We live in an era where consumers are increasingly flooded by ads, but paradoxically, more receptive to them. According to the Kantar study on Media Reactions Brazil 2024, average ad acceptance has grown significantly, reaching 47% in 2024, compared to a mere 19% in 2016. This change in attitude is not just a number; it is a clear sign that brands have a valuable opportunity on hand to consolidate their presence and relevance in the market.
Digital platforms emerge as key allies in the brand journey, enabling a more effective connection with their audiences and an adaptation to new market realities.Recent data shows that consumers prefer ads on platforms such as Amazon, TikTok, Instagram, Google and Netflix, while marketers also see YouTube and Spotify as essential.This alignment between consumer and marketer preferences is focal for campaign effectiveness.It is a powerful reminder that active listening and adaptation are essential for success.
Each of these platforms has unique features: while Amazon is seen as a channel for relevant and useful ads, TikTok stands out for providing fun and interesting ads. Netflix, in turn, illustrates the many ways in which a brand can achieve advertising success.In many markets, the platform relies on ads that, when strategically inserted, do not interfere with the user experience, especially when these ads are offered in exchange for a benefit, such as a more affordable subscription.
The influence of platforms in brand building is not homogeneous among segments. The study reveals that campaigns are seven times more impactful among receptive audiences, highlighting the importance of building positive perceptions and relevance in campaigns to maximize brand growth.
However, it is not only digital media that are the focus of investment for brands. Offline communication channels continue to be highlighted. Globally, consumers show a preference for advertisements at the point of sale, in the cinema and at sponsored events. Thus, the “velho” and relevance. Marketers still devote special attention to Out of Home media and sponsored events as the main media outlets.
In Brazil, both consumers and marketers recognize the attractiveness of television, online videos, applications and social networks. This acceptance is due to the fact that ads in these media have modernized in strategy and format, becoming more appropriate and less invasive, providing consumers with a more controlled and satisfactory experience. Examples include advertisements in applications or platforms, which can be controlled and skipped according to the convenience of the user, giving a sense of control that is highly valued. A strategy that empowers the user and, at the same time, can increase the effectiveness of campaigns.
Digital platforms offer a fertile ground for building strong, adaptable and relevant brands. With consumers increasingly open to ads, the opportunity lies in creating advertising experiences that are perceived as valuable and non-intrusive. Platforms enable the creation of innovative and relevant experiences, allowing brands to connect more meaningfully with their consumers. By taking advantage of the unique characteristics of each medium, brands can develop campaigns that truly resonate with their audiences and establish lasting relationships.
As an educator and researcher, I see that the future of marketing involves collaboration and alignment between the interests of brands and consumers. We need to listen and understand the expectations of the public, creating a genuine dialogue that not only promotes products, but also enriches their experiences.
