{"id":2689,"date":"2021-07-12T16:25:50","date_gmt":"2021-07-12T19:25:50","guid":{"rendered":"https:\/\/verocontents.com.br\/?p=2689"},"modified":"2024-07-21T17:03:38","modified_gmt":"2024-07-21T20:03:38","slug":"use-of-data-in-online-media-planning","status":"publish","type":"post","link":"https:\/\/verocontents.com.br\/en\/blog\/use-of-data-in-online-media-planning\/","title":{"rendered":"The importance of using data in online media planning"},"content":{"rendered":"<p>How is yours? <strong>online media planning<\/strong>? Can you segment your audience?<\/p>\n<p>In 1997, when I set up the <a href=\"http:\/\/www.verocomunicacao.com.br\" target=\"_blank\" rel=\"noopener noreferrer\">Vero Comunica\u00e7\u00e3o<\/a>, media-focused advertising and design agency <em>offline, <\/em>we had few resources for audience segmentation.<\/p>\n<p>In fact, nowadays I find it strange to still use that term \u201c<em>offline<\/em>\u201d, since with the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/internet-of-things-why-keep-an-eye\/\" target=\"_blank\" rel=\"noopener noreferrer\">internet of things<\/a>, practically everything was <em>online<\/em>.<\/p>\n<p>Even so, it is a way of separating what is web and what is not web. And it&#039;s very interesting to see how things have evolved. And one of the most significant developments was precisely in the <strong>online media planning<\/strong>. In this post, we will understand a little more about the importance of using data in <strong>online media planning<\/strong>.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-black ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Index<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewbox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewbox=\"0 0 24 24\" version=\"1.2\" baseprofile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/verocontents.com.br\/en\/blog\/use-of-data-in-online-media-planning\/#O_mundo_digital_e_a_compra_de_midia\" >The digital world and media buying<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/verocontents.com.br\/en\/blog\/use-of-data-in-online-media-planning\/#Uso_dos_dados_coletados\" >Use of collected data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/verocontents.com.br\/en\/blog\/use-of-data-in-online-media-planning\/#Segmentacao_e_vida\" >Segmentation is life<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/verocontents.com.br\/en\/blog\/use-of-data-in-online-media-planning\/#Monitoramento_e_otimizacoes_de_campanhas\" >Campaign monitoring and optimizations<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"O_mundo_digital_e_a_compra_de_midia\"><\/span><span style=\"color: #ff9900;\">The digital world and media buying<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>In the past, when we bought media <em>offline<\/em>, we created our distribution maps, which were sent directly to the media outlets. This sending could be via email or even via the web, whether it was a TV program, billboard or radio. Some maps were delivered assembled in Excel!<\/p>\n<p>Media buying started to evolve when digital media appeared in the lives of agency media. We bought CPM (Cost per Thousand Impressions) on the main portals and started to understand how the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/how-google-adwords-works\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Adwords<\/a> (currently Google Ads).<\/p>\n<p>Then came the <a href=\"https:\/\/verocontents.com.br\/en\/blog\/social-media-because-we-need-it\/\" target=\"_blank\" rel=\"noopener noreferrer\">social media<\/a> and its advertising platforms, with dozens of features and important information, just as we already found in Google Ads.<\/p>\n<p>Today, we have the <strong>platforms <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-programmatic-media-and-how-to-implement-it-in-your-company\/\" target=\"_blank\" rel=\"noopener noreferrer\">programmatic media<\/a><\/strong>, where we can control 100% of what we buy. This was a real leap in media buying, as everything there happens online and with a quantity of information essential for the <strong>online media planning<\/strong>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Uso_dos_dados_coletados\"><\/span><span style=\"color: #ff9900;\">Use of collected data<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>When we combine Google Ads with <a href=\"https:\/\/verocontents.com.br\/en\/blog\/all-about-google-analytics-4-or-ga4\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google Analytics<\/a>, we have a huge amount of data to analyze. Facebook also has its Analytics, which is incredibly rich in information.<\/p>\n<p>The volume of data generated today brings an evolution in relation to the demographic data of the past, such as age and gender. The segmentation that a programmatic media platform brings us allows the audience to be placed at the center of the campaign strategy.<\/p>\n<p>If a TV campaign, for example, gives us audience data (and then we have to compare it with research on habits, for example), nowadays it is possible to know habits, consumption, preferences, age, gender and even income, everything in the same location.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Segmentacao_e_vida\"><\/span><span style=\"color: #ff9900;\">Segmentation is life<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Data crossing is essential for more assertive analysis and also for audience segmentation. Audience cuts are the biggest advantages of programmatic media platforms and have everything to do with those who work in the virtual world, especially with <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-inbound-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\"><em>inbound marketing<\/em><\/a>.<\/p>\n<p>After all, if you set up your <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-are-personas\/\" target=\"_blank\" rel=\"noopener noreferrer\">persona<\/a> and you want the ROI of your campaign to be the best possible, segmentation is the key to success. And if you already have more than one persona, you&#039;ll want each campaign to target its corresponding persona.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Monitoramento_e_otimizacoes_de_campanhas\"><\/span><span style=\"color: #ff9900;\">Campaign monitoring and optimizations<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Imagine the amount of data that is generated in online campaigns today. The concept of <a href=\"https:\/\/verocontents.com.br\/en\/blog\/what-is-big-data-and-how-to-apply-it-to-your-company\/\" target=\"_blank\" rel=\"noopener noreferrer\">big data<\/a> It is exactly related to the crossing of this information.<\/p>\n<p>When we talk about programmatic media platforms, in addition to data quality, we also have the issue of monitoring, which extracts essential information to reach the target audience in a personalized way. It is possible to identify behaviors and define strategies with more return, as optimization happens immediately.<\/p>\n<p>The data generated in campaigns can be used to improve the target audience. Well-known resources, such as <em>lookalike<\/em> and engagement rates are used to narrow down audience preferences. In this way, the data generated by platform technology allows for greater results in planning programmatic media campaigns.<\/p>\n<p>The conclusion is that a good <strong>online media planning<\/strong> It necessarily involves the observation and monitoring of data and constant adjustments to the campaign. These are characteristics that we currently find in programmatic media.<\/p>\n<p>Want help buying media online? <a href=\"https:\/\/verocontents.com\/fale-com-um-especialista\" target=\"_blank\" rel=\"noopener noreferrer\">Speak to a Vero Contents expert<\/a>!<\/p>","protected":false},"excerpt":{"rendered":"<p>How is your online media planning going? Can you segment your audience? In 1997, when I set up Vero Comunica\u00e7\u00e3o, an advertising and design agency focused on offline media, we had few resources for audience segmentation. In fact, today<\/p>","protected":false},"author":1,"featured_media":2694,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[337],"tags":[68,145,52,37],"class_list":["post-2689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-metricas","tag-midia-programatica","tag-roi","tag-web-analytics"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.9 (Yoast SEO v27.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>A import\u00e2ncia do uso de dados no planejamento de m\u00eddia online<\/title>\n<meta name=\"description\" content=\"Uma das evolu\u00e7\u00f5es na internet foi o uso de dados no planejamento de m\u00eddia online, principalmente 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