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{"id":10209,"date":"2022-01-20T13:00:00","date_gmt":"2022-01-20T16:00:00","guid":{"rendered":"https:\/\/sealtelecom.com.br\/?p=10209"},"modified":"2022-01-20T13:00:00","modified_gmt":"2022-01-20T16:00:00","slug":"midia-out-of-home-o-potencial-do-digital-signage","status":"publish","type":"post","link":"http:\/\/convergint-br.com.br\/2022\/01\/20\/midia-out-of-home-o-potencial-do-digital-signage\/","title":{"rendered":"Digital Out of Home: o digital signage inteligente"},"content":{"rendered":"\n

Uma pesquisa realizada em abril do ano passado pelo Cenp-Meios e divulgada pelo Portal Propaganda & Marketing<\/a> j\u00e1 apontava a forte presen\u00e7a da m\u00eddia exterior na distribui\u00e7\u00e3o das verbas publicit\u00e1rias das empresas, sendo que especificamente a m\u00eddia out of home (OOH) j\u00e1 ocupava a terceira posi\u00e7\u00e3o preferida, atr\u00e1s apenas da TV aberta e da internet.<\/p>\n\n\n\n

Neste ano, com a flexibiliza\u00e7\u00e3o do isolamento social proporcionada pelo avan\u00e7o na vacina\u00e7\u00e3o contra o Covid-19 e o aumento da circula\u00e7\u00e3o de pessoas e a realiza\u00e7\u00e3o de eventos presenciais, a tend\u00eancia \u00e9 o crescimento da penetra\u00e7\u00e3o das m\u00eddias externas, especialmente as m\u00eddias out of home.<\/p>\n\n\n\n

Por defini\u00e7\u00e3o, as m\u00eddias out of Home (OOH) s\u00e3o um conjunto de mensagens e a\u00e7\u00f5es publicit\u00e1rias que atingem o p\u00fablico fora de suas casas. Sem d\u00favida que outdoors e cartazes s\u00e3o alguns dos exemplos mais tradicionais e antigos deste tipo de a\u00e7\u00e3o que, no entanto, conta com a Digital Out of Home (DOOH), o que h\u00e1 de mais moderno nos formatos digitais em displays de variados tamanhos e funcionalidades em espa\u00e7os urbanos como grandes avenidas, esta\u00e7\u00f5es de metr\u00f4, shoppings, aeroportos e outros locais de grande circula\u00e7\u00e3o de pessoas.<\/p>\n\n\n\n

Digital Out of Home no Brasil: a tecnologia a favor da experi\u00eancia<\/strong><\/h2>\n\n\n\n

Al\u00e9m da possibilidade de segmenta\u00e7\u00e3o do p\u00fablico atingido por locais, hor\u00e1rios e faixa et\u00e1ria, as a\u00e7\u00f5es de Digital Out of Home contam com o digital signage como um importante diferencial que permite um apurado gerenciamento e monitoramento de resultados da rede de displays digitais instalada, inclusive com a programa\u00e7\u00e3o do conte\u00fado a ser veiculado.<\/p>\n\n\n\n

O digital signage \u00e9 uma solu\u00e7\u00e3o que oferece melhores resultados para a comunica\u00e7\u00e3o das empresas, inclusive por permitir a utiliza\u00e7\u00e3o com tecnologias baseadas no marketing de proximidade, como os beacons bluetooth, dispositivos de geolocaliza\u00e7\u00e3o com capacidade de rastrear aparelhos m\u00f3veis conectados \u00e0 internet nos arredores. <\/p>\n\n\n\n

Devido a seus recursos avan\u00e7ados, os beacons geram m\u00e9tricas atrav\u00e9s de dados e intelig\u00eancia artificial (IA) que podem nortear novas estrat\u00e9gias. <\/p>\n\n\n\n

A mensura\u00e7\u00e3o dos resultados pode ser ainda mais apurada com a utiliza\u00e7\u00e3o da tecnologia de reconhecimento facial que permite estimar se o espectador est\u00e1 reagindo positivamente \u00e0 exposi\u00e7\u00e3o da marca e o grau de satisfa\u00e7\u00e3o com a mensagem apresentada atrav\u00e9s de indicadores de express\u00e3o facial. <\/p>\n\n\n\n

Isso permite a gera\u00e7\u00e3o de relat\u00f3rios que s\u00e3o repassados \u00e0 \u00e1rea de marketing para modifica\u00e7\u00f5es e adequa\u00e7\u00f5es da mensagem de forma a gerar ou ampliar os resultados positivos da a\u00e7\u00e3o.<\/p>\n\n\n\n

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