{"id":412082,"date":"2019-04-08T00:00:00","date_gmt":"2019-04-08T00:00:00","guid":{"rendered":"https:\/\/adevinta.es\/stories\/articles\/branded-content-adevinta-inspirational"},"modified":"2019-04-08T00:00:00","modified_gmt":"2019-04-08T00:00:00","slug":"branded-content-adevinta-inspirational","status":"publish","type":"story","link":"https:\/\/adevinta.com\/es\/cuentos\/articulos\/branded-content-adevinta-inspirational\/","title":{"rendered":"Branded Content y fidelizaci\u00f3n de usuarios, ejes de la participaci\u00f3n de Adevinta en el Inspirational"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p style=\"font-weight: 400\">El pasado lunes, 8 de abril, Adevinta particip\u00f3 en la \u00faltima edici\u00f3n del festival\u00a0<a href=\"https:\/\/inspirationalfestival.com\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Inspirational<\/em><\/a>, organizado por IAB Spain. La XII edici\u00f3n de este evento tuvo lugar en el C\u00edrculo de Bellas Artes de Madrid.<\/p>\n<p style=\"font-weight: 400\">A lo largo de la ma\u00f1ana diferentes expertos del sector de la publicidad y el marketing digital pasaron por este foro para abordar tem\u00e1ticas como la\u00a0<em>data<\/em>, el contenido, el uso del v\u00eddeo o el\u00a0<em>digital business<\/em>.<\/p>\n<p style=\"font-weight: 400\">Por parte de Adevinta, Montse Lavilla (directora de marketing y comunicaci\u00f3n de Fotocasa y Habitaclia), Nano Fern\u00e1ndez (Industry Motor Expert), Javier Mata (Industry Expert Banca y Seguros) y Sonia Medina (Key Account Manager) fueron los encargados de realizar una ponencia y mesa redonda dedicada al <em>branded content<\/em>\u00a0y a la fidelizaci\u00f3n de usuarios.<\/p>\n<p style=\"font-weight: 400\">Entre otras cuestiones, se abord\u00f3 el cambio de paradigma que se ha producido y en el que ahora el consumidor es m\u00e1s part\u00edcipe de los mensajes de las marcas. Adem\u00e1s, se pusieron de manifiesto cu\u00e1les son las diferencias entre la publicidad convencional y el\u00a0<em>branded content<\/em>. Entre estas diferencias, destaca que el\u00a0<em>branded content\u00a0<\/em>utiliza un lenguaje de\u00a0<em>entertainment<\/em>\u00a0o\u00a0<em>clusters\u00a0<\/em>de <a href=\"https:\/\/adevinta.com\/actualidad\/como-aprovechar-bien-la-data-para-segmentacion-en-publicidad\/\" target=\"_blank\" rel=\"noopener noreferrer\">audiencia segmentada gracias a la <em>data<\/em><\/a><em>.<\/em><\/p>\n<p style=\"font-weight: 400\">Adem\u00e1s, los expertos de Adevinta explicaron que una de las claves del\u00a0<em>branded content\u00a0<\/em>reside en poner en valor el objetivo que se persigue y ser conscientes de que el\u00a0<em>branded content\u00a0<\/em>cubre diferentes objetivos en las diferentes partes del\u00a0<em>funnel<\/em>.<\/p>\n<p style=\"font-weight: 400\">Por \u00faltimo tambi\u00e9n hubo tiempo para hablar de c\u00f3mo medir el\u00a0<em>branded content<\/em>\u00a0con m\u00e9tricas de\u00a0<em>branding\u00a0<\/em>y de\u00a0<em>engagement.\u00a0<\/em>Una de las claves para realizar una buena medici\u00f3n, tal y como se\u00f1alaron los profesionales de Adevinta, pasa por analizarlo desde la perspectiva del contenido, la plataforma y la marca.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; El pasado lunes, 8 de abril, Adevinta particip\u00f3 en la \u00faltima edici\u00f3n del festival\u00a0Inspirational, organizado por IAB Spain. La XII edici\u00f3n de este evento tuvo lugar en el C\u00edrculo de Bellas Artes de Madrid. A lo largo de la ma\u00f1ana diferentes expertos del sector de la publicidad y el marketing digital pasaron por este [&hellip;]<\/p>\n","protected":false},"featured_media":212083,"template":"","categories":[],"classification":[145],"culture":[],"class_list":["post-412082","story","type-story","status-publish","has-post-thumbnail","hentry","classification-publicidad"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.9 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Branded Content y fidelizaci\u00f3n de usuarios, ejes de la participaci\u00f3n de Adevinta en el Inspirational - Adevinta<\/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:\/\/adevinta.com\/es\/cuentos\/articulos\/branded-content-adevinta-inspirational\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branded Content y fidelizaci\u00f3n de usuarios, ejes de la participaci\u00f3n de Adevinta en el Inspirational\" \/>\n<meta property=\"og:description\" content=\"&nbsp; El pasado lunes, 8 de abril, Adevinta particip\u00f3 en la \u00faltima edici\u00f3n del festival\u00a0Inspirational, organizado por IAB Spain. 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