Scenario
The Globo Group, composed of companies such as Editora Globo, Sistema Globo de Rádio, and Globo Ventures, in addition to being the maintainer of the Roberto Marinho Foundation, recently underwent a reorganization of its business areas to offer quality experiences through content and services on its platforms.
The strategy focused on keeping the customer at the center of the business, with the aim of enhancing the strength of television by combining open and closed signals with digital opportunities. The “Uma só Globo” (One Globo) movement was initiated in September 2018, encompassing its planning phase and launching in the market in January 2020.
For Eduardo Amaral, AdTech Senior Manager at Globo, the goal of this entire process is to make the conglomerate 100% media tech and gain scale in a world where content and technology become one, impacting the business model of both media companies and big tech firms.
Challenge
One of the significant challenges for a company to become digital was the shift in mentality and culture. Given this scenario, the Globo Group, which was already undergoing significant structural changes as part of its strategic planning execution, launched the challenge of becoming 100% media tech within three years.
With this in mind, Globo started developing and implementing tools on the Globo Ads and Globo SIM platforms – Globo Ads for major advertisers and Globo SIM as a new focus to include small advertisers in the advertising ecosystem.
These two projects have the potential to disrupt advertising practices in the Latin American market by encouraging innovation in their segment. This is because the model for sending advertising to open TV had always been based on file transfers, with no involvement of technology and, even less, interaction from the end consumer.
Solution
To automate this process, the Iteris Squad that developed Globo Ads relied on cloud-based data intelligence to ensure advertisers the best journey: from buying their ad slots, creating the ad, tracking if it’s reserved and when it will air, among other experiences that facilitated conversion and reduced costs for advertisers associated with Globo, whether on TV or the internet.
Through Globo Ads, advertisers can also check the performance of their campaign, such as impact level, gender, age, social class, ratings, and social media, providing more precise post-sale information to agencies.
“To achieve these results, we used statistical modeling techniques based on Artificial Intelligence (AI), which is the ability of a machine to make autonomous decisions based on the results of statistical models, and Machine Learning (ML), the machine’s ability to learn continually based on patterns in the data.”
In addition to this area of operation, Iteris provides squads for the Globo SIM project, an innovative model for the organization that offers short-tail ads to facilitate the sale of commercial spaces to small advertisers. There is no need to rely on agencies or have experience in advertising.
Through the website, it is possible to choose the value and simulate the ad. This model reduces costs and offers more autonomy to small advertisers, revolutionizing the way Globo interacts with this audience, which was not the organization’s focus until then.
Among the strengths of this project, extreme commitment and participation in all Discovery stages stand out, according to the Globo team, as well as Iteris’ integration and quick response to problems that arose during the processes.
Thus, Iteris plays an important role in the organization’s development team with the goal of unifying the data and information that will be consumed, including the types of interactions the audience can have with the ecosystem.
Results
Globo Ads and Globo SIM have pleased advertisers because they can follow all stages of the campaign. An increase in the conversion rate of advertisers has also been observed.
“Globo has the vision of putting the customer at the center and being able to show that it cares about their experience through results is fantastic! A significant part of our revenue goes through these platforms. Globo SIM is our new bet to gain more coverage,” highlights Eduardo.
The automation of the platforms has significantly contributed to cost reduction.
“We see in Iteris attributes that are above the standards of IT consulting firms in the market, both in Brazil and abroad, such as a consultative profile, availability seven days a week, at any time, streamlining and agility in processes, work organization, and, above all, accuracy in identifying and resolving problems, along with a fair cost-benefit relationship with market best practices,” says the executive.
Globo also recognized Iteris’ agility in deliveries, allowing for quick responses in decision-making.
“We have a very strong and mutual relationship of trust. Iteris walked 100% with us. Their commitment and transparency in dialogues were crucial at every stage. And we still have much to evolve in other platforms. Our partnership carries all the baggage already presented and proven by Iteris; they don’t just offer the basic car, they include all the extras,” concludes the executive.
The partnership between Globo Group and Iteris has generated excellent results and continues on the path of what it does best: significant changes for digital transformation in Brazil’s largest Communication Group.
About Globo Group
The Globo Group, Organizações Globo Participações S.A., is formed by a set of companies engaged in the creation, production, and distribution of content on all platforms.
In 2016, the Group was mentioned among the world’s largest media owners, according to the ranking produced by Zenith Optimedia, being the only Brazilian company on the list. Its production in the areas of Journalism, Sports, and Entertainment reaches 99.6% of the Brazilian population, and its linear channel programming speaks to over 100 million Brazilians daily.
The organization has a broad presence on all platforms and has an in-depth understanding of the Brazilian audience, with whom it establishes a direct relationship and offers various experiences, products, and services.
