Company shares how it uses data, creativity and innovation to boost digital advertising campaigns
Ole Interactive, part of the Ole Communications group, with 33 years of history in Brazil, took its first step into the digital market by acquiring Playground and creating its first 100% digital business unit in Brazil. Ole Interactive also acquired part of the company PML, a native media company in the digital segment and with over 10 years of experience in the Latam axis, bringing to its portfolio a pool of renowned brands such as: Happn, Accuweather, Game On, PML Kids. In addition, it incorporated Connected TV, Display Media products and an operation focused on performance into its operation.
Ole Interactive is a one-stop media shop. It has a robust ecosystem of proprietary brands that helps advertisers achieve campaign goals in a contextualized and creative way, generating better engagement, conversion and a higher level of audience attention. “This business model was perceived through a pain in the market. We have large platforms with high audience representation but seek creative content from third parties. On the other hand, we have a creative company with no ad distribution power. At Ole, we are able to create and distribute in a digital ecosystem with the potential to reach 150 million users and with market values that are competitive with the local industry,” explains Carlos Eduardo Valverde, commercial director of Ole Interactive Brazil.
The Ole Interactive ecosystem offers a different approach to the traditional branded model, from content creation to delivery and distribution to a qualified audience. “We create quality content at a fair cost and distribute ads in a diversified media ecosystem with KPIs established by advertisers within the competitive reality of the market,” highlights Valverde.
One of the main achievements of 2024 was the acquisition of the Quebrando o Tabu brand, transforming a creative business unit with a high capacity for media distribution for advertisers. The QUEBRANDO O TABU brand emerged from a visionary documentary, released in 2011, about the war on drugs and the legalization of marijuana. With testimonies from notable figures such as Fernando Henrique Cardoso, Paulo Coelho and Dráuzio Varella, as well as reports from Bill Clinton and Jimmy Carter. From 2011 to 2024, the Quebrando o Tabu brand followed the mood of the networks, remaining relevant and, at times, bold. But in such a different political and cultural scenario, the brand also needed to change. Since February 2024, QoT has been operated by the OLE Group.
Through daily posts, they engage an audience of 23 million followers, accounting for 127 million monthly views on QoT networks. “We understand that few channels have the right voice to structure conversations on such important topics. We want to expand this content on the ESG agenda. In addition, QoT is editorially responsible for following the 17 UN SDGs. Our goal is to produce content that can contribute to a society that is more aware of topics such as the environment, education, health, racism, sexism, and all others related to human rights,” explains Valeverde.
In 2025, Ole will hold the first in-person meeting of the Quebrando o Tabu community. The goal is to promote dialogues about the future of Brazil, based on four pillars: “Our Land”, “Our People”, “Our Work” and “Our Future”. The goal is to create an environment to exchange knowledge and broaden perceptions, so that everyone feels part of a larger ecosystem.
“As a social objective, we will expand and deepen important dialogues for Brazilians through cultural curation and inclusion, and as a commercial objective, we will insert brands (sponsors) into important conversations for the present and future of the country. A relevant agenda and format, with high perceived value that is capable of attracting a large audience, with lots of music, purpose, diversity and inclusion,” says Valverde.
In the coming years, Ole will increasingly seek to bring technology and artificial intelligence solutions into its operations. In addition to further expanding its creative and back office teams, an example of this is the expansion of its sales team. Carlos Valverde has just taken over as CEO of Ole Interactive. An experienced professional who has worked at companies such as Twitter, Kwai and Head of Sales at BuzzFeed, he brings solid knowledge of the content market and digital platforms. Cadu has formed a team with complementary skills.
Bel Amaro has had important experiences in content at Vix and Ana Maria Braga. He has worked at Ole Interactive for almost 5 years, following the company’s entire evolution.
Marcos Armani, co-founder and first CEO of Los Grandes, one of the largest content and gaming hubs in Brazil
Cíntia Reis has a career in the advertising market, having worked at Grupo Bandeirantes and UOL.
Thiago Buozzi has 13 years of experience in the field. He worked at LNK, an entertainment and gaming company formed by the merger between Grupo DCSET and Globo. He also worked at BBL, which is a consolidated reference in the e-sports and gaming scene.
