With the use of Microsoft Azure tools, the company crosses data and program information so that advertising is directed to topics that interest the audience of each content
Globo is using artificial intelligence (AI) to, based on the analysis of the content of its channels' programming grid, identify potential advertisers according to topics of interest to the public, expanding sales opportunities and achieving more assertiveness in the placement of ads that speak to your different audiences.
With the help of Azure Data & AI, Microsoft's portfolio of services designed to manage data and AI solutions, Globo created a platform called ORA (Real Opportunity for Grouping). The objective is to identify common themes between the content published by the company and campaigns carried out by brands, through an AI-powered text and image recognition feature.
The great motivation for the project was to generate the opportunity to enhance delivery for advertisers, promoting the contextualization of their campaigns with Globo content. “We are following the advertising trends in the market, where we increasingly need to generate new opportunities to deliver value to brands, and contextualization is an initiative that adheres well to this moment. With all the information we have on our content, combined with the customers' desire to increase their retention with viewers, we sought a solution in which our advertisers' messages were contextualized with our content, thus bringing greater involvement, entertainment, credibility and relevance. For this, we created ORA, a platform with high processing power, which analyzes our contents and programming schedule together with advertising films, generating contextual alerts that are offered to customers through GloboAds”, comments Eduardo Ferreira, director from TV Globo's Commercial Operations, Data and Performance area.
Since it was implemented, with the support of eCine, a scalable software engineering and consulting company that is a Microsoft partner, and the use of the Videolib Enterprise video platform, from eCine itself, as an accelerator of the solution, ORA has brought several benefits in terms of speed, usability and assertiveness. Previously, the analysis of the context of Globo's programming was done manually by the team, and by automating this step, the company gained in execution time and scale, since the solution is able to analyze, through AI, a large volume of stories and videos and suggest, in a few minutes, advertisers who are working on similar themes in their campaigns.
In this way, the company is able to sell an ad space up to four hours before the program is shown on TV. “With the solution, we managed to have visibility of the content to be broadcast, what the subject is, who are the people who will be in that content and, then, map potential advertisers. If we are airing a TV program with a certain personality, for example, the platform can identify which brands are also working with it”, points out Ferreira.
In the first two years with the tool in use, Globo was able to expand its reach, which was initially only for open TV and with publicity pieces from the collection, to other channels such as pay TV and regional affiliates, with unprecedented content, and more than double revenue from contextual ads. In addition, the tool also brings advantages for advertisers: contextualization contributes to the retention of viewers in TV commercials, which tend to attract more public attention within programming that relates to them.
“The current public is increasingly looking for actions and personalized content for their taste and lifestyle, and data is the link that connects companies' offers to these particularities. We have seen how AI can be used in different scenarios to expand business potential and, in information analysis, it is a key element to read this data and offer professionals insights so that they can direct their actions, generating competitive advantages at scale , time and assertiveness for business”, says Christiano Faig, vice president of Technology and Solutions at Microsoft Brazil.
Initially, Globo offered opportunities to contextualize its own content with commercials from partner brands. With the success of the platform, now the reverse flow is also happening: advertisers seek contextualization opportunities with the company, according to the content conveyed by it.
Globo intends to continue developing the ORA platform and investing in new features in the coming months. One of the company's objectives is to expand the tool to other areas, such as the evaluation of commercials, which guarantees compliance with internal rules and the quality of the pieces aired.
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