Microsoft announces the arrival of José Melchert as the director responsible for the Advertising platform in Brazil. With over 20 years of experience in marketing, advertising, and sales, the executive strengthens the company's operations with his extensive experience and innovative vision of the sector.
Melchert highlights growth opportunities in the Brazilian digital advertising market through the use of Artificial Intelligence and reminds that the country is the eighth largest market in media spending worldwide, according to a study by Emarketer. "AI helps us create more relevant engagement experiences, optimize ads, facilitate content creation, diagnose and improve campaign performance, and explore new forms of conversational advertising. These innovations enable advertisers to achieve their goals more quickly and represent significant growth opportunities for the Ads market in Brazil," he explains.
José Melchert has already worked with major advertisers such as Carrefour and Banco Santander, as well as having worked in advertising agencies like Isobar, África, and Havas. In technology companies, he has worked at Google and Spotify, where he led the Advertising business unit. Graduated in Law, with an MBA in Marketing and a specialization in Branding, the professional has served as president of the Audio and Voice Committee of IAB Brazil and as a board member of MMA.
The arrival of the executive occurs at a turning point in the role of Artificial Intelligence (AI) technology in advertising strategies. Currently, the company offers digital ads on various platforms, including Bing's search network, Yahoo!, DuckDuckGo, partner sites, and mobile apps. Through Microsoft Advertising, advertisers can reach millions of unique users monthly, and the company also offers native ads in secure brand experiences such as MSN and other selected sites. Additionally, Microsoft allows the integration of advertising campaigns with other popular platforms such as Google Ads, Facebook, Twitter/X, and Instagram, optimizing digital marketing plans to reach the right audience at the right time.
