Weekly News Roundup: Americas; Jeep bets on programmatic media in Brasil with Teads, research reveals content habits

On this weekly news roundup from LATAM, Jeep Builder Increases Brand Recognition by 34% of Jeep Compass and Increases Ad Recalls Volume with Teads Managed Outbound Campaign; study conducted by ContenTools and OpinionBox points out changes regarding the use of social networks, advancement of fake news and increase in video consumption. Jeep increases brand awareness with programmatic.

The Teads media platform was chosen by Jeep to reposition one of its SUV's, the Jeep Compass, in the Brazilian market, with the aim of increasing the message association of the product with the theme "finding its nature" through ads delivered within content (outstream). Created by Blinks and F.Biz agencies, the campaign utilized tools from Creative Lab and Teads Studio, as well as a Nielsen brand lift survey.

According to Dennis Onishi, Senior Media Manager for the FCA group, the strategy enabled them to understand how the public understands and reacts to the brand and thereby optimize creatives through Teads Studio. Nielsen's brand lift research, based on exposed group vs. control group methodology, consisted of three questions: the first was to understand which brand the audience associated with the phrase "find its nature", while the second and third wanted to know if the public knew and had already been exposed to the Jeep Compass campaign.

The interest in the 64% mark obtained in the first question proved that the audience absorbs the message much better when impacted within the editorial environment - a significant result when compared to the 6.9% Nielsen message association benchmark. In the second stage, the Creative Lab tool, which analyzes the different emotions felt by an audience when exposed to advertising, used facial coding technology to understand how the Jeep target responded to different creatives. Among the results found, it was found that men, for example, engage much more when exposed to product scenes, while women have shown greater empathy for lifestyle scenes. Besides the expressive reach in the primary target of 35-49 years, the group over 50 responded more positively.

Finally, from these insights, the Teads Studio team has edited existing creatives to optimize campaign deliverables according to Jeep goals. "For us it was very clear that bringing brand elements to the beginning of the video would result in greater effectiveness for the campaign," commented Paulo Itabaiana, Commercial Director of Teads Brasil. "We used the creative elements of the customer campaign and created a skin that made it easier to see the product and the message, increasing the time the audience interacted with the brand. It was the biggest lift of automotive campaigns we've had on Teads to this day. "

Research reveals how Brazilians consume content on the internet

The second edition of Content Habits research, conducted by ContenTools and OpinionBox, reveals changes when using social networks among Internet users: while Facebook is losing space and Instagram grows and conquers new users. In addition, YouTube has seen a slight increase in the number of users accessing the network daily in the last 12 months.

Another relevant fact concerns fake news. To get an idea of ​​the size of the problem, on average, 12% of people share content without being sure whether it is true or not, while 9% of respondents said that in the previous year. Differentiating what is true from what is a lie is a growing challenge among Internet users, the study points out. In the analysis by formats, photography is still the content that Brazilians love to watch, but the videos grew in the period, with a 14% increase compared to 2017.  As for the preferred video channels, 49% of users usually subscribe channels on YouTube, 21% watch all WhatsApp videos regardless of subject, and 22% watch all or almost all of the videos that appear on their timeline.

In addition, the survey highlights that Stories tool, which shares short videos for 24 hours with users, has fallen in love with Instagram users. The content format in text is preferred among 26% of Internet users, however, about 24% said that it is very rare to click on a link or post that appears in their timelines, indicating that they read only the headline. The size of the text is also an obstacle: 4 out of 10 respondents claim that if the text is too long, they do not reach the end of the reading. The study interviewed 2,000 consumers who access a social network regularly, respecting the proportions of income, age and gender of this group. The margin of error of the survey is 2.2pp and the confidence interval is 95%.