{"id":7364,"date":"2023-11-16T17:03:43","date_gmt":"2023-11-16T16:03:43","guid":{"rendered":"https:\/\/refinery89.com\/?p=7364"},"modified":"2024-06-14T11:02:24","modified_gmt":"2024-06-14T09:02:24","slug":"5-donts-do-chatgpt-em-publicidade-programatica","status":"publish","type":"post","link":"https:\/\/refinery89.com\/pt\/5-donts-of-chatgpt-in-programmatic-advertising\/","title":{"rendered":"5 \"N\u00e3o fa\u00e7a\" com o ChatGPT em Publicidade Program\u00e1tica"},"content":{"rendered":"

O que chatbots de IA como o ChatGPT significam para a publicidade program\u00e1tica?\u00a0<\/span><\/h2>\n

\u00a0<\/span>A IA \u00e9 uma parte essencial da publicidade program\u00e1tica que ajuda publishers e anunciantes a otimizar suas campanhas para um melhor desempenho nos lados SSP e DSP. Modelos de machine learning impulsionados por IA processam big data sobre o comportamento dos usu\u00e1rios e ajudam a segmentar p\u00fablicos relevantes, ent\u00e3o a IA na program\u00e1tica \u00e9 t\u00e3o nova quanto a neve do ano passado. <\/span>No entanto, o ChatGPT foi uma revolu\u00e7\u00e3o completa. <\/span><\/p>\n

Aqui est\u00e3o alguns fatos curiosos:\u00a0<\/span><\/p>\n

Facebook <\/b>atingiu 1 milh\u00e3o de usu\u00e1rios em <\/span>10 meses<\/b><\/p>\n

Twitter<\/b> necess\u00e1rio <\/span>2 anos<\/b> alcan\u00e7ar a marca de 1 milh\u00e3o<\/span><\/p>\n

Instagram<\/b> cresceu ao ponto em <\/span>2,5 meses<\/b><\/p>\n

TicToc<\/b>, j\u00e1 que, nos \u00faltimos tempos, foi o que fez mais sucesso, alcan\u00e7ando <\/span>100 milh\u00f5es<\/b> em apenas 200 dias<\/span><\/p>\n

ChatGPT<\/b> supera todos, chegando ao topo do milh\u00e3o em apenas <\/span>5 dias<\/b>.<\/span><\/p>\n

Fonte<\/a><\/p>\n

Embora discuss\u00f5es acaloradas sobre usar ou n\u00e3o o ChatGPT para cria\u00e7\u00e3o de conte\u00fado estejam impulsionando tend\u00eancias como p\u00eandulos, uma coisa \u00e9 absolutamente clara: n\u00e3o podemos ignorar o fato de que essa ferramenta facilita a vida dos profissionais de marketing. Se usada com sabedoria, \u00e9 claro.<\/span><\/p>\n

Na publicidade program\u00e1tica, em particular, o ChatGPT agiliza as tarefas de cria\u00e7\u00e3o e otimiza\u00e7\u00e3o de conte\u00fado e an\u00fancios, oferecendo ideias criativas para an\u00fancios mais personalizados. Embora haja um potencial ineg\u00e1vel no uso do ChatGPT para tarefas espec\u00edficas, existem \u00e1reas cr\u00edticas na publicidade program\u00e1tica em que ele pode n\u00e3o ser a op\u00e7\u00e3o ideal.\u00a0<\/span><\/p>\n

Vamos falar aqui sobre o que n\u00e3o se deve fazer e, para variar, aprender com os erros dos outros.\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u00e3o use o ChatGPT para otimizar sites<\/span><\/h2>\n

A otimiza\u00e7\u00e3o de sites \u00e9 um processo multifacetado que envolve melhorar os indicadores essenciais de desempenho da web, aprimorar a experi\u00eancia do usu\u00e1rio, garantir o funcionamento ideal do site e criar conte\u00fado de valor. Essas tarefas exigem testes constantes, ajustes e an\u00e1lise de dados. O ChatGPT, embora seja excelente para gera\u00e7\u00e3o de texto, n\u00e3o consegue comparar adequadamente os aspectos t\u00e9cnicos da otimiza\u00e7\u00e3o do site, melhorar a experi\u00eancia do usu\u00e1rio ou avaliar o valor do conte\u00fado.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u00e3o use o ChatGPT para fazer uma an\u00e1lise da concorr\u00eancia<\/span><\/h2>\n

A an\u00e1lise de concorrentes \u00e9 uma parte fundamental do dia a dia de um profissional de marketing digital. Ficar de olho em todas as tend\u00eancias, t\u00e1ticas e inova\u00e7\u00f5es que os concorrentes est\u00e3o usando ou desenvolvendo \u00e0s vezes pode significar a diferen\u00e7a entre se classificar em uma posi\u00e7\u00e3o ou despencar seu ROI. Infelizmente, essa tarefa \u00e1rdua n\u00e3o pode ser delegada, pois a an\u00e1lise de concorrentes envolve coleta de dados em tempo real, interpreta\u00e7\u00e3o de tend\u00eancias atuais de mercado e planejamento estrat\u00e9gico. Embora o ChatGPT possua um vasto conhecimento hist\u00f3rico, ele n\u00e3o pode acessar dados ao vivo, tornando-o inadequado para uma an\u00e1lise de concorrentes atualizada e abrangente.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u00e3o deixe o ChatGPT organizar a estrutura da sua conta do Google Ads<\/span><\/h2>\n

A cria\u00e7\u00e3o de uma estrutura eficaz para a conta do Google Ads \u00e9 o ponto-chave para o sucesso de uma campanha de PPC. Essa tarefa exige um entendimento profundo das metas da sua empresa, do p\u00fablico-alvo e dos objetivos de marketing. Embora o ChatGPT possa oferecer orienta\u00e7\u00f5es gerais, as nuances e complexidades das campanhas de PPC s\u00e3o melhor gerenciadas por especialistas humanos ou por ferramentas especializadas em PPC.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u00e3o utilize para Relat\u00f3rios e An\u00e1lise<\/span><\/h2>\n

As decis\u00f5es baseadas em dados est\u00e3o no cerne do sucesso da publicidade program\u00e1tica. A gera\u00e7\u00e3o de relat\u00f3rios e a an\u00e1lise de dados exigem n\u00e3o apenas a extra\u00e7\u00e3o de dados, mas tamb\u00e9m sua interpreta\u00e7\u00e3o, insights e recomenda\u00e7\u00f5es pr\u00e1ticas. O ChatGPT n\u00e3o est\u00e1 preparado para fornecer an\u00e1lises de dados em tempo real, nem \u00e9 capaz de sintetizar insights a partir de m\u00faltiplas fontes de dados. Para obter insights pr\u00e1ticos, recorra a ferramentas de an\u00e1lise especializadas.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u00e3o Pe\u00e7a Recomenda\u00e7\u00f5es de Estrat\u00e9gia de Marketing<\/span><\/h2>\n

Uma estrat\u00e9gia de marketing n\u00e3o \u00e9 um modelo \u00fanico que serve para todos. Ela \u00e9 adaptada aos objetivos, desafios e posicionamento de mercado espec\u00edficos de cada organiza\u00e7\u00e3o. Embora o ChatGPT possa compartilhar conhecimentos gerais de marketing, ele n\u00e3o consegue compreender os desafios e nuances espec\u00edficos de cada empresa, o que torna a experi\u00eancia humana indispens\u00e1vel nessa \u00e1rea.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

N\u00e3o use isso para pesquisa de palavras-chave<\/span><\/h2>\n

A pesquisa de palavras-chave em tempo real \u00e9 fundamental para a publicidade program\u00e1tica. Embora o ChatGPT possa sugerir palavras-chave com base em seu vasto conjunto de dados, uma pesquisa de palavras-chave eficaz requer dados em tempo real, an\u00e1lise de tend\u00eancias e um profundo entendimento da inten\u00e7\u00e3o de busca. Para isso, recorra a ferramentas espec\u00edficas de pesquisa de palavras-chave.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Concentre-se no conte\u00fado e na reda\u00e7\u00e3o ao usar o ChatGPT<\/span><\/h3>\n

Crie textos para seus materiais de marketing<\/b><\/p>\n

\u00c9 aqui que o ChatGPT se destaca. Quer voc\u00ea precise de textos publicit\u00e1rios persuasivos, descri\u00e7\u00f5es de produtos cativantes ou conte\u00fado de e-mail envolvente, o ChatGPT pode gerar texto que ressoa com seu p\u00fablico-alvo, economizando seu tempo e potencialmente aumentando a efic\u00e1cia de sua campanha.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Concep\u00e7\u00e3o de conte\u00fado<\/b><\/p>\n

Est\u00e1 com um bloqueio criativo? O ChatGPT pode servir como um parceiro para o brainstorming, sugerindo temas e t\u00edtulos para o conte\u00fado e at\u00e9 mesmo ajudando a definir a estrutura do texto. Com um pouco de orienta\u00e7\u00e3o, voc\u00ea ter\u00e1 uma infinidade de ideias de conte\u00fado ao seu alcance.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

\u00d3timo para otimiza\u00e7\u00e3o de publicidade<\/span><\/h3>\n

Estrat\u00e9gia de Publicidade Program\u00e1tica<\/b><\/p>\n

Para obter uma vis\u00e3o geral sobre publicidade program\u00e1tica com base em dados hist\u00f3ricos e tend\u00eancias, o ChatGPT pode, de fato, oferecer algumas orienta\u00e7\u00f5es. Ele pode compartilhar pr\u00e1ticas recomendadas gerais, armadilhas a evitar e, possivelmente, at\u00e9 mesmo algumas ideias inovadoras fundamentadas em seu vasto banco de dados.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Diferentes formatos de an\u00fancios.<\/b><\/p>\n

O ChatGPT pode contribuir enormemente para a sua integra\u00e7\u00e3o em diversos formatos de an\u00fancios<\/span><\/p>\n

 <\/p>\n

Banners no aplicativo<\/b><\/p>\n

Os banners dentro de aplicativos continuam sendo um formato de an\u00fancio m\u00f3vel amplamente utilizado. Esses banners podem segmentar usu\u00e1rios com base em v\u00e1rios crit\u00e9rios, em combina\u00e7\u00e3o com o ChatGPT, o que permite ampliar a personaliza\u00e7\u00e3o desses an\u00fancios.<\/span><\/p>\n

 <\/p>\n

An\u00fancios em v\u00eddeo<\/b><\/p>\n

Os v\u00eddeos, como meio publicit\u00e1rio, sempre estiveram em destaque. Quando combinados com o ChatGPT, os an\u00fancios em v\u00eddeo podem se transformar em experi\u00eancias mais interativas \u2014 pense em jogos publicit\u00e1rios interativos com op\u00e7\u00f5es em v\u00e1rias dire\u00e7\u00f5es.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

An\u00fancios Nativos<\/b><\/p>\n

Com os an\u00fancios nativos, o ChatGPT pode ser um divisor de \u00e1guas, aumentando a relev\u00e2ncia desses an\u00fancios. Como as redes neurais se baseiam em vastos bancos de dados, elas t\u00eam o potencial de imitar qualquer plataforma com mais precis\u00e3o do que os seres humanos.<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Publicidade em CTV (TV Conectada)<\/b><\/h3>\n

An\u00fancios CTV, entregues por meio de plataformas de streaming em dispositivos conectados \u00e0 internet, oferecem uma ponte para o p\u00fablico com afinidade digital. Com uma mudan\u00e7a do consumo de TV convencional para o streaming, os anunciantes t\u00eam uma oportunidade de ouro para alcan\u00e7ar esse p\u00fablico por meio de plataformas program\u00e1ticas de CTV. A fus\u00e3o do ChatGPT com an\u00fancios CTV promete experi\u00eancias publicit\u00e1rias hiperdirecionadas e interativas.<\/span><\/p>\n

 <\/p>\n

O poder transformador da IA em remodelar o cen\u00e1rio da publicidade \u00e9 mais palp\u00e1vel do que nunca. Ela est\u00e1 simplificando t\u00e1ticas e redefinindo como o marketing se comunica. Com seu alcance expansivo na publicidade, a IA garante que os anunciantes maximizem seu retorno sobre os investimentos.<\/span><\/p>\n

O ChatGPT \u00e9 uma prova dessa evolu\u00e7\u00e3o, simbolizando a onda iminente de mudan\u00e7a. \u00c9 uma for\u00e7a que exige reconhecimento!<\/span><\/p>\n

Voc\u00ea poderia encontrar as partes onde usamos o ChatGPT? \":upside_down:\"<\/span><\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

What do AI chatbots like ChatGPT mean for programmatic advertising?\u00a0 \u00a0AI is an essential part of programmatic advertising that helps publishers and advertisers optimize their campaigns for higher performance on the SSP and DSP sides. Machine learning models powered by AI process big data on users’ behavior and help target relevant audiences, so AI in […]<\/p>\n","protected":false},"author":12,"featured_media":7365,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[20],"tags":[61,24,34],"class_list":["post-7364","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-refinery-academy","tag-chatgpt","tag-programmatic-advertising","tag-refinery-academy"],"yoast_head":"\nChatGPT in Programmatic Advertising: 5 Don\u2019ts | Refinery89<\/title>\n<meta name=\"description\" content=\"ChatGPT in programmatic advertising is used for content and advertisement creation and optimization, providing ideas for personalized ads.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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