{"id":19621,"date":"2025-09-19T13:32:18","date_gmt":"2025-09-19T13:32:18","guid":{"rendered":"https:\/\/www.criteo.com\/?p=409461"},"modified":"2025-09-23T18:51:08","modified_gmt":"2025-09-23T18:51:08","slug":"beyond-the-banner-why-commerce-content-cant-be-ignored","status":"publish","type":"post","link":"https:\/\/www.criteo.com\/br\/blog\/beyond-the-banner-why-commerce-content-cant-be-ignored\/","title":{"rendered":"Al\u00e9m do banner: por que o conte\u00fado comercial n\u00e3o pode ser ignorado"},"content":{"rendered":"<p>Houve um tempo em que com\u00e9rcio e conte\u00fado eram duas coisas <em>muito <\/em>diferentes.<\/p>\n<p>Hoje, por\u00e9m, o mundo parece um pouco diferente.<\/p>\n<p>Os consumidores digitais n\u00e3o se limitam a uma \u00fanica plataforma; eles alternam entre plataformas de redes sociais, publishers de web aberta e plataformas de compras digitais antes de tomar qualquer decis\u00e3o.<\/p>\n<p>Esse novo paradigma de compra pode parecer complexo, mas na verdade \u00e9 uma oportunidade de ouro para marcas, varejistas e publishers influenciarem decis\u00f5es de compra al\u00e9m dos canais tradicionais da web e de aplicativos mobile.<\/p>\n<p>O investimento das marcas em conte\u00fado comercial disparou. O marketing de influ\u00eancia <a href=\"https:\/\/www.pqmedia.com\/product\/global-influencer-marketing-forecast-2023-2027\/\" target=\"_blank\" rel=\"noopener\">cresceu mais de 20% entre 2018 e 2023, atingindo US$ 26 bilh\u00f5es no ano passado<\/a>. Esse crescimento mostra a import\u00e2ncia do conte\u00fado comercial para marcas que buscam se conectar com audi\u00eancias por meio de experi\u00eancias de compra integradas e engajadoras.<\/p>\n<h2>Ent\u00e3o, o que \u00e9 exatamente conte\u00fado comercial?<\/h2>\n<p>Conte\u00fado comercial \u00e9 conte\u00fado editorial criado por publishers em colabora\u00e7\u00e3o com marcas para ajudar os consumidores a descobrir, entender e pesquisar produtos.<\/p>\n<p>\u00c9 uma situa\u00e7\u00e3o vantajosa para todos \u2014 os publishers conseguem educar e engajar seus leitores, enquanto as marcas obt\u00eam exposi\u00e7\u00e3o valiosa do produto em um contexto confi\u00e1vel. Essa abordagem permite que as marcas alcancem os consumidores em todos os pontos do funil, da descoberta \u00e0 compra. Al\u00e9m disso, para os publishers, o conte\u00fado comercial apoia o SEO e aumenta a receita por meio de links de afiliados e outras ferramentas de monetiza\u00e7\u00e3o.<\/p>\n<p>Para os consumidores, isso significa obter insights confi\u00e1veis \u200b\u200bsobre os produtos exatamente onde eles j\u00e1 est\u00e3o lendo avalia\u00e7\u00f5es \u2014 a um clique da compra. Com mais consumidores migrando para o digital, o conte\u00fado comercial elimina o ru\u00eddo das infinitas op\u00e7\u00f5es de produtos e ajuda a orientar as decis\u00f5es de compra.<\/p>\n<p>Os tipos de conte\u00fado comercial incluem:<\/p>\n<ul>\n<li><strong>Guias de compra.<\/strong> Ajudam os consumidores a explorar categorias de produtos com as melhores op\u00e7\u00f5es e recomenda\u00e7\u00f5es de especialistas. Ideal para as etapas de descoberta e considera\u00e7\u00e3o.<\/li>\n<\/ul>\n<ul>\n<li><strong>Avalia\u00e7\u00f5es de produtos.<\/strong> Oferecem an\u00e1lises aprofundadas de produtos espec\u00edficos, com pr\u00f3s, contras e casos de uso. \u00d3timas para tomadas de decis\u00e3o no lower-funnel.<\/li>\n<\/ul>\n<ul>\n<li><strong>Compara\u00e7\u00f5es de produtos.<\/strong> Exibem recursos lado a lado para ajudar os consumidores a tomar decis\u00f5es de compra mais informadas nas etapas de considera\u00e7\u00e3o e lower-funnel.<\/li>\n<\/ul>\n<ul>\n<li><strong>Artigos de resumo.<\/strong> Listas selecionadas de produtos dentro de uma categoria, geralmente incluindo avalia\u00e7\u00f5es de especialistas e opini\u00f5es editoriais, para facilitar a descoberta de produtos.<\/li>\n<\/ul>\n<ul>\n<li><strong>Alertas de ofertas.<\/strong> Atualiza\u00e7\u00f5es oportunas sobre descontos, vendas e promo\u00e7\u00f5es de v\u00e1rios produtos, ajudando os consumidores a aproveitar as melhores ofertas.<\/li>\n<\/ul>\n<ul>\n<li><strong>Marketing de influenciadores.<\/strong> Colabora\u00e7\u00f5es com influenciadores para promover produtos aos seus seguidores em plataformas de redes sociais ou em artigos e publica\u00e7\u00f5es em blogs.<\/li>\n<\/ul>\n<h2>Por que publishers e marcas precisam de conte\u00fado comercial<\/h2>\n<p>O conte\u00fado comercial transformou o espa\u00e7o editorial \u2014 e as estat\u00edsticas provam isso.<\/p>\n<ul>\n<li>Publishers digitais que implementaram estrat\u00e9gias de conte\u00fado comercial relataram um aumento de 30% na receita (<a href=\"https:\/\/digiday.com\/media\/three-strategies-publishers-are-adopting-to-drive-affiliate-commerce-revenue-for-amazon-prime-day-2024\/\" target=\"_blank\" rel=\"noopener\">fonte<\/a>).<\/li>\n<\/ul>\n<ul>\n<li>O conte\u00fado comercial j\u00e1 \u00e9 importante fonte de receita para dois ter\u00e7os dos publishers \u2014 o conte\u00fado comercial representa mais de um ter\u00e7o da receita dos publishers dos EUA (<a href=\"https:\/\/www.lotame.com\/global-survey-report-beyond-the-cookie-the-future-of-advertising-for-marketers-publishers\/\" target=\"_blank\" rel=\"noopener\">fonte<\/a>).<\/li>\n<\/ul>\n<ul>\n<li>O marketing de influenciadores teve um aumento de 20,6% em 2023, totalizando US$ 11,91 bilh\u00f5es (<a href=\"https:\/\/www.forbes.com\/sites\/forbesagencycouncil\/2023\/03\/10\/influencer-marketing-in-2023-benefits-and-best-practices\/\" target=\"_blank\" rel=\"noopener\">fonte<\/a>).<\/li>\n<\/ul>\n<p>Esses n\u00fameros ressaltam as implica\u00e7\u00f5es significativas da ado\u00e7\u00e3o de uma estrat\u00e9gia de conte\u00fado comercial para os publishers, incluindo aumento de receita e maior engajamento do consumidor. De fato, a ascens\u00e3o do conte\u00fado comercial est\u00e1 se tornando evidente. Atualmente, os programas de marketing de afiliados representam cerca de 10% a 20% da receita de um publisher na web.<\/p>\n<p>O conte\u00fado comercial vem gerando benef\u00edcios similares para marcas e varejistas.<\/p>\n<p>O uso de conte\u00fado de alta qualidade desenvolvido para informar os consumidores durante o processo de considera\u00e7\u00e3o (listas dos melhores produtos, artigos de compara\u00e7\u00e3o de produtos etc.) demonstrou resultar em taxas de cliques de 15% para sites de e-commerce por meio de links de afiliados. Para conte\u00fado consumido pouco antes de uma compra, como avalia\u00e7\u00f5es detalhadas de produtos (que as pessoas leem para validar compras), um conte\u00fado de alta qualidade pode gerar taxas de cliques acima de 30% para sites de e-commerce por meio dos links de marketing de afiliados do publisher.<\/p>\n<h2>Tra\u00e7ando uma estrat\u00e9gia de conte\u00fado comercial<\/h2>\n<p>N\u00e3o h\u00e1 d\u00favida de que implementar uma estrat\u00e9gia de conte\u00fado comercial bem-sucedida exige investir tempo e recursos. Mas a verdade \u00e9 que compensa.<\/p>\n<p>Os publishers j\u00e1 t\u00eam a audi\u00eancia e a compet\u00eancia editorial para criar conte\u00fado engajador e confi\u00e1vel que impulsione a jornada de compra. Marcas e varejistas podem fornecer as imagens e informa\u00e7\u00f5es necess\u00e1rias para tornar esse conte\u00fado relevante e atraente para os consumidores.<\/p>\n<p>Ao trabalharem juntos, publishers e varejistas podem produzir guias de compras, avalia\u00e7\u00f5es de produtos e conte\u00fado patrocinado que se alinham aos valores editoriais. Al\u00e9m disso, podem impulsionar o GMV (valor bruto de mercadoria) e conduzir novos clientes para parceiros estrat\u00e9gicos do varejo. Com ferramentas como an\u00fancios compr\u00e1veis, links de afiliados e parcerias com influenciadores, eles podem criar um ecossistema completo de conte\u00fado comercial que beneficia todos os envolvidos.<\/p>\n<h2>O custo \u00e9 \u201cesperar e ver\u201d<\/h2>\n<p>As redes sociais podem dominar o espa\u00e7o comercial, mas os publishers trazem algo \u00fanico: <em>confian\u00e7a<\/em>.<\/p>\n<p>Os publishers t\u00eam uma vantagem crucial nessa capacidade de fornecer aos consumidores informa\u00e7\u00f5es valiosas e verificadas, que podem ser usadas para embasar suas jornadas de compra. Os publishers precisam entender o valor \u00fanico que s\u00f3 eles podem oferecer aos consumidores. Assim, podem implementar rapidamente uma estrat\u00e9gia b\u00e1sica de conte\u00fado comercial e conquistar sua fatia nesse mercado lucrativo.<\/p>\n<p>O conte\u00fado comercial \u00e9 uma grande oportunidade para os publishers aumentarem a monetiza\u00e7\u00e3o e criarem conex\u00f5es significativas com os consumidores. Com a abordagem certa (e parceiros como o Commerce Grid), os publishers podem explorar novas fontes de receita e se adaptar ao mercado digital.<\/p>\n<p><strong>Se voc\u00ea \u00e9 publisher, n\u00e3o fique de fora: invista em conte\u00fado comercial e garanta sua posi\u00e7\u00e3o no futuro das compras online.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Houve um tempo em que com\u00e9rcio e conte\u00fado eram duas coisas muito diferentes. Hoje, por\u00e9m, o mundo parece um pouco diferente. Os consumidores digitais n\u00e3o se limitam a uma \u00fanica plataforma; eles alternam entre plataformas de redes sociais, publishers de web aberta e plataformas de compras digitais antes de tomar qualquer decis\u00e3o. Esse novo paradigma [&hellip;]<\/p>\n","protected":false},"author":175,"featured_media":19622,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[732,728],"coauthors":[686],"class_list":{"0":"post-19621","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-commerce-media","8":"category-monetization","9":"criteo-business-publisher","10":"criteo-solution-supply-solutions","11":"criteo-platform-commerce-grid"},"acf":{"hide_featured_image":false,"has_download":false,"has_embed":false,"podcast_audio_length":"","use_custom_cta":false,"hide_post_from_listing":false,"remove_from_internal_search":false},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Al\u00e9m do banner: por que o conte\u00fado comercial n\u00e3o pode ser ignorado | BR - 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