{"id":119019,"date":"2020-10-02T12:12:02","date_gmt":"2020-10-02T12:12:02","guid":{"rendered":"https:\/\/tradetracker.com\/?p=119019"},"modified":"2022-01-27T00:30:07","modified_gmt":"2022-01-27T00:30:07","slug":"publisher-spotlight-webedia-espana","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/es\/publisher-spotlight-webedia-espana\/","title":{"rendered":"Publisher Spotlight: Webedia Espa\u00f1a"},"content":{"rendered":"

\"\"<\/p>\n

Hoy en nuestra secci\u00f3n de Publisher Spotlight<\/strong> te presentamos a Webedia Espa\u00f1a<\/a><\/strong>: este publisher nos adentrar\u00e1 con esta entrevista en el mundo de la generaci\u00f3n de contenido con informaci\u00f3n muy interesante. Su Head of Programmatic & Data, Jes\u00fas Archilla<\/strong>, nos cuenta el porqu\u00e9 de su \u00e9xito y c\u00f3mo la colaboraci\u00f3n con TradeTracker Espa\u00f1a ha dado de s\u00ed grandes resultados para ambos.<\/p>\n

\u00bfCu\u00e1l es la historia detr\u00e1s de Webedia? <\/strong><\/p>\n

Webedia Espa\u00f1a es el grupo l\u00edder de entretenimiento digital en Espa\u00f1a y forma parte del grupo global Webedia Group con origen en Francia. Webedia cuenta con 250 millones de usuarios \u00fanicos mundiales, 20 millones de usuarios \u00fanicos en Espa\u00f1a, 312 millones de seguidores en RRSS mensuales mundiales y 250 millones de visualizaciones mundiales en YouTube.<\/p>\n

En Espa\u00f1a, su origen viene a trav\u00e9s de uno de los principales sites: Xataka. El nombre viene de Xanadu y Gattaca.<\/p>\n

\u00bfC\u00f3mo trabaja Webedia?, \u00bfa qu\u00e9 tipo de lectores est\u00e1 destinado?<\/strong><\/p>\n

Webedia Espa\u00f1a cuenta con una gran cantidad de sites, entre los que destacan las categor\u00edas de tecnolog\u00eda, movies, gaming, food y lifestyle. Destacan Xataka en tecnolog\u00eda y Directo al Paladar, en cocina.<\/p>\n

La filosof\u00eda de trabajo se basa en la independencia editorial entre los sitios web, debido a que cada vertical cuenta con sus especialistas y no hay un nexo de uni\u00f3n entre esos editores y el equipo comercial. El objetivo de esta separaci\u00f3n es preservar la transparencia y lealtad con el usuario.<\/p>\n

Diferencian el contenido patrocinado pero los editores tienen libertad de hablar de las marcas que quieran y es donde reside el \u00e9xito de Webedia. El claim de Xataka es \u201cApasionados por la tecnolog\u00eda\u201d.<\/p>\n

El contenido de Webedia est\u00e1 enfocado a un usuario muy segmentado y especializado en diferentes tem\u00e1ticas.<\/p>\n

Al tener la libertad total para trabajar campa\u00f1as, \u00bfqu\u00e9 te hace decantarte por unas y descartar otras para generar contenido?<\/strong><\/p>\n

A la hora de trabajar las campa\u00f1as nos enfocamos en la parte de e-commerce y los puntos m\u00e1s importantes son los siguientes:<\/p>\n

1. Demanda del producto por parte del usuario.
\n2. Audiencias, tem\u00e1tica del producto y encaje editorial.
\n3. Tendencias del mercado, b\u00fasquedas.<\/p>\n

El punto m\u00e1s importante es el encaje con la l\u00ednea editorial y los editores no conocen los posibles acuerdos comerciales en detalle para no estar condicionados en este sentido. La idea es que puedan aparecer muchas marcas y no se basen solamente en criterios comerciales. Si bien, es muy importante relacionarse con marcas comerciales conocidas.<\/p>\n

\u00bfQu\u00e9 tipo de acciones son las m\u00e1s importantes para generar tr\u00e1fico de calidad? Desde tu punto de vista, \u00bfc\u00f3mo ha cambiado esta tendencia en los \u00faltimos tiempos?<\/strong><\/p>\n

La mayor parte es tr\u00e1fico org\u00e1nico y directo. En los \u00faltimos a\u00f1os se ha visto un cambio de tendencia, ya que hace unos a\u00f1os estaban muy de moda los c\u00f3digos de descuento y compras por internet de usuarios no tan especializados, lo que favoreci\u00f3 un crecimiento muy r\u00e1pido. Este crecimiento se hab\u00eda venido estabilizando en los \u00faltimos a\u00f1os, pero en 2020 y sobre todo con la irrupci\u00f3n de la Covid-19 se ha creado un nuevo h\u00e1bito de compra que antes no hab\u00eda y que ha venido para quedarse.<\/p>\n

\u00bfQu\u00e9 tipo de campa\u00f1a es la que puede llegar a generar un mayor beneficio y por qu\u00e9 motivos?, \u00bftienes alguna recomendaci\u00f3n especial para las campa\u00f1as y que mejoren sus resultados?<\/strong><\/p>\n

Para llegar a generar un mayor beneficio es muy importante entender al usuario y a tu audiencia. La principal prioridad de Webedia es conectar con sus usuarios y lograr la mayor afinidad posible, ya que influye mucho en la conversi\u00f3n.<\/p>\n

Tambi\u00e9n se revisa muy bien el contenido que se va a publicar, colaborando con marcas y productos que producen confianza en el usuario.<\/p>\n

Una recomendaci\u00f3n ser\u00eda tener una mayor informaci\u00f3n sobre todo el recorrido, sobre los productos comprados y como interact\u00faa el usuario una vez va al sitio al que le hemos redireccionado, viendo c\u00f3mo se comportan, como navegan y como finalmente realizan la compra.<\/p>\n

\u00bfC\u00f3mo te ha afectado la llegada del modelo de atribuci\u00f3n, Real Attribution? <\/strong><\/p>\n

Webedia destaca la importancia de recompensar todos los puntos de contacto dentro de la ruta de conversi\u00f3n porque esto beneficia a los sites que tienen contenido de calidad y no solamente al \u00faltimo punto de contacto.<\/p>\n

Al no existir ya exclusivamente el modelo de atribuci\u00f3n last clic, \u00bfhab\u00e9is notado una mejora en vuestros resultados?<\/strong><\/p>\n

Es complicado sacar conclusiones al respecto, pero lo que si que se ha podido ver y no hay duda es que somos recompensados durante todas las etapas de la ruta de conversi\u00f3n, independientemente si somos iniciadores, asistentes o conversores.<\/p>\n

\u00bfCu\u00e1l es el valor a\u00f1adido de TradeTracker para Webedia?<\/strong><\/p>\n

TradeTracker es un partner fundamental para Webedia Espa\u00f1a. La diferencia principal reside en la calidad del servicio, trato cercano y comunicaci\u00f3n fluida y de valor, ya que se intercambian propuestas constantemente para la mejora continua de los programas, as\u00ed como propuestas de nuevos programas.<\/p>\n

El porfolio es muy interesante y eso da prestigio a TradeTracker como plataforma, contando con campa\u00f1as muy importantes dentro de los diferentes sectores y categor\u00edas.<\/p>\n

\u00bfQuerr\u00edas compartir con nosotros alguna mejora o herramienta en la que est\u00e9is trabajando ahora? \u00bfC\u00f3mo os gustar\u00eda veros dentro de 5 a\u00f1os?<\/strong><\/p>\n

Algunas innovaciones no se pueden compartir por motivos de confidencialidad, pero lo m\u00e1s importante es que todas se basan en lograr una mayor afinidad con el usuario, ajust\u00e1ndose a sus necesidades y comprendi\u00e9ndoles mejor.<\/p>\n

Aunque somos l\u00edderes en muchas verticales, es muy importante seguir diversificando sin perder el enfoque de pasi\u00f3n por lo que hacemos y llegar a todo tipo de usuarios de muchas verticales diferentes. Es un proyecto muy complicado y ambicioso porque lo m\u00e1s importante para nosotros es mantener la exigencia en el contenido y la imagen de marca que se ha venido creando desde hace muchos a\u00f1os.<\/p>\n","protected":false},"excerpt":{"rendered":"

Hoy en nuestra secci\u00f3n de Publisher Spotlight te presentamos a Webedia Espa\u00f1a: este publisher nos adentrar\u00e1 con esta entrevista en el mundo de la generaci\u00f3n de contenido con informaci\u00f3n muy interesante. Su Head of Programmatic & Data, Jes\u00fas Archilla, nos cuenta el porqu\u00e9 de su \u00e9xito y c\u00f3mo la colaboraci\u00f3n con TradeTracker Espa\u00f1a ha dado […]<\/p>\n","protected":false},"author":69,"featured_media":130853,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2572,2584,1406,2339],"class_list":["post-119019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-charlas-formativas","category-insights","category-noticias-afiliacion","category-tradetracker-news-es"],"yoast_head":"\nPublisher Spotlight: Webedia Espa\u00f1a - TradeTracker.com | Affiliate Marketing | Performance Marketing<\/title>\n<meta name=\"description\" content=\"Hoy en nuestra secci\u00f3n de Publisher Spotlight te presentamos a Webedia Espa\u00f1a: este publisher nos adentrar\u00e1 con esta entrevista en el mundo de la generaci\u00f3n de contenido con informaci\u00f3n muy interesante. 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