Manzar Feres, Globo’s director of integrated advertising business, celebrates the broadcaster’s victory in the Best of the Year propmark
In a challenging, competitive scenario with an increasingly demanding public, some communication vehicles are able to adapt to the changes and demands that the market requires. With an eye on the vehicles that stand out in the advertising market, the Best of the Year Award from propmark named Globo as Best Communication Vehicle.
Manzar Feres, director of integrated advertising business at Globo, shared her satisfaction about the award: a great honor and joy! Being recognized in an award that values business performance, creative performance and the development of strategies that gained relevance in the market in 2023 shows that we are in the right direction.
Certainly, this recognition is the result of a very close action by advertisers and agencies, who believe in our purpose, in addition to the brilliant commitment of hundreds of Globo professionals, from the most diverse areas, who strive daily to guarantee the best experiences for the entire public chain, market and business partners, complete.
Manzar believes in the positive impact of constant evolution in the way Globo relates to partners, becoming more open every day to developing and co-creating with the market.
Our advertising products are designed to offer, in a synergic way, the simultaneous reach of our linear channels and the countless possibilities of segmented advertising, working at each step of the sales funnel. To achieve this, we invested in creating new advertising formats suited to the consumption habits of each platform.
She exemplifies: Globoplay, Globo DAI, Pause Ads and the recently launched Binge Ads bring together the strength of Globo’s content and deliver advertisements suitable for pre-defined targets.
Thus, bringing together formats that integrate the digital advertising offer. Furthermore, the vehicle advanced in attribution models, with solutions capable of measuring the real impact of campaigns, including at the point of sale. When addressing the challenges of 2023, Feres highlights the impact of the advancement of digital platforms, highlighting the need to maintain relevance and the ability to attract attention in a constantly evolving environment.
As digital advertising evolves, including in the TV environment, new delivery possibilities open up. In this context, maintaining relevance and the ability to attract and retain people’s attention gains even more value. That’s why we have invested in our multi-screen value proposition, explains the professional.
In practical terms, this means making available to the market the possibility of starting an action on TV Globo, with its unparalleled simultaneous reach, continuing on paid channels, with demarcated territories and an engaged audience, moving to the social networks of the programs involved and also of influencers, in actions designed with ViU (Globo’s Influencer Marketing Vertical), complement with content on the portals and also take advantage of the exhibition on Globoplay.
Read the full story in the December 4, 2023 edition
