Branded entertainment, particularly in the form of native in-video advertising is a fairly new concept in Brazil; not just for brands, but for advertising agencies, content producers, broadcasters and distributers. Brands typically associate themselves with broadcast content through traditional, ad break advertising. However, a 2013 report by Ericsson Consumer Lab TV and Media shows streaming of on-demand and time shifted content is now consumed by 63 per cent of Brazilians, offering a huge opportunity for brands to explore in-video advertising as a supplement to traditional advertising techniques as consumer viewing behaviours evolve.

To ensure brand messages and content engage the target audience in this consumer-driven landscape, brands are looking to advertise in a contextually relevant and non-invasive way that allows them to build an authentic and emotional connection with consumers. An ideal way of achieving this is through native in-video advertising.

Native in-video advertising is so new to Brazil that specific regulations do not yet exist. Advertisers are instead required to abide by the CONAR standards for advertising categories. In this case that means no inaccurate claims around vehicle performance or functionality, and no dangerous scenes or under-18 drivers are to be featured.

Our solution enabled Mitsubishi to run a television ad campaign that was seamlessly integrated within the programme content, in this case the high-profile import series Hannibal. With its brand appearing at the heart of such a bold, primetime series, Mitsubishi was able to position itself in a context that was both richer and more engaging than standard sponsorship advertising. The presence of the brand became a natural and organic part of the overall programme narrative.

Hannibal achieved viewing figures in excess of three million, making it a significant ratings success. The series has aired in 20 countries, and a number of these have introduced second screen apps, but none as successful as the Hannibal Second Screen app in Brazil.

Mitsubishi is one of the first to use native in-video advertising in Brazil. It is also one of the first to complement this with second screen app sponsorship. The campaign and its success has been tracked by and widely reported across Brazil’s advertising industry, including in ‘Meio and Mensagem.’