The themes dominated the ENA (National Meeting of Advertisers), held this Wednesday (31), in So Paulo
The word change has possibly never been so used to express the transformations that the communication industry has been going through in recent times, especially over the last two years due to the pandemic, as it is now. Every day, new players, platforms, business models appear and, therefore, challenges and opportunities.
It was two years that pushed us forward several steps towards the future, said Nelcima Tropardi, at the opening of the ENA (National Meeting of Advertisers), held this Wednesday (31), in So Paulo.
It was from this scenario that solutions such as retail media began to emerge in the global market. It should represent 15% of digital advertising in 2024, according to emarketer data, and 10% in Brazil, according to an estimate with data from Kantar.
win-win-win game, defended Caroline Mayer, VP of relevanC, a French company created by the Casino group in 2017 and which arrived in Brazil in mid-2021 to operate the retail media offer of Po de Acar and Extra, both from the Sugar Po Group.
Mayer argues that the consumer wins by having relevant advertising; the retailer, a new source of revenue; and brands, more sales, ROAS (Return on advertising spend) and access to business KPIs. As a differential, brands are able to reach the target audience and measure attributed and incremental sales and the audience that actually buys their product, he explains.
Vitor Bertoncini, director of ABA and executive director of marketing and leader of RD Ads at RaiaDrogasil, retail media is a model that comes not to replace, but to complement and take advertisers to another level. This will increasingly be part of our life as an advertiser. The drugstore chain has been offering the service since 2017 and today has 45 million active registrations from people who use the physical stores and 20 million users who have downloaded the app.
We start from a known audience. If an experimentation campaign, for example, I can search for customers who buy categories related to what will be launched, it contextualizes the service’s differentials.
The media was also at the center of a panel on (Multi Touch Attribution), which seeks to shed light on the measurement of online and offline marketing strategies. Using examples of the McDonalds and Burger King digital coupon model, Marcelo Tripoli, ceo of Zmes, showed how the format can be used by the market to obtain consumer information, analyze journeys and create relationships. Today it is possible to take this database and cross it with digital media stocks, he said.
Relationship
The event also addressed an old market issue, now under the new winds and transformations: the relationship between agencies and advertisers.
The moment we stopped talking and speaking the truth, relationships basically ended, said Marcia Esteves, CEO and partner of LewLara\TBWA, defending dialogue as the way to build effective partnerships between agencies and advertisers.
The executive said that agencies were created to contribute strategically to brands and their businesses, whether in the short or long term, but they are increasingly assuming a role of suppliers. This isn’t going to work, she added.
This lack of conversations about how agencies can deliver and add value to brands was lost as the discussion began to focus only on media investment. And, according to Esteves, what goes to the media doesn’t even represent 10% of the work that is done. Without a doubt, we will regain the value, but we need to talk.
On the advertising side, Isabella Zakzuk, counselor at ABA and vice president of beauty, brand operations and e-commerce at P&G, said that the company’s relationships are thought to be lasting. As an example, she spoke of her own career, she started as an intern at the company. No different in relation to partners.
Ian Black, Founder and CEO of New Vegas, noted that the market has an obsession with the future, trend reports and technological elements. And, sometimes, it ends up not giving the proper value to the present. Futurists paid too well, he said. They pay too little to understand how people behave in the present, he added.
Asking about remuneration models, he said that the success fee is the least attractive to him because it is not very clear. For him, the ideal format needs to take into account that it is a remuneration distribution system that speaks to everyone in the communication industry. [Temos que pensar em] how we create an environment where everyone wins and that makes sense to everyone, he concluded.
