Event had panels focused on the advertising experience for the new generation
CTV Ad Days Brasil took place this Tuesday (3). The event promoted by Dataxis – and which had the propmark as media partner – highlighted the impact of Connected TV on media consumption and advertising in Brazil.
NXT Media Days Brasil brought together three conferences: Nextv Series Brasil, Retail Media Days Brasil and CTV Ad Days Brasil. Among the panels presented at the Connected TV conference, “The path to multi-currency measurement in Brazil” brought reflections on the technological and strategic challenges to adapt to market transformations.
The panel, mediated by Vinicius Novaes, editor at propmarkfeatured panelists Marcia Esteves, CEO and partner of the Lew’Lara/TBWA agency and president of Abap, Flávia Drummond, director of marketing, growth & CX at the Pague Menos pharmacy chain, Juliana Nascimento, CRO at FCB & Managing Director of FCB/SIX and Gabriela Sicito, director of market intelligence and adservices at Globo.
For Márcia Esteves, the advancement from multichannel to omnichannel represents a significant transformation in the consumer experience. “They are not the same thing, but at the same time they are. We lived in a multichannel world, in fact, several channels, not necessarily interconnected”, he explained. She highlighted that the evolution towards omnichannel allowed consumers to live more integrated experiences, regardless of the point of contact. “Just being able to provide the same experience, regardless of where the consumer is, is already an evolution”, he added.
Juliana Nascimento discussed the nuances of advertising metrics and how they should be adapted to the particularities of each advertiser. “Because there is also no set of metrics that works for every company. The nature of companies changes”, he stated. She also highlighted the collaborative work between agencies and advertisers to build custom measurement architectures. “We look for the data that fills the architecture and, when there is some type of difference in the way we obtain the data, there is a lot of work to deal with that,” he said.
In Gabriela Sicito’s assessment, technological advances have brought challenges related to measuring content on connected platforms, such as Globoplay. “Today, you can measure information about who is watching Globoplay, but not necessarily what content within Globoplay”, he pondered. She also drew attention to the impact of demographic composition and the limitations of current technologies and the different journeys and realities of consumers.
Flávia spoke from the advertiser’s point of view on the issue of data sharing between publishers and advertisers. She highlighted the importance of acting responsibly and safely. “You have to know who to share it with, what to share it with and, above all, how to use it and always have the customer’s consent,” he said. Flávia also highlighted the difficulties of attributing results from online and offline campaigns. “Despite having followed a path, we still have a long way to go in terms of the on and off attribution model”, he concluded.
Photo: Alê Oliveira
