Record opened exclusive advertising sales on PlayPlus, its streaming platform that has more than 13 million downloads. Six years after its launch, in August 2018, PlayPlus now offers advertising space during breaks in live programming.
The ad insertion model on PlayPlus uses DAI (Dynamic Ad Insertion), which replaces linear ads with those sold on the platform, programmatically. This technology allows you to reach a complementary audience both live and on-demand content (VOD). Brands such as Coca-Cola and Colgate have already secured a presence as founding advertisers.
The opening for advertisements on PlayPlus gains even more relevance with the airing of the reality show “A Fazenda”, which significantly expands the platform’s audience. “In this edition of A Fazenda, we have sponsors who understood the value of DAI in their communication strategy complementary to that of TV, such as Aurora and Betano”, comments Paulo Itabaiana, director of Multiplatform Marketing at Record.
In addition to live programming and the signal from 15 Record locations, PlayPlus offers exclusive content for subscribers, such as documentaries, soap operas, football and exclusive reality cameras. Access to live programming is free, but to access the full catalog you must be a subscriber.
Paulo Itabaiana also highlights that advertising sales on PlayPlus will be expanded in 2025 with the inclusion of new sports content, such as the Campeonato Paulista and Brasileirão. “This experience for brands will become even broader in the coming months”, says the executive.
“PlayPlus offers a practical and accessible experience for the public to watch Record’s content for free, on any device, anywhere”, concludes Itabaiana.
