When it comes to international countries and media placement, Brazil is certainly one of the countries where advertisers should be targeting for expansion in the coming years. The country’s consumer market is continually growing and it is second in social media usage behind the United States, according to the Wall Street Journal, making it a prime spot for those who are looking to expand their international audience.
Print is reaching new frontiers in Brazil
As Brazil continues to experience growing market share in advertising, newspapers hold the third largest market share in the country, according to eMarketer. Only trailing television and online, newspaper companies in Brazil are not standing still, either. They are exploring brand new ways in which their messaging and advertising can reach bigger audiences.
There are many innovative trends that Brazilian newspapers and magazines are experimenting with, including new creative formats and packaging for advertisements, such as pop-out displays. Magazines are experiencing their own surge in use in Brazil as well, taking the biggest percentage increase of all forms of media, according to a recent report from the Escola Superior de Propaganda e Marketing (ESPM) in Brazil. While newspapers and magazines are seeing increases in market share, the advertisers are looking to make their own print advancements in the way they’re connecting with readers.
Cross-media is more common than ever
As television continues to surge in Brazil, cross-media, the use of a variety of media platforms in one campaign, is something to keep in mind with the development of advertisements. This strategy is important in most countries when it comes to television ads, but even more so with Brazil. According to statistics company Socialbakers, as of early 2013, Brazil is leading the world in Facebook growth and about 50 percent of those social media users are taking in programming while utilizing social media at the same time.
Just like in the United States, social media users are commenting on television instantly, which has presented a unique opportunity for advertisements, with regards to creativity and strategy. Make sure your advertisements are interactive, by blending in ties or mentions of social media, for a great way to expand the possibility of bigger audiences through television spots.
Internet use is still growing and so is digital marketing
Brazil had 10 million more internet users in 2012, and is expected to add 22 million to top the 100 million mark in 2013. With the internet continuing to be a prime source of media within the country, digital marketing will stay on the forefront of the advertising scene.
This means that advertisers should be scouting out the unique media options for cost-effective marketing of products and services in Brazil. The digital media and marketing landscape presents a variety of different options, such as banners, videos, social media and more. Even publications that have been circulating for years are keeping much of their focus online, presenting a great ROI opportunity for advertisers to reach audiences through the digital format.
There are plenty of other great trends going on in Brazil right now, with regards to marketing and advertising. Audiences are growing and advertisers need to be on the cutting-edge to reach them in the most direct way possible.
Multimedia, Inc. is home to exclusive media placement relationships with a number of large outlets in Brazil. If you’re interested in expanding your reach to Brazilian audiences through one of these formats or many more, contact us today.
photo by The Wolf