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HOME > ENTREVISTAS > INTERNET EM PONTO DE FUSÃO - ENTREVISTA COM FÁBIA JULIASZ, CEO DO IBOPE/NETRATINGS

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Internet em ponto de fusão - Entrevista com Fábia Juliasz, CEO do Ibope/NetRatings

A internet brasileira vive um momento de explosão como mídia publicitária. Quem garante é Fábia Juliasz, CEO da Ibope/NetRatings, braço focado na web da empresa que virou sinônimo de pesquisa de opinião.

Em entrevista ao Baguete concedida minutos antes de uma concorrida palestra na reunião almoço Mesas Redondas, Fábia comentou o crescimento do gasto publicitário na rede e as perspectivas de futuro da nova mídia.

A executiva avalia também o polêmico número de internautas mapeado pela concorrente Datafolha e explica porque, afinal, o brasileiro bate todos os recordes de permanência online e de participação em sites como Orkut e serviços como MSN.

Link original: http://www.baguete.com.br/entrevista.php?id=194

Baguete - Qual o tamanho da internet como mídia?

Fábia Juliasz - A mídia é uma parte do contexto real da internet. Uma parte importante, já que ela financia o movimento da Internet. Isso está crescendo muito. Do primeiro trimestre de 2006 para o primeiro de 2007, o investimento publicitário online cresceu 47%. Em três anos, o share publicitário que era de 1,7%, cresceu para 2,1%. A nossa expectativa é que ele chegue por volta de 2,8% do total em breve. Nenhum outro meio apresentou uma taxa de crescimento dessas, mas a gente ainda está bem longe dos 15% do share de investimento publicitário visto na Inglaterra.

Baguete - O Brasil pode chegar a um nível de 15%?

Fábia Juliasz - Porque não? Podemos esperar isso sim. A questão é quanto tempo isso vai demorar. Aonde você viu 47% de crescimento em investimento de mídia? Em lugar nenhum. Há muitas coisas fazer para chegar a um patamar de 6%, visto nos Estados Unidos. Ao longo dos próximos cinco anos colheremos o resultado de medidas como as novas métricas elaboradas pelo Ibope junto com agências e portais. É um movimento importante de padronização de tabelas e preços, o que fortalece o meio online. Isso do ponto de vista dos players. Do ponto de vista do mercado, o movimento é inexorável. O momento é de convergência e interatividade. A questão é saber em que plataforma isso vai acontecer: desktops, celular, televisão digital.

Baguete - Qual é tua opinião sobre esse número de 55 milhões de internautas divulgados pela Datafolha em pesquisa para a F/Nazca?

Fábia Juliasz - Nós monitoramos a internet brasileira há 10 anos. A experiência me mostra que a forma como você pesquisa a audiência pode mostrar resultados muito discrepantes. Uma coisa é perguntar a uma pessoa se ela tem acesso à Internet. Outra é perguntar qual é a freqüência do acesso à Internet. O Ibope/NetRatings faz um censo da internet a cada três meses. Além disso, temos um medidor nas máquinas de algumas pessoas, o que elimina desvios de interpretação. Na pesquisa da Datafolha eles interceptaram pessoas em centros de grande tráfego, o que é muito diferente de pegar também pessoas do interior, como faz a nossa mostra.

Baguete - Porque o brasileiro acessa tanto a Internet?

Fábia Juliasz - Há duas análises a serem feitas. A primeira é uma coisa comportamental: o brasileiro é muito inovador, gosta de ferramentas interativas e do desafio do online. Aí estão os cases Orkut e Messenger. Outra coisa é que a internet brasileira ainda é concentrada nas classes C, B e A, enquanto em outros países ela é mais horizontal, em todas as classes sociais. Na Suécia, a penetração é de 95%, no Brasil, fica em 22%. O brasileiro internauta tem uma média um pouco mais elitizada, o que tem um impacto na sofisticação no uso e também em termos quantitativos.

Baguete - O Brasil é líder em tempo de uso. Não estaria faltando aproveitar isso para gerar negócios inovadores?

Fábia Juliasz - Eu não sei o que você chama de inovação que falta. Há iniciativas absolutamente inovadoras acontecendo no Brasil, projetos de cross media importantes acontecendo. Faz anos que eu venho monitorando que as empresas que estão anunciando na internet. Hoje não há uma categoria que não esteja lá. A empresa responde à pressão do mercado. O consumidor pressiona a empresa para ter uma comunicação direta. Mesmo empresas de produto de consumo massivo como sabão em pó e leite condensado, para as quais a internet não é um meio tão óbvio, já têm iniciativas interessantes em termo de formação de imagem de marca, etc. É inovador entender que o meio te dá uma oportunidade e agir, de acordo com a característica daquele meio, focando no que o consumidor quer ouvir. Por isso é importante um monitoramento contínuo, nos moldes do que é feito pelo Ibope, porque assim é possível ver as nuances.

Baguete - Onde está acontecendo a movimentação mais interessante dentro do Brasil?

Fábia Juliasz - O mapa da Internet brasileira segue o da infra-estrutura disponível. Então o uso e as novidades ficam concentrados no eixo Sul-Sudeste. Mesmo assim, há um crescimento vertiginoso acontecendo no Nordeste, inclusive na área de negócios online. Fiquei surpresa ao conhecer meses atrás o diretor da Associação de Imobiliárias Virtuais de Fotaleza. No prêmio de mídia do Estadão, muitos dos melhores trabalhos online eram de Recife. Acredito que novas tecnologias como o Wimax podem ajudar a potencializar ainda mais esse cenário.

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