By Pedro Filizzola
Recently Brazilians heard the news from IAB Brazil that the Internet will soon be the 2nd largest advertising medium – behind only broadcast TV and ahead of cable TV, newspapers and magazines. Beyond numbers, this shows that advertisers and brands need to adapt to the trends of an increasingly digital and connected market.
Besides being where people now spend most of their time, the online world brings great benefits when it comes to advertising, such as targeting and measurement. If we add interactivity to these characteristics, the format that comes into our heads can only be video. In Brazil, almost 40% of the population watches online videos. These users are consuming content no longer predetermined by traditional TV.
Following up on this trend, more and more ad agencies are explo.....
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