Among the novelties, Globodai, a model that allows the delivery of different advertisements for open TV and subscription channels
Globo presented to the advertising market, this Thursday (27), at the Upfront 2023, held at the Latin America Memorial, in So Paulo, the station’s schedule for the next year. Various contents were presented through Globo’s ecosystem, which includes open TV, 26 pay channels, streaming and digital products.
Manzar Feres, director of integrated business in advertising, said the company’s advances in advertising offerings, especially deliveries in video format, regardless of distribution platform, continue to evolve.
We believe in the power of convergence for more assertive campaigns capable of generating results for the business of our commercial partners, at all stages of the funnel. And Premium Video, a concept that we love and that guides our work today, reinforces exactly what makes us unique in the Brazilian advertising market: the ability to create quality stories, with careful curation, ensuring a safe environment for advertisers. . A work supported by three essential pillars: premium content, technology and data.
This positioning of the company is materialized in the Globo: Premium Video from Plim ao Play campaign, recently launched. About the work, Manuel Falco, Brand and Communications director at Globo, highlights: The campaign highlights Globo’s potential to create content by and for Brazilians on any screen and on the different platforms through which people travel during the day. To be able to generate buzz, influence and business results in different formats.
Among the new formats, Globodai was presented, a model that allows the delivery of different advertisements to different segments in TV Globo’s commercial breaks and on pay TV channels.
Pause Ads are available to brands that understand the consumer’s desire not to be interrupted when watching content. The moment this consumer pauses, the display of the brand enters, organically and with the consumer in charge.
Gama was also presented, a fully open advertising marketplace that will be launched from November. The platform will offer the best of Zander’s technology, with strategic use of Globo’s primary data and all partner data providers to extract the greatest possible value from programmatic advertising. Gama will offer a premium inventory of Globo and of all publishers already integrated into the programmatic ecosystem and of all those still arriving.
Among the novelties of the program for 2023, the return of Linha Direta, now presented by Pedro Bial, and the new gastronomy reality show Minha Me Cozinha Melhor Que a Sua, to be presented by Leandro Hassum, with an analysis of dishes by chefs Joo Diamante and Paola Carosella.
During the event, Paulo Marinho, CEO of Globo, highlighted the company’s strong commitment to Brazil, the public and the market, and the portfolio of brands that speak to millions of Brazilians every day, generate conversations, create trends and engagement. “A mediatech with increasing use of data intelligence to serve the interests of the public and the strategies of partners”, he said. Marinho also recalled Globo’s adherence to the ESG agenda and the Global Compact, with diversity and inclusion in content and teams. “We want the Brazilian public to feel represented.”
