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, emphasizes that "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 targeted and assertive ways."
Exploring the major media portals
Tatiana Dejavite emphasizes the strength of major content portals such as UOL, Globo.com, Terra, and R7. "Traditional portals offer a range of formats such as video, display, and sponsored content, in addition to journalistic and sports coverage that provide massive and qualified exposure. In branding campaigns, they are platforms that cannot be ignored," emphasizes Tatiana. According to Comscore, 85% of Brazilians consume news on these portals, making it an excellent opportunity for large-scale campaigns.
In 2023, Brazil registered an investment of R$16 billion in digital advertising, with 28% of this total destined to large content portals, according to IAB Brasil.
Programmatic media: efficiency and precision
Programmatic media is revolutionizing the way brands reach their audiences, not only online but also in spaces like OOH (Out of Home) and connected TV. Tatiana explains: "Programmatic allows for a much more efficient purchase, based on audience data, which results in more refined segmentation and a higher ROI. Brands can reach their target audience at the right moment, with the right message, in multiple formats."
A study by Zenith predicts that, by 2024, 88% of digital advertising will be purchased programmatically, reinforcing this trend as one of the most effective on the market.
VOD and streaming: the new television
With the rise of streaming platforms like Netflix, Amazon Prime, and HBO Max, the consumption of on-demand video (VOD) content has skyrocketed. "Streaming has become the new entertainment hub. The ability to insert advertising into connected TVs and streaming platforms offers a more interactive and less invasive approach," observes Tatiana.
The growth of this market is remarkable. According to PwC, the number of streaming service subscribers in Brazil increased by 35% in 2023, and forecasts indicate that advertising investment in these channels should reach R$ 2.8 billion by 2025.
Influencers and podcasts: new ways to engage
Tatiana Dejavite highlights the power of influencers and podcasts, which have already surpassed the boundaries of traditional social networks. "The podcast, for example, is a powerful engagement tool. With over 34.6 million listeners in Brazil, this format allows brands to create authentic connections with the audience," says Tatiana.
Furthermore, digital influencers continue to be a key element in marketing campaigns, but now they operate in an integrated manner across multiple media formats, such as 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," he/she states.
In-app media and geolocation: personalization in the palm of your hand
Advertising in apps and the use of geolocation are other important avenues for brands to explore. Popular apps like Spotify, Deezer, and various niche apps offer in-app media formats that enable direct and targeted engagement. "The great diferencial of in-app media is the ability to target the audience precisely, integrating campaigns with geolocation and creating a more immersive experience for the user," explains 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 brands' ability 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 multiple screens and platforms, brands need to expand their understanding of what truly means to activate in the digital space. Opportunities go far beyond social media and paid traffic.
