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B&P - Conteúdo 3.0: como gerar valor para as marcas com métricas de performance

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André Vinicius - Uol

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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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B&P - Conteúdo 3.0: como gerar valor para as marcas com métricas de performance

  1. 1. André Vinicius conteúdo 3.0 branding & performance
  2. 2. “The opposite of programmatic is manual, not premium MARISSA MAYER President &CEO, Yahoo!
  3. 3. Onde sua marca está sendo exibida?
  4. 4. Fonte: MediaBrix “Emotional Connections Attract Digital Marketers’ Branding Dollars” conducted by Millward Brown Digital, Junho/2014 – US Media Buyers 30%DOS DECISORES EM MARKETING DIGITAL Acreditam que a compra programática produz experiências negativas para o consumidor, danificando sua fidelidade e criando barreiras para os objetivos da marca BRAND SAFETY ? QUALIDADE DO INVENTÁRIO A B ? PLACEMENT TRANSPARENCY TRÁFEGO FRAUDULENTO
  5. 5. Audiência + sites premium: 90% 80% 10% 20% + IMPRESSIONS SERVED PORTION OF CONVERTERS Eficiência: Audience targeting somou 90% do total de impressões, representando 80% do total de conversões Engajamento: com um acréscimo de 10% do total de impressões em ambientes premium, a conversão é de 20%, uma proporção de 2:1 Efetividade (para a marca anunciante) 63% 28%AUDIENCE AUDIENCE + PREMIUM 2x mais resultados Fonte: Ad Environments: The Halo Effect - Innerscope Research for Yahoo!
  6. 6. Mídia Branding Resultados design conteúdo formatos native Influenciadores Especialistas Produtores conhecidos Inovadores e de impacto Usabilidade e experiência de navegação positivas Bem feito, integrado à página e ao app 97% + fixação 6x + atenção 3x + ressonância emocional 72% + recall do anúncio 26% + ressonância emocional positiva 133% + fixação da mensagem 300% + ressonância emocional 51% + recall do anúncio 62% + brand preference 3x + atenção 55% + ressonância emocional 23% + percepção de qualidade do produto Fonte: Ad Environments: The Halo Effect - Innerscope Research for Yahoo!
  7. 7. EMPREENDEDOR PERFIL: programáticapremium
  8. 8. Retargeting + Branding
  9. 9. Champions League Heineken
  10. 10. Placar UOL por Heineken 100% das propriedades Champions League PLACAR EM TEMPO REAL (WEB E MOBILE) 1 0 + + + VÍDEOS APP EXCLUSIVO CONTEÚDO ESPECIAL Conteúdo variado e multiplataforma garantiram o sucesso do patrocínio
  11. 11. Placar • Placar ao vivo de todos os jogos da Champions League • 1ª ou 2ª tela: a pergunta “você está assistindo o jogo pela TV?” aparece para otimizar a experiência do consumidor • Ambiente Heineken: mídia 100% do anunciante • Chamadas na home em todos os jogos • Selo Heineken após cada gol 40 MM 498 mil DE PÁGINAS VISTAS USUÁRIOS ÚNICOS 1/FEV A 15/JUN DE 2015: Fonte: Omniture Sitecatalyst
  12. 12. PVs 2 MM App UEFA Champions League DOWNLOADS: 215 mil POWERED BY PLACAR UOL • Placar ao vivo de todos os jogos da Champions League • 1ª ou 2ª tela: a pergunta “você está assistindo o jogo pela TV?” aparece para otimizar a experiência do consumidor • Ambiente Heineken: mídia 100% do anunciante • Fotos, notícias, tabela e vídeos
  13. 13. André Vinicius conteúdo 3.0 branding & performanceavinicius@uolinc.com

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