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 vast experience and innovative vision of the sector
Melchert highlights the growth opportunities in the Brazilian digital advertising market through the use of Artificial Intelligence and notes that the country is the eighth largest market in media spending in the world, according to a study by Emarketer. AI helps us create more relevant engagement experiences, optimize ads, facilitate content creation, diagnose and improve the performance of campaigns 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, explain
José Melchert has already worked alongside major advertisers such as Carrefour and Banco Santander, in addition to having worked at advertising agencies like Isobar, Africa and Havas. In technology companies, had stints 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 previously been president of the Audio and Voice Committee of IAB Brazil and a member of the board of MMA.
The arrival of the executive comes 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 the Bing search network, Yahoo! and DuckDuckGo, partner sites and mobile applications. Through Microsoft Advertising, advertisers can reach millions of unique users monthly and the company also offers native ads in safe brand experiences, like MSN and other selected sites. Furthermore, Microsoft allows the integration of advertising campaigns with other popular platforms, like Google Ads, Facebook, Twitter/X e Instagram, optimizing digital marketing plans to reach the right audience at the right time.
