{"id":325566,"date":"2019-10-02T04:00:00","date_gmt":"2019-10-02T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-e-youtube-como-criar-um-clima-adequado-a-marca\/"},"modified":"2023-09-27T11:56:04","modified_gmt":"2023-09-27T11:56:04","slug":"ias-e-youtube-como-criar-um-clima-adequado-a-marca","status":"publish","type":"post","link":"https:\/\/integralads.com\/br\/insider\/ias-e-youtube-como-criar-um-clima-adequado-a-marca\/","title":{"rendered":"IAS e YouTube: como criar um clima adequado \u00e0 marca"},"content":{"rendered":"

No m\u00eas passado, revelou-se que 108 marcas veicularam an\u00fancios em v\u00eddeos no YouTube com desinforma\u00e7\u00f5es sobre mudan\u00e7as clim\u00e1ticas. O alerta foi dado por um estudo conduzido pela Avaaz, um grupo de ativistas ambientais sem fins lucrativos. Descobriu-se tamb\u00e9m que, entre as marcas afetadas, estavam grandes nomes de v\u00e1rias verticais do setor, al\u00e9m de grupos ambientais como Greenpeace e World Wildlife Fund. Com 21,1 milh\u00f5es de visualiza\u00e7\u00f5es, os v\u00eddeos problem\u00e1ticos podem ter sido sugeridos aos usu\u00e1rios depois de uma busca por \u201cmudan\u00e7a clim\u00e1tica\u201d, \u201caquecimento global\u201d ou \u201cmanipula\u00e7\u00e3o clim\u00e1tica\u201d (uma conhecida teoria da conspira\u00e7\u00e3o).*<\/p>\n

Em compara\u00e7\u00e3o com os desafios anteriores relacionados ao posicionamento de an\u00fancios no YouTube, os anunciantes acharam por bem adotar uma abordagem mais calculada<\/a> ao conflito. Dessa vez, as marcas est\u00e3o optando por trabalhar diretamente com o YouTube, para entender como segmentar melhor ambientes considerados mais adequados, bem longe de situa\u00e7\u00f5es potencialmente prejudiciais.<\/p>\n

O impacto negativo de anunciar sem querer ao lado de conte\u00fado enganoso ou desinforma\u00e7\u00e3o \u00e9 sem d\u00favida menor que associa\u00e7\u00e3o ao terrorismo, mas o problema vem ganhando espa\u00e7o por conta do movimento de mudan\u00e7a de brand safety para brand suitability<\/a>. Dentro da plataforma do YouTube, as marcas conseguem alternar os t\u00f3picos, podendo decidir se seria melhor desativar \u201cmudan\u00e7a clim\u00e1tica\u201d e reduzir o alcance das campanhas.<\/p>\n

Mas e se houvesse outras op\u00e7\u00f5es? Ao enfrentar esse problema, algumas empresas \u2013 como a Avaaz \u2013 pressionaram o YouTube a tomar outras medidas para monitoramento do conte\u00fado, na tentativa de evitar que v\u00eddeos com desinforma\u00e7\u00e3o recebam suporte publicit\u00e1rio ou sejam recomendados a usu\u00e1rios. Ainda assim, mesmo com todo esse debate acerca da fun\u00e7\u00e3o das plataformas sociais no monitoramento e policiamento do conte\u00fado, as marcas t\u00eam mais poder do que imaginam.<\/p>\n

Com a IAS, as marcas conseguem se proteger proativamente contra conte\u00fados inadequados usando a nossa solu\u00e7\u00e3o YouTube Verification.<\/p>\n

Me\u00e7a e gerencie como necess\u00e1rio<\/h4>\n

Nossa solu\u00e7\u00e3o de monitoramento usa modelos de machine learning para avaliar o n\u00edvel de risco (baixo, moderado, alto) associado a cada v\u00eddeo. N\u00f3s atualizamos nossos dados diariamente, para que as marcas renovem a lista no YouTube e deixem de fora v\u00eddeos que n\u00e3o estejam de acordo com as necessidades de brand suitability. E, no fim, adicionamos o olho humano para examinar e aprimorar nossos modelos, em busca da precis\u00e3o m\u00e1xima.<\/p>\n

Spoiler<\/strong>: Os anunciantes conseguem descrever o n\u00edvel certo de sensibilidade de cada marca, j\u00e1 que nossos n\u00edveis de risco t\u00eam nuances. Por exemplo, no estudo da Avaaz, cada v\u00eddeo citado teria sido marcado como \u201crisco moderado\u201d no sistema da IAS. Assim, os anunciantes ganham o conhecimento necess\u00e1rio para agir.<\/p>\n

Use nossa lista de canais do YouTube para inclus\u00e3o<\/h4>\n

Al\u00e9m disso, com nossa solu\u00e7\u00e3o YouTube Inclusion Channel List, atualmente em fase beta, usamos a avalia\u00e7\u00e3o dos v\u00eddeos para criar uma lista de canais de baixo risco. Em outras palavras: filtramos os canais com conte\u00fado arriscado para as marcas veicularem com tranquilidade no invent\u00e1rio do YouTube. N\u00f3s tamb\u00e9m avaliamos continuamente cada impress\u00e3o veiculada pelos clientes nos v\u00eddeos de cada canal para atualizar essas listas.<\/p>\n

Mas quando se trata de brand safety e brand suitability<\/a>, n\u00e3o h\u00e1 garantias. Assuntos como fake news e mudan\u00e7a clim\u00e1tica v\u00eam cada vez mais se transformando em \u00e1reas cinzentas, com um sem-fim de perspectivas, e o cen\u00e1rio da publicidade digital ainda sente dificuldade em exigir transpar\u00eancia, mesmo permitindo a liberdade de express\u00e3o. Mesmo assim, nunca as marcas tiveram tanta autonomia para assumir o controle da reputa\u00e7\u00e3o e dos gastos com m\u00eddia. Uma das primeiras empresas a trazer as verifica\u00e7\u00f5es de tr\u00e1fego inv\u00e1lido, viewability e time-in-view para o YouTube, a IAS sabe o quanto vale trabalhar em conjunto com as plataformas sociais para expressar os valores da sua marca. No final das contas, brand safety d\u00e1 certo para todo mundo. Brand suitability d\u00e1 certo para voc\u00ea.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

No m\u00eas passado, revelou-se que 108 marcas veicularam an\u00fancios em v\u00eddeos no YouTube com desinforma\u00e7\u00f5es sobre mudan\u00e7as clim\u00e1ticas. O alerta foi dado por um estudo conduzido pela Avaaz, um grupo de ativistas ambientais sem fins lucrativos. Descobriu-se tamb\u00e9m que, entre…<\/p>\n","protected":false},"author":1,"featured_media":295024,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[640,653,639],"tags":[],"class_list":["post-325566","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-brand-suitability-br","category-plataformas-proprietarias-br","category-topicos"],"acf":[],"yoast_head":"\nIAS e YouTube: como criar um clima adequado \u00e0 marca - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/br\/insider\/ias-e-youtube-como-criar-um-clima-adequado-a-marca\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS e YouTube: como criar um clima adequado \u00e0 marca\" \/>\n<meta property=\"og:description\" content=\"No m\u00eas passado, revelou-se que 108 marcas veicularam an\u00fancios em v\u00eddeos no YouTube com desinforma\u00e7\u00f5es sobre mudan\u00e7as clim\u00e1ticas. 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