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Google y Facebook también ganan con sus agencias creativas internas

Facebook_celular

 

Entre ambas empresas facturan alrededor de u$s 60.000 millones por venta de espacios publicitarios en sus sitios. Ahora también diseñan campañas publicitarias a empresa.

Facebook y Google ganan $ 60 mil millones conjuntamente al año vendiendo espacios publicitarios en sus sitios. Pero con el propósito de elevar esa cifra, las dos compañías tecnológicas están creando “agencias creativas internas para diseñar campañas para marcas como Budweiser y Ford.
Las compañías de Silicon Valley están en vías de emplear personal de agencias de publicidad para ayudar a captar parte de los $400 mil millones en inversión publicitaria mundial que actualmente se enfocan principalmente en medios tradicionales como la televisión.
La agencia interna de Google, conocida como The Zoo, y la versión de Facebook, The Creative Shop, son relativamente pequeñas, y emplean a aproximadamente 100 y 70 personas respectivamente.
Pero se han expandido rápidamente desde que se establecieron hace unos años. Al ofrecer el tipo de experiencia creativa que se puede encontrar en grupos de agencias como WPP, Publicis y Omnicom, Facebook y Google quieren transformar la manera en que las marcas ven sus plataformas.
No queremos desintermediar a las agencias creativas, dice John Militello, director creativo ejecutivo de Google. El propósito de The Zoo es inspirar, educar y colaborar con grandes marcas y agencias, dice.
Estamos intentando demostrar que se puede lograr. Porque es difícil para muchos de los creativos de las agencias pensar en [cómo crear marcas en Google] o siquiera saber lo que es posible hacer.
Aunque muchas agencias han acogido a The Zoo con entusiasmo, algunas sienten preocupación acerca del hecho de que Google esté incursionando en su terreno creativo y desarrollando relaciones más cercanas con las marcas.
Nuestro trabajo es ser agnósticos en cuanto a colocar el dinero de nuestros clientes, dice Michael Roth, director ejecutivo de Interpublic, el grupo publicitario estadounidense. Ellos no pueden ser agnósticos.”
El reto para Google y Facebook es que ambas compañías obtienen la mayor parte de sus ingresos de la publicidad de respuesta directa – donde los clientes son llevados directamente a la página de un producto y se les da la opción de comprar algo o descargar una aplicación.
Aún no han incursionado en la parte más grande del mercado publicitario mundial: la publicidad de marca, que se centra en aumentar la percepción de la marca y la intención de compra, en lugar de obtener una respuesta inmediata.
“Las plataformas de Facebook y Google simplemente no son adecuadas para la publicidad de marca”, dice Ian Whittaker, analista de medios en Liberum Capital, expresando así una opinión compartida por los dueños de medios y agencias de publicidad.
Mark D’Arcy, director creativo de Facebook, no está de acuerdo. Él plantea que el servicio de noticias de Facebook es, de hecho, un excelente lugar para que las marcas se conecten con los consumidores – siempre y cuando creen el tipo de contenido adecuado.
Para ilustrar lo que quiere decir, describe cómo el Creative Shop de Facebook diseñó una campaña de Budweiser para promover el patrocinio de la marca de cerveza del festival de música Made in America.
En lugar de lanzar un único anuncio a todos sus usuarios, Facebook identificó un grupo de públicos objetivos tomando en cuenta características como las preferencias musicales. Entonces le encargó a Vice Media producir videos de los artistas del festival, y dirigió cada anuncio a un grupo específico de usuarios de Facebook para aumentar su impacto.
“El valor de llegar a públicos más pequeños es que puedes crear algo mucho más relevante y cautivador para ellos,” dice el Sr. D’Arcy, quien antes de unirse a Facebook, estaba con el grupo Time Warner.
Sin embargo, muchos ejecutivos de publicidad permanecen escépticos sobre si los anuncios en las plataformas de medios sociales pueden ser mucho más que una molestia para los usuarios que desean ver los contenidos de sus amigos.
“Puedes crear marcas usando esos canales, pero es difícil”, dice un ejecutivo de una de las mayores agencias del mundo. “La experiencia de la televisión es algo con lo que nos hemos criado, ya nos es muy natural. Aún estamos apenas descubriendo cómo Facebook y Youtube funcionan como medios de diferenciación de marcas”.
El Sr. Militello, de Google, predice que el “momento decisivo” llegará cuando los anunciantes puedan llegar a tantas personas diariamente a través de canales de video en línea, como YouTube, como lo hacen a través de eventos televisivos como el Super Bowl, que este año tuvo una audiencia de 111 millones.
“La gente no sólo quiere sentarse y ver un anuncio; quieren algo útil de una marca”. The Zoo, dice, jugará un papel cada vez mayor en ayudar a las compañías a darse cuenta de esa visión. “Sólo acaba de comenzar”, dice el Sr. Militello. “Es como todo en Google; ha estado en etapa beta”.

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Biotecnología: ¿la nueva Meca de los mercados financieros?

biotecnologia

 

El índice sectorial de la bolsa tecnológica Nasdaq creció un 65% durante 2013 y también se disparan las acciones europeas de estas compañías, que en su inmensa mayoría son pymes dedicadas a desarrollar la medicina del futuro. A tal punto crece el atractivo que ya se habla de un principio de burbuja en EEUU, en un sector donde muchas empresas todavía no aportaron resultados concretos.

Blockbuster” es un término que, para el común de los argentinos, recuerda a la cadena de videoclubes que funcionó en el país hasta 2010. Pero que para la industria farmacéutica representa el Santo Grial que todos persiguen sin descanso. Un blockbuster es un medicamento que logra un volumen de facturación superior a los u$s1.000 millones anuales y que se convierte en la gallina de los huevos de oro para cualquier laboratorio.

El problema es que en la última década comenzaron a escasear estos grandes éxitos comerciales (el mayor de todos fue el Lipitor, un fármaco que ayuda a reducir el colesterol, cuyo pico de ventas – u$s13.700 millones– fue alcanzado en 2006), por lo que muchos en la industria comenzaron a mirar a la biotecnología (que consiste en el desarrollo tecnológico basado en el uso de organismos vivos para crear productos y transformar procesos de producción en medicina, agro y alimentos) como tabla de salvación de los laboratorios farmacéuticos. Hoy, cada vez más empresas biotecnológicas se están convirtiendo en estrellas de los mercados financieros por su potencial de generar inmensos ingresos gracias a sus descubrimientos aplicados a la medicina.

Para tener una idea del grado de atractivo que ha alcanzado la industria, basta con observar el fabuloso crecimiento que tuvo el índice sectorial Nasdaq Biotechnology durante 2013 (se incrementó en un 65%), convirtiéndose en el de mayor rentabilidad de la bolsa tecnológica de Nueva York. Además, durante el año pasado se dio un boom de salidas a bolsa de empresas biotecnológicas: surgieron 37 nuevas compañías que recaudaron unos u$s 2.700 millones, todo un récord que se destaca aún más cuando se tiene en cuenta que las firmas del sector son todas pymes. Hay compañías como Aegerion Pharmaceutical (especializada en el desarrollo de terapias para pacientes con enfermedades raras), que pasó de una capitalización bursátil de menos de u$s 400 millones a más de u$s 2.000 millones en pocos meses, o fondos de inversión especializados, como el Dexia Equities Biotechnology, que ganó más de un 220% entre 2009 y 2013. Otro dato que también vale la pena tener en cuenta es que el valor en bolsa de las 70 empresas biotecnológicas estadounidenses que hicieron su oferta pública de acciones entre 2012 y 2013 alcanzó los u$s 39.000 millones, un monto equivalente al 25% del gigante Facebook.

El crecimiento del valor de estas empresas ha sido tan meteórico (en Europa también se está dando este fenómeno, principalmente en la bolsa de París) que son varios los analistas que hablan de un principio de burbuja especulativa en EEUU (“hay un recalentamiento que comenzó en el mercado estadounidense”, según Franck Sebag, responsable de salidas a bolsa de Ernst & Young). Y no olvidan que, a pesar del significativo crecimiento de estos últimos años, las acciones del sector mantienen una elevada volatilidad, producto de su modelo de negocios, donde el riesgo de fracaso en el proceso de investigación puede llegar a ser muy alto.

En realidad, la inversión en acciones biotecnológicas tiene mucho de apuesta a todo o nada, porque varias de estas compañías todavía no tiene ningún producto para vender, puesto que muchos de sus desarrollos se encuentran en la fase I de investigación (cuando no está comprobado que sean exitosos). Según un informe de la consultora Invest Securities, “algunas empresas todavía no han demostrado la eficacia de sus desarrollos en el ser humano. En consecuencia, los inversores tienen que ser muy prudentes. Porque desde el punto de vista estadístico, un producto que se encuentra en fase 1 de ensayos clínicos tiene una chance sobre 10 de alcanzar su comercialización. Es un sector extremadamente riesgoso”.

Héctor Ara, presidente del laboratorio español Suanfarma, agrega que “la biotecnología es sin dudas un sector innovador de alto riesgo y hace falta mucho tiempo para generar ganancias. Pero también cuenta con una muy alta rentabilidad en los proyectos que tienen éxito”. Y esta es una clave de por qué los inversores y los fondos de capital de riesgo (venture capital) se están volcando en masa en la industria.

¿Por qué ahora? Vale la pena tener en cuenta que en el año 2000 hubo un estallido de una burbuja especulativa en acciones de compañías de biotecnología (a la par de la de las punto com), motivado por las expectativas que había en ese momento respecto del pronto uso comercial de la secuenciación del genoma humano (que finalmente se alcanzó en 2003), lo que abría la puerta al desarrollo de múltiples medicamentos y terapias más eficientes. Pero el proceso de comercialización se demoró más de lo previsto y es recién ahora que se están cosechando los frutos de ese gigantesco trabajo de investigación. Hoy, más del 50% de los medicamentos comercializados por estas pymes biotecnológicas son el resultado de esta decodificación del ADN.

Por otra parte, en este boom también tienen que ver los mercados emergentes y su pérdida de atractivo, ya que cada vez más inversores internacionales deciden repatriar sus colocaciones hacia los países desarrollados. Sin embargo, los analistas recomiendan no perder de vista el nivel de volatilidad de esta clase de inversiones. Y recuerdan que desde fines de febrero el índice Nasdaq Biotechnology perdió casi un 20%, lo que interpretan como una corrección y una fuerte toma de ganancias.

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