With an increasingly relevant role in the companies’ performance strategy, advertising continues to grow, while accelerating its transformation in response to digital, to the growth of mobile, to the change in the profile of media and also to what consumers understand that it is relevant today to engage with brands. This transformation includes the emergence of new media and vehicles, and ways of consuming advertising content, with integrated strategies across multiple channels. New types of media gain share in the advertising investment pie. TV media still predominates, but OOH (out of home) and online media are advancing quickly. According to data from MarketLine, identified in the study The Value of Advertising, conducted by Deloitte and sponsored by Cenp (Standard Rules Executive Board), the participation of the internet in advertising investments can increase the amount invested in advertising by 85% between 2020 and 2024 , while the total value of offline advertising is expected to increase by 23% over the same period. As a result, the number of new players, advertisers and new types of business also grows exponentially.
There is no doubt that we are talking about a market in turmoil, which, as happens in any process of rapid change, also requires new business models and the organization of the activity. The bodies and leaderships that guide the advertising industry have an important role in this direction, to help create the necessary normative and conduct references that allow for reaching the different players and promoting the equality of the rules. But this change must often start from within, in the structure of these entities themselves, so that they are prepared to face the new demands that a more diversified, more complex and digital industry requires. And it was in this direction that Cenp recorded a historic moment on November 18, when it approved, in an extraordinary meeting, the adoption of a new governance model, with the objective of expanding the participation of the current advertising market with the entity, contemplating the digital transformation and the new business models in the sector, broaden the debate and open voice and vote to the new advertising ecosystem in matters that govern the standard norms. With 60% market share, Cenp realized that, in order to grow and ensure ethics and self-regulation, it needed to change internally and expand the voice and vote opportunity for new companies and businesses. The transition to the new governance is already underway, with the involvement of all sponsors for the vote of the entity’s first pro bono CEO on December 6th.
An example of this transformation is the permanence of several advertisers in Cenp’s management positions, together with vehicles, agencies and new market players, who make up a team that will welcome all those who want self-regulation and understand that this is the only way to continue to be a strong, vibrant and ethically sustainable industry. This change is in line with the strategic review of Cenp’s performance in the market, which has been, since the beginning of 2021, updating its statutes in order to incorporate more representatives of new players and advertisers into its executive committees. As acting president of Cenp, I think that this decision is a major milestone, which will adapt Cenp to the new reality of the advertising market, to meet the new business models and these new and thriving companies that are emerging, but which are in the margin today from the self-regulation of the advertising market.
Dudu Godoy is president of Sinapro-SP, VP of Fenapro and acting president of Cenp