Content ‘Has No Frontiers’ In Globo’s Marketing Strategy

Gone are the days of duplicating TV content for mobile and video consumption, said Eduardo Baker, digital media business director at Rio de Janeiro-based Globo, one of the world’s largest media companies.

Considered one of the largest and most important media communication groups in the world, Rio de Janeiro-based Globo has retained, for decades, the position of audience leader among Latin American TV stations. Its original emphasis on TV and newspapers, the company now is placing its strategic bets on digital channels as a means to assess its audience’s behavior and create new opportunities for the advertising market.

In this interview with CMO.com, Eduardo Becker, Globo’s digital media business director, talks about data analytics, mobility, on-demand content, and business opportunities raised by the digital world.

CMO.com: How does Globo see the explosion of mobile devices, and how is it adapting its content for multiscreen?

Becker: We see a major opportunity for the advertising market in the expansion of mobile devices, particularly in regard to video consumption. Video content generates more engagement and provides an excellent opportunity for the creative industry to produce more compelling and targeted pieces. Until recently, the digital environment received exactly what was produced for television.

Today, an analysis of people’s consumption habits shows that it is necessary to leverage what is unique and special in online media to create specific content that is complementary to TV by taking advantage of the different features offered. Brands wishing to ensure the efficacy of their digital campaigns must consider the inclusion of mobile devices in their communication strategies.

We have adapted our products to the navigation characteristics of mobile devices. As a result, when we talk about unique visitors, and concerning part of our products, we already have an audience that is split between mobile (76%) and desktop (56%). In addition, comScore data from August shows that Globo.com is the leading player in Brazil in terms of exclusively mobile unique visitors, with 33.4 million users.

We understand that content, as well as the advertising message, has no frontiers. Our team is ready to provide commercial solutions for any communication strategy, be it sale of digital advertising, apps, sales by audience, or programmatic selling.

CMO.com: Does Globo use data analytics to monitor content consumption behavior?

Becker: Analysis of data gathered from content consumption behavior is critical for agencies and advertisers to ensure that the reach and frequency of their message delivery is within the expected target, thus increasing not only effectiveness but also media control.

In this sense, since our advertising offer goes far beyond display and our main goal is to connect brands to their consumers, we also see this monitoring as a key part for the development of our business. Above all, it is necessary that our communication with the public becomes increasingly assertive.

It is worth remembering that advertising is not an exact science, and, in a growingly complex consumption journey, the data helps us interpret what the consumer’s trajectory looks like in order to make better use of the available advertising and communication opportunities.

CMO.com: What is the importance of the data in the company’s strategy concerning the offer of commercial opportunities in the digital environment?

Becker: It allows us to offer to advertisers and agencies OGON [sales by audience], a unique audience purchasing model that combines content credibility with scale and exclusive data based on information from Globo.com. The platform strengthens the interaction between advertisers and the public through the analysis of users’ interests and navigation, and allows us to offer an audience segmented by profile and affinity, such as car enthusiasts, health product buyers, and fashion and beauty consumers.

CMO.com: How can brands and advertisers be inserted into Globo’s digital context?

Becker: We believe that the digital environment also promotes relationships and closeness between people and brands. At Globo, we connect people and brands through what we do best–namely, tell stories with quality, depth, and relevance of information in a unique space that is a reference in the industry.

In addition to selling digital advertising, our branded content projects focus on generating knowledge and experience to the user while maximizing interactivity with the brand by means of the ability to connect with our content. In the Digital Media Marketing sector, we have a creative team that is ready to produce specific content suitable to the broad and qualified audience of Globo.com.

To us, this is a one-way ticket. Evolution lies on a growingly tighter integration that will allow us to develop and deliver more complete projects focusing on the best experience both for the consumer and the brands in various platforms.

CMO.com:What are Globo’s main initiatives in the field of video-on-demand?

Becker: With the introduction last year of Globo Play, Globo’s VOD platform, we increased the offer of content and commercial possibilities in advertising packages. Video has been a cornerstone of our commercial offer since 2013. Some content is now being produced especially for Globo Play.