{"id":11821,"date":"2020-03-27T20:30:15","date_gmt":"2020-03-27T20:30:15","guid":{"rendered":"http:\/\/www.criteo.com\/br\/?p=11821"},"modified":"2023-04-25T15:41:53","modified_gmt":"2023-04-25T15:41:53","slug":"forrester-varejistas-os-proximos-mandachuvas-da-midia","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/forrester-varejistas-os-proximos-mandachuvas-da-midia\/","title":{"rendered":"[RELAT\u00d3RIO] Forrester \u2013 Varejistas: os pr\u00f3ximos mandachuvas da m\u00eddia"},"content":{"rendered":"<p><em>&#8220;As redes de m\u00eddia (media networks) das empresas de e-commerce est\u00e3o crescendo e transformando o consumo&#8221;<\/em>, prev\u00ea <a href=\"https:\/\/www.forrester.com\/Sucharita-Kodali\" target=\"_blank\" rel=\"noopener noreferrer\">Sucharita Kodali<\/a> (<a href=\"https:\/\/twitter.com\/smulpuru\" target=\"_blank\" rel=\"noopener noreferrer\">@smulpuru<\/a>), analista da Forrester, em seu mais novo relat\u00f3rio de pesquisa <a href=\"https:\/\/www.forrester.com\/report\/Retailers+Youre+The+Next+Media+Moguls\/-\/E-RES143841\" target=\"_blank\" rel=\"noopener noreferrer\">Retailers:<\/a><a href=\"https:\/\/www.forrester.com\/report\/Retailers+Youre+The+Next+Media+Moguls\/-\/E-RES143841\" target=\"_blank\" rel=\"noopener noreferrer\"> You&#8217;re The Next Media Moguls<\/a> (em ingl\u00eas), publicado em 21 de fevereiro de 2020, em coautoria com <a href=\"https:\/\/www.forrester.com\/Fiona-Swerdlow\" target=\"_blank\" rel=\"noopener noreferrer\">Fiona Swerdlow<\/a>, <a href=\"https:\/\/www.forrester.com\/Collin-Colburn\" target=\"_blank\" rel=\"noopener noreferrer\">Collin Colburn<\/a>, <a href=\"https:\/\/www.forrester.com\/Joanna-O'Connell\" target=\"_blank\" rel=\"noopener noreferrer\">Joanna O&#8217;Connell<\/a> e Nicole Murgia. O documento requer assinatura para acesso. Clique no bot\u00e3o abaixo para ler o relat\u00f3rio completo como cortesia da Criteo.<\/p>\n<p>Como explicamos em um <a href=\"https:\/\/www.criteo.com\/blog\/criteo-retail-media-cited-as-a-turnkey-offering-to-help-commerce-companies-mine-first-party-data-in-forrester-report\/\">post no nosso blog<\/a>, a Amazon e outros varejistas, como Best Buy e Walmart, criaram redes de m\u00eddia de e-commerce que n\u00e3o apenas entregam experi\u00eancias superiores aos usu\u00e1rios, mostrando-lhes an\u00fancios em momentos relevantes, mas tamb\u00e9m &#8220;<em>cultivam um novo e crescente fluxo de receita com margens saud\u00e1veis<\/em>&#8220;.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11825\" src=\"http:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/03\/Analyst-Report-Forrester-chart-BR.001-min.jpeg\" alt=\"\" width=\"1024\" height=\"768\" srcset=\"https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/03\/Analyst-Report-Forrester-chart-BR.001-min.jpeg 1024w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/03\/Analyst-Report-Forrester-chart-BR.001-min-300x225.jpeg 300w, https:\/\/www.criteo.com\/br\/wp-content\/uploads\/sites\/5\/2020\/03\/Analyst-Report-Forrester-chart-BR.001-min-768x576.jpeg 768w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<p>Pontos de destaque do relat\u00f3rio:<\/p>\n<ul>\n<li>As empresas de e-commerce e os profissionais de marketing formam uma combina\u00e7\u00e3o perfeita, pois os varejistas s\u00e3o pontos de contato valiosos no processo de descoberta e pesquisa, al\u00e9m de serem novas fontes de receita.<\/li>\n<li>Os varejistas t\u00eam se aproximado da m\u00eddia com extrema cautela e devem considerar construir suas pr\u00f3prias redes.<\/li>\n<\/ul>\n<p>Sucharita Kodali sugere que os varejistas devem \u201cconsiderar trabalhar em parceria com empresas como <a href=\"https:\/\/www.criteo.com\/br\/solutions\/retail-media-platform\/\">Criteo Retail Media<\/a> e Intent Media, que possuem solu\u00e7\u00f5es completas para ajudar os e-commerces a se prepararem para explorar seus first-party data, para mostrarem an\u00fancios a diferentes audi\u00eancias com intelig\u00eancia.&#8221;<\/p>\n<p>Tamb\u00e9m recomenda que os varejistas continuem a focar na experi\u00eancia do cliente.<\/p>\n<p>As marcas, por sua vez, devem adotar esse novo canal de publicidade, pois eles agregam &#8220;tanto valor [&#8230;] quanto o Facebook e o Google&#8221;.<\/p>\n<p>E as ag\u00eancias tamb\u00e9m devem despertar para isso. Ela observa que a conscientiza\u00e7\u00e3o ainda \u00e9 baixa porque &#8220;muitos planejadores de m\u00eddia ainda n\u00e3o conhecem esse formato de publicidade, e outros podem mostrar-se relutantes quanto \u00e0 ader\u00eancia porque ele exige mais trabalho para testar e otimizar.&#8221;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;As redes de m\u00eddia (media networks) das empresas de e-commerce est\u00e3o crescendo e transformando o consumo&#8221;, prev\u00ea Sucharita Kodali (@smulpuru), analista da Forrester, em seu mais novo relat\u00f3rio de pesquisa Retailers: You&#8217;re The Next Media Moguls (em ingl\u00eas), publicado em 21 de fevereiro de 2020, em coautoria com Fiona Swerdlow, Collin Colburn, Joanna O&#8217;Connell e [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":11824,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[42],"coauthors":[],"class_list":{"0":"post-11821","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":true,"has_embed":false,"podcast_audio_length":"","download_url":"https:\/\/reprints.forrester.com\/#\/assets\/2\/1542\/RES143841\/reports","download_button_text":"Leia mais"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>[RELAT\u00d3RIO] Forrester \u2013 Varejistas: os pr\u00f3ximos mandachuvas da m\u00eddia | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"\u201cAs redes de m\u00eddia (media networks) das 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