Upfront Globo 2024 brought together the market to discuss the evolution of digital advertising and the possibilities of Connected TV
Globo brought together around a thousand guests to present the company’s news for 2024, discuss the evolution of advertising and reflect on new forms of consumption at Upfront Globo 2024, which took place this Thursday (19), at Memorial da América Latina, in So Paulo.
The event discussed an increasingly connected market, the convergence of screens and the possibilities of advertising in an environment of dispersed attention, in addition to presenting the broadcaster’s new formats, such as Binge Ads and the new Fast channels.
They join the solutions that we had already presented at last year’s event, Globo DAI and Pause Ads. We will continually evolve in new ways to bring our partners’ message fluidly to the journey of this Brazilian consumer, who we know so well”, said Manzar Feres, director of integrated advertising businesses at Globo.
During Upfront, data was presented on Connected TV, which, according to the broadcaster, has practically doubled in size in the last five years and is present in 60% of Brazilian homes.
According to Manzar, this data favors the broadcaster’s value proposition for the market, of creating formats that combine Globo’s content with the possibilities that digital presents.
Furthermore, the executive also said that the company completed the expansion of the TV Globo simulcasting signal on Globoplay throughout the country. “This expansion alone has already caused TV Globo’s consumption to increase by 60% on Globoplay. And see how interesting it is, the audience for the two broadcasts is highly complementary. In broadcast, 48% of TV Globo’s audience is made up of people up to 49 years old. In streaming , this number jumps to 81%”, he concluded.
Regarding programming, the broadcaster announced the debut of a new reality show for the second half of 2024 that will unite two passions of Brazilians, music and the reality of confinement. According to José Bonifcio Brasil de Oliveira, executive director of the broadcaster’s variety genre, the program will be live and aired on TV Globo, with spin-offs on Multishow and 24-hour broadcast on Globoplay.
Tadeu Schmidt revealed that he will host a daily program, live, on TV Globo in the evenings during the Paris Olympic Games, alongside Olympic champion Fernanda Garay. In 2024, there will be 19 days of coverage on all Globo channels and platforms, with more than 100 commentators.
On TV Globo, there will be 200 hours of transmission, in the morning and afternoon bands, and on sportv, 24 hours of transmission on 4 channels, with 4k transmissions and a daily program, in Va Paris, commanded by Andr Rizek. Globoplay will have 45 live signals and ge will be responsible for real-time updates of the competition.
Another novelty presented for 2024 is that, from April onwards, ‘Domingo com Huck’ will be in a double dose on TV Globo’s programming, with the debut of the Brazilian Championship, before and after football.
The Upfront stage also revealed that Karine Alves, Alex Escobar and Milton Cunha will be the presenters of the Rio de Janeiro and São Paulo Samba School parades for 2024. In addition, the Globeleza Carnival will have a new artistic design, with more shows , entertainment and interactivity, in addition to a revamped version of the song that will be performed by Alcione and Ludmilla.
According to the broadcaster, the multiplatform coverage of the event on Globo will have more opportunities for brands across the avenue, in the stadium, in the concentration, in the stands, in the boxes and behind the scenes. The traditional Parade of Campes will be covered and shown at Multishow.
During the event, Paulo Marinho, Globo’s CEO, highlighted the importance and relevance of the broadcaster’s business for the country and highlighted that, currently, Globoplay occupies the place of online video platform with the highest average time of daily consumption in TVs from Brazil.
“These last few years have been very important for us. Today Globo offers a combination of platforms, product portfolio and solutions that no one else has on the market. Brazilian content is at the center of everything we do. Globo invests 5 billion reais per year in content and technology. An investment here in Brazil, for Brazilians. To make our country the protagonist of this industry”, concluded the executive.
(Credit: Globo/ Renato Pizzutto/ Divulgao)