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HOME > NOTICIAS > COMO ERRO DE GRAFIA PODE GERAR R$ 385 MIL

Em Links Patrocinados

Como erro de grafia pode gerar R$ 385 mil

Fonte: Gazeta Mercantil

Recentemente uma internauta de São Paulo digitou num site de buscas a palavra "gravides" - escrita de forma errada, com a letra "s". Uma das primeiras respostas apresentadas fazia referência ao site da construtora Tecnisa. O espaço eletrônico da companhia surgiu no alto da página porque a empresa escolheu "gravides" como uma de suas palavras-chave na ferramenta publicitária chamada de link patrocinado. A internauta entrou em contato com a equipe de atendimento da construtora, que trabalha em tempo real, e bateu o martelo na compra de um apartamento no valor de R$ 385 mil. O valor investido pela Tecnisa na compra da palavra-chave foi de apenas R$ 0,05.

"O resultado obtido com o link patrocinado é espetacular. Esse formato representa 50% dos acessos ao nosso site", afirma Romeo Busarello, diretor de marketing da Tecnisa. Segundo ele, o site da empresa registra 430 mil visitas por mês e uma média de 1,6 imóvel vendido por dia pela internet, cada um a um valor médio de R$ 350 mil. A companhia planeja investir em 2008 mais de R$ 1 milhão em links patrocinados, superior aos R$ 680 mil aplicados em 2007.

O caso ajuda a entender a razão de o link patrocinado ser considerado como uma das tendências para acelerar ainda mais o crescimento do mercado de internet, cujo faturamento publicitário em 2007 deve ser de R$ 477 milhões no Brasil, segundo estimativas iniciais do IAB (Interactive Advertising Bureau), entidade que representa o setor de web. O aumento em relação a 2006 deve ficar perto dos 35%. " O que poderia fazer o setor apresentar um crescimento maior seria a inclusão de resultados de Google e Yahoo no Projeto Inter-Meios, que afere o mercado", diz Marcelo Sant'Iago, diretor de novos negócios da MídiaClick.

Um dos principais impulsionadores do setor é o link patrocinado", diz Antony Martins, diretor-geral do Grupo TV1. "Em geral, os resultados de exposição proporcionados por essa ferramenta são maiores que os da mídia tradicional", completa o executivo.

Hoje não é possível saber quanto o link patrocinado representa no total dos negócios de internet porque o Projeto Inter-Meios, responsável pela aferição desse setor, não contempla a verba obtida com essa ferramenta - segundo o IAB, isso se deve ao fato de os dois maiores competidores na área de links patrocinados não divulgarem suas receitas com a ferramenta. Só para dar uma idéia do potencial dela, no entanto, 98% do faturamento global do Google advém de links patrocinados - o faturamento no Brasil não é revelado.

Se o link patrocinado é importante por apontar uma tendência de expansão, deve-se observar que há outros fatores igualmente importantes que explicam o crescimento constante do faturamento publicitário de web. Um deles é a presença cada vez mais intensiva das ações de marketing de grandes empresas. "Hoje a web atrai mais as marcas - como o Carrefour - que não eram anunciantes e agora estão presentes no meio", afirma Marco Bebiano, diretor de relações com agências do Google. "A web é um meio indispensável, cresce de modo assustador. Não dá para fazer uma programação de mídia completa sem passar pela internet", afirma Celso Loducca, sócio da agência que leva seu nome.

No caso do iG, Marcelo Lobianco, diretor de publicidade do iG, aponta como fatores de crescimento a utilização de formatos publicitários customizados e coberturas de eventos sazonais, como carnaval, que contou com patrocínio de Nova Schin e Vivo - a verba investida não é divulgada. "Além disso, a internet permite mensurar o resultados das campanhas", afirma Lobianco, sem revelar dados financeiros.

Link da notícia: http://www.gazeta.com.br/integraNoticia.aspx?Param=8%2C0%2C1571326%2CUIOU

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