Internet x tv in brazilian advertising

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ashraf23542
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Internet x tv in brazilian advertising

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The world scenario points to a trend that has not yet arrived in brazil: internet advertising superior to that on tv. In the united kingdom, for example, the digital medium already attracts more investment than television, according to figures released by the iab (internet advertising bureau). In november 2009, tv already accounted for a 21.9% share, compared to 23.5% for the web. In the united states, the situation is also heading towards the same outcome. In 2010, for the first time, investments in the internet will exceed those destined for print media. If the world around the world is changing, in brazil, however, the situation is very different.

Although the internet grows year after year, data on advertising investment in brazil in 2009, published by projeto inter-medios, point to the dominance of traditional media. Tv, for example, still receives 60.7% of Whatsapp Number List investments (brl 12 billion in revenue), newspapers 9.5% (brl 2.8 billion), magazines 8.5% (brl 1.5 billion) and the internet receives only 4.2% (r$ 827 million). Advertising investment in the digital medium has not followed the global trend, as explained by ig's advertising director and vice-president of vehicles at the iab, marcelo lobianco “this change is ongoing. The discrepancy is natural at this point, persistence must be added to the learning curve.

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The agencies saw the internet in brazil just three years ago”. For the president of energy, fernando taralli, the agencies did not assimilate the differences in measurement and use of advertising on tv and on the web “companies focus their investments on long sites, aiming at counting clicks, it is necessary to see that the internet it's not retail” and added “the internet is the place to make a brand, the piece must be interactive and be resolved there”. The adaptation of television shows for the internet with interactivity as a novelty is the bet of the director of media and public relations at reckitt benckiser latin america, ricardo monteiro “it is necessary to lower the cost of the internet in brazil.
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