Taís Farias
March 26, 2024 – 8:00 am
PicPay announced this Tuesday, the 26th, its entry into the media market. From now on, the company will sell advertisements that will be displayed on its finance application. The unit has been in testing since September and already has around 20 customers. The objective this year is to multiply the revenue obtained by 10.
Former Mercado Livre, Felipe Julião will lead Pic Pay’s Ads operation (Credit: Disclosure)
Other markets, such as retail, are already investing in the commercialization of their media assets. For PicPay, the financial sector must go through a similar process. The company is also betting on the end of third-party cookies as an opportunity.
Ivete Sangalo “directs” PicPay campaign
“We realize that today’s scenario is that advertisers need to prepare for a cookieless world, where proprietary data will be increasingly valued”, explains Felipe Julião, Ads executive at PicPay. The executive has been with the company since May last year and, previously, worked in the Ads vertical at Mercado Livre.
With this data in hand, PicPay promises to offer its customers segmentation according to demographic, behavioral and consumer lifestyle variables. On the other hand, Julião says that the main challenge throughout the testing period was to integrate the ads without harming the consumer’s journey.
“Ads cannot disturb the customer in any way, and must be intelligent to the point of making sense for their profile”, explains the executive. PicPay Ads was born connected to the Google network, where the advertiser can monitor campaigns and metrics. The finance company is holding meetings with agencies to present the platform.
