Iteris & Globo
Platform and convergence solutions have been helping Globo become a mediatech
Introduction
Changing its mindset and culture is one of the main challenges for any organization to become digital. To be digital, a company must be open to changes to make its business scalable and sustainable, in line with the market’s and people’s new demands.
This transformation is more profound in media and communication companies because of the nature of their businesses, which are strongly impacted by the decentralization of content production, storing and distribution.
Grupo Globo, Latin America’s largest media and communication conglomerate, has been undergoing significant structural changes as a result of its strategic plans to become a 100% mediatech in the next three years.
Iteris is a major partner of the group in this process: we have been working together with Globo for four years, providing the best team of professionals to support centralization and automation models of its advertising platforms. A project that will result in a marketplace of media and content products and services to deliver the best experience and real opportunities for small, medium and large advertisers.
In addition to implementing media intelligence solutions, Iteris has been contributing to align the interests and conflicts of the group’s different areas regarding the building of platform convergence approaches. It’s a highly sensitive and challenging scenario given that the group’s companies used to have proprietary technologies and infrastructures that did not communicate among themselves.
Iteris’ highly focused and specialized team has been working with Grupo Globo’s IT professionals on a fully integrated basis and playing a crucial role in developing and deploying tools in Globo Ads’ platforms – for large advertisers – and in Globo SIM – a new initiative to bring small advertisers to Globo’s advertising ecosystem.
Two projects that are likely to break new ground when it comes to Latin America’s advertising practices, boosting innovation in the media market.
Globo, Brazil’s biggest media and communication conglomerate
The Grupo Globo, Organizações Globo Participações S.A, is formed by a group of companies engaged in creating, producing and distributing content in all platforms.
In 2016, the group was listed as one of the world’s biggest media owners, according to Zenith Optimedia’s ranking, the only Brazilian company in the ranking. Its production in the journalistic, sports and entertainment areas reaches 99.6% of the Brazilian population and its linear channels reach more than 100 million Brazilians on a daily basis.
The organization operates in all platforms and deeply knows the Brazilian audience, with which it has a direct relationship and offers diverse experiences, products and services.
Recently, Globo has reorganized its leaderships, areas and business structure to offer quality experiences through contents and services in its platforms.
The Uma só Globo (One Single Globo) movement, internally announced in September 2018, was introduced to the market in January 2020. The strategy is to put customers at the center of the business and boost the power of television by combining free and paid channels with digital opportunities. Today, the group is formed by Globo (Globo Comunicações e Participações S.A.), Editora Globo, Sistema Globo de Rádio, and Globo Ventures and supports Fundação Roberto Marinho that, in partnership with public and private institutions, forms a collaboration network for the sake of education.
Eduardo Amaral, AdTech Senior Manager at Globo, explains that the objective of this process is to become a 100% mediatech and gain scale in a world where content and technology will become one single thing, impacting on the business model of both media companies and the so-called big techs.
The Advanced Analytics is the next step companies can take in their processes to generate data-based value. It’s the next level of the data analytics process.
The classical analytics or classic Business Intelligence were able to analyze the past to understand the present, with limited ability to evaluate future trends. Now, with the statistical models, we can have more efficient and deeper insights about the future.
To achieve these results, we use statistic modelling techniques based on Artificial Intelligence (AI), that is, the ability of a machine to take decisions based on the results of statistic models; and Machine Learning (ML), the ability of a machine to use feedback so that it can continue to learn based on data standards.
Project Challenges
The Grupo Globo, Organizações Globo Participações S.A, is formed by a group of companies engaged in creating, producing and distributing content in all platforms.
In 2016, the group was listed as one of the world’s biggest media owners, according to Zenith Optimedia’s ranking, the only Brazilian company in the ranking. Its production in the journalistic, sports and entertainment areas reaches 99.6% of the Brazilian population and its linear channels reach more than 100 million Brazilians on a daily basis.
The organization operates in all platforms and deeply knows the Brazilian audience, with which it has a direct relationship and offers diverse experiences, products and services.
Recently, Globo has reorganized its leaderships, areas and business structure to offer quality experiences through contents and services in its platforms.
The Uma só Globo (One Single Globo) movement, internally announced in September 2018, was introduced to the market in January 2020. The strategy is to put customers at the center of the business and boost the power of television by combining free and paid channels with digital opportunities. Today, the group is formed by Globo (Globo Comunicações e Participações S.A.), Editora Globo, Sistema Globo de Rádio, and Globo Ventures and supports Fundação Roberto Marinho that, in partnership with public and private institutions, forms a collaboration network for the sake of education.
Eduardo Amaral, AdTech Senior Manager at Globo, explains that the objective of this process is to become a 100% mediatech and gain scale in a world where content and technology will become one single thing, impacting on the business model of both media companies and the so-called big techs.
“Prior to forming this closer partnership with Iteris, Globo used to partner with its suppliers on a timely basis. Through Iteris’ consulting services, we started to understand how to generate knowledge, which used to be too tied to our internal projects. Iteris’ major distinguishing feature is that it brings its expertise, in addition to the quality of its deliveries. Accordingly, our relationship has become stronger and stronger and this growth is organic,” Eduardo explains.
Project Specific Features
Iteris’ partnership with Globo started in 2017 with agile and timely projects and has been growing exponentially thanks to the company’s credibility in terms of quality and fast deliveries throughout the project development journey.
Iteris’ technical team operates under the staff augmentation model with a team of experts in several areas, including front-end and java developers, agile culture, architecture and process automation, to meet the business’ needs on an assertive basis. This approach optimizes and makes use of the organization’s existing resources, bringing more agility to the project that, due to the need of centralizing different technologies, is complex.
Globo Ads and the beta version of Globo SIM are already live. With different objectives for advertisers and scheduled to be launched in 2022, these platforms will bring innovation, dynamism, flexibility and agility to Globo’s proposal.
First, the squad responsible for developing Globo Ads centralized Globo’s products data in one place (as a “window shop”), where the products and channels available to be advertised, both on digital channels and free and paid channels, are displayed. This process also facilitates the work conducted by developers. In Jornal Nacional news show, for example, the centralization of data made it easier for developers to insert data on other portals, such as Globo Ads.
This technology of exhibiting products has been becoming more mature in Globo Ads and the next step is to exhibit all products on its business portal, using the same technology and the same marketplace, providing users with an improved experience. The platform is being tested and deliveries have been having a good overall acceptance among advertisers.
Eduardo highlighted that one of Iteris’ distinguishing features is the offer of specialized professionals to meet the company’s needs, allowing a more agile delivery of MVPs. An MPV is delivered every quarter, meaning the project can be tested, thus facilitating a more assertive decision making process.
“Advertising on TV continues to be a complex process due to regulations, but digital channels have been making it easier. In addition to the technology, the process automation helps reduce red tape. Through data intelligence, we will be able to recommend the best media for each brand to reach all Brazilians,” says Eduardo Amaral, AdTech Senior Manager at Globo.
The Solutions
Prior to the platforms automation, advertisers used to send ads via files to Globo’s free TV channels.
To automate this process, the squad responsible for developing Globo Ads made use of cloud-based data intelligence to provide advertisers with the best journey possible, from the buying of time slot to the making of ads and follow-up to check whether the ad is reserved and will be aired, among other experiences that will make conversion easier and reduce costs for advertisers of Globo’s affiliated companies, both on TV or the internet.
Through Globo Ads, advertisers can also follow the performance of their campaigns, including the impact level, gender, age, social class, audience ratings, and social media. Accessed via web browser, the platform also provides improved post-sales support to the advertising agencies. The release of Globo Ads App is scheduled for 2022.
Another project Iteris has been supporting is the Globo SIM platform, an innovative model that offers short tails ads with the objective of making the sale of ad spaces for small advertisers easier, with no agency support or experience in advertising being necessary.
Advertisers can select prices and simulate ads on the website, a model that reduces costs and provides small advertisers with more autonomy. Not a previous focus of the organization, this new model revolutionizes the dialogue between Globo and this specific audience.
The high commitment and greater participation in all discovery stages are the highlights of this project, according to Globo’s team, in addition to the integration and quick responses of Iteris’ team throughout the processes.
Accordingly, Iteris plays a crucial role in the organization’s development team with the objective of unifying data and information, including the interaction between the audience and Globo’s entire ecosystem.
The Results
Globo Ads and Globo SIM beta version have been having a good overall acceptance among advertisers as they can follow all stages of their campaigns. During the testing stage, the organization have already achieved an increase in conversion rates. This positive result has surprised Globo in scalability terms. “Our vision is to put customers at the center and it’s fantastic to be able to show we have a fundamental concern for the user experience! Most of our revenues come from these platforms. Globo SIM is our new bet to expand our reach,” says Eduardo.
The platforms automation has significantly reduced costs. “We recognize, in Iteris, attributes above those of other IT consulting firms in the market, in Brazil and abroad, such as its consulting profile, 24/7 support, less red tape, agile processes, organized work and, mainly, assertiveness in identifying and solving problems, in addition to cost-effective solutions and use of the market’s best practices,” the executive stated.
Globo also recognizes Iteris’ agile deliveries, which results in faster decision making. “Our relationship is solid and built on mutual trust. Iteris is a hand-in-hand partner. Its commitment and transparency were essential in all stages of the process. We still have to evolve in other platforms. Iteris holds a pivotal position in this process, not to mention its cost-effective solutions. Our partnership has a successful history already proved by Iteris, they do not offer only the essentials, but also the non-essentials,” Eduardo says.
The Grupo Globo and Iteris partnership has generated great results and will continue to do its best: significant changes to the digital transformation of Brazil’s biggest communication group.
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