2023 has been a busy year for digital advertising in Brazil, especially with an increasing trend towards CTV, Connected TV, over its linear counterpart. With the municipal elections, the Olympics and the 24th season of Big Brother Brasiladvertisers have a huge opportunity to expand and connect with their target audience.
To understand how big programs like BBB are, we don’t need to go beyond the projections of 70 million people who will watch its 2024 edition. These huge audience numbers meant that the cost of advertising during the program rose from R$69, 4 million to R$96 million.
This is not an inconsequential number and shows that the BBB has the power to direct audiences to products and services advertised around its content. But advertisers should be aware of some challenges before they set out to maximize their CTV campaigns.
For example, brands must be aware of how often their advertisements are shown during the same program and the context in which they appear. A recent IAS study focusing on CTV ads and frequency found that repetition can lead to a 10% decrease in brand impact and an 8% decrease in ad recall. However, we also found that, on the third repeat of an ad, there was little impact on these factors, and even a slight increase in narrative connection. But, on the fourth repetition, there was a 26% drop in brand impact and a 19% drop in ad memorization. With data, marketers can pay attention to CTV by investing in measurement solutions that can help them evaluate campaign performance.
The study also found that the context in which the ad appears can have a significant impact on the brand, showing that the second viewing of an ad has a 37% greater impact on the brand when it matches the tone and context of the program surrounding the ad. which is advertising, as opposed to a generic advertisement. This disparity only increases to 82% more in favor of the brand in the fourth repetition. Advertisers also need to pay attention to the context in which their ads appear. This is yet another reason to invest in CTV media, as consumers increasingly depend on this medium for their entertainment.
But the advantages that CTV offers over linear TV make it a compelling addition to any smart marketer’s advertising campaign. It allows for better audience segmentation and more accurate measurement when addressing campaign performance. Because of this, advertisers will commit more resources to this emerging medium and will continue to leverage programmatic targeting, data-driven insights, and dynamic ad insertion to deliver personalized, impactful ads to viewers.
At the same time, the challenge is to ensure that the industry comes together in a market like Brazil, where CTV is still a newer technology to standardize measurement. Solidifying these guidelines is critical to ensuring that CTV ads are visible and seen by real people in the right context.
Brazil is the largest market for CTV use in Latin America, with 89 million users, the largest outside the US. It’s up to marketers to find where they are and invest in measurements to generate superior results.
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