Microsoft announces the appointment of José Melchert as the director responsible for the Advertising platform in Brazil. With over 20 years of marketing experience, publicity 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 the Emarketer study. AI helps us create more relevant engagement experiences, optimize ads, facilitating 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 opportunities for growth in the Ads market in Brazil, explain
José Melchert has already worked alongside major advertisers such as Carrefour and Banco Santander, besides working in advertising agencies like Isobar, África e Havas. In technology companies, had stints at Google and Spotify, where led the Advertising business unit. Graduate in Law, with an MBA in Marketing and a specialization in Branding, the professional has already been president of the Audio and Voice Committee of IAB Brazil and a member of the MMA board.
The executive's arrival occurs at a turning point in the role of Artificial Intelligence (AI) technology in advertising strategies. Currently, the company offers digital advertising on various platforms, including the Bing search network, Yahoo! e 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, como MSN e outros sites selecionados. Furthermore, Microsoft allows the integration of advertising campaigns with other popular platforms, like Google Ads, Facebook, Twitter/X e Instagram, optimising digital marketing plans to reach the right audience at the right time.
