{"id":2264,"date":"2018-12-11T14:29:19","date_gmt":"2018-12-11T12:29:19","guid":{"rendered":"https:\/\/webanalyst.ro\/?p=2264"},"modified":"2018-12-11T14:39:58","modified_gmt":"2018-12-11T12:39:58","slug":"publicitatea-in-2019-si-dupa","status":"publish","type":"post","link":"https:\/\/webanalyst.ro\/blog\/2018\/publicitatea-in-2019-si-dupa\/","title":{"rendered":"Publicitatea \u00een 2019 \u0219i dup\u0103"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Tradi\u021bional, reclamele erau v\u00e2ndute datorit\u0103 asocierii cu brandurile din media. Dac\u0103 ne g\u00e2ndim la un ziar cu reputa\u021bie solid\u0103 \u0219i audien\u021b\u0103 mare, pare locul ideal \u00een care s\u0103 fii prezent dac\u0103 vrei s\u0103 te promovezi. De asemenea, reclamele \u00een produse media cunoscute erau considerate mai sigure pentru brandul promovat dec\u00e2t apari\u021bia pe un site web. Spun <em>erau\u00a0<\/em>pentru c\u0103 lucrurile acestea se schimb\u0103. Pentru prima dat\u0103, publicitatea nu mai este dependent\u0103 de media.<\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">\u00cen primul r\u00e2nd, audien\u021bele au avut sc\u0103deri majore \u00een ultimii ani. Revenind la exemplul cu ziarul, despre ce titlu din pres\u0103 mai putem spune c\u0103 are audien\u021b\u0103 cu adev\u0103rat mare? Situa\u021bia este la fel \u0219i la publica\u021biile online.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00e2t despre \u201ebrand safety\u201d, cine urm\u0103re\u0219te presa \u0219tie c\u0103 a\u0219a ceva nu mai exist\u0103. Tabloidizarea a atins toate redac\u021biile, f\u0103c\u00e2nd ca Google s\u0103 stea mult mai bine la acest capitol dec\u00e2t mass-media. Cu pu\u021bin noroc, \u0219i Facebook poate fi mai sigur dec\u00e2t presa, mai ales c\u0103 pe aceste platforme reclamele nu sunt asociate cu post\u0103rile din jur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nu am amintit \u00eent\u00e2mplator de Google \u0219i Facebook. Ace\u0219tia au ar\u0103tat c\u0103 publicitatea poate func\u021biona \u0219i f\u0103r\u0103 pres\u0103. Am mai scris \u0219i alte<a href=\"https:\/\/webanalyst.ro\/blog\/2016\/google-facebook-advertising\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Nu am amintit \u00eent\u00e2mplator de Google \u0219i Facebook. Ace\u0219tia au ar\u0103tat c\u0103 publicitatea poate func\u021biona \u0219i f\u0103r\u0103 pres\u0103. Am mai scris \u0219i alte motive pentru care au succes \u00een advertising.\u00a0 (se deschide \u00eentr-o fil\u0103 nou\u0103)\"> motive pentru care au succes \u00een advertising<\/a>.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dar lupta dintre Google \u0219i Facebook se ascute \u0219i este un bun exemplu \u00een care concuren\u021ba d\u0103uneaz\u0103. Reclamele sunt tot mai multe \u0219i mai agresive. Cel mai r\u0103u pare a fi \u00een zona de con\u021binut video, cu \u00eentreruperi tot mai dese \u0219i cu reclam\u0103 urmat\u0103 de alt\u0103 reclam\u0103. Se caut\u0103 mereu spa\u021bii noi pentru inserat reclame; amintesc aici de Facebook Watch, Stories sau WhatsApp.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pe l\u00e2ng\u0103 cre\u0219terea num\u0103rului de reclame, cre\u0219te \u0219i pre\u021bul acestora, a\u0219a c\u0103 nici advertiserii nu sunt mai noroco\u0219i. Diverse schimb\u0103ri la administrarea campaniilor duc la cre\u0219teri ale costului.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pentru c\u0103 firmele care controleaz\u0103 pia\u021ba sunt din America, a intrat \u00een hor\u0103 \u0219i Uniunea European\u0103. Cu legi precum GDPR se sper\u0103 limitarea influen\u021bei pe care o au gigan\u021bii din tehnologie. \u00cen practic\u0103, noile reglement\u0103ri creeaz\u0103 probleme tot pentru juc\u0103torii mici, ad\u00e2ncind distan\u021ba dintre ace\u0219tia \u0219i liderii pie\u021bei. Acum se preg\u0103tesc s\u0103 pun\u0103 tax\u0103 pe link, idee pe care am mai auzit-o \u0219i de la moguli de peste ocean, unii dintre ei ie\u0219ind din rezultatele organice (gratuite) \u0219i apoi pl\u0103tind anun\u021buri pentru a fi pe Google\u2026<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Inserez aici o parantez\u0103 \u0219i despre agen\u021biile locale. Unele dintre acestea erau pozi\u021bionate \u00eentrecut ca <em>performance marketing<\/em>, acum \u00ee\u0219i spun <em>data marketing<\/em>. \u00cen realitate, nu s-a schimbat ceea ce fac zi de zi.<\/p>\n\n\n\n<h2>Oportunitatea\npentru publisheri<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Dincolo de tehnologie, discu\u021bia e despre ce se cere \u00een ziua de ast\u0103zi de la publicitate. Advertiserii nu mai vor doar o asociere cu o audien\u021b\u0103 mare, ci vor\u00a0<strong>audien\u021b\u0103 aflat\u0103 \u00een faza de cump\u0103rare\u00a0<\/strong>sau m\u0103car <strong>audien\u021b\u0103 cu inten\u021bie de cump\u0103rare<\/strong>. Da, platformele interna\u021bionale le ofer\u0103 asta, \u00eens\u0103 \u0219i cei locali, p\u00e2n\u0103 la nivelul unei redac\u021bii, pot s\u0103 o fac\u0103, cel pu\u021bin teoretic.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sunt avantaja\u021bi cei cu publica\u021bii (online sau offline) ni\u0219ate, pentru care e mult mai natural s\u0103 recomande produse potrivite pentru anumite tipuri de activit\u0103\u021bi. Oamenii vor sfaturi \u0219i vor autorit\u0103\u021bi care s\u0103 le ofere, dar conteaz\u0103 mult \u0219i modul \u00een care le sunt oferite sfaturile. C\u00e2nd recomanzi toate produsele dintr-un magazin online, cum f\u0103ceau unii afilia\u021bi pentru c\u0103 aveau comision din toate v\u00e2nz\u0103rile, nu mai ai credibilitate.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Publisherii au de \u00eenv\u0103\u021bat aici de la <em>influenceri<\/em>, \u00een special youtubberi, care sunt ni\u0219a\u021bi, sunt pasiona\u021bi \u0219i au un brand personal. \u00cen primul r\u00e2nd, trebuie s\u0103 \u00eenve\u021be cum s\u0103 creeze nevoi, care apoi se traduc \u00een inten\u021bie de cump\u0103rare.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Oportunitatea exist\u0103, dar cei mai mul\u021bi nu se vor adapta, a\u0219a c\u0103 Google \u0219i Facebook vor continua s\u0103 ia buc\u0103\u021bi mai mari din tort \u0219i anii urm\u0103tori.<\/p>\n\n\n\n<elevatr-form data-id=\"3b53be92-19ce-4994-8efe-2ebf0c756a9e\"><\/elevatr-form>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Tradi\u021bional, reclamele erau v\u00e2ndute datorit\u0103 asocierii cu brandurile din media. Dac\u0103 ne g\u00e2ndim la un ziar cu reputa\u021bie solid\u0103 \u0219i audien\u021b\u0103 mare, pare locul ideal \u00een care s\u0103 fii prezent dac\u0103 vrei s\u0103 te promovezi. De asemenea, reclamele \u00een produse media cunoscute erau considerate mai sigure pentru brandul promovat dec\u00e2t apari\u021bia pe un site web. [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2267,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4],"tags":[865,866],"class_list":["post-2264","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-and-advertising","tag-865","tag-advertising"],"_links":{"self":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2264","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/comments?post=2264"}],"version-history":[{"count":12,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2264\/revisions"}],"predecessor-version":[{"id":2277,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/posts\/2264\/revisions\/2277"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media\/2267"}],"wp:attachment":[{"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/media?parent=2264"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/categories?post=2264"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/webanalyst.ro\/blog\/wp-json\/wp\/v2\/tags?post=2264"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}