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The Secret of the Success of Advertising in Latin America

This post is also available in: Spanish

Recently Nielsen published its 2013 Global Trust in Advertising report, which measures consumer attitudes towards all types of advertising. Nielsen surveyed 29,000 consumers in 58 countries. And for the second straight year, Latin Americans were shown to have the most confidence in advertising of all the consumers in the world.

Here’s a breakdown of some of the key figures in the report:

  • 75% of Latin Americans trust TV advertising compared to 62% of the rest of the world
  • 74% of Latin Americans trust radio advertising compared to 57% of the rest of the world
  • 72% of Latin Americans trust magazine advertising compared to 60% of the rest of the world
  • 74% of Latin Americans trust newspaper advertising compared to 57% of the rest of the world
  • 65% of Latin Americans trust out-of-home (OOH) advertising compared to 57% of the rest of the world
  • 61% of Latin Americans trust online search advertising compared to 48% of the rest of the world
  • 50% of Latin Americans trust online ad banners compared to 42% of the rest of the world
  • 54% of Latin Americans trust online video advertising compared to 48% of the rest of the world
  • 60% of Latin Americans trust social media advertising compared to 48% of the rest of the world
  • 54% of Latin Americans trust mobile phone display advertising compared to 45% of the rest of the world

Ads Spark Action in Latin America
Beyond trust, what obviously is key is the action that someone take after being exposed to advertising. Well, Latin America also leads the world in this category. According to Nielsen’s results, Latin Americans are much more likely to take action after being exposed to advertising than the consumers in the rest of the world.

PERCENTAGE OF CONSUMERS THAT TAKE ACTION AFTER MEDIA AD EXPOSURE (click to enlarge)

On average, Latin America’s consumers are 16% more likely to take action after being exposed to an ad in 10 of the major media types.

 

Real Life=Real Impact
Nielsen also asked consumers about the messaging elements in ads that had the most impact for them. The ads that present real world situations were the ones that had the largest amount of resonance with Latin American consumers (57%). Globally, the ads that use humor had the most resonance with consumers (47%), but ads that show real-life situations were a close second (46%).

To find out more about how we can help you reach Latin American consumers with a campaign in any type of media, please contact us.

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