{"id":435,"date":"2026-04-13T10:00:00","date_gmt":"2026-04-13T13:00:00","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=435"},"modified":"2026-04-08T20:09:30","modified_gmt":"2026-04-08T23:09:30","slug":"atencao-intencao-conversao-novo-marketing","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/atencao-intencao-conversao-novo-marketing\/","title":{"rendered":"Aten\u00e7\u00e3o, Inten\u00e7\u00e3o e Convers\u00e3o: o Novo Marketing e a Nova M\u00eddia"},"content":{"rendered":"\n<div style=\"border-left:3px solid #b03a2e; margin-bottom:2rem; background:#141414;\">\n  <button onclick=\"var c=this.nextElementSibling;var a=this.querySelector('.nl-arrow');c.style.display=c.style.display==='block'?'none':'block';a.style.transform=c.style.display==='block'?'rotate(180deg)':'rotate(0deg)';\"\n          style=\"width:100%;display:flex;align-items:center;justify-content:space-between;gap:1rem;padding:0.9rem 1.5rem;background:none;border:none;cursor:pointer;text-align:left;\">\n    <div>\n      <span style=\"font-size:0.65rem;letter-spacing:0.22em;text-transform:uppercase;color:#e8724a;display:block;margin-bottom:0.3rem;\">English summary<\/span>\n      <span style=\"font-size:0.95rem;font-weight:500;color:#f4f1eb;font-family:'DM Sans',sans-serif;\">Attention, Intent and Conversion: The New Marketing and Media<\/span>\n    <\/div>\n    <span class=\"nl-arrow\" style=\"color:#e8724a;font-size:0.8rem;flex-shrink:0;transition:transform 0.2s;\">&#9660;<\/span>\n  <\/button>\n  <div style=\"display:none;padding:0 1.5rem 1.2rem;\">\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0;\">For decades, marketing operated through separate silos: attention for branding, intent for engagement, and conversion for sales. That model has collapsed. In 2026, connected TV (CTV) is transforming these three elements into a single continuous flow where discovery, desire, and transaction happen on the same screen. With US CTV ad spending reaching $38 billion and interactive formats delivering 36% higher brand recall, the platforms that control attention, interpret intent, and activate conversion within their own environment are building the infrastructure that will define the next decade of media and commerce.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<p><!-- CORPO DO ARTIGO --><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Aten\u00e7\u00e3o, Inten\u00e7\u00e3o e Convers\u00e3o: O Novo Marketing na TV Conectada<\/h1>\n\n\n\n<p>Por d\u00e9cadas, o marketing operou sobre tr\u00eas pilares separados: <strong>aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o<\/strong>. Cada um vivia em um silo diferente, com times, canais e m\u00e9tricas pr\u00f3prias. Assim, quem dominava a aten\u00e7\u00e3o comprava mais m\u00eddia. Quem capturava inten\u00e7\u00e3o otimizava buscas. Quem executava convers\u00e3o rodava campanhas de performance. Esse modelo acabou. Portanto, o comportamento do consumidor mudou. E a TV conectada est\u00e1 no centro dessa transforma\u00e7\u00e3o.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Aten\u00e7\u00e3o Deixou de Ser Escassa: Agora \u00c9 Disputada<\/h2>\n\n\n\n<p>Aten\u00e7\u00e3o continua valiosa. No entanto, ela n\u00e3o \u00e9 mais escassa, \u00e9 disputada. Segundo a Global Web Index, 69% dos espectadores de CTV usam o celular como segunda tela enquanto assistem. Al\u00e9m disso, o consumidor alterna entre TV, celular, redes sociais e m\u00faltiplas plataformas ao mesmo tempo. N\u00e3o basta aparecer. Por isso, \u00e9 preciso ser relevante no exato momento em que aquela aten\u00e7\u00e3o existe.<\/p>\n\n\n\n<p>Aten\u00e7\u00e3o sem continuidade \u00e9 desperd\u00edcio. Trata-se de m\u00eddia que impacta, mas n\u00e3o transforma. O modelo antigo funcionava quando havia poucos pontos de contato. Em seguida, a fragmenta\u00e7\u00e3o de telas criou um ambiente onde o mesmo consumidor pode estar em cinco ambientes diferentes em menos de dez minutos. Portanto, a real escassez agora \u00e9 contexto, n\u00e3o visibilidade.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Inten\u00e7\u00e3o Nasce Onde a Aten\u00e7\u00e3o Se Forma: Dentro de Casa<\/h2>\n\n\n\n<p>A grande virada est\u00e1 em perceber onde a inten\u00e7\u00e3o se forma. Ela nasce no ambiente mais poderoso de todos: a tela da TV. \u00c9 ali que o consumidor descobre, se interessa e cria desejo. Assim, a TV conectada deixa de ser apenas um meio de comunica\u00e7\u00e3o e passa a ser um ambiente de influ\u00eancia direta sobre o comportamento. Al\u00e9m disso, quando conectada, ela transforma narrativa em dado.<\/p>\n\n\n\n<p>No Brasil, a CTV j\u00e1 est\u00e1 presente em 64% dos lares com acesso \u00e0 internet, segundo a Comscore. Sobretudo, s\u00e3o 86 milh\u00f5es de espectadores de streaming no pa\u00eds. Cada intera\u00e7\u00e3o revela sinais claros do que aquele consumidor quer. Por isso, <strong>aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o<\/strong> n\u00e3o podem mais ser tratados como etapas abstratas. Em vez disso, precisam ser capturados, interpretados e ativados em tempo real.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Dados Que Transformam Comportamento em Oportunidade<\/h3>\n\n\n\n<p>Quando falamos de <strong>aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o<\/strong> no contexto da CTV, portanto, estamos falando de um sistema onde cada escolha do espectador gera intelig\u00eancia. Al\u00e9m disso, essa intelig\u00eancia se traduz em a\u00e7\u00e3o comercial. \u00c9 isso que diferencia quem ainda opera no modelo antigo de m\u00eddia de quem j\u00e1 entendeu o novo jogo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O Funil Colapsou: Descoberta e Transa\u00e7\u00e3o Compartilham a Mesma Tela<\/h2>\n\n\n\n<p>Durante muito tempo, a convers\u00e3o ficou restrita ao digital tradicional, ao clique, ao e-commerce, ao fundo do funil. Essa separa\u00e7\u00e3o acabou. Segundo o eMarketer, o investimento global em publicidade em CTV deve alcan\u00e7ar <a href=\"https:\/\/www.emarketer.com\/content\/faq-on-ctv-advertising--trends--formats--platforms-watch-2026\" target=\"_blank\" rel=\"noopener\">US$ 37,95 bilh\u00f5es em 2026<\/a>, crescimento de 15% sobre o ano anterior. Mais do que volume, portanto, o que muda \u00e9 a natureza do canal: ele agora opera ao longo de todo o funil.<\/p>\n\n\n\n<p>Al\u00e9m disso, os formatos interativos est\u00e3o entregando resultados mensur\u00e1veis em todas as etapas. Pesquisa da BrightLine aponta que an\u00fancios interativos em CTV aumentam o recall espont\u00e2neo de marca em 36%, o tr\u00e1fego no ponto de venda em 13% e a afinidade com a marca em 33%. Assim, 41,8% dos profissionais de marketing nos Estados Unidos j\u00e1 utilizam formatos interativos e compr\u00e1veis em CTV e redes sociais, segundo dados do eMarketer de abril de 2025.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Formatos Shoppable e a Nova Jornada de Compra<\/h3>\n\n\n\n<p>Quando a TV se conecta com dados e com camadas de com\u00e9rcio, portanto, ela deixa de ser apenas m\u00eddia e se torna infraestrutura de neg\u00f3cios. Um filme pode vender. Um programa pode gerar transa\u00e7\u00e3o. Um an\u00fancio pode ser acion\u00e1vel. Assim, o conte\u00fado deixa de ser apenas entretenimento e passa a ser tamb\u00e9m um ponto de venda ativo.<\/p>\n\n\n\n<p>Na pr\u00e1tica, isso j\u00e1 acontece. A Amazon lan\u00e7ou an\u00fancios compr\u00e1veis no Prime Video que permitem adicionar produtos diretamente ao carrinho. A Instacart integrou formatos shoppable no YouTube e no Roku. Al\u00e9m disso, segundo o IAB, 38% dos compradores de m\u00eddia nos EUA aumentaram o investimento em an\u00fancios compr\u00e1veis em 2025. Esse \u00e9 o funil colapsado em a\u00e7\u00e3o, no mesmo ambiente onde a aten\u00e7\u00e3o foi captada e a inten\u00e7\u00e3o se formou.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Aten\u00e7\u00e3o, Inten\u00e7\u00e3o e Convers\u00e3o Como Sistema Integrado<\/h2>\n\n\n\n<p>Aten\u00e7\u00e3o sem inten\u00e7\u00e3o \u00e9 superficial. Inten\u00e7\u00e3o sem convers\u00e3o \u00e9 oportunidade perdida. E convers\u00e3o sem contexto \u00e9 ineficiente. Portanto, o novo marketing \u00e9 a integra\u00e7\u00e3o desses tr\u00eas elementos em um fluxo cont\u00ednuo, onde cada etapa alimenta a pr\u00f3xima. N\u00e3o existe mais divis\u00e3o entre branding e performance. Em vez disso, existe um sistema \u00fanico, onde impacto e resultado caminham juntos.<\/p>\n\n\n\n<p>Sobretudo, as plataformas que v\u00e3o liderar os pr\u00f3ximos anos s\u00e3o aquelas que entenderem isso agora. Que conseguirem capturar aten\u00e7\u00e3o qualificada, transformar em inten\u00e7\u00e3o real e converter dentro do pr\u00f3prio ambiente. N\u00e3o como uma adapta\u00e7\u00e3o, mas como arquitetura nativa. Para entender como o mercado brasileiro est\u00e1 posicionando suas estrat\u00e9gias nesse novo ecossistema, vale acompanhar tamb\u00e9m <a href=\"https:\/\/www.madmix.tv.br\/blog\">nossa an\u00e1lise sobre Retail Media e TV 3.0 no blog da MADMIX<\/a>.<\/p>\n\n\n\n<p>\u00c9 isso que estamos construindo na <a href=\"https:\/\/www.madmix.tv.br\" target=\"_blank\" rel=\"noopener\">MADMIX<\/a> e na Soul TV: uma infraestrutura presente em quase 200 pa\u00edses onde conte\u00fado, dados e transa\u00e7\u00e3o operam no mesmo ambiente. Portanto, n\u00e3o estamos falando de evolu\u00e7\u00e3o de m\u00eddia. Estamos falando de uma mudan\u00e7a estrutural no funcionamento do ecossistema de <strong>aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Quem Controla o Sistema, Controla o Neg\u00f3cio<\/h2>\n\n\n\n<p>A m\u00eddia deixou de ser apenas um canal. Virou um sistema. Nesse sistema, portanto, quem controla a aten\u00e7\u00e3o, interpreta a inten\u00e7\u00e3o e ativa a convers\u00e3o, controla o neg\u00f3cio. Esse \u00e9 o ponto central. N\u00e3o h\u00e1 mais espa\u00e7o para tratar esses tr\u00eas elementos em silos separados, com times, ferramentas e m\u00e9tricas diferentes.<\/p>\n\n\n\n<p>Al\u00e9m disso, os dados confirmam essa transforma\u00e7\u00e3o. Com an\u00fancios shoppable convertendo 5x melhor que v\u00eddeos padr\u00e3o e 90% dos lares americanos usando dispositivos de CTV mensalmente, segundo dados da MNTN de janeiro de 2026, o futuro n\u00e3o est\u00e1 em discuss\u00e3o. Assim, ele j\u00e1 est\u00e1 sendo constru\u00eddo por quem entendeu que <strong>aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o<\/strong> agora operam como um s\u00f3.<\/p>\n\n\n\n<p>Se quiser entender como estruturar essa arquitetura para sua empresa dentro do novo ambiente de CTV e Retail Media, <a href=\"https:\/\/wa.me\/5511950212511\" target=\"_blank\" rel=\"noopener\">fale com a MADMIX<\/a>. O resto ainda est\u00e1 discutindo formato. N\u00f3s j\u00e1 estamos construindo infraestrutura.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Attention, Intent and Conversion: The New Marketing and Media &#9660; For decades, marketing operated through separate silos: attention for branding, intent for engagement, and conversion for&#8230;<\/p>\n","protected":false},"author":2,"featured_media":436,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3,4],"tags":[32,34,33,35,36],"ppma_author":[121],"class_list":["post-435","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-brasil","category-monetizacao","tag-atencao","tag-conversao","tag-intencao","tag-marketing","tag-midia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aten\u00e7\u00e3o, Inten\u00e7\u00e3o e Convers\u00e3o: o Novo Marketing e a Nova M\u00eddia &#8226; MADMIX \u00b7 Ecossistema \u00e9 o neg\u00f3cio<\/title>\n<meta name=\"description\" content=\"Aten\u00e7\u00e3o, inten\u00e7\u00e3o e convers\u00e3o s\u00e3o os tr\u00eas pilares do novo marketing. 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