{"id":4020,"date":"2023-10-19T08:00:22","date_gmt":"2023-10-19T08:00:22","guid":{"rendered":"https:\/\/www.invian.net\/pt\/?p=4020"},"modified":"2023-10-18T14:57:19","modified_gmt":"2023-10-18T14:57:19","slug":"importance-of-a-good-ooh-certification-process","status":"publish","type":"post","link":"https:\/\/www.invian.net\/pt\/2023\/10\/19\/importance-of-a-good-ooh-certification-process\/","title":{"rendered":"A import\u00e2ncia de um bom processo de certifica\u00e7\u00e3o OOH"},"content":{"rendered":"<p>Em meio \u00e0 incerteza macroecon\u00f4mica, o setor de publicidade est\u00e1 procurando cortar custos e aumentar a efici\u00eancia, ao mesmo tempo em que enfatiza a confian\u00e7a do cliente. \u00c9 nesse ponto que a automa\u00e7\u00e3o passa de desej\u00e1vel a essencial.<\/p>\n<p>No caso da publicidade exterior,seu crescimento est\u00e1 ligado ao gerenciamento de dados em tempo real. A automa\u00e7\u00e3o nessa \u00e1rea \u00e9 um avan\u00e7o em termos de transpar\u00eancia, especificamente em uma atividade fundamental no processo de vendas: relat\u00f3rios Proof of Posting (POP).<\/p>\n<p>Se voc\u00ea j\u00e1 est\u00e1 no setor de OOH h\u00e1 algum tempo, provavelmente j\u00e1 ouviu falar desse termo. Os relat\u00f3rios POP s\u00e3o certifica\u00e7\u00f5es que garantem aos anunciantes que suas campanhas foram exibidas de acordo com o compromisso contratual.<\/p>\n<h5>Por que \u00e9 necess\u00e1rio consider\u00e1-lo no processo de vendas?<\/h5>\n<p>Embora o OOH seja um dos meios de publicidade mais seguros, devemos entender que nenhum meio \u00e9 totalmente imune a fraudes. Jim Wilson, membro do Conselho de Tecnologia da Forbes, <a href=\"https:\/\/www.forbes.com\/sites\/forbesmarketplace\/2020\/11\/30\/how-transparency-drives-value-in-digital-advertising-according-to-this-ceo\/?sh=4df4ebaa63c4\">explica<\/a> a import\u00e2ncia de estabelecer padr\u00f5es de transpar\u00eancia \u00e0 medida que o OOH se torna cada vez mais automatizado.<\/p>\n<blockquote><p>H\u00e1 li\u00e7\u00f5es claras a serem aprendidas com o setor de publicidade on-line, ou seja, criar solu\u00e7\u00f5es que incorporem transpar\u00eancia, limitem a fraude e permitam a confian\u00e7a como base.<\/p>\n<p><cite>Jim Wilson<\/cite><\/p><\/blockquote>\n<p>Muitos anunciantes e ag\u00eancias de OOH est\u00e3o exigindo relat\u00f3rios POP como condi\u00e7\u00e3o de compra, especialmente agora que o setor est\u00e1 passando por um per\u00edodo de recess\u00e3o em que cada d\u00f3lar gasto est\u00e1 sendo examinado.<\/p>\n<h5>Fazendo a diferen\u00e7a<\/h5>\n<p>Embora os anunciantes compartilhem uma necessidade uniforme, o processo POP ainda \u00e9 exclusivo de cada propriet\u00e1rio de m\u00eddia. Isso cria dois desafios principais: em primeiro lugar, h\u00e1 um trabalho manual envolvido que pode levar dias ou semanas; em segundo lugar, os KPIs variam de acordo com a empresa de OOH, o que dificulta a compara\u00e7\u00e3o dos resultados pelos anunciantes.<\/p>\n<p>Em resposta a isso, existem ferramentas como o <a href=\"https:\/\/www.invian.net\/es\/pop-reports\/\">ViiA POP<\/a> que rastreiam e registram cada parte do conte\u00fado publicit\u00e1rio que \u00e9 reproduzido em uma tela, permitindo a gera\u00e7\u00e3o de relat\u00f3rios em tempo real. A automa\u00e7\u00e3o, nesse caso, n\u00e3o apenas gera menos erros e tempos de resposta mais r\u00e1pidos, mas tamb\u00e9m permite uma an\u00e1lise padronizada com informa\u00e7\u00f5es importantes, como n\u00famero de reprodu\u00e7\u00f5es, tamanho do p\u00fablico e estat\u00edsticas de entrega.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Em meio \u00e0 incerteza macroecon\u00f4mica, o setor de publicidade est\u00e1 procurando cortar custos e aumentar a efici\u00eancia, ao mesmo tempo em que enfatiza a confian\u00e7a do cliente. \u00c9 nesse ponto que a automa\u00e7\u00e3o passa de desej\u00e1vel a essencial. No caso da publicidade exterior,seu crescimento est\u00e1 ligado ao gerenciamento de dados<\/p>\n","protected":false},"author":1,"featured_media":4021,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[115],"tags":[140,116,139,132,120,141],"class_list":["post-4020","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-innovation","tag-automacao","tag-inovacao","tag-kpis","tag-relatorios-pop","tag-tecnologia","tag-transparencia"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>A import\u00e2ncia de um bom processo de certifica\u00e7\u00e3o OOH<\/title>\n<meta name=\"description\" content=\"A automa\u00e7\u00e3o \u00e9 um avan\u00e7o em termos de transpar\u00eancia, especificamente em uma atividade fundamental no processo de vendas: 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