Country manager Tasa Pereira has the challenge of expanding her activities
from adtech in Brazil with proprietary programmatic media solutions
Executive Tasa Pereira joined Mediasmart less than a year ago to expand adtech’s operations in Brazil with a programmatic execution model and its own DSP (Demand Side Platform). With the proposal to offer special programmatic media projects for clients and agencies, connecting the offline and online worlds, the focus is on connected TV.
There is a lot of space, few customers still do CTV in Brazil, while the American market is already very mature, that is, the opportunity is enormous, emphasizes Mediasmart’s country manager for Brazil and Latam. Tasa has worked for several digital marketing companies and, according to her, her biggest challenge at the moment is to make Mediasmart known in the Brazilian market.
Belonging to the Affle Group, Mediasmart’s programmatic platform is omnichannel and 100% cookieless. According to Tasa, the company is widely recognized in the Asian and European markets as a technology hub with proprietary programmatic solutions, with cases for clients such as Spotify, Levis, Burberry and KFC, for example.
In Brazil, the objective is to show agencies and advertisers the platform’s deliveries to build an omnichannel communication journey integrating the company’s solutions. With a technology called Household Sync, the platform manages to map users and take messages from CTV brands to mobile devices.
We are not only thinking about mobile or desktop, but also TV and out of home. When the user is on CTV, our technology identifies and maps all devices connected to the same Wi-Fi network, and creates this audience. Then it re-impacts this user by bringing him to the call to action. It does all the branding awareness and then manages to measure the engagement and also if it was close to the brand’s physical points of interest, exemplifies the executive.
A recent study by Mediasmart shows that CTV is the preferred device for consuming video content in Asia, a similar trend in Latin America. According to the same survey, CTV subscriptions in Asia numbered five million in 2020 and doubled to 10 million in 2021. By 2025, this number is expected to become four times higher.
In this same study carried out by Mediasmart and Logan in Brazil, Mexico and Argentina, it was found that, on average, 84% of viewers preferred CTV over traditional TV. According to research, consumers also pay more attention to CTV ads when it comes to purchasing a product.
Engagement
Late last year, Mediasmart released a patent-pending feature to help customers reach users, who are likely to be more aware of the ads served. Maximize User Awareness aims to help brands increase user engagement, strengthen customer experience and ad recognition.
By detecting the number of times a device is exposed to ads, Mediasmart can filter campaigns to target only those users who saw fewer ads and demonstrated a higher likelihood of engagement, improving click-through rate (CTR) and maximizing return on investment (ROI ).