Aracaju
The most attentive viewers may have already noticed that, since the beginning of November, presenters of several Globo programs have been advertising Meta in their attractions. The multinational — owner of Facebook, Instagram and WhatsApp and one of the main technology companies in the world — signed its first major advertising contract on Brazilian open TV.
On the 3rd and 4th, for example, Mais Você by Ana Maria Braga, É de Casa, Caldeirão com Mion and Altas Horas by Serginho Groisman, gave testimonials from the company. This type of action is when the presenter gives his report about the product he sells.
More actions will happen. Adding up all of Meta’s advertisements planned for Globo’s programming until the end of this year, expenses reach R$55 million in list value (it is common for discounts of up to 80% to be given in negotiations of this type).
The campaign that has been shown on Globo is the same one that the company has been promoting on the internet since the beginning of the year. It shows how social networks controlled by Meta change people’s lives.
The agreement was widely celebrated by executives because it consolidates the broadcaster’s desire to bring more companies from the digital world to open TV, using a reach that only the audience leader can have. Recently, Nubank, a bank that has no physical branches and is only online, started sponsoring Jornal Nacional. Mercado Livre, another 100% digital company, signed a contract to sponsor BBB for the second year in a row.
Manzar Feres, director of integrated advertising businesses at Globo, explained to F5 that the strategy was well thought out. The executive says that TV Globo’s reach, compared to that of its competitors, is an asset in negotiations — figures released in October show that 76 million people watch Globo every day.
“What we have seen grow again is the appreciation of brand building and expanding the consumer base”, says the executive. “Our focus has been to provide integrated projects with a lot of convergence between screens and platforms, which is one of our strengths and differentiating factors in the market”, comments Manzar.