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Branding y Performance:La mejor combinación
para alcanzar tus objetivos
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Nada más empezaresta ponencia…
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Ya os estoy engañando…
![Page 4: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/4.jpg)
Branding…
![Page 5: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/5.jpg)
Performance…
![Page 6: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/6.jpg)
Realmente quiero hablaros de…
![Page 7: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/7.jpg)
Ver
del consumidor
![Page 8: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/8.jpg)
Creemos un “buyer persona”
![Page 9: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/9.jpg)
Una definición
![Page 10: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/10.jpg)
“Guerrero galode edad indefinida”
![Page 11: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/11.jpg)
![Page 12: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/12.jpg)
![Page 13: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/13.jpg)
![Page 14: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/14.jpg)
![Page 15: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/15.jpg)
TV Radio
Media Mix
CorreoDirecto
CinePrintExterior /In-store
TV Digital e-Radio e-Publishing DTV VoD Digital OOH Email
Web TV Podcastingmicro
-PublishingOnline VoD Mobile OOH SMS / MMS
Buscadores Etcétera Etcétera Etcétera
![Page 16: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/16.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 17: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/17.jpg)
Existen otros consumidores
![Page 18: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/18.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 19: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/19.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 20: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/20.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 21: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/21.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 22: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/22.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 23: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/23.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 24: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/24.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 25: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/25.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 26: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/26.jpg)
Advergames
Online Display ads
In-stream video ads
Digital OOH Video
Mobile advertising Paid Search
SEO
Comunidadesde Marca
Buzz / WoMmarketing
Mobile content / Apps RSS
feedsMobile messaging
PodcastsEmail
In-banner video ads
In-game ads
Websites
Rich media ads
PerfilesSociales
Blogs
UGCMicrosites
Widgets
TV Publicidad
Direct Mail
In-store comms
Print advertising
Cinema advertising
Out of Home advertising
Field / guerillamarketing
Publicidad en Radio
Eventos en Directo
Customer service
PR Editorial
![Page 27: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/27.jpg)
85,777,2 74,4
59,3
33,924,8
9,04,1
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos
Consumo de Medios
![Page 28: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/28.jpg)
85,777,2 74,4
59,3
33,924,8
9,04,1
80,184,9
92,9
55,9
34,4
15,8
4,9 6,9
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Jóvenes 14 a 24
Consumo de Medios “Jóvenes”
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85,777,2 74,4
59,3
33,924,8
9,04,1
90,8
67,8
48,0 51,2
30,926,7
10,92,5
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Seniors (55 y más)
Consumo de “Seniors”
![Page 30: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/30.jpg)
85,777,2 74,4
59,3
33,924,8
9,04,1
86,8
73,768,0
55,2
36,1
22,0
10,23,5
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Amas de Casa
Consumo de “A.C.”
![Page 31: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/31.jpg)
85,777,2 74,4
59,3
33,924,8
9,04,1
84,580,0 83,3
64,0
36,2
26,8
9,84,7
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Clases Medias
Consumo de “Clases Medias”
![Page 32: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/32.jpg)
85,777,2 74,4
59,3
33,924,8
9,04,1
84,1 80,3 83,9
64,6
36,6
27,0
9,94,8
TV Exterior Internet Radio Revistas Diarios Suplementos D.
Cine
Total Individuos Clases Medias y Altas
Consumo de Medios “M, MA, A”
![Page 33: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/33.jpg)
584
223
108 104 102
3410 4
ConMedios
Televisión Internet Radio Exterior Revistas Diarios Suplementos
Min
uto
s al d
ía
9h 44’ 3h 43’ 1h 47’ 1h 43’ 1h 41’ 0h 34’ 0h 10’ 0h 4’
Tiempo de Consumo
“El móvil es el medio preferido para
conectarse a Internet para el 81% de los usuarios”
![Page 34: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/34.jpg)
Tiempo de Consumo
9:44
+ +
6-8 h.
= 24horas
¿?
![Page 35: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/35.jpg)
Sigamos ahondando
![Page 36: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/36.jpg)
La TV ha muerto J
![Page 37: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/37.jpg)
3:56
Consumo de TV
![Page 38: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/38.jpg)
0:58 » 13.000.000
Consumo de TV
![Page 39: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/39.jpg)
3:19
0:58
» 13.000.000
» 13.000.000
Consumo de TV
![Page 40: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/40.jpg)
7:40
3:19
0:58
» 13.000.000
» 13.000.000
» 13.000.000
Consumo de TV
![Page 41: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/41.jpg)
2591.100
5.325
13.274
9.374
16.816
41.210
29.373
2010 2011 2012 2013 2014 2015 2016 2017
Grp’s en TV de Apps
*
![Page 42: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/42.jpg)
Grp’s en TV de Apps
41.210 Grp = 17.522.904.100contactos
![Page 43: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/43.jpg)
Grp’s en TV de Apps
41.210 Grp = 17.522.904.100contactos
412 spots vistos
![Page 44: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/44.jpg)
Tiempo en TV de Apps
22 días 3 horas 29’ 4”
![Page 45: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/45.jpg)
El consumidor
![Page 46: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/46.jpg)
El consumidor
Think / Do / Feel
![Page 47: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/47.jpg)
El consumidor
Feel / Do / Think
![Page 48: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/48.jpg)
Ejemplos
![Page 49: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/49.jpg)
0
50
100
150
200
250
300
350
400
450
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: WALLAPOP
![Page 50: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/50.jpg)
0
50
100
150
200
250
300
350
400
450
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: WALLAPOP
![Page 51: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/51.jpg)
0
25
50
75
100
125
150
175
200
225
250
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: CHICFY
![Page 52: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/52.jpg)
0
25
50
75
100
125
150
175
200
225
250
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: CHICFY
![Page 53: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/53.jpg)
0
25
50
75
100
125
150
175
200
225
250
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: CHICFY
![Page 54: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/54.jpg)
0
10
20
30
40
50
60
70
80
90
100
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: 21 BUTTONS
![Page 55: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/55.jpg)
0
10
20
30
40
50
60
70
80
90
100
0
10
20
30
40
50
60
70
80
90
1001/5/20
14
1/26
/201
42/16
/201
43/9/20
14
3/30
/201
44/20
/201
45/11
/201
46/1/20
14
6/22
/201
47/13
/201
48/3/20
14
8/24
/201
49/14
/201
410
/5/201
410
/26/20
14
11/16/20
14
12/7/201
412
/28/20
14
1/18
/201
52/8/20
15
3/1/20
15
3/22
/201
54/12
/201
55/3/20
15
5/24
/201
56/14
/201
57/5/20
15
7/26
/201
58/16
/201
59/6/20
15
9/27
/201
510
/18/20
15
11/8/201
511
/29/20
15
12/20/20
15
1/10
/201
61/31
/201
62/21
/201
63/13
/201
64/3/20
16
4/24
/201
65/15
/201
66/5/20
16
6/26
/201
67/17
/201
68/7/20
16
8/28
/201
69/18
/201
610
/9/201
610
/30/20
16
11/20/20
16
12/11/20
16
1/1/20
17
1/22
/201
72/12
/201
73/5/20
17
3/26
/201
74/16
/201
75/7/20
17
5/28
/201
76/18
/201
77/9/20
17
7/30
/201
78/20
/201
79/10
/201
710
/1/201
710
/22/20
17
Grp
’sÍn
dic
e B
ase
10
0
Grp's Búsquedas Google
Fuente:GoogleTrends 01/01/2016al06/11/2017.Kantar MediaInd.+4añosPyB.
Presión publicitaria vs búsquedas en Google: 21 BUTTONS
![Page 56: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/56.jpg)
Objetivos
LOYALTY
TRIAL
CONSIDER
AWARENESS
![Page 57: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/57.jpg)
![Page 58: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/58.jpg)
DARI
![Page 59: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/59.jpg)
![Page 60: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/60.jpg)
![Page 61: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/61.jpg)
![Page 62: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/62.jpg)
![Page 63: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/63.jpg)
![Page 64: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/64.jpg)
![Page 65: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/65.jpg)
![Page 66: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/66.jpg)
![Page 67: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/67.jpg)
Ejemplos
![Page 68: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/68.jpg)
Ejemplos
![Page 69: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/69.jpg)
Permitidme un anuncio…
![Page 70: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/70.jpg)
Media Agency orientada a ROI“Tailor made media”
![Page 71: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/71.jpg)
71
&
![Page 72: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/72.jpg)
Tecnología + ROI Mindset+ de 150.000.000 clics diarios
![Page 73: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/73.jpg)
Branding + Performance
+
1+1 = 3
![Page 74: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/74.jpg)
Periodo de interregno
![Page 75: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/75.jpg)
Branding + Performance
![Page 76: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/76.jpg)
El consumidor
![Page 77: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/77.jpg)
El consumidor
![Page 78: Branding and Performance: The best combination to reach your goals - Javier Muñoz](https://reader030.vdocuments.mx/reader030/viewer/2022021503/5a648e9a7f8b9a2c568b5a77/html5/thumbnails/78.jpg)
¡GRACIAS!