Event promoted by IAB Brasil brought together advertising professionals to discuss what can be expected for the market in the coming years
This Tuesday (6/27), IAB Brasil promoted the event IAB AdTech & Brandingwith the aim of bringing together advertising professionals to discuss trends and what to expect from digital advertising in Brazil.
The event was held at Teatro Santander, located in the city of So Paulo, and featured a program with current affairs and the participation of big names in the market. The chats that took place throughout the day sought to generate reflections and insights to the participants.
Creators Economy
IAB Brasil opened the event with a conversation on Creators Economy, where the results of a study carried out by IAB Brasil on the subject were announced. The study brought important insights to brands from the perspective of consumers, within the context of the Creators Economy.
The survey, entitled “#Publi: The impact of the Creators Economy among Brazilian Internet users”, revealed that 92% of Brazilians frequently apply tips and advice from influencers and creators and 65% of Internet users consume content produced by them on a daily basis.
“We are happy to present the results of our research during the IAB AdTech & Branding 2023 event. The Creator Economy is becoming increasingly relevant in digital advertising and it is necessary to develop technical standards and good practices for this segment”, said Cris Camargo, CEO from IAB Brazil.
video consumption
Video consumption was also a topic of discussion, Arthur Oliveira, senior marketing specialist at Kantar IBOPE Media, highlighted that even with strong advances in digital, video remains the preferred advertising format.
“Video reflects our own evolution, the main audiovisual products of the year were promoted in the most premium space in the world’s advertising [Super Bowl]. We see that the audience does not exchange one format for another, it accommodates all of them as a source of information”, explains Arthur Oliveira.
Connected TV (CTV)
Reference on the subject, Essio Floridi, Senior director of sales and operations Latin America at Samsung Ads mediated a conversation with Natlia Calixto, director of consumer value management at Grupo Boticrio, Gabriela Amato, head of media at WMS and Alexandre Ferreira, media manager from Seara.
During the conversation about CTVs, one of the biggest topics in the media at the moment, the professionals highlighted that the biggest challenge is to win over the consumer, who is always several steps ahead of the brand.
“The magical moments we have with consumers are those when they realize that we, as a brand, understand and anticipate some of their needs”, declares Natália Calixto.
What’s next?
Closing the day that generated fundamental analyzes and considerations for the market, Zoe Soon, vice president of the Experience Center at IAB US, shared her insights on consumer habits and investment in AI, XR, metaversion, games and other emerging technologies that are impacting the market.
In addition to the aforementioned topics, those who participated in the event managed to accumulate questions and possible solutions also for customer loyalty, representativeness, retail media and more.
