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Estratégias Digitais para o Público Feminino - Alan Fontevecchia (Editora Caras)

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Palestra apresentada durante o Digital Day, evento promovido pela Associação Nacional de Editores de Revistas (ANER) no dia 3 de junho de 2014, em São Paulo-SP.

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Estratégias Digitais para o Público Feminino - Alan Fontevecchia (Editora Caras)

  1. 1. Digital Day Junho 2014 CARAS DIGITAL
  2. 2. CARAS Digital A missão da CARAS é ser a maior e melhor revista de entretenimento da América Latina.
  3. 3. CARAS Digital A missão da CARAS é ser a maior e melhor revista de entretenimento da América Latina. Com mais de 5 milhões de leitores, posiciona-se como a segunda maior revista do Brasil. 2ª *Fonte: Marplan Projeção Brasil 2013
  4. 4. CARAS Digital A missão da CARAS é ser a maior e melhor revista de entretenimento da América Latina. Com mais de 5 milhões de leitores, posiciona-se como a segunda maior revista do Brasil. CARAS está presente também em Portugal, Argentina, Uruguai e Angola. *Fonte: Marplan Projeção Brasil 2013
  5. 5. CARAS Digital A missão da CARAS é ser a maior e melhor revista de entretenimento da América Latina. Com mais de 5 milhões de leitores, posiciona-se como a segunda maior revista do Brasil. CARAS está presente também em Portugal, Argentina, Uruguai e Angola. CARAS DIGITAL possui mais de 7,9 milhões de usuários únicos/mês e 130 milhões de páginas vistas /mês. *Fonte: Marplan Projeção Brasil 2013 ; Google Analytics - Últimos 30 dias
  6. 6. CARAS Digital
  7. 7. CARAS Digital
  8. 8. CARAS Digital
  9. 9. CARAS Digital
  10. 10. CARAS Digital
  11. 11. CARAS Digital
  12. 12. CARAS Digital
  13. 13. Audiência CARAS Digital Últimos 30 dias Usuários únicos 7,9 milhões Visitas 15,0 milhões Páginas Vistas 130 milhões Vídeos Vistos 1 milhão Duração média da visita 5 minutos *Fonte: Google Analytics - Últimos 30 dias
  14. 14. CARAS Mobile Todo conteúdo do portal também está presente no móbile. Aqui o internauta navega no Portal através de um menu de canais otimizado para esta plataforma.
  15. 15. Audiência CARAS Móbile Últimos 30 dias Visitas Móbile Total 5,3 milhões -> Visitas Smartphones 4,1 milhões -> Visitas Tablets 1,2 milhões *Fonte: Google Analytics - Últimos 30 dias
  16. 16. CARAS nas mídias sociais • Com as mídias sociais é possível tangibilizar a interação com o mundo de CARAS. • A participação das celebridades permite um maior engajamento do público e agrega valor às marcas, na interatividade com o universo dos famosos. Mais de 2 milhões de seguidores *Fonte: Instagram, Twitter, Google +, Facebook, YouTube, Pinterest
  17. 17. Headcount CARAS Digital Editorial Texto 8 CLT 2 estagiários Editorial Vídeo 3 CLT 1 freelancer Comercial 5 CLT Marketing Publicitário 2 CLT 1 estagiário Tecnologia 3 CLT 1 freelancer Desenv. de Audiência 1 CLT Parcerias / Blogs 1 CLT Total 29
  18. 18. EDITORIAL
  19. 19. Redação Online vs. Offline • Produção autônoma de conteúdo • Diferenciação de linguagem e formato de matérias • Conteúdos complementares para cobertura conjunta
  20. 20. Jornalistas Online vs. Offline • Search Engine Optimization (SEO) • Analytics - Dashboard • Velocidade sobre qualidade • Matérias Dinâmicas/Atualizações/VR • Redes Sociais • Frames • Click-Through-Rate (CTR) • Chamadas “Vendedoras” • Matérias interconectadas • Textos curtos • Multiplataformas: Mobile, Tablet • Monitoramento de trending topics • Comunicação direta com os leitores ONLINE
  21. 21. Dashboard – CARAS Redação
  22. 22. Conteúdo offline para versão online • Matérias liberadas diariamente para sua versão online (a partir da data de capa – data que chega para os assinantes) • Liberação de conteúdo de acordo com sua relevância temporal • Conteúdo offline pode ainda ser adaptado, receber extras – vídeo, galeria de fotos, trechos em áudio – e pode influenciar a produção de matérias correlatas
  23. 23. Exclusividade de conteúdo • O conteúdo exclusivo da revista não pode ser publicado no portal antes do lançamento da edição • Exceções existem em caso de vazamento de conteúdo exclusivo • Redações offline e online negociam a exclusividade com os famosos
  24. 24. A Redação Redação CARAS Digital e TV CARAS
  25. 25. A Redação Redação Revista CARAS
  26. 26. COMERCIAL
  27. 27. Display Formatos tradicionais IAB • Produto “commodity” • Muita concorrência • Ticket médio baixo • Desvaloriza o publisher • Investimento a curto prazo • Não precisa de equipe de Planejamento Projetos Entrega “Tailor-Made” para um cliente (projetos de prateleira ou específicos) • Entrega única • Pouca concorrência • Ticket médio alto • Valoriza o publisher • Investimento a longo prazo • Precisa de equipe de Planejamento O modelo ideal é uma combinação de display e projetos Modelos de Venda Direta
  28. 28. • Impressões exibidas só para pessoas que demonstram um perfil de navegação pré-determinado • Permite vender anúncios relevantes para pessoas, independentemente do conteúdo que eles estejam consumindo • Feito corretamente pode incrementar significantemente o CTR de uma campanha • Atrai um novo perfil de anunciantes • Fornece um perfil do internauta mais preciso para o veículo Behavioral targeting ajuda o anunciante a encontrar uma audiência particular, independentemente de onde os internautas estejam incrementando o CTR das campanhas Behaviorial Targeting
  29. 29. Publieditorial O anunciante determina exatamente o conteúdo da matéria, que normalmente faz referencia à marca • Matéria pouco interessante para o internauta • Pouca audiência • Rejeição dos internautas pelo conteúdo • Desvaloriza o veículo Native advertising Uma matéria editorial sobre um tema relacionado ao anunciante sem menção alguma do produto • Matéria equivalente a uma matéria editorial • Gera maior engajamento e aceitação do internauta • Valoriza o veículo • Maior potencial de audiência • Internauta fica agradecido com o anunciante A Publicidade Nativa permite monetizar a competência principal dos publishers e entregar uma experiência interessante que gere aceitação do internauta Marketing de conteúdo – Native advertising
  30. 30. • Buzzfeed  Conteúdo em listas, vendidos em pacote  São publicados e turbinados nas suas redes sociais  Equipe interna de criação  Não tem banners  Matéria inclui widget do Facebook da marca  Valor: U$100.000 - U$50.000 Native advertising - Exemplos *Fonte: http://digiday.com/publishers/how-top-publishers-handle-sponsored-content/
  31. 31. Native advertising - Exemplos Exemplo: Divulgação do show Modern Dad, do A&E
  32. 32. • Forbes  Aluga ferramenta de publicação jornalística  Cliente publica matérias à vontade  U$50.000-U$75.000 por mês (mínimo 3 meses)  Inclui display nas matérias Native advertising - Exemplos *Fonte: http://digiday.com/publishers/how-top-publishers-handle-sponsored-content/
  33. 33. Native advertising - Exemplos Exemplo: Toyota
  34. 34. • Outros Huffington Post NYU Running Center Native advertising - Exemplos
  35. 35. • Outros Gawker Conteúdo sobre o Novo show do Showtime "Ray Donovan“, Native advertising - Exemplos
  36. 36. • Outros Quartz Boeing Native advertising - Exemplos
  37. 37. Native advertising – CARAS Digital • Case Campari  São publicados e turbinados nas redes sociais  Equipe interna de criação  Envelopado com mídia do cliente  Recebe destaque no site
  38. 38. Real-time-bidding (RTB) / Programmatic • AdExchange: Plataforma que reúne compradores e vendedores de anúncios display (Google AdX, Rubicon, AppNexus, RightMedia, PubMatic) • Real-Time-Bidding: Leilão virtual de venda de inventário que acontece em décimos de segundos, onde veicula o anúncio do cliente disposto a pagar mais pela impressão. • Price Floor: Ferramenta do exchange para ajudar o publisher a determinar o preço mínimo de venda do seu inventário • Block List: Ferramenta do exchange para bloquear anúncios com características especificas (anunciantes, industrias, DSPs, etc.) Embora o CPM dos exchanges sejam baixos comparados com o CPM vendido por uma equipe de vendas diretas, eles são parte essencial de uma estratégia comercial completa
  39. 39. OBRIGADO

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