Google and Mercado Ads see that the media sector is undergoing transformation

Thank you for reading this post, don't forget to subscribe!

Executives point out that the segment should have a positive second half of the year, mainly due to the proximity of dates such as Black Friday

Digital platforms have played a key role when it comes to advertisers and agencies planning their strategies. Companies like Google and Mercado Ads see the Brazilian market as important and value partnership models and proximity with agencies. In addition, these companies are confident about the second half of the year, mainly because of dates like Black Friday.

MERCADO

Google sees that the media market is undergoing transformation, with the consolidation of digital advertising and e-commerce for all industries, and should see more investments by the end of the year. “The market’s media investments should grow by double digits in Brazil this year, positioning the country as one of the main regions to achieve consistent growth,” says Marco Bebiano, business director for the consumer goods, fashion and beauty, government and technology segments at Google Brazil.

Marco Bebiano, business director for the consumer goods, fashion and beauty, government and technology segments at Google Brazil (Disclosure)

Furthermore, the segment has demonstrated a dynamic change scenario. “The digital wave, particularly the rise of consumers on smartphones, the continued rise of CTV and the digitalization of the streets through DOOH are reshaping the landscape,” he adds.

Mario Meirelles, senior director of Mercado Ads in Brazil, highlights that investment in advertising has grown in recent years, and the media and content sector is the one that stands out the most.

Mario Meirelles, senior director of Mercado Ads in Brazil (Disclosure)

“We have invested heavily in media as a solid alternative for brands to carry out their awareness campaigns. And the video format has been one of our biggest bets at the moment. Our goal is to continue taking advantage of opportunities with other publishers and digital media platforms,” he emphasizes. “It is also important to highlight that the media business is always complementary. Our advertising offerings complement current plans in other media such as DOOH, television and many others,” he adds.

Read the full Special in the printed edition of September 16th.