The telecommunications company will use the methodology to monitor the impact of the campaigns on the company’s business.
The partnership between Globo and Oi took a new step and, from now on, the telecommunications company will use the broadcaster’s Performance Desk to monitor the impact of advertising campaigns on the company’s business.
The methodology is based on a statistical model that combines data analysis and artificial intelligence algorithms capable of mapping the programs, time slots and creatives that most engage the public. From there, insights and recommendations are generated for marketing executives to optimize media investments.
“Oi has been investing more and more in projects that make it possible to increase media efficiency and that bring new visions and opportunities in a structured way. Globo’s performance table is an initiative that allows us to advance even further with a strategy supported by data and insights to boost the business and leverage the consideration and sale of Oi Fibra”, said Juliana Romano, Media and Brand Strategy Manager.
The purpose of using the methodology is to apply what has been learned to optimize the next deliveries, with a focus on increasing the volume of visits to the website and calls to telesales.
“The Performance Desk is an exclusive service, unique in the Brazilian market, which measures the performance of campaigns on linear TV, based on the learning we have in digital. The service is the result of our investment in adtech solutions to bring assertiveness to our clients’ campaigns and results even superior to the KPIs defined by the brand. We want to be partners in obtaining results from our partners and, with this optimization of resources, the investment in advertising is transformed into revenue costs for the brands”, added Camylla Fioravante, senior manager of Performance and Data from Globo’s Integrated Advertising Business area.
