:08:00","date_gmt":"2017-12-28T04:08:00","guid":{"rendered":"https:\/\/businessmedialab.com\/?p=539"},"modified":"2017-12-28T01:08:00","modified_gmt":"2017-12-28T04:08:00","slug":"la-publicidad-digital-supero-a-la-television-en-2017","status":"publish","type":"post","link":"https:\/\/2025.businessmedialab.com\/index.php\/2017\/12\/28\/la-publicidad-digital-supero-a-la-television-en-2017\/","title":{"rendered":"La publicidad digital super\u00f3 a la televisi\u00f3n en 2017"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Las ventas publicitarias digitales fueron mayor a las obtenidos por la televisi\u00f3n en 2017. El mundo digital alcanz\u00f3 una participaci\u00f3n del 41% (mientras que la televisi\u00f3n lineal lleg\u00f3 a 35%), seg\u00fan datos relevados por la&nbsp;<a href=\"https:\/\/magnaglobal.com\/\" target=\"_blank\" rel=\"noopener\">consultora MAGNA<\/a>. Se prev\u00e9 que las ventas en medios digitales alcanzar\u00e1n un 44% del total de las ventas publicitarias en 2018 y 50% para el 2020 (291 mil millones de d\u00f3lares).<\/p>\n\n\n\n<figure class=\"wp-block-image alignleft size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/2025.businessmedialab.com\/wp-content\/uploads\/2017\/12\/chartoftheday_12136_worldwide_digital_and_tv_ad_spending_n.jpg\" alt=\"\" class=\"wp-image-118\" width=\"480\" height=\"342\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/2025.businessmedialab.com\/wp-content\/uploads\/2017\/12\/MAGNA-Global-Ad-Forecast-Spring-Update-June-2017-PR-Executive-Summary.pdf\">El estudio<\/a>&nbsp;tambi\u00e9n indica que Am\u00e9rica Latina ser\u00e1 la regi\u00f3n de mayor crecimiento en materia de publicidad: 9,3%, frente a&nbsp;Europa central y oriental (+7,2%),&nbsp;APAC (+5,9%) y Am\u00e9rica del Norte (+5,0%). Sin embargo, en la Argentina la relaci\u00f3n todav\u00eda sigue respondiendo a patrones de consumo de \u00e9pocas que van quedando atr\u00e1s: la televisi\u00f3n es quien se lleva la porci\u00f3n m\u00e1s grande de la torta, con 36% del total de ventas publicitarias. Los diarios y peri\u00f3dicos a\u00fan mantienen una participaci\u00f3n destacada (19% para fines de 2017), lo cual es sensiblemente mayor que los promedios regionales y globales (5% y 8% respectivamente).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">La publicidad digital en la Argentina est\u00e1 m\u00e1s desarrollada que en el resto de Am\u00e9rica Latina. Ya representa un 32% del total de ventas publicitarias hacia fines de 2017 y sobrepasar\u00e1 el NAR en televisi\u00f3n para 2019.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Los ingresos publicitarios netos de Colombia tendr\u00e1n un crecimiento de +5,2% en 2018, alcanzando los 4.8 trillones de pesos COP (aprox. 1.6 mil millones de d\u00f3lares). El mercado publicitario en Colombia ocupa el cuarto lugar en la regi\u00f3n, detr\u00e1s de Brasil, Argentina y M\u00e9xico.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Las ventas publicitarias digitales fueron mayor a las obtenidos por la televisi\u00f3n en 2017. El mundo digital alcanz\u00f3 una participaci\u00f3n [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":869,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"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":"set","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":[3],"tags":[9],"class_list":["post-539","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-publicidad-digital"],"_links":{"self":[{"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/posts\/539","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/comments?post=539"}],"version-history":[{"count":0,"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/posts\/539\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/media\/869"}],"wp:attachment":[{"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/media?parent=539"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/categories?post=539"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/2025.businessmedialab.com\/index.php\/wp-json\/wp\/v2\/tags?post=539"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}