Ucwaningo olubalulekile olwenziwe yi-IAB Brasil ngokubambisana ne-Galaxies lukhomba isimo sokukhula kwemakethe ye-Digital Out-of-Home (DOOH) ezweni. Ngokocwaningo, u-71% wezinkampani zaseBrazil zihlose ukukhulisa izimali ezitshalile kulesi siteshi ezinyangeni ezizayo. Enye i-28% izogcina umthamo wayo wamanje, kuyilapho u-2% kuphela obonisa inhloso yokuwunciphisa.
"Ngaphezu kwezinombolo, lolu cwaningo lusinikeza ukuqonda kokuthi imakethe iye yamukela kanjani i-DOOH kanye ne-DOOH ehleliwe, izinselelo ezinkulu ezibhekene nama-ejensi, abakhangisi nezitolo zemidiya, namathuba avulekele ikusasa, futhi maningi," kuchaza uSilvia Ramazzotti, umongameli wekomidi le-DOOH e-IAB Brazil kanye nomqondisi wezokuthengisa e-JCDecaux.
I-DOOH isetshenziselwa ngokuyinhloko ukukhulisa ukubonakala komkhiqizo (68%), ukukhuthaza imikhiqizo namasevisi (39%), futhi, ngokwezinga elincane, ukukhiqiza ukuguqulwa okuqondile (14%). Imodeli yohlelo eqinisekisiwe, eqinisekisa ukulethwa kwezikhangiso, ikhethwa izinkampani eziningi (53%) ngoba inikeza ukubikezelwa okukhulu. Amafomethi afana nendali evuliwe (27%) kanye nendali engaqinisekisiwe (20%) asajwayelekile, njengoba adinga ulwazi lobuchwepheshe olwengeziwe. Njengamanje, ezinkampanini ezingama-34%, ukutshalwa kwezimali ku-DOOH kumele ngaphansi kuka-5% wesabelomali esiphelele, kanti u-31% wabela phakathi kuka-5% no-10%. "Okuqukethwe okunamasu okuqondisa izinqumo futhi kuphakamisa impikiswano mayelana nokuqanjwa kabusha, idatha, kanye nokuhambisana kwesiteshi. Ukubona i-IAB Brazil ihola le nhlangano kuqinisa kuphela indima ebalulekile eyidlalayo emakethe yethu," kugcizelela u-Heitor Estrela, iphini likamongameli wekomidi elifanayo kanye nomqondisi wokukhula kwa-Eletromidia.
Ucwaningo luhlonze izinselele eziyinhloko ekuthuthukisweni kwe-DOOH yohlelo: ukuntuleka kwamamethrikhi ajwayelekile (43%), ukuhlanganiswa okulinganiselwe nezinye iziteshi (31%), izindleko eziphezulu (30%), kanye ne-inventory ekhawulelwe (28%). Ngaphezu kwalokho, ama-91% ochwepheshe abonise isidingo sokuqeqeshwa, ikakhulukazi ekukaleni imiphumela nokuhlanganisa iziteshi.
Ucwaningo lusebenzise ubuchwepheshe bokwenziwa komuntu, obudalwe ezingxoxweni zangempela nezingcweti zemboni. Ngokusekelwa kobuhlakani bokwenziwa, izimpendulo eziqoqiwe ziyahlaziywa futhi ziguqulelwe kumaphrofayili edijithali amele izinhlobo ezahlukene zabahlanganyeli. Ngakho-ke, ngisho nesampula encane, ucwaningo luvumela ukuhlaziywa okujulile kwamasu kanye nokuqonda okusheshayo nokunembile kwezilaleli, ngokunemba okufika ku-98%.
"Ubuchwepheshe be-Synthetic persona bumele inqubekelaphambili ebalulekile yendlela yemakethe ye-DOOH, okuvumela ukuhlaziya okuqagelayo okunembayo nokusheshayo. Imininingwane ekhiqizwa yile ndlela ivumela izinqumo zokutshala izimali ezigomelayo kanye namasu okuhlukanisa athuthukisiwe amafomethi ahlukene e-DOOH. Sisekuqaleni kuphela kokusebenzisa lobu buchwepheshe, obunamandla okulinganisa imiphumela futhi sihlanganise nenye ishaneli i-Victorino, uDaniel uthi i-DOOH Isikhulu esiphezulu seGalaxies.
Lolu cwaningo lwenziwe nabantu abangu-133 kanti ukuqoqwa kwedatha kwaphela ngo-Ephreli 7, 2025. Labo okwaxoxwa nabo baqhamuka ezindaweni zeMedia and Planning, Marketing and Communication, kanye neCreativity.
Ukuze ufinyelele isifundo esigcwele, chofoza lapha .
