Michel Lent
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A info-obesidade e os atuais desafios da publicidade
Michel Lent SchwartzmanGerente Geral, VP de CriaçãoOgilvyInteractive BrasilSão Paulo, 07/11/09
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O que engarrafamentos, obesidade e a dificuldade de se fazer publicidade atualmente têm em comum?
Foto © http://www.flickr.com/photos/slow_boat_to_china/512063141/
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Eles são todos problemas
causados por abundância.
Foto © http://www.flickr.com/photos/edy_luigi/3428114114/
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Foto © http://www.flickr.com/photos/grace3737/2862297104/
Quando é muito fácil se locomover individualmente, todos o fazem, causando engarrafamentos
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Estamos cercados de comida em abundância mas o corpo continua acumulando gordura
Foto © http://www.flickr.com/photos/aknacer/3221942616/
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Modelo publicitário foi criado para a compra de espaços em escassos veículos com abundante concentração de audiência.
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mas vivemos a info-obesidadeFoto © http://www.flickr.com/photos/87908840@N00/2972019616/
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Múltiplas plataformas e formatos
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information overloadFoto © http://www.flickr.com/photos/dcdead/3732349006/
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Simplicidade de publicação
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Multiplicação dos pageviews
Portal 1
Portal 2
Portal 3 Unique visitors não são realmente unique
Rede Social 1
Rede Social 2
Rede Social 3
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abundância de conteúdoescassez de tempo
Foto © hhttp://www.flickr.com/photos/sanabria-/1573181264/
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Todos brigando pelas mesmas 24 horas do dia - o tempo torna-se o bem mais escasso
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Para ocupar espaço na cabeça do consumidor é preciso conseguir um pedaço de seu tempo
Foto © http://www.flickr.com/photos/clintjcl/225598357/
Share of mind?
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em busca da conquista do tempo
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apropriação do idle time: TV digital, aplicações e conteúdo mobile
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NIKE / APPLE
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FIAT
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UNILEVER
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o valor não está mais na simples oferta de informação.
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o valor está em oferecer aquilo que justifique um pedaço nosso do tempo.
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SHARE OF MIND
SHARE OF TIME
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Obrigado :)
twitter.com/lentwww.viuisso.com.br