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25 de abril de 2024
COMO OPCIÓN
Youtube mostrará dos avisos seguidos para evitar más interrupciones miércoles 5 de diciembre de 2018 09:01
YouTube introducirá la posibilidad de ver dos anuncios seguidos para después tener menos interrupciones publicitarias durante el contenido del vídeo. Las modificaciones se han publicado en el blog oficial de Google, y la compañía ha afirmado que estos aspectos pretenden "mantener a los anunciantes al tanto de las tendencias" de cambio en la visualización de contenido en la plataforma.
La primera novedad consiste en mostrar dos anuncios que se emiten uno tras otro, después de los cuales "es menos probable que los anuncios los interrumpan" a los usuarios. Según investigaciones de Google sobre los anuncios, la compañía ha constatado que "los espectadores son muy sensibles a la frecuencia de la publicidad, especialmente durante las retransmisiones más largas".
Las interrupciones impactan de forma negativa en las métricas del usuario, por lo que al reducir los parones lleva a "menor abandono de contenido y mayor tasa de visualización de anuncios". Los anuncios se pueden saltar si los usuarios lo desean, aunque aquellos que vean dos anuncios seguidos tendrán un 40% menos de posibilidades, en comparación con los usuarios que no lo hacen, de que más publicidad interrumpa el contenido que visualizan durante la sesión.
Además, según datos internos de YouTube el alcance único, es decir la cantidad de usuarios a los que llega el anuncio, aumenta entre un 8 y un 11%. La frecuencia de reproducción para los anunciantes también crece entre un 5% y un 10% sin que esto tenga impacto en el 'engagement' entre la marca y sus consumidores.
Las 'cápsulas de anuncios' son una herramienta en pruebas que llegará este año a la versión de YouTube para escritorio, y después a móviles y televisiones.