By Alejandra Moreno, Head of Marketing, JCDecaux – Brazil
To win the “Streaming War”, OTTs not only need good content, but also good promotional campaigns. Alejandra Moreno, Marketing Director of the global outdoor advertising leader JCDecaux, is in charge of streamers’ campaigns in Brazil and describes in the article below the keys to this advertising ecosystem. The importance of offline advertising in the digital world.
A recent study by Kantar Ibope‘s Target Group Index Global Quick View, conducted in 25 countries, showed that more than half of Internet consumers said they had watched a streaming service in the past seven days. With their popularity already established, these services increasingly use advertising to reach their consumers, as evidenced by another survey by Kantar, which revealed that streaming services invested 151% more in advertising in the first quarter of 2021 compared to the same period. 2020.
Even being synonymous to the digital environment, these global and local players know that offline media plays a fundamental role in the actions of the so-called top of the funnel and that it has effectively contributed with innovative solutions in conversion. Off-line is fundamental in the daily journey of millions of people in many cities, who are at this moment of recovery with a close look at discoveries and seeking to live different experiences outside the home.
Every launch made by a streaming service requires extensive campaign planning and JCDecaux plays a key role in this process. We apply all the expertise that we build daily in over 80 countries and that only the leading global company in the outdoor media sector has. Our creative experience and media teams work side by side with the marketing teams of streamers, the major international agencies specialized in Out of Home in the thinking, architecture and execution of media projects that have an assertive and immersive impact on the potential consumer. Our ultimate goal as a great work team is to kick-start the first emotions that streamers’ content will provoke with their content.
In this period that we see consumers returning to their routines in all countries, streamers know that outdoor experiences have gained even more relevance and that’s why they are truly embracing this moment. We see that they are looking for more and more creative ways to reach the population. As examples, I highlight Amazon Prime Video at the launch of the movie Tomorrow’s War. To publicize the arrival of the new title, the platform placed several 3D alien advertisements on street clocks in the city of São Paulo, as if the creatures from the movie were in fact invading the metropolis.
Another campaign was created by Globoplay, Globo’s streaming service, which used JCDecaux watches in São Paulo to spread suspense by covering street clocks with a black canvas and the words “not recommended” to announce the release of Hidden Truths 2, first Brazilian soap opera produced exclusively for streaming. The campaign was also broadcast on urban furniture in France and the UK, with a focus on Brazilians in Europe.
Latin America is one of the regions that consume the most entertainment and sports in the world, especially telenovelas and football, which are indisputably shared passions by Latin countries. That’s why this plurality of services has a positive impact on the Latin American entertainment and advertising market. Through JCDecaux Brasil, large companies have launched and publicized their catalogs in campaigns in recent years.
In Brazil, the company has the largest digital and iconic screens in Latin America, which are obviously highly desired by brands to promote their content. These screens are where potential consumers circulate on a daily basis: on the subway, on the streets and even at the country’s main airports such as the international airports of São Paulo and Brasília. Our most popular screen in Brazil for launching great content is the Iconic of the Sé station in São Paulo, a giant screen over 10 meters high and which has the power to impact thousands of people daily. He is to Brazil what iconic Broadway is to New York.
Throughout this year, we had absolutely successful cases with the launch of the 2 latest streaming war platforms: HBO Max and Discovery+. With the first, we worked with the marketing team and their specialized OOH agency to activate the arrival in the country announcement that focused on great stories, great titles and great emotions. HBO ran an interesting campaign that embraced a wide network of our street furniture with a special format: our advertising clocks stopped in São Paulo for 1 minute daily and exclusively at the same time so that the public could be moved by the arrival of the platform, showing your best titles. In addition, HBO illuminated with its campaign our Iconic da Sé, the largest digital screen in Latin America.
About the second one, we supported the announcement of your arrival with a very interesting experience sticking trains in São Paulo’s subway. Different train cars brought characters and scenarios both in the outer area of the cars and in the inner areas. An incredible experience to engage the passenger and make him feel part of each of the contents.
For the next few months of 2022, we envisage using Out Of Home to promote films that will once again be shown on movie screens in the country, yet another sector heavily affected by the pandemic. This movement has already started and in recent months we have seen campaigns announcing the release of feature films that are traditionally successful at the studios at the box office. In promoting the Suicide Squad, for example, we brought part of the film’s universe to the city’s streets, sculpting a 3D megastar that we applied to strategic points in the city. The action caught the public’s attention and was shared in thousands of photos by consumers. In recent years, JCDecaux has been offering increasingly innovative solutions that combine offline media with the online universe. An example of this is the union of the universe of out of home with mobile. Today it is possible to work with the concept of 2nd Screen in urban furniture in the cities we work in Brazil. Other paths are integrations with QR Codes to a drive-to-web to view trailers or teasers of content or drive-to-appstore to download the app from streamers which helps in conversion strategies. Another path for OTTs is the development of Smart Content, which integrates information in real time such as hashtags, tweets or other posts on social media campaigns on urban street furniture in cities” of firsts. The idea is to “capture” the attention of potential viewers who are not enjoying a “D” day and who quickly engage in content consumption
