With AdMonsters Brazil right around the corner we took it upon ourselves to give you an preview into what looks set to be the seminal event in the Latin American digital marketing calendar.
We sat down with Rodrigo Toledo, General Manager at CUBOCC (colleague of AdMonsters Brazil speaker Rene de Paula) to ask about the fast-maturing internet culture in Brazil and how the digital advertising market was shaping up.
Read our chat with Rodrigo below below.
The extraordinary growth of internet access penetration in Brazil is moving digital advertising marketplace to another level.
Taking in consideration the ‘Brazilian open TV soap opera media consumption culture’ the way digital consumption is growing is breaking the traditional Brazilian model.
The main difference from other markets is how consumer’s media consumption behaviour relates to the open TV monopoly, especially in regards to Globo TV who have100% national coverage.
Another important factor is how digital media is driving offline media subjects with more and more people commenting in real time at all large open television events such as soap operas, sports and reality shows. Recently in Big Brother Brasil (the biggest reality show in the country) twitter usage forced the network – Globo TV – to remove one of the contestants – an unprecedented first in Brasil and just further demonstrated the power of digital and social specifically.
What aspects are pushing ad dollars to digital marketing?
The rapid growth of the internet in Brasil. We now have 61.2 million people connected to the web when compared with other media this allows for brands and products to build their relationships with targeted consumers in a more solid, closer and more targeted way than open TV for example. This thinking is combined with the increasing ease of access to the web is driving this trend.
What are biggest struggles in the relationships between publishers and agencies?
As more and more brands seek to establish peer to peer conversations with their fans and consumers, content production starts to be a tension point between publishers and agencies.
Agencies are becoming more and more specialized in the content production – mostly because of some historical issues when trying to having brands owning/being part of some content developed by publishers.
In a digital world, where possibilities seem endless and there are still so many areas unexplored, it makes no sense for publishers to avoid brands who want to jump into this conversation.
We’ve seen this already with a few smart publishers having already gotten onboard with the great land of opportunity of having content boosted by brands and not simply by “beautiful editorial ideas”.
AdMonsters Brazil
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The Brazilian digital advertising scene is heating up – AdMonsters Brazil will bring digital advertising leaders and ops professionals together to discuss and develop best practices for the budding Brazilian online ad infrastructure. Register today for AdMonsters Brazil, which will be held April 24, 2012, in São Paulo. |