puc-sp e tv globo
DESCRIPTION
Apresentação Bernardo Magalhães, da TV Globo, para alunos da PUC-SP. Tema: "Propaganda na web: uma experiência"TRANSCRIPT
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abertura
propaganda na web : uma exper i ênc i a
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FOTOGRAFIA DA PROPAGANDA ONLINE
NO BRASIL
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O banner ainda representa 82% dos investimentos publicitários online.
Aplicações de soluções avançadas de web 2.0 ainda é reduzida.
Fonte: estudo realizado, em 2008, pela Vignette com executivos de empresas com faturamento entre R$ 100 milhões e R$ 1 bilhão
Embora tenha se tornado o terceiro veículo em alcance no Brasil, apenas 3,36% do total das verbas
publicitárias são destinadas à web (na Inglaterra, a internet ultrapassará a televisão como maior meio
de propaganda com 19% do total investido em publicidade).
Fonte: Meio Digital /Ibope Monitor para mídia digital
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MAS O BEBÊ ESTÁ CRESCENDO.
E RÁPIDO.
Em 2005, o faturamento online era de R$ 266 milhões - 61% maior que em 2003. Só Bradesco - maior anunciante online do
Brasil, investiu em 2008, R$ 226,1 milhões. Os 10 maiores anunciantes investiram, em 2008, o total de R$ 738.282.000
Fontes: M&M Especial Internet (22/5/06) e Meio Digital /Ibope Monitor para mídia digital
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MAS O BEBÊ ESTÁ CRESCENDO.
E RÁPIDO.
88% dos usuários ativos (22,3 milhões de pessoas) navegaram em março por meio de banda larga. Um salto de 22% em relação a março de 2008.
Fonte: Ibope Nielsen Online mar/09
25,5 milhões de usuários ativos da internet residencial. Crecimento de 12% na comparação com mar/08.
Considerando os brasileiros de 16 anos ou +, a projeção é de que existem 62,3 milhões de pessoas com acesso à internet em qualquer ambiente (residênciais, trabalho, escolas, lan-houses, bibliotecas, telecentros).
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abertura
propaganda na web : uma exper i ênc i a
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“Todo a r t i s t a t em de i r onde o povo e s tá ”
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c a s e 1
“ M i l C a s m u r r o s ”
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C r i a m o s a p r i m e i r a l e i t u r a c o l e t i v a o n l i n e d o mu n d o
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Tr a n s fo r m a n d o u m l i v r o e m u m a r e d e s o c i a l
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r e s u l t a d o s
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r e c o n h e c i m e n t o n a c i o n a l
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N a e s t r é i a d a c a t e g o r i a P R L i o n , n o F e s t i v a l d e C a n n e s
d e s t e a n o , “ M i l C a s m u r r o s ” f o i e l e i t o o m e l h o r c a s e n a
c a t e g o r i a “ b e s t u s e o f i n t e r n e t , d i g i t a l a n d s o c i a l m e d i a ”
e i n t e r n a c i o n a l
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c a s e 2
“ I n d i a n i z a n d o a w e b ”
C a m i n h o d a s Í n d i a s
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l a n ç a r u m a n ove l a c o m
t e m a “ Í n d i a ” p a r a o
m a i o r p a í s c a t ó l i c o d o
mu n d o e r a u m d e s a f i o
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o n e o f f l i n e
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i n d i a n i z a m o s a
we b
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V í d e o s g e r av a m bu z z e m f avo r d o t e m a “ Í n d i a ”
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mais de 120 mil views em 15 dias
hoje, somam mais de 300 mil
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“ i n d i a n i z e - s e ”
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mais de 35 mil page views
mais de 13 mil perfis criados
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SEEDING
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FOTO CAFÉ COM BLOGUEIROS
CAFÉ COM BLOGUEIROS
CAFÉ DA MANHÃCOM BLOGUEIROS
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FOTO CAFÉ COM BLOGUEIROS
50 BLOGUEIROSAUDIÊNCIA MENSAL SOMADA: MAIS DE 2 MILHÕES DE ACESSOS
735 POSTS PUBLICADOS
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CONSTRUÇÃO DE MARCA
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c a s e 3
C a ra s & B o c a s
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a h i s t ó r i a d e
u m a m o r
p a r t i d o
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q u e t e ve n a we b
u m fo r t e a l i a d o
c o n c e i t u a l
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r e s o l ve m o s “ a j u d a r ” c a s a i s s e p a r a d o s
a r e t o m a r e m a r e l a ç ã o . e d e m o s u m a
a j u d a a o s s o l t e i r o s , t a m b é m .
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mais de 85 mil visitas
100 mil views
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deu tão certo que resolvermos levar, sob forma de
aplicativo, a ação ao Orkut
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mais 2 mil aplicativos instalados
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para fortalecer o conceito da novela,
nos aliamos ao Par Perfeito - maior site de
relacionamento da América Latina
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hoje, são mais de 20.000 usuários ativos
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c a s e 4
“ A f e s t a é s u a ”
C a m p a n h a F i n a l d e A n o
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t r a n s f o r m a m o s n o s s o
m o m e n t o d e c o mu n i c a ç ã o
m a i s e s p e c i a l d o a n o ,
e m u m a e x p e r i ê n c i a
d e i n t e r a ç ã o i n é d i t a c o m
n o s s o s t e l e s p e c t a d o r e s
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c r i a m o s u m b l o g . u m g r a n d e mu r a l d e v í d e o s d e t o d o B r a s i l c a n t a n d o n o s s o “ h i n o ” . O s m e l h o r e s , p r o t a g o n i z a r a m o s c o m e r c i a i s d e n o s s a c a m p a n h a .
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MAIS DE 6.500 VÍDEOS ENVIADOS
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As crianças brasileiras são as que
mais acessam a internet no mundo.
São também as que mais usam celular
no planeta (mais que as japonesas).
Fonte: estudo Playground Digital, da Nickelodeon
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Fonte: Ibope Nielsen Online mai/09 - dados fev 09
2.8 milhões de crianças de
2 a 11 anos navegam na
internet residencial brasileira
Equivale a 11% dos 24,8 mm de
usuários ativos do mês.
A maioria está na faixa
de 6 a 11 anos.
São 2,3 mm.
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