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Using Behavior to Reach Latin American Internet Users

This post is also available in: Spanish

In targeting the Latam online audience, understanding their behavior and activities is crucial to initiate and later optimize campaigns. A recent study from JWT polled thousands of Latin American Internet users in countries like Argentina, Brazil, Chile, Colombia, Ecuador, Mexico, Peru, Puerto Rico and Venezuela. The JWT study includes some behavioral data that could be helpful for agencies and advertisers. Here are some of the key takeaways:

# social tv
#1 Consider a Social TV Campaign

Nearly 6 out of 10 (58%) of Latin American Internet users say that they watch TV while online. And since we know that mobile Internet is growing hugely in Latam (along with tablet and smartphone acquisition), it stands to reason that these internautas are going online with mobile devices while watching TV.  In fact, significant percentages of Latin Americans in the JWT study report that they go online with mobile devices:

  • 58% of Brazilians
  • 66% of Chileans
  • 61% of Venezuelans
  • 62% of Puerto Ricans
  • 57% of Mexicans
  • 54% of Colombians
  • 54% of Ecuadorians
  • 49% of Argentines
  • 44% of Peruvians

Further supporting this is a study from Ericsson that revealed that 62% of Argentines, Brazilians and Mexicans go online with mobile devices and another on Chileans doing the same.
As such, agencies and advertisers may want to explore the possibilities with the Shazam mobile app and other solutions that combine TV advertising with mobile components.

deezer
#2 Up Investment in Online Video & Music Sites

Nearly 7 in 10 (67%) of Latin American Internet users say they watch or download online videos, while 58% download music and 30% stream radio. Also, more than half (53%) say that they listen to music online. Besides exploring programmatic buying of ads on video sites to improve efficiency and overall investment in online video advertising, brands and agencies can also evaluate the opportunities offered by sites like Deezer, the world’s leading legal music streaming service.

mobile money
#3 Put Money in Mobile

While 89% of Latin American Internet users access the Internet from a PC at home, the #2 device they use is a smartphone: 56% go online with these. And 24% go online with tablets, compared to 32% going online from a PC at work and 17% connecting via a PC at school and 13% using a PC at an Internet café. A recent study from PriceWaterhouseCoopers offers some ideas for crafting mobile campaigns that appeal to Brazilians and it may have applicability for the rest of Latam. Regardless, device adoption suggests that our online campaigns need a significant mobile component just to continue reaching Latam Internet users that rely more and more on these devices to connect.

# social money
#4 Be Smart about Social

Not surprisingly, the JWT study shows that 76% of Latin American Internet users engage in social networking every day. The tricky part for agencies and advertisers is that there’s pressure to stay current with all the new networks that are popping up. While many of these social networks can offer some interesting opportunities to connect with certain niche groups, the key metric to factor in is time spent. A 2014 report from comScore indicates that more than 95% of the time that Latin Americans spend on social media sites is spent on Facebook, so this suggests that we should weigh our investments accordingly. Otherwise, despite the growth of Twitter and LinkedIn, brands may not see good results with campaigns, simply because people aren’t on these long enough to see ads. With Facebook, retargeting through Facebook Exchange may be a way to maximize reach because of its basis in proven behavior, as opposed to sponsored posts or other types of ads.

Contact us to learn more about how we can help with a variety of these tactics, media and platform, including programmatic buying of display or online video ads, campaigns on Shazam or Deezer, mobile advertising and retargeting via Facebook Exchange.

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