{"id":325248,"date":"2021-04-07T16:48:00","date_gmt":"2021-04-07T16:48:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/estudio-poder-del-contexto\/"},"modified":"2025-05-19T17:21:40","modified_gmt":"2025-05-19T17:21:40","slug":"estudio-poder-del-contexto","status":"publish","type":"post","link":"https:\/\/integralads.com\/es\/insider\/estudio-poder-del-contexto\/","title":{"rendered":"ESTUDIO: El Poder del Contexto"},"content":{"rendered":"<p><strong>C\u00f3mo el contexto y el sentimiento conforman la percepci\u00f3n de los consumidores espa\u00f1oles\u00a0<\/strong><\/p>\n<ul>\n<li><b>Una encuesta realizada por IAS en Espa\u00f1a revela c\u00f3mo el contexto y el sentimiento de los contenidos conforman la percepci\u00f3n que tienen los\u00a0 consumidores de las marcas y sobre\u00a0 los anuncios\u00a0<\/b><\/li>\n<\/ul>\n<ul>\n<li><b>Al mismo tiempo, el trabajo subraya la necesidad para los anunciantes de cambiar el enfoque de su estrategias en el entorno digital de realizar un an\u00e1lisis binario sobre la seguridad de marca al de idoneidad que se fundamenta en sofisticadas tecnolog\u00edas de machine learning y procesamiento del lenguaje natural.<\/b><\/li>\n<\/ul>\n<p>Investigaciones anteriores de IAS han demostrado que la calidad de un entorno publicitario puede influir en la forma en que los consumidores perciben los anuncios y las marcas asociadas a estos. En el cambiante entorno digital, especialmente afectado por la depreciaci\u00f3n de las cookies de terceros, una cosa ha quedado clara: el contexto es fundamental.<\/p>\n<p>Nuestra investigaci\u00f3n El Poder del Contexto da un paso m\u00e1s all\u00e1 y explora los efectos que el contexto y el sentimiento de los contenidos tienen sobre la percepci\u00f3n para el consumidor espa\u00f1ol.<br \/>\nEn cuanto a la percepci\u00f3n de los consumidores espa\u00f1oles sobre la relevancia contextual, la mayor\u00eda de ellos (75%) considera que es importante que las impresiones aparezcan junto a contenido relevante. Adem\u00e1s, un gran porcentaje de los consumidores (81%) considera que la percepci\u00f3n que tienen de un anuncio digital se ve influenciada por el contenido que hay alrededor de este en una p\u00e1gina. Al mismo tiempo, un 70% valora ver anuncios que est\u00e1n relacionados con los temas o art\u00edculos que consumen\u00a0<i>on line<\/i>.<\/p>\n<p>Al mismo tiempo, se analiza la importancia del sentimiento que transmite un art\u00edculo, que podr\u00eda ser positivo, neutral o negativo. Un elemento que para el 79% de los encuestados influye en la opini\u00f3n que tienen hacia las marcas que se anuncian en la p\u00e1gina. Adem\u00e1s, los consumidores son m\u00e1s receptivos a los anuncios insertados junto a contenidos con titulares positivos o neutrales, que adem\u00e1s los encuentran m\u00e1s f\u00e1ciles de recordar y de asociar a una marca. En l\u00ednea con lo anterior, se se\u00f1ala que el 67% de los consumidores es m\u00e1s favorable hacia las marcas que insertan anuncios cerca de contenido con sentimiento positivo. Por otro lado, un 59% es m\u00e1s receptivo a anuncios que aparecen junto a contenido de este tipo.<\/p>\n<p>\u00abEl panorama de la publicidad digital est\u00e1 cambiando r\u00e1pidamente\u00bb, afirma Elisa Lupo, Directora General de Espa\u00f1a, Italia y Portugal de IAS. \u00abHoy, el targeting contextual es fundamental para la correcta optimizaci\u00f3n de las campa\u00f1as. De hecho, muchas marcas han pasado de un enfoque tradicional de control basado \u00fanicamente en la seguridad de la marca y han adoptado otro m\u00e1s personalizado, centrado en la idoneidad de la marca. Este \u00faltimo proporciona informaci\u00f3n sobre el sentimiento o el tono que transmite una determinada p\u00e1gina gracias al uso de una sofisticada tecnolog\u00eda contextual que incluye avances en\u00a0<i>Machine Learning<\/i>\u00a0e Inteligencia Artificial. Esto significa que ahora los anunciantes pueden conectar con los consumidores adecuados en los entornos adecuados, especialmente en medio del proceso de desaparici\u00f3n de las cookies de terceros\u00bb.<br \/>\nLea la nota de prensa y descargue el estudio <a href=\"https:\/\/go.integralads.com\/es-2021-el-poder-del-contexto-estudio.html\">El Poder del Contexto<\/a> y descubra c\u00f3mo el contexto y el sentimiento pueden conformar las percepciones de los consumidores espa\u00f1oles.<br \/>\n\u00a1Gracias! Acceda al contenido en su bandeja de entrada.<\/p>\n<form id=\"mktoForm_7674\"><\/form>\n","protected":false},"excerpt":{"rendered":"<p>El estudio el Poder del Contexto de IAS explora los efectos que el contexto y el sentimiento de los contenidos tienen sobre la percepci\u00f3n.<\/p>\n","protected":false},"author":1,"featured_media":325249,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[605,606,700,705,616,707],"tags":[],"class_list":["post-325248","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-es","category-contextual-targeting-es","category-featured-es","category-informes-es","category-tendencias","category-tendencias-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>ESTUDIO: El Poder del Contexto - IAS<\/title>\n<meta name=\"description\" content=\"El estudio el Poder del Contexto de IAS explora los efectos que el contexto y el sentimiento de los contenidos tienen sobre la percepci\u00f3n.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/es\/insider\/estudio-poder-del-contexto\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ESTUDIO: El Poder del Contexto\" \/>\n<meta property=\"og:description\" content=\"El estudio el Poder del Contexto de IAS explora los efectos que el contexto y el sentimiento de los contenidos tienen sobre la percepci\u00f3n.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/es\/insider\/estudio-poder-del-contexto\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2021-04-07T16:48:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-19T17:21:40+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/09\/IAS_ES_Poder_del_Contexto.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/estudio-poder-del-contexto\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/estudio-poder-del-contexto\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"ESTUDIO: El Poder del Contexto\",\"datePublished\":\"2021-04-07T16:48:00+00:00\",\"dateModified\":\"2025-05-19T17:21:40+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/estudio-poder-del-contexto\\\/\"},\"wordCount\":593,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/es\\\/insider\\\/estudio-poder-del-contexto\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/09\\\/IAS_ES_Poder_del_Contexto.jpeg\",\"articleSection\":[\"Brand Safety &amp; 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