Publishers in Brazil Negotiate with CBA; Brazilian Chatbot Wins Facebook Award

In this week's LATAM Roundup: IAB Brazil's Publishers Committee met with the Coalition For Better Ads (CBA) and decided to work on a focus group to consider which recommendations will be enforced in the local market; Chatbot developed by J. Walther Thompson and mobile agency Mobile wins Facebook Award after growing the AA Brazil emails by 1300% in one day; and, finally, Teads introduces local head of Teads Studio, Bertrand Cocallemen.

Brazilian stakeholders close deal with Coalition for Better Ads

IAB Brazil’s Publishers Committee met last week with the Coalition for Better Ads (CBA) in order to understand which are the CBA’s best practices that will be adopted in the local market. The agenda will be led by IAB Brazil, which will take it to advertisers, ad techs, agencies and, of course, publishers.

Some of the members of CBA are big retail brands, such as P&G and Unilever, but also publishers such as Washington Post and American Ads associations. A recent study made by the organisation in the United States revealed three desktop ad formats and eight mobile ad formats that are considered intrusive; and they have been working to educate the market about them.

IAB Brazil’s Publishers Committee will evaluate the impact of those in the local market and choose if it will join a great part of the European and North American markets, which start taking action to prevent ad campaigns in those formats during the next year. According to the website Proxxima, which had details of the meeting, the Brazilian organisations are forming a group to evaluate the next steps.

Brazilian Chatbot receives Facebook Award

With an increasing number of bots being released in social media as a marketing strategy, a Brazilian chatbot created for the local AA by J. Walther Thompson and mobile agency Mobile won the 'Act' prize from Facebook Awards. The chatbot was created in March, as a campaign to celebrate AA’s 70th anniversary in Brazil.

The data-driven, automated interface could give real-time orientation and recommendations to face alcoholism on a local AA Facebook Fanpage. In its first 48 hours, the chatbot had 70,000 interactions, whereas the Fanpage grew its audience by 20,000 new users. The results generated a growth in their formal assistance via email, by 1300%, in a single day.

According to Ricard John, COO, J. Walter Thompson, the ad agency has been working to increase digital ‘intimacy technology’, for which the main goal is to connect emotionally with the audience in order to generate a user behaviour change.

Teads introduces head of LATAM Teads Studio

Teads introduced Bertrand Cocallemen (pictured left) as head of Teads Studio in Latin America. He will be responsible for growing interactive video solutions in the region.

Cocallemen has more than 18 years of experience in the digital advertising market, having worked for J. Walter Thompson and F.biz. He will be working closely to develop new relationships with clients and ad agencies in the region, reporting directly to Eric Tourtel, Senior VP, Teads in Latin America; and to Grand Gudge, head of sales, Teads Studio.