{"id":925,"date":"2022-04-29T04:54:39","date_gmt":"2022-04-29T04:54:39","guid":{"rendered":"https:\/\/www.adqva.com\/2022\/04\/29\/what-is-native-advertising\/"},"modified":"2022-04-29T04:54:39","modified_gmt":"2022-04-29T04:54:39","slug":"que-es-la-publicidad-nativa","status":"publish","type":"post","link":"https:\/\/www.adqva.com\/es\/2022\/04\/29\/what-is-native-advertising\/","title":{"rendered":"\u00bfQu\u00e9 es la publicidad nativa?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Durante estos \u00faltimos a\u00f1os, hemos sido testigos de la creciente tendencia de las empresas a utilizar <strong>publicidad nativa<\/strong> en sus estrategias de marketing digital. Gracias a su r\u00e1pida evoluci\u00f3n y a los m\u00faltiples beneficios que presenta frente a la publicidad online m\u00e1s tradicional, cada vez son m\u00e1s los profesionales que apuestan por mejorar sus resultados a trav\u00e9s de esta estrategia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" class=\"wp-image-11728\" style=\"width: 1500px;\" src=\"https:\/\/www.adqva.com\/wp-content\/uploads\/2022\/04\/01-native-advertising.jpg\" alt=\"publicidad nativa\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 es la publicidad nativa?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Podemos definir la publicidad nativa como una t\u00e9cnica publicitaria que consiste en incluir contenidos promocionados dentro de un medio online, respetando el formato y estilo del medio donde se publica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es decir, a diferencia de la publicidad online tradicional, la publicidad nativa nos permite captar la atenci\u00f3n de los usuarios sin que apenas se den cuenta, de forma que podemos dar mayor visibilidad a nuestra marca y generar <strong><em><a href=\"https:\/\/www.adjust.com\/glossary\/engagement\/\">compromiso<\/a><\/em><\/strong> de forma menos intrusiva y m\u00e1s natural.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfQu\u00e9 tipos de publicidad nativa existen?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Podemos clasificar la publicidad nativa de dos formas principales:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Anuncios nativos cerrados<\/strong>: se trata de publicidad que se publica dentro de los l\u00edmites y requisitos de una plataforma determinada, como Facebook o Twitter, lo que limita su alcance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Abrir anuncios nativos<\/strong>: en este caso, es la propia marca la que publicita su contenido a trav\u00e9s de cualquier plataforma que permita a\u00f1adir anuncios nativos. Como veremos m\u00e1s adelante, existen plataformas que nos permiten difundir nuestro contenido en varios sitios web, con la misma tem\u00e1tica y al mismo tiempo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dentro de estos dos tipos, podemos distinguir m\u00faltiples formatos de anuncios. Estos son los m\u00e1s utilizados:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Anuncios de b\u00fasqueda de pago<\/strong>: Anuncios incrustados en los resultados de Google, Bing, Yahoo, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Publicidad en las redes sociales<\/strong>: enlaces patrocinados en Facebook, Twitter, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Anuncios integrados en el contenido<\/strong>: anuncios integrados en el editorial donde se publica.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Widgets recomendados<\/strong>: Contenido recomendado en funci\u00f3n del contenido que est\u00e1 leyendo el usuario.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Listados promocionales<\/strong>promoci\u00f3n de varios productos relacionados con su b\u00fasqueda en Amazon, Google, etc.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><img decoding=\"async\" class=\"wp-image-11734\" style=\"width: 1500px;\" src=\"https:\/\/www.adqva.com\/wp-content\/uploads\/2022\/04\/03-native-advertising.jpg\" alt=\"publicidad nativa\"><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">\u00bfPor qu\u00e9 utilizar la publicidad nativa?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Las ventajas que aporta la publicidad nativa son muchas y muy potentes, y benefician tanto al consumidor final como a las marcas y medios donde se publica. Por ello, no es de extra\u00f1ar el gran \u00e9xito que est\u00e1n teniendo. De todos los beneficios posibles, estos son los que nos parecen m\u00e1s importantes:<\/p>\n\n\n\n<ol class=\"wp-block-list\" type=\"1\"><li>Ofrece una mejor experiencia de usuario, combatiendo la fatiga y el rechazo de muchos usuarios a la publicidad convencional. Por razones \u00e9ticas, es necesario mostrar que se trata de contenido promocionado, pero nos aseguraremos de que los usuarios no lo perciban como intrusivo adapt\u00e1ndolo al medio editorial en el que se publica la promoci\u00f3n. De este modo, los usuarios percibir\u00e1n la promoci\u00f3n como un contenido valioso y responder\u00e1n a ella de forma mucho m\u00e1s positiva.<\/li><li>Nos permite llegar a la audiencia de una forma m\u00e1s fluida y menos intrusiva. A diferencia de la publicidad tradicional, en la que a menudo se interrumpe a la audiencia con contenidos que no ha elegido ver o consumir, la publicidad nativa nos permite ofrecer una posici\u00f3n activa al usuario, mostr\u00e1ndole contenidos de valor relacionados con su b\u00fasqueda actual.<\/li><li>Es m\u00e1s eficaz y genera mayor engagement. Seg\u00fan estudios recientes, al ser m\u00e1s personalizada que la publicidad tradicional, la publicidad nativa puede lograr 53% m\u00e1s visualizaciones que los anuncios gr\u00e1ficos y aumentar la intenci\u00f3n de compra hasta en 18%.<\/li><li>Permite eludir los bloqueadores de anuncios en un mercado publicitario muy saturado, en el que cada vez m\u00e1s usuarios los instalan para evitar experiencias de navegaci\u00f3n negativas y perder el tiempo.<\/li><\/ol>\n\n\n\n<h2 class=\"wp-block-heading\">Consejos para una publicidad nativa eficaz<\/h2>\n\n\n\n<ul class=\"wp-block-list\" type=\"1\"><li>Contenidos no intrusivos<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">No se trata de promocionar su marca, sino de atacar la parte superior del embudo (<strong><em><a href=\"https:\/\/useinsider.com\/glossary\/top-of-the-funnel\/\">TOFU<\/a><\/em><\/strong>) con contenidos de calidad que eduquen al usuario o le ayuden a descubrir un problema (cuesti\u00f3n) que usted puede resolver.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ofrezca contenidos \u00fatiles y d\u00e9jelos con ganas de m\u00e1s<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Para garantizar una buena experiencia del usuario, es necesario dirigirle a una p\u00e1gina con contenido cuando haga clic en los anuncios nativos.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Como nuestro objetivo es que nos dejen sus datos para poder avanzar en el embudo, ofr\u00e9celes contenidos \u00fatiles pero incompletos para dejarles con ganas de saber m\u00e1s. Ofr\u00e9celes informaci\u00f3n valiosa, pero no olvides pedirles su email para que descubran el resto del paquete que tienes para ellos.<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Identifique y defina a sus clientes potenciales<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Este es un paso crucial para que sus campa\u00f1as sean eficaces. Es importante conocer a su p\u00fablico objetivo, no solo para segmentar correctamente las campa\u00f1as, sino tambi\u00e9n para poder crear el mensaje adecuado y orientarlo a resolver los problemas y necesidades espec\u00edficas de su p\u00fablico objetivo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En este punto, tambi\u00e9n tendr\u00e1 que identificar qu\u00e9 medios o canales utiliza su cliente potencial para consumir informaci\u00f3n y c\u00f3mo. Por ejemplo, un adolescente consume informaci\u00f3n de forma m\u00e1s visual y r\u00e1pida, utilizando plataformas como Instagram y Twitter.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En cambio, el gestor de una peque\u00f1a empresa tiende a consultar informaci\u00f3n m\u00e1s t\u00e9cnica, como datos econ\u00f3micos o noticias de actualidad en otro tipo de plataformas, como LinkedIn o blogs econ\u00f3micos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Herramientas de publicidad nativa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Es un hecho que si necesitas que tu estrategia de publicidad nativa llegue al mayor n\u00famero de usuarios posible, tienes que centrar la estrategia en anuncios nativos abiertos para poder promocionar el mismo contenido en varias plataformas o sitios web con la misma tem\u00e1tica. Para posicionar mejor tus anuncios nativos y conseguir una mayor efectividad de tus campa\u00f1as, te recomiendo utilizar alguna de las siguientes herramientas:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">&nbsp;<a href=\"https:\/\/www.taboola.com\/\">Taboola<\/a>&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dispone de un algoritmo predictivo de recomendaci\u00f3n de contenidos que analiza el comportamiento online de los usuarios para que los anunciantes puedan dirigirse directamente a las audiencias m\u00e1s relevantes.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.outbrain.com\/\">Outbrain<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Es una de las plataformas de contenidos m\u00e1s importantes del mercado actual, destacando por ofrecer la mejor media de p\u00e1ginas vistas por usuario con la menor tasa de rebote, lo que se conoce como <strong><em><a href=\"https:\/\/www.wordstream.com\/click-through-rate\">CTR<\/a><\/em><\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.nativo.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Nativo<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Aplicaci\u00f3n que combina an\u00e1lisis de contenidos, seguimiento y control con el objetivo de lograr conexiones significativas con la audiencia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusi\u00f3n<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No es de extra\u00f1ar que el uso de la publicidad nativa est\u00e9 en alza, teniendo en cuenta su gran potencial para llegar a los usuarios de una forma fluida, no intrusiva y que genera mucho engagement.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mi consejo para sacar el m\u00e1ximo partido a este tipo de campa\u00f1as y conseguir los objetivos esperados es, sobre todo, dedicar todo el tiempo necesario a identificar muy bien a tu p\u00fablico potencial, averiguar sus necesidades y problemas, e intentar resolverlos con contenidos de calidad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por supuesto, todo este trabajo previo servir\u00e1 de poco si no realizas un buen an\u00e1lisis de los posibles medios digitales donde colocar tus anuncios y seleccionas los que mejor se adapten a tus propuestas y a tu p\u00fablico ideal, generando mucho impacto y m\u00e1xima visibilidad. Para ello existen plataformas especializadas, que te ser\u00e1n tremendamente \u00fatiles. No dudes en utilizar cualquiera: tus anuncios estar\u00e1n mejor posicionados y tus campa\u00f1as ser\u00e1n m\u00e1s efectivas.<\/p>","protected":false},"excerpt":{"rendered":"<p>During these last years, we have witnessed the growing trend of companies to use native advertising in their digital marketing strategies. Thanks to its rapid evolution and the multiple benefits it presents compared to more traditional online advertising, more and more professionals are betting on improving their results through this strategy. What is native advertising? [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":926,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[13,14],"tags":[15,16,17],"class_list":["post-925","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertisers","category-native-ads","tag-adqva-native-ads","tag-native-ads","tag-native-advertisement"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is native advertising? - AdQVA<\/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:\/\/www.adqva.com\/es\/2022\/04\/29\/que-es-la-publicidad-nativa\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is native advertising? - AdQVA\" \/>\n<meta property=\"og:description\" content=\"During these last years, we have witnessed the growing trend of companies to use native advertising in their digital marketing strategies. 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Thanks to its rapid evolution and the multiple benefits it presents compared to more traditional online advertising, more and more professionals are betting on improving their results through this strategy. What is native advertising? 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