August 2, 2022

Connected TV:
Understanding the opportunities for CTV in the Brazilian Market

Lilian Prado, Country Manager Brazil at ShowHeroes Group, has written an insightful opinion piece discussing the current trends and opportunities of CTV in the Brazilian market.

Read the original article in Portuguese on PropMark.


There’s an important evolution underway in how people consume audiovisual content. It not only changes viewer behaviors, but also brings new opportunities for brands to deliver their messages with more impact, and more visibility, in ideal moments, and in ideal contexts.

Connected TV (CTV) has gone from being just a trend to becoming impactful, popular, and providing a wealth of options for both audiences and advertisers. CTV in Brazil has been expanding at rapid rates.

89% of all the households in Brazil with an internet connection have at least one television set connected to the internet, according to a survey carried out in 2021 by ShowHeroes in partnership with Nielsen. That’s going to be on the rise in coming years, as according to Eletros (National Association of Electronics Product Manufacturers) 99.4% of the TVs sold in the country in 2021 were Smart TVs – that’s sure to be 100% soon.

Advertising on CTV is accessible and relevant for different industries as well as advertisers of all sizes. It brings together the best of traditional TV, such as content curation and 100% visible ads, and the best of digital advertising with segmentation, measurement, and even programmatic buying. Here are five trends that should be considered by any brand when defining their CTV strategy:

The first is to understand that there's no coming back from CTV. Wherever you are in the world, there aren't more robust forms of communication, or means of creating tactical, contextual campaigns linked to contextual media that impacts audiences at relevant, natural, and connected moments, than CTV.

Another step is to consider the rise of the AVOD (Advertising Video On Demand) model, where the user has free access to advertising-supported content.

Today, 11% of the public that consumes Connected TV has never had a subscription TV plan, and options such as PlutoTV, Tastemade, and Dailymotion, among many others, are becoming popular. We even have Netflix, a classic example of SVOD (Subscribed Video On Demand), announcing that it will have a new option financed by advertising in an attempt to circumvent the “subscription fatigue” that many are feeling before dozens and dozens of different SVOD services.

We can also see a trend of publisher consolidation. While in the early days of CTV there was a proliferation of apps, we can see today that content providers of all types, sizes and content strands have been linking to other apps' channels to maximize views of their content and therefore capture more audiences. This facilitates the media buying process, meaning advertisers can enjoy a “one-stop shop”.

The evolution and increase in options of creative formats also create a positive impact on audiences and possibilities for brands. Today, it’s possible to impact the public at different times and in different ways, generating awareness and also conversion through interactive pieces that integrate the cell phone into the execution.

Finally, context is key. As user behavior with CTV becomes better understood, the context in which ads appear becomes more important – especially during the post-cookies and data-privacy era. That's why industry outlets are working closely with companies like ours: to better understand their content and for more sophisticated targeting solutions.

To give some more background on the growing CTV marketing in Brazil, Connected TVs are available in seven out of ten Brazilian homes and, according to Nielsen, 89% of Internet users have one. It’s part of many consumers’ daily lives, as they’re being impacted and interacting with brand messages. Ignoring what it can do for companies is no longer an option for brands that want to be in the front and center for their consumers in the best and most effective points of contact possible.


Read more on targeting opportunities for CTV.
Discover ShowHeroes' Native CTV product and how it works in connectedTV environments.

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