{"id":325369,"date":"2022-11-08T14:19:08","date_gmt":"2022-11-08T14:19:08","guid":{"rendered":"https:\/\/integralads.com\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/"},"modified":"2023-12-15T14:17:09","modified_gmt":"2023-12-15T14:17:09","slug":"evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol","status":"publish","type":"post","link":"https:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/","title":{"rendered":"Evita marcarte un gol en propia puerta con tus campa\u00f1as durante el Mundial de F\u00fatbol"},"content":{"rendered":"\n<p>La Copa Mundial de la FIFA est\u00e1 en camino de convertirse en uno de los acontecimientos publicitarios m\u00e1s complejos de los \u00faltimos a\u00f1os debido a una serie de factores:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Su proximidad a la Navidad. La final de la Copa de este a\u00f1o se celebra la semana anterior al d\u00eda de Navidad, por lo que hay muchas oportunidades de causar un verdadero impacto durante el periodo de compras festivo.<\/li>\n\n\n\n<li>Riesgos para la seguridad de la marca debido al historial de derechos humanos en Qatar.<\/li>\n\n\n\n<li>Como todos sabemos, la industria digital est\u00e1 creciendo r\u00e1pidamente y la tecnolog\u00eda ha avanzado a pasos agigantados incluso desde la \u00faltima Copa Mundial en 2018, lo que significa que ahora hay m\u00e1s formas exclusivas y espec\u00edficas de garantizar que una marca sea vista y recordada.<\/li>\n<\/ul>\n\n\n\n<p><strong>Con tanta pol\u00e9mica antes de que el Mundial haya comenzado, la tecnolog\u00eda de segmentaci\u00f3n contextual ser\u00e1 crucial para mantener a las marcas a salvo<\/strong>, ya que durante el evento, pueden aparecer distintas palabras clave que pueden afectar al cumplimiento o desarrollo de las campa\u00f1as, y que debemos controlar no mediante listados tradicionales de keywords, sino mediante tecnolog\u00edas contextuales, para que pueda ser detectado el sentimiento positivo, negativo o neutro del contenido. <\/p>\n\n\n\n<p>Aqu\u00ed tienes algunos puntos que podr\u00edan ser controvertidos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Qatar<\/strong> &#8211; hay muchas noticias positivas sobre comunidades que se unen para apoyar la Copa Mundial de Qatar. Por no hablar de la compa\u00f1\u00eda a\u00e9rea, por supuesto.&nbsp;<\/li>\n\n\n\n<li><strong>Derechos Humanos <\/strong>&#8211; muchas organizaciones de <em>derechos humanos<\/em> publican art\u00edculos y contenido que es completamente seguro para las marcas.&nbsp;<\/li>\n\n\n\n<li><strong>Disparo<\/strong> &#8211; \u00bf<em>dispara<\/em>? \u00bfmarca gol?&nbsp;<\/li>\n\n\n\n<li><strong>Ataque <\/strong>&#8211; no se puede tener la posesi\u00f3n del bal\u00f3n sin un gran <em>ataque.<\/em><\/li>\n\n\n\n<li><strong>Defensa <\/strong>&#8211; \u00a1Una buena estrategia <em>defensiva<\/em> puede marcar la diferencia entre ganar o perder el Mundial!<\/li>\n\n\n\n<li><strong>Protesta<\/strong> &#8211; Uno de los que hay que tener en cuenta durante todo el a\u00f1o.<\/li>\n\n\n\n<li><strong>LGBTQ+<\/strong> &#8211; Incluirlo en las listas de exclusi\u00f3n puede dar lugar a graves acusaciones de discriminaci\u00f3n a esta comunidad.<\/li>\n\n\n\n<li><strong>Alcohol<\/strong> &#8211; No est\u00e1 permitido en Qatar, pero es probable que las ventas de <em>alcohol<\/em> en todo el mundo se disparen durante el torneo.<\/li>\n\n\n\n<li><strong>Rusia u otras regiones<\/strong> &#8211; Inevitablemente, durante la Copa Mundial de la FIFA habr\u00e1 periodistas que hagan comparaciones con a\u00f1os anteriores en lugares como Rusia.<\/li>\n<\/ul>\n\n\n\n<p>Si quieres ver nuestra gu\u00eda completa para la Copa Mundial de la FIFA de 2022, haz click <a href=\"https:\/\/integralads.com\/solutions\/\">aqu\u00ed<\/a>.<\/p>\n\n\n\n<p>\u00a1Y no te olvides de participar en nuestro sorteo <a href=\"http:\/\/ias.fantasizr.com\">IAS FIFA World Cup 2022<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Copa Mundial de la FIFA est\u00e1 en camino de convertirse en uno de los acontecimientos publicitarios m\u00e1s complejos de los \u00faltimos a\u00f1os debido a una serie de factores: Con tanta pol\u00e9mica antes de que el Mundial haya comenzado, la&#8230;<\/p>\n","protected":false},"author":1,"featured_media":315198,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[605,606],"tags":[],"class_list":["post-325369","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-es","category-contextual-targeting-es"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Evita marcarte un gol en propia puerta con tus campa\u00f1as durante el Mundial de F\u00fatbol - Integral Ad Science<\/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:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Evita marcarte un gol en propia puerta con tus campa\u00f1as durante el Mundial de F\u00fatbol\" \/>\n<meta property=\"og:description\" content=\"La Copa Mundial de la FIFA est\u00e1 en camino de convertirse en uno de los acontecimientos publicitarios m\u00e1s complejos de los \u00faltimos a\u00f1os debido a una serie de factores: Con tanta pol\u00e9mica antes de que el Mundial haya comenzado, la...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-08T14:19:08+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-12-15T14:17:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/UK_FIFA_Tile.jpg\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Evita marcarte un gol en propia puerta con tus campa\u00f1as durante el Mundial de F\u00fatbol\",\"datePublished\":\"2022-11-08T14:19:08+00:00\",\"dateModified\":\"2023-12-15T14:17:09+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/\"},\"wordCount\":444,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/es\/insider\/evita-marcarte-un-gol-en-propia-puerta-con-tus-campanas-durante-el-mundial-de-futbol\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2022\/11\/UK_FIFA_Tile.jpg\",\"articleSection\":[\"Brand Safety &amp; 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