Advertising in Brazil
Strategies for advertising in Brazil vary because of the economic status of the consumers. For advertising to be effective, the ads must reach their audience, and to reach their audience they must find the right mediums for the right ads.
Most Prevalent Advertising
In Noticias they write that terrestrial television ads have been growing rapidly in the past year, nearly a 55% increase, which is four times more than any other form of advertising. Following terrestrial TV ads is newspapers, which increased 13% this year. Marketers predict digital advertisements to dramatically increase in the near future, following the trend of the rest of the world, despite the 7% increase it has seen.
The World Cup in 2014 and the Olympics coming up in 2016 – Brazil has experienced wonderful conditions for massive advertising opportunities. Usually, futbol games on TV and local stadiums give advertisers a large audience to receive their advertisements, but international events lead the advertisements to reach to the far corners of the world. Millions of fans watch the World Cup and the Olympics, increasing the price of advertisements along with the reach.
Brazil has been making movements to ban urban billboard advertisements threatening to poison the Brazilian aesthetics. In the early 2000s, urban advertising skyrocketed across Brazil, littering the cities with thousands of distracting advertisements flashing in every direction. Regulating the advertisements was far past city control, so cities decided to ban the advertisements collectively. In less than a year, 300,000 store front signs were removed and 15,000 billboards. Citizens have taken control into their own hands by removing advertisements by covering them with their own art. A movement was even lead to cover billboard ads with art.
The negative reaction to outdoor advertisements stems from a variety of reasons. Most commuters are tired of never being able to escape corporate influence. They walk to work viewing advertisements the entire way, then are constantly seeing ads as they work on their computer, then the whole commute home again, and for the rest of the evening as they try to relax and watch television.
Cláudio Loureiro is the founder of Heads Propaganda, a successful advertising agency. His success has helped him to expand his business in Brazil, acquiring some of the largest companies for his advertising strategies. He is notorious as a clever inventor and problem solver, using his artistic and creative talent to find solutions to corporate awareness issues.