Conferencia realizada por Juan Carlos Samper durante el Digital Day IAB Colombia en Medellín.

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Fuente: AA forecast. Datos y proyecciones de inversión publicitaria. Reino Unido.

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10. Octubre 24, 1994, HotWired hizo historia al
colocar el primer banner en su sitio….
Saben que logró?
42% click through rate!

11. La efectividad de la publicidad online es
dificil de medir cuando solo se considera
un pedacito del pie….
Que pasa
con el
99.5% de
los que no
hacen
click?
MARCA!!!
Menos del 0.5%
hacen click
(5 in 1000)

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14. W ds W
ds
/EdZEd
W W
TV 64% TV 55%
Friends/Relatives/Colleagues 58% Friends/Relatives/Colleagues 54%
Printed brochures/
53% 52%
Salesperson at store Catalogues
Fashion/Beauty magazines 49%
Internet 52%
Printed brochures/ Internet 45%
50%
Catalogues
Magazines (general interest) 42%
Radio 46%
Salesperson at store 41%
Newspapers 45%
Newspapers 35%
Magazines 44%
Radio 34%
Retailers 40%
Retailers 32%
Email/ e-newsletters /
40% Email/ e-newsletters /
Membership scheme I join 31%
Membership scheme I join
Direct mail 34% Direct mail 28%
Others 31% Others 25%
^ Y ^ Y ^
d

15. Daily/Almost daily 3-4 days a week 1-2 days a week 2-3 days a month Once a month or less often Never Regularly
Use the internet for personal purposes 80% 12% 95%
Watch TV 72% 10% 6% 8% 87%
Use the internet for work/study purposes 69% 15% 7% 91%
Listen to radio 52% 13% 11% 8% 10% 76%
Listen to music (excl online on mobile phones) 49% 13% 10% 7% 17% 72%
Read newspapers 31% 14% 19% 11% 16% 9% 64%
Listen to music online 29% 13% 14% 7% 13% 24% 56%
Listen to music on mobile phones 20% 9% 9% 5% 13% 44% 38%
Read magazines 14% 13% 20% 17% 25% 12% 46%
Access email on mobile phones 6% 10% 76% 12%
Go to the movies 6% 19% 48% 24% 9%
^ Y D h
d

16. ds
' W D
' Z ^
Z 87% 86% 89% 89% 89% 87% 83% 88% 87% 87% 87% 82% 85% 89%
Daily/Almost daily
3-4 days a week
67% 67% 66% 70%
72% 70% 73% 74% 74% 71% 72% 73%
77% 78%
1-2 days a week
2-3 days a month
7%
9% 14% 13% 10%
10% 10% 7% 5% 11% 10% 9% 10%
6% 9% 5% 5%
6% 7% 8% 1% 4% 7% 5% 6% 5%
5% 6% Once a month or less
12% 14% often
8% 9% 7% 11% 8% 7% 9% 8% 10%
6% 6% 6%
d D h ^ E W E E Never
W W
W
^ Y D h

17. ' W D
' Z ^
Z 76% 75% 78% 77% 78% 78% 72% 80% 76% 72% 76% 77% 76% 76%
Daily/Almost daily
47% 48% 47%
52% 52% 52% 52% 53% 52% 55% 52% 52% 3-4 days a week
59% 60%
1-2 days a week
16% 15% 14%
13% 13% 14% 15% 14% 13% 13% 14%
6% 16%
6% 11% 10% 2-3 days a month
11% 10% 14% 12% 11% 11% 10%
12% 10% 10% 7%
9% 7%
5% 6% 5% 7% 5% 9% 6% 6% 5% 6%
6% 5%
8% 9% 9% 8% 9% Once a month or less
8% 8% 10% 7% 4% 6% 8%
16% 16% often
10% 11% 9% 7% 10% 12% 9% 10% 12% 10% 11% 10%
d D h ^ E W E E Never
W W
W
^ Y D h

18. /
' W D
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Z 95% 95% 96% 95% 95% 96% 96% 97% 95% 95% 96% 89% 94% 97%
Daily/Almost daily
57% 3-4 days a week
80% 80% 80% 75% 78% 78% 76%
82% 81% 81% 81% 81% 84%
1-2 days a week
23% 2-3 days a month
16% 12% 13%
12% 11% 12% 10% 12% 9% Once a month or less
10% 11% 11% 11% 10%
5% often
5% 6%
7%
d D h ^ E W E E Never
W W
W
^ Y D h

19. ' W D
' Z ^
Z 82% 83% 82% 81% 87% 87% 79% 83% 85% 74% 83% 82% 83% 82%
Daily/Almost daily
52% 49%
3-4 days a week
61% 64% 60% 61% 63% 64% 61% 61% 62%
66% 70%
74%
1-2 days a week
14%
19%
13% 14% 10% 14% 14% 12% 2-3 days a month
11% 13% 11%
13% 13%
10% 7% 7%
8% 9% 7% 8% 7% 10% 8% 5% 8% 8%
5% 8%
5% 7% 8% 5% 5% 5%
6% 5% 5% Once a month or less
6% 7% 6% 9% 6% 5% 5%
8% 5% 6% often
7% 7% 7% 12% 8% 7% 7% 9% 8%
5% 5% 6% 6%
d D h ^ E W E E Never
W W
W
^ Y D h

20. ' W D
' Z ^
Z 46% 47% 46% 38% 47% 56% 56% 54% 47% 38% 46% 52% 50% 42%
14% 13% 10% 13% 12% 9% 13% 9% 11%
14% 18% 19% 19% 17% Daily/Almost daily
13% 13% 16% 13%
13% 12% 12% 13% 13%
14% 13%
14% 13% 13% 3-4 days a week
15% 15%
21% 19%
20% 19% 22% 22% 20%
27% 21%
23% 23% 22%
21% 19% 1-2 days a week
18% 15% 17% 19%
17% 16% 18%
14% 16% 15%
13% 15%
2-3 days a month
26%
29% 26%
25% 23% 27% 25% 23% 27%
20% 20% 23% 26% 23%
Once a month or less
13% 8% 17% often
12% 10% 12% 11% 10% 10% 9% 12% 9% 12% 11%
d D h ^ E W E E Never
W W
W
^ Y D h

21. ' W D
' Z ^
Z 64% 65% 63% 56% 62% 69% 78% 73% 64% 54% 64% 73% 64% 63%
17% Daily/Almost daily
28% 23% 28%
31% 32% 30% 30% 31% 34% 35%
40% 42%
16% 52% 3-4 days a week
13%
13% 15% 15% 15%
14% 14% 14%
18% 13%
23% 12% 17% 1-2 days a week
13%
19% 19% 19% 17% 21% 19% 21%
11% 17%
11% 17% 13%
18% 20%
10% 2-3 days a month
11% 11% 13% 15% 11% 11% 11% 11%
8%
20% 9% 19% 7%
16% 14% 18% 17% 14% 9% 18% 16% 15% 18%
11% Once a month or less
12%
9% 14% often
9% 10% 9% 12% 8% 9% 8% 9% 9% 10% 8%
5% 6%
d D h ^ E W E E Never
W W
W
^ Y D h

22. 60% Watch TV (n=1091) Listen to radio (n=1064)
Use the internet for personal purposes (n=1165) Use the internet for work/study purposes (n=1145)
Read magazines (n=1048) Read newspapers (n=1077)
50%
40%
30%
20%
10%
0%
6am to 9am 9am to Noon Noon to 2pm 2pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 6am
^ Y D h d t

23. 60%
Watch TV (n=1091) Listen to radio (n=1064)
Use the internet for personal purposes (n=1165) Use the internet for work/study purposes (n=1145)
Read magazines (n=1048) Read newspapers (n=1077)
50%
40%
30%
20%
10%
0%
6am to 9am 9am to Noon Noon to 2pm 2pm to 6pm 6pm to 9pm 9pm to Midnight Midnight to 6am
^ Y D h d t

24. Not Important; Can live without it 2 3 4 Essential to my life
Total 5% 8% 26% 34% 26%
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26. Website donde prefiere encontrar
publicidad
, D NSE 1 NSE 2 NSE 3 NSE 4 NSE 5 NSE 6
En páginas
de Internet
62%
En el
correo
electrónico
47%
En
buscadores
34%
En programas
de mensajería
instantánea
12%
Base: 7.409 Total Internautas

27. Nivel saturación de publicidad
percibido en los diferentes medios
Base: 7.409 Total Internautas

28. Reacciones ante el impacto de
la publicidad
Internet motiva la búsqueda de
información complementaria
Base: 7.409 Total Internautas

29. Evaluación de los medios
en cuanto a la publicidad
Internet
Televisión
Prensa
Revistas
Radio
Ninguna
Base: 7.409 Total Internautas

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33. Y ahora…..las 4 C del
Marketing Digital
Canal
Contenido
Comercio
Comunidad

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11
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0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
6/
20
12 07
/0
6/
20
07
0%
13
/0
6/
20
14 07
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6/
20
15 07
/0
6/
20
16 07
/0
6/
20
17 07
/0
d
6/
20
18 07
/0
6/
20
19 07
/0
6/
20
20 07
/0
55%
6/
20
21 07
/0
6/
20
22 07
/0
6/
20
23 07
/0
6/
20
24 07
/0
6/
20
25 07
/0
6/
20
26 07
/0
6/
20
27 07
/0
65%
6/
20
28 07
/0
6/
20
29 07
/0
6/
20
30 07
/0
6/
20
01 07
/0
7/
20
02 07
/0
7/
20
03 07
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7/
20
04 07
/0
75%
7/
20
05 07
ds
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7/
20
06 07
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7/
20
07 07
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7/
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08 07
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7/
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09 07
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7/
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07
80%

41. ds
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• Frequenc
Trps Cover Unique y Cost
Build Cover £
• Wk1 100 55% 55% 2 375,000
Wk2 100 65% 10% 3 375,000
Wk3 100 75% 10% 4 375,000
• ^
Wk4 100 80% 5% 5 375,000
Total 400 80% 80% 5 1,500,000

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