Brazil has 5,500 cities, with 28.7 million online newspaper readers per month. Until recently, major brands wishing to run nationwide campaigns in newspapers had to purchase ad space in each outlet separately.
To address this problem and to unlock more value in Brazil’s powerful advertising market — one that, according to Deloitte, generates 10.7 reals in the economy for each real invested — Digital Premium Journais created the Digital Premium Newspapers platform.
By dealing with just one agent, buyers now can reach five million people a day by running ads simultaneously in the country’s top-65 newspapers, allowing the platform to compete with major players such as Google and Facebook.
While television advertising packages have long offered one-stop shopping for buyers to run ads on a full range of channels, this same approach could not be applied to Brazil’s newspapers.
Previously, buyers had to negotiate separately with the country’s leading newspapers, a process that could take three days. They also had to contend with the specific advertising formats of each newspaper.
The Digital Premium Newspapers platform eliminates these hurdles and lets advertisers run the same nationwide campaign at a much lower cost.
The network targets a qualified market seeking reliable news and information from Brazil’s leading news sources. Unlike content portals, Digital Premium is a global media vehicle with a local approach; it uses the top newspapers in Brazil, spread across 20 states and 50 cities, and enlists 5,000 journalists nationwide.
Bringing these newspapers together into a single advertising network strengthens their sales, and increases their ability to promote major brands and offer more powerful advertising for their readers.
Digital Premium Newspapers is more than just a media platform for the advertising industry: it enables faster and more effective communication with the general public. The platform was designed to offer clear benefits to major advertisers and their agencies, by providing extensive reach through newspapers.
Based on the local strength of the finest newspapers in each region, Digital Premium Newspapers has established itself as Brazil’s most reputable readership-media platform.
Grouping these newspapers together has also strengthened their individual sales and increased their ability to promote major brands and impact their readers with more potent advertising.