Please welcome Mikhail, the Head of the CPM Department at Adsterra. As a panelist and keynote speaker at top Brazilian conferences, Mikhail has collaborated with leading marketing professionals to bring you exclusive insights. He has compiled the 7 best hacks for brands and affiliate agencies advertising in Brazil or looking to enter this dynamic market.
The online advertising industry in Brazil is highly competitive, as it is the largest economy in Latin America. However, you can still secure quality impressions and clicks at an affordable cost and capture the best leads. Browse through this brief marketing guide to enhance the impact of your ad campaigns.
Who would benefit from these tips?
To begin with, I suggest this guide for global and local iGaming brands, agencies, and affiliate teams interested in advertising in Brazil and reaching Brazilian audiences.
I won't delve into the basics of media buying or the selection of CPA offers here. You can find these essential steps covered in my previous guides on Marketing in Latin America and Promoting iGaming Products in Brazil. Check our official blog for those guides.
Today, our focus will narrow down to essential local considerations that every marketer must address when launching advertising campaigns in Brazil.
Mastering Advertising in Brazil: 7 Expert Tips
If you're a global brand and looking to discover and jump in the Brazilian market, whether in the iGaming or Commerce industry, your initial task is to understand the country's cultural norms and patterns of ad consumption.
These hacks will act as your starting point. Adapting your advertising campaigns to local nuances becomes much simpler when these factors are considered. However, I must apologize for any disappointment: this list is merely the beginning of your journey. Brazil is too dynamic, diverse, and captivating to be fully encapsulated in just seven pieces of advice. Moreover, its advertising industry is currently evolving as you read this guide.
Establishing connections with local audiences and building brand reputation necessitates having a local representative. For iGaming operators, maintaining a Portuguese-speaking support team is equally vital.
At Adsterra, we recognized the importance of these steps and went the extra mile. After a thorough search, we welcomed Tarcio, a talented marketing manager, to our team. Tarcio now works in developing our community and effectively sharing our expertise with Brazilians in a culturally authentic manner.
Embrace the Brazilian Vibe Naturally
Industry experts recommend incorporating local slang to connect authentically with native speakers. For example, São Paulo has its own unique vocabulary that can resonate well with your audience. However, it's crucial to strike a balance and avoid coming across as insincere or artificial. Maintaining respect and authenticity remains essential for achieving success.
Faz mó cota que você não ganha
Here the word “cota” means “time”. This word is used in São Paulo.
Keep in mind that Brazil is a vast country with regional variations in slang and colloquial expressions. For instance, the term "cota" mentioned earlier is mainly used in São Paulo (both the city and the state). If you're addressing audiences from other states in Brazil, even those geographically close to São Paulo State, they may not be familiar with this expression.
I asked Tarcio for a few more colloquial expressions that would resonate naturally across various regions of the country:
This tip will elevate your Sports and Entertainment campaigns. Industry experts recommend immersing yourself in sports-related jargon to resonate deeply with your target audience. Your creatives and landing pages should feel and look familiar.
For instance, São Paulo, with a population of approximately 20 million, offers a rich variety of local sports fan communities and social media pages. Explore their celebrations of champions, their discussions, and their eagerly awaited tournaments. Incorporate local fan chants and slang for authenticity.
Soccer isn't the center of the universe
Brazilians show strong loyalty as sports fans, passionately supporting their favorite clubs and celebrating their victories genuinely. However, football is just one among many sports with a large fan base.
The Brazilian national teams in volleyball and handball also enjoy significant popularity. Therefore, I recommend monitoring top events beyond football and exploring suitable CPA offers in your affiliate network. An added benefit: the cost of traffic during these events may be lower compared to advertising during football matches.
Provide appropriate payment methods
iGaming platforms and online gaming houses may find the following insight valuable. During discussions at events like SiGMA and Afiliados Brazil, PIX emerged as a popular payment system. Although relatively new, it has quickly gained widespread popularity— this revolutionary payment method is used by a large portion of iGamers.
If you're an affiliate, verify whether your operator supports PIX and highlight this in your creatives and landing pages. For iGaming platforms, integrating this system can become a significant competitive edge.
A general rule is to regularly simplify the sales funnel: no matter which industry or vertical you promote, ensure that people can easily deposit funds. If you're an agency, recommend to your advertisers to include convenient payment options or, if not feasible, offer catchy bonuses on the offer's page. This approach prevents draining budgets when visitors or players leave a website due to a complex payment process.
Meet your consumers, customers, or players where they are
When entering a new market with your advertising efforts, it's crucial to understand the communication channels preferred by your audience. In the case of Brazil, it's important to explore how Brazilians connect and assess the potential for promoting CPA offers through these channels.
WhatsApp, often referred to as "zapzap" locally, stands out as the top messaging app with an impressive penetration rate estimated at 99%.
While I can't confirm the abundance of opportunities for advertising affiliate offers on WhatsApp, our publishers have successfully monetized landing pages by directing WhatsApp traffic through Direct Links.
For iGaming operators and gaming platforms, leveraging the WhatsApp Business App for advertising is not essential. There's also an opportunity to create Facebook and Instagram ads that seamlessly lead users to engage directly via WhatsApp chat.
Utilize non-mainstream ad networks
Both brands and affiliates should diversify their traffic sources by incorporating advertising networks into their strategy. However, it's crucial to highlight the importance of "non-mainstream" platforms. These networks offer clean traffic with less competition and fewer restrictions.
Adsterra exemplifies this type of ad network. With over 35,000 publishers, we generate substantial traffic from streaming, gaming, and entertainment websites.
Key advantages of purchasing traffic from an non-mainstream network
Explore the Adsterra platform to discover its features, such as CPA Goal, which optimizes CPM traffic through conversions, and Custom Bid.
An extra tip Instead of a conclusion
The online advertising industry in Brazil is highly competitive, as it is the largest economy in Latin America. However, you can still secure quality impressions and clicks at an affordable cost and capture the best leads. Browse through this brief marketing guide to enhance the impact of your ad campaigns.
Who would benefit from these tips?
To begin with, I suggest this guide for global and local iGaming brands, agencies, and affiliate teams interested in advertising in Brazil and reaching Brazilian audiences.
I won't delve into the basics of media buying or the selection of CPA offers here. You can find these essential steps covered in my previous guides on Marketing in Latin America and Promoting iGaming Products in Brazil. Check our official blog for those guides.
Today, our focus will narrow down to essential local considerations that every marketer must address when launching advertising campaigns in Brazil.
Mastering Advertising in Brazil: 7 Expert Tips
If you're a global brand and looking to discover and jump in the Brazilian market, whether in the iGaming or Commerce industry, your initial task is to understand the country's cultural norms and patterns of ad consumption.
These hacks will act as your starting point. Adapting your advertising campaigns to local nuances becomes much simpler when these factors are considered. However, I must apologize for any disappointment: this list is merely the beginning of your journey. Brazil is too dynamic, diverse, and captivating to be fully encapsulated in just seven pieces of advice. Moreover, its advertising industry is currently evolving as you read this guide.
No English, por favor
To kick things off, let's address the fundamental aspect. According to insights gathered from land-based agencies and experts at events like Afiliados Brasil and SiGMA Americas, a unanimous recommendation emerged: "Communicate your ad message in Portuguese." Brazilians have a strong affinity for their language, and it's crucial to honor this preference. Therefore, investing in high-quality translations of landing pages, creatives, and interfaces is essential.Establishing connections with local audiences and building brand reputation necessitates having a local representative. For iGaming operators, maintaining a Portuguese-speaking support team is equally vital.
At Adsterra, we recognized the importance of these steps and went the extra mile. After a thorough search, we welcomed Tarcio, a talented marketing manager, to our team. Tarcio now works in developing our community and effectively sharing our expertise with Brazilians in a culturally authentic manner.
Embrace the Brazilian Vibe Naturally
Industry experts recommend incorporating local slang to connect authentically with native speakers. For example, São Paulo has its own unique vocabulary that can resonate well with your audience. However, it's crucial to strike a balance and avoid coming across as insincere or artificial. Maintaining respect and authenticity remains essential for achieving success.
Faz mó cota que você não ganha
Here the word “cota” means “time”. This word is used in São Paulo.
Keep in mind that Brazil is a vast country with regional variations in slang and colloquial expressions. For instance, the term "cota" mentioned earlier is mainly used in São Paulo (both the city and the state). If you're addressing audiences from other states in Brazil, even those geographically close to São Paulo State, they may not be familiar with this expression.
I asked Tarcio for a few more colloquial expressions that would resonate naturally across various regions of the country:
- Fera = means “fella” or “buddy”
- Fazer uma fezinha = means “play in the lottery” or “bet in something”
- Sextou = means “Thank God It’s Friday”
- Se liga aí … = means “Stay tuned”
This tip will elevate your Sports and Entertainment campaigns. Industry experts recommend immersing yourself in sports-related jargon to resonate deeply with your target audience. Your creatives and landing pages should feel and look familiar.
For instance, São Paulo, with a population of approximately 20 million, offers a rich variety of local sports fan communities and social media pages. Explore their celebrations of champions, their discussions, and their eagerly awaited tournaments. Incorporate local fan chants and slang for authenticity.
Soccer isn't the center of the universe
Brazilians show strong loyalty as sports fans, passionately supporting their favorite clubs and celebrating their victories genuinely. However, football is just one among many sports with a large fan base.
The Brazilian national teams in volleyball and handball also enjoy significant popularity. Therefore, I recommend monitoring top events beyond football and exploring suitable CPA offers in your affiliate network. An added benefit: the cost of traffic during these events may be lower compared to advertising during football matches.
*Don't overlook the UFC! These thrilling fights also draw a large audience of watchers and iGamers.
Provide appropriate payment methods
iGaming platforms and online gaming houses may find the following insight valuable. During discussions at events like SiGMA and Afiliados Brazil, PIX emerged as a popular payment system. Although relatively new, it has quickly gained widespread popularity— this revolutionary payment method is used by a large portion of iGamers.
If you're an affiliate, verify whether your operator supports PIX and highlight this in your creatives and landing pages. For iGaming platforms, integrating this system can become a significant competitive edge.
A general rule is to regularly simplify the sales funnel: no matter which industry or vertical you promote, ensure that people can easily deposit funds. If you're an agency, recommend to your advertisers to include convenient payment options or, if not feasible, offer catchy bonuses on the offer's page. This approach prevents draining budgets when visitors or players leave a website due to a complex payment process.
Meet your consumers, customers, or players where they are
When entering a new market with your advertising efforts, it's crucial to understand the communication channels preferred by your audience. In the case of Brazil, it's important to explore how Brazilians connect and assess the potential for promoting CPA offers through these channels.
WhatsApp, often referred to as "zapzap" locally, stands out as the top messaging app with an impressive penetration rate estimated at 99%.
While I can't confirm the abundance of opportunities for advertising affiliate offers on WhatsApp, our publishers have successfully monetized landing pages by directing WhatsApp traffic through Direct Links.
For iGaming operators and gaming platforms, leveraging the WhatsApp Business App for advertising is not essential. There's also an opportunity to create Facebook and Instagram ads that seamlessly lead users to engage directly via WhatsApp chat.
Utilize non-mainstream ad networks
Both brands and affiliates should diversify their traffic sources by incorporating advertising networks into their strategy. However, it's crucial to highlight the importance of "non-mainstream" platforms. These networks offer clean traffic with less competition and fewer restrictions.
Adsterra exemplifies this type of ad network. With over 35,000 publishers, we generate substantial traffic from streaming, gaming, and entertainment websites.
Key advantages of purchasing traffic from an non-mainstream network
- Industry-specific expertise
- Vertical-friendly policies
- Integration with third-party trackers
- Access to best practices for creatives, landing pages, and pre-landers
- Accessible expert support for all partners
- Substantial traffic volumes from South America (2.7 billion monthly impressions, as of February 2024)
- Partner Care Program offering top-tier customer support and expert guidance
Explore the Adsterra platform to discover its features, such as CPA Goal, which optimizes CPM traffic through conversions, and Custom Bid.
An extra tip Instead of a conclusion
- When advertising in Brazil, it's essential to resonate with consumers' core values and address their specific pain points. Therefore, steer clear of clichés about Brazilians.
- You know, there are many stereotypes about these wonderful people. One of them is that Brazilians prefer leisure over work, or that every day is a party. That's simply not true! Brazilians are diligent workers. Offices here typically open at 7:30 or 8 AM. This dedication has contributed to making Brazil the most prominent economy in Latin America.
- Not all Brazilians are passionate about football. And even among those who are, not every Brazilian plays the sport.Samba and carnival celebrations are not an everyday occurrence. When targeting Brazilians in your marketing, it's best to avoid these clichés to truly connect with your audience.
- And finally, a word to all my peers in Cyprus who are accustomed to 86°F in summer: Pack your suitcase with warm clothes if you're coming to São Paulo in June; it's the coldest month of the year!
