{"id":26609,"date":"2025-02-05T10:32:13","date_gmt":"2025-02-05T10:32:13","guid":{"rendered":"https:\/\/ebiquity.com\/?p=26609"},"modified":"2025-03-07T15:57:29","modified_gmt":"2025-03-07T15:57:29","slug":"el-auge-de-los-medios-de-comunicacion-minoristas-como-se-han-convertido-en-una-industria-de-150-000-millones-de-euros","status":"publish","type":"post","link":"https:\/\/ebiquity.com\/es\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/","title":{"rendered":"El auge de los medios de comunicaci\u00f3n minoristas: C\u00f3mo se convirti\u00f3 en una industria de $150bn"},"content":{"rendered":"
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Los medios de comunicaci\u00f3n minoristas han evolucionado r\u00e1pidamente hasta convertirse en un sector de $150.000 millones de euros, impulsado por el creciente valor de los datos de primera mano de los consumidores. Ante el endurecimiento de las restricciones a la privacidad en l\u00ednea, los anunciantes se dirigen a los minoristas que poseen el recorrido completo del cliente, lo que permite una segmentaci\u00f3n precisa y la atribuci\u00f3n directa del impacto de las ventas. El mete\u00f3rico ascenso de los medios minoristas no muestra signos de desaceleraci\u00f3n, y las previsiones indican que superar\u00e1 el valor de la publicidad televisiva tradicional y conectada combinadas en los pr\u00f3ximos cuatro a\u00f1os.<\/span>\u00a0<\/span><\/p>\n

Travis Lusk<\/strong><\/a>, Director del Grupo de \u00c9xito y Crecimiento de Clientes de Ebiquity Norteam\u00e9rica, destaca las importantes repercusiones en los costes de las inversiones en medios minoristas, explicando que los minoristas incorporan una tarifa de datos a sus CPM, que \"supone hasta una cuarta parte del coste total del CPM\".<\/span>\u00a0<\/span><\/p>\n

A pesar de su eficacia, la gesti\u00f3n de los presupuestos de los medios de comunicaci\u00f3n minoristas est\u00e1 resultando un reto para muchas marcas, ya que abarca m\u00faltiples funciones dentro de una organizaci\u00f3n, desde el marketing para compradores hasta los equipos de marca y comercio electr\u00f3nico. Lusk se\u00f1ala que las marcas tienen problemas de coordinaci\u00f3n interna:<\/span>\u00a0<\/span><\/p>\n

\n

Los directores generales de marketing y los directores ejecutivos de las marcas afirman que quieren que todo ese gasto e inversi\u00f3n se coordine y funcione conjuntamente y no en estos silos, pero que todav\u00eda no se ha llegado a ese punto.<\/i><\/span>“.<\/p>\n

Travis Lusk, Director del Grupo de \u00c9xito y Crecimiento de Clientes de Ebiquity Norteam\u00e9rica<\/span><\/span><\/span><\/cite><\/p>\n<\/blockquote>\n

A medida que los medios de comunicaci\u00f3n minoristas siguen expandi\u00e9ndose, tambi\u00e9n lo hacen las complejidades de la ejecuci\u00f3n. Con m\u00e1s de 220 redes de medios minoristas en todo el mundo, muchas marcas se encuentran trabajando en m\u00e1s de 20 plataformas diferentes. Esta fragmentaci\u00f3n crea ineficiencias operativas, y los esfuerzos de consolidaci\u00f3n resultan dif\u00edciles debido al deseo de los minoristas de proteger sus datos privados. Sin embargo, como se\u00f1ala Lusk, sin una reestructuraci\u00f3n y una mejor colaboraci\u00f3n, las marcas corren el riesgo de que sus inversiones en medios sean ineficaces.<\/span>\u00a0<\/span><\/p>\n

Para saber m\u00e1s sobre c\u00f3mo las marcas pueden optimizar su estrategia de medios en el comercio minorista, lea el art\u00edculo completo en Campaign aqu\u00ed<\/strong>.<\/a><\/span><\/p>\n

Explore los principales retos y oportunidades de los medios de comunicaci\u00f3n minoristas leyendo <\/span>Las cuatro grandes preguntas a las que deben responder los medios de comunicaci\u00f3n minoristas<\/span><\/i> aqu\u00ed<\/strong>.<\/span><\/a><\/p>\n

Para saber c\u00f3mo navegar eficazmente por este panorama en evoluci\u00f3n, desc\u00e1rguese el informe de Ebiquity <\/span>Gu\u00eda de medios de comunicaci\u00f3n<\/span><\/b> aqu\u00ed<\/a><\/strong>.<\/span>\u00a0<\/span><\/p>\n

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<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

El mete\u00f3rico ascenso de los medios minoristas no muestra signos de desaceleraci\u00f3n, y las proyecciones indican que superar\u00e1n el valor de la publicidad televisiva tradicional y conectada combinadas en los pr\u00f3ximos cuatro a\u00f1os.<\/p>","protected":false},"author":9,"featured_media":26614,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[33],"tags":[81],"class_list":["post-26609","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-press","tag-ebiquity-announcement"],"yoast_head":"\nThe Rise of Retail Media: How It Became a $150bn Industry - Ebiquity<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ebiquity.com\/es\/noticias\/pulse\/el-auge-de-los-medios-de-comunicacion-minoristas-como-se-han-convertido-en-una-industria-de-150-000-millones-de-euros\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Rise of Retail Media: How It Became a $150bn Industry\" \/>\n<meta property=\"og:description\" content=\"Retail media\u2019s meteoric rise shows no signs of slowing, with projections indicating it will surpass the value of traditional and connected TV advertising combined within the next four years.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ebiquity.com\/es\/noticias\/pulse\/el-auge-de-los-medios-de-comunicacion-minoristas-como-se-han-convertido-en-una-industria-de-150-000-millones-de-euros\/\" \/>\n<meta property=\"og:site_name\" content=\"Ebiquity\" \/>\n<meta property=\"article:published_time\" content=\"2025-02-05T10:32:13+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-03-07T15:57:29+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ebiquity.com\/wp-content\/uploads\/2025\/02\/retail-media-campaign-press-ebiquity.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"James Chapman\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ebiquityglobal\" \/>\n<meta name=\"twitter:site\" content=\"@ebiquityglobal\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"James Chapman\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\"},\"author\":{\"name\":\"James Chapman\",\"@id\":\"https:\/\/ebiquity.com\/#\/schema\/person\/7295abdf5be9e4e80be501a6de41c8fd\"},\"headline\":\"The Rise of Retail Media: How It Became a $150bn Industry\",\"datePublished\":\"2025-02-05T10:32:13+00:00\",\"dateModified\":\"2025-03-07T15:57:29+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\"},\"wordCount\":333,\"publisher\":{\"@id\":\"https:\/\/ebiquity.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/ebiquity.com\/wp-content\/uploads\/2025\/02\/retail-media-campaign-press-ebiquity.jpg\",\"keywords\":[\"ebiquity announcement\"],\"articleSection\":[\"Press\"],\"inLanguage\":\"es\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\",\"url\":\"https:\/\/ebiquity.com\/news-insights\/press\/the-rise-of-retail-media-how-it-became-a-150bn-industry\/\",\"name\":\"The Rise of Retail Media: How It Became a $150bn Industry - 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