{"id":446,"date":"2025-06-17T06:11:56","date_gmt":"2025-06-17T09:11:56","guid":{"rendered":"https:\/\/hands.com.br\/academy\/?p=446"},"modified":"2025-07-04T17:31:22","modified_gmt":"2025-07-04T20:31:22","slug":"ooh-mobile","status":"publish","type":"post","link":"https:\/\/hands.com.br\/academy\/index.php\/2025\/06\/17\/ooh-mobile\/","title":{"rendered":"OOH + Estrat\u00e9gias Mobile"},"content":{"rendered":"\n<p>A combina\u00e7\u00e3o de <strong><em>OOH (Out of Home)<\/em><\/strong> com estrat\u00e9gias e funcionalidades <strong><em>Mobile<\/em> e Geolocalizadas<\/strong> representam uma das principais evolu\u00e7\u00f5es da m\u00eddia exterior na era digital, permitindo que os dados, audi\u00eancia, intera\u00e7\u00f5es e m\u00e9tricas do universo mobile possam ser utilizados de forma complementar \u00e0s a\u00e7\u00f5es e campanhas em OOH.<\/p>\n\n\n\n<p>Para facilitar o entendimento, podemos separar as possibilidades e oportunidades em tr\u00eas frentes: <strong>(1) Intelig\u00eancia de Circuito<\/strong>, <strong>(2) Extens\u00e3o de Audi\u00eancia<\/strong> e <strong>(3) M\u00e9tricas e Insights<\/strong>.<\/p>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/hands.com.br\/academy\/wp-content\/uploads\/2025\/06\/Hands_Academy_Geobehavior-Insights.png\" alt=\"\" class=\"wp-image-449\"\/><figcaption>Exemplo de Report de GeoBehavior Insights com foco em OOH<\/figcaption><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<h1><b>Intelig\u00eancia de Circuito<\/b><\/h1>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Objetivo:<\/b> <span style=\"font-weight: 400;\">utilizar dados dos smartphones, como os de geolocaliza\u00e7\u00e3o, para criar audi\u00eancias <\/span><b>GeoBehavior<\/b><span style=\"font-weight: 400;\"> com foco em analisar o perfil e comportamento dos usu\u00e1rios que passam e\/ou frequentam locais ao redor dos pontos de m\u00eddia OOH, e desta forma ajudar a definir os melhores pontos para impactar targets espec\u00edficos.<\/span><\/li>\n<\/ul>\n<h4><b>Como funciona:<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Para come\u00e7ar \u00e9 necess\u00e1rio ser feito o <strong>georreferenciamento dos <\/strong><\/span><strong>pontos de OOH<\/strong><span style=\"font-weight: 400;\"> \u00e0 serem analisados, plotando no mapa cada um dos pontos com seus respectivos endere\u00e7os, com coordenadas geogr\u00e1ficas (Latitude e Longitude).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Captura de <strong>dados agregados e an\u00f4nimos dos smartphones<\/strong>, como informa\u00e7\u00f5es de geolocaliza\u00e7\u00e3o.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><strong>An\u00e1lise via GeoBehavior<\/strong> dos smartphones (IDs an\u00f4nimos) que <strong>frequentam os locais das faces de OOH<\/strong> para criar as audi\u00eancias<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ap\u00f3s separada a audi\u00eancia dos usu\u00e1rios que frequentam os pontos de OOH, \u00e9 utilizados o <\/span><b>GeoBehavior<\/b> para <span style=\"font-weight: 400;\">entender o perfil e comportamento dos usu\u00e1rios, com dados como:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Regi\u00e3o de moradia<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Regi\u00e3o de trabalho<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Locais mais frequentados<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Categorias de locais mais frequentados.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">Exemplo: Restaurantes, Academias, Parques, Shoppings etc.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Redes (Marca) de locais mais frequentados por categoria.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"3\"><span style=\"font-weight: 400;\">Exemplo: Mequi, BK, SmartFit, BlueFit, Iguatemi, Morumbi etc.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Os insights gerados via <strong>GeoBehavior<\/strong> s\u00e3o utilizados para definir os melhores pontos de OHH para falar com quem frequenta ou n\u00e3o frequentar determinados locais que fa\u00e7am sentido ao target da campanha.<\/span><\/li>\n<\/ul>\n<h4><b>Exemplos:<\/b><\/h4>\n<p><span style=\"font-weight: 400;\">Definir os melhores pain\u00e9is OOH para impactar quem:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">frequenta lojas de concorrentes determinados<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">frequenta locais de afinidade com seu produto ou servi\u00e7o<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">j\u00e1 frequenta suas lojas, mas com um objetivo de aumento de visitas (recorr\u00eancia)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">n\u00e3o frequenta a sua lojas a mais de x meses<\/span><\/li>\n<\/ul>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/hands.com.br\/academy\/wp-content\/uploads\/2025\/06\/Hands_Academy_OOH_DOOH_Mobile_Push-Notification.png\" alt=\"\" class=\"wp-image-447\"\/><figcaption>Exemplo de Extens\u00e3o de M\u00eddia Mobile (Push Notification) ao redor da veicula\u00e7\u00e3o OOH. Campanha Heineken.<\/figcaption><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<h2><b>Extens\u00e3o de Audi\u00eancia<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><b>Objetivo:<\/b><span style=\"font-weight: 400;\"> r<\/span><span style=\"font-weight: 400;\">eimpactar no mundo digital os usu\u00e1rios que foram expostos (OTS &#8211; opportunity to see) \u00e0 uma campanha de OOH, criando uma jornada de m\u00eddia estendida.<\/span><\/p>\n<\/li>\n<li aria-level=\"1\">\n<h4><b>Vantages:<\/b><\/h4>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Otimizar a jornada:<\/b><span style=\"font-weight: 400;\"> aproveitando o interesse despertado pelo impacto e <\/span><i><span style=\"font-weight: 400;\">awareness<\/span><\/i><span style=\"font-weight: 400;\"> gerado pela campanha de OOH para canalizar, de forma simples e fluida, o acesso dos usu\u00e1rios a mais informa\u00e7\u00f5es sobre a campanha.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Refor\u00e7ar a jornada:<\/b><span style=\"font-weight: 400;\"> assim como nas estrat\u00e9gias digitais, utilizando o retargeting para reimpactar no digital a audi\u00eancia OOH com foco em aumentar a frequ\u00eancia da comunica\u00e7\u00e3o, gerar mais resultados e garantir a devida atribui\u00e7\u00e3o.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Blindar a jornada:<\/b><span style=\"font-weight: 400;\"> considerando que a barra do navegador no smartphone funciona tamb\u00e9m como campo de busca, e que se um usu\u00e1rio impactado por uma campanha de OOH simplesmente digitar o nome da marca (em vez da URL exata) ele pode acabar acessando resultados de busca, correndo o risco de um concorrente melhor posicionado em SEO, ou com presen\u00e7a efetiva em Search Ads, capturar o lead gerado originalmente pela sua campanha de OOH.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Analisar a jornada:<\/b><span style=\"font-weight: 400;\"> dado que ao migrar a audi\u00eancia OOH para os smartphones \u00e9 poss\u00edvel ter an\u00e1lises mais detalhadas de funil, como CAC e LTV.<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<h4><b>Como funciona:<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Atrav\u00e9s dos dados agregados e an\u00f4nimos de geolocaliza\u00e7\u00e3o dos smartphones \u00e9 poss\u00edvel detectar quem frequentar ou frequentou os pontos de OOH de uma determinada campanha.<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">No caso de OOH digital, com inser\u00e7\u00f5es por data e hor\u00e1rio determinado, \u00e9 poss\u00edvel usar a mesma din\u00e2mica para mensurar quem estiver ou esteve no local nos mesmos dias e hor\u00e1rios da veicula\u00e7\u00e3o.<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ap\u00f3s o mapeamento dos dados, \u00e9 criada uma audi\u00eancia com base nos identificadores dos usu\u00e1rios (IDs), que ser\u00e1 utilizada para realizar o <\/span><i><span style=\"font-weight: 400;\">match<\/span><\/i><span style=\"font-weight: 400;\"> em diferentes plataformas digitais, permitindo a ativa\u00e7\u00e3o em canais como:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Push Notifications<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">M\u00eddia Display e V\u00eddeo<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Native<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Redes Sociais<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Aplicativos de conte\u00fado: Streaming, M\u00fasica etc<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Connected TV &#8211; CTV (vi\u00e1vel tecnicamente mas com maior desafio de <em>match<\/em>)<\/span><\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ap\u00f3s \u201cmigrar\u201d a audi\u00eancia para os canais digitais, o fluxo da campanha segue o modelo tradicional do ambiente online. A diferen\u00e7a est\u00e1 na possibilidade de retroalimentar a campanha de OOH com m\u00e9tricas e insights gerados no digital, fechando o ciclo entre os dois mundos.<\/span><\/li>\n<\/ul>\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" src=\"https:\/\/hands.com.br\/academy\/wp-content\/uploads\/2025\/06\/Hands_Academy_Store-Visits.png\" alt=\"\" class=\"wp-image-448\"\/><figcaption>Exemplo de Report de Store Visits da Hands<\/figcaption><\/figure>\n\n\n\n<div style=\"height:30px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n<h2><b>M\u00e9tricas e Insights<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\">\n<p><strong>Objetivo: <\/strong><span style=\"font-weight: 400;\">atribuir ao OOH indicadores de performance inspirados na m\u00eddia digital: alcance real, frequ\u00eancia, visita\u00e7\u00e3o e at\u00e9 convers\u00e3o.<\/span><\/p>\n<\/li>\n<\/ul>\n<h4><b>Como funciona:<\/b><\/h4>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">S\u00e3o criados <em>datasets<\/em> com dados dos smartphones que tenham rela\u00e7\u00e3o com uma determinada campanha, separados em:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Audi\u00eancia de Passantes:<\/b><span style=\"font-weight: 400;\"> com dados dos smartphones que <strong>estiveram nos pontos de OOH<\/strong> durante o per\u00edodo da campanha, <strong>tendo sido ou n\u00e3o impactados<\/strong> no mundo digital depois.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Audi\u00eancia Online Potencial:<\/b><span style=\"font-weight: 400;\"> com dados dos smartphones que estiveram nos pontos de OOH durante o per\u00edodo da campanha, tiveram <\/span><i><span style=\"font-weight: 400;\">match<\/span><\/i><span style=\"font-weight: 400;\"> com as plataformas digitais, e <strong>viraram audi\u00eancias para poss\u00edvel impacto<\/strong>.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><b>Audi\u00eancia Online Impactada:<\/b><span style=\"font-weight: 400;\"> com dados dos smartphones que estiveram nos pontos de OOH durante o per\u00edodo da campanha, tiveram <em>match<\/em> nas plataformas digitais, viraram audi\u00eancias para poss\u00edvel impacto <strong>e foram impactados<\/strong>.<\/span>\n<ul>\n<li aria-level=\"2\">Esse cen\u00e1rio s\u00f3 \u00e9 poss\u00edvel com plataformas que retornam o ID dos usu\u00e1rios impactados e n\u00e3o apenas o percentual de <em>match<\/em>.<\/li>\n<li aria-level=\"2\">O <em>Push Notification<\/em> via aplicativos \u00e9 uma forma de ter esse tipo de informa\u00e7\u00e3o com <em>cluster<\/em> de impactados.&nbsp;<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Atrav\u00e9s destes <\/span><i><span style=\"font-weight: 400;\">datasets<\/span><\/i><span style=\"font-weight: 400;\"> \u00e9 poss\u00edvel realizar uma s\u00e9rie de an\u00e1lises do mundo digital &#8220;tradicional;\u201d e tamb\u00e9m an\u00e1lises espec\u00edficas do mundo Mobile como j\u00e1 apresentadas acima:<\/span>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Store Lift<\/span><\/i><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Store Share Lift<\/span><\/i><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">&nbsp;<\/li>\n<\/ul>\n<h4><b>Exemplos:<\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cQuantas pessoas que passaram pelo painel visitaram o ponto de venda nas 72h seguintes?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cQual o Store Lift das lojas com OOH vs sem OOH?\u201d<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cQual o Store Share Lift nas regi\u00f5es com Campanha de OOH\u201d<\/span><\/li>\n<\/ul>\n<p>Quer saber mais sobre como potencializar sua estrat\u00e9gia de OOH com as solu\u00e7\u00f5es, intera\u00e7\u00f5es e m\u00e9tricas do mundo mobile? Fale com nosso time de especialistas: <a href=\"mailto:falecom@hands.com.br\">falecom@hands.com.br<\/a><\/p>\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>A combina\u00e7\u00e3o de OOH (Out of Home) com estrat\u00e9gias e funcionalidades Mobile e Geolocalizadas representam uma das principais evolu\u00e7\u00f5es da m\u00eddia exterior na era digital, permitindo que os dados, audi\u00eancia, intera\u00e7\u00f5es e m\u00e9tricas do universo mobile possam ser utilizados de forma complementar \u00e0s a\u00e7\u00f5es e campanhas em OOH. Para facilitar o entendimento, podemos separar as [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":682,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[],"class_list":["post-446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-geobehavior"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>OOH + Estrat\u00e9gias Mobile - Hands Academy<\/title>\n<meta name=\"description\" content=\"A combina\u00e7\u00e3o de OOH (Out of Home) com estrat\u00e9gias e funcionalidades Mobile e Geolocalizadas representam uma das principais evolu\u00e7\u00f5es da m\u00eddia exterior na era digital, permitindo que os dados, audi\u00eancia, intera\u00e7\u00f5es e m\u00e9tricas do universo mobile possam ser utilizados de forma complementar \u00e0s a\u00e7\u00f5es e campanha em OOH.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hands.com.br\/academy\/index.php\/2025\/06\/17\/ooh-mobile\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"OOH + Estrat\u00e9gias Mobile - 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