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This, then, requires a good strategy. Next, find out more about investing in communication and how to get this fundamental aspect right for business success. Advertising investment in Brazil grows again Data from “ Inside Advertising 2022 ”, produced by Kantar IBOPE Media, reveals that advertising investment in the country grew 29% from 2020 to 2021. This number was recorded after a decline of 9.8% between 2020 and 2019. The trend of recovery in the advertising market has now continued in 2022.
In the first quarter of this year alone, R$17.6 billion were invested in communication, a result 22% higher than in the first three months of the previous year. What has stood out in this scenario is the consumer services sector. If in 2020 it was behind commerce in terms of share of the advertising pie, in 2021 it became responsible for a fifth of investment in advertising in Brazil, being the leader in this regard. Then, in the first quarter of 2022, the performance was even greater: consumer services invested 23% of the Brazilian total. Together, consumer services, commerce and the financial and insurance market account for around half of advertising investment in the country.
In this panorama, Kantar IBOPE Media highlights the role of video in Brazilian advertising, a format that reaches 98% of Brazilians . Audiovisual content represented 63% of all media purchases in 2021 among Brazilian advertisers. Cenp -Meios provides approximate data on how this investment in video may be distributed, taking into account the first half of 2022. In relation to the total amount invested in media purchases in Brazil: Open television receives 46.1%.
Pay television receives 6.3%. Cinema receives 0.3%. Furthermore, internet video accounts for 5.7% of digital media. At the same time that this fact reinforces the importance of video in brands' communication strategy, opportunities arise to invest in formats little used by advertisers, thus being able to differentiate themselves. Read also: Video marketing: why include TV in your strategy? Diversifying media investment is essential. (Photo via Freepik)
The number of advertisers in media increases The growth in the amount invested in advertising in Brazil is not just related to individual investment by brands. In recent years the number of advertisers in the media has also increased . In this sense, the jump was 47% between 2019 and 2021. Some segments experienced even greater growth during this period: Electronics and IT: 166% Telecommunications: 101% Pharmaceutical industry: 75% Domestic hygiene: 71% Hygiene and beauty: 69% Services: 65% Real estate market : 64% All these activities, therefore, saw the competition for public attention grow above average.
On the other hand, if competition increased, attention to advertising kept pace. This is yet another reason to increase advertising investment in Brazil. In 2019, for example, 58% of Brazilians declared that they paid attention to brand advertisements. In 2021, this percentage rose to 68%. Furthermore, 47% of the public in the country now states that they use advertising as a source of information for purchases. Read also: Investment in traditional media grows alongside digital importance of 360° communication strategy To be successful in communication, you need to invest more and more intelligently.
And what do the most valuable brands in Brazil do, according to Kantar IBOPE Media? They diversify the brand’s presence in a 360º strategy. On average, the ten most valuable brands invest in 6.5 different media. This means that leadership is not built only with social networks nor only with video, but with these and other media together.