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 has grown significantly, reaching 47% in 2024, in comparison to the mere 19% in 2016. This change in attitude is not just a number; it is a clear sign that brands have a valuable opportunity in hand to consolidate their presence and relevance in the market
Digital platforms emerge as fundamental allies in the journey of brands, allowing for a more effective connection with your target audiences and an adaptation to the new market realities. Recent data shows that consumers prefer ads on platforms like Amazon, TikTok, Instagram, Google and Netflix, while marketing professionals also see YouTube and Spotify as essential. This alignment between consumer and marketer preferences is central to the effectiveness of campaigns. 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 engaging ads. A Netflix, in turn, illustrates the various ways in which a brand can achieve advertising success. In many markets, the platform features ads that, when inserted strategically, do not interfere with the user experience, especially when these ads are offered in exchange for a benefit, as a more affordable subscription. It is an approach that other platforms could consider, especially in times when the consumer experience is essential
The influence of platforms on brand building is not homogeneous 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
Meanwhile, it's not just digital media that are the focus of brands' investment. Offline communication channels continue to stand out. Globally, consumers show a preference for point-of-sale advertising, in cinemas and at sponsored events. Thus, the "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 vehicles
In Brazil, both consumers and marketing professionals recognize the attractiveness of television, online videos, applications 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 ads in apps or on platforms, that can be controlled and skipped according to 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 provide fertile ground for building strong brands, adaptable and relevant. With consumers increasingly open to advertisements, the opportunity lies in creating advertising experiences that are perceived as valuable and not intrusive. The 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 lies in 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 enrich your experiences. This is the role and challenge of brands in contemporary society
