It's the end of the world as we know it - na publicidade brasileira
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Transcript of It's the end of the world as we know it - na publicidade brasileira
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It’s the end of the World as we know it Na publicidade brasileira
@lent
Michel LentFounder, CPO
Lent/AG
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Mudanças estruturais
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Meios digitais fragmentaram as audiências
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Criação de grandes audiênciasnas plataformas digitais
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Falar com muita gente ficou mais barato
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Os canais tradicionais não são mais eficazes
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Mais conteúdo, as mesmas 24 horas
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Mais tempo é gasto em redes sociais
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Mais tempo é gasto no mobile
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Mudanças conjunturais
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Crise político-financeira
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Pessoas comprando menos
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Confiança abalada
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Desemprego em alta
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Impacto da mudança nas empresas de conteúdo
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Empresas sentem a perda da audiência
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Disputam a verba com mais empresas
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Menos tempo pra TV, revistas, jornais
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Concorrência com produtores amadores
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Menos anunciantes, menos receita
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Impacto direto que gera demissões
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Impacto da mudança nos anunciantes
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Anunciantes vendem menos e investem menos
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Antigos formatos perdem eficácia
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Menos verba, menos agências,necessidade de concentrar
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Demanda por novas soluções, novos formatos, menos custosos
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Impacto da mudança nas agências
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Redimensionamento de times, novas ofertas e serviços
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Grandes salários afetados diretamente
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Grupos promovem fusões, revisões, reduções
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Verbas menores demandamestruturas menores
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Menos foco em criação e mais foco em estratégia e solução de negócio
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Muito foco em ROI
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Os novos anunciantes
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Anunciantes cada vez mais auto-suficientes
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Growth-hacking é uma realidade para empresas novas em mercados novos
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Nova geração assumindo as lideranças das marcas, com forte bagagem digital
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Sem divisão de online e offline
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Alta demanda de articulação e parceriascom empresas especializadas
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As novas empresas de conteúdo
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A demanda por bom conteúdo se mantém
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A receita que o conteúdo gera é diferente, menor em geral e mais distribuída
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Manter as estruturas antigas para produzir novos conteúdos não é mais possível
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Novos players despontam
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Poucos tradicionais conseguirão se adaptar