{"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\/zh\/midia-retail-off-site\/","title":{"rendered":"\u5a92\u9ad4\u96f6\u552e\u7570\u5730"},"content":{"rendered":"

\u5a92\u9ad4\u96f6\u552e\u7570\u5730<\/strong> (\u6216\u8005 \u5834\u5916\u96f6\u552e\u5a92\u9ad4<\/em>) \u662f\u96f6\u552e\u5546\u4f7f\u7528\u5176\u5c08\u6709\u8cc7\u6599(\u7b2c\u4e00\u65b9\u8cc7\u6599)\u5728\u7b2c\u4e09\u65b9\u7ba1\u9053\u3001\u81ea\u5df1\u7684\u7db2\u7ad9\u6216\u61c9\u7528\u7a0b\u5f0f\u4e4b\u5916\u5b9a\u4f4d\u548c\u986f\u793a\u5ee3\u544a\u7684\u5ee3\u544a\u7b56\u7565\u3002.<\/p>\n\n\n\n

\u4e0d\u540c\u65bc \u73fe\u5834<\/em> (\u96f6\u552e\u5546\u7dda\u4e0a\u5546\u5e97\u5167\u7684\u5ee3\u544a)\u548c \u5e97\u5167<\/em> (\u5e97\u5167\u5ee3\u544a)\u3001\u7570\u5730\u641c\u5c0b\u6d88\u8cbb\u8005\u7684\u5a1b\u6a02\u4e4b\u65c5\u548c\u4e00\u822c\u5c0e\u822a,\u5229\u7528\u96f6\u552e\u8cfc\u8cb7\u6b77\u53f2\u8a18\u9304\u4f86\u78ba\u4fdd\u6e96\u78ba\u7684\u8a0a\u606f\u50b3\u905e\u3002.<\/p>\n\n\n\n

\u5b83\u662f\u5982\u4f55\u904b\u4f5c\u7684<\/h3>\n\n\n\n

\u96f6\u552e\u5546\u5145\u7576\u53d7\u773e\u63d0\u4f9b\u8005\u3002\u5b83\u533f\u540d\u5316\u60a8\u7684\u5ba2\u6236\u8cc7\u6599(\u8ab0\u8cfc\u8cb7\u4ec0\u9ebc\u3001\u591a\u4e45\u8cfc\u8cb7\u4e00\u6b21)\u4e26\u5c07\u5b83\u5011\u9023\u63a5\u5230\u5a92\u9ad4\u8cfc\u8cb7\u5e73\u53f0 (DSP) \u6216 \u6e05\u6f54\u623f\u9593\u6578\u64da<\/em>. \u9019\u4f7f\u5f97\u54c1\u724c(\u4f8b\u5982\u5c3f\u5e03\u88fd\u9020\u5546)\u53ef\u4ee5\u5728\u5916\u90e8\u7ba1\u9053\u4e0a\u8cfc\u8cb7\u5ee3\u544a\u5eab\u5b58,\u7279\u5225\u662f\u91dd\u5c0d\u904e\u53bb 30 \u5929\u5167\u5f9e\u8a72\u96f6\u552e\u5546\u7db2\u8def\u8cfc\u8cb7\u5b30\u5152\u7522\u54c1\u7684\u4eba\u3002.<\/p>\n\n\n\n

\u4e3b\u8981\u8eca\u8f1b\u901a\u9053<\/h3>\n\n\n\n

\u5834\u5916\u7684\u4e00\u5927\u9769\u547d\u662f\u64f4\u5927\u9ad8\u8996\u89ba\u885d\u64ca\u529b\u901a\u9053\u7684\u5eab\u5b58:<\/p>\n\n\n\n

    \n
  1. CTV(\u9023\u7db2\u96fb\u8996):<\/strong> \u51fa\u73fe\u5728\u4e32\u6d41\u670d\u52d9(\u4f8b\u5982 Netflix\u3001Globoplay\u3001YouTube)\u6216\u667a\u6167\u96fb\u8996\u4ecb\u9762\u4e0a\u7684\u5ee3\u544a,\u91dd\u5c0d\u7684\u662f\u5be6\u969b\u8cfc\u8cb7\u884c\u70ba,\u800c\u4e0d\u50c5\u50c5\u662f\u4eba\u5011\u89c0\u770b\u7684\u5167\u5bb9\u3002.<\/li>\n\n\n\n
  2. DOOH(\u6578\u4f4d\u6236\u5916):<\/strong> \u96fb\u68af\u6216\u516c\u8eca\u7ad9\u7684\u6578\u4f4d\u5ee3\u544a\u770b\u677f\u3001\u87a2\u5e55\u3002\u8a72\u6280\u8853\u5141\u8a31\u60a8\u50c5\u5728\u96f6\u552e\u5546\u7e6a\u88fd\u7684\u53d7\u773e\u6982\u6cc1\u9ad8\u5ea6\u96c6\u4e2d\u7684\u6642\u9593\u6216\u5730\u9ede\u986f\u793a\u5ee3\u544a\u3002.<\/li>\n\n\n\n
  3. \u958b\u653e\u7db2\u8def\u548c\u793e\u4ea4:<\/strong> \u7531\u96f6\u552e\u6578\u64da\u9a45\u52d5\u7684\u65b0\u805e\u7db2\u7ad9\u3001\u90e8\u843d\u683c\u548c\u793e\u4ea4\u7db2\u8def(Meta\u3001TikTok)\u4e0a\u7684\u6a6b\u5e45\u3002.<\/li>\n<\/ol>\n\n\n\n

    \u5927\u5dee\u7570:\u201c\u5faa\u74b0\u95dc\u9589\u201d\u7684\u6b78\u56e0\u201d<\/h3>\n\n\n\n

    \u8207\u50b3\u7d71\u7a0b\u5f0f\u5a92\u9ad4\u76f8\u6bd4,\u5834\u5916\u96f6\u552e\u5a92\u9ad4\u7684\u4e3b\u8981\u512a\u52e2\u662f\u6e2c\u91cf\u3002\u7531\u65bc\u96f6\u552e\u5546\u6301\u6709\u4ea4\u6613\u6578\u64da,\u56e0\u6b64\u5b83\u8a2d\u6cd5\u5c07\u521d\u59cb\u63d0\u793a(\u7528\u6236\u5728\u96fb\u8996\u4e0a\u770b\u5230\u5ee3\u544a)\u8207\u6700\u7d42\u63d0\u793a(\u7528\u6236\u5728\u5e7e\u5929\u5f8c\u5728\u7db2\u7ad9\u6216\u5be6\u9ad4\u5e97\u8cfc\u8cb7\u7522\u54c1)\u9023\u63a5\u8d77\u4f86\u3002\u9019\u662f\u6240\u8b02\u7684 \u9589\u74b0\u5206\u914d<\/strong> (\u9589\u74b0\u6b78\u56e0<\/em>).<\/p>\n\n\n\n

    \u5be6\u969b\u4f8b\u5b50<\/h3>\n\n\n\n

    \u60f3\u50cf\u4e00\u4e0b\u85e5\u5c40\u7db2\u8def\u3002.<\/p>\n\n\n\n

      \n
    • \u7d66\u5b9a:<\/strong> \u85e5\u5c40\u77e5\u9053\u9867\u5ba2X\u6bcf\u5e7412\u6708\u90fd\u6703\u8cfc\u8cb7\u9632\u66ec\u971c\u3002.<\/li>\n\n\n\n
    • \u5834\u5916\u884c\u52d5:<\/strong> 11 \u6708,\u85e5\u5c40\u4f7f\u7528\u9019\u4e9b\u6578\u64da\u5411\u9867\u5ba2 X \u986f\u793a\u65b0\u54c1\u724c\u9632\u66ec\u971c\u7684\u5ee3\u544a,\u540c\u6642\u4ed6\u5728 YouTube (CTV) \u4e0a\u89c0\u770b\u5f71\u7247\u6216\u700f\u89bd Instagram\u3002.<\/li>\n\n\n\n
    • \u7d50\u679c:<\/strong> \u5ba2\u6236X\u53bb\u85e5\u5c40\u8cfc\u8cb7\u7522\u54c1\u3002\u7db2\u8def\u53ef\u4ee5\u5411\u5ee3\u544a\u5546\u54c1\u724c\u78ba\u8a8d\u8a72\u92b7\u552e\u53d7\u5230 YouTube \u4e0a\u5ee3\u544a\u7684\u5f71\u97ff\u3002.<\/li>\n<\/ul>\n\n\n\n

      \u70ba\u4ec0\u9ebc\u662f\u8da8\u52e2?<\/h3>\n\n\n\n

      \u96a8\u8457\u7b2c\u4e09\u65b9 cookie \u548c\u96b1\u79c1\u9650\u5236\u7684\u7d50\u675f,\u96f6\u552e\u8cc7\u6599(\u57fa\u65bc\u5be6\u969b\u8cfc\u8cb7\u548c\u767b\u5165\u8a3b\u518a)\u5df2\u6210\u70ba\u6578\u4f4d\u5ee3\u544a\u7684\u201couro\u201d,\u70ba\u92b7\u552e\u74b0\u5883\u4e4b\u5916\u7684\u53d7\u773e\u7d30\u5206\u63d0\u4f9b\u4e86\u5b89\u5168\u6709\u6548\u7684\u66ff\u4ee3\u65b9\u6848\u3002.<\/p>\n\n\n\n

      \u76f8\u95dc\u689d\u6b3e<\/h3>\n\n\n\n
        \n
      • \u96f6\u552e\u5a92\u9ad4\u7db2\u8def(NMR)<\/em><\/li>\n\n\n\n
      • \u7b2c\u4e00\u65b9\u6578\u64da<\/em><\/li>\n\n\n\n
      • \u7a0b\u5e8f\u5316\u7684<\/em><\/li>\n\n\n\n
      • \u9589\u74b0\u6e2c\u91cf<\/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\/zh\/wp-json\/wp\/v2\/posts\/89960","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/comments?post=89960"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/posts\/89960\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/media\/10804"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/media?parent=89960"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/categories?post=89960"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/zh\/wp-json\/wp\/v2\/tags?post=89960"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}