{"id":89960,"date":"2026-01-07T17:47:13","date_gmt":"2026-01-07T20:47:13","guid":{"rendered":"https:\/\/www.ecommerceupdate.org\/?p=89960"},"modified":"2026-01-07T17:47:13","modified_gmt":"2026-01-07T20:47:13","slug":"midia-retail-off-site","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/cs\/midia-retail-off-site\/","title":{"rendered":"Maloobchod s m\u00e9dii Off-site"},"content":{"rendered":"

Maloobchod s m\u00e9dii Off-site<\/strong> (nebo Maloobchodn\u00ed m\u00e9dia mimo web<\/em>) je reklamn\u00ed strategie, p\u0159i n\u00ed\u017e maloobchodn\u00edci pou\u017e\u00edvaj\u00ed sv\u00e1 propriet\u00e1rn\u00ed data (data prvn\u00ed strany) k c\u00edlen\u00ed a zobrazov\u00e1n\u00ed reklam na kan\u00e1lech t\u0159et\u00edch stran, mimo sv\u00e9 vlastn\u00ed webov\u00e9 str\u00e1nky nebo aplikace.<\/p>\n\n\n\n

Odli\u0161n\u00fd od Na m\u00edst\u011b<\/em> (reklamy v r\u00e1mci internetov\u00e9ho obchodu prodejce) a V obchod\u011b<\/em> (in-store reklamy), Off-site prohled\u00e1v\u00e1 spot\u0159ebitele na jejich z\u00e1bavn\u00ed cest\u011b a obecn\u00e9 navigaci, pomoc\u00ed maloobchodn\u00ed historie n\u00e1kup\u016f, aby bylo zaji\u0161t\u011bno p\u0159esn\u00e9 doru\u010den\u00ed zpr\u00e1v.<\/p>\n\n\n\n

Jak to funguje<\/h3>\n\n\n\n

Maloobchodn\u00edk vystupuje jako poskytovatel publika Anonymizuje va\u0161e z\u00e1kaznick\u00e1 data (kdo co nakupuje, jak \u010dasto) a p\u0159ipojuje je k platform\u00e1m pro n\u00e1kup m\u00e9di\u00ed (DSP) pop\u0159 \u00dadaje o \u010dist\u00fdch m\u00edstnostech<\/em>. to umo\u017e\u0148uje zna\u010dce (nap\u0159. V\u00fdrobce plen) nakupovat reklamn\u00ed invent\u00e1\u0159 na extern\u00edch kan\u00e1lech, konkr\u00e9tn\u011b zam\u011b\u0159en\u00e9 na lidi, kte\u0159\u00ed si v posledn\u00edch 30 dnech zakoupili d\u011btsk\u00e9 v\u00fdrobky ze s\u00edt\u011b dan\u00e9ho prodejce.<\/p>\n\n\n\n

Hlavn\u00ed kan\u00e1ly vozidel<\/h3>\n\n\n\n

Velkou revoluc\u00ed Off-site je roz\u0161\u00ed\u0159en\u00ed z\u00e1sob pro kan\u00e1ly s vysok\u00fdm vizu\u00e1ln\u00edm dopadem:<\/p>\n\n\n\n

    \n
  1. CTV (P\u0159ipojen\u00e1 televize):<\/strong> Reklamy, kter\u00e9 se objevuj\u00ed na streamovac\u00edch slu\u017eb\u00e1ch (jako je Netflix, Globoplay, YouTube) nebo rozhran\u00ed Smart TV, zam\u011b\u0159en\u00e9 na skute\u010dn\u00e9 n\u00e1kupn\u00ed chov\u00e1n\u00ed, nejen na to, co dan\u00e1 osoba sleduje.<\/li>\n\n\n\n
  2. DOOH (Digital Out-of-Home):<\/strong> Digit\u00e1ln\u00ed billboardy, obrazovky ve v\u00fdtaz\u00edch nebo autobusov\u00fdch zast\u00e1vk\u00e1ch Technologie umo\u017e\u0148uje zobrazovat reklamy pouze v \u010dasech nebo m\u00edstech, kde je vysok\u00e1 koncentrace profilu publika mapovan\u00e9ho prodejcem.<\/li>\n\n\n\n
  3. Otev\u0159en\u00fd web a soci\u00e1ln\u00ed s\u00edt\u011b:<\/strong> Bannery na zpravodajsk\u00fdch webech, bloz\u00edch a soci\u00e1ln\u00edch s\u00edt\u00edch (Meta, TikTok), \u0159\u00edzen\u00e9 maloobchodn\u00edmi daty.<\/li>\n<\/ol>\n\n\n\n

    Velk\u00fd diferenci\u00e1l: Atribuce \u201cLOop Closed\u201d.\u201d<\/h3>\n\n\n\n

    Hlavn\u00ed v\u00fdhodou Retail Media Off-site oproti tradi\u010dn\u00edm programov\u00fdm m\u00e9di\u00edm je m\u011b\u0159en\u00ed Jeliko\u017e prodejce uchov\u00e1v\u00e1 transak\u010dn\u00ed data, poda\u0159\u00ed se mu spojit po\u010d\u00e1te\u010dn\u00ed tip (u\u017eivatel vid\u011bl reklamu v televizi) s koncov\u00fdm tipem (u\u017eivatel si produkt koupil na webu nebo ve fyzick\u00e9m obchod\u011b o n\u011bkolik dn\u00ed pozd\u011bji).Toto se naz\u00fdv\u00e1 P\u0159i\u0159azen\u00ed uzav\u0159en\u00e9 smy\u010dky<\/strong> (Atribuce s uzav\u0159enou smy\u010dkou<\/em>).<\/p>\n\n\n\n

    Praktick\u00fd p\u0159\u00edklad<\/h3>\n\n\n\n

    P\u0159edstavte si s\u00ed\u0165 l\u00e9k\u00e1ren.<\/p>\n\n\n\n

      \n
    • Dan:<\/strong> L\u00e9k\u00e1rna v\u00ed, \u017ee Z\u00e1kazn\u00edk X kupuje opalovac\u00ed kr\u00e9m ka\u017ed\u00fd prosinec.<\/li>\n\n\n\n
    • Akce mimo pracovi\u0161t\u011b:<\/strong> Listopadu l\u00e9k\u00e1rna vyu\u017e\u00edv\u00e1 tato data k zobrazen\u00ed reklamy na novou zna\u010dku opalovac\u00edho kr\u00e9mu pro z\u00e1kazn\u00edka X, zat\u00edmco on sleduje video na YouTube (CTV) nebo prohl\u00ed\u017e\u00ed Instagram.<\/li>\n\n\n\n
    • V\u00fdsledek:<\/strong> Z\u00e1kazn\u00edk X jde do l\u00e9k\u00e1rny a koup\u00ed produkt. S\u00ed\u0165 m\u016f\u017ee zna\u010dce inzerenta potvrdit, \u017ee tento prodej byl ovlivn\u011bn reklamou na YouTube.<\/li>\n<\/ul>\n\n\n\n

      Pro\u010d trend?<\/h3>\n\n\n\n

      S koncem cookies t\u0159et\u00edch stran a omezen\u00ed ochrany osobn\u00edch \u00fadaj\u016f se maloobchodn\u00ed data (zalo\u017een\u00e1 na skute\u010dn\u00fdch n\u00e1kupech a p\u0159ihl\u00e1\u0161en\u00fdch registrac\u00edch) stala \u201cv\u00fdsledkem digit\u00e1ln\u00ed reklamy a nab\u00edz\u00ed bezpe\u010dnou a \u00fa\u010dinnou alternativu k segmentaci publika mimo prodejn\u00ed prost\u0159ed\u00ed.<\/p>\n\n\n\n

      Souvisej\u00edc\u00ed podm\u00ednky<\/h3>\n\n\n\n
        \n
      • Maloobchodn\u00ed medi\u00e1ln\u00ed s\u00ed\u0165 (NMR)<\/em><\/li>\n\n\n\n
      • \u00dadaje prvn\u00ed strany<\/em><\/li>\n\n\n\n
      • Programov\u00fd<\/em><\/li>\n\n\n\n
      • M\u011b\u0159en\u00ed v uzav\u0159en\u00e9 smy\u010dce<\/em><\/li>\n<\/ul>","protected":false},"excerpt":{"rendered":"

        M\u00eddia Retail Off-site (ou Off-site Retail Media) \u00e9 a estrat\u00e9gia publicit\u00e1ria em que varejistas utilizam seus dados propriet\u00e1rios (first-party data) para segmentar e exibir an\u00fancios em canais de terceiros, fora de seus pr\u00f3prios sites ou aplicativos. Diferente do On-site (an\u00fancios dentro da loja virtual do varejista) e do In-store (an\u00fancios na loja f\u00edsica), o Off-site […]<\/p>\n","protected":false},"author":1,"featured_media":10804,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,41,37],"tags":[47,43,57,48],"class_list":{"0":"post-89960","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-glossario","9":"category-tendencias","10":"tag-artigos","11":"tag-e-commerce","12":"tag-glossario","13":"tag-tendencias"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/89960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/comments?post=89960"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/posts\/89960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media\/10804"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/media?parent=89960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/categories?post=89960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/cs\/wp-json\/wp\/v2\/tags?post=89960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}