{"id":3990,"date":"2023-08-29T09:00:41","date_gmt":"2023-08-29T09:00:41","guid":{"rendered":"https:\/\/www.invian.net\/pt\/?p=3990"},"modified":"2023-10-09T20:37:51","modified_gmt":"2023-10-09T20:37:51","slug":"types-of-programmatic-in-the-outdoor-advertising-industry","status":"publish","type":"post","link":"https:\/\/www.invian.net\/pt\/2023\/08\/29\/types-of-programmatic-in-the-outdoor-advertising-industry\/","title":{"rendered":"Voc\u00ea realmente sabe o que \u00e9 program\u00e1tica? Significado e tipos no setor de publicidade exterior"},"content":{"rendered":"<p>Durante a pandemia da COVID-19, a reinven\u00e7\u00e3o da publicidade exterior em program\u00e1tica fez com que seu segmento digital (conhecido como DOOH) gerasse maior agilidade e se tornasse a espinha dorsal de sua recupera\u00e7\u00e3o. Desde ent\u00e3o, a program\u00e1tica tornou-se uma palavra de ordem no setor; no entanto, ainda h\u00e1 uma confus\u00e3o generalizada sobre o que ela significa e a diversidade de tipos que ela abrange.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3991 aligncenter\" src=\"https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-300x115.png\" alt=\"DOOH program\u00e1tico\" width=\"660\" height=\"253\" srcset=\"https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-300x115.png 300w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1024x393.png 1024w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-768x295.png 768w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-1536x590.png 1536w, https:\/\/www.invian.net\/pt\/wp-content\/uploads\/2023\/08\/Programmatic-DOOH-2048x787.png 2048w\" sizes=\"auto, (max-width: 660px) 100vw, 660px\" \/><\/p>\n<p>A program\u00e1tica \u00e9 essencialmente a automa\u00e7\u00e3o dos processos de compra e gerenciamento de espa\u00e7o publicit\u00e1rio. Em um contexto de DOOH, ela \u00e9 capaz de reduzir os tempos de entrega da campanha, atingir segmentos espec\u00edficos de p\u00fablico e se adaptar \u00e0s mudan\u00e7as em tempo real. Al\u00e9m disso, ela tamb\u00e9m tem o potencial de democratizar o acesso ao invent\u00e1rio. &#8220;A ideia \u00e9 poder incentivar os anunciantes a entrar no DOOH porque eles t\u00eam op\u00e7\u00f5es e podem autogerenciar seu pr\u00f3prio conte\u00fado&#8221;, disse Darren McKay, diretor de dados e tecnologia da Alight Media, ao <a href=\"https:\/\/www.thedrum.com\/news\/2023\/08\/15\/uk-media-leaders-say-programmatic-will-be-the-gamechanger-dooh-s-future\">The Drum<\/a>.<\/p>\n<p>Depois de entender o DOOH program\u00e1tico, surge a pergunta: quais tipos existem atualmente na publicidade exterior? Dan Dawson, diretor de tecnologia criativa da Grand Visual, <a href=\"https:\/\/oaaa.org\/blog-posts\/the-state-of-programmatic-in-ooh-advertising\/\">explica<\/a> que o termo abrange uma ampla gama de tecnologias que s\u00e3o usadas, em primeiro lugar, para otimizar os fluxos de compra e, em segundo lugar, para otimizar o conte\u00fado com base em crit\u00e9rios e percep\u00e7\u00f5es orientados por dados. O DOOH program\u00e1tico pode, portanto, ser agrupado em dois tipos, de acordo com sua fun\u00e7\u00e3o:<\/p>\n<h5>Program\u00e1tica de acordo com o processo de compra<\/h5>\n<ul>\n<li>Lances abertos em tempo real: o propriet\u00e1rio da m\u00eddia oferece um espa\u00e7o de compra aberto por meio de processos de leil\u00e3o em tempo real.<\/li>\n<li>Private Marketplace: o propriet\u00e1rio da m\u00eddia oferece acesso especial ao seu invent\u00e1rio premium para compradores selecionados.<\/li>\n<li>Program\u00e1tica garantida: desde que o propriet\u00e1rio ofere\u00e7a um espa\u00e7o publicit\u00e1rio que atenda aos crit\u00e9rios do anunciante, o anunciante o comprar\u00e1.<\/li>\n<\/ul>\n<h5>Program\u00e1tica baseada em segmenta\u00e7\u00e3o de conte\u00fado<\/h5>\n<ul>\n<li>Otimiza\u00e7\u00e3o em tempo real: otimize campanhas com base em dados como clima, eventos locais ou altera\u00e7\u00f5es no tr\u00e1fego.<\/li>\n<li>Segmenta\u00e7\u00e3o orientada por dados: segmenta\u00e7\u00e3o precisa com base em dados demogr\u00e1ficos e de geolocaliza\u00e7\u00e3o.<\/li>\n<li>Integra\u00e7\u00e3o multicanal: ativa\u00e7\u00e3o de campanhas com outros canais como publicidade on-line.<\/li>\n<\/ul>\n<table>\n<tbody>\n<tr>\n<td>Quais requisitos os propriet\u00e1rios de m\u00eddia precisam para implementar o DOOH program\u00e1tico?<\/p>\n<h5 style=\"padding-left: 40px;\">Requisitos obrigat\u00f3rios<\/h5>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>Computador e sistema operacional compat\u00edveis com program\u00e1tica<\/li>\n<li>Conex\u00e3o est\u00e1vel com a Internet<\/li>\n<li><a href=\"https:\/\/www.invian.net\/pt\/viia-smart-player-cms\/\">Gerenciador de conte\u00fado<\/a> que:<br \/>\n&#8211; Reproduz \u00e1udio, v\u00eddeo e HTML em tempo real e de forma fluida.<br \/>\n&#8211; Faz parte da program\u00e1tica ou permite sua integra\u00e7\u00e3o.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<h5 style=\"padding-left: 40px;\">Requisitos opcionais<\/h5>\n<ol>\n<li style=\"list-style-type: none;\">\n<ol>\n<li>Ferramenta de medi\u00e7\u00e3o de audi\u00eancia em tempo real<\/li>\n<li>C\u00e2mera IP com streaming para verifica\u00e7\u00e3o de conte\u00fado<\/li>\n<li><a href=\"https:\/\/www.invian.net\/pt\/pop-reports\/\">Ferramenta de certifica\u00e7\u00e3o automatizada<\/a> para relat\u00f3rios de comprova\u00e7\u00e3o de postagem<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Com uma defini\u00e7\u00e3o clara compartilhada pelo setor, a pr\u00f3xima etapa \u00e9 educar anunciantes grandes e pequenos sobre seu valor. Srikanth Ramachandran, CEO do Moving Walls Group, demonstra a import\u00e2ncia disso com o r\u00e1pido crescimento que o setor de viagens experimentou ao democratizar o acesso com plataformas como Airbnb ou Booking.com. &#8220;Est\u00e1 na hora de os provedores de plataformas de OOH oferecerem aos propriet\u00e1rios de m\u00eddia mais maneiras de n\u00e3o apenas converter seus pain\u00e9is de publicidade em digitais, mas tamb\u00e9m de adotar o digital na forma como vendem&#8221;, disse Ramachandran \u00e0 <a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2023\/04\/11\/fusing-the-worlds-of-physical-and-digital-ooh-advertising\/?sh=564a636648a2\">Forbes<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Durante a pandemia da COVID-19, a reinven\u00e7\u00e3o da publicidade exterior em program\u00e1tica fez com que seu segmento digital (conhecido como DOOH) gerasse maior agilidade e se tornasse a espinha dorsal de sua recupera\u00e7\u00e3o. Desde ent\u00e3o, a program\u00e1tica tornou-se uma palavra de ordem no setor; no entanto, ainda h\u00e1 uma confus\u00e3o<\/p>\n","protected":false},"author":1,"featured_media":4017,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[115],"tags":[131,111,116,110,132,133],"class_list":["post-3990","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-cms","tag-dooh","tag-inovacao","tag-programatica","tag-relatorios-pop","tag-smbs"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Voc\u00ea realmente sabe o que \u00e9 program\u00e1tica? 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