{"id":576,"date":"2019-07-11T17:40:33","date_gmt":"2019-07-11T20:40:33","guid":{"rendered":"https:\/\/integracaodigital.com.br\/blog\/?p=576"},"modified":"2024-03-14T10:16:53","modified_gmt":"2024-03-14T13:16:53","slug":"o-que-e-viewability","status":"publish","type":"post","link":"https:\/\/www.integracaodigital.com.br\/blog\/2019\/07\/11\/o-que-e-viewability\/","title":{"rendered":"O que \u00e9 Viewability?"},"content":{"rendered":"

 <\/p>\n

\"O<\/p>\n

O que \u00e9 Viewability?<\/b><\/h1>\n

Voc\u00ea sabe o que \u00e9 <\/span>Viewability<\/span><\/i>? Em tradu\u00e7\u00e3o livre para o portugu\u00eas, quer dizer \u201cvisibilidade\u201d. H\u00e1 mais de quatro anos, o <\/span>Interactive Advertising Bureau<\/span><\/a> (IAB) junto com o <\/span>Media Rating Council<\/span><\/a> (MRC) definiram a <\/span>viewability <\/span><\/i>de um an\u00fancio: somente quando este estiver 50% vis\u00edvel por no m\u00ednimo um segundo, no caso de display, ou dois segundos para v\u00eddeo.\u00a0<\/span><\/p>\n

O problema \u00e9 que nem todos os anunciantes e ve\u00edculos adotaram a regra. A falta de um padr\u00e3o para mensurar o n\u00famero de visualiza\u00e7\u00f5es, compromete o entendimento quanto a efic\u00e1cia dos an\u00fancios. Desta forma \u00e9 dif\u00edcil saber o que motiva o desejo de compra no consumidor, al\u00e9m disso os resultados apresentados ficam abaixo do desejado.\u00a0\u00a0<\/span><\/p>\n

\"\"<\/p>\n

Viewability em campanhas de <\/b>branding <\/i><\/b>e performance<\/b><\/h2>\n

Seja em campanhas de branding ou performance, os an\u00fancios t\u00eam a fun\u00e7\u00e3o de levar a a\u00e7\u00e3o. \u00c9 verdade que o <\/span>viewability <\/span><\/i>\u00e9 uma m\u00e9trica mais usada em campanhas de constru\u00e7\u00e3o de marca. Contudo, pesquisas realizadas pelo Google mostram que o \u00edndice de visualiza\u00e7\u00f5es tamb\u00e9m impactam nas convers\u00f5es. Seguindo a defini\u00e7\u00e3o de <\/span>viewability <\/span><\/i>do MRC, os an\u00fancios da Rede de Display converteram quatro vezes mais, se comparados com os que n\u00e3o seguem \u00e0 norma.\u00a0<\/span><\/p>\n

\"\"
\nPode parecer \u00f3bvio, mas enquanto todo o setor n\u00e3o adotar a defini\u00e7\u00e3o de <\/span>viewability <\/span><\/i>do MRC sempre teremos relat\u00f3rios com convers\u00f5es irreais, partindo de an\u00fancios que nunca foram clicados e nem ao menos vistos. Mesmo que em uma campanha de <\/span>branding <\/span><\/i>um an\u00fancio n\u00e3o precise ser clicado para gerar resultado, espera-se que ao menos ele tenha sido visualizado. Com isso \u00e9 poss\u00edvel calcular com mais exatid\u00e3o as convers\u00f5es p\u00f3s-visualiza\u00e7\u00e3o.\u00a0<\/span><\/p>\n

Caminhando para uma publicidade eficaz<\/b><\/h2>\n

Apresentado o problema \u00e9 chegada a hora de partir para a solu\u00e7\u00e3o. Os anunciantes precisam se unir e exigir dos ve\u00edculos e parceiros de m\u00eddia uma postura diferente, que a norma de <\/span>viewability <\/span><\/i>do MRC seja aplicada em todas as m\u00e9tricas que tomam como base as impress\u00f5es. Com isso estaremos caminhando para uma publicidade mais eficaz.\u00a0<\/span><\/p>\n

“O MRC criou normas de mensura\u00e7\u00e3o de impress\u00f5es de an\u00fancios visualiz\u00e1veis para que o mercado ficasse seguro de que todas as m\u00e9tricas da publicidade digital s\u00e3o v\u00e1lidas, confi\u00e1veis e eficazes. Aplicar as mesmas diretrizes \u00e0s convers\u00f5es p\u00f3s-visualiza\u00e7\u00e3o, contabilizando apenas as impress\u00f5es que atendam os requisitos, \u00e9 o caminho natural para termos mais coer\u00eancia e seguran\u00e7a na an\u00e1lise de campanhas de branding e performance.”<\/span><\/i>, resume George Ivie, CEO e diretor executivo do MRC.<\/span><\/p>\n

Quando a <\/span>viewability <\/span><\/i>tornar-se padr\u00e3o no setor, os anunciantes sentir\u00e3o a diferen\u00e7a no bolso. At\u00e9 l\u00e1, A Integra\u00e7\u00e3o Digital trabalha somente com m\u00eddias que exercem essa pr\u00e1tica e garante um resultado verdadeiro. ?<\/span><\/p>\n

\"Falar<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

  O que \u00e9 Viewability? Voc\u00ea sabe o que \u00e9 Viewability? Em tradu\u00e7\u00e3o livre para o portugu\u00eas, quer dizer \u201cvisibilidade\u201d. H\u00e1 mais de quatro anos, o Interactive Advertising Bureau (IAB) junto com o Media Rating Council (MRC) definiram a viewability de um an\u00fancio: somente quando este estiver 50% vis\u00edvel por no m\u00ednimo um segundo, no…<\/p>\n","protected":false},"author":2,"featured_media":577,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[404],"tags":[113,121,38,122,123],"class_list":["post-576","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital","tag-ads","tag-anunciantes","tag-anuncios","tag-viewability","tag-visibilidade"],"yoast_head":"\nO Que \u00e9 Viewability? - Descubra no Blog da Integra\u00e7\u00e3o Digital<\/title>\n<meta name=\"description\" content=\"Voc\u00ea sabe o que \u00e9 Viewability? 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