This week’s LATAM Roundup brings the discussion of creativity and automation in Cannes; data of a recent survey about online content consumption compared to other regions and a case study that used data to sync online ads with TV campaigns, breaking records for one of the biggest Brazilian meat producers.

LATAM in Cannes: is it possible to join creativity and automation?

Latin America, particularly Brazil, is known due to the creativity in their campaigns. Speaking to ExchangeWire Brazil about Cannes Lions Festival 2015, some of the industry leaders spoke about the role of ad tech and automation in the campaigns developed in the region.

“The creative communication sector has seen impressive growth for a few years, but it is also undergoing a profound change. Today, data and technology at the centre of the creative revolution. This change favours the creation of new platforms, new players and important opportunities for different companies. Cannes Lions innovation is going to identify and highlight the most creative campaigns, campaigns successfully executed thanks to the advances data and technology”, said Patricio Zanatta, managing director Latin America, Rubicon Project.

Pedro Gonçalves, managing partner, Cadreon Brazil, emphasised that Brazilian campaigns are using technology to automate some of the campaigns; however, it is essential to reinforce the agencies, clients and platforms integration for media and distribution.

“It was never this easy to break barriers in capacity, scale and customisation”, said Gonçalves. One example cited by him was a recent contract that Cadreon signed with Unilever in the region, that automates the delivery of more than 100,000 videos. “This sort of deliver is only possible combining all the market, I am not talking about a single software”, said.

Cesar Moura, managing director, Turn Brazil, highlighted the emotional characteristics of latin american pieces that according to him, can’t be replaced by technology — yet, ad tech makes the best way to combine the target and the emotions. “Humans aren't just data points described by 1s and 0s - we are defined by our emotions and reactions. The best technology doesn't polarize us, but helps us do what makes us human - feel and relate. Just as creative agencies are embracing technology to find new ways to tell powerful stories, more and more marketers are turning to data and technology to better understand their customers so they can better connect and relate. We believe there is a huge opportunity for both sides to work together to use data and software to understand human behavior and help model the human condition – ultimately leading to more powerful, engaging and effective creative”, said.

Brazilians are more willing to pay for online content

Brazil is the top country in a recent survey that tracked the consumer behaviour about paying for online content. The Reuters Institute’s Digital News Report 2015 showed 23% of the Brazilian audience affirming that they would give money in exchange of access of content, way ahead of Finland (14%) and Denmark (13%), in second and third positions, respectively.

The bottom down countries are Germany and Ireland, with 7% each, and United Kingdom (6%).

Brazil is also the first in the ranking of social media usage to share news content — 64% of the surveyed audience in the country use this sort of websites to read and share news online. The country is followed by Australia, Spain and United States, with 51%, 50% and 40% scores, in the same order.

Unsurprisingly, Facebook is the preferred social media for such content, mentioned by 70% of the Brazilian answers.

Reuters Institute surveyed more than 20,000 internet users, 2,000 of them in Brazil. It is important to notice, though, that only urban areas were considered in the country — which can lead the answers to be biased, once the internet access and specially broadband in Brazil is not equally distributed across regions, obviously concentrated in urban areas.

Meat producer breaks record in video campaign synced with TV ads

JBS-Friboi, one of the biggest meat producers in Brazil, revealed some numbers of the campaign developed with DynAdmic and TVDATA, syncing the online videos with the TV advertising during Brazilian prime time.

Comparing to other numbers of DynAdmic network, Friboi reached 7.95% CTR, more than doubled the market average. FCR was 64.86%, whereas market average sits on 23%; and finally, ACR was 70.52%, comparing to the 21.15% average. According to the companies, these were record breaking numbers.

“The final numbers were surprising, way above what we expected for this campaign. In addition to that, we could reach and engage with consumers that are really interested in our product”, said Ricardo Morais, marketing manager, JBS Meat Division.

The campaign lasted 20 days, and the videos were segmented across the country according consumer data and keywords such as cuisine, gastronomy, food, wellness.