{"id":11318,"date":"2020-03-31T14:05:18","date_gmt":"2020-03-31T14:05:18","guid":{"rendered":"https:\/\/www.criteo.com\/es\/?p=11318"},"modified":"2021-01-05T18:28:59","modified_gmt":"2021-01-05T18:28:59","slug":"informe-de-analista-forrester-retailers-youre-the-next-media-moguls","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/es\/blog\/informe-de-analista-forrester-retailers-youre-the-next-media-moguls\/","title":{"rendered":"[INFORME DE ANALISTA] Forrester \u2013 Retailers: You\u2019re The Next Media Moguls"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p>\u00ab<em>Las redes de Retail Media de las empresas comerciales est\u00e1n aumentando y transformar\u00e1n las compras<\/em>\u00bb predice la\u00a0 analista del sector de Forrester\u00a0<a href=\"https:\/\/www.forrester.com\/Sucharita-Kodali\">Sucharita Kodali<\/a>\u00a0(<a href=\"https:\/\/twitter.com\/smulpuru\">@smulpuru<\/a>) en su nuevo informe de investigaci\u00f3n\u00a0<a href=\"https:\/\/www.forrester.com\/report\/Retailers+Youre+The+Next+Media+Moguls\/-\/E-RES143841\">Retailers:<\/a><a href=\"https:\/\/www.forrester.com\/report\/Retailers+Youre+The+Next+Media+Moguls\/-\/E-RES143841\"> You&#8217;re The Next Media Moguls<\/a> (suscripci\u00f3n obligatoria; pulsa en el siguiente bot\u00f3n para leer el informe por cortes\u00eda de Criteo) publicado el 21\/2\/20 con <a href=\"https:\/\/www.forrester.com\/Fiona-Swerdlow\">Fiona Swerdlow<\/a>,\u00a0<a href=\"https:\/\/www.forrester.com\/Collin-Colburn\">Collin Colburn<\/a>,\u00a0<a href=\"https:\/\/www.forrester.com\/Joanna-O'Connell\">Joanna O&#8217;Connell<\/a>\u00a0y\u00a0Nicole Murgia.<\/p>\n<p>Tal y como explicamos en nuestro \u00faltimo post, Amazon y otros retailers como Best Buy y Walmart han creado redes de Retail Media, que no solo ofrecen mejores experiencias de compra presentando anuncios en los momentos oportunos a sus clientes sino que tambi\u00e9n \u00ab<em>cultivan una nueva fuente de ingresos de gran crecimiento con buenos m\u00e1rgenes.<\/em>&#8221;<\/p>\n<figure id=\"attachment_11321\" aria-describedby=\"caption-attachment-11321\" style=\"width: 640px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-11321 size-large\" src=\"https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES-791x1024.png\" alt=\"\" width=\"640\" height=\"829\" srcset=\"https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES-791x1024.png 791w, https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES-232x300.png 232w, https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES-768x994.png 768w, https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES-1187x1536.png 1187w, https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES-1583x2048.png 1583w, https:\/\/www.criteo.com\/es\/wp-content\/uploads\/sites\/8\/2020\/03\/Chart-ES.png 1700w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><figcaption id=\"caption-attachment-11321\" class=\"wp-caption-text\">Forrester: \u00abLos sitios web de retailers y las tiendas f\u00edsicas son clave en la fase de descubrimiento e investigaci\u00f3n en todas las categor\u00edas\u00bb (fig 3. en Retailers: You&#8217;re The Next Media Moguls, 21 de febrero de 2020)<\/figcaption><\/figure>\n<p>Sus principales puntos son:<\/p>\n<ul>\n<li>Las empresas comerciales y los Profesionales del Marketing forman la pareja ideal, porque los retailers son una parada obligada en el proceso de descubrimiento e investigaci\u00f3n y constituyen una fuente de ingresos completamente nueva.<\/li>\n<li>Los retailers se est\u00e1n aproximando a los medios de manera muy cauta y deber\u00edan plantearse construir su propia red.<\/li>\n<\/ul>\n<p>Sugiere a los retailers que deber\u00edan \u00abplantearse asociarse con empresas como <a href=\"https:\/\/www.criteo.com\/es\/solutions\/brands\/\">Criteo Retail Media<\/a> e Intent Media, que cuentan con ofertas integrales para ayudar a las empresas comerciales a establecer y extraer sus datos para mostrar anuncios de manera inteligente a diferentes audiencias&#8221;.<\/p>\n<p>Su otra recomendaci\u00f3n para los retailers es que contin\u00faen cuidando la experiencia del consumidor.<\/p>\n<p>En cuanto a las marcas, deber\u00edan acoger positivamente este nuevo canal de publicaci\u00f3n ya que les ofrece &#8220;tanto valor [&#8230;] como Facebook y Google.&#8221;<\/p>\n<p>Esto tambi\u00e9n implica que las agencias tienen que ponerse al d\u00eda en esto. Observa que a\u00fan no se tiene mucha consciencia sobre ello ya que \u00abmuchos media planners a\u00fan no conocen este formato de publicidad y otros pueden tener cierta reticencia a adoptarlo ya que requiere m\u00e1s trabajo de prueba y perfeccionamiento\u00bb.<\/p>\n<p>Consulta las soluciones de Retail Media de Criteo para <a href=\"https:\/\/www.criteo.com\/es\/solutions\/brands\/\">marcas<\/a> y <a href=\"https:\/\/www.criteo.com\/es\/solutions\/retailers\/\">retailers<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; \u00abLas redes de Retail Media de las empresas comerciales est\u00e1n aumentando y transformar\u00e1n las compras\u00bb predice la\u00a0 analista del sector de Forrester\u00a0Sucharita Kodali\u00a0(@smulpuru) en su nuevo informe de investigaci\u00f3n\u00a0Retailers: You&#8217;re The Next Media Moguls (suscripci\u00f3n obligatoria; pulsa en el siguiente bot\u00f3n para leer el informe por cortes\u00eda de Criteo) publicado el 21\/2\/20 con Fiona [&hellip;]<\/p>\n","protected":false},"author":55,"featured_media":9728,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[93],"coauthors":[],"class_list":{"0":"post-11318","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-criteo-updates"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":true,"has_embed":false,"podcast_audio_length":"","download_url":"https:\/\/reprints.forrester.com\/#\/assets\/2\/1542\/RES143841\/reports","download_button_text":"Lee este informe"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[INFORME DE ANALISTA] Forrester \u2013 Retailers: You\u2019re The Next Media Moguls | ES - Criteo<\/title>\n<meta name=\"description\" content=\"Retail Media: \u00abLas redes de las empresas comerciales 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