IBrazil ingena ngo-2026 njengemakethe yokutshalwa kwezimali kwezokukhangisa ekhula ngokushesha emhlabeni. Ngokusho kwe-Dentsu's Global Ad Spend Forecasts, lokhu kukhula kuqhutshwa yizici ezimbili zesakhiwo: iNdebe Yomhlaba yeFIFA kanye nokhetho lukamongameli. Ucwaningo lubikezela ukuthi ukutshalwa kwezimali kwezokukhangisa emhlabeni wonke kuzokhula ngo-5.1% kulo nyaka, kudlule i-US$1 trillion, kuyilapho iBrazil ivelele ngokukhula okungu-9.1%.
Umshayeli oyinhloko walokhu kukhula ukukhangisa kwedijithali. Lokhu kubikezela kubonisa ukukhula okungu-6.7% ngo-2026, kugxile cishe ku-70% wakho konke ukutshalwa kwezimali kwezokukhangisa emhlabeni jikelele. Ngenxa yalolu shintsho lwesakhiwo, i-US Media, inkampani ekhethekile kwezokukhangisa kwedijithali, idwebe izitayela ezizodinga imikhiqizo, kusukela ngo-2026, ukuthi isebenze ngendlela engahlukanisiwe futhi ehlanganisiwe kakhulu, ihlanganisa ubuchwepheshe, isilinganiso esithuthukisiwe, kanye nobuciko.
Ngezansi kunezindlela ezi-6 eziyinhloko ezigqanyiswe nguBruno Belardo, iPhini likaMongameli Wezokuthengisa e-US Media.
1) I-AI ayiseyona into ewumqondo, kodwa isiyingqalasizinda yokumaketha
Ngemva kwesigaba sokuqala sokuhlola, ubuhlakani bokwenziwa buthatha indawo ephambili emisebenzini yokumaketha. Ngo-2026, buzohlala buyinto eza kuqala kulo mkhakha, lapho ama-CMO angu-45% etshala imali ekwamukelweni kwawo ukuze kuthuthukiswe ukusebenza kahle kanye nokusebenza kahle kwamasu awo.
Ngokusho kochwepheshe, umthelela uwela ezicini ezine:
- Ukwenza kube ngokwakho ngezinga langempela: okuhlangenwe nakho kanye nohambo okwenziwe ngokwezifiso ngo-100% kumsebenzisi ngamunye.
- Ukumodela okubikezelayo okuthuthukisiwe: ukulinganisa okuqhubekayo, ukubikezela kwesidingo, kanye nokwenza izinqumo ezimbalwa zokulinga namaphutha.
- I-CX ezenzakalelayo nehlakaniphile: ama-chatbot ahlanganiswe ne-CRM, axazulula izinkinga kusukela ekuqaleni kuya ekugcineni futhi asebenza njengesandiso semvelo sokumaketha nokuthengisa.
"Ukuvuthwa kokukhiqizwa kombhalo, izithombe, namavidiyo kwandisa isivinini kanye nobukhulu, kodwa kuletha izinselele ezintsha zokuziphatha njengokucaca, ukumelwa, kanye nemikhawulo yamalungelo okushicilela," kuphawula umphathi.
2) I-Retail Media ihlanganisa ukuthengisa njengenkundla yemidiya
Imithombo yezindaba yokuthengisa kulindeleke ukuthi ikhule ngo-14.1% ngo-2026, ilungele ukudlula usesho olukhokhelwayo ngo-2028 futhi iqinise isikhundla sayo njengesiteshi sesithathu sedijithali esivelele, kanye nemithombo yezokuxhumana kanye nosesho. Lokhu kukhula kuqhutshwa yizikhondlakhondla ezifana ne-Amazon, i-Mercado Libre, kanye nabathengisi abakhulu besifunda njenge-Cencosud.
KuBelardo, umqondo ulula: “Imakethe incika kakhulu kudatha yeqembu lokuqala ukuze ihlukaniswe, ilinganiswe, futhi isebenze. Ukuthengisa akugcini nje ngokuba yindawo yokuthengisa, kodwa futhi kuba yipulatifomu ephelele yabezindaba.”
3) I-CTV ingena esigabeni sokulinganisa esithuthukisiwe
Ukufuduka kusuka ku-TV eqondile kuya kwedijithali kuyaqina, okubeka ama-TV axhunyiwe phakathi kwezingxenye ezishisa kakhulu ngonyaka ozayo. Ngo-2026, kulindeleke ukuthi ukutshalwa kwezimali ku-CTV kukhule ngo-9.5%, okubangelwa ukusetshenziswa okwengeziwe kokusakaza okusekelwa yizikhangiso, ngokusho kukaDentsu.
Emakethe, lokhu kumelela ukuvuthwa okwakungatholakali ukuze kudonswe ukutshalwa kwezimali okwakugxile kuthelevishini yokusakaza. Ngokusho kwePhini likaMongameli we-US Media, isici esihlukanisayo ngo-2026 kuzoba yikhono lokulinganisa umthelela/imvamisa, ukusungula izinto ezintsha ohlelweni lwemidiya ye-CTV (kusetshenziswa izinketho eziningi ezihlukanisiwe njenge-Vevo), kanye negalelo langempela lemikhankaso esakazwa ezindaweni ze-CTV kanye nokusakaza.
4) I-logic entsha yokusungula izinto ezintsha iyasebenza
Isikhathi "sokusungula izinto ezintsha ezimangalisayo" silahlekelwa ukubaluleka. Kusukela ngo-2026 kuqhubeke, okuzozuza ukuthandwa yizixazululo eziwusizo, eziqhutshwa idatha kanye nokuziphatha kwangempela kwabathengi. UBelardo ubala izinsika ezintathu zokusungula izinto ezintsha zonyaka ozayo: ukusungula izinto ezintsha okuxazulula izinkinga eziqondile, ukusungula izinto ezintsha okuguqula idatha ibe yisenzo, hhayi imibiko nje kuphela, kanye nokusungula izinto ezintsha okusiza ukwenza imisebenzi ibe lula, okuletha inzuzo yokuncintisana. "Ezweni eliyinkimbinkimbi, izinhlobo ezenza ukuphila kwabantu kube lula ziyanqoba," ugcizelela.
5) Isevisi ezenzakalelayo iguquka ibe okuhlangenwe nakho okuphelele
Isevisi yamakhasimende ezenzakalelayo iyavuthwa futhi idlula nje i-triage. Ngo-2026, ama-chatbot azohlanganisa: umlando wokuziphatha, i-CRM, kanye nohambo lwamakhasimende oluvela ekugcineni kuya ekugcineni. Inselele, ngokusho kukaBelardo, izoba ukulinganisela ubuchwepheshe kanye nokuzwela kwabantu: "Ukuthinta komuntu kusabalulekile ekwakheni ukwethembana. Ukuzenzakalela akuthathi indawo yalokho."
6) I-GEO ichaza kabusha ukuqonda kokuqukethwe ezweni eliqhutshwa yi-AI
Njengoba ubuhlakani bokwenziwa buthatha indima ebalulekile ekutholakaleni kolwazi kanye nokunconywa, kuvela into entsha ebaluleke kakhulu: i-GEO (Ukuthuthukiswa Kwenjini Ekhiqizayo).
I-GEO iqondisa imikhiqizo ekwakheni okuqukethwe okucacile, okunembile, nokuthembekile, okukwazi ukubhekiswa kumamodeli akhiqizayo lapho ephendula imibuzo yomsebenzisi. Esimweni sokugcwala kwemiyalezo nokuhlukaniswa kokunaka, ukubonakala akuxhomekile kuphela ku-SEO, kodwa futhi nekhono lokwakha izimiso zemvelo ezihambisanayo ezixhumanisa ubuhlakani, idatha, kanye nobuchwepheshe.
“Ngo-2026, i-GEO izoba yinto ehlukanisayo: iyisiqalo esisha sokuqinisekisa ukuba khona, ukufaneleka, kanye nokuqhubeka endaweni lapho i-AI izoqhubeka nokulawula ulwazi kanye nohambo lokusebenzisa,” kuphetha umphathi.
