{"id":10831,"date":"2019-10-18T19:13:17","date_gmt":"2019-10-18T19:13:17","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=10831"},"modified":"2024-11-11T15:51:35","modified_gmt":"2024-11-11T15:51:35","slug":"segmentacao-contextual-vs-comportamental","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/segmentacao-contextual-vs-comportamental\/","title":{"rendered":"Targeting 101: segmenta\u00e7\u00e3o contextual vs. comportamental"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><span lang=\"PT-BR\">H\u00e1 anos se discute se \u00e9 melhor alocar o budget em segmenta\u00e7\u00e3o contextual ou comportamental. Para alguns, a segmenta\u00e7\u00e3o contextual deveria dar lugar \u00e0 segmenta\u00e7\u00e3o comportamental, mais moderna e personalizada. Para outros, a quest\u00e3o n\u00e3o \u00e9 \u201cuma ou outra\u201d, pois trata-se de t\u00e1ticas complementares. Mais de uma d\u00e9cada depois, a d\u00favida volta \u00e0 baila. Quando o assunto \u00e9 marketing, a resposta \u00e9 simples: \u201cdepende\u201d. Portanto, antes de conclu\u00edrmos qualquer coisa, vamos examinar o que cada tipo de segmenta\u00e7\u00e3o significa.<\/span><\/p>\n<h3><strong>Segmenta\u00e7\u00e3o contextual<\/strong><\/h3>\n<p>A segmenta\u00e7\u00e3o contextual \u00e9 a pr\u00e1tica de exibir an\u00fancios com base no conte\u00fado do site. Por exemplo, exibir um an\u00fancio de lou\u00e7as em um site de receitas ou um an\u00fancio de t\u00eanis de corrida em um f\u00f3rum de corrida. \u00c9 como se fosse a vers\u00e3o digital do mundo f\u00edsico, como publicar um an\u00fancio em uma revista de nicho espec\u00edfico.<\/p>\n<p>Existe a segmenta\u00e7\u00e3o contextual por categoria, em que os an\u00fancios s\u00e3o segmentados para p\u00e1ginas de categorias previamente atribu\u00eddas, e a segmenta\u00e7\u00e3o contextual por palavra-chave, em que os an\u00fancios s\u00e3o segmentados para p\u00e1ginas que contenham as palavras-chave selecionadas. A segmenta\u00e7\u00e3o sem\u00e2ntica \u00e9 a forma mais avan\u00e7ada de segmenta\u00e7\u00e3o contextual e envolve o uso de machine learning para entender o significado de cada p\u00e1gina de conte\u00fado, em vez de apenas identificar palavras-chave em uma p\u00e1gina.<\/p>\n<p>Veja como funciona:<\/p>\n<ul>\n<li>Um rastreador da web examina p\u00e1ginas categorizadas com base no contexto e na sem\u00e2ntica.<\/li>\n<li>Quando o usu\u00e1rio visita uma p\u00e1gina, as informa\u00e7\u00f5es do conte\u00fado da p\u00e1gina v\u00e3o para o ad server, que ent\u00e3o combina essas informa\u00e7\u00f5es com an\u00fancios relevantes em rela\u00e7\u00e3o \u00e0s palavras-chave e ao conte\u00fado.<\/li>\n<\/ul>\n<p>Quanto melhor for seu sistema quanto \u00e0 capacidade de entender o contexto real de uma p\u00e1gina, melhor ser\u00e1 a correspond\u00eancia de an\u00fancios. Abaixo vemos um exemplo de an\u00fancio segmentado por contexto para produtos de cuidados com a pele, ao lado de um artigo sobre maquiagem.<\/p>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-10832\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/Contextual-vs.-Behavioral-Targeting.png\" alt=\"Contextual vs. Behavioral Targeting\" width=\"728\" height=\"437\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/Contextual-vs.-Behavioral-Targeting.png 593w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/Contextual-vs.-Behavioral-Targeting-300x180.png 300w\" sizes=\"auto, (max-width: 728px) 100vw, 728px\" \/> <sub>Fonte da foto: https:\/\/blog.adbeat.com\/how-to-choose-publishers-advertising-campaigns\/<\/sub><\/p>\n<h3><strong>Segmenta\u00e7\u00e3o comportamental<\/strong><\/h3>\n<p>A segmenta\u00e7\u00e3o comportamental (ou segmenta\u00e7\u00e3o de audi\u00eancia) \u00e9 a pr\u00e1tica de segmentar clientes com base no comportamento de navega\u00e7\u00e3o, como p\u00e1ginas visitadas, pesquisas realizadas, links clicados e produtos comprados. Se voc\u00ea adicionar dados mobile e de lojas f\u00edsicas ao mix, essa segmenta\u00e7\u00e3o tamb\u00e9m poder\u00e1 incluir localiza\u00e7\u00e3o e compras na loja f\u00edsica. Visitantes com comportamentos semelhantes ser\u00e3o agrupados em segmentos de audi\u00eancias definidos, permitindo aos anunciantes impact\u00e1-los com an\u00fancios e conte\u00fados relevantes com base nos seus comportamento de navega\u00e7\u00e3o e hist\u00f3ricos de compra.<\/p>\n<p><em>(Saiba mais:\u00a0<\/em><a href=\"https:\/\/www.criteo.com\/br\/blog\/retargeting-201\/\"><em>[E-BOOK] Retargeting 201:<\/em><\/a><a href=\"https:\/\/www.criteo.com\/br\/blog\/retargeting-201\/\"><em> In-App, Redes Sociais e V\u00eddeo<\/em><\/a><em>)<\/em><\/p>\n<p>Com a segmenta\u00e7\u00e3o comportamental, o comportamento do consumidor e a inten\u00e7\u00e3o de compra podem ser combinados para que possamos mostrar an\u00fancios com alta relev\u00e2ncia e personaliza\u00e7\u00e3o, no momento em que a pessoa est\u00e1 mais propensa a comprar. Um exemplo normalmente citado de segmenta\u00e7\u00e3o comportamental s\u00e3o os <a href=\"https:\/\/www.criteo.com\/br\/digital-advertising-glossary\/retargeting\/\">an\u00fancios de retargeting<\/a>.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-10838 size-full\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954.png\" alt=\"\" width=\"575\" height=\"578\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954.png 575w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954-150x150.png 150w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954-298x300.png 298w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954-24x24.png 24w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954-48x48.png 48w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2019\/10\/contextual-targeting-BR-min-e1571772184954-96x96.png 96w\" sizes=\"auto, (max-width: 575px) 100vw, 575px\" \/><\/p>\n<p style=\"text-align: center;\"><sub>Como funciona a segmenta\u00e7\u00e3o comportamental. Fonte: Boomtrain.com<\/sub><\/p>\n<h3><strong>Ent\u00e3o, tem algo melhor?<\/strong><\/h3>\n<p>Em suma, vale a pena testar os dois tipos de segmenta\u00e7\u00e3o como parte do seu mix de marketing digital. Voc\u00ea j\u00e1 sabia que a gente ia dizer isso, certo? Com a Intelig\u00eancia Artificial e o Big Data em um processo cont\u00ednuo de evolu\u00e7\u00e3o, e o cen\u00e1rio de marketing em transforma\u00e7\u00e3o, cada tipo de segmenta\u00e7\u00e3o vem passando por atualiza\u00e7\u00f5es para oferecer mais recursos aos anunciantes. Usadas em conjunto, a segmenta\u00e7\u00e3o contextual e a segmenta\u00e7\u00e3o comportamental podem contribuir para uma abordagem mais abrangente, para que voc\u00ea alcance consumidores de diferentes formas, em diferentes pontos do funil.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; H\u00e1 anos se discute se \u00e9 melhor alocar o budget em segmenta\u00e7\u00e3o contextual ou comportamental. Para alguns, a segmenta\u00e7\u00e3o contextual deveria dar lugar \u00e0 segmenta\u00e7\u00e3o comportamental, mais moderna e personalizada. Para outros, a quest\u00e3o n\u00e3o \u00e9 \u201cuma ou outra\u201d, pois trata-se de t\u00e1ticas complementares. Mais de uma d\u00e9cada depois, a d\u00favida volta \u00e0 baila. [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":10836,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"coauthors":[622],"class_list":{"0":"post-10831","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-criteo-updates"},"acf":{"stae_popup_enable":false,"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Targeting 101: segmenta\u00e7\u00e3o contextual vs. comportamental | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Para ajudar voc\u00ea a se decidir entre segmenta\u00e7\u00e3o contextual e segmenta\u00e7\u00e3o comportamental, vamos examinar em detalhes o que cada tipo significa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.criteo.com\/br\/blog\/segmentacao-contextual-vs-comportamental\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Targeting 101: segmenta\u00e7\u00e3o contextual vs. comportamental | BR - Criteo.com\" \/>\n<meta property=\"og:description\" content=\"Para ajudar voc\u00ea a se decidir entre segmenta\u00e7\u00e3o contextual e segmenta\u00e7\u00e3o comportamental, vamos examinar em detalhes o que cada tipo significa.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.criteo.com\/br\/blog\/segmentacao-contextual-vs-comportamental\/\" \/>\n<meta property=\"og:site_name\" content=\"BR - Criteo.com\" \/>\n<meta property=\"article:published_time\" content=\"2019-10-18T19:13:17+00:00\" \/>\n<meta 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