Globo’s advertising business director also talks about the broadcaster’s expectations with the BBB, football and new technological resources
Buying consumer time is the biggest challenge for media groups at this time, which incorporates hybrid connections, a multi-screen environment, a profusion of channels and connected TV. In this interview, Manzar Feres, director of integrated advertising businesses at Globo, comments on expectations for attractions such as Big Brother Brasil, football and new technological resources that, in her opinion, are part of the media ecosystem.
This multiplatform action will be present in several other projects, such as Carnival, which this year takes on a new format, with much more space for brands to participate in the big party, the Paris Olympic Games, the European Championship and the Copa América. In the second semester, we will have the debut of a new musical reality show, also under the command of Boninho, which will be daily, live, highlights Manzar.
What are the new advertising options for brands to make connections with the public?
In an era where attention is the currency of greatest value, being present in a contextualized way in content that engages, be it entertainment, sports or journalism, is increasingly important for advertisers. This also generates concentrated attention to the advertising content that is included in this context. And we work to ensure that these possibilities are available and increasingly efficient for the market. We have invested in digital advertising formats, especially on Globoplay, bringing together the strength of our content and delivering contextualized and segmented advertisements. Not only in on-demand consumption, but also in the linear consumption experience, with the free availability of the TV Globo signal and our Fast channels (which, to date, are already 6 and we will have more launches in 2024), in addition to of our paid channels, through subscription.
How does this content mix work?
It’s very powerful, because it allows us to offer a unique audience complement in Brazil. In broadcast viewing, 76% of TV Globo’s audience is over 35 years old. On Globoplay, almost half of the audience on TV Globo’s digital signal is between 18 and 34 years old. With the same programming! In other words, if a brand wants to advertise in the soap opera, for example, it can choose between broadcast or Globoplay, depending on the audience it wants to speak to.
E no digital environment?
We develop differentiated solutions, many of them customized, ensuring a very close connection between brands and consumers. Globo DAI, Pause Ads and the recently launched Binge Ads are exclusive formats, which do not interfere with the consumption experience of those watching Globo content, bringing great results for brands through the opportunity to impact people at a time of need. concentrated attention. We have also expanded our segmentation offer, now with more than 1,900 segments, some exclusive based on consumer interest in the editorial content on our platforms.
E no broadcast?
Efforts are to build increasingly creative solutions, co-created with agencies and advertisers. In dramaturgy, especially, the number of content actions has been growing a lot, which deliver contextualized advertising to stories and also allow the actions to be continued during the commercial break, with so-called extended breaks and other contextualized formats. A way to expand the impact and work with other tools, such as QR Code, for example, encouraging conversion. In parallel, we consolidated our attribution models, which can measure the result in sales in physical stores based on advertising insertions on TV Globo. Additionally, we have greatly expanded our social media offerings by taking our content and talent with advertising brands wherever conversations and consumers are. In 2023, we had 120% growth in ViU, our social media pillar, and we expect another significant growth in 2024, with lots of news about our influencer marketing pillar.
What will be the tone of voice of Globo’s communication in 2024?
Of partnership. We are increasingly open to co-creating, with brands and their agencies, solutions that combine the strength of our content with advertisers’ messages. And, on our screens, we know the power of our content, which speaks to millions of Brazilians every day, and the responsibility that this brings. We are increasingly attentive and engaged in increasing diversity in front of and behind the screens. Globo’s commitment is to produce content that contributes to social and environmental development, supporting causes and initiatives relevant to our society. And tying all of this to the delivery of responsible advertising, with ethics and transparency.
What are the technological movements?
The media industry is made of technology. And, of course, artificial intelligence is already available at various stages of the market creation and planning process. We have invested a lot in creating use cases for various stages of our business chain and also investing heavily in the use of data. Today, our database, with more than 140 million registrations (Globo Ids), allows us to deeply understand the behavior of Brazilians and how it adapts to each platform. We extract valuable insights that, in addition to guiding our strategy, are available to our partners, contributing to good publicity and so that brands, in fact, make a difference in the public’s memory. Among our solutions, I highlight the Performance Table, which allows you to monitor the impacts of advertising campaigns through statistical models that combine data analysis and artificial intelligence algorithms, generating recommendations for optimizing media investments. ORA, a tool developed by Globo, uses artificial intelligence to map advertising contextualization opportunities in TV Globo programming, on our paid channels and on our digital platforms, which improves the audience’s purchase intention rates.
Read the full interview in the print edition of January 15th
