In this week’s Roundup: The National Newspapers Association in Brazil reaches out to Predicta to build a marketplace in order to better trade ads for print and online traditional media in the country; Black Friday in Brazil has a 17% increase year-on-year, but finishes 2016 below expectations in revenues; and, finally, a survey revealing that only a quarter of local marketers have heard of the term 'martech'.  

Predicta launches marketplace for Brazilian newspapers

The Brazilian National Newspapers Association (ANJ) announced a contract with Predicta to develop a marketplace for 39 publishers, called 'Marketplace Jornais'. The goal is to simplify campaign management for print and online newspapers in Brazil, working close to ad agencies.

According to Predicta, the marketplace aims to disrupt the “offline approach” of the local market, especially related to the advertising trade for traditional media. They claim that the platform will concentrate data and speed up the process of placing ads in the publishers that are part of ANJ alliance. The main objective is to decrease media negotiation time by 70%.

Marketplace Jornais will offer both audience profile data and the commercial standard prices of newspapers, for now. Big publishers, such as Folha de S. Paulo, O Globo, O Estado de São Paulo, are among the participants.

“Facilitating the connection between the offer and the demand is the answer for achieving scale, productivity, and financial efficiency”, said Guilherme Mamede, new business vice-president, Predicta. He also emphasised that the format of their platform will be aligned to world-class solutions development standards.

Black Friday in Brazil has growth in revenues, but stays below expectations

During Black Friday in Brazil, retailers sold R$1.9 bn (£428m) online – representing an increase by 17% compared to last year’s results. Data comes from Ebit, which traditionally measures e-commerce data in the country, and have reminded that the results were below the R$2.1bn (£473m) expected for the date.

In terms of number of transactions, the result was positive: a 5% increase year-on-year; 2.23 million purchases were made online, of which 281.264 people bought items on websites for the first time. The average ticket was R$653 (£147).

Brazilian marketers: only 25% are aware of martech

A recent study made by DOT digital group, a Brazilian group focused on digital solutions for education and marketing, revealed that 96% of marketers in the country believe in technology to create a strategy to reach consumers. Yet, only a quarter of professionals know the concept of martech.

The participants have listed the tools and services they have used the most for their marketing campaigns. Social media tops the list, with 31%, followed by email marketing automation (29%), and content marketing (14%). Digital data analysis is at the bottom, with 13%, just before geolocation (7%) and machine-learning algorithms (3%). The last solution mentioned by the group was micro targeting, with only 2%.

It’s worth mentioning that a reasonable number of professionals are aware of room for improvement: 41% of them admitted that the tools and services they are currently using are not enough to achieve the expected results. Low budget, mentioned by 36% of them, is the main barrier to adopting more advanced marketing and technology projects. Other bottlenecks mentioned were “not knowing enough benefits” (18%), “lack of skills” (9%), “change resistance” (8%), and general “lack of information” (8%).

The survey heard 170 marketing professionals in companies from all sizes, between August and September.