Por dentro do Marketing do Google: o que aprendemos com uma estratégia digital-first

“O alcance e a escala da televisão são imbatíveis”, diz o senso comum da publicidade. Se você é um profissional de marketing, talvez já tenha repetido esse mantra – certamente eu também falei isso em algum momento.

Como resultado, muitos profissionais planejam campanhas de anúncios com uma mentalidade que prioriza a TV, tendo como base os índices de audiência dos principais veículos – que levam a maior parte do orçamento de mídia. Mais tarde, canais digitais são incorporados para ampliar o alcance e aumentar a frequência de exibição dos criativos. Mas com a migração dos públicos para o digital, é hora de repensar essa fórmula e sua estratégia.

Desafiando a abordagem centrada na TV

Nos últimos anos, minha equipe no Google Media Lab, responsável pelas estratégias de mídia de todas as campanhas publicitárias do Google, desafiou essa abordagem centrada na TV. Viramos a chavinha e passamos agora a planejar a partir de uma mentalidade digital-first. Qual é nossa lógica? Se buscamos o público que realmente importa, devemos estar juntos na mesma plataforma. Cada vez mais, isso significa ter uma forte presença em vídeo.

Você deve estar se perguntando: isso realmente funciona? Nossos testes revelam que sim: vídeos podem gerar alcance tão rápido quanto a TV – no decorrer do mesmo período e com resultados similares. Compartilho um exemplo a seguir.

Estratégia centrada no digital para lançamento de alto risco

No final do ano passado, durante a mais importante temporada de compras do ano e diante de metas de venda elevadas, trabalhamos com a equipe de marketing de hardware do Google para comparar o alcance de vídeos digitais com o da televisão no lançamento do smartphone Pixel 3.

Fizemos um experimento simples, ao longo de duas semanas: na primeira, anúncios foram exibidos em redes nacionais de TV dos Estados Unidos e permaneceram ocultos no YouTube. Nossa hipótese: o YouTube poderia gerar tantos target rating points (TRPs) em uma semana quanto os canais de televisão norte-americanos, com níveis de alcance comparáveis e resultados similares. Para ambos os canais, nosso público-alvo foram adultos de 18 a 49 anos, e a mensuração teve como base os dados da Nielsen sobre audiência de TV e anúncios digitais.

Os resultados dos testes confirmaram nossa hipótese. Descobrimos que, ao longo de uma semana, o alcance do YouTube cresceu mais que o da TV, com vantagens importantes, como maior alcance de jovens adultos entre 18 e 29 anos.1 Os números também mostraram que o total de pessoas entre 18 e 49 anos que viu o anúncio no YouTube foi 36% maior do que na TV.2 Além disso, o YouTube alcançou uma audiência, em média, cinco anos mais jovem.3

Aplicando a mentalidade digital no seu planejamento

Os resultados foram isolados? Não parece o caso. Desde os primeiros experimentos, repetimos os testes em diversas campanhas, usando vídeos “impuláveis” de 15 segundos e anúncios do Google Preferred, que tiveram resultados semelhantes. Enquanto isso, seguimos testando e refinando nossa abordagem, buscando mais insights sobre a melhor combinação de formatos de vídeo – visando aumentar o alcance das campanhas – e a quantidade ideal de criativos que devem ser produzidos.

Se essas informações despertaram em você o interesse por estratégias que priorizam o digital, aqui vai uma dica: teste primeiro em um cenário de baixo risco. Observe se há um dia da semana, um momento do ano ou um tipo de campanha que não costuma performar bem, independentemente do canal utilizado. Procure não anunciar na TV nesse período e migre seus investimentos da campanha para o digital. Veja o que pode aprender com essa nova estratégia e siga em frente.

detrey

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