Inter TV demonstrated Globo DAI, an innovative technology, to the advertising sector in Natal this Thursday (1st). This tool allows people watching the same live program on Globoplay to receive different advertisements, using audience data to target advertising according to the viewer's profile.
The presentation took place during a breakfast at the broadcaster's headquarters in Natal, gathering advertisers and advertising agencies. In practice, this means that two individuals can watch the same broadcast simultaneously and view different commercials, with segmentation taking into account factors such as gender, age group, purchasing power, and interests.
The DAI technology, which stands for Dynamic Ad Insertion in English, allows advertising materials to be inserted into live broadcast breaks. This feature is already available in live broadcasts of channels such as Globo, GloboNews, Viva, Multishow, GNT, and SporTV within the Globoplay platform.
How it works
The system allows the advertiser to specify the desired target audience. Based on the available data, the platform determines which ads will be shown to each group of viewers. According to Globo, this segmentation is enabled through GloboIDs, which are user profiles created by using the company's digital platforms, boasting approximately 140 million profiles.
The main objective is to align television advertising with the segmentation capabilities already used in the digital medium, allowing a single programming schedule to display varied ads to diverse audiences. Globo data indicates that Globoplay reaches about 30 million people monthly.
During the event in Natal, various ad formats were exhibited, varying in duration and value. The initiative aims to expand the reach of this type of advertising to companies of all sizes, including small local businesses such as restaurants, clinics, and stores.
In addition to segmentation, the technology offers campaign metric tracking. Globo reports that this format registers a video completion rate (VTR) exceeding 90%.
Presentation in Natal
This meeting held in the capital of Rio Grande do Norte is part of a series of Globo DAI presentations in other cities served by Inter TV. During the event, segmentation options focused on sectors such as sports, gastronomy, health, automotive, agribusiness, and home and construction were detailed.
It is important to note that this tool is intended for advertising broadcast during live transmission on Globoplay and does not imply any alteration to the programming transmitted by traditional open television.
