A study by Globo found that 77% of people have already been interested in products and services they have come across through advertisements
Brazilians are passionate about stories and, no wonder, that the country’s soap operas are as successful as they are. A survey carried out by Globo pointed out that 78% of the national population follows the video content of open TV, pay TV and/or streaming platforms, whether on the television screen or cell phone.
According to the analysis, the habit of watching videos can be divided into the 4 Ts: traffic, responsible for 1h30 a day; quiet time, with an average of 7:30 am; working, approximately 7h; and screen time, which reaches 8 hours a day.
Among the lessons learned is the conclusion that most Brazilians have a positive attitude towards advertising when consuming video content. The survey showed that, when relevant, this type of content is capable of generating engagement and 77% of people declare that they have already been interested in products and services that they have seen through advertisements.
Relevance and suitability, in fact, are factors that have proved to be fundamental to improving the experience and retention of messages: 75% of the survey respondents say they pay more attention to advertisements for products and services that match their lifestyle; 71% like to see advertisements specific to their needs and adherent to their profile; 71% prefer to access platforms and channels with the guarantee that advertising is safe, with a good reputation and 64% pay more attention to campaigns contextualized to the content on display.
Globo’s research was developed to understand the relationship between Brazilians and video and people’s perception of advertising linked to the format.
Recently, the station presented new ways of inserting advertisements in its contents, such as: Pause Ads, by Globo DAI and shopable solutions such as T-Commerce and the use of the QR Code.
In the case of Pause Ads, the tool achieved a likeability rate of 78% and for 87% of people, brands that use the format show that they care about consumers. In addition, the format also demonstrated an enormous potential for attentional engagement, with rates close to the level of attention devoted to the content being watched, provoking positive emotions and ensuring the retention of the advertising message.
With regard to Globo DAI, a dynamic advertising insertion tool in Globoplay’s simulcasting, 73% of Brazilians said they considered the solution innovative, and 85% of advertisers who use the format also prove to be more innovative and 80% believe that they give more credibility. But in addition to the concept test, the campaigns inserted in this format achieved an average index of brand recall, 12 points above the average (even after 24 hours of exposure) and the placements brought 91% of message conversion.
The search for convenience and the interest in using technological resources that favor the consumption experience is another highlight of the study. Solutions that shorten the purchase journey and reduce the friction between desire and purchase are increasingly gaining strength in the market and among consumers. This is the case, for example, of T-Commerce, a solution that allows purchases through remote control, in Digital TV transmissions, and which arouses interest in 93% of people. The format was also evaluated as technological by 81% of the respondents; different, for 75%; and relevant/til to 70%.
And when asked about the use of QR Codes, 89% of the connected Brazilian population knows how to use the tool, which has been shown to be important in accelerating the conversion process: 62% of consumers feel more likely to buy a product, due to the ease of interaction with the service and 44% have already scanned a QR Code to initiate a purchase. In addition, 94% of respondents claim to have already noticed the presence of QR Codes in TV advertisements. Among them, 50% interacted with the tool when advertising was offered.
The survey also points out that 64% of respondents feel safe in accessing information from QR Codes available in advertisements on channels with the highest audience and 77% find it interesting to see a product on TV and be able to find it quickly through technology.
