{"id":1238,"date":"2021-07-23T17:55:57","date_gmt":"2021-07-23T17:55:57","guid":{"rendered":"http:\/\/dummy.xtemos.com\/woodmart2\/?p=1238"},"modified":"2026-09-21T13:39:36","modified_gmt":"2026-09-21T13:39:36","slug":"tv-vs-streaming-donde-conviene-invertir-en-publicidad-en-argentina","status":"publish","type":"post","link":"https:\/\/dasherandcrank.com\/wama\/2021\/07\/23\/tv-vs-streaming-donde-conviene-invertir-en-publicidad-en-argentina\/","title":{"rendered":"TV vs. Streaming: \u00bfd\u00f3nde conviene invertir en publicidad en Argentina?"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row][vc_column]\t\t<div id=\"wd-6ab132b8264dd\" class=\"wd-text-block wd-wpb reset-last-child wd-rs-6ab132b8264dd text-left \">\n\t\t\t<p class=\"isSelectedEnd\">La televisi\u00f3n y el streaming forman parte de un mismo ecosistema audiovisual, pero ofrecen posibilidades diferentes para una marca. Mientras la <a href=\"https:\/\/dasherandcrank.com\/wama\/publicidad-en-television\/\"><strong>publicidad en televisi\u00f3n<\/strong><\/a> se destaca por su capacidad de generar cobertura y notoriedad, el <strong><a href=\"https:\/\/dasherandcrank.com\/wama\/publicidad-en-streaming\/\">streaming<\/a> permite sumar segmentaci\u00f3n, flexibilidad y m\u00e9tricas digitales<\/strong>.<\/p>\n<p class=\"isSelectedEnd\">Por eso, al planificar una campa\u00f1a en Argentina, la pregunta no deber\u00eda ser solamente TV o Streaming, sino <strong>qu\u00e9 funci\u00f3n puede cumplir cada medio dentro de la estrategia<\/strong>.<\/p>\n<h2>\u00bfCu\u00e1ndo conviene hacer publicidad en televisi\u00f3n?<\/h2>\n<p class=\"isSelectedEnd\">La televisi\u00f3n sigue siendo una alternativa relevante cuando una campa\u00f1a necesita alcanzar r\u00e1pidamente una audiencia amplia.<\/p>\n<p class=\"isSelectedEnd\">Entre sus principales fortalezas encontramos:<\/p>\n<ul data-spread=\"false\">\n<li>Gran capacidad de cobertura.<\/li>\n<li>Alto impacto audiovisual.<\/li>\n<li>Construcci\u00f3n de marca.<\/li>\n<li>Frecuencia a trav\u00e9s de una planificaci\u00f3n adecuada.<\/li>\n<li>Presencia en contenidos de alta audiencia.<\/li>\n<\/ul>\n<p class=\"isSelectedEnd\">Para analizar su rendimiento se utilizan indicadores como <strong>Rating, Reach, Frecuencia, GRPs y TRPs<\/strong>, que permiten evaluar la presi\u00f3n publicitaria y cobertura obtenida.<\/p>\n<p class=\"isSelectedEnd\">La TV puede ser especialmente interesante para <strong>lanzamientos, campa\u00f1as institucionales, consumo masivo y estrategias de branding<\/strong>.<\/p>\n<h2>\u00bfQu\u00e9 aporta el Streaming?<\/h2>\n<p class=\"isSelectedEnd\">El crecimiento de YouTube, plataformas OTT, Connected TV (CTV), Twitch y canales de streaming en vivo ampli\u00f3 considerablemente las posibilidades de la publicidad audiovisual.<\/p>\n<p class=\"isSelectedEnd\">Estos entornos permiten trabajar con m\u00e9tricas como:<\/p>\n<ul data-spread=\"false\">\n<li>Impresiones.<\/li>\n<li>CPM.<\/li>\n<li>Alcance.<\/li>\n<li>Frecuencia.<\/li>\n<li>Visualizaciones.<\/li>\n<li>Video Completion Rate.<\/li>\n<li>Viewability.<\/li>\n<\/ul>\n<p class=\"isSelectedEnd\">Adem\u00e1s, dependiendo de la plataforma, pueden utilizarse diferentes criterios para segmentar audiencias.<\/p>\n<h2>TV vs. Streaming: principales diferencias<\/h2>\n<table>\n<tbody>\n<tr>\n<th>Televisi\u00f3n<\/th>\n<th>Streaming<\/th>\n<\/tr>\n<tr>\n<td>Gran cobertura<\/td>\n<td>Mayor segmentaci\u00f3n<\/td>\n<\/tr>\n<tr>\n<td>Construcci\u00f3n de marca<\/td>\n<td>M\u00e9tricas digitales<\/td>\n<\/tr>\n<tr>\n<td>Audiencias masivas<\/td>\n<td>Audiencias espec\u00edficas<\/td>\n<\/tr>\n<tr>\n<td>Planificaci\u00f3n por programas<\/td>\n<td>Planificaci\u00f3n por audiencias<\/td>\n<\/tr>\n<tr>\n<td>M\u00e9tricas como Rating y GRPs<\/td>\n<td>CPM, impresiones, VTR y alcance<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2>Entonces, \u00bfqu\u00e9 conviene?<\/h2>\n<p class=\"isSelectedEnd\">No necesariamente hay que elegir.<\/p>\n<p class=\"isSelectedEnd\">Para muchas marcas, la mejor estrategia consiste en <strong>combinar televisi\u00f3n y streaming<\/strong>.<\/p>\n<p class=\"isSelectedEnd\">La TV puede aportar cobertura y notoriedad, mientras que las plataformas digitales permiten alcanzar audiencias adicionales y complementar la frecuencia de la campa\u00f1a.<\/p>\n<p class=\"isSelectedEnd\">La decisi\u00f3n depende del p\u00fablico, presupuesto, cobertura y objetivos comerciales.<\/p>\n<p class=\"isSelectedEnd\">Despu\u00e9s de m\u00e1s de <strong>30 a\u00f1os planificando campa\u00f1as de medios en Argentina<\/strong>, sabemos que no existe una f\u00f3rmula universal.<\/p>\n<p class=\"isSelectedEnd\"><strong>Una buena estrategia no empieza eligiendo una pantalla. Empieza entendiendo a qui\u00e9n necesitamos alcanzar.<\/strong><\/p>\n<h3>\u00bfEst\u00e1s evaluando una campa\u00f1a de TV o Streaming?<\/h3>\n<p>Analizamos tu objetivo, audiencia y presupuesto para definir la combinaci\u00f3n de medios m\u00e1s eficiente.<\/p>\n\t\t<\/div>\n\t\t<div id=\"wd-6ab1337e2830e\" class=\" wd-rs-6ab1337e2830e  wd-button-wrapper text-left\"><a href=\"https:\/\/dasherandcrank.com\/wama\/contacto\/\" title=\"\" class=\"btn btn-color-primary btn-style-default btn-shape-round btn-size-extra-large\">Hablemos de tu campa\u00f1a<\/a><\/div>[\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row][vc_column][\/vc_column][\/vc_row]<\/p>\n","protected":false},"author":1,"featured_media":11093,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,132],"tags":[36,41,42],"class_list":["post-1238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-streaming","category-television","tag-guide","tag-news","tag-sofa"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>TV vs Streaming: \u00bfD\u00f3nde Conviene Hacer Publicidad?<\/title>\n<meta name=\"description\" content=\"\u00bfTV o Streaming? 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