We live in an era where consumers are increasingly flooded with advertisements, but paradoxically, more receptive to them. According to the Kantar study on Media Reactions Brazil 2024, the average acceptance of ads increased significantly, reaching 47% in 2024, compared to just 19% in 2016. This change in attitude is not just a number; it is a clear sign that brands have a valuable opportunity to consolidate their presence and relevance in the market.
Digital platforms emerge as essential allies in the brands' journey, enabling a more effective connection with their target audiences and adaptation to the new market realities. Recent data shows that consumers prefer ads on platforms like Amazon, TikTok, Instagram, Google, and Netflix, while marketers also see YouTube and Spotify as essential. This alignment between consumer and marketer preferences is key to campaign effectiveness. It is a powerful reminder that active listening and adaptation are essential for success.
Each of these platforms has unique characteristics: 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 various ways a brand can achieve advertising success. In many markets, the platform features ads that, when strategically placed, do not interfere with the user experience, especially when these ads are offered in exchange for a benefit, such as a more affordable subscription. It is an approach that other platforms could consider, especially in times when the customer experience is fundamental.
The influence of platforms on brand building is not uniform across segments. The study reveals that campaigns are seven times more impactful among receptive audiences, highlighting the importance of building positive and relevant perceptions in campaigns to maximize brand growth. Brands that cultivate a positive predisposition in consumers tend to achieve better prices and increase their market share.
However, digital media are not the only focus of brands' investments. Offline communication channels continue to be prominent. Globally, consumers show a preference for advertising at the point of sale, in cinemas, and at sponsored events. Thus, "old" marketing maintains its space and relevance. Marketing professionals still pay special attention to Out of Home media and sponsored events as the main communication channels.
In Brazil, both consumers and marketing professionals recognize the attractiveness of television, online videos, apps, and social networks. This acceptance is due to the fact that advertisements in these media have modernized in strategy and format, becoming more suitable and less invasive, providing consumers with a more controlled and satisfying experience. Examples include advertisements in apps or platforms, which can be controlled and skipped at the user's convenience, providing 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 fertile ground for building strong, adaptable, and relevant brands. With consumers increasingly open to advertisements, 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 leveraging 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 depends on collaboration and alignment between the interests of brands and consumers. We need to listen to and understand the audience's expectations, creating a genuine dialogue that not only promotes products but also enriches their experiences. This is the role and challenge of brands in contemporary society.
