{"id":9640,"date":"2020-05-15T17:44:54","date_gmt":"2020-05-15T14:44:54","guid":{"rendered":"http:\/\/www.larisaghitulescu.ro\/?p=9640"},"modified":"2020-05-18T11:43:33","modified_gmt":"2020-05-18T08:43:33","slug":"publicitate-programatica-doar-jumatate-din-bugetul-de-reclama-ajunge-la-editori","status":"publish","type":"post","link":"https:\/\/www.larisaghitulescu.ro\/old\/publicitate-programatica-doar-jumatate-din-bugetul-de-reclama-ajunge-la-editori\/","title":{"rendered":"Publicitate programatic\u0103:  doar jum\u0103tate din bugetul de reclam\u0103 ajunge la editori"},"content":{"rendered":"<div>\n<h2>Un studiu reprezentativ pentru felul \u00een care se \u00eenv\u00e2rt banii de publicitate digital\u0103 scoate la iveal\u0103 noua normalitate nes\u0103n\u0103toas\u0103 din industrie.<\/h2>\n<\/div>\n<p><!--more--><\/p>\n<div>\n<div>Un <a href=\"https:\/\/www.warc.com\/content\/paywall\/article\/warc-datapoints\/halfofonlineadspendneverreachespublishers\/132632\" target=\"_blank\" rel=\"noopener\">studiu<\/a> care a durat doi ani*, \u0219i care a cuprins 15 clien\u021bi mari de publicitate programatic\u0103 din Marea Britanie, cu un buget cumulat de 100 mil. lire sterline, arat\u0103 cum banii de publicitate ai organiza\u021biilor (numi\u021bi <em>advertiseri<\/em>) sunt arunca\u021bi pe geam. <em>Publicitatea programatic\u0103<\/em> este un termen contemporan \u0219i face referire la modul de achizi\u021bie \/ optimizare a spa\u021biului publicitar, prin intermediul unor tehnologii care au la baz\u0103 automatizarea \u0219i inteligen\u021ba artificial\u0103.<\/div>\n<div>\n<p>&nbsp;<\/p>\n<ul>\n<li>DOAR 12%: Din 267 milioane de afi\u0219\u0103ri servite, doar 12% au mers la \u021bint\u0103 (au corespuns obiectivelor de audien\u021b\u0103).<\/li>\n<\/ul>\n<\/div>\n<\/div>\n<div>\n<ul>\n<li>JUM\u0102TATE IROSI\u021aI: Doar jum\u0103tate din investi\u021bie (=bugetul de reclam\u0103), adic\u0103 51%, ajunge la editori.<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li>VIDEO: Publicitatea video s-a dovedit cea mai eficient\u0103 pentru editori.<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li>F\u0102R\u0102 URM\u0102: Cercetarea mai arat\u0103 c\u0103 15% din investi\u021bie a disp\u0103rut f\u0103r\u0103 urm\u0103, \u00een sensul \u00een care nu a putut fi determinat unde s-au dus banii (&#8220;the unknown delta&#8221;).<\/li>\n<\/ul>\n<\/div>\n<div>\n<ul>\n<li>$30 MILIARDE: Warc.com, publica\u021bia specializat\u0103 \u00een industria marcom care f\u0103cut vineri public studiul, ar\u0103tase cu alt\u0103 ocazie c\u0103 &#8216;taxa de tehnologie&#8217; programatic\u0103 s-a ridicat la 30 de miliarde de dolari la nivel global \u00een 2017.<\/li>\n<\/ul>\n<ul>\n<li>LAN\u021aUL DE FURNIZORI: Este complex, \u00eentortocheat \u0219i netransparent. Cei 15 advertiseri din studiul amintit s-au lovit de un lan\u021b cu 300 de furnizori distinc\u021bi pentru a-\u0219i \u00eempinge mesajul c\u0103tre doar 12 editori.<\/li>\n<\/ul>\n<\/div>\n<div>\n<div style=\"padding-left: 30px;\">[Observa\u021bia mea: 30 de miliarde \u00eenseamn\u0103 enorm, dat fiind c\u0103, \u00een 2012, totalul cheltuielilor cu publicitatea programatic\u0103 \u00een lume fusese de 5 miliarde de dolari; de atunci a explodat de aproape 8 ori p\u00e2n\u0103 \u00een 2016 &#8211; anul de referin\u021b\u0103 \u00een estimarea Warc de mai sus, rata de cre\u0219tere anual\u0103 fiind de 71%, \u00een medie).]<\/div>\n<\/div>\n<div><\/div>\n<div>\n<div>\n<div id=\"attachment_9641\" style=\"width: 810px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9641\" class=\"wp-image-9641 size-full\" src=\"http:\/\/www.larisaghitulescu.ro\/old\/wp-content\/uploads\/2020\/05\/0.jpeg\" alt=\"\" width=\"800\" height=\"450\" srcset=\"https:\/\/www.larisaghitulescu.ro\/old\/wp-content\/uploads\/2020\/05\/0.jpeg 800w, https:\/\/www.larisaghitulescu.ro\/old\/wp-content\/uploads\/2020\/05\/0-300x169.jpeg 300w\" sizes=\"auto, (max-width: 800px) 100vw, 800px\" \/><p id=\"caption-attachment-9641\" class=\"wp-caption-text\">Lan\u021bul de furnizori de publicitate \u00een achizi\u021bia de reclam\u0103 \u00een mediul online (Marea Britanie) *** Sursa: Warc.com<\/p><\/div>\n<\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div><\/div>\n<div>Cei mai mari beneficiari de publicitate \u00een digital sunt Google, Facebook \u0219i, mai recent, Amazon (cei trei Big Tech \u00eenghit circa 70% din pia\u021ba de digital din SUA, potrivit Emarketer).<\/div>\n<h4>[divider line_type=&#8221;Small Line&#8221; custom_height=&#8221;&#8221;]<\/h4>\n<h4>Preocuparea, \u00een cre\u0219tere<\/h4>\n<\/div>\n<div><\/div>\n<div>\n<div><\/div>\n<div><\/div>\n<div><a href=\"https:\/\/www.ftc.gov\/news-events\/blogs\/business-blog\/2017\/09\/three-ftc-actions-interest-influencers\" target=\"_blank\" rel=\"noopener\">Dezbaterea \u00een jurul risipei din digital nu este nou\u0103.<\/a> De aproape cinci ani citesc despre subiect, \u0219i \u00een special despre practicile de marketing frauduloase din media sociale (aceste canale de comunicare au \u00eenceput s\u0103 fie luate \u00een serios de advertiseri spre finalul anilor 2000). Mai mult de unul din trei profesioni\u0219ti \u00een domeniul media digitale din SUA chestiona\u021bi \u00een decembrie 2019 de firma Integral Ad Science (IAS) au men\u021bionat c\u0103 nivelul de fraud\u0103 este \u00een cre\u0219tere. Pe larg, <a href=\"https:\/\/www.emarketer.com\/content\/digital-ad-fraud-2020\" target=\"_blank\" rel=\"noopener\">aici.<\/a><\/div>\n<div><\/div>\n<div>[divider line_type=&#8221;No Line&#8221; custom_height=&#8221;&#8221;]Tot \u00een 2019, \u00een toamn\u0103, <a href=\"https:\/\/adage.com\/article\/digital\/regulators-crack-down-fake-likes-and-online-review-scams\/2208736\" target=\"_blank\" rel=\"noopener\">the Federal Trade Commission (SUA) a dat prima amend\u0103<\/a> &#8211; 2.5 milioane de dolari &#8211; unei companii pentru &#8220;fals\u0103 influen\u021b\u0103&#8221; \u00een media sociale (Youtube, LinkedIn, Twitter).<\/div>\n<div><\/div>\n<p>&nbsp;<\/p>\n<p>Cele mai cunoscute metode pentru a ob\u021bine fals\u0103 influen\u021b\u0103, unele sanc\u021bionate \u0219i de FTC:<\/p>\n<ul>\n<li>crearea de <em>followeri<\/em> fal\u0219i (pentru pagini \/ conturi de branduri \u0219i celebrit\u0103\u021bi\/influenceri),<\/li>\n<li>inventarea de conturi \u00een re\u021belele sociale (persoane fictive),<\/li>\n<li><em>review-uiri<\/em> m\u0103sluite (ex. pe site-urile magazinelor online),<\/li>\n<li>a\u0219a-numi\u021bii <em>influenceri,<\/em> <a href=\"https:\/\/www.ft.com\/content\/d0ad1e78-1fbd-11e9-b2f7-97e4dbd3580d\" target=\"_blank\" rel=\"noopener\">frecvent utiliza\u021bi \u00een campanii<\/a> pentru trafic de influen\u021b\u0103, persuasiune, manipulare \u0219i publicitate mascat\u0103. [\u00cei urm\u0103ri\u021bi \u0219i voi, v\u0103 invadeaz\u0103 des spa\u021biul digital, cel mai frecvent \u00een perioade cu o intensitate ridicat\u0103 \u00een comunicare. <em>Influencerii<\/em> de regul\u0103 sunt actuali sau fo\u0219ti jurnali\u0219ti, celebrit\u0103\u021bi \u0219i chiar exper\u021bi din diverse domenii, ONG-uri, politicieni, publicitari, PR-i\u0219ti, antreprenori \u0219.a.m.d.)]<\/li>\n<\/ul>\n<\/div>\n<div>\n<p>&nbsp;<\/p>\n<\/div>\n<div>\n<p>De ce ne-ar interesa acest studiu din Marea Britanie? Pentru c\u0103 \u00een baza acestui mecanism de publicitate, <a href=\"https:\/\/www.reuters.com\/article\/us-britain-tech-internet\/be-more-transparent-about-algorithms-berners-lee-tells-tech-giants-idUSKBN1XM2BM\" target=\"_blank\" rel=\"noopener\">tot mai adoptat,<\/a> companiile \u0219i-au schimbat \u00een timp op\u021biunile de investi\u021bii \u00een defavoarea editorilor de pres\u0103 tradi\u021bionali, efectul fiind a<a href=\"http:\/\/www.larisaghitulescu.ro\/fenomenul-fake-news-facaturile-produc-efecte-si-mutatii-vizibile-in-societate\/?lang=ro\" target=\"_blank\" rel=\"noopener\">mplificarea fenomenului dezinform\u0103rii \u0219i manipul\u0103rii,<\/a> cu muta\u021bii vizibile \u00een societate.[divider line_type=&#8221;No Line&#8221; custom_height=&#8221;&#8221;]\n<p><em>*Studiul a fost realizat de Incorporated Society of British Advertisers (ISBA) \u0219i PwC *** Surse externe utilizate: Advertising Age, Emarketer, Financial Times, Reuters, The Federal Trade Commission, Zenith Media, Warc.com *** Sursa fotografiei: Mihai Constantineanu<\/em><\/p>\n<\/div>\n<div><\/div>\n<div style=\"text-align: center;\">***<\/div>\n<div>\n<div class=\"col span_12 dark left\">\n<div class=\"vc_col-sm-12 wpb_column column_container col no-extra-padding instance-3\" data-bg-cover=\"\" data-padding-pos=\"all\" data-has-bg-color=\"false\" data-bg-color=\"\" data-bg-opacity=\"1\" data-hover-bg=\"\" data-hover-bg-opacity=\"1\" data-animation=\"\" data-delay=\"0\">\n<div class=\"wpb_wrapper\">\n<div class=\"wpb_wrapper\">\n<p>\u00a9 Acest text este protejat de drepturi de autor \u0219i nu poate fi copiat \u2013 integral sau par\u021bial \u2013 , \u0219i nici utilizat \u00een vreun fel f\u0103r\u0103 acordul scris al autorului.<\/p>\n<\/div>\n<p class=\"vc_separator wpb_content_element vc_separator_align_left vc_sep_width_100 vc_sep_border_width_3 vc_sep_pos_align_left vc_sep_color_white\" style=\"text-align: center;\">***<\/p>\n<p><strong>Despre autor:<\/strong><\/p>\n<ul>\n<li>Larisa Ghi\u021bulescu are peste 20 de ani de experien\u021b\u0103 \u00een mass-media, organiza\u021bii publice, private, \u0219i pe cont propriu. A lucrat \u00een \u0219apte redac\u021bii \u2013 divertisment, \u0219tiri, pres\u0103 de afaceri. O selec\u021bie din arhiv\u0103,\u00a0<a href=\"http:\/\/www.larisaghitulescu.ro\/articles\/?lang=ro\" target=\"_blank\" rel=\"noopener\">aici.<\/a><\/li>\n<li>Urm\u0103re\u0219te industria marcomm din 2002. A fost acreditat\u0103 la mai multe edi\u021bii Cannes Lions \u0219i Golden Drum, ca editor Media &amp; Advertising al publica\u021biilor pentru care scria la momentul respectiv: Business Magazin, Ziarul Financiar \u0219i Money Express. Ast\u0103zi scrie ocazional despre aceast\u0103 industrie, \u00eens\u0103 documenteaz\u0103 situa\u021biile de comunicare de interes public, rezultatele cercet\u0103rii fiind integrate \u00een munca sa de analist \u0219i instructor.<\/li>\n<li>Construie\u0219te de la zero proiecte\u00a0<a href=\"http:\/\/www.larisaghitulescu.ro\/summiteers\/?lang=ro\">pentru echipe<\/a>, \u00een domeniul educa\u021biei \u0219i jurnalism (<a href=\"http:\/\/www.larisaghitulescu.ro\/ateliere\/?lang=ro\">ateliere de g\u00e2ndire critic\u0103 \u0219i alfabetizare media<\/a>).<\/li>\n<li>Este licen\u021biat\u0103 \u00een Jurnalism (Facultatea de Jurnalism \u0219i \u0218tiin\u021bele Comunic\u0103rii, Universitatea Bucure\u0219ti) \u0219i a absolvit un program de Master \u00een Managementul Institu\u021biilor Mass-Media.<\/li>\n<\/ul>\n<i class=\"icon-tiny fa fa-pencil accent-color\"><\/i>Dac\u0103 nu faci deja parte din comunitatea mea de cititori \u0219i consideri util ce scriu, te invit s\u0103 completezi acest <a href=\"https:\/\/docs.google.com\/forms\/d\/e\/1FAIpQLSdW_czHURMqgj-FgazFkQ0pldEUCi6VHoHswwhPAybfQX95hA\/viewform?usp=pp_url\" target=\"_blank\" rel=\"noopener\">scurt\u00a0formular.<\/a>\u00a0Dureaz\u0103 mai pu\u021bin de un minut.<\/p>\n<div><\/div>\n<div style=\"text-align: center;\">***<\/div>\n<div><\/div>\n<div>Alte articole despre media &amp; publicitate:<\/div>\n<div><\/div>\n<div><em><a href=\"http:\/\/www.larisaghitulescu.ro\/tranzactia-cme-kellner-mogulizare-cu-final-dibuit\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Tranzac\u021bia CME (PRO TV)-Kellner: mogulizare cu final dibuit<\/a><\/em><\/div>\n<div><\/div>\n<div><em><a href=\"http:\/\/www.larisaghitulescu.ro\/morometii-2-legaturile-bolnavicioase\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Morome\u021bii 2 &#8211; Leg\u0103turile boln\u0103vicioase<\/a><\/em><\/div>\n<div><\/div>\n<div><em><a href=\"http:\/\/www.larisaghitulescu.ro\/advertising-ul-dupa-lehman-brothers-sutul-in-fund-pasul-inapoi\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Advertising-ul dup\u0103 Lehman Brothers: \u0218utul \u00een fund, pasul \u00eenapoi<\/a><\/em><\/div>\n<div>\n<p><em><a href=\"http:\/\/www.larisaghitulescu.ro\/noaptea-publicitatii-bine-ati-venit-in-industria-bullshit-ului\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Noaptea publicit\u0103\u021bii: Bine a\u021bi venit \u00een industria bullshit-ului<\/a><\/em><\/p>\n<p><em><a href=\"http:\/\/www.larisaghitulescu.ro\/faceti-campanii-pentru-copii-aveti-grija-sa-n-o-scrantiti\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Face\u021bi campanii pentru copii? Ave\u021bi grij\u0103 s\u0103 n-o scr\u00e2nti\u021bi<\/a><\/em><\/p>\n<p><em><a href=\"http:\/\/www.larisaghitulescu.ro\/cazul-mccann-rombot-ce-pot-invata-marketerii-de-aici\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Cazul Mc Cann \u2013 Rombot: Ce pot \u00eenv\u0103\u021ba marketerii dintr-o f\u0103c\u0103tur\u0103<\/a><\/em><\/p>\n<p><em><a href=\"http:\/\/www.larisaghitulescu.ro\/ziua-publicitatii-romania-creioanelor-ieftine\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Ziua Publicit\u0103\u021bii sau \u021aara Creioanelor Ieftine<\/a><\/em><\/p>\n<p><em><a href=\"http:\/\/www.larisaghitulescu.ro\/mic-dictionar-de-manipulare-cazul-rosia-montana-gc\/?lang=ro\" target=\"_blank\" rel=\"noopener\">Mic dic\u021bionar de manipulare: Cazul Ro\u0219ia Montan\u0103 Gold Corporation<\/a><\/em><\/p>\n<p><a href=\"http:\/\/www.larisaghitulescu.ro\/rick-thompson-ex-bbc-daca-nu-ne-transformam-murim-cu-totii\/?lang=ro\" target=\"_blank\" rel=\"noopener\"><em>Rick Thompson, ex-BBC: \u201eDac\u0103 nu ne transform\u0103m, murim cu to\u021bii\u201d<\/em><\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Un studiu reprezentativ pentru felul \u00een care se \u00eenv\u00e2rt banii de publicitate digital\u0103 scoate la iveal\u0103 noua normalitate nes\u0103n\u0103toas\u0103 din industrie.<\/p>\n","protected":false},"author":2,"featured_media":9661,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":"","footnotes":""},"categories":[211],"tags":[110,324,359,360,356,260,358,357],"class_list":{"0":"post-9640","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-blog-2","8":"tag-advertising","9":"tag-digital","10":"tag-influenceri","11":"tag-media-buying","12":"tag-online","13":"tag-publicitate","14":"tag-publicitate-programatica","15":"tag-studiu","16":"pmpro-has-access"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/posts\/9640","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/comments?post=9640"}],"version-history":[{"count":39,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/posts\/9640\/revisions"}],"predecessor-version":[{"id":9942,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/posts\/9640\/revisions\/9942"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/media\/9661"}],"wp:attachment":[{"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/media?parent=9640"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/categories?post=9640"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.larisaghitulescu.ro\/old\/wp-json\/wp\/v2\/tags?post=9640"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}