Material seeks to assist in training professionals to contribute to the ecosystem, among other topics
As part of the celebrations for the 65th anniversary of the Brazilian Association of Advertisers (ABA), the organization announced the launch of the “ABA Guide on the future model of agencies”, which is a translation of the document prepared by the World Federation of Advertisers (WFA) and addresses issues such as training professionals to contribute to the ecosystem, transparency between the interests of advertisers and agencies, and how to take full advantage of the potential of partners and advertisers. “The Guide seeks to help professionals in the area understand and adapt to these new dynamics that are shaping the future of agencies”, celebrated Sandra Martinelli, CEO of ABA.
The organization also held a meeting last Tuesday (27) to discuss points on the theme “Media in the Context of Martech and AI – A vision of the present and future”, co-curated by the ABA Media Committee and Marco Frade from Bazar de Mídia.
Digital evolution
Advertisers, media outlets and agencies have a fragmented structure, but consumers are not linear. “The challenges and lessons learned are enormous. There was a lack of expertise, because there were no people qualified to understand this strategic agenda. Having a dedicated team was essential for us to evolve over the last two years. This movement involves several teams, such as logistics, trade and marketing,” said Ana Paula Duarte, media director at Unilever Brazil and leader of digital, media and commerce for personal care in Latin America.
The merger between television and digital is getting closer and closer, which means that media outlets need to be increasingly prepared to deliver measurement and targeting capabilities. “Google has revolutionized the communications market, because before, television was the only channel and we were able to do some segmentation. But with the arrival of Google, we started delivering content every day through websites and social networks. Everything that is created today at Record already has a multiplatform vision,” said Alarico Assumpção, Record’s Multiplatform Commercial Superintendent.
Google may be behind many of these movements and creations. “We clearly see how difficult it is to look at the journey in a linear way, and I believe this is good news for marketing professionals. This is pushing marketing to be increasingly focused on people’s behavior and not necessarily on a specific framework,” explained Marco Bebiano, Managing Director at Google. Digital technology has been given a boost by two revolutions that have changed people’s behavior: the advent of the internet and cell phones. “The arrival of the internet has had an effective impact on all business models and has changed the way we deal with information, search for needs and products. Today, we have 250 million cell phones in Brazil, and the connection they bring us and the moments they create within new journeys have a huge impact,” he added.
Fake news and digital advertising
According to the 2023 World Economic Forum, disinformation is currently the biggest global economic risk for the next two years, and several studies show that disinformation and fake news operate in two ways: commercially exploiting doubt by attacking established institutions and generating a crisis of trust, and exploiting credibility. “This is doubly perverse, because in the same way that I exploit credibility, I undermine credibility,” said Marcio Borges, executive vice president and general director of WMcCann in Rio de Janeiro. “The mechanism of disinformation is financed through advertising in several links in the chain. This creates a problem in the entire chain that ranges from undermining the trust of the chain and of each of the players belonging to and participating in it,” he added. According to the WFA, the digital advertising fraud market can vary between 10% and 30% in total.
