{"id":16940,"date":"2014-04-24T10:55:53","date_gmt":"2014-04-24T13:55:53","guid":{"rendered":"http:\/\/www.magicwebdesign.com.br\/blog\/?p=16940"},"modified":"2026-01-21T13:19:09","modified_gmt":"2026-01-21T16:19:09","slug":"investimento-publicitario-internet-ultrapassa-tv-aberta-nos-eua","status":"publish","type":"post","link":"https:\/\/www.redemagic.com\/blog\/performance-digital\/investimento-publicitario-internet-ultrapassa-tv-aberta-nos-eua\/","title":{"rendered":"Investimento publicit\u00e1rio na Internet ultrapassa verba da TV aberta nos EUA"},"content":{"rendered":"<p>Os investimentos em <strong>publicidade na <a href=\"https:\/\/www.redemagic.com\/blog\/internet\/antonio-borba-comenta-o-marco-civil-da-internet\/\">Internet<\/a><\/strong> est\u00e3o batendo novos recordes a cada ano que passa. Em 2013, dados do <strong><a href=\"http:\/\/www.iab.net\/\" target=\"_blank\" rel=\"noopener\">Internet Advertising Bureau<\/a><\/strong> (IAB), divulgados pelo site <strong><a href=\"http:\/\/www.brainstorm9.com.br\/47955\/advertising\/investimento-em-propaganda-para-o-digital-ultrapassa-verba-da-tv-aberta-pela-primeira-vez\/\" target=\"_blank\" rel=\"noopener\">brainstorm9<\/a><\/strong>, mostraram que, pela primeira vez, o <strong>investimento<\/strong> no <strong>meio digital<\/strong> superou a verba publicit\u00e1ria destinada \u00e0 <strong>TV aberta<\/strong> nos Estados Unidos.<\/p>\n<p>Segundo a <strong>IAB<\/strong>, no ano passado, foram gastos <strong>42,8 bilh\u00f5es de d\u00f3lares<\/strong> nas plataformas <strong>digitais<\/strong>, contra <strong>40,1 bilh\u00f5es<\/strong> aplicados em <strong>propaganda televisiva<\/strong>. Entre os <strong>formatos<\/strong> mais utilizados pelas empresas est\u00e3o os investimentos nos <strong>buscadores<\/strong> (<a href=\"https:\/\/www.redemagic.com\/blog\/internet\/maiores-erros-campanhas-facebook-google-adwords\/\"><strong>Google Adwords<\/strong><\/a>, por exemplo), com <strong>43% do total<\/strong>, os <strong>banners em portais<\/strong> e sites, com <strong>19% da verba<\/strong>, as iniciativas em <strong>plataformas <a href=\"https:\/\/www.redemagic.com\/blog\/redes-sociais\/facebook-vai-liberar-publicidade-de-aplicativos\/\">mobiles<\/a><\/strong>, com 17%, e os <strong>an\u00fancios em v\u00eddeos<\/strong>, com 7%.<!--more--><\/p>\n<p>Outro dado interessante divulgado pelo IAB \u00e9 o <strong>crescimento de 300%<\/strong> das publicidades nos <strong>formatos mobile<\/strong> e de <strong>110%<\/strong> \u00a0dos <strong>an\u00fancios em<\/strong> <strong>v\u00eddeo<\/strong>, como as propagandas do <strong><a href=\"https:\/\/www.redemagic.com\/blog\/internet\/youtube-anuncios-video-trueview-celulares\/\">YouTube<\/a><\/strong>, por exemplo.<\/p>\n<p>Entretanto, a <strong>supremacia digital<\/strong> ainda ocorre de <strong>forma isolada<\/strong>. Ela supera apenas a televis\u00e3o se os <strong>dados<\/strong> desta forem analisados<strong> individualmente<\/strong>. Se somarmos os investimentos em <strong>TVs fechada e aberta<\/strong>, eles ultrapassam os <strong>US$ 74 bilh\u00f5es<\/strong>, <strong>58%<\/strong> maior do que o <strong>investimento em Internet<\/strong>.<\/p>\n<h3>E no Brasil?<\/h3>\n<p>Aqui, os investimentos em <strong>publicidade digital<\/strong> n\u00e3o se comparam aos n\u00fameros norte-americanos. <strong>Em 2013<\/strong>, investimos nos meios digitais pouco mais de<strong> 7 milh\u00f5es<\/strong>, recebendo investimentos <strong>menores que da TV por assinatura<\/strong> e do jornal impresso, segundo o <a href=\"http:\/\/www.ibope.com.br\/pt-br\/conhecimento\/TabelasMidia\/investimentopublicitario\/Paginas\/MEIOS-DE-COMUNICA%C3%87%C3%83O---1%C2%BA-SEMESTRE-2013.aspx\" target=\"_blank\" rel=\"noopener\"><strong>Instituto Brasileiro de Opini\u00e3o P\u00fablica e Estat\u00edstica<\/strong> <strong>(IBOPE)<\/strong><\/a>.<\/p>\n<p>No Brasil, a <strong>TV aberta impera<\/strong>. As aplica\u00e7\u00f5es nesse meio recebem <strong>53%<\/strong> de todos os <strong>investimentos em <a href=\"https:\/\/www.redemagic.com\/blog\/redes-sociais\/facebook-divulga-novas-maneiras-de-se-fazer-publicidade-na-rede\/\">publicidade<\/a> no Pa\u00eds<\/strong>, o equivalente a <strong>R$ 59.5 milh\u00f5es<\/strong>. A <strong>Internet<\/strong> passou a receber mais verba em rela\u00e7\u00e3o a 2012, mas ainda est\u00e1 em <strong>quarto lugar no ranking<\/strong>, com apenas <strong>6% do bolo publicit\u00e1rio<\/strong>.<\/p>\n<p>A supremacia da TV aberta \u00e9 inquestion\u00e1vel. Segundo o <strong>IBOPE<\/strong>, os brasileiros at\u00e9 afirmam que veem a <a href=\"http:\/\/www.ibope.com.br\/pt-br\/noticias\/Paginas\/Internet-e-a-primeira-fonte-de-informacoes-para-47-dos-brasileiros-aponta-estudo.aspx\" target=\"_blank\" rel=\"noopener\"><strong>internet como principal meio de informa\u00e7\u00e3o<\/strong><\/a>, mas \u00e9 na <strong>frente da telinha<\/strong> que eles passam mais de <a href=\"http:\/\/www.ibope.com.br\/pt-br\/noticias\/paginas\/brasileiros-passam-mais-tempo-em-frente-a-tv.aspx\" target=\"_blank\" rel=\"noopener\"><strong>5 horas por dia<\/strong><\/a>. Nosso v\u00edcio pelos\u00a0<strong>programas televisivos<\/strong> \u00e9 t\u00e3o grande que procuramos <strong>acesso at\u00e9 fora de casa<\/strong>, atrav\u00e9s dos celulares e TVs port\u00e1teis. Segundo o Instituto,<strong> <a href=\"http:\/\/www.ibope.com\/pt-br\/noticias\/Paginas\/26-dos-cariocas-e-paulistanos-ja-acompanharam-algum-programa-de-TV-atraves-de-outras-plataformas-aponta-IBOPE-Media.aspx\" target=\"_blank\" rel=\"noopener\">26% dos cariocas e paulistanos<\/a><\/strong>\u00a0j\u00e1 acompanham os <strong>programas de TV<\/strong> por meio de <strong>outras plataformas<\/strong>.<\/p>\n<p>Ser\u00e1 que, no Brasil, a Internet vai conseguir desbancar a televis\u00e3o? Deixe sua opini\u00e3o nos coment\u00e1rios!<\/p>\n<p><strong>Leia tamb\u00e9m: \u00a0<a href=\"https:\/\/www.redemagic.com\/blog\/internet\/o-aumento-de-poder-de-consumo-da-classe-c\/\">O aumento de poder de consumo da classe C<\/a><\/strong><\/p>\n<p style=\"text-align: center;\"><span style=\"color: #000000;\">&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;&#8212;-<\/span><\/p>\n<p style=\"text-align: center;\">A <strong>Magic Web Design<\/strong> desenvolve, desde 1996, solu\u00e7\u00f5es completas para empresas de todo o Brasil nas \u00e1reas de internet e multim\u00eddia, com web sites, gerenciamento de m\u00eddias sociais, sistemas on-line, lojas virtuais (e-commerce), apresenta\u00e7\u00f5es multim\u00eddia e diversos outros servi\u00e7os. <em><a href=\"https:\/\/www.redemagic.com\/\" target=\"_blank\" rel=\"noopener\">https:\/\/www.redemagic.com\/<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Os investimentos em <strong>publicidade na <a href=\"https:\/\/www.redemagic.com\/blog\/internet\/antonio-borba-comenta-o-marco-civil-da-internet\/\">Internet<\/a><\/strong> est\u00e3o batendo novos recordes a cada ano que passa. Em 2013, dados do <strong><a href=\"http:\/\/www.iab.net\/\" target=\"_blank\" rel=\"noopener\">Internet Advertising Bureau<\/a><\/strong> (IAB), divulgados pelo site <strong><a href=\"http:\/\/www.brainstorm9.com.br\/47955\/advertising\/investimento-em-propaganda-para-o-digital-ultrapassa-verba-da-tv-aberta-pela-primeira-vez\/\" target=\"_blank\" rel=\"noopener\">brainstorm9<\/a><\/strong>, mostraram que, pela primeira vez, o <strong>investimento<\/strong> no <strong>meio digital<\/strong> superou a verba publicit\u00e1ria destinada \u00e0 <strong>TV aberta<\/strong> nos Estados Unidos.<\/p>\n<p>Segundo a <strong>IAB<\/strong>, no ano passado, foram gastos <strong>42,8 bilh\u00f5es de d\u00f3lares<\/strong> nas plataformas <strong>digitais<\/strong>, contra <strong>40,1 bilh\u00f5es<\/strong> aplicados em <strong>propaganda televisiva<\/strong>. Entre os <strong>formatos<\/strong> mais utilizados pelas empresas est\u00e3o os investimentos nos <strong>buscadores<\/strong> (<a href=\"https:\/\/www.redemagic.com\/blog\/internet\/maiores-erros-campanhas-facebook-google-adwords\/\"><strong>Google Adwords<\/strong><\/a>, por exemplo), com <strong>43% do total<\/strong>, os <strong>banners em portais<\/strong> e sites, com <strong>19% da verba<\/strong>, as iniciativas em <strong>plataformas <a href=\"https:\/\/www.redemagic.com\/blog\/redes-sociais\/facebook-vai-liberar-publicidade-de-aplicativos\/\">mobiles<\/a><\/strong>, com 17%, e os <strong>an\u00fancios em v\u00eddeos<\/strong>, com 7%.<\/p>\n","protected":false},"author":1,"featured_media":16942,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2410,2409],"tags":[1749,317,375],"class_list":["post-16940","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-midia-paga","category-performance-digital","tag-internet-2","tag-mobile","tag-youtube"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Investimento publicit\u00e1rio na Internet ultrapassa verba da TV aberta<\/title>\n<meta name=\"description\" content=\"Dados do IAB mostraram que, pela primeira vez, o investimento no meio digital superou a verba publicit\u00e1ria destinada \u00e0 TV aberta nos Estados Unidos.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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