Brazilians prefer to receive advertising on offline media channels
Posted: Tue Jan 21, 2025 3:21 am
Advertising pieces are part of the urban landscape of small and large cities. Grouping elements such as banners, billboards, posters and the like, the so-called Out of Home (OOH) media has a 15% higher viewing rate and 42% more engagement, according to data from a survey conducted by GALERIA.ag and JCDecaux.
However, it is not enough to simply go out and put up posters along the busiest street in the city. Just like in the digital environment, physical advertising pieces also need to have differentiators to stand out from the rest and capture the attention of consumers.
A good example of this is the “Oferta da Hora” campaign by ivory coast whatsapp data Supermercado Mundial, launched in the southern part of Rio de Janeiro. Using digital clocks spread across the streets of the region, the company will use the times displayed by the devices to advertise special prices on some of its products.
In order to increase the brand's contact with the public, the pieces will be placed in the campaign and will show five offers per day, which will be displayed on street clocks along the route of some Mundial stores for one minute each.
Supermercado Mundial’s move goes “against” the grain of marketing experts to align with consumer tastes. This is because customers prefer face-to-face contact points to receive advertising, while most marketing professionals in Brazil are more inclined towards online media, according to a survey released by Kantar.
According to the research data, offline media channels lead the Ad Equity ranking, and sponsored events, point of sale and outdoor media are the best means of contact to create good advertising reception experiences in the perception of consumers.
Regarding consumer preferences, Maura Coracini, Media & Digital Director of Kantar's Insights division, comments that, after all the remnants of the Covid-19 pandemic, Brazilians have returned to having experiences outside the home and have valued contact with brands in physical environments more.
However, it is not enough to simply go out and put up posters along the busiest street in the city. Just like in the digital environment, physical advertising pieces also need to have differentiators to stand out from the rest and capture the attention of consumers.
A good example of this is the “Oferta da Hora” campaign by ivory coast whatsapp data Supermercado Mundial, launched in the southern part of Rio de Janeiro. Using digital clocks spread across the streets of the region, the company will use the times displayed by the devices to advertise special prices on some of its products.
In order to increase the brand's contact with the public, the pieces will be placed in the campaign and will show five offers per day, which will be displayed on street clocks along the route of some Mundial stores for one minute each.
Supermercado Mundial’s move goes “against” the grain of marketing experts to align with consumer tastes. This is because customers prefer face-to-face contact points to receive advertising, while most marketing professionals in Brazil are more inclined towards online media, according to a survey released by Kantar.
According to the research data, offline media channels lead the Ad Equity ranking, and sponsored events, point of sale and outdoor media are the best means of contact to create good advertising reception experiences in the perception of consumers.
Regarding consumer preferences, Maura Coracini, Media & Digital Director of Kantar's Insights division, comments that, after all the remnants of the Covid-19 pandemic, Brazilians have returned to having experiences outside the home and have valued contact with brands in physical environments more.