{"id":325568,"date":"2019-11-07T05:00:00","date_gmt":"2019-11-07T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/o-efeito-domino\/"},"modified":"2023-09-27T11:55:30","modified_gmt":"2023-09-27T11:55:30","slug":"o-efeito-domino","status":"publish","type":"post","link":"https:\/\/integralads.com\/br\/insider\/o-efeito-domino\/","title":{"rendered":"O Efeito Domin\u00f3"},"content":{"rendered":"

Provavelmente voc\u00ea j\u00e1 ouviu falar sobre nosso estudo biom\u00e9trico sobre o Efeito Halo, que mensurou como os an\u00fancios s\u00e3o percebidos quando veiculados nas adjac\u00eancias de ambientes com conte\u00fado de alta e baixa qualidade. Mas como comparar esses dados a outros fatores, como relev\u00e2ncia e fidelidade \u00e0 marca? <\/span><\/span><\/span><\/span><\/span><\/span><\/p>\n

[<\/span><\/i>ATUALIZA\u00c7\u00c3O: Estudo do Efeito Halo<\/span><\/i><\/a>]<\/span><\/i><\/p>\n

Para entender o que os consumidores est\u00e3o dizendo sobre a qualidade do conte\u00fado e do ambiente, realizamos o estudo <\/span>\u201cO Efeito Domin\u00f3\u201d<\/b>. Esse estudo de acompanhamento objetivou mensurar como a percep\u00e7\u00e3o do consumidor de uma marca muda quando os an\u00fancios s\u00e3o exibidos em ambientes de qualidade diversa. Veja o que observamos:<\/span><\/span><\/p>\n

A qualidade do conte\u00fado e a relev\u00e2ncia do an\u00fancio s\u00e3o igualmente importantes<\/span><\/h3>\n

Enquanto a qualidade do ambiente do an\u00fancio digital permanece o fator mais importante para os consumidores, a relev\u00e2ncia do an\u00fancio permanece o foco crucial para os profissionais de marketing. A maior oportunidade para as marcas reside exatamente na interse\u00e7\u00e3o desses dois fatores. No Brasil, as marcas podem maximizar o impacto n\u00e3o apenas mostrando aos consumidores an\u00fancios relevantes, mas tamb\u00e9m garantindo que esses an\u00fancios sejam exibidos em ambientes com conte\u00fado de alta qualidade.<\/span><\/span><\/p>\n

Qualidade impulsiona engajamento no Brasil muito mais que no resto do mundo<\/span><\/h3>\n

Dos 13 pa\u00edses inclu\u00eddos no estudo \u201cO Efeito Domin\u00f3\u201d, os consumidores no Brasil s\u00e3o os que t\u00eam maior probabilidade (88%) de se engajar com um an\u00fancio em um ambiente de alta qualidade do que em um ambiente de baixa qualidade. Em seguida, vem o M\u00e9xico, com 79%, acompanhado, de perto, pela Indon\u00e9sia, com 78%. Esse resultado mostra que an\u00fancios adjacentes a conte\u00fado de alta qualidade \u00e9 de extrema import\u00e2ncia no Brasil.<\/span><\/span><\/p>\n

H\u00e1 uma desconex\u00e3o entre consumidores e profissionais de marketing<\/span><\/h3>\n

Enquanto marcas e profissionais de marketing nem sempre se sentem respons\u00e1veis pelo brand safety, 85% dos consumidores brasileiros consideram que a marca \u00e9 respons\u00e1vel pelo conte\u00fado que aparece pr\u00f3ximo aos an\u00fancios que veicula. Isso \u00e9 muito mais acentuado no Brasil do que na maioria dos outros pa\u00edses, exce\u00e7\u00e3o para a Indon\u00e9sia.<\/span><\/span><\/p>\n

Um mau posicionamento de an\u00fancio traz s\u00e9rias consequ\u00eancias<\/span><\/h3>\n

A maioria dos consumidores brasileiros (86%) acha irritante quando uma marca aparece pr\u00f3xima a conte\u00fado de baixa qualidade. Desses consumidores, 66% s\u00e3o menos favor\u00e1veis a marcas que n\u00e3o se atentam para isso. No entanto, o mais preocupante \u00e9 saber que 72% desses consumidores deixar\u00e3o de usar a marca completamente se os an\u00fancios forem exibidos adjacentes a conte\u00fado de baixa qualidade.<\/span><\/span><\/p>\n

Entender o ambiente em que seus an\u00fancios ser\u00e3o exibidos \u00e9 o primeiro passo para deter o Efeito Domin\u00f3. Colocando os consumidores no centro da estrat\u00e9gia de brand safety, e controlando o que \u00e9 adequado a eles, voc\u00ea evita colocar seu an\u00fancio no lugar errado, alavancando engajamento, favorabilidade e fidelidade.<\/span><\/span><\/p>\n

Baixe o <\/span>Estudo Efeito Domin\u00f3<\/b> hoje mesmo para saber mais.<\/span> <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Para entender o que os consumidores est\u00e3o dizendo sobre a qualidade do conte\u00fado e do ambiente, realizamos o estudo \u201cO Efeito Domin\u00f3\u201d. Esse estudo de acompanhamento objetivou mensurar como a percep\u00e7\u00e3o do consumidor de uma marca muda quando os an\u00fancios s\u00e3o exibidos em ambientes de qualidade diversa.<\/p>\n","protected":false},"author":1,"featured_media":295884,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[640,742,648,738,639],"tags":[644],"class_list":["post-325568","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-brand-suitability-br","category-pesquisa-br","category-pesquisas-e-relatorios","category-recursos-br","category-topicos","tag-pesquisas-e-relatorios"],"acf":[],"yoast_head":"\nO Efeito Domin\u00f3 - 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\/o-efeito-domino\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"O Efeito Domin\u00f3\" \/>\n<meta property=\"og:description\" content=\"Para entender o que os consumidores est\u00e3o dizendo sobre a qualidade do conte\u00fado e do ambiente, realizamos o estudo \u201cO Efeito Domin\u00f3\u201d. 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