{"id":18916,"date":"2015-02-04T00:00:00","date_gmt":"2015-02-03T23:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/quan-lonline-aposta-per-la-publicitat-offline\/"},"modified":"2015-02-04T00:00:00","modified_gmt":"2015-02-03T23:00:00","slug":"quan-lonline-aposta-per-la-publicitat-offline","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/ca\/quan-lonline-aposta-per-la-publicitat-offline\/","title":{"rendered":"Quan l\u2019online aposta per la publicitat offline"},"content":{"rendered":"<p>L\u2019online t\u00e9 cada cop m\u00e9s pres\u00e8ncia als mitjans offline. Ja no nom\u00e9s veiem anuncis de p\u00e0gines web als autobusos i en cartells pel carrer: ara la tele \u00e9s territori de les puntcom.<\/p>\n<p>El que abans eren espais reservats a empreses que facturaven milions d\u2019euros, com Ford, o alguna cosa m\u00e9s local com El Corte Ingl\u00e9s, avui hi trobem p\u00e0gines web que <a title=\"campanyes publicit\u00e0ries\" href=\"https:\/\/trilogi.com\/blog\/ca\/3-claus-per-fer-una-campanya-publicitaria-dexit\/\" target=\"_blank\" rel=\"noopener noreferrer\">anuncien els seus serveis a la televisi\u00f3<\/a>.<\/p>\n<p>Les empreses online comencen a demostrar el seu pes econ\u00f2mic i ens ho mostren apostant per espais offline per interessar un altre tipus de p\u00fablic, que no necess\u00e0riament \u00e9s natiu de les noves tecnologies i que pot buscar els seus serveis.<\/p>\n<p>Per\u00f2 per qu\u00e8 les empreses online busquen visibilitat en altres mitjans?<\/p>\n<p>Entre els factors que en poden ser el detonant hi ha l\u2019usuari multipantalla \/ multitasca i l\u2019entrada dels <strong>smartphones<\/strong> a la nostra vida.<\/p>\n<p>Segons dades de <strong>Google<\/strong>, els usuaris integren cada cop m\u00e9s el m\u00f2bil quan fan altres activitats.<\/p>\n<p>I aquest fenomen de l\u2019usuari multipantalla ja es t\u00e9 present en diverses de les<strong> estrat\u00e8gies de publicitat<\/strong> que utilitzen empreses televisives dels Estats Units i que a poc a poc va agafant for\u00e7a a Europa.<\/p>\n<p>Segons el portal MillwardBrown, a Espanya es passen gaireb\u00e9 les mateixes hores davant del televisor que amb un smartphone.<\/p>\n<ul>\n<li>Televisor: 124 minuts<\/li>\n<li>Smartphone 122 minuts<\/li>\n<li>Ordinador 97 minuts<\/li>\n<li>Tauleta 53 minuts<\/li>\n<\/ul>\n<p>Per\u00f2 un fenomen cada cop m\u00e9s habitual a les llars espanyoles \u00e9s utilitzar el smartphone mentre es mira la televisi\u00f3.<\/p>\n<p>Entre les coses que es fan amb el m\u00f2bil a la m\u00e0 mentre es mira la tele, trobem que:<\/p>\n<ul>\n<li>El 26% busca ampliar la informaci\u00f3 que veu a la TV (resultats esportius, biografies, etc.)<\/li>\n<li>El 13% parla amb amics sobre el que est\u00e0 veient a la TV<\/li>\n<li>El 16% interactua amb el que veu a la TV<\/li>\n<li>El 15% segueix un anunci de TV<\/li>\n<\/ul>\n<p>I d\u2019aqu\u00ed la import\u00e0ncia de tenir una p\u00e0gina web que permeti que l\u2019usuari captat per qualsevol mitj\u00e0 pugui continuar interessant-se f\u00e0cilment pel producte que oferim.<\/p>\n<p>Cal facilitar el<strong> pas de l\u2019offline a l\u2019online<\/strong>, i aquest \u00e9s el buit que molts es troben quan la persona finalment visita el seu lloc web. Ja no n\u2019hi ha prou de tenir un lloc que es vegi correctament al m\u00f2bil o a la tauleta (responsive): la informaci\u00f3 que li oferim ha de ser diferent de la que est\u00e0 veient a la TV.<\/p>\n<p>I qu\u00e8 podem oferir?<\/p>\n<ul>\n<li>Un hashtag que englobi la nostra campanya<\/li>\n<li>Tenir contingut disponible nom\u00e9s online (extres, escenes entre bastidors, etc.)<\/li>\n<li>Anuncis que permetin interacci\u00f3 (p. ex., Shazam)<\/li>\n<li>Crear v\u00eddeos curts de 5 a 10 segons f\u00e0cils de compartir per xarxes socials (p\u00edndoles)<\/li>\n<li>Crear un joc per al dispositiu m\u00f2bil que et permeti interactuar amb esdeveniments en directe a la TV.<\/li>\n<\/ul>\n<p>Seguint aquestes pautes trobem Emagister.com, que acaba de llan\u00e7ar la seva campanya publicit\u00e0ria, que surt a Atresmedia, entre altres llocs. Amb el hashtag #cambiadevida van crear una campanya que convida a buscar cursos al seu web.<\/p>\n<p>Van apostar per Carlos Latre per crear v\u00eddeos p\u00edndola imitant diversos famosos, que es poden veure al seu canal de YouTube. Amb el hashtag faciliten que es facin virals a les xarxes socials.<\/p>\n<p>D\u2019altra banda, tenim l\u2019exemple d\u2019interacci\u00f3 de la cadena NBC, que durant la retransmissi\u00f3 de l\u2019esdeveniment de snowboard \u201cRed Bull Supernatural\u201d va permetre tenir una perspectiva en primera persona des dels smartphones i viure una experi\u00e8ncia \u00fanica. Una persona amb una c\u00e0mera feia un <strong>streaming en temps real<\/strong>, oferint aix\u00ed una altra perspectiva de l\u2019esdeveniment, exclusiva per a les persones que hi accedien des del m\u00f2bil.<\/p>\n<p>Est\u00e0 clar que la frontera entre l\u2019offline i l\u2019online s\u2019est\u00e0 desdibuixant i que ara, m\u00e9s que mai, \u00e9s important tenir un lloc mobile friendly i amb una bona <a title=\"Usabilitat eCommerce\" href=\"https:\/\/trilogi.com\/blog\/ca\/millora-la-usabilitat-del-teu-ecommerce\/\">usabilitat<\/a>.<\/p>\n<p>I tu, ja est\u00e0s preparat per a l\u2019usuari multipantalla?<\/p>\n<p>Contacta\u2019ns i t\u2019explicarem com pots estar-ho.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u2019online t\u00e9 cada cop m\u00e9s pres\u00e8ncia als mitjans offline. Ja no nom\u00e9s veiem anuncis de p\u00e0gines web als autobusos i en cartells pel carrer: ara la tele \u00e9s territori de les puntcom. El que abans eren espais reservats a empreses que facturaven milions d\u2019euros, com Ford, o alguna cosa m\u00e9s local com El Corte Ingl\u00e9s, [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1727],"tags":[1175,1177,1179],"class_list":["post-18916","post","type-post","status-publish","format-standard","hentry","category-emarketing","tag-mitjans-offline","tag-multipantalla","tag-publicitat"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Quan l\u2019online aposta per la publicitat offline | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"L\u2019online t\u00e9 cada cop m\u00e9s pres\u00e8ncia als mitjans offline. 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