Globo brought together the advertising market on Thursday evening (19) to present its main news for 2024. At the Upfront Globo event at the Memorial da América Latina in São Paulo, Latin America’s largest media group reflected on the new forms of consumption, the convergence of screens, the possibilities of advertising and the challenges of attracting attention in an increasingly fragmented environment.
Next year, the company plans to launch four new Fast channels (free adsupported streaming TV or free advertisersupported streaming TV, in translation): Malhação, DPA (Detetives do Prédio Azul), Viva 70, with Soap operas from the 1970s, and Viva 80, with series from the 1980s. Currently, the company already has Recipes and GE, available for free on Globoplay and on the Samsung TV Plus platform, on the brand’s connected TVs.
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Manzar Feres, Head of Integrated Advertising Business at Globo, pointed out in a presentation that the efficiency of communication in an environment of dispersed attention is no longer limited to brand presence. “Today, the success of good communication lies in finding the best spaces as long as they are related to the content the consumer wants to view. “In Globo’s transformation journey, Globoplay has become the home of our content in the digital environment,” the executive explained.
“So the full strength of our content, which already appeals to many on broadband television and reaches 76 million people every day, is also available digitally, where it is possible to speak directly to the consumer that brands are looking for.” a contextualization of the content he is looking for looked at,” she explained. The director also noted that since the beginning of the year, Globo has completed the expansion of the TV Globo simulcasting signal to Globoplay across the country.
The growth of connected television is prompting Globo to invest in exclusive channels
With the expansion of Globo’s live signal to Globoplay, the company saw a 60% increase in consumption on the platform. Additionally, the network explained that the two shows’ audiences complemented each other. “In broadcasting, 48% of TV Globo’s audience is people up to 49 years old. With streaming, this number increases to 81%,” said Manzar Feres. Therefore, the company decided to invest in new thematic channels.
Connected TV is present in 60% of Brazilian households and has doubled in the last five years. “This connection scenario supports Globo’s value proposition to the market: the creation of formats that combine the strength of Globo’s content with the possibilities of digital,” the broadcaster said in a statement. “In this upfront, we launched Binge Ads, a perfect format for those who enjoy bingewatching streaming content, and we launched four new Fast channels. “They complement the exclusive solutions we presented at last year’s event, Globo DAI and Pause Ads,” said the managing director.