{"id":4064,"date":"2024-04-23T09:00:57","date_gmt":"2024-04-23T09:00:57","guid":{"rendered":"https:\/\/www.invian.net\/pt\/?p=4064"},"modified":"2024-04-23T14:51:01","modified_gmt":"2024-04-23T14:51:01","slug":"preparing-for-omnichannel-3-tips-to-drive-outdoor-advertising-success","status":"publish","type":"post","link":"https:\/\/www.invian.net\/pt\/2024\/04\/23\/preparing-for-omnichannel-3-tips-to-drive-outdoor-advertising-success\/","title":{"rendered":"Preparando-se para o omnicanal: 3 dicas para impulsionar o sucesso da publicidade exterior"},"content":{"rendered":"

Cada vez mais marcas est\u00e3o reconhecendo a grande capacidade de adapta\u00e7\u00e3o do OOH em face da digitaliza\u00e7\u00e3o do setor de publicidade. De acordo com uma previs\u00e3o<\/a> da EMarketer, os gastos com publicidade exterior nos EUA crescer\u00e3o 6,5% este ano, atingindo US$ 9,51 bilh\u00f5es.<\/p>\n

Esse crescimento se deve \u00e0 sua capacidade de servir como ponte entre experi\u00eancias f\u00edsicas e digitais, algo que se encaixa perfeitamente na tend\u00eancia omnicanal. Atrativos como a experi\u00eancia imersiva ou a relev\u00e2ncia contextual permitem que as campanhas de OOH v\u00e3o al\u00e9m do impacto local, promovendo o envolvimento on-line.<\/p>\n

Mas como os propriet\u00e1rios de m\u00eddia OOH podem tirar proveito desse cen\u00e1rio? O sucesso depender\u00e1 em grande parte de sua capacidade tecnol\u00f3gica de se integrar a outros pontos de contato. N\u00e3o se trata apenas de ter uma presen\u00e7a no ecossistema; trata-se de garantir que o OOH facilite essa integra\u00e7\u00e3o e complemente\/aperfei\u00e7oe outros canais. Aqui est\u00e3o algumas recomenda\u00e7\u00f5es:<\/p>\n

Simplificar a coordena\u00e7\u00e3o entre o invent\u00e1rio est\u00e1tico e o digital<\/h5>\n

A primeira etapa \u00e9 facilitar o planejamento de m\u00eddia a partir do pr\u00f3prio invent\u00e1rio de OOH. Isso se deve a dois problemas comuns para os anunciantes: falta de informa\u00e7\u00f5es sobre a disponibilidade de espa\u00e7o e processos de negocia\u00e7\u00e3o demorados. Uma solu\u00e7\u00e3o \u00e9 investir em uma plataforma especializada<\/a> que permita n\u00e3o apenas integrar o invent\u00e1rio f\u00edsico e digital em tempo real, mas tamb\u00e9m atingir o n\u00edvel de colabora\u00e7\u00e3o de que os anunciantes precisam durante todo o ciclo de vida de uma campanha.<\/p>\n

Otimize a integra\u00e7\u00e3o on-line por meio do DCO<\/h5>\n

Como a publicidade on-line enfrenta restri\u00e7\u00f5es quanto a cookies de terceiros, o OOH est\u00e1 surgindo como uma solu\u00e7\u00e3o gra\u00e7as \u00e0 Dynamic Creative Optimisation<\/a> (DCO). Essa tecnologia permite que o conte\u00fado seja modificado automaticamente com base no contexto, proporcionando experi\u00eancias mais personalizadas e melhorando o fluxo e a consist\u00eancia por meio da integra\u00e7\u00e3o com outros canais.<\/p>\n

Envolva os anunciantes no planejamento omnichannel<\/h5>\n

Embora o omnicanal seja iminente para o futuro, muitos profissionais de marketing ainda n\u00e3o mergulharam no OOH. Diante disso, \u00e9 fundamental promover a democratiza\u00e7\u00e3o do acesso ao invent\u00e1rio, principalmente para as pequenas e m\u00e9dias empresas, ajudando-as a entender as oportunidades dispon\u00edveis nesse canal para refinar suas op\u00e7\u00f5es criativas.<\/p>\n","protected":false},"excerpt":{"rendered":"

Cada vez mais marcas est\u00e3o reconhecendo a grande capacidade de adapta\u00e7\u00e3o do OOH em face da digitaliza\u00e7\u00e3o do setor de publicidade. De acordo com uma previs\u00e3o da EMarketer, os gastos com publicidade exterior nos EUA crescer\u00e3o 6,5% este ano, atingindo US$ 9,51 bilh\u00f5es. Esse crescimento se deve \u00e0 sua capacidade<\/p>\n","protected":false},"author":1,"featured_media":4065,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[155,157,127],"class_list":["post-4064","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-omnicanal","tag-publicidade-digital","tag-publicidade-exterior"],"acf":[],"yoast_head":"\nPreparando-se para o omnicanal: 3 dicas para impulsionar o sucesso da publicidade exterior - Invian<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.invian.net\/pt\/2024\/04\/23\/preparing-for-omnichannel-3-tips-to-drive-outdoor-advertising-success\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Preparando-se para o omnicanal: 3 dicas para impulsionar o sucesso da publicidade exterior - Invian\" \/>\n<meta property=\"og:description\" content=\"Cada vez mais marcas est\u00e3o reconhecendo a grande capacidade de adapta\u00e7\u00e3o do OOH em face da digitaliza\u00e7\u00e3o do setor de publicidade. 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