Construir a marca com vídeo on line, será?
Autor: Comunicar | Publicado: 2016-11-13T12:25:00-02:00

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&nbsp;&nbsp;&nbsp; Com avanço da tecnologia, e a facilidade de acessar de qualquer lugar a
internet via celular e tablet, os vídeos online estão sendo reconhecidos como
uma nova plataforma e formato para construção da marca. E a cada dia está virando
essencial para o KPI (Key Performance Indicator).






&nbsp;&nbsp;&nbsp; Segundo relatório da IAB Europe (Attitudes to Digital Video Advertising), em
uma pesquisa com mais de 650 anunciantes, agências e veículos de 31 mercados,
estudo mostrou quase todas as partes interessadas estão agora implantando algum
tipo de estratégia publicitária de vídeo digital, com mais de 90% dos
anunciantes, agências de mídia e editores que afirmam utilizar o canal.



&nbsp;&nbsp;&nbsp; Em mais de dois terços dos gastos com anúncios em vídeos, desses 27% dos
anunciantes atualmente é para desktop. Mas a expectativa é que os investimentos
mudem rapidamente para o mobile, pois os anunciantes pretendem alcançar suas
audiências nos momentos mais relevantes nos celulares.



&nbsp;&nbsp;&nbsp; O planejamento multitela foi observado no relatório com 82% dos anunciantes
e 88% das agências que querem planejar campanhas de vídeo digitais em conjunto
com a propaganda de TV, e é amplamente praticado. No entanto, mais de três
quartos dos anunciantes (78%) e agências (85%) têm como objetivo elevar a
notoriedade da marca, por exemplo, enquanto dois terços de ambos os grupos
usaram o KPI como uma métrica eficiente para avaliar campanhas, mas eles ainda
dependem de cliques.



&nbsp;&nbsp;&nbsp; Para uma campanha mais assertiva, existem um fator que impede o
desenvolvimento maior e mais rápido do mercado, a demanda de vídeo digital
atualmente excede a oferta. Ou seja, segundo o estudo, a maioria dos editores
estão investindo em vídeos digitais, mas isso representa apenas uma pequena
proporção do seu inventário total do inventário digital.





Fonte: http://propmark.com.br