Ahead of the upcoming SBC Summit Rio, SBC News and Affiliate Leaders engaged with Tarcio Santos, Marketing Manager at Adsterra, who is set to participate in the panel discussion “Master Localised Marketing and CRM for a Winning Entry” as part of the Affiliate Leaders track.
Santos provided a glimpse into Adsterra’s strategy for Brazil’s gambling sector, highlighting the company’s capacity to deliver extensive niche traffic, customized strategies, and a strong compliance with local regulations. He emphasized the importance of utilizing cultural events, tailoring campaigns to various regional profiles, and utilizing popular platforms to guarantee responsible and effective advertising in Brazil.
**SBC: Could you give us an overview of Adsterra’s journey and significant milestones? What sets Adsterra apart from other ad networks?**
**Tarcio Santos:** Adsterra’s story began from a friendship that turned into a successful venture. Established in 2013 by seasoned affiliate marketers and webmasters with over 20 years of experience, Adsterra aimed to create a network facilitating fair online earnings for advertisers and publishers worldwide. Our initial challenge was technical innovation, which we tackled from the outset.
Being industry veterans was challenging at first, with just two developers crafting the platform’s MVP in a few months. As Adsterra expanded, a small but dedicated team concentrated on an exceptional user experience while a handful of sales managers engaged global media outlets and advertisers.
Though we’ve grown, our core values of teamwork, dedication, consistency, and quality remain unchanged. We continue to prioritize our clients and team members, listening to their needs and ideas.
Adsterra is a stellar platform for advertisers with iGaming goals. Our technology and intuitive interface are ideal for maximizing returns on iGaming campaigns. Here’s why Adsterra stands out for iGaming advertisers and affiliates:
– Over 1.5 billion conversions annually with up to 20% CTR
– Direct traffic from diverse verticals including Entertainment, Online Movies, Downloads, Streaming, and Sports that effectively drive iGaming offers
– Eye-catching ad formats that avoid clutter, such as Adsterra’s distinctive Social Bar with adaptable skin templates
– Adstersa collaborates with many verticals and offers solutions suiting platform restrictions and bans
– Rich traffic from 248 GEOs with significant volumes from countries like the USA, Brazil, Mexico, Argentina, Dominican Republic, Bulgaria, Bangladesh, Philippines, Nigeria, and South Africa
– The Adsterra Partner Care program focuses on sustainable, mutually rewarding partnerships, aiding partners in revenue optimization through steadfast support and resources, including an extensive blog, a free affiliate course, and other insightful guides.
**SBC: How does Adsterra facilitate global and local brands’ entry into the Brazilian market?**
**TS:** With extensive traffic from Brazil and Latin America, Adsterra is a prime source for niche traffic, supplementing traditional channels. Our competitive costs make it feasible for even smaller brands to engage successfully with their target audiences.
Adsterra offers an array of ad formats for campaign flexibility. Our proprietary Social Bar, for instance, boosts CTR by up to 30% and is fully customizable for varied creative expressions.
**SBC: How do new regulations like Law Ordinance No. 1231 affect influencer marketing, and what practices are now restricted?**
**TS:** The new regulations highlight ethical advertising to safeguard consumers and vulnerable groups. Influencers must ensure their content avoids targeting minors or vulnerable individuals and not incorporate child-friendly elements. Misleading claims, such as portraying gambling as a guaranteed income source, are prohibited, and clear disclaimers like “Bet responsibly” are essential.
Practices like encouraging reckless gambling, promoting among sports figures, or partnering with unauthorized platforms are forbidden. Only collaborations with Brazilian-authorized domains (e.g., “.bet.br”) are sanctioned, ensuring legality and consumer safety.
These norms necessitate cautious influencer strategies that emphasize compliance and responsible messaging, leading to more accountable marketing efforts aligned with Brazil’s legal standards.
**SBC: What are the essentials of a successful localised marketing strategy for new markets like Brazil?**
**TS:** Localising strategies for Brazil’s varied market necessitates a grasp of cultural, economic, and regional intricacies. Localisation is crucial to establish genuine audience connections.
Cultural adaptation extends beyond language translation and involves embedding campaigns with idioms, humor, and cultural references specific to Brazil’s regions. Communication in Portuguese and engagement on popular platforms, like WhatsApp, is vital in cultivating brand loyalty.
Leveraging events like Carnival or Brazil’s distinct sports calendar can lend campaigns ample exposure during peak traffic, particularly around major matchups.
Thorough market research is indispensable, as consumer behavior in Brazil is highly regional. Differences in communication in urban versus rural areas and preference for platforms like YouTube and WhatsApp must shape campaign styles and channels.
Compliance with local regulations, such as those from CONAR, is essential to ensuring ethical, law-abiding campaigns that protect brand integrity.
Moreover, localized pricing and payment methods are crucial in winning consumer trust and simplifying transactions, especially with pricing in reais and accepting boleto bancário and PIX.
In summary, thriving in Brazil’s dynamic market demands attention to cultural, behavioral, and operational nuances to secure trust and meaningful engagement.
**SBC: What emerging CRM trends are improving customer retention in Brazil?**
**TS:** Emerging CRM trends are advancing retention strategies through personalisation and technology innovation. As a marketing expert in this field, I’ve observed that AI implementation is transformative. Using generative AI for data analysis enhances customer interaction personalization and experience optimization, equipping businesses to anticipate customer churn and devise precision retention strategies.
Omnichannel engagement is rising, vital in Brazil for its demographic diversity. CRM tools unify cross-platform interactions to maintain consistent communication across customer touchpoints.
Localization in CRM is gaining ground, necessitating systems that reflect cultural, regional, and linguistic nuances, consequently strengthening brand loyalty.
Lastly, real-time data utilization and automation enhance customer experiences by enabling instantaneous, effective responses and streamlining follow-ups and feedback processes, leading to greater retention rates and stronger customer alliances.
**SBC: How do AI and emerging technologies influence local CRM and marketing strategies?**
**TS:** AI is key in personalising marketing with insights into behavior suggesting individualized campaigns. Machine learning-powered recommendations and sentiment analysis refine messaging for Brazil’s diverse population.
Automation streamlines multi-channel communication in Brazil, including popular platforms like WhatsApp, managing comprehensive customer interactions from initiation to re-engagement and ensuring a coherent brand voice.
Localized data use is transformative, with advanced geolocation and analytics enabling precise targeting. Generative AI creates culturally tailored content for authentic regional engagement in various languages.
**SBC: Any advice for advertisers unfamiliar with the Brazilian market on engaging through digital ads?**
**TS:** Crafting impactful digital ads requires aligning with Brazilian preferences and behaviors. Localization is central, encompassing content adaptation beyond mere translation to capture local idiom, humor, and values, thereby achieving authenticity.
Brazil’s digital realm heavily leans on platforms like Instagram, YouTube, and WhatsApp; prioritizing these channels through engaging formats like stories and community interaction is critical. A mobile-first approach is vital, given the prevalent smartphone usage for internet access, necessitating mobile-optimized and fast-loading ads.
Offering local payment options like PIX and boleto bancário is pivotal in building consumer trust and increasing conversions.
Timing during key local events, including Carnival and major football matches, is an effective attention capture strategy. Influencer marketing also thrives in Brazil, where influencer credibility significantly influences buying choices.
Addressing Brazil’s regional diversity through tailored campaigns ensures broad appeal across the nation.
**SBC: What are your goals for SBC Summit Rio, and who are you keen to meet?**
**TS:** At SBC Summit Rio, I aim to fortify strategic partnerships, enhance market insights, and display innovative solutions.
Adsterra, a global ad network with a specialized Partner Care program, offers comprehensive solutions for high-quality traffic procurement and maximized ROI. Its expertise in multiple verticals serves advertisers aiming to diversify and boost their campaigns.
This summit is an excellent opportunity to connect with local experts, explore Brazil’s regulatory landscape, and devise tailored strategies for player engagement and marketing. Highlighting Adsterra’s strengths positions the company as a pivotal growth partner in Brazil.
Interested in joining SBC Summit Rio’s Affiliate Leaders Summit? Apply for a complimentary pass to access the expo, sessions, and networking events free of charge.
SBC’s Affiliate Leaders community is a vital forum for the iGaming industry, empowering affiliates to share insights and tackle sector challenges. It offers exclusive benefits, including speaking opportunities at SBC events worldwide, elevating affiliate engagement in the iGaming dialogue. [Apply for membership](https://affiliateleaders.com/?promo=BLOG-RIO-25-C1kDUKXB&utm_source=SBCEVENTS&utm_medium=BLOG&utm_campaign=RIO-25-AL&utm_content=ADSTERRA-AL-MEMBERSHP&tr=true).