To continue innovating and meeting the demand of the most demanding consumer, executives invest in premium and multiplatform content
This week’s edition of PROPMARK brings the Vehicle Professionals Special, which highlights the executives who are in charge of the main media in the country. It is not easy to manage a segment in constant mutation. Professionals have to face turmoil and be always attentive to changes in the profile and behavior of their main asset: the reader, the spectator, the listener.
To keep the activity alive, efforts are enormous. But nothing that cannot be resolved with market analysis and a good dose of courage. Globo, for example, highlights the opportunities of connected TV. The growth of connected TV brings the best of both worlds: the union of the big screen, which has always been synonymous with premium content, focused attention and a safe place; and digital, which reflects assertiveness and the emergence of new formats, says Manzar Feres, director of integrated advertising businesses at Globo.
Record, on the other hand, defends the strength of TV, its versatility and still massive presence in Brazilian homes, while technology allows open TV to be on any device. It’s important that we show the real strength. In addition to its reach, open TV has great versatility, providing increasingly innovative business solutions, through its content and allied to other platforms, says Alarico Naves, commercial and multiplatform superintendent of Grupo Record.
SBT is committed to rapid changes in video consumption with better opportunities polarized between TV and digital experience. For any professional, without a doubt, a unique experience. Today, the challenge is linked to managing people with inclusion and diversity, comments Fred Mller, from the SBT business area.
And for TV Bandeirantes, although they have brought more complexity to the media environment, new technologies, formats and platforms have opened up more access to investment, democratizing purchases, which used to be more expensive. Today, the main success of TV Bandeirantes is Jornal da Band. Masterchef, Fausto na Band and Frmula 1 are other successful programs, which come right after the newscast, says Cris Moreira, general director of commercialization for the group.
Radio broadcasters, who learned a long time ago that investing in the new means getting out of crises, also bet on innovation to remain increasingly relevant. This is the case of Antena 1, which relies on constant investment in state-of-the-art equipment not only online, but also onAir. Katia Zaratin Santacroce, Antena 1’s commercial manager, says that commercial strategies and expectations for this year revolve around growth in all spheres.
Exame is committed to hiring professionals with the ability to see new horizons, including exploring artificial intelligence. The magazine is increasingly focused on developing as a mediatech. The CMO, Fernando Miranda, says that one of the great challenges today is always maintaining a relevant conversation with the customer, bringing news.
The main actions of Folha de S.Paulo in terms of innovation in advertising and commercial strategies involve the multiplatform and diversification of connection options. according to Marcelo Benez, the company’s commercial executive director.
José Roberto Maluf, president of TV Cultura, is another vehicle professional who makes up this special. He says that since he took over the management, the objective has been for TV Cultura to be available on as many screens as possible, within everyone’s reach. We invested in modern equipment, launched a multitude of programs and advanced throughout Brazil, he says, adding that he also understands that the word innovation cannot be dissociated from the idea of a people’s culture, as well as education, tourism and independent journalism. All of this results in the concept of the creative economy, an idea that is so much in vogue today.
Paulo Pessoa, executive director of the advertising market in the state, talks about the main actions to improve deliveries that Estado Blue Studio makes in terms of quality content and high performance. According to him, it is a team that is prepared to see the pain of customers and present solutions, which are developed by four hands. Deliveries are measurable and reflect the client’s challenges, and may include lead generation, civil society discussions with sector authorities, delivery of content that the brand can freely use on its platforms.
UOL, on the air since 1996, has trained professionals who are currently leading the transformation of media businesses. One of them is Paulo Samia, today CEO of the group, which has 108 million unique users, with 82% of the reach of the Brazilian internet, second only to Google and Facebook. We have, mainly, the presence of platforms, which distribute content, also acting as a vehicle, emphasizes Samia, which spreads the collaborative culture to help in the exchange of knowledge and understanding of the scenario of changes. difficult person who has all the skills, he observes. See below for details of this and other interviews. Good reading!
(Credit: Kaitlyn Baker on Unsplash)
