In the current digital landscape, many brands still limit their strategies to paid traffic on platforms like Google and Meta. However, the possibilities for digital activation are infinitely broader, encompassing traditional portals, programmatic media, streaming and much more. Tatiana Dejavite, media specialist and CEO of Star in the World, highlights that "the digital offers a universe of opportunities that companies are not fully exploring. It is a mistake to focus only on social media when there are so many tools available to reach the audience in more assertive and targeted ways.”
Exploring the major media portals
Tatiana Dejavite is emphatic in pointing out the strength of large content portals like UOL, Globe.with, Earth, and R7. Traditional portals offer a range of formats such as video, display and editorial publications, in addition to journalistic and sports coverage that provides massive and qualified exposure. In branding campaigns, "they are platforms that cannot be ignored", highlights Tatiana. According to Comscore, 85% of Brazilians consume news on these portals, being an excellent opportunity for large-scale campaigns
In 2023, Brazil recorded an investment of R$ 16 billion in digital advertising, with 28% of this total allocated to large content portals, according to IAB Brazil
Programmatic media: efficiency and precision
Programmatic media is revolutionizing the way brands reach their audiences, not only in the digital, but also in spaces like OOH (Out of Home) and connected TV. Tatiana explains: "Programmatic allows for a much more efficient purchase, based on audience data, what generates a more refined segmentation and a higher ROI. Brands can impact their target audience at the right moment, with the right message, in multiple formats.”
A study by Zenith predicts that, until 2024, 88% of digital advertising will be purchased programmatically, reinforcing this trend as one of the most effective in the market
VOD and streaming: the new television
With the rise of streaming platforms like Netflix, Amazon Prime and HBO Max, the consumption of content via video on demand (VOD) has skyrocketed. Streaming has become the new center of entertainment. The possibility of inserting advertising on connected TVs and streaming platforms offers a more interactive and less invasive approach, observe Tatiana
The growth of this market is remarkable. According to PwC, the number of streaming service subscribers in Brazil increased by 35% in 2023, and the forecasts indicate that investment in advertising on these channels should reach R$ 2,8 billion by 2025
Influencers and podcasts: new ways to engage
Tatiana Dejavite highlights the power of influencers and podcasts, that have already crossed the boundaries of traditional social networks. "The podcast, for example, it is a powerful engagement tool. With more than 34,6 million listeners in Brazil, this format allows brands to create authentic connections with the audience, points Tatiana
Furthermore, digital influencers continue to be a key piece in marketing campaigns, but now acting in an integrated manner across multiple media formats, like videos on YouTube, content on TikTok and participation in live streams on streaming platforms. "The authenticity that influencers bring to the brand's message is something that cannot be replicated in traditional campaigns", affirms
In-app media and geolocation: personalization in the palm of your hand
Advertising in apps and the use of geolocation are other important avenues to be explored by brands. Popular apps like Spotify, Deezer and various niche apps offer in-app media formats that allow for direct and targeted engagement. The great differential of in-app media is the ability to segment the audience precisely, integrating campaigns with geolocation and creating a more immersive experience for the user, explain Tatiana
eMarketer points out that 45% of Brazilian consumers have already been impacted by ads in apps, highlighting the growth potential of this strategy
For Tatiana Dejavite, the future of digital media is not in a single channel or format, but in the ability of brands to integrate multiple tools to create omnichannel campaigns. "The great advantage of digital is that it allows us to test", analyze and constantly adjust. The brands that can navigate this universe with flexibility and innovation will be more successful.”
In a world where consumer attention is fragmented across various screens and platforms, brands need to expand their vision of what it really means to activate in digital. Opportunities go far beyond social media and paid traffic
