{"id":17560,"date":"2023-06-13T14:21:45","date_gmt":"2023-06-13T14:21:45","guid":{"rendered":"https:\/\/www.criteo.com\/br\/?p=17560"},"modified":"2024-09-10T19:55:27","modified_gmt":"2024-09-10T19:55:27","slug":"4-razoes-para-expandir-a-publicidade-alem-dos-walled-gardens","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/4-razoes-para-expandir-a-publicidade-alem-dos-walled-gardens\/","title":{"rendered":"4 raz\u00f5es para expandir a publicidade al\u00e9m dos walled-gardens (jardins murados)"},"content":{"rendered":"<p>Os jardins murados e a internet aberta oferecem benef\u00edcios exclusivos. Por um lado, os jardins murados, ou &#8220;walled gardens&#8221;, permitem que os anunciantes se conectem estreitamente com grandes bases de usu\u00e1rios e aproveitem os recursos de segmenta\u00e7\u00e3o de rede fechada. Por outro lado, a internet aberta fornece acesso a mais consumidores em sites varejistas, plataformas de publishers, blogs, apps e muito mais, permitindo que os anunciantes alcancem audi\u00eancias durante toda a jornada de compra.<\/p>\n<p>Embora a publicidade murada possa ser uma op\u00e7\u00e3o atraente, h\u00e1 v\u00e1rios motivos pelos quais expandir para a internet aberta \u00e9 ben\u00e9fico para empresas que buscam maximizar o crescimento de clientes.<\/p>\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/s3xzjxkvde.jsonp\" async><\/script><script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async><\/script><\/p>\n<div class=\"wistia_responsive_padding\" style=\"padding: 56.25% 0 0 0; position: relative;\">\n<div class=\"wistia_responsive_wrapper\" style=\"height: 100%; left: 0; position: absolute; top: 0; width: 100%;\">\n<div class=\"wistia_embed wistia_async_s3xzjxkvde videoFoam=true\" style=\"height: 100%; position: relative; width: 100%;\">\n<div class=\"wistia_swatch\" style=\"height: 100%; left: 0; opacity: 0; overflow: hidden; position: absolute; top: 0; transition: opacity 200ms; width: 100%;\"><img decoding=\"async\" style=\"filter: blur(5px); height: 100%; object-fit: contain; width: 100%;\" src=\"https:\/\/fast.wistia.com\/embed\/medias\/s3xzjxkvde\/swatch\" alt=\"\" aria-hidden=\"true\" \/><\/div>\n<\/div>\n<\/div>\n<\/div>\n<h2>1. Amplie o alcance da sua audi\u00eancia<\/h2>\n<p>Uma das maiores vantagens da publicidade na internet aberta \u00e9 que ela permite que as empresas alcancem uma fronteira aberta de audi\u00eancias. Segundo a pesquisa da Criteo, 7 em cada 10 pessoas leem artigos na internet aberta antes de fazer compras importantes ou pela primeira vez.<sup><a href=\"#footnotes1\">1<\/a><\/sup> A internet aberta oferece \u00e0s empresas a oportunidade de alcan\u00e7ar essa vasta audi\u00eancia e conectar-se com uma rede ainda maior de consumidores.<\/p>\n<h2>2. V\u00e1 onde os consumidores passam a maior parte do tempo<\/h2>\n<p>Os consumidores est\u00e3o passando mais tempo online do que nunca. E 66% desse tempo acontece na internet aberta.<sup><a href=\"#footnotes2\">2<\/a><\/sup> Ao engajar continuamente clientes novos e existentes ao longo de toda a jornada de compra, as empresas t\u00eam mais chances de criar impress\u00f5es duradouras e com resultados significativos.<\/p>\n<h2>3. Aproveite a transpar\u00eancia para otimizar seus an\u00fancios<\/h2>\n<p>Outra vantagem de anunciar na internet aberta \u00e9 a transpar\u00eancia e o controle que ela proporciona. Como os jardins murados s\u00e3o ecossistemas fechados, pode ser dif\u00edcil para os anunciantes saber exatamente onde seus an\u00fancios est\u00e3o sendo colocados e quem os est\u00e1 vendo.<\/p>\n<p>J\u00e1 na internet aberta, as empresas t\u00eam mais controle sobre onde seus an\u00fancios s\u00e3o exibidos e podem monitor\u00e1-los com mais facilidade. Essa transpar\u00eancia permite identificar o que funciona e tomar decis\u00f5es orientadas por dados para otimizar campanhas e maximizar resultados.<\/p>\n<h2>4. Melhore a visibilidade da marca<\/h2>\n<p>A publicidade na internet aberta pode ajudar as empresas a aumentar a visibilidade e a exposi\u00e7\u00e3o a clientes em potencial, contando a hist\u00f3ria da marca em diferentes sites e plataformas.<\/p>\n<p>Com esse controle sobre a exibi\u00e7\u00e3o dos an\u00fancios, as marcas tamb\u00e9m podem evitar que eles apare\u00e7am ao lado de conte\u00fado controverso e garantir que sejam veiculados em contextos seguros e apropriados.<\/p>\n<h2>Alcance consumidores na internet aberta com Commerce Growth<\/h2>\n<p>Embora a publicidade murada tenha seus benef\u00edcios, as empresas que desejam investir no crescimento de clientes devem expandir al\u00e9m das t\u00e1ticas habituais.<\/p>\n<p>Aproveitando o amplo alcance de audi\u00eancias, a variedade de formatos de an\u00fancio, transpar\u00eancia e potencial de constru\u00e7\u00e3o de marca oferecidos pela internet aberta, os anunciantes podem expandir as estrat\u00e9gias de <a href=\"https:\/\/www.criteo.com\/br\/solutions\/customer-acquisition\/\">aquisi\u00e7\u00e3o<\/a> e <a href=\"https:\/\/www.criteo.com\/br\/solutions\/customer-retention\/\">reten\u00e7\u00e3o<\/a> de clientes.<\/p>\n<p>Para saber mais, <a href=\"https:\/\/www.criteo.com\/br\/talk-to-an-expert\/\">converse com um especialista da Criteo.<\/a><\/p>\n<p><sup><sup><a id=\"footnotes1\"><\/a>1<\/sup>Criteo Shopper, Shopper Story 2022 : Tendances de consommation et avenir du commerce<\/sup><br \/>\n<sup><sup><a id=\"footnotes2\"><\/a>2<\/sup>Harris Poll, The Open Web vs. Walled Gardens: Consumers Preferences &amp; The Opportunity for Brand Marketers<\/sup><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Os jardins murados e a internet aberta oferecem benef\u00edcios exclusivos. Por um lado, os jardins murados, ou &#8220;walled gardens&#8221;, permitem que os anunciantes se conectem estreitamente com grandes bases de usu\u00e1rios e aproveitem os recursos de segmenta\u00e7\u00e3o de rede fechada. Por outro lado, a internet aberta fornece acesso a mais consumidores em sites varejistas, plataformas [&hellip;]<\/p>\n","protected":false},"author":169,"featured_media":17561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[733],"coauthors":[623],"class_list":{"0":"post-17560","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-addressability","8":"criteo-topic-commerce-media"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 raz\u00f5es para expandir a publicidade al\u00e9m dos walled-gardens (jardins murados) | BR - Criteo.com<\/title>\n<meta name=\"description\" content=\"Embora a publicidade murada possa ser uma op\u00e7\u00e3o 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