{"id":214,"date":"2021-11-15T15:11:00","date_gmt":"2021-11-15T18:11:00","guid":{"rendered":"https:\/\/blog.infooh.com.br\/?p=214"},"modified":"2021-11-16T10:24:45","modified_gmt":"2021-11-16T13:24:45","slug":"par-e-ou-impar","status":"publish","type":"post","link":"https:\/\/blog.infooh.com.br\/?p=214","title":{"rendered":"Par e\/ou \u00edmpar"},"content":{"rendered":"\n

Artigo publicado originalmente em Aratu On<\/a><\/p>\n\n\n\n

Ter a liberdade nas decis\u00f5es estrat\u00e9gicas e t\u00e1ticas de m\u00eddia \u00e9 o que mais promove investimentos e permite mais velocidade nas a\u00e7\u00f5es de marketing e comunica\u00e7\u00e3o.<\/p>\n\n\n\n

At\u00e9 o in\u00edcio das opera\u00e7\u00f5es das empresas internacionais, que ganharam a concess\u00e3o p\u00fablica para explorar a comunica\u00e7\u00e3o no mobili\u00e1rio urbano das capitais de S\u00e3o Paulo e Rio, nos formatos abrigos e rel\u00f3gios, a M\u00eddia Out Of Home urbana limitava o in\u00edcio das campanhas em intervalos determinados por um calend\u00e1rio bissemanal, totalizando 26 per\u00edodos anuais de 14 dias, nominadas de Bi-02 a Bi-52. <\/p>\n\n\n\n

Foi uma proposta da Central de Outdoor<\/a>\u00a0para o consagrado formato 9\u00a0x 3, que teve a sua divulga\u00e7\u00e3o em 31 de agosto de 2001,\u00a0iniciando o calend\u00e1rio normativo convencionado com o mercado publicit\u00e1rio e anunciantes, substituindo a tradicional quinzena. Os demais formatos mantiveram suas negocia\u00e7\u00f5es mensais, como empena, front light, Busdoor, dentre outros.<\/p>\n\n\n\n

Este calend\u00e1rio fixo, apesar de assimilado pelo mercado publicit\u00e1rio, \u00e9 muitas vezes incompat\u00edvel com os interesses dos calend\u00e1rios promocionais das empresas anunciantes. Mas com entrada da tecnologia Led na M\u00eddia Out Of Home nacional, novas oportunidades surgiram para o in\u00edcio das campanhas em dias corridos, ou semanas pares e ou \u00edmpares, seguindo a pr\u00e1tica do mobili\u00e1rio urbano das principais capitais do pa\u00eds. Com isso, tamb\u00e9m surgiram projetos di\u00e1rios em faixas hor\u00e1rias, alinhadas com o interesse de cada anunciante, que passaram a fazer diferentes a\u00e7\u00f5es promocionais ao longo do dia, acompanhando o ritmo do cotidiano das pessoas com mensagens em v\u00eddeos que variam de oito a dez segundos, o que permitiu dar velocidade e oportunidade ao varejo e servi\u00e7os, antes limitados \u00e0s a\u00e7\u00f5es institucionais, ou apenas ofertando produtos de alto valor agregado como autom\u00f3veis que suportam condi\u00e7\u00f5es de pagamento num intervalo fixo da campanha.<\/p>\n\n\n\n

Segundo empres\u00e1rios do setor, que comercializam o formato tradicional 9 X 3, a opera\u00e7\u00e3o bissemanal facilitou as opera\u00e7\u00f5es de colagem e a instala\u00e7\u00e3o de lonas, utilizando em muitos casos o final de semana nas grandes cidades, o que agilizou as instala\u00e7\u00f5es das campanhas num tr\u00e2nsito mais ameno. Na \u00e9poca da quinzena, a data do in\u00edcio ficava rand\u00f4mica acompanhando o calend\u00e1rio oficial, com in\u00edcio previsto nos dias 1\u00ba e 16 de cada m\u00eas, o que poderia gerar um grande desconforto operacional nos grandes centros urbanos.<\/p>\n\n\n\n

Mas vale uma reflex\u00e3o usando o tema do nosso artigo: porque o intervalo bissemanal n\u00e3o pode implantar tamb\u00e9m uma diversidade de per\u00edodos \u201cPAR E\/OU \u00cdMPAR\u201d<\/strong>? Certamente, novas oportunidades de investimentos migrariam tamb\u00e9m ao formato do outdoor 9 X 3, que \u00e9, sem d\u00favidas, o maior acervo da M\u00eddia Out Of Home do pa\u00eds, presente em mais de 80% das cidades brasileiras. <\/p>\n\n\n\n

E – ainda – poder\u00edamos ampliar a nossa reflex\u00e3o, questionando: se hoje existe o processo de impress\u00e3o digital, e o setor possui uma log\u00edstica de distribui\u00e7\u00e3o bem sofisticada, fornecedores gr\u00e1ficos equipados com alto padr\u00e3o de impress\u00e3o, e que poderiam ser polos credenciados de produ\u00e7\u00e3o e distribui\u00e7\u00e3o espalhados pelo pa\u00eds, por que n\u00e3o adotar, tamb\u00e9m, roteiros semanais para alinhar o interior do pa\u00eds com as campanhas que s\u00e3o veiculadas nas grandes metr\u00f3poles brasileiras?<\/p>\n\n\n\n

Talvez a resposta mais \u00f3bvia do setor seria manter o atual processo, que n\u00e3o deixa de ser uma zona de conforto para n\u00e3o ampliar custos operacionais. Mas, essa l\u00f3gica faz um pr\u00e9-julgamento de que o anunciante n\u00e3o possa entender a diferen\u00e7a entre valor e pre\u00e7o, rejeitando o repasse dos custos operacionais, uma l\u00f3gica que perde sua sustenta\u00e7\u00e3o quando deparamos com formatos e projetos especiais presentes em centenas de cidades. E podemos destacar o Nordeste como grande polo de formatos especiais amparados por uma legisla\u00e7\u00e3o, que deveria servir de exemplo para outras regi\u00f5es que possuem leis mais restritivas. Afinal, o anunciante n\u00e3o compra somente um espa\u00e7o, e sim a exposi\u00e7\u00e3o das marcas, que buscam impactar, encantar e fidelizar consumidores.<\/p>\n\n\n\n

Certamente, os profissionais de marketing e m\u00eddia saberiam contemplar e fundamentar novas oportunidades, e adequ\u00e1-los no or\u00e7amento das campanhas valores especiais para situa\u00e7\u00f5es diversas. Uma vez que \u00e9 ineg\u00e1vel a capilaridade, com excelente custo-benef\u00edcio, n\u00e3o s\u00f3 do formato 9 x 3, mas tamb\u00e9m de todo o portf\u00f3lio das empresas exibidoras, consolidando a import\u00e2ncia da M\u00eddia OOH na cobertura de uma campanha institucional ou promocional em cada mercado.<\/p>\n\n\n\n

\n\n\n\n\n
<\/div>\n
\n

La\u00e9rcio Ferreira da Silva<\/strong><\/p>\n

CEO \u2013 Instituto INFOOH<\/p>\n

Informa\u00e7\u00f5es Out Of Home<\/p>\n

laercio@infooh.com.br<\/p>\n

prof.laercio_ferreira<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Ter a liberdade nas decis\u00f5es estrat\u00e9gicas e t\u00e1ticas de m\u00eddia \u00e9 o que mais promove investimentos e permite mais velocidade nas a\u00e7\u00f5es de marketing e comunica\u00e7\u00e3o […]<\/p>\n","protected":false},"author":2,"featured_media":216,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[146,143,149,80,29,144,147,145,148,127],"class_list":["post-214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-midia-ooh","tag-bissemana","tag-calendario","tag-impacto","tag-marca","tag-marketing","tag-midia-out-of-home","tag-mobiliario-urbano","tag-oportunidade","tag-programacao","tag-quinzena"],"yoast_head":"\nPar e\/ou \u00edmpar - Blog Infooh<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.infooh.com.br\/?p=214\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Par e\/ou \u00edmpar - 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