{"id":9917,"date":"2024-01-31T20:15:22","date_gmt":"2024-01-31T23:15:22","guid":{"rendered":"https:\/\/www.oliconsultoria.com.br\/site\/?p=9917"},"modified":"2024-02-08T20:29:06","modified_gmt":"2024-02-08T23:29:06","slug":"a-velocidade-das-mudancas-inovacao-disruptiva-na-tv","status":"publish","type":"post","link":"https:\/\/www.oliconsultoria.com.br\/site\/2024\/01\/31\/a-velocidade-das-mudancas-inovacao-disruptiva-na-tv\/","title":{"rendered":"A Velocidade das Mudan\u00e7as &#8211; Inova\u00e7\u00e3o Disruptiva na TV"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9917\" class=\"elementor elementor-9917\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-319517f elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"319517f\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-04b9c05\" data-id=\"04b9c05\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9e0c07a elementor-widget elementor-widget-heading\" data-id=\"9e0c07a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 29-01-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">A Velocidade das Mudan\u00e7as - Inova\u00e7\u00e3o Disruptiva na TV<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1a7ed48 elementor-widget elementor-widget-heading\" data-id=\"1a7ed48\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><br>Amazon Transforma Prime Video em Plataforma de Compras e \nMercado Livre Inova com Mercado Play Integrando Entretenimento e E-Commerce<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-59f9ae1 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"59f9ae1\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2bec65b\" data-id=\"2bec65b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-540c574 elementor-widget elementor-widget-text-editor\" data-id=\"540c574\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 29-01-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><br><\/p>\n<p><br><\/p>\n<p>&nbsp; &nbsp;A introdu\u00e7\u00e3o de an\u00fancios no Prime V\u00eddeo pela Amazon representa uma estrat\u00e9gia ambiciosa para redefinir a experi\u00eancia televisiva e transformar o servi\u00e7o de streaming em um canal de compras inovador. Ao capitalizar seu vasto neg\u00f3cio de publicidade, estimado em mais de US$ 50 bilh\u00f5es, a Amazon busca n\u00e3o apenas gerar receitas adicionais, mas tamb\u00e9m impulsionar as compras diretamente atrav\u00e9s do Prime V\u00eddeo.<\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp;<\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp; &nbsp;A empresa est\u00e1 posicionada de maneira \u00fanica para explorar sua extensa rede de entrega e transformar a tela da TV em um local para compras instant\u00e2neas. A estrat\u00e9gia \u00e9 persuadir os telespectadores a adotarem novos h\u00e1bitos de compra, seja por meio de smartphones, controles remotos ou comandos de voz. A integra\u00e7\u00e3o de an\u00fancios com op\u00e7\u00e3o de compra oferece uma oportunidade significativa para as marcas j\u00e1 presentes na Amazon anunciarem no servi\u00e7o de streaming.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-75168e7 elementor-widget elementor-widget-image\" data-id=\"75168e7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.19.0 - 29-01-2024 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"500\" height=\"263\" src=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/primevideo-seo-logo-1024x538-1-e1706745664854.webp\" class=\"attachment-fluid_edge_image_landscape size-fluid_edge_image_landscape wp-image-9922\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a18f339 elementor-widget elementor-widget-text-editor\" data-id=\"a18f339\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>&nbsp; &nbsp;No entanto, essa transi\u00e7\u00e3o para an\u00fancios no Prime V\u00eddeo apresenta desafios consider\u00e1veis, especialmente ao treinar os telespectadores para adotar a TV como meio de compra, um comportamento que foge do padr\u00e3o do consumidor. A estrat\u00e9gia da Amazon envolve a exibi\u00e7\u00e3o de menos an\u00fancios do que na televis\u00e3o tradicional, visando manter os espectadores engajados. Estima-se que cerca de 70% dos assinantes Prime optar\u00e3o por assistir aos an\u00fancios, indicando uma aceita\u00e7\u00e3o significativa.<\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp;<\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp; &nbsp;O sucesso dessa iniciativa depender\u00e1 n\u00e3o apenas da venda de espa\u00e7o publicit\u00e1rio, mas tamb\u00e9m da capacidade da Amazon em integrar efetivamente a jornada do comprador desde a visualiza\u00e7\u00e3o do an\u00fancio at\u00e9 a conclus\u00e3o da compra. A empresa est\u00e1 aproveitando sua experi\u00eancia pr\u00e9via com an\u00fancios online para moldar o comportamento do consumidor na frente da TV, consolidando sua posi\u00e7\u00e3o como uma das principais plataformas publicit\u00e1rias nos Estados Unidos.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8a59a2e elementor-widget elementor-widget-image\" data-id=\"8a59a2e\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"500\" height=\"334\" src=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Sem-titul78974.jpg\" class=\"attachment-fluid_edge_image_square size-fluid_edge_image_square wp-image-9919\" alt=\"\" srcset=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Sem-titul78974.jpg 500w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Sem-titul78974-300x200.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-32bab55 elementor-widget elementor-widget-image\" data-id=\"32bab55\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"908\" height=\"108\" src=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1001.jpg\" class=\"attachment-large size-large wp-image-10050\" alt=\"\" srcset=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1001.jpg 908w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1001-300x36.jpg 300w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1001-768x91.jpg 768w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1001-600x71.jpg 600w\" sizes=\"(max-width: 908px) 100vw, 908px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0fe23f1 elementor-widget elementor-widget-text-editor\" data-id=\"0fe23f1\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>&nbsp; &nbsp;A expectativa \u00e9 que, ao atingir mais de 115 milh\u00f5es de telespectadores nos EUA, a Amazon possa gerar uma receita anual de aproximadamente US$ 5 bilh\u00f5es com essa iniciativa inovadora. A estrat\u00e9gia agressiva da Amazon, ao oferecer taxas de publicidade mais baixas que concorrentes como Netflix e Disney+, e a aus\u00eancia de gastos m\u00ednimos elevados, incentivam diversas marcas a explorarem os an\u00fancios no Prime V\u00eddeo.<\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp;<\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp; &nbsp;A empresa busca superar obst\u00e1culos anteriores nas compras por meio da TV nos EUA, aprendendo com experi\u00eancias passadas, como o programa &#8220;Style Code Live&#8221;. Ao estabelecer parcerias estrat\u00e9gicas, como a colabora\u00e7\u00e3o com a NBC Universal e o Walmart, a Amazon busca criar uma experi\u00eancia que n\u00e3o apenas agregue valor aos anunciantes, mas tamb\u00e9m ressoe com os consumidores acostumados a modelos tradicionais de publicidade.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7b69bfd elementor-widget elementor-widget-image\" data-id=\"7b69bfd\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"550\" height=\"500\" src=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Caixa-da-Prime-Day-foto-divulgacao-Amazon-550x500.jpg\" class=\"attachment-fluid_edge_image_square size-fluid_edge_image_square wp-image-9923\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8e8ad02 elementor-widget elementor-widget-text-editor\" data-id=\"8e8ad02\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>&nbsp; &nbsp;A introdu\u00e7\u00e3o de an\u00fancios no Prime V\u00eddeo n\u00e3o \u00e9 apenas uma jogada de publicidade para a Amazon, \u00e9 uma tentativa de inovar e criar uma nova maneira de integrar entretenimento e compras, transformando a tela da TV em um ponto de venda. O desafio crucial \u00e9 criar uma experi\u00eancia que seja conveniente e vantajosa para os consumidores, e o desempenho das m\u00e9tricas ser\u00e1 crucial para avaliar a efic\u00e1cia a longo prazo dessa abordagem \u00fanica.<\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp;<\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp; &nbsp;Em paralelo, o Mercado Livre, gigante do com\u00e9rcio eletr\u00f4nico na Am\u00e9rica Latina, adota uma abordagem singular ao ingressar no setor de streaming com o Mercado Play. A estrat\u00e9gia envolve a integra\u00e7\u00e3o entre com\u00e9rcio eletr\u00f4nico e streaming, capitalizando a presen\u00e7a j\u00e1 estabelecida do Mercado Livre na regi\u00e3o. Ao permitir que os telespectadores comprem produtos apresentados em programas e filmes por meio de uma experi\u00eancia de compra simplificada, o Mercado Play busca transformar os espectadores em compradores.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dbcfcc5 elementor-widget elementor-widget-image\" data-id=\"dbcfcc5\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"500\" height=\"334\" src=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Sem-titul78975i.jpg\" class=\"attachment-fluid_edge_image_square size-fluid_edge_image_square wp-image-9953\" alt=\"\" srcset=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Sem-titul78975i.jpg 500w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/01\/Sem-titul78975i-300x200.jpg 300w\" sizes=\"(max-width: 500px) 100vw, 500px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-288410a elementor-widget elementor-widget-text-editor\" data-id=\"288410a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>&nbsp; &nbsp;Essa estrat\u00e9gia inovadora destaca a tend\u00eancia emergente de integra\u00e7\u00e3o entre entretenimento e com\u00e9rcio eletr\u00f4nico. O uso de tecnologias como QR codes e promo\u00e7\u00f5es interativas demonstra o compromisso do Mercado Livre em explorar solu\u00e7\u00f5es tecnol\u00f3gicas para aprimorar a experi\u00eancia do usu\u00e1rio e impulsionar o engajamento. Em um mercado competitivo de streaming, essa iniciativa representa uma resposta criativa aos desafios do setor, buscando criar uma proposta de valor \u00fanica.<\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp;<\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\">&nbsp; &nbsp;Ambas as estrat\u00e9gias, tanto da Amazon quanto do Mercado Livre, indicam uma evolu\u00e7\u00e3o no cen\u00e1rio de entretenimento e com\u00e9rcio eletr\u00f4nico, explorando sinergias para melhorar a experi\u00eancia do usu\u00e1rio e impulsionar as vendas. Enquanto a Amazon busca transformar a TV em um canal de compras por meio de an\u00fancios no Prime V\u00eddeo, o Mercado Livre integra o com\u00e9rcio eletr\u00f4nico diretamente \u00e0 experi\u00eancia de streaming com o Mercado Play. O sucesso dessas abordagens depender\u00e1 da aceita\u00e7\u00e3o pelos consumidores e da capacidade de criar uma proposta de valor convincente e diferenciada em meio a uma paisagem competitiva.<\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\"><br><\/span><\/p>\n<p><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; font-weight: var( --e-global-typography-text-font-weight );\"><br><\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ecf3612 elementor-widget elementor-widget-image\" data-id=\"ecf3612\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"908\" height=\"108\" src=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1005.jpg\" class=\"attachment-large size-large wp-image-10062\" alt=\"\" srcset=\"https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1005.jpg 908w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1005-300x36.jpg 300w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1005-768x91.jpg 768w, https:\/\/www.oliconsultoria.com.br\/site\/wp-content\/uploads\/2024\/02\/BannesParaE-mails900x1005-600x71.jpg 600w\" sizes=\"(max-width: 908px) 100vw, 908px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p> 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