{"id":4375,"date":"2021-09-08T10:50:36","date_gmt":"2021-09-08T08:50:36","guid":{"rendered":"https:\/\/comunidad.iebschool.com\/saladeprensa\/?p=4375"},"modified":"2021-09-08T10:50:36","modified_gmt":"2021-09-08T08:50:36","slug":"iebs-lanza-el-postgrado-en-publicidad-programatica-ante-la-alta-demanda-del-sector","status":"publish","type":"post","link":"https:\/\/www.iebschool.com\/saladeprensa\/2021\/09\/08\/iebs-lanza-el-postgrado-en-publicidad-programatica-ante-la-alta-demanda-del-sector\/","title":{"rendered":"IEBS lanza el Postgrado en Publicidad Program\u00e1tica ante la alta demanda del sector"},"content":{"rendered":"<ul>\n\t<li style=\"font-weight: 400;\"><i><span style=\"font-weight: 400;\">El 70% de la publicidad en Internet corresponde a la compra program\u00e1tica, seg\u00fan IAB<\/span><\/i><\/li>\n<\/ul>\n<span style=\"font-weight: 400;\">En plena revoluci\u00f3n digital en la que la captaci\u00f3n y adquisici\u00f3n de usuarios se produce a trav\u00e9s de medios digitales como la publicidad en internet, el 70% de esta se corresponde a un tipo de publicidad automatizada conocida como compra program\u00e1tica, seg\u00fan el informe sobre Inversi\u00f3n en <\/span><a href=\"https:\/\/iabspain.es\/estudio\/estudio-de-inversion-publicitaria-en-medios-digitales-2020\/\"><span style=\"font-weight: 400;\">Medios Digitales<\/span><\/a><span style=\"font-weight: 400;\"> de IAB. En este sentido, la demanda de expertos en el \u00e1mbito se ha disparado y, para cubrir esta nueva necesidad del mercado, <\/span><a href=\"https:\/\/www.iebschool.com\/\"><b>IEBS Business School<\/b><\/a><span style=\"font-weight: 400;\">, la escuela de negocios digital l\u00edder en formaci\u00f3n online, ha lanzado el<\/span> <a href=\"https:\/\/www.iebschool.com\/programas\/postgrado-publicidad-programatica-native-advertising\/\"><b>Postgrado en Publicidad Program\u00e1tica y Data<\/b><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span>\n\n<span style=\"font-weight: 400;\">La publicidad program\u00e1tica est\u00e1 siendo una de las tendencias m\u00e1s importantes en la industria en la \u00faltima d\u00e9cada, ya que est\u00e1 transformando todo el sector. Con la evoluci\u00f3n de las tecnolog\u00edas se han creado espacios para desarrollar nuevas formas de anuncios. La publicidad program\u00e1tica es un tipo de publicidad online que se refiere a una compra automatizada de espacios de audiencias en Internet. Es decir, conecta una marca con el usuario mediante un anuncio af\u00edn a \u00e9l en el momento y lugar adecuado.<\/span>\n\n<span style=\"font-weight: 400;\">En este sentido, el gasto en publicidad program\u00e1tica en el a\u00f1o 2021, seg\u00fan el <\/span><a href=\"https:\/\/www.statista.com\/statistics\/275806\/programmatic-spending-worldwide\/\"><span style=\"font-weight: 400;\">Statista <\/span><\/a><span style=\"font-weight: 400;\">fue de m\u00e1s de 150.000 millones de d\u00f3lares y esta industria duplica su tama\u00f1o cada 4 a\u00f1os, esperando que crezca al 35% anual hasta el a\u00f1o 2025, seg\u00fan un estudio de <\/span><a href=\"https:\/\/www.persistencemarketresearch.com\/market-research\/programmatic-advertising-market.asp\"><span style=\"font-weight: 400;\">Persistence Market Research<\/span><\/a><span style=\"font-weight: 400;\">. Esto convierte a la publicidad program\u00e1tica en una de las industrias m\u00e1s activas y lucrativas de todo internet.<\/span>\n\n<span style=\"font-weight: 400;\">A pesar de contar con m\u00e1s herramientas de publicidad y poder llegar a diferentes p\u00fablicos, para las empresas cada vez es m\u00e1s dif\u00edcil y m\u00e1s caro conseguir tr\u00e1fico cualificado. Debido al crecimiento exponencial de los CPC\u2019s dentro de Google Ads y a la alta competencia existente en el entorno del SEO, los mercados m\u00e1s maduros deben buscar alternativas a las t\u00e9cnicas pull. Ambas situaciones est\u00e1n obligando a las organizaciones a establecer nuevas estrategias push para intentar atraer al cliente potencial. Aqu\u00ed es donde nace la necesidad de integrar la publicidad program\u00e1tica en cada una de las acciones.<\/span>\n\n<span style=\"font-weight: 400;\">As\u00ed lo muestran estudios como el de <\/span><a href=\"https:\/\/research.ascend2.com\/programmatic-advertising-2020\/\"><span style=\"font-weight: 400;\">Ascend2<\/span><\/a><span style=\"font-weight: 400;\">, que indica que la publicidad program\u00e1tica seguir\u00e1 aumentando en Espa\u00f1a, y estima que el 66% de los anunciantes invertir\u00e1 en ella en los pr\u00f3ximos meses. Adem\u00e1s, se\u00f1ala que el principal motivo para seguir apostando por esta tecnolog\u00eda para el 60% de ellos es su retorno de inversi\u00f3n. Esto coincide con otro informe publicado por <\/span><a href=\"https:\/\/iabspain.es\/categora-de-estudio\/programatica\/\"><span style=\"font-weight: 400;\">IAB<\/span><\/a><span style=\"font-weight: 400;\">, que revela que nueve de cada diez anunciantes europeos (86%), incrementar\u00e1n su inversi\u00f3n en publicidad program\u00e1tica en televisiones conectadas en los pr\u00f3ximos meses. Por otro lado, fuentes como <\/span><a href=\"https:\/\/www.emarketer.com\/topics\/topic\/programmatic-advertising\"><span style=\"font-weight: 400;\">eMarketer<\/span><\/a><span style=\"font-weight: 400;\"> aseguran que el aumento provendr\u00e1 principalmente del gasto en m\u00f3viles y v\u00eddeo, y que alrededor del 63% de la inversi\u00f3n en v\u00eddeo proceder\u00e1 de los dispositivos m\u00f3viles.<\/span>\n\n<span style=\"font-weight: 400;\">Dado el r\u00e1pido crecimiento del sector, cada vez m\u00e1s las empresas buscan profesionales formados en el \u00e1mbito de la publicidad program\u00e1tica. Por eso, IEBS Business School ha lanzado el <\/span><a href=\"https:\/\/www.iebschool.com\/programas\/postgrado-publicidad-programatica-native-advertising\/\"><b>Postgrado en Publicidad Program\u00e1tica y Data<\/b><\/a><span style=\"font-weight: 400;\"> para aquellos que quieran especializarse en la compra de tr\u00e1fico online y ser capaces de trabajar con los principales canales de captaci\u00f3n de tr\u00e1fico fr\u00edo para aumentar los leads y las ventas de una empresa.<\/span>","protected":false},"excerpt":{"rendered":"","protected":false},"author":6,"featured_media":4120,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[],"class_list":["post-4375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-somosiebs"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.9 (Yoast SEO v24.6) - 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