2023-04-20 16:17:25
The event, which brought together more than 40,000 people, had the participation of the two brands in 4 panels, as well as the presence of Samsung TV Plus in an exclusive convenience lounge for the brand
Executives from Samsung Ads and Samsung TV Plus were among the more than 1,200 speakers who participated in RIO2C, one of the largest creativity and innovation events in Latin America. Among four stages that addressed totally different themes and received different audiences, the representatives of the two brands brought a narrative in common: 3 pillars that must be considered within each of their specialties, always bearing in mind that the consumer is increasingly command of their experiences and consumption journeys.
The first to take the stage was Lucca Rossini, Head of Sales at Samsung Ads Brasil, in a panel that discussed how brands can insert themselves in the new context of content consumption, especially in the streaming environment, what are the opportunities as well as the care and changes mind set that brands need to have. “I see three premises as trends in the market: contextualization, automation and creativity, that is, with each passing day, the market seeks a more contextualized communication, segmented for the right audience and at the moment it wants to consume. And then there are several algorithms, insights, inputs and data that manage to envelop and guarantee efficiency in this communication”, says Lucca. The second point, according to him, would be the automation of media buying and selling (programmatic sales, without a human interface). Looking at other markets, for example the US, this is already a reality, and it is growing in Brazil. And finally, the need to be creative. “Creativity is a pillar that needs to be transversal and that we always try to encourage in the market. If there is an environment that calls for creativity, it is CTV – and even more so in streaming”, concluded the executive.
within this same mind set on “trends”, in the second panel in which Samsung Ads participated with Essio Floridi – Senior Director of Sales and Operations of Samsung Ads in Latin America – the focus was to debate the impact of the economy of content creators regarding the trends and behavior of the consumer. Together with him, Thelma Assis – physician and content creator – and Michel Alcoforado – anthropologist and co-founder of Grupo Consumoteca participated. Essio highlighted that the challenge is daily for those who work as content creators. “Three support pillars must be considered in this scenario: the first is the use of data, to bring relevance and support the content, then offer relevant narratives to sew communication between platforms and, finally, be creative, being bold, impactful and standing out among competitors”, explains the executive. At the end of the panel, all three participants agreed with the fact that today the influencer, or content creator, plays a fundamental role in the life of a brand and that the entire ecosystem – brand, creators and consumers – needs to have a transparent relationship, true and relevant, understanding that there are no more “borders” between these roles.
In addition to the influence of a content creator, brands are also increasingly understanding the importance of data to their strategies. And that’s what Aline Jabbour – Samsung TV Plus Latam Business Development Director – spoke about on the Pitching Square Stage: “Data is the foundation of our ecosystem. In Samsung TV Plus, we use data for 3 fronts, in search of the best experience for the consumer, content providers and advertisers in curating the definition of the content that our consumers are looking for and, consequently, to bring channels to our platform most relevant to our user, helping partner channels to build their programming grids (assisting in defining a prime time, programming block, among others) and, finally, as a tool to offer brands that are part of our platform, so that they can connect with our audience in the most appropriate format and narrative”, comments Aline.
To conclude the brands’ participation in the event, Aline Jabbour took the stage again and joined Felipe Gagliardi – Senior Business Development Manager Samsung TV Plus –, inviting three partner channels of the Samsung TV Plus platform to talk about how this new consumer has impacted the content creation, production, distribution and consumption chain in all types of offer, including the FAST platform. What has changed, what has had to be rethought and what trends we should expect. “We have to start from three principles: the first is to know the consumer; then, being adaptable and flexible to all the transformations of this consumer and the third premise is to be curious, talk about what nobody is talking about to be increasingly relevant and be part of this consumer’s choices”, evaluates Aline.
“When it comes to knowing consumer habits, brands face several challenges, since the same person can have different consumption habits throughout the day. There is not just a single consumption journey when it comes to content, there is the “mood” of the moment the TV is turned on and what role that content will have in that consumer, that is, it will be a moment of disconnection with the hustle and bustle from the outside world for a connection with a moment of rest and leisure. Brands and content creators need to understand that it is necessary to follow each journey and moment in a relevant way”, comments Felipe.
In addition to participating in the debates, Samsung TV Plus was also present during the event in a lounge – which, in addition to presenting the brand and service to event participants, had the mission of being an inviting space for relaxation and connection, and generating opportunities of business. The Samsung TV Plus space, through which it is estimated that more than 10,000 people passed during the event, also offered happy hours.
About Samsung Ads
Part of Samsung Electronics, Samsung Ads is the business unit focused on monetizing space on Samsung smart TVs. It was launched in the United States in 2015, with expanded operations in Canada, Europe, Australia and Asia, and arrived in Latin America – specifically Brazil and Mexico – in 2020 with the mission of connecting brands and consumers offering scale, efficiency, reach incremental and digital measurement/segmentation with the audio and video experience of a big screen TV.
About Samsung TV Plus
Samsung TV Plus is Samsung’s free* streaming platform offered exclusively to Samsung consumers of Samsung smart TVs from 2017 onwards. In Brazil, the platform has 60+ channels of various genres. archyde news within channels is provided by Samsung Ads.
*Available for Samsung smart TVs from 2017. Internet connection required. The content available may be changed and/or discontinued at any time, without prior notice.
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