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Membrana Media Expands Its Horizons – Now to Brazil!

4 min
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April 10, 2023
Inna Andriieva
Membrana Media Expands Its Horizons – Now to Brazil!

Membrana Media has expanded its reach to the Brazilian market, bringing Membrana Solutions products to help publishers in the region generate revenue. This move is a testament to Membrana Media's commitment to providing our advanced video production technology that caters to the unique needs of diverse markets. In this blog post we would like to explain the reasons behind our choice of market and how we can be of value to Brazilian publishers.

Why Brazilian Publishers Can't Afford to Ignore Us

With Facebook's recent decision to reduce news content in its feed, publishers are reevaluating their tactics to drive traffic to their sites and exploring AdTech options for generating revenue. That’s where we come into play! Leveraging our successful track record in other markets, publishers in Ukraine and Turkey have already seen an 85% boost in earnings by utilizing our innovative video advertising tool. We are confident that publishers in Brazil will experience similar success by utilizing our solution.

One area where we see tremendous potential in the Brazilian market is video advertising. Video has become an increasingly important medium for businesses to connect with their target audiences. Advertising in Brazil is developed, but the share of programmatic is still quite low compared to other regions of the world.

Our Thrilling Choice for Business Expansion

We've been crunching numbers, analyzing data, and doing our research - there's no better place to be than Brazil! Let’s see why:

  • Brazil has a population of 214 million people, making it the seventh most populous country in the world;
  • 68% of Brazilian consumers pay attention to advertising, with 71% of young people showing interest in it;
  • 94% of internet users in Brazil find digital ads helpful, particularly when they are in the process of buying something;
  • With over 160 million users and a 77% internet penetration rate, Brazil stands as the top internet market in South America. 

This presents an excellent opportunity to showcase our advantages and introduce the audience to an effective product for publishers and advertisers.

The Brazilian market boasts a high click-through rate (CTR), indicating the effectiveness of online advertising and marketing campaigns. Furthermore, Brazilian internet users have demonstrated a great interest in online content, making the market a promising arena for attracting and retaining customers. As such, we see tremendous potential in the Brazilian video advertising market. 

Brazilian culture values creativity, entertainment, and visual aesthetics. Membrana Media's video advertising solutions can capitalize on these cultural preferences to create engaging content that resonates with the target audience. 

The Key Factor is The Right Person

Having a great strategy is undoubtedly important, but having the right person to represent your company, that’s the main goal and challenge. We could not believe our luckiness that we were able to find exactly what we were looking for!

Lívia Ematné de Matos — country manager Brazil

With 13 years of experience in digital marketing, Lívia has a unique perspective that sets her apart from others in the field. She started her digital journey with the Mobile Marketing Association in Latin America and has since worked with major players such as Facebook, Adobe, and Taboola.

What distinguishes Lívia is her broad understanding of the market, having worked in digital advertising, branding, and publishing. As the country manager for Membrana Media in Brazil, Lívia is well-positioned to showcase our cutting-edge video advertising tool, which is intended to enhance engagement, user experience, and monetization for businesses.

Having someone present locally in the country where you intend to operate your business, who can respond quickly to changes in the local business environment and adapt strategies accordingly, is crucial. Our regional manager's diverse industry experience enables us to swiftly communicate key messages to the audience and publishers, and also determine how to maintain a balance between advertisers and publishers in the country's ecosystem.

Benefits of Video Production for BR Publishers

Video production provides several benefits for Brazilian publishers. By showcasing products through video, publishers can build trust with their audience, leading to a loyal customer base. Video also allows publishers to expand their reach to the 317.9 million digital video viewers in LATAM, and engage their audience 10 times more effectively than text. By embedding videos on their landing pages, publishers can increase conversions by 85%, and visitors are 139% more likely to recognize their brand. Additionally, video ads generate the same revenue as multiple intrusive ads, making them a cost-effective option with a great return on investment.

Our First Wins

Given these benefits, it's not surprising that more and more publishers are jumping on board and embracing video production as a way to grow their business in the Brazilian market. The potential is huge, and the response so far has been overwhelmingly positive. At Membrana Media, we are always looking to expand our horizons and grow alongside our clients. 

Even if it is just the beginning, we see tremendous potential and response on the market. We have already started our cooperation with several partners, and cannot wait to bring more on board. Stay tuned to get to know about our partners in our next posts.

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