13048 midia k_ey_escola_sp
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Transcript of 13048 midia k_ey_escola_sp
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Tuesday, April 23, 13
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MÍDIA!Tuesday, April 23, 13
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Analisa as necessidades de comunicação dos produtos e serviços de uma companhia
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Fundamentada por pesquisas e ferramentas
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Defini a maneira mais eficaz de atingir o objetivo das campanhas através dos meios de comunicação
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#3 pontos pertinentes sobre a mídia no Brasil
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#1 um super bowl todas as noites
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#1 um super bowl todas as noites
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De longe, a TV Globo tem o principal prime-time de audiência do mundo
37% taxa de domicílios 18% taxa da população total
Fonte: Zenith Optmedia Media Fact 2011.
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Esse veículo é a terceira maior emissora do planeta
128 sinais de todo o Brasil, cobrindo 99,5%
da população
8 bilhões em receitas de publicidade
Programas com qualidade internacional,
distribuídos para mais de 130 países
Todos os principais eventos de transmissão no Brasil, possuem os
direitos da Globo
Fonte: Ibope Netratings, July 2011. Atlas de cobertura Rede Globo 2011
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A Rede Globo com a Carminha obtia mais de 50 pontos de audiência nos episódios
A final do Super Bowl 2013 registrou 47,8 pontos na sua transmissão
Fonte: Ibope Media Workstation 2010.
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64,7% do investimento total em publicidade se destinou ao meio TV Aberta
O Total Investido em 2012 foi de R$ 30 bi
63%
1 TV Aberta 19.5112 Jornal 3.3383 Revista 1.9254 *Internet 1.5185 TV por Assinatura 1.3886 Rádio 1.1847 Mídia Exterior 9128 Guias e Listas 2719 Cinema 105
Fonte: Projeto Intermeios 2011
Valores em R$ Milhões
*Na parcial de 2012, internet já se tornou o 2º maior meio em investimento, passando o jornal
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#2 movimento da Classe C para Pay TV
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#2 movimento da Classe C para Pay TV
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11,4 milhões é a base de assinantes de TV por assinatura em 2011
Aumento de 151% em 5 anos
Fonte: Mídia Fatos 2011
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O crescimento de PayTv é baseado em assinantes da Nova Classe Média
Isso representa um crescimento de 164% em 5 anos nessa classe
Fonte: Sisem Consumer
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#3um país digital
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#3um país digital
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Em 2012 a base de usuários de internet no Brasil já ultrapassou
os 90 milhões de usuários
Fonte: Ibope Niielsen
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O Brasil é um dos países com maior tempo de navegação no mundo
Fonte: comScore
62:32:48 62:19:38
57:14:06
55:22:22 53:33:40
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Fonte: http://www.secundados.com.br/ + comsScore 2012 + Social Bakers
6,8 MM de profissionais. Crescimento de 65% em relação a 2011
33 MM de twitteiros no Brasil
20 MM de usuários em agosto de 2012. Em janeiro a rede possuia 34 MM
30 MM de pessoas utilizam o comunicador de mensagens da Microsoft
39,2 MM é a audiência de leitores de blogs no país
67 M de usuários ativos menais. 25 M deles no Mobile
100 MM de usuários ao redor do mundo
+
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Fonte: http://www.secundados.com.br/ + comsScore 2012 + Social Bakers
6,8 MM de profissionais. Crescimento de 65% em relação a 2011
33 MM de twitteiros no Brasil
20 MM de usuários em agosto de 2012. Em janeiro a rede possuia 34 MM
30 MM de pessoas utilizam o comunicador de mensagens da Microsoft
39,2 MM é a audiência de leitores de blogs no país
67 M de usuários ativos menais. 25 M deles no Mobile
100 MM de usuários ao redor do mundo
+
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Web apresenta consumo constante durante o dia, chegando a superar TV
em alguns momentos
Na internet temos prime time praticamente contínuo ao longo do dia
Fonte: Sisem Consumer
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Pensar HOJE como será o FUTURO
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Tangibilizar e transmitir pensamentos
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Marcas se movem com esse objetivo
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O transporte da sua marca é a MÍDIA
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Via de acesso para ativos
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Relacionamento
Check-ins
Compartilhamento
Imagem
FãsVisitas
VendasCadastros
Informação
Engajamento
Relevância
Amigos
Downloads
Views
Likes
Talkability
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O planejamento de mídia
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CRIATIVIDADE
CUSTOX
BENEFICIO
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CRIATIVIDADE
CUSTOX
BENEFICIO
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CRIATIVIDADE
CUSTOX
BENEFICIO
Levar idéias para cabeça do consumidorTuesday, April 23, 13
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CRIATIVIDADE
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INSPIRAÇÃO
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Está na beleza da observação e atitude
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REPERTÓRIO
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Fazer Mídia é falar com as pessoas
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De forma
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SurpreendenteDe forma
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e RelevanteRelevante
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COMO?Tuesday, April 23, 13
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Atuando no contexto da vida do seu consumidor
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Entregando VALOR
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Sendo ÚTIL
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Gerando percepção
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Qualquer ponto de CONTATO pode ser Mídia
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A Mídia está evoluindo
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ERRADO
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A Mídia está atualizando
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Utilizar os meios adequadamente ao momento do consumo de mídia
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Comunicação 360° e Cross Media
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Comunicação 360° e Cross Media
Televisão
Revista Rádio
Jornal
Internet
OOH
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Comunicação 360° e Cross Media
Televisão
Revista Rádio
Jornal
Internet
OOH
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ConsumidorConsumidor
Consumidor
Consumidor
Consumidor
Consumidor
Consumidor
Consumidor
MARCA
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Consumidor
Marca Marca
Marca
Marca
MarcaMarca
Marca
Marca
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Consumidor
ModernoTuesday, April 23, 13
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Consumidor
ModernoTuesday, April 23, 13
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o ambiente legitima posicionamentos e
fortalece valores
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Anônimo, vestindo jeans, camiseta e boné, um violinista desceu numa estação de metrô de Washington e começou a tocar. Durante 45 minutos ele foi praticamente ignorado
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O violinista era Joshua Bell, considerado um dos maiores do mundo, e o instrumento era um Stradivarius de 1713 - estimado em mais de USD 3 milhões
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Imagine a Monalisa
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Imagine o Louvre
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E agora, ver a Monalisa no Louvre
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E se ela estivesse no MC Donalds?
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Criar momentos pertinentes
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Para falar e reter atenção
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Estar no lugar certo
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Para as pessoas certasTuesday, April 23, 13
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Com um assunto de afinidade
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É para isso que s e g m e n t a m o s
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Possuir territórios bem definidos
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Favorece construção de Imagem
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Uma boa imagem alcança o mundo
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Aproveitar datas sazonais para fortalecer imagem
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Redes Sociais e Mobile?
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Deixaram de ser tendências
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Social + POS
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Integrados a tudo e ao todo
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Mobile + POS
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TENDÊNCIAS
NOVAS MÍDIAS
DIGITALIZAÇÃO
CONVERGÊNCIA
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TENDÊNCIAS
NOVAS MÍDIAS
DIGITALIZAÇÃO
CONVERGÊNCIA
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REALIDADES
NOVAS MÍDIAS
DIGITALIZAÇÃO
CONVERGÊNCIA
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NOVAS MÍDIAS
DIGITALIZAÇÃO
CONVERGÊNCIA
INVESTIMENTO em
Prod
ução
Di
gita
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NOVAS MÍDIAS
DIGITALIZAÇÃO
CONVERGÊNCIA
INVESTIMENTO em
Cont
eúdo
Di
gita
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Trad
icio
nal
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On-Li
ne
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On-Li
ne
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Dinâ
mic
o
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Dinâ
mic
o
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Presente
Passado
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Presente
Passado
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Presente
Passado
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Pensar HOJE como será o FUTURO
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PS: Não precisa ser uma grandemarca e/ou possuir alto budget para ter relevância, inovação e
eficiência em resultados
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Best Use of Ambient Media: Small ScaleTuesday, April 23, 13
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Best Use of Ambient Media: Small ScaleTuesday, April 23, 13
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Cases Especiais
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Atividade em Sala- apresentar a ferramenta de segmentação do facebook
- explicar os clusters possíveis de criarmos- planejamento de uma segmentação que faça sentido de acordo com o briefing proposto de cada
empresa de um dos alunos da dupla ou grupo- pegar os estudos de power of like, paper do facebook e midia kit pra fazer uma apresentação
- avaliar possibilidade de descer no nível de formato- avaliar viabilidade de consulta ao facebook ads via notebooks
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OBRIGADO!
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