Future Focus: Digital Marketing in Brazil

October 24, 2017 Ginna Hall

Nielsen supports companies around the world that are getting up to speed with marketing attribution. Recently, we joined our partner Oracle and host agency DP6 in São Paulo, Brazil for a two-day Multi-Touch Attribution event for executives from more than 30 major companies.

In Brazil, the rapid adoption of technology (especially mobile), allied with the challenges of the recent economic crisis, has spurred rapid digital adoption, with a steep learning curve for brands and agencies alike. With a GDP of $1.8 trillion and a population of 207 million, Brazil is the eighth-largest economy in the world. Brazilian Internet users are multi-platform consumers. These devices are helping launch a digital era, which is creating new directions and opportunities for advertisers and media.

Future of Digital Marketing in Brazil

  • Brazil is the world’s second largest market in terms of volume of monthly impressions, with over 198 billion impressions delivered in the first quarter of 2015
  • Almost half of the Brazilian audience already consumes digital content through more than one device.
  • Nearly 9 million Internet users in Brazil access the Internet exclusively from their tablets and mobile phones.
  • Brazil leads Latin America in e-commerce with retail sites reaching almost 80 percent of the online population.

A Market to Watch

In addition to device and channel proliferation, ecommerce adoption in Brazil is growing rapidly. According to an October 2016 forecast from Google and Forrester Research, the number of digital buyers in the country will climb from 40.3 million in 2016 to 67.4 million in 2021. Brazil is also home to the largest number of ecommerce companies in the region, 590,000 as of April 2017, based on research by BigData Corp.

Because of this rapid growth, there is a strong demand for digital marketing services in Brazil, despite the economic downturn in the country. Most businesses in the sector saw their clients grow by almost 50 percent last year.

“Businesses in Brazil are seeing new opportunities across digital, social and mobile. Online advertising is growing and the digital landscape is fluctuating quickly,” said Andy Dubickas, Senior Director, Global Solutions Consulting, Nielsen Marketing Effectiveness. “It seems like, for Brazil, everything is happening at once. This is creating many new opportunities and challenges. I was happy to represent Nielsen at this important gathering to learn and share with these companies.”

Seeing the Potential of Data

The DP6 event, “Marketing Data Science,” brought together leaders of the largest companies in Brazil for lectures and discussions about the challenges and opportunities of Multi-Touch Attribution and Data Management Platforms (DMPs). DP6 specializes in digital analytics and data science for marketing.

On the first day, marketing and business executives from more than 30 major companies such as Bradesco, Itaú, Sky, Oi, Google, TAM, TV Globo, Santander, Banco do Brasil, MasterCard and Gol met at the Figueira Rubaiyat restaurant to discuss digital strategy. The following day, managers and marketing and media coordinators of these companies gathered at Spaces Works to share their experiences of implementing advanced digital marketing tactics.

Opening speaker Tiago Turini, CEO of DP6, presented the results of the agency’s survey of the maturity of the Brazilian market in the adoption of marketing technologies. The survey evaluated marketing technologies used on the websites of the 200 largest companies in Brazil in the retail, consumer goods, and services sectors and compared the results with other markets.

“We have a positive scenario in the adoption of digital analytics tools, which is stimulated by the great availability of free platforms, but we still find many evolution opportunities in the application of data management tools, Conversion Rate Optimization (CRO) and User Experience,” said Turini.

Nielsen’s Andy Dubickas and David Ehrhorn joined Danny Moreno, Director, DMP Sales-Emerging Markets at Oracle, as well as Brazilian companies that use these methodologies and technologies to share their expertise. Executives from Kroton, Magazine Luiza, Banco Votorantim and UOL discussed their challenges and learnings.

DP6 CIO Léo Naressi closed the event with a panel discussion of international speakers that brought to the fore the advantages and challenges of integrating Data Management Platforms (DMPs) with marketing attribution tools, which combine a holistic view of customers with detailed information about the consumer journey.

“The decision-making journey is different for each consumer segment of a brand. Integrating DMPs and attribution tools enables you to gauge the process of acquisition and engagement in detail between different audiences used in digital media,” concluded Naressi.

Future events are being planned to encourage the exchange of ideas in the most advanced areas of data science and marketing. Nielsen looks forward to contributing to the evolution of the market and helping Brazilian marketing teams use data for better decision-making.

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