{"id":16403,"date":"2023-09-12T15:00:15","date_gmt":"2023-09-12T18:00:15","guid":{"rendered":"http:\/\/18.228.156.244\/latcom\/?p=16403"},"modified":"2023-11-10T13:47:26","modified_gmt":"2023-11-10T16:47:26","slug":"por-que-os-especialistas-em-marketing-aumentaram-seu-orcamento-para-publicidade-ooh-em-2022","status":"publish","type":"post","link":"https:\/\/latcom.com\/latcom\/pt\/por-que-os-especialistas-em-marketing-aumentaram-seu-orcamento-para-publicidade-ooh-em-2022\/","title":{"rendered":"Por que os especialistas em marketing aumentaram seu or\u00e7amento para publicidade OOH em 2022?"},"content":{"rendered":"<style>.elementor-16403 .elementor-element.elementor-element-97c42a7{--display:flex;--flex-direction:row;--container-widget-width:calc( ( 1 - var( --container-widget-flex-grow ) ) * 100% );--container-widget-height:100%;--container-widget-flex-grow:1;--container-widget-align-self:stretch;--flex-wrap-mobile:wrap;--align-items:stretch;--gap:0px 0px;--row-gap:0px;--column-gap:0px;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:10px;--padding-bottom:5px;--padding-left:0px;--padding-right:0px;}.elementor-16403 .elementor-element.elementor-element-97c42a7:not(.elementor-motion-effects-element-type-background), .elementor-16403 .elementor-element.elementor-element-97c42a7 > .elementor-motion-effects-container > .elementor-motion-effects-layer{background-color:#00294F;}.elementor-16403 .elementor-element.elementor-element-283be29{--display:flex;--justify-content:center;--align-items:center;--container-widget-width:calc( ( 1 - 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var( --container-widget-flex-grow ) ) * 100% );}.elementor-16403 .elementor-element.elementor-element-892c473{--width:100%;--margin-top:0px;--margin-bottom:0px;--margin-left:0px;--margin-right:0px;--padding-top:0px;--padding-bottom:0px;--padding-left:0px;--padding-right:0px;}}<\/style>\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"16403\" class=\"elementor elementor-16403\">\n\t\t\t\t<div class=\"elementor-element elementor-element-97c42a7 e-con-full e-flex e-con e-parent\" data-id=\"97c42a7\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t<div class=\"elementor-element elementor-element-283be29 e-con-full e-flex e-con e-child\" data-id=\"283be29\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a9c1282 elementor-align-center volver-atras elementor-widget elementor-widget-button\" data-id=\"a9c1282\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-pop\" href=\"#\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">&lt;&lt; Retornar<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-54a87ba e-con-full e-flex e-con e-child\" data-id=\"54a87ba\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-401c657 elementor-widget elementor-widget-jkit_post_title\" data-id=\"401c657\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_post_title.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-post-title jeg_module___69e731a71288b\" ><h2 class=\"post-title style-color \">Por que os especialistas em marketing aumentaram seu or\u00e7amento para publicidade OOH em 2022?<\/h2><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-892c473 e-con-full e-flex e-con e-child\" data-id=\"892c473\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-4f6f2b0 e-flex e-con-boxed e-con e-parent\" data-id=\"4f6f2b0\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6518554 e-con-full e-flex e-con e-child\" data-id=\"6518554\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-0f2c0c4 elementor-widget elementor-widget-jkit_post_featured_image\" data-id=\"0f2c0c4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"jkit_post_featured_image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div  class=\"jeg-elementor-kit jkit-post-featured-image jeg_module__1_69e731a712e38\" ><div class=\"post-featured-image \"><img fetchpriority=\"high\" decoding=\"async\" width=\"1200\" height=\"700\" src=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/especialistas-en-marketing-aumentaron-su-presupuesto-para-publicidad-OOH-en-2022.jpg\" class=\"attachment-full size-full wp-post-image\" alt=\"\" srcset=\"https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/especialistas-en-marketing-aumentaron-su-presupuesto-para-publicidad-OOH-en-2022.jpg 1200w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/especialistas-en-marketing-aumentaron-su-presupuesto-para-publicidad-OOH-en-2022-300x175.jpg 300w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/especialistas-en-marketing-aumentaron-su-presupuesto-para-publicidad-OOH-en-2022-1024x597.jpg 1024w, https:\/\/latcom.com\/latcom\/wp-content\/uploads\/2022\/12\/especialistas-en-marketing-aumentaron-su-presupuesto-para-publicidad-OOH-en-2022-768x448.jpg 768w\" sizes=\"(max-width: 1200px) 100vw, 1200px\" title=\"\"><\/div><\/div>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ab5b158 elementor-widget elementor-widget-text-editor\" data-id=\"ab5b158\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Ap\u00f3s a queda na efic\u00e1cia da publicidade digital, as marcas apostaram em 2022 na publicidade OOH. De acordo com um estudo publicado pela Outdoor Advertising Association of America (OAAA), o investimento publicit\u00e1rio fora de casa nos Estados Unidos aumentou 17,6% em compara\u00e7\u00e3o com 2021. Esse crescimento ser\u00e1 maior este ano. Inova\u00e7\u00e3o, criatividade, segmenta\u00e7\u00e3o, flexibilidade e controle s\u00e3o as vantagens competitivas que o meio oferece frente a outros canais.<\/p><p>Embora seja verdade que, na \u00faltima d\u00e9cada, os canais de marketing digital se tornaram a forma mais r\u00e1pida e inovadora de fazer publicidade, a efic\u00e1cia da publicidade na Internet est\u00e1 a diminuindo. Esta queda deve a m\u00faltiplos fatores, entre os quais se pode mencionar o excesso de licita\u00e7\u00e3o em SEO, a sobresatura\u00e7\u00e3o de mensagens para captar a aten\u00e7\u00e3o dos usu\u00e1rios, ou a desconfian\u00e7a do consumidor em rela\u00e7\u00e3o aos an\u00fancios em RR.SS. Isto provocou uma mudan\u00e7a de tend\u00eancia no investimento publicit\u00e1rio a favor do OOH e do DOOH dadas as novas oportunidades que apresenta este meio gra\u00e7as \u00e0 incorpora\u00e7\u00e3o das novas tecnologias no DOOH, o que permite, desde gerar an\u00fancios din\u00e2micos, at\u00e9 ao lan\u00e7amento de outros formatos interativos que permitam \u00e0s marcas interagir com o seu p\u00fablico de uma forma personalizada.<\/p><p>\u201cOOOH permite aos anunciantes chegar ao seu p\u00fablico-alvo em qualquer situa\u00e7\u00e3o de consumo porque intercepta o consumidor onde quer que esteja, sem qualquer tipo de barreira. \u00c0s m\u00faltiplas op\u00e7\u00f5es que oferece o meio em termos de tipo de m\u00eddia, h\u00e1 que acrescentar a grande variedade de elementos disruptivos que refor\u00e7am a comunica\u00e7\u00e3o, e ferramentas poderos\u00edssimas de medi\u00e7\u00e3o\u201d, afirma Cesar Angulo, Diretor de Desenvolvimento de Novos Neg\u00f3cios da Latcom: \u201cNeste sentido, a tecnologia de nossa ferramenta, LMS (Latcom Media Services), permite aos nossos clientes o controle absoluto de suas campanhas desde a gera\u00e7\u00e3o do brief at\u00e9 a obten\u00e7\u00e3o de relat\u00f3rios. Um dos grandes diferenciais desta solu\u00e7\u00e3o \u00e9 que se pode gerar o melhor plano de m\u00eddia em OOH, j\u00e1 que as ferramentas que comp\u00f5em este servi\u00e7o permitem otimizar segundo os objetivos do cliente. Gra\u00e7as ao LMS, n\u00e3o s\u00f3 \u00e9 poss\u00edvel agilizar o planejamento e a execu\u00e7\u00e3o das campanhas, mas tamb\u00e9m dispor de relat\u00f3rios detalhados em termos de ROI e reach\u201d.<\/p><p>A evolu\u00e7\u00e3o do meio n\u00e3o se det\u00e9m. As possibilidades em DOOH s\u00e3o infinitas e incluem desde os cl\u00e1ssicos grandes formatos, ao mobili\u00e1rio urbano e \u00e0s telas LED com publicidade interativa, murais, instala\u00e7\u00f5es em cinemas ou aeroportos e suportes em meios de transporte com dispositivos inteligentes que mudam a criatividade publicit\u00e1ria em tempo real em fun\u00e7\u00e3o de m\u00faltiplos fatores como a climatologia ou o grupo demogr\u00e1fico ao qual se queira impactar.<\/p><p>E se h\u00e1 algo que torna esta op\u00e7\u00e3o ainda mais atrativa para os planejadores \u00e9 a evolu\u00e7\u00e3o que o meio oferece em sistemas de medi\u00e7\u00e3o, dada a disponibilidade de ferramentas confi\u00e1veis que permitem a integra\u00e7\u00e3o digital atrav\u00e9s de c\u00f3digos promocionais ou c\u00f3digos QR integrados nas cria\u00e7\u00f5es publicit\u00e1rias e a possibilidade de direcionar o tr\u00e1fego para os sites dos clientes. As m\u00e9tricas obtidas gra\u00e7as ao OOH permitem resultados quantific\u00e1veis, que s\u00f3 podiam ser obtidos em campanhas online. Esse gigantesco ecossistema de dados tamb\u00e9m permite que os anunciantes criem campanhas mais personalizadas e hipersegmentadas de acordo com p\u00fablicos muito espec\u00edficos.<\/p><p>O meio OOH \u2013 e, mais especificamente, DOOH- agora tamb\u00e9m \u00e9 capaz de proporcionar \u00e0s marcas a confian\u00e7a e os dados necess\u00e1rios para gerar planos de m\u00eddia eficazes, oferecendo a possibilidade de se direcionar \u00e0 sua audi\u00eancia com mensagens relevantes e medindo com precis\u00e3o os resultados. Para a onipresen\u00e7a do canal, com uma ampla variedade de m\u00eddia outdoor e indoor, acrescenta-se, a precis\u00e3o na efetividade dos resultados, o feedback das audi\u00eancias e a medi\u00e7\u00e3o em tempo real. Por isso, 2022 \u00e9 o ano em que as marcas est\u00e3o claramente apostando na publicidade OOH.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":1858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[631],"tags":[],"class_list":["post-16403","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias-pt"],"acf":[],"lang":"pt","translations":{"pt":16403,"en":16398,"es":1857},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts\/16403","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/comments?post=16403"}],"version-history":[{"count":8,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts\/16403\/revisions"}],"predecessor-version":[{"id":23151,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/posts\/16403\/revisions\/23151"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/media\/1858"}],"wp:attachment":[{"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/media?parent=16403"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/categories?post=16403"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/latcom.com\/latcom\/wp-json\/wp\/v2\/tags?post=16403"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}