Amidst the global economic crisis and the various activations faced by the market in 2022, it was possible to observe how much the advertising sector faced challenges, but managed to overcome itself in relation to investments in the area. This is because, according to a survey released in September by IAB Brasil – an association that represents the digital advertising market in the country –, investments in the segment totaled R$ 14.7 billion in the first half of this year, registering an increase of 12% , compared to the same period in 2021. As a result, it is essential that brands are prepared in relation to trends for 2023 so that they can stand out in a relevant way.
Thinking about all the movement in the sector, Yahoo Brasil, a global media and technology company, gathered the main points that will be on the rise this year in the digital advertising and marketing market. “For us, it is essential that companies are aware of market innovations so that they can attract consumers’ attention and retain long-term customers. For this, it is important to be aware of what will be the trend for the coming months in order to be able to take a step forward in their operating segments”, says Daniela Galego, Head of Sales at Yahoo Brasil.
Era cookieless
For Yahoo, 2023 will see great movement in the segment for searches for solutions without identifiers (IDs), as this will be an increasingly close reality for brands, especially since the end of cookies is scheduled for 2024. For this, the company believes that the ideal thing is for brands to invest in assertive strategies to remain connected to their audience, while guaranteeing the trust and respect of customers. Daniela explains:
“Faced with this scenario, it is essential that consumers are aware of how their data is being used by companies so that, in this way, they reflect on this relationship and accept the exchange of their information for a customized service experience. When all sides are respected, everyone ends up benefiting.”
Yahoo also understands that as the advertising ecosystem moves away from cookies – and privacy laws evolve – advertisers and publishers need solutions that help them reach audiences in ways that are relevant and meaningful, even with the absence of identifiers. As a result, in this period, it is natural for brands to adopt strategies omnichannel that do not rely on IDs.
Connected TV Growth
When talking about digital advertising, it is important to note how much the advancement of technology has helped brands in their campaigns and advertisements. The growth of Connected TV (CTV) is an example of this, especially because, with the expressive development of the segment this year – as well as the progress of streaming –, in 2023 the challenge of audience measurement will be faced vigorously. In addition, some features such as “data decoders” and “technology Automated Content Recognition – ACR” (acronym for Automatic Content Recognition), will become even more coveted.
By performing a qualitative measurement of the information, it is possible to contribute to the optimization of campaigns, allowing to understand and provide the ad frequency between linear TV and CTV strategies. After all, managing the rest of the digital actions at these frequencies, in addition to proving – through measurement – that the Return on Investment (ROI) was achieved, will allow greater assertiveness for future advertising pieces.
Digital Out-of-Home (DOOH) on the rise
Digital Out-of-Home (DOOH) has seen exponential growth in recent years, especially as consumers are more willing to interact with immersive ads. with the concept omnichannel, DOOH, with the help of programmatic media, makes it possible to carry out unique shopping journeys for customers, connecting personalized communication between all the company’s channels. The executive comments:
“We were chosen by 17 partners premium in Latin America to distribute first-class inventory to all of our DSP customers (Demand Side Platform), including JCDecaux, considered the number one billboard advertising company in the world. Which indicates that brands are starting to invest in DOOH as a way to create genuine connections with their consumers.”
Brand reputation in the digital environment
With the advancement of technology, talking about practices “safe” is extremely necessary, as companies need to think about their strategies when running advertising campaigns. For this reason, the company understands that it is extremely important for brands that operate in digital environments to bet on the security of their content this year. For this, organizations that want to stand out in 2023 can invest in Brand Safety practices, working with strategies to ensure that their content reaches the target audience in a safe and transparent way.
Overall, Yahoo bets that 2023 will be a promising year with great opportunities for brands, especially with regard to marketing and digital advertising strategies. “I believe that this is the ideal moment for companies to invest in the sector. With these tips and the organizations’ efforts to create genuine bonds with their consumers, I’m sure success will be guaranteed”, concludes Daniela.
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