Changes in content consumption drive the redefinition of media reach
Google, in partnership with companies and advertisers, is betting on the evolution of programmatic media, so that they can be used in brand strategies with the aim of better coordinating the entire ecosystem and remaining relevant.
The technology giant believes that the barriers between digital and offline media are breaking down and accelerating changes in people’s content consumption. “TV has become Connected TV, and out-of-home has become digital out-of-home,” says Gustavo Souza, director of advertising products at Google Brazil, at an event held on Tuesday (6) in São Paulo.
With this new consumption dynamic, companies’ strategies needed to be evaluated. “We saw a boom in people consuming content, subscribing to more and more streaming platforms, and now we see this happening from an advertising perspective. Brands will be where people are consuming content,” says Essio Floridi, director of sales and operations for Latam at Samsung Ads.
According to a survey by Kantar, 59% of Brazilian households have at least one connected TV, with YouTube being the main streaming service accessed on these devices, with around 75 million monthly accesses.
The same is true for out-of-home media, which has moved from static and passive consumption to video, with an increasingly greater capacity for personalization. This type of media already reaches 89% of people, according to Kantar, with around 50% of ads being digital, which could reach 70% in large centers like São Paulo.
The evolution of programmatic media does not suggest leaving aside static creatives, since companies need to take into account the strategy for each campaign. “Static media is no longer the apple of advertisers’ eyes, but it is very important. For example, we have 90 metro stations and some stations only have static ads. Around eight million people ride the metro every day. Are you going to abandon a format that brings a lot of visibility?”, says João Binda, commercial director at JCDecaux.
In this scenario, Google is betting on a model of complementarity of campaigns with companies, advertisers and advertising agencies. “We bring the point of view of programmatic media, via Display & Video 360 (DV360), with creative management and the process becomes a construction from the point of view of collaboration, in which one enhances the other”, explains Breno Barcelos, product leader for DV360 at Google Brazil.
In this sense, campaigns with a unified strategy can be an efficient way for brands to be present at all stages of the consumer journey. According to data from Google and Nielsen, by adopting this model, advertisers can obtain a 21% increase in return on investment.
(Credit: Photo by Glenn Carstens-Peters on Unsplash)
