{"id":41865,"date":"2017-08-10T11:48:14","date_gmt":"2017-08-10T11:48:14","guid":{"rendered":"https:\/\/tradetracker.com\/?p=41865\/"},"modified":"2022-01-27T00:31:19","modified_gmt":"2022-01-27T00:31:19","slug":"real-attribution-insights-el-display-premium-se-une-al-marketing-de-resultados","status":"publish","type":"post","link":"https:\/\/tradetracker.com\/es\/real-attribution-insights-el-display-premium-se-une-al-marketing-de-resultados\/","title":{"rendered":"Real Attribution Insights: El Display Premium se une al marketing de resultados"},"content":{"rendered":"

\"\"<\/p>\n

Recientemente, Deloitte <\/em>public\u00f3 un informe detallado sobre el mercado de compra program\u00e1tica. A pesar de que el informe destaca c\u00f3mo la publicidad program\u00e1tica (y video) est\u00e1 prosperando, tambi\u00e9n muestra que el eCPM de la publicidad a display decrece a\u00f1o tras a\u00f1o, con una media de 0,62\u20ac el CPM en 2016, 13 c\u00e9ntimos m\u00e1s bajo que el a\u00f1o anterior: una ca\u00edda de aproximadamente un 20%. <\/strong><\/p>\n

El inventario Premium vendido a trav\u00e9s de Deal ID o Private Exchange, est\u00e1 al alza y cuenta con unos eCPMs m\u00e1s elevados, resaltando el problema del inventario remanente vendido de forma program\u00e1tica, con bajos eCPMs. Real Attribution ofrece la oportunidad de mejorar significativamente estas tasas de eCPM.<\/p>\n

Los Publisher Premium se han dado cuenta de que han perdido control sobre sus campa\u00f1as de publicidad program\u00e1tica desde la parte del comprador (representando anunciantes) y, como consecuencia, han visto sus ingresos eCPM en inventario remanente (display no Premium) decrecer. Para ganar algo de control, han implementado diferentes herramientas, desde un gestor de rendimiento hasta la creaci\u00f3n de acuerdos privados y estrategias de pujas por cabeceras.<\/p>\n

\"\"<\/p>\n

Sin embargo, los publisher m\u00e1s premium todav\u00eda son reacios a aceptar campa\u00f1as basadas en CPA. Incluso las campa\u00f1as CPC son vistas como la \u00faltima opci\u00f3n y no como parte de la estrategia. La principal raz\u00f3n es obvia, las campa\u00f1as basadas en resultados han atribuido la comisi\u00f3n s\u00f3lo al \u00faltimo clic, mientras que las campa\u00f1as display normalmente impactan al usuario en la fase inicial del recorrido hacia la conversi\u00f3n.<\/p>\n

Los anunciantes reconocen el valor de las campa\u00f1as de display premium gracias a los datos que les proporcionan sus anal\u00edticas y las plataformas de atribuci\u00f3n multi-canal, pero el modelo \u00faltimo clic hace que los publishers simplemente no puedan obtener un eCPM competitivo con campa\u00f1as CPA. El c\u00e1lculo de estas campa\u00f1as en t\u00e9rminos de eCPM, a menudo significaba obtener menores ingresos, incluso en comparaci\u00f3n con inventarios vendidos en open exchange. Esto, obviamente, ha llevado a que los publishers premium descartaran otras v\u00edas de promoci\u00f3n.<\/p>\n

Real Attribution de TradeTracker<\/strong> resuelve este problema permitiendo a estos publishers incrementar sus ingresos a trav\u00e9s de campa\u00f1as de resultados. Atribuyendo comisi\u00f3n a los publishers bas\u00e1ndonos en su valor dentro del recorrido completo del cliente, el anunciante finalmente es capaz de recompensar de manera justa a esos publishers premium. Pero no s\u00f3lo eso, pueden incluso adaptar el modelo para recompensarles a\u00fan m\u00e1s, de la siguiente manera:<\/p>\n

a) Utilizando un modelo Basado en la Posici\u00f3n<\/strong> (modelo de atribuci\u00f3n en forma de U), que asigna una comisi\u00f3n m\u00e1s elevada tanto al iniciador como al conversor; y<\/p>\n

b) Diferenciando el valor dado a diferentes tipos de publisher, recompensando a los sitios de contenido\/premium publishers<\/strong> m\u00e1s que a otro tipo de publishers.<\/p>\n

Uno de los primeros publishers en aceptar campa\u00f1as de resultados de anunciantes con un modelo Real Attribution de TradeTracker, ha visto aumentar hasta tres veces su eCPM, en comparaci\u00f3n con el eCPM que obten\u00eda cuando usaba otros canales. Este eCPM continuar\u00e1 creciendo con el tiempo porque algunas de estas campa\u00f1as tienen una ventana de atribuci\u00f3n de 120 d\u00edas. Esto significa que podr\u00e1n incluso obtener comisi\u00f3n por puntos de contacto display llevados a cabo 2 meses antes. Otro aspecto que este publisher quiere destacar es el hecho de que ha recuperado gran parte de su control sobre las campa\u00f1as, ya que ahora puede decidir qu\u00e9 campa\u00f1as poner en marcha, d\u00f3nde y con qu\u00e9 frecuencia, optimizando simult\u00e1neamente el valor para anunciante y su propio eCPM.<\/p>\n

Consejos de publishers premium que promocionan campa\u00f1as de resultados<\/u><\/strong>:<\/p>\n

– Las campa\u00f1as tienen que ofrecer una comisi\u00f3n basada en la atribuci\u00f3n, valorando tu posici\u00f3n en la ruta de conversi\u00f3n.<\/p>\n

– Empieza por aquellas campa\u00f1as\/anunciantes que sabes que encajan con tu audiencia. Tienes el control total de cu\u00e1ndo y d\u00f3nde dar comienzo a esas campa\u00f1as.<\/p>\n

– Los modelos basados en la posici\u00f3n son ideales, ya que recompensan al iniciador y al conversor en la misma medida.<\/p>\n

– Como publisher premium, deber\u00edas buscar campa\u00f1as que diferencien la comisi\u00f3n por tipo de publisher, ofreci\u00e9ndote mayores comisiones.<\/p>\n

Esperamos que este art\u00edculo te haya resultado de utilidad. No esperes m\u00e1s y\u00a0\u00a1\u00fanete a la revoluci\u00f3n!\u00a0<\/strong><\/a><\/p>\n

Acceso al documento PDF aqu\u00ed.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Recientemente, Deloitte public\u00f3 un informe detallado sobre el mercado de compra program\u00e1tica. A pesar de que el informe destaca c\u00f3mo la publicidad program\u00e1tica (y video) est\u00e1 prosperando, tambi\u00e9n muestra que el eCPM de la publicidad a display decrece a\u00f1o tras a\u00f1o, con una media de 0,62\u20ac el CPM en 2016, 13 c\u00e9ntimos m\u00e1s bajo que […]<\/p>\n","protected":false},"author":69,"featured_media":42918,"comment_status":"open","ping_status":"open","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":[2584],"class_list":["post-41865","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights"],"yoast_head":"\nTradeTracker: El Display Premium se une al marketing de resultados<\/title>\n<meta name=\"description\" content=\"Real Attribution de TradeTracker permite con Real Attribution que los publishers premium puedan incrementar sus ingresos a trav\u00e9s de campa\u00f1as de resultados.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tradetracker.com\/es\/wp-json\/wp\/v2\/posts\/41865\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Real Attribution Insights: El Display Premium se une al\" \/>\n<meta property=\"og:description\" content=\"Real Attribution de TradeTracker permite con Real Attribution que\" \/>\n<meta property=\"og:url\" content=\"https:\/\/tradetracker.com\/es\/real-attribution-insights-el-display-premium-se-une-al-marketing-de-resultados\/\" \/>\n<meta property=\"og:site_name\" content=\"TradeTracker.com | Affiliate Marketing | Performance Marketing\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/tradetrackercom\" \/>\n<meta property=\"article:published_time\" content=\"2017-08-10T11:48:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-01-27T00:31:19+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/tradetracker.com\/wp-content\/uploads\/2017\/08\/RA-5-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1622\" \/>\n\t<meta property=\"og:image:height\" content=\"486\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Corp Admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Real Attribution Insights: El Display Premium se une al\" \/>\n<meta name=\"twitter:description\" content=\" Recientemente, Deloitte public\u00f3 un informe detallado sobre el mercado de compra program\u00e1tica. 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