Head of products at the portal, Thaisa Coelho says that more than 60 million people are impacted each month
The automotive sector expanded its advertising-related initiatives by 53% in 2023, according to Kantar. The data, as emphasized by Thaisa Coelho, head of product at Grupo Globo’s portal, is reality at g1.
With the arrival of brands like BYD, Anfavea, the industry’s corporate association, estimates more than R$100 billion in investments by automakers in the country.
In fact, g1Carros partnered with the Chinese BYD for clean energy and electric vehicles. With 60 million people impacted per month, according to Thaisa, deliveries expand beyond IPs, “for a complete journey”.
Scenario
5% of GDP and just over 20% of GDP from the manufacturing industry. According to data from the National Association of Motor Vehicle Manufacturers (Anfavea), in 2024 the sector will experience the largest investment cycle in history, with contributions of around R$100 billion. Based on public interest and the relevance of this market, g1 expanded its auto coverage, previously concentrated on the Economy page, returning to have a dedicated editor in 2023. The space brings together the latest news in the sector first-hand, services , tips for saving, main launches – with the weaknesses and strengths of each model, cases that went viral and hot news from the industry. In addition, we also have at g1 Carros the environment where the public can find the main reports on Autoesporte – a traditional TV program. It is a wide repertoire of content, offered in formats that suit the consumer journey, in text and video, which, for this very reason, has brought results: from January to August, the average monthly page views in the editorial grew +128 %, compared to the previous six months.
Action
A good example is a special project we are developing with BYD, an automobile manufacturer focused on clean energy and electric mobility. Started in January, it involves sponsorship of g1 Carros in a strategy divided into three phases: influence, aiming at effective reach and continuous connection with the public; information, improving knowledge about the brand and its attributes; and identification, through promoting dialogue and generating interest. To achieve these objectives, the partnership includes a series of deliveries, such as special advertising with the production of advertising content on demand and in
various formats, including distribution on YouTube and g1’s social profiles; contextualized performance and programmatic media; and merchandising on podcasts.
Formats
The positive scenario meant that, in a short time, new opportunities were created, such as two sub-editorials: g1 Motos and Dinheiro Sobre Rodas. Both were launched with sponsorship, involving display and video media quotas, branded content and g1 social networks.
Read the full interview in the issue of propmark October 7, 2024
