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Quanto ganha um influenciador digital no Brasil?

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Quanto ganha um influenciador digital no Brasil?

Quem consome as redes sociais com certa frequência já deve ter dado de cara com a vida de luxo ostentada por certos influenciadores digitais, que têm sua renda proveniente da criação de conteúdo na internet. Esta realidade não deixa de ser verdade, mas é restrita a uma fatia pequena destes profissionais, já que a 5ª edição da pesquisa Creators e Negócios, realizada pela Brunch e YOUPIX, revelou que metade (50,68%) dos creators recebe até R$ 5 mil por mês. Apenas 6% têm um rendimento mensal acima de R$ 20 mil. 

Veja os dados da distribuição de rendimento mensal, segundo o levantamento:

– Até R$ 2.000,00: 19,24%

– Entre R$ 2.001,00 e R$ 5.000,00: 31,44%

– Entre R$ 5.001,00 e R$ 10.000,00 : 28,73%

– Entre R$ 10.001,00 e R$ 20.000: 14,36%

– Entre R$ 20.001,00 e R$ 50.000,00: 4,34%

– Entre R$ 50.001,00 e R$ 100.000,00: 1,36%

– Acima de R$ 100.000: 0,54%

De acordo com Fabio Gonçalves, diretor de talentos internacionais da Viral Nation, existem diversos fatores para essa concentração de renda no topo: “Isso ocorre porque o mercado é altamente competitivo, e o crescimento exige muito mais que seguidores; é necessário um investimento contínuo em produção de qualidade, relevância de conteúdo e parcerias estratégicas. Hoje em dia, ser relevante para o público e ter engajamento geram mais autoridade do que apenas o número de seguidores. Para a maioria dos criadores, o reconhecimento e a rentabilidade vêm gradualmente, à medida que constroem uma audiência engajada e uma imagem sólida”.

Especialista no mercado de marketing de influência há mais de 10 anos, o profissional explica que os algoritmos das redes sociais também contribuem para esse acúmulo, já que estes priorizam conteúdos que já têm alto engajamento, dificultando a visibilidade para novos creators. Fabio diz que o setor de marketing de influenciadores está cada vez mais exigente e voltado para parcerias de longo prazo, por isso ressalta a importância da presença de um empresário para lidar com os trâmites comerciais e deixar que o creator se preocupe apenas com o processo criativo.

“Isso significa que o caminho para altos rendimentos envolve uma construção lenta e sólida, com foco em autenticidade e consistência. Por isso, para a maioria dos criadores, o sucesso financeiro é um processo contínuo e desafiador, ao invés de um resultado imediato. Isso sem contar a exigência desse mercado nos dias atuais que, para se destacar, é necessário que se tenha um bom conteúdo, transparência, autenticidade, consistência e estratégias profissionais para alcançar o público-alvo, que demandam tempo e recursos financeiros”, explica.

O estudo também detalhou a origem da renda desses influenciadores, em que foi constatada uma queda em relação aos que viviam apenas com o dinheiro da criação de conteúdo. O número, que era de 37,8% em 2023, caiu para 32,52% em 2024. Apesar da queda, a representatividade dessa atividade segue sendo a maior, seguido dos 24,12% que conciliam a criação de conteúdo com um trabalho fixo (CLT/PJ), dos 15,72% que criam conteúdo para marca ou produto próprio e dos 13,55% que tem como renda principal um trabalho fixo (CLT/PJ).

Embora seja a fatia maior neste recorte acima, a maioria dos influenciadores ainda precisa de outras fontes de renda para alcançar a estabilidade. Para Gonçalves, isso reflete a necessidade de um apoio estratégico e especializado para transformar a criação de conteúdo em uma profissão sustentável. 

“Na Viral Nation, trabalhamos justamente para isso: apoiamos nossos talentos a construir parcerias de longo prazo e a desenvolver uma presença de marca autêntica, que os ajude a atrair acordos consistentes e a depender menos de outras ocupações. Com um bom agente por trás, influenciadores conseguem navegar os desafios do mercado, ampliar suas oportunidades e, principalmente, estabelecer uma base financeira sólida que permita viver apenas da criação de conteúdo, reduzindo os riscos de instabilidade financeira”, finaliza.

METHODOLOGY

A pesquisa, realizada pela agência Brunch e pela consultoria YOUPIX, contou com 369 respostas válidas de criadores de todo o país, em um questionário realizado do dia 13 de agosto até 23 de setembro.

Pix promotes financial inclusion and greater banking services offer

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Pix promotes financial inclusion and greater banking services offer

One of the most popular payment methods in Brazil, Pix has been increasingly winning the hearts of Brazilians. With the recent record of 227 million transactions in a single day, according to data from the Central Bank, the platform has the ability to promote financial inclusion in the country, being responsible for bringing more than 71 million citizens to the market, according to the municipality. However, another point that deserves attention is that this tool also helps banks to increase their offer of services. To get an idea, a recent study by ACI Worldwide points out that real-time methods will contribute to 2.8 million new account holders, representing potential profits of UST2.8 billion to 24 billion.

According to Igor Castroviejo, commercial director of 1datapipe, a consumer insights platform based on Artificial Intelligence, Pix was responsible for democratizing the way people make transactions in Brazil. “Esse method made things more practical, because it is now possible to make payments without having to walk with the wallet in the pocket. Having a mobile phone with a data package, the user can make payments in several places without having to bear bank fees. Because of this, the platform has gained great popularity, with about 42 billion transactions in the last year, according to data from the Central Bank.

Due to the abundant use of Pix in Brazil, banks now have one more source of data when offering products, especially those linked to credit. “For a long time, municipalities were based on very superficial information at the time of an evaluation, such as the fact that the person has a bank account or a job with a signed portfolio. However, in Brazil, there are more than 4 million people without a bank account, according to the Locomotiva Institute, and 38% working informally, according to PNAD. So, how to cover these people?”, the executive asks.

The fact is that a study by the Central Bank revealed that the states with fewer bank branches are the ones that recorded more movements via Pix, with the North region being the most prominent, with 21 transactions per person. “All this turns gold for banking institutions. Through the use of Artificial Intelligence solutions combined with data analysis, banks are able to achieve a greater layer of information from potential customers, such as online shopping history, Internet behavior and payments of accounts or services that were made via Pix. Thus, without that previous limitation, more people are covered by institutions and have access to credit. At the same time, municipalities can close more businesses,” explains.

For November, for example, the launch of Pix by Approximation is planned, a modality in which the payment method can be registered in digital wallets, which facilitates the life of the consumer, who can make a transaction without accessing the bank's application. “This way, a banking institution can take advantage of the data of this platform to evaluate customer behavior patterns, identifying usage trends, peak activity times and channel preferences. This information can feed credit or prevention models, fraud assessing payment capacity and financial behavior based on its use of”, concludes Igor Castroviejo.

Female entrepreneurship: learn the essential strategies to lead successfully

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Female entrepreneurship: learn the essential strategies to lead successfully

According to the Global Entrepreneurship Monitor 2023 survey, prepared by GEM 54,6% of potential entrepreneurs in Brazil, who intend to enter the market by 2026, are women. At the same time, the survey on Women in the Labor Market, prepared by the National Observatory of Industry of the National Confederation of Industry CNI, revealed that female participation in leadership positions expanded 9.5% in a decade, reaching, in 2023, a share of 39.1%. 

In this scenario, in which their presence in entrepreneurship and decision-making positions is increasing, entrepreneurs and leaders of corporations list tips for women who want to achieve success in business. Check: 

For Giordania Tavares, CEO of Rayflex national reference in the manufacture of fast doors in Brazil and Latin America, to conduct a successful leadership, it is essential to always be present, close to the led and develop a direct, clear and objective communication. “Managing a company so that it is a market reference is a very big challenge, so keeping the team engaged and having a transparent communication with the teams is crucial to exercise a successful leadership. In this way, I always seek to be within the day-to-day operations and allow employees to have a direct exchange with me whether by WhatsApp, call, online call or face-to-face meeting So, we can make adjustments when necessary and always make clear what the company expects from each executive.

Paula Faria, CEO of Your Nail Hour, a network specialized in the care of nails, hands and feet, believes that women are experts in planning and organization, since with the accumulation of functions, they need to organize the time to account for commitments. “With well-defined processes and aligned team it is possible to move away from the operational and focus on the expansion of the business by replicating a successful management model”.In addition, an entrepreneur must be a generalist, understand a little of all sectors and constantly specialize in the main pain of his business model. “With a generalized perception, you can establish connections between departments and act strategically in order to solve a problem when he orients.
For the pharmaceutical and biochemist Vanessa Vilela, founder of Kapeh Cosmetics and Specialty Cafes it is essential to have an entrepreneurial look is necessary for any leader, especially for women who want to stand out in the market. “This vision must be incorporated into the company culture, where leaders offer encouragement and serve as examples to be followed”, she says. She points out that it has to be strategic: “Bosses should focus on improving results and encouraging their teams to identify”, The CEO also offers valuable guidance to all who wish to succeed: “Se qualify and seek personal and professional growth every day.Only through this continuous growth and increased knowledge we will be able to advance and conquer new spaces, she advises.
According to Dr. Mirelle Jose Ruivo, gynecologist and obstetrician, founder of the Womanise, first clinic of intimate rejuvenation and eyebrow transplantation, it is essential to develop the ability to adapt, a necessary characteristic for leadership in an ever-changing market.It emphasizes the relevance of investing in courses and studies as the first step to achieve success. “Playing this knowledge into practice is what really makes the difference. Persist and seek alternatives to achieve the” goals, says the doctor.  

Freedom to Undertake will have lectures, workshops and debates with great names in female entrepreneurship

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Freedom to Undertake will have lectures, workshops and debates with great names in female entrepreneurship

The number of women entrepreneurs in Brazil has been growing. According to a survey by Sebrae/IBGE, there were 10.3 million women business owners in the third quarter of 2023, corresponding to 34% of the total number of entrepreneurs in the country.

To better detail this reality, the Project Develops Entrepreneurial Woman, the result of a partnership between the Confederation of Commercial and Business Associations of Brazil (CACB) and the National Council of Entrepreneurial Women and Culture (CMEC) and the National Sebrae, conducted the research National Profile of Entrepreneurial Women that traces the profile of companies run by women and Brazilian entrepreneurs, based on the identification of the characteristics and challenges of the owners of small businesses.

The survey, which gathered 6445 interviews distributed in 901 municipalities in 27 states conducted between august and october 2023, pointed out that 54,2% of the women interviewed is between 40 and 59 years old and 38,3% between 20 and 39 years old; 59,8% are white and 32% are black and brown, 78% has children; 69,4% are married or in a stable union, 3TP3T has a full graduate degree and a graduate degree.

Of the total, 34,7% of the businesses are MEI and 23,9% micro-enterprises; 93% have up to 19 employees and the main branches of activity are beauty (16,7%), food (16,3%), clothing (15,2%) and health (14,4%), of which 18,9% operate in more than one branch.

To talk to most of these women entrepreneurs, the CMEC - Council of Women Entrepreneurs and Culture, CACB organ - Confederation of Business and Commercial Associations of Brazil and FACESP (Federal Associations of the State of Sao Paulo Federation of Trade Associations - will promote the 5th edition of Freedom to Undertake on December 2, at the Monte Lebanon Club in Sao Paulo.

Aimed at entrepreneurs from all over the country, the event will have a schedule of lectures, workshops, panels and various actions to promote networking and connect participants with various brands.

Led by Ana Claudia Badra Cotait, president of CMEC, 5 Freedom to Undertake will have the Panels Women who Inspire and Black Powers with entrepreneurs and executives from various companies that will address the main challenges and advantages of undertaking.

Another highlight will be the lecture the Obvious Speech, where actress and entrepreneur Giovanna Antonelli will teach and put into practice 6 topics to boost personal and professional success. Already, Felipe Theodoro, advertising and influencer, will talk about the topic Customer and Retail.

There will also be HOTSEAT led by businesswoman Cris Arcangeli who will give strategic express mentoring to three participants after making pitches to describe their business.

Retail expert Janaina Ortiga Abi-Ackel will present the Retail Lessons panel, mentor Aline Salvi will address the Personal Branding theme: You are your Brand! and Alessadra Andrade, Director of Pateo 76, and Caetano Maffra, CEO of Cuia Tech, will talk about Artificial Intelligence.

In addition to the lectures, the entrepreneurs will be able to participate in complementary workshops directed to training taught by professionals and representatives of SEBRAE and ABF that will address issues such as digital visibility, franchising, export, mental health, self-esteem and communication, among other issues.

At the end of the event there will be the delivery of the CMEC Award for outstanding entrepreneurs, happy hour and activations of various brands to interact with the participants.

Check out the themes of the workshops:

SEBRAE & Expand your digital visibility

A business without visibility does not have many chances to survive. Even if there is quality in deliveries and fair values, if no one knows your brand or your name, your success is at risk. With these technological innovations, many entrepreneurs have begun to expose their product or service in thousands of sites, social networks, search engines and content players spread on different links and accessed by different profiles of people.

In this workshop participants will learn to plan the digital presence of their business to put them ahead of the competition.

ABF 'Entendando a Franchising

Want to have your own business and need knowledge to undertake more safely? Are you thinking of opening a franchise?

Come and understand the sector with those who understand the subject: the ABF 0 Brazilian Franchising Association.

In the workshop Understanding Franchising, ABF will offer the indispensable knowledge for those who want to train before having their own business and entering the universe of franchises in a practical, agile and effective way.

SEDO & Entend your brain. 

Speakers Fernanda Bornhausen and Ana Paula Bornhausen will show how to create and maintain healthy habits and teach how to control stress in a natural way.Through the SEDO Journey they will retrain the brain through the natural activation of 4 neurotransmitters: Seratotin, Endorphin, Dopamine and Octocin, also known as the hormones of happiness.

These 4 neurotransmitters may be the key to opening the door to a new healthy lifestyle.

Pitch 360th in Business and Communication

Marisol Chiesa and Paula Napo will present an innovative method to strengthen and add value to strategic communication through practical activities, mental triggers and pitches development.

In this workshop, participants will learn to speak confidently and objectively through the Pitch 360 Methodology The Pitch 360 Methodology, which is an innovative method that teaches how to make 30-second sales pitches, lecture scripts and content generation for social networks.

More information and registration for Freedom to Undertake can be made through the link https://liberdadeparaempreender.com.br

More than 55% of Brazilians shop online at least once a month, study finds

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More than 55% of Brazilians shop online at least once a month, study finds

O número de brasileiros que optam pelo e-commerce cresce a cada ano e a projeção da ABComm é de que os consumidores digitais ultrapassem 92 milhões no país até o final de 2024. Nesse contexto, o levantamento “Hábitos de Compra no Varejo Alimentar” analisa o mercado em expansão no Brasil e confirma que quase metade dos entrevistados já integra as compras de supermercado online em sua rotina. Desse total, 56,4% efetuam compras mensais, enquanto 31,2% utilizam o comércio eletrônico semanalmente.

O estudo produzido pela Neogrid, ecossistema de tecnologia e inteligência de dados que desenvolve soluções para a gestão da cadeia de consumo, em parceria com o Opinion Box, empresa referência em tecnologia para pesquisa de mercado e experiência do cliente, também mostra quais os fatores que mais influenciam a preferência pelo e-commerce: preços mais baixos (34,6%), promoções exclusivas (32,3%) e comodidade (29,1%).

Brasileiro busca mais roupas e acessórios no e-commerce

Entre os produtos mais buscados nas compras online no último ano, a categoria de roupas e acessórios lidera o ranking, com 47% das respostas. Em seguida, em equilíbrio, aparece o segmento de alimentos e bebidas (46,5%). Logo depois, destacam-se os produtos de beleza (38,5%) e os eletrônicos (35,8%). A categoria de móveis de decoração aparece em último, com 19,3%.

A importância de estar bem posicionado

Outro aspecto importante destacado na pesquisa é a necessidade de os varejistas estarem bem posicionados para atrair a atenção dos clientes. As avaliações de produtos surgiram como um fator crucial, uma vez que os consumidores confiam nas experiências de outros usuários para tomar decisões mais informadas. Mais da metade dos respondentes (57,4%) afirmam que valorizam sempre as avaliações, ao passo que 39,2% indicaram que o fazem às vezes, e apenas 3,4% disseram que nunca as consideram.

“Apesar da importância de contar com dados robustos, a otimização de títulos e descrições bem elaboradas pode gerar economia e reduzir a necessidade de investimentos em buscas pagas ou ações promocionais”, afirma Franklin Lima, diretor-executivo da Lett, solução da Neogrid. “Se, por um lado, as imagens atraem a atenção dos consumidores, por outro, descrições bem construídas são fundamentais para o desempenho dos algoritmos.”

Respondent profile

The survey was conducted online, in the Opinion Box Respondents Panel, between June and July 2024, with more than 2 thousand people from all over Brazil over 16 years and from all social classes who are responsible or partially responsible for the purchases of the house.

7 Strategies to increase your sales with WhatsApp

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7 Strategies to increase your sales with WhatsApp

Do you have a company and use WhatsApp? Perfect. Now think that using this feature strategically can leverage your business significantly.

According to data from Indigitall, a Spanish omnichannel platform that recently arrived in Brazil, companies increased their sales by 40% by using WhatsApp for direct conversations, highlighting the effectiveness of rapid response to customer needs.

For Victor Okuma, Indigitall country manager in the country, more than a simple messaging application, WhatsApp has evolved into an essential strategic channel, allowing businesses of all sizes to connect quickly with their customers, creating personalized experiences and expanding conversion opportunities.

Today, WhatsApp is a powerful tool that transforms the way businesses communicate with their customers and has an extremely higher open and conversion rate than conventional” channels, says Victor.

The expert, who serves companies such as McDonald’s, Banco Inter and Claro, shares some valuable strategies to leverage the use of WhatsApp in companies.

1 'Create Virtual Catalogs

To further enhance conversion, WhatsApp allows you to create digital catalogs with photos, links and buttons. Therefore, abuse this tool.In an experience with a customer, Indigitall reported an impressive increase of 81% in click-through rate (CTR). “Sending messages with links directly to e-commerce facilitates conversion and makes the purchase process more efficient”, explains Victor.

2 'Implify alerts in real time

In addition, WhatsApp has the option to keep customers informed by sending real-time alerts.Victor says that “um car rental service that implemented an alert system reduced by 34% the delays of payments of drivers.Now, users receive instant updates on the situation of their vehicles, ensuring more effective communication”. 

3 Automatize to gain agility in service

The automation of service via WhatsApp brings more agility to the customer and autonomy in the processes, generating a significant increase in the conversion rate. This type of fast and direct service not only reduces the burden on the team but also improves the experience, allowing the customer to be served in a practical and efficient way. Having a good API (system that allows you to integrate WhatsApp to a chatbot, for example) with Artificial Intelligence to respond to customers can ensure a personalized service. 

4 ^ Abuse of retargetings for abandoned carts

WhatsApp also stands out as a retargeting tool, re-engaging customers who left items in the shopping cart in an ecommerce for example. Through tools available in the market, it is possible to send automatic messages encouraging consumers to complete a purchase that they started on the company's website, for example.“A retailer that developed this strategy saw an increase of 25% in sales”, highlights the Indigitall expert.

5 'Integrate channels for a complete experience

Integrating WhatsApp with other channels, such as push notifications, email or Sms, can be a good strategy to create a continuous and cohesive journey for the customer. This approach creates a more orchestrated flow, which contributes to increase conversion and strengthen the relationship with the customer. “If the customer started buying via Instagram, for example, when receiving a message via WhatsApp, this can be mentioned, bringing a message to the customer that the company is next to him, following his interests. This brings an air of proximity and loyalty, all in a synchronized way.”

This is possible through systems such as Indigitall, Customer Journey (Customer Journey), which integrates with any CRM (system that stores the data of the interactions that the customer has with the company) and creates personalized campaigns of approaches.

Today, we are one of the few tools on the market that offers an automated journey and a complete flow of communication (both for inbound channels and outbound channels), all within a single platform and all based on artificial intelligence. This approach not only improves the user experience, but also all performance rates, such as open rates, click-through responses and sales conversion in”, adds Okuma.

6 'Enable the purchase in just three clicks

The practicality of WhatsApp allows companies to offer an agile shopping experience with just three clicks. This fast and convenient model generated a 36% increase in sales in an experience registered by Indigitall, proving that the customer values the speed and customization that WhatsApp provides.

7 'Promote interactive engagement

Dynamic interactions, such as sweepstakes and quizzes, not only attract customer interest but also generate tangible results. “In the e-commerce industry, a 6% increase in sales was recorded by integrating sweepstakes into the” marketing strategy, says Victor.

Woovi bets on Pix First concept to solve low conversion problem in e-commerces

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Woovi bets on Pix First concept to solve low conversion problem in e-commerces

ClickPix, Woovi's new solution, promises to facilitate and streamline sales in e-commerce, reducing purchase time by up to 52% and cart abandonment. The new tool will be officially presented to the public at RD Summit, which takes place this week at Expo Center Norte in Sao Paulo. The solution bets on the concept of Pix First, offering a unique checkout experience and reinforcing the use of Pix, as an alternative to traditional means of payment. 

On average, an e-commerce has a conversion rate of 1,33%, a low number generated by bad usability, slowness, long checkout, friction in the process and restrictive anti-fraud. For this reason, Rafael Turk, CEO of Woovi, explains that ClickPix arises to change the current scenario leaving the fast, effective process and 100% secure.“Our solution significantly reduces the transaction time.It is a gain of more than half the time, in addition to ensure the drop in the numbers of cart abandonment.We allow the recognition of the same process in WhatsApp.

This new technology promises merchants an improvement in conversion rate in addition to offering a familiar and safe payment experience for the customer, reinforcing the use of Pix as an efficient alternative to traditional means of payment. According to Rafael Turk, Woovi's goal is to transform the form of payment, using technology and effective integrations, such as Pix, into an even faster and more intuitive experience for e-commerce, bringing a significant impact to the market of means of payments in Brazil, facilitating instant and increasingly secure transactions.

Brazilian startup creates innovations that drive sales and improve the customer experience

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Brazilian startup creates innovations that drive sales and improve the customer experience

THE Tictus, a Brazilian startup that already aims at the global market, is standing out in the infoproducts sector by offering a sales platform that goes beyond traditional functions.With tools that expand the results of those who sell and make the shopping experience simpler and more practical for the customer, Ticto has consolidated itself as an innovation hub, creating new trends and customized solutions that are raising the industry standard.

Data from the Brazilian Electronic Commerce Association (ABComm) show that Brazilian e-commerce continues to expand, and platforms that invest in innovation achieve up to 35% more sales than those that operate with more basic systems. Ticto, with its functionalities designed to engage the consumer and facilitate the purchase journey, aligns with this trend and focuses on increasing conversion rates for those who use its technology.

Renatto Moreira , CMO and co-founder of Ticto, reinforces that the company's proposal is to be more than a sales platform.“We want to be an innovation center, with tools that simplify the lives of those who sell and improve the experience of those who buy. We create features that help our customers sell more, and that make the buying process easier and more enjoyable for the consumer. The idea is that the infoproducer realizes that he sells more being in Ticto, even without being able to explain exactly why that FANTASY”, explains Moreira.

Features that increase profits and improve the experience

One of Ticto's key innovations is the use of strategies such as “order bump” and “upsell”, which suggest additional products at the time of purchase, encouraging the customer to add items to the cart with almost irresistible married sales. 

According to Renatto, these tools improve salesman's billing and still offer the buyer a more complete and personalized experience. “Increasing the average ticket makes a huge difference for those who sell, and the consumer, when receiving suggestions that complement their purchase, feels that the experience was designed for him”, highlights Moreira. 

Another important feature is the “back redirect”, which redirects the consumer to a special offer should he decide to abandon the cart. “If the customer is about to leave the checkout, we can direct him to a discount page or other offer that increases the chance of finalizing the purchase. This is advantageous for the seller, but it is also an opportunity for the customer who is often surprised by an offer he did not expect and even a discount that would not otherwise have”, adds Moreira.

Sales recovery

Ticto also stands out for its purchase retentive functionality, a solution that allows the system to re-pass a transaction that was denied on the first try. This feature is especially useful to minimize credit card refusals due to payment problems. This not only increases conversion but also reduces difficulties in the purchase process, benefiting the consumer. 

This functionality can increase sales of platform users by up to 18%, as it prevents viable transactions from being lost. “Sometimes the customer card is not approved on the first try for a simple reason, such as a bank security issue. With purchase retentive, many of these sales are recovered without the customer having to do anything,” explains Moreira. 

For Moreira, the mission of Ticto is to create a sales experience that is advantageous for all parties involved. “Our goal is that each sale happens in a simple and effective way, with maximum conversion for the seller and minimum friction for the customer. We want the Ticto user to feel that every detail was planned to facilitate their” experience, he concludes

IAS lança curadoria com o Google Ad Manager para oferecer inventário adequado às marcas

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IAS lança curadoria com o Google Ad Manager para oferecer inventário adequado às marcas

A Integral Ad Science, plataforma global de medição e otimização de mídia, anuncia o lançamento do IAS Curation com o Google Ad Manager. Agora, a IAS oferecerá aos compradores de mídia programática uma trilha de enriquecimento sob demanda, projetada para selecionar na fonte o inventário de mídia compatível com os benchmarks do anunciante em termos de contexto, segurança de marca (Brand Safety) e taxa de visibilidade (Viewability), promovendo uma elevação da performance com escalabilidade.

A curadoria da IAS capacita anunciantes com dados práticos para a ativação de estratégias de prevenção e segmentação contextual em compras de mídia para o Google Ad Manager. Ao aprimorar a adequação de marca, os anunciantes podem concentrar seus lances nos inventários de maior qualidade, e refinar, com precisão, o direcionamento para conteúdos contextualmente relevantes, elevando o rendimento de suas despesas de mídia. A ciência preditiva da IAS faz uma análise prévia das páginas da internet para categorizá-las, permitindo que as marcas identifiquem o inventário mais apropriado, enquanto também evitem espaços considerados inadequados para a associação de seus anúncios. 

“A adequação da marca e a relevância contextual são as maiores prioridades dos compradores programáticos que buscam evitar o desperdício de gastos com anúncios em inventários de baixa qualidade, como MFA ou ad clutter”, diz Srishti Gupta, CPO (Chief Product Officer) da IAS. “A IAS Curation oferece aos compradores programáticos no Google Ad Manager uma maneira de elevar sua estratégia de fornecimento e maximizar com eficiência os retornos de seus investimentos em mídia por meio da otimização orientada por IA.”

A curadoria da IAS para o Google Ad Manager oferece aos anunciantes, globalmente: 

  • Inventário personalizável: Os anunciantes com campanhas programáticas agora podem incorporar o enriquecimento da IAS para personalizar o provimento do inventário antes que ele chegue à plataforma de compra. 
  • Segmentação precisa: A classificação contextual baseada em processamento de linguagem natural da IAS permite que anunciantes direcionem apenas conteúdos relevantes e de qualidade, para que evitem temas desalinhados à marca. 
  • Inventário de qualidade: Com a prevenção contextual, segurança de marca, adequação da marca e filtragem de MFA antes do lance, os anunciantes podem reduzir o desperdício e maximizar o ROI por meio de mensuração e otimização baseadas em IA.

A curadoria da IAS com o Google Ad Manager é a mais recente expansão da colaboração de longa data da IAS com o Google. Em junho de 2024, a IAS anunciou a expansão de seu produto  líder do segmento em mensuração de Brand Safety e Brand Suitability para YouTube, passando a incluir relatórios para campanhas de Performance Max e Demand Gen no Google Ads. 

Em 2023, a IAS anunciou a medição de Brand Safety e Brand Suitability por meio da suíte de produtos Total Media Quality (TMQ) para YouTube Shorts, oferecendo aos anunciantes uma cobertura ampliada para a medição avançada de segurança e adequação de marca.

LWSA records third quarter with solid performance in operating indicators and evolution of the Company's profitability

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LWSA records third quarter with solid performance in operating indicators and evolution of the Company's profitability

A LWSA apresentou os resultados financeiros do 3T24 com avanços significativos em produtividade, refletidos nas margens Bruta, Líquida e EBITDA que demonstram importante expansão em comparação com períodos anteriores, e sólida performance em seus indicadores operacionais.

No período, o GMV de Loja Própria dos clientes teve crescimento de 18%, enquanto o GMV do Ecossistema cresceu 15,9% em relação ao 3T23. 

“Apesar do cenário macroeconômico ainda sem claras tendências de crescimento para o varejo e e-commerce no Brasil, nossos resultados operacionais mantêm uma importante linha de crescimento. Esses incrementos, que superam a média do mercado, são resultados das novas avenidas de desenvolvimento da Companhia  e da qualidade do nosso ecossistema, que inclui diversas integrações e ferramentas que possibilitam aos nossos clientes acelerar suas vendas tanto em seus próprios e-commerces quanto em marketplaces”, afirma Rafael Chamas, atual COO da Companhia.  

Com base nesse desempenho, a Receita Líquida Consolidada da LWSA no 3T24 foi de R$ 349,3 milhões, um crescimento de 5,8% vs 3T23 e 4,0% vs 2T24. No segmento de Commerce, a Receita Líquida atingiu R$ 243,0 milhões, um crescimento de 8,5% vs 3T23 e 5,5% na comparação com o trimestre imediatamente anterior. Ao desconsiderar os efeitos da Squid, empresa do grupo que está passando por uma reestruturação, na comparação anual, a Companhia apresentou um crescimento de 11,7% no 3T24 vs o 3T23. Ainda para o segmento de Commerce, o crescimento sem considerar a Squid foi de 18,0% em comparação ao 3T23.

A evolução da rentabilidade da Companhia também se destaca neste trimestre.  A Margem Bruta atingiu 49,9%, representando uma expansão de 6,0 p.p. em relação ao mesmo período do ano anterior, resultado do ganho de eficiência no custo operacional, além do crescimento acentuado do segmento de Commerce, que possui margem bruta superior ao segmento de BeOnline/SaaS.

No trimestre, a companhia também demonstrou evolução em seu EBITDA Ajustado, que apresentou crescimento no 3T24 de 36,2% vs 3T23, com margem EBITDA ajustada de 21,1% (expansão de 4,7 p.p.). 

No período, o Lucro Líquido da LWSA foi de R$ 16,9 milhões, enquanto o Lucro Líquido Ajustado foi de R$ 37,0 milhões, um crescimento de +52,7% vs 3T23. 

“Entendemos que o futuro do varejo está sendo moldado por inovações tecnológicas e mudanças nas preferências dos consumidores. A LWSA realizou uma pesquisa com foco em Omnicanalidade e Unified Commerce (Clique Aqui), reforçando uma grande tendência, que é cada vez mais latente, das jornadas estarem todas integradas. Uma amostra disso é que 79% dos consumidores já estão transitando entre online e físico. Além disso, 44% dos consumidores consideram que essa integração só é perfeita quando o atendimento é rápido e eficiente em todos os canais e 34% quando podem comprar no online e retirar no físico sem fricção”, pontua Fernando Cirne, CEO da LWSA.

No trimestre, uma das importantes inovações foi o Tray PDV, solução que automatiza o gerenciamento de negócios para lojistas. Esse produto visa oferecer, um único ambiente, todas as ferramentas necessárias para a administração de uma loja, seja virtual ou física, permitindo aos lojistas unificar a gestão de seus negócios físicos e online. Também foi lançado o aplicativo Wake U, que reúne diversos sistemas em uma única solução, maximizando o potencial da prateleira infinita, integrando vendas, estoques, pagamentos e pedidos, proporcionando uma visão única do cliente por meio de um CRM integrado.

A empresa segue expandindo o uso de Inteligência Artificial, como o Woz Agente, lançado pela Octadesk no 3T24. A ferramenta permite uma configuração personalizada de múltiplos agentes para atender diferentes necessidades, otimizando a eficiência e a experiência do cliente. 

Em outubro, a LWSA encerrou seu 3º Programa de Recompra de Ações, totalizando 30.939.800 ações adquiridas, e aprovou o cancelamento de 34.000.000 de ações da LWSA (5,7% do total de ações da Companhia). Em função do cancelamento de ações em tesouraria, o capital social da LWSA passou a ser dividido em 562.886.478 ações ordinárias.

Por fim, foi deliberado pelo Conselho de Administração da Companhia que no dia 21 de novembro de 2024 será efetuado o pagamento de dividendos no montante de R$ 40.000.000,00, correspondentes a R$ 0,07164873 por ação ordinária, já excluídas as ações em tesouraria.

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Inclusion and speed: the Brazil-Asia e-commerce revolution The growth of e-commerce in Brazil has been remarkable in recent years, driven by a combination of factors such as increased internet penetration, the rise of mobile technology, and a growing middle class with greater purchasing power. However, one of the most exciting developments in this sector is the burgeoning trade relationship between Brazil and Asia, particularly China. **Inclusion: Bridging the Digital Divide** One of the key aspects of this revolution is the inclusion of previously underserved populations into the digital economy. In Brazil, efforts to expand internet access have been crucial. Programs aimed at providing affordable broadband and smartphones to low-income families have helped bridge the digital divide. This has not only empowered individuals but has also opened up new markets for Brazilian e-commerce companies. On the Asian side, particularly in China, the government and private sector have been proactive in ensuring that even rural areas have access to high-speed internet. This has allowed small businesses and farmers to participate in the e-commerce ecosystem, selling their products to a global audience. The result is a more inclusive economy where everyone has the opportunity to benefit from the digital revolution. **Speed: The Backbone of E-commerce** Speed is another critical factor in the Brazil-Asia e-commerce revolution. Consumers today expect fast delivery times, and companies that can meet these expectations are more likely to succeed. In this regard, both Brazil and Asia have made significant investments in logistics and infrastructure. In Brazil, the expansion of logistics networks and the development of efficient delivery systems have been essential. Companies like Mercado Livre and Magazine Luiza have invested heavily in their logistics capabilities to ensure that customers receive their orders quickly. Additionally, the use of technology such as drones and automated warehouses has further enhanced delivery speeds. In Asia, particularly China, the e-commerce giant Alibaba has set the standard for speed and efficiency. With its Cainiao Network, Alibaba has created a sophisticated logistics ecosystem that includes smart warehouses, automated sorting systems, and a vast network of delivery partners. This has allowed Alibaba to offer same-day delivery in many cities, setting a high bar for the industry. **The Brazil-Asia Trade Relationship** The trade relationship between Brazil and Asia, especially China, has been a significant driver of this e-commerce revolution. Brazil’s abundant natural resources and agricultural products are in high demand in Asia, while Asian technology and manufacturing expertise have found a ready market in Brazil. E-commerce platforms have facilitated this trade by providing a seamless way for businesses to connect with international customers. Brazilian companies can now sell their products to Asian consumers with relative ease, thanks to platforms like Alibaba’s AliExpress and Mercado Livre’s global marketplace. Similarly, Asian consumers can access a wide range of Brazilian products, from coffee and meat to fashion and electronics. **Challenges and Opportunities** While the Brazil-Asia e-commerce revolution presents numerous opportunities, it also comes with its set of challenges. One of the main challenges is ensuring that the benefits of this revolution are distributed equitably. There is a risk that only large companies and urban areas will reap the rewards, leaving behind smaller businesses and rural communities. Another challenge is the need for robust cybersecurity measures. As e-commerce grows, so does the risk of cyber attacks and data breaches. Both Brazil and Asia need to invest in cybersecurity infrastructure to protect consumers and businesses from these threats. **Conclusion** The Brazil-Asia e-commerce revolution is a testament to the power of technology and globalization. By focusing on inclusion and speed, both regions are creating a more connected and prosperous world. As this trade relationship continues to grow, it will undoubtedly bring more opportunities and challenges, but the potential benefits for both Brazil and Asia are immense.

Getnet reveals that Customer Week drives online sales with a 13.94% increase --- Here's a breakdown of the translation to ensure accuracy and natural flow: - "Semana do Cliente" translates to "Customer Week," maintaining the specific event name. - "impulsiona vendas online" translates to "drives online sales," capturing the action and impact. - "com alta de 13,94%" translates to "with a 13.94% increase," keeping the numerical value and format consistent. - "revela Getnet" translates to "Getnet reveals," attributing the information to the source.

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