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The Star
23-04-2025
- Business
- The Star
Advertising isn't dead, it is evolving
Photo: AZHAR MAHFOF/The Star. KUALA LUMPUR: Advertising is not facing extinction—it is evolving rapidly, say media industry leaders. Speaking at the 'Is Advertising Dead?' plenary session during the Digital Media Awards (DMA) 2025 on Wednesday (April 23), Mark Challinor ( pic ), international media advisor for News Media UK, emphasised that advertising can still thrive if approached with the right mindset and tools. 'Advertising success now hinges on a fundamental shift; leaving behind outdated rules and embracing a technology-driven, customer-centric model. 'There are wonderful opportunities in advertising with Artificial Intelligence (AI), allowing for more precise targeting of relevant and new audiences,' he said. Challinor added that media sales teams and advertisers need to embrace innovation, prioritise customer experience and privacy, and adapt to the evolving landscape. 'The future of advertising lies at the intersection of emerging technologies, ethical standards, and shifting audience expectations,' he said. Echoing similar sentiments, Marcelo Benez, Chief Commercial Officer of Folha de said publishers and advertisers to view changing consumer habits as an opportunity. 'In the past, people read the newspaper every day. Today, they read it all day long. 'This is the new reality,' he said. Benez added that modern audiences demand more engaging, emotionally resonant advertising. 'Brands that can evoke emotion, spark thought, or generate buzz are more likely to achieve lasting impact. 'Audiences are becoming increasingly selective about what they engage with—and where it comes from,' he added. Challinor also noted that success requires more than just strategy—it requires talent. 'We need solutions-based sales teams and staff with strong technical competencies like digital literacy, proficiency in navigating digital platforms, keeping up with emerging technologies and trends, ability to analyse and interpret data. 'That's how we show we're creative, trustworthy, and in tune with our audience.' Organised by the World Association of News Publishers (WAN-IFRA), DMA marks its 17th edition this year since its inception in 2009. The session examined whether advertising is truly in decline or poised for reinvention, highlighting how publishers can still capture a share of the projected US$818bil in global ad spend in 2025, as forecast by Dentsu.
Yahoo
18-03-2025
- Politics
- Yahoo
Government rolls out bold 35-year plan that could change how valuable land is used: 'A groundbreaking … model'
The Brazilian government achieved another breakthrough in its march to save the Amazon rainforest. President Luiz Inácio Lula da Silva and Co. in December announced a regeneration plan to restore public lands through select companies and organizations, Folha de reported, calling it "a groundbreaking bidding model focused on reforestation and regeneration of native forests." The Ministry of the Environment and Climate Change, Brazilian Forest Service, and Chico Mendes Institute for Biodiversity Conservation are drafting the concessions. The goal is to protect the most vulnerable areas in the "deforestation arc" that cuts through the states of Acre, Amazonas, Mato Grosso, Pará, and Rondônia. "The concessions will last 35 years and aim to transform environmental restoration into a business model, generating profit for those committed to restoring the forest," Folha stated. The need to protect the Amazon is urgent. Last year, 91% of the deforestation there was illegal, Mongabay reported, arguing that enforcement of existing laws must be paired with financial penalties that make such clearing unviable. While the outlet pointed out that public authorities of all levels were absent in the Amazon, the federal government has made the issue a priority. The same week of this announcement, Lula enacted the Brazilian Greenhouse Gas Emissions Trading System, establishing a regulated carbon market and limiting the production of planet-warming pollution. Companies and states that reduce their carbon dioxide emissions will earn carbon credits that can be purchased by other entities. In 2023, Lula revealed how he would eliminate deforestation in the Amazon by 2030. He has already made great strides, significantly reducing the problem from his first days in office. Do you think America does a good job of protecting its natural beauty? Definitely Only in some areas No way I'm not sure Click your choice to see results and speak your mind. Minister of the Environment and Climate Change Marina Silva, a native Amazonian, has also played a large role, asking for a "civilizational change" away from dirty fuels to help conserve the Amazon and other forests. Both are in their second stints in these positions. Join our free newsletter for good news and useful tips, and don't miss this cool list of easy ways to help yourself while helping the planet.
Yahoo
15-03-2025
- Yahoo
Brazilians sentenced in beating death of Congolese migrant
Two Brazilians have been sentenced to 19 and 23 years in prison respectively for the beating death of a young Congolese migrant in Rio de Janeiro, the court announced Saturday. Aleson Cristiano de Oliveira Fonseca was sentenced to 23 years and seven months, and Fabio Pirineus da Silva to 19 years and six months for the killing on January 24, 2022 of Moise Kabagambe, a court statement said. The 24-year-old Kabagambe was killed near the kiosk where he worked along the Barra da Tijuca beach. Testimony from his family, buttressed by surveillance video, showed the two men savagely beating Kabagambe when he asked them for his overdue wages for two days of work. The attackers struck him with their fists, their feet and a stick after a third man, Brendon Alexander Luz da Silva -- who will face trial later -- had bound his hands and feet, the court statement said. "We got the response we had been waiting for for three years," Maurice Kabagambe, the dead man's brother, told the newspaper Folha de S. Paulo. "All of Brazil saw what they did to Moise. They killed him like cowards." The crime shocked Brazilians as images from the surveillance video were shown repeatedly on television. Demonstrations were organized to demand justice. Moise Kabagambe and members of his family had arrived in Brazil in 2011 after fleeing armed conflict in the Democratic Republic of Congo. lg/pt/bbk/md
Khaleej Times
10-02-2025
- Business
- Khaleej Times
Brazil plans levies on US tech firms after Trump steel tariffs, report says
Brazil's government is planning to impose taxes on US tech companies if President Donald Trump goes ahead with his plans to introduce a 25 per cent tariff on all steel imports into the US, newspaper Folha de reported on Monday. The South American country is one of the largest sources of US steel imports as well as a top market for many big tech companies. According to the report, which cites an unnamed Brazilian authority, firms facing potential Brazilian levies include Amazon, Meta Platforms' Facebook and Instagram, and Alphabet-owned Google. Brazil's government did not immediately respond to requests for comment. A finance ministry official in 2024 had already floated the idea of a potential tax on big tech companies in order to meet fiscal targets in case there was a shortfall in government revenue this year.
Yahoo
10-02-2025
- Business
- Yahoo
Brazil plans levies on US tech firms after Trump steel tariffs, report says
SAO PAULO/BRASILIA (Reuters) -Brazil's government is planning to impose taxes on U.S. tech companies if President Donald Trump goes ahead with his plans to introduce a 25% tariff on all steel imports into the U.S., newspaper Folha de reported on Monday. The South American country is one of the largest sources of U.S. steel imports as well as a top market for many big tech companies. According to the report, which cites an unnamed Brazilian authority, firms facing potential Brazilian levies include Amazon, Meta Platforms' Facebook and Instagram, and Alphabet-owned Google. See for yourself — The Yodel is the go-to source for daily news, entertainment and feel-good stories. By signing up, you agree to our Terms and Privacy Policy. Brazil's government did not immediately respond to requests for comment. A finance ministry official in 2024 had already floated the idea of a potential tax on big tech companies in order to meet fiscal targets in case there was a shortfall in government revenue this year.
