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NATIVE
ADVERTISING
!
Fernando Taralli
CEO VML Brasil
JUNHO/14
4
Fatos importantes
para entender o futuro
das comunicações.
1TECNOLOGIA & MOBILIDADE
1Com os avanços tecnológicos, os hábitos de
consumo de informação mudaram. Atualmente,
o ato de se informar não tem quando...
MOBILE
10% DA POPULAÇÃO
BRASILEIRA
CONSOME
INFORMAÇÃO
ATRAVÉS DE
SEUS CELULARES.
FONTE: GALILEO/ IPSOS MARPLAN
TÍTULO CURTO E CHAMATIVO
IMAGEM GRANDE
INTEGRAÇÃO SOCIAL
PENSANDO NA EXPERIÊNCIA MOBILE
PRIMEIRO
NO SMARTPHONE, A NAVEGAÇÃ...
2EXCESSO DE INFORMAÇÃO & FORMATO
2A informação é algo extremamente acessível
atualmente. A acessibilidade e o excesso de
informação mudaram e criaram novas...
3A NOVA AUDIÊNCIA & O MERCADO BRASILEIRO
3A NOVA AUDIÊNCIA & O MERCADO BRASILEIRO
Não existe um veículo que consiga suprir as
necessidades e o dinamismo desse indi...
OS MILLENNIALS
(1980-2000)
NÃO ACREDITAM
EM PUBLICIDADE.
UM BOM EXEMPLO SÃO AS PLATAFORMAS DE
PUBLICAÇÕES FLIPBOARD E HUFFINGTON POST E SEUS
NATIVES Ads
4NATIVE ADVERTISING
4É um novo formato de se fazer publicidade onde
existe uma aliança entre as marcas e as
publicações. Geralmente essa alian...
Fonte:	
  
h)p://adage.com/ar3cle/media/york-­‐3mes-­‐plans-­‐branded-­‐content-­‐redesigned-­‐website/244984/
NEW YORK TI...
GE + THE ECONOMIST
THE ECONOMIST POSSUI
UMA ÁREA DEDICADA À
TECNOLOGIA, FUTURO,
PRODUÇÃO DE ENERGIA E
OUTROS ASSUNTOS
RELA...
GE + EDITORA GLOBO + VML
O QUE É? 
!
O PROJETO TEM O OBJETIVO DE
APROXIMAR A EMPRESA GLOBAL DOS
USUÁRIOS, MOSTRANDO COMO A...
GE + EDITORA GLOBO
O “CONTENT HUB” É UMA PLATAFORMA
DESENVOLVIDA POR GE E EDITORA
GLOBO QUE SERÁ COMPOSTA DE
REVISTA; WEB ...
GE + EDITORA GLOBO
Energy TransportationHealth Development
Innovation
PRINT | WEB&SOCIAL | MOBILE&TABLET | TV
PILARES DE
C...
OBRIGADO!
!
fernando.taralli
@vmlbrasil.com
JUNHO/14
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Native Advertising - Fernando Taralli (VML Brasil)

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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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Native Advertising - Fernando Taralli (VML Brasil)

  1. 1. NATIVE ADVERTISING ! Fernando Taralli CEO VML Brasil JUNHO/14
  2. 2. 4 Fatos importantes para entender o futuro das comunicações.
  3. 3. 1TECNOLOGIA & MOBILIDADE
  4. 4. 1Com os avanços tecnológicos, os hábitos de consumo de informação mudaram. Atualmente, o ato de se informar não tem quando nem onde. TECNOLOGIA & MOBILIDADE
  5. 5. MOBILE 10% DA POPULAÇÃO BRASILEIRA CONSOME INFORMAÇÃO ATRAVÉS DE SEUS CELULARES. FONTE: GALILEO/ IPSOS MARPLAN
  6. 6. TÍTULO CURTO E CHAMATIVO IMAGEM GRANDE INTEGRAÇÃO SOCIAL PENSANDO NA EXPERIÊNCIA MOBILE PRIMEIRO NO SMARTPHONE, A NAVEGAÇÃO E O CONSUMO DE INFORMAÇÃO É DIFERENTE DO DESKTOP. AS IMAGENS DEVEM SER GRANDES, COM TÍTULOS IMPACTANTES, BOTÕES QUE SE ADAPTEM AO GESTO E DEDOS, COM INTEGRAÇÃO SOCIAL. O FORMATO DO CONTEÚDO DEVE SER DE RÁPIDA ASSIMILAÇÃO E LEITURA.
  7. 7. 2EXCESSO DE INFORMAÇÃO & FORMATO
  8. 8. 2A informação é algo extremamente acessível atualmente. A acessibilidade e o excesso de informação mudaram e criaram novas métricas sobre como a consumimos. 47% dos brasileiros se informam pela internet. EXCESSO DE INFORMAÇÃO & FORMATO
  9. 9. 3A NOVA AUDIÊNCIA & O MERCADO BRASILEIRO
  10. 10. 3A NOVA AUDIÊNCIA & O MERCADO BRASILEIRO Não existe um veículo que consiga suprir as necessidades e o dinamismo desse indivíduo no mercado brasileiro. Consumidores têm acesso a informação livremente, e junto com o acesso, vemos um espírito contestador muito forte.
  11. 11. OS MILLENNIALS (1980-2000) NÃO ACREDITAM EM PUBLICIDADE.
  12. 12. UM BOM EXEMPLO SÃO AS PLATAFORMAS DE PUBLICAÇÕES FLIPBOARD E HUFFINGTON POST E SEUS NATIVES Ads
  13. 13. 4NATIVE ADVERTISING
  14. 14. 4É um novo formato de se fazer publicidade onde existe uma aliança entre as marcas e as publicações. Geralmente essa aliança consiste em gerar conteúdo relevante para os consumidores das marcas em questão. Grandes publicações internacionais já aderiram os formatos de Native Ads. Time Magazine, The New York Times, Forbes e Washington Post são os principais exemplos disso. NATIVE ADVERTISING: Branded Content
  15. 15. Fonte:   h)p://adage.com/ar3cle/media/york-­‐3mes-­‐plans-­‐branded-­‐content-­‐redesigned-­‐website/244984/ NEW YORK TIMES E BRANDED CONTENT NEW YORK TIMES PLANEJA INTRODUZIR CONTEÚDOS PATROCINADOS PELAS MARCAS. MEREDITH KOPIT LEVIEN, VICE-PRESIDENTE EXECUTIVA DE PUBLICIDADE, EXPLICA PARTE DO PROCESSO DA BUSCA DE NOVAS FORMAS DE AUMENTAR A RECEITA E CRIAR NOVOS PRODUTOS: "AS PART OF OUR REDESIGN, THERE WILL BE NEW AD PRODUCTS … AND AT LEAST ONE UNIT WILL BE BRANDED CONTENT,"
  16. 16. GE + THE ECONOMIST THE ECONOMIST POSSUI UMA ÁREA DEDICADA À TECNOLOGIA, FUTURO, PRODUÇÃO DE ENERGIA E OUTROS ASSUNTOS RELACIONADOS INDIRETAMENTE COM OS PRODUTOS DA GE, MAS QUE SÃO MUITO RELEVANTES PARA OS LEITORES.
  17. 17. GE + EDITORA GLOBO + VML O QUE É? ! O PROJETO TEM O OBJETIVO DE APROXIMAR A EMPRESA GLOBAL DOS USUÁRIOS, MOSTRANDO COMO A INOVAÇÃO PERMEIA OS SEUS SERVIÇOS E PRODUTOS E IMPACTA A VIDA DAS PESSOAS DE DIVERSOS PAÍSES. ! A PARCERIA COM A EDITORA GLOBO PERMITIU DESENVOLVER CONTEÚDO RELACIONADO AOS DIVERSOS SEGMENTOS EM QUE GE ATUA NO PAÍS, COMO ENERGIA, SAÚDE, TRANSPORTE E DESENVOLVIMENTO.
  18. 18. GE + EDITORA GLOBO O “CONTENT HUB” É UMA PLATAFORMA DESENVOLVIDA POR GE E EDITORA GLOBO QUE SERÁ COMPOSTA DE REVISTA; WEB E SOCIAL; MOBILE E TABLET E TV. ! ! TRAZENDO MATÉRIAS RELACIONADAS AOS SEGMENTOS ABORDADOS, ARTIGOS E INFOGRÁFICOS, NEWSLETTERS, LINKS E DIRECIONAMENTO AOS CONTEÚDOS SOCIAIS DE GE, COMO O BLOG E TAMBÉM AS REDES SOCIAIS DA EDITORA GLOBO. ALÉM DISSO, HAVERÁ ENTREGA DE MÍDIA ATRAVÉS DE VÍDEOS INSTITUCIONAIS E BANNERS TRADICIONAIS.
  19. 19. GE + EDITORA GLOBO Energy TransportationHealth Development Innovation PRINT | WEB&SOCIAL | MOBILE&TABLET | TV PILARES DE CONTEÚDO { {FORMATOS 4 PÁGINAS DE CONTEÚDO OFERECIDO POR GE. E ANÚNCIOS DE PÁGINAS DUPLAS DEPOIS DOS NATIVE ADS. 60 ARTIGOS POR MÊS, INFOGRÁFICOS, VIDEOS, E SOCIAL MEDIA POR 10 MONTHS. PATROCÍNIO DO CANAL, CONTEÚDO ESPECIALIZADO, GE BANNERS TRADICIONAIS E IMPACT MEDIA, PATROCÍNIO DA PLATAFORMA MOBILE, VÍDEOS DE 5 SEGUNDOS E PÁGINA INTERATIVA. {MATERIAIS & MÍDIA 317 INSERÇÕES DE 60 SEGUNDOS EM PROGRAMAS SOBRE CADA PILAR. GLOBO NEWS TAMBÉM TERÁ 330 INSERÇÕES DE 30 SEC. SPOTS CRIADOS POR GE PRODUZIDOS PELA GLOBO NEWS
  20. 20. OBRIGADO! ! fernando.taralli @vmlbrasil.com JUNHO/14

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