Globo shares lessons on experimenting with new ad formats

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Brazilian broadcasting giant Globo is constantly experimenting with new ad formats, but always with the user in mind, according to a senior executive.

Research conducted by the company found that, because users on linear TV are used to ad breaks, when they come over to Globo’s streaming platform viewers are still broadly accepting of them, director of technology Marcelo Souza explained.

However, on demand viewers found pre-rolls intrusive, comparing them to a paywall that they are forced to sit through.

“The least intrusive you are, the more receptive the users are to it,” Souza pointed out. This learning has led Globo to experiment more with different kinds of formats.

Dynamic ad insertion on streaming has proved effective for the company. “Now we can segment the message to you or the brand or the product, getting closer to the user knowledge,” he said.

Another innovative format that Souza pointed to is banner ads for a betting company that showed live odds during a sports broadcast. The ads were overlaid over the game, meaning viewers could still see the content at the same time.

“Live events call for more interactive ads — something that will enhance the experience,” he said. “Users responded well.”

While all of these new formats “complement” Globo’s existing offerings, Souza stressed that advertisers have to choose carefully: “Where does that format help that objective of the brand? But at the same time it doesn’t ruin the experience of the user?”

Ultimately, “the most important part is listen to what your customer is saying and add to that learning process”, he concluded.

Watch the full interview:

The interview was conducted at the Google Ad Manager Innovation Showcase in September 2024.