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Social media — particularly Facebook, Twitter, and Instagram — has emerged as a key component in supporting sponsorship activations among a great majority of marketers, according to a new study by the ANA (Association of National Advertisers.)The study revealed that 85% of the marketers surveyed use social media to support sponsorships before, during, and after the sponsorship. Additionally, almost half (44%) employs a range of “advanced technologies” such as 360-degree photography, beacons, virtual reality, and RFID (radio-frequency identification) as support for their sponsorship activations.The study, Use of Social Media and Advanced Technologies for Sponsorship, indicated that the primary reasons marketers use either social media or advanced technologies to support a brand’s sponsorship activations were the same:-Generate awareness-Connect with customers during the event-Improve brand perception“Sponsorships are becoming an increasingly important part of the marketing mix, and with good reason” said ANA’s CEO, Bob Liodice. “Giving those activities a boost via the aggressive use of social media and other new technologies makes sense because of the ROI it provides.”Sponsorship spending in North America is projected to be $23 billion in 2017, according to ESP/IEG, a consultancy that tracks sponsorship spending and trends. Sports events dominate the list of all sponsorship spending, accounting for about 70%, followed by entertainment at 10%.
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