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HOME > NOTICIAS > NÚMERO DE AMERICANOS QUE CLICARAM EM ANÚNCIOS ONLINE CAI 50%

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Número de americanos que clicaram em anúncios online cai 50%

Fonte: TI Inside

O número de americanos que clicaram em anúncios online caiu 50% de 2007 até hoje. Segundo estudo da comScore, apenas 16% dos usuários nos Estados Unidos acessaram publicidade na internet, em comparação aos 32% registrados na edição anterior da pesquisa, realizada em julho de 2007.

Segundo a consultoria, o resultado não quer dizer que a publicidade online nos EUA tenha perdido força, mas que as estratégias de marketing digital precisam ser revistas. A comScore analisa que os números mostram a importância de utilizar o display advertising (anúncios em banners, imagens, vídeos etc.) de maneira mais completa, ou seja, que não se baseie apenas no clique, mas também na visualização dos anúncios.

A vice-presidente de soluções de mercado da comScore, Linda Anderson, salienta que "o ato de clicar" está perdendo seu espaço no mercado da publicidade digital.

- As empresas que tentam impulsionar suas campanhas publicitárias apenas pelo clique não apresentam absolutamente nenhum efeito sobre os 84% dos internautas americanos que não clicam em anúncios - explica Linda. - Tornar o clique estratégia central é a coisa errada a se fazer, por isso muitas empresas já estão desenvolvendo campanhas publicitárias que atingem os usuários de forma mais ampla e se adaptam ao modo como eles se comportam na internet.

Segundo a analista, por esse motivo as formas de se medir a eficiência de uma campanha de marketing estão se tornando obsoletas com o desenvolvimento da internet. "Um clique não significa nada", concluiu Linda.

Link da notícia: http://oglobo.globo.com/tecnologia/mat/2009/10/06/numero-de-americanos-que-clicaram-em-anuncios-online-cai-50-767930257.asp

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