São Paulo, June 23, 2023 – Globo is using artificial intelligence (AI) to analyze the content of its channel programming grid, identifying potential advertisers based on audience interests, expanding sales opportunities, and achieving greater accuracy in the placement of ads that resonate with its diverse audiences.
With the help of Azure Data & AI, Microsoft’s portfolio of services designed to manage data and AI solutions, Globo has created a platform called ORA (Real Opportunity for Aggregation). The goal is to identify common themes between the content aired by the company and campaigns conducted by brands, through a text and image recognition feature powered by AI.
The main motivation for the project was to generate the opportunity to enhance delivery for advertisers, promoting the contextualization of their campaigns with Globo’s content. “We are following the advertising trends in the market, where we increasingly need to generate new value delivery opportunities for brands, and contextualization is an initiative that fits well with this moment. With all the information we have about our content, combined with clients’ desire to increase their retention with viewers, we sought a solution where advertisers’ messages were contextualized with our content, bringing greater engagement, entertainment, credibility, and relevance. For this, we created ORA, a platform with high processing power, which analyzes our content and programming grid together with advertising films, generating contextualization alerts that are offered to clients through GloboAds,” comments Eduardo Ferreira, director of Commercial Operations, Data, and Performance at TV Globo.
Since its implementation, with the support of eCine, a consulting and scalable software engineering company partnered with Microsoft, and the use of the Videolib Enterprise video platform, developed by eCine itself, as an accelerator for the solution, ORA has brought several benefits in terms of speed, usability, and accuracy. Previously, the analysis of Globo’s programming context was done manually by the team, and by automating this step, the company gained in execution time and scale, as the solution can analyze a large volume of agendas and videos through AI and suggest, in just a few minutes, advertisers who are working on similar themes in their campaigns.
This way, the company can sell an advertising space up to four hours before the program airs on TV. “With the solution, we can see the content to be aired, what the subject is, who the people involved in that content are, and then map potential advertisers. If we’re airing a TV show with a particular personality, for example, the platform can identify which brands are also working with them,” Ferreira points out.
In the first two years with the tool in use, Globo was able to expand its reach, which initially was only for broadcast TV and with advertising pieces from the archive, to other channels such as cable TV and regional affiliates, with original content, and more than double the revenue from contextualized ads. Furthermore, the tool also brings advantages for advertisers: contextualization contributes to retaining viewers during TV commercials, which tend to capture more attention from the audience within a programming that relates to them.
“Today’s audience increasingly seeks personalized actions and content tailored to their tastes and lifestyle, and data is the link that connects companies’ offerings to these specificities. We have seen how AI can be used in various scenarios to expand the potential of businesses, and in information analysis, it is a key element for reading these data and offering professionals insights so they can direct their actions, generating competitive advantages in scale, time, and accuracy for businesses,” says Christiano Faig, Vice President of Technology and Solutions at Microsoft Brazil.
Initially, Globo offered opportunities for contextualizing its own content with commercials from partner brands. With the success of the platform, now the reverse flow also occurs: advertisers seek opportunities for contextualization with the company, according to the content it airs.
Globo intends to continue developing the ORA platform and investing in new functionalities in the coming months. One of the company’s objectives is to expand the tool to other areas, such as commercial evaluation, which ensures compliance with internal regulations and the quality of the commercials aired.
Source: Microsoft Brazil