Video content is increasingly popular in Brazil. This is what points out a survey carried out by Kantar Ibope Mídia, in which it says that 99.6% of the Brazilian population was reached by messages in the form of video.
Among the devices, television (open or pay) was the audience champion, with 78.7%, while smartphones, tablets and computers were with 21.3%.
Another factor raised in the study is the average national consumption time, which reaches 5h17min per day watching television linearly. Among the capitals, Rio de Janeiro has the highest average time, reaching 6h04min.
Research reveals higher advertising investment in the video format
The high rates indicate a favorable public position towards the format, which should be explored by the advertising market in the coming years.
According to the study, 68% of all advertising investment in 2022 was spent on video, an increase of one percentage point over 2021. However, if you only analyze the 10 most influential brands in the market, the number increases from 71% to 74%.
Online video reaches 31.8% of the Brazilian population in one day
Connectivity is increasing every day and the percentage of reach of an online video in just one day shows this. The study points out that 31.8% of the population is achieved by the daily format. Already in a month, the number of people almost doubles, rising to 61.1%.
In this way, 55% of people are achieved by watching TVs and connected TVs, while 36% through the smartphone.
At least 56% of people would accept advertising on streaming platforms if they were cheaper
The survey also revealed that in Brazil, 56% of people who subscribe to a streaming service would accept advertising on the platforms, if this made subscriptions more affordable. The value is higher than in other countries such as Great Britain (53%), Argentina (48%) and Germany (44%).
It's time to invest in video ads
With the high reach of the format, it is time to invest in video advertising. Therefore, small, medium and large companies should seek to apply the format in their social networks to increasingly leverage the enterprise.
However, it is important to point out that the quality of the product must be good in order to catch the attention of the potential customer and convert him. Therefore, having an efficient team behind the audiovisual production, which performs from capturing to editing and publishing efficiently, can make all the difference in the Return on Investment (ROI).