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11 - Publicidade online

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Aula da disciplina Mídia II, na faculdade de Publicidade e Propaganda da FACHA.
Prof. Luiz Agner
2011

Published in: Education
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11 - Publicidade online

  1. 1. Publicidade online Curso: Publicidade e Propaganda FACHA – Faculdades Hélio Alonso Outubro 2011 LUIZ AGNER MÍDIA II
  2. 2. Plano de aula: <ul><li>Diversas mídias na rede </li></ul><ul><li>Tipos de publicidade </li></ul><ul><li>Conceito de banner </li></ul><ul><li>Formatos dos banners </li></ul><ul><li>Cegueira a banners </li></ul><ul><li>Pagamento pela veiculação </li></ul><ul><li>Limitações dos banners </li></ul>
  3. 3. Publicidade online <ul><li>Mercado publicitário foi inicialmente pouco criativo. </li></ul><ul><li>Popularizou na rede a forma mais simples: o banner </li></ul><ul><li>Adaptação online do outdoor e mídia impressa </li></ul><ul><li>A praga das janelas “pop-ups” </li></ul>
  4. 4. Mídias na internet <ul><li>Com o advento da banda larga, do Java, Ajax e Flash, Youtube, novas mídias online foram criadas. </li></ul><ul><li>Criaram-se novos espaços para a veiculação publicitária: </li></ul><ul><ul><li>Sites, portais, blogs, mídias e redes sociais, jogos online, aplicações de comunicação, celulares, tablets e smartphones. </li></ul></ul>
  5. 5. Formatos de publicidade <ul><li>Link patrocinado </li></ul><ul><li>Banners de imagem </li></ul><ul><li>Banners interativos </li></ul><ul><li>Widgets </li></ul><ul><li>Widgets virais </li></ul><ul><li>Widgets sociais </li></ul><ul><li>Game marketing (advergames) </li></ul><ul><li>Podcast </li></ul><ul><li>Videocast </li></ul>
  6. 6. Link patrocinado <ul><li>É um formato de publicidade que começou no site Goto em 1998. </li></ul><ul><li>No Google, é exibido à direita e acima do resultado da busca orgânica. </li></ul><ul><li>São pagos apenas mediante clique. </li></ul><ul><li>Custam entre 0,15 e 4,50 (clique). </li></ul><ul><li>A campanha é veiculada mediante uma lista de palavras-chave positivas e negativas. </li></ul>
  7. 7. Google AdWords
  8. 8. Planejamento de mídia X X X X X X X X X X X X X X X X X X X Videocast Podcast Game marketing Widgets sociais Widgets virais Widgets Banners interativos Banners de imagem Tablets e smartphones Aplicações de Comunicação Portais Jogos Redes Sociais Mídias Sociais Blogs Portais Sites
  9. 9. Conceito de banner <ul><li>Similar ao anúncio de jornal ou revista </li></ul><ul><li>Um clique leva ao site do anunciante </li></ul><ul><li>Formatos padronizados pelo IAB – Interactive Advertising Bureau </li></ul>
  10. 10. Formatos de banner <ul><li>Leaderboard (cabeçalho): 728x90p. </li></ul><ul><li>Full Banner: 468x60p. </li></ul><ul><li>Half Banner: 234x60p. </li></ul><ul><li>Vertical Banner: 120x240p. </li></ul><ul><li>Square Button: 125x125p. </li></ul><ul><li>Micro Button: 88x31p. </li></ul><ul><li>Skyscraper: 120x600p. </li></ul><ul><li>Wide Skyscraper: 160x600p. </li></ul><ul><li>Large Retangle: 336x280p. </li></ul>
  11. 11. Formatos de banner
  12. 12. Formatos de banner Leaderboard Half Banner
  13. 13. Skyscraper
  14. 14. Como pagar pela veiculação do banner <ul><li>Por impressão </li></ul><ul><ul><li>Quando o espaço reservado ao banner é compartilhado por diversos anunciantes. </li></ul></ul><ul><li>Por clique </li></ul><ul><ul><li>Anunciante paga pela visita efetiva do consumidor a seu site; adequado para comércio eletrônico. </li></ul></ul><ul><li>Por tempo </li></ul><ul><ul><li>Períodos de 15 ou 30 dias; adequado para patrocínio de instituições e sites </li></ul></ul>
  15. 15. Valores da veiculação <ul><li>Exemplo: tabela de preços </li></ul><ul><ul><li>Yahoo! </li></ul></ul>
  16. 16. Cegueira a banners <ul><li>É uma conclusão das pesquisas sobre a usabilidade dos websites </li></ul><ul><li>Por isso, o banner deve chamar atenção de forma sutil e agradável </li></ul><ul><li>Nunca utilizar banners piscantes ou com animações cíclicas - causam irritação e sensações desagradáveis. </li></ul>
  17. 17. Limitações do banner <ul><li>Posição e visualização dos banners nos sites: áreas nobres específicas e cegueira dos usuários a banners </li></ul><ul><li>O clique pode não ser de um usuário real, mas de um robô de busca </li></ul><ul><li>Não há estudos que permitam definir o perfil da audiência dos grandes portais, sites e blogs: utilizar sites focados! </li></ul><ul><li>Não são a forma de comunicação preferida dos internautas: estão saturados de publicidade e evitam interagir com banners </li></ul>
  18. 18. Alternativas ao banner <ul><li>Widgets </li></ul><ul><li>Widgets virais </li></ul><ul><li>Widgets sociais </li></ul><ul><li>Game marketing (advergames) </li></ul><ul><li>Podcast </li></ul><ul><li>Videocast </li></ul>
  19. 19. Baixar esta aula <ul><li>Apresentação de hoje: www.agner.com.br/download/ f acha </li></ul>

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