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$ร NP TF IB SFQBSUJEP FM OFHPDJP Evoluciรณn de la inversiรณn publicitaria (mill. de โ ฌ) 2.011 2.122

2015

604

2016

+3,1%

VARIACIร N TOTAL

540 393 562 473

327 388

219 320

216 36

Prensa

Internet

Radio

Exterior Revista Dominical

CIne

La publicidad display en internet (mill. de โ ฌ)

43%

10% (54,7)

8% (40,8)

RRSS

Portales temรกticos*

(233,8)

Prensa digital

21% (115,3) Otros**

5% (28,8) Portales generalistas 5% (26,8) Revistas digitales

5% (25,8) TV digital 3% (14,2) Radio dig.

* Deportes, empleo, familiares, femeninos, finanzas, infantiles, inmobiliaria, juegos, motor, ocio, tecnologรญa y viajes. ** Portales de apuntes universitarios y foros muy concurridos. Fuente: ร ndice de Inversiรณn Publicitaria. Arce Media y Media Hotline

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47%

Mujeres

6TVBSJPT QPS FEBE

63%

35-65 años

37%

Otros

6TVBSJPT QPS DMBTF TPDJBM

42%

28%

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20MINUTOS 7JFSOFT EF FOFSP EF XI

LA NUEVA CONSTANTE, EL CAMBIO.

LA CLAVE PARA LIDERAR, REDEFINIR LOS MEDIOS.

Lo último hoy ya es lo penúltimo mañana. La marca se convierte en producto y el producto en mensaje. El consumidor es prescriptor de la oferta, y su comportamiento se traduce a data. Los targets son grupos de individuos seleccionados uno a uno. El medio también es punto de venta, la conversión es digital y ocurre en movilidad. La emoción es el motor que acelera esta convergencia. Una revolución constante que nos enfrenta al reto de redefinir nuestra visión de los medios, en tiempo real. Creando cada vez más valor de negocio para nuestros clientes.

#1RECMA 2016 por cuarto año consecutivo

www.carat.com/es/es/

PRIMERA AGENCIA DE MEDIOS EN ESPAÑA Única clasificada A+ compitches

CARAT MADRID Glorieta del Mar Caribe, 1 28043, Madrid tel.: +34 91 353 62 00

CARAT BARCELONA Avda. Diagonal, 601 08028, Barcelona tel.: +34 93 365 44 00

7JFSOFT EF FOFSP EF 20MINUTOS

XII

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20MINUTOS 7JFSOFT EF FOFSP EF XV

7JFSOFT EF FOFSP EF ย 20MINUTOS

XVI

:ร 7 :; B7 FK8B?9?:7: FHE=H7Cร J?97 -" $-"7&

&M DSFDJNJFOUP EF MB QSPHSBNร UJDB FO EJTQMBZ Z Wร EFP Cuota estimada del mercado programรกtico por paรญses (2017) 80% 60%

59%

56%

52% 40% 33%

EE UU

Holanda

R. Unido

Francia

Australia

Japรณn

Alemania

31%

23%

Espaรฑa

China

Ingresos publicitarios en vรญdeo en los cinco paรญses mรกs importantes de Europa* Vรญdeo programรกtico % sobre el total de vรญdeo (Mโ ฌ)

33,2% (626,5)

Vรญdeo no programรกtico

30,3% (503) 25,8% (368,8) 18,7% (225,5)

12,2% 119,6

2012

2013

2014

2015

Fuente: Statista, Magna Global, IHS. * Reino Unido, Alemania, Francia, Italia y Holanda

:7J7" 9B7L; F7H7 B7 FK8B?9?:7: :?=?J7B "/ยฆ-*4*4

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2017

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