Author Archives: US Media

About US Media

Marketing Manager for U.S. Media Consulting.

How Data Science and Technology Can Help Fight Ad Fraud

A lot of the media buying is shifting into the digital space, so…

…How should marketers approach it to make it more effective?

What is ad fraud? something pretending to be a person, and therefore stealing impression from advertisers. On top of that,  20% of impressions are lost, which sets you back on building sales and achieving success.

This is ad fraud, and even if some believe is going to decrease over time, it will happen only if the entire ecosystem addresses it.

We are all responsible” says  Ron Amram, Senior Media Director, Marketing, HEINEKEN USA. The only way to fight it, is to integrate collaborative solutions in the big ecosystem

There are 3 actions that can help fight ad fraud:

  • Identify bad actors: make them public, expose fraud from ad exchangers (those who sell this inventory).
  • Create blacklists
  • Identify more sophisticated threaths.

We are in the first stage of this problem: we are recognizing it as a problem and we are starting to talk about it. The solution has to be both organizational and technological. Business practices will have to change. It is a security issue, so we have to address it as such, investing in changing the mentality and work together to make it more secure.

“Today we are in a transition period, but soon the buy side, us, is going to  be able to spot the problem, and stop carrying all the burden” Michael Tiffany, Co-Founder and CEO, White Ops

The downside is that we don`t have standardized guidelines yet or independent organization to supervise ad fraud. The good side: There is going to be more competition in quality. Improving the quality of the inventory: ad exchangers, ad network, or referral services, and taking responsibility for it. Which means, creating best practices.

We should also creat identifiers that rewards good actors and punishes bad actors. And create tools for the middle man to be able to spot them or trust the inventory they are buying. We need to raise the bar, to be precise about the type of malware. And make it public, establish protocols making an economic effect and provoke changes. 2/3 of the ad fraud came from compromised regulars people’s computers.

 

In summary, it seems that the solution will come from mutual agreement, much like everything that takes place on the internet. That can be easily achieved or harder than ever. It will be up to us.

03 seguros“People have realize the value of programmatic, and RTB, just now. Next step, how can we ensure it .” Douglas de Jager, Engineering Lead and Manager, Google Ad Traffic Quality, Google

 

 

 

 

online trends latam

A Quick Roundup of the Latest Latam Online News

We run into tons of data as we plan campaigns for online media and programmatic. But since sharing all of it will glaze your eyes, below we break down some key recent developments in the Latin American online world with some links if you want to read further.

LATIN AMERICA
Latin Americans spend more time online than anyone else, use PCs to go online much more than mobile, are big on connected devices and are booking travel online in record amounts.

ARGENTINA
Argentines are making tons of online purchases, huge amounts of them check social networks from their phones and use Facebook way more than Twitter.

BRAZIL
Brazilians are also buying online in massive amounts, respond well to video ads, book loads of online travel and their social network users are predominantly 18-34 years old.

CHILE
Chileans lead Latin America in Internet penetration, mostly go online with smartphones, prefer Facebook hugely over Twitter, love news sites and are adopting Instagram in a big way.

COLOMBIA
Colombians love digital video, spend more time online than other Latin Americans, mostly all look for health information online and are adopting video on demand services in a big way.

MEXICO
Mexican millennials dominate Internet use, social media use and smartphone use, while Mexicans in general are shopping online in greater numbers while watching a ton of digital videos.

PERU
A significant amount of Peruvians are multiscreen users, they consume more web pages per person than the rest of Latin Americans, are growing hugely as fans of brands on Facebook and are visiting travel sites in droves.

URUGUAY
Uruguay’s online audience spiked strongly in 2014, they lead Latin American in monthly online visits, they are predominantly under 35, spend more time on social media sites than other Latin Americans, and also overindex in their use of car sites, online gaming sites, business sites and news sites while shifting significantly towards going online via mobile devices.

VENEZUELA
Venezuelans consume more pages per visit than the rest of Spanish-speaking Latin America, the amount of Internet users in Venezuela went up by 19% in the past year and they spend significant amounts of time on retail sites, sports sites and tech sites.

Okay, now you’re caught up. Please contact us if you need help reaching Latin Americans in general or in specific markets with an online display campaign or a programmatic buying campaign.

 

Cartoon phone man king

Latin America Leads the World in Smartphone Growth

Market research firm GfK recently released its figures for smartphone growth and it looks like Latin America is leading the world in this area.

Smartphone sales in Latin America totaled 68.7 million in 2013 and went up by 59% in 2014 to total nearly 110 million units. In terms of sales value, Latin America is again the leader when it comes to smartphones: US$31 billion in 2014 versus US$20.6 billion in 2013—a 52% increase.

Here’s a graphic to illustrate the numbers and show the numbers in different markets:

Latam leads in smartphone sales

For advertisers and agencies, these numbers clearly point to the advantages of investing more in mobile campaigns and may explain the powerful growth in mobile advertising in Latin America that was recently projected by eMarketer. One challenge is determining exactly how to invest in mobile marketing in Latam: apps vs. mobile internet, for example. We have some advice on that here.

Please contact us to find out more how we can increase efficiencies for Latin American advertisers and agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

pc_brasil-Tech-Metrics-Brasil-Intel

Quick Insights into Brazilian Internet Users

Google Think Insights recently published an interesting infographic on Brazilian Internet users, all based on recent research.

Even though it’s in Portuguese, most of the data is easy to figure out. Some of the highlights are:

  • 48% of Brazilians are connected to the Internet
  • 74% of Brazilians aged 15 to 49 are online
  • Smartphone penetration in Brazil went from 26% in 2013 to 29% in 2014
  • Tablet penetration in Brazil is at 9%
  • 80% of Brazilians compare products online before buying them.

And more. Click on the link below to view the infographic:

Google Think Insights Brasil 2014

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

Girls with Shopping Bags

15 Insights about Latin American Consumers for 2015

In trying to create the most effective media plans possible, understanding consumer behavior is paramount. To that end, we looked at research into Latin American consumers to understand more about their growth, shopping habits, preferences and media use.

Here are 15 key insights to keep in mind during 2015:

  1. In 2020 there will be a total of 640 million consumers in Latin America and private consumption in the region will nearly double compared to 2012
  2. A Kantar Worldpanel study of Latin American consumers showed that 32% had bought an LCD, LED or plasma TV over the past 5 years and that 33% have purchased a better quality refrigerator recently
  3. Radio is the most popular medium in Latin America—consumed more than TV
  4. 46% of Latin Americans say they make online payments
  5. Mexico is the #4 country in the world in terms of mobile advertising traffic, while Brazil is #7 and Argentina is #13
  6. The amount of Netflix subscribers in Latin America grew from 309,000 in October 2011 to more than 4.8 million by September 2014, with 1.2 million in Mexico and 2.1 million in Brazil
  7. 75% of Brazilians surveyed said they watch streaming video, slightly less than the amount that watches regular TV (77%)
  8. 69% of Latin Americans with a bank account say they make online transactions
  9. Nearly 60% of Latin Americans watch TV while surfing the Internet and 67% watch online videos
  10. 41% of Peruvians watch TV while using another device at the same time, mainly a smartphone (22%), but also a laptop or PC (15%) and a tablet (4%)
  11. Chileans spend the most money on sports clothes than other Latin Americans
  12. 81% of Brazilians, 66% of Mexicans and 73% of Argentines research appliances online before buying
  13. Peru is the Latin American country in which social media have the deepest penetration: 96%
  14. 10% of the world’s Internet users are from Latin America
  15. Latin American travelers tend to travel more than those from more established travel markets and report higher levels of enjoyment

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

Fernando Monedero color

Latam Digital Media Trends for 2015: An Interview with Fernando Monedero of MEC

Even if 2014 isn’t exactly in the rearview yet, there’s not much of it left. So when we look at 2015, we wanted to consider which digital media trends will be the strongest in Latin America. So we sat down with an expert—Fernando Monedero, Regional Digital Director for MEC—to get his take on what’s next in 2015.

It seems like every year is predicted to be “The Year of Mobile” in Latin America, in which mobile will occupy a top slot alongside the other forms of media. How do you see the role of mobile in 2015 in Latam?

I don’t know if it will be “The Year of Mobile,” but we do know that Latin America is growing rapidly in terms of Internet connections through broadband on smartphones and tablets, as well as in the number of these devices. This indicates the relevance that this form of media is gaining with the population and, as a result, with the consumers of brands. I think that brands are realizing this and that mobile will have a larger presence in their marketing strategies.

How strong will social TV be in 2015? Will we see more buys that integrate TV advertising with complementary advertising on social media?

We’re living in a multiscreen world in which marketing professionals are looking for innovative ways to connect with consumers.
Our TV watching experience is becoming a social event. TV and social media are changing our passive experience to make it more social and interactive: now a conversation about the shows we watch is taking place. We’re experiencing the rapid rise of social TV.

Some companies have projected that in 2015, we’ll see strong increase in programmatic ad spend in Latin America. Do you agree?

Totally. It’s a much more efficient way to buy media. With this new media landscape, marketing professionals will need smart systems to buy media, with new algorithms to increase their understanding of consumers and improve targeting based on behavior. [Programmatic buying] involves a big-picture understanding of brand messaging, facilitating customization, transparency and real-time integration to connect brands to consumers through greater credibility and the continual visibility and relevance of the brand.

Do you think that we’ll see greater investment with the programmatic purchase of mobile advertising or with online videos? If so, do you think that brands will spend more with these two types of advertising through programmatic buying?

Mobile is just another channel within programmatic buying and as an ad format, video is becoming much more relevant due to its wide range of possibilities for communication and interaction; it’s not necessarily where brands will spend more, but we’ll surely see an increase in spend.

In the United States, marketing professionals are investing more in native advertising. In 2015 will we see a parallel increase in Latin America in terms of native advertising?

Yes, I believe so; it’s minimally intrusive form of communication that lends itself to multiple platforms, which brands like. On the part of the consumer, I think that it will be more accepted by older rather than younger consumers, since the latter will be able to identify native ads as advertising with greater ease.

Have you observed any preference for any particular type of native advertising on the part of advertisers? Perhaps online video?

I think it’s interesting how mobile native advertising will be bought and sold programmatically.

According to comScore, in 2014 Facebook continues to dominate the social media scene in Latin America. But in the United States, marketing professionals are taking advantage of other social networks like Snapchat, Pinterest and Instagram, among others. Do you think that in 2015 we will see newer social networks become stronger in Latam?

Facebook is not the only option, but it is and in 2015 will continue to be the first option for any advertiser when it comes to communication through social networks. In my opinion, Pinterest will indeed take on more relevance, especially in categories related to higher social strata; the rest [of the social networks] will have growth but won’t be that significant.

Will there be a trend that we have not cited so far that you think will be strong in 2015?

I think that the intelligent use of data will be a determining factor in the communications strategies of brands, as well in their optimization processes. These days, technology allows us to understand much better who the consumer is and what they want, and the use of data management platforms (DMPs), tools and dashboards to understand information will be of great importance in 2015.

 

 

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4 Great Uses of Branded Content in Latin America

While we hear a lot about content marketing these days, people rarely cite clear examples of how it works. As a result, both marketers and media agencies may have trouble visualizing how to apply it to their campaigns and get some measurable results from it. A recent piece from Contently may help with this—it cites 4 interesting examples.

#1 Más por Más
Más por Más is a Mexican newspaper that created a paper towel dispenser that was connected to its newswire. Each sheet had a news story on it, plus a QR code to drive people to Más por Más Web site, and this increased unique visitors to the site by 37%.

#2 CNA Speaking Exchange
CNA is a language school in Brazil that connected students learning English to Americans in retirement homes through streaming video. At first, the videos were supposed to be a tool to evaluate each student’s progress, but later CNA edited together clips to create a compelling video that won a Lion at Cannes and a Clio.

#3 Beldent
This Argentine gum brand had 5 sets of twins sit at Buenos Aires’ MALBA art museum. One twin chewed gum, the other didn’t. Then Beldent asked museum visitors to answer questions about the twins. The visitors generally had a more favorable impression of the gum chewers. Overall, the video won 8 Lions at Cannes.

#4 Coca-Cola’s Friendly Twist
Coca-Cola Colombia and Leo Burnett Colombia placed vending machines on the campus of a Colombian college. The machines all had Coke, but the students couldn’t just twist off the caps. To open the sodas, they had to join their bottle top with that of another student and twist. This simple interaction helped break the ice between students and led to a memorable promotion piece.

ANALYSIS
The common ground for this content includes:

  • Interaction: bringing people together
  • Humanity: playing to people’s basic needs and reactions
  • Integration: adding the brand into the interaction in a natural way, no hard sell
  • Events: Each piece of content was an event in which the brand made something happen instead of trying to reach an audience with a message

So while effective content can be a blog post or web pieces on a portal that also includes web banners designed to inspire conversions, it can also be an entertaining video.

These successful examples also suggest that brands can take a multifaceted approach. They can start with an interesting below-the-line (BTL) approach—like a street promotion—then film it, turning it into a commercial, then circulate that commercial via social media. If there is a CSR (corporate social responsibility) angle to the video in which the brand helps out with a cause, the video could be emailed to customers to raise awareness for the cause. In addition, the right BTL promotion can be pitched to the media to cover as a human interest story and thus deliver additional promotion.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

 

99% social media

99% of Social Media Posts Lead to Little or No Engagement

SocialFlow, a social media optimization platform, analyzed 1.6 million organic posts from Twitter, Facebook and Google+ between April and July 2014. According to the results reported by VentureBeat, 99% of these posts generated little or no engagement.

Analysis: The results aren’t a gigantic shock. Earlier, we cited data that showed as many as 71% of tweets get no response. With so many people on social media posting updates that add to the stream of content posted by brands, overwhelming volume would tend to inhibit engagement. In addition, research suggests that people follow brands on social media for discounts and coupons, suggesting that other forms of content are of less interest.
Does this mean that companies should take down their Facebook pages? According to Social Flow, the answer is no. Even with just 1% engagement, the scale is so large that companies can obtain strong results.

To read more about these results, please click here.

You also can:

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.

marketing-en-medios-y-redes-sociales_ampliacion

The Latest on Latin American Media and Marketing

Keeping up with marketplace changes can be a real challenge. To make things easier, we reviewed what’s been happening and below we have a selection you can skim quickly.

>78% of Brazilian Millennials Use Smartphones
This stat comes from a Telefónica survey of 6,700 millennials around the world. This is a big jump compared to last year’s survey, in which 63% of Brazilian millennials said they used smartphones.

To read more about this survey, please click here.
To read more about millennials in Latin America, please click here.

>Latin American Consumers Buying More Budget Brands
While the Latam middle class continues to aspire to own name brands in certain areas like smartphones or fashion, to save money it’s switching to cheaper brands when it comes to certain products, like shampoo.

To read more about this trend, please click here.
To find out which 10 products Latin Americans are buying the most in 2014, please click here.
To find out which 5 trends are dominating among Latin American consumers, please click here.

>Social Networks Reach 93% of Latin American Internet Users
This data point is from ComScore Futuro Digital Peru and was cited in an article by eMarketer. Interestingly, social media have a stronger reach in Latin America than they do in either the United States or the United Kingdom: in the former their penetration is 82.7% and in the latter it’s 80.4%.

To read more about social media penetration in Latam, please click here.
To read more about the top 10 social media trends in Latin America, please click here.
To read about the companies in Latin America that are strongest in social media, please click here.

>Ad Spend in Brazil Represents 50% of All Ad Spend in Latin America
According to eMarketer, total ad spend in Brazil in 2014 will reach US$20 billion while total ad spend in all of Latin America will reach US$39.6 billion in 2014. TV still commands the largest share, with 62% of the total ad spend.

To read more about ad spend in Brazil and Latin America, please click here.
To learn about projected ad spend trends for Latin America until 2018, please click here.

>90% of Latam Traffic Will Be from Online Videos
This is an estimate from Sergio Quiroga, president of Ericsson Latin America. Quiroga predicted that by 2018, online videos will be responsible for 90% of traffic handled by telephony operators.

To read more about this prediction, please click here.
To read more about mobile trends in Latin America, please click here.

>67% Penetration for OTT Mobile Messaging in Latin America
Citing data from Ericsson, eMarketer reported that over-the-top (OTT) mobile messaging has 67% penetration in Latin America, compared to just 40% in 2013. Mexico has the biggest OTT mobile messaging penetration at 75%, followed by Argentina (64%) and Brazil (60%)

To read more about this trend, please click here.
To read about the spike in smartphone and tablet use in Latin America, please click here.

>More than 65 million pay TV subscribers in Latin America
This is according to research from Dataxis, which lists Brazil as the #1 pay TV market in Latin America due to its 18.97 million subscribers, while Mexico is #2 with 16 million.

To find out more about Dataxis’ research, please click here.

>Argentina Leads Latin America in Online Ad Spend
An infographic published by IAB Chile indicates that Argentina leads Latam in online ad spend. This is because 14% of the total ad spend in Argentina in 2013 went to online advertising. Online’s share was lower in other countries, such as Mexico (9.3%) and Colombia (9%). The infographic from IAB Chile did not show numbers from Brazil. However, we do know that in 2013 Brazil had overall ad spend of R$ 32 billion as per Projeto Inter-Meios and that online ad investment in 2013 totaled R$ 5.7 billion as per IAB Brazil, suggesting that online accounted for nearly 18% of ad spend in Brazil in 2013.

To see the IAB Chile infographic, please click here.
To find out more about ad spend trends in Latin America, please click here.

Please contact us to find out more how we can increase efficiencies for Latin American agencies through media services like planning or buying or via advertising technology solutions like programmatic buying.