Annually, IAB Brasil and Kantar Ibope Media join forces to present updated perspectives on the digital media landscape in the country. In 2023, the Digital AdSpend Report once again confirms the unanimous feeling that we are experiencing a moment of expansion, acceleration, and innovation in projects in the area. According to the study, the value allocated to digital advertising in Brazil last year increased by 81%, surpassing R$35 billion.
Denne utviklingen forklares og drives hovedsakelig av behovet for bedrifter å diversifisere sine reklameinvesteringer, og unngå metning av tradisjonelle plattformer som Google og Meta. Merker er stadig mer oppmerksomme på viktigheten av en strategisk og mangfoldig tilnærming i sine mediekampanjer, og søker å nå bredere og mer kvalifiserte målgrupper. Dette fordi diversifisering gjør det mulig for bedrifter å redusere risiko knyttet til og avhengighet av en enkelt kanal, noe som gir et mer balansert og effektivt avkastning på investeringer i reklame (ROAS).
Un punto relevante a considerar es el riesgo de una dependencia excesiva de un único gran actor de medios. La reciente prohibición de TikTok en EE. UU. ilustra bien este problema. Sin entrar en los méritos jurídicos y políticos de la situación, un aspecto llama la atención por ir en la línea de una pregunta fundamental para el mercado de publicidad digital en América Latina: ¿cuán arriesgado puede ser anclar un plan de medios a un único gran actor?
This high level of dependence ultimately creates an extremely dangerous relationship of unpredictability, from a strategic and economic point of view. It is no coincidence that many advertising agencies and advertisers are concerned about what is happening. And this is not an exclusive situation to TikTok. Today, eyes are on this publisher, but tomorrow, for other reasons, this same dilemma may apply to another giant. When will there be a price increase? When will there be an algorithm change? When will the government compel the division of these companies? The unpredictability lies precisely in this sense.
Vou dar alguns exemplos: em 2017, houve um problema de "brand safety" com o YouTube. Já em 2021, houve outro problema de discurso de ódio e "fake news" com a Meta. Em ambos os casos, os anunciantes foram obrigados a interromper os anúncios nessas plataformas e mudar suas estratégias sem aviso prévio. Eu genuinamente acredito que a diversificação do investimento publicitário é o melhor antídoto para evitar esses riscos. Como diz o provérbio: "não coloque todos os ovos numa mesma cesta".
I dag skiller Brasil seg ut i Latin-Amerika ved rask og effektiv implementering av nye digitale plattformer. Sammenlignet med andre markeder i regionen viser landet en bemerkelsesverdig utvikling og etablerer seg som en leder innen innovasjon når det gjelder digital media. Dette betyr imidlertid ikke at vi ikke kan gå enda lenger i denne retningen.
For this very reason, diversifying media investments means reaching even wider and more engaged audiences, a fundamental process for adapting actions to changing consumer behavior and taking advantage of the new opportunities offered by the digital market. Choosing diversification avoids problems like audience saturation and redundancy, resulting in communication that is consistently relevant to different consumer profiles.
En verden af nye muligheder
Portanto, i media players need to be committed to offering an increasingly extensive range of services and solutions, keeping pace with this move towards new approaches and meeting the specific needs of each client's sector. The result of this process will be more balanced and effective marketing strategies, promoting better results in all indicators. Diversification also allows for greater flexibility in testing and adjusting campaigns in real time, maximizing the impact and efficiency of advertising actions at all times.
Sectors already investing between 30% and 50% in digital media, such as automotive, beauty, and finance, need strategies that offer highly segmented and relevant content, ensuring greater engagement and return on investment. For those still allocating less than 30% of their budget, such as the health, construction, and public administration sectors, the opportunity lies in exploring new communication methods and creating well-structured campaigns that reach the target audience more effectively.
Diversificando os canais, além de evitar a excessiva dependência das mídias tradicionais, aumenta a resiliência das estratégias de marketing e abre um leque de possibilidades para inovar e descobrir novas formas de engajar o público.
A promising scenario
Digital media in Brazil is poised for robust growth in the coming years, with agencies and advertisers adopting strategic approaches to media investments. With the popularization of new platforms and technologies, such as Connected TV (CTV) and artificial intelligence, advertising will become more pervasive in our daily lives. The challenge will be to balance personalization and privacy, offering relevant experiences without compromising user personal data. Furthermore, it will be crucial to keep pace with consumer preferences, which are becoming increasingly discerning and informed.
Kort sagt, det brasilianske reklamemarkedet må bli stadig mer strategisk når det investeres i media, med tanke på nye plattformer og teknologier. Diversifisering av reklame er en trend som vil integreres stadig mer i forbrukernes daglige verktøy. Merker og byråer som omfavner denne endringen og investerer smart i digital media, vil få et viktig konkurransefortrinn, og dermed drive vekst og styrke sin posisjon på markedet.
