The Brazilian advertising market is in full expansion, with a more optimistic scenario than ever. According to a report by Dentsu, the sector is expected to grow 5% by the end of the year, reaching US$754,4 billion globally, driven by the digital segment that is expected to capture 59,6% of the expenses. In Brazil, the expansion of online is expected to reach 8,1% in 2024, thanks to important market movements
Alessandra Bottini, CEO of 270B in Brazil, full service agency with expertise in creative and innovative solutions, highlights that this favorable outlook opens up space for the adoption of new advertising strategies, especially those already successfully tested in the United States
Influencer Marketing
One of the main trends is influencer marketing, focusing on micro and nano-influencers. Alessandra believes that the prestige of these influencers, allied with the use of short videos and interactive content on platforms like TikTok and Instagram Reels, can strengthen the connection between the audience and the brands. "This authentic and close approach gains the trust and attention of consumers", becoming a crucial channel for brands, affirms
Personalization
Another trend is the advanced personalization of content, driven by the increasing use of artificial intelligence in campaigns. Data collection and analysis enable the creation of segmented and more accurate experiences for customers. Artificial intelligence has the potential to profoundly transform marketing strategies, from audience segmentation and content personalization, up to campaign automation and real-time data analysis, explain Alessandra
Sustainability
The growing concern for sustainability and social responsibility should also influence brand projects in the country. Alessandra observes that consumers are becoming more demanding and aware, demanding more transparency and authenticity from brands. "Companies that embrace this cause will be rewarded", highlights
Semester Challenges
Despite the promising scenario, Alessandra warns that simply applying successful strategies from abroad is not enough. Brazil has significant cultural differences compared to the USA, what requires adaptations. "The American market tends to be more data and technology-driven", with highly targeted and personalized campaigns. Already in Brazil, there is a greater focus on creativity, in the emotion and in the personal connection, explain
Another challenge is the technological infrastructure, what can limit the implementation of advanced solutions in Brazil. Improvements in access to high-speed internet and the adoption of advanced data analysis tools are essential. Furthermore, "significant investment in training and capacity building is necessary", score Alessandra
Despite the challenges, Alessandra Bottini emphasizes that Brazil has enormous opportunities. "Cultural diversity and the creativity of Brazilian advertisers are invaluable and unique assets globally". Combined with modern practices and recent technologies, "advertising creation has everything to reach new heights already in this second half", concludes
