In today's 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 no Mundo, emphasizes that "the digital world offers a universe of opportunities that companies are not fully exploring. It's a mistake to focus only on social media when there are so many tools available to reach the audience in more assertive and segmented ways."
Exploring the major media portals
Tatiana Dejavite is emphatic in pointing out the strength of large content portals such as UOL, Globo.com, Terra, and R7. “Traditional portals offer a range of formats such as video, display ads, and advertorials, in addition to journalistic and sports coverage that provide massive and high-quality exposure. In branding campaigns, these are platforms that cannot be ignored,” Tatiana emphasizes. According to Comscore, 85% of Brazilians consume news on these portals, representing an excellent opportunity for large-scale campaigns.
In 2023, Brazil recorded an investment of R$ 16 billion in digital advertising, with 28% of that total going to large content portals, according to IAB Brazil.
Programmatic media: efficiency and precision
Programmatic media is revolutionizing how brands reach their audiences, not only digitally, but also in spaces like OOH (Out of Home) and connected TV. Tatiana explains: “Programmatic allows for much more efficient buying, based on audience data, which generates more refined segmentation and a superior ROI. Brands can impact their target audience at the right time, 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 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 entertainment hub. The possibility of inserting advertising into connected TVs and streaming platforms offers a more interactive and less intrusive approach,” notes Tatiana.
The growth of this market is remarkable. According to PwC, the number of subscribers to streaming services 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 forms of engagement
Tatiana Dejavite highlights the power of influencers and podcasts, which have already transcended the boundaries of traditional social media. "Podcasts, for example, are a powerful engagement tool. With over 34.6 million listeners in Brazil, this format allows brands to create authentic connections with their audience," Tatiana points out.
Furthermore, digital influencers continue to be a key element in marketing campaigns, but now they are integrated across multiple media formats, such as YouTube videos, TikTok content, and participation in live streams on streaming platforms. "The authenticity that influencers bring to the brand message is something that cannot be replicated in traditional campaigns," he states.
In-app media and geolocation: personalization in the palm of your hand.
In-app advertising 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 allow for direct and targeted engagement. "The great advantage of in-app media is the ability to precisely target the audience, integrating campaigns with geolocation and creating a more immersive user experience," explains Tatiana.
eMarketer indicates that 45% of Brazilian consumers have already been exposed to in-app advertising, highlighting the growth potential of this strategy.
For Tatiana Dejavite, the future of digital media lies 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 constantly test, analyze, and adjust. 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 broaden their vision of what it truly means to activate digitally. The opportunities extend far beyond social media and paid traffic.
